Mcizza- mc pizza

PRODUCT

Presented by

NameRoll

no.

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

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 ?

45%

26%

7%22%

Brand Preference

Dominos

Pizza Hut

Smokin

Joes

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 ?

Yes

no

Monthly Consumption of

pizza of different age

groups

Quality VS

QuantityQuantity vs Quality

Quantity

Quality

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

Famil

ies

Teena

gers

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

‘BURGERIZZA’

‘PIZZA BITES’

‘CHOCO PIZZA’

1. ‘JAIN PIZZA’.

2.‘FAT FREE MCIZZA’.

3.‘FROZEN MCIZZAS.

ALSO INCLUDES........

PRODUCT MIX

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

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

possible

Highways.

• For convenience purposes McDonald has

opened up branches for travellers

• Petrol pumps

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 Television30

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

Total 10883675 326510250

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

Total 2420000 72600000

2Magazine

1Business Magazines 1200000

2Other Magazines 900000

Total 2100000 63000000

3Social

Networking

1Website 700000

2Facebook 400000

3Other Sites 550000

Total 1650000 49500000

Advertising

1Coupons 600000

2Free Products 1200000

3 Happy Meals 2200000

Total400000

0

Other Promotion

1Hoardings 1500000

2College Festivals 900000

3BEST Bus 750000

Total3150000

• http://www.mcdonaldsindia.com/ab

outus.html

• http://www.mcdonaldsindia.com/pd

f/aboutus.pdf

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

_of_McDonald's#2000.27s

• http://en.wikipedia.org/wiki/Market

ing_mix

Bibliography

THANK

YOU