Marketing Research:

Applications with
Case Study

Presented By:
Ashima Thapa(16-MBA-22)
Ishani Khorana(24-MBA-22)
Janvi Gupta(25-MBA-22)
 MARKETING RESEARCH

CONCEPT

The marketing concept states that the character of the marketing orientated organisation, whether

product or service based, profit or non-profit based, is the identification and true delivery of

consumers’ needs and wants, more effectively and efficiently than the competition.Hence, in a

broad sense, marketing management needs to understand the minds of their target markets, their

attitudes, feelings, beliefs and value systems. They require a formalised, managerial approach to

this most important job. And this entire job is the basic role and purpose of formal marketing

research. Marketing research is the systematic, objective and exhaustive search for study of the

facts relating to any problem in the field of marketing. It is systematic problem analysis, model

building and fact-finding for the purpose of decision-making and control in the marketing of

goods and services.

According to American Marketing Association “marketing research is the systematic gathering,

recording and analysing of data about problems relating to the marketing of goods and services.”

According to Green and Tull, “marketing research is the systematic and objective search for and

analysis of information relevant to the identification and solution of any problem in the field of

marketing”. Professor Philip Kotler defines marketing research as “Systematic problem analysis,

model-building and fact-finding for the purpose of improved decision making and control in the

marketing of goods and services.”

 FEATURES OF MARKETING RESEARCH

1.Search for data

It is a search for data which are relevant to marketing problems – problems in different functional

areas of marketing consumer behaviour, product, sales, distribution channel, pricing, ad and

physical distribution.

2. It is systematic:

It has to be carried out in a systematic manner rather than haphazard way. The whole process

should be planned with a clear objective.

3. It should be objective:

Objectivity is more important in any result. It means that the research is neither carried on to

establish an opinion nor is intentionally slanted towards pre-determined results.

4. It is a process:

It involves various steps for gathering, recording and analysing of data.

 OBJECTIVES OF MARKETING RESEARCH

Marketing research may be conducted for different purposes. The main objectives or purposes of
marketing research are:

i) To estimate the potential market for a new product to be introduced in the market.

ii) To know the reactions of the consumers to a product already existing in the market.

iii) To find out the general market conditions and tendencies.

iv) To know the reasons for failure of a product already in the market.

v) To find out the better methods of distributing the products to consumers.

vi) To know the types of consumers buying a product and their buying motives to know their

opinions about the product and to get their suggestion improvement of a product.

vii) To assess the strength and weakness of the competitors.

viii) To know the dimensions of the marketing problems.

ix) To ascertain the distribution methods suited to the product and the

x) To estimate the market share of a firm.

xi) To assess the probable sales volume of a firm.

xii) To assess the reaction of the consumers to the packaging of the firm and to make packaging as

attractive as possible.
 ADVANTAGES OF MARKETING RESEARCH
i. Marketing research helps the management of a firm in planning by providing accurate and up-

to-date information about the demands, their changing tastes, attitudes, preferences, buying

ii. It helps the manufacturer to adjust his production according to the conditions of demand.

iii. It helps to establish correlative relationship between the product brand and consumers’ needs

and preferences.

iv. It helps the manufacturer to secure economies in the distribution о his products.

v. It makes the marketing of goods efficient and economical by eliminating all type of wastage.

vi. It helps the manufacturer and dealers to find out the best way of approaching the potential

vii. It helps the manufacturer to find out the defects in the existing product and take the required

corrective steps to improve the product.

viii. It helps the manufacturer in finding out the effectiveness of the existing channels of

distribution and in finding out the best way of distributing the goods to the ultimate consumers.

ix. It guides the manufacturer in planning his advertising and sales promotion efforts.

x. It is helpful in assessing the effectiveness of advertising programmes.

 LIMITATIONS
1. It is not a Panacea:Marketing Research is not the ultimate solution to all marketing problems.

Rather it offers accurate information, which can arrive at suitable decisions to solve problem.

