India’s largest organized retail food chain It currently have presence in 30 city &15 states,5K + employee, and catering to 300K to 400K customer everyday.

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Presentation transcript:

India’s largest organized retail food chain It currently have presence in 30 city &15 states,5K + employee, and catering to 300K to 400K customer everyday. Plan to open store by 2015 Started Web based order system.

SEGMENTATION City A1,A2 Quality, service, speed Aware, desirous, interested City A1,A2,B1,B2 Quality, service, economy, speed Aware, Desirous, intending to buy, informed, City/rural A1,A2,B1,R1 Quality, service, speed Aware, intending to buy, informed, interested

TARGETING City A1,A2,B1,B2 Quality, service, economy, speed Desirous, intending to buy, informed, Aware

POSITIONING I am laving it!! – Har chatpati khushi ka celebration Mc donald ka aloo tikki.

DIFFERENTIATION Highlighting brand, Indianise western food with variety

Consumer Evaluation Process Quick service Clean area Hygienic Food Search Qualities Quick delivery Ambience Fast food joint feel with self serve Experience Qualities Credence Qualities

Service Recovery Free eatable in case of delay in delivery Free Replacement

FRAME OF REFERENCE Target segment: fast food Customer sensitivity: quality, taste, variety, price Competition: – KFC, Pizza Hut, Dominoes – Udipis, Jumbo King

POINTS OF PARITY Price Quality Hygiene Quick service

POINTS OF DIFFERENTIATION Product range Flavours and taste Internet facility Happy meal toys Convenience Reliability

Choose Mcdonalds Line of Interaction Training Line of Visibility BLUE PRINT Training system Approach / Enter Road sign Orient / Decide Order / Pay Maintenance POS system Present food Pick up food Dine Maintenance Line of Internal Interaction Exit Take Order Cash mgmt Back office system Assemble food Cook food Stock supplies Maintenance Maintenance system Supply chain mgmt Entrance Signs Service area Menu board Front counter Packaging

THANK YOU