Mc donald’s (2)
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Transcript of Mc donald’s (2)
MCDONALD’S INDIA.
By
Umapathi
11hm18
NITK,SURATHKAL
CONTENTS
Company Profile Before coming to India India Vision & Entry Indian Market Supply Chain Management Product Adoption Targeting Markets Marketing Strategy Promotional Techniques Success story
COMPANY PROFILE
Established in 1955, head quarters: Oak Brook, Illinois, U.S.
Presence in 119 countries Revenue: $24 billionsVision:McDonald's complete commitment to Quality,Service, Cleanliness and Value (QSC&V)
BEFORE COMING TO INDIA
Analysis about India: Huge Sub-continent 4 times the population of the US 4th largest economy Size of ‘Eating Out’ market- substantial Consumer spending growing Highly fragmented food market Millions of roadside stalls / carts- major market
share Udipi, Sandwich, PavBhaji, Chaats,
Chinese,Namkeens, Pizza Organised chains- Narula’s, Wimpys, Udipis
CONTINUE…
20 major languages, 800+ dialects 50% population literate Advertising-Billboards, Print , Electronic 8 languages for National launch
INDIA VISION & ENTRY
To be India’s "best" quick service restaurantexperience - supported by principles and corevalues
Entered in 1996, 50:50 Joint Venture with ConnaughtPlaza Restaurants-Vikram Bakshi- North &Hardcastle Restaurants-Amit Jatia- West
Trained extensively, along with their Indianmanagement team, in McDonald's in Indonesia and the US before launch
Always been a franchising Company
INDIAN MARKET
1991 Open to FDI KFC (1995), Kelloggs (1991) were not
succeeded Overconfidence, Lack of demand High cost, lack of local taste and Over
estimation on demand Inappropriate strategies and Limited
purchase power Significant vegetarian population
SUPPLY CHAIN MANAGEMENT
Local network for supply chain & distribution Local suppliers, distributors to mat Quality and hygiene standards Invested Rs 50 crore in setting up, before opening
1st outlet and by 2000- Investment in supply chain – Rs 300 crore.
Geographically diverse sourcing: Buns from North Chicken & Cheese from West Fish, Lettuce & Pickles from South 98% paper, locally sourced French fries imported from Indonesia 40 suppliers in the chain
PRODUCT ADOPTION
The Indian Challenge Menu Development Restaurant Management System International Standards Family Restaurant Value Pricing Respect to Indian customs and Culture. Widening Customer base Community Partnership /CSR
MENU Veg McCurry Pan Chicken McCurry pan Maharaja mac Mexican style wraps Paneer salsa Veg burger McVeggie Pizza McCuff Veggie Mc Muffin Chicken Patty McAloo Burger French fries Beverages Ice creams etc.
TARGETING MARKETS
Kids & The Young family (<30 years) Only < 10% population-possible target market Concentrate on metros, then open branches in
other citiesPhase I- Focus on cities of relatively high incomeswhere citizens are exposed to western food & culturePhase II- Move to smaller satellite towns (Gurgaon,Pune)- Positive spillover effect of reputationJaipur & Agra- To attract foreign touristsPhase III- Malls, Multiplexes, Highways, Stations &Airports
MARKET STRATEGY
Promotional strategy to convey world class experience Indian adaptations, freshness, nutrition & value Shift from worldwide positioning of drive-in convenience and speedy service Segment- The Young family (<30 years) Target- The young family who eats out Focus- Attracting children, so family follows Positioning- ‘McDonalds mein hai kuch baat’ – a place for the entire family to enjoy Differentiation- highlighting brand, food & variety Happy meal film on Cartoon Network, Zee Special promotions during festivals Get Lucky Promotional schemes
PROMOTIONAL TECHNIQUES
Before adopting promotional techniques, McDonalds survey.
Ratio of Veg n non Veg customers visiting McDonald’s
Favorite product? Do you find the product line satisfactory? Favorite Advertisement? Do you find McDonald’s value for money? Problems faced in the visits to McDonald’s? Suggestions to improve McDonald’s? Unique selling promotion in McDonald’s?
SUCCESS STORY
After analyzing Marketing mix Mc Donald applied “Think Global, act local” policy which is the main reason for their success in India.
The Profits as compared with 2004, in 2010 got doubled
More than 200 outlets established in India Planned for more outlets and diversification by
implementing breakfast items and new menu like McAloo tikka etc.