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Introduced in 1940s by Dick & MacMcDonald
Worlds leading global food service retailer.
More than 33,000 locations across theglobe.
Serves approx. 64 million in 119 countries
Launched in India in 1996. More than 230 restaurants in India
Ronald McDonald (the clown) is themascot.
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Introduced by colonel Harland sandersin 1930s.
Available in more than 90 countries. Brand of YUM restaurants in US.
Introduced in India in 1995.
More than 50 restaurants in India. The cartooned icon Harland sanders is
himself the mascot.
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Previous survey done by DifferenceBetween.com on Difference
between McDonalds & KFC & other competitors.
The research was on different promotions & different cuisine from
both Mac & KFC.
Mac is famous for its customized menu. Whereas KFC is for its
Crispy Chicken.
Various promotional offers are given like combo meals, Discountcoupons.
The survey shows that Mac is more successful than KFC due to its
customized i.e. region wise menu.
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The research is conducted for Analyzing promotional
strategies adopted by both Mac & KFC in order to maintain
their customers.
To understand whether the customer visit because of the
promotions being done.
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Research instrument: -
Structured questionnaire (primary data).
Books, Journals, Internet (secondary data).
Sampling technique:- Simple random sampling
Sample size: Respondents were chosen from Mumbai region
for collection of data. 80 responses were taken for analysis. Sample unit: the respondents from the youth relying on fast
food joints like McDonalds & KFC.
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42%
9%6%
5%
8%
30%
Market share Fast Food Chains India
mac
KFC
Subway
Baskin Robins
Pizza Hut
Others
source: buddingmarkets.com2009-10
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92%
8%
Which advertisement
do you remeber most?
Mac KFC
40%
25%
34%
1%
Reasons for
remembering the
advertisements
Tagline
Brand
Idea of delivering the message
Others (Please specify)
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5
60
15
no of
people
attractedby offers
0
10
20
30
40
50
60
70
Discount on meals Combo offers Toys Others (please
specify)
AxisTitle
which promotional offers attracts you most?
5
60
15
no of
peopleattracted
by offers
0
10
20
30
40
50
60
70
Discount on meals Combo offers Toys Others (please
specify)
Numberofpeople
which promotional offers attracts you most?
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69%
19%
12% 0%
Age factor
15-20 21-30
31-40 >40
95%
5%
Are you satisfied with
promotional offers at
Mac/KFC?
yes no
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People love the way advertisements are shown on TV. It makes
them come to the restaurant.
The youth love the catchy taglines like imlovin it& its finger
linkin goodas well as the brand they go for like Mac/KFC.
People consider brand name and quality of the product before
making purchase.
They visit the restaurants because of the promotional offers given
to them. Most of them come to Mac/KFC due to Combo offers they
have in the menu.
Visitors are from the age group of 15-30 years.
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Ambience of the store must be kept well so that customer can feel good.
Well trained staff should be hired because the service should be quick
enough to entertain the customer.
There should be more number of offers for customers who are students
because they are the one who visit them on a large scale
More customized menu should be introduced.
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McDonalds and KFC are everybodys favourite food trip
destinations.
When you like burgers, McDonalds is always the top
option.When you like fried chicken, KFC is always the first
thing that comes to everyones mind.
both fast food chains are utilizing the right promotional
strategies and targeting the right audience for their brands,
resulting to their continued success in their respective fields.
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Thank you
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