Marketing and the Consumer Experience

Semester 2, 2024.

Individual Report on Texas Chicken

Prepared by: Ho Thi My Duyen

Student ID: SWS00819
Due date: 30/06/2024
Date of Submission: 28/06/2024
Tutor: Ms Kaci Nguyen
MKT10009 Marketing and the Consumer Experience - Assignment 2
Assessment Task - Semester 2, 2024

Table of Contents
PART A – SUMMARIZE THE BRAND .........................................................................................3
Executive summary ..................................................................................................................3
Texas Chicken’s Brand and History ..........................................................................................3
Texas Chicken’s marketing mix (Phùng, 2023) ..........................................................................4
PART B – 3 LEVELS ANALYSIS OF ‘PRODUCT’.........................................................................5
Three Levels analysis of Texas Chicken’s P for Product (Texas, 2023) ........................................5
PART C - MICRO AND MACRO FACTORS THAT HAVE THE LARGEST IMPACT ON YOUR
BRAND .......................................................................................................................................6
Microenvironment....................................................................................................................6
Macroenvironment ...................................................................................................................6
PART D - PERSONA OF THE IDEAL TARGET CONSUMER SEGMENT IN AUSTRALIA .............7
Texas Chicken’s target consumer persona (Phùng, 2023) ...........................................................7
PART E – EXPLAIN HOW THE BRAND IS TRIGGERING FOR THE CONSUMER SEGMENT.......8
The persona of Texas Chicken ..................................................................................................8
Conclusion ...............................................................................................................................9
REFERENCES ........................................................................................................................... 10

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MKT10009 Marketing and the Consumer Experience - Assignment 2
Assessment Task - Semester 2, 2024

PART A – SUMMARIZE THE BRAND

Executive summary
I focused on Texas Chicken for this assignment, while my teammates chose KFC, Jollibee,
Lotteria, and McDonald's. These fried chicken brands are suitable for analysis in the Vietnamese
market due to high fast food demand among all age groups. I will analyze the Texas Chicken
market globally and in Vietnam, synthesize its marketing mix strategy and the three levels of P
for its products, provide macro and microenvironment statistics impacting the brand, and address
its target consumers.

Texas Chicken’s Brand and History

According to (Chef’s Resource, n.d.),
Texas Chicken originally known as
“Church's Fried Chicken To-Go”, was
started by George W. Church Sr. in 1952 in
San Antonio, Texas. Over the years, it grew
beyond borders, reaching many countries
around the world. To better connect with its
diverse markets, the company rebranded
itself, which turned out to be a great
success. The new name appealed to both
local and international customers,
highlighting the unique flavors of Church's Fried Chicken To-Go logo (Stice, 2020)
Southern American cuisine and boosting
its popularity even further.
First appeared as Texas Chicken in Indonesia
in the 1980s. By 2017, the company had
expanded to more than 1,700 branches in more
than 23 countries worldwide. When entering
the Vietnamese market at the end of 2012, the
company quickly grew and now has more than
30 stores nationwide. With the motto 'Big
pieces of chicken - Great value', Texas Chicken
brings diners larger servings and higher quality
than many other brands. Additionally, they
pride themselves on using only the freshest,
cleanest ingredients, and staying away from
frozen foods just to be safe customers get the
The first Texas Chicken store in Indonesia
best possible experience. (CHICKEN, n.d.)
(Texas Chicken Indonesia – Newstempo, n.d.)

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Texas Chicken’s marketing mix (Phùng, 2023)

Product: Texas Chicken is renowned for its fried chicken, featuring traditional South American
flavors that customers can customize to their taste. The brand emphasizes quality by using 100%
fresh chicken from farms and spices imported from the United States. Beyond fried chicken, the
diverse menu includes fries, hamburgers, coleslaw, and more. A must-try exclusive dessert is the
avocado light with honey strawberry sauce.

Price: To compete with fast food giants like KFC and McDonald's, Texas Chicken offers
reasonable prices and creates cost-saving combos. Frequent updates with promotional vouchers
and special offers attract customers and secure its position in the growing F&B market.

Place: Texas Chicken uses a franchising business model to boost brand recognition and
popularity. Their stores are strategically located in large shopping centers and high-traffic areas
for better accessibility. The brand is well-suited for hosting events, offering support with
decorations and discount vouchers for large orders. Additionally, Texas Chicken provides an
online ordering channel and home delivery service to enhance customer convenience.

Promotion: To attract customers, Texas Chicken uses various marketing strategies, including
advertising on Google, Facebook, and Instagram. It also sponsors local activities and participates
in community events to build a positive brand image. Texas Chicken frequently updates its
'shocking offers' to entice customers:

• Combo 99k with 5 pieces of traditional chicken.

• Get 1 free movie ticket when you buy a combo of 299k.
• Many cheap combos from only 99k, 199k,...

