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.

1. “MARKET ANALYSIS OF
MCDONALD’S MCFLURRY
TO STUDY THE AWARENESS
LEVEL”
Presented By-
Seema Dhage
Roll no.-15
Div- A

2. WELCOME TO
THE WORLD OF McDonald’s

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

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%

15. Awareness about Mcflurry
Awareness of Mcflurry
Yes No
37%
63%

16. How people knows Mcflurry
How people knows Mcflurry
By friends By McDonalds outlets
By Relatives By Advertisement
By Others
0%
23%
37%
10%
30%

17. No. of people tasted Mcflurry
No. of people tasted Mcflurry
Yes No
23%
77%

18. Taste of Mcflurry
Taste of Mcflurry
Very Dissatisfactory Satisfactory
Neutral Very satisfactory
Dissatisfactory
0%
23% 32%
45%

19. Flavour liked most
Flavour liked most
Chocolate Oreo Both
32%
43%
25%

20. Price of Mcflurry
Price of Mcflurry
High Low Reasonable
34%
61%
5%

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