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Slinky City
McDonald’: Behind The Golden Arches

The McDonald’s Story- Genesis sS


McDonald's Mission

McDonald's Vision

McDonald's in Pakistan

Lakson Group of Companies

The Team

Business Model
 Franchise Model Quality, Service, Cleanliness and Value propositions

 Product Consistency –

 Act like a retailer and think like a brand –

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McDonald’: Behind The Golden Arches

FIRM CUSTOMERS

Customer Perception and Customer Expectation

Target Segment What is McDonald’s for me?

Segmentation, Targeting and Positioning

% of kids who influence what FMCG brand their


family buys

80% 71%
70% 59%
60% 52%
50%
40%
30%
20%
10%
0%
Biscuits Burgers & Pizzas Fruit Juices

‘Play Place’

“Mc Donald’s mein hai kuch baat” “You deserve a Break Today” & “Feed your inner
child”

McDonalds Marketing Mix (7 P’s)


((puuiuiuiyuiyuipPP’s)
Product: How should thesScompany design, manufacture the product so that it
enhances the customer experience?

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McDonald’: Behind The Golden Arches

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McDonald’: Behind The Golden Arches

Co- Branding:

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McDonald’: Behind The Golden Arches

What are the strengths and weaknesses of the PTCL?

McDonald’s Swot Analysis sS


Strengths




Weaknesses




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McDonald’: Behind The Golden Arches

Opportunities






Threats







Promotion: What is the suitable strategy and channels for promotion of the
product?

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McDonald’: Behind The Golden Arches

make people aware of an item feel positive about it remember it right message right
audienceright media



HOW DO THE CUSTOMERS LEARN ABOUT THE FIRM’S PRODUCT AND


SERVICES?

WHO ARE COMPETITORS?

HOW WOULD YOU IMPROVE THE FIRM’S COMMUNICATIONS ACTIVITIES?

Placement:
WHAT IS THE NEED OF CHANNELS FOR THE PRODUCT AND SERVICES OF
THE McDonald’s?

Firm point of view

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Customers Point of view


HOW WOULD YOU IMPROVE THE CHANNEL ACTIVITIES?

Price: What should be the pricing strategy?

Aap ke zamane mein ,baap ke zamane ke daam

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McDonald’: Behind The Golden Arches

value pricing and bundling strategieshappy mealcombo mealfamily meal

Pricing Strategy:

Value Ladder strategy :-

Value Pricing.

HOW DO THE CUSTOMERS CHANNEL REACT TO THE FIRM’S PRICES?


ARE THERE ANY ACTIONS THE FIRM TO SET ITS PRICES CONSISTENTLY
WITH ITS STRATEGY?

Physical evidence:

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McDonald’: Behind The Golden Arches

Mcdonalds Tariq Road

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McDonald’: Behind The Golden Arches

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Process:

People: How to converge the benefits of internal and external marketing?

Internal Marketing.
I’m loving it

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Organizational Chart:

The McDonald’s Experience

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Service Delivery
Process

Core Product

Supplementary
Process
Moments of Truth“Moments Of Truth” – The Service Encounter
McDonaldizing
Service the Suppliers
Provider Customer Service Delivery Points

For the first time, McDonald’s suppliers became the focal point of new product
development.
Importance of PLC in McDonalds

A perfect example of revitalising a product in decline


phase

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French FriesShake Shake Fries.

McDonald’s
Name: Gender: M / F

Age Group: a) Below 18 b)18-28 c)28-40 d)Above 40

Occupation: a) Student b) Business c) Service d) Housewife e) Any other


CONFIDENTIAL:
How often do you visit McDonald’s?

Specify your satisfaction with McDonald’s according to the following?

Through which media you are getting information about McDonald’s?

Are you satisfied from the product and services of the McDonald’s?

What is the first thing that strikes your mind about McDonald’s?

What is the main problem you faced at McDonald’s?


Do you want McDonald’s services in RYK?
Does the logo attract you?

Which place you suggest for opening a McDonald’s here?

Survey Research Result sS


Thanks for your cooperation!

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McDonald’: Behind The Golden Arches

How often do you visit McDonald’s?

Weekly
Monthly
Occasionally

Specify your satisfaction with McDonald’s


according to the following? (Quality)

10% 0%

Excellent
Good
Average
30%
Poor
60%

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McDonald’: Behind The Golden Arches

Specify your satisfaction with McDonald’s


according to the following? (Price)

15% 0%
30%
Excellent
Good
Average
Poor

55%

Specify your satisfaction with McDonald’s


according to the following? (Outlet)

5%
15%

Excellent
Good
Average
Poor
20% 60%

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McDonald’: Behind The Golden Arches

Specify your satisfaction with McDonald’s


according to the following? (Taste)

5% 0%

Excellent
Good
Average
40%
55% Poor

Specify your satisfaction with McDonald’s


according to the following? (Service)

5%
20%
40%
Excellent
Good
Average
Poor

35%

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McDonald’: Behind The Golden Arches

Through which media you are getting information


about McDonald’s?

10% 0% 5% 0%

TV
Newspaper
Pamphlets
Bill Boards
Other’s

85%

Are you satisfied from the product and services of


the McDonald’s?

20%

Yes
No

80%

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What is the first thing that strikes your mind about


McDonald’s?

30%
35%
Burger
Fun
Service
Value for money

15% 20%

What is the main problem you faced at


McDonald’s?

Long Queues
5% 5% 5%
15% Rude Behavior of
Employees
Congestion

No problem

70% Other’s

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Do you want McDonald’s services in RYK?

0%

Yes
No

100%

Does the logo attract you?

5%

Yes
No

95%

CONCLUSIONS:

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McDonald’: Behind The Golden Arches

References

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McDonald’: Behind The Golden Arches

1. “Marketing Management” –

2. “McDonalds – Behind the Arches” – John S Love

3. www.Mcdonaldsindia.com

4. Outlet Manager – McDonald’s Vile Parle

5. McDonalds Pakistan

6. Google

7. www.slinkycity.tk

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