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분야
doc(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.
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
