Segment and Profiling Examples Essay Example for Free

Segment and Profiling Examples Essay * CARL’S JR. The brand continues its growth with an emphasis on quality, service and cleanliness, pioneering concepts such as partial table service and self-serve beverage bars. The introduction of the signature Six Dollar Burgerâ„ ¢ in 2001 marks the latest Carls Jr. ® advance in the quick-service industry, confirming the chains constant emphasis on product innovation and representing a desire to satisfy the tastes of young, hungry consumers. Who: male and female consumers between the ages of 18 – 25 with an average education level of a high school graduate or higher and a income level of 000 000. This also includes family consumers who typically consist of married or single parents with 1- 4 stay at home children and roughly $1300 of disposable income that is usually spent at QSR’s. Common lifestyle characteristics include parents who work full time and who are not always able to prepare a meal for their family, households where 3 of the four people in a typical family do not know how to cook, consumers who spend 71% of their time or more outside the house, consumers who spend a majority of their time in busy high traffic districts of the city and teenagers between the age of 15 – 19 who work full or part time jobs and or go to school full time. Consumers in this target market regularly make purchases at QSR’s 1 – 2 times a week and expect healthier more nutritious meal options such as specialty salads, deli style sandwiches and grilled chicken sandwiches. What: The overall nature of the message would be image intensive with a majority of advertisements directed toward tv, print (including coupons etc.) and internet banners/stream videos. Where: The target market exists mainly in suburban areas, high traffic business districts and in some rural areas of Canada. The weight of the media funding would be allocated primarily based on this info and population patterns. When: Since a majority of ads will be spent on tv, commercials would be aired Monday to Friday from 3pm to 10:30pm, playing 3, 40 second commercials in an hour. On weekends commercials would air from 11:00am to 10:00pm, 2 times an hour. How: By using the profile-matching strategy in all chosen forms of media Carl’s Jr. would be able to achieve the desired regional coverage needed to successfully launch into the Canadian market. This effort combined with ‘skip’ schedule advertising will generate awareness, interest and trial purchase Endorsements is a technique that Carl’s Jr. has already used somewhat successfully and could continue to do so by getting endorsements from celebrities that would be easily recognized and accepted by the target audience. This would include Lindsay Lohan, Jessica Alba and Sarah Jessica Parker who could add to the presentation with sexually blatant appeals that could be easily â€Å"confused† with benefits of the product. Such as an ad where one of the above celebrities would mention how they have met someone who gives them everything they want and keeps them satisfied with his â€Å"big†¦., thick†¦., so large I can barely get both hands on it†¦..†, these references would of course be toward Carl’s Jr. and the size of their new ‘Six Dollar’ Jalapeà ±o burger. Shaquille O’Neal, and Kobe Bryant could also be used to target the segment of customers who may be more influenced by the endorsements of professional athletes and their reference to the amount of meat found in the premier burger. With this type of commercial we would also introduce taglines and slogans to complete the message. For the ad endorsed by an attractive female celebrity the tagline would be â€Å"If we can get her this HOT, imagine what we can do for you.† this would introduce the Jalapeà ±o burger as a spicy meal to consumers who prefer a ‘kick’ to their food. The slogan used for the entire advertising campaign would be â€Å"We’re new. We’re more. And we can make it HOT.† * BROTHER’S BURGER Brothers Burger is a fast-casual restaurant that now has a total of 18 branches— six franchised and 12 company-owned — in Metro Manila, Baguio City, Cebu City. â€Å"We wanted to give the market good comfort good,† says Martin, the company’s vice president for business development and marketing. But it was Quito, a California-trained chef, who brought up the idea of selling a premium burger. To bring this idea to life, DJ and Martin quit their jobs to help Quito. Their burgers are all quite big and charbroiled a lot of health conscious people who order this if they are craving for burgers. * BURGER MACHINE BURGER MACHINE IS THE MARKET LEADER OF THE BURGER-ON-WHEELS SEGMENT OF THE FAST FOOD INDUSTRIES IN THE PHILIPPINES OPERATED BY FRANCHISEES NATIONWIDE. Burger Machine is the market leader of the burger-on-wheels segment of Philippines Food Industry. To simply put it, Burger Machine is the National Burger Stand of the Philippines. 🙂 (Among the other famous burger stands in the Philippines are: Angels Burger, Scott Burger Buy 1 Take 1 Burgers, etc). Burger Machine is not the resto type, it has been consistent in identifying itself as the-burger-next-door; you can see it everywhere, in every block, and in every corner possible. It is open 24 hours, the reason why it earned its name the burger that never sleeps. * McDonalds McDonalds has segmented their products according to bases of Demographic, Psychographic and Behavioral. They have segmented their products and positioned their products according to kids, students and family. But they haven’t segmented their products according to Adult target group. And also haven’t started segmented related to breakfast in every outlet. * Happy Meal for Kids. Playing area for Kids Music and Dance floor for youth. Toddler zone -an active play environment with age-appropriate games that develop physical coordination and social skills. Active zone-designed for children aged four to eight that promotes physical fitness through fun play Sports Zone-a series of sports-oriented activities to promote aerobic exercise