KFC (short for Kentucky Fried Chicken) is

an American fast food restaurant chain

headquartered in Louisville, Kentucky,
that specializes in fried chicken.
Industry: Fast food restaurant, Restaurant
Founders: Colonel Sanders
Parent: Yum! Brands, Heublein, Inc

Segmentation, Targeting and positioning strategies.

SEGMENTATION
 Geographical segmentation-It is division of the market into different geographical units, for
example states, nations, regions, cities, countries, or neighborhood. KFC deals internationally
and has number of outlets in various countries. KFC sells its products according to the
geographic needs of the customers, worldwide and it is measureable. For example in Australia
its geographic segmentation is wide. It has 590 outlets in Australia (numberof.net).
Geographically KFC is present in so many cities such as it is present in Melbourne, Sydney,
Brisbane, Perth, Richmond, and in other cities of Australia.
DEMOGRAPHIC
SEGMENTATION
KFC divides the market on demographic basis in the following manner:
Age 6-65
Gender Both Males and Females
Family Size 1-2, 3-4, 5+
Income $150 and above
Occupation Not Specific
Education: Not Specific
Religion: Not Specific
Generation: Not Specific
Nationality: Not Specific
Family lifecycle: Almost All
Segmentation based on ethnic groups plays important role, for example in Australia KFC has segmented
its market on ethnic group basis and have introduced Halal Food for the Muslim community. In
Bankstown and nearby Punchbowl, which have very high Arabic-speaking Muslim populations KFC has
offered Halal Foods accredited by the Islamic Council of New South Wales (Contemporary Management
Research, 2006). In this way KFC sales has increased by covering the Muslim population segment.
PSYCHOGRAPHIC
SEGMENTATION
 Psychographic Segmentation means to divide a market into various groups based on lifestyle, personality, or social
class characteristics. KFC has divided market on the basis of psychographic variables as follows:

 Division by Social Class: Middle class, Upper class and

 Lower class

 Life Style: Luxury and Indulgence

 Personality: Gregarious, Authoritarians and

 Ambitious people
BEHAVIORAL SEGMENTATION
 Behavioral Segmentation is dividing a market into groups based on the attitude, consumer
knowledge, and use or response to a product. In this aspect KFC segmented the market on the
basis of taste, quality, and price. Following are the different possible segments in this regard.
KFC divides the market on the basis of behavioral variables as follows:

1. Taste conscious
2.Quality conscious
3. Class conscious
4.Combination of price and quality
 POSITIONING
 Positioning is the place, a product occupies in the minds of consumers’ relative to competing
products.
 The major success factor of KFC is the way it positioned itself in the minds of the consumer. It
took a strategic marketing attitude to achieve this positioning. KFC makes differentiation with
competitors like MacDonald, King Burger and Subway by using the finest products and
developing of a premium brand. 
 The KFC strategy is that it positions itself in local markets as a pleasant, bright, air
conditioned restaurants with casual atmosphere. KFC targets families and young consumers
which means positioning the products to “three generation” from middle and upper middle
income segments.
 Against competitors KFC positions itself with high quality, hygienic and affordable fast food
products in an assortment of complete meals. It differentiate itself by highlighting that the
chicken is prepared through unique secrets recipes in variety of traditions to suit diverse taste
and eating occasions. 
 KFC has differentiated its products on various grounds such as on the basis of Food, fun &
Festivity, providing several alternatives of its special recipe in the form of chicken meals. It
also offers a variety of deals to differentiate its products from its competitors.
TARGETING
 The target audience of KFC is middle and upper middle class and price their products
accordingly. There are different pricing strategies that KFC uses for its products and its
variants.
 KFC target market includes both Non-vegetarian and Vegetarian customer segments. KFC has
items in its menu that cater to adults as well as the young audience. Over the years the brand
wanted itself to be perceived as a family restaurant and has been running campaigns
communicating the same.
 Impossible is Nothing

To be leader in sporting goods industry.

• Maximize operational and financial performance.
• Diversifying brand.
• Leading through innovation.
• Becoming a sustainable company.
• Understanding needs/wants of the customer.

STRATERGY:
The adidas brand’s mission is to be the best sports brand in the world, by designing, building and
selling the best sports products in the world, with the best service and experience, in a sustainable
way.
 SEGMENTATION:
Market segmentation is the process of dividing up mass markets into different groups of similar needs and
wants. The motive behind segmentation is  Get to know the customer in a detailed manner, gain a
competitive advantage and then be able to serve the customers’ needs and wants in a better way. 

