Assessment (Task: 1)

Stage: A
McDonalds is the world's leading food service retailer with more than 30,000 restaurants in 119
countries serving 46 million customers each day. Each restaurant meets strict requirements to
make it the same as all others. The name McDonalds has become synonymous with a quality
product at a reasonable price.
McDonalds is one of the best known fast food brands worldwide. Marketing strategy being
followed by the McDonald is to design plan in such a way that it helps to meet customers need.
Legal contracts, quality standards and performance specifications help to ensure that individual
restaurants and food orders will be the same. They make sure that no matter where you order a
Big Mac, it should have the exact same weight, size and quality. McDonalds has a strict
requirement that food be fresh and not stored more than a certain number of days.
McDonalds is very much particular for marketing research. They try to conduct a proper
marketing research according to their set standards and rules, before launching a new product as
well as opening a new store at some specific location. They also have a separate Real Estate
Agency for conducting thorough marketing research, according to their customer wants and
needs and their satisfaction, before introducing a new product, service or opening a new outlet.
McDonalds introduces new beef burger named as Mc-Royale, which was launched on 21st
November 2013. Mc-Royale is launched to attract new customers who like beef burgers.
McDonald already has beef burgers, which are: Beef Burger, Beef n Cheese, Big Mac & Double
Beef n Cheese. Moreover this new product has special features, like it is big and juicy.
The burger being introduced by the McDonald is in growing stage of its life. Differentiation of
the newly launched burger Mc-Royale can be judged through its slogan i.e. Big, Juicy & Tasty!
Worlds Favorite.

Mc-Royales target market is YOUNG ADULTS and PEOPLE OLDER THAN THAT.
McDonald has tried to maintain a powerful attraction especially for the young adults in this
product.
Mc-Royale is consumed by people of different age groups. It is also consumed by children,
teenagers, adults as well as old people. It is being consumed by both genders male and female.
Mc-Royale is available at reasonable price. So it is being consumed by the lower, middle as well
as the higher class. Mc-Royale is famous and is being consumed by people of all religions and
nationality.
Consumers of Mc-Royale have a positive attitude towards the product which makes it the leader
in the market. Mc-Royale dominates the market. Lifestyle determines the way of living of
people. It describes how a consumer leads his life. Mc-Royale is being consumed by all.
I engaged myself in this marketing research to solve marketing problems faced by McDonalds
after launching their new product, Mc-Royale. Thats why this research is Problem Solving
Research.
The research objective is to find out useful information to help management of McDonalds to
make future decisions about the marketing strategies of the newly launched product of
McDonalds.
According to the information needed to conduct this research our research is Conclusive
Research Design. Our research will assist the decision makers in McDonalds in determining,
evaluating and selecting the best course of action to take in the present situation, after the launch
of Mc-Royale.
The research is Descriptive Research because it is conducted due to the following reasons:

To describe the characteristics of relevant groups such as consumers and market areas of
Mc-Royale

To estimate the percentage of units in a specified population of Mc-Royale exhibiting a

certain behavior.

To determine the perceptions of Mc-Royale characteristics.

To determine the degree to which marketing variables are associated.

The SWOT analysis of Mc-Royale burger clearly indicates the strengths of Mc-Royale Burger as
a product in market. The Mc-Royale was found to be a leader in its category of Burgers, with
strong customer loyalty. Intensive distribution of Mc-Royale as a Burger was seen in urban areas
of the country. The major threats of the Mc-Royale burger as shown in the figure below indicates
that Mc-Royale has made several attempts to revamp itself as a Healthy Product but till date its
perseverance towards the tag line is low by the consumers. The Mc-Royale burger is in the
growth stage of product life cycle with a strong inclination towards the maturity stage.
STRENGTH
Market leader in its segment.
Strong brand loyal consumer
base.
Product according to the need

OPPORTUNITY
Increasing number of working
youth.
Product has been acceptable in
youth
Category.
Shift to rural market.
Changing preference of
consumer towards fast food.

S
W
O
T
A
N
A
L
Y
S
I
S

WEAKNESS
Product is dependent on each
other.
Not so much presence in rural
market.

THREAT
Price war with competitors.
Strong presence of regional
Competitors.
Consumers dont perceive it as a
Healthy Product.

