MAM

McD's leads TV ads in fast food outlet category with 35% share in H1 2010

MUMBAI:With the Indian economy picking up once again and the market bustling with youth buyers, the fast food outlet category is once again increasing its thrust on television advertising. And standing tall in the list is McDonald‘s Corporation.


While the category by itself has grown to occupy a 29 per cent television advertising volume share in the overall services sector, within the category McDonald‘s "I am loving it" proposition has built up well on TV to grab a 35 per cent share during the first half of 2010.
 
 The brand has grown in TV ad volumes by 337.5 per cent over the same period a year ago, when it had absorbed a mere 8 per cent of the overall pie.


Says McDonald‘s India senior director - marketing Rameet Arora, "McDonald‘s leads the pack with both more penetration and more footfalls than any other player. The McDonald‘s franchise is built on the foundation of strong consumer connect and marketing. The brand has many dimensions that make it compelling wherein great tasting food and great value everyday are the two critical dimensions. Therefore, the advertising of this brand saw such a volume jump in the last six months."
 
 
Within the product line, the products from the brand that were most advertised from January-June 2010 were Mcdonald‘s Extra Value Meal (13 per cent), Mcdonald‘s Happy Meal (10 per cent), Mcdonald‘s Happy Price Menu (7 per cent) and Mcdonald‘s Chatpata Mcaloo Tikki (6 per cent).


In 2004, the brand launched the Happy Price Menu with a value message for a younger audience and saw a surge of younger consumers and people from socio-economic class B walk into our stores.


Says a media observer, "The Indian consumer was price sensitive and even though the organisation managed to establish a sense of familiarity, Indian consumers continued to perceive McDonald‘s as an expensive eating out option."


Thus, in 2008, the campaign using the father-son duos from the Indian film industry was launched to reiterate the theme of "Yesteryear‘s Prices". It features Bollywood stars from past decades together with their sons and a message that prices have not risen in line with the passage of time.
 
 
Meanwhile, Yum Restaurants India, running the flagship brands Pizza Hut and KFC, follows McD‘s in TV ad volumes with 34 per cent share. The products advertised most from the company lineup are KFC (13 per cent), Pizza Hut (7 per cent), Pizza Hut Magic Times (5 per cent) and KFC Krushers (5 per cent), according to Tam AdEx data.


The fast food outlet category on TV had seen a downfall in 2009 when slowdown was tightening its grip. The category, which had a 45 per cent share in 2008, fell to a 12 per cent share during the year and steadily rose to again 29 per cent in the first half of 2010.


Says Madison Media Infinity COO & head - Madison Media Research Centre
Mallikarjun Das, "With more players and chains, the ad volume on TV of this category has steadily increased. And with the economy improving, people‘s spending on weekends also went up and so did their spending on eating outside."


Moving forward, the category will only grow further. "The market for this category is still evolving and the category will also grow. The total ad spend by the organised players in the fast food outlet category is pegged at Rs 2 billion and should be growing at 15-20 per cent this year. Television ads occupy the maximum share," says a senior executive who did not want his name to be revealed.


McDonald‘s is ready to step up its media campaigns in the second half as it aims at increasing its market share in the category.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/inito.jpg?itok=AwQJneLI
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/Deloitte.jpg?itok=4oU7Xx11
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/break.jpg?itok=NI2aMi1o
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/pvr.jpg?itok=x_vsjB5p
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/Pursuite.jpg?itok=rXkZMDm4
Pursuite.com forays into furniture

MUMBAI: In a move to further expand its product categories, Pursuite.com, India’s first B2B e-commerce platform for hospitality procurements has announced its entry into furniture, fixture and equipment (FF&E) segment.  With over 50 brands and more than 5000 products from across the globe,...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/Digital.jpg?itok=LM0bBxXP
Digital will be core of ad budgets by 2020: DAN report

MUMBAI: The increasing penetration of digital media in India is creating huge opportunities for marketers to reach out to untapped audiences in newer ways than before. Marketers are getting innovative with the way they choose to advertise to their audience.

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/voda.jpg?itok=llTNSmks
Vodafone brings back the Pug in AR

MUMBAI: Television viewers and spectators at Sunday’s grand finale of the Vodafone Premiere Badminton League broke into impromptu smiles when they realised they had unexpected company.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/smart.jpg?itok=5qxiMtZr
Smartworks shows tech-friendly office in new ad

MUMBAI: Provider of shared work spaces, Smartworks has launched its second brand video featuring the benefits of hassle free technology to enhance collaboration and productivity for its members.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/rs.jpg?itok=cJF-fG9v
Ramesh & Suresh get 'lost' again in Cadbury 5Star 3D

MUMBAI: Ramesh and Suresh are back and this time they are lost at a whole new level. Over the last twelve years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories