One world, One Burger- McDonalds

WELCOME TO
THE WORLD OF McDonalds

Let me introduce to my friends

Shri
k

ar

Suni
l

Sus
han
t

CDonalds Introduction
McDonalds is the global fast food
giant.
Entered India in Oct 1996.
Forty eight years down the line, they
are the worlds largest food-service
chain with more than 30,000
restaurants in 100 countries, serving
46 million customers ever day.

 McDonalds in India
developed a range
of 100% pure Veg
food, along with
Non-Veg range.
Competitors was
more.
McDonalds efforts
were aimed purely
at driving traffic
in.

 McDonalds
introduced home
delivery system
in stipulated
areas.

Also introduced
samples with the
core products.

PRODUCTS

Objectives of
Promotion
Key objectives
of McDs
Strategy
promotion strategy were to,
Get them in. Trade them up.
Get them back .
Get Them In : To make
consumers step into
McDonalds restaurant.

 Trade Them Up : To shift

the consumers to
McDonalds core products
like Burger with cheese,
McChicken Burger, Fillet-oFish, etc.,
Get Them Back : To
increase the frequency of
visit by making the McDs
brand experience.

Target Segment and

Positioning

McDonalds was positioned as a family

restaurant.
Extra care has been taken to make the
restaurant children-friendly.
McDonalds targeted both Sec A & B,
because no other company targeted
kids quit persistently.

 McDonalds strategy is obviously

to make the eating-out function
the focus of these outings.
Focused on Price Penetration.
In 1998 McDonalds had achieved
sufficient level of success, on
their offerings & then educated
customers about their core
strengths.
Service, hygiene, products etc.,

 McDonalds not only highlighted

the economic value but also the
experiential aspects at their store.
Aimed at 100% customer
satisfaction for every customer, on
every visit.

Service
Accuracy in order taking
Knowing needs
Quality food

 McDonalds also provided

hostesses who would keep on
circulating in the lobby by
providing

Napkins
Souffl cups
Helping children
Tissue papers
Assistance required

Role and Use of Advertising

Building brand recall
The McDonalds management claimed that the products
that we serve are of international standards and we believe
that our brand has grown because we deliver our promise,
we sustain quality, and experience promised to the
consumers in our advertisements in the restaurants.
Strong base of repeat customers.
In the period 1996-2000 McDonalds experienced very
high trails from first-time customers averaging 77-80%.

Media Strategy
Focused more on electronic media
Ads talk about emotions, family ties, and fun, and all
these have high visual appeal.
They dont use print media.

Ad Campaign Launched
McDonalds mein hai kuch baat- encourage people to
visit them, they tried to move on making McDonalds a
regular experience.
Toh aaj McDonalds ho jaye- everyday experience.
Encouraging the customers to visit regularly.
In 2003 they came up with a new tag line saying Im lovin
it. It was carried out all over the world, expecting high
increase in revenue(15% in India)

I Love Children

I Have Gifts
For them,
They Can play
Games also

Promotional activities aimed at kids

Shift of joint families to nuclear families,
children became part of purchase
decision-making.
Used somber colors(gloomy) to attract
children
Replaced the painting with things children
can relate to
Happy meal Carnival

I Love Children- Happy Meal

Conti.
Redesigned Happy Meal encourage
customer with innovative experience while
providing with McDonalds products within its
restaurants.
Tie up with HP (get mother and child picture)
Started providing coke with Small McShake
for Rs 8 or more.
Addition to this, offered affordable menu
called Happy Price Menu(priced at Rs 20
each)

McDonalds SWOT Analysis

Brand Equityworld-wide
Consistency of food
Successful items: Fries, Happy
Meal, Aloo tikki, Egg McMuffin,
Promotions
Overseas market
Balance sheet position

Weak product development

Quality and taste of products

Next

International expansion
Only serving 1% of the worlds
population
Growing dining-out market

Mature/overstored industry
Strength of competition
More health-conscious
consumers
Fluctuation of foreign exchange
rates; Economies

BYE BYE SEE U AT McDonaldS

k
n
a
h
T
u
o
y

THANK

YOU