This research is being conducted to find out useful information and to report such information to
help management of McDonalds to make future decisions about the marketing strategies of the
newly launched product of McDonalds.
The entire research will take a time of about 2 weeks. After the completion of 2 weeks, its results
will be generated and will be forwarded to the marketing department of the McDonalds for
whom the research is being conducted to resolve their issues regarding their marketing strategy
adopted by them for their newly launched product, Mc-Royale.

Budget

Amount

Meeting arrangements with McDonalds marketing managers

15,000

Visits to franchises

10,000

Printing charges (questionnaire)

8,000

Stationery

2,000

Internet charges

3,000

Indirect Expenses

5,000

Total Expenses

43,000

Stage: B

McDonalds New Product Mc-Royale

Research Proposal
I am engaging in this marketing research to solve marketing problems faced by
McDonalds after launching their new product, Mc-Royale. Thats why this research is
Problem Solving Research. In this research we will concentrate on the following
points in Problem Solving Research as shown by the fig.
Marketing
Research

Problem Solving
Research

Product Research
Pricing Research
Promotion Research

Problem Definition:
In McDonalds the marketing research problem was to determine the relative strength and
weakness of their newly launched product, Mc-Royale. Specifically research will provide
information on the following questions:
1.
2.
3.
4.
5.

What are the consumer preferences about Mc-Royale?

Pricing of Mc-Royale?
Which is the most effective advertising media for Mc-Royale?
Customer awareness about Mc-Royale?
What are the demographic factors affecting the sales of Mc-Royale?

Research Objective:
The research objective is to find out useful information to help management of
McDonalds to make future decisions about the marketing strategies of the newly launched
product of McDonalds.

Research Hypothesis:
H0: The consumers appreciate the taste and pricing strategy of Mc-Royale.
H1: The consumers do not appreciate the taste and pricing strategy of Mc-Royale.

Research Design:
According to the information needed to conduct this research, it is Conclusive Research
Design. This research will assist the decision makers in McDonalds in determining,
evaluating and selecting the best course of action to take in the present situation, after the
launch of Mc-Royale.
The research is Descriptive Research because it is conducted due to the following
reasons:
1. To describe the characteristics of relevant groups such as consumers and market
areas of Mc-Royale
2. To estimate the percentage of units in a specified population of Mc-Royale
exhibiting a certain behavior.
3. To determine the perceptions of Mc-Royale characteristics.
4. To determine the degree to which marketing variables are associated.

Survey Method:
I am using structured questionnaire given to a sample of population and designed to
elicit specific information from respondents. I am using structured data collection method
i.e. prearranged questionnaire. In which we are using fixed response alternative questions
due to following reasons.
Fixed response questionnaire is simple to administer.
The data obtained are reliable because the responses are limited to the
alternative stated.
The use of fixed response questions reduces the variability in the results that
may be caused by differences in interviews.

Survey Method Used:

I am using Personal Interviewing Method, in which Mall-Intercept Personal
Interviewing will be used. I will go to selected stores of McDonalds, KFC and Pizza Hut to
fill questionnaires from respondents. Following are the reasons to choose Mall-Intercept
Personal Interviewing.
It allows for diversity of questions and clarifies the ambiguities about
questions.
It also allows a moderate degree of sample control.
It has a moderate data collection speed.
It yields the highest response rate.

Objectives of the Questionnaire:

I have designed our questionnaire by keeping in view the research problem, research
hypothesis, research objective and the following points.
It contains the set of specific questions that the respondents can and will
answer.
It motivates and encourages the respondent to become involved in the
interview, to cooperate, and to complete the interview.
It has been designed to obtain maximum and accurate information, through a
precise questionnaire.

While conducting this proposed research, researchers will report to the marketing department of
the McDonalds on timely basis, after regular intervals. Meanwhile, information obtained must be

discussed with the marketing managers and guidance must be obtained from them regarding the
particular matters to be dealt with for the completion of the proposed research. For conducting
the research in the appropriate manner, it must be kept in mind that detailed knowledge regarding
the product about which research is about to be conduct and McDonalds marketing strategies
being followed by them especially for marketing their newly launched product, Mc-Royale, must
be obtained for obtaining the useful information from the research.
For making this research completed, about 10 staff members are being required to make it
possible and for those staff members about 2 weeks time is required for proper conduct of this
proposed research. As questionnaire being select as an approach to conduct survey report, so
filling up of questionnaires can be seen as an indication of the required information obtained.
General public, visiting fast food restaurants will be taken as a population to conduct this
research and among them few will be selected as research sample group.

