Mcdonalds Project

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SERVICES MARKETING PROJECT

ON MCDONALDS INDIA

GROUP MEMBERS: SYED MUNWAR (22) BALAJI P.S (07) DEVVRAT SONI (13) PRASANTH K (27) SANDEEP S (35) M.MADHU KIRAN CH (19) ACKNOWLEDGEMENT

We would like to thank the Dean Professor Jaychandran and Professor Rajarshi Chakraborthy for extending their kind co-operation by supporting and guiding us in successful completion of this project on Services Marketing strategies of McDonalds’ .

Professor Jaychandran Professor Rajarshi Chakraborthy

TABLE OF CONTENTS
Contents
INDUSTRY PROFILE AND COMPANY PROFILE5
Service Sector in India5
The Indian Food Service Industry6
Fast Food Restaurants (QSR)7
Increased availability:8
Novelty in terms of products and offerings8
Convenience:8
Seen as family venues:8
Increase in spending power of urban youth:8
India on Top 10 List Of Frequent Fast Food Eaters Globally9 Worlds Oldest McDonald’s10
HISTORY OF MCDONALD’S10
MCDONALD’S IN INDIA12
BRIEF OVERVIEW OF SERVICES MARKETING15
Characteristics of services15
Nature of Services15
Service Marketing Mix16
Difference between physical goods and services17
Managing Service Quality18
Other Considerations in Marketing Services Impact of Technology:18 THE 7 P's ANALYSIS Of Mc DONALDS'19
SERVICE RECOVERY STRATEGIES FOLLOWED BY MCDONALD’S22
Emphasis on Local Management22
.22
Environmental Friendliness22
Corporate Citizenship22
Pricing22
RECOVERY PARADOX24
Market segmentation25
Family-Centric and Child-Centric Strategy25
STP OF MCDONALD”S FOR INDIA26
Relationship marketing strategy of McDonalds for India27
APPLICATION OF THE GAP MODEL30
Ethical Stance31
Environmental Policies32
Sharing of Personal Information33
Our Privacy Policy Regarding Children33
Cookies34
PROMOTIONAL STRATEGIES ADOPTED BY MCDONALDS (SERVICES) Vs. COCA-COLA (SOFT DRINKS INDUSTRY)35 COCA-COLA36
SUGGESTIONS AND CONCLUSION37
Recommendations:38
BIBLIOGRAPHY39

INDUSTRY PROFILE AND COMPANY PROFILE

Service Sector in India

Service Sector in India today accounts for more than half of India's GDP. According to data for the financial year 2006-2007, the share of services, industry, and agriculture in India's GDP is 55.1 per cent, 26.4 per cent, and 18.5 per cent respectively. The fact that the service sector now accounts for more than half the GDP marks a watershed in the evolution of the Indian economy and takes it closer to the fundamentals of a developed economy.

Services or the "tertiary sector" of the economy covers a wide gamut of activities like trading, banking & finance, infotainment, real estate, transportation, security, management & technical consultancy among several others. The various sectors that combine together to constitute service industry in India are:

Trade
Hotels and Restaurants
Railways
Other Transport & Storage
Communication (Post, Telecom)
Banking
Insurance
Dwellings, Real Estate
Business Services
Public Administration; Defence
Personal Services
Community Services
Other Services

The Indian Food Service Industry With more than five thousand ethnic communities represented, India has a very diverse population. Each region and sub region in India has distinct food...
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