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Onalds: Presentation On Marketing Strategies of

McDonald's is the world's largest chain of fast food restaurants, serving over 58 million customers daily. It operates over 31,000 restaurants in 119 countries. To succeed in India, McDonald's had to adapt to local tastes and customs, such as removing beef and pork and adding vegetarian options like the McVeggie burger. McDonald's targets families with children, urban customers, and teenagers. It uses a marketing mix of products tailored to India, numerous locations for convenience, affordable prices, promotions through television and print, and emphasis on employee training to ensure good customer service.

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Ratnam Srivastava
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62 views13 pages

Onalds: Presentation On Marketing Strategies of

McDonald's is the world's largest chain of fast food restaurants, serving over 58 million customers daily. It operates over 31,000 restaurants in 119 countries. To succeed in India, McDonald's had to adapt to local tastes and customs, such as removing beef and pork and adding vegetarian options like the McVeggie burger. McDonald's targets families with children, urban customers, and teenagers. It uses a marketing mix of products tailored to India, numerous locations for convenience, affordable prices, promotions through television and print, and emphasis on employee training to ensure good customer service.

Uploaded by

Ratnam Srivastava
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Presentation on

Marketing strategies of
McDonalds Corporation

By:

Ratnam Srivastava
Introduction to McDonalds
Corporation
McDonald's Corporation is the world's largest chain of hamburger, Fast food
restaurants, serving more than 58 million customers daily.

McDonalds Sells hamburgers, cheeseburgers, chickens products, French


fries, breakfast items, soft drink, shakes, and desserts. In response to obesity
trends in Western nations and in the face of criticism over the healthiness of its
products, the company has modified its menu to include alternatives considered
healthier such as salad, wraps and fruit.

McDonald's restaurants are found in 119 countries and territories around the


world and serve 58 million customers each day. McDonald's operates over
31,000 restaurants worldwide, employing more than 1.5 million people.
Challenges faced by McDonalds In
Indian Market
McDonald’s entered India in 1996. McDonald’s India has a joint venture with
Connaught Plaza Restaurants and Hard Castle Restaurants. Connaught
Plaza Restaurants manages operations in North India whereas Hard Castle
Restaurants operates restaurants in Western India. Apart from opening outlets
in the major metros, the company is now expanding to Tier2 cities like Pune
and Jaipur.

Re-engineering the menu - 

McDonald’s has continually adapted to the customer’s tastes, value systems,


lifestyle, language and perception. Globally McDonald’s was known for its
hamburgers, beef and pork burgers. Most Indians are barred by religion not to
consume beef or pork. To survive, the company had to be responsive to the
Indian sensitivities. So McDonald’s came up with chicken, lamb and fish
burgers to suite the Indian palate.
Challenges faced by McDonalds In
Indian Market
The vegetarian customer

India has a huge population of vegetarians. To cater to this customer


segment, the company came up with a completely new line of vegetarian
items like McVeggie burger and McAloo Tikki. The separation of vegetarian
and non-vegetarian sections is maintained throughout the various stages.

Target Segment What is McDonald’s for me


A family with A treat to children, a fun place to be for the children.
children
Urban customer on Great taste, quick service without affecting the work schedule
the move
Teenager Hangout with friends, but keep it affordable
Marketing Strategies
Segmentation, Targeting and Positioning

McDonald’s uses demographic segmentation strategy with age as the


parameter. The main target segments are children, youth and the young urban
family

Customer Perception and Customer Expectation

Customer perception is a key factor affecting a product’s success. Many


potentially revolutionary products have failed simply because of their inability to
build a healthy perception about themselves in the customers’ minds.
McDonalds being an internationally renowned brand brings with it certain
expectations for the customers.
McDonalds Marketing Mix (5 P’s)
After segmenting the market, finding the target segment and positioning itself,
each company needs to come up with an offer.

The 5 P’s used by McDonalds are:

1. Product

2. Place

3. Price

4. Promotion

5. People
Product
McDonalds has intentionally kept its product depth and product width limited.
McDonalds studied the behavior of the Indian customer and provided a totally
different menu as compared to its International offering. It dropped ham, beef
and mutton burgers from the menu. India is the only country where McDonalds
serve vegetarian menu. Even the sauces and cheese used in India are 100%
vegetarian.

McDonalds continuously innovates its products according to the changing


preferences and tastes of its customers.

The recent
E.g. is the introduction of the Chicken Maharaja Mac
Place
There are certain value propositions that McDonalds offer to its customers
based on their needs. McDonalds offers hygienic environment, good
ambience and great service. Now McDonalds have also started
giving internet facility at their centers and they have been playing music
through radio instead of the normal music. There are certain dedicated
areas for children where they can play while their parents can have some
quality time together/
Price
McDonald’s 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 and the effect can
clearly be seen in the consumer base McDonalds has now.

McDonalds has certain value pricing and bundling strategies such as happy


meal,combo meal, family meal etc to increase overall sales volume
Promotion
There are three main objectives of advertising for McDonald’s are to make
people aware of an item, feel positive about it and remember it. The right
message has to be communicated to the right audience through the right
media. McDonald’s does its promotion through television, hoardings and bus
shelters. They use print ads and the television programes are also an important
marketing medium for promotion.

Some of the most famous marketing campaigns of McDonald’s are:

“You Deserve a break today, so get up and get away- To McDonald’s”

“Aap ke zamane mein ,baap ke zamane ke daam”.

“Food, Folks, and Fun”

“I’m loving it”
People
McDonald’s understands the value of both its employees and its customers. It
understands the fact that a happy employee can serve well and result in a
happy customer.

McDonald continuously does Internal Marketing. This is important as it must


precede external marketing. This includes hiring, training and motivating able
employees. This way they serve customers well and the final result is a happy
customer
Conclusion
Marketing in a services industry is becoming an increasingly complex
challenge. The paradigms of service marketing demand a passionate
understanding of customer expectations and perceptions, and linking them to
product design & delivery as well as operational planning. This is where
McDonald’s has excelled due to its ability to successfully integrate the
customer’s perspective in its products and operations in a comprehensive
manner. The revamped menu in India is an example of McDonald’s strategy of
integrating the customer’s perspective in its products. And, the operational
integration is evident from McDonald’s emphasis on its suppliers as its
customers as well as its treatment of its consumers as co-producers of
services.
Thank You

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