Brand Reputation Week 6-7 - ideal point model

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Australian Pacific College *

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2207

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Feb 20, 2024

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1 IDEAL POINT MODEL & POP/POD Brand: Functional level 226 Customer-Based Brand Equity Pyramid 227 228 Brand/Product Positioning Using Perceptual & Preference Maps • Mapping: Techniques (using customer- data) that enable managers to develop differentiation and positioning strategies by enabling them to visualize the competitive structure of their markets as perceived by their customers. 228 Understanding which attributes really matter…! Ideal point 229

2 Ideal point model 1. Compares your brand versus an ideal held by consumers. 2. Measures the perceptions of the brand’s location along an attribute continuum 3. Multiplied by an importance level for each attribute • The product must be rated close to the ideal point. For example, two brands of facial tissue might have a satisfactory price, fragrance, and texture, but the brand selected may have a fragrance similar to the buyer's favorite perfume. 230 Ideal point model • If the importance of an attribute is high: • And our performance is poor • If the competitor is also poor, we have neglected an opportunity • If the competitor is good, we are at a competitive disadvantage • And our performance is good • If our competitor is poor, we have competitive advantage • If our competitor is good, we have competition 231 Ideal point model • If the importance of an attribute is low: • And our performance is poor • If the competitor is also poor, we have a null opportunity • If the competitor is good, we have a false alarm – it doesn’t matter • And our performance is good • If our competitor is poor, we have a false advantage – it’s not worth it • If our competitor is good, we have false competition 232 Ideal point Model Samsung_S5_Commercial_2014_Dont_be_Wall_Hugger.flv Nokia_mocks_iPhone_5_in_a_new_ad_for_a_Umia_820.flv.fl v 233

3 Understanding which attributes really matter…! http://tejas.iimb.ac.in/articles/95.php 234 Repositioning of KFC (WARC) The issue: A Narrowing business base. In order to address this a KFC management project team was appointed. Their task was to develop an overall marketing plan that would achieve a quantum leap in sales by the end of the financial year. 235 Target insight • Only 4 out of 10 adults had used any fast food outlet in the past three months. • Two thirds of the business was in the hands of heavy users, ie those who visit a quick service restaurant once every three days. • These heavy users tended to be male, single, young and downscale in terms of social class, income and education. • Most consumption would take place after 10pm. • At last these consumers have very little brand loyalty. 236 Britain after dark… 237

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4 Ideal Point Model The study invited consumers to describe the ideal fast food operation. An 'importance' hierarchy was produced which showed that consumers had a firm view of their ideal fast food stores and also how current offers measured up to that ideal. 238 Repositioning of KFC (WARC) The consumer was able to list thirty attributes which clustered into eight basic motivators: • Food quality • Service • Eat-in • Take-away meal • Convenience • Snack • Appearance • Meal for children 239 Repositioning of KFC: The issue 240 New Target Segment • Families and familial groups who regularly use fast foods but do not see KFC as fulfilling their needs. • Familial groups are members of a family in company with their friends and peers. • This targeting was designed to break out of the young, male, single, late-night corset into a broader family appeal. As such a high proportion of the existing sales and consumers operated outside 'family' situations and hours we would not antagonise our existing user base. 241

5 Target Segment Current Beliefs and feelings • KFC is not relevant to my fast foods needs (because of): • poor value • too expensive • small portions • not for people like me 242 Attitude changes sought • KFC have improved their offer significantly which now makes it relevant and worth trying. 243 Attitude changes sought: How? Communication of the news from KFC: • larger portions • new menu items for families offering better value • new 'snack' menu items offering better value • the feeling that KFC is now respectable 244 The key elements of repositioning • Greater value for money with larger chicken portions. • New products - Chicken Sandwich, Bargain Buckets. • Improved operational variables covering quality, cleanliness, packaging, speed of service, product display. • A major new television campaign (based on an additional franchisee levy) with continuous impacts. 245

6 KFC Ad - Love is forever.mp4 KFC TV so good.flv 246 Results 247 Results 248 Results Wave 1 Wave 1 Wave 2 Wave 2 249

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7 Results: WESTWARD SALES INCREASE YR/YR - LAUNCH PERIOD 250 Results: Anglia SALES INCREASE YR/YR - LAUNCH PERIOD 251

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