Assessment (Task: 2)
MCROYALE RESEARCH QUESTIONNAIRE

Dear Respondent:
I am conducting a marketing research for McDonalds. I would appreciate your help in
filling this questionnaire.

Q1 Are you aware of Mc-Royale launch at McDonalds?

Yes

No

If no please discontinue.

Q2 Have you tried Mc-Royale at McDonalds?

Yes

No

If No, then please move to Question 8.

Q3 How many times have you tried it?

Once

Twice

More than twice

Q4 Did you like it?

Yes

No

If not, please state reasons why?

______________________________________________________________________
______________________________________________________________________
_____________________________________
Q5 Do you think the price justifies the value for money?

Yes

No

If not why?
______________________________________________________________________
________________________________________________
Q6 How did you hear about Mc-Royale?
Newspaper

Hoarding

Restaurant

Cable
Q7 How many times you order Mc-Royale after your first trial?
Every Day

Once a week

Once a month

Never
If never, please state reasons why?
______________________________________________________________________
______________________________________________________________________
_____________________________________
-> Please attempt this question if you checked No in Question 2

Q8 Please specify reasons why you did not try Mc-Royale?

______________________________________________________________________
______________________________________________________________________
_____________________________________
Q9 If you do not find Mc-Royale at McDonalds where would you go?
Any other McDonald Store

KFC

Pizza Hut
Q10 Are you satisfied with the quality at McDonalds?
High

Moderate

Low

Q11 Please rate the following brands on a scale of 1-5:

Least

Most

Preferred

Preferred

i. Mc Donalds_______
ii. KFC
_______
iii. Pizza Hut _______

Q12 Who in your family decides on purchasing issues, concerning food?

Father

Mother

Children

Other (Please Specify) _________

Q 13 Rate the price of Mc-Royale on following scale?
____________
Very Low

Low

Fair

High

Very High

Q14 Would you like to purchase another brand (i.e. KFC and Pizza Hut) if it is
available at lower price?
Yes

No

Q15 Do you recall any advertisement of Mc-Royale?

Yes

No (Skip to Question #17)

Q16 If your answer is yes which advertisement, please specify?

______________________________________________________________________
________________________________________________
Q17 What is the best media timing for the advertisement on Television?
7am-12am

12am-5pm

5pm-9pm

9pm-2am

Other (Please Specify) ____________

Q18 On a scale of 1-5 please indicate the attractiveness of the following media to
you?
Least

Most

Attractive

Attractive

Types

Attractiveness

Television
News Papers / Magazines
Billboards / Neon Signs
Store Displays
Hoardings

Q19 Which Television channel you watch more, please specify?

_________________________
_________________________
_________________________
Q20 Which newspaper do you read?
_________________
Q21 Which magazines do you read, Please specify?
_________________________________________
_________________________________________
_________________________________________
Q22 What comes to your mind when you think about Mc-Royale?
_________________________________________________________
___________________________________________________________

Demographic Information
Q23 Age:
15-19

20-24
31-35

51-60

25-30
36-40

61-65

Q24 Gender:
Male

Female

41-50

65 or over.

Q25 Education:
Middle

Secondary

Intermediate

Graduation

Masters

Other_________
(Please Specify)

Q26 Profession:
Student

Business man

Executive

House wife

Working woman

Other (Please Specify)_____________

Q27 Income in Rs.:

Below 10,000

10,000-19,999

20,000-29,999

30,000-39,999

40,000-49,000

50,000-59,000

60,000-79,999

80,000-100,000

Above 100,000

Married

Divorced

Q28 Marital status:

Single

(If single then skip Question # 29 & 30)

Q29 Do you have any young children?
Yes

No

Q30 What ages?

Age Range

Number

Under 5
6-9
10 13
13 15

OPTIONAL INFORMATION
Name: ________________________
Recommendations for Mc-Royale:
________________________________________________________________

________________________________________________________________

2015

________________________________________________________________

Assessment (Task: 3)

Assignment

Marketing
Module

[McDonalds]
[22/01/2015]

Table of Contents:

