7 golden words of marketing
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7 GOLDEN
Words of Marketing
McDonald’s India Success
Sameer MathurBuddingMarkets.com
Marketing Professor 2009 – 2013
Ph.D. and M.S. (Marketing) 2003 – 2009
Marketing Professor 2013 –
Indian Institute of Management, Lucknow
1. Segmentation
3. Positioning
2. Targeting7 GOLDEN
Words of Marketing
1. Segmentation
4. PRODUCT
3. Positioning
2. Targeting
5. PROMOTION 7. PRICE
6. PLACE
7 GOLDEN
Words of Marketing
Customer-driven Market Strategy
1. Segmentation2. Targeting
3. Positioning
1. SegmentationDividing a market into groups with distinct needs, characteristics, or behaviors
7 GOLDEN
Words of Marketing
2. TargetingDetermining Segments that a Company Decides to Serve
7 GOLDEN
Words of Marketing
3. PositioningPlace occupied in Consumers’ Minds relative to Competitors;
Unique Benefits and Differentiation in the Consumers’ Minds
7 GOLDEN
Words of Marketing
Demographic Segmentation
Age Gender Occupation
Education Marital Status Religion
Family size Race Income
Demographic Segments
College Students
Kids
Families
Geographic Segmentation
Where should McDonald’s expand?
•Low Price•Service Quality
Benefits Sought
•Light•Heavy
Usage Rates
•None•MediumLoyalty
Behavioral Segmentation
The McDonald’s Loyalty Card
Behavioral Segmentation
A quick, cheap lunch?
Behavioral Segmentation
7 GOLDEN Words
of Marketing
1. Segmentation
4. PRODUCT
3. Positioning
2. Targeting
7. PRICE
6. PLACE5. PROMOTION
Marketing MixPRODUCT
PROMOTIONPLACEPRICE
7 GOLDEN
Words of Marketing
Product
What is the most salient difference between McDonald’s burgers sold in
India and USA?
No Beef in India, More Vegetarian Choices
Product
USAIndia
What is the most salient difference between McDonald’s burgers sold in
India and USA?
No Beef, Richly Vegetarian
“It really doesn’t make sense to sell beef in a country where 85% of the population doesn’t eat it or will even shun a restaurant where beef is served” – Vikram Bakshi, Managing Director, McDonald’s India
Product
Localization Around the World..
McRice Burger (Southeast Asia)
McLaks Burger (Norway)
Black & White Burgers (China)
India New Zealand
Product
Promoting the ‘Happy’ Price Menu
Promotion
Price vs. the other Ps
What is the key difference
between PRICEand
PRODUCTPROMOTION
PLACE ?
Market Share: 42% in 2008; Over 50% in 2013
Most Successful Fast Food Chain
7 GOLDEN Words
of Marketing
1. Segmentation
4. PRODUCT
3. Positioning
2. Targeting
7. PRICE
6. PLACE5. PROMOTION
“This book is the bible of Marketing”
Prof. Sameer Mathur
Background Reading
Over 600,000 views from more than 100 countries
http://www.BuddingMarkets.com/
Sameer MathurBuddingMarkets
.comhttp://www.facebook.com/BuddingMarkets/
Sameer Mathur
smathur.com
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