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•Family lifestyle is almost allPsychographic segmentationDividing a market into different groups based on social class, lifestyle, or personalitycharacteristics is called psychographic segmentation.KFC divides market on the basis of psychographic variables like •Social class- Upper and Middle class. •Lifestyle is not specific. •Personality is ambitiousand authoritarianMARKET TARGETING:KFC commercials basically based on young generations, so, the young generation is the targetmarket of KFC because they want to represent KFC with youth and energy but they also considerabout the old people they take then as a co-target market.MARKET POSITIONING:Fortunately KFC position in the people’s mind in Pakistan is not up to its standard. People areoften used to say in ignorance that they are having Mc Donald’s.That has to be change in order to get the same reputation which it posses in the world.PRODUCTProduct is any thing that is offered in the market for the sale the product KFC is offering is itspecial chicken. Fried Chicken is famous for its chicken, which is a blend of 11 herbs andspecies, which gives it the flavor every one is crazy about it.PRODUCT POSITIONING STRATEGY
Positioning is the act of designing the company’s offer so that it occupies a distinct and valuedpoisoned in the target consumer’s need.Positioning shouldn’t be just a part of your strategy. It should be backbone of your business plan.Positioning has got its fair share of press in the past few years. But if you actually tried toachieve a position in the market place; you know that the gulf between theory and practice canbe distressingly wide. In service industry you are not just positioning your products rather yourorganization. Beauty is in the eye of beholder and in the case of marketing the beholder is thecustomer so the customer is the ultimate judge of what you are presenting.Six approaches to positioning may be distinguished1.Positioning by attributes.2.Positioning by price / quality3.Positioning with respect to use and application4.Positioning by product user5.Positioning with respect to product class6.Positioning with respect to competitorsKFC’S POSITIONING STRATEGIESKFC promote a “High quality poison” for its products. It produces high quality products, chargesa high price, distributes through high-class dealers and advertises in English newspapers with ahigh circulation. Kentucky Fried Chicken is communicating through physical signs and ques thatpeople use to judge quality.For KFC management the image their customers carry in their mind is the important factor. Thatis why for them the product quality, which is almost standardized all of the world except littledifferences because of local requirements & the promotion are very critical factors. They peoplewhich are their customer and the physical evidence, the environment customers get in KFC arethe forces that KFC’s image in the customer minds that is why they are always trying to bringpositive changes in the environment so that every time their customer enter KFC, can feel thedifference. They think that through continuous efforts they have developed such a brand image intheir customer’s mind that their customers have become brand loyal. In other words they havegood brand equity.