It’s time to put this information into practice. Positioning is the place, a product occupies in the minds of consumers’ relative to competing products. Registered Data Controller No: Z1821391. No plagiarism, guaranteed! In India the … The market segmentation can be understood if the KFC separates their target market into some groups. KFC believes in customer’s satisfaction and regularly conducts market research to gather information. One of the methods is online feedback about the service and products quality and taste. Measurable: It is the level to which the size and purchasing power of resulting segments is measured. In KFC, they have considered four variables for market: 1. Fast food is defined as food that is quick to prepare & serve KFC has introduced various methods and procedures to get the feedback from customers to satisfy their needs. 1. Despite these changes in the food environment … Popular menu items like Spicy BBQ Wings, Popcorn Chicken, Extra Crispy Chicken, and Crispy Caesar Twister have all been introduced to meet the need of customers. 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 always believes in keeping its outlet in premium areas as well as in malls and shopping complexes. 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). KFC divides the market on … With regards to geographic segmentation KFC has a large market as it is an international fast food outlet. As a result, KFC covers both – online and offline deliveries. Geographic segmentation 2. KFC poisons against competitors by focusing on pure and fresh food to create a distinct and clear position in the minds of KFC customers. Disclaimer: This work has been submitted by a university student. The job is not to find the right customers for the products, but the right products for the customers. In this way KFC sales has increased by covering the Muslim population segment. In this aspect KFC segmented the market on the basis of taste, quality, and price. It has added in its menus as fish zinger, salad, Arabian rice etc according to the demands of the customer. Its Hot wings, Sandwiches and Grilled chicken are stars since majority of its sales comes from these menu items. 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). Fast Food Market was valued $647.7 Bn in 2019 & to reach $931.7 Bn by 2027, at a CAGR of 4.6%. Copyright © 2003 - 2020 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. Both the selected segments customers can get their desired items from the nearby KFC restaurants. Companies’ task is to identify the segments and then decide which one to target. The market is still growing but fast food chains have low acceptance in developed markets. All work is written to order. 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. In this way KFC has positioned and differentiated itself from the competitor like Macdonald, King Burger, and Subway. KFC is strongly positioned in the minds of consumers for its Chicken menu. KFC has adopted direct channels to make the product available to target consumers. In addition, to capture the widely prevalent vegan market, KFC also added plenty of vegetarian items. KFC divides the market on demographic basis in the following manner: Segmentation based on ethnic groups plays important role, for example in Australia KFC has segmented its market on ethnic group basis and have introduced Halal Food for the Muslim community. 5. The article also covers top KFC competitors and includes KFC target market, segmentation… These groups can afford higher pricing. 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. 1st Jan 1970 Market Segmentaion is a way by which an organization or firm divides its target market into different homogenous groups in other to identify and meet the needs of its target customers.. KFC tend to link their products directly either sex in fulfilling the inner desires. In order to know the customer demands and improvements required, KFC takes feedback from the customers. Certain variables are involved in market segmentation; they are age, distance and purchase sizes etc. Sustained positive brand positioning has helped the company in creating top of mind awareness (TOMA) . But when it comes to non vegetarian, KFC is just superb. It’s lunchtime and everybody is attacking KFC for their little lunches, tens of people are ordering chicken and rice and the mature worker cannot answer to all the … Since KFC has a strong brand name and are the leaders in fried chicken market, therefore it takes the help of this strength to position the products. Consequently the emphasis on ‘we do chicken right’ KFC also differentiates its service in the form of the take away, dine-in experience, and KFC on Wheels (scribd.com). 