We accept

McDonald's Marketing Management

Introduction to Job.

This job on McDonald's India is used because it is the only real chain in Indian market which the effect of recession is not seen. On this topic we've protected the marketing strategies, customer satisfaction survey, provided advice and provided information through 4P's of marketing.

Executive brief summary of the project.

With the increase in spending capacity of Indian middle income society, your brain set of consumers have changed with regards to recreational activities.

Everybody wants to invest quality time and is ready to purchase good service provided. More often people move out to eat and spend some time, it has created scope for most fast food chains. But along recover it has generated competition among different food chains.

Hence each and everyone plays a major role in attracting customers. The craze is seen by the increasing range of food chains.

That is excatly why this company has been was chosen for further study as this particular industry is fast becoming very competitive.

This project consists of the examination of Indian junk food industry and competition that is determining the style, different companies and various players are examined from their rivalling strategies, objectives, talents and weakness.

The companies which may have been analyzed in this job are:

  • Nirula's
  • Pizza hut
  • Domino's
  • McDonald's.

Further the study conducts a thorough study on one of the major players in the food services industry, which was McDonalds, the study tries to develop a research study which studies McDonalds and its business process very strongly with a larger emphasis on major activities which it bears out in India, and will try to give a learning for its Indian counter parts. Furthermore a consumer research was performed with the aim of examining the service quality of McDonalds on the basis of:

  • Tangibles
  • Reliability
  • Empathy
  • Responsiveness
  • Assurance.

Objectives of the analysis.

  • To do customer value evaluation which includes discovering the major attributes

    that customer's value in an easy food string restaurant, assessing the quality of

    the different qualities.

  • To reveal different aspects that a service structured food chain are required to follow in

    order to increase its market show and for being on a continuing expansion stream.

  • To identify different activities an competitive company like McDonald's follow

    in order to determine itself in a local market and increasing sales by being in

    customer's head and heart.

  • To analyze the amount of client satisfaction for products offered by McDonalds.
  • To identify and clarify the strategies employed by McDonalds

Limitations of the study.

Since the street to improvement is constant, so this research also is suffering from certain limitations. Some of them are the following:

  • Scope of job is limited in the sense that only McDonalds has been considered for

    consumer research.

  • The scope of the study was Noida and New Delhi only. Therefore the suggestions or

    arguments given in the report may not hold true for other locations in India.

  • It was a time consuming method in which continuous advice was required.
  • Questionnaire method will involve some doubt of response. Co-operation on the

    part of informants, in some cases, was difficult to presume.

  • Because of time constraints and reserve constraints, a mix of convenient sampling

    and judgement sampling was used.

  • Also because of previously listed constraints, the test size chosen for the survey

    was 50 people.

  • It is possible that the info given by the informants may be wrong.

    So, the study may lack precision.

  • For presenting about McDonalds only secondary source of data was known. No

    interviews with the company personnel, whethis the functional or managerial levels

    were conducted.

Objectives of research study

The main goal of the research was to recognize the main element strategies used by the marketing depts. at corporate and business and store level and make an effort to identify if the customers are content with the services provided by McDonalds. If the services provided by them are as desired by the clients or not.

The services provided by McDonalds have been evaluated based on following dimensions of service quality:

  • Tangibles: appearance of physical facilities, equipment, workers, and

    communication material

  • Reliability: ability to perform dependable services accurately
  • Empathy: Provision of caring, individualized attention to customers
  • Responsiveness: the determination to help customers and also to provide quick service
  • Assurance: the data and thanks to employees and their ability to convey

    trust and confidence

Customer Value Analysis.

  • Identify the major characteristics that customers value in fast food restaurants
  • Assess the quantitative need for different attributes
  • Assess McDonald's performance on different customer principles.
  • Assess the show of mind and talk about of heart and soul for McDonald's.

Data collection

In this project both main data as well as supplementary data are being used.

Primary data

Primary data found in this project is accumulated through two methods, namely, QUESTIONNAIRE METHOD and DIRECT PERSONAL INTERVIEW METHOD. Both these procedures proved to be of great assist in getting the mandatory information.

Secondary data

It is not possible to accumulate first hands information for every single & every thing so, extra data from various options like Internet, Information from tv channels like ET, NDTV Profit etc. and McDonalds India website were used.


  • First labeled i. e. grouped qualitatively and quantitatively matching to the

    situation or the kind of the data which was collected.

