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PRODUCT
Presented by
NameRoll
no.
Sayali Mahadik 62
Sr.No. INDEX
1 Mission, Vision and values
2 Introduction
3 Swot Analysis
4 Market research
5Marketing strategy1.Segmentation, Target, Positioning2.4 P’s
McDonald's Profile
World's leading food service retailer
• more than 33,000 restaurants in 118
countries
• Serving more than 67 million customers
each day.
Celebrating over 15 years of leadership
in food service retailing in India.
• McDonald's India - 250 restaurants
across the country.
• Serving more than 6.5 lakh customers
daily in India.
Quality, Service, Cleanliness & Value (QSC
STRENGTHS WEAKNESS
•Hygienic food and quick
services.
•Ability to quickly adapt to
changing market condition.
•High brand value and
goodwill .
•Ability to innovate on
continuous basis .
•High fat and high calorie
food is not good for health.
•Franchise management.
OPPORTUNITIES THREATS
•Improve efficiency and home
delivery services.
•Growing presence in emerging
markets.
•Introduction of new flavour
additives and pizza toppings.
•Intensive competition.
•Changing consumer habits
toward healthier food
choices
SWOT Analysis
MARKET
RESEARCH
Do you like McDonald?
73%
27%
yes
No
Which brand do
you prefer ?
45%
26%
7%22%
Brand Preference
Dominos
Pizza Hut
Smokin
Joes
Will you prefer eating McDonalds Pizza ?
85%
15%
Will you eat Mcdonalds
Pizza ?
Yes
no
Would you like to have
different Combinations in
a Pizza ?
87%
13%
Different Combination in a
Pizza ?
Yes
no
Monthly Consumption of
pizza of different age
groups
Quality VS
QuantityQuantity vs Quality
Quantity
Quality
40% 60%
SEMENTATION
McDonalds in India has done its
segmentation on three different bases:
1. Geographic Segmentation: Metro
(city), Town, Population density.
2. Demographic Segmentation:
Kids, Income, Family size and Students.
3. Psychographic segmentation: Social
class, lifestyle and Personality.
4. Behavioural segmentation:
Occasions, benefits, Marketing
Factors, Attitudes towards Product.
Segmentation
Target Audience
Famil
ies
Teena
gers
Working
Class
• Max Consumption - 2 to10 times a
month is of the age group 14-35
years.
• Above 20 - consumption rate is
much higher.
• The target market consists of:
Consumers who belong to
Middle Income Group and above.
•In addition:
Working Class
Family
Positioning as a
Brand• As a family Restaurant.
• Extra Care has been taken to
make the restaurant children
friendly
Positioning Of The Product
How the consumer will
perceive the product in
their mind?
High Quality and Quantity – At an
economical rate
‘BURGERIZZA’
‘PIZZA BITES’
‘CHOCO PIZZA’
1. ‘JAIN PIZZA’.
2.‘FAT FREE MCIZZA’.
3.‘FROZEN MCIZZAS.
ALSO INCLUDES........
PRODUCT MIX
Available In
LAYOUT
• Layout will remain mostly the
same
• Pizza can be ordered on the
counters already available
• Ovens will be added
• Inventory space need to be
increased
VALUE PRICING
PRODUCT LINE PRICING .
PROMOTIONAL PRICING.
PENETRATION PRICING
NON- VEG
4‛ 6‛
Mc Chicken Margherita 55/- 75/-
Mc Chicken Burgerizza 60/- 80/-
Mc Choco Pizza 50/- 70/-
VEG
4‛ 6‛
Mc Margherita 45/- 65/-
Mc Jain Pizza 50/- 70/-
Mc Burgerizza 40/- 60/-
Mc Choco Pizza 50/- 70/-
‚Aapke Zamane Mai, Baap Ke
Zamane Ka Daam‛.
PLACE
Local market
• McDonald has launched in all local
markets
Malls
• McDonald has opened in urban areas
specially in malls
• Due to the less distance home delivery is
possible
Highways.
• For convenience purposes McDonald has
opened up branches for travellers
• Petrol pumps
ADVERTISING AND PROMOTIONS
• TV Commercials:
• Print Media:
• Social Networking:
SALES PROMOTION
• Coupons.
• Free Products.
• Sweepstakes.
• Happy Meals.
• Hoardings
• College festivals
• Best buses
Advertising and Promotion
Expenses Per Day
1 Television30
days
Channels Amount
1 Star Plus 1770000
2 Sony tv 813000
3 Zee tv 1380000
4 Set Max 694000
5 Zee Cinema 527000
6 Star One 78000
7 Colors 1530000
8 Sab tv 140675
9 Star Utsav 51000
10 Sports channels 2000000
11 News Channels 600000
12 Others 1300000
Total 10883675 326510250
2 Print Media 30 Days
1Newspapers Amount
1Times of India 600000 second Page
2Hindustan Times 350000
3Mumbai Mirror 400000
4DNA 355000
5Maharashtra Times 215000
60thers 500000
Total 2420000 72600000
2Magazine
1Business Magazines 1200000
2Other Magazines 900000
Total 2100000 63000000
3Social
Networking
1Website 700000
2Facebook 400000
3Other Sites 550000
Total 1650000 49500000
Advertising
1Coupons 600000
2Free Products 1200000
3 Happy Meals 2200000
Total400000
0
Other Promotion
1Hoardings 1500000
2College Festivals 900000
3BEST Bus 750000
Total3150000
• http://www.mcdonaldsindia.com/ab
outus.html
• http://www.mcdonaldsindia.com/pd
f/aboutus.pdf
• http://en.wikipedia.org/wiki/History
_of_McDonald's#2000.27s
• http://en.wikipedia.org/wiki/Market
ing_mix
Bibliography
THANK
YOU
