Mcdonalds

One world, One Burger- McDonalds
WELCOME TO THE WORLD OF McDonalds
CDonalds Introduction
McDonalds is the global fast food giant. Entered India in Oct 1996. Forty eight years down the line, they are the worlds largest food-service chain with more than 30,000 restaurants in 100 countries, serving 46 million customers ever day.
McDonalds in India developed a range of 100% pure Veg food, along with Non-Veg range.
Competition was more. McDonalds efforts were aimed purely at driving traffic in.
McDonalds introduced home delivery system in stipulated areas.
Also introduced samples with the core products.
PRODUCTS
Key objectives of McDs promotion strategy were to, Get them in. Trade them up. Get them back . Get Them In : To make consumers step into McDonalds restaurant.
Objectives of Promotion Strategy
Trade Them Up : To shift the consumers to McDonalds core products like Burger with cheese, McChicken Burger, Fillet-o-Fish, etc., Get Them Back : To increase the frequency of visit by making the McDs brand experience.
Target Segment and Positioning

McDonalds was positioned as a family restaurant. Extra care has been taken to make the restaurant children-friendly. McDonalds targeted both kids and adults individually because no other company targeted kids quit persistently.
McDonalds strategy is obviously to make the eating-out function the focus of these outings. Focused on Price Penetration. In 1998 McDonalds had achieved sufficient level of success, on their offerings & then educated customers about their core strengths. Service, hygiene, products etc.,
McDonalds not only highlighted the economic value but also the experiential aspects at their store.
Aimed at 100% customer satisfaction for every customer, on every visit.
Service Accuracy in order taking Knowing needs Quality food
McDonalds also provided hostesses who would keep on circulating in the lobby by providing
Napkins Souffl cups Helping children Tissue papers Assistance required
Role and Use of Advertising

Brand Building and Recall The McDonalds management claimed that the products that we serve are of international standards and we believe that our brand has grown because we deliver our promise, we sustain quality, and experience promised to the consumers in our advertisements in the restaurants. Strong base of repeat customers.
In the period 1996-2000 McDonalds experienced very high trails from first-time customers averaging 77-80%.
Media Strategy
Focused more on electronic media Ads talk about emotions, family ties, and fun, and all these have high visual appeal.
They dont use print media much.
Ad Campaign Launched
McDonalds mein hai kuch baat- encourage people to visit them, they tried to move on making McDonalds a regular experience. Toh aaj McDonalds ho jaye- everyday experience. Encouraging the customers to visit regularly. In 2003 they came up with a new tag line saying Im lovin it. It was carried out all over the world, expecting high increase in revenue(15% in India)
I Love Children
I Have Gifts For them, They Can play Games also
Promotional activities aimed at kids

Shift of joint families to nuclear families, children became part of purchase decision-making. Used somber colors(gloomy) to attract children Replaced the painting with things children can relate to Happy meal Carnival
I Love Children- Happy Meal
Conti.
Redesigned Happy Meal encourage customer with innovative experience while providing with McDonalds products within its restaurants. Tie up with HP (get mother and child picture) Started providing coke with Small McShake for Rs 8 or more. Addition to this, offered affordable menu called Happy Price Menu(priced at Rs 20 each)
McDonalds SWOT Analysis

Brand Equityworld-wide
Consistency of food Successful items: Fries, Happy Meal, Aloo tikki, Egg McMuffin, Promotions Overseas market Balance sheet position International expansion Only serving 1% of the worlds population Growing dining-out market
Weak product development Quality and taste of products
Mature/overstored industry Strength of competition More health-conscious consumers Fluctuation of foreign exchange rates and Economies
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BYE BYE SEE U AT McDonaldS
THANK
YOU

Mcdonalds

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One world, One Burger- McDonalds

WELCOME TO THE WORLD OF McDonalds

McDonalds introduced home delivery system in stipulated areas.

Also introduced samples with the core products.

Objectives of Promotion Strategy

Target Segment and Positioning

Role and Use of Advertising

They dont use print media much.

I Have Gifts For them, They Can play Games also

Promotional activities aimed at kids

I Love Children- Happy Meal

McDonalds SWOT Analysis

Weak product development Quality and taste of products

BYE BYE SEE U AT McDonaldS

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