Harland Sanders, KFC is known mainly for his fried chicken, which is usually served in a bucket.
Food products often involve the general marketing approaches and techniques applied the marketing of other kinds of products and services. In food marketing, topics such as test marketing, segmentation, positioning, branding, targeting, consumer research, and market entry strategy, for example, are highly relevant.
In addition, food marketing involves other kinds of challenges--such as dealing with a perishable product whose quality and availability varies as a function of current harvest conditions.
The value chain--the extent to which sequential parties in the marketing channel add value to the product--is particularly important. Today, processing and new distribution options provide increasing increasing opportunities available to food marketers to provide the consumer with convenience.
Markting, services, and processing added do, however, result in significantly higher costs. In the old days, for example, consumers might have baked their own bread from locally grown flour. Demographics and Food Marketing. The study of demographics involves understanding statistical characteristics of a population.
In the United States and Germany, for example, birth rates are relatively low, so it can be predicted that the demand for school lunch boxes will probably decline.
Therefore, firms marketing such products might see if they, instead, can shift their resources toward products consumed by a growing population e. Food marketers must consider several issues affect the structure of a population.
For example, in some rapidly growing countries, a large percentage of the population is concentrated among younger generations.
In countries such as Korea, China, and Taiwan, this has helped stimulate economic growth, while in certain poorer countries, it puts pressures on society to accommodate an increasing number of people on a fixed amount of land. Because Germany actually hovers around negative population growth, the German government has issued large financial incentives, in the forms of subsidies, for women who have children.
In the United States, population growth occurs both through births and immigration.
Since the number of births is not growing, problems occur for firms that are dependent on population growth e. Social class can be used in the positioning of food products. One strategy, upward pull marketing, involves positioning a product for mainstream consumers, but portraying the product as being consumed by upper class consumers.
For example, Haagen-Dazs takes care in the selection of clothing, jewelry, and surroundings in its advertisements to portray upscale living, as do the makers of Grey Poupon mustard.
Another strategy, however, takes a diametrically opposite approach. In at level positioning, blue collar families are portrayed as such, emphasizing the working class lifestyle. Many members of this demographic group associate strongly with this setting and are proud of their lifestyles, making this sometimes a viable strategy.
With declining birth rates, there is less demand for baby foods in general, a trend that will continue.
Immigration has contributed to a demand for more diverse foods. Long working hours have fueled a demand for prepared foods, a category that has experienced significant growth in supermarkets since the s. Food Marketing and Consumption Patterns.
Certain foods—such as chicken, cheese, and soft drinks—have experienced significant growth in consumption in recent years. For some foods, total market consumption has increased, but this increase may be primarily because of choices of a subgroup.
For example, while many Americans have reduced their intake of pork due to concerns about fat, overall per capita consumption of pork has increased in the U.
Consumption of certain other products has decreased. Many consumers have replaced whole milk with leaner varieties, and substitutes have become available to reduce sugar consumption.
Beef and egg consumption have been declining, but this may be reversing as high protein diets gain increasing favor. Some food categories have seen increasing consumption in large part because of heavy promotional campaigns to stimulate demand.As many know, iCrossing was born as a standalone search marketing agency in , the first of its kind in the U.S.
We have grown alongside our clients and added solutions and expertise to help brands win in the ever-changing marketing, technology and digital landscape. Algemene informatie, jeugd, supporters en fotoreportages over KFC Diest! Published: Tue, 25 Apr This chapter begins by giving general background of the company.
It continues by outlining the aims and purpose of study along with approach and methodology used to understand global business and the strategies used in concerned organization. Marketing Plan KFC - Download as Word Doc .doc), PDF File .pdf), Text File .txt) or read online. Scribd is the world's largest social reading and publishing site.
Search Search. KFC began to advertise nationwide from , with a US television budget of US$4 million.
In order to fund nationwide advertising campaigns, the Kentucky Fried Chicken Advertising Co-op was established, giving franchisees 10 votes and the company three when deciding on budgets and campaigns.
Kfc Marketing Plan Words | 17 Pages. Fried Chicken (KFC)- one of the most known fast food chains in the world started in the early 's by Kernel Sanders in the Southern USA as a small franchise operation.