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Submitted By: Innovators
PGPRM
IRS
From A Few To
Many
Submitted To: Mr.Gaurav Vashisth
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Executive Summary
About Mc Donald
Facts of the Case Study
Mission of Mc Donald Retail Mix strategies
Cash Cow strategies
Future strategies
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About Mc Donald
World's leading food service organization.
Opened by two brothers, Richard and Maurice McDonald inCalifornia, US.
It has more than 30,000 restaurant serving 53 millioncustomers everyday.
In 1961, Ray Kroc (Kroc), bought out the McDonaldbrothers' share for $2.7 million.
He changed the name of the company to McDonald'sCorporation.
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About Mc Donald
Entered in India 1996.
McDonald's India is a 50 ± 50 JV partnership between
MCDONALD¶S CORPORATION (U.S.A) and two Indianbusinessmen Amit Jatia and Vikram Bakshi.
It was also the first Mc Donald outlet in the world not servingbeef on its menu.
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Products
McDonald¶s Indian Menu
VegetarianVegetarian
McVeggie
McAlooTikki
Paneer Salsa Wrap
Pizza McPuff
NonNon--VegetarianVegetarian
Chicken Maharaja Mac
McChicken Burger
Shahi Chicken McCurry
Wrap Chicken MexicanMcCurry Pan
Fillet-O-Fish
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Competitors
McDonald¶s competes with fast food chains like
� Pizza Hut,
� Domino¶s Pizza,
� Papa John¶s,
� Nirula¶s and KFC in India.
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Cont.. Facts
Mc Donald wanted to position itself as an Indian brand.
McDonald strike an emotional chord, to retain its existing
users and welcome non users. In 2002, Mc Donald targeted the elders.
In 2004, the brand hit the young married ladies and launched
a monthly magazine called Super Mom.
The brand has 55 outlets spread over the Northern andwestern markets.
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Mission
µ An Indian brand catering to local consumers and to
become affordable family restaurant with anexceptional eating experience that makes you feel
special and makes you smile¶.
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R etail Mix Strategy
Store Location:
� Entered in the capital¶s upmarket Vasant Vihar.
MerchandiseAssortment:
� Designed the product after deeply studying the Indian
customers.
�
Brand decided not to serve beef and pork in India. Introducingvegetarian and Chinese dishes.
Price: To provide affordable prices in order to increase
footfalls.
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Cont.. R etail Mix Strategy
Customer Service:
� Introducing home delivery service.
� Opening Drive Thru restaurant.
Mc Donald introduced special meals during f estive seasonslike Diwali and Holi.
Launched monthly magazine called Super Mom, for youngmothers.
Tied up with Coca- Cola to make available the premiumrange of ready to drink Goergia Ice Tea and Cold Coffee.
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Cash Cow Strategies
Affordability: An everyday low price product. Ice Cream Cone at
Rs.7.
Economic Meals: At Rs.29, Rs.39, Rs.49.
Ladderi
ng
:Attracting cone walker to purchase Meals. A µbounceback µ coupon with every cone ± Rs.15 off with every Economic
meal.
Drive Thru: Opening up the Drive Thru restaurant added to the
sales.
Introducing vegetarian items to gain confidence among the
veggies.
Introducing Chinese items and home delivery service increased
the sales.
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Mc Donald¶s Bakery
Mc Donald can expand its business by opening up its own bakery
shops.
Starting up with the metropolitan cities:- Delhi/ NCR and Mumbai.
It will have 3 sections.
� One:- Normal products
� Two:- Eggless products
� Three:- Low Fat products
Home delivery service will be there.
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Normal Bakery
Products
Eggless products Low Fat Products
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Youth Zone
Mc Donald can have the µYouth Zone¶ inside the restaurant.
Children and young people can play games.
Every game will have Rs.10 token and will get winning
tickets after playing the game.
Once the player collects 50 tickets, they will get 20%
discount on Mc Donald products.
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Worlds of Wonder
Mc Donald can open a small restaurant at WOW, an amusement
park in Noida, near GIP Mall Sec-38A.
Good opportunity for Mc Donald as no branded fast food restaurant
is there till now.
People will prefer to buy from Mc Donald because of its brand
name, quality, and of course affordable prices.
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CricketWorld Cup 2011
Mc Donald can tie up with Cricket World Cup 2011 which is
currently going on.
It can provide a refreshment box.
VegetarianVegetarian NonNon--VegetarianVegetarian
Rs 50
Mc Aloo Tikki burger / Mc Puff + Coke
Rs. 70
Mc Chicken Burger+ Coke
Rs.75
Rs. 50 combo+ French Fries
Rs.100
Rs.70 combo+ French Fries
Rs.100
Aloo tikki +large coke+ French Fries
Rs.130
Mc chicken Burger+ Large Coke+ French
Fries
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Sources
� www.mcdonaldsindia.com
� www.strategylabs.net/search-mcdonalds-
india-swot-analysis� www.business-standard.com/ india/news
� economictimes.indiatimes.com
�
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