fast food fables

20
ANALYSIS : FAST FOOD FABLES By:Nikhil Kumar Neha Kumar Kalpana Mehta Anjali Marwah N.Tyagi

Upload: kumarnikhil1985

Post on 07-Nov-2014

2.914 views

Category:

Education


2 download

DESCRIPTION

this is made by me ...

TRANSCRIPT

Page 1: Fast Food Fables

ANALYSIS :FAST FOOD

FABLES

By:Nikhil Kumar

Neha Kumar

Kalpana Mehta

Anjali Marwah

N.Tyagi

Page 2: Fast Food Fables

Initial scenario the ‘1990’s(Mc Donald’s struggles)

1. Gaining acceptance locally and blending into Indian culture proved difficult.

2. Pre-notions and false assumptions about cost .3. Intense competition from domestic food chains

.4. Mc Donald’s ‘fast and clean' service formula

gets copied.

Page 3: Fast Food Fables

STRUGGLING FAST FOODS

Page 4: Fast Food Fables

Domino’s and KFC struggles

• Faces intense competition entering India with nirula’s and pizza corner .

• Mnc’s as pizza hut and wimpey’s had already established .

• KFC greeted protests of farmers, consumers, doctors and environmentalists.

• KFC’s perceived as a chicken serving restaurant .

Page 5: Fast Food Fables

Indianising :The Mc Donald's way .

• Menu modification (substitution of mutton in place of beef)

• Choosing of names (ex: Mc Aloo and Maharaja Mac)

• An extremely orthodox approach .• Introduction of dishes and variations not

available anywhere in the world .

Page 6: Fast Food Fables

• India –the first country to use the complete veg burger creating the egg less mayonnaise.

• First opening on the day of navratris in new Delhi .

• The use of tamarind .(Indian touch).• Hot foods at lower prices .• Strong niche .(introduction of alu tikki burgers .• Target audience (children)

Page 7: Fast Food Fables

• Offers such as freebies such as Leo toys with happy meals .

• Parade at south Mumbai outlet led by Mc Donald's mascot ,Rona ld .

• Very small notices ----counter at Noida Mc Donald's order counters were kept low at low height to make children feel comfortable.

Page 8: Fast Food Fables

COUNTER STRATEGIES

Page 9: Fast Food Fables

• Highlighting of the facts that the meals were not expensive .(year -1999)

• The ad line –real value for Mrs. mani ,touches the cord .

• Introduction of the ‘maharaja Mac’ and the ‘manpasand meals'. these were chains of the ecomeals .

• Special promos during the Indian festivals ,diwali and holi.

Marketing strategies included:

Page 10: Fast Food Fables

• April 2000 see the launch of the 100 million campaign developed by mudra .

• A three tier marketing strategy :1. Push the brand 2. Push the value (includes value for money)3. Food quality • The tag line focused “mc Donald's mein hai

kuch baat “• The ad spend expenditure increase to rs 180

million.

Page 11: Fast Food Fables

Domino’s way:

• Giving products –local flavor .• Special products at different regions –• For ex: chettinad chicken and mutton ghongoor

in the south ,buttor chicken and paneer makhani in the north ,fish(tuna) tampered with mustard sauce .

• For kids-there were choco pie .

Page 12: Fast Food Fables

• August 2000 ,the launch of the ad campaign –hungry kya

• Tie ups with mtnl for hunger helpline .• 12 types of pizza toppings such as prawn

toppings and pizza toppings were used .

Page 13: Fast Food Fables

KFC Way :

• Changes In positioning .• Localizing the menu .• Offers as chicken and vegetable burgers .• Induction of varieties .• 1998-launch of new varieties “wrap snacks

“including rolls :tortilla rolls .• During navratris new range of nine vegetarian

products were offered .

Page 14: Fast Food Fables

• Games as :ball pool and chicky express have been introduced for the kids .

• Kids meals for Rs 60/- were introduced .

Page 15: Fast Food Fables

Questions ???

Page 16: Fast Food Fables

Mc Donald's followed the fundamental consistency rule offering products of uniform size,price,and quality in all the markets where it operated however in India the company went entirely for customization .Why was there customization in India ?

• The reason why Mc Donald's went for a customized view ,because first of all beef or pork eaters are very - very less ,people are vegetarians and avoid foods made or rather are from west .The initial menu catered to beef and the culture followed in west ,so change was needed at all costs .Also the per capita income of people are different so foods have to be at lower prices and hot too.

Page 17: Fast Food Fables

Both Mc Donald's and dominos customized their menu to Indian tastes. Explain the difference in their positioning ?

• Mc Donald's positioned its products with tag line Mac Donald's mein hai kuch baat .positioning methods included aspects as value for money by offering 7/-rs cone ,happy meals and maharaja Mac called eco meals .mc Donald's made impressions of the foods being low cost and much more hot and without beef and pork, and catering to Indian tastes and fully vegetarian .

Page 18: Fast Food Fables

• On the other hand dominos ,used the tagline “hungry kya ?” .also with new improved meals for all regions of India ,be it north ,south, east and the west .

• The campaigns included toll free numbers and the delivery of the pizzas in 30 minutes .the also positioned topping flavors and other deserts as choco pie for kids .

Page 19: Fast Food Fables

KFC also customized but it did not meet with the success as Mc Donald's and dominos ?examine critically .

• KFC took measures which were implemented late initially still they catered to the international taste but people did not like the chicken with skin .KFC did not do much to advertise its products and make the market presence .the costs were also not kept that low .

Page 20: Fast Food Fables

THANK YOU !