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I. Introduction
Due to the rapid growth of "fast food" and its influence, and the fast food catering industry is ranked as the second in 14 strategic service industry, it has become the most competitive industry (service retail) today.
Second, the market competition situation analysis
Under the situation of market competition, fast food industry is divided into Chinese fast food and western fast food through market segmentation. Chinese fast food is represented by WA and CD, while western fast food is dominated by McDonald's, KFC and pizza.
Western-style fast food is a management mode introduced from abroad. McDonald's was the first fast food chain to enter the market in Taiwan Province Province, while pizza grew rapidly, opening seven chain stores within one year. KFC's fried chicken has a unique taste and a unique market segment.
WA is the first chain store to attract Chinese fast food; CD is the largest number of fast food chain stores at present.
Third, market positioning.
The market advantages of McDonald's are cleanliness, quickness, quality, service and value.
The market advantage of KFC is its unique taste.
The market advantage of pizza is the fast food partner of the whole family. Take family members as the object of appeal.
The market advantage of Wa is the traditional taste of China, plus a clean dining environment.
The market advantage of CD is color management, and the main product positioning is side dishes and beef noodles.
Fourth, the marketing positioning strategy
Marketing positioning strategy is the key to marketing success. Because all marketing activities, including sales, advertising, promotion, pricing, product life cycle, packaging, distribution and public relations, are based on market positioning.
The introduction of international chain enterprises from McDonald's presents a fierce market situation. In this changeable market and fierce competitive environment, only by establishing a strong marketing positioning strategy can we find the market gap for survival and development.
Details are as follows:
target market
According to market intelligence, the most commonly used market segmentation method for fast food manufacturers is "demographic factors", while others such as geographical factors, customer psychological factors and customer consumption behavior factors are less used.
Among demographic variables, "age" and "occupation" are the most commonly used; Western-style fast food industry takes age as the consideration variable of market segmentation; Chinese fast food industry takes occupation as a market segmentation variable.
McDonald's mainly targets at young people (men and women aged 4 to 30), while pizza and KFC mainly attract consumers from family members.
The market positioning of WA and CD is students and office workers.
market positioning
McDonald's: Young and lively, hoping to provide a relaxed dining environment.
Pizza: With the positioning of high quality and good price, I hope to leave consumers with the impression that the product is better than the competitor and the price is more expensive than the competitor.
KFC: Take "consumption of family members" as the goal, and provide a family-style warm and reunion dining atmosphere.
CD: It focuses on providing "quick and simple" dining environment for office workers.
Wa: It is located in simple Chinese fast food and take-away lunch boxes, and meets the diverse needs of consumers through the combination of dim sum products under the environment of quick self-selection.
From the above analysis, it can be seen that the market positioning practice of chain stores tends to shape the impression of "attracting target customers to eat comfortably" as the positioning strategy.
Among them, the strategies of western manufacturers mostly adhere to the original style of the authorized parent company, while Chinese manufacturers are actively shaping their own charm and unique style.
Verb (abbreviation of verb) marketing mix strategy
Commodity positioning
Western-style fast food industry focuses on the needs of children. On the one hand, I hope to cultivate children's habit of eating snacks and fast food, and on the other hand, I hope to attract the whole family to the store to receive warm service through the driving of children.
The following are new marketing trends:
Fast food operators will modify their marketing strategies according to market reaction.
In the past, the fast food market was dominated by office workers and students, but today's fast food market has added many women and children, which has increased the excitement and enthusiasm of the market and given operators more choices.
Therefore, the fast food industry has three main target markets:
(1) office worker market
(2) the student market
(3) the market of family members (taking the family as the consumption unit)
Commodity strategy
Commodity strategy is to provide commodities that meet the needs of selected market segments according to marketing positioning strategy.
The catering industry belongs to the field of retail service. Therefore, in product mix and product planning, the following factors are worth considering:
(1) The intangibility of retail service industry (refers to service)
(2) the variability of the retail service industry (referring to the customer level of the market)
(3) the indivisibility of retail service industry (refers to chain store operation and marketing strategy)
(4) the reduction of retail service industry (referring to public relations factors such as image, popularity and word of mouth)
The bottleneck brought by the above four items is a thorny problem and extremely difficult to solve. Therefore, when formulating the commodity strategy, we should position the products of fast food chain stores, which should include the following items:
Supply of physical goods
Shaping the atmosphere of shopping malls
Moving line planning and POP advertising display
Services and functions provided
Overall design and planning of the store.
