Mcdonalds Marketing Campaigns And Glocalisation Marketing Essay

McDonald's Organization is the world's largest chain of hamburger fast food restaurants, providing more than 58 million customers daily (McDonalds- company record). The business had become in 1940 by two brother's Richard and Maurice McDonald in San Berdardino, California. The organization was the pioneer in adding "Speedee Service System" in 1948, which is currently known as fast food. The present organization schedules its founding to the beginning of an franchised restaurant by Ray Kroc in Des Plaines, Illinois on April 15, 1955. Kroc later on went to acquire the McDonald's brother equity from the business. The usage of aggressive businesses tactics is what defined him as a person (www. wikipedia. com). One of the primary factors for McDonald's immense growth over the years originated from Glocalization, where they began entering new market segments by either supplying a franchisee, an affiliate or the corporation itself. The corporation's profits came from lease, royalties and fees paid by the franchisees as well as sales produced from the business owned retailers. Glocalisation (or glocalization) is a combination of globalization and localization. By explanation, the term "glocal" identifies a person, group, division, product, organisation, and community which are willing and able to "think internationally and work locally" (ABC's SOCIAL NETWORKING, September 18th 2008). McDonald's have propagate their business to many other countries and rely heavily upon the value of pondering global and acting local to be able to suit the tastes and tastes of cultures of varied countries. Kroc presumed the corporation might make more income if it appealed to children and travelled onto sponsoring a kids TV show called "bozo the clown" (www. bbc. co. uk, A brief overview of McDonald's). McDonald's sustained to increase as a string over the USA. Having protected the state governments, McDonald's first abroad restaurant is at Australia in 1971. The company made its presence felt in the majority of the Europe. However, the corporation noticed an huge demand and a young vivid market in the Indian sub-continent. McDonald's first entered India in Oct 1996 by creating a joint venture in New Delhi monitored by 2 Indians Amit Jatia the taking care of director of Hardcastle Restaurants spearheaded McDonald's in west and south India while McDonald's in North and East of India are managed and maintained by Vikram Bakshi the business owner of Connaught plaza restaurants (www. mcdonaldsindia. com). McDonald's has won several prizes in consecutive years from 2001-07. It has generated a strong relation with an increase of than 2. 75 lakh customers who place their trust in the brand everyday by providing them the highest quality of food and at a great value.

OBJECTIVES OF MCDONALDS (company point of view)-

McDonald's underwent a whole lot of changes to be able to adapt to the Indian market. As stated by McDonald's management in their Indian website- "Our strategy is to achieve cost effective by improving experience (offering best value), while keeping prices low".

The aims of the organization remain unchanged as they follow the same process which identifies their global standard. Their main emphasis is on providing food that is offered hot and fresh, created from the highest quality ingredients, dished up within minutes of positioning the order (www. mcdonaldsindia. com).

However, the companies' main objectives to be able to ensure consumers have a truly Indian experience is-

Local sourcing is the key for truly Indian products- the organization is rolling out local Indian businesses, which source them the highest quality products required for their Indian businesses.

Respect for Indian customs and culture- McDonald's worldwide established fact for the high degree of esteem to local culture. Consistent with its respect for local culture, India is the first country where in fact the corporation will not offer any pork or meat.

An employer of opportunity- an company of opportunity, providing long-term employment opportunities and quality occupation to the Indian society.

Quality, service, cleanliness and value- this is McDonald's USP to provide high quality products, served quickly with a giggle and in a clean and enjoyable environment.

Community partnerships- the organization believes in presenting back to the city it assists.

Source- (Mcdonaldsindia)


From a marketer's viewpoint, the corporation underwent an enormous change to be able to market its products in India. Since most of the western nations nearly reveal the same tastes and culture, the organization uses the theory of standardization since you can find hardly any difference in the cultural aspect. However, coming into the Indian subcontinent, which is different significantly from the western and also other Asian countries, the corporation got involved in in-depth research before going into the marketplace.

Press coverage

Media adverts and tag lines- Multimedia for children- McDonald's marketed their kids' meals on cartoon channels by showing a free of charge toy with the purchase of a burger, which captivated a whole lot of focus on small children.

Community work- community work always attracts the eyes of the press. The corporation has participated in a number of fields which donate to the community all together. Example- the mayor's marathon for cleanliness, the BMC-McDonald's (Bombay municipal organization) health workshop, housing charities, assisting pulse polio etc.

