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Presented By :--Ajay Kumar ( M--3) Ganesh (M--18) Hina Bajpai (M--20) Kirti Gupta (M--22) Rajeev Kumar (M--38) Smriti Rai (M--52)
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
7P 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.
People
The employees in Mc Donalds have a standard uniform. Mc Donalds specially focuses on friendly and prompt service to its customers from their employees.
Process
The food manufacturing process at Mc Donalds is completely transparent i.e. the whole process is visible to the customers. The fast food joint allows its customers to view and judge the hygienic standards at Mc Donalds by allowing them to enter the area where the process takes place.
Physical evidence
At the same time the interiors are attractive and the fast food joint maintains a proper decorum at its joints.
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
POSITIONING
McDonald mein hain kuch baath -a place for an entire family to enjoy. To aaj Mac Donalds ho jaye. Mc 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
Mac Chiken Maharaja-99 Value Meal Happy MealFrench fries-38 Cold Coffee-39 Iced tea - 25 Soft Serve - 20
Chicken Supreme-360 Garlic bread platter-90 Soups-45 to 80 Pastas-110 Pepsi/7up/Mirinda -40 Pizza hut Royale-80 Almond Praline-45
Quality
Service
Cleanliness
Value
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