市场营销分析 KFC in China (英文)
肯德基—市场营销分析
肯德基—市场营销分析肯德基（KFC）是全球著名的速食连锁餐厅之一，以炸鸡为主打产品，同时提供汉堡包、薯条、沙拉等多种快餐选择。
作为全球最大的快餐连锁品牌之一，肯德基在市场营销方面展现出了出色的战略和创新能力。
首先，肯德基运用了全球品牌策略，通过保持品牌一致性来在不同的市场上获得共享效益。
无论是在美国、中国还是其他国家，肯德基的标志性产品和装修风格都保持着相似性，让消费者无论身在何处都能够感受到熟悉的味道和氛围。
这种全球品牌一致性使得肯德基在全球范围内建立了良好的口碑和品牌形象。
其次，肯德基注重本地化市场营销策略。
尽管肯德基在全球范围内运营，但他们深知每个市场都存在独特的文化和口味偏好。
因此，肯德基在不同的国家和地区推出了适应消费者需求的本地化产品。
以中国为例，KFC推出了辣不辣系列产品，以迎合中国人对辣食的喜好，同时还开发了其他与中国文化相关的创新产品和营销活动。
这种本地化策略帮助肯德基在全球市场中保持竞争优势。
另外，肯德基还善于利用数字化市场营销手段吸引消费者。
他们通过社交媒体平台和移动应用程序与消费者建立联系，定期推出促销活动和优惠券，以及与粉丝互动的游戏和挑战。
肯德基还与一些知名的网红合作，在社交媒体上展示创新的产品和吸引人的营销活动。
这种数字化市场营销策略不仅提高了品牌的影响力，还增加了消费者的参与度。
最后，肯德基重视持续创新。
他们不断对产品进行改良和创新，推出新口味和新品类，以适应消费者的需求变化。
例如，肯德基推出了无骨鸡翅、炸鸡汉堡等新产品，并不断引入新的配方和调料。
此外，肯德基还积极研发新的技术和设备，以提高生产效率和服务质量，例如自助点餐机和移动支付系统。
综上所述，肯德基通过全球品牌策略、本地化市场营销、数字化手段和持续创新，成功地在全球范围内占据了领先地位。
他们深刻理解消费者需求，以个性化的产品和营销策略满足不同市场的需求，从而赢得了广大消费者的喜爱和忠诚。
肯德基（KFC）是全球著名的速食连锁餐厅之一，以炸鸡为主打产品，同时提供汉堡包、薯条、沙拉等多种快餐选择。
案例分析KFC入驻中国
案例分析KFC Is short forKentucky Fried Chicken营销策略分析通过在之前的简介和宏观分析，肯德基在中国的市场定位是小孩和青年。
我们现在得出营销策略分析，从4P的角度。
㈠产品在产品定位上，肯德基不像麦当劳，麦当劳以汉堡为主打较为适合欧洲人。
而肯德基以鸡肉的产品为主，更适合中国人的口味。
2000年，肯德基邀请40 余位国家级食品营养专家，成立了“中国肯德基食品健康咨询委员会”，开发适合中国人口味的产品：老北京鸡肉卷、番茄蛋花汤、川香辣子鸡、营养早餐等不一而足。
肯德基食品追求的是“营养均衡、健康生活”。
产品组合的宽度：主食类、副餐、配餐、甜点、冷饮、热饮。
这些都是中国大众喜欢的食品。
1987年肯德基进入中国的北京，当时肯德基就只有8种产品，大多数是美国引进的传统产品，但是随着入驻中国，肯德基的产品已有50多种，很多都是为了中国消费者开发的，像老北京鸡肉卷、四季鲜蔬、早餐的油条、粥等，这些都非常符合中国大众的口味。
肯德基入驻中国的总策略是“立足中国，融入生活”，在进入中国之初，肯德基就设立长远目标：把中国肯德基（KFC）品牌做成中国餐饮业的第一品牌，甚至是全世界的餐饮品牌。
之后的肯德基始终秉承了：“中国餐饮品牌的第一品牌“在消费者心中树立起一个崭新的形象。
㈡价格肯德基食品的价格定位居中，每当推出新的汉堡时，价格一般定在12至14元之间，这样的价格比较能让消费者接受；肯德基还采取折扣与让价的策略，如优惠券：肯德基为吸引更多的消费者，推出一系列的优惠价，让顾客享受到了更多的价格折扣。
同时不是特别低的价格，会给竞争对手带来一部分利益，共分一杯羹。
肯德基在竞争中会进行价格调整，在与麦当劳进行竞争时，会随着麦当劳适当的降低价格、稳定价格、抬高价格。
在与强大的竞争对手进行竞争时，肯德基必须要采取相应的措施，这样才能稳定市场。
㈢分销肯德基在分销渠道上采用连锁经营模式和直销模式。
连锁经营模式核心特征是以连锁店为经营平台，以连锁店的扩张速度与成功率为核心考评指标的商业模式，其经营目标在于追求最大利润的同时，尽可能地追求最大的单店利润。
市场营销分析KFCinChina(英文)
Demographic
• --age, gender, career, income, family type
Reference: /markets/market-segmentation/5
6
Target Segment – Behavioral
