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Kfc consumer profile, types of kfc marketing channels, digital marketing strategy of kfc , kfc's social media marketing , kfc marketing strategy 2024: a case study.

KFC Marketing Strategy 2024: A Case Study

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KFC uses demographic segmentation to serve the target market that has both vegetarian and non-vegetarian customer segments. Its offerings cater to kids, young adults, and almost all age groups. KFC's target audience can be categorized into four groups:

  • Teens and young adults 
  • Budget customers

Its primary customer profiles incorporate teenagers and families because most teenagers are impulsive, and they love to dine out with friends or order online to have a meal with their family. The secondary customer profile includes adults, and the tertiary customer profile has people with lower budgets.  

KFC started with an undifferentiated targeting strategy as it served the same menu worldwide. However, in recent times, it has started localizing its menu for better acceptability in the market. The KFC marketing strategy incorporates two types of marketing channels: Personal and Non-personal.

Personal channels involve communicating directly with the audience, such as a KFC salesperson introducing products to a customer in person or over the telephone. Non-personal marketing channels include the use of media both online and offline, such as

  • Promotion Campaigns 
  • PR activities 
  • Social Media

The KFC marketing strategy primarily includes SEO , content marketing , email marketing , social media marketing , and video marketing. However, the company pays special attention to social media marketing and uses the most popular digital marketing platforms to highlight its price and customer satisfaction. 

KFC's Facebook and Twitter pages are extremely high on interactions with customers. 

KFC's Facebook Pages

KFC uses Facebook as a medium to educate its customers with new offers, products, discounts, and other schemes. It also uses Facebook to address customer grievances. The brand ensures that they put across product-oriented content. It promotes online ordering facilities via social media. 

KFC_Marketing_Strategy_1

KFC’s Official Facebook Page Displaying A Range of Meals

On festive occasions, the Facebook page has several animated photos that have often received tremendous responses and helped KFC connect with the audience on occasion. Their posts strike great engagement ratios, with likes soaring above 250,000 and comments reaching 5000+. On average, the total engagement level of the page is approximately 5% depicting quality interaction and engagement. 

KFC's team that handles its Facebook page is extremely quick in responding to customers. They encouraged the audience to lodge a complaint of dissatisfaction at their outlets.  

KFC's Twitter Handles

The Twitter handle of KFC is as interactive as the Facebook page. The team successfully pacifies unhappy customers and has an extremely high engagement level.

KFC_Marketing_Strategy_2.

KFC’s Twitter Handle

To take interactions to the next level, the team organizes contests often integrated across Facebook and Twitter. They also promote new schemes and discounts via Twitter . Although the number of retweets or conversations on these tweets isn't quite high presently, the brand also seems focused on upscaling its business via Twitter. 

KFC's Instagram Handles

KFC_Marketing_Strategy_3

KFC’s Instagram Post with the Latest Offers

KFC has several verified pages on Instagram for various countries besides its main page. It uses this digital marketing platform mainly to attract customers by posting luring images of food items on its menu. The brand also publishes posts about its present offers, new introductions, and other schemes.

KFC on Youtube

KFC_Marketing_Strategy_4.

KFC India Youtube Channel Displaying Ads

Although KFC has video marketing on its list of digital marketing strategies, it uses its YouTube Channel for advertisements only. It has short videos of not more than two minutes, but the channel still has a good number of subscribers. The company uses Youtube as a secondary medium to show its ads. 

KFC's Email Marketing Strategy

KFC restaurants create bulk mailings using the AMP technology to target its mobile phone users too. Its AMP emails are different from ordinary emails as these mails have interactive elements in the form of order buttons, product carousels, subscription forms, sliders, animations, an interactive showcase of meals, and more so that the emails do not get lost in the potential customer's inbox. The company also uses this strategy to segment its audience and personalize its email campaigns, targeting specific audiences. Their brand awareness campaigns lead to valuable conversions later.

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The KFC marketing strategy is strong and actively uses Twitter and Facebook to attract customers, share promotions and schemes, and solve customer grievances. The potential of YouTube has still not been completely explored by them. 

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KFC Marketing Strategy: How the Secret Chicken Recipe Revolutionised the Fast Food Industry

Learn about kfc's iconic marketing strategy and advertising campaigns. read how kfc aces the 4ps of marketing mix - product, price, promotion & placement..

  • overview#goto" data-overview-topic-param="kfc-s-history">KFC's History
  • overview#goto" data-overview-topic-param="kfc-s-logo-legacy">KFC's Logo Legacy
  • overview#goto" data-overview-topic-param="segmentation-and-target-market">Segmentation and Target Market
  • overview#goto" data-overview-topic-param="kfc-marketing-mix">KFC Marketing Mix
  • overview#goto" data-overview-topic-param="entrepreneurial-essentials">Entrepreneurial Essentials

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KFC has successfully shown for over seven decades to the world how to capitalize a simple recipe that satisfies taste buds globally. With its iconic golden-fried chicken, enveloped in a secret blend of 11 herbs and spices, KFC has established itself as a beloved staple in fast-food-loving households across the world.

While no doubt their product works, the marketing strategy of kfc also plays an important role in its growth, such that today they enjoy a brand value of 5.4 Billion USD .

In this article, we will understand KFC marketing strategy by uncovering the sophisticated business strategies and innovative marketing mix that have made this fast-food icon a household name.

KFC's history: From a small gas station to global dominance as a fast food giant

The history of KFC is a story of a man's passion and perseverance that led to the creation of a finger-licking-good legacy. Colonel Harland Sanders, also known as the "Kentucky Fried Chicken King," started his journey in a small gas station in Corbin, Kentucky, where he cooked for travelers who passed by. With his secret blend of 11 herbs and spices and his signature pressure-frying technique, Sanders' chicken became so popular that he eventually opened his own restaurant.

kfc marketing case study

Source: Tough Nickel

As the demand for his delicious fried chicken grew, Sanders hit the road and started franchising his concept, spreading the KFC (Kentucky Fried Chicken) name across the country. By the 1960s, KFC worked on its marketing strategy to grow into a multinational company, with locations in countries all around the world. Today, KFC is the second largest food chain in the world, under its parent company Yum brands! serving up the Colonel's secret recipe to millions of people every day. Yum brands also own Pizza hut and Taco Bell.

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A Bite of Branding Brilliance: KFC's Logo Legacy

The KFC's logo, featuring Colonel Sanders in a white suit and black bowtie, has been a recognizable symbol of the brand for 60+ years. The red backdrop symbolizes the Colonel's secret blend of 11 herbs and spices, and the tagline "finger-licking good" embodies KFC's juicy and flavorful fried chicken. The logo combines tradition and modernity, encapsulating the essence of the KFC brand.

kfc marketing case study

Segmentation and Target Market

KFC uses demographic segmentation to target families and young adults with value-driven products. It has a wide geographic reach and appeals to those seeking quick, inexpensive meals, as well as fast food enthusiasts and brand devotees drawn to its unique flavor profile.

KFC started with an undifferentiated targeting strategy, offering the same menu and experience across locations. But currently being a global brand the company has employed a localisation strategy, adapting its menu and offerings to the local culture and tastes of different countries.

KFC leverages market analysis to stay ahead of the ever-evolving market dynamics and maintain strong brand equity in the fast food industry.

KFC Marketing Mix

Product strategy of kfc.

