Marketing Strategies of Mcdonalds

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NMIMS UNIVERSITY McDonald’s : Behind The Golden Arches Customer Acquisition and Retention Group RITABRATA GHOSH (316) M.S. DEEPAK BALAJI (339) JIGAR SHAH (350) NIKET SHERLEKAR (354) DISHANT SIDANA (357) The McDonald’s Story - Genesis..........................................................................2 McDonald’: Behind The Golden Arches Business Model.....................................................................................................3 McDonald’s in India.............................................................................................4 Challenges in Entering Indian Markets............................................................4 Segmentation, Targeting and…show more content…
McDonald’s India has a joint venture with Connaught Plaza Restaurants and Hard Castle Restaurants. Connaught Plaza Restaurants manages operations in North India whereas Hard Castle Restaurants operates restaurants in Western India. Apart from opening outlets in the major metros, the company is now expanding to Tier 2 cities like Pune and Jaipur. Challenges in Entering Indian Markets  Regiocentricism: Re-engineering the menu - McDonald’s has continually adapted to the customer’s tastes, value systems, lifestyle, language and perception. Globally McDonald’s was known for its hamburgers, beef and pork burgers. Most Indians are barred by religion not to consume beef or pork. To survive, the company had to be responsive to the Indian sensitivities. So McDonald’s came up with chicken, lamb and fish burgers to suite the Indian palate.  The vegetarian customer – India has a huge population of vegetarians. To cater to this customer segment, the company came up with a completely new line of vegetarian items like McVeggie burger and McAlooTikki. The separation of vegetarian and non-vegetarian sections is maintained throughout the various stages. Segmentation, Targeting and Positioning McDonald’s uses demographic segmentation strategy with age as the parameter. The main target segments are children, youth and the young urban family. 4 | Page McDonald’: Behind The Golden Arches % of kids who influence what FMCG brand their family
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