MARKETING & BRANDING STRATEGIES OF

MC DONALDS

IN

INDIA
Submitted To:
Sayanti Banerjee New Delhi Institution of Management
New Delhi

Submitted By: Abhishek Pandey C-03 MBA 2009-11 UNDERTAKING

Marketing & Branding Strategy of Mc Donald’s In India

I here by declare that the research work on “The Marketing and Branding Strategy of Mc Donald’s” is done originally by me. The data used in the report is obtained directly from the findings from the Questionnaire. The research work is exempted from any piracy and plagiarism and the data collection, analysis and preparation of the report is novel and original.

Abhishek Pandey M.B.A 2009-2011

Prepared By:Abhishek PandeyC-03[Type text]

Marketing & Branding Strategy of Mc Donald’s In India

ACKNOWLEDGEMENT

I express my heartfelt gratitude to several people for their direct and indirect assistance in the successful completion of my project. It is with the great pleasure, privilege and humbleness that I express my sincerest gratitude to all the people who, despite of their busy schedule, have happily rendered me valuable help and guidance. My special and sincere thanks to my seniors who guided me at every step of the research work. It was from their regular assistance that I’m able to get all the data and findings for the project. I’m in-debited to Sayanti Banerjee, my guide who directed me to work at different stages of the project and learning about Analysis of Options in Indian Market that helped a lot in furnishing my knowledge of the concerned topic. Without these extended supports and co-operation, the project wouldn’t have been the same.

Prepared By:Abhishek PandeyC-03[Type text]

Prepared By:Abhishek PandeyC-03[Type text] .Marketing & Branding Strategy of Mc Donald’s In India Content of Table S.No. Synopsis Objective of the Research study Introduction Research Methodology Company Profile Marketing Strategy Branding Strategy of Mc Donald’s in India Data Analysis & Findings Limitations Recommendations & Conclusion Annexure Bibliography 68 70 63 65 9 11 13 25 34 49 Title 5 7 Page No.

Marketing & Branding Strategy of Mc Donald’s In India Prepared By:Abhishek PandeyC-03[Type text] .

Relevant information form Website of Mc Donald’s 4. RESEARCH METHODOLOGY A) Primary data 1. Data collected on the basis of questionnaire. 2. Newspapers 3. • The service quality of other players. Business Magazines 2. • To study the factors determining the choice of branding strategy in market. B) Secondary data 1. : Prepared By:Abhishek PandeyC-03[Type text] .Marketing & Branding Strategy of Mc Donald’s In India SYNOPSIS TITLE :MARKETING & BRANDING STRATEGIES OF MC DONALDS IN INDIA NAME OF COMPANY SPECIFIC OBJECTIVES • : MC DONALDS (INDIA) : . Interaction with people in day to day life. Other Websites. To find out the marketing strategy of Mc Donald’s • The service quality prevailing in Mc Donald’s • To find out the service quality of Mc Donald’s in various areas and find out the deficiency.

Marketing & Branding Strategy of Mc Donald’s In India Prepared By:Abhishek PandeyC-03[Type text] .

• To study the factors determining the choice of branding strategy in market. • The service quality of other players. Prepared By:Abhishek PandeyC-03[Type text] .Marketing & Branding Strategy of Mc Donald’s In India Objectives: • To find out the marketing strategy of Mc Donald’s • The service quality prevailing in Mc Donald’s • To find out the service quality of Mc Donald’s in various areas and find out the deficiency.

Marketing & Branding Strategy of Mc Donald’s In India INTRODUCTION Prepared By:Abhishek PandeyC-03[Type text] .

. Chicken McNuggets and Egg McMuffin..Marketing & Branding Strategy of Mc Donald’s In India McDonald's. Quarter Pounder. vision and executives.000 local restaurants serving 52 million people in more than 100 countries each day. Prepared By:Abhishek PandeyC-03[Type text] . Is one of the world's most well-known and valuable brands and holds a leading share in the globally branded quick service restaurant segment of the informal eating-out market in virtually every country in which we do business. click on their links in the left menu.World Famous French Fries. Is the leading global foodservice retailer with more than 30. The strong foundation that he built continues today with McDonald's vision and the commitment of our talented executives to keep the shine on McDonald's arches for years to come. Big Mac. To read more about McDonald's history. Serves the world some of its favorite foods . Our rich history began with our founder. More than 70% of McDonald's restaurants worldwide are owned and operated by independent local men and women. Ray Kroc.

Marketing & Branding Strategy of Mc Donald’s In India Research Methodology Prepared By:Abhishek PandeyC-03[Type text] .

D) Secondary data 5. Data collected on the basis of questionnaire.Marketing & Branding Strategy of Mc Donald’s In India Collection Method: A) Primary Data B) Secondary Data C) Primary data 3. Prepared By:Abhishek PandeyC-03[Type text] . Other Websites. Interaction with people in day to day life. Business Magazines 6. Relevant information form Website of Mc Donald’s 8. 4. Newspapers 7.

Marketing & Branding Strategy of Mc Donald’s In India Prepared By:Abhishek PandeyC-03[Type text] .

Dick and Mac McDonald's Restaurant. Des Plaines. "Well." Kroc answered. A Salesman Ray Kroc mortgaged his home and invested his entire life savings to become the exclusive distributor of a five-spindled milk shake maker called the Multimixer.1954 to 1955 Raymond Albert Kroc 1902-1984. Illinois Ray Kroc opened the Des Plaines restaurant in 1955. "what about me?" Where it all began. It was 1954. San Bernardino. convinced that he could sell eight of his Multimixers to each and every one. Hearing about the McDonald's hamburger stand in California running eight Multimixers at a time. California Ray Kroc had never seen so many people served so quickly when he pulled up to take a look. Seizing the day. He was 52 years old. "Who could we get to open them for us?" Dick McDonald said.12! No longer is a functioning restaurant.Marketing & Branding Strategy of Mc Donald’s In India COMPANY PROFILE The McDonald's History . First day's revenues-$366. the Des Plaines building now a museum containing McDonald's Prepared By:Abhishek PandeyC-03[Type text] . he packed up his car and headed West. he pitched the idea of opening up several restaurants to the brothers Dick and Mac McDonald.

