advertisement analysis of mcdonald (segmentation ,targeting,positioning)
TRANSCRIPT
HISTORY
Segmentation
Targeting
Positioning
AGENDA
The fast food industry in India has evolved with the changing lifestyles of the young Indian population.
The diversity of Indian cuisine poses logistical problems when it comes to handling. Hence it is common to serve different cuisines at different counters within the same premises.
any of the traditional dishes have been adapted to suit the emerging fast food outlets.
different variety of food may be served depending on the times of the day
The fast food industry in INDIA
1.McDonald's™ is the leading global foodservice retailer with more than 32,000 local restaurants serving more than 58 million people in around 130 countries each day. 2.Following its philosophy of being sensitive to local food and cultural preferences, India was the first country in the McDonald's™ system where it served non-beef and non-pork products. 3.McDonald's™ had further reinforced the branded affordability mantra via the introduction of the Happy Price Menu which starts at Rs 25 only.
McDonald's India
1.By 1958 McDonald’s had sold 100m hamburgers - now the burger chain has 36,258 McDonald’s restaurants in 119 countries 2.The first McDonald’s restaurant was run by brothers Dick and Mac McDonald in San Bernardino, California. 3.69 million customers are served every day4.There are now 36,258 McDonald’s restaurants in 119 countries, of which 29,544 are franchised5.40% of revenue comes from Europe - mostly from the UK, France, Russia and Germany23% of revenue comes from Asia/Pacific, Middle East and Africa
McDonald's a brief history
GEOGRAPHIC SEGMENTATION
Areas across the country on easily accessible locations variables of geographic segmentation in marketing include the size of the region, regional climate, population density, and economic status.
Urban and semi-urban
Even fast food restaurants are commonly found in such cities, rather than urban areas.
Population Density
Mc Aloo Tikki
The fast food giant McDonald's serves beer in their German outlets. However, beer is not a part of the menu in their U.S. outlets. This reflects the food preferences of different cultures.For example, McDonald's serves McVeggie in India, McArabia in Middle East.
Cultural Preferences:
DEMOGRAPHIC SEGMENTATION
Larger the size of the family, the more product and services will it use.
FAMILY SIZE
Different age categories have different purchasing habit.
Age
Income
The high income people can even the expensive product and low income people choose product which falls in their budget.
Nationality
All the McDonald store in Muslim countries provide HALAL certified food.
Religion
VEG NON VEG
The society can be bifurcated into two parts on religious basis
Psychographic segmentation
Convenience and lifestyleActivities interest and
opinionSocial ClassPersonality
Psychographic segmentation
BEHAVIOURAL SEGMENTATION
Occasions, for e.g. Birthday Parties of kids
Valentine DayMothers Day
Behavioural segmentation:
TARGETING
Kids 3 to 7 years Happy Meal (healthier choice) with free toys
Families Weekend outings or meals Drive-Thru, Takeaways, McDelivery, Happy Meal
Students Primary, Secondary, University (a place to hang out or study)Student Meals,
Working Adults seek convenience meals; "grab and go Drive-Thru, Takeaways, McDelivery, 24-Hour
TARGET MARKET (AND CUSTOMER PROFILE)
SELECTIVE SPECIALIZTIONM1 M2 M3
P1 P2
P3
MCDONALDS
TARGET MARKET PATTERN
POSITIONING
Products
Promotion
McDonald's mein hai kuch baat. (Oct. 13, 1996–1999)
Toh aaj, Mmmmmmmmmm! McDonald's hojaye. (1999–2003)
I'm lovin' it (2003–present)
Slogans Used by MCDonalds
Place
Outlets At your doorstep Highway
Price
Positioning Map
Overall Positioning Strategy
More for More
More for the Same
More for Less
The Same for Less
Less for much Less
More The Same
More
The Same
Less
Less
PRICE
BENEFITS
DIFFERENTIATION
PRODUCT DIFFERENTIATION
Taste
Quality To ensure quality they have spent six years prior to opening first
restaurant in India to establish unique cold chain with advanced traceability systems.
Nutrition
SERVICE DIFFERENTIATION
ConvenientQuick service
DSTRIBUTION CHANNELCoverage (371 stores in India)ExpertisePerformance
PERSONAL DIFFERENTIATION
Trained staffResponsive
CompetentQuick
IMAGE DIFFERENTIATION
MascotCelebrityColors- Red is energizing. It excites the
emotions and motivates us to take action. Yellow is the color of new ideas, helping us to find new ways of doing things. It is the practical thinker, not the dreamer.