市场营销分析-KFC-in-China-(英文)

L/O/G/OSegmentation,Targeting&Positioning—KFCinChina1Outline2BackgroundBigmarketshareinChina:2,100locationsin450cities；•apercentagecostchartoftheKFCsalesin20093MarketSegment•Subsetofamarket•Havesimilarcharacteristics•Needsimilarproducts•Distinctfromothersegments•Exhibitcommonneeds•Respondsimilarlytoamarketstimulus•CanbereachedbyamarketinterventionReference:•--stratum,lifestyle,characterBehavioral•--attitudesGeographic•--country,region,climate,terrainDemographic•--age,gender,career,income,familytypeReference:–Psychographic•Stratum-earlyyears,targettoupperandmiddleclass-now,transfertothepublicclass•Lifestyle-fastpaced,lovingchicken6TargetSegment–BehavioralKFCdividestheattitudesofcustomersintoseveraltypes•Promotenewproductscontinuouslyforcustomerswhoprefertryingnewtaste.e.g.Countlessshrimp•Providespecialfoodduringcertainperiodsforcustomerswholikeseekingnovelty.e.g.Qixipackage•Normalmealforthosecustomerswhodonoteasilychangetheirtaste.7GeographicTargeting•KFChasoutletsinternationallyandsellsitsproductsaccordingtogeographicneedsofthecustomer.•InChinaKFCfocuseshowgeographicallyitscustomersdemanddifferentproducts.8GeographicTargeting•Example:•Initialoutlet:•Fourcandidatecities:Tianjin,Shanghai,GuangzhouandBeijing•Criteria:Risk-benefitanalysis•Firstmoveradvantage•Finaldecision:Beijingin1987•Reference:•Familyespeciallywithchildrenaremainlytargeted.•Ageisbetween6-65.•Genderisbothmalesandfemales.•Familysizeis1-2,3-4,5+•Fromspecialconsumptiontocommonconsumption•Reference:•Taste:Localization!•Whitemeattodarkinitschickenburgers•Nomorecoleslawandmashedpotato•Etc.•Reference:’sMarketPositioninginChina1.Chickencookingexpert2.FocusingonServingfamilies3.Goodquality&relativelyhighpriceApositionisthewayafirm’sproduct,brand,ororganizationisviewedbythecustomersrelativetothecompetition.Positioningisbasedonattributesofproductsandservices.PositioningfeaturesofKFC:12KFC’sMarketPositioninginChina•Feature1:ChickencookingexpertKFCpositionsitselfaschickencookingexpertnotonlyinChina,butalsoinallovertheworld.(Theworlds’leadingchickenfastfood)FocusonandproduceavarietyofchickenproductsLocalizationofchickenproductsinChina13KFC’sMarketPositioninginChina•Feature2:FocusingonServingfamiliesKFCdevoteitselftoservingcustomersinfamilygroupandenhancingtheatmosphereoffamily.ServingfamilymealsetEntertainmentfacilitiesforlittlechildren14KFC’sMarketPositioninginChina•Feature3:relativelyhighpriceKFC’spricepositionisinmiddleorhighlevelinfastfoodindustryinChina.Averagepriceforpersonalmealisaround￥30(GDPpercapitais￥96perdayin2011)15What’sthedifference_KFCintheU.S•Outlets:about5,200(comparewithMcDonald's18,590)16GeographicSegmentation•DifferentopportunitiesindevelopingnewoutletsbetweenthewesternU.S.andtheeasternU.S.DemographicSegmentation:•Income:Above$10,000,belowtheaveragelevelinU.SPsychographicSegmentation:•Socialclass:Middleorbelow•Reference:´s_franchises;’sthedifference_KFCintheU.S•Targetmarket:mainlyfocusonbusy-workingemployeesandyoungpeopleinfirstandsecondtiercities.•Reasons:•Thebigcitiesaremoredevelopedwithbettertransportationconditionsanddensepopulations.•Busy-workingemployeeshaveafastpace,theyrequiresavingtimeonpreparingfoodandhavingafullmealinaveryshorttime.•Youngerpeoplepaylessattentiononhealthy-dietsandarelesswillingtocook.Reference:’sthedifference_KFCintheU.S•KFC’sproductpositioning•Americanstyle•E.g.Home-StyleBiscuits;•Adaptsitsrestaurantstolocaltastes,differentculturalandpoliticalclimates.Reference:://’sthedifference_KFCintheU.S•KFC’spricepositioningAcommonmealofKFCis7dollars,whilecurrently,intheU.S.,thepercapitaincomeis90dollaraday,whichisabout13timesthepriceofamealinKFC.(ThecomparativepriceismuchlowerthanthatinChina!)•Why?•Fiercemarketcompetitioninthefast-foodindustry(e.g.McDonald’s,BurgerKing);•Americans’attitudetowardsfast-food;•Targetedgrouparefrommiddleandlowincomelevels;Reference:CompetentinkeyareasofoperationCompanyreinvestbyopeningnewbranchesWellthoughtofloyalcustomersTheyestablishedastrongbrand-nameMostinternationalizedfast-foodchainLackofR&DStrategicdirectionisnotclearPlaguedwithinternaloperatingproblemsPoorrelationshipwithfranchiseesOpportunitiesThreatsEarnbigprofitsaspopulationgrowsBigdemandforfoodsAbilitytoincreasethenumberoffranchisetoothercountriesEntryo