A Big Idea Called "Big Mac" "Introduced system wide in 1968. who by the late 1960s operated a dozen stores in Pittsburgh.1965 to 1973 McDonald's Comes To Wall Street In 1965 McDonald's went public with the company's first offering on the stock exchange.250 dollars that day would have multiplied into 74. including the Multimixer! The McDonald's History .360 shares today.Marketing & Branding Strategy of Mc Donald’s In India memorabilia and artifacts. In 1985 McDonald's was added to the 30company Dow Jones Industrial Average. worth approximately $3. A hundred shares of stock costing $2.3 million on December 31. the Big Mac was the brainchild of Jim Delligatti. one of Ray Kroc's earliest franchisees. the Egg McMuffin was developed by owner operator Herb Peterson. 2006." The Egg McMuffin Introduced in 1973. Prepared By:Abhishek PandeyC-03[Type text] .

1974 to 1993 Prepared By:Abhishek PandeyC-03[Type text] .Marketing & Branding Strategy of Mc Donald’s In India The McDonald's History .

with full menu offerings and dining room seating. The Future Begins Now McDonald's Express for a world that can't slow down!. McDonald's is popping up in more non-traditional locations like Amoco and Chevron stations.1994 to Today Kuwait City. just like you'll find in a traditional McDonald's. Kuwait Prepared By:Abhishek PandeyC-03[Type text] . PA In 1974 Fred Hill of the Philadelphia Eagles teamed up with McDonald's to create Ronald McDonald House.Marketing & Branding Strategy of Mc Donald’s In India The First Ronald McDonald House in Philadelphia. The Happy Meal Since 1979 the Happy Meal has been making kids visits that much more special. Here the families of critically ill children have a place to call home while they're away from home as the young patients undergo treatment for their conditions. The McDonald's History . Clubs the world over collect Happy Meals toys and boxes.

Tyson. Nestlé. McDonald’s Facts Summary Food Quality McDonald’s serves 100% beef. but that didn't stop 15. Forty three years after opening our first restaurant in Des Plaines. Illinois. Heinz. we are proud to come to you on the World Wide Web. Kraft. Did you know that McDonalds. Great Taste" is understandable in any language.000 customers from lining up here on opening day in 1994. Newman’s Own. Minute Maid and many others Prepared By:Abhishek PandeyC-03[Type text] . Proving once again that "Good Times. Dasani. Illinois. and Grade A eggs McDonald’s food comes only from certified suppliers who are audited and inspected on a regular basis Many of the foods McDonald’s serves are from the same trusted brands consumers purchase at the grocery store to enjoy at home Dannon. 100% chicken. The line at the drive thru was seven miles long.com receives millions and millions of hits every week? 50th Anniversary McDonald's Corporation celebrated its 50th Anniversary with the opening of a flagship restaurant in Chicago.Marketing & Branding Strategy of Mc Donald’s In India Kuwait City is pretty far from Des Plaines.

health and food to help McDonald’s develop the most stringent safety protocols Nutrition For 30 years.A McDonald’s hamburger is 260 calories and 9 grams of fat. fruit & more .the first in the QSR industry to do so. chicken. nutrition information is on packaging. bottled water. yogurt. putting it right in the hands of customers McDonald’s serves premium salads.Marketing & Branding Strategy of Mc Donald’s In India Food Safety More than 2. quality and inspection checks surround McDonald’s food as it moves from the farms to our restaurants McDonald’s requires that 72 safety protocols are conducted every single day in McDonald’s restaurants McDonald’s works closely with independent experts on science. this year. including our CEO. McDonald’s has provided comprehensive nutrition information -. Jim Skinner67. and is the same size as it was when introduced in 1955 Jobs & Opportunity 20 of top 50 management started in McDonald’s restaurants.000 McDonald’s restaurant managers and assistant managers started as restaurant staff McDonald’s is the only restaurant organization to receive credit recommendations from the American Council on Education (ACE) Our People “Best Place to Work for Minorities” – Fortune Magazine 2005 McDonald’s invests more than $1 billion annually in training Hamburger University® has more than 275. eligible for college credits “One out of 5 Best Places to Work in Latin American” – America Economic Magazine 2005 Community Commitment McDonald’s local owners are “Moms & Pops” too Ronald McDonald Houses® are homes away from homes for families with seriously ill children in more than 259 local communities around the world Ronald McDonald Care Mobile™ program is Prepared By:Abhishek PandeyC-03[Type text] .000 graduates worldwide & with training.000 safety.

dental and education services directly to underserved children in their own neighborhoods Prepared By:Abhishek PandeyC-03[Type text] .Marketing & Branding Strategy of Mc Donald’s In India a fleet of state-of-the-art vehicles that deliver cost-effective medical.

Punjab and Mrs. Amit Jatia’s company. labour and . In Western India. Baramati. Maharashtra.Marketing & Branding Strategy of Mc Donald’s In India Mc-Donald In India A Locally Owned Company McDonald's India is a joint-venture company managed by Indians. Chicken Patties. McDonald's purchases form local suppliers. Phillaur. Amit Jatia and Vikram Bakshi are responsible for running McDonald's in India.where possible – local materials. Prepared By:Abhishek PandeyC-03[Type text] . Phillaur. Thane. Fresh Lettuce comes from Pune. Maharashtra. Sauce from Bector Foods. fresh Buns from Cremica. McDonald's sources food products form local companies. McDonald's Restaurants are owned and managed by Vikram Bakshi’s Connaught Plaza Restaurants Private Limited. Hardcastle Restaurants Private Limited owns and manages McDonald's restaurants. In India too. Punjab and Hindustan Lever Limited-Best Foods Division. Delhi. Cheese form Dynamix Dairies. McDonald's constructs its restaurants using local architects. contractors. McDonald's traditionally operates with local partners or local management. Khopoli. McDonald's hires local personnel for all positions within the restaurants and contributes a portion of its success to communities in the form of municipal taxes and reinvestment. Local Sourcing Is Key For Truly Indian Products Around the world. Nainital and Ooty. Bector and Sons. In Northern India.

