Beruflich Dokumente
Kultur Dokumente
McDonalds entered India in 1996 in the wake of much publicised problems faced by KFC PR problems, Market problems and Palate problems... There was a barrier towards the McDonalds menu & value perception. These barriers resulted in low footfalls within the restaurants and even these footfalls did not translate into high tickets. McDonalds was perceived to be a western place meant for the youth, the rich, elite, westernised people. It had uninspiring food, an upmarket English speaking crew and was not really affordable!! 35
Get people in. Increase footfalls. Convert footfalls into profitable footfalls.
Key Issue
McDonalds image in the non-users mind continued to be that of a westernised place meant for the youth, the rich, elite, westernised people. It was perceived to have uninspiring food, an upmarket English speaking crew and again, was not considered really affordable.
This was achieved by launching an EDLP (Every Day Low Price) product to boost footfalls - Cone launched at Rs.7/-. Provide laddering to entice the cone walkins to graduate to meals - Bounce back coupon with every cone. (Rs.15 off with every Economeal). Provide attractive menu price points to induce core product trials. - Economeals launched at Rs.29, 39 & 49.
Task
To get the critical volume stream (SEC B) in and to provide them with a very Indian experience. To build the perception of McDonalds as a welcoming, affordable family restaurant with an exceptional eating experience that makes you feel special and makes you smile.
The Strategy
Target Identified
The core segment was defined as families with children. The bulls-eye identified as the main decision maker: fathers.
Results
48 % increase in Footfalls. 30 % increase in Sales. 36
Consumer Insight: Indian families historically used food and community dining as a bonding experience.
We see the boy seated on a windowsill, staring forlornly out of the window.
The boys father walks into the room, and in a bid to cheer him up... ...he takes him across to a McDonalds outlet.
He looks down nervously and starts fidgeting, while... At the outlet, the father gently prompts the boy to recite the poem.
Once the boy finishes ...the manager starts applauding him. Moments later, everyone else joins in.
...his parents, seated among the audience, peer at him anxiously. The boy starts saying his lines, fumbling along slowly. As he gains in confidence, he becomes more voluble.
The stage fright gets the better of him, and in his disappointment, tears well in his eyes.
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Stage 2
Establish McDonalds as an affordable family restaurant. Showcase Value. This was done by commercials which showed people from all over come in to experience McDonalds great prices.
Stage 3
Strengthen McDonalds role as an integral part of the family. This was done by depicting the strong bond that McDonalds enjoyed with children.
A couple is ambling down a sidewalk when the wife shyly informs her husband: Rahul, humaare ghar mein ek mehmaan aane wala hai.
A little boy takes a last look around his old home. Everything is being packed up and stashed away to be moved.
As they look out, the kid sees a McDonalds restaurant opposite and his gloom disappears.
Excited, he tells her:Yakeen nahin hota! McDonalds ka veg surprise sirf 17 rupaiye mein? All his attention is on the poster on the window.
Saying good-bye to his best friend he gets into the car and they drive out. On the way, he spots a McDonalds restaurant and...
They are now seated inside enjoying the burger when the man recalls: Mehmaan? Mamaji aa rahein hai?
...he recalls all the fun they had here. The occasions celebrated and the good times come flashing back to him.
Cut to the new house. His sister drags him to the window to show him something. The father draws a Mac logo in the air.
She is in splits as the logo appears: McDonalds mein ahi kuch baat. McDonalds family restaurant.
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Tactical Advertising
Poster
McDonalds Today
Change in Consumer Perceptions Premium food Premium & hence good
quality Posh/status symbol Posh with equal environment
Press ad