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Branding And Positioning In Hong Kong Fast-Food C Essay

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City University of Hong Kong
      FB5601, Principles of Marketing
      Semester A, 2005/2006

      Marketing Concept Study
      Branding and positioning in
      Hong Kong fast-food chain industry

      Group 5
          Adelt, Marco       50699899
          Chiu, Kwong Wai   50538490
          Hung, Sandy 95475027
          Lai, Glory   50329692
          Lee, Chrisce 50439309
          Wong, Louisa 50651763


Table of Content


1. Introduction 4
2. The conceptual study - literature review on marketing concept 6
    2.1   Branding and positioning 6
    2.2   Brand positioning framework 9
3. The managerial study
                – selected cases from Hong Kong chain restaurant 11
    3.1   Survey on Hong Kong chain restaurant industry 11
    3.2   Case 1 – Pizza Hut 15
    3.3   Case 2 – McDonald 21
    3.4   Case 3 – Café de Coral 26
    3.5   Case 4 – Fairwood 31
4. Conclusion and Implication 36
5. Appendix 41
6. References 42


Brand positioning identifies a brand’s position in the market. It is the way a company positions itself to serve a particular group of customer. Especially in service market, it is an important topic because brand positioning is the way a company wishes consumers to remember their company services. It is a crucial determinant affecting customers’ perception before they consume.

In this project, we are interested to know the importance of regular brand positioning in fast food chain industry in Hong Kong. These fast food chain industries had been facing a “dark” period during the SARS[1] in 2003. They re-define their brand position in the market in order to provide a new experience for customers after the “dark” period. Also we will show how these chain restaurants make strategic decision on their marketing activities relating to their brand positioning.
1. Introduction

According to a recent research done by...

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