Brand Positioning Analysis Report - Marketing Module, Semester 1

This report provides a brand positioning analysis of McDonald's, KFC, and Subway, examining their respective target markets, points of parity, and points of difference. The analysis delves into the specific strategies each brand employs to attract and retain customers, considering factors such as pricing, product variety, and brand perception. Furthermore, the report suggests ways for each brand to enhance its points of difference and improve its market position, offering actionable recommendations for marketing and strategic improvements. The report utilizes academic sources to support its findings and recommendations, providing a comprehensive overview of the fast-food industry's competitive landscape.

BRAND POSITIONING
ANALYSIS

Table of Contents
Table of Contents
INTRODUCTION................................................................................................................................2
Brands target market........................................................................................................................2
Point of parity for each brand and point of difference for each three brand....................................2
Ways to improve points of difference for each brand......................................................................3
REFERENCES.....................................................................................................................................4
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INTRODUCTION
Brand positioning analysis is the process of analysing about the company's current brand
that is being perceived by marketplace. To identify the opportunities in the target market it is
required for the company to compare it with the similar brand. This report contains the different
target market of McDonald's, KFC and Subway. This report also elaborate the point of parity and
point of difference in the above three industries and give the ways to improve the point of
difference.
Brands target market
McDonald’s claims that their outlets offer the meals for the children and it is the place to do
relax by having the free for Wi-Fi also offer the quick breakfast in the morning. Main target of the
McDonald’s is the parents with young children. Another major target of McDonald’s marketing is
of teens, and the teens find the menu valuable especially also they find that the McDonald’s
restaurant is cool place to meet with the friends and for the work (De Meulenaer, Dens and De
Pelsmacker, 2015).
As compare to McDonald’s, KFC target market includes both the vegetarian and the non
vegetarian segments. KFC is having the items in its menu that cater to all the age group from the
adults to the young audience. From the years brand is making the strategy that it is perceived as
family restaurant. They uses the demographic segmentation to serve the market as per the needs and
wants of customers and they are having mainly young and adults as a consumer. They are targeting
more 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 between
the age of 16 and 39, although the people of all ages and of background enjoy the delicious as well
as healthy sandwiches. Subway identify their target markets by “demanding young people who
know their minds”. They strongly believes that they are having the huge opportunity for the growth
with families (Jun and Park, 2017).
Point of parity for each brand and point of difference for each three brand
Point of Parity in between the McDonald's, Subway and KFC
Point of parity is the factors that the company is having the similarity from their competitors within
the industry as it is considered as me too offering of product as they are having the larger similar
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offerings. All these companies are dealing in the fast food sector and all are serving to vegetarian as
well as non vegetarian food. All these are considered as hazardous for health as they are serving oily
and fatty foods. All these are the global fast food chains.
Point of Difference in between the McDonald's, Subway and KFC
Point of difference is the thing that makes the brand to stand out and these are those factors that
drive the purchase. These are the offering that is relatively different from their competitors
McDonald's Subway KFC
It is having the affordable
price.
It is quit expensive from the
McDonald's.
It is also expensive as compare to
these two company.
It is also having the wide
variety in the vegetarian food.
They are having both the
variety and focus on the
families.
They are having large variety in
non -vegetarian food and very
few in vegetarian food.
Ways to improve points of difference for each brand
McDonald's : McDonald’s can improve its point of difference as there is the key to contact from
the customers before they are in need to pick up the phone and contact to stores. To become
effective these contacts should be on timely and personalised as well as relevant to the customers. It
is the best proactive strategy that make the regular contact from the consumer life cycle. This
strategy can also offer the great service to the customers and it is good for the business as well ( Jun
and Park, 2017).
KFC : Company can improve the point of difference by doing focus on culture as it make the best
company. They have to implement the training programmes to improve the cultural values at the
same ensure that everyone shares the same value and also they are consistent demonstrate while
dealing from the customers.
Subway : Way to improve the point of difference in Subway is that they simply have to put the
things that satisfy the employees. When the employees are happy than they will going to give the
best service to the customers. It is being proven that the employees will perform better in the job
when they are being appreciated on time (Wang, 2015).
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REFERENCES
Books and Journals
De Meulenaer, S., Dens, N. and De Pelsmacker, P., 2015. Which cues cause consumers to perceive
brands as more global? A conjoint analysis. International Marketing Review. 32(6). pp.606-
626.
Jun, S.P. and Park, D.H., 2017. Visualization of brand positioning based on consumer web search
information: Using social network analysis. Internet Research. 27(2). pp.381-407.
Wang, H.J., 2015. A new approach to network analysis for brand positioning. International Journal
of Market Research, 57(5), pp.727-742.
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