Segmentation, Targeting and Position through promotion of a Brand

Submitted By

Syed Pervaiz Ahmed (1535133)

Joseph Jerome Rangel (1535110)

Supervised by:
Mr. Kashif Rashid Nagi
Section
MBA (36-E) Tuesday

Shaheed Zulfiqar Ali Bhutto Institute of Science & Technology (SZABIST)

Kentucky Fried Chicken (KFC)

KFC Corporation, based in Louisville, Kentucky, is one of the few brands of America that can
boast a rich, decades-long history of success and innovation. It all started with one cook who
created a soon-to-be world-famous recipe more than 85 years ago, a list of secret herbs and
spices scratched out on the back of the door to his kitchen. That cook was Colonel Harland
Sanders and now KFC is the worlds most popular chicken restaurant chain, specializing in that
same Original Recipe along with Extra Crisp chicken. There are more than 18,000 KFC outlets
in 115 countries and territories around the world. It has several outlets in Pakistan also
Segmentation:
Market segmentation is a marketing strategy which involves dividing a broad target market into
subsets of consumers. It is also known as a marketing term referring to the aggregating of

prospective buyers into groups (segments) that have common needs and will respond
similarly to a marketing action. Market segmentation enables companies to target different
categories of consumers who perceive the full value of certain products and services
differently

from

one

another.

KFC uses the Demographic Segmentation, Geographic segmentation,

and Psychographic segmentation.
Demographic: In demographic segmentation, the market is divided
into groups based on an age, gender, family size, income, occupation,
religion, race and nationality. KFC divides the market on demographic
basis in this way:
Age is between 6-65.
Gender is both males and females.
Family size is 1-2, 3-4, 5+

 Income is Rs 10,000 n above.

Family lifestyle is almost all.
Geographic: KFC has outlets internationally and sells its products
according to geographic needs of the customer. In Pakistan KFC
focuses how geographically its customers demand different products.
In Pakistan Fried Chicken and Zinger is the main selling product, while
in the other countries other sea food and beef variety items are also
sold.
Psychographic: 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
Target Marketing:
A target market is a group of customers a business has decided to aim
its marketing efforts and ultimately its merchandise towards. A welldefined target market is the first element of a marketing strategy.

As the outlets of KFC are in posh area and prices are nearly high

(overhead expenses-rent, air-conditioning, employees), so KFC

targets upper and middle classes. Target market depends upon size
and growth rate of population, Company resources and structural
attractiveness of market segment. they are expanding there market size by
focusing on sub urban areas and targeting middle class people by providing them
differentiated products at a fair price.

Market Positioning:
An effort to influence consumer perception of a brand or product relative to the
perception of competing brands or products. Its objective is to occupy a clear,
unique, and advantageousposition in the consumer's mind.
KFC products were first offered to upper socio-economic group. Later,
introducing discounted and lower price deals, they are now dealing in masses. So,
KFC has traded down. In doing so KFC has used the same brand name and same
high quality product.