![]() ![]() ![]() ![]() In fact, the organisations’ star-spotting is a common theme throughout their social media campaigns. “Forget Grammy awards - it’s all about Nando’s.” Singer Ed Sheeran commented recently after he was given a Nando’s “High Five card” (see below), which entitles the holder to get free meals: “It’s kind of a mark of your career success to having one,” he added: Nando’s publicity focus, in terms of a mode of promotion, manifests in the form of random celebrity comments via social sites such as Twitter or Facebook, and beyond. Fearing violence against its staff there, the ad was pulled” - (The Economist 2013). But Nando’s also has restaurants in Zimbabwe. “The ad was broadcast in South Africa, where Nando’s middle-class target audience found it hilarious. Nando’s political mocking did, however, backfire in Africa when an ad depicting Zimbabwe’s Robert Mugabe with Iraq’s Sadam Hussein and former Ugandan leader, Idi Amin: Key questions that Nando’s have analysed, with respect to targeting, are as follows: Targeting has already begun to take shape around Nando’s segmentation definition. “A segmentation basis is defined as a set of variables or characteristics used to assign potential customers to homogeneous groups” - Wedel & Kamakura, 2000 Targeting The statistics available from the CSO offers restaurants valuable information to determine the viability of:Ī substantial and accessible segment can be further determined by a specific, measurable, attainable, relevant, and time-bound analysis prior to investment to accurately predict the likelihood of success in a specific location. ![]() The implication of retaining consumers has been a mainstay in terms of Nando’s success to date. The matrix above compares the three primary consumer profiles whereby Nando’s adopt multiple segmentation bases to accurately define target groups this in turn impacts on customer loyalty in a highly competitive market. ![]()
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