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Fast food industry in India is growing rapidly at 40% each year. Major players in the Indian fast food market are McDonald's, KFC, Pizza Hut, Domino's Pizza, and Subway. Domino's focuses on standard operations and fast delivery. KFC is recognized for its secret recipe and branding. McDonald's innovates new products and adapts to local flavors at competitive prices. Domino's uses strategies like competitive pricing and exclusive store partnerships. KFC appeals to local tastes by introducing variants. McDonald's balances product value, flexibility, quality, and a relaxed atmosphere with extensive advertising and emotional, local marketing.

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Pooja Singh
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24 views10 pages

Presentation 1

Fast food industry in India is growing rapidly at 40% each year. Major players in the Indian fast food market are McDonald's, KFC, Pizza Hut, Domino's Pizza, and Subway. Domino's focuses on standard operations and fast delivery. KFC is recognized for its secret recipe and branding. McDonald's innovates new products and adapts to local flavors at competitive prices. Domino's uses strategies like competitive pricing and exclusive store partnerships. KFC appeals to local tastes by introducing variants. McDonald's balances product value, flexibility, quality, and a relaxed atmosphere with extensive advertising and emotional, local marketing.

Uploaded by

Pooja Singh
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Fast Food Industry

Fast Food Sector: Introduction


• Concept of ready-cooked food for sale is closely connected
with urban development.
• Outlets may be stands or kiosks which may or may not
provide shelter or seating: also known as quick service
restaurants.
• India is perceived as an emerging market by global players
with the total expenditure on food by consumers
increasing considerably.
• India’s fast food industry is growing by 40% a year.
• Because of the availability of raw material for fast food,
Global chains are flooding into the country.
Major Players
✦MC DONALD'S
✦KFC
✦PIZZA HUT
✦DOMINOS PIZZA
✦SUBWAY
✦CAFÉ COFEE DAY
✦BARISTA
Core Competencies
Core Competencies
• Domino’s
– Standard operations, nominal price
– Ordering ease: Takeaway excellent orders
– Fast Processing and Delivery

• KFC
– KFC’s secret recipe (initial home replacement strategy)
– Name, recognition and reputation

• Mc Donald’s
– Innovation: new product lines
– Product Value
– Adoption of local flavors
– Competitive pricing
Business
and
Marketing Strategies
Domino’s
• Business Strategy:
– Cost Leadership Strategy
– Differentiation strategy
– Focused Business Level Strategy (TA)
– Pan India Strategy

• Marketing Strategy:
– Promotional and Advertisement Campaigns(Coupons and discounts)
• The '30 Minutes' Promise
• Use of digital advertising
• Mobile telephony
– Exclusive partnerships to set up its stores in upcoming malls and industrial
campuses
– Premium Pricing Strategy
• 3 tier menu
KFC
• Business Strategy:
– Appeal to local palette
– Going global
– Localization
• Marketing Strategy:
– Variants in the same category to wipe off
competition
– Balancing standardization and localization
Mc Donald’s
• Business Strategy:
– Product value
– Extended hours- breakfast menu etc
– Glocal Strategy
• Local Ingredient
• Local Taste
• Local Sentiment
– Getting the basic amenities right
– Flexibility in serving: dining to drive away
– Commitment of quality of food and service in a clean, hygienic and relaxing
atmosphere
• Marketing Strategy:
– Extensive advertising campaign: use of electronic and digital media along with
signage, billboards etc.
– Emotional Glocal Marketing
– Focus on children, shifting it to teenagers with the coming years
– Sponsoring sporting events like Olympics etc.
Thank You

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