Mktg Yo China

1,552 views

Published on

Analysis of business model of Yo China

1 Comment
1 Like
Statistics
Notes
  • Last Month I was in Chandigarh it was new to spend a week in TRI City for me. Manage Everything with fully planed. When I was checking the food related services in www.delightbite.com , Because they have all the hotels and restaurants in Chandigarh,Panchkula and Mohali. I got the details about Yo! China Placed Order Online and It was the Great Experience of my life such a best quality food.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
1,552
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
0
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide

Mktg Yo China

  1. 1. Marketing Strategy Team Introduction Of YO! China Group 10 Aditya Kandoi (10P064) Anirvan Sen (10P067) Esha Sharma (10P075) Karthik V (10P083) Sambhav Ahuja (10P107) Puneet Bindlish (FPM)
  2. 2. Project: Marketing Strategy Of Yo! China Evolution Evolution • Started by 6 people in May 2003 • Promoted by Moods Hospitality Vision “ Our vision is to create a Rs 1,000-crore Chinese food company. We want to do that through different formats — kiosks, dine-ins in malls, outlets in tech parks, international airports and Railway stations ”
  3. 3. Project: Marketing Strategy Of Yo! China Facts YO! China Evolution • Largest Chinese Fast Food Chain in India Facts Yo! China • 43 points of presence across the country • Dimsum is their largest selling product On a per month average  About 600,000 guests visit their restaurants  Deliver food to 200,000 homes/offices  65% of guests are repeat
  4. 4. Project: Marketing Strategy Of Yo! China The YO! USP Evolution Facts Yo! China • SuperFresh-Superfast-Trendy The YO! USP • Meal in Box • Birthday Packages@ 75per child – Includes cost of hosting, decoration, prize etc • Actively sponsors college Festival • Present across India
  5. 5. Project: Marketing Strategy Of Yo! China Positioning To the consumer having inclination towards Evolution Chinese meals ,YO! China offers high quality Dining Facts Yo! China Service, excellent Delivery Service and Cart Service Positioning Life Goals Values Service Features Ingredients
  6. 6. Project: Marketing Strategy Of Yo! China Marketing Environment Evolution Marketing Environment Facts Yo! China Micro level Marketing • Suppliers Environment • Company • Target Customers  Macro level • Direct at the Store Level • Substitute Products and Services
  7. 7. Project: Marketing Strategy Of Yo! China Organization Structure Evolution Chairman Reporting: Facts Yo! China Bottom-Up Marketing Environment MD, Coo, BD Organization Structure Regional Head Area Manager Restaurant Manager Captains, Stew ards, HK
  8. 8. Project: Marketing Strategy Of Yo! China Business Segmentation Evolution Facts Yo! China Marketing Environment Dine-in Organization Structure Business Segmentation Home Carts Delivery
  9. 9. Project: Marketing Strategy Of Yo! China Dine-in Model Evolution Yummy chinese food in international style Facts Yo! China Highly affordable price Marketing Environment Location Organization Front facades in malls Structure Prominent High streets Business Segmentation Typical size Minimum 1800 sq ft 75 seats Investment Upto Rs 90 Lacs per outlet
  10. 10. Project: Marketing Strategy Of Yo! China Home Delivery Evolution Model Special model for Home/Office delivery Facts Yo! China with the promise of delivery in 45 minutes Marketing Environment within a catchment area of 3 km Organization Structure Location Business Visible High streets Segmentation Typical size Minimum 800 sq ft Investment Between Rs 50 to 60 Lacs
  11. 11. Project: Marketing Strategy Of Yo! China Yo! Carts Evolution Model A concept of on-the-go chinese food which offers Facts Yo! China Safety, hygiene, convenience and value pricing Marketing Environment Locations Organization Malls, Cinema Halls, Airports, Techparks, High Structure Streets, Universities, Metro, Railways, Schools Business Segmentation Size Minimum 50 sq ft Investment Minimum Rs 20 Lacs for 5 carts
  12. 12. Project: Marketing Strategy Of Yo! China The Kuàicān Evolution Facts Yo! China Marketing Environment Organization Structure Business Segmentation The Kuàicān
  13. 13. Project: Marketing Strategy Of Yo! China The Kuàicān Evolution Yummy Chinese Facts Yo! China A mix of authentic and signature dishes Marketing Environment Affordable Chinese Organization Affordable pricing all year Long Structure Business Super Fast Chinese Segmentation All day dining and a fast and friendly service The Kuàicān Trendy Chinese An international dining experience with display kitchens and cheerful interiors
  14. 14. Project: Marketing Strategy Of Yo! China Target Customers Evolution Facts Yo! China Marketing Environment Organization Structure Business Segmentation The Kuàicān Target Customers
  15. 15. Project: Marketing Strategy Of Yo! China Contd… Evolution Facts Yo! China Marketing Rising Growth of Young Urbanization Increase in Increase in Environment Income Middle Class Population •Spending on Nuclear Women Levels •300mn by •65% eating out is Families Work Force population population is more in urban Organization •Grown from below 35yrs areas •Eating out •51% of eating 3.3% during the •Equal to becomes easier out population Structure Ninth Plan population of •Majority of this •29% and more constitutes (1997-2002) to US (the 3rd age group population is preferred women Largest prefers eating urban Business 6.1% during the Population) out •Rising •Prefer eating Tenth Plan out than Segmentation (2002-2007) expenditures cooking on eating out The Kuàicān Target Customers
  16. 16. Project: Marketing Strategy Of Yo! China Distribution/Promotion Policy Evolution Distribution Policy Facts Yo! China • Direct Marketing Marketing Environment • Franchise Organization Structure Business Promotion Policy Segmentation The Kuàicān • Internet Target Customers • Pamphlet Distribution • Stalls
  17. 17. Project: Marketing Strategy Of Yo! China Pricing Policy Evolution Facts Yo! China Marketing Environment Organization Structure Business Segmentation The Kuàicān Target Customers Distribution
  18. 18. Project: Marketing Strategy Of Yo! China Inspiration from Evolution of Fastfood chains in US Evolution Facts Yo! China Marketing Environment Organization Structure Business Segmentation The Kuàicān • Decreasing skill level in cooking & Target Customers household’s frequency of cooking & Distribution eating at home Pricing • Evolution of Delivery Formats & The YO! USP Increasing preference for Fast Food, Inspiration Home Deliveries, Drive Thru • Product Differentiation Strategies
  19. 19. Project: Marketing Strategy Of Yo! China Expansion Plans/Misses Evolution Expansion Plans Facts Yo! China • 200 Outlets across INDIA by end of 2011 Marketing Environment • Aiming Tier II cities Organization • Foreign Markets Structure Business • Targeting Corporate Houses Segmentation Misses The Kuàicān Target Customers • Failure of Vegetarian outlets in Distribution Hyderabad Pricing • Common BPO operation The YO! USP Data Courtesy: Interview with YoChina Management Inspiration Representative Expansion Plans
  20. 20. Project: Marketing Strategy Of Yo! China Conclusions/Learnings Evolution Facts Yo! China • Importance of Target Markets Marketing Environment • Importance of Business Organization Structure Segmentation Business • Positioning of the Brand Segmentation The Kuàicān • Reaching out to customers Target Customers Distribution • Adjusting to the environment Pricing The YO! USP Inspiration Expansion Plans

×