A multinational brand marketed in India to be picked and assess the extent to which the

brand is marketed on a standardised vs customised basis .

Project Objective : To assess the extent to which multinational brands are marketed on a
standardised vs customised basis because of geographic location .

Literature review : standardisation vs customisation

Segmentation targeting and positioning

Multi national brand

Selected Brand : McDonalds

McDonald’s ( about )

Entry in india

Strategies taken

Changes made

How McDonald's conquered India