Taloja. Pies and Pizza McPuff™ from Vista Processed Foods. Maharashtra. UP. 2003 2003-04 2004 Shroff's Charity Eye Hospital. New Delhi. at Basant Lok. 1996 The first McDonald's restaurant opened on Oct. Lajpat Nagar (New Delhi) The first restaurant at the Delhi Metro Station at Inter State Bus Terminus The first annual fundraiser in association with ORBIS and Dr. Ghaziabad. McVeggie and Pizza McPuff exported to Middle East countries McDonald's Delivery Service (McDeliveryTM ) introduced in New Delhi Prepared By:Abhishek PandeyC-03[Type text] 1999 2000 2001 2002 ..(Delhi) The first Dessert Kiosk . 13.Faridabad (Haryana) Indigenous products like McAloo Tikki. Dairy Products from Amrit Food.Marketing & Branding Strategy of Mc Donald’s In India Vegetable Patties. It was also the first McDonald's restaurant 1997 in the world not serving beef on its menu The first Drive . Mc-Donald Journey in India so Far.Thru restaurant at Noida (UP) The first disabled friendly store at Noida (UP) The first Mall location restaurant at Ansal Plaza (New Delhi) The first highway restaurant at Mathura (UP) The first thematic restaurant at Connaught Place (New Delhi) The first restaurant in a food court at 3C's. Vasant Vihar.

(Domestic Airport.Marketing & Branding Strategy of Mc Donald’s In India 2006 McDelivery on Bicycles flagged off at Chandni Chowk (Delhi)another first initiative by McDonald's 100th McDonald's Restaurant in India 10 Year Anniversary The first Restaurant opened in the Eastern Region at Park Street. Kolkata (West Bengal) The first Restaurant opened at Airport. New Delhi) India 2007 Prepared By:Abhishek PandeyC-03[Type text] .

To name a few:  Most Respected Company' for four Services sector.  The 'Most Preferred Fast Food Outlet' 2006 & 2007 by Awaaz Consumer Award.The Consumer Way. by Franchise India  Amity Corporate Excellence Award'-in 2007 & 2008 Prepared By:Abhishek PandeyC-03[Type text] .Marketing & Branding Strategy of Mc Donald’s In India McDonald's India . 2004-2006 at the Images Retail Awards. Food Services Retailer' of the Year 2006 & 2007.A decade of quality service For its unparalleled benchmarks established in the QSR sector McDonald’s India has been bestowed with many prestigious awards. 2003-2007 in the Food  Most Wanted Brand of the Year' Award 2003 & 2004 by Franchising Holdings India Ltd. hosted by CNBC. by Businessworld consecutive years.  Star Retailer .  Retailer of the Year' Award for catering services.

Marketing & Branding Strategy of Mc Donald’s In India Strategy Opted by Mc Donald in India Prepared By:Abhishek PandeyC-03[Type text] .

McDonald's and its international supplier partners worked together with local Indian Companies to develop products that meet McDonald's rigorous quality standards. For instance. In some cases. which has enabled Indian businesses to grow by improving their ability to compete in today’s international markets. The two companies entered into a business relationship resulting in an initial export order of approximately US $12 million per year – with the potential to increase. McDonald's local supply networks through Radhakrishna Foodland to get Prepared By:Abhishek PandeyC-03[Type text] .but no market for the products they produced. Another benefit of expertise in the areas of agriculture allows McDonald's and its suppliers to work with farmers in Ooty. the Indian suppliers had the technology .Marketing & Branding Strategy of Mc Donald’s In India  Setting Up Of An Extensive Food Chain Six years prior to the opening of the first McDonald's restaurant in India. Cremica Industries worked with one of McDonald's suppliers from Europe to develop technology and expertise. which result in greater yields. This includes sharing advanced agricultural technology and expertise like utilisation of drip irrigation systems that reduce overall water consumption and agricultural management practices. Part of this development involves the transfer of state-of-the-art food processing technology. health and hygiene. These standards also strictly adhere to Indian Government regulations on food. Dynamix Dairies – through its relationship with McDonald's – was introduced to a large consumer to supply milk casein and other milk derivatives. which allowed Cremica to expand its businesses from baking to also provide breading and batters to McDonald's India and other companies. Pune and Delhi and other regions to cultivate high quality lettuce. For example.

Marketing & Branding Strategy of Mc Donald’s In India products from various suppliers to restaurants in Delhi. Mumbai and other parts of India. only vegetable oil is used as a cooking medium. on an average.  An Employer Of Opportunity McDonald's India is an employer of opportunity. McDonald's has also re-engineered its operations to address the special requirements of a vegetarian menu. cooking and serving.  Community Partnership Prepared By:Abhishek PandeyC-03[Type text] . The average McDonald's restaurant employs. 60-80 people from crew to restaurant manager. Vegetable products are prepared separately. The cheese and cold sauces used in India are 100% vegetarian. Keeping in line with this McDonald's does not offer any beef and pork items in India.  Respect For The Indian Customs And Culture McDonald's worldwide is well known for the high degree of respect to the local culture. providing quality employment and long-term careers to the Indian people. McDonald's world class-training inputs to its employees can be seen in the present close to 2000 employees currently in Mumbai and Delhi. using dedicated equipment and utensils. This separation of vegetarian and non-vegetarian food products is maintained throughout the various stages of procurement. Also in India. McDonald's has developed a menu especially for India with vegetarian selections to suit Indian tasted and culture.