Source- (http://www. mcdonaldsindia. com/mediacenter. html)

This brings me to discussing what this research would execute. The main subject this research would be adding towards is whether by considering global and operating local and the corporations marketing targets help McDonald's attain a profitable and positive consumer bottom part in the Indian subcontinent.


Marketing promotions- eagerness of individuals to take part in marketing campaigns. Example- during a festivity, are consumers aware of the chance to win a free of charge iPod or to dine in with a star.

Marketing combination- how has McDonald's used the marketing blend to adjust itself to the Indian Market.

Cultural difference- to identify till what magnitude has McDonald's gone to culturally adapt itself to the marketplace.

Promotional and penetrating strategies implemented by McDonald's in regards to to expansion plans and market dominance.

Purpose- why do consumers chose McDonald's. This field would encompass the practical idea of cost mindful consumers, society's affect of purchasing patterns, affect of the western, uniformity provided by the corporation, effect of children in choosing McDonald's, comfortable environment and advertisement campaigns/social campaigns.

New ideas- asking individuals how McDonald's can serve their customers better. This may be in the form of experiencing more location, presenting a thought such a drive thru in more locations, adding more to their existing menu in order to avoid recurring purchase and stagnancy.


This research review would be targeted towards gaining home elevators consumers in India and their perception over McDonald's marketing goals and exactly how well has their Glocalization (thinking global and acting local) campaign help individuals develop devotion towards brand. From a companies' point of view, the research would help understand and identify the businesses marketing activities but however wouldn't normally give an perception into the budget that is allocated to allow them to carry out their tasks.

Chapter one: release to the study


Objectives of the study

Scope of the study

Chapter two: global marketing

2. 1 The paradoxes of globalization

2. 2 The globalization process

2. 3 The placement of Global brands

2. 4 Global brands- The cobnsumer point of view

2. 5 Global market entry strategies

2. 6 Configuring the global marketing mix

2. 7 The product

2. 8 The price

2. 9 The distribution channels

2. 10 The promotion

Chapter three: methodology

3. 1 Introduction

3. 2 The case study method

3. 3 Making use of the exploratory case study method

3. 4 The interviewees

3. 5 The interviews focus

Chapter four: Mcdonalds: the globalization process

The make-Up world market

Product categories

Segmentation of the market

The value of the market

The expansion strategy

New market development

The marketing mix

Chapter five: conclusions


Implemented strategies analysis

Problem identification


Culture and competitive advantage

Effective international section structure

Future managerial applications


The exploratory research helps identify and examine how McDonald's organization handles its marketing strategies based on the concept of Globalization. It can help verify and explore how the American junk food giant has designed to the local taste and preferences of individuals in the Indian Sub-continent.

Based on the idea of globalization and going into international market segments, this research identifies the marketing strategies employed by McDonald's corporation with respect to the marketing blend, buyer behavior predicated on consumer perception, cultural version and promotional tools for even more business expansion

Qualitative research found in this research encompasses interviewing branch managers of McDonald's in selected location in India. The study also focuses on the perception and buying behavior of people who dine in McDonald's. The information obtained defines comprehensive description of various replies from the individuals interviewed, which eventually resulted in the conclusion of the research of the way the organization has used globalization and its own tools for its marketing strategies in the Indian Sub-continent.

Since globalization is a wide concept, really the only limitation that research faces is the clash of civilizations, which may be defined as the primary driver for problems associated with globalization. The trouble identified in the research is situated both on basis of culture and the business. This study is based solely on the concept of globalization used by McDonald's because of its marketing strategies in the Indian sub-continent and there is no mentioning of comparisons to McDonald's stores in several countries since the cross cultural analysis would be very limited and would lead to the research being imperfect.

Eventually, tips in the final outcome column is pointed out to address the near future strategies that can help McDonald's achieve a more serious and effective approach for achieving an increased market development.



Globalization describes the process by which local economies, societies and civilizations have become included through a worldwide network of communication, vehicles and trade. However, there are several restrictions associated with globalization from, the primary factor being cross social analysis. This is where a new notion emerged, the term "Glocalization", signifying "think global by operating local". McDonald's have spread their business to numerous other countries and rely heavily upon the value of considering global and acting local in order to match the tastes and choices of cultures of various countries. Emphasising on this factor has helped the organization build effective marketing strategies which have resulted in a profitable consumer basic in India.

