Says Mr Jatia: In fact, our close association with Nestle is the third such alliance for introducing a new range of desserts and beverages. Prior to working with Nestle, we launched McSwirl Cone ice-cream in association with Cadburys this year. Through a strategic alliance with Coca-Cola India, we recently introduced Georgia Gold coffee at our outlets.
Ushering in the festive season, the company plans to roll out a host of new marketing initiatives to promote its entire range of products. Says Mr Jatia: As part of our promotional campaign, we are introducing a new Happy Meal Programme called McPirates which will run between September 6 and October 3. Our on-going Happy Meal Programme called McDonaldland Puzzles will run till September 5, 2002.
On the companys new product launches, Mr Jatia informs that McDonalds has recently introduced Paneer Salsa Wrap priced at Rs 39 and the Chicken Mexican Wrap priced at Rs 49. He adds: The new products are being sold a la carte as well as in a Meal Combo, which is priced at Rs 82 (net) for the Paneer Salsa Combo and Rs 92 (net) for the Chicken Mexican Combo.
As for the target audience for the companys new launches, says Mr Jatia: This new products have been designed for adults who are looking for variety in product as well as taste at McDonalds.Further, on the positioning of the new product range, informs Mr Jatia: Our research had indicated that we need to address three needs such as variety, filling and making McDonalds more relevant for the adult. Which is what we have done through these new launches.
In order to enhance brand visibility for Paneer Salsa and Chicken Mexican wraps, the company plans to release television and radio commercials soon. According to Mr Jatia: The Wrap is another step in product innovation at McDonalds towards its menu becoming more fun, contemporary and relevant to the Indian customer.