APPLICATION OF MARKETING CONCEPTS FOR FAST-FOOD CHANNEL

Submitted by: Group No: 5

Revathi Nair (6) Nikita Mehta (19) Anita Gandhi (29) Bijal Darji (32) Devanshi Mistry (40) Bhavika Desai (45)

Submitted to: Mr Ravi Vaidya

Introduction- Fast food industry:

Known as Quick service restaurant(QSR). Characterized by its fast food cuisine and by minimal table service and franchise. Cooked in bulk in advance. Served in cartons or bags and wrapped paper. What is marketed? food Who markets? Various key players.

Key players
Mc Donalds Pizza hut Dominos KFC Subway Jumbo King Chatkazz Papa Johns Smokin joes

Players background and entry in India

1) Mc Donalds Entered in India 1996 with a 50 50 JV partnership between McD corporation (U.S.A) and two Indian businessman Amit Jatia and Vikram Bakshi and opened its first outlet on 13th oct in delhi. 2) Dominos

Domino's entered India in 1996 through a franchise agreement with Vam Bhartia Corp. The first outlet was opened in Delhi.
3) KFC It was the first fast food multinational to enter INDIA , after the economic liberalization policy of the Indian Govt. in early 1990s with 30 outlets.

Visions and missions

1. 2. 1. 1. Vision: Dominos: To be the best operator Domino's Pizza system with the best talent. Number one in pizza. Number one in people Mc Donalds:McDonald's vision is to be the world's best quick service restaurant experience. Mission: Dominos: : Exceptional People serving the best pizza in the world. Sell more pizza. Have more fun. Mc Donalds:Be the best employer for our people in each community around the world Deliver operational excellence to our customers in each of our restaurants

Holistic Marketing Concept

Integrated mkg (products and services, delivery process)

Internal mkg (employees)

Holistic mkg (dominos)

Relationship mkg (customers, franchise)

Social Responsibility Mkg (environmental factors, ethics)

Core concepts
Needs, wants and demands Offering, brand, value and satisfaction Value= benefit/cost

The value chain

SWOT Analysis of Dominos

Strengths: 1. Strong global presence. 2. Global brand that owns 31,000 restaurants serving in 120 in countries. 3. Use economies of scale. 4. Owns active childrens charity by the name the Ronald Mc Donald. 5. Worlds most recognized logo. Adapts cultural differences.

Weakness: 1. Advertising that mostly targets children. 2.. High employee turnover 3. Price competition results in low revenue. 4. Lack of innovative products.

Mc donald
Opportunities: 1.Can adapts research ways to use green energy and packaging. 2.Use mobile text messaging to offer services. 3.Can slows down level of expansion to incease the profitability. Threats: 1.Recession negative impacts the holding position of firm. 2.Entrance of new competitors. 3.Health issues relating health. 4.Heavy investment on promotional campaigns which decreases market share.

McDonalds Ansoffs matrix

Current product New product
Current market
MARKET PENETRATION (e.g. French fries, Mc Delivery) PRODUCT DEVELOPMENT (e.g. Mexican spice veg., Aloo Tikki)

New market

MARKET DEVELPOMENT (e.g. Mc veggi)

DIVERSIFICATION

Five force model of Mc Donald

Marketing information system of Dominos

Information gathered by employees in dominos: Information gathering. Other information. Who uses the information?

Environmental factors affecting marketing information system

1. 2. 3. 4. Socio cultural factors Technological Economic Political

Customer Relationship Management

McDonalds came out with the idea of web based delivery model, to enhance its concept McDelivery. Objectives 1. To understand the changing lifestyle patterns of Indian consumers (with specific reference to dining and fast food restaurants) and also the business potential of such shifts 2. To have an overview of McDonalds operating model in India as well as the existing distribution system 3. To analyse the feasibility for its proposed and testlaunched web-based delivery system of distribution and make cost-benefit assessment for the same.

 McDonald's India-West is starting a "Customer Relationship Manager Programme" ("the programme"). The programme is specially designed for McDelivery customers who place orders through McDelivery on the McDelivery Number i.e. 66 000 666 ("McDelivery Number") at McDelivery restaurants operated by Hardcastle Restaurants Private Limited ("HRPL").

Satisfaction level of live customer

- We have asked different age of customers visiting McD. 1. Kids 2. Youngsters

Segmentation
McDonalds in India segmentation it has done is on four different bases: 1. 2. 3. 4. Demographic Segmentation Psychographic segmentation Behavioural segmentation Geographical segmentation

Factors affecting consumer behaviour

Culture factors Social factors Personal factor - Age and stage in the life cycle - Occupation and economic circumstances, Life style and value Psychological factors - Perception

Consumer Buying Process

1. Problem recognition 2. Information search
Total set Awareness se consideration set choice set decision

pizza hut dominos MC'd kfc papa johne smoking joe's

pizza hut dominos MC'd kfc

pizza hut dominos MC'd

pizza hut dominos

dominos

3. Evaluation of alternatives 4. Purchase Decision 5. Post purchase behaviour

Brand equity model

We highlight three major perspectives: 1) Brand Asset Valuator 2) Brands

1) Brand Asset Valuator

There are key components: I. Differentiation II. Relevance III. Esteem

2) Brands

Building brand equity:

Sets of brand equity drivers:
I. The initial choices for the brand element or identities making up the brand (brand logos, name, URLs, symbol, character, spokespeople, slogans, jingle, packages and signage) II. Other associations indirectly transferred to the brand by linking it to some other entity(a persons, place or things)

Choosing brand elements:

Brand elements are those trade marketable devices that identify and differentiate the brand. Brand element choice criteria: I. Memorable II. Meaningful III. Likeable

Developing brand element:

Gap Model

 Gap 1: Consumer expectation and management perception Gap 2: Management Perception and service-quality specification Gap 3: Service quality specification and service delivery Gap 4: Service delivery and external communications Gap 5: Perceived service and expected service

Five determinants of services quality: 1. Reliability:

Ability to perform promised service accurately
2. Responsiveness Willingness to help customers, prompt service 3. Assurance Knowledge and courtesy of employes. 4. Empathy Caring, individualized attention 5. Tangibles Appearance of physical facilities, equipment, personnel, etc.

The product-positioning map (fast food market)

V A R I E T Y

Dominos cheese Subway Burst Mcd meal Mc aloo tikki

N O V A R I E T Y

Positioning
Act of designing the companys offering and image to occupy a distinctive place in the mind of target market Dominos cheese lovers, 30 minutes delivery

McD- I m loving it

Positioning by premium price

Value delivery

Points of parity
Associations that are not necessarily unique to the brand but may in fact be shared with other brand.
E.g. Dominos and Pizza Hut POP- provide hot pizza To provide delivery 30 minutes if not then freedominos Pizza hut introduced it with hot dot button

Points of Difference
Attributes or benefit customer strongly associate with the brand. Dominos POD is its three layer pizza and cheese burst and for pizza hut POD is its cheesy roles.

Product Life Cycle

JUMBO KING Chatkaz z

Product levels

Attractiveness of marketing offerings

Product Hierarchy
Need family Product family Product class Product line Product type Item

Co branding
Means where products are often combined with products from other companies in various ways. Eg-Dominos serves only coke with its pizza and McD serves sprite, Pepsi and Mirinda with its various items

Bibliography:
Marketing management by Philip Kotler. http://www.scribd.com/asilva_114066/d/76126 337/3-Environmental-PEST-Analysis http://www.mcdonaldsindia.com/crm.html

http://newmarketingblogs.blogspot.in/2010/10 /segmentation-targeting-and-positioning.html