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“One world, One Burger”- McDonald’s
WELCOME TO
THE WORLD OF McDonald’s


                Presented by
                Khushal Thakkar 54
                Ruchin Thakkar 55
About McDonald's

Began in 1940



Located in 122 countries



       31000 Restaurants



51 million people are served a day at 31000
             different locations


   Independent local business people own and
  operate more than 80% of McDonald’s Globally
• 1940 :: First McDonald’s Opened in USA
• 1953 :: McDonald’s Began To Franchise
• 1964 :: McDonald's issued its first annual
  report
• 1975 :: Drive Thru Was Introduced
• 1984 :: Ray Kroc Died on 14th January
• 1996: The first Indian McDonald's opens.
• 2005 :: McDonald’s Opened Wi-Fi Service
• 2009: 20th Century Fox and McDonald's begins
  promotional partnership.
• 2012: McDonald's begins posting the calories count
  for items on the menus and menu boards in the
  drive-thru.
India – Entry Strategy
Hard Castle Restaurants Pvt. Ltd
Connaught Plaza Restaurants Pvt. Ltd
Product Adaptation – The
             Indian Challenge

          40% population is vegetarian

       Maharaja Mac replaced by Big Mac

            Respect for local culture

   Only vegetable oil use as a cooking medium
Re-formulated own products using spics favored by
                    Indians
Marketing Analysis
                  4 P’s Analysis


                                   $
          Product


• Wide variety of menu items
      - veg and non-veg product
      - health-conscious items

• Local flavors

• Variety of product offering
Marketing Analysis
                  4 P’s Analysis


                                             $
 Promotion


• I’m lovin’ it campaign to attract family

• Feature artists to target teenagers

• Advertising through media
Marketing Analysis
                    4 P’s Analysis


                                           $
                         Place

• 31,000 stores worldwide

• About 230 outlets in India

• Mainly focuses in north and west India

• Distribution channel

• Operations
    - Company-owned
    - Franchise
Marketing Analysis
                 4 P’s Analysis


                                             $
                                  Price

• Traditionally - value-pricing as competitive
weapon

• Now, offer products at range of price points

       - attract both price-sensitive and
health-conscious consumers
Segmentation, Targeting and
                   ositioning…


        • The main target segments are children,
          youth and the young urban family.
        • Targeted audiences ;
                 -children
                 -teenagers
                 -adults




3/31/2013          consumer behavior     13
• Children
      -happy meal toys
      -play place
• Teenagers
      -price sensitivity
      -varieties offered
• Adults
      -right ambience
      -products worth the money
      -healthy
THANK   YOU

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Mcdonalds marketing

  • 1. “One world, One Burger”- McDonald’s
  • 2. WELCOME TO THE WORLD OF McDonald’s Presented by Khushal Thakkar 54 Ruchin Thakkar 55
  • 3. About McDonald's Began in 1940 Located in 122 countries 31000 Restaurants 51 million people are served a day at 31000 different locations Independent local business people own and operate more than 80% of McDonald’s Globally
  • 4. • 1940 :: First McDonald’s Opened in USA • 1953 :: McDonald’s Began To Franchise • 1964 :: McDonald's issued its first annual report • 1975 :: Drive Thru Was Introduced • 1984 :: Ray Kroc Died on 14th January • 1996: The first Indian McDonald's opens. • 2005 :: McDonald’s Opened Wi-Fi Service • 2009: 20th Century Fox and McDonald's begins promotional partnership. • 2012: McDonald's begins posting the calories count for items on the menus and menu boards in the drive-thru.
  • 5. India – Entry Strategy
  • 8. Product Adaptation – The Indian Challenge 40% population is vegetarian Maharaja Mac replaced by Big Mac Respect for local culture Only vegetable oil use as a cooking medium Re-formulated own products using spics favored by Indians
  • 9. Marketing Analysis 4 P’s Analysis $ Product • Wide variety of menu items - veg and non-veg product - health-conscious items • Local flavors • Variety of product offering
  • 10. Marketing Analysis 4 P’s Analysis $ Promotion • I’m lovin’ it campaign to attract family • Feature artists to target teenagers • Advertising through media
  • 11. Marketing Analysis 4 P’s Analysis $ Place • 31,000 stores worldwide • About 230 outlets in India • Mainly focuses in north and west India • Distribution channel • Operations - Company-owned - Franchise
  • 12. Marketing Analysis 4 P’s Analysis $ Price • Traditionally - value-pricing as competitive weapon • Now, offer products at range of price points - attract both price-sensitive and health-conscious consumers
  • 13. Segmentation, Targeting and ositioning… • The main target segments are children, youth and the young urban family. • Targeted audiences ; -children -teenagers -adults 3/31/2013 consumer behavior 13
  • 14. • Children -happy meal toys -play place • Teenagers -price sensitivity -varieties offered • Adults -right ambience -products worth the money -healthy
  • 15. THANK YOU