FAST FOOD FABLES

Presented By:-
NIDHI SINGH
AWADESH KUMAR
ANAND DUBEY
PERVAIZ
Abstract
The case discusses the localization strategies adopted by
the multinational fast food chains - McDonald's, Domino's
and KFC in India. Initially, these fast food chains found it
tough to cater to Indian tastes. Soon, they customized their
menu, positioned their products and advertised to appeal
to Indian customers. McDonald's and Domino's succeeded
to a certain extent, while KFC still had a long way to go.
And the factors that forced the fast food chains to
understand the local market and modify their strategies to
suit local requirements.
Mc DONALD’s
McDonald's
McDonald's corporation is one of the worlds largest
chain of hamburger fast food restaurants.
McDonald’s was founded on May 1940.
Founded by Richard and Maurice McDonald’s
restaurants concept.
Products:
 Fast food ,hamburgers, chicken, French fries etc.
Mc DONALD’s in India
Mc DONALD’s began to look at the Indian market
sometime in 1990’s.
In April 1995 it has started 50:50 joint venture with
Vikram Bakshi & Amit Jatia at Delhi.
Mc DONALD’s opened they Delhi outlet on the first
day of Navrathris to emphasize vegetarianism.
In 1998 Mc DONALD’s set up team and asked them to
collect consumer feedback on the menu they
developed.
SEGMENTATION OF
Mc DONALD
 Geographic region:-
 Region- Urban India
 City- metro cities.
 Demographic Segmentation
 Targeted on:
Middle and Upper income group families
 Family stage:
Full nest
 Potential target:
Office goers
 Psychological Segmentation
Motivations
Personality
Perceptions
Learning
 Motivation
Need- Acquire need.
Goal- product specific goal
Motivation- Positive motivation
Motives- Emotional as well as Rational motives
Arousal of motives- Physiological arousal as well as
environmental arousal
Personality
As per Freudian Theory of Personality:-Id & Ego
Acc. To Horney- Compliant (family)
VARIOUS TRAITS(as per trait theory)
Consumer Innovativeness: -
Innovativeness- Low-medium
Dogmatism- Medium
Social character- Other directed
Need for Uniqueness- Low-medium
Optimal stimulation level- Medium
Sensation seeking- Medium
Variety-novelty seeking- Medium-high
Cognitive personality factors: -
Need for Cognition- low (Visualizer)
Brand personality- Competent
Behavioral Segmentation
Quality, Service, Economy
Usage rate : Medium
Loyalty status: Medium
Attitude towards product: Positive
Product level • Core benefit - Fast Food
• Basic product - Berger
• Expected product - Easy
Availability
• Augmented product -
Socialization
• Potential product -
Available at lowest price
then others.
Classical conditioning
Unconditioned Stimulus
20/-
Unconditioned Response
Veg.
Conditioned Stimulus
Mac Donald's

AFTER REPEATED PAIRINGS

Conditioned Stimulus Conditioned Response
Mac Donald’s Aloo tikki burger
Positioning
Image positioning-
The brand name Mc Donald's carries many
associations burger, fun, children, fast food, ambience,
all of these makes up the brand image.
Competitor positioning-
Mc Donald’s mein hai kuch baat
DOMINO’s
Domino’s pizza Inc. is an international pizza delivery
corporation headquartered in Ann Arbor, Michigan
United States
Founded in 1960
Domino’s is the second largest pizza chain in the
United States
Domino’s currently has 9000 corporate and franchised
stores in 60 international markets and all 50 U.S.
States
Domino’s India
Domino’s had established it’s first outlet in India in
January 1996 at New Delhi
Ajay Kaul is the CEO of Domino’s pizza India
Today Domino’s pizza India has grown into a
countrywide network of stores with a team of 3000
employees and 135 stores
 Domino’s is the leader in pizza home delivery with a
share of 70% in market .
 Geographic
Region- Northern India
City size- Urban, Delhi.
 Demographic
Targeted on: upper- middle, middle
Family- full nest,
 Psychographic
Motivations
Personality
Perceptions
Learning
Need- Acquire need.
Goal- Product specific goal
Motivation- Positive motivation
Motives- Emotional as well as rational motives
Arousal of motives- Physiological and environmental
arousal
Personality
As per Freudian Theory of Personality :- Id & Ego
Acc. To Horney- Aggressive
VARIOUS TRAITS
Consumer Innovativeness: -
Innovativeness-high
Dogmatism- medium
Social character- other directed
Need for uniqueness- medium
Optimal stimulation level- medium
Sensation seeking- medium
Variety-novelty seeking- medium
Cont…
Cognitive personality factors: -
Need for Cognition- low (Visualizer)
Behavioral
Benefits : Delivery in 30 mins or free, quality.
Usage rate : medium
Attitude towards product: positive
Product Level

• Core benefit - Fast Food

• Basic product - Pizza
• Expected product - Easy
Availability
• Augmented product -
Available in many sizes and
flavor.
• Potential product - Available
at lowest price than others.
Classical conditioning
Unconditioned Stimulus
Free home delivery
within30 min
Unconditioned Response
Pizza
Conditioned Stimulus
Domino’s

AFTER REPEATED PAIRINGS

Conditioned Stimulus Conditioned Response
Domino’s Pizza
Positioning

• Benefit positioning
• Competitor positioning
KFC
KFC is a chain of fast food restaurant based in
Louisville.
KFC was founded in 1930’s.
Founders of KFC is Herland Sanders
Products:
Fried chicken, Grilled chicken related southern foods
KFC India
It entered in India in 1995’s and has been it midst of
controversies since then.
 Initially KFC targeted detached personality people,
offering only individual meals of international taste
 Later they changed their target to families
Segmenting KFC
Geographic
Region- Calcutta, Delhi, Bangalore,
Hyderabad, Mumbai
City- Urban Areas, metros
Demographic
Targeted on: upper- middle, middle
Family- full nest
Psychographic
Motivations
Personality
Perceptions
Learning
Motivation
Need- Acquire need
Goal- Product specific need
Motivation- Positive motivation
Motives- Emotional motives
Arousal of motives- Physiological and environmental arousal
Personality
VARIOUS TRAITS( as per trait theory)
Consumer Innovativeness: -
Innovativeness-high - low
Dogmatism- low - high
Social character- inner - other directed
Seek uniqueness -a little less
Optimal stimulation level- medium
Sensation seeking- high - medium
Variety-novelty seeking- medium
Personality

As per Freudian Theory of Personality Ego

Acc. To Horney- Detached Compliant

Product Level

• Core benefit - Fast Food

• Basic product – Fried
chicken
• Expected product - Easy
Availability
• Potential product -
Available at lowest price
than others.
Behavioral

Benefit ----- Quality

User rate ------ Light
Attitude towards ------ Indifferent
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