McDonalds

Im Loving it
By: Vismay Phanse
Roll Number: 314240
Introduction:
In this assignment we had to select a particular Product which I
had been consuming since a long and in recent times. I have
chosen my product as McDonalds. Its the company that
manufactures Hamburgers. Actually I like many products of
McDonalds but my favorite one is McChicken Burger. In this
assignment I will explain why I like the products of McDonalds and
what have been my influencing factors to purchase and consume
the products of McDonalds. I have been having McDonalds
burgers since 2005, it opened its franchise in Ahmedabad during
that time and through all these years McDonalds have been my
favorite product.

Analysis:
1. Product :
McChicken Burger is a premier hamburger which consists of a
chicken patty. The chicken breast is cooked to brown with
perfection and placed between the toasted buns with
mayonnaise sauce and green lettuce leaf. Apart from McChiken

they have many products like French Fries, which are world
famous and many other popular products.
2. Industry :
The Hamburger Industry is wide open with plenty of Big players
are there like Burger King, Wendys and many more. But
McDonalds having a 63 year old History of more than billion
Hamburgers sold with a reasonable price all over the world.
Each kid knows what a Happy Meal is.

3. Theoretical Background :
McDonalds has a very old history from the 1940s, starting with
a restaurant having Bar B Q services. The first Hamburger
restaurant opened in 1948, the Des Plaines location opened in
1955. The red and white building with the famous Golden
Arches was designed for that restaurant. In 1965 they
celebrated 10 years of McDonalds Corporation and they started
their IPO offers at $22.50 per share. They started their first
advertisement with Ronald McDonald in 1966.

Factors influenced me to Buy McDonalds:

Social Factors:
When I was a small kid I used to throw my birthday parties at
McDonalds, the party zone facility at McDonalds was one the
best available place for such social parties with good ambience,

food and fun filled activities. Plus the Happy Meal toy collection
by me and my friends, we used to have exchanges on our toys
and I still have my collection of happy meal toys which are now
used as showpieces.

Cultural Factors:
The McDonalds Corporation used effective strategies in India
to start off McDonalds franchise, like they have introduced
many vegetarian products looking at the population
diversification, as there are many vegetarian people compared
to non-vegetarian people. So they have introduced a
completely different menu to that of other countries. When I
visited the US and other foreign countries. I found completely
different Menus than that of ours in India.
When Indian customers got accustomed to same taste always,
they introduced McDonalds Spice Fest around 2011. It went a
big hit amongst the students as we the Indians love spicy food
it was a good change for us. For the first time I shifted from
McChicken to McSpicy Chicken burger.
Hence McDonalds have always made us the customers happy
and satisfied and they have always kept good cultural ties with
its customers.
Personal Factors:

Personally Hunger is the thing that drives me towards

McDonalds. Plus the concept like Happy Price Menu makes me
drive towards McDonalds products and its fast food services
provide the food in minutes and hence it is a trusted brand for
all of us.
Starting from a kid who wanted to have Happy Meal toys to a
Teenage boy who wanted to save his pocket money for better
taste at a nominal price, McDonalds has been the only possible
answer for this question of Hunger.

Promotional Activities of McDonalds:

McDonalds Advertisements have always been cost effective,
with Happy Price Menu starting from 25 Rs. to Introducing the
new McFlurry and other products. Their famous Tagline Im
Loving it has grabbed the eyeballs of everyone from a small kid
to an old person, everyone knows McDonalds and loves their
products, because they are loving the taste at very low cost
prices. The image of Ronald McDonald is in mind of each and
every child as if he is the hero for every child. Exactly he is the

Hunger Hero for all of us.

Influence Members:
Firstly it was my father who was delighted to hear the news that
McDonalds had started its services in Gujarat. So he took me
there to taste the delicious Hamburgers. Later friends persuaded
me to go there and taste those awesome burgers at low prices
and it never burned a hole in my pocket.

So was it the influence factors or the promotional

activities to consume McDonalds Hamburgers:
I would say that both the factors were equally important
for me to consume McDonalds Burgers. In fact I would
say that it was their consumer marketing strategy that
they have always provided their consumers Value for
Money. Having proper food matters a lot and hence in this
field Value for Money concept matters a lot. I always had
my food on time as they served my order in 2 to 5
minutes and it was never delayed, plus the queues were
tackled very well as they took orders from the queue only
to save time and have faster service. Clearly it has been
my favorite product and service throughout my life.