Executive Summary

15

Background

16

Methodology

16

Analysis

17

Time & Cost Analysis

30

Interpretation

31

Conclusion & Recommendations

32

Executive Summary

This report focuses on the marketing research for McDonalds recently launched product McRoyale. This report initially gives the introduction, background and mission of the company then
it investigates the Marketing Mix of the company, by discussing the four Ps i.e. Product, Price,
Place and Promotion.
It discusses in detail and examines the newly launched product of the company Mc-Royale how
they molded the product to accommodate the cultural differences and the degree of adaptation
inaugurated in response to the public.
The marketing research of Mc-Royale will then be scrutinized by giving details about sampling
and analyzing the results graphically. The purpose of conducting this research was to determine
the relative strength and weakness of McDonalds newly launched product, Mc-Royale.
Specifically research will provide answers to the questions i.e. consumer preferences about McRoyale, pricing of Mc-Royale, the most effective advertising media for Mc-Royale, product
awareness, and the demographic factors affecting the sales of Mc-Royale.
The objective of conducting this research was to find out useful information to help the
management of McDonalds to make future decisions about the marketing strategies of the newly
launched product of McDonalds.
The survey method used was questionnaire and the sample size taken out of it. Graphical
analysis is done at the end of each statement of the questionnaire. Conclusions &
Recommendations for Mc-Royale has been provided at the end of this report.

Background

McDonalds introduces new beef burger named as Mc-Royale, which was launched on 21st
November 2013. Mc-Royale is launched to attract new customers who like beef burgers.
McDonalds after launching their new product, Mc-Royale seems to face various problems with
respect to their marketing segment regarding their marketing strategies.
Marketing research is being conducted in McDonalds to resolve their problem by determining
the relative strength and weakness of their newly launched product, Mc-Royale.
The objective of this research is to find out useful information to help management of
McDonalds to make future decisions about the marketing strategies of the newly launched
product of McDonalds.

Methodology
According to the information needed to conduct this research, Conclusive Research Design is
being used for it. This research will assist the decision makers in McDonalds in determining,
evaluating and selecting the best course of action to take in the present situation, after the launch
of Mc-Royale.
Structured questionnaire is being used for this research, given to a sample of population and
designed to elicit specific information from respondents. Structured data collection method is
selected i.e. prearranged questionnaire. In which fixed response alternative questions are being
used due to following reasons.
Fixed response questionnaire is simple to administer.
The data obtained are reliable because the responses are limited to the
alternative stated.
The use of fixed response questions reduces the variability in the results that
may be caused by differences in interviews.

Personal Interviewing Method is being selected for this research, in which Mall-Intercept
Personal Interviewing will be used. I will go to selected stores of McDonalds, KFC and Pizza
Hut to fill questionnaires from respondents. Following are the reasons to choose Mall-Intercept
Personal Interviewing.
It allows for diversity of questions and clarifies the ambiguities about
questions.
It also allows a moderate degree of sample control.
It has a moderate data collection speed.
It yields the highest response rate.
Target population contains the customers of McDonalds. Research sampling frame contains
the adult consumers of Mc-Royale. Sampling without replacement is being used in which a
respondent who has filled the questionnaire once will be excluded.
Sample size of forty respondents at three stores of McDonalds, one store of KFC and one store
of Pizza Hut is being selected. Because the population is being converted into five regions and
according to the number of consumers in these regions a sample size of forty in each region is a
good representative of the population.
Probability Sampling Technique is being used in which Cluster Sampling is selected.
Population is being divided into five clusters on the basis of geographies. And from each cluster
sample size of forty adults is being selected.

Analysis

1: Awareness of Mc-Royale Launch:

19%
Yes

No

82%

19% of the populations who come to McDonalds are not aware of the Mc-Royale launch at
McDonalds and 81% of them are aware.

2: Have u tried Mc-Royale?

50%

50%
Yes

No

In the response of the question, have u tried Mc-Royale at McDonalds? 50% of the
respondents who are aware of Mc-Royale launch at McDonalds replied yes and 50% replied no.
3: How many times have you tried it?

20%
22%

Once

Twice

58%

More than Twice

In the response of the question, how many times have you tried it? 58% of the respondents,
who have tried Mc-Royale, have tried it once, 22% of the respondents have tried it twice and
20% of the respondents have tried it more than twice.

4: Do you like it?

34%
66%
No

Yes

Do you like it?

66% of the respondents said that they like it and 34% of the respondents said, they do not like it.
5: Reasons for not liking Mc-Royale?

7%
Bad Taste

Low18%
Quality

I don't like Beef

4%
4%
11%Filling
Don't like
7%

Big Size

No Introduction

50%
No new change

The reasons for not liking Mc-Royale expressed different views like bad taste, big size, no
introduction, dont like beef; dont like filling and no new change.
6: Do you think the price justifies the value for money?

