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    MARKETING & BRANDING STRATEGIES

    OF

    MC DONALDS

    IN

    INDIA

    Submitted To:

    Sayanti Banerjee

    New Delhi Institution of Management

    New Delhi

    Submitted By:

    Abhishek Pandey

    C-03

    MBA 2009-11

    UNDERTAKING

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    Marketing & Branding Strategy of Mc Donalds In India

    I here by declare that the research work on The Marketing and Branding Strategy

    of Mc Donalds is done originally by me. The data used in the report is obtained

    directly from the findings from the Questionnaire. The research work is exempted

    from any piracy and plagiarism and the data collection, analysis and preparation of

    the report is novel and original.

    Abhishek Pandey

    M.B.A

    2009-2011

    Prepared By:Abhishek PandeyC-03[Type text]

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    ACKNOWLEDGEMENT

    I express my heartfelt gratitude to several people for their direct and indirect

    assistance in the successful completion of my project. It is with the great pleasure,

    privilege and humbleness that I express my sincerest gratitude to all the people

    who, despite of their busy schedule, have happily rendered me valuable help and

    guidance.

    My special and sincere thanks to my seniors who guided me at every

    step of the research work. It was from their regular assistance that Im able to get

    all the data and findings for the project.

    Im in-debited to Sayanti Banerjee, my guide who directed me to work at

    different stages of the project and learning about Analysis of Options in Indian

    Market that helped a lot in furnishing my knowledge of the concerned topic.

    Without these extended supports and co-operation, the project wouldnt

    have been the same.

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    Marketing & Branding Strategy of Mc Donalds In India

    Content of Table

    S.No. Title Page No.

    Synopsis 5

    Objective of the Research study 7

    Introduction 9

    Research Methodology 11

    Company Profile 13

    Marketing Strategy 25

    Branding Strategy of Mc Donalds in India 34

    Data Analysis & Findings 49

    Limitations 63

    Recommendations & Conclusion 65

    Annexure 68

    Bibliography 70

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    Prepared By:Abhishek PandeyC-03[Type text]

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    Marketing & Branding Strategy of Mc Donalds In India

    SYNOPSIS

    TITLE :MARKETING & BRANDINGSTRATEGIESOFMC DONALDSIN INDIA

    NAMEOF COMPANY : MC DONALDS (INDIA)

    SPECIFIC OBJECTIVES :

    . To find out the marketing strategy of Mc Donalds

    The service quality prevailing in Mc Donalds

    To find out the service quality of Mc Donalds in various areas and find out

    the deficiency.

    The service quality of other players.

    To study the factors determining the choice of branding strategy in market.

    RESEARCH METHODOLOGY :

    A) Primary data

    1. Interaction with people in day to day life.

    2. Data collected on the basis of questionnaire.

    B) Secondary data

    1. Business Magazines

    2. Newspapers

    3. Relevant information form Website of Mc Donalds

    4. Other Websites.

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    Marketing & Branding Strategy of Mc Donalds In India

    Objectives:

    To find out the marketing strategy of Mc Donalds

    The service quality prevailing in Mc Donalds

    To find out the service quality of Mc Donalds in various areas and find

    out the deficiency.

    The service quality of other players.

    To study the factors determining the choice of branding strategy in

    market.

    Prepared By:Abhishek PandeyC-03[Type text]

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    Marketing & Branding Strategy of Mc Donalds In India

    INTRODUCTION

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    McDonald's...

    Is the leading global foodservice retailer with more than 30,000 local restaurants

    serving 52 million people in more than 100 countries each day. More than 70% of

    McDonald's restaurants worldwide are owned and operated by independent local

    men and women.

    Is one of the world's most well-known and valuable brands and holds a leading

    share in the globally branded quick service restaurant segment of the informal

    eating-out market in virtually every country in which we do business.

    Serves the world some of its favorite foods - World Famous French Fries, Big

    Mac, Quarter Pounder, Chicken McNuggets and Egg McMuffin.

    Our rich history began with our founder, Ray Kroc. The strong foundation that he

    built continues today with McDonald's vision and the commitment of our talented

    executives to keep the shine on McDonald's arches for years to come. To read

    more about McDonald's history, vision and executives, click on their links in the

    left menu.

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    Research Methodology

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    Collection Method:

    A) Primary Data

    B) Secondary Data

    C) Primary data

    3. Interaction with people in day to day life.

    4. Data collected on the basis of questionnaire.

    D) Secondary data

    5. Business Magazines

    6. Newspapers

    7. Relevant information form Website of Mc Donalds

    8. Other Websites.

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    memorabilia and artifacts, including the Multimixer!

    The McDonald's History - 1965 to 1973

    McDonald's Comes To Wall Street

    In 1965 McDonald's went public with the company's first offering on the

    stock exchange. A hundred shares of stock costing $2,250 dollars that day

    would have multiplied into 74,360 shares today, worth approximately $3.3

    million on December 31, 2006. In 1985 McDonald's was added to the 30-

    company Dow Jones Industrial Average.

    A Big Idea Called "Big Mac"

    "Introduced system wide in 1968, the Big Mac was the brainchild of Jim

    Delligatti, one of Ray Kroc's earliest franchisees, who by the late 1960s

    operated a dozen stores in Pittsburgh."