  • After classifying is represented by means of dining tables i. e. systematically

    arranged in columns and rows.

  • Then the info is graphically represented by means of PIE DIAGRAMS.

SECONDARY DATA is symbolized:

  • In the proper execution of tables.
  • By the way of BAR GRAPHS and PIE CHARTS

Sample size and Areas covered

A customer-based survey was conducted where 50 people were asked to load the questionnaire in which 50 people surviving in Delhi & FARIDABAD. Specifically the areas protected for primary survey were: Saket, G. K Part 1, South- ex girlfriend or boyfriend and Lajpat Nagar.

Because it had not been possible to consider every single person of both places, CONVENIENCE SAMPLING METHOD was used.

Industry Overview

(Fast Food Industries)


The food industry is on a higher as Indians continue steadily to have a feast. Fuelled with what can be referred to as a perfect ingredient for just about any industry - large disposable incomes - the meals sector has been witnessing a designated change in utilization patterns, especially in conditions of food. A growing variety of international fast food chains rushing to India is basically because most of them see tremendous potential set for this kind of business. The large upwardly mobile human population in the cities have a tendency to eat out more often or business or for leisure.

The various players functioning in India will be the more developed Indian chains like Nirula's, Haldiram's and multinational companies like McDonalds, Pizza hut, Domino's pizza, etc.

In addition to these, obviously among the better known international food chains are considering India. Among them are Great North american Disaster, The Burger Ruler, Mexican food chain Tacogrill, Move-n-pick, etc. are some of them to mention.

At present each one of these players are struggling for a little pie, as fast food is actually not a huge behavior with Indians, nonetheless they see a large potential.

The players are struggling with on products, pricing, positioning and trying to convert their first tests into regular purchase by providing wonderful service quality. The focus is on product quality and standardization on style. Consistency is the main element, as its standardization in junk food as the consumer is short on time and would like to meet his tastebuds with a constant tastes experience.

Beyond this each player has its strategy to broaden consumer base.

  • Some believe that costs is not the deciding factor since fast food is not price

    sensitive market since it is not a solo diet of Indians.

  • Some others are fighting on placement which is astonishingly varied, providing the

    small size of the marketplace.

  • For most, focusing on children seems the right strategy.
  • Advertising is popular.

However, with competition hooting up most chains are increasing reach as well as working on establishing a countrywide presence.

The breeze of change is blowing through the empire of junk food. The perspective of endless progress through new market segments across the planet for junk food companies now appears unsustainable when its time to conform or pass away. As the fast food companies have expanded throughout the world, they have had to adapt to local sensitivities.

There were disruptions in India when it was learned that McDonalds's were pre-cooked in meat fat in america, because Hindus revere cows and cannot eat meat.

According to a market research company, Euromonitor International, sum of money Indians spend in eating dinner out has more than doubled in past decade, to about US$ 5 billion per annum and is expected to increase again in about half that point.

Trends in the junk food industry

The industry is estimated to develop at 9-12 per cent, based on an estimated GDP progress rate of 6-8 %, during the Tenth Five yr plan period. Value addition of food is likely to increase from the existing 8 % to 35 per cent by the finish of 2025. Berries and vegetable processing, which is currently around 2 % of total development increase to 10 % by 2010 also to 25 per cent by 2025.

The level of popularity of food and agro products is not surprising when the sector is currently offering a development of more than 150 % in sales. With such promise in the sector, a number of overseas companies have became a member of the fray. While US brands such as McDonald's, Pizza hut and Kentucky Fried Chicken have become home brands, more are on their way.

The market scenario

India among top 10 10 market for each week fast food consumption, an online survey has found. Most of the countries are from the Asia-pacific region, with the united states being the exemption.

According to a A C Neilson analysis of 28 market segments across the US, European countries and the Asia-Pacific, completed through the internet in interviews with more than 14000 consumers, Asians will be the world's greatest fast food fans.

Major players.

In India the major players which constitute the Indian junk food industry includes Indian as well as Multinational companies.

These are:

  • Nirula's

Established in 1934, Nirula's today is a diversified group getting a chain of fashionable Business hotels, Waiter service restaurants, Family style restaurants, Ice Cream parlours, pastry shops and food handling vegetation in India.

The chain with over 60 stores working in 5 states successfully caters to the Indian palate of over 50000 guests every day or over 70 years.

