KFC has demographically segmented its market to cater for the different customers who reside in various cities where it has its outlets. It also offers a variety of deals to differentiate its products from its competitors. Demographic segmentation refers to dividing up the market based on the income, gender, religion, family, race, occupation, and nationality of the consumers (Cravens & Piercy, 2006). In this aspect KFC segmented the market on the basis of taste, quality, and price. Promotion relates to the activities by the companies through which they communicate the products and influence target consumers to buy it. But when it comes to non vegetarian, KFC is just superb. 18 Opportunities to develop and create the following in Mauritius. Billboards, Newspapers Ads, Posters, Internet Banners, TV Ads, Transit Ads, and Leaflets are used to advertise the KFC products to further catch the attention of the stated segments. KFC has adopted cost base pricing strategy. How they succeed in the world by adopting these strategies wonderfully explanation of all strategies for especially students must learn how a brand grow by adopting these strategies, Your email address will not be published. The criteria for this purpose will be the level at which KFC is doing to meet the needs, wants and demands of the customer and how effectively it is using its resources to achieve the desired results. Psychographic Segmentation means to divide a market into various groups based on lifestyle, personality, or social class characteristics. According to the President and Chief Concept Officer of KFC Corporation, “They are raising the quality bar across the board and continuing to differentiate KFC from other fast food restaurants.” KFC customers are getting a better eating experience through great tasting real food, freshness, diversity and quality”(Business Wire, 2001). The KFC strategy is that it positions itself in local markets as a pleasant, bright, air conditioned restaurants with casual atmosphere. Popeyes is a chain with Louisiana heritage and flavorful authentic food ().KFC … From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. KFC divides the market on … It differentiate itself by highlighting that the chicken is prepared through unique secrets recipes in variety of traditions to suit diverse taste and eating occasions. These KFC outlets can also carry out delivery for online orders of KFC. Geographic Segmentation: Geographic segmentation divides markets according to geographic criteria. Do you have a 2:1 degree or higher? Based on this, new products are introduced (kfc.com). Although KFC do not segregate taste by gender they do tend to highlight the image of fried chicken by featuring couples in all their international adverts. KFC has introduced various methods and procedures to get the feedback from customers to satisfy their needs. The whole idea of market segmentation is to dividing the markets into distinct groups of buyers who have distinct needs, characteristic or behavior or who have might require separate products or marketing mix. For well of, taste and quality seekers Big deals and more caloric products are available whereas for health conscious consumers low fat products are prepared. KFC is following market concept as it is focusing on the customer and making improvements in the menus according to the need and wants of the customer. Class conscious 4.Combination of price and quality. Psychographic Segmentation means to divide a market into various groups based on lifestyle, personality, or social class characteristics. KFC sells its products according to the geographic needs of the customers, worldwide and it is measureable. A target market is a market which is used to identify the type of customers located in a particular area. Place is another marketing mix used by KFC. Study for free with our range of university lectures! Sustained positive brand positioning has helped the company in creating top of mind awareness (TOMA) . KFC is synonymous with fried chicken and it challenged the established fast food market of … Disclaimer: This work has been submitted by a university student. It has added in its menus as fish zinger, salad, Arabian rice etc according to the demands of the customer. KFC has reached this segment as it is present in so many countries and in many cities of Australia. Looking for a flexible role? Our academic experts are ready and waiting to assist with any writing project you may have. To attract the segment KFC has developed advertising slogan which is, “Nobody does chicken like KFC”. World’s 2nd largest fast food chain and largest chicken restaurant on the basis of sales is KFC, the successful brand of the parent company YUM! For example, In India, KFC … Following are the different possible segments in this regard. In India the … Both the selected segments customers can get their desired items from the nearby KFC restaurants. An important part of the marketing mix is price which customers have to pay to purchase the KFC products. KFC divides the market … There is difference in terms of the needs of customers. KFC has been portrayed to be a sign of individual taste and for this reason; the brand creates an image to be the number one fried chicken in the minds of consumers. Geographic Segmentation Dividing the market into different geographical units such as nations, states, regions, countries, cities or neighborhood. Perhaps the most important type of