1950 1960 1970

1980 1990 2000

2010 2020 2030
“One world, One Burger”- McDonald’s
 McDonald's Empire

US$ 29.391 billion

Dick McDonald Mac McDonald

 Fascinating McFacts

Over 31,000
World’s 50 million
120 countries restaurants
largest customers
THE 3-LEGGED STOOL
 McDonald’s History : INDIA

Entered in India – 1996

Vasant Vihar, New Delhi

No beef

50 - 50 JV
kfc
Kentucky Fried Chicken

Harland David Sanders

 Kentucky Fried Chicken

World's largest

Yum! Brands,
Inc
11,000
restaurants, 90 65% of the US
countries chicken
restaurant
market.
 S peed of
Service
P roduct
Quality
M aintenance of
Facilities

A ccuracy

H The CHAMPS
The CHAMPS
Program
Program

ospitality
C
leanliness
Entered in India – 1995

First restaurant in Bangalore

Huge protest
 Wendy's International COSI Panera Bread
2% 1% 1%

Yum! Brands(KFC)
Burger 9%
King
Subway 2%
9%

McDonald's 19% Others

57%

Fast food industry : Market share

Global Locations
Product
• 56 products (approx)
• Innovates its products
• Offers regionalized menu
• Study of Indian culture
Product
 Mc
Mc Veggie
Veggie
Soft
Soft drinks 
drinks  Maharaja
Maharaja Mac
Mac

French
French fries
fries Mc
Mc Aloo
Aloo Tikki
Tikki Mc
Mc Pizza
Pizza Puff
Puff Mc
Mc Happy
Happy meal
meal
Place
 Direct Distribution

60 outlets in Fun and Value Dedicated

India happiness propositions areas for
children
Manufacturer Consumer
Price
“Aap ke zamane mein ,baap ke zamane ke
daam”

Value pricing

Bundling strategies

Psychological connotations
Promotion

criticism
 Radio
Toys

Online

Cinema

News
papers

TVC

Poster
 23 different
slogans

• · “You Deserve • Love a Burger, • · “Food, Folks, • McDonald's

a break today, Love a and Fun” mein hai kuch
so get up and McDonald's baat.
get away- To
McDonald’s”
 McDonald’s Advertising Budget

450
400
350
300
250
420
200
150
100
100 80
50 50
0
TVC Radio Online Others

million $
PRODUCT
 Product

Buckets

Variety of
Kids meal product in the
chicken

Chicken Innovation
specialist/
experts
PLACE
 Place

35 outlets
Target Free home Mobile
Location in the Internet
market delivery units
country
 ‘Proper food at reasonable prices’

Cost base price strategy

Price
Market segment

Standard value meals

Promotion

●
Bill
boards
●
News
papers

Nobody does chicken like KFC ●

TVC
●
Pop-ups
on
internet
●
Special
packages
 Controversie
Controversie
s
s

criticism

Damaging
Promoting Murdering
Exploiting Robbing the
unhealthy animals
workers the poor environme
food
nt
Cruel treatment of chickens

1 billion chickens killed each year

Unsafe chicken/Bird flu

Unhealthy food
 Corporate
Social
Responsibility

Environment

Sustainable
Energy  Green Restaurant
Packaging & Waste
efficiency Design
Management

www.crmcdonalds.com
 Corporate Social Responsibility

Yum! Environment

Waste Sustainable
Packaging
management building design
Recommendations

Quality and taste of products

Get rid of the playrooms for the kids

Narrow product line

Improve Public Perception

 Recommendations

Define target market

Products for health conscious consumers

Improve brand exposure

Thank You !!!