Group Members

Shweta Dedhia C-10

Chhaya Fulsunge C-12

Anu Pillai

C-28

Anandita Singh

C-34

Akanksha Thanekar C-37

Simi Samkutty

C-41

FLOW OF PRESENTATION

Industry Background : Fast Food Industry

Company Background

McDonalds

Pizza Hut

Positioning

Marketing Mix

SWOT Analysis

Service Quality Standards

Recommendations & suggestions

Conclusion

What Are We Eating?

Food that can be prepared and served very quickly.

Loaded with fat, sugar, and sodium.

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 Rome.

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.

Deliver operational excellence to our customers in each of our restaurants.

Achieve enduring profitable growth.

Travel Through Time With Us1937-50

1937: Dick and Mac McDonald opened Hot Dog Stand called The Airdrome at the airport in Monrovia, California.

1940 : On 15th May, First Mc’D Restaurant.

1948 : Profits from Hamburgers.

“Speedy Service System”

15 Cent , instead of 30 Cent.

Fame spread by WORD OF MOUTH.

Travel Through Time With Us1951-80

1953 : Began to Franchise.

1954 : Ray Kroc became their Business Partner.

Upto 1958 : 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 Us1981-2000

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 UsUp 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 our enterprise.”

We take pride in making a perfect pizza and providing courteous and helpful service 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 for profitability in everything we do, providing our shareholders with value growth.

1958: The chain was found by Dan & Frank Carney.

1959: First Franchise Unit was opened, Topeka (Kansas).

1964: Systematic operations, Created Universal Look that customers easily recognized.

1972: 314 Stores Nationwide.

1978: Acquired by PepsiCo, who later also bought KFC & Taco Bell.

1983: Pizza Hut celebrated 25th Anniversary.

1990: Delivery sales reached $1Billion.

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 Pizza was introduced.

Marketing Strategies

“Satisfy the customer by offering them the best.”

C.H.A.M.P.S

3F’s

•Q.S.C.V

•International Growth

•Forward & backward Integration

•Market penetration

•New Product Development

Customer pull factor factor

video (1).flv

– 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.

Positioning

– Focusing on the Indian family.

– Ambience of fun & excitement.

– Added more items to its menu.

– Remodeled many restaurants, kept stores open longer.

– ‘Purchasing power pricing’ strategy

Focus on urban markets Cut across age groups Younger generation,Kids

– middle income families Don’t cater to a niche

Higher Income Dual Career Families Age 12-30 Years College graduates

Segmentation

Brand Image

Pizza Hut Twitter page. Popular brands on Facebook, with nearly one million fans.Rebranding of some of its outlets as 'Pasta Hut’ in U.K‘Think global and act local’ in India

Enhancing the customer’s experience.

Connecting with the customers

3 key brand strategy in India:---Widening customer base-- Re-inventing its brand image --Stressing on the value aspect of the consumer

Competitors Analysis

Marketing Mix

Product, service or program includes both tangible and intangible elements.

McDonald’s product includes veg & non-veg items. Happy Meals Cares for customers’ sentiments towards religion and culture Cooking area and cooking equipment for vegetarian products is

visibly segregated from non-veg sections. Soups available only in Portuguese

Prod

u

ct

BEVERAGES

FROZEN DESSERTS

NON-VEG MENU

VEG MENU

PRODUCT

PRODUCT MIX

STARTERS

SALADS

PIZZAS

PASTA

BEVERAGES

DESSERTS

PRODUCT LINE

Pepperoni Lovers

Super Supreme

Beef & Veggie supreme

Chicken & Veggie supreme

Classic Mediterranean

BBQ Chicken Lover

Classic Chicken & Bacon

BBQ Meat Lovers

Classic Margherita

PIZZAS

PRODUCT

Local supply chain

Developed by Yum!

95 per cent of ingredients- locally produced.

Import very few speciality items like pepperoni.

Quite affordable products.

Importance to brand & its integrity.

Price charged based on customers perception.

In India, it has been able to get a larger share of rich and upper-

middle class population.

Pric

ing

PRICE

High / low pricing strategy

Bundle pricing

Proce

s

s

Door-to-door delivery.

McDelivery number – 66 000 666.

Customer hotline number – 30013001.

Q.S.C.V. - Quality, Service, Cleanliness, Value.

PROCESS-SERVICEFull service restaurant as well as delivery services.

