Download - Marketing McDonalds
Transcript
- 1.
- 2. The Beginning
- 1954, Ray Kroc, 52, a distributor of milk shake maker Multimixer, heads west on hearing about the McDonalds Bros hamburger stand in California
- Seizing the opportunity, he pitched the idea of opening up several restaurants to the McDonalds brothers.
- Who could we get to open them for us? they asked Well, Kroc answered, What about me?
- Ronald McDonald, introduced 1963, second only to Santa Claus in terms of recognition.
- Philosophy and Vision:-
- McDonalds complete commitment to Quality, Service, Cleanliness and Value (QSC&V)
- We take the burger business more seriously than anyone else Ray Kroc
- If youve got time to lean, youve got time to clean Ray Kroc
- 3. McDonalds India
- To be Indias best quick service restaurant experience supported by principles and core values
- Wholly owned subsidiary McDondalds India Private Limited.
- Incorporated in India in 1993
- McDonalds opened its doors in India in Vasant Vihar, New Delhi in October 1996
- Entered into two JVs with Connaught Plaza Vikram Bakshi North and Hardcastle Restraunts - Amit Jatia West
- 4. Product
- Product Adaptation:-
- Product adaptations in the Asian Markets to suit Indian Tastes:-
- - Burgers with Thai Basil Thailand
- - Teriyaki Burger Japan
- - Rice Dishes Indonesia
- - Aloo Tikki Burger India
- Indian Challenge:-
- 40% Vegetarians vegetarian selections to suit Indian Tastes
- Maharaja Mac replaced Big Mac Chicken Patty instead of beef
- Mc Aloo tikki and Puzza Mcpuff introduced
- 5. PRODUCT
- Restaurants Management System (RMS):-
- 2 Separate Menus: Green Veg and Purple Non Veg
- Separate veg, nonveg kitchens with dedicated staff, preparation and wrapping areas
- Different uniforms for kitchen crew to clearly distinguish roles
- Family Restaurant Concept:-
- The McDonalds experience for the whole family
- Focus on kids gifts galore
- Brightly lit, casual, comfortable and contemporary look
- Friendly and well trained staff
- Emphasis on cleanliness
- 6.
- 7.
- 8. PLACE
- Location
- Macro Context India
- Micro Context:-
- Tier 1 cities
- Big family size restaurants:
- High density marketplaces
- Shopping Malls
- Railway Stations/Metro Stations
- Desert Kiosks
- Tier 2 Cities
- National Highways (Drive Ins)
- Channels
- Franchise Model
- Company Owned Flagship Outlets
- Coverage
- Pan India Presence
- 9. PLACE
- Distribution
- Matching supplier production with deliveries to meet schedules and restaurant needs
- 3 centralized distribution centers at Mumbai, Delhi and Kochi
- Emphasis on economies of scale
- High storage volumes
- QIP (Quality Inspection Program)
- Quality checks at 20 points in the supply chain
- HACCP (Hazard Analysis Critical Control Point)
- Food safety standards emphasizing prevention of faults rather than detection through inspection
- With a Cold Chain in place, there is practically no need for a knife in the restaurant. Chopping and food processing is done in the plants. Restaurants are confined to only the actual cooking Amit Jaitia
- Logistics
- AFL Logistics 50:50 JV between AirFreight and FX Coughlin of USA- McDonalds international logistics partner
- 10. PRICE
- Pricing Strategy
- Customers attracted purely by these unsustainable but attractive low prices (Happy Price Menu) would not pay repeat visits
- Development of a low cost supply chain crucial enabling factor
- (Trikaya Agri, Cremica Industries, Amrit Foods, Radhakrishna Foodland, Vista processed foods, Dyanamix Diary)
- Value Pricing:-
- Happy Meals Small Burgers, fries, coke and toy
- Combo Meals Burger, fries, coke (Medium size)
- Competitive Pricing:-
- KFC Rs 59-79 (Burger and Drink)
- Pizza Hut Family Meal (2 medium pizzas and pepsi) Rs 350 400
- Even these low prices ensure a 40% margin!!
- Pricing lower than Pakistan, Sri Lanka and 50% lower than U.S.