Segmentation targeting and positioning of Mcdonald's for india

Essay by khaitan_sunilUniversity, Master'sB, November 2004

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Many multinational fast food chains (MFFC) like McDonald's and KFC are opening outlets in India. A fascinating aspect of these companies is the intricate marketing process they employ to gain a stronghold on the market. The marketing process becomes even more involved due to the behaviour of Indian customer being different from that of the western countries, where these chains have typically been operating. Even with several outlets in various locations in India, the marketing process of a new outlet typically has to be thought from scratch due to the wide diversity across the country.

Recently, McDonalds has decided to expand into Bangalore in a big way. Praveen Bose Bangalore Burger chain McDonalds plans to invest Rs 50 crore annually in India. It has already brought in Rs 500 crore of FDI on the 56 outlets it has in India. "We are here for the long haul," Amit Jatia, joint venture partner, McDonalds India (western region) said while announcing the opening of its Bangalore outlet.

McDonalds is finally up and running in Bangalore, trying to seduce Bangaloreans with their offerings after conquering the people of 115 countries. The world's largest restaurant chain has opened its 57th restaurant in India and the first restaurant in Bangalore, at the Forum.

The investments will be towards launching new restaurants and building up the supply chain. The chain has had to improvise on their way to India and Bangalore will be served the same fare as in the other 56 restaurants. So out goes beef and pork from their US and European offerings. It has added some Indianised items.

The location at the Forum mall was chosen after a study of about one year. People from the chain studied the footfalls at different malls and then decided to set up shop there. The...