Segment and Profiling Examples Essay


The trade name continues its growing with an accent on quality. service and cleanliness. open uping constructs such as partial table service and self-serve drink bars. The debut of the signature Six Dollar Burger™ in 2001 Markss the latest Carl’s Jr. ® progress in the quick-service industry. corroborating the chain’s changeless accent on merchandise invention and stand foring a desire to fulfill the gustatory sensations of immature. hungry consumers.

Who: male and female consumers between the ages of 18 – 25 with an mean instruction degree of a high school alumnus or higher and a income degree of $ 25000 – $ 65000. This besides includes household consumers who typically consist of married or individual parents with 1- 4 stay at place kids and approximately $ 1300 of disposable income that is normally spent at QSR’s. Common lifestyle features include parents who work full clip and who are non ever able to fix a repast for their household. families where 3 of the four people in a typical household do non cognize how to cook. consumers who spend 71 % of their clip or more outside the house. consumers who spend a bulk of their clip in busy high traffic territories of the metropolis and adolescents between the age of 15 – 19 who work full or portion clip occupations and or travel to school full clip. Consumers in this mark market on a regular basis make purchases at QSR’s 1 – 2 times a hebdomad and expect healthier more alimentary repast options such as forte salads. deli manner sandwiches and grilled poulet sandwiches.

What: The overall nature of the message would be image intensive with a bulk of advertizements directed toward television. print ( including vouchers etc. ) and internet banners/stream picture.

Where: The mark market exists chiefly in suburban countries. high traffic concern territories and in some rural countries of Canada. The weight of the media support would be allocated chiefly based on this info and population forms.

When: Since a bulk of ads will be spent on television. commercials would be aired Monday to Friday from 3pm to 10:30pm. playing 3. 40 2nd commercials in an hr. On weekends commercials would aerate from 11:00am to 10:00pm. 2 times an hr.

How: By utilizing the profile-matching scheme in all chosen signifiers of media Carl’s Jr. would be able to accomplish the coveted regional coverage needed to successfully establish into the Canadian market. This attempt combined with ‘skip’ agenda advertisement will bring forth consciousness. involvement and test purchase

Endorsements is a technique that Carl’s Jr. has already used slightly successfully and could go on to make so by acquiring indorsements from famous persons that would be easy recognized and accepted by the mark audience. This would include Lindsay Lohan. Jessica Alba and Sarah Jessica Parker who could add to the presentation with sexually blazing entreaties that could be easy “confused” with benefits of the merchandise. Such as an ad where one of the above famous persons would advert how they have met person who gives them everything they want and maintain them satisfied with his “big… . . thick… . . so big I can hardly acquire both custodies on it… . . ” . these mentions would of class be toward Carl’s Jr. and the size of their new ‘Six Dollar’ Jalapeno Burger.

Shaquille O’Neal. and Kobe Bryant could besides be used to aim the section of clients who may be more influenced by the indorsements of professional jocks and their mention to the sum of meat found in the Prime Minister Burger. With this type of commercial we would besides present taglines and mottos to finish the message. For the ad endorsed by an attractive female famous person the tagline would be “If we can acquire her this HOT. conceive of what we can make for you. ” this would present the Jalapeno Burger as a spicy repast to consumers who prefer a ‘kick’ to their nutrient. The motto used for the full advertisement run would be “We’re new. We’re more. And we can do it HOT. ”


Brothers Burger is a fast-casual eating house that now has a sum of 18 branches— six franchised and 12 company-owned — in Metro Manila. Baguio City. Cebu City.

“We wanted to give the market good comfort good. ” says Martin. the company’s frailty president for concern development and selling. But it was Quito. a California-trained chef. who brought up the thought of selling a premium Burger. To convey this thought to life. DJ and Martin quit their occupations to assist Quito.

Their Burgers are all rather large and charbroiled a batch of wellness witting people who order this if they are hungering for Burgers.



Burger Machine is the market leader of the burger-on-wheels section of Philippine’s Food Industry. To merely set it. Burger Machine is the ‘National Burger Stand of the Philippines’ . ?? ( Among the other celebrated Burger stands in the Philippines are: Angel’s Burger. Scott Burger Buy 1 Take 1 Burgers. etc ) . Burger Machine is non the resto type. it has been consistent in placing itself as ‘the-burger-next-door’ ; you can see it everyplace. in every block. and in every corner possible. It is unfastened 24 hours. the ground why it earned its name “the Burger that ne’er sleeps” .

* McDonalds

McDonalds has segmented their merchandises harmonizing to bases of Demographic. Psychographic and Behavioral. They have segmented their merchandises and positioned their merchandises harmonizing to childs. pupils and household. But they haven’t segmented their merchandises harmonizing to Adult mark group. And besides haven’t started segmented related to breakfast in every mercantile establishment.

* Happy Meal for Kids.
Playing country for Kids
Music and Dance floor for young person.

Toddler zone -an active drama environment with age-appropriate games that develop physical coordination and societal accomplishments.

Active zone-designed for kids aged four to eight that promotes physical fittingness through merriment drama

Sports Zone-a series of sports-oriented activities to advance aerophilic exercising for kids aged nine to 11

Parent Zone-features seating and provides a monitoring country for their kids ; and the Dining Area which allows household to eat.

Geographic cleavage

From geographical cleavage above we can see that McDonald offered their services based on certain state basic nutrient.

