“One world, One Burger”- McDonald’s

Welcome to McDonald's India!!

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 One’s upon a time
When I
was Baby

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History….
• Founded in 1940
• By Dick and Mac McDonald in California
• Introduction of “speedee service system”
in 1948
• Ronald McDonald introduced in 1963
• Ray Kroc gives the idea of franchising.
•

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 McDonalds-global Fast Food
Powerhouse
• 2004-world’s largest marketer of fast
food
• Serves in 120 countries
• 31,000 restaurants
• Employs 360,000
• 47 million customers per day
•
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Company’s objectives
• Customer driven, global oriented
• Achieving sustainable ,profitable growth
• Designed to increase restaurant visits and
grow brand loyalty among new &
existing customers
•  McDonalds is committed to maintaining
and developing the best food products
in the quick service restaurant market.

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• In order to deliver this, the company has
made a number of commitments to
food safety and nutrition.
• Further build financial strength
• Complete commitment to
quality,service,cleanliness and value

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 McDonald's History INDIA
•Entered in India 1996
•
•McDonald's India is a 50 – 50 JV
partnership between MCDONALD’S
CORPORATION (U.S.A) and two Indian
businessman Amit Jatia and Vikram
Bakshi
•
•Trained extensively with their Indian
management team in Indonesia and US
before launch
•
•The entire menu was changed

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 McDonald’s History INDIA

•
•90% of McDonald's business is owned and
run by independent franchisees in India
•
•
•Actively Involver in many social activities
like CHILD EDUCATION, PULSE
POLIO etc.

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 Product adaptation-the Indian
challenge


• 40% vegetarians selections to suit Indian tastes.



• Respect for local culture-no beef or pork served.

•
 Soft serves and mc shakes are eggless


• Re-formulated own products using spices favored by

Indians.
• Only vegetable oil used as cooking medium.

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Its outlets…
• There are 132 family
restaurants in India
employing about 5,000
people
• 79 restaurants
in north and
east India
with 33 in
Delhi itself
• 53 restaurants
in south and
west India

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First McDonald’s at India

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 TARGETED MARKETS….

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Marketing research

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 Segmentation, Targeting and
Positioning…
• The main target segments are children, youth
and the young urban family.
• Targeted audiences ;
 -children
 -teenagers

-adults


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• Children

-happy meal toys
 -play place
• Teenagers

-price sensitivity
 -varieties offered
• Adults
 -right ambience

-products worth the money

-healthy
•
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Branding strategies
McDonald's has placed considerable emphasis on
enhancing its brand positioning through sponsorship
of events and sports.
• It was one of eight corporate sponsors of the
Millennium Dome Experience, investing £8 million
in the Dome's community programme and learning
experience.
• It has been a major sponsor of international football,
including the World Cup since 1994 and the
Champions League from 1996 to 2000.
• It has sponsored British athletics since 1993, notably
the McDonald's Young Athletes' League, training 11
to 17 year olds.
• It has sponsored Child Safety Week since 1994.
• Logo Represented byconsumer
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behavior arches 18
Marketing mix

The marketing mix is a term used to
describe the four main marketing tools
(4Ps):

• product

• price

• promotion

• and the place through which products are

sold to customers.
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Product
• Product is the physical product or service
offered to the consumer. Product includes
certain aspects such as packaging,
guarantee, looks etc.,
• It dropped ham, beef and mutton burgers
from the menu. India is the only country
where McDonalds serve vegetarian menu
• McDonalds continuously innovates its
products according to the changing
preferences and tastes of its customers
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Place
• The place mainly consists of the
distribution channels.
• It is important so that the product is
available to the customer at the right
place, at the right time and in the
right quantity
• McDonalds offers hygienic environment,
good ambience and great service.
• Delivery services are also available now
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•
Price
• This is the most important part of the
marketing mix as this is the only part
which generates revenue.
• McDonald’s came up with a very catchy
punch line “Aap ke zamane mein ,baap
ke zamane ke daam”. This was to attract
the middle and lower class consumers
• McDonalds has certain value pricing and
bundling strategies such as happy meal,
combo meal, family meal etc to increase
overall sales volumes.
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Promotion.
• There are three main
objectives of advertising
for McDonald’s are to
make people aware of an
item, feel positive about
it and remember it
• McDonald’s does its
promotion through
television, hoardings and
bus shelters. They use
print ads and the
television programmes
are also an important
marketing medium for
promotion.

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Some of the most famous marketing


campaigns of McDonald’s are:

• “You Deserve a break today, so get up
and get away- To McDonald’s”
• “Aap ke zamane mein ,baap ke zamane
ke daam”.
• “Food, Folks, and Fun”
• “I’m loving it”.
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SWOT analysis

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PLC of McDonalds

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Criticism
• Ecological damage 
• Selling unhealthy food,
• Contributing to suffering and exploitation
of livestock. 
• McDonalds=junk food, high calorie food?
Strategies
• Quicker service
• Quicker delivery
• More beverages & change in menu
• More outlets
• Target the two and three tier cities
• Introduction of a new low calorie healthy
burger


•
Achievements.
• Ranked as the 8th best employer
• Ranked the best fast food chain of
restaurants
• Ranked the 8th healthiest fast food
eateries
• Ranked 2nd for customer satisfaction
•
 BYE BYE SEE U AT McDonald's

Thanking you

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