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RODUCT:

Mc Donald s product portfolio primarily comprises of vegetarian and non-vegetarian burgers. The vegetarian burgers like Veg surprise, salad sandwich, Mc Aloo Tikki Burger, Mc veggie burger are offered to the customers. Non-vegetatarian burgers include Chicken Mc grill, Mc chicken burger, Fliet of fish and chicken maharaja burger. Along with these french-fries, veg pizza mc puff, wrap chicken Mexican, wrap paneer salsa, potato wedges, soft serve pineapple and choclate ice creams, Mc swirl soft drinks, coffee and Mc shakes are also offered to increase the variety in the product portfolio. Mc Donalds also provides mean combos with medium fries and medium soft drink, happy mean with small soft drink, econo meals with small soft drink and value meals with potato wedges and small soft drink.

PRICE:

Mc Donalds vegetarian burgers are priced between Rs 20 and Rs 48. Wrap paneer salsa is priced at Rs 45-50. The non vegetarian burgers are priced between Rs 30 and Rs 60. Wrap chicken Mexican is priced at Rs 55. Medium French fries are priced at Rs 28, potato wedges at Rs 20, soft serves at Rs 35, mc swirl at Rs 12, medium soft drinks at Rs 20 and medium shakes at Rs 45.

PROMOTION:

At Mc Donalds the prime focus is on targeting children. In happy meals too which are targeted at children small toys are given along with the meal. Apart from this, various schemes for winning prices by way of lucky draws and also scratch cards are given when an order is placed on the various mean combos. In fact, the various econo meals and value meals also signal to the customer that buying separate items results in greater value for money for the customer.

PLACE:

Mc Donals outlets are very evenly spread throughout the NCR region. Mc Donalds does not offer home delivery but its outlets are very readily accessible. Mc Donalds also offers take away drive through facilities.

PEOPLE:

The employees in Mc Donalds have a standard uniform and Mc Donalds specially focuses on friendly and prompt service to its customers from their employees.

PROCESS:

The food manufacturing process at Mc Donalds is completely transparent i.e. the whole process is visible to the customers. In fact, the fast food joint allows its customers to view and judge the hygienic standards at Mc Donalds by allowing them to enter the area where the process takes place. The customers are invited to check the ingredients used in food.

PHYSICAL EVIDENCE:

Mc Donalds focuses on clean and hygienic interiors of is outlets and at the same time the interiors are attractive and the fast food joint maintains a proper decorum at its joints. McDonald s is known for its innovative market positioning. There is no doubt that McDonald s rapid growth is based on intelligent and smart business ideas based on the dynamics of business environment and societal changes. The restaurant which was started in 1948 with just one outlet now has its footprints across the globe. It s global sales in 2010 was recorded at $24 billion with net profit rose to $4.95 billion last year, up 5% compared with 2009.

If we list the most known innovative ideas introduced by McDonalds, first thing that comes to our minds is the concept of Happy Meal a combo meal for children featuring a free toy that made McDonald s restaurants most demanded place for meals by kids across the globe. The second most interesting concept that the chain introduced in 1975 was Drive-thru, a brand new feel of comfort

for On the Go customers to beat their hunger with quick purchase of meal. This idea now accounts for more than half of restaurant system-wide sales!

With the influx of different minority groups in the North American Market, and McDonald s international presence, now MCD is concentrating on customer taste from African Americans, Hispanics, and Asians backgrounds. Its menus and advertising both reflect this interesting change in McDonald s Marketing Strategy. For instance, a recent report compiled by ad tracker Nielsen IAG suggests that while the ads usually push specific products or deals, many use situations aimed directly at ethnic consumers. For example, in a recent commercial called Big Day, a young boy at a wedding looks bored while watching the bride and groom kiss and jump over a broom an African American matrimonial tradition. His eyes light up, however, when he gets to his seat and finds a Happy Meal!

Thanks to some excellent research by McDonald s; they understand their customers well, and now the fruit combinations in restaurant s latest smoothies, reflect taste preferences in minority communities. Moreover, they also started heavily advertising coffee drinks last year; the ads emphasized the indulgent aspects of sweeter drinks like mochas, to attract customers with certain specific liking.

Neil Golden, McDonald s US Chief Marketing Officer says that The ethnic consumer tends to set trends, so they help set the tone for how we enter the marketplace and preferences gleaned from minority consumers shape McDonald s menu and ad choices, which are then marketed to all customers .

McDonald s expansion started in late 60 s and at that time the focus was to appeal customers by presenting a nice clean place where they can enjoy family meals that offer good value for money. The chain now operates over 31,000 restaurants worldwide, employing more than 1.5 million people! The restaurant learnt that they cannot feed the typical American taste for a long time and still attract customers, and their market growth will depend only on inclusion of new flavors and choice of menu. Going international was not that challenging, the key challenge is to remain at the top with major market share and to attract more and more customers by giving them the values they care for.

Entrepreneurship is about turning crazy ideas into profits and only innovative marketing strategies by McDonald s help the company remain at a growth trajectory!