Ni, Shaowen
Lou , Shanshan
Abozenadah, Tony
KFC
first advertisement by listed the restaurant “Sanders Court & Café”
in Duncan Hines Series of guidebooks about tasting food journey
called Adventures in good eating. 1930
Sanders started franchising his chicken business by traveling from
town to town and cooking batches of chicken for restaurant owners
and employees. 1952
1969:
http://www.youtube.com/watch?v=IeaMgPl4IYI&feature=related
massage: fresh food, never frizzing chicken. Good Taste, using 11
different spices.
Emotional appeals: Family gathering for lunch or dinner
1979:
http://www.youtube.com/watch?v=A0pNNW5jj5Q&feature=related
•In this commercial we see new product and targeting age 4-12.
•Harland Sanders style has a big impact in KFC advertising “an old
man with lined white beard and white mustache”.
•2011:
http://www.youtube.com/watch?v=GsSSqDNF_RY&feature=related
Sponsoring a public event .
KFC is one of the most popular and biggest
fast food chains in China, with more than
2,100 locations in 450 cities. The first KFC
store was opened in Beijing in 1987. And they
did a lot of research about Chinese food and
customers’ interests. KFC became very
successful today.
Multidomestic Strategy
Menu differentiation
The KFC restaurants in China use a different menu and marketing
strategy to fit the China fast food industry.
That KFC has also done a lot of work to continuously invent and launch
new products; products that better fit the Chinese consumer’s taste
preference.
Although KFC’s original recipe is accepted by most Chinese, KFC
China did not stop there. The highly localized menu includes Chinesestyle porridge for breakfast; Beijing Chicken Roll served with scallion
and seafood sauce; spicy chicken wings resembling a popular Sichuanstyle dish.
KFC does really good in the area of
localization which makes Chinese people trend
to believe it is a China-made restaurant.
Focus on big cities, pick up location accurate.
KFC market strategies are take big cities at
first, and then spread to small and mediumsized cities. KFC penetrated the market focus
first on occupied the biggest cities, such as
Beijing, Hong Kong and Shanghai.
Target on youth market
KFC market positioning in the
United States is mainly target on
people who have no time to eat,
such as workers, and white collar.
In China, KFC more focus on kids,
and young people.
+ http://www.docstoc.com/docs/52835531/KFC-in+
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China-Marketing-Strategy
http://www.slideshare.net/blakefelson/kfc-inchina
http://resources.alibaba.com/topic/531563/KFC_
s_localization_strategy_in_China_.htm
http://www.thechinaexpat.com/kfc-in-china-4reasons-why-kfc-kills-mcdonalds/
http://knowledge.insead.edu/KFCinChina090323.
cfm?vid=195