Images of Texas Chicken promotions in Vietnam (CHICKEN, n.d.-b)

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MKT10009 Marketing and the Consumer Experience - Assignment 2
Assessment Task - Semester 2, 2024

PART B – 3 LEVELS ANALYSIS OF ‘PRODUCT’

Three Levels analysis of Texas Chicken’s P for Product (Texas, 2023)
The Core Product of Texas Chicken is to satisfy customers' needs by providing delicious meals
that fulfill their hunger with dishes rich in traditional flavors, along with a diverse menu that
addresses their varied preferences and solves their basic nutritional needs.

Images illustrate core values

The Actual Product of Texas Chicken includes the process of branding, design, and packaging,
especially the dishes' quality.
• Texas Chicken has a logo with three main colors: yellow, black, and
white, making it attractive and noticeable to diners.

• The packaging is responsible for keeping the food hot and

crispy, ensuring the quality of the chicken when it reaches the
customer.

• With the eye-catching and attractive appearance of the dishes,

the chicken pieces become even more appealing and evoke
irresistible curiosity.

The Augmented Product of Texas Chicken includes convenience for on-site consumption or
online ordering, incentive programs and discounts for loyal customers to retain long-term
customers, support and ensuring excellent customer service, and ultimately a clean dining
environment that provides a pleasant atmosphere for customers.

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MKT10009 Marketing and the Consumer Experience - Assignment 2
Assessment Task - Semester 2, 2024

PART C - MICRO AND MACRO FACTORS THAT HAVE THE LARGEST IMPACT
ON YOUR BRAND
Microenvironment
After reading the research (Alpuerto, 2021), Suppliers are the biggest risk to Texas Chicken
because this brand depends on various sources for ingredients, such as chicken imported from
suppliers with a clear origin and spices sourced from the United States. The quality and
reliability of suppliers directly affect the quality of the product. Any change in the main
ingredient sources, such as chicken or seasoning ingredients, will directly impact customer
satisfaction. Therefore, Texas Chicken needs to maintain strong relationships with reliable
suppliers and prepare backup plans to mitigate any unexpected risks during operations.
Additionally, Customers pose risks to Texas Chicken because the brand must rely on them to
maintain long-term success. Therefore, the primary task of the brand is to satisfy and retain
customers. Understanding and meeting customer needs is essential for Texas Chicken. By strictly
managing and monitoring direct feedback from customers through surveys, delivery app reviews,
or even via hotline, Texas Chicken can easily absorb feedback and make necessary changes to
satisfy customers.
In short, suppliers and customers are two factors that can greatly affect the development of Texas
Chicken. Therefore, the brand should focus on and make improvements in these areas to
maintain long-term success in the fast-food market.

Macroenvironment
Culture will also be a significant risk for Texas Chicken, as cultural norms and dietary trends are
evolving and attracting people's attention. According to research by Nguyen and Trevisan
(2020), the Vietnamese diet has differences between regions, with the North consuming the most
vegetables. The 2010 national nutrition surveys showed rapid changes in Vietnamese diets, with
the rate of animal meat consumption increasing significantly, especially poultry meat increasing
steadily from 11g in 1985 to 84g in 2010. On the contrary, the rate of vegetables decreased by
24g per day for over 25 years, raising concerns about cardiovascular disease, diabetes and
obesity. Therefore, people today are more aware of their daily diet and want to adjust to
minimize diseases, Texas Chicken should adjust its menu to meet these growing preferences by
providing healthier options and more transparent sourcing information.

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MKT10009 Marketing and the Consumer Experience - Assignment 2
Assessment Task - Semester 2, 2024

PART D - PERSONA OF THE IDEAL TARGET CONSUMER SEGMENT IN

AUSTRALIA
Texas Chicken’s target consumer persona (Phùng, 2023)
The target customers are often focused mainly
Geographic in developed urban areas, places with a large
number of people such as schools, residential
areas, and shopping centers.
Texas Chicken's target customers are fried
chicken lovers:

• Gender: Diverse customer base,

regardless of gender.
Demographic • Age: From 10 to 50 years old,
including the elderly but focusing
mainly on young customers.
• Income Level: Low to moderate.

Texas Chicken’s target customers are likely to

be:

• Lifestyle: Busy lifestyle, with a need

for quick and convenient meal
Psychographic options.
• Values: Affordable, convenient, and
nutritious food with traditional
American flavors.

The target customers, including university

Socio-economic students, new business owners, and working-
class individuals, seek convenient and
affordable meals that fit their budget.
Texas Chicken’s target customer behavior can
be based on:

• Loyalty Status: From medium to

high, they often tend to be attracted by
Behavioural promotions or incentives for loyal
customers.
• Behaviors Towards the Product:
Positive and enthusiastic response to
meals at preferential prices or
promotions.

