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PRESENTED BY:• • • • • CHANDAN SINHA- BBA 4598/08 KUMAR RAVI- BBA 45103/08 ROHIT SINGHBBA 45108/08 ANIL KR AGARWAL-BBA 4543/08
McDonald ’ s INDIA
Mc Donald's in India.
• McDonald’s entered India in 1996. • McDonald’s India has a joint venture with Connaught Plaza Restaurants and Hard Castle Restaurants. • Connaught Plaza Restaurants manages operations in North India whereas Hard Castle Restaurants operates restaurants in Western India. • Today it has 169 Restaurants across
MARKET PERFORMANCE • Estimated CAGR of 40%. • • Total revenue of 2007-08 was 740. • • Market share of 18% in north India.2 million $ in India. • .
BUSINESS MODEL . The remaining 85% is operated by franchises. CONTD • Franchise Model – Only 15% of the total number of restaurants are owned by the Company. • Product Consistency – By developing a sophisticated supplier networked operation and distribution system. the company has been able to achieve consistent product taste and quality across geographies .
CONTD • Act like a retailer and think like a brand – McDonald’s focuses not only on delivering sales for the immediate present. but also protecting its long term brand reputation.BUSINESS MODEL . .
McDonalds Marketing Mix (4 P’S). .
• McDonalds has intentionally kept its product depth and product width limited. • Designed the product after deeply studying the Indian customers. • McDonalds continuously innovates its products according to the changing . • For Indian menu ham. • The strategy for product is to provide entry level product so that the customer can try new items and graduate to higher rungs. beef and mutton burgers were removed. PRODUCT.
• Competitive pricing. • McDonald’s came up with a very catchy punch line “Aap ke zamane mein . combo meal. . • McDonalds has certain value pricing and bundling strategies such as happy meal. family meal etc to increase overall sales volumes. All the other three are expenses incurred. PRICE.baap ke zamane ke daam”. • This is the most important part of the marketing mix for McDonald’s as this is the only part which generates revenue. This was to attract the middle and lower class consumers and the effect can clearly be seen in the consumer base McDonalds has now.
Pricing Strategy • Value Ladder Strategy. . In this section prices ranged from 20 to 80. • In March 2004 introduced “AAP KE ZAMANE ME BAAP KE ZAMANE KE DAAM”. • Prices are stable because of well established low cost chain. • Started product bundling. which resulted high increase in sales volume.
at the right time and in the right quantity. It is important so that the product is available to the customer at the right place. PLACE. . Pvt ltd. In India the outlets in north and east India are run by Connaught Plaza rest pvt ltd and outlets in west and south India are run by Hard Castle Rest. • 169 outlets all over India. • The structure is simple for McDonald's. • The place mainly consists of the distribution channels.
McDonald’s a Locally Owned Company. .
They use print ads and the television programmes are also an important marketing medium for promotion. PROMOTION. • . • Intensive advertising aimed at children. • McDonald’s does its promotion through television. hoardings and bus shelters. advertise locally” is the McDonald’s promotional strategy. • “Brand globally. • • The idea of their promotion is to promote McDonald’s as a global image.
Some of the most famous marketing campaigns of McDonald’s are: 1. It is one of the most successful ad campaigns launched in 2003. “I’m loving it”. 3. 4. Folks. so get up and get away. 7. • .baap ke zamane ke daam”. “Aap ke zamane mein . “You Deserve a break today. “Food. and Fun” 6.To McDonald’s” 2. 5.
CO -BRANDING • McDonald's has major tie up’s with various companies as their cobranding strategy. • Coca cola- • • Brabie- • • Hot wheels- • • Disney-pixar- .
. STERNGTHS. • Strong brand.SWOT ANALYSIS. • Product innovation. • Supplier Integration. • Customer intimacy.
.SWOT ANALYSIS . • • Low width and depth of the product. CONTD WEAKNESS.
CONTD OPPORTUNITY. • Entry into breakfast categories. . • Expand into Tier-2 and Tier-3 cities.SWOT ANALYSIS .
. • Rolling out McBreakfast across all outlets – In India. the company is now expanding to Tier 2 cities like Pune and Jaipur. the company has recently launched its entry into the breakfast food category. This is now launched on a pilot basis on select stores. In Mumbai. With the customer demographics constantly changing and tectonic social and cultural shifts being observed in Tier 2 and Tier 3 cities due to globalization.THE ROAD AHEAD. • Entry to Tier 2 and Tier 3 cities – The main target customer for McDonald’s is the new urban Indian family. The company views this category as a key growth driver in future. it available at the Vile Parle outlet.
.SWOT ANALYSIS . • • Increased competition from local fast food outlets. • Changing customer lifestyle and taste. CONTD THREATS.
