WELCOME
Subject:
Global competitiveness of Lotteria
and its global strategy vs. Mc Donalds
By:
Maria van Hooijdonk
The Netherlands
2011/11/24
Content
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What is Lotteria: facts and image
Lotteria vs. Mc Donalds
Competition in Europe
Consumer behavior in Europe
Would it work?
Marketing strategy
Content
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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?
The place where all customers feel affection and emotion
• Branches in Japan, South-Korea, China, Taiwan and Vietnam
In 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
What is Lotteria?
The place where all customers feel affection and emotion
• Branches in Japan, South-Korea, China, Taiwan and Vietnam
In South-Korea: more than 900 stores
• Lotteria: Lotteria, Angel-in-us, TGIF
• Leader of the domestic fast food industry
What is Lotteria?
The place where all customers feel affection and emotion
• Branches in Japan, South-Korea, China, Taiwan and Vietnam
In 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
How does Lotteria feel?
Image
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
Lotteria vs. Mc Donalds
European view
(25: ages between 14 and 65)
Lotteria
Convenient
Cosy
Colorful/ modern
Delicious
Big
Red
A 45 percent market share in 2001; compared to 20.1 percent for McDonald's
* Quality of Lotteria s unknown by them
Lotteria vs. Mc Donalds
European view
(25: ages between 14 and 65)
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
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
Competition in Europe
The Netherlands & Belgium
1. Mc Donalds
KFC
Burger King
Competition in Europe
The Netherlands & Belgium
2. Snackbar
Friettent/ frietkot
Chain: BigSnack
Competition in Europe
The Netherlands & Belgium
2. Snackbar
Friettent/ frietkot
Chain: BigSnack
Competition in Europe
The Netherlands & Belgium
2. Snackbar
Friettent/ frietkot
Chain: BigSnack
Competition in Europe
The Netherlands & Belgium
2. Snackbar
Friettent/ frietkot
Chain: BigSnack
Competition in Europe
The Netherlands & Belgium
2. Snackbar
Friettent/ frietkot
Chain: BigSnack
Frikandel
Broodje Kroket
Competition in Europe
France
1. Mc Donalds
2. Self-baking
3. Healthy food
Competition in Europe
UK & Germany
1.
2.
Mc Donalds
Burger King/ KFC
UK:
3. self-baking
4. Subway
Germany:
3. sausages
Consumer behavior in Europe
The Netherlands & Belgium
• “What the farmer does not know, he does
not eat”
• Take-out
• Price minded
• Lazy
• Pattriotism
• Habits
• Location
• Salt
Consumer behavior in Europe
France
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Eager, curious,
Open
Long and good dinners
Price minded
Consumer behavior in Europe
United Kingdom
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Like fastfood
Money is not an issue
Family
In the cities: carreers
Easy dinners
Beer
Consumer behavior in Europe
Germany
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Open
Very price minded
Fast eaters
Like meat
Salt
Beer
Would it work in
Europe?
Only when completely adjusted to each
countries consumers needs, wants,
habits
Is it still Lotteria?
Marketing strategy
!
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 you
understand 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, he
does not eat’
Through town..
Marketing strategy
Combine USPs like price, local food,
atmosphere, 24h service, drive-through
‘What the farmer does not know, he
does not eat’
Marketing strategy
The place where all customers feel
affection & emotion
EXPERIENCE
Thank you very much!
Questions &
discussion