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McDonald’s

By:
Prashant Philip Vargis
Ramandeep Singh Arora
Rishinath
Sandeep Raj
The History of
McDonald’s
• 1955, 1st McDonald’s
opens
• 1965, Listed on stock
exchange
• 1967, Big Mac
Invented
• 1971, “Makadonaldo”,
Japan
• 1974, Ronald
Mcdonald House
• 1979, Happy Meals
McDonald’s in India
• JV with
Connaught
Plaza
Restaurants and
Hard Castle
Restaurants
• Re-engineering
of the menu.
• Entry Position:
Urban, Affluent,
The Products
• Core Menu
• Happy Price Menu
• Value Meals
• Happy Meals
• Beverages
• Desserts
Core Menu
Happy Price Menu
Value Meals
Happy Meals
Beverages
Desserts
Promotions
• Main objectives of advertising for McDonald’s
– Create awareness
– Attract
– Recall
• Use of various Media like television, hoardings and bus
shelters.
• Low usage of print ads
• Paper Mats on the trays at the McDonald’s are
designed as per the ongoing Marketing Strategy.
• Pamphlets, banners in and around the outlets are
placed as decided by the area sales manager and the
operations manager, in co-ordination with the
restaurant manager.
• Collaboration with Coke, MTV, Sony Music etc.
A few Slogans & Ad-
Campaigns
• McDonald’s mein hai kuch baat
– Emotional Connect
• Aap ke Zamane mein Baap ke
Zamane ke daam
– Bollywood spoof themed ads
– Instant hit and recall
• i’m lovin’ it
– Currently used
– Fun theme
Pricing
• A very popular punch line of
McDonald’s – “Aap ke zamane mein,
baap ke zamane ke daam”
– Happy Price Menu
• Value based pricing strategies
– Happy Price Menu – Rs. 20
– Value Meals
• Low cost supply chain
• Competitive pricing
Place & Supply Chain
• Restaurants in urban areas
• Mostly in malls or near business centers
• 38 different suppliers
• Interaction with suppliers and logistics
firm to ensure optimum stocking
• Collaborative growth
• Cold chain
• Quality checks at 20 points in the
supply chain movement
People
• Internal Marketing
• Extensive Training of personnel
• The level of importance
1. Customers
2. Front line employees
3. Middle level managers
4. Front line managers
• i’m lovin’ it
Physical Evidence
• Well lit, large restaurants with ample
seating
• Pleasing décor
• Relaxed ambience
• Mild background message
• Re-enforcement of messages like “You
deserve a Break Today” & “Feed your
inner child”
• 80-20 menu board eighty percent visual
and twenty percent descriptive
• Separate family enclosures
Positioning
• Focus on the “fun” element
– For adults and kids alike
– Kids specifically targeted with the happy meal
• A “hangout”
• Affordability
• A place for everyone
– Something for everyone
• Quality offerings
• Great taste
• India centric approach
– Chatpata aalo tikki
– Shake Shake Fries
The Brand
• The Golden Arches
– Instantly recognized, world over
• A single corporate as well as
consumer brand
• Inspires trust, quality, consistency
and a notion of excellence
• Service with a smile, always
• 8th most recognized brand in the
world
SWOT Analysis
Thank you!!!