This slide is based on McDonald (STP) how it involves customer to buy and whom it has set as a target market and adds related to it.

1. HISTORY
Segmentation
Targeting
Positioning
AGENDA

2.  The fast food industry in India has evolved with the
changing lifestyles of the young Indian population.
 The diversity of Indian cuisine poses logistical problems
when it comes to handling. Hence it is common to
serve different cuisines at different counters within the
same premises.
 any of the traditional dishes have been adapted to suit
the emerging fast food outlets.
 different variety of food may be served depending on
the times of the day
The fast food industry in INDIA

3. 1.McDonald's™ is the leading global foodservice retailer with more than
32,000 local restaurants serving more than 58 million people in around
130 countries each day.
2.Following its philosophy of being sensitive to local food and cultural
preferences, India was the first country in the McDonald's™ system where it
served non-beef and non-pork products.
3.McDonald's™ had further reinforced the branded affordability mantra via
the introduction of the Happy Price Menu which starts at Rs 25 only.
McDonald's India

4. 1.By1958McDonald’shadsold100mhamburgers-nowtheburgerchainhas36,258
McDonald’srestaurantsin119countries
2.ThefirstMcDonald’srestaurantwasrunbybrothersDickandMacMcDonaldin San
Bernardino,California.
3.69millioncustomersareservedeveryday
4.Therearenow36,258McDonald’srestaurantsin119countries,ofwhich29,544are
franchised
5.40%ofrevenuecomesfromEurope-mostlyfromtheUK,France,RussiaandGermany
23%ofrevenuecomesfromAsia/Pacific,MiddleEastand Africa
McDonald's a brief history

5. GEOGRAPHIC SEGMENTATION

6.  Areas across the country on easily accessible locations variables of geographic segmentation
in marketing include the size of the region, regional climate, population density, and
economic status.
Urban and semi-urban

7.  Even fast food restaurants are commonly found in such
cities, rather than urban areas.
Population Density

8. Mc Aloo Tikki
The fast food giant McDonald's serves beer in their German outlets.
However, beer is not a part of the menu in their U.S. outlets. This
reflects the food preferences of different cultures.For example,
McDonald's serves McVeggie in India, McArabia in Middle East.
Cultural Preferences:

9. DEMOGRAPHIC SEGMENTATION

10. Larger the size of the family, the more product and services will
it use.
FAMILY SIZE

11. Different age categories have different purchasing habit.
Age

12. Income
The high income people can even the expensive product and low
income people choose product which falls in their budget.

13. Nationality
All the McDonald store in Muslim countries provide HALAL
certified food.

14. Religion
VEG NON VEG
The society can be bifurcated into two parts on religious basis

15. Psychographic segmentation

16. Convenience and lifestyle
Activities interest and opinion
Social Class
Personality
Psychographic segmentation

17. BEHAVIOURAL SEGMENTATION

18. Occasions, for e.g. Birthday Parties of kids
Valentine Day
Mothers Day
Behavioural segmentation:

19. TARGETING

20. Kids 3 to 7 years Happy Meal (healthier choice) with
free toys
Families Weekend outings or meals Drive-Thru,
Takeaways, McDelivery, Happy Meal
Students Primary, Secondary, University (a place to
hang out or study)Student Meals,
Working Adults seek convenience meals; "grab and
go Drive-Thru, Takeaways, McDelivery, 24-Hour
TARGET MARKET (AND CUSTOMER PROFILE)

21. SELECTIVE SPECIALIZTION
M1 M2 M3
P1
P2
P3
MCDONALDS
TARGET MARKET PATTERN

22. POSITIONING

23. Products

24. Promotion

25.  McDonald's mein hai kuch baat.
(Oct. 13, 1996–1999)
 Toh aaj, Mmmmmmmmmm! McDonald's
hojaye. (1999–2003)
 I'm lovin' it (2003–present)
Slogans Used by MCDonalds

26. Place
Outlets At your doorstep Highway

27. Price

28. Positioning Map

29. Overall Positioning Strategy
More for
More
More for
the Same
More for
Less
The Same
for Less
Less for
much Less
More The Same
More
The Same
Less
Less
PRICE
BENEFITS

30. DIFFERENTIATION

31. PRODUCT DIFFERENTIATION

32. Taste

33. Quality
 To ensure quality they have spent six years prior to opening first restaurant in India to
establish unique cold chain with advanced traceability systems.

34. Nutrition

35. SERVICE DIFFERENTIATION
Convenient
Quick service

36. DSTRIBUTION CHANNEL
Coverage (371 stores in India)
Expertise
Performance

37. PERSONAL DIFFERENTIATION
Trained staff
Responsive
Competent
Quick

38. IMAGE DIFFERENTIATION
Mascot
Celebrity
Colors- Red is energizing. It excites the
emotions and motivates us to take action.
Yellow is the color of new ideas, helping us to
find new ways of doing things. It is the
practical thinker, not the dreamer.