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Global/International Marketing. Presented by: Leah Hicks, Sierra Braccio, Scott Phillips, Kevin Ponath, & Brandon Hamilton. Agenda. Global Business Entering Into India Marketing Mix Product Promotion Price Place (Distribution Channels) Differences/Adaptations Final Thoughts - PowerPoint PPT Presentation
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Global/International Marketing
Presented by: Leah Hicks, Sierra Braccio, Scott Phillips, Kevin Ponath, & Brandon Hamilton
Agenda
• Global Business• Entering Into India • Marketing Mix • Product• Promotion • Price• Place (Distribution Channels) • Differences/Adaptations• Final Thoughts• References
Global Business
• Since 1990 the number of multinational corporations
has grown from 30,000 to 63,000
• Between 2000 and 2008 world trade grew more than
7% per year
• 17% of the worldwide GDP is world tradeo $12 Trillion
Marketing Mix
• Producto Straight Product
Extensiono Product Adaptationo Product Invention
• Promotiono Communication
Adaptation
• Priceo Income Distributiono Infrastructureo Natural Resources
• Placeo Country Sizeo Population Densityo Transportation
Structureo Distribution Channels
Entering Into India
• Opened in 1996• 92% Hindu or
Muslimo Religious Dietary
Restrictions
• 40% Vegetarian• 75% localized
menu o Local spices/chillies o Local ingredients in
sauces
• Altered Menu• Additional Services• Low Dine-Out
Rates• Household Income
Variety • Low Infrastructure
o No Mass Mediao Finding Partners
Product
USA
• High use of beef
• Few vegetarian meal options
• Larger Menu
• Larger Sizes
INDIA• No use of beef or
pork• Mainly chicken
based meals• Many vegetarian
options
Big Mac vs. Maharaja Mac
Promotion
USAo Brand Developmento McCafeo Premium McWrapo $1 Menuo Value Focus to
Regain Customerso Mobile Apps
INDIA
• Promotionso Toy of the montho Happy Price Menuo Masala Grill
• Advertising Messages
• Language & Cultural Differences
• QSCV (Quality, Service, Cleanliness, and Value)
Price
USA• $1 Menu • Most items under
$5• Affordable on most
American budgets
INDIA• Happy Price Menu
o Rs. 25 = .46 cents in U.S. dollars
o Econo Meal Rs. 79 = $1.46
• Economic differences
Place
USA
• Product Placemento News Broadcasts
• Millennial Targetingo McWrap
• New Leadershipo US Brand and
Strategy Officer
• Olympics
INDIA• McDelivery • Limited Drive-Thru
Options • Kitchen Tours
Key Differences/Adaptations
• McDelivery
• No Beef/Pork on menuo Religious Beliefs
• McDonalds Imageo Fast Food vs. Upscale Restaurant
• Localization (Lower prices in India, yet Upscale Dining experience)
Final Thoughts
References• http://adage.com/article/news/mcdonald-s-1-rank-millennials/240497/
• http://www.guardian.co.uk/world/2008/jul/22/usa.mediabusiness
• http://www.ukessays.com/essays/marketing/mcdonald-adaptation-in-india-marketing-essay.php
• http://www.mcdonaldsindia.com/
• http://ipm.ge/article/How%20McDonald's%20evolved%20its%20marketing%20in%20India_ENG.pdf
• http://voices.yahoo.com/mcdonalds-india-wheres-beef-774517.html
• http://www.ijsrp.org/research-paper-0912/ijsrp-p0935.pdf
• http://www.executivetravelmagazine.com/articles/mcdonalds-entry-into-india