Abstract

The caselet examines the strategies followed by McDonald’s, the leading food retailing chain, in its Indian operations. In order to attract middle income consumers, McDonald’s followed a penetrative pricing policy. The pricing policy attracted an increasing number of consumers to its outlets. The caselet explains how McDonald’s pricing policy helped to drive volumes.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• How food retailers use penetrative pricing to generate volumes
• The need for segmenting the market in order to develop marketing strategies
• and The need to elicit consumer opinion as part of developing effective marketing strategies.

Keywords

McDonald's India Private Ltd., Connaught Plaza Restaurants, HardCastle Restaurants, Happy Price Meals, McAloo Tikki, Fun place, Value for money, Dev Anand and Sanjeev Kumar