MC DONALDSPresented by

Sumeet Inamdar 52 Nupur Lakhlani 53 Sandip Deshmukh 54Sonu Sharma 55 Parth Gupta 56Pankaj Sawant 58Ankush Bhosle 59Prashant Madave 60Mayur Mistry 61

• Introduction• Porters five forces model• Marketing Mix• STP• SWOT Analysis• Competitors Analysis• BCG Matrix• Sales• Customers• Future

Flow……

MC DONALDS

McDonalds is one of the best known brand worldwide. It is worlds leading food service provider with 31000 restaurants serving in 119 countries serving 50 million customers each day. McDonald’s entered India in 1996.

BUSINESS MODEL:

• Franchise Model – Only 15% of the total number of restaurants are owned by the Company.

•Act like a retailer and think like a brand

Porter’s five model

• Product Variation: Variety in products ranging from Burgers to softies

• McDonalds continuously innovates its products

• Product Innovation: Adapting to Indian conditions creating the “CHIKEN MAHARAJA”

• Product Elimination: Removal of Beef flavored products

Menu: Veg, Non Veg, Frozen Desserts, Beverages

Successes: Fries, Happy Meal, Big Mac, paneer wrap , Pizza McPuffFailures:, Fajita, Carrot Sticks, McLean, and the Arch Deluxe

7P Analysis Product

Price

Vegetarian burgers are priced between Rs 25 and Rs 45.

Wrap paneer salsa is priced at Rs 75

Non vegetarian burgers are priced between Rs 60.

Wrap chicken Mexican is priced at Rs 55

Medium French fries are priced at Rs 30.

Place

• McDonald's has opened its door in India in October 1996 since then its has open his restaurants in all the major cities like Mumbai, Delhi,Ahemdabad and many more

•Fully owned outlets :- Directly selling from McDonalds

•Franchise owned outlets that does selling from different places

•McDonald's mainly consists of the distribution channels the product is available to the customer at the right place, at the right time and in the right quantity

•Offers hygienic environment good ambience and great service

•Started giving internet facilities

•Areas for children where they can play and enjoy with their Family and friends

•Spend some quality time together

Promotion

Individual communication - Word of mouth

Mass communication – Advertisements and child amusement activities at outlets, drives and campaigns

Free distribution of children toys. With every happy meal

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 The employees in Mc Donalds have a standard uniform

and Mc Donalds specially focuses on friendly and prompt service to its customers from their employees.

Process Manufacturing process at Mc Donalds is completely

transparent .

Physical EvidenceMc Donalds focuses on clean and hygienic interiors of its outlets and at the same they are attractive

People,Process,Physical Evidence

Segmentation Demographically :- 1]Cater to kids 2] youth 3]Urban upper & Middle class families.

Geographically :- 1]Mostly in urban towns and cities 2]Now opening in 2 and 3 tiers cities 3]Mostly situated in malls having independent franchises

Psychographic:- 1]Place to chill out with friends and families 2]Place for enjoyment of the kids

TARGET MARKETS• Initial focus on Metros,Malls,Multiplex,Highways,Stations & Airports.

• Exposure to Western food & Culture.

• Move to smaller satellite towns like Gurgaon,Pune.

• Jaipur & Agra to attract foreign tourists..

• Relatively High Income Groups.

POSITIONING• MacDonald mein hain kuch baath -a place for an entire family to

enjoy.

• To aaj Mac Donald’s ho jaye.

• Mac Donald I’m lovin it.

DIFFERENTIATION• Highlighting Brand, Food & Variety.

TARGETING POSITIONING DIFFERENTIATION

SWOT ANALYSIS

PLEASE ADD UR POINTS STRENGHTS•Strong brand recognition•Strongest International Presence•Customer Intimacy•Product innovation•Supply Chain

OPPORTUNITIES•Expand into Tier1 and Tier 2 cities•Entry into breakfast category•Acquisition of other restaurants

WEAKNESS•Low depth and width of product•High overall costs than rivals

THREATS•Changing customer lifestyle•Increase in competition

McDonalds Jumbo King Pizza hut

Mc Aloo Tikki - 25 Regular Vada Pav - 8 Simple Veg pizza-195

Mc Veggie - 45 Brown Bread Vada Pav-10 Veggie Supreme -345

Mac Chiken Maharaja-99 Butter Vada Pav - 15 Chicken Supreme-360

Value Meal - Chollee vada Pav - 18 Garlic bread platter-90

Happy Meal-95 Cheese Vada Pav - 18 Soup’s-45 to 80

French fries-38 Schezwan vada pav - 20 Pasta’s-110

Cold Coffee-39 Lassi - 15 Pepsi/7up/Mirinda -40

Iced tea - 25 Mango Lassi - 15 Pizza hut –Royale-80

Soft Serve - 20 Pepsi - 10 Almond Praline-45

COMPETITORS ANALYSIS

B C G Matrix

Key Results Area

2005 2006 2007

SALES 5,295,139,101 6,350,194,872 7,154,433,428

PROFIT 3,327,400,997 106,474,041 269,817,869

MARKET SHARE

18% 15% 13%

Sales

A parent with two children Visit Mc D to give children a treat

The children want to visit As it is a fun place to eat

A business customer

Visit Mc D during work day as service is quick,

the food tastes great and can be eaten in car without affecting a busy schedule

Teenager Affordable and there is internet

access in some restaurants.

Customers

McDonald’s the Future..!!McDonald’s has built his strength in strong brand Customer intimacy Product innovation & Supplier integration

It has its independent franchisee models in 2 tiers & 3 tiers cities i.e. Pune,Jaipur and many more

McDonald’s undertakes expansion; plans 40 new stores at Rs 150 cr investment in 2011.

Coming up with new schemes that suits to every pocket

Mc-delivery has been started so everyone can be at home and enjoy McDonald's food

BYE BYE SEE YOU AT McDonald's