市场营销分析-KFC-in-China-(英文).pptVIP

L/O/G/O * Outline * Background Big market share in China: 2,100 locations in 450 cities； a percentage cost chart of the KFC sales in 2009 * 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 * Segment Bases Reference: .uk/markets/market-segmentation/ * Target Segment – Psychographic Stratum -early years, target to upper and middle class -now, transfer to the public class Lifestyle -fast paced, loving chicken * 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. * 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. * 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%BA%E5%85%AC%E5%8F%B8 * 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:/time/magazine/article/0,9171,543845,00.html * Demographic Targeting Taste:Localization! White meat to dark in its chicken burgers No more coleslaw and mashed potato Etc. Reference:/time/magazine/article/0,9171,543845,00.html * KFC’s Market Positioning in China A position is the way