麦当劳肯德基比较教学提纲.ppt

无忧,PPT,整理发布,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,无忧,PPT,整理发布,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,VS,Why KFC is more popular than McDonalds,in China?,Solutions,Problems,Strategy,Price,Product positioning,Background information,KFC,&,McDonalds,Background information,For McDonalds,1.founded in 1954,2.,landed China in 1990,1954 Kroc opened the first outlet.,1983 McDonalds in 32 countries.,1990Entered China,The number of McDonalds outlets in China,Background information,For KFC,1.founded in 1952,2.,entered China in 1987,1930-Sanders opened his first restaurant in Kentucky.,1936-Kentucky Governor made Sanders an honorary Colonel.,1952-The Colonel began franchising his chicken business.,1987-KFC entered China,.,The number of KFC outlets in China,Product,positioning,Target,customers,Featured,products,Target customers,For McDonald,s,1.outlets in downtown areas,2.children-centered families,3.the young&the young parents,Target customers,For KFC,1.outlets in downtown areas,2.the young,3.the kids&the young parents,Lets go!,hamburgers,various types of chicken sandwiches,French fries,soft drinks and desserts.,Products,Products,hamburgers,various types of chicken sandwiches,French fries,egg tart,soft drinks and desserts,Featured products,For McDonald,s,1.at early times,main products,ham-burgers,2.now,featured products,milkshakes,pies and popcorns,For KFC,1.at early times,main products,chicken meat,2.now,featured products,Beijing chicken roll,tomato and egg soup,seafood and egg congee,Featured products,Price,&,M,K,floating price,eligible product,appropriate price,麦当劳刚实施全面的逆势涨价；麦当劳将近十种主打产品全部砍到,5,元之内，最高降幅达,50%,少有如此的价格反复，一直坚持走“合适的价格与合格的产品”路线,KFC,spicy chicken burger 13.5,￥,Hamburger,0.5yuan cheaper than Mc Donald,s,McDonald,s,spicy chicken burger 14,￥,4.5,￥,/5.5,￥,/6.5,￥,5,￥,/6,￥,/7,￥,People have a preference for Pepsi.,Cola,6.5,￥,(,小,)/7.5,￥,(,中,)/9.0,￥,(,大,),French fries,5.5,￥,（小）,7,￥,（中）,8,￥,（大）,Affordable price&high quality product,For McDonald,s,1.Increasing numbers of outlets(1,400),2.Exceptional customer care,3.Food of great value,4.Marketing brand on a global scale,Strategy,For KFC,1.Seeking franchisees and partners(3,200),2.Entering second-tier cities,3.Warm customer services,4.KFC quick delivery,Strategy,Advertising strategies,1.Global uniform standards of trademarks,2.Specific advertising forms reflecting national differences,US:WE DO CHICKEN RIGHT!,China:Life tastes better with KFC!,3.Flash games,Localization strategy,Chinese style:,1.Dietary structure,2.Preferred flavor,3.Eating habit,4.Consumption characteristics,Social responsibility,McDonald,s:,1.Aiding Sichuan Province in 2008,2.Project Hope,KFC:,China Youth Development Foundation,Both KFC and McDonald,s are excellent companies.They both have great influence on the Chinese peoples lives.,KFC strategies tend to be more detailed and considerate in China;McDonalds seems to focus on the global market.,By comparison we may find:,Food safety crisis,Problem 1,food safety crisis,(for McDonald,s),Worm in the juice shocked the customer,Problems,Large varieties of food that suite Chinese taste,Problem 2,localization,Problem 3,Warm service,Lack of express,delivery company,？,Which flavor do you like better?,For Mc Donald,s,1.To deepen the understanding of Chinese food culture.,2.To improve food quality and pay attention to food safety.,3.To provide warm service.,4.To enhance brand image.,Solutions,1.To improve food quality and pay more attention to food safety.,2.To balance nutrition in an appropriate way.,For KFC,KFC&Mc,Conclusion,Q&A,Thank U!,