Mc donald pizza (relaunch) as mcizza
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Transcript of Mc donald pizza (relaunch) as mcizza
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
‘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