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 demographically segmented its market to cater for the different customers who reside in various cities where it has its outlets. Also the local fast food joints are giving head on competition to KFC in the developing nations. Although more than 50% of its sales come from Developed nations but those markets have stagnant growth rate and developing nations like India, China and many others have big potential for KFC. KFC believes that consumers seek more food variety and flavor than what most burger chains serve every day, therefore according to the President of KFC they will continue to offer new products that broaden KFC’s appeal to a wider audience. Segmentation is the identification and profiling of distinct groups of buyers who differ in their needs and preferences. You can view samples of our professional work here. Now, you know what market segmentation is, why it’s important, and the four types of market segmentation. They are four … There are very few outlets which serve anything in vegetarian. Most of the customers can be defined as youngsters or young adults who can shell out a minimum amount of money to have a delicious meal. Marketing Strategy for Kfc 5183 Words | 21 Pages. KFC (Kentucky Fried chicken) uses demographic segmentation to serve the market as per the customer needs & wants. KFC is synonymous with fried chicken and it challenged the established fast food market of … To identify which segments are profitable to market not enough. For this purpose a feedback questionnaire has been introduced in which experience of customers is taken about KFC service, product taste and quality to know the satisfaction criteria. Demographic segmentation relates to dividing the market into groups based on income, age, education, gender, family size, religion, occupation, race and nationality. December 16, 2017 By Hitesh Bhasin Tagged With: Strategic Marketing Articles. (Philip Kotler, 2008). Place is another marketing mix used by KFC. Geographic segmentation 2. The organization needs to separate the market on the demand of the customers. Marketing mix – Click here to read the Marketing mix of KFC, SWOT analysis – Click here to read the SWOT analysis of KFC. 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. 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! Market Overview: Euromonitor reports that Jamaica’s economy is growing at a sluggish pace. Customer preferences also fall into the category of market segmentation (Balakrishnan, 2015). We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. New Hot & Fresh programs are continuously designed to improve freshness and flavor from the kitchen to the counter. The next section will look into how KFC position itself. It has 590 outlets in Australia (numberof.net). KFC sells its products according to the geographic needs of the customers, worldwide and it is measureable. KFC has a broad menu with many options for customers and now even Vegetarian food items have been added by KFC which has helped KFC in increasing its customer base and sales volume. It also offers a variety of deals to differentiate its products from its competitors. KFC (Kentucky Fried chicken) uses demographic segmentation to serve the market as per the customer needs & wants. 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. Behavioral segmentation. Another factor which strongly helps KFC is its continuous branding initiatives with above the line as well as below the line marketing tactics. Segmenting market is to bring customer satisfaction more cost effectively than competitors. Substantial: It is to know, whether chosen segment is large enough to necessitate consideration and whether it is profitable or not. Psychographic Segmentation means to divide a market into various groups based on lifestyle, personality, or social class characteristics. The major success factor of KFC is the way it positioned itself in the minds of the consumer. The company derives segments by demography, geography, behavioural and psychographic elements (Crittenden, Crittenden and Pierpont 2015, 613). This excellent targeting technique is the reason that most non vegetarian lovers flock at KFC. 4. 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. Popeyes is a chain with Louisiana heritage and flavorful authentic food ().KFC … One of the major competitors of KFC is McDonalds and Subway. It is division of the market into different geographical units, for example states, nations, regions, cities, countries, or neighborhood. KFC divides the market on … VAT Registration No: 842417633. KFC MARKET SEGMENTATION: KFC mainly uses geographic market segmentation for its products and offerings: 1. Reference this, The philosophy of marketing management is that organizational goals and achievements depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than the competitors (P. Kottler. Class conscious 4.Combination of price and quality. I love writing about the latest in marketing & advertising. brand. KFC uses geographic, demographic, behavioural and psychographic segmentation. For health conscious young adults, KFC has introduced Tran’s fat free fried chicken and burgers with same traditional taste (servinghistory.com). They demand quality and taste, therefore KFC can charge higher price as compared to a cooked food store to this segment. Following are the different possible segments in this regard. KFC is facing strong competition from McDonalds, kokoriko, kyochan and many other local & national fast food companies. Price structure is also different for both the segments. Geographic segmentation:KFC has outlets internationally and sells its products according to geographic needs of the customer. 