NTS

N TE 1.Company Introduction
CO 2.History
3.STP
• Segmentation
• Targeting
• Positioning
4.4P
• Product
• Price
• Place
• Promotion
LOTTERIA
Company introduction
About Lotteria
• In 1979 Launched LOTTERIA Co., Ltd. and opened the first
LOTTERIA branch.

• Lotteria has generated the fast-food market in Korea and has since served the
country by creating a new style of dining culture and satisfying our customers.

• Has appealed to its domestic consumers with Korean-style fusion, despite the
aggressive competition with multinational fast-food franchises.

• Offers its customers not only burgers but also a range of choices such as chicken,
an assortment of desserts, and side dishes including domestic-roasted quality
coffee, satisfying the diverse needs of customers with its excellent quality.

• The stores of Lotteria have undergone a series of renovations, and with the
introduction of ambiance lighting and comfortable sofas, they offer a friendly
atmosphere that customers have come to love.
LOTTERIA
History
 History
1979: Launched LOTTERIA Co., Ltd. and opened the first LOTTERIA branch.
1986: launched the industry-first patbingsu.
1994: launched the industry-first bulgogi burger.
1997: LOTTERIA opened the industry-first drive-thru Branch.
1998: Bulgogi burger, designated as a ‘Popular product in first half 1998’.
1999: launched the industry-first rice burger.
2007: Opened LOTTERIA 24H.
2011: Top ranking in Korean Standard – Service Quality Index (KS-SQI): TGI FRIDAYS (for
2 consecutive years).
2015: Top ranking in National Customer Satisfaction Index (NCSI): TGIF (7th award) and
Top ranking in National Brand Competitiveness Index (NBCI): LOTTERIA (for 4 consecutive
years).
2020: Fast food ranked No. 1 in K-BPI for 22 consecutive years and create a 20 billion fund
to support COVID-19 franchises.

2021: Lotteria tops K-BPI fast food list for 23 years in a row and introduces drinking leads
in direct stores for eco-friendly management.
LOTTERIA
STP
Segmentation

Demographic The market was segmented by age and general occupation based on that
age.

The ease of access of people and the degree of profit are

Geographic
proportional, it was classified by population density and size of the
city.

Psychological It is divided according to the customer's lifestyle because different

consumption behaviors are shown according to the current eating
style or the trend that is followed in the food.
 Age Time of use:
Gender stratum • Breakfast
• Lunch
• Dinner

Market The density of commercial

segmentation districts:
• high density
criteria • low density

Intervention:
• Low involvement Religion Occupation
• High involvement
 Targeting
Lotteria selected the target audience by dividing children, adolescents, 20 and 30 years old.

Children
They usually look for children's menus, which are low-cost products.
Adolescents
They mainly choose products that focus on low prices and speed because most of them are
students.

20’s
Look for a variety of products at low prices.

30’s
Tend to look for products that are more suited to Korean taste.
 Positioning
Lotteria targets the market with a variety of menus and low prices.

• Lotteria's current position on the positioning map is the result of competition with similar
fast-food companies like McDonald's.

Has grown to focus on offering the lowest prices possible and the most varied menus
possible.

• Lotteria is leading the way in terms of freshness and atmosphere. You can usually find
Lotteria in any neighborhood.

This is the result of hard work, such as increasing the number of stores through large
capital, expanding and changing the interior regularly, so that the public feels friendly
first.
• It is an advantage that consumers can enjoy high-quality food at low cost because the process
of supplying ingredients is difficult by reducing consumer concerns through advertisements
that they use fresh ingredients.

• As the number of competitors from artisanal burger makers and other burger companies
increases, it appears that Lotteria's unique positioning for consumers will be necessary.
LOTTERIA
4P
 Product

1. A hamburger to our liking

2. Launching Korean products so that people can have the perception that they enjoy
our food despite the food culture imported from the West (Bulgogi Burger, Bulgalbi
Burger, Rice Burger, Premium Korean Hamburger)

3. The product concept of Korean culture.

Price
• Discount events for specific burgers and discounts on the menu of the day.

• Discount event in association with telecommunications company card.

• Discount sales of package products.

• Issuance of membership card.

 Place
Recognizing the importance of the logistics system, operating a logistics center for the
first time in the industry.

It has many more stores than other

burger joints.

Buy Lotteria burgers easily.

 Promotion
Commercial Emphasis on ours and the Koreans.

Promoción Discounts and gift cards

"Creating a better world" is a

campaign of love between Lotteria
and its customers, which collects the
funds accumulated every time a
hamburger is sold.

Store fundraising and the amount accumulated

to help the neighbors who suffer around us.