The restaurants serves a wide variety of multi-cuisine foods, both western and Indian including pizzas, burgers, chana kulcha, saag-roti plus much more!

Ice cream parlours offers an extensive range of exciting and ground breaking ice cream flavours with one new flavor added every month

Nirula's pastry outlets are a one-stop look for bakery and confectionary items.

  • Pizza hut

In 1996 Pizza hut came to India with a dine in restaurant in Bangalore that has special vegetarian pizzas. In addition to traditional Italian topping, it has Indian favorites such as fowl tikkas, lamb korma, etc. In its list of ground breaking toppings, along with pizzas the menu features appetizers like garlic bread and soups, fresh salads, oven cooked pastas and choice f/of ice-cream sundaes.

In 1997 pizza hut opened up a restaurant in the capital's building bustling M-Block market in Greater Kailash-I, unlike the prevailing pizza hut at shanti niketan which is delivery counter for pizzas, this is dine-in whise the whole menu is available.

  • Domino's pizza

It was incorporated in 1995 as the expert franchise o Domino's pizza international inc. , of USA. the first Domino's pizza store in India opened in January 1996 at new Delhi. Today it is continuing to grow into a countrywide network of over 104 stores in 30 locations.

Ever since it was founded, Domino's Pizza India has preserved its position of market leadership with its frequent product invention and maintenance of strict service requirements. It has established a reputation for being a home delivery specialist capable of providing pizzas within 30 minutes. It had been the first one to get started on this center to customers.

Domino's constantly strives to build up products that suits the preferences of its customers. Thus time and again Domino's has been innovating toppings suitable to taste buds of the neighborhood populace and these have been very well accepted by the Indian market.

Company profile

McDonald's India


McDonald's in India is a 50-50 joint venture partnership between McDonald's Company [USA] and two Indian businessmen. Amit Jatia's company Hardcastle Restaurants Pvt. Ltd. owns and works McDonald's restaurants in European India. While Connaught Plaza Restaurants Pvt. Ltd going by Vikram Bakshi owns and functions the Northern functions.

Amit Jatia and Vikram Bakshi are like-minded visionaries who show McDonald's complete dedication to Quality, Service, Cleanliness and Value (QSC&V). Having authorized their joint-venture agreements with McDonald's in Apr 1995, they trained thoroughly, with their Indian management team, in McDonald's restaurants in Indonesia and the U. S. A. before starting the first McDonald's restaurant in India.

Mc Donald's international through its wholly owned subsidiary McDonald's India inserted into two JVs, one with Connaught Plaza Restaurants Pvt. Ltd. in the north & eastern region and another with Hardcastle Restaurants Pvt. Ltd. in the western & southern region.

As a innovator in QSR (Quick Service Restaurant) section McDonald's has pioneered various industry standard practices within the last decade of providing Indian customers, including new ideas such as

  • Oil alliances in India by linking with petroleum giants BPCL and HPCL. Three such

    alliances with BPCL stores are in Mathura (2000) (UP), Doraha (2002) (Punjab) and

    Chanakyapuri (2005) (New Delhi).

  • Novel menu forms such as an Exhibit model with a restricted menu and kiosks with a

    variety of dessert offerings.

  • Home delivery (Mcdelivery-2004); providing even more convenience to our

    customers. In 2006, Mcdelivery on bike at Chandni Chowk and 2007 all India single

    delivery amount were presented 66000666

  • First drive thru restaurant in India at Noida (UP) in 1997. (The drive thru has

    been closed now)

Restaurant count

McDonald's has 165 restaurants in India which 90 are in north & east India and 75 in western world & south India

McDonald's India. . . . . Culturally hypersensitive.

McDonald's in India is a locally possessed and been able company run by Indians, utilizing local staff, procures from local suppliers to provide its customers. McDonald's India opened its first family restaurant at Basant Lok in Oct, 1996; today they have 165 Restaurants across India. This attractive 10 years has seen McDonald's evolve Indian menus, Indian sensitivities and yet remain as globally innovative as ever before. This voyage has seen McDonald's create a rich brand personality amongst its customers and employees as well as lovers alike.

At McDonald's India we have had a single mantra: providing 100% total customer

satisfaction and the method for achieving this goal in our restaurant operation is

the long-standing dedication to the McDonald's Assurance.

