Segment and Profiling Examples Essay Example for Free

Segment and Profiling Examples Essay* CARLS JR.The brand continues its growth with an emphasis on superior, service and cleanliness, pioneering concepts such(prenominal) as partial parry service and self-serve beverage bars. The introduction of the signature Six Dollar Burger in 2001 marks the latest Carls junior advance in the quick-service industry, confirming the chains aeonian 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 gentility 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 wholeness parents with 1- 4 stay at home children and roughly $1300 of disposable income that is usually spent at QSRs. Common lifestyle characteristics include parents who work full clock time and who are not always able to prepare a meal for their family, household s where 3 of the four bulk 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 trade 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 scar grocery regularly crystallize purchases at QSRs 1 2 times a week and expect healthier more nourishing 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 put market exists mainly in suburban areas, high traffic business districts and in nearly 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 b e spent on tv, commercials would be aired Monday to Friday from 3pm to 1030pm, playing 3, 40 second commercials in an hour. On weekends commercials would air from 1100am to 1000pm, 2 times an hour.How By development the profile-matching strategy in all chosen forms of media Carls Jr. would be able to achieve the desired regional coverage needed to successfully dismiss into the Canadian market. This effort combined with skip schedule advertising will generate awareness, interest and trial purchaseEndorsements is a technique that Carls Jr. has already used somewhat successfully and could continue to do so by rangeting 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 confused with benefits of the product. Such as an ad where one of the above celebrities would mention how they fo rk up met someone who gives them everything they want and keeps them satisfied with his big., thick., so large I can barely get both hands on it.., these references would of pedigree be toward Carls Jr. and the size of their new Six Dollar Jalapeo burger.Shaquille ONeal, and Kobe Bryant could also be used to target the element of customers who whitethorn be more influenced by the endorsements of professional athletes and their reference to the amount of stub found in the premier burger. With this type of commercial we would also introduce taglines and slogans to get by the message. For the ad endorsed by an attractive female celebrity the tagline would be If we can get her this HOT, imagine what we can do for you. this would introduce the Jalapeo burger as a spicy meal to consumers who prefer a kick to their food. The slogan used for the entire advertising campaign would be Were new. Were more. And we can make it HOT.* BROTHERS BURGERBr another(prenominal)s Burger is a fast-casu al restaurant that now has a total of 18 branches six franchised and 12 company-owned in Metro Manila, Baguio City, Cebu City.We wanted to give the market good comfort good, says Martin, the companys vice president for business development and marketing. But it was Quito, a California-trained chef, who brought up the idea of selling a tribute 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 hatful who influence this if they are craving for burgers.* BURGER MACHINEBURGER MACHINE IS THE MARKET LEADER OF THE BURGER-ON-WHEELS SEGMENT OF THE FAST FOOD INDUSTRIES IN THE PHILIPPINES OPERATED BY FRANCHISEES NATIONWIDE.Burger simple 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 wherefore it earned its name the burger that never sleeps.* McDonaldsMcDonalds 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 havent segmented their products according to Adult target group. And also havent started segmented related to breakfast in every outlet.* Happy Meal for Kids.Playing area for KidsMusic and Dance taradiddle 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 and through fun playSports Zone -a series of sports-oriented activities to promote aerobic exercise for children aged nine to 11Parent Zone-features seating and provides a monitoring area for their children and the dine Area which allows family to eat.Geographical segmentationFrom geographical segmentation above we can see that McDonald offered their services based on certain country basic food.Demographic/psychographic segmentationDemographic 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 customers religion To offer the best services McDonald still worry about variations due to differing tastes and cultural issues for their customer over the world. For exampleDemographic segmentation divides the marketIn Malaysia, In Muslim country like Malaysia pork barrel is not due to Musli m dietary laws, the hamburger is called beef burger avoiding the word ham (McDonald Malaysia). Additionally, in North African Morocco as well as other Muslim countries, all meats is slaughtered in the proper 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 Passover bun (only in Israel) for the eighty day full stop in which practicing Jews abstains from leavened bread. Contrary, Veggie burger are offered wherever there is significant demand, including India and much Western Europe, but McDonald rarely certificate it product as vegetarian.Indeed, McDonalds was subject to high profile lawsuit and eventually forced to apologized for using small beef in the preparation of fries marketed as cooked in coke% vegetable oil. While in the liberal cou ntries 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 segmentationBehavioral segmentation focuses on dividing consumer based on their knowledge, attitudes, uses, benefits sought, or responses to companys 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, plurality who look for in their product class or look for each benefit. For example, McDonald provide McDelivery for 24 hour, this the only one gross sales talk service that not stop even once in a while a day by just call it and order, after that at heart a minute it comes to your place with the food that still hot and fresh.For example, the y 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 dispatch what they order rather than comedown directly to McDonalds restaurant. McDonald segmented McDelivery fare 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 unthaw 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 cappu ccino, mCcafe latte, mCcafe long black, coke/ coke light, sprite, ice lemon tea, jasmine green tea, ascorbic acid% pure orange juice, limeade, iced milo, evian, fresh milk, hot chocolateor tea, hot milo. Dessert McFlurry, sundae, apple pie. (McDelivery, 2006)McDelivery placard 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 devoted to this McDonalds 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 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 co mmercial break that published in television, advertise their burger in big billboard, put their poster in bus until send their discount coupon (direct mail) to public.