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Global/International Marketing. Presented by: Leah Hicks, Sierra Braccio, Scott Phillips, Kevin Ponath, & Brandon Hamilton. Agenda. Global Business Entering Into India Marketing Mix Product Promotion Price Place (Distribution Channels) Differences/Adaptations Final Thoughts

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global international marketing

Global/International Marketing

Presented by: Leah Hicks, Sierra Braccio, Scott Phillips, Kevin Ponath, & Brandon Hamilton

agenda
Agenda
  • Global Business
  • Entering Into India
  • Marketing Mix
  • Product
  • Promotion
  • Price
  • Place (Distribution Channels)
  • Differences/Adaptations
  • Final Thoughts
  • References
global business
Global Business
  • Since 1990 the number of multinational corporations has grown from 30,000 to 63,000
  • Between 2000 and 2008 world trade grew more than 7% per year
  • 17% of the worldwide GDP is world trade
    • $12 Trillion
marketing mix
Marketing Mix
  • Product
    • Straight Product Extension
    • Product Adaptation
    • Product Invention
  • Promotion
    • Communication Adaptation
  • Price
    • Income Distribution
    • Infrastructure
    • Natural Resources
  • Place
    • Country Size
    • Population Density
    • Transportation Structure
    • Distribution Channels
entering into india
Entering Into India
  • Opened in 1996
  • 92% Hindu or Muslim
    • Religious Dietary Restrictions
  • 40% Vegetarian
  • 75% localized menu
    • Local spices/chillies
    • Local ingredients in sauces
  • Altered Menu
  • Additional Services
  • Low Dine-Out Rates
  • Household Income Variety
  • Low Infrastructure
    • No Mass Media
    • Finding Partners
product
Product

USA

  • High use of beef
  • Few vegetarian meal options
  • Larger Menu
  • Larger Sizes

INDIA

  • No use of beef or pork
  • Mainly chicken based meals
  • Many vegetarian options
promotion
Promotion

USA

  • Brand Development
  • McCafe
  • Premium McWrap
  • $1 Menu
  • Value Focus to Regain Customers
  • Mobile Apps

INDIA

  • Promotions
    • Toy of the month
    • Happy Price Menu
    • Masala Grill
  • Advertising Messages
  • Language & Cultural Differences
  • QSCV (Quality, Service, Cleanliness, and Value)
price
Price

USA

  • $1 Menu
  • Most items under $5
  • Affordable on most American budgets

INDIA

  • Happy Price Menu
    • Rs. 25 = .46 cents in U.S. dollars
    • Econo Meal Rs. 79 = $1.46
  • Economic differences
place
Place

USA

  • Product Placement
    • News Broadcasts
  • Millennial Targeting
    • McWrap
  • New Leadership
    • US Brand and Strategy Officer
  • Olympics

INDIA

  • McDelivery
  • Limited Drive-Thru Options
  • Kitchen Tours
key differences adaptations
Key Differences/Adaptations
  • McDelivery
  • No Beef/Pork on menu
    • Religious Beliefs
  • McDonalds Image
    • Fast Food vs. Upscale Restaurant
  • Localization (Lower prices in India, yet Upscale Dining experience)
references
References
  • http://adage.com/article/news/mcdonald-s-1-rank-millennials/240497/
  • http://www.guardian.co.uk/world/2008/jul/22/usa.mediabusiness
  • http://www.ukessays.com/essays/marketing/mcdonald-adaptation-in-india-marketing-essay.php
  • http://www.mcdonaldsindia.com/
  • http://ipm.ge/article/How%20McDonald's%20evolved%20its%20marketing%20in%20India_ENG.pdf
  • http://voices.yahoo.com/mcdonalds-india-wheres-beef-774517.html
  • http://www.ijsrp.org/research-paper-0912/ijsrp-p0935.pdf
  • http://www.executivetravelmagazine.com/articles/mcdonalds-entry-into-india