KFC is the place to be for all young adults, chicken connoisseurs, and food lovers alike. With exclusive chicken dishes, KFC has elevated the fast food game, making it the go-to destination for those looking for an unparalleled chicken experience. The famous Original Recipe fried chicken, seasoned with a secret blend of 11 herbs and spices, has become a household name.

kfc marketing case study

Source: Pinterest

KFC’s chicken menu is a culinary journey, showcasing the finesse of its chefs. From the irresistible crunch of golden-fried chicken popcorn to the heartiness of a chicken bucket or the fiery chicken wings, every item is carefully crafted to satisfy. The burger category, too, is not to be missed, with the Veg and Chicken Zinger burgers stealing the show.

For those looking for healthier options, KFC offers a variety of nutritious rice bowls and grilled chicken salads, without sacrificing taste. The veg menu is a delight for vegetarian lovers, with options like the Veg Strips and Veg Longer, proving that KFC covers even veg dishes.

KFC’s sides, too, are a treat, with creamy macaroni and cheese and crunchy french fries completing the meal. A glass of iced tea or a classic soda to wash it all down, and you have a feast for the senses that not only pleases the taste buds but also takes into consideration the nutritional factors.

But KFC faces stiff competition from global fast food chains and local fast food joints in their non-chicken food items offerings.

KFC's food items appeal to a diverse range of customers while striking a careful balance between value and price. The company has adjusted its pricing strategy with a discriminatory pricing policy to meet the needs of people looking for both quality and a good deal.

KFC has something for everyone, from small, delectable pieces of chicken wings to the warm embrace of a family bucket. For those looking for a true feast, the chain's catering capabilities are unrivaled, offering a tempting spread of delectable cuisine to feed even the largest parties.

However, KFC's commitment to affordability extends beyond its menu offerings. The chain is constantly coming up with new promotions and special deals to ensure that its most non-vegetarian lovers can enjoy their favorite dishes at a reasonable price.

KFC's distribution Strategy is a symphony of convenience and accessibility, guaranteeing that customers can enjoy their favorite delicacies no matter where they are or what their needs are. Due to the widespread global presence in both urban and rural locations, KFC outlets provide its consumers with a convenient and enjoyable dining experience.

kfc marketing case study

Source: Istock

KFC's corporate-owned restaurants are never far away, whether they are in busy malls or peaceful standalone locations. Due the chain's presence in non-traditional locations including airports, train stations, and universities, customers can grab a bite between flights or courses. For people who are constantly on the move, this is practical.

Through its franchise program, the restaurant chain has recruited a talented group of independent business owners who each bring something unique to the KFC experience. The success of the restaurant industry depends on these franchisees, who operate under KFC's guidance and with its support.

For the utmost convenience, KFC offers online and mobile ordering alternatives so that customers may make orders from the comfort of their homes. The chicken preparation and even the delivery are kept under constant checks for quality.

Promotion Strategy

The KFC promotion engine is fueled by a fiery mix of following elements:

Advertising

KFC has a lengthy history of noteworthy and successful audience-winning strategies. KFC regularly employs a lighthearted and cheerful tone in their advertising, which appeals to a broad audience.

As part of the fast food chain's usage of celebrity endorsements in its marketing strategies, well-known personalities like Reba McEntire, Allu Arjun and many more have made appearances in KFC.

kfc marketing case study

Source: Balcony Stories

"Nobody Does Chicken Like KFC" and "Its finger-lickin' good" are the catchy taglines used by KFC to strengthen its brand identity.

KFC advertisements also appear in print media as well as billboards.

Social Media Marketing

KFC's social media presence is sizzling thanks to its amazing blend of engagement and content. With its delectable commercials, engaging projects, and influencer relationships, KFC spices up its feeds and keeps fans wanting for more. KFC proves it's more than simply finger-lickin' good.

kfc marketing case study

Source: Instagram

Partnerships and Sponsorships

KFC uses partnerships and event marketing to spice up its promotion planning. From partnering with companies and influencers to create original campaigns, hosting pop-up events and food truck activations, and introducing new menu items with exciting events, to sponsoring sports teams and events for brand exposure.

The Indian Super League (ISL) team Mumbai City FC was recently sponsored by KFC.

kfc marketing case study

Source: SportsMint Media

Direct Marketing

KFC also spices up its marketing strategy with a savory blend of direct marketing: email offers, subscription forms, targeted direct mail, SMS deals, loyalty rewards, and in-store promotions to entice all chicken lovers. They also offer free meal vouchers using the print media where you can use the pamphlets to get free meals or discounts.

KFC has been a highly successful company that has won various awards, including the Marketing Excellence Awards in 2014 where they won Gold for Consumer Insights/Market Research and Silver for Direct Marketing Category. At the Loyalty & Engagement Awards, KFC won Silver for Best CRM Strategy and Best Use of Consumer Insights & Analytics and was named Relationship Marketing Agency of the Year. In 2017, KFC was awarded Eater’s Brand of the Year. In 2022 at the e4m Real-time Programmatic Advertising Awards in Mumbai, KFC India won four awards.

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Entrepreneurial Essentials: Marketing Tips from KFC marketing strategy

KFC has developed a solid marketing strategy that has sped up its development and success. The following are the main conclusions from the marketing strategy of KFC:

Iconic Brand Identity

KFC has created a memorable brand identity, synonymous with its recognizable logo, the legendary Colonel Sanders, and the famous catchphrase "finger-licking good."

Affordable Elegance

Through its well-liked "bucket" meals, value-packed combos, and free meal deals, KFC offers value-oriented pricing that gives its customers access to affordable and satisfying cuisine.

Personalized Touch

KFC understands the value of personalization and offers the option for customers to customize their meals, providing a distinctive experience that takes into account specific tastes and preferences.

Product Innovation

With vegetarian options, healthier options, and new menu items that keep up with shifting preferences and trends, the company has expanded its menu to cater to a larger range of clients.

Digital Savvy

KFC has embraced technology in its marketing strategy, providing customers with digital ordering, delivery choices, smartphone apps, and online ordering platforms.

Global Footprint

With a presence in more than 150 countries, KFC has achieved considerable progress in its global expansion, establishing its position as the second-largest fast-food chain in the world.

Social Media Prowess

The fast food chain has a strong presence on social media, using platforms such as Twitter, Facebook, and Instagram to attract customers and promote its products.

To sum up, KFC's marketing strategy has been a harmonious blend of various innovative marketing approaches. The results speak for themselves, cementing KFC's position as a preeminent player in the fast food industry.

Interested to explore the fast-food industry further? You can read our marketing strategy case study on KFC's competitor McDonald's .

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2007: KFC, Brand Revitalisation: Case Study

Brand Revitalisation | KFC

A powerful combination of product development and inspired marketing that was true to the brand restored KFC’s fortunes on the high street.

Key insights

  • A fresh business strategy, rigorously implemented through all aspects of marketing, transformed the KFC brand from sharp decline to category-beating growth.
  • The strategy was based on the courageous decision to buck the trend among fast food outlets to talk about their ‘healthy’ options and instead stress the great product taste.
  • This was accompanied by cleverly-timed new product development to reach both key target audiences of young people and families at the same time.

KFC Corporation, based in Louisville, Kentucky, is the world’s most popular chicken restaurant chain. It operates more than 5,200 restaurants in the US and over 15,000 around the world. It is part of Yum Brands!, which had revenues of just under $11 billion in 2009. KFC reached Britain in 1965 (before either McDonald’s or Burger King). It now has over 700 stores.

