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  ›


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      ›› 
CONTENTS
Å Objective and Scope of study
Å Brief history of McDonald¶s
Å McDonald¶s in India
Channel Network
Networks & Competitors
Å Product Mix
Its Product
Competitors Analysis
Å About Project
Targets Segments
Findings and results
Å Recommendations & Conclusions
Å References
OBJECTIVE AND SCOPE OF STUDY
¥

Å Consumer¶s perception and preferences towards
the fast food
Å How fast the tastes and the demand of the
consumers change?
Å Importance of brand in consumer selection.
› 
 
Å Various advertising and promotion methods used
by the company.
Å Importance of price in influencing the consumer
choice.
Å Frequency of consumer visits to the stores.


 

Ú McDonald's was started as a drive-in restaurant by two brothers,

:
 and 
 

 in California, US in the year 1937.
Ú y mid-1950s, the restaurant's revenues had reached $350,000.
Ú : 

   
 
   
   interest in
the business, and he finalized a deal for franchising with the
McDonald brothers in 1954.
Ú žn 1955, Ray Kroc bought the right to franchise the McDonald͛s
System. Renamed the 

 


   and in
1965 McDonald͛s went public.
Ú žt is worlds leading food service provider with 31000 restaurants
serving in 119 countries serving 50 million customers each day.











Ú žn 1996, first McDonald͛s restaurant opened on Oct. 13, at 


    !  "
Ú McDonald͛s žndia is a 50-50 JV partnership between McDonald͛s
Corporation (USA) and two žndian usiness man m  #  (Hard
Castle Restaurant Private Ltd, Mumbai) and   
(Connaught Plaza Restaurants Private Ltd, Delhi)
Ú Approximately 70% of the menu available in McDonald͛s in žndia is
ž  $ and specifically designed to woo žndian customers.
Ú Mhe McDonald͛s Philosophy of 3 % is the guiding force behind
its service to the customers







  

 


 
 

Ådd in Delhi Åd2 in Maharashtra

Å22 in Uttar Pradesh Å7 in Gujarat
Å11 in Haryana Å7 in Karnataka
Å7 in Punjab Å4 in Andhra
Åd in Rajasthan Åd in Madhya Pradesh
Å1 in Uttaranchal
Å1 in West Bengal
Å1 in Himachal Pradesh







 
 !

 



 "
#

 $ 

McDonald¶s 1d2 d4
Pizza Hut 1d7 d4
Domino¶s 220 42
Subway 1d1 d2
Nirula¶s 65 ---
KFC d4 09
PRODUCT MIX

Product Mix

Non Veg Frozen

Veg Menu Beverages
Menu Deserts

ÅChicken Maharaja
Mac
ÅMc Chicken
ÅMc Veggie MM ÅCold coffee ÅSoft serve cone
ÅFilet-O-Fish
ÅMc Alloo Mikki MM
ÅChicken Mexican Şce tea ÅSoft serve
ÅPaneer Salsa wrap
Wrap ÅSoft Drinks ÅFlavor blast
ÅCripsy Chinese
ÅChicken McGill ÅMc Shakes ÅMcSwirl
ÅVeg McCurry Pan
ÅChicken McCurry
Pan
ITS PRODUCT
COMPETITORS ANALYSIS
McDonalds Jumbo King Pizza hut
Mc Aloo Tikki - 20 Regular Vada Pav - 7 Simple Veg pizza-195
Brown Bread Vada
Mc Veggie - 45 Veggie Supreme -d45
Pav-10
Mac Chiken Maharaja-
Butter Vada Pav - 10 Chicken Supreme-d60
99
Value Meal - Chollee Vada Pav - 1d Garlic bread platter-90
Happy Meal- 65 Cheese Vada Pav - 16 Soup¶s-45 to 80
Schezwan Vada pav -
French fries-d8 Pasta¶s-110
15
Cold Coffee-d9 Lassi - 10 Pepsi/7up/ Mirinda -40
Iced tea - 25 Mango Lassi - 15 Pizza hut ±Royale-80
Soft Serve - 20 Pepsi - 10 Almond Praline-45
IMPLEMENTATION
 
Å 3uestionnaire forms
Å Interview
Å Personal Visit
›
 
Å Male
Å female
M ›

Å Business man
Å Service class
Å College and School students
TARGET SEGMENT

¥


 m
  &

usiness Man 30-40 Years 9 0

Service 21-35 Years 10 6

College and
School Students 05-25 Years 14 11
FINDINGS & RESULTS
%&&''()* %&&
+&'%,% ,&./-
&&-
t ers
Friendliness 4%
of Staff
2%
Sankal
8%

Ambiences/
Cleanliness McDonald's
Honest
18% d %
12%

Food 3uality
d6%
S eed f
Ser ices
1 %

Domino's
Pizza
Location 24%
12% Pizza Hut
22%
Food / Menu
Price
22%
CONT«««
€
'
 '
'
' ('
'' €' '
'

'
')

'

 '' '3  '

'''
'
)
Sankalp Others
% 0%

onest Non
1 % Vegetarian
McDonald's d
%
d0%
Vegetarian
4%

Domino's
izza
%

izza t
%
CONT«««
€''(  ' ''!' ›
!'
'
'
''
'

') '

' ''
)

'(011
23

*/
0111
Both 013
2 % 011 11
Indian foods 043
d2%

11
0111 1111
213 13

or i n
foods
%
CONT««.
€' '!
'
'
 '(  ' &'%,/
'

') -

ef re
12
Self Decision
10 Family
20%
Members
d0%
etween
6-9
42
etween
12-3
38

Friends
50%
etween
3-6
10
RECOMMENDATIONS & CONCLUSION
Ú Focus more on varieties of food, quality, price and
service.
Ú More outlets in semi urban areas

Ú Training to Manpower

Ú Customized product

Ú Customer relationship management

Ú Festival¶s oriented discounts

Ú More counters for food delivery and bill payment

Ú Responsibility towards society (CSR)

REFERENCES
Ú www.google.com
Ú www.mcdonalds.com
Ú www.mcdonaldsindia.com