市场营销分析-KFC-in-China-(英文)ppt课件

.,1,.,2,Outline,.,3,Background,BigmarketshareinChina:2,100locationsin450cities；apercentagecostchartoftheKFCsalesin2009,.,4,MarketSegment,SubsetofamarketHavesimilarcharacteristicsNeedsimilarproductsDistinctfromothersegmentsExhibitcommonneedsRespondsimilarlytoamarketstimulusCanbereachedbyamarketintervention,Characteristics,Reference:/wiki/Market_segmentation,.,5,SegmentBases,Reference:.uk/markets/market-segmentation/,.,6,TargetSegmentPsychographic,Stratum-earlyyears,targettoupperandmiddleclass-now,transfertothepublicclassLifestyle-fastpaced,lovingchicken,.,7,TargetSegmentBehavioral,KFCdividestheattitudesofcustomersintoseveraltypesPromotenewproductscontinuouslyforcustomerswhoprefertryingnewtaste.e.g.CountlessshrimpProvidespecialfoodduringcertainperiodsforcustomerswholikeseekingnovelty.e.g.QixipackageNormalmealforthosecustomerswhodonoteasilychangetheirtaste.,.,8,GeographicTargeting,KFChasoutletsinternationallyandsellsitsproductsaccordingtogeographicneedsofthecustomer.InChinaKFCfocuseshowgeographicallyitscustomersdemanddifferentproducts.,.,9,GeographicTargeting,Example:Initialoutlet:Fourcandidatecities:Tianjin,Shanghai,GuangzhouandBeijingCriteria:Risk-benefitanalysisFirstmoveradvantageFinaldecision:Beijingin1987,Reference:,.,10,DemographicTargeting,Familyespeciallywithchildrenaremainlytargeted.Ageisbetween6-65.Genderisbothmalesandfemales.Familysizeis1-2,3-4,5+Fromspecialconsumptiontocommonconsumption,Reference:,.,11,DemographicTargeting,Taste:Localization!WhitemeattodarkinitschickenburgersNomorecoleslawandmashedpotatoEtc.,Reference:,.,12,KFCsMarketPositioninginChina,Apositionisthewayafirmsproduct,brand,ororganizationisviewedbythecustomersrelativetothecompetition.Positioningisbasedonattributesofproductsandservices.,PositioningfeaturesofKFC:,.,13,KFCsMarketPositioninginChina,Feature1:Chickencookingexpert,KFCpositionsitselfaschickencookingexpertnotonlyinChina,butalsoinallovertheworld.(Theworldsleadingchickenfastfood),Focusonandproduceavarietyofchickenproducts,LocalizationofchickenproductsinChina,.,14,KFCsMarketPositioninginChina,Feature2:FocusingonServingfamilies,KFCdevoteitselftoservingcustomersinfamilygroupandenhancingtheatmosphereoffamily.,Servingfamilymealset,Entertainmentfacilitiesforlittlechildren,.,15,KFCsMarketPositioninginChina,Feature3:relativelyhighprice,KFCspricepositionisinmiddleorhighlevelinfastfoodindustryinChina.,Averagepriceforpersonalmealisaround￥30(GDPpercapitais￥96perdayin2011),.,16,Whatsthedifference_KFCintheU.S,Outlets:about5,200(comparewithMcDonalds18,590),Reference:/wiki/List_of_countries_with_McDonalds_franchises;,.,17,Whatsthedifference_KFCintheU.S,Targetmarket:mainlyfocusonbusy-workingemployeesandyoungpeopleinfirstandsecondtiercities.Reasons:Thebigcitiesaremoredevelopedwithbettertransportationconditionsanddensepopulations.Busy-workingemployeeshaveafastpace,theyrequiresavingtimeonpreparingfoodandhavingafullmealinaveryshorttime.Youngerpeoplepaylessattentiononhealthy-dietsandarelesswillingtocook.Reference:,.,18,Whatsthedifference_KFCintheU.S,KFCsproductpositioningAmericanstyleE.g.Home-StyleBiscuits;Adaptsitsrestaurantstolocaltastes,differentculturalandpoliticalclimates.Reference:,MashedPotatoesAmericansattitudetowa