Group Members

Shweta Dedhia C-10

Chhaya Fulsunge Anu Pillai Anandita Singh Akanksha Thanekar
C-12 C-28 C-34 C-37
FLOW OF PRESENTATION
Industry Background : Fast Food Industry Company Background McDonalds Pizza Hut
Positioning Marketing Mix SWOT Analysis Service Quality Standards Recommendation
s & suggestions Conclusion
What Are We Eating?
Food that can be prepared and served very quickly. Loaded with fat, sugar, and s
odium. Packed with chemicals, so as to make it tasty and smells like real food.
The term "fast food" was recognized in a dictionary by Merriam-Webster in 1951.
Concept : Urban Development Trend has Roots: Bread-and-Wine Stands in Ancient Ro
me. Ready to eat Noodles Shop in East Asia. White Castle,1921 - First fast food
chain. McDonald’s - "Speedee Service System“, 1948. Wendy s- “Drive-thru“, 1972.
INDIAN SCENARIO
GLOBAL SCENARIO
“To be the world s best quick service restaurant experience.”
Be the best employer for our people in each community around the world. Deli
ver operational excellence to our customers in each of our restaurants. Achiev
e enduring profitable growth.
Travel Through Time With Us 1937-50
1937: Dick and Mac McDonald opened Hot Dog Stand called The Airdrome at the airp
ort in Monrovia, California. 1940 : On 15th May, First Mc’D Restaurant. 1948 : P
rofits from Hamburgers. “Speedy Service System” 15 Cent , instead of 30 Cent. Fa
me spread by WORD OF MOUTH.
Travel Through Time With Us 1951-80
1953 : Began to Franchise. 1954 : Ray Kroc became their Business Partner. Upto 1
958 : Sold its 100 Millionth Hamburger. 1964 : Issued First Annual Report. 1979
: “Happy Meal” introduced in US. 1980 : McChicken Sandwich introduced and failed
, but reintroduced after Chicken McNuggets proved Successful.
Travel Through Time With Us 1981-2000
1984 : Ray Kroc died on 14th Jan. 1990 : First McD in China. 1996 : First Indian
McDonald’s Opened. 1997 : McFlurry invented by Canadian Franchisee.
Travel Through Time With Us Up to 2009
2003 : Started Global Marketing Campaign : “I’m Luvin’ It”. 2005 : Opened Wi-Fi
Service in selected restaurants. 2008 : Introduced Chicken Biscuit and Southern
Chicken Sandwich. 2009 : Introduced 3 versions of Angus Burgers.
“To improve the well being of our customers, community and people connected to o
ur enterprise.”
We take pride in making a perfect pizza and providing courteous and helpful se
rvice on time & all the time. Every customer says, "I ll be back!" We are the
employer of choice offering team members opportunities for growth, advancement,
and rewarding careers in a fun, safe working environment. We are accountable f
or profitability in everything we do, providing our shareholders with value grow
th.
1958: The chain was found by Dan & Frank Carney. 1959: First Franchise Unit was
opened, Topeka (Kansas). 1964: Systematic operations, Created Universal Look tha
t customers easily recognized. 1972: 314 Stores Nationwide. 1978: Acquired by Pe
psiCo, who later also bought KFC & Taco Bell.
1983: Pizza Hut celebrated 25th Anniversary. 1990: Delivery sales reached $1Bill
ion. 1997: 3 Restaurants chain were spun off into TRICON. 2001: Joined with Long
John Silver’s and A&W restaurants to become YUM! Brands. 2006: Cheesy Bites Piz
za was introduced.
Marketing Strategies
3F’s •Q.S.C.V “Satisfy the C.H.A.M.P.S customer by offering •International Growt
h them the best.” •Forward & backward Integration Customer pull factor factor •M
arket penetration •New Product Development
video (1).flv
Positioning
– – – – – Quality Diversification of pizzas ‘Best pizzas under one roof‘ 1st to
start vegetarian dine -ins Repositioning from affordability to a
premium dining experience in India.
– Focusing on the Indian family. – Ambience of fun & excitement. – Added more it
ems to its menu. – Remodeled many restaurants, kept stores open
Segmentation
Focus on urban markets Cut across age groups Younger generation,Kids – mid
dle income families Don’t cater to a niche Higher Income Dual Career F
amilies Age 12-30 Years College graduates
Brand Image
Enhancing the customer’s experience. Connecting with the customers 3 key brand s
trategy in India:--Widening customer base -- Re-inventing its brand image --Stre
ssing on the value Pizza Hut Twitter page. aspect of the consumer Popular bra
nds on Facebook, with nearly one million fans. Rebranding of some of its outlet
s as Pasta Hut’ in U.K ‘Think global and act local’ in India
Competitors Analysis
Marketing Mix
du ro t P c
Product, service or program includes both tangible and intangible elements. McDo
nald’s product includes veg & non-veg items. Happy Meals Cares for customers’ se
ntiments towards religion and culture Cooking area and cooking equipment for veg
etarian products is visibly segregated from non-veg sections. Soups available on
ly in Portuguese
BEVERAGE S
FROZEN DESSERTS
NON-VEG MENU
VEG MENU
PRODUCT
PRODUCT MIX
STARTERS SALADS PIZZAS PASTA BEVERAGES DESSERTS
PRODUCT LINE
PIZZAS
Pepperoni Lovers Super Supreme Beef & Veggie supreme Chicken & Veggie supreme Cl
assic Mediterranean BBQ Chicken Lover Classic Chicken & Bacon BBQ Meat Lovers Cl
assic Margherita
PRODUCT
Local supply chain Developed by Yum! 95 per cent of ingredients- locally produce
d. Import very few speciality items like pepperoni.
middle class population.