000/.to the Rosser Family Foundation to build a primary school and health clinic for children in the Alaknanda slum of New Delhi Prepared By:Abhishek PandeyC-03[Type text] . Inaugurated by the Municipal Commissioner. To commemorate 50 years of Indian independence.000/. In fact in Delhi. McDonald's has introduced the concept of ‘Litter Patrols’ – McDonald's employees go around the market every day.000/. • 2002 – donation of $250.Marketing & Branding Strategy of Mc Donald’s In India McDonald's believes in giving back to the community it serves. this was in support of BMC’s ‘Zero Garbage’ initiative.to the Chief Minister’s Relief Fund for Latur earthquake. thereby providing a play area for children. picking up garbage left behind not only by customers from McDonald's restaurants but also by other visitors to the area. • 2001 – donation of $50. Wherever McDonald's goes. McDonald's even addresses the security issues relevant to a particular residential colony. For example. McDonald's Mumbai organised a ‘No Garbage Drive’ in association with Brihan Mumbai Municipal Corporation (BMC) and five schools in Bandra.for the Earthquake devastated Bhuj. The result is a cleaner neighbourhood. it becomes a part of the community it operates in and contributes towards the development of the locality. on 15th August 1998. Some of our significant contributions have been: • 1995 – donation of $25. Other community activities undertaken by McDonald's in India include the adoption of local public parks for restoration and beautification.

• McDonald’s Spotlight. Managing Director.” Prepared By:Abhishek PandeyC-03[Type text] . McDonald's Western India says. an Inter-school Performing Arts Competition started in 1998 for schools all over Mumbai to provide the students with an atmosphere for healthy competition in performing arts. where “V” stands for value and therefore the value proposition assumes special significance. • In 2002. Mr. Explaining this. Service. McDonald's has taken the initiative of being a partner of the Inter –School Science Quiz Competition. Getting QS&C consistently. • Along with Nehru Science Centre. the expansion of restaurant numbers to improve convenience and large scale investment in supplier development. McDonald’s tied up with the Nalanda Foundation for a period of three years to generate funds for the education of the underprivileged Girl-Child  Value as the corner stone of McDonald’s strategy McDonald's worldwide stands for QSC&V. Cleanliness and Value) to customers. McDonald's has also played a role in: • Supporting Health drives like Pulse Polio since 1999. Amit Jatia. and overwhelming appreciation of Value keeps our customers satisfied and maintains our competitive edge. “McDonald's success has been built on commitment to the delivery of QSC&V (Quality.Marketing & Branding Strategy of Mc Donald’s In India Apart from these. training and people.

made from the highest quality ingredients. whether it is the McDonald's unique cold chain network which ensures that food products move from farms to restaurants absolutely fresh. Such is the strength of the brand that they rely on McDonald's to do all this. McDonald's in India has invested heavily in achieving quality. served within minutes of placing their order and at a price. the reverse osmosis water treatment plant at every restaurant to provide water which is the ultimate in purity. It is important to understand that delivering highest quality doesn’t come easily. expect to be served food that is hot and fresh. At McDonald's. without thinking about how it is actually achieved. costs are kept low by increasing efficiency and cutting wastage at all levels. This is achieved through to the minutest details and doing things the right way. Customers who walk into a McDonald's restaurant. or. McDonald continually review and improve our menu offerings to make sure that McDonald not only meet their customers’ expectations. Mc Donald have introduced a series of ongoing value options to Prepared By:Abhishek PandeyC-03[Type text] . while keeping prices reasonable.Marketing & Branding Strategy of Mc Donald’s In India The value initiative at McDonald's is all-pervasive. This is possible by advanced operations. but also exceed them. at the lowest possible cost. Our strategy is to achieve best value by enhancing experience (offering best quality). which is affordable.  McDonald’s Value offers Though all McDonald's food products offer tremendous value. management and human behaviour skills tested over time in around 120 countries across the world. This applies to products we serve our customers and to every other aspect of the way we do business. As a result.

Marketing & Branding Strategy of Mc Donald’s In India enable their customers to appreciate this aspect of the brand even more strongly.  Quality McDonald's India serves only the highest quality products. From the day he opened the first restaurant. founder Ray Kroc used to say. in a clean and pleasant environment. he vowed to give his customers high quality products. McDonald's has established an extensive "cold chain" distribution system in India to ensure that the products that arrive at the restaurant from suppliers all over India are absolutely fresh. The attention to food quality started long before the first restaurant opened. freshest ingredients to make its products. McDonald's India has established close relationships with local suppliers who provide McDonald's with the highest quality. Cleanliness and Value (QSC&V) became the philosophy that drove McDonald's business – from one restaurant in 1955 to around 30. "We take the hamburger business more seriously than anyone else. and all at a fair price. Service. All suppliers adhere to Indian government regulations to food. first-out" basis to ensure freshness. products and suppliers are used on a "first-in. Service. health and hygiene while continuously maintaining McDonald's own recognized standards. Cleanliness & Value McDonald's Philosophy When asked to explain McDonald's success. This philosophy also guides McDonald's India. In the restaurants.  Quality. served quickly –and a smile. Quality." Kroc was a perfectionist. All McDonald's products are prepared using the most current state-of-the-art cooking equipment to Prepared By:Abhishek PandeyC-03[Type text] .000 restaurants in about 120 countries.

friendly and attentive service. On an average 20 different quality checks are carried out before any product is served to our customers. In addition to urging customers to dispose of their litter properly and offering a number of litter bins (both inside and outside the restaurants) for their convenience. highchairs and trays are sanitized several times each hour. At Every employee strives to provide 100 percent customer satisfaction – for every customer – every visit. Restaurant managers walk through the dining areas each hour. The attention to cleanliness extends from the lobby to the kitchen to the sidewalk and even immediate areas outside the restaurant. and anticipation of customer's needs. the customer comes first. McDonald's "Litter Patrols" walk one block around the restaurants several times each day picking up McDonald's litter. McDonald's stringent cleaning standards ensure that all tables. This includes fast.  Service McDonald's India provides fast. friendly service – the hallmark of McDonald's. comfortable environment especially suited for families. All restaurants provide warm and inviting environment and a variety of comfortable seating arrangements to accommodate anyone – from a single individual to a large family. Prepared By:Abhishek PandeyC-03[Type text] .Marketing & Branding Strategy of Mc Donald’s In India ensure quality and safety. to ensure that it is clean and well stocked. seating. accuracy in order taking and filling. McDonald's. which sets its restaurants apart from others.  Cleanliness McDonald's restaurants provide a clean.

