MUDRA COMMUNICATIONS

RANGOLI MEHROTRA

Analysis of an advertising agency

Points to Preview

All about Mudra

Structure of the agency

Their clients Campaign analysis Facts Contacts

References

All about Mudra

Founded in the year1980 by A.G. Krishna Murty Became 3rd largest agency in nine years Total branding solutions Four agency networks
Mudra

Advertising DDB Mudra Group Mudra Max Ignite Mudra

Capitalized billings: Rs 5232.54 million

Structure of the agency

Their Clients

Campaign analysis : McDonald's

FastFoodRestaurant

McDonalds entered India in 1996 There was a barrier towards the McDonalds menu and low footfall initially Was perceived to be a western place and unaffordable

Campaign analysis : McDonald's

FastFoodRestaurant

Phase I (1997-1999)

Phase II (2000 onwards)

Get people in. Increase footfalls. Convert footfalls into profitable footfalls.eg: Cone launched at Rs.7/-

Create a distinctive image of McDonalds in the consumers mind.

Task

Bounce back coupon with every cone. (Rs.15 off with every Economeal)
Economeals launched at Rs.29, 39 & 49.

Welcoming and affordable family restaurant with an exceptional eating experience

Families with children. The bullseye identified as the main decision maker: fathers.

Target Identified

Results 48 % increase in Footfalls. 30 % increase in Sales.

Phase I - Communication Strategy

Phase II- Instigation Strategy

Showcase Value. This was done by commercials which showed people from all over come in to experience McDonalds great prices.

A couple is ambling down a sidewalk when the wife shyly informs her husband: Rahul, humaare ghar mein ek mehmaan aane wala hai.

Excited, he tells her:Yakeen nahin hota! McDonalds ka veg surprise sirf 17 rupaiye mein? All his attention is on the poster on the window.

They are now seated inside enjoying the burger when the man recalls: Mehmaan? Mamaji aa rahein hai?

She is in splits as the logo appears: McDonalds mein ahi kuch baat. McDonalds family restaurant.

Veg Surprise- 15 secs

Phase III- Sustenance Strategy

Phase III- Sustenance Strategy

McDonalds today
Change in Consumer Perceptions
Premium food Premium & hence good quality Posh/status symbol Posh with equal environment Premium price Affordable Bland western food Different(less spicy, non-oily, crispy , fresh) & hence a good change Expensive western A good experience for the restaurant entire family & money well-spent Childish Childlike, young at heart Loud and meant Mature, intelligent, calm, for youngsters cultured place for families
Growth in Sales & Transactions (footfalls)
28% growth in sales. 23% growth in transactions.

Facts
International Awards: No. of awards -230 (Cannes,D&AD, Clio,One Show,AdFest,
Communication Arts, New York Festivals & others)

National Awards: No. of awards 825 (Abby, CAG, Ad Clubs, AAAI,

Showcase of Indian Advertising &others)

Agency of the year eight times

Mudra founder A.G. Krishna Murty has been honored multi times including
Calcutta Ad club Hall of fame A&M Ad person of the year Media international one of the international Ad industry 1998 AAAI premnrayon award recognition of pioneering spirit and entrepreneurial vision Mudra south agency of the year at paper award and the Ad club Cochin. For us, Mudra is not an agency, it is more of a true brand custodian Mr. D. Patel,Managing Director,Paras Pharmaceutical Ltd.

Contacts
Mudra Communications Ltd Mudra House, Sheth CG Rd, Ellisbridge, Ahmedabad 380 006 Tel: (0091 79) 656 5659 Fax: (0091 79) 642 5058

Branch telephone numbers:

Ahmedabad: (0091 79) 646 1530/23 Bangalore: (0091 80) 5588692 Delhi: (0091 11) 616 5290/92 Mumbai: (0091 22) 496 4800 Chennai: (0091 44) 825 0932, 8273151 Calcutta: (0091 33) 474 9084/85 Hyderabad: (0091 40) 3314181, 3390494 Kochi: (0091 484) 365750/301 E-mail: r.arora@mudra.com

URL: www.mudra.com

References:

www.mudra.com www.afaqs.com www.Mcdonaldsindia.com

Google images for various logos