ppt vaibhav mc d
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pls give ur feed backTRANSCRIPT
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PRESENTATION
ON
PRESENTED BY: AMIT YADAV VAIBHAV SHARMA
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INTRODUCTION MARKET STRATEGIES PRODUCT MARKET STRATEGIES
INTRODUCTION HISTORY PRODUCT MARKET STRATEGIES INDIAN SUPPLIER PACKAGING CO-BRANDING PROMOTION PHYSICAL EVIDANCE STAFF & EMPLOYEE TRAINING &DEVELOPMENT FACTS
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• McDonald’s is the Eighth Most PowerfulBrand in the World.---Source: Millward Brown Optimor
(including data from brandz,Datamonitor, and Bloomberg)
• As of March 2010 there are 32,488 restaurants in 117 countries (in which 22,227 is on franchise & licensed based)
• Rs 400 crores being put in for expansionplans into Tier II cities within next threeyears.
• Doubling of turnover within three years.
• Market share of 18 percent in northIndia.(includes restaurants, cafes, fastfood joints, local vendors etc.)
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• McDonald's was started as a drive-inrestaurant by two brothers, Richard andMaurice McDonald in California, US in theyear 1937.
• Ray Kroc, distributor for milkshake machines,expressed interest in the business, and hefinalized a deal for franchising with theMcDonald brothers in 1954.
• He established a franchising company, the
McDonald System Inc. and appointedfranchisees.
In 1961, he bought out the McDonald brothers'share for $2.7 million and changed the nameof the company to McDonald's Corporation.
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Product
VEG MENU
NON-VEG MENU
BEVERAGE
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MARKET STRATEGIES
Cost control strategy:-
b) Well established low –
cost supply chain.
c) Ensures efficiency and
speed in distribution.
d) Huge increase in
volume sales.
e) Very good food
processing technology.
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McDonald’s India: Suppliers
•Trikaya AgricultureSupplier of Iceberg Lettuce
•Vista Processed FoodsPvt. Ltd.Supplier of Chicken and Vegetable
•Dynamix DiarySupplier of Cheese.
•Amrit FoodSupplier of long life UHT Milk andMilk Products for Frozen Desserts.
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Packaging andLabeling
Clearlymentionsthat the
burger is aVeg or a Non-Veg Burger
Mentions thename of theburger and
the colour isdifferent for
differenttypes ofburgers
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Co -BRANDING
McDonald’s has major tie-ups withcompanies as their co-branding Statergy.
various
Few of Them arelisted Below:
Coca-Cola
Barbie
Cadbury
Hotwheels
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Promotion
•An activity, such as a sale oradvertising campaign, designedto increase visibility or sales of aproduct.
•McDonalds, for years hasmaintained an extensivepromotion strategy with highestspending on marketing amongst
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Advertising
• Focus on overallexperience.
• “Brand globally andact locally”.
• Overall it is doingwhat it does the best –marketing.
• Intensive advertisingaimed at children.
• Paper mats on traysensure that no newscheme goes
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Physical evidence
• Cleanliness, speed,quality andtransparency ofprocess is the biggestphysical evidence.
• The interiors areattractive and more orless consistentthroughout the world.
• A proper decorum andstrict standards ofcleanliness aremaintained at all thejoints.
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Physical evidence
• Family environmentmessage throughout theworld, just the way ofcommunication isadjusted to differentcountries.
• Play areas are providedso that kids don’tbecome panicky.
• Counters are kept lowand menus pictorially
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THEmascot…
• The well knownmascot RonaldMcDonald is thesame throughout theworld since 1963.
• It is supposed to bethe next most wellrecognized figuresecond only to SantaClaus.
• The colorcombination
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STAFF & EMPLOYEE
• Each outlet is headedby a RestaurantManager . He isresponsible for thedaily operation andcustomer interaction.
• Delivery Crew Membercarries basic operationof a restaurant.Ensures customersatisfaction at therestaurants.
• In order to motivate
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Training
• McDonald’s invests more than $1billion annually in training
•“Best Place toMagazine 2010
Work” – Fortune
• “One out of 5 Best Places to Work inLatin American” – America EconomicMagazine 2009
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McDonald’s India: Network &competitors
CITIESCOVERED
36
48
42
39
NCR
22
COMPANIES
McDonald’s
Pizza Hut
Domino’s
Subway
Nirula’s
KFC
OUTLETS (No.)
192
224
234
136
77
68
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McDonald’s India: ChannelNetwork
North and EastIndia
DelhiUttar Pradesh11 in Haryana Punjab
UttaranchalWest Bengal Himachal Pradesh
West and SouthIndia
Maharashtra Gujarat Karnataka Andhra Madhya Pradesh
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Sources:• www.McDonalds.com• www.freeforessays.com• D. Jobber “Principles and Practice of Marketing”• Sources : http://de.wikipedia.org/wiki/McDonald’s• Kotler/Keller Marketing Management
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Thank You