2. Not an exact science:It deals with human behaviour and as such cannot be examined in a

controlled environment. There are various and uncontrollable factors which influence marketing

forces. This gives scope for wrong conclusions. Hence this leads to marketing research as not

being an exact science.

3. Limitation of time:Its process is lengthy and needs long time to complete it. During the period

between starting the research and implementation of decisions, the situation and assumptions may

have changed drastically which reduces the utility of research report. Decisions based on such

report prove to be obsolete and result in false conclusions.

4. Erroneous findings:The complicated problems may not be comprehensively studied and their

impact properly analysed by the researcher on account of insufficient fund, time and technique.

This leads to erroneous findings, which disappoint the management.

5. Not an exact tool of forecasting:It cannot be used as a foolproof tool of forecasting because

there are number of intervening factors between the findings of the research and marketing

complex. The forces act and react and interact to give a complex state, which is difficult to be

studied.

6. In experienced research staff:It needs great expertise and well-trained and experienced

researcher, interviewer and investigator.

7. Narrow Conception:Marketing research is a fact-finding exercise. It is not problem oriented. It

is of low and questionable validity.

8. Involves high cost:It is considered as a luxury for the management as it involves high cost.

9. Limitations of tools and techniques:The validity of marketing research is also limited by the

limitation of tools and techniques involved.

10. It is passive:Its use and effectiveness largely depends upon the ability of executives to get the

most value of it.

 Marketing Research Process

The market research process is designed to paint a thorough picture of a company’s marketing

plan, helping to identify where the weaknesses and strengths exist. The first step in
the marketing research process is defining the problem or the question your research is trying to
answer, followed by developing a research plan to answer that question, collecting and analyzing
the data, and then producing a report. 

1. Identify the opportunity

The first step is to define the problem you’re aiming to solve. Asking specific questions will help
pinpoint the most pressing needs or reveal the biggest opportunities to reach your research
objectives. Questions you might ask in this initial stage include:

 How many of our recent buyers are first-time customers? 

 How can we turn them into repeat customers?
 Why are sales lower than last quarter? 
 Are our prices too high?
 Why do customers put items in their shopping cart but don’t complete the purchase? 
 How can we make our checkout flow more efficient?

2. Develop a research plan

A marketing research plan can help a business outline how to find the ways to address the
questions it seeks to answer or the problems it wishes to solve. How you plan and design this
research depends on the budget available, the research method chosen to source data, and the
scope of the project.

There are two main research methods you can use to collect your data: primary research and
secondary research. Each pulls information from different sources to provide a clear snapshot of
your marketing research plan. 

 Primary research. Primary research involves gathering original data through collection methods
such as surveys or in-person interviews, then synthesizing that data into a report. Although
potentially time-consuming and costly, it may be among the best ways to accurately collect
answers to your questions.
 Secondary research. Secondary research data involves gathering and synthesizing information
gleaned from other sources, such as research reports, websites, or government files. Most research
plans start with secondary data since it’s usually less expensive and readily available. You can use
 the information you gleaned using secondary data to inform how you will approach your primary
research. 
The scope and budget for the plan will likely influence the time it takes to complete the research.
A smaller sample size, for example, may only need a few weeks, while a larger, complex research
project may take months (and more money) to collect the necessary information.  

3. Collect the data

After identifying objectives, it’s important to start collecting information. There are several
different data collection methods that you can use to source information.

 Surveys. Conducting a survey is an effective primary research method that can provide valuable

feedback about business practices, marketing tactics, and product demand. Unbiased survey
research can help capture the thoughts and feelings of a particular demographic. 
 A/B testing. This research methodology compares two or more versions of a variable— say, two
layouts of the same website (version A and B)—to collect information to test which would result
in better outcomes and consumer engagement. In this scenario, the goal may be to see which site
attracts more direct traffic to increase the number of monthly visitors.
 Social media polling. Setting up a social media poll can be an effective and inexpensive way to
collect user data. Polling current and potential customers gathers insight from  your target
audience, which can impact how the company curates its products and user experiences. 
 Interviews. Face-to-face or phone interviews can help companies assess consumer expectations
from a brand. During these interviews, participants may be asked questions like: How long have
you been a customer? Or: Why did you choose this brand over the competitor?
 Focus groups. Focus groups gather a select group of people together based on demographics,
buying history, or other factors to collect non-numerical (qualitative) data about a
particular product or service. With focus groups, moderators can capture a variety of opinions and
emotions via open-ended conversation or lines of questioning to capture the feelings potential (or
current) customers have toward a product or service. 

