Macdonals Original Ppt

7/31/2019 Macdonals Original Ppt

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MA

RK

ETING

MIX


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GUESS?

8th Most Valuable Brand The In World?

Replaced Us Army As Nations LargestJob Training Organization?

Controls The Market Share Of MoreThan 3 Food Chains Taken Together In

America?


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1940 Richard And Maurice Mcdonald In San Bernardino,California1948 They Introduced "Speedee Service Systemfurthered The

Principles Of The Modern Fast-food Restaurant1954 A Milk-shake Machine Salesman, Raymond KrocFound That One Of His Clients The Mcdonalds HadPurchased Eight Multimixers! This Was Quite Astonishing

As Each Mixer Had The Capacity To Mix Five Shakes In OneGo. Curiosity Got The Better Of Him And He Trekked To SanBernardino To See The People Who Needed Forty ShakesAll In A Go. He Was Amazed To See That Large Number Of People Were Being Served Their Orders Of Packaged FoodsIn Less Than 60 Seconds! This Efficiency Set Him ThinkingAbout A Chain Of Restaurants. The Next Day Kroc TalkedThe Brothers Into A Deal Which Allowed Him To SellMcdonalds Franchises For A Price Of $950. Soon The FirstLink In The Mcdonald's Chain Was Born In Des Plaines,Illinois On April 15, 1955.


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The World's Leading Global Foodservice Retailer With More Than33,000 Locations Serving Approximately 64 Million Customers In118 Countries Each Day

McD IN INDIAStarted Its Operations In India In 1996, 50-50 JointVenture Partnership Between Mcdonalds Corporation

(Us) And Two Indian Businessmen Amit Jatia And VikramBakshi

Amit Jatia, Vice Chairman, Hardcastle Restaurants Pvt.Ltd. Owns And Operates In West & South India.HardcastleRestaurants Was Appointed Development Licensee ForMcdonald's In India In 2010, A Progression From JointVenture Partner


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MCDONALD'S NOW HAS A NETWORK OF OVER 235RESTAURANTS ACROSS THE COUNTRY

Vikram Bakshi, Md And Joint Venture Partner, Connaught PlazaRestaurants Private Limited, Owns And Operates Mcdonald's In

North And East India


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Product


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Mcveggie

Mcaloo Tikki

Paneer Salsawrap

Crispy Chinese

Veg Mccurry

Chickenmaharaja Mac

Mcchicken

Fiet-o-fish

Chickenmexican Wrap

Cold Coffee

Ice Tea

Soft Drinks

Mc Shakes

Hot Serves

Soft Servecone

Mc Swirl

Soft Serve

Flavor Burst


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Mcd In India- Localization

High Degree Of Respect To Local Culture-no Beef No PorkOnly Chicken (Halal)

Separate Area For Preparation Of Veg And Non Veg- ValuingThe Customs And Interests Of Customers

Special Menu For The Indian Taste Buds

Using Indian Spices

Softserves And Mc Shakes Eggless

Vegetable Oil Being Used- Separate For Veg And Non Veg


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Quality, Service, Cleanliness And Value

High Quality Products Adhering To Govt Norms On Food Health And HygieneAs Well As Their Own Standards Friendly Service- Especially Suited For Families

Vegetarian Menu Consists Of Mc Aloo- Tikki Burger(potato, Peas, Onion, Tomato, Mayonnaise )-Punjabi Taste

Mc Veggie(mixed Vegetables, Peas, Spices, Lettuce)- Similar To McAloo But Provides Vareity. This Burger Is Names As Mc Sauce InIndiaMc Surprise Burger(patty, Onion, Italian Mayonnaise)Pizza Mc Puff(puffy Pastry Stuffed With Peas And Sliced Cheese)


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Non-veg MenuBig Mac Replaced With Maharaja Mac Made Out Of Chicken Instead Of LambMc Curry Pan- Original Creation Of The Restaurant.Curry Pans In Shahi-paneer Chicken-tikka

Dropped Both Ham And Lamb

Mexican Style Wrappaneer Salsa Wrap

Chicken Mexican Wrap


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PriceValue Ladder Strategy

Started Offering Value Meals In A Range Of Prices Ensure Affordability And Attract Widest Section Of

Customers Brought The Customer And Provided A RangeOf Entry-level Products Try Those New Items And Graduate To Higher-rungs E.G- If A Customer Starts With Mcaloo Tikki, HeWill Finally Graduate To Mcveggie And So In NonVeg


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Aap Ke Zamane Mein,baap Ke Zamane Kabaap Ke ZamaneKadaam!!!Daam!!!

