MARKETING PLAN

SHARAD PRIYAM
ROLL No. 20
M.F.M. 01
 MC DONALDS
•McDonalds is one of the best known brand worldwide.

•It is world’s leading food service provider with 31000 restaurants serving in
119 countries serving 50 million customers each day.

•McDonald’s entered India in 1996.

BUSINESS MODEL
• Franchise Model – Only 15% of the total number of restaurants are owned
by the Company.

•Act like a retailer and think like a brand

 4P Analysis
Product

• Product Variation: Variety in products ranging from Burgers to softies

• McDonalds continuously innovates its products

• Product Innovation: Adapting to Indian conditions creating the “CHIKEN

MAHARAJA”

• Product Elimination: Removal of Beef flavored products

Menu: Veg, Non Veg, Frozen Desserts, Beverages
Successes: Fries, Happy Meal, Big Mac, paneer wrap , Pizza McPuff
Failures:, Fajita, Carrot Sticks, McLean, and the Arch Deluxe
Price

•Pricing includes the list of prices & discount available.

•The most important part of marketing mix.

•Price determines profit of the product.

•Special offer such as happy meal, Value meal, Combo meal.

Place
• McDonald's has opened its door in India in October 1996 since then

it has open his restaurants in all the major cities like Mumbai, Delhi,
Ahmadabad and many more.
•Fully owned outlets: - Directly selling from McDonalds
•Franchise owned outlets that do selling from different places
•McDonald's mainly consists of the distribution channels the product
is available to the Customer at the right place, at the right time and in

the right quantity

•Offers hygienic environment good ambience and great service
•Started giving internet facilities
•Areas for children where they can play and enjoy with their family
and friends
•Spend some quality time together.
Promotion
Individual communication - Word of mouth, peer group
Mass communication – Advertisements and child amusement
activities at outlets, drives and campaigns
Free distribution of children toys. With every happy meal
Some of the most famous marketing campaigns of McDonald’s are:
“You Deserve a break today, so get up and get away- To McDonald’s”
 “Aap ke zamane mein ,baap ke zamane ke daam”.
“Food, Folks, and Fun”
“I’m loving it”.
SEGMENTATION, TARGETING &
POSITIONING

Segmentation
 Demographically:-
1] Cater to kids
2] Youth
3] Urban upper & Middle class families.
 Geographically:-
1] Mostly in urban towns and cities
2] Now opening in 2 and 3 tiers cities
3] Mostly situated in malls having independent franchises
 Psychographic:-
1] Place to chill out with friends and families
2] Place for enjoyment of the kids.
TARGETING

TARGET MATKETS
• Initial focus on Metros, Malls, Multiplex, Highways, Stations & Airports.
• Exposure to Western food & Culture.
• Move to smaller satellite towns like Gurgaon , Pune.
• Jaipur & Agra to attract foreign tourists..
• Relatively High Income Groups.

POSITIONING

• MacDonald mein hain kuch baath -a place for an entire family to enjoy.
• To aaj Mac Donald’s ho jaye.
• Mac Donald I’m lovin it.
 SWOT ANALYSIS
STRENGHTS
•Strong brand recognition
•Strongest International Presence
•Customer Intimacy
•Product innovation
•Supply Chain
WEAKNESS
•Low depth and width of product
•High overall costs than rivals
OPPORTUNITIES
•Expand into Tier1 and Tier 2 cities
•Entry into breakfast category
•Acquisition of other restaurants
THREATS
•Changing customer lifestyle
•Increase in competition
 COMPETITORS ANALYSIS
McDonalds Jumbo King Pizza hut
Mc Aloo Tikki -20 Regular Vada Pav -7 Simple Veg pizza-195
Mc Veggie- 45 Brown Bread Vada Pav-10 Veggie Supreme -345
Mac Chiken Maharaja- 99 Butter Vada Pav -10 Chicken Supreme-360
Value Meal Chollee vada Pav -13 Garlic bread platter-90
Happy Meal Cheese Vada Pav -16 Soup’s-45 to 80
French fries- 38 Schezwan vada pav -15 Pasta’s-110
Cold Coffee-39 Lassi - 10 Pepsi/7up/Mirinda -40
Iced tea - 25 Mango Lassi - 15 Pizza hut –Royale-80
Soft Serve - 20 Pepsi - 10 Almond Praline-45
THANK YOU…