Marketing & Branding Strategy of Mc Donald’s In India  Value McDonald's prices its products in such a way that a very large cross section of the Indian population can afford it. Prepared By:Abhishek PandeyC-03[Type text] . friendly service. a clean and pleasant environment and products priced for the largest segment of Indian consumers possible. fast. McDonald's definition of value is broader than most restaurants of its kind – it is more than even the price. McDonald's does not sacrifice quality for value – rather McDonald's leverages economies of scale to minimize costs while maximising value to customers. That is value at McDonald's. Value at McDonald's is the sum of the total McDonald's experience: quality food.

Marketing & Branding Strategy of Mc Donald’s In India

Prepared By:Abhishek PandeyC-03[Type text]

Marketing & Branding Strategy of Mc Donald’s In India

Mc-Donald’s Branding Strategy in India Mac and Dick McDonald established McDonald's brand in 1940 by using their surname. In 1962,when Dick McDonald's sent Kroc an illustration of the McDonald's family crest, Kroc had it added to the sign as a symbol of quality, replacing Speedee, the boyish chef character that the McDonald's brother had develop to designate the speedee service system. When others insisted that the crest was gaudy the search was on for a more stylist corporate symbol. Turner fiddled with the logo, based on the veldt in the Cadillac insignia, and Schindler used that to sketch a logo that pictured the slanted roofline of the store piercing a line drawing of the Golden Arches in the form of an M. In 1968, the roofline image was dropped and the McDonald's name was added to derive the current logo. Since then logo has not undergone any major changes. The introductions of the Ronald McDonald's character later develop a human element in the McDonald's brand, and provided an instant link with children. Offering: A brand is an offering from known source. McDonald's carries many associations in the minds of people. Hamburger, fun, children, fast food, Golden Arches. These associations make up the brand image.

McDonald's On Six levels of Meaning. Attribute A clean fast food brand which tastes the same any where you eat in the world.
Prepared By:Abhishek PandeyC-03[Type text]

Marketing & Branding Strategy of Mc Donald’s In India

Benefits You don't have to stay hungry for a long time. McDonald's ready to eat available. Values The world leader in fast food restaurants. Culture The brand represents culture of social gathering for families and groups. Personality The world leader, A giant M. User All kinds of consumers buy McDonald's products irrespective of age, sex all over the world. One can see all types of personalities in the McDonald's restaurant.

Prepared By:Abhishek PandeyC-03[Type text]

Marketing & Branding Strategy of Mc Donald’s In India Prepared By:Abhishek PandeyC-03[Type text] .

A service or a product refers to an activity or activities that a marketers offers to perform which result in satisfaction of a need or want of predetermined target customers. Develop the habit of continually examining and reexamining the prices of the products and services you sell to make sure they're still appropriate to the realities of the current market. it may be appropriate to raise your prices.Marketing & Branding Strategy of Mc Donald’s In India Seven P’s Of Marketing Product: It is the offering of a company in the market which is primarily for  Use  Consumption  Further Processing.  Augmented product: It is the offering in addition to what customer expects.  Potential product: It is doing every thing potentially feasible to hold & attract customers. By Prepared By:Abhishek PandeyC-03[Type text] . Sometimes you need to lower your prices. The product can be a  Generic product: It is the product at basic level. At other times. Prices: The second P in the formula is price. Many companies have found that the profitability of certain products or services doesn't justify the amount of effort and resources that go into producing them.  Expected product: It is the customer’s minimum set of expectations from a product or service.

if necessary. Small changes in the way you promote and sell your products can lead to dramatic changes in your results. Experienced copywriters can often increase the response rate from advertising by 500 percent by simply changing the headline on an advertisement. In business. to remain competitive. Sometimes you can include free additional items that cost you very little to produce but make your prices appear far more attractive to your customers. Be open to the need to revise your prices. they may lose a percentage of their customers. Prepared By:Abhishek PandeyC-03[Type text] . Promotion The third habit in marketing and sales is to think in terms of promotion all the time. by spreading your price over a series of months or years. as in nature. and the interest you can charge will more than make up for the delay in cash receipts. Sometimes. to survive and thrive in a fast-changing marketplace. Could this be appropriate for you? Sometimes you need to change your terms and conditions of sale. Be open to the possibility that your current pricing structure is not ideal for the current market. Sometimes you can combine products and services together with special offers and special promotions. you can sell far more than you are today. Even small changes in your advertising can lead immediately to higher sales. Promotion includes all the ways you tell your customers about your products or services and how you then market and sell to them. whenever you experience resistance or frustration in any part of your sales or marketing activities. but the remaining percentage generates a profit on every sale. be open to revisiting that area.Marketing & Branding Strategy of Mc Donald’s In India raising their prices.

Some sell by telemarketing. Sometimes a change in place can lead to a rapid increase in sales. offerings. and sometimes it will be for reasons you don't know. stop working. Place The fourth P in the marketing mix is the place where your product or service is actually sold. Some companies use manufacturers' representatives or distributors. and strategies. marketing and advertising approaches. You can sell your product in many different places.Marketing & Branding Strategy of Mc Donald’s In India Large and small companies in every industry continually experiment with different ways of advertising. sending their salespeople out to personally meet and talk with the prospect. And here is the rule: Whatever method of marketing and sales you're using today will. What is yours? In what way should you change it? Where else could you offer your products or services? Packaging The fifth element in the marketing mix is the packaging. the entrepreneur must make the right choice about the very best location or place for the customer to receive essential buying information on the product or service needed to make a buying decision. Many companies use a combination of one or more of these methods. Develop the habit of standing back and looking at every visual element in the packaging of your product Prepared By:Abhishek PandeyC-03[Type text] . and selling their products and services. Develop the habit of reviewing and reflecting upon the exact location where the customer meets the salesperson. promoting. Some companies use direct selling. your methods of marketing and sales will eventually stop working. In each case. Sometimes it will stop working for reasons you know. and you'll have to develop new sales. Some sell through catalogs or mail order. Some sell in joint ventures with other similar products or services. In either case. sooner or later. Some sell at trade shows or in retail establishments.