KFC divides the attitudes of customers into several types • Promote new products continuously for customers who prefer trying new taste. e.g. Countless shrimp • Provide special food during certain periods for customers who like seeking novelty. e.g. Qixi package • Normal meal for those customers who do not easily change their taste.
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What’s the difference_ KFC in the U.S
• Target market: mainly focus on busy-working employees and young people in first and second tier cities. • Reasons: • The big cities are more developed with better transportation conditions and dense populations. • Busy-working employees have a fast pace, they require saving time on preparing food and having a full meal in a very short time. • Younger people pay less attention on healthy-diets and are less willing to cook.
市场营销案例分析-以肯德基为例,分析及改善其在中国市场的价格策略
市场营销案例分析论文以肯德基为例，分析及改善其在中国市场的价格策略学生姓名学生学号所在班级指导教师成绩以肯德基为例，分析及改善其在中国市场的价格策略摘要：肯德基源于美国，是世界著名的炸鸡快餐连锁企业，在全球拥有10000多家餐厅，到目前为止，肯德基在全国200多个城市已经拥有2000余家餐厅。
严格统一的管理，清洁优雅的用餐环境，令肯德基在数以亿计的顾客心里留下了美好的印象。
肯德基的到来不仅率先将现代的快餐概念引入中国，使人们在传统的饮食中第一次感受到了从食品风味到就餐方式的根本不同，并给人们的服务观念带来了重大影响。
产品策略，即指企业制定经营战略时，首先要明确企业能提供什么样的产品和服务去满足消费者的要求，也就是要解决产品策略问题。
它是市场营销组合策略的基础，从一定意义上讲，企业成功与发展的关键在于产品满足消费者的需求的程度以及产品策略正确与否。
关键字：肯德基中国市场价格策略正文：（正文字体为宋体，字号小四，行间距1.25倍行距，A4纸打印。
）一、背景分析肯德基（Kentucky Fried Chicken肯塔基州炸鸡），通常简称为KFC。
是来自美国的著名连锁快餐厅，由哈兰〃山德士上校于1952年创建。
主要出售炸鸡、汉堡、薯条、汽水等西式快餐食品。
肯德基属于百胜餐饮集团。
肯德基总部位于肯德基州路易斯维尔市，是全球最受欢迎的炸鸡连锁餐厅，在世界上80多个国家开设有14000多家肯德基餐厅，每天接待1200多万名顾客。
除美国之外的主要市场包括中国、英国、澳大利亚、韩国、墨西哥和法国、德国、荷兰等。
肯德基也在印度、俄罗斯和巴西等重要新兴市场随着当地经济的成长快速发展。
每家新餐厅的开张不仅提供更多就业机会，同时也为其所在社区注入了经济活力。
所谓产品策略，即指企业制定经营战略时，首先要明确企业能提供什么样的产品和服务去满足消费者的要求，也就是要解决产品策略问题。
它是市场营销组合策略的基础，从一定意义上讲，企业成功与发展的关键在于产品满足消费者的需求的程度以及产品策略正确与否。
商务英语PPT——麦当劳肯德基在中国(英文)
Strategies of Products: KFC-localization; McDonald's-standardization KFC spares no effort to meet the different needs of Chinese consumers; McDonald's considers hamburgers and beef as their flagship products, adhere to the consistent standardized scales of foreign fast food and global products.
