《市场营销分析KFCinChina英文.ppt

L/O/G/O * Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Outline * Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Background Big market share in China: 2,100 locations in 450 cities； a percentage cost chart of the KFC sales in 2009 * Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 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: /wiki/Market_segmentation * Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Segment Bases Reference: .uk/markets/market-segmentation/ * Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Target Segment – Psychographic Stratum -early years, target to upper and middle class -now, transfer to the public class Lifestyle -fast paced, loving chicken * Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 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. * Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 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.