conservative hairstyles. Every element of their clothing-including dark suits. Packaging also refers to your people and how they dress and groom. you should think in terms of everything that the customer sees from the first moment of contact with your company all the way through the purchasing process. your waiting rooms. When IBM started under the guidance of Thomas J." Prepared By:Abhishek PandeyC-03[Type text] . Everything counts. Everything helps or hurts. Small improvements in the packaging or external appearance of your product or service can often lead to completely different reactions from your customers. your correspondence and every single visual element about your company. One of the highest compliments a person could receive was. Watson. Sr. Packaging refers to the way your product or service appears from the outside. Remember. shined shoes.Marketing & Branding Strategy of Mc Donald’s In India or service through the eyes of a critical prospect. clean fingernails-and every other feature gave off the message of professionalism and competence. would be represented by IBM salespeople. Everything affects your customer's confidence about dealing with you. With regard to the packaging of your company. your brochures. Watson knew customers would have to have a high level of confidence in the credibility of the salesperson. people form their first impression about you within the first 30 seconds of seeing you or some element of your company. He therefore instituted a dress and grooming code that became an inflexible set of rules and regulations within IBM. dark ties. Because IBM was selling relatively sophisticated high-tech equipment. he very early concluded that fully 99 percent of the visual contact a customer would have with his company. "You look like someone from IBM. every salesperson was required to look like a professional in every respect. your product or service. It refers to your offices.. As a result. at least initially. white shirts.

" Sometimes it's "excellence." as with Mercedes Benz. either positive or negative." Sometimes it's "quality engineering. how deeply entrenched that attribute is in the minds of your customers and prospective customers determines how readily they'll buy your product or service and how much they'll pay. Sometimes it's "the ultimate driving machine. In every case. what would it be? What would you have to do in every customer interaction to get your customers to think and talk about in that specific way? What changes do you need to make in the way interact with customers today in order to be seen as the very best choice for your customers of tomorrow? People Prepared By:Abhishek PandeyC-03[Type text] . If you could create the ideal impression in the hearts and minds of your customers. Sometimes it's "service. Attribution theory says that most customers think of you in terms of a single attribute. Positioning. in terms of the specific words people use when they describe you and your offerings to others? In the famous book by Al Reis and Jack Trout. the authors point out that how you are seen and thought about by your customers is the critical determinant of your success in a competitive marketplace. Begin by determining the position you'd like to have. Develop the habit of thinking about how you could improve your positioning. You should develop the habit of thinking continually about how you are positioned in the hearts and minds of your customers. How do people think and talk about you when you're not present? How do people think and talk about your company? What positioning do you have in your market.Marketing & Branding Strategy of Mc Donald’s In India Positioning The next P is positioning." as with BMW.

In many cases. hire and retain the proper people. with the skills and abilities to do the job you need to have done. and the wrong people off the bus. It's amazing how many entrepreneurs and businesspeople will work extremely hard to think through every element of the marketing strategy and the marketing mix. and then pay little attention to the fact that every single decision and policy has to be carried out by a specific person. is more important than everything else put together." Once these companies had hired the right people. In his best-selling book. in a specific way. it's not possible to move forward until you can attract and put the right person into the right position. Good to Great." To be successful in business. you must develop the habit of thinking in terms of exactly who is going to carry out each task and responsibility. Your ability to select.Marketing & Branding Strategy of Mc Donald’s In India The final P of the marketing mix is people. the second step was to "get the right people in the right seats on the bus. Many of the best business plans ever developed sit on shelves today because the [people who created them] could not find the key people who could execute those plans Prepared By:Abhishek PandeyC-03[Type text] . recruit. Jim Collins discovered the most important factor applied by the best companies was that they first of all "got the right people on the bus. Develop the habit of thinking in terms of the people inside and outside of your business who are responsible for every element of your sales and marketing strategy and activities.

Part of this development involves the transfer of statePrepared By:Abhishek PandeyC-03[Type text] . McDonald continually review and improve our menu offerings to make sure that McDonald not only meet their customers’ expectations. Value at McDonald's is the sum of the total McDonald's experience: quality food. McDonald's and its international supplier partners worked together with local Indian Companies to develop products that meet McDonald's rigorous quality standards. but also exceed them. Price: McDonald's prices its products in such a way that a very large cross section of the Indian population can afford it. McDonald's does not sacrifice quality for value – rather McDonald's leverages economies of scale to minimize costs while maximising value to customers. As a result. friendly service. That is value at McDonald's. These standards also strictly adhere to Indian Government regulations on food. a clean and pleasant environment and products priced for the largest segment of Indian consumers possible. fast. McDonald's definition of value is broader than most restaurants of its kind – it is more than even the price. Mc Donald have introduced a series of ongoing value options to enable their customers to appreciate this aspect of the brand even more strongly.Marketing & Branding Strategy of Mc Donald’s In India Mc-Donald’s Seven P of Marketing Product: McDonald's food products offer tremendous value. health and hygiene. Place: Six years prior to the opening of the first McDonald's restaurant in India.

User All kinds of consumers buy McDonald's products irrespective of age. A giant M. Benefits You don't have to stay hungry for a long time. which has enabled Indian businesses to grow by improving their ability to compete in today’s international markets. sex all over the world. McDonald's has developed a menu especially for India with vegetarian selections to suit Indian tasted and culture. Keeping in line with this McDonald's Prepared By:Abhishek PandeyC-03[Type text] . Values The world leader in fast food restaurants. One can see all types of personalities in the McDonald's restaurant. Promotion: Attribute A clean fast food brand which tastes the same any where you eat in the world. Personality The world leader. Culture The brand represents culture of social gathering for families and groups. People: McDonald's worldwide is well known for the high degree of respect to the local culture. McDonald's ready to eat available.Marketing & Branding Strategy of Mc Donald’s In India of-the-art food processing technology.

