M A R K E T I N G MIX

GUESS?
8th Most Valuable Brand The In World? Replaced Us Army As Nations Largest Job Training Organization? Controls The Market Share Of More Than 3 Food Chains Taken Together In America?

1940 Richard And Maurice Mcdonald In San Bernardino, California 1948 They Introduced "Speedee Service Systemfurthered The Principles Of The Modern Fast-food Restaurant
1954 A Milk-shake Machine Salesman, Raymond Kroc Found That One Of His Clients The Mcdonalds Had Purchased Eight Multimixers! This Was Quite Astonishing As Each Mixer Had The Capacity To Mix Five Shakes In One Go. Curiosity Got The Better Of Him And He Trekked To San Bernardino To See The People Who Needed Forty Shakes All In A Go. He Was Amazed To See That Large Number Of People Were Being Served Their Orders Of Packaged Foods In Less Than 60 Seconds! This Efficiency Set Him Thinking About A Chain Of Restaurants. The Next Day Kroc Talked The Brothers Into A Deal Which Allowed Him To Sell Mcdonalds Franchises For A Price Of $950. Soon The First Link In The Mcdonald's Chain Was Born In Des Plaines, Illinois On April 15, 1955.

The World's Leading Global Foodservice Retailer With More Than 33,000 Locations Serving Approximately 64 Million Customers In 118 Countries Each Day McD IN INDIA Started Its Operations In India In 1996, 50-50 Joint Venture Partnership Between Mcdonalds Corporation (Us) And Two Indian Businessmen Amit Jatia And Vikram Bakshi Amit Jatia, Vice Chairman, Hardcastle Restaurants Pvt. Ltd. Owns And Operates In West & South India.Hardcastle Restaurants Was Appointed Development Licensee For Mcdonald's In India In 2010, A Progression From Joint Venture Partner

Vikram Bakshi, Md And Joint Venture Partner, Connaught Plaza Restaurants Private Limited, Owns And Operates Mcdonald's In North And East India

MCDONALD'S NOW HAS A NETWORK OF OVER 235 RESTAURANTS ACROSS THE COUNTRY

Product

Mcveggie Mcaloo Tikki Paneer Salsawrap Crispy Chinese Veg Mccurry Chickenmaharaja Mac Mcchicken Fiet-o-fish Chickenmexican Wrap

Cold Coffee Ice Tea Soft Drinks Mc Shakes Hot Serves Soft Servecone Mc Swirl Soft Serve Flavor Burst

Mcd In India- Localization

High Degree Of Respect To Local Culture-no Beef No Pork Only Chicken (Halal) Separate Area For Preparation Of Veg And Non Veg- Valuing The Customs And Interests Of Customers

Special Menu For The Indian Taste Buds

Using Indian Spices

Softserves And Mc Shakes Eggless

Vegetable Oil Being Used- Separate For Veg And Non Veg

Quality, Service, Cleanliness And Value

High Quality Products Adhering To Govt Norms On Food Health And Hygiene As Well As Their Own Standards Friendly Service- Especially Suited For Families Vegetarian Menu Consists Of Mc Aloo- Tikki Burger(potato, Peas, Onion, Tomato, Mayonnaise )Punjabi Taste Mc Veggie(mixed Vegetables, Peas, Spices, Lettuce)- Similar To Mc Aloo But Provides Vareity. This Burger Is Names As Mc Sauce In India Mc Surprise Burger(patty, Onion, Italian Mayonnaise) Pizza Mc Puff(puffy Pastry Stuffed With Peas And Sliced Cheese)

Non-veg Menu Big Mac Replaced With Maharaja Mac Made Out Of Chicken Instead Of Lamb Mc Curry Pan- Original Creation Of The Restaurant. Curry Pans In Shahi-paneer Chicken-tikka
Dropped Both Ham And Lamb

Mexican Style Wrap paneer Salsa Wrap Chicken Mexican Wrap

Price
Value Ladder Strategy
Started Offering Value Meals In A Range Of Prices Ensure Affordability And Attract Widest Section Of Customers Brought The Customer And Provided A Range Of Entry-level Products Try Those New Items And Graduate To Higher-rungs E.G- If A Customer Starts With Mcaloo Tikki, He Will Finally Graduate To Mcveggie And So In Non Veg

Aap Ke Zamane Mein,baap Ke Zamane Kabaap Ke Zamane Kadaam!!!Daam!!! Value Pricing Happy Price Menu Rs 20 Economeal Rs 49(save Rs 11)

