Top Story

e4m_logo.png

Home >> Marketing >> Article

Big Bite: McDonald’s in institutional tie-ups

12-April-2004
Font Size   16
Share
Big Bite: McDonald’s in institutional tie-ups

In a strategic move, retail fast-food giant McDonald’s India is set to relaunch its ‘Happy Meal’ programme with new marketing activities within McDonald’s restaurants across the country this month.

The objective behind the move is to engage customers with innovative experiences while providing them with McDonald’s products within its restaurants.

To start with, McDonald’s India has recently entered into a tie-up with Hewlett-Packard (HP) whereby on the purchase of a ‘Happy Meal’, a mother will be able to get a picture clicked with her child free of cost and take home happy memories.

It’s a fun-filled activity, where the mom dresses up her child in a costume in one minute. If it’s a boy, the costume is ‘Galidor’ and if it’s a girl, she has to don the ‘Hello Kitty’ costume. It will be on at McDonald’s restaurants between April 16 and May 27.

Hardcastle Restaurants Pvt Ltd managing director Amit Jatia told FE: “McDonald’s India would be addressing value, choice and flexibility on its products where as part of its pricing strategy, the starting price point for a Happy Meal will be Rs 55 onwards across the country. And as for choice and flexibility, we will offer a wider range of burgers to choose from such as, McAloo Tikki, Chicken McGrill, McVeggie, McChicken and Filet-O-Fish.”

As part of the new Happy Meal programme, McDonald’s India will soon provide an option of substituting aerated beverage (Coke) with a small McShake for Rs 8 more.

Apart from this, McDonald’s has recently created a platform for offering an affordable menu called ‘Happy Price Menu’ whereby McDonald’s products such as McAloo Tikki, Chicken McGrill, Pizza McPuff and soft serve small (hot fudge and strawberry) will all be priced at Rs 20 each, all inclusive of taxes.

“The move is aimed at connecting our customers with McDonald’s branding,” he added.

In order to create awareness about the new marketing activities, McDonald’s India is planning to launch new TVCs to show that any small excuse is good enough reason to come to McDonald’s. There are six such ‘excuses’ or ‘bahanas’ that will be aired.

For the purpose, Mc-Donald’s India is planning to invest around Rs 4 crore, summed up Mr Jatia.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...