Quick services.

Aims at providing products at the requested delivery time.

Deliver orders to door steps.

Two customer satisfaction programs: a 1-800 number

customer hotline, and a customer call-back program.

C.H.A.M.P.S – Cleanliness, Hospitality, Accuracy,

Maintenance, Product quality and Speed.

Products are subject to availability.

If the desired product is not available, offers a reasonable

substitute of equivalent quality and price.

RESTAURANTS

DELIVERY

Each outlet is headed by a Restaurant

Manager .

Delivery Crew Member carries basic

operation of a restaurant. Ensures

customer satisfaction at the restaurants.

In order to motivate there employees

they give them stars as per their

performance.

Training At Hamburger.

People

PEOPLE

Foundation -‘People Capability First’.

Supporting individual growth and career progression

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 their potential and deliver great results.

Physical

Evidenc

e

Logo Sign BoardsGolden Arches

Building

Interiors Visible food preparation

UniformStores Packaging

Bell Crockery

PHYSICAL EVIDENCE

Located at prime locations.

Almost in all big cities.

At residential areas, malls, multiplexes.

Operates in 121 countries.

Opened 55 restaurants in North India & planning to Open 20

more outlets in North India.

Place

PLACE 70 restaurants across 36 cities.

13 metros and second rung cities with 36 outlets.

Preparing to enter in 3rd rung cities.

Over 38,000 customers waking everyday in its outlets.

Malls and high profile areas.

Collaboration with coke, M TV, Hungama .com, Sony Music, etc. Scratch cards on large jumbo meals. T-shirts, CDs, Free tickets to Lucky Ali’s contest. Use of Medias like Television, hoardings and bus shelters. Placing of the pamphlets and banners in and around the outlets. DDB Needham and Leo Burnett agencies appointed for the

advertisement. 80-20 Menu Board.

Prom

otio

n

I Love Children- Happy Meal

PROMOTION

Connecting with the Indian consumer.Connecting with the Indian consumer.

International brand with Indian heart.

Indianisation Campaign:

Products with Indian toppings.

Vegetation Pizzas.

Jain Pizzas.

AD spend 10-12 Crore annually.

Media Mix- print, Television, Radio, Internet.

Celebrities.

Door to door broachers and coupons.

Partnerships with recognized brands such as Nestle and Pepsi.

Distribution

Distribution Centers

DISTRIBUTIONFour franchise in India:• Pizzeria Pure Foods: Chennai, Pune.• Devyani international: North India.• Wybridge: Mumbai.• Dodsal: Maharashtra, Madhya Pradesh, Andhra Pradesh,

Karnataka & Kerala.

Successful advertising

Market leader

Clean environment and playground for children

Active children charity

Professional training for employees

Strengths

STRENGTHS

Brand name

Quality and hygiene products

Huge varieties

Cater to customer needs

Match local taste

Dine-in & delivery

High level of cholesterol

Self service

7 minutes delivery system

Weaknesses

WEAKNESSES

Fewer outlets

Import duty

Higher cost

Costly products

Customer group

Internet access

Exploiting new markets

Targeting Youth

Changing food habits

Opportunities

OPPORTUNITIES

Market expansion

Introduction of more products

Increasing awareness

Combined outlets with KFC and Taco Bell

Foreign currency fluctuations

Threats from local competitors

Economic downturn

More health conscious consumers

Threats

THREATS

Existing competitors

Threat of new entrants

Change in customer preference

Local restaurants offering pizzas

Increase in prices of raw materials

Health consciousness

Social factors

Keys to Quality is TLC

They carefully match the level of service quality with product design

Uniformity in production is a major goal.

Product design concentrates on maintaining consistency in how products are presented.

Efficient service delivery- concentrates on meeting time demands of customer.

Service Quality

Competitive advantage

Employee training

Global Standardized operations

Concentrates on maintaining consistency

Quality assurance

Recommendatio

ns & Suggestions

Introducing Special Offers through various medium.Making customers aware of calorie content in the menu.Creating new offeringsConduct soft skill training for the staff.Introduction of vegetarian restaurants by Mc Donald'sFor health conscious societies, considering healthy hamburgers

WEBLIOGRAPHY:

www.pizzahut.com

www.pizzahut.co.in

www.wikipedia.org

ivythesis.typepad.com

www.buzzle.com

www.embassyexim.com

Sources

Thank You !!