Mcdonads final-ppt

HOTELS AND RESTURANTS

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. McDonald’s 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

• 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 McPuffFailures:, Fajita, Carrot Sticks, McLean, and the Arch Deluxe

7P Analysis Product

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 McDonald’s are:

“You Deserve a break today, so get up and get away- To McDonald’s”

“Aap ke zamane mein ,baap ke zamane ke daam”.

“Food, Folks, and Fun”

“I’m loving it”.

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.

The customers are invited to check the ingredients used in food.

Physical evidence

Mc Donalds focuses on clean and hygienic interiors of its outlets.

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

TARGET MATKETS• Initial focus on Metros,Malls,Multiplex,Highways,Stations & Airports.

• Exposure to Western food & Culture.

• Move to smaller satellite towns like Gurgaon,Pune.

• Jaipur & Agra to attract foreign tourists..

• Relatively High Income Groups.

POSITIONING• McDonald mein hain kuch baath -a place for an entire family to enjoy.

• To aaj Mac Donald’s ho jaye.

• Mc Donald I’m lovin it.

DIFFERTATION• Highlighting Brand, Food & Variety.

TARGETING POSITIONIG DIFFERENTATION

SWOT ANALYSIS

PLEASE ADD UR POINTS STRENGHTS•Strong brand recognition•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

McDonalds Jumbo King Pizza hut

Mc Aloo Tikki - 20 Regular Vada Pav - 7 Simple Veg pizza-195

Mc Veggie - 45 Brown Bread Vada Pav-10 Veggie Supreme -345

Mac Chiken Maharaja-99 Butter Vada Pav - 10 Chicken Supreme-360

Value Meal - Chollee vada Pav - 13 Garlic bread platter-90

Happy Meal- Cheese Vada Pav - 16 Soup’s-45 to 80

French fries-38 Schezwan vada pav - 15 Pasta’s-110

Cold Coffee-39 Lassi - 10 Pepsi/7up/Mirinda -40

Iced tea - 25 Mango Lassi - 15 Pizza hut –Royale-80

Soft Serve - 20 Pepsi - 10 Almond Praline-45

COMPETITORS ANALYSIS

Philosophy that drove McDonald's business

Quality

Service

Cleanliness

Value

McDonald’s the Future..!!

McDonald’s has built his strength in strong brand Customer intimacy Product innovation & Supplier integration

It has its independent franchisee models in 2 tiers & 3 tiers cities i.e. Pune,Jaipur and many more

McDonald’s 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

BYE BYE SEE YOU AT McDonald's