    The Egg McMuffin

    Introduced in 1973, the Egg McMuffin was developed by owner operator

    Herb Peterson.

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    The McDonald's History - 1974 to 1993

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    The First Ronald McDonald House in Philadelphia, PA

    In 1974 Fred Hill of the Philadelphia Eagles teamed up with McDonald's to

    create Ronald McDonald House. Here the families of critically ill children

    have a place to call home while they're away from home as the young

    patients undergo treatment for their conditions.

    The Happy Meal

    Since 1979 the Happy Meal has been making kids visits that much more

    special. Clubs the world over collect Happy Meals toys and boxes.

    The Future Begins Now

    McDonald's Express for a world that can't slow down!. McDonald's is

    popping up in more non-traditional locations like Amoco and Chevron

    stations, with full menu offerings and dining room seating, just like you'll

    find in a traditional McDonald's.

    The McDonald's History - 1994 to Today

    Kuwait City, Kuwait

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    Kuwait City is pretty far from Des Plaines, Illinois, but that didn't stop

    15,000 customers from lining up here on opening day in 1994. The line at

    the drive thru was seven miles long. Proving once again that "Good Times,Great Taste" is understandable in any language.

    Forty three years after opening our first restaurant in Des Plaines,

    Illinois, we are proud to come to you on the World Wide Web. Did you

    know that McDonalds.com receives millions and millions of hits every

    week?

    50th Anniversary

    McDonald's Corporation celebrated its 50th Anniversary with the

    opening of a flagship restaurant in Chicago.

    McDonalds Facts Summary

    Food Quality

    McDonalds serves 100% beef, 100% chicken, and Grade A eggs

    McDonalds food comes only from certified suppliers who are audited and

    inspected on a regular basis Many of the foods McDonalds serves are from the

    same trusted brands consumers purchase at the grocery store to enjoy at home

    Dannon, Kraft, Nestl, Tyson, Dasani, Newmans Own, Heinz, Minute

    Maid and many others

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    Food Safety

    More than 2,000 safety, quality and inspection checks surround McDonalds food

    as it moves from the farms to our restaurants McDonalds requires that 72 safety

    protocols are conducted every single day in McDonalds restaurants McDonalds

    works closely with independent experts on science, health and food to help

    McDonalds develop the most stringent safety protocols

    Nutrition

    For 30 years, McDonalds has provided comprehensive nutrition information -- the

    first in the QSR industry to do so; this year, nutrition information is on packaging,

    putting it right in the hands of customers McDonalds serves premium salads,

    chicken, yogurt, bottled water, fruit & more .A McDonalds hamburger is 260

    calories and 9 grams of fat, and is the same size as it was when introduced in 1955

    Jobs & Opportunity

    20 of top 50 management started in McDonalds restaurants, including our CEO,

    Jim Skinner67,000 McDonalds restaurant managers and assistant managers started

    as restaurant staff McDonalds is the only restaurant organization to receive credit

    recommendations from the American Council on Education (ACE)

    Our People

    Best Place to Work for Minorities Fortune Magazine 2005

    McDonalds invests more than $1 billion annually in training Hamburger

    University has more than 275,000 graduates worldwide & with training, eligible

    for college credits One out of 5 Best Places to Work in Latin American

    America Economic Magazine 2005

    Community Commitment

    McDonalds local owners are Moms & Pops too Ronald McDonald Houses are

    homes away from homes for families with seriously ill children in more than 259

    local communities around the world Ronald McDonald Care Mobile program is

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    a fleet of state-of-the-art vehicles that deliver cost-effective medical, dental and

    education services directly to underserved children in their own neighborhoods

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    Mc-Donald In India

    A Locally Owned Company

    McDonald's India is a joint-venture company managed by Indians. In Western

    India, Amit Jatias company, Hardcastle Restaurants Private Limited owns and

    manages McDonald's restaurants. In Northern India, McDonald's Restaurants are

    owned and managed by Vikram Bakshis Connaught Plaza Restaurants Private

    Limited. Amit Jatia and Vikram Bakshi are responsible for running McDonald's in

    India.

    Local Sourcing Is Key For Truly Indian Products

    Around the world, McDonald's traditionally operates with local partners or local

    management. In India too, McDonald's purchases form local suppliers. McDonald's

    constructs its restaurants using local architects, contractors, labour and - where

    possible local materials. McDonald's hires local personnel for all positions within

    the restaurants and contributes a portion of its success to communities in the form

    of municipal taxes and reinvestment.

    McDonald's sources food products form local companies. Fresh Lettuce comes

    from Pune, Delhi, Nainital and Ooty; Cheese form Dynamix Dairies, Baramati,

    Maharashtra; fresh Buns from Cremica, Phillaur, Punjab and Mrs. Bector and

    Sons, Khopoli, Maharashtra; Sauce from Bector Foods, Phillaur, Punjab and

    Hindustan Lever Limited-Best Foods Division, Thane, Chicken Patties,

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    Vegetable Patties, Pies and Pizza McPuff from Vista Processed Foods, Taloja,

    Maharashtra. Dairy Products from Amrit Food, Ghaziabad, UP.

