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Global/International Marketing

Global/International Marketing. Presented by: Leah Hicks, Sierra Braccio, Scott Phillips, Kevin Ponath, & Brandon Hamilton. Agenda. Global Business Entering Into India Marketing Mix Product Promotion Price Place (Distribution Channels) Differences/Adaptations Final Thoughts

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Global/International Marketing

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  1. Global/International Marketing Presented by: Leah Hicks, Sierra Braccio, Scott Phillips, Kevin Ponath, & Brandon Hamilton

  2. Agenda • Global Business • Entering Into India • Marketing Mix • Product • Promotion • Price • Place (Distribution Channels) • Differences/Adaptations • Final Thoughts • References

  3. Global Business • Since 1990 the number of multinational corporations has grown from 30,000 to 63,000 • Between 2000 and 2008 world trade grew more than 7% per year • 17% of the worldwide GDP is world trade • $12 Trillion

  4. Marketing Mix • Product • Straight Product Extension • Product Adaptation • Product Invention • Promotion • Communication Adaptation • Price • Income Distribution • Infrastructure • Natural Resources • Place • Country Size • Population Density • Transportation Structure • Distribution Channels

  5. Entering Into India • Opened in 1996 • 92% Hindu or Muslim • Religious Dietary Restrictions • 40% Vegetarian • 75% localized menu • Local spices/chillies • Local ingredients in sauces • Altered Menu • Additional Services • Low Dine-Out Rates • Household Income Variety • Low Infrastructure • No Mass Media • Finding Partners

  6. Product USA • High use of beef • Few vegetarian meal options • Larger Menu • Larger Sizes INDIA • No use of beef or pork • Mainly chicken based meals • Many vegetarian options

  7. Big Mac vs. Maharaja Mac

  8. Promotion USA • Brand Development • McCafe • Premium McWrap • $1 Menu • Value Focus to Regain Customers • Mobile Apps INDIA • Promotions • Toy of the month • Happy Price Menu • Masala Grill • Advertising Messages • Language & Cultural Differences • QSCV (Quality, Service, Cleanliness, and Value)

  9. Price USA • $1 Menu • Most items under $5 • Affordable on most American budgets INDIA • Happy Price Menu • Rs. 25 = .46 cents in U.S. dollars • Econo Meal Rs. 79 = $1.46 • Economic differences

  10. Place USA • Product Placement • News Broadcasts • Millennial Targeting • McWrap • New Leadership • US Brand and Strategy Officer • Olympics INDIA • McDelivery • Limited Drive-Thru Options • Kitchen Tours

  11. Key Differences/Adaptations • McDelivery • No Beef/Pork on menu • Religious Beliefs • McDonalds Image • Fast Food vs. Upscale Restaurant • Localization (Lower prices in India, yet Upscale Dining experience)

  12. Final Thoughts

  13. References • http://adage.com/article/news/mcdonald-s-1-rank-millennials/240497/ • http://www.guardian.co.uk/world/2008/jul/22/usa.mediabusiness • http://www.ukessays.com/essays/marketing/mcdonald-adaptation-in-india-marketing-essay.php • http://www.mcdonaldsindia.com/ • http://ipm.ge/article/How%20McDonald's%20evolved%20its%20marketing%20in%20India_ENG.pdf • http://voices.yahoo.com/mcdonalds-india-wheres-beef-774517.html • http://www.ijsrp.org/research-paper-0912/ijsrp-p0935.pdf • http://www.executivetravelmagazine.com/articles/mcdonalds-entry-into-india

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