Pr ic in g
Quite affordable products. Importance to brand & its integrity. Price charged ba
sed on customers perception. In India, it has been able to get a larger share of
rich and upper-
PRICE
High / low pricing strategy Bundle pricing
r P
c o
s e s
Door-to-door delivery. McDelivery number – 66 000 666. Customer hotline number –
30013001. Q.S.C.V. - Quality, Service, Cleanliness, Value.
PROCESS-SERVICE
Full service restaurant as well as delivery services. Quick services. Aims at pr
oviding products at the requested delivery time. Deliver orders to door steps.
Two customer satisfaction programs: a 1-800 number customer hotline, and a custo
mer call-back program. C.H.A.M.P.S – Cleanliness, Hospitality, Accuracy, Mainten
ance, Product quality and Speed. Products are subject to availability. If the de
sired product is not available, offers a reasonable substitute of equivalent qua
lity and price.
RESTAURANTS
DELIVERY
Peopl e
Each outlet is headed by a Restaurant Manager . Delivery Crew Member carries bas
ic operation of a restaurant. Ensures customer satisfaction at the restaurants.
In order to motivate there employees they give them stars as per their performan
ce. Training At Hamburger.
PEOPLE
Foundation -‘People Capability First’. Supporting individual growth and career p
rogression through World Class training programmes . 70% of all vacant positions
are filled internally. Culture to celebrate the achievements of others and has
fun doing it. Works hand in hand with Operations to help their people achieve th
eir potential and deliver great results.
ical Ph y s c iden Ev e
Logo
Sign Boards
Golden Arches Building
Interiors
Visible food preparation
PHYSICAL EVIDENCE
Stores Uniform
Packaging
Bell
Crockery
la P
e c
Located at prime locations. Almost in all big cities. At residential areas, mall
s, multiplexes. Operates in 121 countries. Opened 55 restaurants in North India
& planning to Open 20 more outlets in North India.
PLACE
70 restaurants across 36 cities. 13 metros and second rung cities with 36 outlet
s. Preparing to enter in 3rd rung cities. Over 38,000 customers waking everyday
in its outlets. Malls and high profile areas.
io t o m ro n P
Collaboration with coke, M TV, Hungama .com, Sony Music, etc. Scratch cards on l
arge jumbo meals. T-shirts, CDs, Free tickets to Lucky Ali’s contest. Use of Med
ias like Television, hoardings and bus shelters. Placing of the pamphlets and ba
nners in and around the outlets. DDB Needham and Leo Burnett agencies appointed
for the advertisement. 80-20 Menu Board.
I Love Children- Happy Meal
PROMOTION
Connecting with the Indian consumer. International brand with Indian heart. Indi
anisation Campaign: Products with Indian toppings. Vegetation Pizzas. Jain Pizza
s.
AD spend 10-12 Crore annually. Media Mix- print, Television, Radio, Internet. Ce
lebrities. Door to door broachers and coupons. Partnerships with recognized bran
ds such as Nestle and Pepsi.
Distributio n
Distribution Centers
DISTRIBUTION
Four franchise in India: • Pizzeria Pure Foods: Chennai, Pune. • Devyani interna
tional: North India. • Wybridge: Mumbai. • Dodsal: Maharashtra, Madhya Pradesh,
Andhra Pradesh, Karnataka & Kerala.
Strengths
Successful advertising Market leader Clean environment and playground for childr
en Active children charity Professional training for employees
STRENGTHS
Brand name Quality and hygiene products Huge varieties Cater to customer needs M
atch local taste Dine-in & delivery
Weaknesses
High level of cholesterol Self service 7 minutes delivery system
WEAKNESSES
Fewer outlets Import duty Higher cost Costly products Customer group
Opportunities
Internet access Exploiting new markets Targeting Youth Changing food habits
OPPORTUNITIES
Market expansion Introduction of more products Increasing awareness Combined out
lets with KFC and Taco Bell
Threats
Foreign currency fluctuations Threats from local competitors Economic downturn M
ore health conscious consumers
THREATS
Existing competitors Threat of new entrants Change in customer preference Local
restaurants offering pizzas Increase in prices of raw materials Health conscious
ness Social factors
Service Quality
Keys to Quality is TLC They carefully match the level of service quality with pr
oduct design Uniformity in production is a major goal. Product design concentrat
es on maintaining consistency in how products are presented. Efficient service d
eliveryconcentrates on meeting time demands of customer.
Competitive advantage Employee training Global Standardized operations Concentra
tes on maintaining consistency Quality assurance
Recommendatio ns Offers through various & Introducing Special
medium. Making customers aware of calorie content in the menu. Creating new of
ferings Conduct soft skill training for the staff. Introduction of vegetarian
restaurants by Mc Donald s For health conscious societies, considering healthy
hamburgers
Suggestions
Sources
WEBLIOGRAPHY:
www.pizzahut.com www.pizzahut.co.in www.wikipedia.org ivythesis.typepad.
com www.buzzle.com www.embassyexim.com
Thank You !!