    Mc-Donald Journey in India so Far..

    1996 The first McDonald's restaurant opened on Oct. 13, at Basant Lok,

    Vasant Vihar, New Delhi. It was also the first McDonald's restaurantin the world not serving beef on its menu

    1997 The first Drive - Thru restaurant at Noida (UP)

    The first disabled friendly store at Noida (UP)

    1999 The first Mall location restaurant at Ansal Plaza (New Delhi)

    2000 The first highway restaurant at Mathura (UP)

    2001 The first thematic restaurant at Connaught Place (New Delhi)

    2002 The first restaurant in a food court at 3C's, Lajpat Nagar (New Delhi)

    The first restaurant at the Delhi Metro Station at Inter State Bus

    Terminus

    The first annual fundraiser in association with ORBIS and Dr.

    Shroff's Charity Eye Hospital.(Delhi)

    2003 The first Dessert Kiosk - Faridabad (Haryana)2003-04 Indigenous products like McAloo Tikki, McVeggie and Pizza McPuff

    exported to Middle East countries

    2004 McDonald's Delivery Service (McDeliveryTM ) introduced in New

    Delhi

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    2006 McDelivery on Bicycles flagged off at Chandni Chowk (Delhi)-

    another first initiative by McDonald's India

    100th McDonald's Restaurant in India

    10 Year Anniversary

    2007 The first Restaurant opened in the Eastern Region at Park Street,

    Kolkata (West Bengal)

    The first Restaurant opened at Airport.(Domestic Airport, New

    Delhi)

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    McDonald's India - A decade of quality service

    For its unparalleled benchmarks established in the QSR sector McDonalds India

    has been bestowed with many prestigious awards. To name a few:

    Most Respected Company' for four

    consecutive years, 2003-2007 in the Food

    Services sector, by Businessworld

    Most Wanted Brand of the Year' Award

    2003 & 2004 by Franchising Holdings

    India Ltd.

    Retailer of the Year' Award for catering

    services, 2004-2006 at the Images Retail

    Awards.

    The 'Most Preferred Fast Food Outlet' 2006

    & 2007 by Awaaz Consumer Award,

    hosted by CNBC.

    Star Retailer - The Consumer Way, Food

    Services Retailer' of the Year 2006 &

    2007, by Franchise India

    Amity Corporate Excellence Award'-in

    2007 & 2008

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    Strategy Opted by Mc Donald in India

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    Setting Up Of An Extensive Food Chain

    Six years prior to the opening of the first McDonald's restaurant in India,

    McDonald's and its international supplier partners worked together with

    local Indian Companies to develop products that meet McDonald's rigorous

    quality standards. These standards also strictly adhere to Indian Government

    regulations on food, health and hygiene. Part of this development involves

    the transfer of state-of-the-art food processing technology, which has

    enabled Indian businesses to grow by improving their ability to compete in

    todays international markets.For instance, Cremica Industries worked with one of McDonald's suppliers

    from Europe to develop technology and expertise, which allowed Cremica to

    expand its businesses from baking to also provide breading and batters to

    McDonald's India and other companies. Another benefit of expertise in the

    areas of agriculture allows McDonald's and its suppliers to work with

    farmers in Ooty, Pune and Delhi and other regions to cultivate high quality

    lettuce. This includes sharing advanced agricultural technology and expertise

    like utilisation of drip irrigation systems that reduce overall water

    consumption and agricultural management practices, which result in greater

    yields.

    In some cases, the Indian suppliers had the technology - but no market for

    the products they produced. For example, Dynamix Dairies through its

    relationship with McDonald's was introduced to a large consumer to

    supply milk casein and other milk derivatives. The two companies entered

    into a business relationship resulting in an initial export order of

    approximately US $12 million per year with the potential to increase.

    McDonald's local supply networks through Radhakrishna Foodland to get

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    products from various suppliers to restaurants in Delhi, Mumbai and other

    parts of India.

    Respect For The Indian Customs And Culture

    McDonald's worldwide is well known for the high degree of respect to the

    local culture. McDonald's has developed a menu especially for India with

    vegetarian selections to suit Indian tasted and culture. Keeping in line with

    this McDonald's does not offer any beef and pork items in India.

    McDonald's has also re-engineered its operations to address the specialrequirements of a vegetarian menu. The cheese and cold sauces used in India

    are 100% vegetarian. Vegetable products are prepared separately, using

    dedicated equipment and utensils. Also in India, only vegetable oil is used

    as a cooking medium. This separation of vegetarian and non-vegetarian

    food products is maintained throughout the various stages of procurement,

    cooking and serving.

    An Employer Of Opportunity

    McDonald's India is an employer of opportunity, providing quality

    employment and long-term careers to the Indian people. The average

    McDonald's restaurant employs, on an average, 60-80 people from crew to

    restaurant manager. McDonald's world class-training inputs to its employees

    can be seen in the present close to 2000 employees currently in Mumbai and

    Delhi.

