Task: International Marketing Plan involving McDonald's in India:
Q1. Describe the market segment you are targeting and explain how you plan to position your product or service based on your analysis of this segment.
Q2. Develop an international marketing strategy that addresses the following:
o Product
o Promotional strategy
o Pricing strategy
o Place
o Channels of distribution
o Modes of entry
Q3. Discuss the monitoring process of the plan
Case Scenario:
India
Beef and pork products are not offered to observe Indian religious sensitivities. Halal certified chicken and fish are the only meat products used in India.
In India, meat and vegetarian meals are prepared in separate areas of the restaurant because of religious laws about preparation of food for vegetarians and meat-eaters. Cooks preparing vegetarian dishes wear distinctive green aprons.
The Vegetable McCurry Pan, the famous dish is very popular and is an original creation of McDonald's across India. It starts with a rectangular shaped crust that is topped with a creamy sauce, mushrooms and vegetables including broccoli and bell pepper. It is then baked until the crust is crisp and the toppings are hot and bubbly.
The Chicken McCurry Pan is the same as its vegetarian version. It starts off with a rectangle of dough and is topped with a tomato-curry sauce, spiced with thyme, basil and oregano. It is finished off with chicken, bell peppers, and cheese and is baked till crisp and bubbly.
There is an Indian version of the Big Mac, called the Maharaja Mac, which is made with two grilled chicken patties and is topped with onions, tomatoes, cheese and a spicy mayonnaise. It was originally made with lamb, but is now made with chicken.
Mexican-style wraps for both vegetarians and non-vegetarians, like the Mexican Chicken Wrap, and Curry Pans in shahi paneer and chicken tikka variations are also offered.
The Paneer Salsa Wrap is sold in India. It starts with a small slab of paneer that has been dredged in a coating that is a cross between Mexican and Cajun in flavor. It is fried and the paneer patty is wrapped in flatbread and topped with a mixture that includes lettuce, red cabbage and celery and then is finished off with vegetarian mayonnaise, salsa and cheddar cheese.
Other items on the Indian menu include chicken and fish products like the McChicken and the Filet-O-Fish.
The vegetarian burger menu consists of the McAloo Tikki Burger. It is a veggie burger which includes a patty made out of potatoes, peas, and spices. It also includes tomato slices, onions, and vegetarian mayonnaise.
McVeggie is another vegetarian burger on the menu. It looks similar to the McAloo Tikki Burger (see above), but starts with a sesame seed bun. In between the bread, you'll find a vegetarian patty that is made from peas, carrots, green beans, red bell pepper, potatoes, onions, rice, and seasoning. The burger is then garnished with lettuce and has mayonnaise (referred to as Veg Sauce in India) spread thickly on the bread. Another menu item sold there is the Chicken McGrill. It starts off with a thin grilled chicken patty that is embellished with cilantro mayonnaise, onions and tomatoes and is served on a toasted bun.
Another vegetarian menu item in India is the Crispy Chinese. It starts with a vegetarian patty topped with a creamy Szechuan sauce and lettuce. Another new menu item added is the McSurprise burger. It contains a mutton patty, onion and Italian mayonnaise.
There is also a Pizza McPuff, which also starts with a rectangular shaped crust, but instead of a creamy sauce, it is flavored with a tomato-based sauce and then is topped with carrots, beans, bell peppers, onions, peas and mozzarella cheese.
Recently a breakfast menu is introduced in selected outlets. The menu includes veg items like Veggie McMuffin, hash browns, Cuppa Corn, hotcakes with maple syrup, and Spinach and Corn McMuffin. The non-vegetable menu features egg and cheese McMuffin, Sausage McMuffin and Chicken Salami McMuffin. These products are available at selected outlets from 7:00 AM to 11:00 AM.