Effectiveness of Marketing Strategies Adopted by McDonald's in Bangalore

Topics: McDonald's, Marketing, North India Pages: 89 (14062 words) Published: July 24, 2014
EFFECTIVITY OF MARKETING STRATEGIES
ADOPTED BY MCDONALD’S
IN BANGALORE CITY

By
SANSAR BIRMAN
Enrolment No: 118263141
En
A
DISSERTATION
Submitted to the
INSTITUTE OF HOTEL MANAGEMENT, CATERING
MANAGEMENT,
TECHNOLOGY & APPLIED NUTRITION, BANGALORE
In partial fulfilment of the requirement for the degree of
Master of Science in Hospitality Administration
2011-2013

ACKNOWLEDGEMENT
The researcher is first of all thankful to the Almighty for providing abundant grace, good health and knowledge to do this research project.

A deep sense of gratitude is expressed to Mr. V. R Venkatadri, Principal, Institute of Hotel Management Bangalore, for making this study possible.

The researcher is indebted to Dr.S. Kannan (HOD), Institute of Hotel Management, Bangalore for his guidance, generous advice, great enthusiasm, scholastic attitude and constant Inspiration.

The researcher would like to thank Mr. Pramod Naick (Senior Lecturer) Institute of Hotel Management, Bangalore for his inspiration and enthusiasm for this project and also for always making himself available to assist for this collection.

Above all the researcher is grateful to the members of his family and colleagues, without whose love and constant support, this study would not have been possible.

Sansar Birman
(Researcher)

(II)

TABLE OF CONTENTS
PAGE NO.
LIST OF TABLES

V

LIST OF FIGURES

VI-VII

CHAPTERS

1 - 79

1. INTRODUCTION

1 - 22

Company profile
Statement of the problem
Objectives
Limitations
2. REVIEW OF RELATED LITERATURE

23 - 50

3. RESEARCH METHODOLOGY

51 - 53

Research Objective
Thesis Analysis Methods
4. DATA PRESENTATION AND INTERPRETATION
Analysis of data
Discussion of findings

(III)

54 - 67

5. CONCLUSIONS AND RECOMMENDATIONS

68 - 70

Conclusions
Recommendations
APPENDIX

71 - 76

BIBLIOGRAPHY

77 - 79

Books
Journals and Periodicals
Websites

(IV)

LIST OF TABLES

SL. NO.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.

TABLE
The brief background of McDonald’s
Journey of McDonald’s
Overall response of Consumers and Employees
Table showing responses on visit to McDonald's
Table showing response on product knowledge of
McDonald’s
Table showing response on McDonald's menu
revision
Table showing response on constraints from eating
at McDonald’s
Table showing response on accessibility to the
nearest McDonald's
Table showing response on Marketing strategies
used by McDonald’s
Table showing response that McDonald's have
enough promotions in Bangalore or not
Table showing response on increase in sales by
introduction of happy price menu
Table showing response on the biggest competitor of
McDonald's

(V)

PAGE NO.

LIST OF FIGURES
SL.

PAGE
FIGURE

NO.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.

NO.
McDonald’s logo image
Targeting, Positioning and Differentiation
McDonald’s in India
Distribution of McDonald's
McDonald's campaign
McDonald's "Happy Price" campaign
Product success
McDonald’s marketing communication
Ansoff Matrix
Graph showing overall response of Consumers and
Employees
Bar diagram showing have you ever been to
McDonald's
Graph showing when you hear the word 'burger', does
McDonald’s come in your mind
Graph showing do you think McDonald's need to revise
their menu
Graph showing what restricts from eating at
McDonald’s

15.

Graph showing what is the distance of the nearest
McDonald's from your place

16.

Pie chart showing the Marketing strategies used by
McDonald’s
Bar diagram showing does McDonald's have enough
promotions in Bangalore

17.

18.
19.
20.

Graph showing do you think that introduction of happy
price menu has boosted the sales up
Graph showing who do you think is the biggest
competitor for McDonald's
Moment of Truth

(VII)

Abstract
McDonald's is an international fast food restaurant. They expanded their businesses in global...


Bibliography: Barnes, D., (2008). Operations Management: An International Perspective.
Cooper, R.G., Edgett, S.J. (2009). Product Innovation and Technology
Strategy
Facella, P., Genn, A. (2008) Everything I know about business I learned at
McDonald 's: the 7 leadership principles that drive break out success,
prospers by embracing inclusion and diversity, John Wiley and Sons
Heig, M., (2003) Brand Failures, Kogan Page Ltd, pp
Jeanett Jean-Pierre and Hennessey David, Global Marketing Strategies,
Biztantra and Houghton Miffin, 2005, page 164
does not sustain a brand", Brand Speak (2004)
The Wisdom of Local Sourcing, http://www.mcdonaldsindia.com/locsour.htm
and Pooja Kothari, “Brand-Equity- Shaking it Up at McDonald’s”, The
Economic Times, October 13, 2004.
WEBSITE
Sharan S Lakshmanan (13th Dec, 2004) ‘McDonald 's In Bangalore Will Use
http://ipm.ge/article/How%20McDonald 's%20evolved%20its%20marketing%
20in%20India_ENG.pdf (Accessed: April 2, 2012)
Indian Mirror (no date) Hinduism Available [online]
http://www.indianmirror.com/religions/reli1.html (Accessed: April 2, 2012)
Mathur, S., (2011) McDonald 's Spices Up Products for Indian Vegetarians
Available [online] http://www.buddingmarkets.com/?p=39 (Accessed: April 3,
2012)
Nation 's Restaurant News (2011) McDonald 's: Lesson learned from India
Available [online] http://nrn.com/article/mcdonald’s-lessons-learned-india
(Accessed: April 3, 2012)
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