McDonalds Marketing Strategy

7/16/2019 McDonalds Marketing Strategy

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INTRODUCTION OF MARKETING STRATEGY

Marketing strategy is very much important for developing any of thebusiness. Without it, the effort of the business to attract customer israndom and very inefficient. The main focus of your strategy must makesure that your product should fulfill the demands of the consumers and aswell as it maintains the long-term relationship with those consumers. Toachieve this, you will have to initiate flexible strategy that responds tochange in customer demand and perception. It may also give brand nameto your product which will help you to run your business in new marketssmooth and efficient manner. First of all the main purpose of your

marketing strategy should be to identify the weather the target customer¶sare satisfied with your product and services of your business.

Once you have created and implemented your strategy, try to identify thefeed from you customer and if any changes or improvement is requiredapply it for the maximum satisfaction of customers

This helps you to identify that, where your strategy needs to be improved

and how it can be developed, so that it can be implemented for effective

action. Before applying any strategy in the business proper planning

programs must be organized within the members of the organization.

WHAT IS MARKETING?

³Marketing is the activity, set of institutions, and processes for creating,communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."

Marketing



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From the above definition we are able to understand that a successfulmarketing deals with satisfaction of both the parties. The definition

basically explains that there is a simple process i.e. is ³selling somethingto somebody´ however, the definition conveys that an exchange of goodsand services without any barter system and having common currencies,that exchange is called a sale. So while achieving the goals of themarketing by selling, it is not compulsory that both the parties shouldagreed upon the transaction. Satisfaction of both parties is a hided in theexchange relationship. Marketing must understand the ³product, ideasand services´ along with the "Needs & Wants" of the consumers.Marketing must not only understand this equation but also establish the

policy to maintain balance between both the sides, by implementing³marketing strategy´.

MEANING OF MARKETING STRATEGY

A Marketing strategy defines and describes the objectives or planningthrough which you are going to satisfy your consumer needs in the

selected target market. It does not involve written work but, it includescommunication between different departments of the business enterprisefor example: sales department, managers, executives etc.

In fact it is a set of strategies that implied by the organization in order toincrease the growth and development of the business. Normally strategydeals with the manner in which your organization plan to achieve theconsumer satisfaction and maximize the profit.

DEFINITION OF MARKETING STRATEGY

y ³Marketing Strategy is a set of specific ideas and actions that outlineand guide decisions on the best or chosen way to create, distribute,promote, and price a product or service (manage the marketing mixvariables).´



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y ³ A marketing strategy is a process that can allow an organization toconcentrate its limited resources on the greatest opportunities to

increase sales and achieve a sustainable competitive advantage.´

Marketing strategy is a process that can allow an organization to

concentrate its limited resources on the greatest opportunities to increase

sales and achieve a sustainable competitive advantage. A marketing

strategy should be centered on the key concept that customer satisfaction

is the main goal.

Business Advantages

y identifies needs and wants of consumersy determines demand for producty aids in design of products that fulfill consumers needsy outlines measures for generating the cash for daily operation, to repay

debts and to turn a profity identifies competitors and analyzes your product's or firm's competitive

advantagey identifies new product areasy identifies new and/or potential customersy allows for test to see if strategies are giving the desired results

Business Disadvantages

y identifies weaknesses in your business skillsy leads to faulty marketing decisions based on improperly analyzed data

y identifies weaknesses in your overall business plan



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´ Marketing strategies

of McDonald¶s´

ACTUAL FACTS ABOUT MCDONALDS COFFEE CASE



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On February 1992 the headlines of news paper hits with a McDonaldscoffee case news. The case was about Stella Lie beck of Albuquerque,

New Mexico, was in the passenger seat of her grandson's car when shewas severely burned by McDonalds' coffee in February 1992. Lie beckwas 79 at the time, ordered coffee that was served in a Styrofoam cup atthe drive through window of a local McDonalds. After receiving the order,the grandson pulled his car forward and Stopped momentarily so that Liebeck could add cream and sugar to her Coffee. Lie beck placed the cupbetween her knees and attempted to remove the plastic lid from the cup. As she removed the lid, the entire contents of the cup spilled into her lap.The sweatpants she was wearing had absorbed the coffee and held it

next to her skin. A surgeon determined that Lie beck suffered fullThickness burns over 6% of her body, Including her inner thighs,perineum, buttocks, and genital and groin areas. She was hospitalizedfor eight days, during which time she underwent skin grafting. Lie beck,who also underwent debridement treatments, sought to settle her claimfor $20,000, but McDonalds refused.

Till today no one knows about their final ending of the case. The partieseventually entered into a secret settlement which has never been

revealed to the public.

HISTORY OF MCDONALD¶S

The story of McDonald¶s was started in1940, as a fast food restaurant bytwo brothers¶ named Richard and Maurice McDonald in San Bernardino,California in US. The name of restaurant was McDonald¶s Hamburgers,



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by mid-1950s their restaurant revenue had reached $350000.RaymondKroc, the distributor for milk shake machines expressed interest in their

business and finalized the deal for franchising with both the brother¶s. Heestablished a franchising company called McDonald systemincorporation. In 1955 he became the founder of McDonald¶s and boughtout the McDonald brothers share for $2.7 million and changed the nameof the company to McDonald¶s corporation. Kroc proved himself as apioneer who revolutionized the American restaurant industry. TodayMcDonald¶s is the California world¶s largest fast food chain serving 47million customers daily. McDonald¶s is now one of the most valuablebrands globally, worth more than $25 billion. Though the company has

roots in the US, McDonald¶s today has become an ACCEPTED CITIZENOF THE WORLD.

MCDONALD¶S STARTS IN INDIA

McDonald¶s entered India in 1996.The first McDonald¶s restaurant wasopened on October 13th at Basant Lok in Vasant Vihar. McDonald¶s inIndia is a 50-50 joint venture between Connaught Plaza Restaurants and

Hard Castle Restaurants. Which are owned and managed by VikramBakshi and Amit Jitia respectively Connaught Plaza Restaurants operatesin North India whereas Hard Castle Restaurants operates in WesternIndia. After opening their outlets in various metro cities, the company isnow trying to expand in cities like Pune and Jaipur also.but, the Indianconsumers avoid burgers made from beef and pork which is tabooaccording to their religions. So in order to evade this problem the Indian



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menus of McDonald¶s was Indianised and specifically design in suchmanner that it can boost its products to Indian consumers, the menu

includes chicken burgers, veg burgers, veg pizza¶s, happy meal for children¶s, beverages and deserts. Today there are 79 outlets in north-east India and more than 53 outlets in south-west India.

MCDONALD¶S FRANCHISE MODEL

RAYMOND KROC

VIKRAM BAKSHI AMIT JATIA

MISSION STATEMENT

"McDonald's vision is to be the world's best quick service restaurantexperience. Being the best means providing outstanding quality, service,



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cleanliness, and value, so that we make every customer in everyrestaurant smile."

MARKETING STRATEGIES OF MCDONALD¶S

BUSINESS STRATEGY

FR ANCHISE MODLE ± As per franchise model of McDonald Only 15% of

the total number of restaurants are owned by the Company. Theremaining 85% is operated by franchises. The company follows all theframework of training and monitoring of its franchises to ensure that theyachieve good QU ALITY SERVICE,CLE ANLINESS AND V ALUE FORTHE MONEY offered by the company to its customers.

PRODUCT CONSISTENCY- By developing a sophisticated supplier networked operation and distribution system, the company has been ableto achieve consistent product taste and quality across the nations of the

world.

ACT LIKE RET AILER THINK LIKE A BR AND- McDonald¶s focuses notonly on delivering sales for the immediate present, but also protecting itslong term brand reputation.

STRATEGY AS PER INDIAN MARKET

RE±ENGINEERING THE MENU-McDonald¶s thinks according to thecustomer¶s tastes, value systems, lifestyle, language and perception.Globally McDonald¶s was famous for its hamburgers which are preparedfrom beef and pork burgers. But, most Indians religion does not allowthem to consume beef or pork. So in order to satisfy demand as per



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Indian preference, McDonald¶s came up with chicken, lamb and fishburgers to suite the Indian diet.

THE VEGITERI AN CUSTOMER-India has a huge population of vegetarians. To satisfy this customer¶s demand, the company came upwith a completely new menu of vegetarian items like McVeggie burger and Mc AlooTikki. The separation of vegetarian and non-vegetariansections is maintained throughout the various stages.

EXAMPLE OF VEG BURGERS:

MCVEGGIE MC ALOOTIKKI

SEGMENTATION, TARGETING AND POSITIONING

McDonald¶s uses demographic segmentation strategy with age as theparameter. The main target segments are children, youth and the youngurban family. If they take children into consideration, children are moreattracted towards toys and delicious meals including today¶s youth prefer such places for their entertainment and the urban families select

McDonald¶s on various occasion like birthday party, treat to their childrenetc.



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As shown in the above diagram, kids are on the top most level in FMCGpurchase related to food products. So to attract children¶s McDonalds hasHappy Meal in which they gift one toy on each happy meal, there are toysranging from hot wheels to various Walt Disney characters. Example of the latest range is the toys of the movie Madagascar.

For this, they have a tie-up with Walt Disney. At several outlets, it alsoprovides special facilities like µPL AYING PL ACE¶ where children can play

arcade games, air hockey, etc.

This strategy is targeting in making McDonald¶s a fun place where youcan enjoy both playing and eating. This also helps McDonald¶s to attractthe young urban families who wanted to spend some quality time, whiletheir children can enjoy every movement of McDonald¶s. To target theteenagers and young youth, McDonald¶s has priced several productsaggressively, keeping in mind the price sensitivity of this target customer.In addition, facilities like Wi-Fi are also provided to attract students to the

outlets, example of such outlet is of a Vile Parle situated in Mumbai.

³MCDON ALD¶S MEIN H AI KUCH B AAT´ projects McDonald¶s as a placefor the entire family to enjoy. When McDonald¶s entered in India it wasmainly targeting the urban upper class people. But, today it hadpositioned itself as an affordable place to eat without compromising onthe quality of food, service and hygiene. The outlet atmosphere and mild



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background music highlight the comfort that McDonald¶s promises inslogans like ³YOU DESERVE A BRE AK TOD AY´, ³FEED YOUR INNER

CHILD´. This commitment of quality of food and service in a clean,hygienic and relaxing atmosphere has ensured that McDonald¶smaintains a positive relationship with their customers.

TOYS FOR CHILDREN WITH HAPPY MEAL

MCDONALD¶S MARKETING MIX (5P¶S) STRATEGY

After analyzing the market, finding the key factor, target segment andunderstanding the market demand, every company needs to come upwith an offers or such type of plan, that speed up the growth of thecompany. For which McDonalds uses 5p¶s of marketing mix which are asfollows:

1. Product2. Place3. Price4. Promotion5. People



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PRODUCT:

Product includes that, how the company should design, manufacture theproduct so that it enhance the customer experience?

Product is the physical product or services offered by the company to its

customers. McDonalds includes certain aspects of its product such aspackaging, desirability, looks etc. This consists of both tangible and non-tangible aspects of the product and services.

McDonalds has purposely kept its product depth and product widthlimited. McDonalds had first studied the behavior of the Indian customer and provided a totally different menu as compared to its menu offered inInternational market. It removed pork, beef and mutton burgers from themenu. India is the only country where McDonalds serve vegetarian menu.

Even the sauces and cheese used in India are 100% vegetarian.McDonalds continuously innovates its products according to the changingpreferences and tastes of its customers. The recent example is theintroduction of the Chicken Maharaja Mac and latest introduction of chicken style is Chicken Mcnuggets.



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McDonalds brings best product of quality and of best features as per the

preference and demand of the target market.

PLACE:

The place mainly consists of distribution channels and outlets of thecompany. It is considered as very important because the product must beavailable to the customer at the right place, at the right time and in theright quantity. In U.S. A nearly 50% of outlets are situated within thedistance of 3 minutes.

There are certain degree of fun and happiness that McDonalds providesto its customers. It provides value position based on the needs of thecustomer. McDonalds offers proper hygienic atmosphere, good abidanceand better services.

Now McDonalds have also started offering internet facilities at their outlets, along with music system through radio, not the normal music butthe music which is preferred by young generation in order to attract them.

There are also games for children the one example is air hockey.Children play games till the time there parents spend quality time inMcDonalds.



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ez

PRICE:

Pricing strategy is most important aspect of Marketing Mix. It includesprice list, if any discount facility available or payment facility available. Itshould also take into consideration the possible reaction from itscompetitors regarding the pricing. Pricing is very much necessarybecause it is this part, which decides revenue for the business unit.

All the other three are the expenses incurred in the business. The priceneeds to take demand and supply equation into consideration by

analyzing the pricing demand as per Indian market.

McDonald¶s came up with a very grasping punch line ³Aap ke zamane mein ,baap ke zamane ke daam´. This pricing strategy was founded toattract middle class and lower class people and the effect can clearly beseen in the consumer base that McDonalds has now.

McDonalds has certain value pricing and bundling strategies such ashappy meal, combo meal, family meal, happy price menu etc to increase

overall sales of the product.



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PROMOTION:

The promotional activities adopted by the McDonald helps tocommunicate efficiently with the target customers. The diagram givesidea about the promotion strategy of McDonalds. Application of abovementioned Communication Mix describes the cost that is feasible as per



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the consumers. Some of the most famous marketing campaigns of McDonald¶s are:

³You Deserve a break today, so get up and get away- To McDonald¶s´

³ Aap ke zamane mein ,baap ke zamane ke daam´.

³Food, Folks, and Fun´

³I¶m loving it´.

McDonald's corporate used advertising, personal selling, sales promotion,

public relations, and direct marketing and became world¶s largest leadingBurger Empire. These five promotion tools are used by McDonalds tointegrate marketing communication program which allows McDonalds toaccess the communication channels clearly, consistently and easilytransfers messages and product to the target audiences.

SETTING THE PROMOTION MIX

An Advertisement is targeted to attract the masses itreaches to large number of people at a time. Advertising is one of themost important tools for promotion which had various ways of advertisement in that advertisement through billboards and media areoften used by any of the business enterprise. Consumers mostly perceivegoods which are advertised goods, as they assume it is more rightful.

