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."