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TEAM 1ABHISHEK RAI

ADITI U GOWDA

AMRUTHA K

ANIL A M

ANJU A M

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PRESENTATION QUESTION

If the marketing manager/management of Mc.

Donald's restaurant asked you to analyze the

aperture opportunity for its breakfast entrees,

what kind of analysis would you present to the

management?

Answer: we would like to concentrate on the

psychological aspects or behavioral aspects.

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INTRODUCTION

An entree is the main dish for any meal, so forbreakfast it could be eggs, pancakes, waffles, andanything that is the main part of the meal.

Inspire of being the most important meal of theday breakfast is also the most ignored meal of theday in todays times.

Today people are becoming more work centricwith very less time devoted towards the mostimportant meal of the day. They have noticeablyshifted towards a very fast life with almost notime for breakfast.

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BREAKFAST CULTURE

WORLDWIDE

The world is divided into

two types of people:

- Those who dont eatbreakfast and talk about it

dismissively, happy with

only cereal and muesli each

morning ,- then those who take this

breakfast thing very, very

seriously.

BANGALORE

Bangalore has a breakfasttradition unrivalled by anyother city in India. Die hardBangaloreans all have afavorite breakfast place andwill fight tooth and nail todefend it and the coffee

authenticity or chutneyconsistency if need be. Infact, Breakfast and Tiffin area citywide obsession.

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BREAKFAST & HEALTH

Skipping breakfast is strongly linked to the

development of obesity. Studies show that

overweight and obese children, adolescents,

and adults are less likely to break the fast each

morning than their thinner counterparts.

Time invested in breakfast is much more

valuable than the few extra minutes of sleepyou might get by passing the morning meal.

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WOMEN & BREAKFAST

It is observed that be it any meal of a day, decisions regarding this is

taken mainly by WOMEN.

Also observed that in the IT industry itself 45% of women were

employed (2010)

It's important for moms to educate their kids about the importance ofthe morning meal and the role it plays in maintaining good health and

preventing obesity.

She is adopting new eating habit to suit her lifestyle. She is stocking up

on packaged and branded cereals, ready-to-eat/cook products that not

only serve the purpose of a sumptuous breakfast, but also save time. Herchildren are easily adapting to the new morning regime, while her

neighbors and friends are keen on converting to a similar lifestyle.

As a homemakers role is transforming from a nourisher to a nurturer,

she uses her time more fruitfully in contributing to the overall

development of her children than cooking, hence has gradually startedembracing convenient options

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CHANGING BREAKFAST HABITS

Younger generation wants to experiment withdifferent cuisines,

A change is taking place at the breakfast table ofan average urban Indian household which isnothing short of a revolution.

The time-starved working Indian consumer, whois in no mood to spend an hour in the kitchenpreparing breakfast.

Breakfast is a fast-evolving meal occasion and theprincipal drivers for this change are nutrition andconvenience.

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STATISTICS

There is a steady growth in the number of householdsadopting new breakfast categories at around 30% ,

The packaged breakfast market has doubled in three yearsto Rs 400 crore. It is growing at the rate of 30% annually.

Estimates indicate that 20% of urban Indians miss breakfastwhile another 15% have an inadequate breakfast,

cold cereals (350 crore, seeing a growth rate of 15 percent), Ready to-Cook (RTC) breakfast mixes (150crore growth rate of 20 per cent)and oat (120 crore per annum

with a growth rate of 25 per cent), Indias fast food industry is growing by 40% a year.

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CUSTOMER OPINION

SATURDAY, FEBRUARY 28, 2009

New Breakfast Trends

Eating out has really caught on in India in the last decade. Visits to restaurants forlunches and dinners are fairly common and occur on a weekly basis. We have

imbibed a lot from the west and the most recent addition is 'breakfast at the cafe'.

A typical day for any Indian would begin with a cup of chai and Times of Indiaaccompanying his breakfast. Now the breakfast varies depending on which part ofthe country he is from. Parathas in the north, idlis in the south and poha in the

west are the conventional choices (of course there are plenty of options and eggremains the universal choice). The reason I am talking about this, is because there

is a new trend of having breakfast at the cafe. Costa coffee and Barista alreadyhave the breakfast option.

What this means is that there is a significant number of people willing to have theirbreakfast outside home every morning. We have moved from traditional fare to

cereals and now breakfast on the go. I would attribute this change to the effect ofwestern sitcoms. Its not a question good or bad, these guys have identified a

growing trend and are capitalizing on it. It makes the food industry moreinteresting now.

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WHAT OPTIONS DO PEOPLE HAVE?

- Depend on a non-working spouse (home-

maker),

- Hire a personal cook,

- Eat out at a regular breakfast joint (Sagars &

Darshinis)

- Cereals, oats, & heat n eat food (RTC)

- Concept of weekend cooking & refrigerating,

- Last resort- BRUNCH

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WHERE DOES MC DONALDS FIT IN

PRODUCT: Egg Muffin, Hash Browns, ChickenSausage and Egg Muffin, Chicken SausageMuffin, Hot Pan Cakes with maple syrup, and

the Veg Spinach and Corn Mc Muffin. PRICE: Ranging between Rs 20 to 70.

The breakfast at McDonalds will be made

available from 7 am to 11am. POSITIONING: a virtual all-day dining

experience catering to all meal times.

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SEIZING THE OPPURTUNITY

Portray Mc Donalds as a friendly neighborhoodrestaurant,

Quick, easy, and a great way to start the day,

Have breakfast options for the health consciouscustomers (salad sandwich, scrambled egg)

Capture weekend crowd through highway outlets.

Have user friendly outlets in areas such as ITPL, Outer

Ring road, Hebbal & similar localities. Utilize the already existing brand name/image in the

market (leading food retail giant).

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SEIZING THE OPPURTUNITY

Target women through advertising as they areseen to be the most influential in this case.

Portray Mc Ds breakfast option as

economical. Home delivery services by charging minimal

service fee.

Emphasize on family time granted at therestaurant by putting in minimum efforts.

Globally: providing Vegan/Greener options

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CONCLUSION

As customer needs and life style patterns arechanging very fast, it is important to extendtheir offerings with the Breakfast range, to

their patrons so that they can kick-start theirday with McDonalds.

Launching the complete range of the globalcore offering breakfast, is yet anothermilestone for McDonalds in this strategicallyimportant market.

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