But by 2005 KFC had lost its way, with a lacklustre reputation on the high street and slumping sales. So in-depth research was carried out to find a way to revitalise the brand’s fortunes. A new strategy based on taste not only set the brand apart from its competitors but it brought back both families and young people. A cycle of new product development carried out over the year also increased both frequency of visits and expenditure.

By April of 2006 the brand grew steadily for the first time in three years, peaking at 30% year-on-year (YOY) growth. Communication boosted the brand’s popularity to the point that the average spend rose by over 60p per ticket throughout the year.

Headed in the wrong direction

By the end of 2005, KFC was in trouble. It had become a dinosaur on the high street. The brand remained as famous as ever, but now felt out of date and favour. KFC no longer seemed to have a role for consumers in modern Britain. Sales were in freefall, suffering ongoing and serious decline. Market penetration was also falling (as well as average ticket value).This poor performance was a result of a number of challenges facing both the category and the brand itself (Figures 1 and 2).

1. Category challenges

The nation’s attitudes to food changed significantly over 2005. The ‘health agenda’ that had been brewing for a few years, reached critical mass. Jamie Oliver launched ‘school dinners’ (See Chapter 10) and Gillian McKeith became a household name among a host of food and diet-related programming. As a result, quick-service restaurant (QSR) brands became public enemy number one. This, combined with the relentless coverage and hype about obesity in the media, had a significant impact on consumers’ dietary aspirations. For example, according to a 2006 study by TNS and the Food Standards Agency (FSA), by the end of 2005 67% of people believed they should eat fewer fatty foods, 64% fewer sugary foods and 58% less salt.

Moreover, new competitors were challenging the category, offering healthier alternatives. Service stations, supermarkets, chemists and coffee shops were all selling ready-to-eat food — significantly fragmenting the market. Branded sandwiches such as Subway and Prêt-a-Manger were stealing market share from KFC as they increased their number of stores and gained market penetration. McDonald’s and Burger King followed suit by attempting to become health-focused in response to public pressure.

2. Brand challenges

There was an abyss between how the brand projected itself and customers’ experiences. Recent advertising had given the brand a much-needed injection of credibility, youth and energy. However, while the advertising portrayed this appealing and sexy image, the reality was tired stores and underwhelming products.

The other challenge was new product development (NPD), an important element in this market. There were two key audiences for these quick-service restaurants: ‘families’ and ‘teens and young adults’. These groups accounted for 89% of KFC’s sales.

In 2005 KFC’s NPD was aimed at the youth market, with snacking items developed to increase their frequency of visits. The problem was that KFC then became the place for snacks (with low ticket prices and margins), not a meal destination. Attempts were also made to create healthier food with a range of non-fried chicken, salads and a response to new competitors with sub sandwiches. As well as confusing consumers about what the brand stood for, these innovations were either failing or cannibalising regular sales.

Meanwhile, families were leaving the brand. Despite eating more meals together they weren’t choosing KFC (an FSA food trends study in 2006 showed 57% of people ate one meal a day with all family members compared to 52% in 2004) and sales among families were suffering accordingly. Families did not feel the brand was for them any more — an image reinforced by poor service and stores frequented by ‘youths’. This was particularly damaging for sales because families’ average spend was almost three times that of young adults.

Learning from in-depth research

A new direction was badly needed. In the face of media pressure for healthy living and against fast food, what would motivate people to return to KFC? An in-depth qualitative study was launched to improve the understanding of consumer attitudes and inform brand repositioning.

  • Fast food tastes good . The obesity debate gave consumers a new awareness that ‘fast food was not healthy’. However, this didn’t mean total abstinence from their favourite food. While still seeking ‘better for you’ cues, they didn’t want fast food to be ‘good for you’. Consumers choose fast food because it tastes good, not because it’s healthy. As one said, “You’ve decided to go to McDonald’s. Why would you buy chopped-up apple?”
  • KFC tastes especially good . There’s something especially compelling about the taste of KFC: “You can’t make it yourself and competitors can’t get close”. KFC’s singular taste unified all consumers. Once the desire for KFC lodged in consumers’ minds, there was nothing else that would satisfy the urge. The thought of the taste quickly turned to a craving that had to be satisfied.
  • What the KFC taste means to each audience . For families, KFC’s strength was the product itself. The media’s food obsession had made parents particularly aware of the authenticity of their food (in light of bad publicity surrounding products like Turkey Twizzlers ). As well as seeking an economic way to feed hungry mouths, they wanted the reassurance of ‘real food’. KFC was the only high street fast food outlet that served freshly-prepared whole chicken, not reformed or reconstituted chicken products. This authenticity was seen to be a crucial benefit.

Teens and youths also craved the taste of KFC. They were seen as impulsive eaters who ate whenever they were hungry. They followed their cravings and weren’t brand loyal, but constantly looking for variation and new tastes. Although their mealtimes were less formally defined than families, they were frequent purchasers of meals on the go. lf they got the urge for KFC, they followed it.

Devising a ground-breaking new strategy

The brand platform chosen for all communications was ‘That chicken urge can only be satisfied with the irresistible, indescribable taste of KFC’. This was indeed a radical step — doing the exact opposite of competitors and in the face of popularly-accepted consumer trends. While competitors attempted to embrace healthy eating trends, KFC repositioned itself around the fact that its product tasted delicious (Figure 3).

In other words, KFC became proud of its chicken again, reminding people about the heart of its brand and simultaneously connecting with what consumers sought from the fast food market.

The big challenge, however, was to take a single brand message and make it compelling for both audiences. So all marketing activities proudly put food at their heart. The brand’s endline was changed to become: ‘You’ve got great taste.’

Families were identified as the primary audience for reviving the brand, with mothers as the key decision-makers at dinner, deciding whether to take the night off or treat the family. Products, messages and media were all aimed at them. Youths became the secondary target, with separate products and communications developed specifically for them.

Nor was there any repeat of the previous mistakes where NPD sought to introduce healthy salads or ‘sub’ sandwiches. The year was instead divided into eight promotional periods in each of which one family and one youth product were promoted (Figure 4). As well as generating news, these products also encouraged current consumers to increase both their frequency and ticket price per visit, with new ‘layers’ of products avoiding cannibalisation of existing products.

Four new meals were introduced which either made mothers’ lives easier, or offered greater variety or better quality for the family. For younger consumers there were five new products offering variations of taste. The introduction of individual box meals also raised spend among this value-conscious group.

New products were not only rigorously tested in both qualitative and quantitative research, but were also trialled in test regions supported by above-the-line and in-store communications. Only after a sufficiently good test performance were they added to the national calendar.

Selling the great taste Given the strategy of constantly giving both targets new reasons to buy KFC, the challenge was to support all promotions with communications without significantly increasing the media budget.

1. Advertising

Advertising followed the NPD strategy by using media to ensure each group was targeted as effectively as possible. In all channels the core message was irresistible taste.

  • To target mothers, prime-time TV was used in the run-up to the evening meal. Commercials used insightful truths about everyday family life to illustrate the relevance of new products and KFC began to feel like a mainstream, accessible, family brand again.
  • The youth target was more likely to be out and about. Above-the-line spend was transferred from TV to posters within close proximity of stores. The product was made the hero of the ads, with appealing food photography in order to spark that unique KFC craving.

2. In-store communications

All messages were also carried through to the in-store environment which simplified the customer’s journey to purchase and reinforced new purchase behaviour. There was a distinct synergy of communications.

3. Other channels

In order to inform customers about provenance and nutritional details, a number of actions were taken. For example, the website was updated to contain all such information, and in-store leaflets about the food’s sourcing were produced. This was to provide reassurance, not to claim the food was ‘healthy’.

