It is related to the cosumer behaviour of Mc Donald's in India

1. “One world, One Burger”- McDonald’s

2. "McDonald's vision is to be the world's
best quick service restaurant
experience. Being the best means
providing outstanding quality, service,
cleanliness, and value, so that we make
every customer in every restaurant
smile."
McDonald's Mission Statement

4.  McDonald's was started as a drive-in
restaurant by two brothers, Richard and
Maurice McDonald in California, US in
the year 1937.
The business, which was generating
$200,000 per annum in the 1940s, got a
further boost with the emergence of a
revolutionary concept called 'self-service.'
 Prices were kept low. Speed, service and
cleanliness became the critical success
factors of the business. By mid-1950s, the
restaurant's revenues had reached
$350,000.
Mcdonald’s History

5.  Ray Kroc (Kroc), distributor for milkshake
machines , expressed interest in the business, and he
finalized a deal with the McDonald brothers in 1954.
He established a franchising company, the
McDonald System Inc. and appointed franchisees.
In 1961, he bought out the McDonald brothers' share
for $2.7 million and changed the name of the company
to McDonald's Corporation. In 1965, McDonald's went
public
McDonald’s History

6. McDonald’s in India

7.  Entered in India in 1996 .
 McDonald's India is a 50 – 50 JV partnership
between MCDONALD’S CORPORATION
(U.S.A) and two Indian businessman Amit
Jatia and Vikram Bakshi
 Localisation:
Don’t offer any Beef or Pork item in
India .
In products like Mc.Veggie or Pizza
Mc.Puff , they used spices of Indian
flavour .
Soft serves and Milk Shakes were
made eggless .
McDonald’s History INDIA

8. Veg- Menu
Non- Veg Menu
Add ons Check our Meals
Frozen Desserts
Beverages
Our Products
Next

9. Beverages
Cold Coffee
Ice Tea
Soft Drinks
Mc Shakes
Hot Serves
Menu

10. Frozen Desserts
Soft Serve Cone
Mc Swirl
Soft Serve
Flavor Burst
Floats
Menu

11. Non- Veg Menu
Chicken McCurry
Chicken Maharaja Mac
McChicken
Fiet-O-Fish
Chicken Mexican Wrap
Chicken McGrill
Menu

12. McVeggie™
McAloo Tikki™
Paneer Salsa Wrap
Crispy Chinese
Veg McCurry Pan™
Pizza McPuff™
Veg Menu
Menu

13. Mc Aloo Tikki

14. Mc Aloo Tikki
Mc Aloo Tikki was developed by a research and development unit set
by the Indian joint ventures in early 2001.
This is the cheapest sandwich sold by Mc Donald’s in India and is
specially crafted for India and it continues to woo Indian hearts. It is
available at Rs 25.
The new Mc Aloo Tikki variants the Mexican Mc Aloo Tikki and the
Lebanese Mc Aloo Tikki offer an intercontinental experience to Indians
who are seeking global flavours with an Indian twist.
With the idea of the “Indian who is seeking global flavours” in mind,
Mc Donald’s took the popular Mc Aloo Tikki and gave it a dose of
Mexican cuisine as well as a taste of Lebanese flavours .

15. Promotional strategies
The company makes significant use of billboards and signage, sponsors
sporting events ranging from Little League to the FIFA World Cup and Olympic
Games. However, television ads remain the primary form of advertisement.
The fun filled ad campaign created by Leo Burnett and produced by RDP
Productions in 2009, shows how strangers become friends and life becomes
chatpata while enjoying the New Mc Aloo Tikki Burger.
In the year 2013, Mc Donald’s had again launched a new ad campaign of
Mc Aloo Tikki. This ad campaign reveals that any class can buy product that is
whether it is teenagers or adults. The ad shows element of both young
generation and fun .
In the year 2016, Mc Donald’s came with two new flavours of Mc Aloo
Tikki.
Other promotional techniques are :

16. Advertisement
Mc Donalds

17. Consumer Buying Behaviour
An individual can get affected by the environment, in which he
lives, his culture, his social class, his social group, his
psychology and his personality.

18. CULTURE :-
 It signifies the set of values of a particular community. An individual
decides to behave in a certain manner because of his culture. He gets all
these values from his parents and family.
 Every individual has different sets of values as compared to others,
what they see from their childhood when they start practicing those
habits, they become their culture.
 McDonalds studied the behavior of the Indian customer and provided
a totally different menu as compared to its International offering.
 It dropped ham, beef and mutton burgers from the menu. Because
Indians don’t like the beef and muttons.
 India is the only country where McDonalds serve vegetarian menu.
Even the sauces and cheese used in India are 100% vegetarian.

19. SUB-CULTURE :-
 As there can be broad differences
between the cultures of various societies,
there can also be differences within the
same culture. Every culture contains sub
cultures, that have distinctive practices,
preferences and beliefs.
 Mc Donald’s after identifying the
culture of Mc Aloo Tikki it further
divides the culture into sub-culture based
on region and age.
 It provides two new flavours of Mc
Aloo Tikki that is Mexican Mc Aloo
Tikki and Lebanese Mc Aloo Tikki to
people of West and South. It mainly
focuses on teenagers and youth.

20. SOCIAL CLASS :-
 Social Class can also be used as
determinant of sub cultural differences.
 In the social classes, we usually find
people with similar values, lifestyle and
behavior.
Mc Aloo Tikki mainly focuses on middle
class people because they have substantial
control over their consumption decisions. It
mainly targets student community whose
pockets are not broad enough. It gives value
for money. Mc Aloo Tikki is good at taste
and cheap on pockets.

21. SOCIAL GROUP :-
A social group is a collection of
individuals who share some common
attitudes and a sense of relationship as a
result of interaction with each other .
Mc Aloo Tikki consumers are mainly
influenced by family, friends and work
groups. For e.g.: - A group of friends visit
Mc Donald’s and if one friend eats Mc Aloo
Tikki then it will automatically generate
some greediness in minds of others.
In the same way a boss organizes a small
gathering in the Mc Donald’s for his
employees. If employees order for Mc Aloo
Tikki, then boss by seeing them also orders
the same.

22. SUCCESS MANTRAS :-
Key factors that are responsible for
success of Mc Aloo Tikki are as follows:-
Innovation
 Customization
 Good Management
 Best Marketing Strategies
 Good Values and Focus on Customers.
 Cheap

23. RECOMMENDATIONS :-
Firstly, Mc Donald’s should offer home delivery options to its customer
in their advertisements and the cost of home delivery should also be low.
Secondly, sometimes the prices shown in the ads often are not the same
while visiting the Mc Donald’s that means ads misleads the customer and
they are often get dissatisfied and this results in negative impact in their
buying behaviour.
Mc Donald’s should also introduce new flavours of Mc Aloo to North
and East India.