Upload
ruchi-kaushal
View
228
Download
0
Embed Size (px)
Citation preview
8/7/2019 Mrktng ppts
1/29
FAST FOOD INDUSTRY
Presented By:
Vanshika DhamijaRicha Garg
Ruchi Kaushal
8/7/2019 Mrktng ppts
2/29
Fast Food Industry
Prepared and served very quickly
Capital requirements are relatively low.
Concept of fast food pops up during 1920s
8/7/2019 Mrktng ppts
3/29
Contd
Jobs and labor issues
Globalization
Health issue
8/7/2019 Mrktng ppts
4/29
Major players in fast food
MCDONALDS
KFC
PIZZA HUT
8/7/2019 Mrktng ppts
5/29
REASONS FOR EMERGENCE
Gender Roles
Customer Sophistication and Confidence
Paucity of Time
Double Income Group
Working Women
Large population Relaxation in rules and regulations
8/7/2019 Mrktng ppts
6/29
CHALLENGES FOR THE
INDUSTRY Indians switching to western breakfast food
Emphasis on usage of bio-degradable products
Retrenchment of employees
Profit repatriation
8/7/2019 Mrktng ppts
7/29
PROBLEMS OF INDUSTRY
Environmental friendly products cost high
Balance between societal and companiesobjectives.
Health related issues
8/7/2019 Mrktng ppts
8/29
TRENDS IN INDIANMARKET
Marketing to children's
Low level customer commitment
Value added technology services
Attracting different segments of the market
8/7/2019 Mrktng ppts
9/29
SWOT Analysis of Fast food Strengths
1. Quick Service
2. Affordable
3. Attraction
Weakness
1. Different Preferences
2. Unhygienic and unhealthy
8/7/2019 Mrktng ppts
10/29
Contd..
Opportunities
1. Growing nuclear families
2. Growing urban lifestyle
Threats
1. Oppositions
2. Ready- to-eat foods
3. Health Concerns
8/7/2019 Mrktng ppts
11/29
SWOT Analysis of Fast Food
Industry Strengths
1. Cost advantage
2. Loyal customers
3. Unique products
Weaknesses
1. Lack of organic food products
8/7/2019 Mrktng ppts
12/29
CONTD..
Opportunities
1. Acquisitions
2. Emerging markets and expansion
Threats
1. Competition
2. Product substitution
8/7/2019 Mrktng ppts
13/29
SWOT Analysis ofMcDonald's
Strengths1. Ranked no 1 in Fortune Magazine's 2008
2. Golden Arches and Ronald McDonald
3. Socially responsible4. Adapt to the cultural differences.
Weaknesses
1. High employee turnover
2. Less able to compete with fast food pizza chains
8/7/2019 Mrktng ppts
14/29
Contd.
Opportunities
1. Introduction of a healthy hamburger
2. Provide allergen free food items
Threats
1. Cradle to grave" marketing.
2. Sued for having "unhealthy" food3. Competitors
8/7/2019 Mrktng ppts
15/29
SWOT Analysis of KFC
Strengths1. KFC's secret recipe
2. Name recognition and reputation
3. Traditional employee loyalty Weaknesses
1. Confusing corporate direction
2. Conflicting cultures of KFC and Pepsi Co.
8/7/2019 Mrktng ppts
16/29
Contd..
Opportunities
1. Enter new markets
Threats
1. New entrants
2. Awareness of people about healthier food
8/7/2019 Mrktng ppts
17/29
SWOT Analysis of Pizza hut
Strengths
1. Part of the largest restaurant chain
2. Innovative range of pizzas
3. Food attracts people of various ages
Weaknesses
1. Lack of an organic pizzas
8/7/2019 Mrktng ppts
18/29
Contd.
Opportunities
1. Pizzas with different crust sizes and flavors.
Threats
1. Rising competition
2. Rising cheese costs
8/7/2019 Mrktng ppts
19/29
PIZZAHUT
SEGM
ENTATION
POSITIONING
MARKET TARGETING
8/7/2019 Mrktng ppts
20/29
KFC (Kentucky FriedChicken)
SEGMENTATION
Geographic segmentation
Demographic Segmentation
TARGET MARKET
MARKET POSITIONING
8/7/2019 Mrktng ppts
21/29
McDONALDs
McDonalds uses demographic segmentation
strategy
To attract children McDonalds has Happy
Meal
Provides special facilities like Play Place
8/7/2019 Mrktng ppts
22/29
PRODUCT
KFC
KFC's specialty is fried chicken served in
various forms.
Mc DonaldsInnovates its products according to the tastes
of its customers.
Pizza Hut
Best product with the resources available.
8/7/2019 Mrktng ppts
23/29
PRICE
PIZZA HUTThe pricing strategy adopted by Pizza Hut is 'marketskimming'.
KFC
Market skimming
Cost base price strategy
Mc DONALDs
Accordance with competitors
8/7/2019 Mrktng ppts
24/29
PLACE
KFC
CHANNELSKFC believes in first level channels in theorder given below:
Manufacturers
Retailers
Consumers
8/7/2019 Mrktng ppts
25/29
Contd
McDonalds
Distribution channels
Pizza Hut
8/7/2019 Mrktng ppts
26/29
PROMOTION
Pizza Hut
Coupon to purchase
Distributing door to door brochures
Advertising camping
8/7/2019 Mrktng ppts
27/29
Contd
KFC
Advertising
Sales Promotion Public Relation
Events and Experiences
Discounts and Bundled packages Coupons, etc
8/7/2019 Mrktng ppts
28/29
Contd
Mc Donalds
Some of the most famous marketing campaigns You Deserve a break today, so get up and get
away- To McDonalds
Aap ke zamane mein ,baap ke zamane ke daam.
Food, Folks, and Fun
Im loving it.
8/7/2019 Mrktng ppts
29/29
THANKYOU