Introduced in 1940s by Dick & Mac McDonald Worlds leading global food service retailer.

More than 33,000 locations across the globe. Serves approx. 64 million in 119 countries Launched in India in 1996. More than 230 restaurants in India Ronald McDonald (the clown) is the mascot.

Introduced by colonel Harland sanders in 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.

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, Discount

coupons.

The survey shows that Mac is more successful than KFC due to its customized i.e. region wise menu.

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.

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.

To analyze the advertisements of McDonalds & KFC To analyze the promotional strategies of competitors.

To analyze the market share

To study the influence (if any) on the consumer preference in the fast food segment due to various advertisements.

Market share Fast Food Chains India

30% 42%

mac

KFC
Subway Baskin Robins

8%
5% 6%
source: buddingmarkets.com2009-10

Pizza Hut Others 9%

Which advertisement do you remeber most?

Reasons for remembering the advertisements

8% 34%

1% 40%

92%

25%

Tagline Brand Idea of delivering the message

Mac

KFC

Others (Please specify)

70

which promotional offers attracts you most? which promotional offers attracts you most?
70

60

60

6060

50

50

Number of people

40

Axis Title

40

30

30

no of no of people people attracted attracted by offers by offers 15 15

20

20

10

10

5 5
Toys Toys Others (please Others (please specify) specify)

Discount on meals Combo offers Discount on meals Combo offers

Are you satisfied with promotional offers at Mac/KFC? 5%

Age factor

12% 0%

19%

69% 95%

yes

no

15-20 31-40

21-30 >40

People love the way advertisements are shown on TV. It makes

them come to the restaurant.

The youth love the catchy taglines like im lovin it & its finger linkin good as 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.

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.

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.

Thank you