WELCOME TO THE PRESENTATION OF MARKETING

PRESENTED BY

MANSHI MAKATI

DIVYA KADAM

GANESH SHARMA

BY PROF : sHUBHAM

“One world, One Burger”- McDonald’s

WELCOME TO THE WORLD OF McDonald’s

Hi, friends I am Ronald’s

Guess !!!!!! Why I am here in ICMHRDYES, I am here to tell you

about my story.

Story of McDonald's

ButFriends,

These are my three friends who help me to tell you my story

Let me introduce them

Let me introduce to my friends, They are from Dual A

Hi, this Is Me

Hi, I am Chintan

Hi!!!! I am Chirag

And, I am Chandni

AGENDA• WHY• VISION• HISTORY• Present AND Past

STRATEGY• segmentation• BCG MATRIX• SWOT ANALYSIS

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

WHY ? McDonalds McDonalds also provided hostesses who would keep on

circulating in the lobby by providing.

― Napkins― Soufflé cups― Helping children― Tissue papers ― Assistance required

Mission statement

McDonald's

"McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile."

History About

Mcdonald’s COMPANY DESCRIPTION

Established in California during 1940s by two brothers, named Richard and Maurice McDonald.

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.

The brothers’ success, in 1955, Entrepreneur Ray Kroc bought the right to franchise the McDonald’s System, and Renamed the McDonald's Corporation in 1960.

contd …….

History about

Mcdonald’s Kroc focused his marketing effort on the family meal and children, spending heavily on television advertising which promoted the smiling clown face of its child-friendly brand mascot, Ronald McDonald.

Today, the McDonald’s franchise exceeds 30,000 restaurants globally and serves over 50 million people in more than 121 countries each day.

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

• Localization: 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 like CHILD EDUCATION, PULSE Policies etc.

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

mc -Strategies

International Growth

Forward Integration

-Distribution through Franchisees

Backward Integration

-Local Sourcing, Cold Chain, Suppliers

Market penetration & Development

- McDelivery

New Product Development

- Aloo Tikki, Salad

Veg- Menu

Non- Veg Menu

Add ons Check our Meals

Frozen Desserts

Beverages

Our Products

Next

Beverages

Cold Coffee

Ice Tea

Soft Drinks

Mc Shakes

Hot Serves

Menu

Hot ServesCappucino, Café Mocha, Plain Tea,

Cardamom Tea, Hot Chocolate

 

 

 

Nutrition at glance

Type(Quantity)

Serving sizein g

ms

Proteinin g

ms /

serve

Caloriesin kCal / serve

Protein%

Carb.

in g

ms /

serve

Fatin g

ms /

serve

Carb%

Fat

%

Cappucino150

4 4 2 503

3 1

Café Mocha 150

4 4 2 47 3 3 1

Plain Tea 150

2 8 1 46 1 5 0

Cardamom Tea 150

2 8 1 47 1 5 0

Hot Chocolate 150

4 17 1 90 3 11 0Menu

Ice-Tea Cold-Coffee

Menu

McShakesMcShakes™

Nutrition at glance

Type(Quantity)

Serving sizein g

ms

Proteinin g

ms /

serve

Caloriesin kCal / serve

Protein%

Carb.

in g

ms /

serve

Fatin g

ms /

serve

Carb%

Fat

%

Chocolate(S/M/L)

275400500

71013

527594

71013

298433541

333

191919

333

Strawberry(S/M/L)

275400500

71012

466784

71012

270393491

222

171717

222

Menu

Coca-ColaNutrition at glance

Type(Quantity)

Serving sizein gms

Proteinin gms / serve

Caloriesin kCal /

serve

Protein%

Carb. in gms / serve

Fatin gms / serve

Carb%

Fat

%

Coca Cola(S/M/L)

300400500

000

324253

000

126128210

000

111111

000

Fanta(S/M/L)

300400500

000

395265

000

156208260

000

131313

000

Sprite(S/M/L)

