Family lifestyle is almost all Psychographic segmentation Dividing a market

Family lifestyle is almost all psychographic

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Family lifestyle is almost all Psychographic segmentation Dividing a market into different groups based on social class, lifestyle, or personality characteristics 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 ambitious and authoritarian MARKET TARGETING: KFC commercials basically based on young generations, so, the young generation is the target market of KFC because they want to represent KFC with youth and energy but they also consider about 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 are often 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. PRODUCT Product is any thing that is offered in the market for the sale the product KFC is offering is it special chicken. Fried Chicken is famous for its chicken, which is a blend of 11 herbs and species, which gives it the flavor every one is crazy about it. PRODUCT POSITIONING STRATEGY
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Positioning is the act of designing the company’s offer so that it occupies a distinct and valued poisoned 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 to achieve a position in the market place; you know that the gulf between theory and practice can be distressingly wide. In service industry you are not just positioning your products rather your organization. Beauty is in the eye of beholder and in the case of marketing the beholder is the customer so the customer is the ultimate judge of what you are presenting. Six approaches to positioning may be distinguished 1. Positioning by attributes. 2. Positioning by price / quality 3. Positioning with respect to use and application 4. Positioning by product user 5. Positioning with respect to product class 6. Positioning with respect to competitors KFC’S POSITIONING STRATEGIES KFC promote a “High quality poison” for its products. It produces high quality products, charges a high price, distributes through high-class dealers and advertises in English newspapers with a high circulation. Kentucky Fried Chicken is communicating through physical signs and ques that people use to judge quality. For KFC management the image their customers carry in their mind is the important factor. That is why for them the product quality, which is almost standardized all of the world except little differences because of local requirements & the promotion are very critical factors. They people which are their customer and the physical evidence, the environment customers get in KFC are the forces that KFC’s image in the customer minds that is why they are always trying to bring positive changes in the environment so that every time their customer enter KFC, can feel the difference. They think that through continuous efforts they have developed such a brand image in their customer’s mind that their customers have become brand loyal. In other words they have good brand equity.
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  • Fall '15
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  • Marketing, KFC Corporation

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