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. KFC introduces side dishes on a regular basis to ensure customer flavor and quality expectations are met. We're here to answer any questions you have about our services. For example in Australia its geographic segmentation is wide. Density wise mainly its presence is in urban and sub urban areas there is no climate specificity. Yum Brands which is the parent company of the Pizza Hut and have KFC … i am interesting KFC in Bharuch marketing and Dealership. Psychographic Segmentation means to divide a market into various groups based on lifestyle, personality, or social class characteristics. In addition to enhancing the quality of food and how it is served, the dining experience is elevated by an attractive decor. Segmentation KFC has divided the market of India into distinct groups of customers with diverse demands, tastes and behavior who require distinct products or marketing mix. 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. 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). The market is divided into groups based on an age, gender, household size, income, occupation, religion, race and nationality in demographic segmentation. Example: KFC … KFC is sure to apply the market segmentation theory. The consumers of KFC are the young as well as young adults. I am a serial entrepreneur & I created Marketing91 because i wanted my readers to stay ahead in this hectic business world. For example KFC projected its Trans fat free frying with zero calories in the TV spots (findarticles.com). 26 PESTEL Analysis. A cross-cultural study on brand identity reported that Chinese children had more favorable impressions of KFC than did their US counterparts [21]. It took a strategic marketing attitude to achieve this positioning. KFC have set different prices for different products for both the segments. Study for free with our range of university lectures! 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In the light of the above mentioned segmentation criterion, KFC selects the segments on geographic, demographic, psychographic, and behavioral basis. Do you have a 2:1 degree or higher? Actionable: This criterion shows that how an effective marketing program can be formulated to get results from the selected segment. A target market is a market which is used to identify the type of customers located in a particular area. They have been reasonably successful in identifying and catering to this segment and this can be determined by their growth from USA to its global presence all over the world. 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. KFC has divided market on the basis of psychographic variables as follows: Division by Social Class: Middle class, Upper class and, Personality: Gregarious, Authoritarians and. It is also highlighted that meals are made more appetizing by supplementing with fresh, tasty side dishes and rich home style dessert. KFC initially focused on single segment through Niche Marketing with the offers of Combo Deals, but now the company is focusing on other classes and has increased the target market. 2008). Subway is yet to reach its complete distribution potential but KFC and McDonalds are constantly at loggerheads with their vast global presence. To enhance further experience of customers, improvement of food flavor, plated meal packaging and updated facilities are being implemented. KFC has worked to satisfy customer needs by developing menu items that become accustomed to a portable, on-the-go society and consumer’s changing tastes. For effective segmentation following criteria is used by the firm (Kotler and Keller, 2006): 1. To attract the segment KFC has developed advertising slogan which is, “Nobody does chicken like KFC”. Our academic experts are ready and waiting to assist with any writing project you may have. The consumers of KFC are the young as well as young adults.It used to serve the same menu all around the world which means that it was using undifferentiated targeting strategy. KFC targets families and young consumers which means positioning the products to “three generation” from middle and upper middle income segments. Using the above mentioned segmentation means, KFC has narrowed down its business to cater to specifically two main target markets, *well off, taste and quality seeking adults who are normally brand conscious, innovators & trend followers. Both of them are in the burger category and where McDonalds offers burgers, Subway offers sandwiches. KFC Corporation works on a broad quality program to deliver every time high quality food and outstanding service to customers. It identifies the needs of the target market by selecting the … KFC’s customers give importance to Clean, and comfort, such as the middle income and high income groups. In India KFC focuses how geographically its customers demand different … They are demographic segmentation, psychographic seg… KFC makes differentiation with competitors like MacDonald, King Burger and Subway by using the finest products and developing of a premium brand. So, KFC target supper and middle classes. 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 the basis of behavioral variables as follows: 3. Against competitors KFC positions itself with high quality, hygienic and affordable fast food products in an assortment of complete meals. Business shifted to a customer centered in which “sense and respond” philosophy concept came in Instead of a product-centered, “make-and-sell” philosophy. The next section discusses KFC’s current marketing mix for the mentioned segments. 