segmentation bases is the psychographic segmentation. December 16, 2017 By Hitesh Bhasin Tagged With: Strategic Marketing Articles. Due to this individual design restaurants receive aesthetic package to enhance drive-by appeal and differentiates KFC from other fast food restaurants. With regards to geographic segmentation KFC has a large market as it is an international fast food outlet. In developed nations the different fast food outlets are eating up each other’s market share. Actionable: This criterion shows that how an effective marketing program can be formulated to get results from the selected segment. You can follow me on Facebook. KFC provides variety of products for this segment. KFC has an international presence and has a number of outlets in different countries. Segmenting market is to bring customer satisfaction more cost effectively than competitors. In this aspect KFC segmented the market on the basis of taste, quality, and price. The difference between the marketing mixes for both the segments is that Products are different for both the segments. KFC is a brand and operating segment, called a KFC is strongly positioned in the minds of consumers for its Chicken menu. In this way KFC has positioned and differentiated itself from the competitor like Macdonald, King Burger, and Subway. Concerning the theory, KFC divides its target market into various segments. The organization needs to separate the market on the demand of the customers. Geographically KFC is present in so many cities such as it is present in Melbourne, Sydney, Brisbane, Perth, Richmond, and in other cities of Australia. The products for this segment include high quality rich in calories such as Fried chicken, sandwiches, and Burgers with high price including big deals and size. KFC divides market on the basis of psychographic variables like: Life Style (Lifestyle is not specific) Personality (Personality is ambitious and authoritarian) 3.5 Behavioural Segmentation In … KFC initially focused on solitary … 26 Competitors Actions. Geographic Segmentation of KFC. Use the following market segmentation … KFC has differentiated its products on various grounds such as on the basis of Food, fun & Festivity, providing several alternatives of its special recipe in the form of chicken meals. Real Gross Domestic Product (GDP) grew by 1.5% in 2016 after gains of 1.1% in 2015. In Bankstown and nearby Punchbowl, which have very high Arabic-speaking Muslim populations KFC has offered Halal Foods accredited by the Islamic Council of New South Wales (Contemporary Management Research, 2006). Subway is yet to reach its complete distribution potential but KFC and McDonalds are constantly at loggerheads with their vast global presence. Other menu items those in veg, desserts & in chicken (even burgers) are question marks since KFC is not able to differentiate itself on these menu items from others like McDonalds or local fast food joints. Theodore Levitt of Harvard explains that marketing focuses on the needs of the buyer and provides is preoccupied with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it (Levitt, 960). In addition, to capture the widely prevalent vegan market, KFC also added plenty of vegetarian items. KFC have set different prices for different products for both the segments. KFC is following market concept as it is focusing on the customer and making improvements in the menus according to the need and wants of the customer. Positioning is the place, a product occupies in the minds of consumers’ relative to competing products. Free resources to assist you with your university studies! It used to serve the same menu all around the world which means that it was using undifferentiated targeting strategy. KFC is one of the worlds most popular fast food joint, having a great specialty in burgers. With 18000 restaurants delivering finger licking delicious fast food across the world, KFC has evolved itself through the years and having strong tie-ups or strategic partnership with the supply chain partners is helping them in serving its customers in a better way. Let's stay in touch :), Very interesting and insightful. To enhance further experience of customers, improvement of food flavor, plated meal packaging and updated facilities are being implemented. Following are the different possible segments in this regard. Moreover it has transformed its positioning strategy from product based to value based in recent times. I love writing about the latest in marketing & advertising. Copyright © 2003 - 2020 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. Developed nations are becoming more health conscious, it’s only developing nations which will share the market dynamics. How to Create a Market Segmentation Strategy. At first, the company adopted a market … 4. KFC believes in customer’s satisfaction and regularly conducts market research to gather information. Segmentation, targeting, and positioning – Popeyes and KFC Introduction In this assignment I will compare the marketing strategies for the brands Popeyes and KFC. Its chicken wings, and chicken bucket is a favourite with everyone. The next section discusses KFC’s current marketing mix for the mentioned segments. With its introduction of Veg-menu and localisation strategy, it is now catering to the left-out segment which will help in its brand building. Items sell more than the chicken in the South India. 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