Marketing McDonald’s in India

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Case Details:

Case Code : MKTG270
Case Length :25 Pages
Period : 1996-2011
Pub Date : 2011
Teaching Note : Not Available
Organization : McDonald's Corporation
Industry : Fast Food
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"Whatever a guy anywhere in the world wants, a guy in India wants that as well… The consumer is beginning to recognize that quick-service restaurants mean quality and value for money."1

- Amit Jatia, vice-chairman of McDonald’s India – south and west, in 2011


In April 2011, McDonald’s Corporation (McDonald’s) launched a new marketing campaign in India with TV commercials, print, in-store promotions, and a viral campaign. The campaign was to support the launch of the McSpicy products -- its new range -- in India. Vikram Bakshi, Managing Director, (North & East) McDonald’s India, said, “The McSpicy menu is a part of our ongoing endeavor to add variety and expand our menu to suit our customers’ preferences. These are products from our core global menu, but tailored to the Indian palate.2” McDonald’s, which had 212 outlets in India in early 2011, was preparing to increase its presence further in the country3. Analysts felt that since its entry into the country in 1996, McDonald’s had established itself as a leading player in the fast emerging fast food market in India.

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Introduction cont... - Next Page >>

1]Amy Kazmin, "India's Youth Savour Fast-Food Chains,", March 16, 2011
2]"McDonald's Introduces New Range of McSpicy Products in India,", March 30, 2011
3]“Hunger Pangs, McDonalds to Go for a Bigger Bite in India,”, March 25, 2011

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