WELCOME

WELCOME

Subject:Global competitiveness of Lotteria and

its global strategy vs. Mc Donalds

By:Maria van HooijdonkThe Netherlands2011/11/24

Content

• What is Lotteria: facts and image• Lotteria vs. Mc Donalds• Competition in Europe• Consumer behavior in Europe• Would it work?• Marketing strategy

Content

• What is Lotteria: facts and image• Lotteria vs. Mc Donalds• Competition in Europe• Consumer behavior in Europe• Would it work?• Marketing strategy

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

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

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

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

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

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

Lotteria vs. Mc Donalds

1. Mc DonaldsKFC

Burger King

Competition in EuropeThe Netherlands & Belgium

2. SnackbarFriettent/ frietkotChain: BigSnack

Competition in EuropeThe Netherlands & Belgium

2. SnackbarFriettent/ frietkotChain: BigSnack

Competition in EuropeThe Netherlands & Belgium

2. SnackbarFriettent/ frietkotChain: BigSnack

Competition in EuropeThe Netherlands & Belgium

2. SnackbarFriettent/ frietkotChain: BigSnack

Competition in EuropeThe Netherlands & Belgium

2. SnackbarFriettent/ frietkotChain: BigSnack

Competition in EuropeThe Netherlands & Belgium

Frikandel Broodje Kroket

1. Mc Donalds

2. Self-baking

3. Healthy food

Competition in EuropeFrance

1. Mc Donalds2. Burger King/ KFC

UK: 3. self-baking4. Subway

Germany: 3. sausages

Competition in EuropeUK & Germany

• “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

• Eager, curious,• Open • Long and good dinners• Price minded

Consumer behavior in EuropeFrance

• Like fastfood• Money is not an issue• Family• In the cities: carreers• Easy dinners• Beer

Consumer behavior in EuropeUnited Kingdom

• Open • Very price minded• Fast eaters• Like meat• Salt• Beer

Consumer behavior in EuropeGermany

Only when completely adjusted to each countries consumers needs, wants, habits

Is it still Lotteria?

Would it work in Europe?

Marketing strategy

!

1. How to get arousel and visits?

2. How to let people come back after satisfying their curiosity?

Marketing strategy

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

Let the targetgroup know that youunderstand them and their wants

through communication

Billboards, posters, ‘personal’ invites with information

Marketing strategy

Surveys:

Lotteria lóóks cosy and modern but doesn’t féél..

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

Marketing strategy

Combine USPs like price, local food,atmosphere, 24h service, drive-through

‘What the farmer does not know, hedoes not eat’

Marketing strategy

Through town..

Combine USPs like price, local food,atmosphere, 24h service, drive-through

‘What the farmer does not know, hedoes not eat’

Marketing strategy

The place where all customers feel affection

& emotionEXPERIENCE

Marketing strategy

Thank you very much!

Questions & discussion