FAST FOOD INDUSTRY

Presented By:
Vanshika Dhamija
Richa Garg
Ruchi Kaushal
 Fast Food Industry
 Prepared and served very quickly

 Capital requirements are relatively low.

 Concept of fast food pops up during 1920s

 Contd…
 Jobs and labor issues

 Globalization

 Health issue
 Major players in fast food

 MCDONALDS

 KFC

 PIZZA HUT
REASONS FOR EMERGENCE
 Gender Roles
 Customer Sophistication and Confidence
 Paucity of Time
 Double Income Group
 Working Women
 Large population
 Relaxation in rules and regulations
 CHALLENGES FOR THE
INDUSTRY
 Indians switching to western breakfast food

 Emphasis on usage of bio-degradable products

 Retrenchment of employees

 Profit repatriation
 PROBLEMS OF INDUSTRY
 Environmental friendly products cost high

 Balance between societal and companies

objectives.

 Health related issues

 TRENDS IN INDIAN MARKET
 Marketing to children's

 Low level customer commitment

 Value added technology services

 Attracting different segments of the market

 SWOT Analysis of Fast food
 Strengths
1. Quick Service
2. Affordable
3. Attraction
 Weakness
1. Different Preferences
2. Unhygienic and unhealthy
 Contd……..
 Opportunities
1. Growing nuclear families
2. Growing urban lifestyle
 Threats
1. Oppositions
2. Ready- to-eat foods
3. Health Concerns
 SWOT Analysis of Fast Food
Industry
 Strengths 
1. Cost advantage
2. Loyal customers
3. Unique products
 Weaknesses 
1. Lack of organic food products
 CONTD…..
 Opportunities 
1. Acquisitions
2. Emerging markets and expansion
 Threats 
1. Competition
2. Product substitution
 SWOT Analysis of McDonald's
 Strengths
1. Ranked no 1 in Fortune Magazine's 2008
2. Golden Arches and Ronald McDonald
3. Socially responsible
4. Adapt to the cultural differences.
 Weaknesses
1. High employee turnover
2. Less able to compete with fast food pizza chains
 Contd……….
 Opportunities
1. Introduction of a healthy hamburger
2. Provide allergen free food items
 Threats
1. “Cradle to grave" marketing.
2. Sued for having "unhealthy" food
3. Competitors
 SWOT Analysis of KFC
 Strengths
1. KFC's secret recipe
2. Name recognition and reputation
3. Traditional employee loyalty
 Weaknesses
1. Confusing corporate direction
2. Conflicting cultures of KFC and Pepsi Co.
 Contd……..

 Opportunities
1. Enter new markets

 Threats
1. New entrants
2. Awareness of people about healthier food
 SWOT Analysis of Pizza hut
 Strengths
1. Part of the largest restaurant chain
2. Innovative range of pizzas
3. Food attracts people of various ages
 Weaknesses
1. Lack of an organic pizzas
 Contd…….
 Opportunities
1. Pizzas with different crust sizes and flavors.
 Threats
1. Rising competition
2. Rising cheese costs
 PIZZA HUT

•SEGMENTATION

•POSITIONING

•MARKET TARGETING
KFC (Kentucky Fried Chicken)

 SEGMENTATION
 Geographic segmentation 
 Demographic Segmentation

 TARGET MARKET

 MARKET POSITIONING
 Mc DONALD’s

 McDonald’s uses demographic segmentation

strategy

 To attract children McDonalds has Happy

Meal

 Provides special facilities like ‘Play Place’

 PRODUCT
 KFC
KFC's specialty is fried chicken served in
various forms.
 Mc Donald’s
Innovates its products according to the tastes
of its customers.
 Pizza Hut
Best product with the resources available.
 PRICE
 PIZZA HUT
The pricing strategy adopted by Pizza Hut is 'market
skimming'.

 KFC
Market skimming
Cost base price strategy

 Mc DONALD’s
Accordance with competitors
 PLACE
 KFC

CHANNELS
KFC believes in first level channels in the order
given below:
 Manufacturers
 Retailers
 Consumers
 
 Contd…
 McDonald’s
Distribution channels

 Pizza Hut
 PROMOTION

 Pizza Hut
 Coupon to purchase

 Distributing door to door brochures

 Advertising camping
 Contd…
 KFC
 Advertising
 Sales Promotion
 Public Relation
 Events and Experiences
 Discounts and Bundled packages
 Coupons, etc
 Contd…
 Mc Donald’s

Some of the most famous marketing campaigns

 “You Deserve a break today, so get up and get
away- To McDonald’s”
 “Aap ke zamane mein ,baap ke zamane ke daam”.
 “Food, Folks, and Fun”
 “I’m loving it”.
THANK
YOU