KFC-marketing-strategy-analysis

KFCmarketingstrategyanalysisChapter4PintheKFCbrandinChineselocalizationofmarketingstrategy1.1localproductstrategyKentuckyFriedChickenfast-foodchainistheworld'slargestcompaniesintheworldwithmorethanmorethanmorethan11,000restaurants,acrossmorethan80countries.KFC'sflagshipproductintheworldisColonelSanderscreatedKFCoriginalchickenformorethanhalfacenturyago,itismadeupof11secretrecipefriedandbreadedfish.Duetoitsuniquerecipeandcookingprocess,Golden,juicytasteandlookstowinthefavorofconsumersaroundtheworld,noonecancopy.¹overtheworld'shugesuccess,ofcourse,andtheydoitoutofchickenfoodwereinseparable,butitisnotdifficulttofindKFCbecausetheRomansaroundtheworldforthesakeofdevelopmentandlaunchofnewproductssuitableforlocaltastes.1.1.1brandlocalizationBrandeffectivenessofthisprovinceasthebrandconnotationandbrandexpansionIIcontinuestobestrengthened.Generally,brandofgrowthprocessbyprimary,andintermediateroadseniorisdividedintothreeadifferentstage:brandcognitivestage,brandcognitivestagethingconsumersrecognized,andrecognitionandmemoryabrandisaaproductscategoryofcapacity,therebyinconceptintheestablishedupbrandandproductscategoryofcontact:brandLenovostage,brandLenovostageisreferstoconsumersmemoryintheandbrandcontactintogetherofeachpiecesthing,brandLenovohasmustofpower,hasrichofvalue.Goodandpositivebrandassociationmeansthatbrandsbeaccepted,loved,competitiveandsuccessful.Abrandassociation,thegreater,thegreatertheimpact,multiplyfewerLenovobrandKFCinChinabrandlocalizationisalsofollowthisstepstocarryout,whenshefirstenteredtheChinesemarketKFC'smaingoalistomaketheChinesepeopleacceptthisalienWesternfastfood,allowingconsumerstofeeladiningexperiencetheyneverhadbefore.Chinesepeoplehavegotusedtoeatinarestaurantthatwasmodeled,KFCisdifferentineachdifferentareaorstreetstoreinteriordesignisverydifferent,withstronglocalcharacteristics,makeseveryonefeelmoreintimateandmoreinnovative.Meanwhile,togetherwithappropriatepublicity,letKFCbrandhasacompletesetofknowledge,thisisthefirststep---brandofcognitiveprocesses,peoplementionedtheforeignfastfood,mindyoucanseetracesoftheKFC.Thesecondstep,isthemomenttheLenovobrand,whichisinterlinkedandcrucialstep.KFCenteredChinamarketeffortsinvariousaspectsofplayingmagicaffectsourpeople'seatinghabits,moreprecisely,tochangeourhabits,andit'sgivingusalotaboutitsbrandassociations,forexample,KFCbrandhasmorethan20majorassociationsand30minorassociations,theseassociationsarecomposedofMeaningfulgroups,soastoenhancebrandimage,areferencetoKFC,everyonemindsnaturallyemergesOutofGermanColonel,Colonelchicken,Frenchfries,chickennuggets,KFCtoys,children'sentertainment,birthdayPARTYandotherassociations.Lastastep,isisKFCofultimatetarget,istrainingconsumersonitofbrandloyaltydegrees,lookedonbrandofloyaltydegreeshighhas,thatishasputbrandashasthemselvesoffriends,andlifeintheessentialofpart,sotheyonbrandoccasionallyappearedofsomeerrorsalsocansoonofgivingCatholic,theseforenterpriseforisisimportantof,oftencantoenterpriseinadversityShiisbigofaconversionspace.Forexample,KFCinChinaSudanredincident,whenconfronted,butaftertheypubliclyapologizedandissuedawhitepaperonqualityandsafety,thoseloyalconsumerswillsoonbeabletocontinuediningatKentuckyFriedchicken.ThroughtheeffortsofKFCinChinaformanyyears,ithasbecomeinChinaofforeignfastfoodbrandswiththehighestcustomerloyalty,farmorethanintheworld---theKingoffast-foodMcDonald'srankedaheadofhim.ThiscannotbutbeaKFCinChina'sbiggestsuccess.1.1.2menulocalizationLocalizationKFCdistinguishesofotherWesternfastfoodinChinesefoodandbeveragemarketisuniqueinthatisthis,KFCintheforbiddencity,aswellasJapan,Malaysiaandothermarketbarriersseemunconventional,bright.Fromspecificproductlinethisperspective,wecananalyzelocalizationmarketingtoolKFC:Portfolioisanenterpriseproductlineoffersthemarketofallprojectsandproducts.Productlinearerelatedtoeachotherorsimilargroupofproducts,thatis,weoftensaythattheproductcategory.Productreferstoaproductline,specifications,qualityandpricesofdifferentvarietiesofaparticularproduct.Firstisthebreadth,andanumberofbusinesseshaveproductlines.InGeneral,theKFCproductlineisveryrich,andcoverseveryaspectofwhatweeat,meatmix,featuresstaplefoods,premiumcatering,heaven,delicioussnacksandbeveragesarereadilyavailable;thesecondisthelengthoftheenterprisesumofallproductsintheproductlineitem.InKFCofthearticleproductslineintheofselectaremany,andKFCeachmonthsareininnovation,inWesternfastfoodalsoamong,evensaidinthroughoutfastfoodindustryoffornewfoodofresearchShangsee,cannotfailtosaidheiswhichoflessofandlessofleader;thirdaaspectsisdepth,thatproductslineintheeachproductsprojectbyprovidesofBerliner,andvarietiesoftotal.Abovethedepthoftheindividualproductitems,KFCisalsoveryconsiderate,foroneandthesameproductwithalotofdifferenttastes,istomeetwithdifferentdietarypreferencesofconsumers,allowcustomerstodoarealsenseofsatisfaction;lastrelevanceis,namelybetweenproductlinesintheconditionsofenduse,production,distributionchannelsandotheraspectsofrelevance.RelevancecanbedescribedasKFC'smostsuccessfulKFCatallproductlineoffersmanyproductsforcustom