McDonalds Value Meal addressed the price sensitivity of the Indian consumer market.
However, irrespective of this effort, McDonalds was affordable to select customers only.
These were the ambitious middle, upper middle and affluent classes who were keen to
combine eating with fun. Children were the major influencers. McDonald’s advertisement
put forth an attractive proposition to the children segment that played a major role in the
decision making as regards the choice of a restaurant. Happy MealTM was used to reflect
the fun element of the experience at McDonald’s. Happy MealsTM were all about the
simple pleasures of childhood, a time of excitement, joy, and being treated special. Each
Happy Meal™ was themed and had on offer, a set of collectible toys from that particular
theme. One theme typically was used for duration of 4 – 6 weeksvii. In this deal the
customer got a choice of a burger, a drink and a toy. Happy MealsTM were a huge success.
The rising income levels in India increased the disposable income. Fun and entertainment