FMCG

Slide 1:

PRESENTATION ON MARKETING MARKETING STRATEGY, COMMUNICATION PROCESS & SALES PROMOTION PRIYA NAVDEEP AMAN

Slide 2:

CONTENTS : INTRO. OF FAST FOOD INDUSTRY. K.F.C. , INTRO. MKG. STGY., COM. PROCESS. PIZZA HUT, INTRO. MKG. STGY., COM. PROCESS. MCDONALDS. INTRO. MKG. STGY., COM. PROCESS. SALES PROMOTION. ANALYSIS.

Slide 3:

FAST FOOD INDUSTRY

Slide 4:

K.F.C. HISTORY Known as Kentucky Fried Chicken. It is a chain of fast food restaurants . Founded by Colonel Harland Sanders in 1952. Wholly owned subsidiary of Tricon from 1997–2002. A wholly owned subsidiary of Yum! Brands since 2002. Revenue $520.3 million USD (2007) . Employees 24,000 (2007) .

Slide 5:

“Products of K.F.C”.

Slide 6:

MARKETING STRATEGY STRONG BRAND. FINDING COMPETITOR. CONDUCTING CUSTOMERS REGULARLY. VALUE COMMUNICATION. SHAPING OF THE MARKETS OFFERS.

Slide 7:

COMMUNICATION PROCESS CREATING CUSTOMER VALUE. CUNSUMER SATISFACTION. LOYALTY FOR CONSUMER. KNOWING CONSUMER EXPECTATION. MOST IMPORTANTLY : “VALUE PROPOSITION”

Slide 8:

HISTORY : Chain was founded in 1958 by Frank Carney. Original Pizza Hut building was later relocated to the Wichita State University campus. The first franchise unit opening in 1959 in Topeka, Kansas . Shakey's Pizza provided competition to Pizza Hut . In 1964 a unique standardized building appearance . Easily recognised by customers.

Marketing Strategies :

Marketing Strategies Consumer is willing to pay for relevance and for excitement. 2. Being where the consumer is:- Full, frontal, intruding, tempting. 3. “The guy with more stores wins” 4. Not just product, but an experience 5. “Strategy is only as good as its execution”

Slide 10:

“Never before, never again” “Customers move to the lower cost provider when marketers stop giving them reasons not to”

Slide 11:

COMMUNICATION PROCESS CUSTOMER PROFITABILITY ANALYSIS. TOTAL QUALITY MANAGEMENT. PROPER MEETING WITH CUSTOMER. SEEKING NEW IDEAS FROM CUSTOMERS. PROPER MARKET SEGM ENTATION.

Slide 12:

“CONTINUITY WITH SAME PRODUCTS WILL NOT LET YOUR CUSTOMERS CONTINUE.”

Slide 13:

HISTORY OF MCDONALDS McDonald's was started by two brothers, Richard and Maurice McDonald in California, US in the year 1937. Income of $200,000 per annum in the 1940s. Revolutionary concept called 'self-service . Speed, service and cleanliness became the critical success factors of the business. . By mid-1950s, the restaurant's revenues had reached $350,000.

Slide 14:

Marketing strategy Advertising symbol was a winking little fellow named "Speedee”. The advertising theme, "Look for the Golden Arches”. In 1961, the "Speedee" symbol was replaced by a new logo - an "M" slashed with a line. Social service is the first step to get the people in your company. Self service is the best service. First shop 1937

Slide 15:

“The Future Begins Now”

Slide 16:

Business strategies of 21 st century. Self service is best service. Make product that consumer likes, not you like. SWOT ANALYSIS. WORK SUDY analysis. One is better than two hang in the net. Think about quality, quantity will raise in seconds. Cop. With diversity. Most important :-

Slide 17:

“DON’T COMPARE YOUR APPLES AND ORANGES, BECAUSE HE WILL NOT BUY APPLES WHO WANTS TO BUY ORANGES.”

Slide 18:

COMMUNICATION PROCESS : TOP MGMT. MIDDLE MGT. FRONT LINE PEOPLE CUSTOMER

Slide 19:

TOP MGMT. FRONT LINE PEOPLE MIDDLE MGT. CUSTOMER COMM.PROCESS OF 21 st CENTURY

Slide 20:

SALES PROMOTION DIFFERENT TRADE SHOWS. SALES CONTESTS. SPECIALITY ADVERTISEMENTS. IMPLEMENTING AND CONTROLLING THAT PLAN. MOST IMPORTANTLY: “EVENT OPPORTUNITIES”

Slide 21:

CASE : “HARLEY – DAVIDSON”

Slide 22:

PROFIT MARGINS

Slide 23:

SALES IN ‘OOO CRORES

Slide 24:

ANALYSIS SOCIAL RESPONSIBILITY. CONSUMER WELFARE. LONG TERM GROWTH.

Slide 25:

“THANKS”