KFC segmentation
- 1. Segmentation: Current Brand Audience Country: Malaysia Audience: 3.5m – 4m monthly active people Note: Self-reported information from people in their Facebook profiles. Information only available for people age 18 and older Source: Facebook Audience insights. https://www.facebook.com/ads/audience-insights/people?act=295570862&age=18-&country=MY&interests=6003396635837 Demographics • Women and men between 18 and 34 years old, mainly married or single with an education level of college • Sha Alam (19%), Kuala Lumpur (9%) and Petaling Jaya (9%) are the cities with most audience in Malaysia Behavioral Metrics : Likes on Facebook (Loyalty Status) • After KFC and in the same industry Quick Restaurant Brands the most liked pages are Burger King and Pizza Hut Psychographic • Based on the industry and offer of KFC the customers could be: • (1)Innovators (2) Thinkers (3) Believers (4) Achievers (5) Strivers (6) Experiencers (7) Makers (8) Survivors
- 2. Country: Malaysia Audience: 500K – 600K monthly active people Demographics • Women and men between 18 and 34 years old, mainly married or single with an education level of college • Sha Alam (20%), Kuala Lumpur (11%) and Petaling Jaya (9%) are the cities with most audience in Malaysia Behavioral Metrics: : Likes on Facebook (Loyalty Status) • After Burger King in the same industry Quick Restaurant Brands the most liked pages are Chili’s Malaysia and Subway Psychographic • Based on the industry and offer of Burger King the customers could be: • (1)Innovators (2) Thinkers (3) Believers (4) Achievers (5) Strivers (6) Experiencers (7) Makers (8) Survivors Note: Self-reported information from people in their Facebook profiles. Information only available for people age 18 and older Source: Facebook Audience insights. https://www.facebook.com/ads/audience-insights/interests?act=295570862&age=18-&country=MY&interests=6003391341144 Segmentation: Current Brand Audience
- 3. Country: Malaysia Audience: 200K – 250K monthly active people Demographics • Women and men between 18 and 34 years old, mainly married or single with an education level of college • Sha Alam (19%), Kuala Lumpur (12%) and Petaling Jaya (10%) are the cities with most audience in Malaysia Behavioral Metrics: : Likes on Facebook (Loyalty Status) • After Subway in the same industry Quick Restaurant Brands the most liked pages are The Manhattan Fish Market and Nando’s Psychographic • Based on the industry and offer of Subway the customers could be: • (1)Innovators (2) Thinkers (3) Believers (4) Achievers (5) Strivers (6) Experiencers (7) Makers (8) Survivors Note: Self-reported information from people in their Facebook profiles. Information only available for people age 18 and older Source: Facebook Audience insights. https://www.facebook.com/ads/audience-insights/interests?act=295570862&age=18-&country=MY&interests=6003252403167 Segmentation: Current Brand Audience
- 4. Current audience 3.5 – 4 M 500 k – 600 k 200 k – 250 k KFC Burger King Subway Audience size Comparison between KFC, Burger King and Subway
- 5. Segmentation: Viable KFC Segments and Suggestions Health Conscious Customers The major value proposition of KFC is selling best fried chicken. However, fried food is not seen as a healthy food. KFC can target the Health Conscious Consumers by changing the perception for example by using zero trans fat oil. New Beef Market There have been many diseases caused by the chicken poultry such as the breakout of the Asian bird flu which triggered an alert to the public to avoid eating this meat. Potential to target a new segment Vegetarian Customers KFC can target the vegetarian consumers. Currently it offers very few vegetarian options. Expand the Menu option with enhanced flavors. KFC can expand the menu options and can include Satay and Dumplings to attract more customers. We identified 4 possible customer segments to pursue, but we will target the health conscious customers
- 6. Targeting : KFC Brand Audience Health Conscious Customers We think KFC should target the Health Conscious Customers. From Facebook Audience Insight data, there’s an average of 4 million to 4.5 million people who are interested in healthy diet and KFC. Literacy rates in Malaysia is increasing. People are now more aware about the Health options that are available for them and are more then ever conscious about their food options. This has now become a worldwide trend. KFC mostly offers fried products which is strictly forbidden for these consumers. KFC has been making efforts in this direction. It has opened a new ‘healthy’ location in Hangzhou, China. Picture1.png KFC is yet to open a healthy meal option in Malaysia and they can target this viable segment Source: http://shanghaiist.com/2017/07/07/healthy-kfc.php KFC just opened a new ‘healthy’ location in Hangzhou, serving salads, fresh juice and beer
- 8. Brand Positioning In targeting health conscious customers within Klang Valley, KFC could look into these 3 perspectives to capture Serviceable Available Market (SAM). 1) Packaging KFC could incorporate Green colour into its products packaging. (Fast Company, 2014) As green colour is often perceived as healthy and natural. KFC could introduce additional lines of products such as salad or panini sandwiches to capture health conscious customers. KFC will have to be transparent to the nutritional content of the products. 2) Servicescape Design In the restaurant, KFC could incorporate wood and plants in the interior design to create an environment that simulates nature and give customer a “nature” feel” when they step into the restaurant. 3) Sub-branding KFC could introduce healthy product line, and branding it as “ KFC Fit”, to cater to the need of health conscious customers and appeal to the customer, that they have additional options. Source: https://www.fastcompany.com/3028378/what-your-logos-color-says-about-your-company- infographic