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Comparison Mcdonald and KFC in the term of branding, customer-based
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1960 19701950
1990 20001980
2020 20302010
“One world, One Burger”- McDonald’s
McDonald's Empire
Dick McDonald Mac McDonald
US$ 29.391 billion
World’s largest
50 million customers
120 countriesOver 31,000 restaurants
Fascinating McFacts
Entered in India – 1996
Vasant Vihar, New Delhi
No beef
50 - 50 JV
McDonald’s History : INDIA
Kentucky Fried Chicken
Harland David Sanders
World's largest
Yum! Brands, Inc
11,000 restaurants, 90
countries65% of the US
chicken restaurant
market.
Kentucky Fried Chicken
••••••••••••••••••••••••••••••••••
S peed of Service
P roduct Quality
M aintenance of Facilities
A ccuracyH
ospitalityC
leanliness
The CHAMPS Program
Entered in India – 1995
First restaurant in Bangalore
Huge protest
Others
57%
Subway9%
Burger King2%
Wendy's International2%
COSI1%
Panera Bread1%
Fast food industry : Market share
McDonald's 19%
Yum! Brands(KFC) 9%
Global Locations
Product
•Study of Indian culture
•Offers regionalized menu
•Innovates its products
•56 products (approx)
Product
French fries
Soft drinks
Mc Aloo Tikki
Mc Veggie
Mc Pizza Puff
Maharaja Mac
Mc Happy meal
Place
Direct Distribution
Manufacturer
Consumer
60 outlets in India
Fun and happiness
Value propositions
Dedicated areas for children
Price
“Aap ke zamane mein ,baap ke zamane ke daam”
Value pricing
Bundling strategies
Psychological connotations
criticism
Promotion
Radio
Online
News papers
Poster TVC
Cinema
Toys
23 different slogans
• · “You Deserve a break today, so get up and get away- To McDonald’s”
• Love a Burger, Love a McDonald's
• · “Food, Folks, and Fun”
• McDonald's mein hai kuch baat.
TVC Radio Online Others0
50
100
150
200
250
300
350
400
450
420
100 80 50
McDonald’s Advertising Budget
million $
PRODUCT
Product
Chicken specialist/ experts
Innovation
Buckets
Variety of product in the chicken
Kids meal
PLACE
Place
Location Target market
Free home delivery
Mobile units
35 outlets in the
countryInternet
‘Proper food at reasonable prices’
Cost base price strategy
Market segment
Standard value meals
Price
• Bill boards • News
papers
• TVC
• Pop-ups on internet
• Special packages
Promotion
Nobody does chicken like KFC
criticism
Controversies
Promoting unhealthy
food
Exploiting workers
Robbing the poor
Damaging the
environment
Murdering animals
Cruel treatment of chickens
1 billion chickens killed each year
Unsafe chicken/Bird flu
Unhealthy food
Corporate Social Responsibility
Environment
Energy efficiency
Green Restaurant Design
Sustainable Packaging & Waste Management
www.crmcdonalds.com
Yum! Environment
Waste management
Sustainable building design
Packaging
Corporate Social Responsibility
Recommendations
Quality and taste of products
Get rid of the playrooms for the kids
Narrow product line
Improve Public Perception
Recommendations
Define target market
Products for health conscious consumers
Improve brand exposure
Thank You !!!
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