4. In-store experience

The new pride and energy in the brand was also reflected in the stores and customer experience. Staff training was focused on teamwork and education in new products. In addition, 30% of the estate was refurbished, with a tangible impact on sales.

Revolutionising brand performance

The results were dramatic. KFC demonstrated immediate growth as the new marketing plan was implemented.

  • Sales rapidly improved. By April the brand was experiencing sustained growth for the first time since 2003, peaking at 30% year-on-year growth. Despite losses in the first quarter the year ended in significant growth (Figure 5).
  • The brand’s increased penetration was a key factor behind the sales growth: shifting from a low of 31% in December 2005 to 49% a year later. This would be a significant change in fortunes for any brand, but was unprecedented, given the adverse factors this category had faced.
  • Ticket price, which had been in continued decline, also rose steadily, partly as a consequence of the increased number of family meals but also because the brand was now able to sell products at a price premium based on the new positioning of superior taste. The average spend rose by over 60p per ticket over 2006.

Standing out from the competitive crowd

While other fast food brands continued to lose share of total eating occasions. KFC defied this trend, demonstrating continued growth at the expense of its competitors such as McDonald’s and Burger King. Perceptions of the KFC brand increased compared with its two major competitors. This measure combined perceptions of ‘value’, ‘experience’ and ‘food’ for each brand. KFC went from being considered the same or worse than these competitors to being superior in every area. Significantly, KFC’s food was its leading brand strength.

As well as a superior image, KFC also found a new salience among consumers. While awareness of its competitors declined, KFC reached an all-time high level of brand awareness. The communications strategy was clearly reaping its rewards.

However, KFC didn’t simply ‘purchase’ these improvements. The brand’s advertising spend increased only marginally between 2005-6, while it continued to be consistently outspent by McDonald’s. KFC’s proud new tone of voice was reflected in consumer attitudes. While other brands were losing their fans, KFC retained its popularity. By the third quarter of 2006, the gap between KFC and McDonald’s was at an all-time low (Figure 6).

The greatest success was among the new core target audience. KFC’s penetration and frequency among families improved radically, restoring KFC’s penetration to over 50% (a 20% change). This clearly demonstrated the fundamental role the marketing strategy played in the brand’s revival.

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kfc marketing case study

KFC Marketing Strategy: A Comprehensive Analysis

KFC, or Kentucky Fried Chicken, is known worldwide for its finger-lickin' good fried chicken. But what sets this fast-food giant apart from its competitors? The answer lies in its effective marketing strategy . In this article, we will explore the key elements that have contributed to KFC's success and made it a household name.

Understanding KFC's Marketing Strategy

At the heart of KFC's marketing strategy is a strong focus on branding , product innovation , and advertising techniques. By understanding the role these elements play in the company's success, we can gain valuable insights into what makes KFC tick.

The Role of Branding in KFC's Success

KFC has built a powerful brand identity that resonates with consumers worldwide. The company's logo, featuring Colonel Sanders, is instantly recognizable. But branding goes beyond a logo – it encompasses the overall image, values, and experience associated with KFC. The consistency in branding has helped KFC establish trust and loyalty among its customers.

When customers see the iconic red and white KFC signage, they immediately associate it with the delicious taste of their famous fried chicken. The branding efforts have been so successful that even the sight of the Colonel Sanders logo can make mouths water in anticipation of a finger-licking good meal.

Moreover, KFC's branding extends to the restaurant's interior design and customer service. The warm and inviting atmosphere, coupled with friendly staff, creates a memorable dining experience that keeps customers coming back for more. KFC has successfully created a brand that not only represents tasty food but also a sense of comfort and familiarity.

The Impact of Product Innovation

KFC is not just about fried chicken. The company has continuously introduced new products and menu items to cater to changing consumer preferences. From introducing healthier options to embracing plant-based alternatives, KFC has shown its commitment to keeping up with evolving trends and meeting the diverse needs of its customers.

One notable example of KFC's product innovation is the introduction of their Beyond Fried Chicken, a plant-based alternative to their traditional chicken. This move not only appeals to vegetarians and vegans but also to health-conscious consumers who are looking for more sustainable food options. By diversifying their menu, KFC has expanded its customer base and positioned itself as a brand that adapts to changing times.

KFC's commitment to product innovation is not limited to new menu items. The company also invests heavily in research and development to improve the quality and taste of their existing offerings. Through continuous improvement, KFC ensures that their customers always enjoy the best possible dining experience.

The Power of KFC's Advertising Techniques

Advertising plays a crucial role in creating awareness and driving sales for KFC. The brand's advertising campaigns are creative, engaging, and often evoke a sense of humor. Whether it's the catchy jingle or the humorous storytelling, KFC's advertisements stay top of mind and generate a strong emotional connection with consumers.

One of KFC's most memorable advertising campaigns was the introduction of their "Finger Lickin' Good" slogan. This simple yet effective phrase perfectly captured the essence of the brand and became synonymous with the joy of indulging in KFC's delicious chicken. The slogan became so ingrained in popular culture that it is still associated with KFC to this day.

KFC's advertising techniques also extend to social media platforms, where the brand engages with its customers in a fun and interactive way. From clever memes to engaging contests, KFC keeps its audience entertained and connected. By leveraging the power of social media, KFC has successfully created a strong online presence and fostered a community of loyal fans.

In conclusion, KFC's marketing strategy revolves around effective branding, continuous product innovation, and engaging advertising techniques . By staying true to its brand identity, adapting to changing consumer preferences, and creating memorable advertising campaigns, KFC has established itself as a global powerhouse in the fast-food industry.

The Global Reach of KFC's Marketing

KFC's success is not limited to a single market – it has successfully expanded its reach to numerous countries around the world. So, what does it take to adapt marketing strategies for different cultures and address global trends?

Adapting Marketing Strategies for Different Cultures

KFC recognizes that cultural nuances can significantly impact consumer behavior. To succeed in different markets, the company tailors its marketing messages, menu offerings, and even store designs to suit local preferences. This localization approach has helped KFC position itself as a brand that understands and respects the customs and tastes of diverse communities.

For example, in India, where the majority of the population follows a vegetarian diet, KFC introduced a range of vegetarian options to cater to the local market. By offering dishes such as the Veg Zinger and Veg Rice Bowl, KFC was able to tap into the Indian market and attract a wider customer base.

In China, KFC adapted its marketing strategies to align with the Chinese New Year, a significant cultural event. They introduced special limited-edition menu items and launched festive campaigns to celebrate the holiday. This approach not only resonated with Chinese consumers but also showcased KFC's commitment to embracing local traditions.

The Influence of Global Trends on KFC's Marketing

As a global brand, KFC must monitor and adapt to global trends. From sustainability to convenience-driven consumer behavior, KFC identifies emerging trends and incorporates them into its marketing strategies. By staying ahead of the curve, KFC remains relevant and appealing to a wide range of customers worldwide.

One global trend that has greatly influenced KFC's marketing is the growing demand for healthier food options. In response, KFC introduced grilled chicken as an alternative to its signature fried chicken. This move not only catered to health-conscious consumers but also positioned KFC as a brand that values customer well-being.

Another global trend that has shaped KFC's marketing approach is the rise of social media and digital platforms. KFC leverages these platforms to engage with its audience, create viral marketing campaigns, and gather valuable consumer insights. By embracing digital trends, KFC has been able to connect with customers on a more personal level and maintain a strong online presence.