management and human behaviour skills tested over time in around 120 countries across the world. Vegetable products are prepared separately. At McDonald's. Positioning: The value initiative at McDonald's is all-pervasive. This is possible by advanced operations. only vegetable oil is used as a cooking medium. using dedicated equipment and utensils. made from the highest quality ingredients. costs are kept low by increasing efficiency and cutting wastage at all levels. McDonald's India has established close relationships with local suppliers who provide McDonald's with the highest quality. The cheese and cold sauces used in India are 100% vegetarian. This separation of vegetarian and non-vegetarian food products is maintained throughout the various stages of procurement.Marketing & Branding Strategy of Mc Donald’s In India does not offer any beef and pork items in India. without thinking about how it is actually achieved Prepared By:Abhishek PandeyC-03[Type text] . served within minutes of placing their order and at a price. Such is the strength of the brand that they rely on McDonald's to do all this. freshest ingredients to make its products. The attention to food quality started long before the first restaurant opened. which is affordable. This applies to products we serve our customers and to every other aspect of the way we do business. while keeping prices reasonable. McDonald's has also reengineered its operations to address the special requirements of a vegetarian menu. Packaging: McDonald's India serves only the highest quality products. Our strategy is to achieve best value by enhancing experience (offering best quality). expect to be served food that is hot and fresh. cooking and serving. It is important to understand that delivering highest quality doesn’t come easily. Also in India. Customers who walk into a McDonald's restaurant.

Marketing & Branding Strategy of Mc Donald’s In India Prepared By:Abhishek PandeyC-03[Type text] .

Marketing & Branding Strategy of Mc Donald’s In India SWOTANALYSIS SWOT Analysis is a strategic planning method used to evaluate the Strengths. Weaknesses. • Strengths: attributes of the organization that are helpful to Weaknesses: attributes of the organization that are harmful to Opportunities: external conditions that are helpful to achieving Threats: external conditions which could do damage to the achieving the objective. • achieving the objective. • the objective. • business's performance. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favourable and unfavourable to achieving that objective. Opportunities. Prepared By:Abhishek PandeyC-03[Type text] . and Threats involved in a project or in a business venture.

Marketing & Branding Strategy of Mc Donald’s In India Prepared By:Abhishek PandeyC-03[Type text] .

generally the respondents prefers to visit the restaurant during weekends and special occasion.Marketing & Branding Strategy of Mc Donald’s In India DATA ANALYSIS & FINDINGS FINDING-1 FREQUENCY OF VISITING A RESTAURANT From the above graph. The proportion of people visiting restarants Prepared By:Abhishek PandeyC-03[Type text] .

Marketing & Branding Strategy of Mc Donald’s In India is highest in weekends (40)%. FINDING-2 WHICH RESTAURANT CUSTUMER WANTS TO GO Prepared By:Abhishek PandeyC-03[Type text] . followed by special occasions (34%). Very rarely the respondents like to visit reataurant on daily basis.

FINDING-3 WHAT INFLUENCE THE CUSTOMER TO VISIT THE RESTAURANT The quality of food is the most important factor to be considered by the customers while visiting any restaurant. the majority of people prefers to visit Pizza hut as compared to Mc-Donalds. However quite a healthy proporion of people likes to visit other restaurants also. Prepared By:Abhishek PandeyC-03[Type text] .Marketing & Branding Strategy of Mc Donald’s In India From the above graph. How ever the better service is also a considerable factor by the respondents.

Marketing & Branding Strategy of Mc Donald’s In India FINDING 4 SATISFACTION LEVEL Above 90% of the customers are satisfied with their preferred restaurant. Prepared By:Abhishek PandeyC-03[Type text] .

Prepared By:Abhishek PandeyC-03[Type text] .Marketing & Branding Strategy of Mc Donald’s In India FINDING 5 TIME TO PLACE AN ORDER The time to place an order is generally 5 to 7 mins in most of the cases as 67% of the respondents are agrreable to the same.

Marketing & Branding Strategy of Mc Donald’s In India FINDING 6 LEVEL OF HOSPITALITY IN THE RESTAURANT Prepared By:Abhishek PandeyC-03[Type text] .

Marketing & Branding Strategy of Mc Donald’s In India The hospitality in the restaurant is good in most of the cases. Prepared By:Abhishek PandeyC-03[Type text] . Very rare the customers are agreeable to the excellent services. FINDING 7 SATISFACTION LEVEL WITH Mc-DONALDS The customers of Mc-Donalds are moderately satisfied with its services. As majority of them are agrreable to that.

The majority of them agreed to V-good.Marketing & Branding Strategy of Mc Donald’s In India FINDING 8 LEVEL OF UNDERSTANDING SERVICE PROBLEM OF CUSTOMDER In Mc-Donalds the level of understanding the customer’s problem lies between average and V-good. Prepared By:Abhishek PandeyC-03[Type text] .

Service. Promotion and Location (SPPL) are together required for selection of a fast food corner. Irrespective of the promotion the remaining three factors i. Price and Location are also able to attract about 40% of the customers.Marketing & Branding Strategy of Mc Donald’s In India FINDING 9 FACTORS IN SELECTING FAST FOOD CORNER About 47% of the respondents are confirming that Service. Prepared By:Abhishek PandeyC-03[Type text] .e. Price.

However Service & Price is also able to attract 20% each of the custoomers.Marketing & Branding Strategy of Mc Donald’s In India FINDING 10 WHY Mc-DONALDS The product of Mc-Donalds is the sole factor to attract the majority of the customers as 53% of them are satisfied with the product. Prepared By:Abhishek PandeyC-03[Type text] .

Prepared By:Abhishek PandeyC-03[Type text] .Marketing & Branding Strategy of Mc Donald’s In India FINDING 11 FREQUENCY TO VISIT RESTAURANT OTHER THAN Mc-DONALDS The customers who are visiting the Mc-Donalds are Occasionally visiting the other restaurants as majority of them are satisfied with Mc-Donalds.

Prepared By:Abhishek PandeyC-03[Type text] .Marketing & Branding Strategy of Mc Donald’s In India FINDING12 HAPPY HOUR CONCEPT About 80% of the respondents feel that Happy Hour is good concept in this modern life.

Prepared By:Abhishek PandeyC-03[Type text] .Marketing & Branding Strategy of Mc Donald’s In India FINDING 13 DO YOU RECOMMEND Mc-DONALD TO OTHERS About 67% of the respondents will recommend Mc-Donalds as one of the prominent restaurant to visit including 47% who will definitely do do.