300400500

000

364860

000

144192240

000

121212

000

Menu

Frozen Desserts

Soft Serve Cone

Mc Swirl

Soft Serve

Flavor Burst

Floats

Menu

Flavour Burst

Menu

Floats

Menu

Soft ServesNutrition at glance

TypeServing sizein gms

Proteinin

gms / serve

Caloriesin

kCal / serve

Protein%

Carb. in

gms / serve

Fatin

gms / serve

Carb%Fat %

Soft Serve with Hot Fudge (Small) 86 3 25 3 140 4 29 4

Soft Serve with Hot Fudge (Medium) 143 6 43 5 241 4 30 4

Soft Serve with Strawberry (Small) 86 3 23 3 126 3 26 3

Soft Serve with Strawberry (Medium) 143 4 39 4 208 3 27 3

Menu

McVeggie™

McAloo Tikki™

Paneer Salsa Wrap

Crispy Chinese

Veg McCurry Pan™

Pizza McPuff™

Veg Menu

Menu

Non- Veg Menu

Chicken McCurry

Chicken Maharaja Mac

McChicken

Fiet-O-Fish

Chicken Mexican Wrap

Chicken McGrill

Menu

• Product Development– Successes: Fries, Happy Meal, Big Mac, Egg McMuffin,

Promotions

– Failures: McPizza, Fajita, Carrot Sticks, McLean, and

the Arch Deluxe

Past Mc Product Strategies

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, Vadodora, 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.

Market segmentation

Mcdonald’s

Activities Interests Opinions Demographics

1 “Fast Food”

Student, Working, Adventurous, Energetic.

Sports, Entertainment, Fashion,Music, Recreation.

Influence by peer pressure, Energetic Impulse buying

Age: 16 – 24 years old. Marital status: Single; Heavy users

2 Ambience

Student, Working/self-made businessman; Working in projects

Entertainment, Fashion, Music, Recreation, Socialization

Ambitious, Future business and social issues, Politics.

Age: 20 – 35 yrs old. Marital status: Single and married. Light to medium users.

Market segmentation Mcdonald’s

Activities Interests Opinions Demographics

3 Status Symbol

Student, Working,Hanging out, Adventurous.

Sports, Entertainment, Fashion, Music, Recreation.

Energetic Impulse buying, Influence by peer pressure.

Age: 16 – 25 yrs old. Marital status: Single: Light to medium users.

4 Hygiene

Working women/ men, Housewives, Shopping, Club memberships

Home, Recreation, Fashion, Shopping.

Planned purchasing, Authoritarian, Strong view, Politics, Future business & Social issues.

Age: 25 – 45 yrs old; Marital status: Newly married, Full nest, Light users.

BCG Matrixmcdonald’s

Details about bcg matrix

Mcdonald’s

According to BCG Matrix McDonald’s is a star. The reason for this is its high market growth and high market share in all over market world.

On the other hand KFC and Pizza Hut are the cash cows because of their low growth rate and high market share. During past some years KFC and Pizza Hut have lost their market growth because of the fact that they lost their standard war to their competitor i-e Mcdonald’s

Details about bcg matrix

Mcdonald’s

Another direct competitor of McDonald’s is Subway. According to BCG

Matrix it is a dog.

Some of the reasons that are responsible for its low market share and low market growth are the less expansion strategies being followed by the company.

Secondly they are not focusing at all on all the major cities, rather they are only focused on the target segments of the places in India.

Declining market share Weak product development Quality and taste of products

Brand Equity…world-wide 42% of US fast-food hamburger business Consistency of food Successful items: Fries, Happy Meal, Aloo tikki, Egg McMuffin, Promotions Overseas market Balance sheet position

International expansion Only serving 1% of the world’s population Growing dining-out market

Mature/overstored industry Strength of competition More health-conscious consumers Fluctuation of foreign exchange rates; Economies

McDonald’s SWOT Analysis

Next

12.3%

17.7%

9.1%

6.7%

13.0%

16.6%

10.2%

4.5%

14.7%

14.6%

14.7% 14.4%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

20.0%

1994 1995 1996 1997

Returns

Revenue Net Income Profit margin

Income Trends

SWOT

Organizational Chart

Supply Chain

Our growth plan for the next three years is more a function of getting our logistics and cold chain right rather than going to far off places.“

- Amit Jetia, managing director, McDonald's India, Mumbai Joint Venture,

BYE BYE SEE U AT McDonald’S