Trimester: VI

Batch: 2022-2024
Class Assignment-2

Integrated Marketing-Communication
SUBMITTED TO - Dr. Anupa Barik

Submitted by- Abhishek Kumar

Roll no.- PM2022004
Question: Write a case study on McDonalds' growth in India tracking their marketing strategy.
Also write a concluding paragraph on how their Indian marketing strategy is different from their
marketing strategy in the US.

Case Study on McDonald's Growth in India Tracking Their Marketing Strategy

McDonald's has been one of the most successful fast-food chains in the world, and its growth in India
has been just amazing. From entering the market in 1996 with just one store, McDonald's now has
over 500 restaurants across the country. This case study will track McDonald's growth in India and
analyse the marketing strategies that have contributed to its success.

Marketing Strategies:
Adapting to the Indian palate: In India, McDonald's has done more than simply replicate its
worldwide menu. Rather, it has modified its products to match regional preferences. For example, the
company introduced vegetarian and McAloo Tikki burgers, which have become some of its most
popular items in India.
Focus on value: McDonald's has positioned itself as an affordable option for Indian consumers. The
company offers a variety of value meals and combos, which cater to the price-sensitive Indian market.
Localization of marketing campaigns: McDonald's has launched several successful marketing
campaigns in India that are culturally relevant. For example, the "Happy Meal" campaign has been
adapted to feature local toys and characters.
Building partnerships: McDonald's has partnered with local food delivery platforms and e-
commerce companies to reach a wider audience. This has helped the company to expand its reach
beyond major cities and cater to the growing demand for online food delivery in India.

Challenges:
Competition: McDonald's faces stiff competition from other fast-food chains, both domestic and
international. Local chains like Domino's and KFC have a strong presence in India, and international
chains like Burger King are also expanding rapidly.
Changing consumer preferences: Indian consumers are becoming increasingly health-conscious,
and there is a growing demand for healthy food options. McDonald's has been working to address this
by introducing healthier menu items and salads.
Negative perception of fast food: There is a perception among some consumers that fast food is
unhealthy. McDonald's has been working to counter this perception by promoting the quality of its
ingredients and its commitment to food safety.

Conclusion:
McDonald's success in India can be due to its successful marketing strategies, which have focussed on
creating brand loyalty and catering to the local market. But the business also must deal with shifting
customer tastes and competition. In order to sustain its dominant market share in India, McDonald's
must keep going in innovating and tailoring its products and services to cater to every need of its
customers.

Differences between Indian and US Marketing Strategies:

Product: In India, McDonald's offers a wider range of vegetarian and McAloo Tikki burgers to cater
to the local palate. In the US, the menu is more focused on beef and chicken burgers.
Pricing: McDonald's prices are generally lower in India compared to the US, reflecting the difference
in income levels between the two countries.
Marketing campaigns: McDonald's marketing campaigns in India are more focused on localization
and cultural relevance, while the campaigns in the US are more general.