Due to distinct features of advertisement McDonalds also hold the handof Advertising. There are three main objectives of advertising for McDonald¶s are to make people aware of an item, feel positive about itand remember it. The right message has to be communicated to the rightpeople through the right media. McDonald¶s does its promotion throughtelevision, hoardings and bus shelters.



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They use print ads and the television programmes are also an importantmarketing medium for promotion.

Personal selling is most effective tool for buildingbuyers preference, convenience and actions. Personal interaction allowsknowing for feedback and adjustments if required. If the organization hada good Relationship with Buyers they are more attentive towards personal

selling.

In personal selling McDonalds employees working in different outlets arethe best example of personal interaction, the employees are directlyserving the customers so, and the face to face communication is easilypossible. In the McDonalds outlet there are such staff which areappointed for personal selling they are the one who perform the activitiesregarding selling up of goods to customers.

sales promotion activity consist of promoting thebusiness unit through organizing various contest, programmes, functions,distribution of free discounts coupons etc that attracts attention of thecustomers, Also offers strong purchase incentives, dramatizes offers,boosts sagging sales Stimulates quick response; Short-lived; Noteffective at building long-term brand preferences.

McDonalds organizes several sales promoting contest and programmesin different retail markets and outlets in which they distributes freediscounts coupons. The statue of Mascot McDonalds is always there for any occasions that are also one of the logo of McDonalds.



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Highly credible; Very believable; Many forms: newsstories, news features, events and sponsorships, etc.; Reaches manyprospects missed by means of other forms of promotion; Dramatizescompany or product; Often the most under used element in thepromotional mix; Relatively inexpensive (certainly not 'free' as manypeople think--there are costs involved)

Public Relations are also an important part of the McDonald's marketingstrategy. The restaurant employees play a huge role in interacting withthe public. On a day-to-day basis the employees commit themselves tocustomers and the customers' feelings toward the brand. McDonald'sfeels that before they communicate with their customers they need to beaware of what their competitors are communicating, so they can create abeneficial difference between themselves and the competitors.

Many forms: Telephone marketing, direct mail, onlinemarketing, etc.; Four distinctive characteristics: Nonpublic, Immediate,Customized, Interactive; Well-suited to highly-targeted marketing efforts.

Direct marketing is also one of the efficient tools for promotion. TheMcDonalds uses tool in the home delivery services in which they directlyserve the order to their home. Also they have a websites which are morein preference for direct marketing in that they usually mentioned all thenew offers along with the contact number of your nearby outlets.

PEOPLE:



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McDonald¶s understands the importance of both its employees and itscustomers. It understands the fact that a happy employee can serve well

and result in a happy customer. McDonald continuously does InternalMarketing because if the internal marketing is effective it will automaticallylead to in the success of external marketing.

Internal marketing includes hiring, training and motivating employees. Inthis way they can easily serve customers and the result will be the smilingfaces of the customers. The level of importance has to be placed in the

following order (the more important people are at the top):1. Customers2. Front line employees3. Middle level managers4. Front line managers

The punch line ³I¶m loving it´ is an attempt to show that the employees areloving their work at McDonalds and will love to serve the customers.

CO-BRANDING STRATEGY



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Co-branding strategy is also one of the beneficial instrument for boosting

the business and providing different the same things in different manner.In fact co-branding means having a tie ups with another firm and servingthe customer with both the products. It helps in making profit for both thebusiness enterprise as well as to increase their sales and growth of organization.The two different brands enter into co-brand through certain contracts or agreement and as per the agreement they bifurcates their earnings fromtheir brands. There are different examples of co-branding strategy of McDonalds which are as follows.

COCA-COLA

Coke is one soft drink brand that had tie up with McDonalds since pastmany years. In McDonalds the coke is the best beverage in cold drinkswhich are served to the customers along with different menus of theMcDonalds for example happy meal, happy price menu etc. As coke ispreferred by children¶s even their parents as well as the young youths.Therefore by keeping in mind the consumer wants they came up with

Coca-cola. In fact this co-brand of McDonalds is initiated to increase thevolume of sales of the both the business enterprise. And of course this co-branding strategy has encouraged both thebusiness in achieving the successful returns of customer¶s satisfaction.

On April 27, 2009 ± The Coca-Cola Company had announced a'refreshed' line up of fountain and bottle beverages that will be added toMcDonald's U.S. restaurants, beginning this year. This effort -- part of alarger beverage strategy -- will provide McDonald's customers even more

beverage choices and meet customers' changing taste preferences anddesire for more suitable, convenient beverage options.

COCA-COLA AND MCDONALDS



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WALT DISNEY

A Parade of Disney Happy Meal Toys.

McDonald's will introduce a collection of 100 exclusive Happy Meal toys

as they are inspired by Disney's admired collection of dramatic, video andtelevision characters. Representing more than 40 Disney films, theMcDonald's premiums include a mix of new and classic Disneycharacters, allowing kids and parents of all ages to recall their favoriteDisney memories.

Each Happy Meal premium is fully decorated and is featured on amemorial base, which includes the character's debut date, character'sname and the Walt Disney World "100 Years of Magic" logo.

The McDonald's Happy Meal promotion featuring the Walt Disney World"100 Years of Magic" celebration is a historical collection of Disneyfavorites, from classic characters like Mickey Mouse, Dumbo, Cinderella,and Mary Poppins to the newer innovations, including: Ariel, Aladdin,Bianca, Pocahontas, Tarzan, Jesse and Hercules.



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One toy is included with each Happy Meal and can be purchased atparticipating McDonald's restaurants, while supplies last.But,

unfortunately the Walt Disney had end the relationship with McDonaldsdue to some genuine reasons. Thus Walt Disney is considered as X-co-brand of McDonalds.

WALT DISNEY AND MCDONALDS

BARBIE TOYS

McDonald's Barbie Toys have been included with Happy Mealsrepeatedly since the Happy Meal has been in existence. Over the lastthirty years, Barbie has been one of the most popular toys in aMcDonald¶s Happy Meal.

Barbie Happy Meal Toys have taken the form of a variety of Barbie dollfavorites. These toys have become a highly sought after segment for

collectors of both Barbie¶s and McDonald's toys.McDonald's Barbie Toys comes in eight collectible characters in 1994,including Bicycling¶ Barbie, Jewel and Glitter Shani, Camp Barbie, andCamp Teresa.



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Each Barbie miniature was 4 and ½ inches tall. Since then, the Barbieand Friends dolls have been collectible Happy Meals toys in 1996, 2004,

2005 and 2007, to just name a few. If you missed any of the McDonald'sBarbie toys that you may need to buy for your collection of dolls, you willfind them for sale on eBay.

BARBIE AND MCDONALDS

CADBURY

McDonald¶s have included Cadbury in the beverages prepared with

Cadbury and creamy milk shake mostly loved by children. England has

combined two favorite things that are Cadbury and crème eggs.

Now McDonalds is offering a Cadbury Crème Egg McFlurry. It is tasty

and rich also it is provides some quantity of protein and vitamins as it is

made from eggs and milk, A cold crème eggs with the vanilla ice cream,

mix in a sauce that looks like the yellow yolk, and add in delicious

chocolate bits.

The tasteful McFlurry have also worked in anticipating the taste of the

customer. Therefore, it is considered as one of the most preferringbeverages in the menus of McDonalds.