4. Analyze your data

Analyzing data is a way to uncover trends or patterns within the company or in the marketplace
that can impact a business’s market performance. Data analysis transforms raw metrics into
digestible information to provide the answers to your initial research questions.

There are four main types of analysis you can use to evaluate data: 

 Descriptive analytics. Analysis tools that lay out data in charts and graphs, for example, so you
can see the big picture are known as descriptive analytics. This type of analysis presents a
snapshot of performance in numbers, such as unique users or page views. 
 Diagnostic analytics. Analysis tools that provide more than a general overview can help you find
the “cause and effect” of a problem. For example, if the number of visitors to your website has
decreased by 15% within the last six months, you’ll want to investigate why. Are too many pop-
ups making it more difficult for users to navigate the site, or is the page load speed too slow and
users are clicking out to another website? 
 Predictive analytics. Based on existing data, predictive analytics help companies establish
predictive models to forecast future outcomes more accurately. For instance, if data points to a
correlation between the start of the school year and increased clothing sales, your ecommerce
company may need additional solutions to help take care of increased web traffic during this time
of year. 
 Prescriptive analytics. This analytics tool combines descriptive, diagnostic, and predictive
analytics methods to help companies optimize their best course of action. For example, if
predictive analytics show clothing sales go up at the beginning of the school year, prescriptive
analytics would assist in prescribing a solution—in this case, finding web hosting plans that
upgrade site bandwidth to accommodate increased web traffic.

5. Present your results

Once you’ve done the research and analyzed the data, you can build a research report to present
your key findings. You can present your report in a slideshow format, as an illustrated book, as a
video, or in an interactive dashboard that allows users to look at the data in different ways. The
emphasis should be to present the information in a way that is comprehensible and accessible. 

Marketing research reports contain, at minimum, key company-specific details like customer
profiles, target audience buying habits, and market competitors, and address the questions your
research sought to answer. Beyond that, reports typically present the findings from the research in
a narrative format that incorporates visuals, like charts and graphs, alongside “real people”
feedback. You’re not looking to present a stack of numbers—you want to establish a story about
real people, how they behave, and their desires (as they pertain to the company or product). The
report also needs to present the solutions to these problems—how the company should tailor its
strategies to optimize its marketing and target its consumers better.

Other information to include in your report is how you arrived at these conclusions. Which
research methods did you use? How long did it take? How big were your sample groups? Once
the report is compiled, share these results with all necessary parties, like relevant stakeholders
such as the marketing team, company managers, or other people this proposed shift in strategy
might affect, like engineering. 

6. Incorporate your findings

Once you’ve presented your data, it’s time to develop actionable plans that put your findings into
play, whether it’s developing brand-new strategies or improving existing ones. Some findings
may result in big shifts to your marketing plans or small improvements that can help you optimize
your company strategy overall. 

For instance, if your marketing report points to an issue with retaining a younger audience, you
may need to redesign your entire social media campaign to accommodate a wider demographic.
Or, you might only need a smaller shift, like offering extra promotions through social media
accounts to entice current young customers to stay loyal. An ever-changing market means that
your data won’t stay relevant forever, so turning your info into action can help you improve your
business when it counts.
 STARBUCKS MARKETING ANALYSIS
Starbucks first opened in Seattle in 1971 and has grown from one store to 19,767 stores
today.With over 160 thousand employees worldwide this company has become world famous and
brings high quality coffee and beverages to its clients over the world daily.Their well-known
mission statements is: to inspire and nurture the human spirit-one person,one cup and one
neighborhood at a time.

