7 p s ofMcDonalds INDIA

Entered in India 1996

McDonald's India is a 50 50 JV partnership between MCDONALDS CORPORATION (U.S.A) and two Indian businessman Amit Jatia and Vikram Bakshi Localisation:
DONT OFFER ANY BEEF OR PORK ITEM IN INDIA IN PRODUCT LIKE MCVEGGIE, PIZZA MCPUFF ETC.THEY USE SPICES FAVOURED BY INDIANS SOFT SERVES AND MCSHAKES ARE EGGLESS

Actively Involver in many social activities likegi CHILD EDUCATION, PULSE POLIOiesetc.

History in India
1996 the first McDonalds restaurant opened on Oct. 13, at Basant Lok, Vasant Vihar, New Delhi. It was also the first restaurant in the world not serving beef on its menu 1997the first Drive Thru restaurant at Noida 1999the first Mall location restaurant at Ansal Plaza New Delhi 2000the first highway restaurant at Mathura 2001the first thematic restaurant at Connaught Place 2002the first restaurant in a food court at 3Cs, Lajpat Nagar and the first restaurant at the Delhi Metro Station at Inter State Bus Terminus

Target Market (and Customer Profile)

Kids - 3 to 7 years
Happy Meal (healthier choice) with free toys

Families - Weekend outings or meals

Drive-Thru, Takeaways, McDelivery, Happy Meal

Students - Primary, Secondary, JC, Poly, Uni (a place to hang out or study)
Student Meals, outlets at SP, NYP, NUS and NTU, 24-Hour

Caf goers - for quieter ambience, a place to relax or read or even business entertainments
McCafe

Working Adults - seek convenience meals; grab and go

Drive-Thru, Takeaways, McDelivery, 24-Hour

Market Segmentation
Geographically-segmented Islandwide
Tampines, Woodlands, Clementi, Orchard, NTU McCafes 22 outlets islandwide

Demographic Segmentation
Kids, Family, Students

Psychographic Segmentation
Convenience and Lifestyle

Behavioral Segmentation
Occasions, e.g. birthday parties

McDonaldland
MARKETING STRATEGIES
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Product

PRODUCT
McDonaldland Concept:
McDonaldland-themed Playground McDonaldland Membership Card McDonaldland Exclusive Line of Kids Wear

Product
Front view

McDonaldland Membership Card

Targeted at kids below 12 years Membership Fees S$10 per year
Register at any McDonalds outlets in India. Register online,
Back view

McDonaldland Kids Wear

Targeted at kids 7 colours per design; Red, Pink, Blue, White, Black, Green and Yellow Sizes; XS, S, M, L, XL

Why the Kids Market?

Children remains as one of the main target market for McDonalds, why not expand the market? Every parent loves their kid(s) CROSS-SELLING opportunities Despite the declining birth rate, we will expected a fall in population for that target market. However, we can BOOST demand through..

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Why the Kids Market?

Demand = Population x Price x Frequency Population = Price = Competitive Pricing or Penetration Pricing Frequency =

Thus, our marketing objective will be to look at ways to increase frequency, buying behaviours and upselling.

Demand Function

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I Love Children

I Have Gifts For them, They Can play Games also

I Love Children- Happy Meal

Place

McDonald's opened its doors in India in October 1996. Ever since then, our family restaurants in Mumbai, Delhi, Pune, Ahmedabad, Vadodara, Ludhiana, Jaipur, Noida Faridabad, Doraha, Manesar and Gurgaon have proceeded to demonstrate.

McDonalds Outlets
The ambience and the environment is same at all the outlets of McDonald's.

Pepole
Each outlet is headed by a Restaurant Manager . He is responsible for the daily operation and customer interaction.
Delivery Crew Member carries basic operation of a restaurant. Ensures customer satisfaction at the restaurants. In order to motivate there employees they give them stars as per their performance.

Physical Evidence
Cleanness, speed, Quality and transparency of process is biggest evidence

Social Events sponsored by McDonald's

Promotion

PROMOTION
Banners Outside McDonaldland outlets to create awareness Roadshows a max. of 3 roadshows a month around Singapore (near shopping malls or MRT stations) to create awareness and encourage membership sign ups Public Relation - sponsorship of Kids Central Membership perks and benefits Bundling offers to spur buying behaviour Launch McDonaldland concept on Childrens Day (every
Childrens Day is our birthday)
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POSITIONING im lovin it Ronald McDonald McDonaldland

d an Br

Brand Integrity

DIFFERENTIATION Kids Favorite Place Shared Lifestyle

e ag Im d an Br

y tit en Id

CRM
They have a feedback And suggestion form available at each outlet. For the techno savy Customers they have a online Feed back form. All the upcoming product and related info are posted on there website-

www.McDonald's.com

BYE BYE SEE U AT McDonaldS