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