2 Market Analysis for KFC. With the identification of two target segments but profitable segments KFC is practicing a niche market strategy. You can follow me on Facebook. Customers always look for a dinning place with attractive atmosphere. 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. An important part of the marketing mix is price which customers have to pay to purchase the KFC products. Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. 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. Regarding promotion both segment products are highlighted separately. KEF divides he market … KFC is a brand and operating segment, called a Looking for a flexible role? KFC uses its attributes to Position its Product. Concerning the theory, KFC divides its target market into various segments. Companies need to design a marketing mix to cater to each of these segments. Segmentation, targeting, and positioning – Popeyes and KFC Introduction In this assignment I will compare the marketing strategies for the brands Popeyes and KFC. Your email address will not be published. Role of leadership | 9 Roles Every Leader Must Handle, Qualitative Data Analysis – Importance & Types. Its products are mostly aimed at the well off with higher disposable income to spend on premium fast foods. How to Become a Virtual Assistant and Work Remotely? Customer of KFC are the people from different age group, all who want to satisfy their taste buds with the finger licking delicious chicken menu. There is difference in terms of the needs of customers. KFC divides the market … Differentiable: This criterion is set to know how the segments are different from each other and how they respond differently to various marketing mix elements and programs? 29 THE problem that KFC … Behavioral Segmentation is dividing a market into groups based on the attitude, consumer knowledge, and use or response to a product. Demographic segmentation 3. Keeping in view the geographic need of the customers, KFC sells it product the reach the target market worldwide. The marketing concept holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating superior customer value to its chosen target markets (Kotler and Keller, 2006). KFC has divided market on the basis of psychographic … KFC has also segmented the children group by introducing the Zinger Junior. Due to this individual design restaurants receive aesthetic package to enhance drive-by appeal and differentiates KFC from other fast food restaurants. In KFC, they have considered four variables for market: 1. Marketing Strategy of Pizza Hut uses a mix of geographical and psychographic segmentation variables to make its products available of in the market. Demographic Segmentation In demographic segmentation, the market is divided into groups based on an age, gender, family size, income, occupation, religion, race and nationality. KFC also provides free home delivery to its customers from the restaurants. I’ll like to read more of your articles. KFC has an international presence and has a number of outlets in different countries. Based on this, new products are introduced (kfc.com). Geographic Segmentation: Geographic segmentation divides markets according to geographic criteria. ... Kentucky Fried Chicken, … For example, In India, KFC … KFC provides variety of products for this segment. The KFC strategy is that it positions itself in local markets as a pleasant, bright, air conditioned restaurants with casual atmosphere. Use the following market segmentation … The innovative design for both interior and exterior of KFC restaurants attract customers. In developed nations the different fast food outlets are eating up each other’s market share. Many researchers have found that organizations who have grip on the marketing concept, achieve superior performance. 26 Competitors Actions. Company Registration No: 4964706. The target market of KfC. It has developed restaurants in the posh and prominent places in all countries. *You can also browse our support articles here >. Perhaps the most important type of segmentation bases is the psychographic segmentation. 5 THREATS OF KFC IN MAURITIUS. 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In developed markets is present in so many countries and in many cities of Australia behavioral segmentation is psychographic... Developing of a premium brand line marketing tactics job is not to find the right products for the possible!, why it ’ s customers give Importance to Clean, and price or service to satisfy the target is., demographic, psychographic, and chicken bucket is a trading name of all Answers Ltd a... Segments customers can get their desired items from the nearby KFC restaurants attract customers have! Who are interested in fast foods the nearby KFC restaurants attract customers always look for dinning! ’ marketing ( Kotler and Keller, 2006 ): 1 improve and! With competitors like MacDonald, King Burger and Subway … in KFC, they have considered four for! The category of market segmentation ( Balakrishnan, 2015 ) the fine taste, you know what segmentation...