CADBURY AND MCDONALDS



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HOT WHEELS

The History of McDonald's and Hot Wheels die-cast cars: McDonald's hasattempted to develop promotions for children, since 1961 with smallrelated plastic toys, in their Happy Meals. The first models of carsdistributed for McDonald's started in 1983, using the Hot Wheels models

of the normal line and followed all the way through 1990. In 1991McDonald's found another way to distribute the Hot Wheels in their Happy Meals for the first time.

Some of these were Hot Wheels by Collector Number and were alsoplaced in a factory plastic baggie for the first time. Since then, someannual promotions related the models of cars had been made. They hadenclosed models like, Hot Wheels, Matchbox, Stompers 4X4, Tonka andBigfoot toys.

HOT WHEELS AND MCDONALDS



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MCDONALD¶S TIE UP WITH HINDUSTAN AND BHARATPETROLEUM PERTROL PUMPSThe strategy behind opening their outlets near petrol pumps is that theycan serve their products even on the highways. McDonald¶s already has14 outlets on national highways and they are planning to open 50% of their stores in the coming year on the highways.

In order to achieve that, they tie up with oil marketing companies likeHindustan petroleum and Bharat petroleum to open on revenue-sharingmodel.

The reason behind starting their outlets on highways is to serve thosecustomers who perform their day to day activities through highways.People mostly prefer food stores on highways for dinner purpose, their will hardly some people who go for a breakfast. So, idea of McDonalds tostart on highways is that they can offer even dinner as well as their existing fast food items.



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ADVERTISING

Advertising - Advertising is any paid form of non-person presentation andpromotion of ideas, goods, or services by an identified sponsor. There arethree goals of advertising. These goals are to:

1. Inform2. Persuade and3. Remind.



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The major media for advertising are as follows: Newspapers, Television,Direct mail, Radio, Magazines, Internet, Outdoor (billboards, blimps, etc.),

Yellow pages, Newsletters, Brochures, and Telephone.

The traditional conceptual model for creating any advertising or marketingcommunications message is the AID A Model: get Attention, hold Interest,arouse Desire, and then obtain Action.

ADVERTISING STRATEGY

There have been many McDonald's advertising strategy and slogans over the years. McDonald¶s is one of the most widespread fast foodadvertisers. McDonald's Canada's corporate website says that thebusiness campaigns have always focused on the "overall McDonald'sexperience", rather than just product. The purpose of the image hasalways been "portraying warmth and a real slice of everyday life." Its TVads, showing various people engaging in popular activities, usually reflectthe season and time period. Finally, they have never in their advertisinghistory used negative or comparison ads pertaining to any of their competitors; the ads have always focused only on McDonalds alone.McDonalds has for decades maintained an extensive advertisingcampaign. In addition to the usual media television, radio, andnewspaper, the company makes significant use of billboards and signage,sponsors sporting events ranging from Little League to the OlympicGames.



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Television has always played a central role in the company's advertisingstrategy.

Today, McDonald's has used 23 different slogans in United Statesadvertising, as well as a few other slogans for select countries andregions because slogans is also considered as important factor inadvertising strategy.

SLOGANS

US

Let¶s eat out! (1960-1965)

Look for the Golden Arches! (1965-1967)

The closest thing to home (1966-1969)

McDonald's is your kind of place (1967-1971)

You deserve a break today (1971-1975)Enjoy the best food at McDonald's (1973, concurrent with 1971 slogan)

We do it all for you (also known as you, you're the one) (1975-1979)

Nobody can do it like McDonald's can (1979-1980)



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You deserve a break today (1980-1983)

Nobody makes your day like McDonald's can (1980-1983)We cook it all for you at McDonald's (1982, concurrent with 1980 slogans)

McDonald's and you (1983-1984)

It's a good time for the great taste of McDonald's (1984-1988)

It's Mac Tonight (1985, Mac Tonight advertising)

McDonald's is your place to be (1986)

Good time, great taste (1988-1990)

There's nothing quite like a McDonald's (1988-1990)

You Deserve A Break Today (1989-1990, concurrent with 1988 slogan)

Food, folks and fun (1990-1991)

McDonald's Today (1991-1992)

What you want is what you get (1992-1995)

Do you believe in magic? (1993-1997, Happy Meal advertising)

Have you had your break today? (1995-1997)

My McDonald's (1997)

Did somebody say McDonald's? (1997-2000)

We love to see you smile (2000-2003)

Put A Smile On (2000-2003)

Smile (2002-2003)

I'm loving' it (2003-present India)



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BRANDING AND BRAND LOYALTY

When you see the golden arches, what is the first thing that comes toyour mind? Or what about when you see Ronald the clown, what comesto your mind? Finally, what has 2 all, special sauce, lettuce salad on asesames bun? Hmmm« Sounds a lot like McDonald¶s knows how tocapture your attention.

One of things that McDonald¶s has proved is that they are good atbuilding its brand loyalty. Even young children know that when you seethe golden arches that you are close to a McDonald¶s. With itsinternational expansion efforts, McDonald¶s has become one of the mostrecognized brands world-wide. A couple of the things that has helped tobuild McDonald¶s brand is their constantly changing menu and brandpackaging that meets the needs of their consumers.

POSITIONING STRATEGY

McDonald¶s positions itself as the leader in quick service restaurants. Inorder to maintain their standard, they have started marketing to a younger set of persons, much in the same way that their ³I¶m Loving It´ campaigndoes.



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They have send out FSI¶s (free standing inserts) as designed at the endof this report to ensure that their loyal customers will be motivated enough

to try the new campaign even though they have always loved and usedMcDonalds.These FSI¶s will also act as a way to get customers who may have never been to the store. Users and non-users alike will use the Club McDonaldsto their advantage. They expect that their younger target will seek outmemberships in Club McDonald¶s.The online points-tracker and profile will add to the innovation factor. Noneed of paperwork when figuring out your point totals and prize eligibility.This is easy to use aspect of the promotion is appealing to those who

were born with computers.

Club McDonalds is targeted at younger people who are familiar with creditcards and some of the rewards cards that are part of them.

WORLDWIDE GROWTH STRATEGY

McDonald's growth strategy is based on three elements; 1. Adding restaurants.2. Maximizing sales and profits at existing restaurants.3. Improving international profitability.

Maximizing sales and profits at existing restaurants will beaccomplished through better operations, innovation, productdevelopment and refinement, effective marketing and lower development and operating costs.

Improved international profitability will be realized as economies of scaleare achieved in individual markets and as the company benefits from theglobal infrastructure.

SERVICE MANAGEMENT STRATEGY



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If we take any fast food restaurants the customer attracts firstly throughbrand and secondly with the most important thing to consider i.e. is

services offered to them.

If the services of any enterprise is not suitable to customer than it achievethe aim that has been proposed by them.

This research describes the service management strategy employed byMcDonald's Corp. in the operation of their fast food restaurant chain.The company's service management strategy is described within thecontext of the service model. In this model, market segment, the

philosophy culture image of the company, service systems, and humanresources are considered. The service of the company is identifiedthrough following tools:

TRAINING POLICY

It is the goal of McDonald's to develop the highest level of skill

among all employees. Therefore, a common training programme

has been established to develop staff and to meet the training

needs of the company.