1.  Demographic Segmentation:
Segmentation according to demography is based on
consumer- demographic variables such as age, income,
family size, socio-economic status, etc.
AGE GENDER

FEMALE; 45
MALE; 55

TEENS ADULT OLD INFANT

 2. Psychographic Segmentation :
Adidas uses psychographic as one of their main segmentation. In order to create a premium
positioning among consumers, Adidas targets upper-middle-class consumers to affluent consumers.
Adidas’ sub-premium to premium pricing strategy and superior quality products helps the brand target
its desired customer segments and create a premium positioning in the minds of its consumers
 ATHELETE
SPORTS WEAR
CASUAL
SCHOOL WEAR
WORK WEAR
 3. GEOGRAPHIC Segmentation :
This segment divided the market into different units of location like
neighbourhood, states, regions, cities and countries
 TARGETING:
With a long history of providing high-quality athletic sportswear for athletes, Adidas target market is
sports participants, including those at the highest level of their sport, as well as non-athletes who are
inspired by or really love sports.
Adidas target market falls within the 20- to a 29-year-old age group who are athletes or are passionate
about sports and this segment is considered as the strongest consumer market. The company is focused
on targeting and strengthening its brand with the next generation of athletes in the 14- to 19-year-old
age group. Adidas believes this target group is the most influential consumer group in the world.

Sports company Adidas was valued at over 16.48 billion U.S. dollars in 2020, an increase from around s
billion U.S. dollars in 2016. The multinational corporation is the second-
largest sportswear company in the world.
Adidas is in the game
Footwear is a crucial product for
Adidas, with over 50 percent of net sales
generated by the category, selling 
448 million pairs of shoes in 2019 alone.
European football (soccer) is one of Adidas
main focal points, with the brand
sponsoring top clubs such as Manchester
United, Bayern Munich, and Real Madrid. T
he sports company is recognized partner
with FIFA CUP.

Increasing brand presence in North America

In recent years, Adidas increased its 
advertising spending in the United States,
which may have been an influencing factor
in the resulting increase in 
North American revenue. Customers'
satisfaction increased as well; Adidas had
the highest score of 
 POSITIONING:

Adidas AG is the largest sportswear manufacturer in Europe and the second

largest in the world. The company employed around 60,000 people worldwide in
2019. The Adidas Group's global net sales amounted to about 23.6 billion euros in
2019. In 2019, the North American region of the adidas Group accounted for 22
percent of the company's retail net sales.

Adidas no longer portrays itself as a mere sports brand but as a Creator Sports Brand
In 2018, Adidas launched its “Calling All Creators ” campaign in which they featured roundtable stories
from the world’s most influential athletes, designers, and musicians in sports culture—all connected by a
passion to create. They’ve also invited everyone to participate in what they call “Futurecraft,” a dedicated
initiative to innovate across all elements of the production process for creators by creators.
Calling all creators: Game changers. Difference makers. Boundary breakers.
Super serious sports aren’t for everyone. And with its position as “The Creator Sports Brand,” Adidas has
seriously opened up the playing field.
 ABOUT

SPORT-INSPIRED LIFESTYLE BRAND

U.S. Polo Assn. is the official brand of the United States Polo Association (USPA), the nonprofit governing body for the sport of
polo in the United States. With worldwide distribution through over 1,030 mono-branded stores, boutiques, department stores and
e-commerce, U.S. Polo Assn. offers apparel for the whole family as well as accessories, footwear, travel and home goods in more
than 160 countries

Polo is considered among the oldest organized sports ever played and was first introduced in the United States by way of England
in 1876.

The U.S. POLO ASSN. brand was created in 1981 out of the desire to have a clothing brand that truly reflected the spirit of the sport
of polo and helped support the activities of the United States Polo Association (USPA). Over the last five years, the brand has
experienced 22% annual sales growth.
 SWOT ANALYSIS

STRENGH WEAKNESS
U.S. POLO is an international company and Everyone can’t buy
it has a great reputation .U.S. POLO has
strong market share .The company has an
experience to producing high quality
products with high efficiency

OPPORTUNITY
US POLO is the first and only in adopting THREAT
this idea and keeping up with technology Customers may not accept the price
progress Department store competition

The competitors
1. Diesel
2.Armani Exchange
3. Polo Ralph Lauren
SEGMENTATION
 Demographic Segmentation
 Behavioural Segmentation
 Geographic Segmentation
 Psychographic Segmentation

MARKET SEGMENTATION
•Men and Women of upper, upper middle class
•Men and Women who are athletic
•Business Men and Women
•Of young and old age

TARGET MARKET
•To the young upper class men and women
•High Quality
•High Price
•Great Brand image
MARKETING STRATEGY AND FACTS

