The theme here selected is "Brand setting of McDonalds in UAE". For any company, its Brand image is its most effective asset. Brand Positioning is a marketing term meaning how the company desires its customers to take into account itself.
We know that Mc. Donald's is one of the very most successful brands on the planet. If we think of Mc Donald's, we make an image of the company in our head and this is exactly what Brand positioning is all about. The company is propagate over the globe and is prosperous everywhere it performs. This gives an indication that the company is very successful in terms of its Brand placement. Thus the research will try to determine the factors which make it successful.
In UAE, Mc. Donald's exists from quite a while. Mc Donald's has repeated its behavior of success here also and it is been able to build up a positive Brand setting. So, the analysis of brand positioning of Mc. Donald's in UAE would lead to lots of learning activities in marketing sphere too. (Brand setting)
Another objective of our research is always to learn and use statistical software like SPSS, Excel etc. In our course structure, we've come across number of statistical methods like hypothesis assessment, confidence interval, Z test, T test, regression research, evaluation of variance etc. The task will give us excellent possibility to learn not only the working of this software, but will also help in understanding the implications of the statistical results obtained. (Importance of Brand Positioning research, 2010)
REason for this issue and observations
Food chain industry is growing greatly. You will discover variety of foods chains in the market and each of them is able to catch the attention of some customers. Customers usually generate an image of the company in their head and each brand has its unique positioning in customer's belief. So it would be a good research to understand the factors that define positioning of any food chain. The meals chain considered here is Mc. Donald's. The explanation for selection is because of wide spread of the food outlets of the company and great success of the brand.
Goals and objectives
Goals: Research's Goal is to build up a theoretical model for brand setting of Mc. Donald's in UAE.
To identify the factors that affects the brand setting of any Food chain
Learning the info analysis tools like Excel and SPSS
Conducting books review to recognize the factors that govern brand placement.
Use McDonald's in UAE as a test bed.
To use statistical approaches for data collection and analysis of data to confirm hypothesis.
The educational research pool is filled up with researches concentrating on brand positioning. With this section, we will concentrate on two to three major articles.
Article one: "The role of corporate and business brand image in the selection of new subcontractors"
The article above was printed by Anna Blombck in time 2007. The name is as mentioned previously. The article was released in Journal of Business & Industrial Marketing.
Issue: He investigated the role of brand understanding and brand usability in brand setting of an company.
Hypothesis: He made variety of hypothesis, the one of our market is that Brand Awareness comes with an effect on brand positioning therefore is with brand usability.
Data Collection: His major data was extra in dynamics. He used 15-16 Academic journals to come quickly to the final outcome.
Statistical technique for data analysis: He does not use any statistical strategy. The research was predicated on secondary data and already analyzed hypothesis.
Summary: He discovered that brand placement of any brand is significantly inspired by awareness of the brand. He also focused on usability of the brand. In his research, he found that to build a strong brand positioning, a brandname should be usable for the mark customers.
Another good work in field of brand placement is performed by Harlan E. Spotts (2010). He found that brand placement is greatly influenced by commutation of the brand and the sociable responsibility considered by the brand.
Article two: Brand Positioning
The article was posted by Paul Marsden in season 2002. The article was released in Marketing Intellect and planning.
Issue: He looked into the role of brand performance, brand imaginary and cultural responsibility in brand placement of the company.
Hypothesis: The hypothesis in his work was predicated on these three factors only. He assumed that the three factors have a substantial role in brand placement.
Data Collection: Paul used a questionnaire to collect data and then performed statistical test to come to the final outcome.
Statistical technique for data analysis: He performed a regression test to check on the role of the three factors on the brand setting of the company.
Summary: Paul Marsden (2002) discovered other significant factors for brand positioning; these factors are brand imaginary, public responsibility and brand performance. He recognized that these factors determine the reaction of the consumer on the services of your food chain and are thus, significant in identifying the brand positioning of a food string.
Indication of finished work
Customer perception about brand imaging guidelines of the business like e-complain, "Your decision advertising campaign" etc.
Appropriateness of price costed for the service and segmentation of the marketplace.
Public opinion on the positioning of the company's outlets.
Efficiency of the current promotion degree of the business.
Consumer belief of the service's quality offered.
Consumer belief of the sociable responsibility of the company in UAE market
Consumer understanding of the Brand imagery of the company
The work will be supported by the understanding of the marketing brain of the business, members of the marketing team and the customers itself giving a reliable result of these issues. (McDonald's UAE concludes its 8th World Children's Day Campaign with a memorable celebration, 2010. )
Development of data collection tools
Questionnaire to the customers: questionnaire would be asked to the clients of the company to ask how much they are really impressed/ influenced by company. The questions would be asked on a 5 option scale with options like "Strongly consent, agree, have no idea, disagree, and firmly disagree"
Method of data collection
The research will use primary data. Most important data should come straight from customers and will be collected using a questionnaire.
Target customers for research:
The concentrate on people for research are the present customers of Mc Donald. We will catch this audience at the outlet stores of the business. The expected sample size is 50 but we will welcome any higher number too.
The research includes one questionnaire to handle the clients. The questions would be focused on 5 factors of the research that would be identified from literature review. The targeted sample would be at least 30 which are necessary to utilize Normal assumption for the sample data.
Another important strategy to obtain required data is by questionnaire. As company includes a large numbers of customers, and interviewing every single person is almost impossible. Also which makes the test size too big to control, so a sample of something around 30-40 is wonderful for the research. As the questionnaire would be asked directly from the people on whom the insurance policy will have immediate impact, we believe a fair enough result of the questionnaire. The venue would be the business office.
The commercial and advertising done by McDonald was a motivator for me to consume there?
McDonald's symbol and its Tag Lines are its key promotional aspect?
Increase in campaign by McDonald will encourage me to visit again?
I like option of other brands (Pepsi) with available food things in McDonald?
McDonald's food packing is attractive?
McDonald utilizes comments from customers to improve its service?
Price is a determinant factor for me personally to choose about eating at McDonald?
McDonald will have a quicker service in comparison to other local food joints?
For Birthdays/Get-togethers and related events, I prefer going to McDonald over other food bones?
I have quantity of goods memory from McDonald?
Data analysis solutions to be used
Data will be accumulated by questionnaires and the effect would be stored in excel bed linens. The info is then examined by the assistance of excel tools.
Regression research: We use SPSS or Excel, to carryon a regression test. With the help of the regression test, we will be able to determine is the key positioning of the business is a liner mixture of the main variables or not.
Correlations test: A correlation test will also be used to see whether one or more main variable determined in the literature review are related to each other or not.
Ho: Brand Understanding has no significant influence on brand placement of McDonalds.
Ha: Brand Consciousness has significant effect on brand setting of McDonalds.
Ho: Brand Consumption has no significant effect on brand placement of McDonalds.
Ha : Brand Utilization has significant influence on brand placement of McDonalds.
The research is completely based on key data. This can present only one side of the storyline and academic and commercial view of the topic. Also the prospective audience of data collection is customers. A better way might have included other stakeholders too.
Head of marketing department
Scheduling session through PA
22 th December
Customers going to the company
Information from Internet (Extra)
Websites like http://www. cim. co. uk, www. arabianbusiness. com,
Observation from Reading
Available on internet
23 - 29th December
Observation from Reading
Newspapers like Financial Times, Gulf Times
Data analysis, statement formation etc
Using major and secondary resources
Regression and Hypothesis testing in SPSS or Excel
28th December to 1st Jan
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