Description
States: 4Ps of McDonalds, pricing strategy of Mcdonald, segmentation, targeting, positioning of McDonalds, SWOT analysis of McDonalds, McDonald’s co-branding, McDonald’s Supply chain
ANALYSIS OF MARKETING STRATEGIES OF
INDIA
INTRODUCTION
• World's leading food service retailer • 12 years of leadership in India • 169 McDonald's restaurants in India • Franchise Business - 85% • USP- Quality, Service, Cleanliness & Value for money (QSC&V)
BRIEF HISTORY
• McDonald?s was started as a drive in restaurant in 1940 by two brothers. • In 1954, Ray Kroc, bought rights to set up McDonald's restaurants throughout the country. • In 1961, he bought out the McDonald brothers? share and changed the company?s name to McDonald Corporation. • In 1966, McDonald?s was listed on the NYSE.
McDonald’s ENTERS INDIA
• In October 1996, McDonald's opened its first restaurant in India. • In India, McDonald's is a joint-venture company managed by two Indians Amit Jatia and Vikram Bakshi.
GLOCALISATION
• McDonald's worldwide is well known for its high degree of respect towards the local culture. • McDonald's has developed a menu especially for India with vegetarian selections to suit Indian tastes and culture. • It has also re-engineered its operations to address the special requirements of vegetarians. • McDonald's menu is priced at a value that the largest segment of the Indian consumers can afford.
MARKETING MIX
PRODUCT
PEOPLE
PRICE
5 Ps
PROMOTION
PLACE
VEG MENU
McVeggie McAloo Tikki Paneer Salsa Wrap Crispy Chinese Pizza McPuff French Fries
NON VEG MENU Chicken Maharaja Mac McChicken Chicken McGrill Filet-o-Fish Chicken Mexican Wrap Chicken McNuggets
PRODUCT
BEVERAGES Cold coffee Ice Tea Hot Serves Soft drinks McShakes DESSERTS Soft serve Mc swirl Flavour burst Soft serve cones Floats
PRICING STRATEGY
•In 1997, slashed prices for vegetable nuggets and soft serve cone • In September 2001, they offered Veg surprise burgers for Rs 17 •Product bundling--Happy meals, combo meals, family meals •In March 2004 - ”Aap ke zamane mein baap ke zamane ke daam”
PLACE
North and East India
33 in Delhi 22 in Uttar Pradesh 11 in Haryana 7 in Punjab 3 in Rajasthan 1 in Uttaranchal 2 in West Bengal 1 in Himachal Pradesh
West and South India
32 in Maharashtra 7 in Gujarat 7 in Karnataka 4 in Andhra Pradesh 3 in Madhya Pradesh
PROMOTION
?Individual communication ?Mass communication ?Free distribution of toys ?Marketing Campaigns
•“McDonald?s mein hai kuch baat” •“Toh aaj McDonald?s ho jaye” •“I?m loving it”
?The Golden Arches and The Mascot- Ronald McDonald
PEOPLE
? Employees and Customers ? Internal and External Marketing ? Happy employees Happy customers
Customers
Front line Employees
Front Line and Middle level Managers
Hierarchy of Importance
SEGMENTATION
?Demographic Catering to 1.) Kids 2.) Youth 3.) Urban middle class families ?Geographic Mostly in 1.) Urban towns and cities 2.) Malls having independent franchises 3.) Now opening in tier 2 and tier 3 cities ?Psychographic 1.) Place to chill out with friends and family 2.) Place for enjoyment of kids
TARGETING, POSITIONING AND DIFFERENTIATION
TARGET AUDIENCE
A parent with his/her children Children A business or corporate customer
VALUE PROPOSITION
Visits McDonald?s to give the children a treat Visit McDonald?s as it is a fun place to eat Visits McDonald?s during the work day as service is quick, the food tastes great and can be eaten on the move without affecting a busy work schedule The Happy Price Menu is affordable and there is internet access in some restaurants
Teenagers and young adults
POSITIONING: „McDonalds mein hai kuch baat?– a place for the entire family to enjoy. DIFFERENTIATION: Highlighting brand, food and variety, Happy meal film on Cartoon Network.
