1、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 19542. landed China in 1990,1954 Kroc opened the first outlet.1983 McDonalds in 32 countries.1990Entered
2、 China,The number of McDonalds outlets in China,Background information,For KFC1.founded in 19522. 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 e
3、ntered China.,The number of KFC outlets in China,Product positioning,Target customers,Featured products,Target customers, For McDonalds1. outlets in downtown areas2. children-centered families3. the young & the young parents,Target customers,For KFC1. outlets in downtown areas2. the young3. the kids
4、 & 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 McDonalds 1. at early times, main products
5、 ham-burgers2. now, featured products milkshakes, pies and popcorns, For KFC1. 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
6、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 Donalds,McDonalds, 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
7、￥（中） 8 ￥（大）,Affordable price &high quality product,For McDonalds1.Increasing numbers of outlets(1,400)2.Exceptional customer care3.Food of great value4.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
8、4.KFC quick delivery,Strategy,Advertising strategies,1.Global uniform standards of trademarks2.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 structure2.Preferred flav
9、or3.Eating habit4.Consumption characteristics,Social responsibility,McDonalds: 1.Aiding Sichuan Province in 2008 2.Project Hope KFC: China Youth Development Foundation,Both KFC and McDonalds are excellent companies. They both have great influence on the Chinese peoples lives.KFC strategies tend to b
10、e 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 McDonalds),Worm in the juice shocked the customer,Problems,Large varieties of food that suite Chinese taste,Problem 2 localization,
11、Problem 3 Warm service,Lack of express delivery company,？,Which flavor do you like better?, For Mc Donalds 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 !,
