Advertisement analysis of McDonald (Segmentation ,Targeting,Positioning)

HISTORY

Segmentation

Targeting

Positioning

AGENDA

The fast food industry in India has evolved with the changing lifestyles of the young Indian population. 

The diversity of Indian cuisine poses logistical problems when it comes to handling. Hence it is common to serve different cuisines at different counters within the same premises.

any of the traditional dishes have been adapted to suit the emerging fast food outlets. 

different variety of food may be served depending on the times of the day

The fast food industry in INDIA

1.McDonald's™ is the leading global foodservice retailer with more than 32,000 local restaurants serving more than 58 million people in around 130 countries each day.  2.Following its philosophy of being sensitive to local food and cultural preferences, India was the first country in the McDonald's™ system where it served non-beef and non-pork products. 3.McDonald's™ had further reinforced the branded affordability mantra via the introduction of the Happy Price Menu which starts at Rs 25 only.

McDonald's India

1.By 1958 McDonald’s had sold 100m hamburgers - now the burger chain has 36,258 McDonald’s restaurants in 119 countries 2.The first McDonald’s restaurant was run by brothers Dick and Mac McDonald in San Bernardino, California. 3.69 million customers are served every day4.There are now 36,258 McDonald’s restaurants in 119 countries, of which 29,544 are franchised5.40% of revenue comes from Europe - mostly from the UK, France, Russia and Germany23% of revenue comes from Asia/Pacific, Middle East and Africa

McDonald's a brief history

GEOGRAPHIC SEGMENTATION

Areas across the country on easily accessible locations variables of geographic segmentation in marketing include the size of the region, regional climate, population density, and economic status.

Urban and semi-urban

Even fast food restaurants are commonly found in such cities, rather than urban areas.

Population Density

Mc Aloo Tikki

The fast food giant McDonald's serves beer in their German outlets. However, beer is not a part of the menu in their U.S. outlets. This reflects the food preferences of different cultures.For example, McDonald's serves McVeggie in India, McArabia in Middle East.

Cultural Preferences:

DEMOGRAPHIC SEGMENTATION

Larger the size of the family, the more product and services will it use.

FAMILY SIZE

Different age categories have different purchasing habit.

Age

Income

The high income people can even the expensive product and low income people choose product which falls in their budget.

Nationality

All the McDonald store in Muslim countries provide HALAL certified food.

Religion

VEG NON VEG

The society can be bifurcated into two parts on religious basis

Psychographic segmentation

Convenience and lifestyleActivities interest and

opinionSocial ClassPersonality

Psychographic segmentation

BEHAVIOURAL SEGMENTATION

Occasions, for e.g. Birthday Parties of kids

Valentine DayMothers Day

Behavioural segmentation:

TARGETING

Kids 3 to 7 years Happy Meal (healthier choice) with free toys

Families Weekend outings or meals Drive-Thru, Takeaways, McDelivery, Happy Meal

Students Primary, Secondary, University (a place to hang out or study)Student Meals,

Working Adults seek convenience meals; "grab and go Drive-Thru, Takeaways, McDelivery, 24-Hour

TARGET MARKET (AND CUSTOMER PROFILE)

SELECTIVE SPECIALIZTIONM1 M2 M3

P1 P2

P3

MCDONALDS

TARGET MARKET PATTERN

POSITIONING

Products

Promotion

McDonald's mein hai kuch baat.  (Oct. 13, 1996–1999)

Toh aaj, Mmmmmmmmmm! McDonald's hojaye. (1999–2003)

I'm lovin' it (2003–present)

Slogans Used by MCDonalds

Place

Outlets At your doorstep Highway

Price

Positioning Map

Overall Positioning Strategy

More for More

More for the Same

More for Less

The Same for Less

Less for much Less

More The Same

More

The Same

Less

Less

PRICE

BENEFITS

DIFFERENTIATION

PRODUCT DIFFERENTIATION

Taste

Quality To ensure quality they have spent six years prior to opening first

restaurant in India to establish unique cold chain with advanced traceability systems.

Nutrition

SERVICE DIFFERENTIATION

ConvenientQuick service

DSTRIBUTION CHANNELCoverage (371 stores in India)ExpertisePerformance

PERSONAL DIFFERENTIATION

Trained staffResponsive

CompetentQuick

IMAGE DIFFERENTIATION

MascotCelebrityColors- Red is energizing. It excites the

emotions and motivates us to take action. Yellow is the color of new ideas, helping us to find new ways of doing things. It is the practical thinker, not the dreamer.