 Branding concentrates on the authenticity of the Sport POLO by using real equipment in stores, photographs of Real Polo
players and original name of the Tournaments.
 “First Impression is the Last impression” and for a Good First Impression, a retailer needs a good and well stocked store
and a smiling sales person. The key to a good store is visual merchandise and a great layout (and traffic flow), and the ease
of finding merchandise.
 Strategy of promoting brand more in a casual sense and less in driving fashion resulted in wider expansion of the brand.
 Attracting customer base with their classy style and a unique logo has also added to making this brand a huge success.
They plan to inaugurate more stores across the country and reach out to customers in every place.
 The aura they create in stores makes brand visibility very strong which encourage and motivates the customer to seek the
product along with the attributes of brand.
POSITIONING
•The brand has been acknowledged by the DNR Magazine as Top 40 mega-brands in the United States of America.
•U.S. Polo Assn. Launches First Global Digital Site Reaching Over 100 Countries Worldwide
•In 2010, U.S. Polo Assn. brand wholesale sales totalled $7.12 million in India and $475 million worldwide. Other USPA
stores in India are located in Delhi, Mumbai, Bangalore, Chandigarh, Pune, Ahmedabad, Hyderabad, Kolkata, and many
more. USPA Properties, Inc. and Arvind expect to operate a total of 100 stores in India by the end of 2012
•Arvind Brands has been the exclusive manager and authorized supplier of the U.S. Polo Assn. brand in India since 2007.
•Arvind Lifestyle Brands, a subsidiary of Arvind Mills, announce the opening of the 50th U.S. Polo Assn. brand retail
store in India
 CAMPAIGN

BEFORE FASHION, POLO WAS A SPORT

USPA Properties, Inc. develops an annual advertising campaign and slogan for the U.S. POLO ASSN. brand, providing the
consumer with a common and consistent message worldwide. In 2011, advertising went back to the roots of the brand and the
authenticity of its merchandise; specifically, its deep connection to the sport of polo and its history.

U.S. Polo Assn. brand products are authentic and officially sanctioned by the United States Polo Association, the governing
body for the sport of polo in the United States since 1890. 
The U.S. Polo Assn. brand carries clothing not only for men but they also have categorized products for women and children.
They also slowly ventured into luggage, shoes and accessories.
 BIBILOGRAPHY
https://in.fashionnetwork.com/tags-u-s--polo-assn-https://www.uspolo.org/associa
tion/programs
https://in.fashionnetwork.com/news/u-s-polo-assn-10-million-in-revenue-from-the-
ss16-sales-campaign,653113.html
https://www.adgully.com/u-s-polo-assn-the-true-sport-spirit-campaign-58251.html
https://uspoloassn.com/
https://uspoloassn.nnnow.com/
https://brandyuva.in/2019/03/us-polo-marketing-strategies.html
https://www.uspolo.org/association/about-uspa#:~:text=Polo%20is%20considered%
20among%20the,their%20own%20loosely%20structured%20matches
.
https://www.coursehero.com/file/psvoa6/SWOT-analysis-2-Strength-US-POLO-is-an-
international-company-and-it-has-a-great/
https://www.prnewswire.com/in/news-releases/u-s-polo-assn-launches-first-global-
digital-site-reaching-over-100-countries-worldwide-818296145.html
VA
MASK
INTRODUCTION
 VA is newly introduced quality mask brand which promises its customer extreamly safe
reusable mask brand supporting the local mask makers by employing them and by sharing the
profit earned with them which none of the other brands in the line does
SEGMENTATION
 Like we see many premium brands like LV,GUCCI,PRADA and many more are coming up
with the mask idea since the coronavirus panademic just like apparel soon mask will be
considered as an item of class for instance you can’t attend a meeting or a wedding function in
a surgical mask . There needs to be a certain quality of the mask.
 So, the subgroup that VA targets is the lower and middle income group depending on the
variety of mask options offered by VA.
GEOGRAPHICAL SEGMENTATION- Since the coronavirus panademic VA will be available
in all the states of INDIA covering all the districts and cities as our introductory product is mask
soon VA will come up with hand sanatizers,hand washes,gloves,sanatary products.
DEMOGRAPHIC SEGMENTATION-
Age 6-65
Gender Both Males and Females
Family Size 1-2, 3-4, 5+
Income $150 and above
Occupation Not Specific
Education: Not Specific
Religion: Not Specific
Generation: Not Specific
Nationality: Not Specific
Family lifecycle: Almost All
POSITIONING
 THE position that VA wants in the mind of the customer is that class no more comes in highly
expensive products high fashion design of mask ,durable ,safe and washable mask will be a
remarkable factor
 VA strategy is to position itself in the mind of customers that it is absolutely a value for money
product because of the mid range and low ranges of the price of its masks
TARGETING
 VU targeting strategy is generally all age group and every household in the near future just
like its rival brands like lifebuoy,Dettol
THANK YOU