Unit: 0.1 billion Yuan
350 300 250 200 150 100 50
2007
2008
2009
KFC McDoment Situations of McDonald's and KFC in China
Reputation of McDonald's and Kentucky in the Chinese market
In every brand image details, KFC has obvious characteristics of Chinese culture. McDonald's continues to emphasize their own image of any place in the standardization and unification
By the end of 1999, the survey conducted by the international famous AC Neilson Research Corporation to Chinese consumers showed," KFC" is a Chinese favorite international" first brand".
肯德基在中国的营销分析
高等教育自学考试毕业论文封面市地：济南市历城区彩石镇2012年4月2日肯德基在中国的营销分析中文摘要改革开放以来，外国著名的跨国公司陆续进入我国市场。
笔者试图通过学习了市场营销与企业管理专业的有关知识，在阅读大量资料的基础上，选定肯德基作为本文的研究对象，对肯德基在中国的营销策略进行分析，并希望我国餐饮企业能尽快走向世界，参与国际市场竞争。
本文首先对肯德基文化进行简单的阐述。
包括肯德基的简介与企业的发展阶段。
第二部分对肯德基在中国的发展状况及主要问题作了分析。
包括肯德基首次入驻中国市场存在的问题与产生问题的主要原因。
第三部分详细介绍了肯德基针对中国市场的营销策略。
通过对肯德基的产品发展策略、产品定价策略、分销渠道策略与公共关系策略等四方面作了分析。
最后，通过对肯德基在中国式营销成功的分析总结，与国内餐饮企业的发展现状做对比，为广大国内餐饮企业提供有效的借鉴。
关键字：跨国公司；中国式营销；营销策略Since the reform and opening up, foreign multinational companies have entered China market. The author tries to study the marketing and enterprise management professional knowledge, after reading a lot of information on the basis of KFC, selected as the research object of this thesis, for KFC in China an analysis of marketing strategy, and hope that the Chinese catering enterprises to move toward the world, participate in international market competition.Firstly, this paper briefly discusses the KFC culture. Including KFC and enterprise development history. The second part of the KFC in China 's development present situation and the main problems are analyzed. Including KFC first entered the Chinese market existing problems and the reasons. The third part introduces the KFC for the China market marketing strategy. Through KFC product development strategy, pricing strategy, distribution channel strategy and public relations strategies, analyzes four aspects. Finally, based on the marketing success of KFC in China: analysis and summary, and domestic catering enterprise development situation comparison, for the vast number of domestic food companies to provide effective reference.Key words：multinational corporation；Chinese Marketing；marketing strategy1肯德基文化 (1)1.1肯德基简介 (1)1.2肯德基的发展阶段 (2)2 肯德基在中国发展状况及问题分析 (2)2.1肯德基首次入驻中国市场面临的问题 (2)2.1.1对中国餐饮文化存在问题 (2)2.1.2中国市场体制方面的问题 (3)2.1.3公众对油炸食品认识的问题 (3)2.1.4存在定价不合理的问题 (3)2.2肯德基在中国市场碰壁的问题原因 (3)2.2.1采用美国式的管理方式 (3)2.2.2发展公共事业不积极 (4)2.2.3没有以顾客为向导 (4)3提升肯德基本土化水平的建议 (4)3.1针对中国人的口味，开发适宜的新产品 (4)3.1.1产品定位分析 (4)3.1.2产品包装分析 (5)3.1.3采用产品组合方法 (5)3.1.4对新产品的开发 (5)3.2不同地区的差异化产品定价 (6)3.2.1采取温与定价的方法 (6)3.2.2在竞争中的价格调整 (6)3.3发展多种分销渠道，应对市场体制 (7)3.3.1销售渠道的模式 (7)3.3.2对渠道的设计分析 (7)3.3.3对渠道的管理分析 (7)3.4提升企业形象,打消公众顾虑 (7)3.4.1倡导健康饮食 (8)3.4.2针对顾客为导向的员工培训 (8)3.4.3促进销售的方法 (8)3.4.4大力发展公共关系 (8)4 总结 (9)参考文献 (10)很多人认为，一个企业能否成功，主要取决于机会，或者说是幸运，但为什么有些企业总是与机会失之交臂，而另外一些企业能发现与抓住机会，从而取得成功？因此，影响企业经营管理的因素很多。
肯德基在中国的营销策略(英)
KFC's marketing strategies in ChinaIn November 12, 1987, the first restaurant of KFC in China opened in Beijing. As a starting point, KFC began to explore, learn Chinese society and the market, and gradually built a management model with Chinese characteristics. With the gradual rich experience in corporate management, the growing workforce and the maturing management system, KFC accelerated his growth rate greatly when entering the 21st century . Up to now, KFC has opened more than 1,000 restaurants in over 200 cities across China. In the Chinese catering industry, he has been far ahead. Moreover, KFC in China has maintained the good economic performance and ranked the first in the China restaurant for three years. KFC's marketing strategies in China generally have the following points:(1) The timing and location strategy to enter the Chinese market.In late September 1986, the KFC company began to consider how to break into the Chinese market which is the most popular place and explored the huge potential of this huge market implied. They surveyed, analyzed and compared four cities in China such as Tianjin, Shanghai, Shenzhen and Beijing. According to compare the possibility of reducing the risks and get through investment which can get the potential benefits, KFC decided to Beijing as a starting point. KFC chose Beijing as the first city he entered in China. It became the solid foundation that KFC gotsuccess in China.