McDonald's worldwide established fact for the high amount of respect for the local customs and culture. McDonald's is rolling out a menu specifically for India with vegetarian choices to suit Indian preferences and personal preferences. Keeping in line with this, McDonalds does not offer any meat or pork items in India. Within the last decade it offers introduced some vegetarian and non-vegetarian products with local tastes which may have appealed to the Indian palate. There were continuous efforts to enhance variety in the menu by developing more such products.

McDonald's in addition has re-engineered its procedures repeatedly in its 13 years in India to handle the special requirements of an vegetarian menu. Vegetable products are 100% vegetarian, i. e. ,

  • they are ready separately, using dedicated equipment and utensils.
  • Only real vegetarian oil is utilized as a baking medium.
  • Cheese and sauces are completely vegetarian and egg less.
  • Separation of vegetarian and non-vegetarian foods is maintained

    throughout the many levels of procurement, cooking and portion.

McDonald's India is rolling out a special menu with vegetarian options to match Indian tastes and tastes. Only the freshest poultry, fish and veggie products find their way into our Indian restaurants. Furthermore, we've re-formulated a few of our products using spices flavored by Indians. Among they are McVeggie burger, McAloo Tikki burger, Veg. Pizza McPuff and Fowl McGrill burger. We've also created eggless sandwich sauces for our vegetarian customers. Even our Softserves (Ice-creams) and McShakes are egg-less, offering a larger variety to your vegetarian consumers.

International Standards.

McDonald's India's local suppliers provide us with the best quality, freshest substances. Complete adhisence to the Indian Federal government polices on food, health insurance and hygiene is ensured, while maintaining our own recognized international requirements. Fast, friendly service - the hallmark of McDonald's restaurants the world over is the mantra we follow.

Stringent cleaning specifications ensure that tables, chair, highchairs and trays are sanitised many times each hour. Such careful attention to sanitation stretches beyond the lobby and kitchen to even the pavement and immediate areas beyond your restaurant.

Mcdonald's Viewpoint.

"We take the burger business more seriously than anyone else. When McDonald's creator, Ray Kroc made that memorable statement, he was letting the world in on the philosophy and technique behind McDonald's extraordinary success.

Our perspective to be India's "best quick service restaurant experience is recognized by a couple of principles and main ideals [McDonald's Way]

The key points that guide McDonald's. . .

  • Quality, Service, Cleanliness & Value - It is an unflinching McDonald's ideology our customers should always get quality products, served quickly and with a smile, in a clean and pleasant environment; and everything at a good price.
  • Committed to exceeding our customers' targets in every restaurant each time.
  • A interest and a responsibility for improving and protecting the McDonald's brand.
  • We believe in a collaborative management way, employing a mutually respectful

    business idea,

  • We will seize every possibility to innovate and lead the industry with respect to our customers.

The McDonald's Offer.

QSC&V. . . . . . THE BUILDING BLOCKS that built McDonald's success

When asked to clarify McDonald's success, founder Ray Kroc used to state, "We take the hamburger business more critically than anyone else.

Kroc was a perfectionist. From your day he opened up his first restaurant, he vowed to give his customers high quality products, dished up quickly -and with a giggle, in a clean and pleasurable environment, and all at a good price. Quality, Service, Cleanliness and Value (QSC&V) became the idea that drove McDonald's business.

McDonald's Quality Management instills the culture of quality through such guidelines as being customer driven, managing with facts, valuing people, and continually improving every part of your business

Service that is fast and friendly and has always been a base for success at McDonald's.

Cleanliness for all of us means having the cleanest and freshest facilities from your kitchen to the rest rooms and car parking lots.

Value at McDonald's means the full total experience. . . . . . great food, friendly people, a clean environment, quick and exact service and fun.

McDonald's global

  • McDonald's has over 30, 000 local restaurants in more than 120 countries 70

    percent of our own restaurants worldwide are held and run by indie, local

    businessmen and businesswomen.

  • McDonald's serves almost 50 million customers each day
  • McDonald's first franchised restaurant exposed at Des Plaines, Illinois in 1955

    by the founder Ray Kroc

  • McDonald's has its Hamburger School in Illinois, and the first batch

    graduated in 1961.

