india’s largest organized retail food chain it currently have presence in 30 city &15...
Post on 17-Dec-2015
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• 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
----------------------------- ----- Line of Interaction -----------------------------------------------------------------
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
---------------------------------- Line of Internal Interaction ----------------------------------------------------------
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
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