Marketing Strategies of

Presented By:
Himanshu Dalakoti (028) Mahima Jain (068)

Brief History
McDonald's was started as a drive-in restaurant by two brothers, Richard and Maurice McDonald in California, US in the year 1937.

By mid-1950s, the restaurant's revenues had reached $350,000.

In 1957- Quality, Service, Cleanliness and Value became companys motto. In 1965, McDonald's went public

Introduction
McDonalds is the Eighth Most Powerful Brand in the World. Total Revenue for McDonalds in 2011-12 was $27006 million. And from India it was $740.2 million. They employ 447,000 people.

They have over 3,2000 restaurants in over 119 countries.

Going International
1967 - Canada (first restaurants outside the U.S.)

1971 - McDonalds really starts going global Asian: Tokyo Ginza District, Japan European: Netherlands, Munich, Germany
1971 - Tokyo, Japan ,Australia, Netherlands & Sydney, 1979 - Rio de Janeiro, Brazil 1990 - Moscow, Russia & China 1996 India

McDonalds In India
In 1996, first McDonalds restaurant opened on Oct. 13, at Basant Lok, Vasant Vihar, New Delhi. McDonald's India is a 50 50 JV partnership between McDonalds Corporation (U.S.A) and two Indian businessman Amit Jatia (Hardcastle Restaurants Private Limited, Mumbai) and Vikram Bakshi (Connaught Plaza Restaurants Private Limited, Delhi). Approximately 75% of the menu available in McDonalds in India is Indianized and specifically designed to woo Indian customers.

Distinguishing Features
Im loving it campaign Happy price menu Respect for the customers served Drive through Outlets Quality Service Cleanliness Value

Break fast Menu

Usual working hours: 11am to 11pm Recently came up with new timings: 7am to 11pm Only available in selected outlets. Introduced egg on the menu for breakfast

McDonalds Marketing Mix

Product Place Price Promotion People

Product Place Price Promotion People

Product Mix

Product Mix

Veg Menu
McVeggie McAloo Tikki Paneer Salsa Wrap Crispy Chinese Veg McCurry Pan Pizza McPuff

Non-Veg Menu
Chicken Maharaja Mac McChicken Fiet-O-Fish Chicken Mexican Wrap Chicken McGrill

Beverages
Cold Coffee Ice Tea Soft Drinks Mc Shakes Hot Serves

Frozen Deserts
Soft Serve Cone Mc Swirl Soft Serve Flavor Burst Floats

Pricing Strategy

Value Ladder strategy :a) Started offering value meals in a range of prices. b) Ensure affordability and attract widest section of customers.
c) Brought the customer and provided a range of entrylevel products.

Pricing Strategy
Purchasing power pricing:-

a) In September 2001, they offered Veg surprise

burgers for Rs 17.

b) March 2004 Aap ke zamane mein, baap ke

zamane ka daam.

Aap ke zamane mein, baap ke zamane ka daam!!!

Value Pricing. a) Happy price menu Rs 20.

b)
c) d)

Economeal Rs 49(save Rs 11).

McChicken & McVeggie Meal Rs 75,Rs 65 (Save Rs 15). Happy Meal for Kids Rs 69,99,109 (toy free).

e)
f)

Big saving Meals Combos Rs 109 Rs 119(Save Rs 36).

A-la carte menu Rs 45- Rs 65 (Veg) Rs 55- Rs 65 (Non Veg)

a)
b)

Desserts Rs 12 Rs 25.
Beverages Rs 25- 50 ( a little costly)

Competitive Pricing
Food items McD SUBWAY KFC PIZZAHUT DOMINO S

Burgers & Pizzas

Combo Meals Beverages

Rs 20- Rs 70
Rs 49-Rs 119 Rs 25- Rs 50 Small300ml Rs 12-Rs 25

Rs 65- Rs 135
Rs 45- Rs 175 Rs 35- Rs 45 Small300ml Rs 20-Rs 50

Rs 25 Rs175
Rs 55-Rs 150 Rs 30-Rs 55 Small300ml Rs 15-Rs 65

Rs 55- Rs 175 (regular)

Rs 120- Rs 250 Pet beverage MRP (600 ml) Rs 40- Rs 60

Rs 35- Rs 140 (regular)

Rs 120- Rs 230 Rs 30 (600 ml)

Desserts

Rs 25 (100ml cup of Baskin Robbins)

Promotion
Focus on overall experience. 80-20 menu boards marketing tool.
Intensive advertising aimed at children. Paper mats on trays ensure that no new scheme goes unnoticed.

THE mascot
The well known mascot Ronald McDonald is the same throughout the world since 1963. It is supposed to be the next most well recognized figure second only to Santa Claus. The color combination maximizes brand exposure and is supposed to increase hunger

Campaigns
Im lovin it is an international branding campaign which was launched in 2003 and has proved to be its biggest success. aap ke zamaane mein baap ke zamaane ke daam is a highly localized campaign which aimed at attracting the masses through its happy price menu.

McDonald's entry and expansion strategies in India

McDonalds replaced its core product, the Big Mac, with the Maharaja Mac. Maharaja Mac had a mutton patty instead of beef patty in Big Mac,

Introduced McAloo Burger.

Thank You