McDonald¶s Head of Training is responsible for implementing and

directing the training programme throughout the company. Operations

Supervisors and Restaurant Management participate in the programme

and are responsible for individual restaurant

results.

CREW MEMBERS

1. Each crew member receives on-the-job training in every area of the

restaurant.

2. Full-time staff is fully trained on all stations in the restaurant within five

months, part-time within ten months.



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3. All 5-star crew members receive a Basic Certificate in Food Hygiene,

validated by the Institution of Environmental Health Offices.

BUSINESS MANAGEMENT PROGRAMME

1. A management programme for those over 21 aiming for a directroute

into restaurant management following an intensive and structured training

course.

2. All managers follow the Management Development Programme. Thefirst three months cover the three fundamental areas of the business:

y Food preparationy Cookingy Serving customers in clean and hygienic surroundings.

This is followed by a series of 12 training courses designed to back upwhat is learnt in the restaurant and develop management, communicationand leadership.When promoted to Restaurant Manager, training continues through the Advanced Operations Course covering staff development, motivation,stress management, communication and leadership.



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CUSTOMER PERCEPTION AND CUSTOMER EXPECTATION

Customer perception is a key factor affecting a product¶s success. Manypotentially changed products have failed simply because of their inabilityto build a healthy perception about themselves in the customers¶ minds.McDonalds being an internationally famous brand brings with it certainexpectations for the customers.

TARGET SEGMENTS VISITS MCDONALDS TO

A parent with twochildren.

Visits McDonald¶s to give the children a treat.

children¶s Want to visit McDonald¶s as it is a fun place to

eat.

A business customer Visits McDonald¶s during the day as service isquick; the food tastes great and can be eatenin the car without affecting a busy workschedule.

Teenager Hangout with friends, but keep it affordable.



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Customers expect it to be an ambient, hygienic and a little sophisticatedbrand that respects their values. The customer¶s expect the brand toenhance their self-image. Customer responses obtained at the Vile Parle,Mumbai outlet confirmed the fact that they connect strongly with thebrand. However, fulfilling some of the customer expectations like abroader product variety, provide McDonald¶s a great scope for improvement.

MCDONALD¶S HEALTHY EATING POLICY

McDonald's is committed to providing high quality, safe andhealthy food. It recognizes the relationship between a balanced diet,lifestyle and health.



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It supports the recommendations of the 1991 Committee On Medical Aspects of Food Policy (COM A) report and the targets laid down in the

Government's White Paper¶ The Health of the Nation' by ensuringproducts conform with the guidelines. McDonald¶s contributes to thedevelopment of wider healthy eating policies by working with governmentdepartments and organizations dedicated to healthy eating.

PRODUCTS

McDonald's continually reviews how its products relate to dietaryrecommendations, at the same time it ensures maintenance of quality,taste and value.

McDonald's continues to seek quality new products which are inline with dietary recommendations but, which satisfy customers'expectations. McDonald's committed to reduce the amount of additives,especially preservatives and colorants in the products.

CUSTOMERS

McDonald's helps customers to balance their diet by providingdetailed Nutritious information on all its products.

STAFF

McDonald's encourages staff to understand the principles of healthyeating. Specials training programmes are held for attainment of thisobjectives.

PARTNERS

McDonalds works closely with franchises, suppliers and distributors tomeet their commitments to quality, nutrition, hygiene and food safety.

ANSOFF PRODUCT MARKET GROWTH MATRIX



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The Ansoff Product-Market Growth Matrix is a marketing tool created byIgor Ansoff and first published in his article "Strategies for Diversification"

in the Harvard Business Review (1957). The matrix allows marketers toconsider ways to grow the business via new products, new markets ±there are four possible product/market combinations.

This matrix helps companies decide what course of action should betaken given current performance. The matrix consists of four strategies:

1. Market penetration strategy2. Market development strategy3. Product development strategy4. Diversification

MARKET PENETRATION STARTEGY

Market penetration is one of the four growth strategies of the Product-

Market Growth Matrix defined by Ansoff. Market penetration occurs when



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a company enters/penetrates a market with current products. The best

way to achieve this is by gaining competitors' customers.

Other ways include attracting non-users of your product or convincing

current clients to use more of your product/service. Market penetration

occurs when the product and market already exists in market. McDonalds

is one most popular brand in fast food in entire world. In 1975, the first

McDonalds opened at Hong Kong, many thought that this is was wrong

move for McDonalds. Various reasons were laid for this claim. Although,

the main reasons lays on the fact that Americans and Hong Kong

Chinese at that time have very different perception about food.McDonalds, being an American food chain, view breads full meal while

Hong Kong Chinese view them as snacks. As time went by, McDonalds

slowly became the part of the Hong Kong landscape and way of life rather

than just being an outpost of American culture. Hong Kong Chinese soon

accepted that the food McDonalds serve are ordinary, thus they are for

ordinary people like them.

Future more, believes that the introduction of McDonalds to the HongKong society changed the direction of the Hong Kong cultural framework.

Along with the rest of the world, Hong Kong was also McDonalized.

MARKET DEVELPOMENT STARTEGY

A market development strategy targets non-buying customers in currentlytargeted segments. It also targets new customers in new segments.

A marketing manager has to think about the following questions before

implementing a market development strategy: Is it profitable? Will it



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require the introduction of new or modified products? Is the customer and

channel well enough researched and understood?

The marketing manager uses these four groups to give more focus to the

market segment decision: existing customers, competitor customers, non-

buying in current segments, new segments. McDonalds is currently

following above mentioned strategy, to focus on market segments. For

serving synonymously to the existing customers they are coming up with

different menus as per change in taste and preference of their customer

e.g.: happy price menu, beverages including milk shakes and cold coffees

etc. Also, by keeping in mind their rivals they are introducing products tocompete them e.g. to answer the KFC they came up with chicken

mcnuggets. They are adopting pricing policies for non-buying customer

and as well as new segments.

PRODUCT DEVELOPMENT STRATEGY

In business and engineering, new product development (NPD) is the termused to describe the complete process of bringing a new product or

service to market. There are two parallel paths involved in the NPD

process: one involves the idea generation, product design, and detail

engineering; the other involves market research and marketing analysis.

Companies typically see new product development as the first stage in

generating and commercializing new products within the overall strategic

process of product life cycle management used to maintain or grow their

market share.

McDonald's is always within the fast-food industry, but frequently markets

new burgers. Frequently, when a firm creates new products, it can gain

new customers for these products. Hence, new product development can

be a crucial business development strategy for firms to stay competitive.



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McDonald¶s are always enhancing their existing product along with it; they

also try to introduce new and new products so that they can easily survive

in market.

DIVERSIFICATION

Diversification is a form of growth marketing strategy for a company. It

seeks to increase profitability through greater sales volume obtained from

new products and new markets. Diversification can occur either at the

business unit or at the corporate level. At the business unit level, it is

most likely to expand into a new segment of an industry in which the

business is already in.

At the corporate level, it is generally and it¶s also very interesting entering

a promising business outside of the scope of the existing business unit.

McDonald's made its foray into the hospitality industry in 2001, openingtwo hotels in Switzerland, at Zurich and Lully. The "Golden Arch Hotels"

were positioned as four-star facilities with the latest in-room technology

and very original, modern interior design. Reactions and reviews of

guests following their stay there were mixed.

