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    Mcdonalds India

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    ianlasrado
    McDonald's entered the Indian market in 1996 through a joint venture. It has localized its menu for Indian tastes by removing beef and pork and incorporating local spices. It operates restaurants across various Indian cities and was the first McDonald's restaurant worldwide to not serve beef. McDonald's actively engages in social activities in India like supporting education and health programs. It targets various segments like families and kids through offerings like Happy Meals and has expanded its kids marketing through a McDonaldland theme with a playground, membership cards, and kids wear.

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    Mcdonalds India

    Uploaded by

    ianlasrado
    326 views28 pages
    McDonald's entered the Indian market in 1996 through a joint venture. It has localized its menu for Indian tastes by removing beef and pork and incorporating local spices. It operates restaurants across various Indian cities and was the first McDonald's restaurant worldwide to not serve beef. McDonald's actively engages in social activities in India like supporting education and health programs. It targets various segments like families and kids through offerings like Happy Meals and has expanded its kids marketing through a McDonaldland theme with a playground, membership cards, and kids wear.

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    McDonald's entered the Indian market in 1996 through a joint venture. It has localized its menu for Indian tastes by removing beef and pork and incorporating local spices. It operates restaurants across various Indian cities and was the first McDonald's restaurant worldwide to not serve beef. McDonald's actively engages in social activities in India like supporting education and health programs. It targets various segments like families and kids through offerings like Happy Meals and has expanded its kids marketing through a McDonaldland theme with a playground, membership cards, and kids wear.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    326 views28 pages

    Mcdonalds India

    Uploaded by

    ianlasrado
    McDonald's entered the Indian market in 1996 through a joint venture. It has localized its menu for Indian tastes by removing beef and pork and incorporating local spices. It operates restaurants across various Indian cities and was the first McDonald's restaurant worldwide to not serve beef. McDonald's actively engages in social activities in India like supporting education and health programs. It targets various segments like families and kids through offerings like Happy Meals and has expanded its kids marketing through a McDonaldland theme with a playground, membership cards, and kids wear.

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    7 p s ofMcDonalds INDIA

    Entered in India 1996


    McDonald's India is a 50 50 JV partnership between MCDONALDS CORPORATION (U.S.A) and two Indian businessman Amit Jatia and Vikram Bakshi Localisation:
    DONT OFFER ANY BEEF OR PORK ITEM IN INDIA IN PRODUCT LIKE MCVEGGIE, PIZZA MCPUFF ETC.THEY USE SPICES FAVOURED BY INDIANS SOFT SERVES AND MCSHAKES ARE EGGLESS

    Actively Involver in many social activities likegi CHILD EDUCATION, PULSE POLIOiesetc.

    History in India
    1996 the first McDonalds restaurant opened on Oct. 13, at Basant Lok, Vasant Vihar, New Delhi. It was also the first restaurant in the world not serving beef on its menu 1997the first Drive Thru restaurant at Noida 1999the first Mall location restaurant at Ansal Plaza New Delhi 2000the first highway restaurant at Mathura 2001the first thematic restaurant at Connaught Place 2002the first restaurant in a food court at 3Cs, Lajpat Nagar and the first restaurant at the Delhi Metro Station at Inter State Bus Terminus

    Target Market (and Customer Profile)


    Kids - 3 to 7 years
    Happy Meal (healthier choice) with free toys

    Families - Weekend outings or meals


    Drive-Thru, Takeaways, McDelivery, Happy Meal

    Students - Primary, Secondary, JC, Poly, Uni (a place to hang out or study)
    Student Meals, outlets at SP, NYP, NUS and NTU, 24-Hour

    Caf goers - for quieter ambience, a place to relax or read or even business entertainments
    McCafe

    Working Adults - seek convenience meals; grab and go


    Drive-Thru, Takeaways, McDelivery, 24-Hour

    Market Segmentation
    Geographically-segmented Islandwide
    Tampines, Woodlands, Clementi, Orchard, NTU McCafes 22 outlets islandwide

    Demographic Segmentation
    Kids, Family, Students

    Psychographic Segmentation
    Convenience and Lifestyle

    Behavioral Segmentation
    Occasions, e.g. birthday parties

    McDonaldland
    MARKETING STRATEGIES
    57

    Product

    PRODUCT
    McDonaldland Concept:
    McDonaldland-themed Playground McDonaldland Membership Card McDonaldland Exclusive Line of Kids Wear

    Product
    Front view

    McDonaldland Membership Card


    Targeted at kids below 12 years Membership Fees S$10 per year
    Register at any McDonalds outlets in India. Register online,
    Back view

    McDonaldland Kids Wear


    Targeted at kids 7 colours per design; Red, Pink, Blue, White, Black, Green and Yellow Sizes; XS, S, M, L, XL

    Why the Kids Market?


    Children remains as one of the main target market for McDonalds, why not expand the market? Every parent loves their kid(s) CROSS-SELLING opportunities Despite the declining birth rate, we will expected a fall in population for that target market. However, we can BOOST demand through..

    54

    Why the Kids Market?


    Demand = Population x Price x Frequency Population = Price = Competitive Pricing or Penetration Pricing Frequency =

    Thus, our marketing objective will be to look at ways to increase frequency, buying behaviours and upselling.

    Demand Function

    55

    I Love Children

    I Have Gifts For them, They Can play Games also

    I Love Children- Happy Meal

    Place

    McDonald's opened its doors in India in October 1996. Ever since then, our family restaurants in Mumbai, Delhi, Pune, Ahmedabad, Vadodara, Ludhiana, Jaipur, Noida Faridabad, Doraha, Manesar and Gurgaon have proceeded to demonstrate.

    McDonalds Outlets
    The ambience and the environment is same at all the outlets of McDonald's.

    Pepole
    Each outlet is headed by a Restaurant Manager . He is responsible for the daily operation and customer interaction.
    Delivery Crew Member carries basic operation of a restaurant. Ensures customer satisfaction at the restaurants. In order to motivate there employees they give them stars as per their performance.

    Physical Evidence
    Cleanness, speed, Quality and transparency of process is biggest evidence

    Social Events sponsored by McDonald's

    Promotion

    PROMOTION
    Banners Outside McDonaldland outlets to create awareness Roadshows a max. of 3 roadshows a month around Singapore (near shopping malls or MRT stations) to create awareness and encourage membership sign ups Public Relation - sponsorship of Kids Central Membership perks and benefits Bundling offers to spur buying behaviour Launch McDonaldland concept on Childrens Day (every
    Childrens Day is our birthday)
    72

    POSITIONING im lovin it Ronald McDonald McDonaldland


    d an Br

    Brand Integrity

    DIFFERENTIATION Kids Favorite Place Shared Lifestyle

    e ag Im d an Br

    y tit en Id

    CRM
    They have a feedback And suggestion form available at each outlet. For the techno savy Customers they have a online Feed back form. All the upcoming product and related info are posted on there website-

    www.McDonald's.com

    BYE BYE SEE U AT McDonaldS

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