SEGMENTATION, TARGETING

& POSITIONING OF
MCDONALDS

JONLEN J.R.DESA
M.COM-II(BM)
R/M.COM-11-06
 PRESENTATION PATH
• Introduction
• About McDonalds
• Market Segmentation of McDonalds
• Target Market of McDonalds
• Positioning of McDonalds Products
• Marketing Mix
• SWOT Analysis
• Conclusion
INTRODUCTION-STP

SEGMENTATION

TARGETING

POSITIONING
 ABOUT MCDONALDS
• Started by 2 brothers-Richard & Maurice McDonalds. Sell only
Hamburgers.
• Ray Kroc expressed interest in the business.
• McDonalds operates on franchising model.
• In 1965, it listed its shares on NYSE.
• It has opened 34000 restaurants in 122 countries of the world.
• It has a very large and diverse product line.
McDonalds in India
McDonalds entered India in 1996- JV b/w McD Corp & 2 Indian
Businessman.
Most of the restaurants serve only vegetarian food items.
Most of the restaurants are located in malls, multiplexes, highways,
metro stations etc.
Located in Delhi, Jaipur, Mumbai, Gujrat, MP, UP, AP etc.
Market Segmentation of McDonalds

GEOGRAPHIC SEGMENTATION

DEMOGRAPHIC SEGMENTATION

PSYCHGRAPHIC SEGMENTATION
GEOGRAPHIC SEGMENTATION
 DEMOGRAPHIC SEGMENTATION
• AGE
• GENDER
• INCOME
• OCCUPATION
PSYCHOGRAPHIC SEGMENTATION

• PSYCHOLOGY
• BEHAVIOUR AND RELIGIOUS
PRACTICES OF CUSTOMERS
• USER STATUS AND USAGE RATE
TARGET MARKET OF MCDONALDS

• KIDS • YOUTH AND TEENS

• FAMILIES
• LOCATIONS
• PILGRIMS
POSITIONING OF MCDONALDS
PRODUCTS
• Different Positioning Strategies for
different Target Markets.
• Positions its different products in the
consumers mind and compares the same
with its competitors.
MASCOTS- SPEDEE 2 RONALD MCDONALDS
• Nobody can do it like McDonalds can (1970s)
• You Deserve a Break Today (1971)
• We Do it All for You (1975)
• You, You’re The One (1976)
• Nobody Can Do It Like McDonald’s Can (1979)
• Renewed: You Deserve a Break Today (1980 &1981)
• Nobody Makes Your Day Like McDonald’s Can (1981)
• McDonald makes your day (1988)
• McDonald’s and You (1983)
• It’s a Good Time for the Great Taste of McDonald’s (1984)
• Good Time, Great Taste, That’s Why This is My Place (1988)
• Food, Folks and Fun (1990) – - Nothing like a little crazy Patti LaBelle in the morning to
wake you up!
• What You Want is What You Get (1992)
• Have you Had your Break Today? (1995)
• My McDonald’s (1997)
• Did Somebody Say McDonald’s (1997)
• We Love to See You Smile (2000)
• There’s a little McDonald’s in Everyone (2001) – Canada Only
• I’m lovin’ it (2003)
• McDonald’s, It’s not what you had in mind (2010)
 
MARKETING MIX OF MCDONALDS

PRODU
CT
PHYSICAL
EVIDENCE PRICE

PROCE PROMO
SS TION

PEOPLE PLACE
 MARKETING MIX OF MCDONALDS
• PRODUCT
 SWOT ANALYSIS
STRENGHTS
• McDonald’s is a market leader in the fast food industry.
• Strong brand recognition
• Product innovation
• Customization of products
• McDonalds has one competitive advantage and that is strategic location
WEAKNESS
• High overall costs than rivals
• McDonald’s is often related to unhealthy food and obesity
• Employee turnover rate is high
OPPORTUNITIES
• McDonald’s can introduce healthy food consisting of low calories items.
• They should put more efforts in Research and Development
• Entry into breakfast category
• Acquisition of other restaurants
THREATS
• Changing customer lifestyle
• Increase in competition
• Competition from KFC, Burger King, Wendy’s etc
COMPETITORS
 CONCLUSION
• McDonald’s is considered to be the King of the fast food.
The key factors in success of McDonald’s are innovation,
customization, and good management and above all best
Marketing strategies adopted by McDonald’s.
McDonald’s in India has a very bright future because of
the customer’s bank, customized approach from
McDonalds towards its customers and above all the
strong brand image.
• The reason for the success of McDonalds all over the
world is because of its strong and proper market
segmentation. It has successfully been able to position its
products in the minds of its target market.
 BIBLIOGRAPHY
• Dana-Nicoleta Lascu; International Marketing, Himal Impressions, Re-printed Edition
2006, New Delhi.

• http://www.scribd.com/doc/13142703/Marketing-MixMcdonalds-India
• http://www.toknow.com.cn/en/scyj.aspx
• http://prezi.com/phcsw0ooua21/mcdonalds-market-segmentation/
• http://answers.yahoo.com/question/index?qid=20070312143750AACyEzp
• http://www.americanessays.com/study-aids/free-essays/marketing/mcdonalds.p
hp
• http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9520047/
McDonalds-launches-first-vegetarian-restaurants-to-target-Indian-pilgrims.ht
ml
• http://newsfeed.time.com/2012/09/04/mcdonalds-goes-vegetarian-in-india/
• http://mcdonaldsnindia.blogspot.in/2012/09/mcdonalds-in-india-full-assignmen
t.html
• http://newmarketingblogs.blogspot.in/2010/10/segmentation-targeting-and-
positioning.html