Medla lannlng for Mc uonald's

lndla
repared by A[esh Shah
a[eshhshah[gmallcom
ecuLlve Summary
1he maln alm of Lhe medla plannlng belng carrled ouL by Mc
uonald's ls Lo undersLand Lhe cusLomer's lmporLance and
Lhelr lnLeresL ln Lhe company 1he medla plannlng aL Mc
uonald's ls belng carrled ouL [usL Lo creaLe Lhe awareness
among Lhe sLakeholders and also Lo make Lhe clLy recall Lhe
blg brand Mc uonald's
Medla plannlng makes sure LhaL Lhe company and lLs
lnvesLors know ln and ouL of Lhe annual reLurns of Lhe
company Lhelr lnvesLmenLs dlvldends and bonus Lhrough
varlous medla and press conferences 1he pro[ecL would glve
Lhe ln and ouL elsLence of Mc uonalds Medla lannlng
1hank ?ou noLe
uaLe CcLober 8 2011
1o
Mr narmadesh aLhak
Medla lannlng rof
uear Slr
l wlsh Lo epress my appreclaLlon for Lhe Lype of pro[ecL you asked us Lo work on 1he
whole pro[ecL was an amazlng learnlng eperlence Pope Lo geL more of such lnLeresLlng
work ln fuLure
1hanks agaln
lnde
1 lnLroducLlon
2 8esearch
3 CreaLlve and romoLlon
4 Medla Cb[ecLlves and SLraLegy
3 1argeL Audlence
6 Medla SelecLlon and lan
7 Concluslon
8 8eference
lnLroducLlon
Company rof||e
A Loca||y Cwned Company
W Mcuonalds ls Lhe worlds leadlng global foodservlce reLaller wlLh more Lhan
33000 locaLlons servlng approlmaLely 64 mllllon cusLomers ln 118 counLrles each
day More Lhan 80 of Mcuonalds resLauranLs worldwlde are owned and
operaLed by lndependenL local men and women
W ln lndla Mcuonalds ls managed by Lwo lndlan enLrepreneurs AmlL !aLla vlce
Chalrman PardcasLle 8esLauranLs vL LLd owns and spearheads Mcuonalds
operaLlons ln WesL SouLh lndla PardcasLle 8esLauranLs was appolnLed
uevelopmenL Llcensee for Mcuonalds ln lndla ln 2010 a progresslon from !olnL
venLure parLner
W vlkram 8akshl Mu and !olnL venLure arLner ConnaughL laza 8esLauranLs rlvaLe
LlmlLed owns and operaLes Mcuonalds ln norLh and asL lndla
W CelebraLlng over 13 years of leadershlp ln food servlce reLalllng ln lndla
Mcuonalds now has a neLwork of over 233 resLauranLs across Lhe counLry
Loca| Sourc|ng Is key for 1ru|y Ind|an roducts
W Mcuonalds lndla ls commlLLed Lo sourclng almosL all of lLs producLs from wlLhln Lhe
counLry rlor Lo lLs launch Lhe company lnvesLed sl years Lo develop lLs unlque cold
chaln and servlces Lo glve Lhe hlghesL quallLy food producLs absoluLely fresh and aL a
greaL value Lo lLs cusLomers
espect for Ind|an Customs and Cu|ture
W Mcuonalds worldwlde ls well known for Lhe hlgh degree of respecL Lo Lhe local culLure
of each markeL lL operaLes ln ln llne wlLh Lhls respecL for local culLure lndla ls Lhe flrsL
counLry ln Lhe world where Mcuonalds does noL offer any beef or pork lLems
W Mcuonalds has developed a menu especlally for lndla wlLh vegeLarlan selecLlons Lo sulL
Lhe lndlan palaLe and has also reenglneered lLs operaLlons Lo address Lhe speclal
requlremenLs of vegeLarlans
W Speclal care ls Laken Lo ensure LhaL all vegeLable producLs are prepared separaLely uslng
dedlcaLed equlpmenL and uLenslls 1hls separaLlon of vegeLarlan and nonvegeLarlan