Furthermore, KFC recognizes the importance of sustainability and environmental responsibility. The company has taken steps to reduce its carbon footprint by implementing eco-friendly practices, such as using biodegradable packaging and sourcing ingredients from sustainable suppliers. By aligning its marketing messages with the global trend towards sustainability, KFC appeals to environmentally conscious consumers and showcases its commitment to a better future.

The Role of Digital Marketing in KFC's Strategy

In today's digital age, no marketing strategy is complete without a strong online presence. KFC has embraced digital marketing techniques to engage with its customers in new and exciting ways.

But what exactly does digital marketing entail for KFC? Let's delve deeper into the various aspects of KFC's digital marketing strategy and how it has helped the brand thrive in the competitive fast food industry.

Social Media and KFC's Brand Image

KFC leverages social media platforms to connect with its audience and reinforce its brand image. Through entertaining and engaging content, KFC stays relevant and forms meaningful connections with its followers.

For instance, KFC's witty and humorous posts on Twitter have become a sensation, garnering thousands of retweets and likes. By adopting a playful tone and incorporating pop culture references, KFC creates a unique brand personality that resonates with its target audience.

Moreover, KFC's social media presence extends beyond just posting content. The brand actively interacts with its followers, responding to comments and messages, which further strengthens the bond between KFC and its customers. This approach helps drive brand loyalty and generate positive word-of-mouth.

KFC's Use of SEO and Online Advertising

KFC understands the importance of search engine optimization (SEO) and online advertising in reaching and attracting potential customers. By optimizing its website and running targeted online campaigns, KFC ensures its message reaches the right audience at the right time.

When it comes to SEO, KFC focuses on optimizing its website for relevant keywords, ensuring that it appears prominently in search engine results. This allows potential customers who are searching for fast food options to easily find and consider KFC as their preferred choice.

In addition to SEO, KFC also invests in online advertising to increase its brand visibility. Through strategic partnerships with popular websites and platforms, KFC's advertisements are strategically placed in front of its target audience, maximizing the chances of attracting new customers.

Furthermore, KFC embraces the power of data-driven marketing. By analyzing customer behavior and preferences, KFC can tailor its online advertising campaigns to deliver personalized messages to specific segments of its target audience. This strategic use of digital marketing channels contributes to increased brand awareness and customer acquisition.

In conclusion, KFC's digital marketing strategy encompasses various elements, including social media engagement, SEO, and online advertising. By leveraging these techniques, KFC has successfully built a strong online presence, connecting with its customers on a deeper level and driving brand loyalty. As the digital landscape continues to evolve, KFC remains at the forefront, constantly adapting its digital marketing efforts to stay relevant and continue its growth in the fast food industry.

The Future of KFC's Marketing Strategy

What lies ahead for KFC's marketing strategy? Let's explore the emerging trends and the company's commitment to sustainability and ethical marketing .

Emerging Marketing Trends and KFC

KFC recognizes the ever-changing marketing landscape and continues to innovate. From embracing technology, such as mobile ordering and delivery apps, to exploring new ways to engage with Gen Z, KFC stays at the forefront of emerging marketing trends . This adaptability ensures that KFC remains relevant for years to come.

One of the emerging marketing trends that KFC has embraced is the use of social media influencers. By partnering with popular influencers who align with the brand's values and target audience, KFC is able to reach a wider audience and create a buzz around their products. These influencers often create engaging content featuring KFC's menu items, which not only increases brand visibility but also generates excitement and curiosity among consumers.

Another trend that KFC has tapped into is experiential marketing. The company understands that consumers are looking for more than just a meal - they want an experience. KFC has created immersive dining experiences, such as pop-up restaurants and themed events, where customers can not only enjoy their favorite KFC dishes but also engage with the brand in a unique and memorable way. These experiences not only create a sense of exclusivity but also encourage customers to share their experiences on social media, further amplifying KFC's reach.

Sustainability and Ethical Marketing at KFC

As consumer awareness of sustainability and ethical practices grows, KFC has made strides to address these concerns. The company has taken steps to source ingredients responsibly, reduce its carbon footprint, and contribute to local communities. By prioritizing sustainability and ethical practices, KFC not only meets consumer expectations but also differentiates itself as a socially responsible brand.

KFC has implemented various sustainability initiatives to minimize its environmental impact. For instance, the company has invested in energy-efficient equipment and technologies to reduce energy consumption in its restaurants. Additionally, KFC has partnered with suppliers who follow sustainable farming practices, ensuring that the ingredients used in their menu items are sourced responsibly.

Furthermore, KFC is committed to giving back to the communities it operates in. The company actively supports local initiatives and charities, focusing on areas such as education, hunger relief, and disaster response. By engaging in philanthropic efforts, KFC not only strengthens its relationship with local communities but also showcases its commitment to making a positive social impact.

Final Thoughts on KFC's Marketing Strategy

In conclusion, KFC's effective marketing strategy has played a pivotal role in its worldwide success. Through a combination of strong branding, product innovation, and engaging advertising techniques, KFC has built a loyal customer base. Furthermore, by adapting its marketing strategies for different cultures, embracing digital marketing, and staying ahead of emerging trends, KFC continues to thrive in an ever-changing marketplace. As the company looks to the future, its commitment to sustainability and ethical marketing only solidifies its position as a leading global brand.

Frequently Asked Questions About KFC's Marketing Strategy

What type of marketing does kfc use.

KFC employs a blend of traditional and modern marketing strategies to connect with its audience across different platforms. This includes engaging in digital marketing efforts through social media, search engine marketing, and content marketing to interact with customers online.

Additionally, KFC invests in traditional advertising channels such as television, radio, and print to maintain widespread visibility. The brand also undertakes experiential marketing campaigns that create unique, branded experiences to foster a deeper emotional connection with its audience. Furthermore, KFC practices localized marketing strategies, tailoring its menu items and marketing messages to suit the cultural and regional preferences of its diverse global markets, ensuring relevance and appeal across various demographics.

What are the 4Ps of KFC marketing strategy?

The 4Ps of KFC's marketing strategy encompass Product, Price, Place, and Promotion. KFC's product strategy is centered around its signature original recipe chicken, complemented by a variety of other menu items designed to cater to local tastes and dietary preferences, including burgers, wraps, salads, and vegetarian options.

In terms of pricing, KFC adopts a competitive strategy that aims to deliver value for money while taking into consideration the local economic conditions and target customer segments.

The place aspect of KFC's strategy involves strategic location selection for its restaurant locations in high-traffic areas and an emphasis on online delivery platforms to maximize convenience for customers.

For promotion, KFC utilizes a mix of online and offline advertising, sales promotions, special offers, and local events to engage with customers and stimulate sales, ensuring a broad and effective reach.

What is KFC's business strategy?

KFC's current business strategy focuses on global expansion, innovation, and localization to drive growth and maintain its competitive edge.

The brand is committed to extending its international presence, particularly in emerging markets, by increasing its number of outlets and venturing into new regions. KFC places a strong emphasis on menu innovation, regularly introducing new and innovative products to keep the brand fresh and appealing.

Localization plays a critical role in KFC's strategy, with the brand adapting its menu and marketing efforts to align with local tastes, cultural norms, and preferences, a move that has been instrumental in its success across diverse markets. Additionally, KFC strives for operational efficiency by streamlining operations to reduce costs and improve customer service, leveraging technology in order processing and delivery services. The expansion of KFC's global footprint through franchising allows the brand to benefit from local expertise while mitigating operational risks.

What is KFC competitive strategy?