48%

52%
Yes

No

In response to the question, do you think price justifies the value for money? 52% of the
people responded yes and 48% said that no.

7: Price does not justify the value for money, reasons?

9%

15%
6%

Bad Taste

Low Quality

High Price

Don't like Filling

70%

The reasons given by respondents on the unjustifiable price are bad taste, low quality, dont like
beef, dont like filling and very high price.
8: How did you hear about Mc-Royale?

3%
32%

33%
News Paper

Hoardings

Restaurant

Cable

31%

In response to the question, how did u hear about Mc-Royale? The newspapers, hoardings and
the restaurants played a major role in making people familiar to the Mc-Royale.
9: How many times would you order Mc-Royale after your first trial?

4%
36%
Every day

30%

Once a week

30%

Once a month

Never

In response to the question, how many times would you order Mc-Royale? 30% said that once
a month, 30% said once a weak and 36% said never and 4% said every day.
10: Reasons for never reordering Mc-Royale?

60
No Introduction
I don't like Beef Bad Taste High Price Low Quality No time
40

20
0
1
Reasons

The people who said that they will never order Mc-Royale gave the reasons like it has very high
price, bad taste, low quality, dont like beef, no time, do not like filling.
11: Reasons for not trying Mc-Royale.

30
Too much Beef

No time

Percentage

Don't eat Beef

20
10
0

Don't like Mcdonald Burger

13 15
Bad Taste
High Price
8
4
1
Big size

20
KFC or Pizza Hutis better

No Introduction

Other burgers are better

Reasons
In response to the question, why you did not try Mc-Royale? Respondents gave reasons like,
they do not like McDonald burger, in their view KFC & PIZZAHUT is better than McDonald,

few of them said they like other burgers of McDonalds specifically Happy Meal and some said
that they have had no time for trying it.
12: If you do not find Mc-Royale at McDonalds where would you go?

24%

29%

Any Other McDonald store

KFC

Pizza Hut

46%

In response to the question, where would you go if you do not find Mc-Royale at McDonalds?
47% said KFC, 24% said pizza hut and 29% said any other McDonald store.
13: Are you satisfied with quality at McDonalds?

16%
High

24%
Moderate

Low

60%

In response to the question are you satisfied with the quality at McDonalds? 60% said that
quality is moderate 24% said that quality is high 16% said that quality is low.
14: Please rate the following brands on a scale of 1-5:

40
35
30
25
Least
Preferred 20
Less Preferred Indifferent More Preferred Most Preferred
Percentages
15
10
5
0
McDonalds
KFC
Pizza Hutt
This graph clearly explains that most of the customers visiting McDonalds are indifferent when
they are asked to rate the brand among McDonalds, KFC and Pizza Hut. The customers who
most preferred McDonalds are only 14.66%.
15: Who in your family decides on purchasing issues, concerning food?

26%
Father

Mother

34%

22%
Children
18%

Other

In response to the question who in your family decides on purchasing issues, concerning food?
34% of the respondents said that their decision is influenced by their children, 22% said father
makes the decision, and 18% said mother makes the decision and rest of the 26% respondents
who fall in other category, these are those who said, their decision is influenced by their friends
or they make their decision them self.
16: Rate the price of Mc-Royale on following scale?

29%
2% 1%
38%
Very Low

Low

Fair

High

Very High

31%

31% said, it is high, 37% said, its fair, 29% said, it is very high, 2% said, it is very low and
1.18% said that it is low.
17: Would you like to purchase another brand (i.e. KFC and Pizza Hut) if it is available at
lower price?

20%
Yes

No
80%

In response to the question, 80% said yes and 20% said no.
18: Do you recall any advertisement of Mc-Royale?

53%

Yes

47%
No

In response to the question 53% said no and remaining 47% said yes.
19: If your answer is yes which advertisement, please specify?

14%
8%

3%

28%
TV

News Paper

Billboards

Store Displays

Hoardings

47%

47% said from billboard, 28% said, from newspaper, 14% said, from hoardings, 8% said, from
TV, 3% said, from store display.
20: What is the best media timing for the advertisement on Television?
8%
2%
7am - 12am

38%

12am-5pm

3%

5pm-9pm

9pm-2am

Other

50%

49% of the respondents watch TV from 5pm to 9pm, 38% from 9pm to 2am, 8% watch TV in
other timings then mentioned (these people usually have no fixed time at which they watch TV),
3% watch TV from 12am to 5pm and 2% from 7am to 12am.
21: On a scale of 1-5 please indicate the attractiveness of the following media to you?