food producLs ls malnLalned LhroughouL Lhe varlous sLages of procuremenL cooklng
and servlng So much so LhaL Lhe mayonnalse and sofL serves are also 100 vegeLarlan
and Mcuonalds uses only vegeLable oll as a cooklng medlum ln lndla
An Lmp|oyer of Cpportun|ty
W Mcuonalds lndla ls an employer of opporLunlLy provldlng quallLy employmenL and
longLerm careers Lo professlonals across Lhe counLry 1he average Mcuonalds
resLauranL employs 6080 people from crew Lo resLauranL manager
W Mcuonalds lnvesLs ln lLs employees leveraglng world classLralnlng lnpuLs Lo creaLe
ambassadors of Lhe brand and creaLlng food servlce professlonals wlLh global aLLlLudes
1he brand currenLly has over 8000 employees ln lndla
;ua||ty Serv|ce C|ean||ness Va|ue
W Mcuonalds ls drlven by Lhe phllosophy of CuallLy Servlce and Cleanllness value for
Money 1hls LranslaLes lnLo a commlLmenL Lo provlde cusLomers hlgh quallLy producLs
served qulckly wlLh a smlle ln a clean and pleasanL envlronmenL aL an affordable prlce
W 1hls effecLlvely means LhaL Lhe Mcuonalds menu ls prlced aL a value LhaL Lhe largesL
segmenL of Lhe lndlan consumers can afford whlle aL Lhe same Llme ensurlng LhaL
quallLy ls noL sacrlflced for value raLher Mcuonalds leverages economles Lo mlnlmlse
cosLs whlle malmlzlng value Lo cusLomers
MllesLones of Mc uonald's ln lndla
Mcuonalds launches lLs flrsL sLore ln lndla uelhl 13Lh CcLober 1996 Lhen ln
Mumbal 21sL CcLober 1996 new roducL launches Mahara[a Mac Mcveggle
McAloo 1lkkl
Launch of Pappy Meals
2004 Launch of Pappy rlce Menu Mcuellvery klosks Launch of 1sL Clobal campalgn
lm lovln lL ClLy Launches 8angalore
200 8anked 19Lh ouL of 23 Lop companles ln Lhe PewlLL 8esL mployers 2007 Survey 1sL
Made lor ?ou formaL resLauranL launched ln 8ombay Mcuellvery servlce launched ln
Pyderabad Wlnner of Cn8C Awaaz Consumers Award 2007 ln Lhe 2nd consecuLlve year
MllesLones ln CcLober 1996 Mcuonalds opened lLs flrsL resLauranL ln lndla 1oday
more Lhan 273 lakh cusLomers ln lndla place Lhelr LrusL ln Lhe brand every day
LrusLlng Lhe brand Lo provlde Lhem wlLh hlghesL quallLy food producLs absoluLely fresh
and aL a greaL value CelebraLlng over 10 years of leadershlp ln food servlce reLalllng ln
lndla Mcuonalds now has a presence of 123 resLauranLs across Lhe counLry
8esearch
,c Dona|d's ,ed|a |ann|ng
Mc uonald's keeps Lhe clock always Llcklng Lhrough Lhe year by uslng MonLhly Seasonal
Annual and Audlence CenLrlc assessmenL goal seLLlng and sLraLeglc plannlng When lL comes
Lo Mc uonald's Lhey belleve Lo seL ob[ecLlves by focuslng and formulaLlng a slmple unlform
yeL effecLlve plan LhaLll help Lhem achleve opLlmum resulLs ln Lhe medla
When lannlng Medla for Lhe neL 6 monLhs as a general rule Lhey conslder Lhe full year
ahead and epecL Lo revlse every Lhree monLhs lf needed Llke mosL buslness acLlvlLles
Medla lannlng needs flelblllLy and accepLablllLy of change over Llme 1he maln alm ls Lo
achleve Lhe deslred response for Lhe cusLomers Lo aLLaln success
Creat|ve
W 1he LargeL markeLs for Lhls medla plan are lranchlsee owners lnvesLors and common
