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Name: Ashwin Joseph: MC Donald'S
Name: Ashwin Joseph: MC Donald'S
MC
DONALD’S
INTRODUCTION
• Segmentation strategy:
The segmentation strategy of McDonald’s can be discussed
under the following heads.
•
• Geography:
Geographically McDonald’s seem to have categorized the
entire Indian market as urban and rural markets. As a
strategy for entering the Indian market McDonald’s appear to
have adopted the segmentation at the micro level, by directing
the entire focus towards only urban market. McDonald’s
India as of today caters only to the urban population in India.
There could be several reasons for this, like the rural
eating habits, their affordability and traditional
approach towards food.
• Demography:
Demographically the McDonald’s appears to have segmented
its market on the following parameters.
• Income level:
• in a market like India where a significant proportion of India’s
population lies in the lower income bracket, the price of the products
becomes very critical. Now the challenge was to provide quality
products at prices affordable to urban masses.
• The pricing of the products is done keeping in mind the wants of the
middle class and the upper middle class, the income category which
has grown at a very significant pace over the past few years. For
example, the chain has a product called Mc Aloo tikki costing Rs:20/,
which caters mainly to the student community whose pockets are not
broad enough
• Age:
• The earlier strategy of the McDonald’s was to segment the market on
the basis of the age, by catering mainly to the kids and youth.
However, now they are trying to blur this segmentation and focus on
the all age groups.
• Family:
• McDonald’s is now targeting the entire family by offering various
incentives packed product schemes like “family meals” at a very
competitive price
Psychographical
A parent with two children Visits McDonald’s to
give thechildren a treat.
Children Want to visit McDonald’s as it is a
fun place to eat.
A business customer Visits McDonald’s during
the day as service is quick, the food tastes
great and can be eaten in the
car without affecting a busy work
schedule.
Teenagers Are attracted by the
Saver
BEHAVIOURAL
• Occasions:
Under this segmentation the McDonald’s has classified
customers on the basis of the frequency of their visits, into
regular and occasional customers. Now, to maximise the
cluster of regular customers they are coming up with ad lines
like “BAHAANA KYA HAI” so that the customers don’t look
for a special occasion to visit the outlet.
• Current position in the Indian market:
• However in spite of adopting all of the above segmentation
and marketing strategies hard realities do exists.Nine years
after the big mac first set up in India, the burger gaint has yet
to make a rupee as net profit. It hopes to break even in a year
or two. In India a Mac store typically takes between 5 to 7
years to break even. Part of the reason for its long break even
period has to do with the investments required per store in
terms of equipment and infrastructure. Much of the process
control equipment that allows Mac to dish out burgers and
other orders within its super fast time has to be imported.
ESSENCE OF MARKETING
Product
Functional
POSITIONING
Positioning
PRICING
STRATEGY
•
• McDonald’s pricing strategy can be further analyzed under following heads:
•
• Product Line Pricing:
• McDonald’s offers a range of products and pricing reflects the benefits of the
range. So one can order just a Coke or a Coke with a Burger at additional
price.
•
• Product Bundle Pricing:
• McDonald’s combines several products in the same package .For example one
can buy a McAloo Tikki alone or one can exercise various other options
which give the customer a range of products in a single basket.
•
• Promotional Pricing:
• Discounting a combination of products as one product is also a strategy which
McDonald’s follows. McDonald’s clubs three or four products together as one
and price of this new one will be lesser than the sum total of individual
product.
•
• Value Pricing:
• McDonald’s has realized that Indian market is a price conscious market and
this has forced McDonald’s to provide value products. Examples are economy
meal and value meal served by McDonald’s in India.
COMMUNICATION
STRATEGIES