A PROJECT REPORT ON
A Study Promotion Strategy of
McDonalds on Customer
Behaviour
INDEX
ABOUT McDONALDS
OBJECTIVES OF THE STUDY
MARKETING STRATEGIES
OF MCDONALD'S
METHODOLOGY & LIMITATIONS
OF THE STUDY
SURVEY RESPONSE ANALYSIS
CONCLUSION
QUESTIONNAIRE
McDonald's Corporation is the world's largest chain of fast food restaurants, serving
around 68 million customers daily in 119 countries.
Headquartered in the United States, the company began in 1940 as a barbecue
restaurant operated by Richard and Maurice McDonald;
A McDonald's restaurant is operated either by a franchisee, or an affiliate, or the
corporation itself.
The corporation's revenues come from the rent, royalties and fees paid by the
franchisees, as well as sales in company-operated restaurants.
McDonald's primarily sells hamburgers, cheese burgers, chicken, French fries,
breakfast items, soft drinks, milkshakes and desserts. In response to changing
consumer tastes, the company has expanded its menu to include salads, wraps,
smoothies and fruits.
ABOUT McDONALDS
McDonald's is one of the best-known brands worldwide. Our research isbased on promotion strategy used by the McDonald’s to attract customers.
McDonald's continually aims to build its brand by listening to its customers.It also identifies the various stages in the marketing process.
Branding develops a personality for an organisation, product or service. Thebrand image represents how consumers view the organisation. Brandingonly works when an organization behaves and presents itself in a consistentway.
Marketing communication methods, such as advertising and promotion,are used to create the colours, designs and images, which give the brand itsrecognisable face.
Marketing involves identifying customer needs and requirements, andmeeting these needs in a better way than competitors. In this way acompany creates loyal customers
Cont.…
OBJECTIVES Of study
To Study the promotional strategy used by the McDonalds to attract the customers.
To study how McDonalds is different in offering various promotional strategies .
MARKETING STRATEGIES
OF MCDONALD'S
BUSINESS STRATRGY
FRANCHISE MODLE –PRODUCT CONSISTENCY-ACT LIKE RETAILER THINK LIKE A BRAND-
STRATERGY AS PER INDIAN MARKET
RE-ENGINEERING THE MENU-THE VEGITERIAN CUSTOMER-
METHODOLOGY AND LIMITATIONS
The sampling method was used to gathered information through the use of a
survey questionnaire as an instrument.
In sample survey we administered same question to the each 50 college student to
analysis the promotion strategy of McDonalds on Customer Behavior. The study
was conducted to determine the reason, factor and the cause
To Study Promotion Strategy of McDonalds on Customer Behavior. How
customers use the promotion strategy to full fill the their needs. Primary method
as well as secondary method is use to collect the data.
The results were analyzed to determine the observations of the respondents.
Research data were encoded, analyzed and presented in graphs and pie diagram
SURVEY RESPONSE ANALYSIS
100%
Yes No
6%
40%
Q. How often do u enjoy the catering
service in McDonald's?
Q. Have you visited McDonald's?
25%
29%
Every Day
Once a Year
Once a Week Once a Month
SURVEY RESPONSE ANALYSIS (contd…)
24%
Yes No
0%
61%
Q. Do you enjoy the decoration of
McDonald's branches in general?
Q. Have you heard about McDonald's
FUN CLUB?
31%
Excellent
Bad
Good Ok
76%
8%
SURVEY RESPONSE ANALYSIS (contd…)
29%
Yes No
0%
61%
Q. What type of the promotion you
think is using by McDonalds to
increase the rate of customers?
Q. Do you try the new product with in 1
week after the latest advertisement
released?
27%
Happy Meal
None
Lunch McValue Set Meal
71%
12%
SURVEY RESPONSE ANALYSIS (contd…)
39%
76%
Q. Does the McDonald’s promotion
strategy influence you?
Q. Which type of McDonald’s
promotional advertising catch your
eyes?
TV
Internet News Paper
Pamplets
27%
24%
Yes No
14%
14%
6%
Posters
SURVEY RESPONSE ANALYSIS (contd…)
35%
76%
Q. Does the free Wi-Fi attract you?Q. Does McDonald’s promotion 12pm
to 3pm (value lunch) does attracts
you?
24%
65%
Yes No
SURVEY RESPONSE ANALYSIS (contd…)
29%
78%
Q. Have you tried new discounts/offers
in McDonald’s?
Q. Have you used the Online service of
the McDonald’s?
22%
71%
Yes No
SURVEY RESPONSE ANALYSIS (contd…)
20%
82%
Q. Are you satisfied with the services
provided by McDonald’s?
Q. What are the unique selling
prepositions of McDonald’s?
None
Offers/Discount
Food Prise
62%
18%
Yes No
18%
0%
SURVEY RESPONSE ANALYSIS (contd…)
3%
Q. Do you think McDonald’s will triumphant over all its competitors?
Haven't thought about it
Yes
May Be Never
61%
20%
16%
CONCLUSIONMarketing Strategies implied by McDonald's clearly gives the entire comprehensiveinformation that is necessary for the growth and development of a businessenterprise.
Basically, the strategies that are implemented by McDonald's includes many basicessentials features like market research, innovative ideas, customers views,forecasting consumers demand, planning, organizing etc, these are the few basicessentials elements that plays a vital role for the successful business and also increating the brand name of a product.
Today, in this fast moving dynamic world the demand for goods and services areincreasing at an alarming rate due to which there is greater competency andcompetitors ruling in the market.
Therefore, most of the companies adopt different types of marketing strategies inorder to serve their customers in a more better and efficient manner than theircompetitors so that, their business can easily survive in the market.
Let me conclude by quoting this quote by Ray Kroc
"Perfection is very difficult to achieve, and perfection was what I wanted inMcDonald's. Everything else was secondary for me."