70
60
50
40
Least Attractive
Percentages

30

Less Attractive

Indifferent

More Attractive

Most Attractive

20
10
0
Television

Papers/Mag

Billboards

Store Displays

Hoardings

This graph clearly shows the attractiveness of different medias for advertisement. It shows that
TV is most preferred by most of the respondents for advertisement after that Billboards are most
preferred and then Magazines, then hoardings and Store displays are most preferred.
22: Which Television channel you watch more, please specify?

1%
2%

8%1%
2%
1% 2%
3%1%
4%
1%
10%

23: Which newspaper do you read?

2% 1% 2% 1% 1% 2%
20%

18%

18%

3% 2%

18%

32%

2%

3%

9%

31%

24: Which Magazine do you read?

1%

3%
1%
12%
12%
7%

2%

2% 2%
14% 6%
1%
5%
11%

2% 5%

6%

6%

25: What comes in to your mind when you think about Mc-Royale?

Bad Burger

15%

6% 3%1% 11%

Nothing

Fresh Salad

23%

A produc t of Mc Donald

14%
16%
T asty and juic y

Something big & Royale

Beef Burger

A good burger

2%

Cold drinks & Ic e c ream

Quarter pounder

10%

22% said, nothing, 16% said, A product of McDonalds, 15% said, Something big and
Royale 14% said, something tasty and juicy. 11% said, A bad burger .10% said, A good
burger.
26: Percentages of age groups visiting McDonalds, KFC and Pizza Hut.

45
40
35
30
25
20
15
10
5
0
15-19

20-24

25-30

31-35

36-40

41-50

51-60

61-65

65 or over

44% visiting the store were 20-24. 24% were from 25-30. 13% were from 15-19.
27: Percentages of male and female consumers visiting McDonalds, KFC and Pizza hut?

36%
64%
Female

Male

Out of total respondents 64% were male and 36% were female.
28: Education level of consumers visiting McDonalds, KFC and Pizza Hut?

5% 2%1% 8%
39%
Middle

Secondary

Intermediate

Graduation

45%Masters

Other

Most of the customers who visit McDonald, pizza hut and KFC stores have done graduation and
then master degree; customers having the educational level not more than middle are also
visiting these stores partially.
29: Profession of consumers visiting McDonalds, KFC and Pizza Hut?

9%
Student

11%

4%

Business man

10%
45%
Executive

House wife

Working woman

Other

21%

45% of consumers visiting McDonalds, KFC and pizza hut are students 21% are businessmen
and 9% are housewives.

30: Marital status of consumers visiting McDonalds, KFC and Pizza Hut?

3%
34%
Single

Married

63%
Divorced

The marital status graph shows that the single people are main customers of McDonald, KFC and
pizza hut that is 63% of the total, which shows that they are the major consumers of these stores.
31: Percentages of Married consumers who have young children?

33%
67% children
Have young

Don't have young children

In response to the question do you have any young children? 33% of the respondents said yes
and no is mentioned by 67% respondents.
32: Respondents who have young children are of following ages.
100
80
60
Percentages One
40

Two

Three

20
0
Under 5

6 to 9 0

10 to 13 0

13 to 15 0

This graph clearly shows that consumers who have young children under the age 5, out of these
71% have one children under 5, 21% of these have two children under 5 and 7% of these have
three children under 5.

Time & Cost Analysis

As compared with the proposed budget and timing, results are not in favor. As it was estimated
that the research will take about 2 weeks time for completion but due to uncertain circumstances
and due to complexity of the research problem, in actual it took about 3 weeks time for
completion. Such extra time consumption results in higher expenses as compare to proposed
expenses estimated in the budget. Instead of 43,000, research expenses are reached up to about
50,000.

