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WELCOME
Subject:Global competitiveness of Lotteria and
its global strategy vs. Mc Donalds
By:Maria van HooijdonkThe Netherlands2011/11/24
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Content
• What is Lotteria: facts and image• Lotteria vs. Mc Donalds• Competition in Europe• Consumer behavior in Europe• Would it work?• Marketing strategy
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Content
• What is Lotteria: facts and image• Lotteria vs. Mc Donalds• Competition in Europe• Consumer behavior in Europe• Would it work?• Marketing strategy
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What is Lotteria?
• Branches in Japan, South-Korea, China, Taiwan and VietnamIn 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
The place where all customers feel affection and emotion
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What is Lotteria?
• Branches in Japan, South-Korea, China, Taiwan and VietnamIn South-Korea: more than 900 stores
• Lotteria: Lotteria, Angel-in-us, TGIF
• Leader of the domestic fast food industry
The place where all customers feel affection and emotion
A 45 percent market share in 2001 (compared to 20.1 percent for McDonald's)
Source: www.wikipedia.com
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What is Lotteria?
• Branches in Japan, South-Korea, China, Taiwan and VietnamIn South-Korea: more than 900 stores
• Lotteria: Lotteria, Angel-in-us, TGIF
• Leader of the domestic fast food industry
• Full of well-being trend menus suiting modern people’s tastes, 24h service and drive-through stores.
Source: www.lotteria.com
The place where all customers feel affection and emotion
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Survey among 33 people in Korea (K & F)
1. Fast
2. Modern interior
3. Welcoming
4. Relaxed
5. 11 said: the quality is so so
6. 9: no obvious feelings
How does Lotteria feel?Image
The place where all customers feel affection and emotion
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Lotteria
Convenient
Cosy
Colorful/ modern
Delicious
Big
Red
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 unknown by them
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Lotteria Mc Donalds
Convenient The Big M/ highway
Cosy interior Fast
Colorful/ modern Hang-out in summer
Delicious Always good quality
Big Big
Red Red and yellow
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 unknown by them
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Lotteria vs. Mc Donalds
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1. Mc DonaldsKFC
Burger King
Competition in EuropeThe Netherlands & Belgium
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2. SnackbarFriettent/ frietkotChain: BigSnack
Competition in EuropeThe Netherlands & Belgium
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2. SnackbarFriettent/ frietkotChain: BigSnack
Competition in EuropeThe Netherlands & Belgium
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2. SnackbarFriettent/ frietkotChain: BigSnack
Competition in EuropeThe Netherlands & Belgium
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2. SnackbarFriettent/ frietkotChain: BigSnack
Competition in EuropeThe Netherlands & Belgium
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2. SnackbarFriettent/ frietkotChain: BigSnack
Competition in EuropeThe Netherlands & Belgium
Frikandel Broodje Kroket
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1. Mc Donalds
2. Self-baking
3. Healthy food
Competition in EuropeFrance
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1. Mc Donalds2. Burger King/ KFC
UK: 3. self-baking4. Subway
Germany: 3. sausages
Competition in EuropeUK & Germany
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• “What the farmer does not know, he does not eat”
• Take-out• Price minded• Lazy• Pattriotism• Habits • Location• Salt
Consumer behavior in EuropeThe Netherlands & Belgium
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• Eager, curious,• Open • Long and good dinners• Price minded
Consumer behavior in EuropeFrance
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• Like fastfood• Money is not an issue• Family• In the cities: carreers• Easy dinners• Beer
Consumer behavior in EuropeUnited Kingdom
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• Open • Very price minded• Fast eaters• Like meat• Salt• Beer
Consumer behavior in EuropeGermany
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Only when completely adjusted to each countries consumers needs, wants, habits
Is it still Lotteria?
Would it work in Europe?
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Marketing strategy
!
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1. How to get arousel and visits?
2. How to let people come back after satisfying their curiosity?
Marketing strategy
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1. How to get arousel and visits?
2. How to let people come back after satisfying their curiosity?
Clear and humorous communication &emotion!
Marketing strategy
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Let the targetgroup know that youunderstand them and their wants
through communication
Billboards, posters, ‘personal’ invites with information
Marketing strategy
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Surveys:
Lotteria lóóks cosy and modern but doesn’t féél..
“What the farmer does not know, he does not eat”
Marketing strategy
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Combine USPs like price, local food,atmosphere, 24h service, drive-through
‘What the farmer does not know, hedoes not eat’
Marketing strategy
Through town..
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Combine USPs like price, local food,atmosphere, 24h service, drive-through
‘What the farmer does not know, hedoes not eat’
Marketing strategy
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The place where all customers feel affection
& emotionEXPERIENCE
Marketing strategy
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Thank you very much!
Questions & discussion