  • 12 classes offered by Hamburger University or college are college accredited
  • In 1963, McDonald's sold its one billionth hamburger
  • McDonald's is outlined on the New York, Frankfurt, Munich, Paris and Tokyo stock exchanges
  • McDonald's aired its first network Tv set advertising campaign "McDonald's - Whise Quality

    Starts Fresh Everyday, in 1965

  • The first McDonald's Drive-Thru exposed in Sierra Vista, Az in 1975
  • Happy Meals were put into McDonald's menu in 1979
  • McDonald's launched the new worldwide Balanced Active Lifestyles community awareness

    campaign in 2005

  • McDonald's celebrated its 50th Anniversary on April 15, 2005


McDonald's India - Ten years of quality service

For its unparalleled benchmarks set up in the QSR sector McDonald's India has

been bestowed with many prestigious awards. To mention a few:

  • Most reputable company for four consecutive years, 2003-2007 in the food

    services sector by business world

  • Most wanted brand of the year award 2003 & 2004 by franchising holdings India ltd.
  • Retailer of the year's honor for catering services, 2004-2006 at the images retail awards
  • The most preferred junk food store' 2006 & 2007 by awaaz consumer prize hosted by CNBC
  • Star store - the buyer way, food services shop' of the entire year 2006 by franchise India
  • Amity corporate superiority award' in 2007
  • Received CNBC consumer award in2009 in QSR category

Customer Satisfaction Through 4 P's Of Marketing Mix

Marketing Mix

Marketing Mix identifies the elements or the tools or the variable which the marketer mixes in order to interact with a specific market

"Marketing Blend is a couple of marketing tools that the organization uses to follow its marketing goals in the target market

Marketing blend is a term used to describe the combination o the four inputs which constitute the main of an company's marketing system: the merchandise; the price composition; the promotional activities, and the syndication system.

Marketing mix presents the total marketing program of a company. It involves decisions in regards to to product, price, place and advertising. Marketing combination is a blending of decisions in the ˜4 Ps'. Four major materials of marketing mix are:

  • Product

A product is worthwhile or service that consumers want. It really is a bundle of utilities or a cluster of tangible and intangible features. Product component of the marketing blend involves planning, expanding and producing the right type of products and services. It handles the sizes of products, strength and other characteristics. Product coverage of a firm also handles proper branding, right product packaging, appropriate color and other product features. The total product should be such that it really satisfies the needs of the mark market. In short, product mixture requires decisions in regards to to

  • Size and weight of the product.
  • Quality of the merchandise.
  • Design of the merchandise.
  • Volume of productivity.
  • Brand name.
  • Packaging.
  • Product range.
  • Product testing.
  • Price.

Price is an important factor influencing the success of a company. Charges decisions and regulations have a direct affect on sales size and profits of business. Price is, thisefore, an important aspect in the marketing combine. In practice, it's very difficult to fix the right price. Right price can be motivated through charges research and test marketing. A lot of exercise and development is req. to look for the price that will permit the firm to market its products effectively. Demand, cost, competition, govt. regulation, etc. will be the vital factors that must definitely be taken into account in the persistence of the purchase price. Price mix requires decisions regarding basic price, discount rates, allowances, fright payment, credit, etc.

  • Promotion.

Promotion aspect o the marketing mixture is concerned with having products to the data of customers and persuading those to buy. It's the function of informing and influencing the client. Promotion mix requires decisions with respect to advertising, personal offering and sales campaign. All these techniques help promote the sale of products and also to fight the competition on the market.

No single approach to promotion works well alone and, therefore, a promotional marketing campaign usually requires a combo of two or more promotional methods. Growing competition and widening market have made simultaneous use greater than one promotional method all the more necessary. Combination of several methods in one promotional marketing campaign requires an effective blending of promotional inputs in order to optimize the expenses on each. There is absolutely no ideal product, type of customers, the promotion budget, stage of demand, etc. should be studied under consideration.

  • Place (Circulation)

This aspect of marketing mixture involves a choice of the place where the products should be displayed and made available to the customers. It is concerned with decisions associated with the low cost and shops or channels of distribution. The objective of selecting and controlling trade stations is to provide the products to the right customer at the right time and place on a continuing basis. In deciding where and through whom to sell, management should think about where in fact the customer wants the products to be available. A manufacturer may distribute his goods through his own outlets or he may use wholesalers and sellers for this function. Regardless of the route used management must continually evaluate route performance and make changes whenever performance comes less than expected targets. Furthermore, management must create a physical distribution system for managing and transporting the merchandise through the preferred channels. In the determination of circulation mix or marketing logistics, a company has to make decision in regards to to the setting of transporting of goods to middle-men, use of company vehicles or both.