(2) The correct positioning, established brand position which leads children’s marketBefore determining marketing strategies in the Chinese market, according to market demand, competitive situation and corporate brand strategy, KFC chosen families which has the children aged 3-8 as their target market. KFC worked around the Children market and carried out the appropriate marketing strategies to attract household consumption. Determining thus target market is an essential foundation work.In order to cater to children’s psychology, KFC introduced a mascot ---- Kiki to the market which can be communicated to the KFC’s spirit of joy for children and adults. In the media and public relations activities, the performance of Kiki naturally appeared the friendly attitude. It was also a special image which is easily recognizable, people can produce a clear and lasting impression. So it laid the position of KFC’s children’s market spokesperson.In the accept of children’s marketing, KFC is still promoting the receptionist system in the restaurant . The receptionists are the special group of restaurant employees, their primary job duties are treating the children who came to KFC, leading the children in the children’s play area, helping kids birthday dinner, going into the nearby schools, kindergartens and establishing a good relationship with them.In the children’s marketing system, KFC did a combination in product mix. They combined the favorite products and children’s favorite toys into the "the Joy children’s meals of KFC" and stressed that "365 days, every day has the toys." KFC has always occupied a leading position in the overall Western-style fast food in the children’s market. (3) Concerning the localization of foodKFC will continue to develop for Chinese tastes, nutritious and varied products, provide consumers with more choices and guide them to a moderate and balanced diet. In 2000, KFC has 15 products, including five plant-based products. Now KFC is increasing to 24 kinds of products. These products won the China consumers’recognition and love. In 2003, KFC promoted the New Orleans roast chicken wings which broke the 50-year tradition of cooking way. It took a step in reducing the fat content. In 2008, KFC promoted the fritters and a variety of nutritious porridge for breakfast, and various flavors of rice for lunch and dinner, which greatly cater to Chinese consumers.(4) The franchising --"Do not start from scratch"KFC used "franchise" as an effective way to expand their business in the world. It began in China in 1993. After a period of silence, since 2000, KFC take only "no scratch" franchising form in China. "Franchising" is the first successful representation brand strategy of KFC , but "no scratch franchising" is a successful representation strategy inChina which has the Chinese characteristics. Since August in 2000, the first "no scratch franchising" of KFC referred in Changzhou,Liyang, it has 11 restaurants joined in it.(5) Establishing good media relationsKFC have established a solid network of media relations across China for a long time and created the atmosphere of trust and respect with the reporters. Not only providing timely news and information to the reporters, but also they can release their available information.