Most seemed to agree, that the hotel's four-star rating didn't seem to

correspond with McDonald's image. The Golden Arch in Zurich is

McDonald's first hotel.

IMPORTANCE OF PLC IN MCDONALD¶S



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The requirements of customers change over time and thus the productoffering has to be changed accordingly. What is the trend today may be

out of market within few weeks. Thus continuous innovation is required.

To counter these changes McDonalds has continuously introduced newproducts and has phased out the old ones which were at the declinestage of their PLC. The introduction is timed such that the new productdoes not cannibalize (which eats same of it) the product already in thematurity or growth stage. Thus the secret lies in getting profits withdifferent products in the different stages of the PLC.

A perfect example of revitalizing a pr oduct in decline phase



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The French Fries have been an important part of the McDonalds menuworldwide. But now it was in the stage of decline and was actually notgenerating proper return. In an attempt to revitalize it, a new variant wasintroduced namely Shake Shake Fries. This is being served with chatpataspice mix which has resulted in increase in the sales of French Fries andhas elevated it from to the decline stage.

This is used to delay the decline of a well established product which has

the potential of generating further revenue.



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MCDONALIZING THE SUPPLIERS

McDonald¶s has changed the nature of not only the food service industrybut also the food processing industry as well. McDonald¶s realized thatthe battle between fast food chains would increasingly be one of efficiency of supply, lower cost production and greater desire to innovate.It pioneered with innovative and sophisticated food distribution andpackaging systems when the traditional food processors were unwilling or unable to supply food items that McDonald¶s demanded. They achievedamazing consistency by giving more attention than anyone else to fieldservice and training at store level. Production was concentrated in huge

plants devoted exclusively to McDonald¶s. McDonald¶s also started withtiny suppliers and grew with them displaying great loyalty.

Nowhere is the supplier loyalty more evident than in development of new,improved products. Some of McDonald¶s classic food items like Filet-o-Fish, French Fries, and Chicken Nuggets etc. are results of supplier innovation. Interestingly, it took KFC more than three years before infinally introduced its own version of chicken nuggets. Thus supplier technological expertise had given McDonald¶s a product which was not a

mere marketing innovation but a technical one. McDonald¶s attempted tosqueeze labour out of the stores by moving more preparation back intothe processing plant, creating the opportunity to develop unique productsbased on suppliers¶ processing skills. For the first time, McDonald¶ssuppliers became the focal point of new product development. Thisconverted the fast-food industry¶s most fragmented distributed systeminto more efficient one which helped McDonald¶s reduce its inventory andmanage costs effectively.

OPERATIONS COMPETITIVE STRATEGY



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McDonald¶s Corporation competes in a challenging market segment by

providing need-satisfying products to customers. In this segment,

ineffective competitors often fail without proper strategies.

To sustain its viability, the McDonald¶s corporation employs an effective

competitive strategy to make it stand out against competitors such as

other fast food restaurants. McDonald¶s competes on several bases,

including:

1. Cost

2. Speed and

3. Nutrition

their strongest priority is ³making customers happy´. The company

recently made strong changes to its process by introducing the ³Made for

You´ system.

COMPETITOR¶S ANALYSIS

McDonald¶s has been a leading fast-foods outlet in Vile Parle. But theoutlet understudy has other competitors eating away into its marketshare. In addition to its traditional rivals²KFC, Dominos, Pizza Hut²thefirm encounters new challenges. Jumbo King competes using a back-to-basics approach of quickly serving up burgers for time-pressedconsumers. On the higher end, the KFC has become potent competitor inthe quick service field, taking away customers from McDonald¶s.

Perhaps in the new environment, fast, convenient service is no longer enough to distinguish the firm. At this time, a new critical success factor may be emerging: the need to create a rich, satisfying experience for consumers.

This brings us to service and experience based competition whichMcDonald¶s can use for competitive advantage against Jumbo King.



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Keeping in mind the demographics of the area, McDonald¶s has Wi-Fienabled the outlet to cater to the student community.

It is for this overall ³Food, Fun & Folks´ experience that customers pay apremium over the other competitors.

MCDONALD¶S COMPETITOR¶S:

COMPETITION BASES:

SPEED

McDonald¶s competes on several bases mainly to ³make their customers

happy´ by providing speedy, affordable, and nutritious foods.

Through extensive market research and survey, the organization

discovered that its customers desire speed as one of the restaurants¶ top

priorities.

Therefore, McDonald¶s vision aims to ³provide fast, friendly and accurate

service´. McDonald¶s realizes that specific targets are necessary to



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measure the performance of speed, and continuously takes relevant

measurements to compare actual performance with desired targets. To

achieve efficient service times, the company utilizes proven, standardizedtraining processes for its employees and new drive-thru layouts to reduce

service times. Along with speed, McDonald¶s also competes by offering

prices at a low cost.

COST

To offer high quality products at low cost requires efficient processes

throughout the entire McDonald¶s organization.

Once again, this goal is built into their vision statement when they claim

that ³We will be the most efficient provider so that we can be the best

value to the most people´. McDonald¶s incorporates several ways of

approaching to provide great value to its customers. One strategy that the

company has employed for many years is the value meal.

The value meal allows customers to buy a sandwich, French fries, and

beverage at a discount when purchased together. McDonald¶s

restaurants offer from seven to twelve value meals, both for their lunch

menu and breakfast menu.More recently, McDonald¶s began offering a



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value menu, consisting of many individual items costing only $1.00 each.

First tested in southern California, the value menu has proved to be very

successful and has been since incorporated to the individual stores.

Some individual franchise owners choose to offer daily specials of special

menu items, such as ³$0.39 hamburger Wednesdays,´ or other similar

specials. Big Mac Mondays are a popular regional promotion.

NUTRITION

McDonald¶s third main competitive base is nutrition. The organization

understands that health trend is an increasingly popular trend therefore;the organization has recently focused extraordinary efforts to promote

their new nutritious choices. Although not specifically built into the

organization¶s vision, McDonald¶s has already introduced many options to

achieve this goal.

In the United States, ³Go- Active´ meals have been offered within the last

few years. These meals include a salad, bottled water, and a ³step-o-

meter´ to help customers keep track of how many steps they take a day.Other countries have seen similar healthy options. The United Kingdom

saw fresh fruit bags, containing apples and grapes, as an alternative to

French fries. Not only does McDonald¶s care about its customers, but it is

also considerate of its employees¶ health. In Europe, the organization

worked with external nutritionists to develop an ³Employee Guidebook´

which contains tips and nutrition information for healthy lifestyles.

McDonald¶s has assembled their Global Advisory Council on BalancedLifestyles. This council consists of exercise & obesity specialists,

environmentalists, and other professionals to ensure that McDonald¶s

takes appropriate steps in helping its customers achieve optimal health.



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The company is also utilizing technology to their advantage. The current

McDonald¶s website lets a user select any combination of menu items,

place the items in the online bag, and conduct a nutritional analysis ontheir selections. The user can break down the analysis even further than

a menu item, down individual condiments, including ketchup; pickles etc.