for children aged nine to 11 Parent Zone-features seating and provides a monitoring area for their children; and the Dining Area which allows family to eat. Geographical segmentation From geographical segmentation above we can see that McDonald offered their services based on certain country basic food. Demographic/psychographic segmentation Demographic segmentation divides the market into groups based on variables like gender, age, nationality, religion, family life cycle and family size. McDonald offered their services by segmented their customer based on age, religion and family life cycle McDonald segmented their product based on customer’s religion To offer the best services McDonald still concern about variations due to differing tastes and cultural issues for their customer over the world. For example: ‘Demographic segmentation divides the market In Malaysia, In Muslim country like Malaysia pork is not due to Muslim dietary laws, the hamburger is called beef burger avoiding the word â€Å"ham† (McDonald Malaysia). Additionally, in North African Morocco as well as other Muslim countries, all meats is slaughtered in the halal method and labeled as such. On The other hand, In Israel, kosher dietary laws forbid the mixture of the meat and the dairy product, because of this, cheeseburger are not popular. McDonald runs kosher restaurants in Jerusalem and in Buenos Aires (Gurdian Unlimited, 2007), Argentina and offer a â€Å"Passover bun† (only in Israel) for the eighty day period in which practicing Jews abstains from leavened bread. Contrary, â€Å"Veggie burger† are offered wherever there is significant demand, including India and much Western Europe, but McDonald rarely certificate it product as vegetarian. Indeed, McDonald’s was subject to high profile lawsuit and eventually forced to apologized for using small beef in the preparation of fries marketed as cooked in 100% vegetable oil. While in the liberal countries like The United States McDonald offer any kinds of food which one of it not available in other countries such as, hamburger, big n tasty, crispy chicken mCclub, McRib Jr, bacon egg and cheese bagel, BBQ bacon chicken mCgrill and cherry pie. (Bizjournal strictly business, strictly local, 2001) Behavioral segmentation Behavioral segmentation focuses on dividing consumer based on their knowledge, attitudes, uses, benefits sought, or responses to company’s product (McNamee McDonnell, 1995). One of the best form of segmentation is to divided buyers according to the different benefits that they want to get by purchasing the product. Usually, people who look for in their product class or look for each benefit. For example, McDonald provide McDelivery for 24 hour, this the only one delivery service that not stop even once in a while a day by just call it and order, after that within a minute it comes to your place with the food that still hot and fresh. For example, they who are working until late night in the office or they who are not sleep at night, they use this service to feed them because not all McDonald restaurants is open for 24 hour, certain McDonald restaurant only open until 2 am in the morning, for customer who look for each benefit they will just call McDelivery to send what they order rather than comedown directly to McDonald’s restaurant. McDonald segmented McDelivery menu based on the time that customer order: ∙ Breakfast extra value meals: bagel with omelet, big breakfast, hotcakes with sausage, hotcakes, sausage mCmuffin, egg muffin, fillet-o-fish, hashbrown. Happy Meal breakfast includes free toy: 2pc breakfast hotcakes. ∙ Lunch/Dinner/supper: big mag, double cheeseburger, fillet-o-fish, mcwings, French fries, mCchicken, mCspicy, grilled chicken foldover. Happy Meal lunch/dinner/supper includes free toy: chicken mCnugget, grilled chicken bun, chicken mCnugget. ∙ Sides: French fries, corn cup, apple dippers. ∙ Beverages: mCcafe cappuccino, mCcafe latte, mCcafe long black, coke/ coke light, sprite, ice lemon tea, jasmine green tea, 100% pure orange juice, limeade, iced milo, evian, fresh milk, hot chocolateor tea, hot milo. ∙ Dessert: McFlurry, sundae, apple pie. (McDelivery, 2006) McDelivery menu by McDonald (2006).. According to the data above, we can see that McDonald segmented their McDelivery menu based on how customers considering each benefit. Another behavioral segmentation in McDonald that we can guess is they proudly Big Mac, we can measure how customer is loyal to this McDonald’s product. In my opinion, Big Mac is one of popular burger in the world everybody knew it, know what it calls, know how to get it and know how it tastes. Year to year the sales of Big Mac keep on steadily and it is never drop under what we are predicted. On the other hand it sales also never suddenly totally increased, it is one of the evidence that Big Mac is reputable in common meanings it well-know because of it big size of burger under the brand of McDonald which all the people knows how it fast food feeder popular but it do not mean that this Big Mac do not have competitor. Nowadays, there is a lot of fast food feeder that serve any kind of burger with tempting taste and affordable price, this is what people said â€Å"the taste balance with the quality† which the brand is Burger King with their lot of menu choices and MOS burger that now serving their burger not with bread rather than rice, so many unique and unimagined ideas about how people create an interesting food and take business burger seriously. The reasons why this three brand of burger consume by community is because they all concern for the word halal kosher, they also know how to compete by creating the best test and design the appearances of burger until it brings kind of history to our life. Additionally, it also because of their good marketing which know how they persuade people and how they advertise their burger by make it commercial break that published in television, advertise their burger in big billboard, put their poster in bus until send their discount coupon (direct mai l) to public.