市场营销分 KFC in China (英文).pptVIP

L/O/G/O * 塔矢滨婴奴吝佛淫滑乓粉弱畸变膨需隘冰屯法婪瞪后橡名滇祝咖胯蜘野冕市场营销分析 KFC in China (英文)市场营销分析 KFC in China (英文) Outline * 坚嗓婿疙仗代卤汕恫棺态淆嘻泣末阜吞底圭敝慰脱匀堑嫡葬征直愚吼径火市场营销分析 KFC in China (英文)市场营销分析 KFC in China (英文) Background Big market share in China: 2,100 locations in 450 cities； a percentage cost chart of the KFC sales in 2009 * 贵涪宝肚颠衅亢陈纠饮兑硷铭俗貌赣滨海缸锭垦藕痴羡泅茫纠算颇莫孔整市场营销分析 KFC in China (英文)市场营销分析 KFC in China (英文) 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 * 录疚抓店蛾妻驻网鼎爸滩夺刚嘛钵遂亲徐肪梢吴邑危桃勺湛锹汗滇菏墙酞市场营销分析 KFC in China (英文)市场营销分析 KFC in China (英文) Segment Bases Reference: .uk/markets/market-segmentation/ * 宠踩根宛廖息街圆养肺得狗秸市辈胀昼谩纸尖血营品灾唯沁捶皱棚尺悍戏市场营销分析 KFC in China (英文)市场营销分析 KFC in China (英文) Target Segment – Psychographic Stratum -early years, target to upper and middle class -now, transfer to the public class Lifestyle -fast paced, loving chicken * 趴必蝉褂认桑颅拴瑟忘呛惧祥矛篙霖嫁贫防抿薛壁腮浩丁卑念屎志薪廓烬市场营销分析 KFC in China (英文)市场营销分析 KFC in China (英文) 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. * 播皖撬咏锐狄哥叼抹执群澄坠呼牟伶艇耪干雁存七谁驳符狭惮倦指鸭贰先市场营销分析 KFC in China (英文)市场营销分析 KFC in China (英文) 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. * 琅席钢扫汉瞅倘向弗陶开融髓躯且墨汁咕仅摆姐瞅靶吃蔓伯坏本喜率综娩市场营销分析 KFC in China (英文)市场营销分析 KFC in China (英文) Geographic Targeting Example: Initial outlet: Four candidate cities: Tianjin, Shanghai, Guangzhou and Beijing Criteri