Mc doonalds ppt
- 2. Agency Brief
- 3. ABOUT THE COMPANY • McDonald's is the world's leading food service retailer with more than 33,000 restaurants in 118 countries serving more than 67 million customers each day. • Over 15 years of leadership in food service retailing in India, McDonald's India now has a network of over 250 restaurants across the country serving more than 6.5 lakhs customers daily in India.
- 4. • McDonald's India has an aggressive expansion plan - including market expansion, new customer outreach formats and menu expansion • An Employer of Opportunity • Respect for Indian Customs and Culture • Quality, Service, Cleanliness & Value
- 5. PRODUCT • Spicy delight(mc spicy chicken and paneer) • Extra value meals ( maharaja mac meal) • Happy price menu( soft serve, ice tea, coke float • Breakfast menu( mc muffin meal) • Favorites( mc chicken, mc veggie, french fries) • Happy meals ( toy+ coke+ burger) • Beverages(coke, ice tea, cappuccino, hot chocolate) • Deserts (mc flurry, soft serve, mc shakes)
- 6. COMPETITION • KFC • McDonald s is clearly poised well in terms of appeal, 40% of which is vegetarian. • The major competitors in India are Pizza Hut, Subway, KFC, Barista, Hyderabad House, Subway
- 7. TARGET AUDIENCE • Age: 15 to 35 - mostly the people are either studying or working. • Psychological: Mc Donald’s customer between the age of 15 to 35 are found to be more health conscious. • The healthy food menu would target the youngsters who like to have nutrition food rather than junk. • “value for money.” • McD would offer varied healthy food varieties at the same time taking care of consumer’s preference when offering regular McD. • Burgers, Wraps, Snacks and desserts with low fat options.
- 8. PROBLEM 1. The image of McDonalds is perceived as highly unhealthy. 2. The menu provided by McDonalds is not unhealthy but is not specific about its ingredients. 3. Even though they have healthy food items people are not aware about it. 4. It does not specify the essential nutrients, fibres, or vitamins it contains.
- 9. CURRENT BRAND IMAGE Over the years McDonalds has created an Image of it being a “Junk food provider”. Since McDonalds attracts customers due to the fast food content it has. Products like Burgers, Fries, Ice Creams and Soft drinks are the prime products which are selling and it will be a tough task to change the consumer’s perception.
- 10. MARKETING OBJECTIVES • Focusing on the Health benefits of McDonalds. • Making McDonalds a Top of the Mind product in the healthy fast food category. • Persuade the current customer base to Sample the healthier options. • Sparking the change in customer’s perception of the brand from an unhealthy Connotation into a more nutritious one.
- 12. WHAT WE NEED TO DO? • In the recent times McDonalds has been blamed for the high fat content in its products and many consumers perceive that the food served at their outlets is not healthy. Also, the consumers are becoming increasingly health conscious these days. McDonalds could introduce new items for such people containing lower fat content and lower calories, like calorie free burgers and salads. This could attract a whole new segment of health conscious people.
- 13. THANK YOU - Latika - Reshu Agarwal - Swati Shah - Yash Sharma