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Presented By
Slinky City
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McDonald: Behind The Golden Arches
McDonald's Mission
McDonald's Vision
McDonald's in Pakistan
Lakson Group of Companies
.
The Team
Business Model
Franchise Model Quality, Service, Cleanliness and Value propositions
Product Consistency
Act like a retailer and think like a brand
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The McDonalds Story- GenesissS
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McDonald: Behind The Golden Arches
FIRM CUSTOMERS
Customer Perception and Customer Expectation
Segmentation, Targeting and Positioning
71%
59%52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Biscuits Burgers & Pizzas Fruit Juices
% of kids who influence what FMCG brand their
family buys
Play Place
Mc Donalds mein hai kuch baat You deserve a Break Today & Feed your inner
child
Product: How should the company design, manufacture the product so that it
enhances the customer experience?
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Target Segment What is McDonalds for me?
McDonalds Marketing Mix (7 Ps)
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Co- Branding:
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What are the strengths and weaknesses of the PTCL?
Strengths
Weaknesses
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McDonalds Swot Analysis sS
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Opportunities
Threats
Promotion: What is the suitable strategy and channels for promotion of the
product?
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make people aware of an itemfeel positive about it remember it right message right
audienceright media
HOW DO THE CUSTOMERS LEARN ABOUT THE FIRMS PRODUCT AND
SERVICES?
WHO ARE COMPETITORS?
HOW WOULD YOU IMPROVE THE FIRMS COMMUNICATIONS ACTIVITIES?
Placement:
WHAT IS THE NEED OF CHANNELS FOR THE PRODUCT AND SERVICES OF
THE McDonalds?
Firm point of view
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Customers Point of view
HOW WOULD YOU IMPROVE THE CHANNEL ACTIVITIES?
Price:What should be the pricing strategy?
Aap ke zamane mein ,baap ke zamane ke daam
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value pricing and bundling strategieshappy mealcombo mealfamily meal
Pricing Strategy:
Value Ladder strategy :-
Value Pricing.
HOW DO THE CUSTOMERS CHANNEL REACT TO THE FIRMS PRICES?
ARE THERE ANY ACTIONS THE FIRM TO SET ITS PRICES CONSISTENTLY
WITH ITS STRATEGY?
Physical evidence:
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Mcdonalds Tariq Road
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Process:
People:How to converge the benefits of internal and external marketing?
Internal Marketing.
Im loving it
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Organizational Chart:
The McDonalds Experience
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Moments of Truth
McDonaldizing the Suppliers
For the first time, McDonalds suppliers became the focal point of new product
development.
Importance of PLC in McDonalds
A perfect example of revitalising a product in decline
phase
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Core Product
Supplementary
Service Delivery
CustomerService Provider Service Delivery Points
Moments Of Truth The Service Encounter
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French FriesShake Shake Fries.
McDonaldsName: Gender: M / F
Age Group: a) Below 18 b)18-28 c)28-40 d)Above 40
Occupation: a) Student b) Business c) Service d) Housewife e) Any other
CONFIDENTIAL:How often do you visit McDonalds?
Specify your satisfaction with McDonalds according to the following?
Through which media you are getting information about McDonalds?
Are you satisfied from the product and services of the McDonalds?
What is the first thing that strikes your mind about McDonalds?
What is the main problem you faced at McDonalds?
Do you want McDonalds services in RYK?
Does the logo attract you?
Which place you suggest for opening a McDonalds here?
Thanks for your cooperation!
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Survey Research Result sS
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How often do you visit McDonalds?
Weekly
Monthly
Occasionally
Specify your satisfaction with McDonalds
according to the following? (Quality)
60%
30%
10% 0%
Excellent
Good
Average
Poor
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Specify your satisfaction with McDonalds
according to the following? (Price)
30%
55%
15% 0%
Excellent
Good
Average
Poor
Specify your satisfaction with McDonalds
according to the following? (Outlet)
60%20%
15%5%
Excellent
Good
Average
Poor
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Specify your satisfaction with McDonalds
according to the following? (Taste)
55%40%
5% 0%
Excellent
Good
Average
Poor
Specify your satisfaction with McDonalds
according to the following? (Service)
40%
35%
20%
5%
Excellent
Good
Average
Poor
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Through which media you are getting information
about McDonalds?
85%
10% 0% 5% 0%
TV
Newspaper
Pamphlets
Bill Boards
Others
Are you satisfied from the product and services of
the McDonalds?
80%
20%
Yes
No
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What is the first thing that strikes your mind about
McDonalds?
30%
20%15%
35%Burger
Fun
Service
Value for money
What is the main problem you faced at
McDonalds?
5% 5%
15%
70%
5%Long Queues
Rude Behavior of
Employees
Congestion
No problem
Others
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Do you want McDonalds services in RYK?
100%
0%
Yes
No
Does the logo attract you?
95%
5%
Yes
No
CONCLUSIONS:
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References
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1. Marketing Management
2. McDonalds Behind the Arches John S Love
3. www.Mcdonaldsindia.com
4. Outlet Manager McDonalds Vile Parle
5. McDonalds Pakistan
6. Google
7. www.slinkycity.tk
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