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Brand Positioning Analysis (pdf)

   

Added on  2021-02-20

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BRAND POSITIONINGANALYSIS
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Table of ContentsTable of ContentsINTRODUCTION................................................................................................................................2Brands target market........................................................................................................................2Point of parity for each brand and point of difference for each three brand....................................2Ways to improve points of difference for each brand......................................................................3REFERENCES.....................................................................................................................................41
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INTRODUCTIONBrand positioning analysis is the process of analysing about the company's current brandthat is being perceived by marketplace. To identify the opportunities in the target market it isrequired for the company to compare it with the similar brand. This report contains the differenttarget market of McDonald's, KFC and Subway. This report also elaborate the point of parity andpoint of difference in the above three industries and give the ways to improve the point ofdifference.Brands target marketMcDonald’s claims that their outlets offer the meals for the children and it is the place to dorelax by having the free for Wi-Fi also offer the quick breakfast in the morning. Main target of theMcDonald’s is the parents with young children. Another major target of McDonald’s marketing isof teens, and the teens find the menu valuable especially also they find that the McDonald’srestaurant is cool place to meet with the friends and for the work (De Meulenaer, Dens and DePelsmacker, 2015). As compare to McDonald’s, KFC target market includes both the vegetarian and the nonvegetarian segments. KFC is having the items in its menu that cater to all the age group from theadults to the young audience. From the years brand is making the strategy that it is perceived asfamily restaurant. They uses the demographic segmentation to serve the market as per the needs andwants of customers and they are having mainly young and adults as a consumer. They are targetingmore to the families and their target product hot meals that can also be bring at home. As compare from the above two Subway target market is the young adults that is in betweenthe age of 16 and 39, although the people of all ages and of background enjoy the delicious as wellas healthy sandwiches. Subway identify their target markets by “demanding young people whoknow their minds”. They strongly believes that they are having the huge opportunity for the growthwith families (Jun and Park, 2017).Point of parity for each brand and point of difference for each three brandPoint of Parity in between the McDonald's, Subway and KFCPoint of parity is the factors that the company is having the similarity from their competitors withinthe industry as it is considered as me too offering of product as they are having the larger similar2
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