Project report

Mcdonald’s
[Link] IV sem
Marketing communication
(Session- 2024-2025)
 Government post graduate
collage
Ambala Cantt

Submitted to:
Submitted by:
Miss. Prabhjot
Kusum saini
Department of commerce Roll
no. 1231315121

CERTIFICATE FROM THE PROJECT GUIDE

This is to certify that the Project Report “MARKETING

COMMUNICATION BUDGETING” is a bonafide work of Kusum
saini university number 2023164853 undertaken for the
partial fulfillment of bachelor of Commerce (B. Com) degree of
Kurukshetra University under my guidance. This project work
is original and has not been submitted earlier for the award of
any degree or diploma of any other University or Institution.

Signature
of the Guide,
Miss. Prabjot,
 Assistant
Professor,
Departmen
t of Commerce,
Govt. P.G
collage A/C.

DECLARATION

I Kusum saini, daughter of Mr. Bharat

Bhushan certifies that the project report
entitled “Marketing communication &
budgeting on McDonald’s” prepared by me is
my personal and authentic work under the
guidance of Miss. Prabhjot, Assistant
Professor, Department of Commerce.
Date: 15/04/2025 Signature of the Student
Place: AMBALA CANTT Name: Kusum
saini
Class: [Link]
(IV SEMESTER)

Roll
Number: 1231315121

Table of content
[Link]
[Link]
[Link]’s Competitors
[Link]
[Link] of marking communication
Main topic:
[Link] of McDonald’s
7. sponsorship program of McDonald’s
[Link]
[Link]
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INTRODUCTION:
McDonald organization is the world largest chain of fast food
restaurants, serving nearly 47 million customers daily. At one time it
was the largest global fast food restaurant chain, but now it has
competitor by multi brand operator such as KFC and subway. The
company has also expanded the MacDonald menu in recent decades to
include alternative meal options, such as salad as wraps, in order to
importance on growing consumer interest in health and wellness.
 Golden Arches logo used since 2006

Headquarters in Chicago, Illinois, United States

Company type Public

Traded as NYSE: MCD

DJIA component
S&P 100 component
S&P 500 component
ISIN US5801351017
Industry Fast food restaurants, real estate
Founded May 15, 1940; 84 years ago, in San Bernardino,
California, United States
April 15, 1955; 69 years ago
(McDonald's Corporation)
Founders Richard & Maurice McDonald
(original restaurant chain)
Ray Kroc
 (McDonald's Corporation)
Headquarters Chicago, Illinois
,
United States
Number of 41,822 restaurants (2023)
locations
Area served Worldwide (119+ countries)
Key people Chris
Kempczinski (president, chairman & CEO)
Products Burgers
chicken
french fries
soft drinks
soft serves
shakes
salads
desserts
hotcake
coffee
breakfast
wraps
Revenue US$25.49 billion (2023)
Operating US$11.65 billion (2023)
income
Net income US$8.469 billion (2023)
Total assets US$56.15 billion (2023)
Total equity −US$4.71 billion (2023)
Number of c. 150,000 (2023)
employees
 Website [Link]
[Link]

HISTORY:
Siblings Richard and Maurice McDonald opened the first
McDonald's at 1398 North E Street at West 14th Street in
San Bernardino, California, on May 15, 1940. The
brothers introduced the "Speeded Service System" in
1948, putting into expanded use the principles of the
modern fast-food restaurant that predecessor White
Castle had put into practice more than two decades
earlier. The original mascot of McDonald's was a
hamburger-headed chef who was referred to as
"Speeded".[24] In 1962, the Golden Arches replaced
Speeded as the universal mascot. Clown mascot Ronald
McDonald was introduced in 1963 to market the chain
to children.
Logo from 1940 until 1948
Logo from 1948 until 1953
Logo from 1953 until 1960
On May 4, 1961, McDonald's first filed for a U.S.
trademark on the name "McDonald's" with the
description "Drive-In Restaurant Services," which
continues to be renewed. By September 13, McDonald's,
under the guidance of Ray Kroc, filed for a trademark on
a new logo—an overlapping, double-arched "M" symbol.
But before the double arches, McDonald's used a single
arch for the architecture of their buildings. Although the
"Golden Arches" logo appeared in various forms,
the present version was not used until November 18,
1968, when the company was granted a U.S
[Link] present corporation credits its
founding to franchised businessman Ray Kroc on April
15, 1955.[27][additional citation(s) needed] This was
the ninth opened McDonald's restaurant overall,
although this location was destroyed and rebuilt in
1984.[clarification needed] Kroc was recorded as being
an aggressive business partner, driving the McDonald
brothers out of the industry. Kroc and the McDonald
brothers fought for control of the business, as
documented in Kroc's autobiography. In 1961, he
purchased the McDonald brothers' equity in the
company and began the company's worldwide reach.
[29] The sale cost Kroc $2.7 million, a huge sum during
that time.[28] The San Bernardino restaurant was
eventually torn down in 1971, and the site was sold to
the Juan Pollo chain in 1998. This area serves as
headquarters for the Juan Pollo chain, and a McDonald's
and Route 66 museum.[30][31] With the expansion of
McDonald's into many international markets, the
company has become a symbol of globalization and the
spread of the American way of life.[32] Its prominence
has made it a frequent topic of public debates about
obesity, corporate ethics, and consumer responsibility
McDonald’s competitors:
 PRODUCTS:
SR. CATEGORY Pictures
NO features
1 Mcalootiki McAloo Tiki burger.
burger This is the first menu
item at McDonald’s
India that almost
everyone instantly
connected with.

