Role of advertising- In case of McDonald's India

ROLE OF ADVERTISING:MCDONALD’SIN INDIA

Submitted by :

HIMANSHU GUPTA

MCDONALD’S IN INDIA

It is World's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries across 35,000 outlets.

McDonald’s entered India in the year 1996 when the fast food retail market in India was at a nascent stage.

MCDONALD’S IN INDIA

Challenges in the beginning:- Adapting to the tastes.- Preferences/culture of the local customers.- Perception of Indian consumers towards American food

habits.- Obstruction from political parties.- Issues with distribution. - Designing a proper supply chain to training the

employees on McDonald’s standards.

The fast food giant emerged to be the market leader by 2011

INTRODUCTION

Advertising is the non-personal communication of information, usually paid for and usually

persuasive in nature, about products (goods and services), or ideas by identified sponsors

through the various media.

Launched first advertisement in India in 1997 , with an emotional touch with a tag line “McDonald’s

mein hai kuch baat”.

April 2011: McDonald’s Corporation launched a new marketing campaign in India with TV commercials, print, in-store promotions, and a viral campaign.

MCDONALD’S ADVERTISEMENTS IN INDIA

ROLES OF ADVERTISING

• The marketing role: Caters to the requirement of a certain group or ‘the target market’.

• The communication role: Focus on Mass communication. Informing potential customer, the launch of new products.

• The economic role: Generation of sales volume from an advertisement.

• The societal role: Generation of trend within a society, liked by some and disliked by others.

ROLE OF MARKETING OF MCDONALD’S

The marketing mix of Mcdonald’s discusses the 4p’s of the leading burger chain across India:

- PRODUCT: launching products as per Indian market demands.

- PRICE: Economic meals and high quality at most affordable prices.

- PROMOTION: Advertisements, mascot(Ronald Mcdonald), banners.

- PLACE: Targeting the potential areas of economic growth.

ROLE OF COMMUNICATION OF MCDONALD’S

McDonald’s is focus on persuasive communication, which includes ethos, logos and pathos message appeals, using family which has children as spokesperson. Families had been used as spokesperson in the advertisements.

Happy Meals with toys are provided to the children so that parents could relax and enjoy their eating time in McDonald’s.

Attractive menus for the children.

ECONOMIC ROLE OF MCDONALD’S

• McDonald’s benefitted immensely from the social media as it was able to engage with customers in a cost effective manner.

• Such an advertising and marketing platform helped it gain thousands of fans and instant responses, and to keep tabs on the pulse of customers.

SOCIETAL ROLE OF MCDONALD’S- Culturally Sensitive Indianisation of Menu.

- With guidance from its local partners, McDonald’s is able to become adaptive to consumer demands.

E.g. such as the first beef-less and pork-less menu in the world and special product formulations to cater to Indian culture and palate.

MCDONALD’S GROWTH AFTER ADVERTISING IN INDIA

CONCLUSION

Advertising leads for a new organization to embark it’s footprints on the mind of potential customers.

With a proper advertising and marketing strategy MCDONALD’S captured the hearts of million of people in INDIA.

THANK YOU…...