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.
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