Presented by:Aman Deep Singh - 01 Ankur Singh - 02 Amar Deep Singh - 03 Ashwarya -04

Fast

food is the term given to food that can be prepared and served very quickly. food, typically the term refers to food sold in a restaurant or store with preheated or precooked ingredients, and served to the customer in a packaged form for take-out/takeaway.

Fast

This case study tells about the localization strategises used by the multinational fast food restaurants in Indian market and throws light on the difficulties they faced during this process and soon they customized their offerings as per Indian taste and prefrence. In this Mc Donalds and Dominoz was successful to an extent but KFC was still facing the problem

 Mc

Donalds KFC Dominos Pizza Nirulas Smokin jones Pizza Hut Pizza Corner

 Indian

customers thought that Mc Donalds is an expensive restaurant.

did not like fact that restaurant serves only non veg meals. strategy of Mc Donalds was copied by other fast food restaurants and soon it wasnt a distinguish factor for Mc Donalds.

Customers

QSCV

 Eliminating
Choosing

beef and pork from the menu.

names like Mc aloo tikki and Maharaja Mac and serving them exclusively for Indian outlet. veg burger with egg less mayonnaise and segregating veg and non veg workers with separate areas and utensils. of tamarind was another attempt to give Indian touch.

Complete

Use

 To

emphasize vegetarianism restaurant open new outlet in Delhi on first day of Navaratris.
non vegetarian customers restaurant provide grilled chicken burger with mint chutney and veg puff rich with Indian spices.

For

They

started focusing more on hot food and lower entry level prices for products.

 Children

was targeted by and chain offered Leo toys with happy meals and children parade was held by the chain in mumbai. Donalds billing counter were kept at lower height to make children comfortable. line as Real Value for Mrs. Mani was made keeping low price campaign in mind. keeping price of Mc puff Rs 16 and Chicken Mc grill Rs 25 company lowered the prices.

Mc

Ad

By

 Competition Delivery Fail Not

from the regional players in a market.

concept was also not so popularized.

to position pizza as snack or meal able to judge the local preferences and taste

The company started offering Chettinad Chicken and Ghongoor for South India.
Company offered butter chicken and Dal Makhani for North India and mustard sauce and fish for East. The pizza dough was leavened suiting Indian taste bud. Prawn Topping and extra hot topping for South and Choc pie for targeting kids.

 Geographic

Region- Urban Areas

Demographic

Targeted on: middle and upper class People seeking convenience.

 KFC

perceived as a restaurant serving only chicken by the Indian Customers.

use to provide vey less variety of food. as also thought to be expensive. was not clear between KFC

KFC KFC

Communication

and customers.

 KFC

has customized the menu with Indian taste like veg and chicken burgers. the Navaratri festival KFC offered new range of 9 products. meal was also started by the chain.

During

Combo KFC

made fun counters mainly focusing on kids.

 Geographic:

City-

Urban Areas, metros

Demographic:

Targeted on: upper- middle, middle Family- full nest

Mc Donalds Customization.
Perception

of Indian customers. Indian flavour. Indian name. Lower Prise. From fast food to a resturant.

 Differenciate

on-

Q: quality S: service C: cleanliness V: value

Advertise (Value

as a family restaurant.

for money)

 Differenciate

on Channel: Delivery in 30 min.

Advertisements

shows aggressive personality type Hungry Kaya

 KFC

perceived as a restaurant serving only chicken by the Indian Customers.

use to provide very less variety of food. as also thought to be expensive

KFC KFC

 10%

of the global market business contributed by India ($5.945 billion world revenue) outlets

169

85

cities Outlets 300 Sales 4243 millions Rs. Profit 665 million RS.

 13

Cities. 72 Restaurants.