Ronaldo has Rs.7 billion more lined-up for India. But, increasing health-consciousness threatens...
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Friedman, a celebrated writer, once said, “No two countries, that both have McDonald’s, have ever fought a war against each other. People in McDonald’s countries don’t like to fight wars anymore, they prefer to wait in line for burgers.” Very true! So can we say – ‘that’s the power of brand McDonalds’? Maybe Yes, maybe no, but in India, the brand has had quite a roller-coaster journey. It all started with the ‘beef controversy’. But showing the nerve of a long-term player, McDonald’s in India has been growing for more than half a decade now. “The crucial factor that played a significant role in McDonald’s success and helped define Food Retailing in India was the understanding of the Indian consumer and Indian culture,” enthused Vikram Bakshi, MD, McDonald’s India (North and East). The fast food retailer under- stood the Indian consumers, which resulted in their strategy of Indi- anising the menu with vegetarian burgers like McAloo Tikki (their best selling burger yet), and value-for- money offerings. “The oil that we use is 100% vegetarian, palmolein oil and over 50% of the products on our menu are vegetarian in India,” says Bakshi. Brand campaigns like “hamare zamane ke daam” made market positioning simple and 57 new outlets were opened just in the past year. Sure enough, it’s Ronald’s magic being felt all around!For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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