WELCOME Subject: Global competitiveness of Lotteria and its global strategy vs. Mc Donalds By: Maria van Hooijdonk The Netherlands 2011/11/24
Feb 25, 2016
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