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McAloo Tikki

Marketing
Analysis

Hello!
Our Team:
Ashish Lingampally
Apoorv Singh
Suraj M.S.
Srajan Rastogi
Ankit Aggarwal
Sanu Mathew Jacob

PGP16004
PGP16046
PGP16048
PGP16049
PGP16051
PGP16062

1.
Situational
Analysis
The 5C Analysis:
Customer
Company
Context
Collaborators
Competitors

5Cs Analysis
Customer : Middle class, vegetarians.
Company: McDonalds has 36525
restaurants in 118 countries. It has
annual reenues of 25 billion and net
income of 4.5 billion.[1]

Continued..
Context: Flagship product Hamburger
could not be intoduced due to relegious
and political sentiments.
Collaborators : Local farmers and
suppliers.
Competitors: KFC potato snacker, similar
products from Burger King and other
indian eateries like Jumbo Vada
Pav(South India), Goli Vada Pav(North
India).

2.
4Ps Analysis
Product
Place
Price
Promotion

4Ps Model
Product- McAloo Tikki by McDonald's the
most economical Indian Burger,
catering to the need of economic
Fast food options.
Place- Specific to Indian Food &
Beverages market, with specialist
Franchises for sales.

4Ps Model Continued.....


Price- Competitively priced @ Rs. 32/only(current price), keeping the Indian
market in mind.
Promotion- A marketing mix which
covers various types of strategies, like
Advertising(Tv,Online, Print Media),
Merchandising, Loyalty Schemes etc.

Image[1]

Image[2]

Print Ad for Singapore Market,


expanding the consumer base.
Image[3]

3.
SWOT Analysis
Strength
Weakness
Opportunity
Threats

SWOT Analysis Of McAloo Tikki


Strengths- Cheap-Life Banaye Chatpati
@ Rs 20 only.( Introductory Campaign
2009)[2]
Spicy, Vegetarian- Specific for Indian
Market.
Weaknesses- Aloo Tikki is not preferred
in some parts of India.
McD Cafs still have premium feel
reducing demand from targeted sections.

SWOT Analysis Of McAloo Tikki


Opportunities- Can be introduced in
western countries where demand for
varied vegetarian fare is rising.
Threats- KFC snacker is tastier with only
a slight price rise, and competition from
various indigenous brands.

4.
Customer Relationship
Management

Customer Relationship
Management
Relationship Marketing is one of the most
important pillars of Holistic Marketing.
Building a connection to the common
people.
Customer Centric approach by bringing
various schemes for direct as well as
indirect consumers.

Continued.....
Few schemes relating to McAloo Tikki
and McDonalds as a whole.
1) Smile Cards
2) Happy Meals
3) Employee of the Month

5.
Pricing Strategy

Pricing Strategy
Pricing Objective Trying to cover
maximum market share using McAloo
Tikki by keeping it at low price as it will
stimulate market penetration.
Determining Demand highly price
sensitive and lifestyle oriented
customers.
Estimating Costs Costs incurred are
considerably low due to customized
supply chain management and
economies of scale.

Continued
Analyzing Competitors price
competition is too high and competitors
are using aggressive pricing to compete.
Pricing Method Value Pricing is used
to set the price of McAloo Tikki.
Economical price is set for a high-quality
offering to win large consumer base.

Sources
[1] United States Securities and Exchange Commission : Form 10-K : McDonald's
Corporation
[2] http://www.mcdonaldsindia.com/ChatpataMcAlooTikkiTVC.pdf

Image Sources
[1] http://images1.phoenixnewtimes.com/imager/u/original/6506514/mcindiatikki.jpg
[2]
http://1.bp.blogspot.com/-MRBotE6xICI/UgypDDaIKbI/AAAAAAAAIbY/DZz6O8fkFXY
/s1600/mcaloo+tikki.JPG
[3] http://www.mcdonaldsindia.net/mcdelivery.aspx

Thanks!
Any questions?