Throughout this report,we will be looking at the marketing techniques Starbucks uses daily and
identify the key techniques that bring them the competitive advantage.Firstly we will analyze the
current marketing strategy,look into detail at their branding,and explain how it brings value to the
customer,and lastly analyze the relationships between marketing strategies.

Every business needs to carry out a successful marketing strategy in order to be noticed by
consumers and to forge brand identity.Starbucks marketing strategy will be described using the
core marketing strategy,identifying the positioning and marketing mix,and analyzing the
environment in which it operates.

Starbucks is a great example of a company that has built their marketing strategy around their
customers and ethical behavior.The advantage of this company is the market they are operating in;
there is always a demand for coffee,and people regularly visit cafes before work or to spend time
with their close ones.The challenge is to retain these customers and give them an envy to come
back.

With a target population between 18 and 40 years of age,there is opportunity for different
strategies;the store proposes high quality coffee for difficult consumers and fresh,creative
beverages for the younger age while conserving the premium brand image.Starbucks does not
only sell beverages,but also a social image because most consumers want to be associated with
this brand which is perceived as a high quality upper-middle class location.

1. IDENTIFY THE PROBLEMS

The major challenge that starbucks is dealing with is the current financial crisis in the world
economy forcing them to call closures of many stores around the world.

Another challenge that Starbucks is dealing with is competitors.There are numerous coffee shops
all over the world and being able to stand out to generate customers is important.Their main
competitors are Dunkin Donuts, McDonald’s,Nestle and brands like Costa Coffee in the UK.It is
important that for Starbucks to know their competitors and what they are currently doing.

Also Starbuck coffees are priced higher than other market competitors because of starbucks only
purchasing the highest quality coffee beans for their product,thus increasing the price of the drink
giving the competitors a cost advantage over Starbucks.
Also Starbucks inadequate marketing strategy on advertising is a hindrance in the business growth
opportunities.They prefer to build the brand by promoting the drink cup-by-cup with
customers.The advertisement ends until they drink the coffee,reducing the chance to attract
valuable customers.

2. DEVELOP THE RESEARCH PLAN

One notable way that Starbucks conducts its own form of market research is through its My
Starbucks Idea Platform,which it rolled out in 2008 as part of the company’s “Transformation
Agenda” at the time. Since then it has gone through some different iterations,but the basic idea
behind it remains the same:customer’s,potential customers,and employees can go to website to
submit any ideas they have for new offerings,changes they’d like to see to anything that already
exists,requests to bring back old products and more.

The company also takes advantage of social listening,which involves monitoring digital platforms
such as Facebook,Instagram,Twitter to find out what customers are saying about the brand and
collect feedback that could help the brand improve.As of December,2022,Starbucks had 11.1
million followers on twitter,17.9 million followers on Instagram,more than 36 million on
Facebook,and nearly 360K+ Subscribers on Youtube.

3. CONDUCT MARKET RESEARCH

For their market research on dairy substitutes in coffee beverages,Starbucks employed at least
three market research approaches:

 Cultural trends(the dairy “problem” health conscious consumers,nut allergies)

 Environmental factors in supply chain management(the almond crop “problem”)
 Social media monitoring(word-of-mouth,brand ambassadors)
 Customer preferences tracking(website customer comments)
 In store product testing

At 84,000 votes coconut milk is the second most-requested improvement pitchedon website
where customers offer ideas and suggestions on a wide range of topics.

4. ANALYZE AND REPORT FINDINGS

Accordingly Starbucks is aiming to increase their evening sales since coffee before bed is
unpopular by introducing the sales of other products.This strategic move could be qualified as
product development or even diversification since it would be leaving the coffee market.

