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1、KentuckyFriedChicken FOCUSON Part1 TheintroduductionofKFCPart2 MarketingMixPart3 TargetMarketPart4 MarketPositioning TheintroductionofKFC KFCCorporation basedinLouisville Kentucky istheworld smostpopularchickenrestaurantchain specializinginOriginalRecipe ExtraCrispy KentuckyGrilledChickenandOriginal
2、RecipeStripswithhome stylesides HoneyBBQWings andfreshlymadechickensandwiches ThecompanywasfoundedasKentuckyFriedChickenbyColonelHarlandSandersin1952 BornSeptember9 1890Henryville Indiana U S DiedDecember16 1980 aged90 Louisville Kentucky U S NationalityAmericanOccupationEntrepreneurReligionDisciple
3、sofChristSpouseJosephineKing divorced ClaudiaPriceChildrenHarlandDavidSanders Jr MargaretSandersMildredSandersRugglesParentsWilburDavidSandersMargaretAnnSanders n eDunlevy CountrieswithKFCrestaurantsEveryday morethan12millioncustomersareservedatKFCrestaurantsin109countriesandterritoriesaroundtheworl
4、d KFCoperatesmorethan5 200restaurantsintheUnitedStatesandmorethan15 000unitsaroundtheworld WeDoChickenRight Marketingmix Definition thesetofcontrollabletacticalmarketingtoolsthatthefirmblendstoproducetheresponseitwantsinthetargetmarket 4P PLACE PRICE PRODUCT PROMOTION ThefirstKFCshopinchina In1987Be
5、ijing 1 Havefutureearnings 2 Thecenterofpoliticalandcultureinchina 3 Potentialcustomers Influxofpopulation PRICE 1 KFC spriceposition 2 KFC spricingstrategy Asaglobalbrand KFCusemultiplepricestrategyduetodifferentmarketsituation ThepricestrategiesthatimplementintheU S haveabigdifferencewithitsglobal
6、strategy 3 KFCfacethepressuretoraisetheprice Product KFCisspeciallydealinginthechickenproducts Theseproductsare chicken burgers desserts beverages snacksandsoon Basically KFChasthespecialrecipeforchickenproductsandthatiswhyKFCknownasachickenspecialistallovertheworld Nowadays KFCoffermorefoods notonl
7、yfriedchicken butalsorolloutnewproducts likerice tosatisfytheneedsofChinesecustomers PromotionSalespromotionPremiumsForsalepromotionKFChasusedpremiumsstrategythatgivegiftsaspremiumslikewatches keychain coffeecup T shirt toystoattractcustomersespeciallyteenagers CouponsAllKFCoutletsofferitscustomersw
8、ithvariousformsofincentivestobuyitsChicken Usingcouponsthatonecanacquireafterspendingaparticularamountoveraperiodoffixedtime customerscanenjoythebenefitsoffreemealsorfreeadd ons ThisstrategycanattractmanypeoplefrommiddleorlowerclasspeopleinChina whoarealwaysseekingforalowerprice EntertainmentInsomeK
9、FCrestaurants childrencanhaveaspecialbirthdaypartyandtheycanplayintheamusementareatogetalotoffun Thisspecialservicearewelcomedbyyoungparentswhoarebusyingworkingandhavenotimetospendwiththeirchildren sinceitcanprovidethefamilyagoodtimetogettogetherandhavefuntogether AdvertisementWecanseemanyadvertisem
10、entsappearintheTVeveryday especiallytheKFC Soadvertisementisagoodwaytopublicizetheirproducts advertisement TargetMarket GeographicSegmentation DemographicSegmentation PsychographicSegmentation welltraveledmajorstreetgoodingressandegressgoodvisibilityamplespaceforparking Age 6to65Gender Bothmaleandfe
11、maleIncome Above 10 000 belowtheaveragelevelinU SFamilysize 2 5peopleFamilylifecycle singleperson singlemarriedcoupleaswellasthosewhohavechildren Personality Theymustneitherbevegetariannorhealthy diet Socialclass MiddleorbelowLifestyles Peoplewhodonothavemuchtimetopreparemealsbythemselves TheMarketP
12、ositioningofKFC Definition Arrangingforaproducttooccupyaclear distinctive anddesirableplacerelativetocompetingproductsinthemindsoftargetconsumers KFC Letthecustomermeet101 satisfactionandbuildawarmfamilyatmosphere champs CleanlinessHospitalityAccuracyMaintenanceProductqualityspeed 美观整洁的环境真诚友善的接待准确无误的供餐优质维护的设备高质稳定的产品快速迅捷的服务 Thankyouforyourlistening
