Why are we developing a new IMC campaign?
The main problem Chick-fil-A’s brand is facing is not meaningfully differentiated from all the other fast food chains. All the brands in the competitive arena have included similar attributes in their positioning strategy; Chick-fil-A’s positioning, therefore, is not differentiated. For example, McDonald’s is promoting that the selection of options available on its menu allows people to select the healthier option according to their dietary restrictions. Additionally, almost every player in the industry has a type of low calories option on their menu, as well as a section on their website for nutritional suggestions for kids. The pleasant consumer experience is promoted by several other fast food companies …show more content…
We have to separate Chick-Fil-A from their competitors and simply put the business in their own fast-food lane.
Who is the target customer?
Our primary target market that we want to reach is young adults and females as it is offering mainly chicken products. This is a healthier alternative to hamburgers. Reaching out to college students will have a different approach because they play a big part in their campus community. Chick- fil-A also positions itself as a strong Christian company and closes its stores on Sundays, Thanksgivings and other Christian holidays. We will also be able to target those customers who value religion.
Young to Middle Age group, which is more health conscious and therefore prefers it healthier offerings. It also targets Females and Children with special offerings and emphasis on them.
Some psychographic similarities will be that Chick-Fil-A is a strong Christian company and they close all establishments on Sundays. It creates an emotional connection with local communities by supporting local schools, churches, and
The main problem Chick-fil-A’s brand is facing is not meaningfully differentiated from all the other fast food chains. All the brands in the competitive arena have included similar attributes in their positioning strategy; Chick-fil-A’s positioning, therefore, is not differentiated. For example, McDonald’s is promoting that the selection of options available on its menu allows people to select the healthier option according to their dietary restrictions. Additionally, almost every player in the industry has a type of low calories option on their menu, as well as a section on their website for nutritional suggestions for kids. The pleasant consumer experience is promoted by several other fast food companies …show more content…
We have to separate Chick-Fil-A from their competitors and simply put the business in their own fast-food lane.
Who is the target customer?
Our primary target market that we want to reach is young adults and females as it is offering mainly chicken products. This is a healthier alternative to hamburgers. Reaching out to college students will have a different approach because they play a big part in their campus community. Chick- fil-A also positions itself as a strong Christian company and closes its stores on Sundays, Thanksgivings and other Christian holidays. We will also be able to target those customers who value religion.
Young to Middle Age group, which is more health conscious and therefore prefers it healthier offerings. It also targets Females and Children with special offerings and emphasis on them.
Some psychographic similarities will be that Chick-Fil-A is a strong Christian company and they close all establishments on Sundays. It creates an emotional connection with local communities by supporting local schools, churches, and