“MARKET ANALYSIS OF MCDONALD’S MCFLURRY

TO STUDY THE AWARENESS LEVEL”

Presented By-

Seema DhageRoll no.-15Div- A

WELCOME TO THE WORLD OF McDonald’s

MC DONALDS McDonalds was started in 1940 in California by two

brothers named Richard and Maurice McDonald It is worlds leading food service provider with 31000

restaurants serving in 119 countries Serves 50 million customers each day McDonald’s entered India in 1996 McDonald in India was a 50-50 joint venture between

Connaught Plaza Restaurants and Hard Castle Restaurants, Which are owned and managed by Vikram Bakshi and Amit Jitia

Business Model:• Franchise Model – Only 15% of the total number of

restaurants are owned by the Company• Acts like a retailer and think like a brand

Objectives

To study the awareness level of Mcflurry in market

To study the customer satisfaction for McDonalds Flurry

To study the Frequency of customers going to McDonalds

To study the customer satisfaction for McDonalds outlets

To know the suggestions for improvement of McDonalds from customer end

Mcflurry Focus of this research is to promote

Mcflurry Recently, McDonald has launched

Mcflurry in India Available in Oreo and Chocolate flavors

Television Commercial launched

Brand Concept - “Slow Down”, “When was the last time you relaxed?

Target market- Those who feel stress, want to relax from work

Scope

Research Methodology Questionnaire design Research Design Sampling Design Sample Size

Data Collection

DATA ANALYSI

S

No of people visited to McDonald

91%

9%

No of people visited to McD

Yes No

Frequency of people visit to McDonald

71%

21%

4% 3%

Frequency of people visit to McD

1-3 times 4-6 times 7-9 times > 9 times

Visit to McDonald

58%14%

25%2%

Visit to McD

Very Dissatisfactory SatisfactoryNeutral Very satisfactoryDissatisfactory

Efficiency of service at McDonald

49%

13%

34%

3%

Efficiency of service at McD

Very Dissatisfactory SatisfactoryNeutral Very satisfactoryDissatisfactory

Ambience of McDonald

47%

21%

30%

2%

Ambience of McD

Very Dissatisfactory SatisfactoryNeutral Very satisfactoryDissatisfactory

Reason to visit McDonald

12%

46%11%

31%

Reason to visit McD

For Celebrating OccasionsFor Spending leisure timeFamily outingFor eating something different

Which McDonald outlet prefer to visit

41%

46%

13%

Which McD prefer to visit

Near Home Near college / officeAny specific outlet

Awareness about Mcflurry

63%

37%

Awareness of Mcflurry

Yes No

How people knows Mcflurry

37%

30%

11%

23%

How people knows Mcflurry

By friends By McDonalds outletsBy Relatives By AdvertisementBy Others

No. of people tasted Mcflurry

77%

23%

No. of people tasted Mcflurry

Yes No

Taste of Mcflurry

32%

45%

23%

Taste of Mcflurry

Very Dissatisfactory SatisfactoryNeutral Very satisfactoryDissatisfactory

Flavour liked most

43%

25%

32%

Flavour liked most

Chocolate Oreo Both

Price of Mcflurry

34%

5%

61%

Price of Mcflurry

High Low Reasonable

Findings

During the survey it was found that McDonald is very popular amongst people

32 % people are not having awareness about Mcflurry

Awareness for Mcflurry from advertisement is very

low

Majority of people said that price of Mcflurry is reasonable

Response from the people for the taste of Mcflurry is positive.

Recommendations

Awareness level for Mcflurry should be increase

Little more quantity of Mcflurry required as per price

Mcflurry should have more flavors

Chocolates should be mixed properly with ice-cream in Mcflurry

Cleanliness must be little more focused

There should be more items in vegetarian segments

McDonald should increase the area for sitting

Suggestions

McDonalds can increase Awareness level for Mcflurry through

Advertisement on T.V Leaflet in the tray with food ordered from customers at

outlets, so that all existing customers will know about Mcflurry and it is less costlier way of promotion

Attractive Hoardings at outlet as well as in other areas They can offer Mcflurry to customers in Combo Package by

charging less price

McDonald can start new outlets near Offices or Colleges

Reference

Cooper, D. and Schindler, (2007), Business research methods, Tata Mcgraw hill, New Delhi, 138 -170.

Kothari, C.R. (1999), Research methodology: methods and techniques, Vishwa Prakashan, New Delhi, 21-151.

  Wikipedia, the free encyclopedia of McDonald downloaded on

the15th February 2012http://www.thefreedictionary.com/workshop

www.google.com  www.mcdonalds.com  http://www.mcdonaldsindia.com

Thank you