Analysis of UK Food Market, Targeting and Positioning for Twins Kebab

This report provides an overview of the UK food market, highlighting its size, challenges, and opportunities, especially in light of the COVID-19 pandemic. It examines UK food buying behavior, noting consumer preferences for chicken and increasing concerns for health and safety. The report then focuses on Twins Kebab, detailing its market segmentation strategy based on age and income, and targeting the middle and higher classes in London. Furthermore, it discusses the positioning of Twins Kebab, emphasizing its goal to be the premier destination for non-vegetarian and Middle Eastern cuisine in London through superior quality meat, advertising campaigns, and a unique ambiance. The report concludes with a list of references from books and journals.

FOOD MARKET OF
UK

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
UK Food Market........................................................................................................................1
UK food buying behaviour........................................................................................................1
The segmentation of the business market................................................................................1
Targeting of Twins Kebab........................................................................................................2
Positioning of Twins Kebab......................................................................................................2
REFERENCES................................................................................................................................4

INTRODUCTION
UK Food Market
The food industry is the largest manufacturing sector in UK, it is the largest food exporter,
the food industry in the UK, is same as every industry, they also having its own challenges and
opportunities. It is important for marketing, communications, and display the professionals to be
alert for the current food industry trends, so that they are able react quickly. During the time of
COVID-19 food industry are goes down, and this thing are impact negative. It is critical not just
for brand growth, but also for a whole multitude of societal and environmental reasons.
UK food buying behaviour
Since UK people more prefer chicken, so the company will offer the chicken kebab to
attract the new customer. But during the time of lockdown, UK people are more concern for the
health and safety, so Twins kebab need to more focus in health and safety. Along with they also
want to adapt the advance technology, like online payment and also make online website to get
more order, because UK costumers mostly order their food online. Twins kebab also having a
opportunities to build their business, they can introduce healthy kebab to attract the new
customers, because people are more concern for their health.
The segmentation of the business market
Twins Kebab will segment the market on the basis of major demographic factors in order
to ensure that the proper customers are being enticed from its vast marketing campaigns built to
enter and stay as a strong force in the UK food industry. Market segmentation is very important
part of a business plan as it details the way in which the business will shape its operations going
forward and proper segmentation is vital to survive in market segments where competition is
quite cutthroat such as the UK food sector. The way in which the market segmentation will
happen in the context of twin kebabs are as follows.
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 Age – The restaurant will separate the market on the basis of age as the main clientele
will be primarily millennials as a significant portion of young gen z members are going
vegan at an increasing pace
 Income – This will also be a major factor as the main segmentation component for Twins
Kebab as people belonging to poorer sections of society and those with low level of
disposable income will be the customers of the restaurant as the pricing will be on the
higher side due to the premium quality meat being served with the highest quality
standards
Targeting of Twins Kebab
The main result after the segmentation process of the company will come I the form of the
way in which the segmented market will be targeted. Since the main part of the business when it
comes to the food industry involves the geographic location which in this case is Lewisham in
the heart of the city of London, the main clientele which will be targeted will involve the middle
and higher class people which are teenagers and middle aged in London as in this category, the
demand for good quality meat products is quite high. By focusing their targeting efforts on this
particular market segment, Twins Kebab will get a chance to impress the high profile clientele
along with middle class families of London which can allow it to develop a popular fan base
quite quickly as the brand will focus exclusively on proving robust flavours with the best quality
meat in the market.
Positioning of Twins Kebab
The last major part of the business planning process at the initial stage will involve the
market positioning of the restaurant which will the major contributor over its long time success.
The main aim of the business is to establish itself as the main place to go for people if they want
to experience non-vegetarian food and middle eastern cuisine in London which is a market niche
which has not been explored by competitors, especially not in locations such as Lewisham. The
efforts which will help the firm to position itself in the market is as follows.
 The firm will develop an extensive market plan which will consist of various efforts to
highlight the superior quality meat as being the main USP which will help develop better
taste
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 The advertisement campaign will focus on extensive discounts and the royal ambiance of
the restaurant along with its middle eastern influenced interior which will help
differentiate from other local competitors in London
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REFERENCES
Books and Journals:
Alam, M.F., Singh, R. and Katiyar, S., 2021, December. Customer Segmentation Using K-
Means Clustering in Unsupervised Machine Learning. In 2021 3rd International
Conference on Advances in Computing, Communication Control and Networking
(ICAC3N) (pp. 94-98). IEEE.
Zhang, Q., Chen, J. and Zaccour, G., 2020. Market targeting and information sharing with social
influences in a luxury supply chain. Transportation Research Part E: Logistics and
Transportation Review, 133, p.101822.
Pike, S., and et.al., 2018. Tracking brand positioning for an emerging destination: 2003 to 2015.
Tourism and Hospitality Research, 18(3), pp.286-296.
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