i am interesting KFC in Bharuch marketing and Dealership. The company also can fine-tune the marketing program and activities to better reflect competitors’ marketing (Kotler and Keller, 2006). In demographic segmentation, the market is divided into groups based on an age, gender, family size, income, occupation, religion, race and nationality. KFC has adopted direct channels to make the product available to target consumers. PRODUCT – All products are made with exotic ingredients to make the fine taste. 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. It took a strategic marketing attitude to achieve this positioning. Free resources to assist you with your university studies! Geographic segmentation:KFC has outlets internationally and sells its products according to geographic needs of the customer. They are four … With the identification of two target segments but profitable segments KFC is practicing a niche market strategy. KFC divides the market … Real Gross Domestic Product (GDP) grew by 1.5% in 2016 after gains of 1.1% in 2015. 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 has divided market on the basis of psychographic variables as follows: Division by Social Class: Middle class, Upper class and, Personality: Gregarious, Authoritarians and. 2. Therefore, KFC serves fried vegetable strips and burger patties made of either potato … Customers always look for a dinning place with attractive atmosphere. 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. 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. Marketing Strategy for Kfc 5183 Words | 21 Pages. 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 … The article also covers top KFC competitors and includes KFC target market, segmentation… For effective segmentation following criteria is used by the firm (Kotler and Keller, 2006): 1. One of the methods is online feedback about the service and products quality and taste. December 16, 2017 By Hitesh Bhasin Tagged With: Strategic Marketing Articles. 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. If you need assistance with writing your essay, our professional essay writing service is here to help! Now, you know what market segmentation is, why it’s important, and the four types of market segmentation. Company Registration No: 4964706. KFC always believes in keeping its outlet in premium areas as well as in malls and shopping complexes. Geographic Segmentation Dividing the market into different geographical units such as nations, states, regions, countries, cities or neighborhood. KFC MARKET SEGMENTATION: KFC mainly uses geographic market segmentation for its products and offerings: 1. Place is another marketing mix used by KFC. 2 Market Analysis for KFC. KFC’s has different market segment as compared to street food store selling cooked rice. KFC uses geographic, demographic, behavioural and psychographic segmentation. KFC Corporation works on a broad quality program to deliver every time high quality food and outstanding service to customers. In KFC, they have considered four variables for market: 1. In this aspect KFC segmented the market on the basis of taste, quality, and price. Both of them are in the burger category and where McDonalds offers burgers, Subway offers sandwiches. To occupy a clear, distinctive and desirable place relative to competing products KFC, works on target consumer. For example KFC projected its Trans fat free frying with zero calories in the TV spots (findarticles.com). 18 Opportunities to develop and create the following in Mauritius. For example, In India, KFC … KFC uses its attributes to Position its Product. Class conscious 4.Combination of price and quality. Example: KFC … Since the segment belongs to high and middle income group, therefore prices are set on a higher side. All work is written to order. The market is still growing but fast food chains have low acceptance in developed markets. At the same time also targets children who love to get free toys with meal. For example in Australia its geographic segmentation is wide. 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! Further from the products it offers, KFC differentiates itself on the basis of the experience it provides: the right place, the right chicken, and the right celebration! Marketing mix – Click here to read the Marketing mix of KFC, SWOT analysis – Click here to read the SWOT analysis of KFC. Despite these changes in the food environment … But when it comes to non vegetarian, KFC is just superb. This is not an example of the work produced by our Essay Writing Service. I’ll like to read more of your articles. KFC sells its products according to the geographic needs of the customers, worldwide and it is measureable. Use the following market segmentation … Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. However, in recent times, following McDonalds example, KFC has started localising its menu, giving it better acceptability in the market… 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. In the light of the above mentioned segmentation criterion, KFC selects the segments on geographic, demographic, psychographic, and behavioral basis. Presence in developed & developing nations is helping the company in strategizing its future growth plans as it is giving them exposure & experience which is essential element in and fast food industry’s success. The next section discusses KFC’s current marketing mix for the mentioned segments. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! Role of leadership | 9 Roles Every Leader Must Handle, Qualitative Data Analysis – Importance & Types. It has 590 outlets in Australia (numberof.net). Registered Data Controller No: Z1821391. 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). KFC used the Demographic Segmentation, Geographic segmentation, and Psychographic segmentation. A target market is a market which is used to identify the type of customers located in a particular area. 2008). 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. KFC with its 750000+ workforce, serves fresh delicious fried chicken to customers in nearly 18000 restaurants across the world in 120+ countries. Marketing Demographic segmentation relates to dividing the market into groups based on income, age, education, gender, family size, religion, occupation, race and nationality. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. The next section will look into how KFC position itself. As a result, KFC covers both – online and offline deliveries. 1. KFC has demographically segmented its market to cater for the different customers who reside in various cities where it has its outlets. 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 … By segmentation company can most probably better design, price, disclose and deliver the product or service to satisfy the target market. KFC have set different prices for different products for both the segments. Demographic Segmentation In demographic segmentation, the market is divided into groups based on an age, gender, family size, income, occupation, religion, race and nationality. Market Segmentation by KFC In the light of all these segmentation criterion, KFC selects the segments on geographic, demographic, psychographic, and behavioral basis. 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. These groups can afford higher pricing. The market segmentation can be understood if the KFC separates their target market into some groups. Introduction. Another factor which strongly helps KFC is its continuous branding initiatives with above the line as well as below the line marketing tactics. 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. Against competitors KFC positions itself with high quality, hygienic and affordable fast food products in an assortment of complete meals. They demand quality and taste, therefore KFC can charge higher price as compared to a cooked food store to this segment. KFC has divided market on the basis of psychographic … Actionable: This criterion shows that how an effective marketing program can be formulated to get results from the selected segment. 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 The market is divided into groups based on an age, gender, household size, income, occupation, religion, race and nationality in demographic segmentation. Geographic Segmentation of KFC. Regarding promotion both segment products are highlighted separately. Segmentation, targeting, and positioning – Popeyes and KFC Introduction In this assignment I will compare the marketing strategies for the brands Popeyes and KFC. To enhance further experience of customers, improvement of food flavor, plated meal packaging and updated facilities are being implemented. 26 PESTEL Analysis. The KFC strategy is that it positions itself in local markets as a pleasant, bright, air conditioned restaurants with casual atmosphere. KFC divides the market on … It is division of the market into different geographical units, for example states, nations, regions, cities, countries, or neighborhood. 3. To identify which segments are profitable to market not enough. I am a serial entrepreneur & I created Marketing91 because i wanted my readers to stay ahead in this hectic business world. Moreover it has transformed its positioning strategy from product based to value based in recent times. With regards to geographic segmentation KFC has a large market as it is an international fast food outlet. In India KFC focuses how geographically its customers demand different … KFC initially focused on solitary … 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. Its chicken wings, and chicken bucket is a favourite with everyone. Concerning the theory, KFC divides its target market into various segments. Its Hot wings, Sandwiches and Grilled chicken are stars since majority of its sales comes from these menu items. Copyright © 2003 - 2020 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. It is also highlighted that meals are made more appetizing by supplementing with fresh, tasty side dishes and rich home style dessert. To be attracted to eating super quality and tasted fried chicken products, people need to be part of a particular lifestyle segment. KFC (Kentucky Fried chicken) uses demographic segmentation to serve the market as per the customer needs & wants. For health conscious young adults, KFC has introduced Tran’s fat free fried chicken and burgers with same traditional taste (servinghistory.com). 5. 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