    Community Partnership

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    McDonald's believes in giving back to the community it serves. Wherever

    McDonald's goes, it becomes a part of the community it operates in and

    contributes towards the development of the locality. For example,

    McDonald's has introduced the concept of Litter Patrols McDonald's

    employees go around the market every day, picking up garbage left behind

    not only by customers from McDonald's restaurants but also by other visitors

    to the area. The result is a cleaner neighbourhood.

    To commemorate 50 years of Indian independence, on 15th August 1998,

    McDonald's Mumbai organised a No Garbage Drive in association with

    Brihan Mumbai Municipal Corporation (BMC) and five schools in Bandra.

    Inaugurated by the Municipal Commissioner, this was in support of BMCs

    Zero Garbage initiative. Other community activities undertaken by

    McDonald's in India include the adoption of local public parks for

    restoration and beautification, thereby providing a play area for children. In

    fact in Delhi, McDonald's even addresses the security issues relevant to a

    particular residential colony.

    Some of our significant contributions have been:

    1995 donation of$25,000/- to the Chief Ministers Relief Fund for Latur

    earthquake.

    2001 donation of$50,000/- for the Earthquake devastated Bhuj.

    2002 donation of$250,000/- to the Rosser Family Foundation to build a

    primary school and health clinic for children in the Alaknanda slum of

    New Delhi

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    Apart from these, McDonald's has also played a role in:

    Supporting Health drives like Pulse Polio since 1999.

    Along with Nehru Science Centre, McDonald's has taken the initiative of

    being a partner of the Inter School Science Quiz Competition.

    McDonalds Spotlight, an Inter-school Performing Arts Competition

    started in 1998 for schools all over Mumbai to provide the students with

    an atmosphere for healthy competition in performing arts.

    In 2002, McDonalds tied up with the Nalanda Foundation for a period of

    three years to generate funds for the education of the underprivileged

    Girl-Child

    Value as the corner stone of McDonalds strategy

    McDonald's worldwide stands for QSC&V, where V stands for value and

    therefore the value proposition assumes special significance. Explaining this,

    Mr. Amit Jatia, Managing Director, McDonald's Western India says,

    McDonald's success has been built on commitment to the delivery of QSC&V

    (Quality, Service, Cleanliness and Value) to customers, the expansion of

    restaurant numbers to improve convenience and large scale investment in

    supplier development, training and people. Getting QS&C consistently, and

    overwhelming appreciation of Value keeps our customers satisfied and

    maintains our competitive edge.

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    The value initiative at McDonald's is all-pervasive. Our strategy is to achieve

    best value by enhancing experience (offering best quality), while keeping

    prices reasonable. This applies to products we serve our customers and to every

    other aspect of the way we do business. At McDonald's, costs are kept low by

    increasing efficiency and cutting wastage at all levels. This is possible by

    advanced operations, management and human behaviour skills tested over time

    in around 120 countries across the world.

    It is important to understand that delivering highest quality doesnt come

    easily. Customers who walk into a McDonald's restaurant, expect to be served

    food that is hot and fresh, made from the highest quality ingredients, served

    within minutes of placing their order and at a price, which is affordable. Such

    is the strength of the brand that they rely on McDonald's to do all this, without

    thinking about how it is actually achieved.

    This is achieved through to the minutest details and doing things the right way,

    whether it is the McDonald's unique cold chain network which ensures that

    food products move from farms to restaurants absolutely fresh, at the lowest

    possible cost, or, the reverse osmosis water treatment plant at every restaurant

    to provide water which is the ultimate in purity, McDonald's in India has

    invested heavily in achieving quality.

    McDonalds Value offers

    Though all McDonald's food products offer tremendous value, McDonald

    continually review and improve our menu offerings to make sure that

    McDonald not only meet their customers expectations, but also exceed them.

    As a result, Mc Donald have introduced a series of ongoing value options to

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    enable their customers to appreciate this aspect of the brand even more

    strongly.

    Quality, Service, Cleanliness & Value

    McDonald's Philosophy

    When asked to explain McDonald's success, founder Ray Kroc used to say,

    "We take the hamburger business more seriously than anyone else." Kroc was

    a perfectionist. From the day he opened the first restaurant, he vowed to give

    his customers high quality products, served quickly and a smile, in a cleanand pleasant environment, and all at a fair price. Quality, Service, Cleanliness

    and Value (QSC&V) became the philosophy that drove McDonald's business

    from one restaurant in 1955 to around 30,000 restaurants in about 120

    countries. This philosophy also guides McDonald's India.

    Quality

    McDonald's India serves only the highest quality products. The attention

    to food quality started long before the first restaurant opened.

    McDonald's India has established close relationships with local suppliers

    who provide McDonald's with the highest quality, freshest ingredients to

    make its products. All suppliers adhere to Indian government

    regulations to food, health and hygiene while continuously maintaining

    McDonald's own recognized standards. McDonald's has established an

    extensive "cold chain" distribution system in India to ensure that the

    products that arrive at the restaurant from suppliers all over India are

    absolutely fresh. In the restaurants, products and suppliers are used on a

    "first-in, first-out" basis to ensure freshness. All McDonald's products

    are prepared using the most current state-of-the-art cooking equipment to

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    ensure quality and safety. On an average 20 different quality checks are

    carried out before any product is served to our customers.

