Presentation on McDonalds

Submitted to: Mr.Balraj singh grewal Presented By: Ramha Verma

CONTENTS
Inroduction McDonalds in India Objectives of promotion & strategy Products Target Segment and Positioning Types Of Restaurants Advertising Achievements Marketing mix

Famous marketing campaigns Criticism

Introduction
McDonalds is the global fast food giant. Founded in 15 may 1940 in CALIFORNIA Founders RICHARD & MAURICE MACDONALDS Ronald McDonald introduced in 1963 Ray Kroc gives the idea of franchising. 31,000 restaurants in 119 countries Serves 47 million customers every day Employs more than 1.5 million people

McDonald's in INDIA
Entered in India 1996 McDonald's India is a 50 50 partnership between MCDONALDS CORPORATION (U.S.A) and two Indian businessman Amit Jatia and Vikram Bakshi 90% of McDonald's business is owned and run by independent franchisees in India
Actively Involver in many social activities like CHILD EDUCATION, PULSE POLIO etc.

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Objectives Of Promotion Strategy

Key objectives of McDs promotion strategy were to, Get them in. Trade them up. Get them back .

Get Them In : To make consumers step into McDonalds restaurant.

Trade Them Up : To shift the

consumers to McDonalds core products like Burger with cheese, McChicken Burger, Fillet-o-Fish, etc.

Get Them Back : To increase

the frequency of visit by making the McDs brand experience.

Strategies
Quicker service Quicker delivery More beverages & change in menu More outlets Target the two and three tier cities Introduction of a new low calorie healthy burger

PRODUCTS

Hamburgers, Chicken sandwiches, French fries, Soft drinks, Breakfast items and Deserts. Mc Donalds also offers salad and vegetarian items, wraps and other localized fare

Target Segment and Positioning

McDonalds was positioned as a family restaurant. Extra care has been taken to make the restaurant children-friendly. McDonalds targeted both Sec children & adults, because no other company targeted kids quit persistently.

 Focused on Price Penetration. In 1998 McDonalds had achieved sufficient level of success, on their offerings & then educated customers about their core strengths. Their main focus is on Service, hygiene, products etc.,

TYPES OF RESTAURANTS
Mc Drive are the type of which provide drive through services and offer no counter service or seating. Special theme restaurants also exists, such as the Solid Gold Mcdonalds, a 1950s rock-n-roll themed restaurant. Mcdonalds introduced Mc Cafe a caf style accompaniment to Mcdonalds restaurants in the style of Starbucks. Mc Express are the type of restaurants which are located in shopping malls.

ADVERTISING
There are three main objectives of advertising for McDonalds are to make people aware of an item, feel positive about it and remember it Television has always played a central role in the companys advertising strategy. The company makes significant use of Bill board and Signage, Sponsors, Sporting events ranging from little league to olympic games.
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Focus more on electronic media

Ads talk about emotions, family ties and fun and all these have high legal appeal . They dont use print media.

Achievements
Among all the competitors McDonalds is the leading brand Ranked as the 8th best employer Ranked the best fast food chain of restaurants Ranked the 8th healthiest fast food eateries Ranked 2nd for customer satisfaction He appeared on Supersize me, is listed in Guiness Book of World Records, and has a movie called Mc Daddy.

VARIOUS OTHER FACTS SHOWING POPULARITY OF MCDONALDS

Fast food nation, book by Eric Schlosser. Supersize me, a documentary film by Morgan Spurlock. McDonald's video games are also launched in the market. Some other documentary films on Mc Donalds are Maxime, Mc duff and Mc do.

First McDonalds at India

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consumer behavior

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Marketing mix
The marketing mix is a term used to describe the four main marketing tools (4Ps): product price promotion and the place through which products are sold to customers.
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Product
Product is the physical product or service offered to the consumer. Product includes certain aspects such as packaging, guarantee, looks etc., It dropped ham, beef and mutton burgers from the menu. India is the only country where McDonalds serve vegetarian menu McDonalds continuously innovates its products according to the changing preferences and tastes of its customers
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Place
The place mainly consists of the distribution channels. It is important so that the product is available to the customer at the right place, at the right time and in the right quantity McDonalds offers hygienic environment, good ambience and great service. Delivery services are also available now

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Price
This is the most important part of the marketing mix as this is the only part which generates revenue. McDonalds came up with a very catchy punch line Aap ke zamane mein ,baap ke zamane ke daam. This was to attract the middle and lower class consumers

McDonalds has certain value pricing and bundling strategies such as happy meal, combo meal, family meal etc to increase overall sales volumes.
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Promotion
McDonalds does its promotion through television, hoardings and bus shelters. They use print ads and the television programmes are also an important marketing medium for promotion.

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Some most famous marketing campaigns of McDonalds are:

Im loving it Aap ke zamane mein , baap ke zamane ke daam. You Deserve a break today, so get up and get away- To McDonalds

Food, Folks, and Fun

PLC of McDonalds

Criticism
Ecological damage Selling unhealthy food, Contributing to suffering and exploitation of livestock. McDonalds=junk food, high calorie food?

BYE BYE SEE U AT McDonaldS