KFC's competitive strategy leverages differentiation and market penetration to maintain its position in the fast-food industry. The brand differentiates itself with its unique secret blend of 11 herbs and spices, high-quality ingredients, and distinct taste that sets it apart from competitors.

Through aggressive market penetration, KFC ensures that it remains accessible to a vast number of consumers by expanding the number of its outlets both domestically and internationally. KFC also focuses on enhancing the customer experience, improving service quality, restaurant ambiance, and engaging digitally to foster customer loyalty and encourage repeat business.

The brand is committed to adaptation and innovation, continuously updating its product offerings and embracing technological advancements in service delivery, such as mobile ordering and delivery services, to meet the evolving demands of consumers and stay ahead of competition.

About the author

kfc marketing case study

Hi, I'm Justin and I write Brand Credential. I started Brand Credential as a resource to help share expertise from my 10-year brand building journey. ‍ I currently serve as the VP of Marketing for a tech company where I oversee all go-to-market functions. Throughout my career I've helped companies scale revenue to millions of dollars, helped executives build personal brands, and created hundreds of pieces of content since starting to write online in 2012. Thank you for reading and feel free to connect with me on LinkedIn .

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KFC’s Marketing Strategy and “Finger Lickin’ Good” Advertising Campaigns

Who doesn’t like juicy on the inside and crispy on the outside delicious fried chicken that is finger lickin’ good? Well, most of us are familiar with the secret recipe of the Colonel and it’s without a doubt one of the most well-known brands around the world. Yes, we’re talking about Kentucky Fried Chicken.

With its irresistible fried chicken, KFC is everyone’s favorite and in fact is the second largest fast food chain in the world after McDonald’s and we’re here to dive into its delicious success from the day it was founded.

Is its success merely a result of being “so good”? We say no. KFC’s marketing strategy is a complex one, and we’ve explained the most important elements below. Let’s go!

Marketing Mix of KFC

KFC’s marketing mix is a key factor in the company’s success. The brand’s focus on product quality, competitive pricing, and effective marketing has helped it to become one of the global fast food chains in the world. The marketing mix of KFC is a set of strategies that the company uses to reach its target market and promote its products. The four Ps of the global brand’s marketing mix is product, price, place, and promotion. Let’s take a closer look at the 4 Ps:

KFC’s product mix includes a variety of chicken-based dishes, such as fried chicken, chicken sandwiches like the well-loved zinger burger, and chicken wraps. The company also offers a variety of side dishes, such as french fries, mashed potatoes with delicious gravy sauce, coleslaw, and biscuits. In addition to KFC’s classic menu, the brand also offers a variety of desserts, such as ice cream, cookies, and pies.

  View this post on Instagram   A post shared by Kentucky Fried Chicken (@kfc)

Kentucky Fried Chicken prices its products competitively and offers a variety of value meals and discounts to attract customers. KFC also offers a loyalty program that rewards customers for their purchases.

The brand has a global presence with over 25,000 restaurants in over 150 countries and its restaurants are located in a variety of settings, including malls, airports, and stand-alone locations.

KFC uses different types of promotional strategies to reach its target audience such as television, radio, print, and online advertising to promote its delicious products. The brand also sponsors sporting events and other cultural events to generate awareness of its brand.

Branding Strategy of KFC

We can categorically state that KFC has a branding strategy that has developed over the course of nearly seven decades. Additionally, KFC is without a doubt one of the top brands when discussing digital branding examples in the era we are living in. So how did the brand manage to achieve this? Of course, there were many different ways to do this, and KFC made great use of many of them in its branding strategy, and it clearly succeeded in appealing to a great many people in many countries.

KFC’s unique selling proposition is its unique blend of 11 herbs and spices. The company’s branding emphasized the fact that its chicken is made with a special recipe that makes it taste better than other fast food chicken. In fact, on the official website of Yum! Brands, which KFC is a subsidiary of, states that “If it’s not finger lickin’ good, it’s not us.” With that, it’s safe to say that KFC positions itself as a premium fast food good brand, meaning that the company’s branding emphasizes the fact that its chicken is made with high-quality ingredients and is cooked to perfection.

However, KFC’s branding strategy doesn’t stop here. Let’s take a look at some of the key elements the brand uses for its branding strategy that its customers love:

  • Logo: KFC’s logo is a simple, yet effective design that features the image of Colonel Sanders. The logo is instantly recognizable and helps to create a strong sense of brand identity.
  • Slogan:  One of the most popular slogans the brand has is “It’s finger lickin’ good!” This slogan is catchy and memorable, and it helps to associate KFC with delicious food.
  • Color scheme:   KFC’s color scheme is red and white. These colors are bright and eye-catching, and they help to create a positive brand image.
  • Typography: The font that KFC uses is minimalistic yet elegant helping to create a sense of sophistication and class for the brand itself.
  • Packaging: With its simple and stylish packaging, KFC packaging helps to protect the food while promoting the brand in an effective way.

Advertising Strategy of KFC

KFC advertising strategy aims to increase brand awareness among potential customers and to differentiate its products from those of its competitors. But, how does the brand manage to do that? Well, obviously emphasizing the uniqueness of its fried chicken, most importantly its flavor and the Colonel’s secret recipe. In addition, KFC advertising strategy encourages potential customers to visit its restaurants or order its products online. The company’s ads often include a CTA, such as a website address or a phone number.

Kentucky Fried Chicken uses various advertising channels to reach its target audience. As mentioned earlier, traditional media are still a part of KFC’s marketing mix, but digital marketing has also become increasingly important for the brand. Kentucky Fried Chicken actively engages in social media marketing, online promotions, and partnerships with influencers to create buzz and attract customers. The brand also is living proof that digital marketing is essential for every business. Thus, if you’re also on the hunt for the most effective digital marketing strategy, collaborating with marketing agencies for the food industry should be your first priority.

Here’s a carefully thought KFC campaign example:

Bu gönderiyi Instagram'da gör KFC Canada (@kfc_canada)'in paylaştığı bir gönderi

The brand also adapts KFC marketing campaigns to suit local preferences and cultural contexts. While maintaining a consistent brand image globally, they tailor their promotions to resonate with specific markets by incorporating local flavors, traditions, and celebrities.

Last but not least, KFC consistently introduces new menu items and limited-time promotions to keep customers engaged and attract new ones. They experiment with different flavors, meal combinations, and menu extensions to cater to changing consumer preferences and maintain excitement around the world. For instance, KFC has announced on its Instagram account that they’re bringing back the Mac Bowls into their menu:

  Bu gönderiyi Instagram’da gör   Kentucky Fried Chicken (@kfc)’in paylaştığı bir gönderi

KFC sometimes uses scarcity marketing in its advertising campaigns to create a sense of urgency and encourage people to buy its products before they’re gone. For example, KFC has run ads that offer limited-time discounts or free food. And of course, the brand uses social media in the most effective way as its advertising strategy. We explain it in more detail below.

Social Media Strategy of KFC

Kentucky Fried Chicken is a global brand. Thus, it has specific accounts for most counties on many platforms such as Twitter, Instagram, or Facebook.

Different social media accounts are managed in many different countries such as KFC Singapore, KFC UK, and KFC South Africa. All of them produce content differently according to the target audience. When we examine KFC’s social media accounts, we see that many different countries such as South Africa, India, and the UK have verified social media accounts. Their biggest feature is that they produce funny and enjoyable content. This allows users to follow the brand’s account permanently and to be aware of all kinds of discounts or KFC campaigns.