    Service

    McDonald's India provides fast, friendly service the hallmark of

    McDonald's, which sets its restaurants apart from others. At

    McDonald's, the customer comes first. Every employee strives to

    provide 100 percent customer satisfaction for every customer every

    visit. This includes fast, friendly and attentive service, accuracy in order

    taking and filling, and anticipation of customer's needs.

    Cleanliness

    McDonald's restaurants provide a clean, comfortable environment

    especially suited for families. McDonald's stringent cleaning standards

    ensure that all tables, seating, highchairs and trays are sanitized several

    times each hour. The attention to cleanliness extends from the lobby to

    the kitchen to the sidewalk and even immediate areas outside the

    restaurant. In addition to urging customers to dispose of their litter

    properly and offering a number of litter bins (both inside and outside the

    restaurants) for their convenience, McDonald's "Litter Patrols" walk one

    block around the restaurants several times each day picking up

    McDonald's litter. Restaurant managers walk through the dining areas

    each hour, to ensure that it is clean and well stocked. All restaurants

    provide warm and inviting environment and a variety of comfortable

    seating arrangements to accommodate anyone from a single individual

    to a large family.

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    Value

    McDonald's prices its products in such a way that a very large cross

    section of the Indian population can afford it. McDonald's does not

    sacrifice quality for value rather McDonald's leverages economies of

    scale to minimize costs while maximising value to customers.

    McDonald's definition of value is broader than most restaurants of its

    kind it is more than even the price. Value at McDonald's is the sum of

    the total McDonald's experience: quality food; fast, friendly service; a

    clean and pleasant environment and products priced for the largest

    segment of Indian consumers possible. That is value at McDonald's.

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    Mc-Donalds Branding Strategy in India

    Mac and Dick McDonald established McDonald's brand in 1940 by using their

    surname. In 1962,when Dick McDonald's sent Kroc an illustration of the

    McDonald's family crest, Kroc had it added to the sign as a symbol of quality,

    replacing Speedee, the boyish chef character that the McDonald's brother had

    develop to designate the speedee service system. When others insisted that the

    crest was gaudy the search was on for a more stylist corporate symbol. Turner

    fiddled with the logo, based on the veldt in the Cadillac insignia, and Schindler

    used that to sketch a logo that pictured the slanted roofline of the store piercing a

    line drawing of the Golden Arches in the form of an M. In 1968, the roofline image

    was dropped and the McDonald's name was added to derive the current logo. Since

    then logo has not undergone any major changes. The introductions of the Ronald

    McDonald's character later develop a human element in the McDonald's brand, and

    provided an instant link with children.

    Offering:

    A brand is an offering from known source. McDonald's carries many associations

    in the minds of people. Hamburger, fun, children, fast food, Golden Arches. These

    associations make up the brand image.

    McDonald's On Six levels of Meaning.

    Attribute

    A clean fast food brand which tastes the same any where you eat in the world.

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    Benefits

    You don't have to stay hungry for a long time. McDonald's ready to eat available.

    Values

    The world leader in fast food restaurants.

    Culture

    The brand represents culture of social gathering for families and groups.

    Personality

    The world leader, A giant M.

    User

    All kinds of consumers buy McDonald's products irrespective of age, sex all over

    the world. One can see all types of personalities in the McDonald's restaurant.

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    Seven Ps Of Marketing

    Product:

    It is the offering of a company in the market which is primarily for

    Use

    Consumption

    Further Processing.

    A service or a product refers to an activity or activities that a marketers offers to

    perform which result in satisfaction of a need or want of predetermined target

    customers.

    The product can be a

    Generic product: It is the product at basic level.

    Expected product: It is the customers minimum set of expectations from a

    product or service.

    Augmented product: It is the offering in addition to what customer expects.

    Potential product: It is doing every thing potentially feasible to hold &

    attract customers.

    Prices:

    The second P in the formula is price. Develop the habit of continually examining

    and reexamining the prices of the products and services you sell to make sure

    they're still appropriate to the realities of the current market. Sometimes you need

    to lower your prices. At other times, it may be appropriate to raise your prices.

    Many companies have found that the profitability of certain products or services

    doesn't justify the amount of effort and resources that go into producing them. By

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    raising their prices, they may lose a percentage of their customers, but the

    remaining percentage generates a profit on every sale. Could this be appropriate for

    you?

    Sometimes you need to change your terms and conditions of sale. Sometimes, by

    spreading your price over a series of months or years, you can sell far more than

    you are today, and the interest you can charge will more than make up for the delay

    in cash receipts. Sometimes you can combine products and services together with

    special offers and special promotions. Sometimes you can include free additional

    items that cost you very little to produce but make your prices appear far more

    attractive to your customers.

    In business, as in nature, whenever you experience resistance or frustration in any

    part of yoursales or marketing activities, be open to revisiting that area. Be open to

    the possibility that your current pricing structure is not ideal for the current market.

    Be open to the need to revise your prices, if necessary, to remain competitive, to

    survive and thrive in a fast-changing marketplace.

    Promotion

    The third habit in marketing and sales is to think in terms of promotion all the time.