Mcchicken & Mcveggie Meal Rs 75,rs 65 (Savers 15) Happy Meal For Kids Rs 69,99,109 (Toy Free)
Big Saving Meals Combos Rs 109 Rs 119(savers 36) A-la Carte Menu Rs 45- Rs 65 (Veg)rs 55- Rs 65 (Non Veg)idesserts Rs 12 Rs 25

Package Deal The Most Common Strategy In Fast Food Industry The Most Preferred Style For Customers Of Mcd Plays On Psychological Factor Customer Acquisition Costs Are High Consumers Appreciate The Resulting Simplification Of Purchase Decision

80-20 Menu Board 80% Visual 20% Descriptive Easier For Customers To Understand what 29,39,49,59,89,99 Rupee Options are Pricing Range, Quick Service, No-tips environment Attracted Middle Class And Students

Place
McDonalds India: Suppliers Trikaya Agriculture Supplier of Iceberg Lettuce Vista Processed FoodsPvt. Ltd. Sulier of Chicken and Veetable Dynamix Diary Supplier of Cheese.

Amrit Food Supplier of long life UHT Milk andMilk Products for Frozen Desserts.

Company Owned Outlets Franchise

The Ambience Is The Same In All Mcd Outlets

Geographically Diverse Suppliers Ensures High Quality

Mcds 1st Distribution Partnership Agreement With Radhakrishna Foodland For Delhi And Mumbai As Distribution Center The Company Is Responsible For Procurement, Quality Inspection, Storage And Inventory Management, Delivery To Restaurants, Data Collection, Recording Ad Reporting Etc Shredding Of Lettuce Repacking Etc Are Done At These Centers To Maintain Similar Standards Accounts And Audit And Trasparent And Subject To Check Mcd Looks Out For Right Suppliers And Distributors 90% Of Their Products And Indegenous Yeilds Except Fries And Oil They Manufactured Oil In India For Their Use They Ensure That The Products Manufactured Locally Abide By The Global Standards

Mcd Helped Farmers And Suppliers In Bringing Out The Advancement In The Field Of Agriculture- Drip Irrigation Sytems(for Less Water Consumption), New Seeds Etc For Better Yield

Cold Chain Cutting Down On Its Operational Wastage, As Well As Maintain The Freshness And Nutritional Value Of Raw And Processed Food Products By Procurement, Warehousing, Transportation And Retailing Of Perishable Food Products, All Under Controlled Temperatures

Why Cold Chain? "Every year, Rs. 50,000 crore worth of food produce is wasted in India because of lack of proper infrastructure for storage and transportation under controlled conditions. These range from physical damage and vermin infestation to improper temperature, humidity and air-flow."

-Mr. Amit Jatia, Joint Venture Partner & Managing Director, McDonald's Western India

Lettuce From Ooty, Patties From Hyderabed Etc Were Transported To Radhakrishna Foodland Distribution Center At Controlled Conditions And Were Stored There In Similar Conditions And Are Being Suppiled To The Outlets On A Daily Basis Drivers Where Strictly Instructed Not To Switch Off The Chilling System Even At A High Traffic

Promotions
Focus On Overall Experience. Brand Globally And Act Locally. Overall It Is Doing What It Does The Best Marketing. Intensive Advertising Aimed At Children 80-20 Menu Boards Marketing Tool. Sponsors Sport Eventswith Their Logosadvertised In These Events. Significant Use Of Billboards And Signage.

Campaigns Im Lovin It Is An International Branding Campaign Which Was Launched In 2003 And Has Proved To Be Its Biggest Success Aap Ke Zamaane Mein Baap Ke Zamaane Ke Daam Is A Highly Localized Campaign Which Aimed At Attracting Customers

The Mascot
The Well Known Mascot Ronald Mcdonald Is The Same Throughout Theworld Since 1963. It Is Supposed To Bethe Next Most Well Recognized Figure Second Only To Santa Claus

Process

People

Training Mcdonalds Invests More Than $1billion Annually In Training Best Place To Work Fortune One Out Of 5 Best Places To Work In Latin American America Economic Magazine 2005 February 24, 1961, Hamburger Universities First Classof 14 Students Graduated Today, More Than 5,000 Students Attend Hamburgeruniversity Each Year Since 1961, More Than 80,000 Restaurant Managers, Midmanagers And Owner/Operators Have Graduated From This Facility

Physical evidence
Cleanliness, speed, quality and transparency of process is the biggest physical evidence.

The interiors are attractive and more or less consistent throughout the world.
A proper decorum and strict standards of cleanliness are maintained at all the joints Family environment message throughout the world, just the way of communication is adjusted to different countries. Play areas are provided so that kids dont become panicky. Counters are kept low