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WELCOME. Subject: Global competitiveness of Lotteria and its global strategy vs. Mc Donalds B y : Maria van Hooijdonk The Netherlands 2011/11/24. Content. What is Lotteria : facts and image Lotteria vs. Mc Donalds Competition in Europe Consumer behavior in Europe

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Welcome

WELCOME

Subject:Global competitiveness of Lotteria and itsglobalstrategy vs. Mc Donalds

By:

Maria van Hooijdonk

The Netherlands

2011/11/24


Content

Content

  • What is Lotteria: facts and image

  • Lotteria vs. Mc Donalds

  • Competition in Europe

  • Consumerbehavior in Europe

  • Woulditwork?

  • Marketing strategy


Content1

Content

  • What is Lotteria: facts and image

  • Lotteria vs. Mc Donalds

  • Competition in Europe

  • Consumerbehavior in Europe

  • Woulditwork?

  • Marketing strategy


What is lotteria

What is Lotteria?

The place where all customersfeelaffection and emotion

  • Branches in Japan, South-Korea, China, Taiwan and Vietnam

    In South-Korea: more than 900 stores

  • Lotteria: Lotteria, Angel-in-us, TGIF

  • Leader of the domestic fast food industry in Korea

    Source: www.lotteria.com


What is lotteria1

What is Lotteria?

The place where all customersfeelaffection and emotion

  • Branches in Japan, South-Korea, China, Taiwan and Vietnam

    In South-Korea: more than 900 stores

  • Lotteria: Lotteria, Angel-in-us, TGIF

  • Leader of the domesticfastfoodindustry

A45 percent market share in 2001 (compared to 20.1 percent for McDonald's)

Source: www.wikipedia.com


What is lotteria2

What is Lotteria?

The place where all customersfeelaffection and emotion

  • Branches in Japan, South-Korea, China, Taiwan and Vietnam

    In South-Korea: more than 900 stores

  • Lotteria: Lotteria, Angel-in-us, TGIF

  • Leader of the domesticfastfoodindustry

  • Full of well-being trend menussuiting modern people’stastes, 24h service and drive-through stores.

    Source: www.lotteria.com


How does lotteria feel image

How does Lotteriafeel?Image

The place where all customersfeelaffection and emotion

Surveyamong 33 people in Korea (K & F)

1. Fast

2. Modern interior

3. Welcoming

4. Relaxed

5. 11 said: the quality is soso

6. 9: noobviousfeelings


Welcome

Lotteria vs. Mc DonaldsEuropean view(25: ages between 14 and 65)

A 45 percent market share in 2001; compared to 20.1 percent for McDonald's

* Quality of Lotteria s unknownbythem


Welcome

Lotteria vs. Mc DonaldsEuropean view(25: ages between 14 and 65)

A 45 percent market share in 2001; compared to 20.1 percent for McDonald's

* Quality of Lotteria is unknownbythem


Welcome

Lotteria vs. Mc Donalds


Welcome

Competition inEurope

TheNetherlands & Belgium

1. Mc Donalds

KFC

Burger King


Welcome

Competition inEurope

TheNetherlands & Belgium

2. SnackbarFriettent/ frietkot

Chain: BigSnack


Welcome

Competition inEurope

TheNetherlands & Belgium

2. SnackbarFriettent/ frietkot

Chain: BigSnack


Welcome

Competition inEurope

TheNetherlands & Belgium

2. SnackbarFriettent/ frietkot

Chain: BigSnack


Welcome

Competition inEurope

TheNetherlands & Belgium

2. SnackbarFriettent/ frietkot

Chain: BigSnack


Welcome

Competition inEurope

TheNetherlands & Belgium

2. SnackbarFriettent/ frietkot

Chain: BigSnack

Frikandel

Broodje Kroket


Welcome

Competition inEurope

France

1. Mc Donalds

2. Self-baking

3. Healthyfood


Welcome

Competition inEurope

UK & Germany

  • Mc Donalds

  • Burger King/ KFC

    UK: 3. self-baking

    4. Subway

    Germany: 3. sausages


Welcome

Consumer behavior in Europe

The Netherlands & Belgium

  • “What the farmer does not know, he does not eat”

  • Take-out

  • Priceminded

  • Lazy

  • Pattriotism

  • Habits

  • Location

  • Salt


Welcome

Consumer behavior in Europe

France

  • Eager, curious,

  • Open

  • Long and gooddinners

  • Priceminded


Welcome

Consumer behavior in Europe

United Kingdom

  • Likefastfood

  • Money is notan issue

  • Family

  • In the cities: carreers

  • Easy dinners

  • Beer


Welcome

Consumer behavior in Europe

Germany

  • Open

  • Verypriceminded

  • Fasteaters

  • Likemeat

  • Salt

  • Beer


Welcome

Would it work in

Europe?

Onlywhencompletelyadjusted to eachcountriesconsumersneeds, wants, habits

Is itstillLotteria?


Welcome

Marketing strategy

!


Welcome

Marketing strategy

  • How to getarousel and visits?

    2. How to let peoplecome back aftersatisfyingtheircuriosity?


Welcome

Marketing strategy

  • How to getarousel and visits?

    2. How to let peoplecome back aftersatisfyingtheircuriosity?

    Clearand humorouscommunication &

    emotion!


Welcome

Marketing strategy

Let the targetgroupknowthatyou

understandthem and their wants

throughcommunication

Billboards, posters, ‘personal’ invites withinformation


Welcome

Marketing strategy

Surveys:

Lotterialóókscosy and modern butdoesn’tféél..

“What the farmer does notknow, he does noteat”


Welcome

Marketing strategy

Combine USPslikeprice, localfood,

atmosphere, 24h service, drive-through

‘What the farmer does notknow, he

does noteat’

Throughtown..


Welcome

Marketing strategy

Combine USPslikeprice, localfood,

atmosphere, 24h service, drive-through

‘What the farmer does notknow, he

does noteat’


Welcome

Marketing strategy

The place where all customersfeelaffection & emotion

EXPERIENCE


Thank you very much

Thankyouverymuch!

Questions & discussion


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