FAST Food CHAINs

Presented By :--Sumit Kumar Sharma (164) Lalit Kumar Joshi (200)

MC DONALDS
Mc D is the world's largest chain of fast-food restaurants with more than 31,000 local restaurants serving more than 58 million people in 118 countries each day.
entered in India in October 1996 in all major cities like Mumbai, Delhi, Ahmadabad and many Offers hygienic environment good ambience and great service Started giving internet facilities

37,776 restaurants in 100 countries and 293 Restaurants in India Offers hygienic environment good ambience and great service

Spend some quality time together

Subway also sells breakfast , English muffins and breads etc.

kentucky fried chicken

Entered in India 1995 First restaurant in Bangalore
Huge protest 11000 restaurants in 90 countries

PRODUCT
MC Donald Hamburgers Various types of chicken sandwiches French fries Soft drinks Dessert KFC Zinger Burger Colonels Chicken Burger

Subway
Veggie Delite Burger Sandwiches

Colonels Veg Burger

Fruit Salad

Chicken Burger Salad Regular & Large Drink Side , Drinks etc

Regular & Large Drink

Wraps Chicken Mc Egg

Price
Mc Aloo Tikki 25 Mc Egg- 25 Mc Veggie 56 Mac Chicken Maharaja 99 Value Meal 105,139 165 Happy Meal- 235 ,340 French fries-38 (L) Cold Coffee-39 Iced tea 25

Soft Serve 20

Promotion

Mass communication Advertisements and child amusement activities at outlets, drives and campaigns
Free distribution of children toys. With every happy meal Some of the most famous marketing campaigns of McDonalds are: 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.

Subway cards Sales Promotions

KFC promotes its products through LCD displays kept inside its outlets which promotes their products and kindles desires among consumer.

gift coupons, T-shirts, Kids meal

People

The employees in Mc Donalds has a standard uniform. Mc Donalds specially focuses on friendly and prompt service to its customers from their employees. Fast friendly service.

Deliver consistent standards of hospitality . Seize opportunities to interact with customers in a personal and positive way. Be well informed about product contents and nutritional information Always appear clean and well groomed.

Process

The food manufacturing process at Mc Donalds is completely transparent i.e. the whole process is visible to the customers. The fast food joint allows its customers to view and judge the hygienic standards at Mc Donalds by allowing them to enter the area where the process takes place. The customers are invited to check the ingredients used in food.

The employees should greet the customer with a smile.

All employees must at all times wear gloves while making a sandwich or handling material.

KFC focuses on neat and clean environment.

KFC Staff believes that they are providing the superior quality to their every customer.

Physical evidence

Mc Donalds focuses on clean and hygienic interiors of its outlets. At the same time the interiors are attractive and the fast food joint maintains a proper decorum at its joints.

Logo of the founder with his signature string

tie with a red apron. Bright, and bold graphics on the restaurant exterior and interior. Warm and contemporary interior designs, spacious and innovative seating help customers feel welcome and comfortable.

Was known more for its belly-busting foot long sandwiches. At Subway Restaurants you can see all ingredients YOU choose for your Sandwich. You can observe every step of preparation in front of you You are always asked for every single vegetable in order to focus you on the live preparation Subway Restaurant are always natural wood tones, brown, green and red

Segmentation
Demographically :1]Cater to kids 2] youth 3]Urban upper & Middle class families.

Geographically :1]Mostly in urban towns and cities 2]Now opening in 2 and 3 tiers cities 3]Mostly situated in malls having independent franchises
Psychographic:1]Place to chill out with friends and families 2]Place for enjoyment of the kids

Segmentation
Demographically :1]Youth 2]Urban upper & Middle class families. Geographically :1]Mostly in cities 2]Mostly having independent franchises Psychographic:1]Place to chill out with friends and families

Segmentation
Young people People at work, who are health conscious. Association with

1.American heart association 2.Hispanic Heritage foundation 3.Guide to healthier living

TARGETING POSITIONIG
TARGET MARKETS
Initial focus on Metros,Malls,Multiplex,Highways,Stations & Airports. Exposure to Western food & Culture. Move to smaller satellite towns like Gurgaon,Pune. Jaipur & Agra to attract foreign tourists..

POSITIONING
McDonald mein hain kuch baath -a place for an entire family to enjoy. To aaj Mac Donalds ho jaye. Mc Donald Im lovin it.

TARGETING , POSITIONIG

TARGET MARKETS Initial focus on Metros,Malls,Multiplex,Highways,Stations & Airports. Exposure to fast food (health conscious) Relatively High Income Groups.

POSITIONING At the end of every TV spot people speaks Subway Slogan eat fresh

TARGETING , POSITIONIG

TARGET MARKETS Quality conscious people in urban areas Initial focus on Metros,Malls,Multiplex,Highways,Stations & Airports. Exposure to Non-Veg Food Relatively High Income Groups. POSITIONING KFC known as a chicken specialist all over the globe.

SWOT ANALYSIS
STRENGHTS
Strong brandADD recognition PLEASE UR POINTS Strongest International Presence Customer Intimacy Product innovation Supply Chain

OPPORTUNITIES
Expand into Tier1 and Tier 2 cities Entry into breakfast category Acquisition of other restaurants

WEAKNESS
Low depth and width of product High overall costs than rivals

THREATS
Changing customer lifestyle Increase in competition

Wendy's International 2% Burger King 2%

COSI 1% Panera Bread 1%

Yum! Brands(KFC) 9%
Subway 9%

Others 57%

McDonald's 19%

RECOMMENDATION &CONCLUSION

McDonalds has improved their menus by adding up fresh green salad, which implies healthiness.
Aside from this, they could adapt into the environment where they are in and give out tastes that could relate to different countries.

Fast food industry has to supply various products and they are much more healthy. Fast food companies has been conducting marketing strategy to create new image and reposition for a global future. Franchise is a global system to build up a global brand in fast food industry.