    Promotion includes all the ways you tell your customers about your products or

    services and how you then market and sell to them.

    Small changes in the way you promote and sell your products can lead to dramatic

    changes in your results. Even small changes in your advertising can lead

    immediately to higher sales. Experienced copywriters can often increase the

    response rate from advertising by 500 percent by simply changing the headline on

    an advertisement.

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    Large and small companies in every industry continually experiment with different

    ways of advertising, promoting, and selling their products and services. And here is

    the rule: Whatever method of marketing and sales you're using today will, sooner

    or later, stop working. Sometimes it will stop working for reasons you know, and

    sometimes it will be for reasons you don't know. In either case, your methods of

    marketing and sales will eventually stop working, and you'll have to develop new

    sales, marketing and advertising approaches, offerings, and strategies.

    Place

    The fourth P in the marketing mix is the place where your product or service is

    actually sold. Develop the habit of reviewing and reflecting upon the exact location

    where the customermeets the salesperson. Sometimes a change in place can lead

    to a rapid increase in sales.

    You can sell your product in many different places. Some companies use direct

    selling, sending their salespeople out to personally meet and talk with the prospect.

    Some sell by telemarketing. Some sell through catalogs or mail order. Some sell at

    trade shows or in retail establishments. Some sell in joint ventures with other

    similar products or services. Some companies use manufacturers' representatives or

    distributors. Many companies use a combination of one or more of these methods.

    In each case, the entrepreneur must make the right choice about the very best

    location or place for the customer to receive essential buying information on the

    product or service needed to make a buying decision. What is yours? In what way

    should you change it? Where else could you offer your products or services?

    Packaging

    The fifth element in the marketing mix is the packaging. Develop the habit of

    standing back and looking at every visual element in the packaging of your product

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    or service through the eyes of a critical prospect. Remember, people form their first

    impression about you within the first 30 seconds of seeing you or some element of

    your company. Small improvements in the packaging or external appearance of

    your product or service can often lead to completely different reactions from your

    customers.

    With regard to the packaging of your company, your product or service, you

    should think in terms of everything that the customer sees from the first moment of

    contact with your company all the way through the purchasing process.

    Packaging refers to the way your product or service appears from the outside.

    Packaging also refers to your people and how they dress and groom. It refers to

    your offices, your waiting rooms, your brochures, your correspondence and every

    single visual element about your company. Everything counts. Everything helps or

    hurts. Everything affects your customer's confidence about dealing with you.

    When IBM started under the guidance of Thomas J. Watson, Sr., he very early

    concluded that fully 99 percent of the visual contact a customer would have with

    his company, at least initially, would be represented by IBM salespeople. Because

    IBM was selling relatively sophisticated high-tech equipment, Watson knew

    customers would have to have a high level of confidence in the credibility of the

    salesperson. He therefore instituted a dress and grooming code that became an

    inflexible set of rules and regulations within IBM.

    As a result, every salesperson was required to look like a professional in every

    respect. Every element of their clothing-including dark suits, dark ties, white shirts,

    conservative hairstyles, shined shoes, clean fingernails-and every other feature

    gave off the message of professionalism and competence. One of the highest

    compliments a person could receive was, "You look like someone from IBM."

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    Positioning

    The next P is positioning. You should develop the habit of thinking continually

    about how you are positioned in the hearts and minds of your customers. How do

    people think and talk about you when you're not present? How do people think and

    talk about your company? What positioning do you have in your market, in terms

    of the specific words people use when they describe you and your offerings to

    others?

    In the famous book by Al Reis and Jack Trout, Positioning, the authors point out

    that how you are seen and thought about by your customers is the critical

    determinant of your success in a competitive marketplace. Attribution theory says

    that most customers think of you in terms of a single attribute, either positive or

    negative. Sometimes it's "service." Sometimes it's "excellence." Sometimes it's

    "quality engineering," as with Mercedes Benz. Sometimes it's "the ultimate driving

    machine," as with BMW. In every case, how deeply entrenched that attribute is in

    the minds of your customers and prospective customers determines how readily

    they'll buy your product or service and how much they'll pay.

    Develop the habit of thinking about how you could improve your positioning.

    Begin by determining the position you'd like to have. If you could create the ideal

    impression in the hearts and minds of your customers, what would it be? What

    would you have to do in every customer interaction to get your customers to think

    and talk about in that specific way? What changes do you need to make in the way

    interact with customers today in order to be seen as the very best choice for yourcustomers of tomorrow?

    People

    Prepared By:Abhishek PandeyC-03[Type text]

    http://www.amazon.com/exec/obidos/tg/detail/-/0071373586/entrepreneurcom/http://www.amazon.com/exec/obidos/tg/detail/-/0071373586/entrepreneurcom/http://www.amazon.com/exec/obidos/tg/detail/-/0071373586/entrepreneurcom/
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    The final P of the marketing mix is people. Develop the habit of thinking in terms

    of the people inside and outside of your business who are responsible for every

    element of your sales and marketing strategy and activities.

    It's amazing how many entrepreneurs and businesspeople will work extremely hard

    to think through every element of the marketing strategy and the marketing mix,

    and then pay little attention to the fact that every single decision and policy has to

    be carried out by a specific person, in a specific way. Your ability to select, recruit,

    hire and retain the proper people, with the skills and abilities to do the job you need

    to have done, is more important than everything else put together.