In conclusion,Starbucks does not have various marketing strategies which generally rely on
customer loyalty and word of mouth or the ethical engagement of the company along with
involvement in the community.While Starbucks is still perceived as a luxurious and responsible
brand,there are several issues arising and putting their competitive advantage in danger;the
perception of tax evasion or mass-production is hurting the brand’s image and dissuading
customers to purchase their products.In the future,Starbucks must return to their core marketing
strategy and focus on their customer’s individual needs and wants.

5. TAKE ACTIONS
 STARBUCKS REWARDS AND MOBILE APP

When Starbucks launched its rewards program and mobile app,they dramatically increased the
data they collected and could use to get to know their customers and extract info about purchasing
habits.These users alone create an overwhelming amount of data about what,where and when they
buy coffee and complementary products that can be overlaid on other data including
weather,holidays and special promotions.

 PERSONALIZING THE STARBUCKS EXPERIENCE

Members of the rewards program and mobile app authorize Starbucks to gather a lot of info about
their coffee-buying habits from their preferred drinks to what time or day they usually
ordering.So,even when people visit a “new”Starbucks location,that store’s point-of-sale system is
able to identify the customer through their smartphone and give customer their preffered order.In
addition,based on ordering preferences,the app will suggest new products(and treats).

 TARGETED AND PERSONALIZED MARKETING

The same intel that helps Starbucks suggest new products for to try also helps the company send
personalized offers and discounts that go far beyond a special birthday discount.Additionally,a
customized email goes out to any customer who hasn’t visited a Starbucks recently with enticing
offers-built from that individual’s purchase history-to re-engage them.

 DETERMINE NEW STORE LOCATIONS

Atlas,a mapping and business intelligence tool developed by Esri.This tool evaluates massive
amount of data,such as proximity to other starbucks locations,demographics,traffic patterns and
more,before recommending a new store location.This system even predicts impact to other
starbucks locations in the area if a new store were to open.

 MENU UPDATES

Data also drives special limited offering menu items based on what’s happening at the time.In one
example,when Memphis,Tennesse was enduring heat wave,Starbucks launched a Frappucino
promotion to entice people to beat the heat.And although there are 87,000 drink combinations
available at Starbucks they continue to monitor what drinks sell the best to continue to make menu
modifications.
 MC DONALD’S MARKET RESEARCH

McDonald's Corporation is an American multinational fast food chain, founded in 1940 as

a restaurant operated by Richard and Maurice McDonald, in San Bernardino, California, United
States. They rechristened their business as a hamburger stand, and later turned the company into
a franchise, with the Golden Arches logo being introduced in 1953 at a location in Phoenix,
Arizona. In 1955, Ray Kroc, a businessman, joined the company as a franchise agent and
proceeded to purchase the chain from the McDonald brothers. McDonald's had its previous
headquarters in Oak Brook, Illinois, but moved its global headquarters to Chicago in June 2018.

McDonald's is the world's largest restaurant chain by revenue serving over 69 million customers

daily in over 100 countries[13] in more than 40,000 outlets as of 2021. McDonald's is best known
for its hamburgers, cheeseburgers and french fries, although their menus include other items like
chicken, fish, fruit, and salads. Their most well-known licensed item on the menu would be their
french fries with the Big Mac close behind The McDonald's Corporation revenues come from the
rent, royalties, and fees paid by the franchisees, as well as sales in company-operated restaurants.
According to two reports published in 2018, McDonald's is the world's second-largest private
employer with 1.7 million employees (behind Walmart with 2.3 million employees). As of 2022,
McDonald's has the sixth-highest global brand valuation.

