Case study on how food retail chains had to change their approch and strategy before entering Indian market.

1. FAST FOOD FABLES

2. 1997……..

4. Vegetarian menu.

5. Replacing beef and pork with chicken.

6. Segregating veg and non-veg section.

7. Menu Vision.

8. Partially localised & partially western.

9. Indianised names.

10. Desiflavour- like tamarind touch.

12. Happy meals & ‘Real Value for Mrs. Mani’.

13. Three-tier marketing strategy.

14. Domino’s positioned itself as a delicious pizza who want to satisfy more than their hunger.

15. Ad campaign of ‘Hungry Kya?’.

16. Localised its Pizza menu to the indian taste buds.Positoning of McDonald’s and Domino’s.

18. Its communication to reset its image was not successful.

19. Despite developing localized menu with specialized formation of combo meals for vegetarian’s.(focused on navratra’s).KFC’s failure to identify with Indian market.

21. McDonald’s – I’m loving it.