SWOT ANALYSIS
STRENGTHS
• • • • • Strong brand recognition Strongest international presence Customer Intimacy Product innovation Supply Chain
WEAKNESSES
• McDonald?s has been around for a long time ( therefore it is important to keep innovating) • Over Exposure
OPPORTUNITIES
• Expanding to Tier 2 and Tier 3 cities • Expansion into breakfast categories • Acquisition of other restaurants
THREATS
• Changing customer lifestyle • Increase in competition
CO-BRANDING
• McDonald?s has major tie-ups with various companies. A Few of them are as follows:
1. 2. 3. 4. Coca-Cola Hot-Wheels Cadbury Barbie
THE MAJOR COMPETITORS
Subway KFC Dominoes
Pizza Hut
McDonald?s
Nirula?s
McDonald’s SUPPLY CHAIN
• Based on the three-legged stool concept : Company -- Franchisees – Suppliers • McDonald?s took 4 years and around Rs 450 crores to set up the food supply chain even before opening its 1st restaurant. • McDonald?s India has pioneered the cold chain management system. • They provided assistance in the
– Selection of high quality seeds – Drip-irrigation technology – Refrigerated transportation system
OUTSOURCING OF INGREDIENTS
ITEM Cheese Dehydrated onions Iceberg lettuce Chicken patty Veg. Patty, Veg. Nuggets, Pie Chicken (dressed) Buns Eggless mayonnaise PLACE Dynamix Dairy Industries Ltd., Pune Jain Foods, Jalgaon Trikaya Agriculture, Pune Vista Foods, Taloja Kitran Foods, Taloja Riverdale, Talegaon Cremica Industries, Phillaur Quaker Cremica Pvt. Ltd., Phillaur
Sesame seeds
Fish fillet patties Vegetable for the patties Mutton and Mutton Patties
Ghaziabad
Amalgam Foods Ltd., Kochi. Finns Frozen Foods, Nasik and Jain Foods, Jalgaon Al Kabeer, Hyderabad
A WORD FROM THE CRITICS
• • • • • • Nutrition Environment Advertising Employment Animals Expansion
THE WAY AHEAD……
• • • • • Entry to Tier 3 cities Increasing convenience and accessibility Changing the eating habits Continuous Innovation Sustainability
I’M LOVING IT….
doc_430501856.pptx
States: 4Ps of McDonalds, pricing strategy of Mcdonald, segmentation, targeting, positioning of McDonalds, SWOT analysis of McDonalds, McDonald’s co-branding, McDonald’s Supply chain
ANALYSIS OF MARKETING STRATEGIES OF
INDIA
INTRODUCTION
• World's leading food service retailer • 12 years of leadership in India • 169 McDonald's restaurants in India • Franchise Business - 85% • USP- Quality, Service, Cleanliness & Value for money (QSC&V)
BRIEF HISTORY
• McDonald?s was started as a drive in restaurant in 1940 by two brothers. • In 1954, Ray Kroc, bought rights to set up McDonald's restaurants throughout the country. • In 1961, he bought out the McDonald brothers? share and changed the company?s name to McDonald Corporation. • In 1966, McDonald?s was listed on the NYSE.
McDonald’s ENTERS INDIA
• In October 1996, McDonald's opened its first restaurant in India. • In India, McDonald's is a joint-venture company managed by two Indians Amit Jatia and Vikram Bakshi.
GLOCALISATION
• McDonald's worldwide is well known for its high degree of respect towards the local culture. • McDonald's has developed a menu especially for India with vegetarian selections to suit Indian tastes and culture. • It has also re-engineered its operations to address the special requirements of vegetarians. • McDonald's menu is priced at a value that the largest segment of the Indian consumers can afford.