KENTUCKY FRIED CHICKEN KFC .
called a "concept" of Yum! Brands since 1997 when that company was spun off from PepsiCo. KFC is a brand and operating segment. • • KFC primarily sells chicken in form of pieces. . Kentucky. KFC also offers a line of roasted chicken products. is a chain of fast food restaurants based in Louisville. founded and also known as Kentucky Fried Chicken. or KFC. wraps.ABOUT KFC • KFC Corporation. salads and sandwiches. side dishes and desserts. While its primary focus is fried chicken.
• In 2003 it again came back with revised strategies and willingness to improve its earlier mistakes. . • Because of KFC not adhering with the Prevention of Food Adulteration Act.KFC IN INDIA. • KFC(KENTUCKY FRIED CHICKEN) entered India in 1995. 1954 and certain other mistakes it had to leave India. • Since then KFC has a strong presence in 11 cities of India with around 50 stores.
KFC MARKETING MIX 4 P’s .
KFC's primary product is pressure-fried pieces of chicken made with the original recipe.PRODUCT. • In KFC feedback is taken from the customer in order to know the customer demands and then improvements are made in products. • KFC focuses on pure and fresh food in order to create a distinct and clear position in the minds of . • Products are generated based on the geographical locations. • KFC's specialty is fried chicken served in various forms.
Pricing of the product includes the govt. Thus KFC has an upper hand in pricing their fried chickens. tax and excise duty and then comes the final stage of determine the price of their product. KFC has a monopoly in fried chickens. Their products are priced high and target the middle to upper class people • Compared to its competitors. • KFC globally enters the market using market skimming. • They adopt the cost base price strategy. .PRICE.
The target and focus is on each and every individual in a society. This being the reason for their Family Meals which are basically bundled items served at a nominally . Generally they target whole families rather than single persons. KFC finds its largest demographic in the young of any society.Demographic factors • Age: Generally there is no age limit focus by the KFC. • Household Size: This plays a vital role in the demographic factor of the KFC. • Gender: Both male and females are focused by KFC. gender does not play any role here.
.Economic Factors • Income: Income is an important key factor for KFC. • Consumption Behavior: It estimates the behavior of people. In the early rise of KFC they focused on the upper class but slowly are introducing economy meals that attract the lower to middle classes. This factor decides which class is to be targeted. their liking and disliking towards the pricing of the products.
• Accessibility – Resulting in several outlets to cater to the needs of people in & around the city.PLACE. Manufacturer---Retailer--- . • Hectic lifestyle – Due to the hectic lifestyle of office goings individuals the fast food concept saves time of preparing food and gives the customer a full meal quickly. • Economically convenient – The pricing appeals to the many classes of a society. • CHANNELS-1st level channel ie . TARGET AREAS • “Free home Delivery” strategy – They provide free home delivery to offices & homes (select countries).
PLACE CONTD Location – Hectic lifestyle of individuals – giving them more time at work and less stress about waiting for food. – Commercialization of urban and sub-urban markets leading to more mid-sector people that find high-end eating joints very to expensive. . – Quality conscious – people in urban areas are more conscious about the quality of food than rural areas. – Mid-sector people are always looking for change which KFC provides in their range of fast food.
. cinemas and markets which are mostly populated by the young and those who are in a hurry. colleges. In addition.PLACE CONTD Placement of outlets Due to KFC placing itself close to schools. KFC enjoys a large number of footfalls everyday.
• KFC and its new company jingle. • The company anthem “finger linkin good” is just a wake up call to the consumer to remind them how good they felt the last time they ate KFC chicken. billboards.PROMOTION. • At KFC. • Sponsorship is another tool to strengthen an organizations image. flyers and radio. Promotion is the main tool to bring all chicken lovers attention towards its delicious one-of-a-kind product. • All KFC outlets offer its customers with various . KFC is currently the sponsor of the West Indies Cricket Team. the Fried Chicken. “finger lickin good” is a frequent announcement on televisions.
SWOT ANALYSIS. • High global brand image. • Strong presence over competitors with its primary product fried chicken. STRENGTHS. .
CONTD WEAKNESS. • Little or no coverage in Tier-II cities.SWOT ANALYSIS . • Lesser number of outlets. .
• Venturing in potential Tier-II cities. • Opening more outlets in the four metros to increase their presence.SWOT ANALYSIS . CONTD OPPORTUNITY. • • .
• KFC’c previous brand image. CONTD THREATS. • McDonald’s is the biggest threat for KFC. .SWOT ANALYSIS . because of its continuous growth in Indian market. • Tough competition from the local non-vegetarians dishes prepared by the local restaurants.
But KFC who re entered in 2003 has shown a rapid progress and no wonder if in the coming years KFC overtakes McDonald’s in the Indian market share. but for now it’s Ronald McDonald who is . Time will be the evidence for this. But when it comes to comparing these two brands the following study brings us to a conclusion that as far as market presence and brand value is concerned McDonald's has definitely proved a point for themselves.CONCLUSION In India fast food market is strongly dominated by these 2 brands.
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