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MUDRA
COMMUNICATIONS
Analysis of an advertising agency
RANGOLI MEHROTRA
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Points to Preview
All about Mudra
Structure of the agency
Their clients
Campaign analysis
Facts
Contacts
References
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All about Mudra
Founded in the year1980 by A.G. Krishna Murty
Became 3rd largest agency in nine years
Total branding solutions
Four agency networksMudra Advertising
DDB Mudra Group
Mudra Max
Ignite Mudra
Capitalized billings: Rs 5232.54 million
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Structure of the agency
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Their Clients
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Campaign analysis : McDonald's
McDonald‟s entered India in 1996
There was a barrier towards the McDonald‟s menu
and low footfall initially
Was perceived to be a western place and
unaffordable
F a s t F o o d R e s t a u r a n t
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Get people in. Increase footfalls.
Convert footfalls into profitable
footfalls.eg:
Cone launched at Rs.7/-
Bounce back coupon with every
cone. (Rs.15 off with every
Economeal)
Economeals launched at Rs.29,
39 & 49.
Create a distinctive image of
McDonald‟s in the consumer‟s
mind.
Task
Welcoming and affordable
family restaurant with an
exceptional eating experience
Target Identified
Families with children. The bull‟s-
eye identified as the main
decision maker: fathers.
Phase I (1997-1999) Phase II (2000 onwards)
Campaign analysis : McDonald'sF a s t F o o d R e s t a u r a n t
Results
48 % increase in Footfalls.
30 % increase in Sales.
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Phase I - Communication Strategy
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Phase II- Instigation Strategy
Showcase Value. This was done by commercials which showedpeople from all over come in to experience McDonald‟s great
prices.
Veg Surprise- 15 secs
A couple is ambling down a
sidewalk when the wife shylyinforms her husband: „Rahul,
humaare ghar mein ek
mehmaan aane wala hai.‟
Excited, he tells her:‟Yakeen
nahin hota! McDonald‟s ka
veg surprise sirf 17 rupaiye
mein?‟ All his attention is on
the poster on the window.
They are now seated inside
enjoying the burger when the
man recalls: „Mehmaan?
Mamaji aa rahein hai?‟
She is in splits as the logo
appears: „McDonald‟s mein ahi
kuch baat. McDonald‟s family
restaurant.‟
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Phase III- Sustenance Strategy
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Phase III- Sustenance Strategy
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McDonald‟s today
Change in Consumer PerceptionsPremium food – Premium & hence good quality
Posh/status symbol – Posh with ‘equal environment‟
Premium price – Affordable
Bland western food – Different (less spicy, non-oily, crispy ,fresh) & hence a good change
Expensive western – A good experience for the restaurant
entire family & money well-spent
Childish – Childlike, young at heart Loud and meant – Mature, intelligent, calm, for youngsters
cultured place for families
Growth in Sales & Transactions (footfalls)
28% growth in sales.
23% growth in transactions.
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Facts
International Awards: No. of awards -230 (Cannes,D&AD, Clio,One Show,AdFest,
Communication Arts, New York Festivals & others)
National Awards: No. of awards – 825 (Abby, CAG, Ad Clubs, AAAI,
Showcase of Indian Advertising &others)
Agency of the year eight times
Mudra founder A.G. Krishna Murty has been honored multi times including
Calcutta Ad club Hall of fame
A&M Ad person of the year
Media international one of the international Ad industry 1998AAAI premnrayon award recognition of pioneering spirit and entrepreneurial vision
Mudra south agency of the year at paper award and the Ad club Cochin.
“For us, Mudra is not an agency, it is more of a true brand custodian”
Mr. D. Patel,Managing Director,Paras Pharmaceutical Ltd.
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Contacts
Mudra Communications Ltd
Mudra House, Sheth CG Rd, Ellisbridge, Ahmedabad 380 006
Tel: (0091 79) 656 5659 Fax: (0091 79) 642 5058
Branch telephone numbers:Ahmedabad: (0091 79) 646 1530/23Bangalore: (0091 80) 5588692
Delhi: (0091 11) 616 5290/92
Mumbai: (0091 22) 496 4800
Chennai: (0091 44) 825 0932, 8273151
Calcutta: (0091 33) 474 9084/85
Hyderabad: (0091 40) 3314181, 3390494
Kochi: (0091 484) 365750/301
E-mail: r.arora@mudra.com
URL: www.mudra.com
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References:
www.mudra.com
www.afaqs.com
www.Mcdonaldsindia.com
Google images for various logo‟s