    In his best-selling book, Good to Great, Jim Collins discovered the most important

    factor applied by the best companies was that they first of all "got the right people

    on the bus, and the wrong people off the bus." Once these companies had hired the

    right people, the second step was to "get the right people in the right seats on the

    bus."

    To be successful in business, you must develop the habit of thinking in terms of

    exactly who is going to carry out each task and responsibility. In many cases, it's

    not possible to move forward until you can attract and put the right person into the

    right position. Many of the best business plans ever developed sit on shelves today

    because the [people who created them] could not find the key people who could

    execute those plans

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    of-the-art food processing technology, which has enabled Indian businesses to

    grow by improving their ability to compete in todays international markets.

    Promotion:

    Attribute

    A clean fast food brand which tastes the same any where you eat in the world.

    Benefits

    You don't have to stay hungry for a long time. McDonald's ready to eat available.

    Values

    The world leader in fast food restaurants.

    Culture

    The brand represents culture of social gathering for families and groups.

    PersonalityThe world leader, A giant M.

    User

    All kinds of consumers buy McDonald's products irrespective of age, sex all over

    the world. One can see all types of personalities in the McDonald's restaurant.

    People:

    McDonald's worldwide is well known for the high degree of respect to the local

    culture. McDonald's has developed a menu especially for India with vegetarian

    selections to suit Indian tasted and culture. Keeping in line with this McDonald's

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    does not offer any beef and pork items in India. McDonald's has also re-

    engineered its operations to address the special requirements of a vegetarian menu.

    The cheese and cold sauces used in India are 100% vegetarian. Vegetable products

    are prepared separately, using dedicated equipment and utensils. Also in India,

    only vegetable oil is used as a cooking medium. This separation of vegetarian

    and non-vegetarian food products is maintained throughout the various stages of

    procurement, cooking and serving.

    Packaging:

    McDonald's India serves only the highest quality products. The attention to food

    quality started long before the first restaurant opened. McDonald's India has

    established close relationships with local suppliers who provide McDonald's with

    the highest quality, freshest ingredients to make its products.

    Positioning:

    The value initiative at McDonald's is all-pervasive. Our strategy is to achieve best

    value by enhancing experience (offering best quality), while keeping pricesreasonable. This applies to products we serve our customers and to every other

    aspect of the way we do business. At McDonald's, costs are kept low by increasing

    efficiency and cutting wastage at all levels. This is possible by advanced

    operations, management and human behaviour skills tested over time in around

    120 countries across the world. It is important to understand that delivering highest

    quality doesnt come easily. Customers who walk into a McDonald's restaurant,

    expect to be served food that is hot and fresh, made from the highest quality

    ingredients, served within minutes of placing their order and at a price, which is

    affordable. Such is the strength of the brand that they rely on McDonald's to do all

    this, without thinking about how it is actually achieved

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    is highest in weekends (40)%, followed by special occasions (34%). Very rarely

    the respondents like to visit reataurant on daily basis.

    FINDING-2

    WHICH RESTAURANT CUSTUMER WANTS TO GO

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    From the above graph, the majority of people prefers to visit Pizza hut as compared

    to Mc-Donalds. However quite a healthy proporion of people likes to visit other

    restaurants also.

    FINDING-3

    WHAT INFLUENCE THE CUSTOMER TO VISIT THE RESTAURANT

    The quality of food is the most important factor to be considered by the customers

    while visiting any restaurant. How ever the better service is also a considerable

    factor by the respondents.

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    FINDING 4

    SATISFACTION LEVEL

    Above 90% of the customers are satisfied with their preferred restaurant.

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    FINDING 5

    TIME TO PLACE AN ORDER

    The time to place an order is generally 5 to 7 mins in most of the cases as 67% of

    the respondents are agrreable to the same.

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    FINDING 6

    LEVEL OF HOSPITALITY IN THE RESTAURANT

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    FINDING 8

    LEVEL OF UNDERSTANDING SERVICE PROBLEM OF CUSTOMDER

    In Mc-Donalds the level of understanding the customers problem lies between

    average and V-good. The majority of them agreed to V-good.

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    FINDING 9

    FACTORS IN SELECTING FAST FOOD CORNER

    About 47% of the respondents are confirming that Service, Price, Promotion and

    Location (SPPL) are together required for selection of a fast food corner.

    Irrespective of the promotion the remaining three factors i.e. Service, Price and

    Location are also able to attract about 40% of the customers.

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    FINDING 10

    WHY Mc-DONALDS

    The product of Mc-Donalds is the sole factor to attract the majority of thecustomers as 53% of them are satisfied with the product. However Service & Price

    is also able to attract 20% each of the custoomers.

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    FINDING 11

    FREQUENCY TO VISIT RESTAURANT OTHER THAN Mc-DONALDS

    The customers who are visiting the Mc-Donalds are Occasionally visiting the other

    restaurants as majority of them are satisfied with Mc-Donalds.

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    FINDING12

    HAPPY HOUR CONCEPT

    About 80% of the respondents feel that Happy Hour is good concept in this

    modern life.