In order to recognize and the marketing objectives of the corporation and the belief that folks have of the global brand, quantitative research can help establish a base/platform for discovering how these factors donate to the success of McDonald's in India.

To help identify the major objectives of the research, the following varieties of extra research are used-

Internal company data



Web articles

Computerized databases


Secondary research can be helpful in identifying the existing problem but does not assure any solution to the problem at hand. The McDonald's corporation has entered the marketplace and then be welcomed. Years of research have led the organization to an intensive understanding of the culture and sentiments of the public. The globalization process helps us understand that the buying process does not adhere to the merchandise itself but is associated with fundamental cultural capabilities/values which McDonald's understand and principles. Corresponding to McDonald's older management (www. mcdonaldsindia. com), standardization of these product is the primary phenomena behind their company aims. However, one key downside to standardization is the fact that it identifies a product rather than a consumer. A standardized product might be considered a failure when the ethnic aspect comes into question. Hence the adaptation strategy utilized by McDonald's emphasizes on the buyer more than the merchandise that they offer. (Cateora, 1993) mentions marketeers must be produced alert to the diverse cultures present in other countries if they intend on creating a profitable international expansion.

Applying qualitative research in the form of journal articles, web articles and interior data helps formulate an appropriate research design (Naresh k Malhotra, Marketing research, web page 96). While using corporation's inner data, the research identifies what forms of entry and adaptation strategies have McDonald's found in India to provide its product an absolute Indian touch.

Before entering the market, McDonald's had to understand the type and consumption patterns on the Indian fast food industry. The staple fast food diet of people before the advantages of McDonald's was- pizza, burgers, chaat (traditional), vada pav (traditional), pani puri (traditional) etc. the leading fast food joints in this sector were Nirulas for pizza's and hot pups (www. nirulas. com), Wimpy's for its burgers, pizza corner, Haladirams for traditional and global fast food cuisine and several other local challengers. The corporation came to the realization and comprehended the prospect of growth in this sector. According to the Authorities of India website (http://business. gov. in/Industry_services/retailing. php), India is one of the most attractive market segments for retail investment. Many countrywide and global players have been buying the retail section and also have ambitious plans for further expansion. The great middle class with growing purchasing vitality are bringing in global retail giants in to the almost untapped retail industry. A number of the international players already present in the Indian market include fast food chains like McDonalds and Pizza Huts; Dominos; Levis; Lee; Nike; Adidas; Benetton; Sony; Sharp; Kodak; etc. The investment opportunities in the domestic retail industry place in most of the product categories specifically food and food (the most significant category).

According to (McDonald's India), the business invested four years to build up its unique cool chain, which has caused a veritable trend in food handling, immensely benefitting the farmers at one end and enabling customers to get the best quality foods, absolutely fresh and at a great value. By using the theory penetration costs, McDonald's costed its products at rates reasonably less compared to its global locations. Example- a Mc chicken breast meals in London costs a person 3. 5 GBP. A similar meal in India would cost a person $ 1. Its exclusive vegetarian burgers cost less than 30 pence.

Another interesting factor that revolves around the style an excellent that varies from region to region in McDonald's products to be able to serve the neighborhood flavor that consumers favor, the corporation decided to outsource their resources to local provider, hence keeping costs down which eventually benefits both consumers and the organization. With regards to globalization, the corporation has placed its targets to offering their customers an entire Indian experience, which suits their culture.

From a consumers point of view, branding plays an important role when it comes to choosing something. As stated by ( ), the spending patterns of the Indian consumers has changed over time. The maximum they have a tendency to spend is on food. Since trade and business keeps growing in the country, the individuals are more aware of international brands stepping into the market and being bombarded with several advertising which catches their attention and sentiments.


The commercial strategy of every multi-national organization is to enter international markets. Matching to Keegan (1999), there are three product categories in the local-to-global continuum: national, international and global. However in relation to McDonald's, the research would only compare the differences in a national product and a global product.

A countrywide product is the one that, in a framework of a specific company emerges within a nationwide market. Sometimes countrywide products appear whenever a global company suits the needs and tastes of countries posting similar cultures. Example- McDonald's has its standardized product which it sells around the world "Mc Aloo Tikki". Because the majority of the population in India are vegetarian, the organization introduced its first vegetarian burger which suits the likes and choices of the neighborhood society and the major show of sales for McDonald's in India comes from its vegetarian products. (www. mcdonaldsindia. com)

A global product emerges in global market segments. They can be international and multi-regional. Example- McDonald's provides its "Mc rooster" burger in the us, Europe, Asia, South East Asia, Australia and NewZealand. It is because the nature of the product suits the tastes and preferences of most cultures.

