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McDonalds shifts focus from ‘Extra Value Meals’ to unique taste quotient

06-July-2010
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McDonalds shifts focus from ‘Extra Value Meals’ to unique taste quotient

For the first six months of 2010, McDonalds had been targeting its customer base and target audience with its ‘Extra Value Meal’ proposition, but now the company is shifting gears towards bringing taste in focus.

Rajdeep Chatterjee, General Manager, McDonalds India, North & East, told exchange4media, “We are just about to complete our campaign on ‘Extra Value Meals’, wherein we ran six films on national TV and it has provided better results than anticipated. For the balance of 2010, we plan to strongly establish the daily affordability and unique taste quotient of McDonald’s products.”

In an external move, Chatterjee has recently been handed over marketing responsibilities and is reporting to Managing Director Vikram Bakshi, after Sanjeev Katyal, who was heading McDonalds’ North & East division, bid adieu to the company in March 2010.

Chatterjee further said, “Recently, we have done some extensive sets of consumer research, which have given us very valuable insights that can be acted upon. Armed with these, we are reaching out to the consumer with the right kind of products, pricing and communication to provide the consumer with the ‘I’m lovin it’ moments. And this strategy of being ‘daily affordable’ to the consumer has borne great results.”

McDonald’s India (North & East) has been doing fairly well. The brand grew the highest in comparable sales growth and in comparable guest counts growth and was the fourth highest in McDonald’s APMEA region in the month of May.

In another marketing move, prices of some of the products have been revised. “Yes, there has been a change in prices. We have reduced the prices in some of the leading moving products and as a system in all our markets, we have moved to a tax exclusive,” Chatterjee added.

As of now, the brand has slashed the prices of two of its products – the cone and Veg Pizza McPuff. The cone is now sold for Rs 9 plus taxes in the whole of UP, West Bengal and Rajasthan, while in Delhi NCR, Punjab, Haryana and Himachal it is priced at Rs 10 plus taxes. McPuff’s pricing has been kept at Rs 18 plus taxes, which comes up to Rs 20 and this price is uniform all over the country.

The company is also in the process of zeroing in on a development agency to revamp its website (www.mcdonaldsindia.net), which has not undergone any change in the last few years.

Chatterjee concluded, “It would be an understatement to say that we are very bullish about the digital environment. To start with, we are revamping our space on the web and on mobile. In the near future, we would be coming out with some very exciting initiatives, armed with our local understanding and global best practices.”

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