sonali- mc d

8/7/2019 Sonali- Mc d

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Submitted By: Innovators

PGPRM

IRS

From A Few To

Many

Submitted To: Mr.Gaurav Vashisth



Executive Summary

About Mc Donald

Facts of the Case Study

Mission of Mc Donald Retail Mix strategies

Cash Cow strategies

Future strategies



About

Mc Donald



About Mc Donald

World's leading food service organization.

Opened by two brothers, Richard and Maurice McDonald inCalifornia, US.

It has more than 30,000 restaurant serving 53 millioncustomers everyday.

In 1961, Ray Kroc (Kroc), bought out the McDonaldbrothers' share for $2.7 million.

He changed the name of the company to McDonald'sCorporation.



About Mc Donald

Entered in India 1996.

McDonald's India is a 50 ± 50 JV partnership between

MCDONALD¶S CORPORATION (U.S.A) and two Indianbusinessmen Amit Jatia and Vikram Bakshi.

It was also the first Mc Donald outlet in the world not servingbeef on its menu.



Products

McDonald¶s Indian Menu

VegetarianVegetarian

McVeggie

McAlooTikki

Paneer Salsa Wrap

Pizza McPuff

NonNon--VegetarianVegetarian

Chicken Maharaja Mac

McChicken Burger

Shahi Chicken McCurry

Wrap Chicken MexicanMcCurry Pan

Fillet-O-Fish



Competitors

McDonald¶s competes with fast food chains like

� Pizza Hut,

� Domino¶s Pizza,

� Papa John¶s,

� Nirula¶s and KFC in India.



Facts of the Case

Study



Cont.. Facts

Mc Donald wanted to position itself as an Indian brand.

McDonald strike an emotional chord, to retain its existing

users and welcome non users. In 2002, Mc Donald targeted the elders.

In 2004, the brand hit the young married ladies and launched

a monthly magazine called Super Mom.

The brand has 55 outlets spread over the Northern andwestern markets.



Mission



Mission

µ An Indian brand catering to local consumers and to

become affordable family restaurant with anexceptional eating experience that makes you feel

special and makes you smile¶.



R etail Mix

Strategies



R etail Mix Strategy

Store Location:

� Entered in the capital¶s upmarket Vasant Vihar.

MerchandiseAssortment:

� Designed the product after deeply studying the Indian

customers.

�

Brand decided not to serve beef and pork in India. Introducingvegetarian and Chinese dishes.

Price: To provide affordable prices in order to increase

footfalls.



Cont.. R etail Mix Strategy

Customer Service:

� Introducing home delivery service.

� Opening Drive Thru restaurant.

Mc Donald introduced special meals during f estive seasonslike Diwali and Holi.

Launched monthly magazine called Super Mom, for youngmothers.

Tied up with Coca- Cola to make available the premiumrange of ready to drink Goergia Ice Tea and Cold Coffee.



Cash Cow

Strategies



Cash Cow Strategies

Affordability: An everyday low price product. Ice Cream Cone at

Rs.7.

Economic Meals: At Rs.29, Rs.39, Rs.49.

Ladderi

ng

:Attracting cone walker to purchase Meals. A µbounceback µ coupon with every cone ± Rs.15 off with every Economic

meal.

Drive Thru: Opening up the Drive Thru restaurant added to the

sales.

Introducing vegetarian items to gain confidence among the

veggies.

Introducing Chinese items and home delivery service increased

the sales.



Mc Donald¶s Bakery

Mc Donald can expand its business by opening up its own bakery

shops.

Starting up with the metropolitan cities:- Delhi/ NCR and Mumbai.

It will have 3 sections.

� One:- Normal products

� Two:- Eggless products

� Three:- Low Fat products

Home delivery service will be there.



Normal Bakery

Products

Eggless products Low Fat Products



Youth Zone

Mc Donald can have the µYouth Zone¶ inside the restaurant.

Children and young people can play games.

Every game will have Rs.10 token and will get winning

tickets after playing the game.

Once the player collects 50 tickets, they will get 20%

discount on Mc Donald products.



Worlds of Wonder

Mc Donald can open a small restaurant at WOW, an amusement

park in Noida, near GIP Mall Sec-38A.

Good opportunity for Mc Donald as no branded fast food restaurant

is there till now.

People will prefer to buy from Mc Donald because of its brand

name, quality, and of course affordable prices.



CricketWorld Cup 2011

Mc Donald can tie up with Cricket World Cup 2011 which is

currently going on.

It can provide a refreshment box.

VegetarianVegetarian NonNon--VegetarianVegetarian

Rs 50

Mc Aloo Tikki burger / Mc Puff + Coke

Rs. 70

Mc Chicken Burger+ Coke

Rs.75

Rs. 50 combo+ French Fries

Rs.100

Rs.70 combo+ French Fries

Rs.100

Aloo tikki +large coke+ French Fries

Rs.130

Mc chicken Burger+ Large Coke+ French

Fries



Sources

� www.mcdonaldsindia.com

� www.strategylabs.net/search-mcdonalds-

india-swot-analysis� www.business-standard.com/ india/news

� economictimes.indiatimes.com

�

www.slideshare.com



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nk

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