Product Mix

(McDonald's Product Mix)

As explained earlier Product mix deals with the proportions of product line, quality and design of the merchandise, its packaging, brand, product range, etc.

In this section we will research the product mix of McDonald's

Product line of McDonalds includes the merchandise offered on the market, i. e. the number of food products offered to the customers.

The product breadth or variety of products offered by McDonalds can be classified as:

  • Vegetarian products
  • Non vegetarian products
  • Beverages
  • Desserts
  • Add-ons

All this shows the huge product selection of McDonald's. Besides that the quality of McDonald's, in line with the survey and basic findings, is regular throughout the life span of the product. The main reasons behind its constant and best quality are:


We use newly shredded lettuce, onions and tomatoes inside our restaurants. All our vegetable products are processed from high quality graded vegetables in a 100% dedicated vegetarian flower.


McDonald's world-famous French Fries are produced only from the best quality potatoes. Shepardy Potatoes are being used in French fries. These potatoes are slice, blanched and prepared on state-of-the-art processing lines to ensure maximum retention of nutrients. French Fries are cooked at the vegetable and our restaurants in 100% veg cooking oil.


The chicken breast patties are produced from high quality boned breast and leg meats and are protected in a specially seasoned, softly battered coating. They can be shaped in consistent sizes to ensure steadiness in weight and value.


The fish patties in McDonald's Filet-O-Fish are 100% real whole white fillets that are gently breaded. The fish comes from an assortment caught round the south-west coast of India.

All our milk products like parmesan cheese, McShakes and Soft Serves are made from fresh dairy dairy. All dairy products including cheese have a job to experience in a balanced diet because they contain a wide selection of essential nutrition such as protein, calcium, extra fat soluble, phosphorus, etc.


McDonald's uses buns made from locally grown wheat flour. They can be cooked locally and delivered fresh, several times every week to McDonald's restaurants.

Cooking oil

All preparations are done in 100 % refined vegetable natural oils at restaurants and vegetation. McDonalds use liquid oil rather than hydrogenated oil. This implies there are no TFAs or Trans ESSENTIAL FATTY ACIDS in our French Fries or some of our products. Additionally, these vegetable oils contain some essential fatty acids [EFA] essential for growth.


McDonald's products do not contain any added MSG (Mono Sodium Glutamate).

Food Freshness

Thanks to your uncompromising quality benchmarks, McDonald's customers always have the best and freshest food right after they've ordered. And this, at the speed they've come to expect of McDonald's, which has described fast service for the past five decades.

Backed by the cold chain, the McDonald's quality inspection system combines advanced equipment, advanced computer technology and operating procedures in the kitchen. Food freshness is more than simply an operating system. Since products are ready as per computed estimates, food waste products is reduced.

To illustrate, once well prepared, our completed product is preserved in a temperature-controlled device. However, should it not be sold within 10 minutes of its prep, it is discarded.

While maintaining velocity in service, we also try to accommodate special requests, which take somewhat much longer in being served. For e. g. , if you don't want tomatoes in your McAloo Tikki, our company is happy to comply with your need.

Nothing but the Best

That's how McDonalds plan product range. Food quality is key at McDonald's. That's why they take pleasure in the foodstuffs they last and your family. They look for fresh lettuce and tomato vegetables, quality buns and potatoes, go for poultry and fish and wholesome milk products. Despite comprehensive and meticulous quality testing at the provider end, all products are once again carefully scrutinized at the restaurant. Our immaculate expectations of quality allow for nothing but the better to reach your tray. (Daily Production Safety Checklist)

Cold Chain

The term Cool Chain identifies the network for the procurement, warehousing, travel and retailing of foods under controlled conditions. McDonald's restaurants store products to be used on a daily basis, within a temps selection of 18C to 4C. About 52% of our food products have to be stored under these conditions before they can be used.

Trikaya Agriculture - Distributor of Iceberg Lettuce

Implementation of advanced agricultural tactics has allowed Trikaya to successfully grow specialty vegetation like iceberg lettuce, special hisbs and many oriental fruit and vegetables. Farm infrastructure features:

  • A professional nursery with a team of agricultural experts.
  • Drip and sprinkler irrigation in raised farm mattresses with fertilizer mixing plant.
  • Pre-cooling room and a sizable frigid room for post harvest handling.
  • Refrigerated pickup truck for transportation.