(6) Supporting the China collaboration vendors and creating a good socialKFC uses the chicken which 100% comes from China. KFC's rapid development also led to the development of the related industry. Not only creating a good economic returns, but also creating a good social benefits. KFC provide hundreds of thousands choices of job. And every year,KFC also spends a lot of money in the form of scientific training which let many aspiring young people to become the good management person. (7) Paying more attention to the public welfare and actively contributing to the community in ChinaIn order to care about people who need help, KFC is to establish external public relations and the business purposes of "Return to Society". Especially in recent years, when KFC has its continuous rapid development, to the China's public welfare, especially the education ofChinese children, it becomes the most important point of the company. From donating to the "Project Hope" to invite children with disabilities or the children who lived in poverty to eat for free, from organizing the sports and cultural competitions to donating books, all of those reflect the KFC’s corporate culture "Returning to the community and caring for children." .Thus, through its own constant innovation and development, as well as a unique business philosophy, KFC is deeply rooted in this land of China and blending in the lives of Chinese consumers.路露1186110911东英语1。
Market research about KFC China
Market research about KFC ChinaStudent’s name:Cleo(GaoJing)Contents Introduction (3)Methodology (4)Findings (5)Summary (8)Conclusions and Recommendations (9)Bibliography/References (10)Appendices (11)IntroductionKFC is the leader of fast-food market in China and the largest fast-food chains in the world,which is well known for its fast food service.KFC has achieved great success in China.Facing the challenge of the domestic and international what marketing plan should be made to increse the market share.The purpose of the market research is understand its customers and their demand.Methodology1.The sampling methodThe market research about KFC was done by useing the sample method——stratified random sample.I distributed 30 survey forms to the subject to answer the questionnaire on the road and 30 subjects had been interviewed were in the age group of 10-50 years old.2.Materials usedUsing questionnaire to collect information is an effective way.This survey questionnaires were 10, recycling 30, valid questionnaires of 30, questionnaire investigation. The gathered response was then allocated and analyzed using the Microsoft Excel program.I also searched the internet was rent of our research alternative in order to get more effective information randomly. There is a large group of people with different background alter region.3.SegmentKFC Malaysiacaters to various groups of people; from individuals to fam ilies, and childrenas well. KFC target market would largely be based on segmentation of age, where it would be focused on customers in the age group of 10-50 year olds.FingingA total of 10 questions were included in my survey.All of these anwsers will help me to find some significant information.Through the statistics and analysis of the data which was collected from the research,the following findings can be found.1.The bar chart(Fiogure 1) shows that 10 people were interviewed who are younger than 20-years old,6 of them are female and 4 are male.There are 9 people are in the range from 20 to 30-year-old. People are in the 30 to 50 years old,4 subjecdts are older 50 years old.2.From the graph(Fiogure 2) we can see,13 people who often spend 20 to 50RMB in KFC as a group which accounts for the largest proportion(52.5%) of the interviewers.Beside,The number of people who spend 50 to 100RMB of 30 subjects is 8. The procentage of people thatfemalemale 0123456under 2020 to 3030 to 50older 5064324542Fiogure1. How old are you ?femalemalespend less than 20RMB is 13%.There are 5 people that spend 100RMB in KFC.3.It can be seen from the bar chart (Figure 3) that 12 people who go to KFC once a week and once a month.The group people who usually go to KFC for a male maight be salariats.According to figure 2 and 3,Most of people who usually spend 20 to 100 RMB go to KFC once a week.4.It can be seen from the pie chart(Fiogure 4) that most of interviewers413852468101214Less than 20 RMB20 to 50 RMB50 to 100 RMBMore than 100 RMBFiogure2. Normally, how much do you spend every time in KFC ?0246810OccasionallyEvery day Once a week Once a month It depends 414810OccasionallyEvery dayOnce a week Once a monthIt dependsquantity414810Fiogure3.How often do you usually go to KFC ?think that the location of the KFC is affeceted their