Marketing & Branding Strategy of Mc Donald’s In India Prepared By:Abhishek PandeyC-03[Type text] .

 Illiteracy among some customers is reflected as far as filling questionnaire is concerned.Marketing & Branding Strategy of Mc Donald’s In India Limitations/ Problems in conducting the survey  Some Retail Owners ( Branch Owner) refuse to give information. analysis cannot be made accurately.  Since the survey is conducted only on 45 customers therefore. Prepared By:Abhishek PandeyC-03[Type text] .  Less cooperation from the customers due to busy modern life.  Due to festival season during market survey eve they was a great rush and every one was in hurry.

Marketing & Branding Strategy of Mc Donald’s In India Prepared By:Abhishek PandeyC-03[Type text] .

3.Marketing & Branding Strategy of Mc Donald’s In India Conclusion McDonalds isn't exactly an alien entity in India too. The final sector that they focus on is defined as the Burger House Sector. and any other outlet where people eat. Hotels. Wendy's and all independent Burger bars. 1. This includes all the obvious competition and also fish and sandwich shops-any outlet where food is served quickly. The Total eating out market gives the broadest competitive context and includes all Restaurants. They also focus on the Quick Service Restaurant Sector. Wimpy. After spending Rs. 2. They consider 3 basic areas. Prepared By:Abhishek PandeyC-03[Type text] . the global food-chain is out to make its presence felt in every part of the country and it has succeeded in serving up an exciting new combo to Indian customers. This looks at only at restaurants serving hamburgers including Burger King. Pubs. 25 crores on its Indian operations.

Most of the customers are now demanding change in the present menu and inclusion of more varieties in it. children bring in the family.  Prepared By:Abhishek PandeyC-03[Type text] . put in a patty and garnish it with two equation. Price leads to volumes. With a strong backing of reliable supply chain.  The Menu is very limited. that explains why McDonalds is the only food chain in India that can afford to stand tall.Marketing & Branding Strategy of Mc Donald’s In India Take two pieces of bun. McDonald is trying to fulfill all the customer challenges Recommendation On the basis of the survey few suggestions can be brought out:  Mc-Donald’s is required to make its presence felt at all the populated part of the country as many of the respondents have shown some sort of ignorance towards the brand. extension advertising and efficient employees.

Marketing & Branding Strategy of Mc Donald’s In India Prepared By:Abhishek PandeyC-03[Type text] .

G.No 1 2 3 4 Title ‘Marketing Research’-an applied orientation ‘Market Potential of Consumer Products’ Consumer Behaviour The great Indian Market Websites Referred  www.com Author/ Agency N.Schiffman Indian Mart Prepared By:Abhishek PandeyC-03[Type text] .salesforceautomation.K.mcdonaldsinida.Marketing & Branding Strategy of Mc Donald’s In India Bibliography S.com  www.marketingteacher.Malhotra John.H.Parfitt L.harrisinteractive.com  www.com  www.com  www.12manage.wikipedia.net  www.

Marketing & Branding Strategy of Mc Donald’s In India Prepared By:Abhishek PandeyC-03[Type text] .

2] Which restaurants do you go to? Mc Donald’s Nirula’s Pizza Hut others {specify} 3] What drives you to go to this restaurant? Quality of Food Better service Homely Atmosphere 4] Are you satisfied with the present provided by restaurants? Yes No 5] What is the time taken to place an order? Within 2 Minutes 2 to 5 Minutes 5 to 7 Minutes 7 to 10 Minutes 6] What is your view about the Hospitality provided by these restaurants? Prepared By:Abhishek PandeyC-03[Type text] . Weekends. Everyday. On special Occasions.Marketing & Branding Strategy of Mc Donald’s In India Appendices Institute Of Marketing & Management New Delhi-110016 CONSUMER SURVEY Questionnaire: 1] How frequently do you go to restaurants? Only holidays.

Location.Marketing & Branding Strategy of Mc Donald’s In India Average Very good Good Excellent 7] What is your satisfaction level with Mc Donald’s? Attributes Percentage Extremely satisfied Moderately satisfied Ok Moderately dissatisfied Extremely dissatisfied 8] What is the level of understanding of service problem of the customers? Attributes Percentage Excellent Very good Good Poor 9] Which are the combinations of the factors do you think are very vital while you select a particular fast food? Service. Location Price. Promotional schemes 10] Why do you prefer Mc Donald’s? Prepared By:Abhishek PandeyC-03[Type text] . Promotion Service. Promotional schemes. Price. Price.

(if any) for improvement in service. 1 minimum and 5 maximum.Marketing & Branding Strategy of Mc Donald’s In India Service Differentiation Price Differentiation Product Differentiation Promotional Schemes 11] How frequently do you visit other restaurant except Mc Donald’s? Regularly Frequently Occasionally Rarely 12] How do you evaluate the various aspects of Mc Donald’s. Mc Donald’s Nirula’s Pizza Hut Ambience Cleanliness Behavior of Employees Space Management Menu Composition Quality of Food Service Quality 13] What do you say about the happy hour concept of Mc Donald’s? Excellent Good Idea Doesn’t Matter Poor 14] Please give suggestion. Nirula’s & Pizza Hut? Marking scale: 5 point scale. quality? __________________________________________________________________ 15] Which similar restaurant you think has the best service quality and why? __________________________________________________________________ 16] Would you recommend Mc Donald’s to friends & relatives? Attributes Percentage Definitely Yes Probably Yes Probably No Definitely No Prepared By:Abhishek PandeyC-03[Type text] .

000 50.25 25-30 30-40 40-50 20] Occupation: 22] Annual Income: 21] Address: 22] Contact No.000-50.000 Rs.000 and above. 20. Rs.Marketing & Branding Strategy of Mc Donald’s In India 17] Any suggestions for overall improvements of fast food joints? __________________________________________________________________ Personal Details: 18] Name: 19] Age: 18.: Thank you for your valuable time. 0-20. Prepared By:Abhishek PandeyC-03[Type text] .

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