“One world, One Burger”- McDonald’s

WELCOME TO THE WORLD OF

McDonald’s

Presented byKhushal Thakkar 54Ruchin Thakkar 55

About McDonald's

Began in 1940

Located in 122 countries

31000 Restaurants

51 million people are served a day at 31000 different locations

Independent local business people own and operate more than 80% of McDonald’s Globally

BRIEF HISTORY

• 1940 :: First McDonald’s Opened in USA• 1953 :: McDonald’s Began To Franchise• 1964 :: McDonald's issued its first annual

report• 1975 :: Drive Thru Was Introduced• 1984 :: Ray Kroc Died on 14th January• 1996: The first Indian McDonald's opens.• 2005 :: McDonald’s Opened Wi-Fi Service• 2009: 20th Century Fox and McDonald's

begins promotional partnership.• 2012: McDonald's begins posting the

calories count for items on the menus and menu boards in the drive-thru.

India – Entry Strategy

Wholly owned subsidiary – MIPL

Incorporated in1993

McDonald’s opened its door

in India in Vasant Vihar, New Delhi in October 1996

Trained extensively,

along with their Indian

management team, in Mc Donald’s in

Indonesia & the US before launch

Initial focus on metros- Mumbai

& Delhi

Hard Castle Restaurants Pvt. Ltd

Connaught Plaza Restaurants Pvt. Ltd

Product Adaptation – The Indian Challenge

40% population is vegetarian

Maharaja Mac replaced by Big Mac

Respect for local culture

Only vegetable oil use as a cooking medium

Re-formulated own products using spics favored by Indians

Marketing Analysis4 P’s Analysis

$Produ

ct

• Wide variety of menu items - veg and non-veg

product- health-conscious items

• Local flavors

• Variety of product offering

4 P’s Analysis

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Marketing Analysis

Promotion

• I’m lovin’ it campaign to attract family

• Feature artists to target teenagers

• Advertising through media

4 P’s Analysis

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Marketing Analysis

Place

• 31,000 stores worldwide

• About 230 outlets in India

• Mainly focuses in north and west India

• Distribution channel

• Operations- Company-owned- Franchise

4 P’s Analysis

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Marketing Analysis

Price

• Traditionally - value-pricing as competitive weapon

• Now, offer products at range of price points

- attract both price-sensitive and health-conscious consumers

Segmentation, Targeting and ositioning…

• The main target segments are children, youth and the young urban family.

• Targeted audiences ; -children -teenagers -adults

04/12/2023 13consumer behavior

• Children -happy meal toys -play place• Teenagers -price sensitivity -varieties offered• Adults -right ambience -products worth the money -healthy

T H A N K Y O U