Vista PROCESSED FOOD ITEMS Pvt. Ltd. - Distributor of Chicken and Vegetable range of products A joint venture with OSI Establishments Inc. , USA, and McDonald's India Pvt. Ltd. Vista PROCESSED FOOD ITEMS Pvt. Ltd. produces a variety of frozen rooster and veg foods. A world course infrastructure at its vegetable at Taloja, Maharashtra, has:

  • Separate control lines for fowl and veggie foods.
  • Capability to create frozen foods at temperature only -35 Level Celsius to

    retain total freshness.

  • International standards, steps and support services.

Dynamix Diary - Distributor of Cheese

Dynamix has brought immense benefits to farmers in Baramati, Maharashtra by setting up a network of dairy collection centres outfitted with bulk coolers. Easy availability has allowed farmers augment their income by finding a fresh market for surplus milk. The manufacturer has:

  • Fully automated international standard handling facility.
  • Capability to convert milk into parmesan cheese, butter/ghee, skimmed dairy natural powder, lactose,

    casein & whey protein and humanised baby food.

  • Stringent quality control actions and continuous Research & Development

Amrit Food - Provider of extended life UHT Dairy and DAIRY FOOD for Frozen Desserts Amrit Food, an ISO 9000 company, manufactures widely popular makes - Gagan Milk and Nandan Ghee at its factory at Ghaziabad, Uttar Pradesh. Its vegetable has:

  • State-of-the-art fully automated machinery demanding no real human contact with

    product, for total hygiene.

  • Installed capacity of 6000 litres / hour for producing homogenised UHT (Ultra High

    Temperature) processed dairy and milk products.

  • Strict quality control supported by a completely outfitted quality control lab.

Product strategies:

In order to achieve the desired rate of earnings and growth, a firm has to consistently change its products and product combination to the changing needs and focuses on of the marketplace.

This matching of products to certain requirements of competitionand purchasers is known as product strategy.

Some of the key product strategies, which businesses adopt,

are as follows:

  • Limited Collection Strategy:

This identifies the offering of one product or a tiny variety of products to serve specific market.

The main benefit of this plan is low priced of businesses.

However, it cannot meet the requirements of different kinds of customers in different markets.

  • Full Range Strategy:

This is also known as broad series strategy, it suggests the offering of a sizable range of products to meet the requirements of different customers in several markets.

This strategy ensures an improved product-marketing integration.

  • Trading up and trading down:

These are different or opposite approaches for expanding the product mix. Trading up implies addition of some highis listed products to the existing products of lowered charged products for bettering the sales of old products.

Trading down refers to the addition of lower-priced products to the existing highis charged product to improve total sales.

  • Changing models or design of existing product

Price Mix

Price and Prices strategies:

Price is the key aspect of marketing blend since it relates directly to the era of total revenue. The term pricing policy identifies a systematic method of costing of different products in several markets to progress an appropriate style of prices in the long run. It is the plan defining the initial price range and the planned price movements through time that the organization will use to achieve its marketing aims. Pricing plan includes not only the persistence of bottom prices but also the terms and conditions of sales.

Company Pricing regulations:

The price must be constant with company prices regulations. Many companies set up a pricing office to develop insurance policies and set up or approve decisions. The goal is to ensure that the salespeople quotation prices that are acceptable to customers and profitable to the company.

Now a days most companies practices buyer based pricing. They are really basing their prices on the product's identified value. They see purchasers' understanding of value, not the seller's cost, as the main element to charges.

The company using perceived-value pricing must establish the value in the potential buyers' mind related to different competitive offers.

McDonald started with skimming prices, i. e. establishing an extremely high price for a fresh product initially also to reduce the price little by little as competitors enter in the marketplace.

The primary high price serves to skim the cream of the market, that is, relatively insensitive to price. This process to costing is, in place, an experimental search for the right price and it may bring about a market-determined price. This method starts with a higher price and moves the price downward by steps until the right price is reached.

Initially McDonalds priced high price than what is being costed now. But now it introduces new plans for value of money.

Place Mix


This aspect of marketing blend involves a choice of the area whise the products are to be displayed and made available to the customers. It really is concerned with decisions associated with the wholesale and retail outlets or channels of distribution. The aim of selecting and managing trade channels is to supply the products to the right customer at the right time and place on a continuing basis.

