This document presents a market analysis of McDonald's McFlurry in India to study customer awareness and satisfaction levels. A survey was conducted using a questionnaire among 91% of respondents who visited McDonald's. The analysis found that 32% lacked awareness of McFlurry and awareness through advertising was low. However, most found the taste satisfactory and price reasonable. Recommendations included increasing McFlurry awareness through advertising, adding flavors, and improving cleanliness.
3. 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
4. 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
5. 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
6. Scope
Research Methodology
Questionnaire design
Research Design
Sampling Design
Sample Size
Data Collection
7.
8. No of people visited to McDonald
No of people visited to McD
Yes No
9%
91%
9. Frequency of people visit to McDonald
Frequency of people visit to McD
1-3 times 4-6 times 7-9 times > 9 times
4% 3%
21%
72%
10. Visit to McDonald
Visit to McD
Very Dissatisfactory Satisfactory
Neutral Very satisfactory
Dissatisfactory
2% 0%
25%
15% 58%
11. Efficiency of service at McDonald
Efficiency of service at McD
Very Dissatisfactory Satisfactory
Neutral Very satisfactory
Dissatisfactory
3% 0%
34% 50%
13%
12. Ambience of McDonald
Ambience of McD
Very Dissatisfactory Satisfactory
Neutral Very satisfactory
Dissatisfactory
2% 0%
30%
47%
21%
13. Reason to visit McDonald
Reason to visit McD
For Celebrating Occasions
For Spending leisure time
Family outing
For eating something different
12%
31%
11% 46%
14. Which McDonald outlet prefer to visit
Which McD prefer to visit
Near Home Near college / office Any specific outlet
13%
41%
46%
21. 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.
22. 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
23. 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
24. 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