Cultural differences between INDIA and USA Indian Adaptations by McDonalds and Kelloggs

Group - 7 Deepanshu Chandna Hemanth G Irfan Ahamed Jeevan Suvaris

Cultural differences
Cultural differences distinguish societies from one another. All cultures are known to have a set of beliefs that defines the code of conduct and values for that particular culture. People living together in a society share the same culture. Important contributor to the cultural difference is the history of a particular region or country.

Our own - INDIA

Population : 1,192,741,000 ( Rank 2nd) GDP : Nominal - $1.430 trillion (11th) PPP - $4.001 trillion (4th) Per Capita - $1,176 (137th) Area : 3,287,263 km2 ( 7th) Capital : New Delhi Largest city : Mumbai
Source : http://en.wikipedia.org/wiki/India - 2010 estimates

Indian Culture
High degree of syncretism and cultural pluralism Indian religions form one of the most defining aspects of Indian culture. Traditional Indian society is defined by relatively strict social hierarchy. Traditional Indian family values are highly respected, and multi-generational patriarchal joint families have been the norm, although nuclear families are becoming common in urban areas.

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Traditional Indian dress varies across the regions in its colours and styles and depends on various factors, including climate. The staple foods in the region are rice (especially in the south and the east), wheat (predominantly in the north) and lentils. Indian music covers a wide range of traditions and regional styles.

United States of America

Population : 308,745,538 GDP : Nominal - $14.256 trillion (1st) PPP - $14.256 trillion (1st) Per Capita - $46,381 (9th) Area : 9,826,675 km2 (3rd) Capital : Washington D.C. Largest city : New York City

American culture
The United States is a multicultural nation, home to a wide variety of ethnic groups, traditions, and values. Among developed countries, the US is one of the most religious (primarily Christian) in terms of its demographics. United States has the highest individualism in the world.

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Mainstream American cuisine is similar to that in other Western countries. Wheat is the primary cereal grain. Women mostly work outside the home and receive a majority of bachelor's degrees. Same-sex marriage is contentious. Americans enjoy high social mobility

Major cultural differences

Religious/Spiritual Orientation Morally Scrupulous Closely-knit Family Sense of Responsibility Emulating role models Look forward to Parents for guidance Finer values Eating habits

McDonalds in India Product and Advertising strategies

McDonalds
World's largest chain of hamburger fast food restaurants Began on May 15, 1940, with a restaurant Richard and Maurice McDonald in San Bernardino, California. 32,000 + restaurants 119 countries >58 million customers daily 1.5 million employees

McDonalds India
Opened in 1996 Joint Venture Company
HardCastle Restaurants Pvt. Ltd (Amit Jatia) Western Region Connaught Plaza Restaurants Pvt. Ltd (Vikram Bakshi) Northern Region

Network of 192 restaurants 93rd country in World to have McDonalds

Product Strategy in India

High Degree of respect to local culture. Special menu with vegetarian selections to suit Indian tastes and preferences. India is the first country where McDonald s does not serve pork or beef items. Re-engineered its operation to cater to vegetarian population of India

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Vegetarian items are prepared separately, using dedicated equipments. Eggless sandwich sauces for our vegetarian customers. Egg-less soft serves and McShakes. Vegetable oil used as cooking medium. Re-formulated products using spices favoured by Indians. Among these are McVeggie burger, McAloo Tikki, Veg. Pizza McPuff and Chicken McGrill burger.

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In India, where the high Hindu population means that beef is not common, the Big Mac was renamed the Maharaja Mac and was made with chicken. In India we have been extra careful not to offer beef or pork items keeping in view the country's cultural sensitivity. Vikram Bakshi

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Sources almost all its products from within the country. Local Indian businesses Highest quality product Fresh lettuce- Pune, Delhi, Nainital, Ooty Cheese Dynamix Diaries, Maharastra Fresh Buns and sauces Mrs. Bector foods, Punjab Dairy products Amrit foods, Ghaziabad, UP

Promotion strategies
The marketing strategy of McDonald s in India has gone through mainly 3 stages: Stage I: Building the Brand Stage II: Awareness of the products Stage III: Gunning for market share.