PR PLAN FOR MCDONALD’S, INDIA: BY ARFA SHAIKH

THE ORGANISATION:

McDonald's Corporation is one of the world's largest chain of hamburger fast food
restaurants, serving nearly 47 million customers daily. At one time it was the largest
global restaurant chain, but it has since been surpassed by multi-brand operator
Yum! Brands (KFC and others) and sandwich chain Subway.

A McDonald's restaurant is operated by either a franchisee, an affiliate, or the

corporation itself. The corporation's revenues come from the rent, royalties and fees
paid by the franchisees, as well as sales in company-operated restaurants.
McDonald's revenues grew 27% over the three years ending in 2007 to $22.8 billion,
and 9% growth in operating income to $3.9 billion.

McDonald’s is the world’s leading food chain retailer with more than 31,000
restaurants in 119 countries servng more than 15 million customers each day. In
India, McDonald’s is a joint-venture managed by two Indians. While Amit Jatia,M.D.
Hardcastle Restaurants Pvt. Ltd. Owns and spearheads McDonalds in west and south
India, McDonald’s restaurants in North and East India are owned and managed by
Vikram Bakshi’s Connaught Plaza Restaurants Pvt. Ltd. After 12 years of leadership in
food service retailing in India, McDonald’s now has a network of over 160
restaurants across the country.

McDonald's primarily sells hamburgers, cheeseburgers, chicken products, french

fries, breakfast items, soft drinks, milkshakes, and desserts. In response to obesity
trends in Western nations and in the face of criticism over the healthiness of its
products, the company has modified its menu to include healthier alternatives such
as salads, wraps and fruit.

THE KEY MESSAGES:

 McDonald’s food is healthy and safe.

 It is not the reason for growing obesity in Indian children.
 Reformed and upgraded menu for the health conscious.
 Value for money menu.
 McDonald’s has had a positive influence on the economic development
of India.
 McDonald’s is a sensitive and caring employer.
 McDonald respects Indian culture.
THE TARGET AUDIENCE:

 Children
 Parents of Small Children
 Teens (hangout spot, food is reasonable price)
 The rich (premium chickens, premium coffee, etc)
 Health conscious (salads, parfaits, apples)
 Entry-Level Employment Seekers
 Restaurant Management Professionals
 Corporate Business People (Management, Sales & Marketing, etc.)
 Entrepreneurs looking for franchise opportunities
 Share Holders looking for investment opportunities
 Partner Suppliers (Coca-Cola, etc.) looking for sales channels

THE TARGET PUBLICATION:

 Television: Cartoon Network, POGO, Hungama, Disney Channel, Animax,

MTV, Travel and Living and Aaj Tak
 Print: Indian Express, Times Of India, The Week, India Today, Mumbai
Mirror and Midday
 Radio: Red FM, Radio Mirchi

THE STORY ANGLE:

Project McDonald’s as a healthy and cheaper alternative to other fast food

centres and an enterprise that respects the preferences of Indian customers.

THE SLOTS:

 “MTV Wassup?”, targeting teens.

 Comic Express supplement in Indian Express and the comic page in
Mumbai Mirror, targeting children.
 The Health column and the 2-minute read articles in Mumbai Mirror and
Times Of India, targeting parents.
 “Health” supplement of The Week and India Today, targeting parents.
 Malishka’s show on Red FM and Jitu Raj’s show on Radio Mirchi,
targeting the college-going and working crowd.
 THE STORY ANGLES:
 Run a story on McDonald’s origin and expansion
 McDonald’s success stories
 Story on how McDonald’s affects Indian Economy
 Story on how Indian consumers have made a shift from unhygienic
roadside food to hygienic food centres like McDonald’s
 Publicise McDonald’s Ronald Clown
 Story on successful foreign ventures in India
 Publicise the toy characters which come with McDonald’s Happy Meal

THE SLOTS:
