PRESENTATION

ON

PRESENTED BY: AMIT YADAV VAIBHAV SHARMA

INTRODUCTION MARKET STRATEGIES PRODUCT MARKET STRATEGIES

INTRODUCTION HISTORY PRODUCT MARKET STRATEGIES INDIAN SUPPLIER PACKAGING CO-BRANDING PROMOTION PHYSICAL EVIDANCE STAFF & EMPLOYEE TRAINING &DEVELOPMENT FACTS

• McDonald’s is the Eighth Most PowerfulBrand in the World.---Source: Millward Brown Optimor

(including data from brandz,Datamonitor, and Bloomberg)

• As of March 2010 there are 32,488 restaurants in 117 countries (in which 22,227 is on franchise & licensed based)

• Rs 400 crores being put in for expansionplans into Tier II cities within next threeyears.

• Doubling of turnover within three years.

• Market share of 18 percent in northIndia.(includes restaurants, cafes, fastfood joints, local vendors etc.)

• McDonald's was started as a drive-inrestaurant by two brothers, Richard andMaurice McDonald in California, US in theyear 1937.

• Ray Kroc, distributor for milkshake machines,expressed interest in the business, and hefinalized a deal for franchising with theMcDonald brothers in 1954.

• He established a franchising company, the

McDonald System Inc. and appointedfranchisees.

In 1961, he bought out the McDonald brothers'share for $2.7 million and changed the nameof the company to McDonald's Corporation.

Product

VEG MENU

NON-VEG MENU

BEVERAGE

MARKET STRATEGIES

Cost control strategy:-

b) Well established low –

cost supply chain.

c) Ensures efficiency and

speed in distribution.

d) Huge increase in

volume sales.

e) Very good food

processing technology.

McDonald’s India: Suppliers

•Trikaya AgricultureSupplier of Iceberg Lettuce

•Vista Processed FoodsPvt. Ltd.Supplier of Chicken and Vegetable

•Dynamix DiarySupplier of Cheese.

•Amrit FoodSupplier of long life UHT Milk andMilk Products for Frozen Desserts.

Packaging andLabeling

Clearlymentionsthat the

burger is aVeg or a Non-Veg Burger

Mentions thename of theburger and

the colour isdifferent for

differenttypes ofburgers

Co -BRANDING

McDonald’s has major tie-ups withcompanies as their co-branding Statergy.

various

Few of Them arelisted Below:

Coca-Cola

Barbie

Cadbury

Hotwheels

Promotion

•An activity, such as a sale oradvertising campaign, designedto increase visibility or sales of aproduct.

•McDonalds, for years hasmaintained an extensivepromotion strategy with highestspending on marketing amongst

Advertising

• Focus on overallexperience.

• “Brand globally andact locally”.

• Overall it is doingwhat it does the best –marketing.

• Intensive advertisingaimed at children.

• Paper mats on traysensure that no newscheme goes

Physical evidence

• Cleanliness, speed,quality andtransparency ofprocess is the biggestphysical evidence.

• The interiors areattractive and more orless consistentthroughout the world.

• A proper decorum andstrict standards ofcleanliness aremaintained at all thejoints.

Physical evidence

• Family environmentmessage throughout theworld, just the way ofcommunication isadjusted to differentcountries.

• Play areas are providedso that kids don’tbecome panicky.

• Counters are kept lowand menus pictorially

THEmascot…

• The well knownmascot RonaldMcDonald is thesame throughout theworld since 1963.

• It is supposed to bethe next most wellrecognized figuresecond only to SantaClaus.

• The colorcombination

STAFF & EMPLOYEE

• Each outlet is headedby a RestaurantManager . He isresponsible for thedaily operation andcustomer interaction.

• Delivery Crew Membercarries basic operationof a restaurant.Ensures customersatisfaction at therestaurants.

• In order to motivate

Training

• McDonald’s invests more than $1billion annually in training

•“Best Place toMagazine 2010

Work” – Fortune

• “One out of 5 Best Places to Work inLatin American” – America EconomicMagazine 2009

McDonald’s India: Network &competitors

CITIESCOVERED

36

48

42

39

NCR

22

COMPANIES

McDonald’s

Pizza Hut

Domino’s

Subway

Nirula’s

KFC

OUTLETS (No.)

192

224

234

136

77

68

McDonald’s India: ChannelNetwork

North and EastIndia

DelhiUttar Pradesh11 in Haryana Punjab

UttaranchalWest Bengal Himachal Pradesh

West and SouthIndia

Maharashtra Gujarat Karnataka Andhra Madhya Pradesh

.

Sources:• www.McDonalds.com• www.freeforessays.com• D. Jobber “Principles and Practice of Marketing”• Sources : http://de.wikipedia.org/wiki/McDonald’s• Kotler/Keller Marketing Management

.

?

Thank You