Kentucky Fried Chicken (Kfc) Marketing Management Tasks.pdf

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<b>FPT UNIVERSITY </b>

<b>Kentucky Fried Chicken (KFC) Marketing management tasks </b>

<b>Teacher: </b>Vo Thi Minh Phuong

<b>Subject: Fundamentals of Marketing _MKT101 </b>

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<b>I.Brand Summary: </b>

1. Introduction:

Kentucky Fried Chicken (KFC) is an American fast-food restaurant chain with headquarters in Louisville, Kentucky. KFC's main products are fried chicken, chicken dishes, and hamburgers. The company is considered the second-largest restaurant chain in the world (after McDonald's) with more than 22,000 branches in 150 global locations. KFC is a subsidiary of Yum! Brands - also own other famous brands such as Pizza Hut, Taco Bell. In 2021, peaked in revenue at $27.9 billion (it KFC report, 2019).

2. Brand image:

The KFC logo is an old man smiling happily on bucket, which to imagine Harland Sanders - father of the famous fried chicken. Harland was born poor and worked at a gas station to earn a living. With observation and cooking passion, he creates chicken recipes with 11 spices that cater to busy families. After economic obstacles, he was determined to establish a franchise company at the age of 60 and succeed with more than 600 brands after 10 years.

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3. Marketing information:

Inspiring startup stories that help companies leverage effective marketing strategies. KFC's ads always aim at positive joy, faith in life, enjoying moments with stunning chicken fried. KFC always appears with cozy family or shared moments with loved ones.

4. Brand positioning strategy:

KFC succeeds in building a high-end brand, serving the middle and upper classes. Dynamic, customer care is built thanks to:

• Differentiate in quality thanks to the slogan "crispy on the outside and juicy is the inside" or "so good" • The different formula in 11 herbs impregnated

• Build a team of professional staff to satisfy customers • Safe processing

• Easy- catching logo

• The system of stores stretches to many places 5. KFC4Ps:

Regarding products, by conducting geographical segmentation research on behavior, lifestyle, taste, KFC creates suitable dishes for regions. In Korea, KFC serves chicken tokbokki, in the US there is Chicken Bread that other countries don't have.

About price, preferential combos, cumulative number of meals to convert into free meals, extra snacks are created by KFC at many prices, which are suitable for segmentation to increase purchasing power.

Regarding places, KFC prioritizes large shopping mall stores, premises are located on large highways and has an eye-catching decoration. In 4.0 era, KFC opened websites and platforms to order food and deliver it directly. KFC partners with food ordering apps to enhance approach.

At promotion, KFC has many attractive advertising programs. Short videos attract millions of views with engaging content. Campaigns to advertise logos in international sports matches, at charity. a

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<b>II.Target Market Analysis: </b>

1. Potential segments:

Represent for introverts Represent healthy heart vessels Represent vegetarians

Name: Pink Nga, 25 Occupation: office worker Accommodation: Ho Chi Minh Health status: stable

Characteristics: tend to innovation care about health

introvert, like to cook at home do not like crowded In the process of promotion Have experience with KFC

Name: Cute Forest, 50 Occupation: executive manager Commodity: Hanoi

Health status: history of cardiovascular disease, high blood pressure

Characteristics:

Funny, loyal, friendly, health-conscious love eating fried chicken, but have a problem with health

Busy

Have experience with KFC

Name: Literature Mink, 35 Occupation: volunteering Commodity: Da Nang Health status: stable

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Persona The fit of the segment with the brand’s identity/positioning

Competitors have not yet adopted this type of distribution Frozen food is diverse but not delicious *Rating: quite attractive Cute Forest Age and characteristics

suitable

The specific requirements of the diet are too strict, affecting the operation of the whole system

These groups of people often eat healthy, frozen food is not in the list of options, the market has medium potential

most have their own diet company about nutritious food

*Rating: not attractive

Literature Mink

Vegetarian culture in restaurants in Vietnam is not popular yet

affect purchasing power, increase costs

Vietnamese people tend to be vegetarian on holidays, the occasion is very rare, the market has little potential

There aren't many competitors Potential risks because vegetarian culture is not diverse

*Rating: Temporarily Attractive

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2. Segment's characteristics: Chosen segment: Introverta. Demographic:

Product segment aimed people with decent income, around $250 a month or more. This group of people is atshould live in a medium to large city to facilitate shopping. These are introverts who are busy, have less time for the market, and enjoying to cook at home. Research shows the increase of introverts or home cooking trends after the pandemic, so this market is capable.

b. Understanding:

Introverts often have difficulty with crowds. Therefore, they tend to stay and feel comfortable enjoying food at home. The voices or eyes that accidentally looked at them interrupted the process of enjoying the food. Creating a job help find joy in cooking, helps introverts find a hobby in life. Sometimes, expensive shipping fees and long wait times get in the way of many options, so they lose interest.

c. Shopping habits:

This segment usually buys frozen foods often, prefers convenient food, which can be cooked without processing because it helps to solve time problems during busy days. They prefer clean, labeled, safe food because they care about their health. Above, health pays for expensive goods but is safe. Of course, these people are interested in delicious or strange chicken dishes, they have an innovative mindset and are not restrained, are willing to pay to try a new service.

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<b>pre-III. Brand Extension and Product Strategy: </b>

1. Brand extension:

A Brand Extension strategy would be the best. First, the support of the parent company increases the value of goods and trust for this segment, which has brand knowledge because of product experience. Second, KFC was built as a family brand thanks to its advertisements, it is in tune with the soul of this segment. KFC always brings family aftertaste in every meal, accompanying consumers. The innovation in flavor meets the demand for the strangeness of this segment. Finally, KFC's service value is delicious and clean dishes that also fit the health needs of this segment.

Brand elements :

Brand color : Red and Yellow

2. Product strategy: a. Core product:

Core benefit is convenience, saving time and effort. The product has been processed and seasoned according to the recipe, customers who only cook depending on their preferences can enjoy KFC at a cheaper price than the store, no need to wait for shipping time or labor to go to the store.

b. Actual product:

The packaging should have a distinctive red color and the KFC logo for attraction. Trademark product names clearly indicate the name of the dish, flavor, full ingredients, and instructions on the back. All products must be tested and properly preserved when they are on the market.

c. Augmented product:

Need a consultant in the process to promote the product as well as increase sales. They not only take care of customers, answer questions, but also build a consumer-friendly brand. Promotions according to meal combos, cumulative programs should be applied during the launch process.

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<b>IV. Competitor and Positioning Analysis: </b>

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Create a happy moment with your family during the holidays, on occasions when the branch is too crowded to serve all customers

b. Unique Points: Is a product exclusively distributed by KFC Bring the full flavor, like bringing home KFC

c. Reason to believe: Ensure food safety from agencies Delicious, convenient KFC has a long-standing brand

®

For introverts, KFC Recipe Frozen Chicken will be the fastest, most convenient, and cheapest supply solution. With the mission of "Providing food quickly, comfortably, serving the health and cost-conscious people", according to KFC's vision statement, KFC ensures safe, clean products. Proud to be the exclusive distributor of products, having ensured food safety, hygienic processing, KFC is confident helping modern consumers feel incomfortable when enjoying food without waiting for shipper or hang out.

V. Marketing Mix:

1. Products:

Frozen products should be diverse in style, ensuring the standard combination of smells like eating out. Products with anti-counterfeiting stamps, quality control, packaging, visual labels, clearly stated uses, instructions for use to avoid confusion for customers. Diversification of choices from old to young is a great advantage for product consumption.

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2. Price:

Advantage from parent companies, pricing products by brand not only increases sales but also enhances brand awareness. The pricing strategy by product group is suitable for selling by meal combos to attract customers to experience the product. The market for infinity refrigerated goods is well developed (Figure…). The average payment level falls under control…so purchasing power is predicted spectacularly.

3. Location:

Commercial centers, retail supermarkets, convenience stores are beneficial choices when these partners have available signals in the market and safe goods management processes. Food e-commerce sites, KFC's Fanpage, or genuine applications are also useful when increasing product coverage as well as customer feedback. KFC should pay more to export priority goods to partners.

4. Promotion:

KFC should put out key messages related to introverts, making them feel cared for example “bringing KFC to your kitchen”. KFC is always interested in family meals, which is also extremely suitable for the family brand positioning.

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4/ (DIMITRI KUZNIETSOV 2016) KFC brand identity available at

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(accessed in 02/07/2022)

9/ (2022)