Demographic/psychographic cleavage

Demographic cleavage divides the market into groups based on variables like gender. age. nationality. faith. household life rhythm and household size. McDonald offered their services by segmented their client based on age. faith and household life rhythm McDonald segmented their merchandise based on customer’s faith To offer the best services McDonald still concern about fluctuations due to differing gustatory sensations and cultural issues for their client over the universe. For illustration:

‘Demographic cleavage divides the market

In Malaysia. In Muslim state like Malaysia porc is non due to Muslim dietetic Torahs. the beefburger is called beef Burger avoiding the word “ham” ( McDonald Malaysia ) . Additionally. in North African Morocco every bit good as other Muslim states. all meats is slaughtered in the halal method and labeled as such. On The other manus. In Israel. kosher dietetic Torahs forbid the mixture of the meat and the dairy merchandise. because of this. cheeseburger are non popular. McDonald runs kosher eating houses in Jerusalem and in Buenos Aires ( Gurdian Unlimited. 2007 ) . Argentina and offer a “Passover bun” ( merely in Israel ) for the 80 twenty-four hours period in which practising Jews abstains from leavened staff of life. Contrary. “Veggie burger” are offered wherever there is important demand. including India and much Western Europe. but McDonald seldom certificate it merchandise as vegetarian.

Indeed. McDonald’s was capable to high profile case and finally forced to apologized for utilizing little beef in the readying of french friess marketed as cooked in 100 % vegetable oil. While in the broad states like The United States McDonald offer any sorts of nutrient which one of it non available in other states such as. beefburger. large N tasty. crispy poulet mCclub. McRib Jr. bacon egg and cheese beigel. BBQ bacon poulet mCgrill and red pie. ( Bizjournal purely concern. purely local. 2001 )

Behavioral cleavage

Behavioral cleavage focuses on spliting consumer based on their cognition. attitudes. utilizations. benefits sought. or responses to company’s merchandise ( McNamee & A ; McDonnell. 1995 ) . One of the best signifier of cleavage is to divided purchasers harmonizing to the different benefits that they want to acquire by buying the merchandise. Normally. people who look for in their merchandise category or expression for each benefit. For illustration. McDonald provide McDelivery for 24 hr. this the lone one bringing service that non halt even one time in a piece a twenty-four hours by merely name it and order. after that within a minute it comes to your topographic point with the nutrient that still hot and fresh.

For illustration. they who are working until late dark in the office or they who are non sleep at dark. they use this service to feed them because non all McDonald eating houses is unfastened for 24 hr. certain McDonald eating house merely unfastened until 2 am in the forenoon. for client who look for each benefit they will merely name McDelivery to direct what they order instead than comedown straight to McDonald’s eating house. McDonald segmented McDelivery bill of fare based on the clip that client order: • Breakfast excess value repasts: beigel with omelet. large breakfast. pancakes with sausage. pancakes. sausage mCmuffin. egg gem. fillet-o-fish. hashbrown. Happy Meal breakfast includes free plaything: 2pc breakfast pancakes. • Lunch/Dinner/supper: large mag. dual cheeseburger. fillet-o-fish. mcwings. Gallic french friess. mCchicken. mCspicy. grilled poulet foldover. Happy Meal lunch/dinner/supper includes free plaything: poulet mCnugget. grilled poulet roll. poulet mCnugget. • Sides: Gallic french friess. maize cup. apple Church of the Brethrens.

• Beverages: mCcafe cappuccino. mCcafe latte. mCcafe long black. coke/ coke visible radiation. fairy. ice lemon tea. jasmine green tea. 100 % pure orange juice. limeade. iced milo. evian. fresh milk. hot chocolateor tea. hot milo. • Dessert: McFlurry. sundae. apple pie. ( McDelivery. 2006 )

McDelivery bill of fare by McDonald ( 2006 ) . .

Harmonizing to the informations supra. we can see that McDonald segmented their McDelivery bill of fare based on how clients sing each benefit. Another behavioural cleavage in McDonald that we can think is they proudly Big Mac. we can mensurate how client is loyal to this McDonald’s merchandise. In my sentiment. Big Mac is one of popular Burger in the universe everybody knew it. cognize what it calls. cognize how to acquire it and cognize how it tastes. Year to twelvemonth the gross revenues of Big Mac maintain on steadily and it is ne’er drop under what we are predicted. On the other manus it gross revenues besides ne’er all of a sudden wholly increased. it is one of the grounds that Big Mac is reputable in common significances it well-know because of it large size of Burger under the trade name of McDonald which all the people knows how it fast nutrient feeder popular but it do non intend that this Big Mac do non hold rival.

Nowadays. there is a batch of fast nutrient feeder that serve any sort of Burger with alluring gustatory sensation and low-cost monetary value. this is what people said “the gustatory sensation balance with the quality” which the trade name is Burger King with their batch of bill of fare picks and MOS Burger that now functioning their Burger non with staff of life instead than rice. so many alone and undreamed thoughts about how people create an interesting nutrient and take concern Burger earnestly. The grounds why this three trade name of Burger consume by community is because they all concern for the word halal & A ; kosher. they besides know how to vie by making the best trial and design the visual aspects of Burger until it brings sort of history to our life. Additionally. it besides because of their good selling which know how they persuade people and how they advertise their Burger by do it commercial interruption that published in telecasting. publicize their Burger in large hoarding. set their posting in coach until send their price reduction voucher ( direct mail ) to public.