By consulting web articles from ( ), the research identifies approach adopted by McDonald's to advertise its products in India. This might help the research identify the marketing combination adopted by the corporation to match the Indian sub-continent. Since McDonald's is a worldwide brand, its marketing mix varies from region to region catering to the difference in consumer flavor and choices as well as notion. Perception is exactly what holds the main element to positioning a brandname. Relating to Trout and Ries, "setting is not what you do to something. Positioning is what one does to your brain of the prospect. That is, you position (place) the product in the mind of the prospect". Since that time in marketing, placement is the strategy where marketers try to create a graphic or id for a product, brand, or company in the belief of the mark market. What subject is how potential buyers start to see the product? It really is expressed in accordance with the position of the competitors.

Another factor that shows to be a factor which effects globalization is communication. Globalization does bring the world along but however, writing of civilizations and languages of different parts can be a strenuous job not leading to productivity at times. However the idea of glocalization questions this affirmation. Having a thorough knowledge of any market can only just be possible if there is a local resident owned by that region working with you. Hence, having tie-ups and the concept of franchising has helped McDonald's company overcome this problem and grow in a country where language could have been the key barrier.

Quantitative research has helped the study identify how McDonald's helps bring about its product in a country comprising a vast sociable diversity. As stated by the web article by (DR. Amit Rangnekar), India as a country has 20 different dialects, 800 + dialects and 8 languages for national unveiling, can make a fresh product launch for any multi-national company high-risk and difficult by not deciding on the best medium.

Extensive use of the advertising helped capture the interest of several followers. The corporation realized the sentiments of the populace, which helped them, establish a proper communication network to address the needs of the consumers in every major dialects spoken. Focussing on the Indian human population, the corporation has truly gone to the amount of creating advertisements which capture the interest of the audience. Example- Leo Burnett's advertisements and taglines for McDonald's India- for the happy meal which was released in 1997 "what your bahaana is?" indicating "what is your excuse". "purane zamaane ka daam, bees mein full dhamaal"- meaning (prices so low that would get your ancestors, like a blast by paying only Rs 20) and lately "I'm adoring it".

McDonald's has gone through a lot of press coverage. As quoted by (The Hindu Business Line)- "pleased to go McDesi" addresses how McDonald's besides adapting to Indian likes is offering a range of touch points for customers on the go. It is focussed on having its presence felt in every spheres from petrol pushes to kiosks to operate a vehicle thru and home delivery. (http://www. mcdonaldsindia. com/mediacenter. html)

With reference to these advertising and slogans, the study recognizes the significant impact a thoroughly understood advertising campaign is wearing individuals. The brand has positioned itself to suit pockets of practically all individuals. With my own experience, the product that is priced the least expensive in McDonald's India, can suit the pocket of a Labour, who own $ 10/day. Understanding the value and sentiments of people has the corporation develop a serious and dependable consumer bottom part.

According to Dr. Amit Rangnekar of NMIMS, McDonald'sstrategy is based on 5 key drivers of exceptional consumer activities- People + the 4 P's and founded on the belief of 3 success components-


Leadership marketing


The intent of delivering an exceptional experience to almost 2. 75 lakh people per day who place their rely upon the brand and offering better efficiency and quickness of service is what differentiates McDonald's from local counterparts in India. The efficiency with which they use their resources and the utilization of technology helps them sustain their brand fact.

Consumer belief associated with global brands has evolved over time. Regarding to a survey conducted by (KSA Technopak), the sector for eating dinner out is growing immensely, since consumer spending is increasing. The Urban fast food sector is growing at a rate of 20 % and prices "McDonald's is merely not a replacement for Indian food, its just one single more option for people to exercise".

Indians want a flavour of America however, not on a regular basis as quoted by study conducted by KSA Technopak and Dr. Amit Rangnekar. Inflexibility in the product blend could be their undoing. However, development has led to the intro of products which includes resulted in increased footfall of consumers eating at McDonald's and expansion in the number of outlets nationwide.

Concentrating on the marketing mix of McDonald's, quantitative data has helped the research identify-

Pricing strategy

Promotional strategy

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