Restaurant / Fast food company is in the process of introducing a new diet menu options. Identify the positioning & differentiation strategies using "PLACE" in the marketing mix such as:
-channels of distribution, product location availability, physical distribution/ location, cost, markup, suggested selling price, profit margin, price & quality relationship.
Understanding the factors that affect potential customers' behavior is critical to the success of the positioning plan for the diet menu. These factors include external and internal influences and psychographics. The key external factors for positioning are culture, family, social stratification, demographics, reference groups, and technology. The key internal factors are personality, motivation, attitude, perception, and values. Psychographics information must be used to construct a profile of the target consumer and consumer data must be gathered via online customer surveys, which can help the fast food company to define its target market.
The target market can be all health conscious individuals between the ages of 21 and 60. This market is a little too broad and should be segmented into:
1. Those who want healthy fast food to lose weight because of serious health issues such as people with diabetes and obesity.
2. Those who want ...
This is a discussion of a marketing mix for a fast food diet menu to be introduced at a fast food restaurant. It includes discussions of positioning & differentiation strategies using "PLACE" in the marketing mix such as: channels of distribution, product location availability, physical distribution/ location, cost, markup, suggested selling price, profit margin, price & quality relationship.