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FAST FOOD INDUSTRY

Presented By:

Vanshika DhamijaRicha Garg

Ruchi Kaushal


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Fast Food Industry

Prepared and served very quickly

Capital requirements are relatively low.

Concept of fast food pops up during 1920s


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Contd

Jobs and labor issues

Globalization

Health issue


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Major players in fast food

MCDONALDS

KFC

PIZZA HUT


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REASONS FOR EMERGENCE

Gender Roles

Customer Sophistication and Confidence

Paucity of Time

Double Income Group

Working Women

Large population Relaxation in rules and regulations


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CHALLENGES FOR THE

INDUSTRY Indians switching to western breakfast food

Emphasis on usage of bio-degradable products

Retrenchment of employees

Profit repatriation


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PROBLEMS OF INDUSTRY

Environmental friendly products cost high

Balance between societal and companiesobjectives.

Health related issues


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TRENDS IN INDIANMARKET

Marketing to children's

Low level customer commitment

Value added technology services

Attracting different segments of the market


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SWOT Analysis of Fast food Strengths

1. Quick Service

2. Affordable

3. Attraction

Weakness

1. Different Preferences

2. Unhygienic and unhealthy


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Contd..

Opportunities

1. Growing nuclear families

2. Growing urban lifestyle

Threats

1. Oppositions

2. Ready- to-eat foods

3. Health Concerns


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SWOT Analysis of Fast Food

Industry Strengths

1. Cost advantage

2. Loyal customers

3. Unique products

Weaknesses

1. Lack of organic food products


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CONTD..

Opportunities

1. Acquisitions

2. Emerging markets and expansion

Threats

1. Competition

2. Product substitution


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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


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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


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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.


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Contd..

Opportunities

1. Enter new markets

Threats

1. New entrants

2. Awareness of people about healthier food


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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


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Contd.

Opportunities

1. Pizzas with different crust sizes and flavors.

Threats

1. Rising competition

2. Rising cheese costs


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PIZZAHUT

SEGM

ENTATION

POSITIONING

MARKET TARGETING


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KFC (Kentucky FriedChicken)

SEGMENTATION

Geographic segmentation

Demographic Segmentation

TARGET MARKET

MARKET POSITIONING


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McDONALDs

McDonalds uses demographic segmentation

strategy

To attract children McDonalds has Happy

Meal

Provides special facilities like Play Place


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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.


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PRICE

PIZZA HUTThe pricing strategy adopted by Pizza Hut is 'marketskimming'.

KFC

Market skimming

Cost base price strategy

Mc DONALDs

Accordance with competitors


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PLACE

KFC

CHANNELSKFC believes in first level channels in theorder given below:

Manufacturers

Retailers

Consumers


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Contd

McDonalds

Distribution channels

Pizza Hut


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PROMOTION

Pizza Hut

Coupon to purchase

Distributing door to door brochures

Advertising camping


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Contd

KFC

Advertising

Sales Promotion Public Relation

Events and Experiences

Discounts and Bundled packages Coupons, etc


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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.


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THANKYOU

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