Interpretation:

The first graph clearly illustrates that the product awareness for Mc-Royale is 81% of the sample
size we took for the questionnaire. Now of this 81% of the respondents 50% have tried it and
50% have not.
Of the 50% of the respondents who have tried Mc-Royale, 58% have tried it once and only 20%
have tried it more than twice.
From these statistics we can easily see that although half of the respondents have tried it but the
repeat customers are only 20% whereas, on the contrary 58% have tried it just once. This should
raise a question for the management of McDonalds as to why their customers are not trying McRoyale again, despite the high percentage of product awareness i.e. 81%.
Referring again to the 50% of the respondents who have tried Mc-Royale 66% has liked it
whereas 34% have not liked it. The three most dominant reasons specified by these 34% who
have not like Mc-Royale are:

Bad taste (49%)

Dont like filling (18%)
Big Size (11%)

As mentioned earlier, 50% of the respondents have not tried Mc-Royale. The three most
dominant reasons for not trying Mc-Royale are as follows:

No time (24%)
I dont eat beef (20%)
No introduction (15%)
KFC or Pizza Hut is better (13%)
Other Burgers (7%)

53% of the respondents do not recall the Mc-Royale add, whereas 47% do remember it. Of the
47% of the respondents who do recall the advertise, 47% of them recall it from billboards and
28% recall it from newspapers.
Similarly, 34% of the respondents have heard about Mc-Royale at the McDonalds restaurants,
32% have read about it in newspapers and 31% have seen it on hoardings. A huge contrast as
compared to these figures is the percentage of respondents who have heard about Mc-Royale
through cable (3%).
From this we can see that the percentage of awareness through cable is very low for this
particular product. The management can improve their advertisement by changing the media
timings of advertisement. 49% of the respondents watch television during 5pm 9pm and 38%
watch it during 9pm 2am.

Thats why the management of McDonalds should advertise more on TV during the timings
indicated above.
McDonalds has concentrated more on store display than advertising their product on TV. The
majority of the respondents recall seeing the Mc-Royale advertises in the restaurant itself. This is
not a good sign, as consumers have usually decided before hand on what they will eat at
McDonalds. Very few consumers actually change their mind after seeing a new product.
Therefore, McDonalds should now focus on informative advertising on the TV.

Conclusion & Recommendation:

After conducting this marketing research and interpreting all the results we have come to the
following set of conclusions:

The customers who are single are more aware of the Mc-Royale launch and the also like
Mc-Royale and the price complain of Mc-Royale is done mostly by the customers who
are single and fall in age groups 20-24 and 25-30. Therefore the management should

reduce price to attract new and retain old single customers.

Single and married customers mostly watch television during 5pm-9pm and 9pm-2am.
McDonalds have successfully attracted the single customers but a very low percentage of
married customers are aware of Mc-Royale. To increase awareness in married customers,
management should advertise on television during 5pm-9pm because in this time period

most of the married customers watch TV.

The female customers are not as much aware about Mc-Royale as male customers. The
female customers, who are aware, heard about Mc-Royale from the restaurant. It also
illustrates that awareness from cable in females is zero, which alarmingly shows that the
advertisement shown on TV is not shown at the time, at which females watch television.
Management should advertise in a way that more females can be reached by advertising

at the timings discussed above.

The customers who have young children are less aware of Mc-Royale than the customers

who dont have young children.

The customers, who dont have young children, tried Mc-Royale more than the customers

who have young children.

Form the above two points we can conclude that Mc-Royale has successfully attracted
customers who dont have young children but it had failed to attract the customers who

have young children. Therefore management should concentrate on attracting the

customers who have young children. These customers are not aware and they are not
trying even if they are aware of Mc-Royale, may be due to their children because children
are the main decision making unit, and children dont want Mc-Royale they want Happy
Meal.

After analyzing all the graphical results we have come to the conclusion that the management of
McDonalds should reduce the price of Mc-Royale to increase its sales. Because consumers have
a perception that beef is cheap thats why the beef burger should also be cheaper than other
burgers. The management should work on the taste of Mc-Royale and should change it a little
according to the taste of the public. Because the graph given above shows that the consumers
who dont like Mc-Royale or who are not trying Mc-Royale complain about the taste of McRoyale saying that its too much creamy and cheesy. The management should also work on
introducing the Mc-Royale in the advertisement, especially on TV. The advertisement should be
informative advertisement telling people about the new features added in the product. The
management should also try to change the perception of people about beef in the advertisement
of Mc-Royale. People have a perception that beef is not good for health. Management can try to
change the perception by telling the benefits from eating beef in the advertisement of McRoyale. The hoardings should be placed inside the city instead of placing them outside the
restaurant, so that more consumers can see them. The ketchup should also be placed on the table
in bottles. Because consumers are complaining that, its very difficult to use the ketchup from the
small disposable plates and some of them also complained that, one has to get up several times to
get ketchup. People have a perception that they use ketchup with burger, thats another reason for
placing the ketchup bottles on the table.