KFC Report
Possible Roy Morgan Segments & Trends
CLEAR-CUT ADVERTISING
August 8, 2010
Authored by: Keaton
KFC Report
Possible Roy Morgan Segments & Trends
Campaign Aims
To gain market share by introducing new market segments to the popular fast-food chain ‘KFC’.
A possible market can be a more worldly ‘café culture’ market, such as those that McDonalds
have gained though store decor transformations and McCafe bistro’s added to stores. Below are
possible market segments our campaign can reach.
Socially Aware
This segment according to the Roy Morgan website is ‘Socially Aware’. This means that the
segment has the mindset and knowledge of a much broader scope than any other segment.
They are aware of political agendas, economic states, world issues and are addicted to ‘finding
out or trying anything that’s new or different and persuading others to accept their opinions,
priorities and lifestyle preferences.’
Proving to this segment that KFC is also socially aware may be a good strategy.
People in this segment tend to be light consumers of commercial television, preferring ABC and
SBS, with music tastes in Jazz, folk, world, and other less popular, more ‘sophisticated’ music.
They have a broad knowledge of the arts and cultural influences; this makes this area a starting
point for an attention grabbing focus in a campaign to this segment.
Current State
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


Find out if they eat at kfc
Find out what they don’t like about
kfc
Find out what they do like about kfc
Find out where they eat and why
\Campaign Objective


To increase market share by
introducing more socially aware
customers to shop at KFC through
advertising that ‘clicks’ with this
special category.
To introduce this segment to fast
food, and convince them it can be
just as good as artisan Café food
KFC Report | 8/8/2010
Young Optimists
1
This segment is in to image and style (not fads or fashion). Because they are conscious of the
image they project, they are long term thinkers, and want to make the right impression. They
want to try everything, therefore living on credit, forgetting to go shopping and buying takeaway. They can be dreaming of travel, surfing the internet and developing an international
perspective on the world. This segment is very heavy on music whether commercial or
alternative like triple j.
When adhering to the target market of ‘Socially Aware’, some of this will filter into the Young
Optimists as some of this group are very knowledge from attending university or the broad world
views they get from the wealth of knowledge on the internet.
With this in mind, this segment can be included in the main advertising campaign’s target
market.
Current State


When asking Uni students if they eat
KFC, it is usually if they forgot to
buy food, if it is closest, if they are
drunk.
The test group preferred McDonalds
for breakfast for the night after
drinking, as KFC does not have a
breakfast menu.
\Campaign Objective

To reach the part of this segment
that has broad world views and
cultured backgrounds, and to build
a strong argument to eat at KFC on
a regular basis over McDonalds

Look At Me
This group love to be a part of the ‘in’ crowd of their peers. They are fashion and trend
conscious, wishing to stand out from their parents’ generation.
Simply because of the former key attribute, if the Socially Aware segment, that usually catch
onto trends early, and the Young optimist crowd, are convinced to eat at KFC, then there should
be a flow-on effect of ‘Look At Me’ segments following the crowd to join what is ‘in’ and trendy at
the moment. We have seen this effect with Facebook, originally starting off exclusive to Uni
students; the social network was dominated by Socially Aware and Young Optimist segments.
Years later, the Look at Me generation have flocked to Facebook in droves, following the former
two segments.




Find out if they eat at kfc
Find out what they don’t like about
kfc
Find out what they do like about kfc
Find out where they eat and why
\Campaign Objective

Gain more customers from this
segment though a chain reaction of
influence from the Socially Aware
and Young Optimist Segment
KFC Report | 8/8/2010
Current State
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