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Conclusion

Key Target Segment

The young adults (18-25 years) and significant number in 25-35 year old, either students or
working executives who come mostly males who prefer chicken and reside in neighboring areas
of the respective outlets and have visited the outlets before too.

The most important reason for frequently the outlets more than once in a week is catching up
with friends and the average spending per consumer. There is a high inclination of KFC
consumers to also visit McDonald’s while very less inclination of McDonald’s consumers to visit
KFC.

 Product Scope: Fast food/ New/ Different/American/ foreign taste

 Use/User: Enjoyable break/ togetherness/ Young adults

 Brand as a person: Spirited/ Cool/ Young

 Brand as a symbol: Col Sanders with KFC logo or Red & Blue colours/ Only Chicken

 Brand as organization: American MNC

 Main Competitor: McDonald’s

Recommendations
 Build heritage story into brand communication as well as overall product experience

 Extend KFC experience beyond just chicken

 Positioning should revolve around providing “great tasting food”, very close to the
international positioning of “Finger Licking Good”.

 Ambience and value of money to be emphasized

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