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India’s largest organized retail food chain

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

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India’s largest organized retail food chain

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  1. 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.

  2. 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

  3. TARGETING • City • A1,A2,B1,B2 • Quality, service, economy, speed • Desirous, intending to buy, informed, Aware

  4. POSITIONING • I am laving it!! • Har chatpati khushi ka celebration Mc donald ka aloo tikki.

  5. DIFFERENTIATION • Highlighting brand, Indianise western food with variety

  6. Consumer Evaluation Process

  7. Service Recovery

  8. FRAME OF REFERENCE • Target segment: fast food • Customer sensitivity: quality, taste, variety, price • Competition: • KFC, Pizza Hut, Dominoes • Udipis, Jumbo King

  9. POINTS OF PARITY • Price • Quality • Hygiene • Quick service

  10. POINTS OF DIFFERENTIATION • Product range • Flavours and taste • Internet facility • Happy meal toys • Convenience • Reliability

  11. BLUE PRINT Physical evidence Front counter Packaging Road sign Entrance Signs Service area Menu board Choose Mcdonalds Approach / Enter Orient / Decide Order / Pay Pick up food Dine Exit Customer ----------------------------- ----- Line of Interaction ----------------------------------------------------------------- Present food Maintenance Maintenance Take Order Assemble food Employee ------------------------------------ Line of Visibility ------------------------------------------------------------------- Cook food Training Cash mgmt Maintenance Stock supplies ---------------------------------- Line of Internal Interaction ---------------------------------------------------------- Training system POS system Support process Supply chain mgmt Maintenance system Back office system

  12. THANK YOU

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