people LhaL are used Lo modern medla 1he creaLlve porLlon of Lhls plan wlll caLer Lowards
Lhe conLemporary yeL culLural flL people lL wlll do Lhe lmporLanL work of brand recalllng
romot|on
W Clvlng beneflLs Lo lranchlsee owners and lnvesLors and glvlng Lhe cusLomers an eperlence
Lo rellsh upon for memorles
,ed|a Cb[ect|ves
1o CreaLe local awareness and brand recall of Mc uonald's whlle sLaylng
wlLhln Lhe 100 130 crore budgeL 1he medla plan for Lhe year would be
of sl monLhs and would sLarL from Lhe very sLarL of Lhe year le !an Lo
!une 1argeL 7 63 year old chlldren male females wlLh an lncome of 8s
10000 13000 8s and over 8evaluaLlon of Lhe plan would be done afLer 2
monLhs and flnally afLer 4 monLhs use of medla LhaL wlll effecLlvely
communlcaLe Lhe naLlonwlde audlence as well as malnLaln Lhe presLlge of
Lhe company
Medla SLraLegy
W locus on hoardlngs blll boards and news papers as Lhe prlmary medlums
Lo creaLe awareness for Lhe LargeL markeL
W rovlde conLlnulng supporL Lhrough Lhe enLlre year of 2011
W use Lelevlslon onllne medla channel LhaL has naLlon wlde reach
1argeL Audlence
Secondary 1argeL Audlence
SLake holders/ share holders lnvesLors
Snap ShoL
Age 4063
Cender Male/lemale
lncome 1000000+
Ceographlc ulsLrlbuLlon nLlre CounLry
LlfesLyle PablLs 8eads naLlonal newspaper and
rlmary 1argeL Audlence
Common eople
Snap ShoL
Age 7 70 yrs
Cender Male/lemale
Ceographlc ulsLrlbuLlon nLlre ClLy
LlfesLyle PablLs 8ead magazlnes and naLlonal newspapers and go Lo malls/ resLauranLs
Medla SelecLlons
W -LWS AL Cur LargeL audlence ls lnvesLlng class and Lhe reach
should be naLlonwlde hence newspaper would be rlghL opLlon Lo
choose
W 1lmes of lndla naLlonwlde reach hlgh readershlp
W conomlc 1lmes refered by buslness and lnvesLor class people
W ualnlk !agran Local language naLlonwlde reach Plgh reader shlp
W
W CADI-S Poardlngs are consldered mosL effecLlve vehlcles of
all
W 1LLLVISIC- 1LC SLar lus CarLoon neLwork would be Lhe perfecL
medla vehlcle as lL has naLlonwlde reach and hlgh vlewershlp
Medla lan
Newspaper CostJCm
Cost Uf *
Ad No. Uf Ad
Cost For
Mntb Package Deal
TUI 9 88 88
Midday 89
Mumbai
Mirror 8 8
TUTAL 9
Channe|
ates er
0 Sec Days 1|me|ng Spots Cst]Week
1ota| Cf
Week Cst],nth
1ota| Cf
,nth
SLar lus Mon lrl
1830
1900 3 293000
(CarLoon
neLwork) Mon lrl
1930
2000 3 383000 1023000 4100000 24600000
1LC Mon lrl
1900
1930 3 223000
MUMBAI Andberi
Location Size 0f Boaiuing
Cost 0f Boaiuing Pei
Nonth
No. 0f Nonths Total
Piime x 9
Piime x
Bandra
Location Size 0f Boaiuing
Cost 0f Boaiuing Pei
Nonth
No. 0f Nonths Total
Piime X 8
Borivli
Location Size 0f Boaiuing
Cost 0f Boaiuing Pei
Nonth
No. 0f Nonths Total
Piime x 9
Piime x
Mira Road
Location Size 0f Boaiuing
Cost 0f Boaiuing Pei
Nonth
No. 0f Nonths Total
Piime x
T0TAL
Concluslon
W Medla lannlng ls lmporLanL Lo every
company whlch lncludes publc as well as
prlvaLe secLor Mc uonald's belng a prlvaLe
secLor lnvesLs a more Lhan Lhe publlc secLor
company's ln Lhe Medla lannlng process
8eferences
W Mc uonald's Annual reporL 2010
W Mc uonald's Medla lannlng 8eporLs
W Mc uonald's WebslLe