The above five items must be realized through the store management system of planning-control-tracking-evaluation. If so, we can obtain the conditions and opportunities for competitive advantage in the competitive market.
pricing strategy
Pricing is the most sensitive and painful decision in marketing strategy. On the one hand, price determines the income of enterprises, on the other hand, price is the main weapon for enterprises to stimulate their performance in market competition.
It is a well-known fact that the prices of fast food chain stores in the market are generally high at present. However, according to market interview data, the important factors affecting commodity prices can be summarized as follows:
Cost factors (including operating costs and marketing costs)
The pricing level of competitors
Customer psychological price standard
The company's marketing objectives
Measurement of company's marketing profit and market share
The following are the pricing strategies of Chinese fast food industry and western fast food industry:
pricing strategy
McDonald's feels the value according to consumers' perception of consumption value, and sets the price.
KFC sets prices with reference to those set by competitors, aiming at market competition.
Pizza pricing refers to the price set by competitors and customer feedback, aiming at market penetration and competitive advantage.
WA reaction cost plus fixed profit pricing, cost plus becomes the standard.
The pricing principle of CD is that mantissa is not zero or integer, such as 3.8 yuan and 4.5 yuan, and its purpose is to penetrate the market and stimulate market share.
As can be seen from the above, the pricing strategy of Chinese fast food operators is mainly based on cost addition, while the western fast food industry is mainly based on competition orientation and market penetration.
In addition, fast food operators have recently adopted the most breakthrough pricing marketing:
Popular prices allow more consumers to enjoy the goods as the main pricing target, which is conducive to market expansion.
Determine the price first, and then plan the product mix according to this price.
Personnel cost and material cost are the core of cost, so the pursuit of planned economy and a large number of part-time jobs (calculated by hourly workers) are important ways to reduce costs, and hiring hourly workers for part-time jobs is the market trend and business policy of fast food industry.
distribution strategy
Because the fast food industry is a chain operation mode to locate the business circle, production, logistics, distribution and sales occur almost at the same time, and many goods can't be preserved for too long, so it is necessary to use multi-point distribution of diffusion marketing to form a comprehensive market attack in order to occupy the market.
Therefore, moving towards chain operation and spreading from multi-store chain business circle to multiple markets has become an important element of successful operation.
The environmental strategy and entry strategy of fast food chain stores are as follows:
Environmental strategy
McDonald's, population and store location are mainly based on the residential market, focusing on regional distribution and logistics distribution, KFC, population structure and density, business circle characteristics (mainly in business circles and schools and crowded areas)
Wow. Areas with large population movements
Regional market development
Communications fast food
Consumption characteristics
Cd, understand the characteristics of the batch.
Crowded area
community
Consumption level near the business district
Qzz store size and seat design
Crowd concentration area
Market vacuum area is the focus of future development.
distribution strategy
McDonald's is gradually developing to the south-central, developing stores suitable for various business districts and venue conditions (including crowded places, near stations, schools, business districts and financial circles).
KFC has developed in an all-round way, with Taipei as its main target market at present.
ZHG occupied the market space by opening a store quickly, narrowed the distance with McDonald's and positioned itself as a market follower.
WA has increased its efforts to gather customers with the operation mode of compound stores, mainly opening stores in commercial areas and office areas.
CD pursuers popularize consumption patterns instead of roadside stalls.
To sum up, the channel strategies of fast food chain stores can be classified into the following types:
(1) Chain operation, multi-point operation to capture the target market.
(2) The main forms of chain operation are self-operated chain operation and authorized operation; Authorized operation is the business strategy and store brand of purchasing from abroad, which is the characteristic of western-style fast food industry, while Chinese fast food operators are still dominated by self-operated chains.
(3) Take big cities as the first target market, and then spread to the central and southern regions after gaining a firm foothold.
(4) The length of logistics distribution route is an important factor that must be considered before entering the market.
(5) Western-style fast food operators tend to concentrate on opening stores to create a bigger market, and developing to the suburbs is the future goal.
