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MARKETING MIX DEVELOPMENT of a COMPANY of your choice

MARKETING MIX DEVELOPMENT of a COMPANY of your choice. Name of the COMPANY :- Mc Donald’s. ACKNOWLEDGEMENT.

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MARKETING MIX DEVELOPMENT of a COMPANY of your choice

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  1. MARKETING MIX DEVELOPMENT of a COMPANY of your choice Name of the COMPANY:- Mc Donald’s www.pptmart.com

  2. ACKNOWLEDGEMENT During our presentation,many helping hands came across our way and when we would complete our presentation,we would feel no less pride in expressing our sincere and endless gratitude to them. First and foremost,we express our deep sense of gratitude to Mr.Rajneesh Shankadaran under whom our presentation is made. www.pptmart.com

  3. Mc Donald’s www.pptmart.com

  4. INTRODUCTION • McDonald's is the world's leading food service organization.They generate more than $40 billion in Systemwide sales.They operate over 30,000 restaurants in more than 100 countries on six continents.They have the benefits that come with scale and a strong financial position.They own one of the world's most recognized and respected brands.They have an unparalleled global infrastructure and competencies in restaurant operations, real estate, retailing, marketing and franchising.They are a leader in the area of social responsibility.They actively share our knowledge and expertise in food safety and are committed to protecting the environment for future generations. www.pptmart.com

  5. OBJECTIVES of Mc Donald’s www.pptmart.com

  6. MARKETING MIX The marketing mix is generally accepted as the use and specification of the 'four Ps' describing the strategic position of a product in the marketplace. • Product • Price • Place • Promotion www.pptmart.com

  7. www.pptmart.com

  8. PRODUCT • Anything that can be offered to a market to satisfy a want or need. • Mc Donald’s products include crispy chicken,chicken grill,cheese burger,french fries,egg mcmuffin,strawberry sundae and many more such items. www.pptmart.com

  9. SEGMENTATION • Geographic Segmentation: Mc Donald’s has outlets internationally and sells its products according to geographic needs of the customer. In India Mc Donald’s focuses how geographically its customers demand different products www.pptmart.com

  10. SEGMENTATION • Demographic Segmentation: In demographic segmentation, the market is divided into groups based on an age, gender, familysize,income, occupation, religion, race and nationality. Mc Donald’s divides the market on demographic basis in this way: • Age is between 6-65. • Gender is both males and females. • Family size is 1-2, 3-4, 5+ • Income is Rs 10,000 n above. www.pptmart.com

  11. SEGMENTATION • Psycographic Segmentation: Dividing a market into different groups based on social class, lifestyle or personality characteristics is called psychographic segmentation. Mc Donald’s divides market on the basis of psychographic variables like • Social class- Upper and Middle class. • Lifestyle is not specific. • Personality is ambitious and authoritarian www.pptmart.com

  12. TARGET MARKET • “The process of evaluating each market segment’s attractiveness and selecting two or more segments”. • As the outlets of Mc Donald’s are in posh area and prices are too high (overhead expenses-rent, airconditioning,employees),so Mc Donald’s targets upper and middle classes. Target market depends upon size and growth rate of population,company resources and structure. www.pptmart.com

  13. PRICE • Price is the any amount of money that customers have to pay while purchasing the product. More broadly, price is the sum of all the values that consumers exchange for benefits of having or using the product or services www.pptmart.com

  14. PRICE-DEMOGRAPHIC FACTORS • Age:Generally there is no age limit focus by the Mc Donald’s.The target and focus is on each and every individual in a society.Mc Donald’s finds its largest demographic in the young of any society. • Gender: Both male and females are focused by Mc Donald’s gender does not play any role here. • Household Size: This plays a vital role in the Demographic factor of the Mc Donald’s.Generally they target whole families rather than single persons.This being the reason for their Family Meals which are basically bundled items. www.pptmart.com

  15. ECONOMIC FACTORS • Income: Income is an important key factor for Mc Donald’s.This factor decides which class is to be targeted.In the early rise of Mc Donald’s they focused on the upper class but slowly are introducing economy meals that attract the lower to middle classes. • Consumer Behavior: It estimates the behaviour of the customer,their liking and disliking. www.pptmart.com

  16. PRICING STRATEGY • Market skimming: Mc Donald’s globally enters the market using market skimming. Their products are priced high and target the middle to upper class people. Gradually they trickle down the prices focusing on the middle to lower class people to penetrate both sides of the market. www.pptmart.com

  17. COMPETITION • We can compare the price of their products with KFC,Dominoes and Pizza Hut. If the competitor provides the same product at a lower price then the organization usually lowers the price of its product too. www.pptmart.com

  18. PLACE TARGET AREAS • Free home Delivery strategy – They provide free home delivery to offices &homes (select countries). • Accessibility – Resulting in several outlets to cater to the needs of people in & around the city. • Hectic lifestyle – Due to the hectic lifestyle of office goings individuals the fast food concept saves time of preparing food and gives the customer a full meal quickly. • Economically convenient www.pptmart.com

  19. PLACE-Strategy • Given the competitive nature of fast food joints,Mc Donald’s uses the “Push Strategy” to help them create: • Awareness • Be different • Sound attractive • Place www.pptmart.com

  20. PLACE-Channel Process • Mc Donald’s works on the flow of good operation techniques i.e. “Good Operating Manager→ leads to “Good Team Selection →Good Services → Good Targets → GoodRevenues” through the following internal strategies: •Training • Incentive based targets • Recognition for good work • Performance based bonus • Employee benefits to keep them motivated • Promotion www.pptmart.com

  21. PROMOTION • Promotion is the method used to inform and educate the chosen target audience about the organization and its products. Using all the resources of promotion: • Advertising • Sales Promotion • Public Relations • Events and Experiences • Coupons, Discounts and Bundled packages. www.pptmart.com

  22. PROMOTION-Advertising • Using Reminder advertisementsMc Donald’s stimulates repeat purchases of its products.The company anthem “finger linkin good” is just a wake up call to the consumer to remind them how good they felt the last time they ate Mc Donald’s chicken. • Sponsorshipis another tool to strengthen an organizations image.Mc Donald’s is currently the sponsor of the Australian Cricket Team and the colonel logo can be seen on their uniforms throughout the matches. www.pptmart.com

  23. SALES Promotion • Mc Donald’s uses the following tools to further enhance its sales. • Premiums • Exhibits • Coupons • Entertainment www.pptmart.com

  24. LOGISTICS • Healthy safety standards www.pptmart.com

  25. SWOT ANALYSIS • weakness could be: • Lack of marketing expertise. • Undifferentiated products or services (i.e. in relation to your competitors). • Location of your business. • Poor quality goods or services. • Damaged reputation. • strength could be: • Your specialist marketing expertise. • A new, innovative product or service. • Location of your businesss • Quality processes procedures. www.pptmart.com

  26. opportunitycould be: • A developing market such as the Internet. • Mergers, joint ventures or strategic alliances. • Moving into new market segments that offer improved profits. • A new international market. • A market vacated by an ineffective competitor. • threat could be: • A new competitor in your home market. • Price wars with competitors. • A competitor has a new, innovative product or service. • Competitors have superior access to channels of distribution. • Taxation is introduced on your product or service. www.pptmart.com

  27. CONCLUSION • Mc Donald’s aims at attracting more and more customers through customer satisfaction and value. • Mc Donald’s aims at occupying larger market share by making use of the marketing mix strategies. www.pptmart.com

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