McDonald's: Campaigns in India | Marketing Communications Case Studies

Details

Case Code : CLMC057
Publication date : 2012
Subject : Marketing Communications
Industry : Fast food
Length : 04 Pages
Price : Rs. 100

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Key words:

McDonald’s, advertisements, happy price menu, indianized menu

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

Abstract:

The caselet is about the promotional strategies of McDonald's in India. It discusses different advertisements of McDonald's that helped it establish itself in the Indian fast food market.

Issues:

» The advertising strategies of McDonald's in India
» Evolution of McDonald's advertising in India

Introduction

As of 2012, McDonald's Corporation (MDC), the US-based fast food restaurant chain, was the world's largest Quick Service Restaurant , serving 68 million consumers in 119 countries every day. MDC was started as a barbecue restaurant in 1940 by two brothers Richard McDonald and Maurice McDonald. In 1955, Ray Kroc (Kroc) joined the company and later purchased MDC from the two brothers. With his aggressive business strategies, he expanded the restaurant worldwide. In India, the first MDC restaurant was opened in 1996. India was the 95th country into which McDonald’s entered...

Questions for Discussion:

1. What are the promotional strategies that McDonald’s adopted when it entered the Indian market?

2. How did McDonald’s appeal to different customers through its advertisements?

3. With the growing of the Quick Service Restaurant market in India, can McDonald’s maintain its market share?

4. Apart from promotional strategies what are the other strategies that McDonald’s should concentrate on to become a leader in the Quick Service Restaurant market in India?