consumption.the main reason,it is not convenient to go to KFC.Aother reason is they have a poor level of their income.5.As shown in the bar chart( Figure 6) ,77% of the subjects think KFC ’s food is delicious,thinking to go to KFC for a male makes up 70% of 30 interviewers .About 60% of 30 subjects think that the price is reasonble. People were interviewed hold a opinion that the service qualiity is pleased them.41% of all interviewers thinks the environment of KFC is comfortable.67%33%Fiogure4.Dose the location of KFC affect your consumption ?Yes,it doesNo, it doesn'tFiogure5. why you choose KFC for a male?The price is reasonable Environment is comfortableService quality Food tasteFast and convienent80%60%40%20%0%percentage6.What we can find from the bar graph(Fiogure 6) is 13 people were interviewed are choose to KFC for a male.8 people inorder to acccompany their children.according to fiogure 1 ang fiogure 7,we find that there are 5 people who are in the age of 30 to50 made a choice of accompany children.Get the data of fiogure 2 and fiogure 7,we can find information about people who go to KFC for accompanying children usually go there once a week or once a week.also,they spend 50 to 100RMB.No one choose to go to go to KFC to discuss business.7.The line graph(Fiogure 7) describles that 24 people think that waiting il line for a long time is the biggest problem.the demand of its target market is convenience,lining up for a long time is boring for custemers.therefore,it is necessary to solve it. Another problem is KFC ’s food always with a high level of fat.People want to keep their shape ahd fitness,KFC must notice custemers ’ health.30481320510152025food safety is lowfew varieties of food wait in line for a long timefood with high salorie food safety is lowfew varieties offoodwait in line for a long timefood with highsalorie232416Fiogure7.Which aspects of KFC you are discontented with?SummrySome points which is useful for KFC to make some marketing planning. People are younger than 20-year-old like KFC food very much,most of them like its taste.normally,they spend in KFC about 50~100RMB,it is can be guessed that they come to KFC for a male with their famlies.KFC is foucs on the public which comes up a largest amount of the population.over half of intervies think its price is reasonable.Most of customers will go to KFC again.The location will affect people’s consumption.the main reason is transportation is not convenient.the location of KFC’s chains is a important feater.People were interviewed choose to KFC for a male because of convenience.NO body discuss business in KFC,it is one reason why people feel relax in KFC.Also,the problems that KFC still have are:people need to line up for order and there is much fat in KFC’s food.Conclusions and RecommendationsFrom this research,I can understand target market easly and I find that market segmentation is an effective way of determining the target market.The demand of custemers must be noticed by a business.through the process of the market research,I connect with the advertisments of KFC,which have a strong appeal to its target market,like, offering toys for children.AppendicesQuestionaire:KFC Questionnaire survey How old are you ?A.younger than 20B.21~30 years oldC.31~50years oldD.older than 50Gender:A.B.Normally, how much do you spend every time in KFC ?A.Less than 20 RMBB.20~50 RMBC.50~100 RMBD.More than 100 RMBHow often do you usually go to KFC ?A.OccasionallyB.Every dayC.Once a weekD.Once a monthE.It dependsDose the location of KFC affect your consumption ?A.Yes, it doesB.No, it doesn'tDo you prefer to the take-away or eat in ?A.take-awayB.eat inWhat is the main reason why you choose KFC ? (Multiple)A.The price is reasonableB.Environment is comfortableC.Service qualityD.Food tasteE.Fast and convienenWhich aspects of KFC you are discontented with ?A.Food safety is lowB.Few varieties of foodC.Food with high calorieD.Wait in line for a long time。
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Mashed Potatoes & Gravy
• Adapts its restaurants to local tastes, different cultural and political climates.
