McDonalds history began in the California town of San Bernardino back in 1940 when Richard and Maurice (Dick

and Mac) McDonald opened up McDonalds BBQ Restaurant

A significant development in the history of McDonalds was the entry of Ray Kroc into the business who bought the rights to expand the McDonalds concept outside of California and quickly built the restaurant chain and by 1959 over 100 restaurants were in operation

McDonald's India was set up as a 50:50 joint-venture between McDonald's at a global level and regional Iian partners such as Hard castle Restaurants Private Limited in western India and Connaught Plaza Restaurants Private Limited in northern India.
The first Indian McDonald's outlet opened in Mumbai in 1996. Since then, outlets have begun trading in metropolitan and Tier II towns across the country. By September 2008, it had premises in Mumbai, Bangalore, Baroda, Pune, Indore, Nasik, Chennai, Hyderabad, Surat and Ahmedabad.

"McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile."

1996 the first McDonalds restaurant opened on Oct. 13, at Basant Lok, Vasant Vihar, New Delhi. It was also the first restaurant in the world not serving beef on its menu. 1997the first Drive Thru restaurant at Noida
1999the first Mall location restaurant at Ansal Plaza New Delhi 2000the first highway restaurant at Mathura 2001the first thematic restaurant at Connaught Place 2002the first restaurant in a food court at 3Cs, Lajpat Nagar and the first restaurant at the Delhi Metro Station at Inter State Bus Terminus

A Family with children:- A treat to children, a fun place to be for the children. Urbancustomer on the move:- great taste quick service without affecting the work schedule. Teenager Hangout:- with friends, but keep it affordable.

Phase I: Launching the brand

The starting point for McDonald's India was to change Indian consumers' perceptions, which associated it with being 'foreign', 'American', 'not knowing what to expect' and 'discomfort with the new or different
McDonald's wanted to position itself as 'Indian' and a promoter of 'family values and culture They chose to focus on familiarizing the customer with the brand. The brand was built on establishing functional benefits as well as experiential marketing."

They educated their customers about the build of their products and did extensive kitchen tours for their customers. They showed them how they use separate vegetarian and nonvegetarian platforms for cooking a first in any market for McDonald's."

Brand Advertising

By 2000, McDonald's India was ready to begin TV advertising.

"The first Indian TV commercial, Stage Fright, attempted to establish an emotional connection between the (Indian) family and the brand. A second campaign featured a child and his family moving into a new place. He misses his previous surroundings until McDonald's provides something familiar.

These storylines were supported by other initiatives. The company's oneminute service guarantee attempted to reinforce its reputation for fast, friendly and accurate service and it also ran in-store vents for mothers and children. "In 2004, They launched the Happy Price Menu with a value message for a younger audience. For the first time McDonald's India saw a surge of younger consumers and people from socio-economic class B walk into their stores. Leo Burnett India has created a new set of commercials for McDonalds Happy Price Menu. The menu was launched in 2004 and has since seen taglines like What your bahaana is?, Purane zamaane ka daam and Bees mein full dhamaal. The thought for the latest lot is "You don't need to think twice when McDonald's has burgers at only Rs 25" In 2008, the latest campaign from the McDonalds-Leo Burnett stable uses father-son duos from the Indian film industry to reiterate the theme of "Yesteryear's Prices". It features Bollywood stars from past decades together with their sons and a message that prices have not risen in line with the passage of time

In the TVC titled 'Birthday', a school going child alongwith his friends is shown fooling his school bus driver, by giving him directions to McDonald's instead of the stop he was supposed to get down at. As the bus stops at the McDelivery counter, the children in the bus start singing 'happy birthday', as it's their bus driver's birthday.

International Growth

Forward Integration
-Distribution through Franchisees

Backward Integration -Local Sourcing, Cold Chain, Suppliers

Market

penetration & Development - McDelivery

New Product Development

- Aloo Tikki, Salad

Mc Donalds mein hai kuch baat projects McDonalds as a place for the whole family to enjoy. When McDonalds entered in India it was mainly perceived as targeting the urban upper class people. Today it positions itself as an affordable place t o eat without compromising on the quality of food, service and hygiene You deserve a Break Today & Feed your inner child This commitment of quality of food and service in a clean, hygienic and relaxing atmosphere has ensured that McDonalds maintains a positive relationship with the customers.

Some of the most famous marketing campaigns of McDonalds are: You Deserve a break today, so get up and get away- To McDonalds Aap ke zamane mein ,baap ke zamane ke daam. Food, Folks, and Fun Im loving it

McDonald's is Your Kind of Place (1967) You Deserve a Break Today (1971) We Do it All for You (1975) You, You're The One (1976) Nobody Can Do It Like McDonald's Can (1979) Renewed: You Deserve a Break Today (1980 & 1981) Nobody Makes Your Day Like McDonald's Can (1981) McDonald's and You (1983)

It's a Good Time for the Great Taste of McDonald's (1984) Good Time, Great Taste, That's Why This is My Place (1988) Food, Folks and Fun (1990) McDonald's Today (1991) What You Want is What You Get (1992) Have you Had your Break Today? (1995) My McDonald's (1997) Did Somebody Say McDonald's (1997) We Love to See You Smile (2000) There's a little McDonald's in Everyone (2001) - Canada Only i'm lovin' it (2003)

Collaboration with Coke, Hungama.com, Sony Music & GM Scratch cards on Large combo meals

MTV,

Prizes- caps, t-shirts, CDs, free tickets to a Lucky Ali contest

McDonalds India To Launch Web Based Ordering Am I Lovin It ?

McDonalds India (North and East) teamed up with prominent sight saving NGO, ORBIS International and reputed McDonalds India to post calories on its menus
McDonalds in association with UNESCO, Readers Digest, and Ministry of Human Resource Development and Walt Disney, organized Millennium Dreamers a nationwide search for child achievers who have contributed to the community, humanitarianism and education for young people aged 8-15 years.

The social message Light up your life, Adopt a child was promoted as a part of the National Adoption Week along with a Delhi based NGO.

Educational workshops in collaboration with the Delhi Government on bus, road, fire safety, fun and fitness etc. are conducted regularly in schools to keep kids abreast of day-to-day safety measures
Yamuna Cleaning Campaign; As an active partner of Delhi Government's Bhagidari Scheme, McDonald's India teamed up with the Government of Delhi in the Clean the Yamuna project.

Childrens painting competition across cities Maintaining gardens, parks, heritage structures They always use recyclable paper bags. Litter Patrols to ensure cleaner neighborhood. Huge donations to Bhuj Gujarat earthquakes

Co-Sponsor of Inter-School Science Quiz Competition. 2002, tie up with Nalanda Foundation -education of the underprivileged Girl-Child

Strong connection with youth and children for a long time. Positions itself as an affordable place to eat without compromising on the quality of food, service and hygiene. Targeting children by providing incentives and schemes like toys with happy meal etc. Quick service and excellent customer relationship is one of the positive features of McD.

The requirements of customers change over time and thus the product offering has to be changed accordingly.. Thus continuous innovation is required. In most McDonald's and in a certain time of the day, if your order is not ready in 1 minute, you get something free. Usually they provide you a small Coke for free.

Need to bring in more product variety to sustain in the market. McDonalds should develop menu choices that are healthy. Use local food resources. Include more promotional and advertising measures to increase its sales or to increase its market share

They should now concentrate more on their products which are not having good sales like ice tea and floats.

www.mcdonaldindia.com Mr. Jatin Patel-McDonald Outlet manager www.wikipedia.org/mcdonalds www.google.com