• 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.

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

Service Recovery

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

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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

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Exit

Take Order

Cash mgmt

Back office system

Assemble food

Cook food

Stock supplies

Maintenance

Maintenance system

Supply chain mgmt

EntranceSigns

Service areaMenu board

Front counterPackaging

THANK YOUTHANK YOU