Académique Documents
Professionnel Documents
Culture Documents
For
Presented By:
• Abhishek Bhartiya
• B. Aditya Mohan
• Geetika Sodhi
• Mahek Nangia
• Mukul Kumar
• Wasim Shaikh
Introduction
• McDonald’s is the Eighth Most Poweful Brand in the
World. ----Source: Millward Brown Optimor (including data
from brandz, Datamonitor, and Bloomberg)
Product
Mix
Non-Veg Frozen
Veg Menu Beverages
Menu Deserts
Coca-Cola
Barbie
Cadbury
Hotwheels
Pricing
zamane ka daam.
Pricing Strategy
Value Pricing.
a) Happy price menu – Rs 20.
b) Economeal – Rs 49(save Rs 11).
c) McChicken & McVeggie Meal – Rs 75,Rs 65 (Save Rs 15).
d) Happy Meal for Kids – Rs 69,99,109 (toy free).
e) Big saving Meals – Combos Rs 109 – Rs 119(Save Rs 36).
f) A-la carte menu – Rs 45- Rs 65 (Veg)
Rs 55- Rs 65 (Non Veg)
a) Desserts – Rs 12 – Rs 25.
b) Beverages – Rs 25- 50 ( a little costly)
Product Bundling
Package deal.
• The most common strategy in fast food industry.
• The most preferred style for customers of McD.
• Plays on Psychological factor of the customer.
• Customer acquisition costs are high.
• Consumers appreciate the resulting simplification of
the purchase decision.
• The product mix offers are different in various parts of
India.
80--20 Menu Board
80
• 80% visual.
• 20% descriptive.
• Easier for customers to understand what
29,39,49,59,89,99 rupee options are.
• Pricing range, quick service, no-tips
environment attracted middle class and
students.
Competitive Pricing
McDonald’s
Corporation
McDonald’s
India Pvt.
Ltd.
Connaught
Hard Castle
Plaza Rest. Pvt.
Rest. Pvt. Ltd.
Ltd.
(West & South)
(North & East)
McDonald’s : A locally Owned
Company
• Trikaya Agriculture
Supplier of Iceberg Lettuce
• Dynamix Diary
Supplier of Cheese.
• Amrit Food
Supplier of long life UHT Milk and Milk
Products for Frozen Desserts.
McDonald’s India: Suppliers
SELECTION
MODIFICATION
EVALUATION
MOTIVATION
McDonald’s India: Distribution
Radhakrishna Foodland
Distribution Centres and cold storages.
33 in Delhi
22 in Uttar Pradesh
11 in Haryana
7 in Punjab
3 in Rajasthan
1 in Uttaranchal
1 in West Bengal
1 in Himachal Pradesh
32 in Maharashtra
7 in Gujarat
7 in Karnataka
4 in Andhra
3 in Madhya Pradesh
McDonald’s India: Network &
competitors
McDonald’s 132 34
Domino’s 220 42
Subway 131 32
Nirula’s 65 NCR
KFC 34 09
McDonald’s India: Outlets
• McDelivery on cycles.
• Focus on overall
experience.
• “Brand globally and act
locally”.
• Overall it is doing what it
does the best – marketing.
• Intensive advertising aimed
at children.
• Paper mats on trays ensure
that no new scheme goes
unnoticed.
Advertising
Ready to
cook frozen
food material
Delivery to
customer
Initiator
Universal
holding
Cabinet
Assembler
Thank You