MARKETING MIX
PRODUCT
PEOPLE
PRICE
5 Ps
PROMOTION
PLACE
VEG MENU
McVeggie McAloo Tikki Paneer Salsa Wrap Crispy Chinese Pizza McPuff French Fries
NON VEG MENU Chicken Maharaja Mac McChicken Chicken McGrill Filet-o-Fish Chicken Mexican Wrap Chicken McNuggets
PRODUCT
BEVERAGES Cold coffee Ice Tea Hot Serves Soft drinks McShakes DESSERTS Soft serve Mc swirl Flavour burst Soft serve cones Floats
PRICING STRATEGY
•In 1997, slashed prices for vegetable nuggets and soft serve cone • In September 2001, they offered Veg surprise burgers for Rs 17 •Product bundling--Happy meals, combo meals, family meals •In March 2004 - ”Aap ke zamane mein baap ke zamane ke daam”
PLACE
North and East India
33 in Delhi 22 in Uttar Pradesh 11 in Haryana 7 in Punjab 3 in Rajasthan 1 in Uttaranchal 2 in West Bengal 1 in Himachal Pradesh
West and South India
32 in Maharashtra 7 in Gujarat 7 in Karnataka 4 in Andhra Pradesh 3 in Madhya Pradesh
PROMOTION
?Individual communication ?Mass communication ?Free distribution of toys ?Marketing Campaigns
•“McDonald?s mein hai kuch baat” •“Toh aaj McDonald?s ho jaye” •“I?m loving it”
?The Golden Arches and The Mascot- Ronald McDonald
PEOPLE
? Employees and Customers ? Internal and External Marketing ? Happy employees Happy customers
Customers
Front line Employees
Front Line and Middle level Managers
Hierarchy of Importance
SEGMENTATION
?Demographic Catering to 1.) Kids 2.) Youth 3.) Urban middle class families ?Geographic Mostly in 1.) Urban towns and cities 2.) Malls having independent franchises 3.) Now opening in tier 2 and tier 3 cities ?Psychographic 1.) Place to chill out with friends and family 2.) Place for enjoyment of kids
TARGETING, POSITIONING AND DIFFERENTIATION
TARGET AUDIENCE
A parent with his/her children Children A business or corporate customer
VALUE PROPOSITION
Visits McDonald?s to give the children a treat Visit McDonald?s as it is a fun place to eat Visits McDonald?s during the work day as service is quick, the food tastes great and can be eaten on the move without affecting a busy work schedule The Happy Price Menu is affordable and there is internet access in some restaurants
Teenagers and young adults
POSITIONING: „McDonalds mein hai kuch baat?– a place for the entire family to enjoy. DIFFERENTIATION: Highlighting brand, food and variety, Happy meal film on Cartoon Network.
SWOT ANALYSIS
STRENGTHS
• • • • • Strong brand recognition Strongest international presence Customer Intimacy Product innovation Supply Chain
WEAKNESSES
• McDonald?s has been around for a long time ( therefore it is important to keep innovating) • Over Exposure
OPPORTUNITIES
• Expanding to Tier 2 and Tier 3 cities • Expansion into breakfast categories • Acquisition of other restaurants
THREATS
• Changing customer lifestyle • Increase in competition
CO-BRANDING
• McDonald?s has major tie-ups with various companies. A Few of them are as follows:
1. 2. 3. 4. Coca-Cola Hot-Wheels Cadbury Barbie
THE MAJOR COMPETITORS
Subway KFC Dominoes
Pizza Hut
McDonald?s
Nirula?s
McDonald’s SUPPLY CHAIN
• Based on the three-legged stool concept : Company -- Franchisees – Suppliers • McDonald?s took 4 years and around Rs 450 crores to set up the food supply chain even before opening its 1st restaurant. • McDonald?s India has pioneered the cold chain management system. • They provided assistance in the
– Selection of high quality seeds – Drip-irrigation technology – Refrigerated transportation system
OUTSOURCING OF INGREDIENTS
ITEM Cheese Dehydrated onions Iceberg lettuce Chicken patty Veg. Patty, Veg. Nuggets, Pie Chicken (dressed) Buns Eggless mayonnaise PLACE Dynamix Dairy Industries Ltd., Pune Jain Foods, Jalgaon Trikaya Agriculture, Pune Vista Foods, Taloja Kitran Foods, Taloja Riverdale, Talegaon Cremica Industries, Phillaur Quaker Cremica Pvt. Ltd., Phillaur
Sesame seeds
Fish fillet patties Vegetable for the patties Mutton and Mutton Patties
Ghaziabad
Amalgam Foods Ltd., Kochi. Finns Frozen Foods, Nasik and Jain Foods, Jalgaon Al Kabeer, Hyderabad
A WORD FROM THE CRITICS
• • • • • • Nutrition Environment Advertising Employment Animals Expansion
THE WAY AHEAD……
• • • • • Entry to Tier 3 cities Increasing convenience and accessibility Changing the eating habits Continuous Innovation Sustainability
I’M LOVING IT….
doc_430501856.pptx