Avika parashari mc_donalds
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Transcript of Avika parashari mc_donalds
“Burgers for every Taste”- McDonald’s
Introduction
World's largest chain of hamburger fast food restaurants
Started in 1940 as a barbecue restaurant
Operated by Richard and Maurice McDonald
Ray Kroc joined the company as a franchise agent in 1955
Annual revenues of $27.5 billion, profits of $5.5 billion in 2012
Serves 68 million customers daily
He subsequently purchased the chain from the McDonald brothers
Primarily sells Hamburgers, Cheeseburgers, Chicken, French fries,
Breakfast items, Soft drinks, Milkshakes & Desserts
Operates in 119 countries across 35,000 outlets
.
As word of their success spread, franchisees started showing interest.
However, the franchising system failed
McDonald's was started as a drive-
in restaurant by two brothers, Richard
and Maurice McDonald in California,
US in the year 1937.
Mcdonald’s History
The original mascot of McDonald's
was a man with a chef's hat on top of
a hamburger shaped head whose
name was Speedee
• At this point, Ray Kroc (Kroc), distributor for milkshake
machines . Expressed interest in the business, and he
finalized a deal with the McDonald brothers in 1954.
•He established a franchising company, the McDonald
System Inc. and appointed franchisees.
•In 1961, he bought out the McDonald brothers' share for
16.2 Cr and changed the name of the company to
McDonald's Corporation. In 1965, McDonald's went
public...
Currently McDonald's operates in 121 countries & having more
than 30000 restarunt
McDonald’s History
Change in Logo’s
McDonald's Market Share {Globally}
McDonald's Market Share {INDIA}
Source : https://simconblog.wordpress.com
Current status of McDonald’s
McDonald's is the world's #1 fast-food company by sales
Serving burgers and fries, it operates more than 36,250 restaurants
It serves in more than 121 countries on six continents
On a day-to-day basis, more than Rs.318 Crorescustomers world-wide are served
Employs more than 4,47,000 people
The Boston Market and Chipotle Mexican Grill fast-casual chains are also owned by McDonald's
Global sales of McDonalds is Rs.5,34,780 Crores in 2013
Marketing Mix
The 4P’s used in Marketing Mix
are :-
ProductPrice PlacePromotion
Product
New Product
Consumer Brand Response
What about you?
63% trust McDonald's for Quality Service, Cleanliness &
Value
McDonalds is the First Choice for Burgers
McDonald’s will retain 44% consumer’s even if they start
selling Pizza instead of Burgers
56% Love McDonalds as a brand
Jud
gm
en
tFeelin
g More than 48% feel Comfortable @ McDonald’s
Kids feel Excited & Happy when @ McDonald’s
Fun place to go with friends
Place
McDonald's opened its doors in India in October 1996. Ever since then,
our family restaurants in Mumbai, Delhi, Pune, Ahmedabad, Vadodara,
Ludhiana, Jaipur, Noida Faridabad, Doraha, Manesar and Gurgaon have
proceeded to demonstrate.
Promotion
The various promotion channels
being used by McDonalds to
effectively communicate the product
information are-
Organizational Chart
STP Model
McDonald’s has segmented their products
according to 3 different bases
Segmented groups -
Adults, kids, students and family
The 3 bases for segmentation are :
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation.
Target Segment What is McDonalds for me?
A Family with children A treat to children, a fun place to be for the children
Urban customer on the move Great taste, quick service without affecting the work schedule
Teenager Hangout with friends, but keep it affordable.
Click here -
Targeting
Bargaining power of buyers:Pay attention to customer demands and trendsOffer specialty products for all segmentsFirst mover- salads, cooking oil
Bargaining power of suppliers:McDonald’s relies on strong supplier and distributor relationships Help suppliers lower costsSuppliers include: Coca-Cola
Porter’s Five Competitive Forces
Rivalry within industry:Burger King, Wendy’s, In & Out etc.Brands - Big Mac, Filet o’ FishInnovation – celebrity endorsements, monopoly Online presence - company info, links to charity works
Threat of new entrants:Eg.. Burger King
Threat of substitutes:Any other food industry – high-class restaurants to hot dog stands.
Summary
1
• History and Brand value of McDonald’s
2
• Market Share of McDonalds
3
• Marketing Strategy with Marketing Mix
4
• Brand Equity creation in India
5• Porter’s 5
competitive forces.
6
• McDonalds And its Customer Value
DISCLAIMERThis mini case is a submission for an
internship under
Prof. Sameer Mathur(IIM-L).
See: www.iiminternship.com