INDIAN INSTITUTE OF MANAGEMENT, AHMEDABAD
Marketing Communication Assignment
Advertising of McDonald’s India
Professor Prathap Oburai
February 18, 2004
Partial fulfillment of the requirements of the course
McDonald's is the world's leading fast food chain with more than 30,000 restaurants in 119 countries, serving 47 million customers each day. It is one of the worlds most well-known and valuable brands. It has a leading share in the fast food industry in virtually every country in which it does business. McDonald’s serves the world some of its favorite foods - World Famous French Fries and the Big Mac.
Background and objectives of communication
McDonald's India opened its doors to India in October 1996. Some of the key points about McDonald’s India are:
There are more than 50 McDonald's restaurants in India. (Exhibit 1)
- Change in brand positioning as compared to global positioning. McDonald's has been positioned as a family restaurant in India as against its ‘fast food eat out market image’ projected worldwide.
Perception about McDonald’s
McDonald’s when it started out in 1996 was majorly perceived to be: (Refer Exhibit 2)
- A western place meant for the youth, the rich, elite and westernized people.
- An uninspiring, tasteless but “different” food joint.
- It was not really affordable.
These coupled with other problems resulted in low footfalls and even lower sales and thus created a barrier towards the value proposition of McDonald’s offerings.
Thus the objective of its series of promotional campaigns was to bring about a change to the perception among the Indian middle and upper middle class segment.
Change in Consumer Perceptions