PRODUCT

Presented by

NameRoll no.

Rahul Mehta 53

Rohit Parkar 55

Ruchi Kedia 57

Sakshi Mehta 59

Sayali Mahadik 62

Sr.No. INDEX

1 Mission, Vision and values

2 Introduction

3 Swot Analysis

4 Market research

5Marketing strategy1.Segmentation, Target, Positioning2.4 P’s

McDonald's Profile

World's leading food service retailer • more than 33,000 restaurants in 118

countries• Serving more than 67 million

customers each day.Celebrating over 15 years of leadership

in food service retailing in India.• McDonald's India - 250 restaurants

across the country.• Serving more than 6.5 lakh customers

daily in India. Quality, Service, Cleanliness & Value

(QSC & V):Respect for Indian Customs and

Culture:

STRENGTHS WEAKNESS

•Hygienic food and quick services.•Ability to quickly adapt to changing market condition.•High brand value and goodwill .•Ability to innovate on continuous basis .

•High fat and high calorie food is not good for health.•Franchise management.

OPPORTUNITIES THREATS•Improve efficiency and home delivery services.•Growing presence in emerging markets.•Introduction of new flavour additives and pizza toppings.

•Intensive competition.•Changing consumer habits toward healthier food choices

SWOT Analysis

MARKET RESEARCH

Do you like McDonald?

73%

27%

yes No

Which brand do you prefer ?

44%

26%

7%22%

Brand Preference

Dominos

Pizza Hut

Smokin Joes

others

Will you prefer eating McDonalds Pizza ?

85%

15%

Will you eat Mcdonalds Pizza ?

Yes

no

Would you like to have different Combinations in a Pizza ?

87%

13%

Different Combination in a Pizza ?

Yesno

Monthly Consumption of pizza of different age groups

Quality VS Quantity

Quantity vs Quality

QuantityQuality

40% 60%

SEMENTATION

McDonalds in India has done its segmentation on three different bases:

1. Geographic Segmentation: Metro (city), Town, Population density.

2. Demographic Segmentation: Kids, Income, Family size and Students.

3. Psychographic segmentation: Social class, lifestyle and Personality.

4. Behavioural segmentation: Occasions, benefits, Marketing Factors, Attitudes towards Product.

Segmentation

Target Audience

Families

Teenagers

Working Class

• Max Consumption - 2 to10 times a month is of the age group 14-35 years.• Above 20 - consumption rate is

much higher.• The target market consists of:

Consumers who belong to Middle Income Group and above.

 •In addition: Working Class Family

Positioning as a Brand• As a family Restaurant.

• Extra Care has been taken to make the restaurant children friendly

Positioning Of The Product

How the consumer will perceive the product in their mind?

High Quality and Quantity – At an economical rate

BRAND

PRODUCT

http://www.google.co.in/url?sa=i&source=images&cd=&cad=rja&docid=dv_AqrsyLd4huM&tbnid=7Xk0w7o8ySaroM:&ved=0CAgQjRwwADiCAQ&url=http://www.wan-ifra.org/articles/2010/11/25/product-innovations&ei=AcVwUqGRHYforQekv4Eo&psig=AFQjCNF4fjt2IdxQELvLa784PfU6j0Pvxg&ust=1383208577617083

‘BURGERIZZA’

‘PIZZA BITES’

‘CHOCO PIZZA’

1.‘JAIN PIZZA’.2.‘FAT FREE MCIZZA’.3.‘FROZEN MCIZZAS.

ALSO INCLUDES........

PRODUCT MIX

Mc Izza

Pizzas

Burgerizza

Siders

Pizza Bites

Desserts

Choco Pizza

Available In

LAYOUT

• Layout will remain mostly the same• Pizza can be ordered on the counters

already available• Ovens will be added • Inventory space need to be

increased

PRICE

VALUE PRICING

PRODUCT LINE PRICING .

PROMOTIONAL PRICING.

PENETRATION PRICING

NON- VEG 4”

6”

Mc Chicken Margherita 55/- 75/-Mc Chicken Burgerizza 60/- 80/-Mc Choco Pizza 50/- 70/-

VEG 4”

6”

Mc Margherita 45/- 65/-

Mc Jain Pizza 50/- 70/-

Mc Burgerizza 40/- 60/-

Mc Choco Pizza 50/- 70/-

“Aapke Zamane Mai, Baap Ke Zamane Ka Daam”.

PLACE Local market• McDonald has launched in all local

markets Malls• McDonald has opened in urban areas

specially in malls• Due to the less distance home delivery is

possibleHighways.• For convenience purposes McDonald has

opened up branches for travellers• Petrol pumps

PROMOTIONS

ADVERTISING AND PROMOTIONS• TV Commercials:• Print Media:• Social Networking:SALES PROMOTION• Coupons.• Free Products.• Sweepstakes.• Happy Meals.• Hoardings• College festivals• Best buses

 

Advertising and Promotion Expenses Per Day

1 Television 

  30 days

  Channels Amount  1 Star Plus 1770000  2 Sony tv 813000  3 Zee tv 1380000  4 Set Max 694000  5 Zee Cinema 527000  6 Star One 78000  7 Colors 1530000  8 Sab tv 140675  9 Star Utsav 51000  10 Sports channels 2000000  11 News Channels 600000  12 Others 1300000  

  Total108836

7532651025

0

2 Print Media  

  30 Days

1Newspapers Amount  

1Times of India  600000  second Page

2Hindustan Times  350000  

3Mumbai Mirror  400000  

4DNA  355000  

5Maharashtra Times  215000

60thers  500000  

Total2420000 726000002Magazine    1Business Magazines 1200000  

2Other Magazines  900000  

Total2100000 63000000

3 Social Networking    

1Website  700000  

2Facebook  400000  

3Other Sites  550000  

Total1650000 49500000

Advertising1Coupons 600000

2Free Products 1200000

3 Happy Meals 2200000

Total

4000000

Other Promotion

1Hoardings 1500000

2College Festivals 900000

3BEST Bus 750000

Total

3150000

• http://www.mcdonaldsindia.com/aboutus.html

• http://www.mcdonaldsindia.com/pdf/aboutus.pdf

• http://en.wikipedia.org/wiki/History_of_McDonald's#2000.27s

• http://en.wikipedia.org/wiki/Marketing_mix

Bibliography

THANK YOU