Reference: /menu/ /doc/39507717/A-Brief-History-of-Kfc
Positioning features of KFC:
1. Chicken cooking expert
2. Focusing on Serving families
3. Good quality & relatively high price
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• Feature 1: Chicken cooking expert
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What’s the difference_ KFC in the U.S
• Outlets: about 5,200 (compare with McDonald's 18,590)
Geographic Segmentation
• Different opportunities in developing new outlets between the western U.S. and the eastern U.S.
3
Market Segment
• Subset of a market • Have similar characteristics • Need similar products
• • • •
Distinct from other segments Exhibit common needs Respond similarly to a market stimulus Can be reached by a market intervention
• Reference:/time/ma gazine/article/0,9171,543845,00.html 10
Demographic Targeting
• • • • Taste:Localization! White meat to dark in its chicken burgers No more coleslaw and mashed potato Etc.
KFC’s Market Positioning in China
KFC positions itself as chicken cooking expert not only in China, but also in all over the world. (The worlds’ leading chicken fast food) Focus on and produce a variety of chicken products Localization of chicken products in China
Segmentation, Targeting & Positioning—KFC in China
L/O/G/O
1
Outline
2
Background
Big market share in China: 2,100 locations in 450 cities；
•a percentage cost chart of the KFC sales in 2009
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Demographic Targeting
• Family especially with children are mainly targeted. • Age is between 6-65. • Gender is both males and females. • Family size is 1-2, 3-4, 5+ • From special consumption to common consumption
Reference: /wiki/Market_segmentation
4
Segment Bases
Psychographic
• --stratum, lifestyle, character
Behavioral
• --attitudes
Geographic
Demographic Segmentation:
• Income: Above $10,000, below the average level in U.S
Psychographic Segmentation:
• Social class: Middle or below
•
Reference: /wiki/List_of_countries_with_McDonald´s_franchises; /about
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Geographic Targeting
• KFC has outlets internationally and sells its products according to geographic needs of the customer. • In China KFC focuses how geographically its customers demand different products.
• Reference:/time/ma gazine/article/0,9171,543845,00.html 11
KFC’s Market Positioning in China
A position is the way a firm’s product, brand, or organization is viewed by the customers relative to the competition. Positioning is based on attributes of products and services.
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KFC’s Market Positioning in China
• Feature 3: relatively high price
KFC’s price position is in middle or high level in fast food industry in China. Average price for personal meal is around ￥30( GDP per capita is ￥96 per day in 2011)
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Geographic Targeting
• Example: • Initial outlet: • Four candidate cities: Tianjin, Shanghai, Guangzhou and Beijing • Criteria: Risk-benefit analysis • First mover advantage • Final decision:Beijing in 1987 • Reference:/wiki/% E8%82%AF%E5%BE%B7%E5%9F%B
Target Segment – Psychographic
• Stratum -early years, target to upper and middle class -now, transfer to the public class
• Lifestyle -fast paced, loving chicken
• --country, region, climate, terrain
Demographic
• --age, gender, career, income, family type
Reference: /markets/market-segmentation/5
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KFC’s Market Positioning in ห้องสมุดไป่ตู้hina
• Feature 2: Focusing on Serving families
KFC devote itself to serving customers in family group and enhancing the atmosphere of family. Serving family meal set Entertainment facilities for little children
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What’s the difference_ KFC in the U.S
• Target market: mainly focus on busy-working employees and young people in first and second tier cities. • Reasons: • The big cities are more developed with better transportation conditions and dense populations. • Busy-working employees have a fast pace, they require saving time on preparing food and having a full meal in a very short time. • Younger people pay less attention on healthy-diets and are less willing to cook.
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Target Segment – Behavioral
KFC divides the attitudes of customers into several types • Promote new products continuously for customers who prefer trying new taste. e.g. Countless shrimp • Provide special food during certain periods for customers who like seeking novelty. e.g. Qixi package • Normal meal for those customers who do not easily change their taste.