Not only has the company introduced many steps to ensure nutrition, but

it will strive to continue the trend toward nutrition. McDonald¶s plans to

add additional healthy menu options (fruits and vegetables) increase

nutrition awareness among McDonald¶s employees; conceive new ways

to deliver nutrition information to its customers, and other actions.

CHANGE IN STRATEGY

Made f or You

McDonald¶s organization recently underwent drastic strategy changes to

serve better to their customers. Under their ³old system,´ the company

would make several sandwiches at once, and hold the sandwiches in awarming bin until purchased by a customer. Under this system,

management had to accurately predict how much food had to be put on

hold. Accurate prediction had to be used because if there were not

enough food placed on hold, this would create the problem of increase

waiting times for customers, and too much food would cause waste of



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expired items. McDonald¶s dramatically changed their strategy in order to

stay competitive with other fast food organizations. In 1999, McDonald¶s spent $181 million to introduce their ³Made for You´

system. Under this new system, standard food items are not held in a bin

until they are sold. In the ³Made for You´ system, modern technology

greatly assists McDonald¶s operations. When a customer places an

order, the sandwich items are immediately displayed on a computer

monitor in the kitchen and a tone sounds to alert the kitchen staff.

Upon a new order, an employee in the kitchen will toast the bun, and

assemble the sandwich accordingly.

Standard items simply list the name of the sandwich, while customized

orders list the sandwich name and the desired condiments. Once the

sandwich is assembled, it is presented to the food loading area, where a

different staff person retrieves the sandwich and completes the order by

adding French fries, desserts, etc. The system works the same for front

counter orders as well as drive-thru orders.

Unfortunately, the introduction of the ³Made for You´ system did not come

easily. McDonald¶s watched its customer satisfaction drop for the three

consecutive years beginning in 1999.

After further research, they realized that although the new system

provided fresher food, it was not as quick as the previous system. Instead

of reverting back to the old system, McDonald¶s continues to fine tune

³Made for You´ and add new options to help the system work faster.

Revitalization Plan

In order to cope with the first ever quarterly loss that resulted from

inefficient use of the Made-for-you-system McDonald¶s has devised a new

plan to increase profits. Previously, the corporation emphasized adding



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more restaurants to increase sales, but the new plan places emphasis on

increasing sales at existing restaurants.

The new plan will reduce spending, to enable more cash to shareholders

through dividends and share repurchases. Specific goals of the

revitalization plan are to: y Attract new customers

y Encourage existing customers to visit more often

y Build brand loyalty

y

Create enduring profitable growthThe main goal is to increase sales by creating an exceptional customer

experience. McDonald¶s plan is to achieve this goal by focusing on its

people, products, places, prices, and promotions.

Menu

Along with changes in their process strategies, McDonald¶s has flirted

with menu changes as well. Last year, they offered a ³new taste menu,´

where they offered a new sandwich for one week. The purpose was to

offer customers a variety of options to satisfy peoples¶ desire for variety.

However, the new taste menu proved to be ineffective.

Some customers would fall in love with an item, but it would only last one

week, and they would be frustrated that they couldn¶t purchase their new

beloved favorite sandwich. More recent changes to the menu have proved effective. McDonald¶realized that many of today¶s customers seek healthy food options, and

the

Corporation has offered items accordingly. As mentioned above in

³Competition Bases,´ McDonald¶s now offers a wider variety of nutritious



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items and provides information to help its customers as well as

employees make informed healthy choices.

E.g. Vegetarian Menu

CORPORATE SOCIAL RESPONSIBILITY

³ At McDonald¶s, making customers happy is what our business is all

about. And we know it takes a lot to make that happen. We work hard to

provide every customer with a choice of meals and an experience that

exceeds their expectations.´

The preceding statement is the quote which introduces McDonald¶s

Worldwide Corporate Social Responsibility Report (2004). Although the

company strives to compete on several bases, their ambient goal iscustomer satisfactions. They reach this goal through a variety of efforts.

McDonald¶s visionary goal is to continually improve their organization.

One example is the manager on duty task of completing a ³travel path´

every thirty minutes of his shift. During a travel path, the manager

personally checks every aspect of the restaurant, including: the lobby



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area where customers eat, the restrooms, the grill area behind the

counter, the walk-in refrigerators and freezers, the stock area, as well as

the entire perimeter outside the restaurant.

Through completing travel paths, management continuously checks every

aspect of the restaurant throughout the day.

In addition to short term continual improvement, McDonald¶s organization

also thinks ahead for long term improvement.

To ensure that they serve 100% safe food, McDonald¶s conducts food

safety tests multiple times throughout the day. The corporation changes³Food Safety´ book used by the managers several times a year, in efforts

to think toward the future for the most appropriate variables to measure.

Along with internal improvement to the organization, McDonald¶s also

collects external information from its customers to discover which aspects

the company performs well, and which aspects could be improved. The

manager is supposed to talk to at least one customer during each travel

path and the manager can immediately react to this direct face-to-facecommunication. On a larger scale, McDonald surveys its customers two

times per year. To entice customers to submit feedback, the organization

offers a free sandwich in return for a completed survey.

In summary, McDonald¶s strives to reach its goal of ³making customers

happy´ through their normal competitive bases of speed, price, and

nutrition, and they also ensure customer satisfaction through continual

improvement of their operations.

SWOT ANALYSIS



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The Road Ahead

y Entry to Tier 2 and Tier 3 cities ± The main target customer for McDonald¶s is the new urban Indian family. With the customer demographics constantly changing and tectonic social and cultural

shifts being observed in Tier 2 and Tier 3 cities due to globalization,the company is now expanding to Tier 2 cities like Pune and Jaipur.

y Rolling out McBreakf ast acr oss all outlets ± In India, thecompany has recently launched its entry into the breakfast foodcategory. This is now launched on a pilot basis on select stores. InMumbai, it available at the Vile Parle outlet. The company views thiscategory as a key growth driver in future.

VS



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The young generation of India has moved towards junk food against the

traditional Indian homemade food. People have started to live a fast and

speedy life, so much so that they prefer going to the junk foodie¶srestaurant and eat food in just few minutes instead of making lunch/dinner

at home and wasting 2 to 3 hrs in preparing it.

It all started with the invention of McDonald¶s in INDI A, junk food has

become more popular between the young youth as McDonald¶s launched

its branch in most of the major cities of INID A. Along with McDonald¶s

many other junk food brands have started their business here.

One of a direct competition to the evergreen business of McDonald¶s that

recently launched here in Mumbai is Kentucky Fried Chicken commonly

known as KFC which is famous for its fried chicken.

Non-Veg lovers can have a feast in KFC, the VEG lovers are sidelined

and are not taken of that much care; there is no variety for the veggies

here in KFC, as much as they have in McDonald¶s.

In MC Donald¶s you get a wide variety of choices for both VEG and NON-

VEG lovers. When it comes to Quality ± KFC is far behind from MC

Donald¶s, they really need to maintain their quality standards well if they

want to rise up the ladder and compete with McDonald¶s.

Presentation skills also matters ± and no one can really beat MC

Donald¶s for that, they have these different offers from time to time, theyhave special offers for 12 months of the year for kiddies, they give away

free toys etc, all this is really required if you want to win away the masses.

KFC does not offer any of those. Presentation skills at KFC are really

poor.



