SERVICE MARKETING

PRESENTED BY ANKUR ANAND BHARDWAJ(TM1110285) ANKIT MRINAL(TM1110227) VINAY GUPTA(TM1110283) HARSHAL DIWALE(TM1110236) SHREY SINGH(TM1110267) AMBER KUMAR(TM1110222)

MC DONALDS
McDonalds is one of the best known brand worldwide. It is worlds leading food service provider with 31000 restaurants serving in 119 countries serving 50 million customers each day. McDonalds entered India in 1996.

BUSINESS MODEL:
Franchise Model Only 15% of the total number of restaurants are owned by the Company. Act like a retailer and think like a brand

4P Analysis
Product
Product Variation: Variety in products ranging from Burgers to softies McDonalds continuously innovates its products Product Innovation: Adapting to Indian conditions creating the CHIKEN MAHARAJA Product Elimination: Removal of Beef flavored products

Menu: Veg, Non Veg, Frozen Desserts, Beverages Successes: Fries, Happy Meal, Big Mac, paneer wrap , Pizza McPuff Failures:, Fajita, Carrot Sticks, McLean, and the Arch Deluxe

Price
Pricing includes the list of prices & discount available
The most important part of marketing mix Price determines profit of the product Special offer such as happy meal ,Value meal Combo meal

Place
McDonald's has opened its door in India in October 1996 since then its has open his restaurants in all the major cities like Mumbai, Delhi,Ahemdabad and many more Fully owned outlets :- Directly selling from McDonalds Franchise owned outlets that does selling from different places McDonald's mainly consists of the distribution channels the product is available to the customer at the right place, at the right time and in the right quantity Offers hygienic environment good ambience and great service Started giving internet facilities Areas for children where they can play and enjoy with their Family and friends Spend some quality time together

Promotion
Individual communication - Word of mouth, peer group Mass communication Advertisements and child amusement activities at outlets, drives and campaigns Free distribution of children toys. With every happy meal Some of the most famous marketing campaigns of McDonalds are: You Deserve a break today, so get up and get away- To McDonalds Aap ke zamane mein ,baap ke zamane ke daam.

Food, Folks, and Fun

Im loving it.

Segmentation
Demographically :1]Cater to kids 2] youth 3]Urban upper & Middle class families. Geographically :1]Mostly in urban towns and cities 2]Now opening in 2 and 3 tiers cities 3]Mostly situated in malls having independent franchises

Psychographic:1]Place to chill out with friends and families 2]Place for enjoyment of the kids

TARGETING POSITIONIG DIFFERENTATION

TARGET MATKETS
Initial focus on Metros,Malls,Multiplex,Highways,Stations & Airports. Exposure to Western food & Culture. Move to smaller satellite towns like Gurgaon,Pune. Jaipur & Agra to attract foreign tourists.. Relatively High Income Groups.

POSITIONING
MacDonald mein hain kuch baath -a place for an entire family to enjoy. To aaj Mac Donalds ho jaye. Mac Donald Im lovin it.

DIFFERTATION
Highlighting Brand, Food & Variety.

SWOT ANALYSIS
STRENGHTS
Strong brand recognition PLEASE ADD UR POINTS Strongest International Presence Customer Intimacy Product innovation Supply Chain

OPPORTUNITIES
Expand into Tier1 and Tier 2 cities Entry into breakfast category Acquisition of other restaurants

WEAKNESS
Low depth and width of product High overall costs than rivals

THREATS
Changing customer lifestyle Increase in competition

COMPETITORS ANALYSIS
McDonalds Mc Aloo Tikki - 20 Mc Veggie - 45 Jumbo King Regular Vada Pav - 7 Pizza hut Simple Veg pizza-195

Brown Bread Vada Pav-10 Veggie Supreme -345

Mac Chiken Maharaja-99 Value Meal Happy MealFrench fries-38 Cold Coffee-39 Iced tea - 25 Soft Serve - 20

Butter Vada Pav - 10 Chollee vada Pav - 13

Cheese Vada Pav - 16 Schezwan vada pav - 15 Lassi - 10 Mango Lassi - 15 Pepsi - 10

Chicken Supreme-360 Garlic bread platter-90 Soups-45 to 80 Pastas-110 Pepsi/7up/Mirinda -40 Pizza hut Royale-80 Almond Praline-45

McDonalds the Future..!!

McDonalds has built his strength in strong brand Customer intimacy Product innovation & Supplier integration

It has its independent franchisee models in 2 tiers & 3 tiers cities i.e. Pune,Jaipur and many more
McDonalds undertakes expansion; plans 40 new stores at Rs 150 cr investment in 2009 Coming up with new schemes that suits to every pocket Mc-delivery has been started so everyone can be at home and enjoy McDonald's food

BYE BYE SEE YOU AT McDonald's