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 MKT10009 Marketing and the Consumer Experience - Assignment 2
Assessment Task - Semester 2, 2024

PART E – EXPLAIN HOW THE BRAND IS TRIGGERING FOR THE CONSUMER

SEGMENT
The persona of Texas Chicken

Name: Nguyễn Quang Khải

Age: 19
Gender: Male
Residence: Vietnam
Occupation: Student
Education: High school, first-year Bachelor of International Trade Law
Life Cycle Stage: Adolescence
Major life goals: Become a lawyer with a high salary

The consumer’s motivations for using products in this category are:

• Flavor: Fried chicken is attractive, rich, and delicious, with many flavors.
• Convenience: Meals are convenient, full of nutrients, and reasonably priced.
• Promotion: There are many promotions and cheap combo.
Their frustrations with the products currently on offer are:
• Waiting time for food: Long waiting times, especially at dinner.
• Inconsistent quality: Each branch often has different flavors.
Their criteria for choice amongst competing brands are:
• Space: Airy and cool, spacious with seats not too close together.
• Service quality: Enthusiastic staff who are supportive and concerned for customers.
Life goals that are relevant to the product category:
• Effective time management: Texas Chicken offers quick, convenient meals that are suitable for
busy schedules.
• Smart spending: Texas Chicken's affordable prices and many attractive incentives help customers
enjoy meals without overspending.
Other factors relevant for this consumer when buying in this category:
• Food safety and hygiene: Ensure compliance with food safety standards.
• Location advantage: Stores with convenient locations will attract customers more easily than
other brands.

Texas Chicken strives to understand and engage with its customers to effectively shape business
strategies, helping the company to conquer and retain its customers for the long term. To achieve

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MKT10009 Marketing and the Consumer Experience - Assignment 2
Assessment Task - Semester 2, 2024
this, Texas Chicken uses marketing strategies focused on addressing customer dissatisfaction and
enhancing the aspects they care about.
Conclusion
In short, I believe that Texas Chicken attracts customers with its unique marketing strategies, the
distinctive flavors of the American South, a diverse menu suitable for all ages, and convenient
meals. The food is always delicious, nutritious, and thoughtfully served, promotional programs
are a strong point of the brand. However, Texas Chicken should improve the consistency and
quality of its store environments and reduce serving times to enhance customer satisfaction.

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Assessment Task - Semester 2, 2024

REFERENCES
Alpuerto, A. (2021, November 23). Vietnam’s Food Industry Suffers Rising Prices And Supply

Chain Issues. Vietcetera.

https://vietcetera.com/en/vietnams-food-industry-suffers-rising-prices-and-supply-chain-

issues

Chef’s Resource - We are trusted by millions of home cooks as the authority for best recipes,

cooking tips, and much more. (n.d.). Chef’s Resource. Retrieved June 6, 2024, from

https://www.chefsresource.com/why-is-church%CA%BCs-chicken-called-texas-chicken/

CHICKEN, www texaschickenvn com | T. (n.d.). About. Texaschickenvn.com.

https://texaschickenvn.com/en/about

Chiến lược marketing của Texas Chicken. (n.d.). Www.linkedin.com.

https://www.linkedin.com/pulse/chi%E1%BA%BFn-l%C6%B0%E1%BB%A3c-

marketing-c%E1%BB%A7a-texas-chicken-t%C3%A2n-nguy%E1%BB%85n-wukxc/

CHICKEN, www texaschickenvn com | T. (n.d.-b). Ưu đãi. Texaschickenvn.com. Retrieved

June 10, 2024, from

https://texaschickenvn.com/vn/uu-dai

Nguyen, T. T., & Trevisan, M. (2020). Vietnam a country in transition: health challenges. BMJ

Nutrition, Prevention & Health, 3(1), 60–66.

https://doi.org/10.1136/bmjnph-2020-000069

Phùng, H. (2023, July 5). Chiến lược marketing của Texas Chicken - Miếng gà lớn, giá trị lớn.

Nhà Hàng Số.

https://nhahangso.com/chien-luoc-marketing-cua-texas-chicken.html

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Texas Chicken Indonesia – newstempo. (n.d.). Newstempo.github.io. Retrieved June 7, 2024,

from

https://newstempo.github.io/su/post/texas-chicken-indonesia/

TEXAS CHICKEN. (n.d.). Gigamall.com.vn. Retrieved June 11, 2024, from

https://gigamall.com.vn/vn/am-thuc/texas-chicken/

Texas Chicken – Christmas Herb & Garlic Chicken Wrap, available till 5 January 2022. (2021,

December 7). Oo-Foodielicious.

https://oo-foodielicious.com/texas-chicken-herb-garlic-chicken-wrap/

Texas Chicken (Thatluang) Menu | Order Online on foodpanda Laos. (n.d.). Www.foodpanda.la.

Retrieved June 11, 2024, from

https://www.foodpanda.la/en/restaurant/t4uj/texas-chicken-thatluang

Texas, I. (2023, July 21). Discover Real Food in Texas. Discover Real Food in Texas.

https://discover.texasrealfood.com/texas-beyond-the-lone-star-state/texas-

chicken#google_vignette

Stice, J. (2020, June 5). The Untold Truth Of Church’s Chicken. Mashed.com.

https://www.mashed.com/215248/the-untold-truth-of-churchs-chicken/

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