2. 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 180-190 store by 2015 Started Web based order system.

3. 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

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

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

6. DIFFERENTIATION Highlighting brand, Indianise western food with variety

7. 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

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

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

10. POINTS OF PARITY Price Quality Hygiene Quick service

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

12. 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

13. THANK YOU