McDonald's Menu are different in their countries. Restaurants in several countries, particularly in
Asia, serve soup. This local deviation from the standard menu is a characteristic for which the
chain is particularly known, and one which is employed either to abide by regional food taboos
(such as the religious prohibition of beef consumption in India) or to make available foods with
which the regional market is more familiar (such as the sale of McRice in Indonesia,
or Ebi (prawn) Burger in Singapore and Japan).
In Germany and some other Western European countries, McDonald's sells beer. In New Zealand,
McDonald's sells meat pies, after local affiliate McDonald's New Zealand partially relaunched
the Georgie Pie fast food chain it bought out in 1996.]Greece, the signature hamburger, Big Mac,
is changed by adding Tzatziki sauce and packaging in a pita.
There are over 36,000 McDonald's restaurants globally. Over a third of these (14,146 restaurants)
are in the United States alone - the second highest number is in Japan with 2,975 restaurants,
followed by China with 2,700. These three countries make up a majority of global McDonald's
stores.
MC DONALDS MARKET RESEARCH PROCESS IN INDIA

1. IDENTIFY PROBLEM

Major problem for McDonalds to enter the Indian market was Indian diversity, religious
and cultural constraints, environmental and animal activists opposed the entry of fast food
 chains, health concerns of the people, perception that McDonalds was for rich people, poor
transportation and storage infrastructure and lower quality agricultural products. Presence
of a fierce competitive fast food market with huge players like KFC, Pizza Hut etc. The
most important problem was the ban on beef in India and the majority population being
vegetarian. One of the recent problems that McDonald’s faced is closing of its 169 outlets
in the North and East India because of a protracted legal fight between the fast food chain
and its estranged partner Vikram Bakshi.

2. RESEARCH DESIGN

specifies the methods and procedures for conducting a particular study.

They are of three types : Exploratory , Descriptive and Casual Research.

Research design we follow will be

EXPLORATORY RESEARCH : Now we have discover new ideas as how we will

adapt Mc Donald’s menu to Indian taste.

DESCRIPTIVE RESEARCH : here we ideA research design ntify the characteristics

of Indian groups such as Age group, income etc. and doing comparison with other
competitors

3. SOURCES OF DATA

Data are mainly gathered from two source : Primary source andsecondary source

Primary source refers to first hand data gathered by researcher himself

Secondary source means data collected by someone else earlier.

According to our research, our method of data collection is secondary source.

Secondary source we used for our study are Journals, Newspapers, Research Papers,
Articles , Company’s Websites and Internet.

4. ANALYSIS

McDonald’s entered the Indian market in 1996 as a joint venture (JV) between Oak Brook
III. and 2 local partners – Hardcastle Restaurants Private Ltd. in western India, and
Connaught Plaza Restaurants Private Ltd. in northern India. To enter a market where
 consuming beef is “off limits” was very challenging and ambitious. McDonald’s objective
was to be inspired by the culture of India and to deliver the greatest of food experiences to
the customers in India bringing in the splice of life. They were aiming for to change the
local perception of the new product being “American” and remove the fear of unknown,
where family “dining in” was a custom for centuries. The management wanted to advertise
McDonald’s as a stimulator and advocate of family and culture values. The diversity in
language and communication is one of the greatest components of the culture. Until 2000,
McDonalds advertised their brand mainly by putting the main focus on the outlet design
and tailor made food menu for the needs and desires of the diverse Indian population.
McDonald’s entry into India was met with stiff opposition. Members of the Hindu
organization, the Bajrang Dal, the militant arm of one of the dominant fundamentalist
political parties in India, the Bharatiya Janata Part (BJP) openly protested against the
company by attacking it’s branches across India on May 4th, 2001. The members of the
Bajrang Dal demolished the restaurant in Thane, a northeastern Bombay suburb. In
southern Bombay, a McDonald’s store was besieged by protestors from the leading
Bharatiya Janata Party, who shouted slogans and stained the restaurant’s mascot with cow
dung. SHIV SENA – another Hindu alliance also threatened to protest outside the
McDonald’s corporate office after reports of a lawsuit being filed against McDonald’s in
Seattle. The biggest problem McDonald faced was during the launch of its product in India
was the public image it was carrying as an International food chain and not matching
Indian standards. There were concerns raised about how the burgers are made in
McDonalds. Offering the cheapest burger in the world was not easy. In India, McDonald’s
offered a menu that did not had any beef or pork items as well as special product
formulations for accommodating Indian culture and palate. Furthermore, all the vegetarian
products, even the mayonnaise in vegetable burgers, were egg-less and 100% vegetarian.
Additions to the menu have been a regular feature of McDonald’s in India. The company
in India conducted regular qualitative as well as quantitative studies, which tracked the
target consumer lifestyle in India, a practice that had followed internationally as well.