2 Mc The McChicken is a
chicken burger sold by
Chicken the international fast
food restaurant
McDonald’s

3 Paneer Spicy paneer wrap

unwrap deliciousness.
wrap Tender paneer patty
with a fiery, crunchy
better coating.
4 Happy Happy Meal readers is
part of McDonald’s
meal commitment in
bringing to life truly
together moments by
encouraging reading
as a fun family
activity.

5 Snack Mc Chicken
wrap McNuggets

Premium chicken

Sandwich

Grilled chicken deluxe

Snack wrap

6 Veggie The veggie burger is

known for its flavorful
burger and creamy taste.
7 French Jazz up your French
Fries experience by
fries ordering this one.

8 Chicken Chicken McNuggets

are a type of chicken
Mc nuggets sold by the
Nuggets international fast food
restaurant chain
McDonald’s.

9 Maharaja Chicken Maharaja Mac

is based on the classic
Mac Indian dish.

10 Dosa The Dosa masala

Masala burger was another
Burger McDonald’s item that
was crafted to meet
vegetarian client
needs.
 11 Mc Mc veggie is veggie
burger that is sold in
veggie McDonalds that is
100% vegetarian food.

12 Mc McDonald’s India
recently revealted it
Donald’s top-selling dishes for
the year 2023. Many of
our all time favourite
food items have made
it to the list.

Strategies To Steal From McDonald’s Marketing Successes:

1. Invest In Core Products:

A key reason McDonald’s has been able to grow and sustain its continued
success is its focus on promoting and continuously improving its core
product offerings. These include fan favorites like the Big Mac and its
famous fries, to more up-and-coming products like chicken nuggets.
2. Be Agile & Proactive When Responding To Customer Feedback

When McDonald’s faced a major backlash after the release of “Super Size
Me,” the company moved swiftly to adjust their menu, marketing, and
internal policies to meet customer demands of a healthier, more
transparent eating experience.

3. Large Target Audience = Large Marketing Budget

McDonald’s brand identity is a fast and easy option for the entire family.
With such a broad target audience, it is difficult to hone in on one
particular audience and channel.

This is why McDonald’s invests so much money into advertising across a

wide variety of channels.

4. Expand Into New Markets By Appealing To

Geographical Preferences
If you want to grow your reach by expanding into new
markets, you need to make sure that you make the
necessary changes to your approach to appeal to that
market.

For McDonald’s, this means sourcing local

ingredients and adjusting menus to appeal to regional
tastes. For your brand, this may mean changing your
outreach efforts to meet cultural norms or creating
content in multiple languages.
 McDonald’s social media customer
service performance:

