Presented By
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
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Weaknesses
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McDonald’: Behind The Golden Arches
Opportunities
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Threats
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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
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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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McDonald’: Behind The Golden Arches
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Customers Point of view
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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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McDonald’: Behind The Golden Arches
Process:
People: How to converge the benefits of internal and external marketing?
Internal Marketing.
I’m loving it
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McDonald’: Behind The Golden Arches
Organizational Chart:
The McDonald’s Experience
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McDonald’: Behind The Golden Arches
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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McDonald’: Behind The Golden Arches
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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McDonald’: Behind The Golden Arches
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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McDonald’: Behind The Golden Arches
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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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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