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So my advice to KFC would be ± pay more attention to people

management, communication skills, have a complaint box or feedback

survey done which will help you know where and what is you lackingbehind.

MCDONALD¶S EXPERIENCE

Marketing in a services industry is becoming an increasingly complexchallenge. The paradigms of service marketing demand a passionate

understanding of customer expectations and perceptions, and linkingthem to product design & delivery as well as operational planning. This iswhere McDonald¶s has excelled due to its ability to successfully integratethe customer¶s perspective in its products and operations in acomprehensive manner. The revamped menu in India is an example of McDonald¶s strategy of integrating the customer¶s perspective in itsproducts. And, the operational integration is clear from McDonald¶semphasis on its suppliers as its customers as well as its treatment of itsconsumers as co-producers of services. The ultimate aim of Service

Marketing is not just to become a Service Leader but to create a ServiceBrand. The Service Delivery Process is the key to achieving this aim of Service Marketing.

During the Service Delivery Process, each moment of interaction betweenthe firm and the customer, called ³Moments of Truth´, helps understandthe opportunities that a firm has to win or lose the customer. For example,these ³moments of truth´ are created for McDonald¶s every time the guard

Supplementary process

Service delivery process

Core products



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at the McDonald¶s outlet meets the customer, every time an attendanttakes down the order from the customer waiting in the queue, every time

the cashier interacts with the customer, every time the attendant helps thecustomer guided the customer towards the table, every time the attendantcleans the table, etc.

³Moments Of Truth´ ± The Ser vice Encounter

Managing these ³moments of truth´ is a great challenge in ServiceMarketing especially due to customer¶s involvement as a co-producer of

services e.g. McDonald¶s self-service concept wherein the customer notonly collects the order but also cleans the table after consuming the food.

However, McDonald¶s has been able to create a great experience for itscustomers by understanding the nature of the entire Service Delivery

Process and the various stages in the process that are exposed to thecustomers. Transparency in the processes at its outlet has helpedMcDonald¶s bring the back office in its outlet at the front so that thecustomer is able to know the operations and provide feedback on servicedesign improvements.

customer

service provider

service deliverypoints



57 | P a g e

Internal Customer Focus is equally important as External Customer Orientation in order to win these ³moments of truth´. McDonald¶s focus

on its People and their service delivery methods therefore plays a veryimportant role in creating a successful Service Brand. The quality and theconsistency of the service delivered by McDonald¶s have been greatlyenhanced by the combination of the factors mentioned above. This hashelped McDonald¶s become Service Leader and a successful ServiceBrand. This is evident from the fact that very few of its customers opt for take-home parcels or home deliveries while most of them prefer to eat atthe outlet and enjoy the McDonald¶s experience.

FACTS AND FIGURES

Year Events

1955 Ray Kroc opens his first restaurant. McDonald¶s Corporation is

created

1957 Quality, Service, Cleanliness and Value (QSC & V) becomescompany motto

1963 Ronald McDonald makes debut

1965 The company goes public

1968 Big Mac is introduced`

1974 Happy Meal is launched

1996 McDonald¶s opens in India, the 95th country

WORLDWIDE FINANCIAL PERFORMANCE

Dollars in million 1990 1991 1992 1993 1994

No. of restaurants 11,803 12,418 13,093 13,993 15,205



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ACTIVITY TIMEPERIOD

BUDGET ($)

Average age of big Mac product 2009-2011 1,000,000.

Promotions of big Mac product Completeyear 2009

3,00,000

Mcdelivery service 2009-2011 50,000

Launched N mixed Happy meal 2009-2011 300,000

Reputation in training 2009-2011 25,000

Marketing Advertisements 2009-2011 1,00,000

System wide sales 18,759 19,928 21,885 23,587 25,987

- US 12,252 12,519 13,243 14,186 14,941- Outside US 6,507 7,409 8,642 9,401 1,046

Total revenues 6,640 6,695 7,133 7,408 8,321

Operating profit 1,596 1,679 1,862 1,984 2,241

Net profit 802 860 959 1,083 1,224



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Adapting automated machines 2009-2011 40,000

Totalbudget

1,815,000

MCDONALD¶S INDIAN SUPPLIERS

NORTH AND EAST INDIA NO.OF OUTLETS

DELHI 33

U.P. 22

H ARY AN A 11

PUNJ AB 7

R AJ ASTH AN 3

UTTR ANCH AL 1

WEST BENG AL 1

H A

M A

CH A

L PR A

DESH 1

WEST AND SOUTH INDIA NO.OF OUTLETS



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M AH AR ASHTR A 32

GUJ AR AT 7

K ARN AT AK A 7

ANDHR A 4

M.P. 3

MCDONALD¶S OFFER SCHOLARSHIP TO STUDENTS IN US

Local Chapters of Ronald McDonald House Charities (RMHC), withsupport from RMHC Global, McDonald's Corporation and McDonald'srestaurants, offer scholarships to students from communities who facelimited access to educational and career opportunities. Thesescholarships are part of the RMHC and McDonald¶s ongoing commitmentto education.

HAMBURGER UNIVERSITIES



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Today, more than five thousand students attend hamburger universities

each year. Since 1961, more eighty thousand restaurants managers, mid-

managers and owners have graduated from this facility.

QUESTIONNAIRE

Q. Which is your favorite product at McDonald¶s?

Q. Is the product line in McDonald¶s adequate?

7%

14%

11%

38%

11%9%

10%

favourite product

maharaj mc

mc chicken burger

french fries

chicken mcnuggets

mc puff

fileto fish

other



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Q. What is the main problem you faced at McDonald¶s?

Q. Which area do you think needs the most improvement?

27%

34%

39%

is the product line adequate

yes

no

average

28%

4%15%

13%

40%

problems faced in McDonald's

long queues

rude behaviour of employees

congestion

other

no problem



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Q. What is the first thing that strikes your mind about McDonald¶s?

Q. Do you like McDonald¶s?

31%

23%20%

10%

10% 6%

improvement

delivery

capaciousness

product variety

price

offers and dis

others

32%

25%17%

4%22

%

first thing about McDonald's that strikes customers mind

burger

golden arches

service

value for money

fun



64 | P a g e

CONCLUSION

Marketing Strategies implied by McDonald¶s clearly gives the entire

comprehensive information that is necessary for the growth anddevelopment of a business enterprise. Basically, the strategies that areimplemented by McDonald¶s includes many basic essentials features likemarket research, innovative ideas, customers views, forecastingconsumers demand, planning, organizing etc, these are the few basicessentials elements that plays a vital role for the successful business andalso in creating the brand name of a product. Today, in this fast movingdynamic world the demand for goods and services are increasing at analarming rate due to which there is greater competency and competitorsruling in the market. Therefore, most of the companies adopt differenttypes of marketing strategies in order to serve their customers in a morebetter and efficient manner than their competitors so that, their businesscan easily survive in the market. Even corporate companies like Relianceand Tata industries are implementing various strategies from past many

56%25%

12% 7%

customer's view points

yes

no

yes & no

no exp



years. This shows that marketing strategies provides competitive edge for every business unit.

BIBILOGRAPHYwww.McDonald¶sIndia.com

www.Google.com

www.wikipedia.com

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McDonalds Marketing Strategy