WELCOME Subject: Global competitiveness of Lotteria and its global strategy vs. Mc Donalds By: Maria van Hooijdonk The Netherlands 2011/11/24

Content What is Lotteria: facts and image Lotteria vs. Mc Donalds Competition in Europe Consumer behavior in Europe Would it work? Marketing strategy

Content What is Lotteria: facts and image Lotteria vs. Mc Donalds Competition in Europe Consumer behavior in Europe Would it work? Marketing strategy

What is Lotteria? Branches in Japan, South-Korea, China, Taiwan and Vietnam In South-Korea: more than 900 stores Lotteria: Lotteria, Angel-in-us, TGIF Leader of the domestic fast food industry in Korea Source: The place where all customers feel affection and emotion

What is Lotteria? Branches in Japan, South-Korea, China, Taiwan and Vietnam In South-Korea: more than 900 stores Lotteria: Lotteria, Angel-in-us, TGIF Leader of the domestic fast food industry The place where all customers feel affection and emotion

What is Lotteria? Branches in Japan, South-Korea, China, Taiwan and Vietnam In South-Korea: more than 900 stores Lotteria: Lotteria, Angel-in-us, TGIF Leader of the domestic fast food industry Full of well-being trend menus suiting modern people’s tastes, 24h service and drive-through stores. Source: The place where all customers feel affection and emotion

Survey among 33 people in Korea (K & F) 1. Fast 2. Modern interior 3. Welcoming 4. Relaxed said: the quality is so so 6. 9: no obvious feelings How does Lotteria feel? Image The place where all customers feel affection and emotion

Lotteria Convenient Cosy Colorful/ modern Delicious Big Red Lotteria vs. Mc Donalds European view (25: ages between 14 and 65) A 45 percent market share in 2001; compared to 20.1 percent for McDonald's * Quality of Lotteria s unknown by them

LotteriaMc Donalds ConvenientThe Big M/ highway Cosy interiorFast Colorful/ modernHang-out in summer DeliciousAlways good quality Big RedRed and yellow Lotteria vs. Mc Donalds European view (25: ages between 14 and 65) A 45 percent market share in 2001; compared to 20.1 percent for McDonald's * Quality of Lotteria is unknown by them

Lotteria vs. Mc Donalds

1. Mc Donalds KFC Burger King Competition in Europe The Netherlands & Belgium

2. Snackbar Friettent/ frietkot Chain: BigSnack Competition in Europe The Netherlands & Belgium

2. Snackbar Friettent/ frietkot Chain: BigSnack Competition in Europe The Netherlands & Belgium

2. Snackbar Friettent/ frietkot Chain: BigSnack Competition in Europe The Netherlands & Belgium

2. Snackbar Friettent/ frietkot Chain: BigSnack Competition in Europe The Netherlands & Belgium

2. Snackbar Friettent/ frietkot Chain: BigSnack Competition in Europe The Netherlands & Belgium FrikandelBroodje Kroket

1. Mc Donalds 2. Self-baking 3. Healthy food Competition in Europe France

1.Mc Donalds 2.Burger King/ KFC UK: 3. self-baking 4. Subway Germany: 3. sausages Competition in Europe UK & Germany

“What the farmer does not know, he does not eat” Take-out Price minded Lazy Pattriotism Habits Location Salt Consumer behavior in Europe The Netherlands & Belgium

Eager, curious, Open Long and good dinners Price minded Consumer behavior in Europe France

Like fastfood Money is not an issue Family In the cities: carreers Easy dinners Beer Consumer behavior in Europe United Kingdom

Open Very price minded Fast eaters Like meat Salt Beer Consumer behavior in Europe Germany

Only when completely adjusted to each countries consumers needs, wants, habits Is it still Lotteria? Would it work in Europe?

Marketing strategy !

1.How to get arousel and visits? 2. How to let people come back after satisfying their curiosity? Marketing strategy

1.How to get arousel and visits? 2. How to let people come back after satisfying their curiosity? Clear and humorous communication & emotion! Marketing strategy

Let the targetgroup know that you understand them and their wants through communication Billboards, posters, ‘personal’ invites with information Marketing strategy

Surveys: Lotteria lóóks cosy and modern but doesn’t féél.. “What the farmer does not know, he does not eat” Marketing strategy

Combine USPs like price, local food, atmosphere, 24h service, drive-through ‘What the farmer does not know, he does not eat’ Marketing strategy Through town..

Combine USPs like price, local food, atmosphere, 24h service, drive-through ‘What the farmer does not know, he does not eat’ Marketing strategy

The place where all customers feel affection & emotion EXPERIENCE Marketing strategy

Thank you very much! Questions & discussion