Value Pricing Happy Price Menu Rs 20

Economeal Rs 49(save Rs 11)

Mcchicken & Mcveggie Meal Rs 75,rs 65 (Savers 15)Happy Meal For Kids Rs 69,99,109 (Toy Free)

Big Saving Meals Combos Rs 109 Rs 119(savers 36) A-la Carte Menu Rs 45- Rs 65 (Veg)rs 55- Rs 65 (NonVeg)idesserts Rs 12 Rs 25


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Package Deal

The Most Common Strategy In Fast Food Industry

The Most Preferred Style For Customers Of Mcd

Plays On Psychological Factor

Customer Acquisition Costs Are High

Consumers Appreciate The Resulting Simplification Of Purchase Decision


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80-20 Menu Board

80% Visual20% DescriptiveEasier For Customers To Understand what29,39,49,59,89,99 Rupee Options are

Pricing Range, Quick Service, No-tips environmentAttracted Middle Class And Students


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Place McDonalds India: Suppliers

Trikaya AgricultureSupplier of Iceberg Lettuce

Vista Processed FoodsPvt. Ltd.Sulier of Chicken and Veetable

Dynamix DiarySupplier of Cheese.

Amrit FoodSupplier of long life UHT Milk andMilk Products forFrozen Desserts.


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Company Owned OutletsFranchise

The Ambience Is The Same In All Mcd Outlets


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Geographically Diverse Suppliers Ensures HighQuality


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Mcds 1st Distribution Partnership Agreement With RadhakrishnaFoodland For Delhi And Mumbai

As Distribution Center The Company Is Responsible ForProcurement, Quality Inspection, Storage And InventoryManagement, Delivery To Restaurants, Data Collection, RecordingAd Reporting Etc

Shredding Of Lettuce Repacking Etc Are Done At These Centers ToMaintain Similar Standards Accounts And Audit And Trasparent And Subject To Check

Mcd Looks Out For Right Suppliers And Distributors 90% Of Their Products And Indegenous Yeilds Except Fries And Oil They Manufactured Oil In India For Their Use They Ensure That The Products Manufactured Locally Abide By TheGlobal Standards


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Mcd Helped Farmers And Suppliers In Bringing Out TheAdvancement In The Field Of Agriculture- Drip Irrigation Sytems(forLess Water Consumption), New Seeds Etc For Better Yield

Cold ChainCutting Down On Its Operational Wastage, As Well As Maintain The

Freshness And Nutritional Value Of Raw And Processed FoodProducts By Procurement, Warehousing, Transportation AndRetailing Of Perishable Food Products, All Under ControlledTemperatures


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"Every year, Rs. 50,000 crore worth of food produce is

wasted in India because of lack of proper infrastructure forstorage and transportation under controlled conditions.These range from physical damage and vermin infestationto improper temperature, humidity and air-flow."

Why Cold Chain?

-Mr. Amit Jatia,Joint Venture Partner & Managing Director, McDonald's -

Western India


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Lettuce From Ooty, Patties From Hyderabed Etc Were

Transported To Radhakrishna Foodland Distribution CenterAt Controlled Conditions And Were Stored There In SimilarConditions And Are Being Suppiled To The Outlets On ADaily Basis

Drivers Where Strictly Instructed Not To Switch Off TheChilling System Even At A High Traffic


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Promotions

Focus On Overall Experience. Brand Globally And Act Locally. Overall It Is Doing What It Does The Best Marketing. Intensive Advertising Aimed At Children 80-20 Menu Boards Marketing Tool. Sponsors Sport Eventswith Their Logosadvertised In TheseEvents. Significant Use Of Billboards And Signage.


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Campaigns

Im Lovin It Is An International Branding Campaign WhichWas Launched In 2003 And Has Proved To Be Its BiggestSuccess

Aap Ke Zamaane Mein Baap Ke Zamaane Ke Daam Is AHighly Localized Campaign Which Aimed At AttractingCustomers


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The Mascot

The Well Known Mascot Ronald Mcdonald Is The SameThroughout Theworld Since 1963.

It Is Supposed To Bethe Next Most Well RecognizedFigure Second Only To Santa Claus


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Process


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People


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TrainingMcdonalds Invests More Than $1billion Annually In Training

Best Place To Work Fortune

One Out Of 5 Best Places To Work In Latin American America Economic Magazine 2005February 24, 1961, Hamburger Universities First Classof 14Students Graduated Today, More Than 5,000 Students Attend Hamburgeruniversity

Each Year Since 1961, More Than 80,000 Restaurant Managers, Mid-managers And Owner/Operators Have Graduated From ThisFacility


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Physical evidence Cleanliness, speed, quality and transparency of process is the

biggest physical evidence. The interiors are attractive and more or less consistentthroughout the world.

A proper decorum and strict standards of cleanliness aremaintained at all the joints Family environment message throughout the world, just the wayof communication is adjusted to different countries.

Play areas are provided so that kids dont become panicky.

Counters are kept low


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