(6) The crowd is Qian Chao. This is the main consideration for fast food operators to choose the location of stores, and the structure of the crowd is the focus of attention. The characteristics of the crowd can be divided into:
floating population
Local resident population
Entertainment gathering crowd
* Working population
Shopping crowd
(7) Different environmental features have different functions and ability to collect customers, so environmental features are the focus that operators must pay attention to. The business environment can be divided into:
sowntown
uptown
Office business district
public place of entertainment
Academic area (near the school)
Comprehensive business circle with multiple functional combinations
(8) The consumption level of people in the business circle is an important factor affecting the opening of stores.
(9) Developing multi-store can create more business volume and operating profit.
promotion policy
In the marketing strategy of retail service industry, it is very important to establish corporate image and popularize speculation.
In addition to the feelings brought by the goods provided by operators to consumers, advertising and promotion activities are important strategies for operators to gain consumers' cognition and impression.
Therefore, the practical application of advertising strategy and promotion strategy, sending appropriate advertising and promotion information and establishing close relationship with consumers are the main topics of promotion strategy.
The promotion strategy of fast food industry is as follows: the promotion strategy of fast food chain stores
television advertising
McDonald's promotes fanaticism.
Invest heavily in TV advertisements
Intensive hitting
KFC is conservative, and dare not force too many TV advertisements.
Pay attention to the shaping of corporate image
CD is conservative and not too radical in TV advertisements.
Pay attention to enterprise advertising
Wa only advertises corporate image.
discount
ZHG has not been used yet.
saleroom
McDonald's Cooperative Promotion Birthday Dinner
Sponsor activities that give back to society.
Kfc discount
deliver presents
Use DM
Cd gift giving
Organize promotional activities
Wa discount
Give a small gift
ZHG Gifts
Hold a lucky draw.
Public reporting
McDonald's: Making use of opportunities to create news events.
Various activities attract the attention of various media.
KFC takes advantage of opportunities to create news and events.
Various activities attract the attention of various media.
The Cd has not been used.
Wa has not been used.
Qhg has not been used yet.
Actual combat strategy
McDonald's uses topic information.
Spreading and shaping spiritual figures or idols
KFC pays attention to the promotion of regional markets.
Positioning strategy of market opportunity recipients
Cd focuses on the promotion of regional markets.
Positioning strategy of market opportunity recipients
Wa, using word-of-mouth publicity
Cooperate with holiday promotion
Qhg focuses on the promotion of regional markets.
To sum up, the promotion strategy of fast food industry can be implemented through the following key points:
The application of (1) advertising strategy can be divided into three stages:
A. Establish enterprise awareness and let consumers know the nature of the enterprise, the products provided and the special services provided.
B strengthen corporate image and increase consumers' recognition and affirmation of brand purchase.
C strengthen the advertising and promotion activities of single products (single products) or new products.
(2) The shaping of corporate image is the marketing goal of operating fast food industry.
(3) Western-style fast food industry also has the same characteristics, that is, the representative of the enterprise is the POP mode of chain stores, such as McDonald's being an uncle of McDonald's and KFC being a colonel of KFC. Its main purpose is to increase the affinity of enterprises to market customers.
(4) Word-of-mouth publicity and whispering campaign are extremely important modes of communication. In addition, strengthening services and maintaining good quality are both matters that must be implemented.
(5) Gifts and prizes are the most commonly used ways of promotional activities, such as giving small gifts, receiving coupons, giving lottery tickets, etc., which are very popular and effective.
(6) Joint advertising with other enterprises is also an effective way. For example, the joint advertisement of McDonald's and pretty shampoo is very successful.
(7) Social love feedback activities, writing competitions, parent-child activities, happy families and other promotional activities involving customers are gradually adopted by fast food operators.
(8) The shaping and promotion of the overall corporate image of chain stores must be achieved through charitable activities such as public welfare activities, sports sponsorship activities and blood donation activities.
(9) The use of news and topic information for "gossip" propaganda can attract the attention of the mass media and make free publicity reports.
(10) can be a model of fixed-point marketing and advertising performance in the marketing strategy of small business circle of each branch. At the same time, it is necessary to strengthen the overall publicity and promotion activities according to the characteristics of people near business districts and stores.