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    FINDING 13

    DO YOU RECOMMEND Mc-DONALD TO OTHERS

    About 67% of the respondents will recommend Mc-Donalds as one of the

    prominent restaurant to visit including 47% who will definitely do do.

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    Limitations/ Problems in conducting the survey

    Some Retail Owners ( Branch Owner) refuse to give information.

    Due to festival season during market survey eve they was a great rush and

    every one was in hurry. Illiteracy among some customers is reflected as far as filling questionnaire is

    concerned.

    Less cooperation from the customers due to busy modern life.

    Since the survey is conducted only on 45 customers therefore, analysis cannot

    be made accurately.

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    Conclusion

    McDonalds isn't exactly an alien entity in India too. After spending Rs. 25 crores

    on its Indian operations, the global food-chain is out to make its presence felt in

    every part of the country and it has succeeded in serving up an exciting new combo

    to Indian customers.

    They consider 3 basic areas.

    1. The Total eating out market gives the broadest competitive context and includes

    all Restaurants, Hotels, Pubs, and any other outlet where people eat.

    2. They also focus on the Quick Service Restaurant Sector. This includes all the

    obvious competition and also fish and sandwich shops-any outlet where food is

    served quickly.

    3. The final sector that they focus on is defined as the Burger House Sector. This

    looks at only at restaurants serving hamburgers including Burger King, Wimpy,

    Wendy's and all independent Burger bars.

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    Bibliography

    S.No Title Author/ Agency

    1 Marketing Research-an applied

    orientation

    N.K.Malhotra

    2 Market Potential of Consumer

    Products

    John.H.Parfitt

    3 Consumer Behaviour L.G.Schiffman

    4 The great Indian Market Indian Mart

    Websites Referred

    www.mcdonaldsinida.net

    www.12manage.com

    www.wikipedia.com

    www.salesforceautomation.com

    www.marketingteacher.com

    www.harrisinteractive.com

    Prepared By:Abhishek PandeyC-03[Type text]

    http://www.mcdonaldsinida.net/http://www.12manage.com/http://www.wikipedia.com/http://www.salesforceautomation.com/http://www.marketingteacher.com/http://www.harrisinteractive.com/http://www.mcdonaldsinida.net/http://www.12manage.com/http://www.wikipedia.com/http://www.salesforceautomation.com/http://www.marketingteacher.com/http://www.harrisinteractive.com/
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    Appendices

    Institute Of Marketing & Management

    New Delhi-110016CONSUMER SURVEY

    Questionnaire:

    1] How frequently do you go to restaurants?

    Only holidays. On special Occasions.

    Weekends. Everyday.

    2] Which restaurants do you go to?

    Mc Donalds Pizza HutNirulas others {specify}

    3] What drives you to go to this restaurant?

    Quality of Food Better service Homely Atmosphere

    4] Are you satisfied with the present provided by restaurants?

    Yes No

    5] What is the time taken to place an order?

    Within 2 Minutes 2 to 5 Minutes

    5 to 7 Minutes 7 to 10 Minutes

    6] What is your view about the Hospitality provided by these restaurants?

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    Average Good

    Very good Excellent

    7] What is your satisfaction level with Mc Donalds?

    Attributes PercentageExtremely satisfied

    Moderately satisfied

    Ok

    Moderately dissatisfied

    Extremely dissatisfied

    8] What is the level of understanding of service problem of the customers?

    Attributes PercentageExcellent

    Very good

    Good

    Poor

    9] Which are the combinations of the factors do you think are very vital while you

    select a particular fast food?

    Service, Price, Promotion

    Service, Price, Promotional schemes, Location

    Price, Location, Promotional schemes

    10] Why do you prefer Mc Donalds?

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    Service Differentiation Product Differentiation

    Price Differentiation Promotional Schemes

    11] How frequently do you visit other restaurant except Mc Donalds?Regularly Frequently

    Occasionally Rarely

    12] How do you evaluate the various aspects of Mc Donalds, Nirulas & Pizza

    Hut?

    Marking scale: 5 point scale. 1 minimum and 5 maximum.

    Mc Donalds Nirulas Pizza Hut

    AmbienceCleanliness

    Behavior of Employees

    Space Management

    Menu Composition

    Quality of Food

    Service Quality

    13] What do you say about the happy hour concept of Mc Donalds?

    Excellent Good IdeaDoesnt Matter Poor

    14] Please give suggestion, (if any) for improvement in service, quality?

    __________________________________________________________________

    15] Which similar restaurant you think has the best service quality and why?

    __________________________________________________________________

    16] Would you recommend Mc Donalds to friends & relatives?

    Attributes Percentage

    Definitely Yes

    Probably Yes

    Probably No

    Definitely No

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    17] Any suggestions for overall improvements of fast food joints?

    __________________________________________________________________

    Personal Details:

    18] Name:

    19] Age: 18- 25 25-30 30-40 40-50

    20] Occupation:

    22] Annual Income: Rs. 0-20,000 Rs. 20,000-50,000 50,000 and above.

    21] Address:

    22] Contact No.:

    Thank you for your valuable time.