“One world, One Burger”- McDonald’s

WELCOME TO THE WORLD OF McDonald’s

AGENDA• HISTORY• SOME FACTS

ABOUT McDONALD’S

• VISION

• SWOT ANALYSIS• 7 P’S• CRM

So, Let’s go, Listen My story, Agenda of My story is

One’s upon a time

When I was Baby

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As word of their success spread, franchisees started showing interest. However, the franchising system failed because the

McDonald's was started as a drive-in restaurant by two brothers, Richard and Maurice McDonald in California, US in the year 1937. The business, which was generating $200,000 per annum in the 1940s, got a further boost with the emergence of a revolutionary concept called 'self-service.'

The brothers used assembly line procedures in their kitchen for mass production. Prices were kept low. Speed, service and cleanliness became the critical success factors of the business. By mid-1950s, the restaurant's revenues had reached $350,000.

Mcdonald’s History

• At this point, Ray Kroc (Kroc), distributor for milkshake machines.Expressed interest in the business, and he finalized a deal with the McDonald brothers in 1954.

•He established a franchising company, the McDonald System Inc. and appointed franchisees.

•In 1961, he bought out the McDonald brothers' share for $2.7 million and changed the name of the company to McDonald's Corporation. In 1965, McDonald's went public...

Currently McDonald's operates in 121 countries & having more than 30000 restarunt and serving 53 Mn customers everyday

McDonald’s History

Chak De

INDIA

McDonald’s in India

• Entered in India 1996

• McDonald's India is a 50 – 50 JV partnership between MCDONALD’S CORPORATION (U.S.A) and two Indian businessman Amit Jatia and Vikram Bakshi

• Localisation: DON’T OFFER ANY BEEF OR PORK ITEM

IN INDIA IN PRODUCT LIKE MCVEGGIE, PIZZA

MCPUFF ETC.THEY USE SPICES FAVOURED BY INDIANS

SOFT SERVES AND MCSHAKES ARE EGGLESS

• Actively Involver in many social activities likegi CHILD EDUCATION, PULSE POLIOiesetc.

McDonald’s History INDIA

• 1996 …the first McDonald’s restaurant opened on Oct. 13, at Basant Lok, Vasant Vihar, New Delhi. It was also the first restaurant in the world not serving beef on its menu

• 1997…the first Drive –Thru restaurant at Noida • 1999…the first Mall location restaurant at Ansal Plaza –

New Delhi • 2000…the first highway restaurant at Mathura • 2001…the first thematic restaurant at Connaught Place• 2002…the first restaurant in a food court at 3C’s,

Lajpat Nagar and the first restaurant at the Delhi Metro Station at Inter State Bus Terminus

History in India

SEGMENTATIONSegment Marketing

TARGETINGKids, Families, Student,

Café-goers, WorkingAdults

SELLINGTransactional Selling,

Phone/Internet Orders,Drive-Thru

MARKETING MIXProduct: Wide RangePrice: Competitive, Affordable,

POSITIONINGi’m lovin’ it

Ronald McDonald

BrandIntegrity DIFFERENTIATION

Kid’s Favorite PlaceShared Lifestyle

Int’l Pricing, Price DiscriminationPromotion: Coupons, TV adsPlace: Intensive Distribution

SERVICEGood Customer Service, 24-

Hour outlets, DeliveryService

PROCESSCost efficient, transparent,

Quality products51

Target Market (and Customer Profile)

Kids - 3 to 7 yearsHappy Meal (healthier choice) with free toys

Families - Weekend outings or mealsDrive-Thru, Takeaways, McDelivery, Happy Meal

Students - Primary, Secondary, JC, Poly, Uni (a place tohang out or study)

Student Meals, outlets at SP, NYP, NUS and NTU, 24-Hour

Café goers - for quieter ambience, a place to relax orread or even business entertainments

McCafe

Working Adults - seek convenience meals; “grab and go”Drive-Thru, Takeaways, McDelivery, 24-Hour

Market SegmentationGeographically-segmented Islandwide

Tampines, Woodlands, Clementi, Orchard, NTU…McCafes – 22 outlets islandwide

Demographic SegmentationKids, Family, Students

Psychographic SegmentationConvenience and Lifestyle

Behavioral SegmentationOccasions, e.g. birthday parties

“McDonaldland”MARKETING STRATEGIES

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Product

PRODUCT

McDonaldland Concept:McDonaldland-themed PlaygroundMcDonaldland Membership CardMcDonaldland Exclusive Line of Kids Wear

Product

Front view

McDonaldlandMembership Card

Targeted at kids below 12 yearsMembership Fees

S$10 per year

Register at any McDonaldsoutlets in India.Register online,

Back view

McDonaldland Kids WearTargeted at kids7 colours per design;Red, Pink, Blue, White, Black, Greenand YellowSizes; XS, S, M, L, XL

Why the Kids Market?Children remains as one of the main target market forMcDonalds, why not expand the market?“Every parent loves their kid(s)”CROSS-SELLING opportunitiesDespite the declining birth rate, we will expected a fall inpopulation for that target market.However, we can BOOST demand through…..

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Why the Kids Market?Demand = Population x Price x Frequency

Population = ↓Price = Competitive Pricing or Penetration PricingFrequency = ↑

Thus, our marketing objective will be to look at ways toincrease frequency, buying behaviours and upselling.

DemandFunction

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I Love Children

I Have Gifts For them,

They Can play Games also

I Love Children- Happy Meal

Promotion

Place

McDonald's opened its doors in India in October 1996. Ever since then, our family restaurants in Mumbai, Delhi, Pune, Ahmedabad, Vadodara, Ludhiana, Jaipur, Noida Faridabad, Doraha, Manesar and Gurgaon have proceeded to demonstrate.

• The ambience and the environment is same at

all the outlets of McDonald's.

McDonald’s Outlets

Pepole

• Each outlet is headed by a Restaurant Manager . He is responsible for the daily operation and customer interaction.

• Delivery Crew Member carries basic operation of a restaurant. Ensures customer satisfaction at the restaurants.

• In order to motivate there employees they give them stars as per their performance.

Physical Evidence

Cleanness, speed, Quality and transparency of process is biggest evidence

Social Events sponsored by McDonald's

Promotion

PROMOTIONBanners

Outside McDonaldland outlets to create awarenessRoadshows

a max. of 3 roadshows a month around Singapore (near

shopping malls or MRT stations) to create awareness andencourage membership sign ups

Public Relation - sponsorship of Kids CentralMembership perks and benefitsBundling offers to spur buying behaviourLaunch McDonaldland concept on Children’s Day (everyChildren’s Day is our birthday)

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POSITIONINGi’m lovin’ it

Ronald McDonaldMcDonaldland

BrandIntegrity

DIFFERENTIATIONKid’s Favorite Place

Shared Lifestyle

• They have a feedback And suggestion form available at each outlet.

• For the techno savy Customers they have a online Feed back form.

• All the upcoming product and related info are posted on there website-

www.McDonald's.com

CRM

BYE BYE SEE U AT McDonald’S