Some people are lovin’it, and some consider it the mother of all
unhealthy eating habits. McDonald’s is the world’s 4th oldest fast food
chain and the 9th most recognizable brand. The founders of McDonald’s
are the creators of the modern method for cooking and serving fast food.
First, they standardized the process throughout their restaurants and
then, the whole industry. The brand has practically put the word “fast” in
fast food, possibly in every country it operates. In terms of customer
support practices, McDonald’s is different from every global brand we’ve
reviewed so far. The brand has many local and global touch points in
physical and digital domains. At the same time, it works with delivery
service hubs that handle a considerable portion of the load related to
delivery issues. McDonald’s social media customer service team’s real
work starts after the delivery. The support team needs to deal with
hungry and possibly disappointed people. As another brand’s brilliant
ad puts it correctly, “you’re not you when you’re hungry.”
 Budgeting of McDonald’s:
McDonald's uses a variety of budgeting techniques to manage
its finances, including capital budgeting for investment
decisions, Cost-Volume-Profit (CVP) analysis for profitability
planning, and operational budgeting for daily expenses. They
also rely on detailed financial reporting to monitor
performance and track key metrics like revenue and
profitability, according to the company's website.
Here's a more detailed look at how McDonald's uses budgeting:
1. Capital Budgeting:
 This involves evaluating proposed projects, such as opening
new restaurants, launching new products, or expanding into
new markets, to determine if they are financially viable and
worth investing in.
 McDonald's likely uses methods like Discounted Cash Flow
(DCF) analysis, which estimates the future value of a project's
cash flows and compares it to the initial investment.
 They also consider factors like the project's risk, return on
investment, and potential impact on overall company
performance.
2. Cost-Volume-Profit (CVP) Analysis:
 This helps McDonald's understand the relationship between its
costs, sales volume, and profitability.
 By analyzing how changes in factors like prices, costs, and sales
mix impact profitability, they can make informed decisions
 about pricing strategies, marketing campaigns, and new
product rollouts.
 CVP analysis allows them to set realistic sales targets and
understand the financial implications of different scenarios.
3. Operational Budgeting:
 McDonald's likely uses a variety of operational budgeting
methods to manage daily expenses, such as labor costs, food
costs, and rent.
 This involves forecasting revenues and expenses, tracking
actual performance, and making adjustments as needed.
 They may also use techniques like zero-based budgeting, where
they start each budget cycle with a clean slate and justify all
expenses, according to the company's annual reports.
4. Financial Reporting and Monitoring:
 McDonald's publishes detailed financial reports, including
quarterly and annual earnings reports, to investors and the
public.
 These reports provide insights into their revenue, profitability,
cash flow, and other key financial metrics.
 The company also uses internal dashboards and reporting tools
to monitor performance, track budgets, and identify areas for
improvement.
In summary, McDonald's budgeting practices are
comprehensive and data-driven, allowing them to make
informed decisions about investments, pricing, marketing, and
operations, ultimately driving profitability and growth.
 Sponshrip program of
McDonald’s
McDonald's has a sponsorship program that focuses on supporting
communities and children's well-being, with a particular focus on
grassroots sports and community events. They aim to provide benefits to
the wider community and help children live a more active and balanced
lifestyle. They also have a long history of supporting Olympic athletes
with their sports ambassador program.
Here's a more detailed look at their approach:
Focus:
 Community Engagement:
McDonald's actively seeks to be involved in local communities,
supporting various initiatives, including sporting, educational,
charitable, and environmental programs.
 Children's Health & Well-being:
A major focus is on promoting healthy lifestyles for children,
encouraging physical activity and balanced eating habits.
 Grassroots Sports:
They support local sporting events and teams, often partnering with
clubs and organizations.
 Specific Examples:
 FIFA World Cup: McDonald's has been the official restaurant sponsor for
FIFA World Cups, including the Women's World Cup and the upcoming
2026 World Cup.
 Olympic Games: While they ended their 41-year sponsorship with the
Olympics in 2017, they continue to support athletes through their sports
ambassador program.
 New Zealand: McDonald's in New Zealand, known as "Macca's," also
supports sporting, educational, charitable, and environmental programs.
 Australia: McDonald's Australia has sponsorships with teams like Wests
Tigers, endorsing them as the official quick service restaurant.
Application Tips:

RECOMMENDATION:

McDonalds is the world's largest food service retailer,

serving more than 58 million customers daily in more
than 100 countries across its more than 31,000 outlets.
Aside from providing customer satisfaction with their
products and services, it also provided jobs to more than 1.9
million people. The business began in 1940, opened by
brothers Dick and Mac McDonald in San Bernadino,
California. McDonalds exhibited strong financial performance
by geographic segment between 2008 and 2009, even as the global
economic crisis has adversely affected its key competitors. The
company focuses heavily on the satisfaction of its customers
and employees. Also, it is very innovative in implementing
emerging trends and preferences in new products. Despite
the brand's popularity of McDonalds, it still faces threats
from health conscious consumers and intense competition
from other food chains, such as KFC, Burger King, Wendy's and
Starbucks. Thus, it is necessary for the McDonalds leaders to
adjust and reinforce the company in several ways to avoid
any potential risks that may affect the whole company
Conclusion:

McDonald's has achieved global success

due to its strong brand recognition, focus
on customer experience, menu
innovation, and franchise model. By
staying relevant and adapting to changing
consumer preferences, McDonald's has
solidified its position as a leading fast-
food chain. This includes leveraging both
online and offline marketing channels, as
well as utilizing a mobile app to engage
customers.
References :
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analysis-mcdonald
[Link]
strategic-issues-and-history-of-mcdonalds-marketing-
[Link]
[Link]
Recommendation-docx
[Link]
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