5. SOLUTIONS

McDonalds found the solution to most of its problems;they went Local. They promised
that there would be no beef or pork on the menu. Nearly half of Indians are vegetarian so
 choosing a vegetarian to run their outlets here makes sense. Across the world the Big Mac
beefburger is the company's signature product. Amit and his partners had to come up with
their own signature product for India, so the Chicken Maharajah Mac was born. They
introduced a 20 rupees (20p) burger called Aloo Tikki Burger, a burger with a cutlet made
of mashed potatoes, peas and flavored with Indian spices.Something you would find on
Indian streets, it was essentially the McDonald's version of street food. The price and the
taste together, the value we introduced, was a hit. It revolutionized the industry in India,
Localized menu, delivered with precision quality at a price that works. One other trick
they have used very effectively was the entry level ice cream which fuels the ability for
consumers who might not ordinarily be able to afford to become a customer. Another very
important thing they did was that all the machinery,infrastructure, and other storage related
equipment used to prepare the products were being produced locally to maintain the
hygiene standards and retain the trust of the customers as faras the quality was concerned.

6. FUTURE SCOPE

 McDonald’s strategies to increase footfalls in their restaurants by adding new

products, increase seating, add birthday party areas, home deliver the products, and
penetrate across India. McDonalds has launched their new breakfast menu,
McSpicy and McEgg among new products and also extended the restaurant timings
from morning to night than the earlier noon to night

 . Besides the Metros and the Class I towns, McDonald’s is expanding in smaller
cities as well. McDonald’s plans to open more vegetarian only restaurants near the
Vaishno Devi shrine near Jammu and the Golden Temple in Amritsar. It already
has restaurants in cities close to these shrines, so the supply chain is in place for the
region. The indigenously developed popular McAloo Tikki burger accounts for
25% of the company’s total sales and is also gaining popularity in other countries. .

 Future plans are to target drive-throughs by tying up with petrol pumps on

highways, where the current 40 outlets are to be expanded to 100. McDonald’s
currently operates over 250 restaurants across 50 plus cities in India, attracting
close to 400,000 consumers daily. Among the JV partners Hardcastle operates 130
 restaurants and Connaught Plaza operates 120 restaurants, which would be doubled
to 500 restaurants in the next 3 years.

 It is surprising that even after twenty three years of entry none of the organized
players have been able to cover 100 Indian cities. McDonald’s plans to accomplish
this target by large scale expansion of supply chain and operations. All
McDonald’s restaurants are drawing huge footfalls from the youth, a sign of the
growing acceptance and westernization of food and culture in India.

 Experience of the Future' (EOTF) : As part of a brand transformation, McDonald's

India is launching a series of concept restaurants with enhanced digital capabilities
to improve customer experience, andexpects to open 5-10 outlets in the city in the
next 18 months. Called 'Experience of the Future' (EOTF), the McDonald's outlet
in Mumbai features self-ordering kiosks, table service, and has also introduced
several healthy options on the menu. The company has enhanced its efforts in the
area of sustainability by installing smart hand wash systems that will help save
about 4 lakh liters of water a year. It has also used power-saving LED lighting, and
is using reusable cups and bio-degradable cutlery in these stores. McDonald's has
also refreshed its delivery application, and says about 50 per cent of sales comes
from online ordering, through its app and website.

 MFY (Made for You) food preparation platform – MFY is a unique concept
(cooking method) where the food is prepared as the customer places its order. All
new upcoming McDonald’s restaurants are based on MFY. This cooking method
has helped McDonald’s further strengthen its food safety, hygiene and quality
standards. McDonald’s has around 10 MFY restaurants in its portfolio.
THANK
YOU