McDonalds distribution centres are large, located in all areas of India McDonalds has Dine-in restaurant, Drive-Thru, McDelivery. McDonald's has 165 restaurants in India which 90 are in north & east India and 75 in western & south India

For the best Mac, the existing calendar year would be the biggest in terms of restaurant opportunities, and by year-end, 16 new restaurants would be in place, informs Vikram Bakshi, Managing Director, McDonald's India

The new outlets will be a blend of highway restaurants, outlet stores at railway stations, at stores and cineplexes, besides at residential areas with significant footfalls. McDonald's India lately won the tender for establishing an shop each at railway stations in Mumbai and Jaipur. The fourth McDonald's highway wall socket on the Delhi-Jaipur highway is expected to begin operating quickly. The chain's other three highway restaurants can be found on the Delhi-Agra highway, the Delhi-Ludhiana highway and the Mumbai-Pune highway.

Fresh marketplaces McDonald's intends to tap this year include Punjab. And takeaway counters are being organized at most Apple pc outlets.

Promotion Mix

Promotion is a process of communication with the audience concerning information, persuasion and impact. It includes all sorts of personal or impersonal communication with customers and intermediaries.

Promotion mix identifies the combo o various promotional tools usd by way of a business firm to build, maintain and increase demand. It will involve a proper integration of advertising, personal selling, sales campaign and promotion.


Advertising is any paid form of non-personal demonstration and campaign of goods, services or ideas.

The past four years have seen very high tests from first-time customers - averaging 77-80 per cent. Now we live moving away from inducing trials, and striving for repeat customers, informs Bakshi. Which clarifies the chain's new advertising tack. For the first time since it began advertising on Indian television stations, McDonald's has changed its ad range. It really is now `To aaj McDonald's ho jaaye, ' against the earlier `McDonald's mein hai kuch baat'. Thisefore, the happy family scenario, filled with goofy dad and adorable youngster. While more commercials could follow later this year, the theme will be the same. The target is to continue to position McDonald's as a comfort zone for young family members. McDonald's ad profile too continues to remain with Mudra.

Sales promotion

Sales promotion includes those short-term marketing activities, othis than staff offering and advertising and publicity, that stimulate customer purchasing and seller effectiveness.

The main target of sales promotion is to appeal to the potential buyer toward the merchandise, and cause him to but the product at the point of purchase.

The importance of sales campaign in modern marketing has increased mainly due to its ability to advertise sales and organizing the ground for future expansion.

Promotional actions by McDonald's

A Kids Carnival advertising with Luxor Pens and L'il Tomato vegetables (a kids' garments' internet marketer) is planned to take off early the following month. The current fiscal's advertising and promotional budget has been set at Rs 18 crore.

McDonald's continually review and improve its menu offerings to ensure that not only they meet customers' objectives, but also go beyond them. As a result, they have launched some ongoing value options to match their customers' different needs.

Value Meal

Value Meals contain a burger, fries and a drink and can be purchased in 2 sizes: Medium and Large.

Conclusions and Recommendations


Going through the research of response from the study conducted, it is figured McDonalds is able to be and keep at top among all the junk food chains like Nirula's, Subway and Wimpy.

McDonalds is also preferred over Pizza hut, Domino's and KFC.

McDonalds's offers its customers good quality foods.

Though not extensive but its products is quite impressive. It includes dishes for both Vegetarian and Non-Vegetarian and satisfies both section of customers.

McDonalds is also providing its customers a proper provided and comfortable ambience. It's been graded as "very good by its customers in terms of Taste and Variety of food and promptness of delivery.

McDonalds keeps its persistence in style and quality.

Customers are also content with its prices and promotional and advertising activities.

Prices are affordable by all and McDonalds also satisfies its customers by consistently introducing value for money offers. Best example because of this is HAPPY PRICE MENU for Rs. 20.

Summarising all factors we conclude that McDonalds is growing fastly by gratifying its customers by giving quality and maintaining regularity.


The recommendations to McDonalds is to:

  • Maintain regularity in the flavor and quality of products.
  • Include more items in its products like pizzas for example.
  • Include more promotional and advertising actions to increase its sales or to increase its market talk about.
  • Recognize the small outlets and present more special discounts.
  • To involve some kind of control on the diversification to truly have a perfect

    production/consumption proportion.

  • They should now focus more on their products that are not having good sales

    like glaciers tea and floats (as they have strong rivals in this field. )

  • They should focus more on their promotional strategies like advertising etc.
More than 7 000 students trust us to do their work
90% of customers place more than 5 orders with us
Special price $5 /page
Check the price
for your assignment