1. MCDONALD’S
INDIA.
By
Umapathi
11hm18
NITK,SURATHKAL

2. CONTENTS
 Company Profile
 Before coming to India
 India Vision & Entry
 Indian Market
 Supply Chain Management
 Product Adoption
 Targeting Markets
 Marketing Strategy
 Promotional Techniques
 Success story

3. COMPANY PROFILE
 Established in 1955, head quarters: Oak
Brook, Illinois, U.S.
 Presence in 119 countries
 Revenue: $24 billions
Vision:
McDonald's complete commitment to Quality,
Service, Cleanliness and Value (QSC&V)

4. BEFORE COMING TO INDIA
Analysis about India:
 Huge Sub-continent
 4 times the population of the US
 4th largest economy
 Size of „Eating Out‟ market- substantial
 Consumer spending growing
 Highly fragmented food market
 Millions of roadside stalls / carts- major market
share
 Udipi, Sandwich, PavBhaji, Chaats, Chinese,Namk
eens, Pizza
 Organised chains- Narula‟s, Wimpys, Udipis

5. CONTINUE…
 20 major languages, 800+ dialects
 50% population literate
 Advertising-Billboards, Print , Electronic
 8 languages for National launch

6. INDIA VISION & ENTRY
 To be India‟s "best" quick service restaurant
experience - supported by principles and core
values
 Entered in 1996, 50:50 Joint Venture with
ConnaughtPlaza Restaurants-Vikram Bakshi- North
&Hardcastle Restaurants-Amit Jatia- West
 Trained extensively, along with their Indian
management team, in McDonald's in Indonesia and
the US before launch
 Always been a franchising Company

7. INDIAN MARKET
 1991 Open to FDI
 KFC (1995), Kelloggs (1991) were not succeeded
 Overconfidence, Lack of demand
 High cost, lack of local taste and Over estimation
on demand
 Inappropriate strategies and Limited purchase
power
 Significant vegetarian population

8. SUPPLY CHAIN MANAGEMENT
 Local network for supply chain & distribution
 Local suppliers, distributors to mat
 Quality and hygiene standards
 Invested Rs 50 crore in setting up, before opening
1st outlet and by 2000- Investment in supply chain – Rs
300 crore.
Geographically diverse sourcing:
 Buns from North
 Chicken & Cheese from West
 Fish, Lettuce & Pickles from South
 98% paper, locally sourced
 French fries imported from Indonesia
 40 suppliers in the chain

9. PRODUCT ADOPTION
 The Indian Challenge
 Menu Development
 Restaurant Management System
 International Standards
 Family Restaurant
 Value Pricing
 Respect to Indian customs and Culture.
 Widening Customer base
 Community Partnership /CSR

10. MENU
 Veg McCurry Pan
 Chicken McCurry pan
 Maharaja mac
 Mexican style wraps
 Paneer salsa
 Veg burger
 McVeggie
 Pizza McCuff
 Veggie Mc Muffin
 Chicken Patty
 McAloo Burger
 French fries
 Beverages
 Ice creams etc.

11. TARGETING MARKETS
 Kids & The Young family (<30 years)
 Only < 10% population-possible target market
 Concentrate on metros, then open branches in other cities
Phase I- Focus on cities of relatively high incomes
where citizens are exposed to western food & culture
Phase II- Move to smaller satellite towns (Gurgaon,
Pune)- Positive spillover effect of reputation
Jaipur & Agra- To attract foreign tourists
Phase III- Malls, Multiplexes, Highways, Stations &
Airports

12. MARKET STRATEGY
 Promotional strategy to convey world class experience
 Indian adaptations, freshness, nutrition & value
 Shift from worldwide positioning of drive-in
 convenience and speedy service
 Segment- The Young family (<30 years)
 Target- The young family who eats out
 Focus- Attracting children, so family follows
 Positioning- „McDonalds mein hai kuch baat‟ –
 a place for the entire family to enjoy
 Differentiation- highlighting brand, food & variety
 Happy meal film on Cartoon Network, Zee
 Special promotions during festivals
 Get Lucky Promotional schemes

13. PROMOTIONAL TECHNIQUES
Before adopting promotional techniques, McDonalds
survey.
 Ratio of Veg n non Veg customers visiting
McDonald‟s
 Favorite product?
 Do you find the product line satisfactory?
 Favorite Advertisement?
 Do you find McDonald‟s value for money?
 Problems faced in the visits to McDonald‟s?
 Suggestions to improve McDonald‟s?
 Unique selling promotion in McDonald‟s?

14. SUCCESS STORY
 After analyzing Marketing mix Mc Donald applied “Think
Global, act local” policy which is the main reason for their
success in India.
 The Profits as compared with 2004, in 2010 got doubled
 More than 200 outlets established in India
 Planned for more outlets and diversification by
implementing breakfast items and new menu like McAloo
tikka etc.