Here’s how different country KFC accounts interact with users:

Stay afloat this long weekend with KFC’s $10 8pc Bucket. Not only delicious, but sits perfectly on a tube.. pic.twitter.com/UDaJz2XoH1 — KFC (@kfc) May 26, 2023

The brand creates engaging content in a mix of current events and news. For example, in the tweet below, KFC UK created a hilarious tweet referring to Apple’s new AR/VR glasses , Vision Pro.

Admin’s been testing this new Apple VR Headset pic.twitter.com/I0M6hJW80x — KFC UK (@KFC_UKI) June 6, 2023

KFC’s social media team is active and responsive, and it often uses humor and creativity to connect with customers. The company’s social media campaigns have been successful in generating buzz and driving sales.

KFC does this by responding to comments and questions, sharing user-generated content , and running contests and promotions. The brand also uses social media to promote its products – and brand of course!- The company does this by sharing photos and videos of its food, running effective advertising campaigns, and using hashtags to reach a wider audience. They also offer coupons (which its customers love!) via social media which is always an effective way to attract customers.

Growth Strategy of KFC

The company has definitely increased its sales and revenue in recent years thanks to its highly effective growth strategies. The brand uses various tactics for growth:

  • International expansion: KFC entered the Chinese market in 1987 and has since become one of the most successful foreign brands in the country. One of the key factors in KFC’s success in China has been its focus on localization. KFC has adapted its menu to Chinese tastes, offering items such as congee, rice rolls, and even dim sum.  In addition to its focus on localization, KFC has also been successful in China due to its early entry into the market. KFC was the first Western fast-food chain to open in China, and this gave it a significant head start over its competitors such as McDonald’s , Burger King , and more.  KFC was also able to benefit from the country’s economic growth, which led to an increase in disposable income and a growing demand for Western food.
  • Digital transformation: The company is investing in digital transformation to improve its customer experience. KFC is using technology to make it easier for customers to order food, find restaurants, and redeem rewards. The brand has been undergoing a digital transformation in recent years, with the goal of becoming a more customer-centric and data-driven company. As part of this transformation, KFC has invested in new technologies, helping Kentucky Fried Chicken to improve the customer experience, increase efficiency, and gain insights into customer behavior. One of the key aspects of KFC’s digital transformation has been the focus on mobile ordering. KFC’s mobile app allows customers to order food, pay for their orders, and track the status of their orders. The app has been a success, with over 10 million downloads.
  • Partnerships: KFC partners with other global brands from various industries to cross-promote its products. In fact, the brand does this in the most absurd way! Here’s a collaboration between KFC and Crocs:

crocs-kentucky-fried-chicken-collab

Advertising Campaigns of KFC

As we covered all the essential steps that make KFC one of the biggest brands in the world, let’s take a look at how the brand used its marketing and advertising strategies. KFC marketing strategy has been successful in helping the company to grow its business and become a popular fast food chain. The company’s focus on its USP, its target audience, and its marketing channels has helped it to reach a wide audience and promote its brand in a variety of ways.

KFC – Kentucky Fried Turkey for Christmas?

Another creative and humorous Kentucky Fried Chicken marketing campaign! During the holiday season, KFC received numerous requests to offer turkey instead of chicken. You can find KFC’s amusing and confident response in the advertisement below:

KFC – Made Your Decision

Affordable, delectable, and available in three different flavors! KFC has brought back the Chicken Wraps just in time for the holiday season, and you can enjoy two for only $5. They believe in giving you options, so why pick just one? Indulge in the mouthwatering choices of Mac & Cheese, Classic, and Spicy Slaw Chicken wraps, exclusively at KFC. Oh and also, make sure you watch the ad!

KFC – Cheesy Zinger Melt

Would you believe that the Cheesy Zinger Melt sold out in just 16 days last year? Well, good news for 2023 – KFC has brought back this delicious menu item and even consulted AI to predict a new sell-out date. According to AI, it’s expected to fly off the shelves in 19.2 days. In our opinion, the Cheesy Zinger Melt looks absolutely incredible, and we can’t help but think 19.2 days sounds too long! KFC marketing strategy is a masterpiece, and this strategic ad is one of the best examples of it.

KFC-“Finger Lickin’ Good” Campaign

Launched in 1956, the “Finger Lickin’ Good” campaign is one of the most successful KFC marketing campaigns in fast food brand history. The slogan continues to be used today, nearly seven decades after the campaign that made KFC famous.

KFC – Dip ‘N Share

Dip ‘N Share is KFC’s limited-time-only sharing bucket, making the time spent with loved ones during the holidays even better. This highly positive advertisement video not only creates a sense of urgency but also encourages viewers to visit the nearest KFC store.

KFC – First Bite

After craving for a delicious fried chicken, obviously the most mouth watering part is the first bite. Make sure you’re full before attempting to watch the KFC campaign below!

KFC – The Story of The Little One Campaign

Perhaps one of the cutest campaigns of Kentucky Fried Chicken is its “The Story of The Little One.”

KFC South Africa – Anything For The Taste

The “Anything for the taste” commercial for KFC is a humorous take on the lengths people will go to in order to get their hands on a delicious meal. The commercial begins with a man posing as a food inspector in order to get free KFC. He travels all over South Africa, visiting different KFC restaurants and pretending to inspect their food. The staff at the restaurants are always happy to see him, and they give him free food without question.

KFC – Crossroads

This funny commercial by Kentucky Fried Chicken begins with a chicken and a turkey facing off at a dusty crossroads. The two animals are clearly rivals, and they’re both eager to prove who’s the best.

KFC – Chickenstock

KFC’s “chickenstock” case study is a great example of how a company can turn a negative into a positive. In 2022, KFC was facing a problem with people stealing their images from Google and using them to sell products without permission. Instead of getting angry, KFC decided to take a humorous approach. They created a website called “chickenstock” where people could download high-resolution images of KFC chicken for free. The website was a huge success, and it helped to generate a lot of buzz for KFC.

KFC Singapore – Colonel’s Guarantee

In this short campaign ad, KFC supports the idea that they believe every piece of chicken their customers get should be “Finger Lickin’ Good,” and gives their customers the “Colonel’s Guarantee,” to replace your meal if it isn’t.

We believe Kentucky Fried Chicken plays the marketing game in the most effective way possible in addition to selling delicious fried chicken. The company certainly does something right to be able to maintain its position as one of the most well-known and loved fast food chains in the world. The brand has powerful marketing strategies that vary precisely depending on the region, country, culture, and target audience. We advise you to collaborate with digital marketing agencies if you’re also trying to up your brand’s or business’s marketing ante.

Now it’s time to lean back and plan your KFC order. Because after all this delicious information, it’s impossible that you haven’t craved a delicious and crispy fried chicken!

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Experiment: How KFC boosted store sales by intercepting Aussies’ food decisions on Search

What we set out to test.

Can Search ads increase both online and offline sales by meeting people where they’re searching?

The background

A household name, Kentucky Fried Chicken (KFC) is one of the world’s largest fast food restaurant chains. Committed towards continuous growth, KFC was keen to shake up its advertising strategy to engage its Australian customers more effectively. In particular, the brand wanted to know how it could connect with hungry Aussies while they were deciding their next meals. With search interest in fast food accelerating by 30% during Australia’s COVID-19 lockdowns, 1 KFC was eager to capture this rising demand.

