[마케팅] 파파이스(Popeyes) 마케팅 전략(영문)
등록일 / 수정일- 페이지 / 형식
- 자료평가
- 구매가격
- 2010.10.28 / 2019.12.24
- 12페이지 /
doc (MS워드 2003이하) - 평가한 분이 없습니다. (구매금액의 3%지급)
- 1,400원
최대 20페이지까지 미리보기 서비스를 제공합니다.
자료평가하면 구매금액의 3%지급!
1
2
3
4
5
6
7
8
9
10
11
12
추천 연관자료
- 목차
-
1. introduction of Popeyes.
(1) History of Popeyes.
(2) History of Popeyes in Korea.
(3) Products of Popeyes.
2. The reason for choosing Popeyes.
3. STP Strategy
4. marketing straregies
5. 4P
6. Conclusion.
- 본문내용
-
3. Positioning
Popeyes would be a new cultural space. customers can enjoy high quality coffee&food. and they can have joyful time with their friends in Popeyes. customers prefer Popeyes' side menus like potato, biscuit. so they need to strengthen their side menus.
consumers wants to get more than they paid. but Popeyes' customer satisfaction level is too low except brand logo and taste. and also Popeyes' brand image is not good. so they have to change it. consumers think that Popeyes' is no tradition brand than KFC. so Popeyes can promote their 200 years tradition. in addition that, they needs their own character to improve their brand image. KFC and Mcdonald which is rival of Popeyes has their own character already. and they have been successful to improve their image. so Popeyes need to create their own character to stamp their brand image to consumers. furthermore, Popeyes can innovate the store. the existing store is not enough to satisfy customers. Popeyes should sell not only food but also culture.
many studies prove that accessibility affects sales more than quality of service. so, Popeyes should implement aggressive store open strategy rather than investment for service education. actually Mcdonald has been successful to increase salse for this strategy.
4. marketing straregies
1. cafeteria style
As our group briefly said in the positioning section, we target POPEYES as a new culture place like Starbucks. At the same time, this positioning of cafeteria style restaurant becomes marketing strategies of POPEYES. There are 2 explanations for why positioning can be the powerful marketing strategies to increase the market share.
Firstly, there's no hope in this price competition since it deficits each other, it is important to escape from this competition. These days, in the fast food industry, competition, especially price competition, is getting severe and become a bloody competition.
Secondly, there's need to position clearly in A long time ago, In this competition, POPEYES was totally failed and since then there has been no magnificent differentiation from other fast food restaurants. POPEYES didn't provide magnificently superior products or cheaper price than other competitiors. So in order to escape from this unclear positioning, we suggest POPEYES to be different from common fast food restaurants, customers who come POPEYES not just eat but also they enjoy the time in the POPEYES itself.
To achieve this positioning, along with the differentiation in side menus and beverages as said in the 4P, cozy and restful atmostphere like Starbucks is needed. Because this atmosphere is felt by customers' inside minds, it is complicated to achieve cafeteria style. For this atmosphere, except the 4P parts, interior design is significant factor. When customers firstly walk in the restaurant, the general image of the place is determined by the interior style. By equipping soft, fluffy chairs instead of plastic chairs, decorating floors and walls by wooden materials, cozy and comfortable atmostphere. In this atmosphere, customers are more willing to stay in this place and captivated by unique style restaurant other than common fast food restaurant. This willingness to stay longer in this place is expected to make regular customer group who guarantee constant revenue and improve the brand image.
2.clean campaign
As people are more concerned about their welfare, the fast food industry has been shrunken typically from 2002. For example, the number of restaurants of two major competitors 롯데리아&맥도날드 in Korea was dropped from 850 in 2004 to 725 in 2008, from 351 in 2004 to 232 in 2008 each. Not only this external environment, the fast food industry itself was blamed by low hygiene status. For example, a caterpillar was found in chicken sandwiches at one Daegu branch of POPEYES in 2008. And ever since, there's no perception changes of customers to the hygiene of fast food market. So considering these external and internal situation of fast food industry. the clean campaign is necessary.
To do this, POPEYES should use olive oils when they fry chickens. For chicken consumers, the most concerning factors are the quality and cleanness of the oil for fry. Not only make this change inside the company, it is important to convey this current changes to the customers. So we'll use advertisements which will explained last part. Also, to meet the demand of wellbeing products, POPEYES should focus on the development of salad menus, especially chicken salad menu according to their brand as chicken fast food restaurant. Specifically, to meet the
자료평가
-
아직 평가한 내용이 없습니다.
오늘 본 자료
더보기
최근 판매 자료
- [더페이스샵 기업분석] 더페이스샵 성공요인분석 보고서
- 샤넬 CHANEL 기업핵심역량과 샤넬 마케팅 4P,STP,SWOT분석및 샤넬 향후방향제언 PPT
- [광고효과분석] 미샤 브랜드 아이덴티티와 커뮤니케이션전략 수립
- 볼보 VOLVO SWOT분석과 마케팅 4P전략분석 및 볼보자동차 성공요인분석과 볼보 마케팅 실패분석 및 실패극복위한 향후 전략방향 제시
- [마케팅] 크록스(CROCS)마케팅전략
- 스포츠 이벤트 마케팅
- 분배적 정의
- [경영] P&G의 경영전략
- [국제경영]경영학에서 바라보는 국제경영의 정의와 중요성에 대해 설명하고, 국제경영과 국내경영의 차이점과 본인이 생각하는 국제경영의 필요성에 대해 서술
- 다이소 DAISO 경영전략과 SWOT분석 및 다이소 성공요인과 문제점 및 개선방안제시
저작권 관련 사항 정보 및 게시물 내용의 진실성에 대하여 레포트샵은 보증하지 아니하며, 해당 정보 및 게시물의 저작권과 기타 법적 책임은 자료 등록자에게 있습니다. 위 정보 및 게시물 내용의 불법적 이용, 무단 전재·배포는 금지됩니다. 저작권침해, 명예훼손 등 분쟁요소 발견시 고객센터에 신고해 주시기 바랍니다.