Search is an increasingly critical turning point for undecided diners. Every day, more than 465,000 food decisions are made on Google.com.au. 2 Faced with rumbling tummies, people make these decisions quickly and impulsively, with 61% spending less than 30 minutes to research their options . Amid this messy middle , consumers are fickle — in fact, 45% of Aussies will opt for their second meal choice just because it shows up while they’re searching, 3 giving brands like KFC an incredibly short window to find and influence these hungry customers.

With these insights in mind, KFC decided to run an experiment to test if Search ads could indeed intercept food decisions, thereby boosting sales both online and offline.

How we set the experiment up

Based on KFC’s store attributes and capabilities, the team identified two sets of statistically similar stores. They then ran a search query-based control/exposed test using Google’s GeoX tool, where the exposed test group had an elevated level of search activity compared to the control group:

  • Control group: Without Search ad activity
  • Test group: With Search ad activity

By comparing the difference in store sales performance, KFC could determine the incremental impact of its Search ads. Performance was measured both online and offline, in terms of website sales and visits to its brick and mortar stores.

KFC’s Search ads covered generic keyword topics, enabling the brand to stand out during searches for impulse-driven food-related queries. The experiment ran for a total of four weeks in New South Wales, with a single-state focus to minimize the impact of externalities such as lockdowns.

Solutions we used

  • Generic keywords
  • Geo experiments

What we learned

By tapping into the secrets of search behavior, KFC unlocked impressive business growth. The test reported a tangible difference in sales performance, both online and offline, between the test and control groups.

The test group exposed to Search ads delivered:

This marketing case study proves the importance of an omnichannel strategy , as being discoverable online boosted KFC’s online and offline orders. The experiment drove a significant uplift in both sales and average order value. For every $1 invested, KFC saw a $2 return. This meant that when KFC showed up where hungry Australians were searching and intercepted their meal decisions, people were not only more likely to purchase from KFC — they also spent more.

By owning prime Search real estate, KFC captured consumer preference and became top of mind for its prospective customers. Since KFC only had to pay when the ad received clicks, this also helped to drive brand awareness for free, increasing efficiency.

Following the success of this pilot test, KFC plans to roll this out nationally.

"We were initially skeptical of the impact of Search in driving incremental sales for KFC. This robust experiment proved its value in driving growth for our business."

“The campaign has proven that utilising search as an omnichannel tool can be highly valuable for the QSR category. Going beyond siloed search approach and having ruthless focus on business outcomes, helped us to develop a highly effective approach. We’ve been able to tap into more consumer moments and ultimately drive KFC ahead of the market.”

This case study is part of the Experiment with Google Ads program.

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Decoding KFC’s Mouthwatering Marketing Strategies

KFC Marketing Strategies

Decoding KFC’s Mouthwatering Marketing Strategies 16 min read

In the realm of culinary marvels, one name stands out universally, evoking the senses and sparking nostalgia: Kentucky Fried Chicken, affectionately known as KFC . The journey of KFC, from its modest origins in a small Kentucky town to its remarkable global footprint, forms a captivating narrative that encompasses more than just fast food.

The saga of KFC begins with the vision of Colonel Harland Sanders . In the midst of the Great Depression, Sanders embarked on a mission to share his culinary masterpiece with the world. Operating a simple service station in Corbin, Kentucky, Sanders’ exceptional fried chicken began drawing attention and igniting curiosity. This early success laid the foundation for the establishment of the first official KFC franchise in Salt Lake City, Utah, in 1952.

KFC's 1st Franchise in Utah

KFC, or Kentucky Fried Chicken, is a global fast food restaurant chain that specializes in fried chicken . It is the second-largest restaurant chain in the world, with over 22,000 locations in 150 countries. KFC was founded by Colonel Harland Sanders in 1952 in Corbin, Kentucky . Sanders began selling fried chicken from his roadside restaurant during the Great Depression. He eventually franchised his business, and KFC quickly became a popular fast food chain.

KFC’s signature dish is its Original Recipe chicken, which is made with a blend of 11 herbs and spices. The company also offers a variety of other chicken dishes, as well as sides, desserts, and beverages. KFC is known for its slogan “It’s Finger Lickin’ Good!” , which was first used in 1971.

KFC has been criticized for its high levels of fat and sodium in its food. However, the company has made efforts to improve the nutritional profile of its menu, and it now offers a variety of healthier options, such as grilled chicken and salads.

KFC’s international expansion mirrored the progress of the 20th century. The brand’s fusion of irresistible taste and Colonel Sanders’ friendly persona resonated with diverse cultures. KFC’s ability to adapt its offerings to local preferences while retaining the essence of its recipe enabled its seamless integration into various culinary landscapes. Today, KFC boasts a presence in over 150 countries, serving its renowned fried chicken alongside tailored menu selections.

Table of Contents

Founding History of KFC

The story of Kentucky Fried Chicken (KFC) is one that embodies the quintessential American entrepreneurial spirit – a tale of tenacity, innovation, and an unwavering commitment to quality. From its modest beginnings in a Kentucky gas station to becoming a global fast-food phenomenon, the founding history of KFC is a captivating narrative that reverberates with the essence of the American dream.

The KFC saga owes its inception to Colonel Harland Sanders, a man who would later become synonymous with finger-lickin’ goodness. Born in 1890 in Henryville, Indiana, Sanders’ culinary journey began early when he was tasked with cooking for his siblings after his mother’s passing. This formative experience ignited his curiosity for food and laid the foundation for his future culinary exploits.

Colonel Harland Sanders

Sanders’ culinary prowess led him to own and operate a service station in Corbin, Kentucky, during the Great Depression. It was here, in the midst of economic hardship, that he perfected what would become the heart of KFC – his secret blend of 11 herbs and spices. Sanders’ innovative approach to fried chicken, combined with his unyielding commitment to quality, caught the attention of locals, and word of his delectable creation began to spread.

Sanders’ gas station soon evolved into a roadside eatery, aptly named “Sanders Court & Café.” As the demand for his mouthwatering chicken soared, he transitioned from serving customers at his own dining tables to opening a motel and restaurant across the street. It was during this period that Sanders was bestowed the honorary title of “Colonel” by Kentucky Governor Ruby Laffoon for his contributions to the state’s cuisine.

Sanders Court & Café.

As the 1950s dawned, Sanders’ ambition knew no bounds. He envisioned sharing his culinary masterpiece with the world and embarked on a quest to franchise his concept. With a handful of carefully selected franchisees, the first Kentucky Fried Chicken franchise was established in Salt Lake City, Utah, in 1952. Sanders’ formula was simple yet revolutionary – he provided franchisees with the rights to use his recipe and offered training on how to prepare the signature chicken to perfection.

With its franchise model gaining traction, KFC’s expansion gathered momentum. The brand’s iconic imagery, featuring the jovial and distinguished Colonel Sanders, became synonymous with delectable fried chicken. As more franchisees joined the KFC family, the brand’s growth began to skyrocket, transcending geographic boundaries and cultural divides.

Colonel Sanders’ visionary approach, coupled with his unrelenting focus on maintaining the quality of his chicken, laid the groundwork for KFC’s enduring legacy. His commitment to providing a consistent and exceptional dining experience created a foundation that has stood the test of time. The KFC that we know today – a global fast-food giant with a footprint spanning continents – is a testament to the Colonel’s original vision and the dedication of those who continued his legacy.

Crispy Insights into KFC’s Marketing Strategies: Crafting a Global Fast-Food Brand

In the realm of fast food, few names conjure up as much imagery and anticipation as Kentucky Fried Chicken (KFC). Beyond its delicious fried chicken, KFC’s success is underpinned by a series of ingenious marketing strategies that have elevated it from a corner diner to a global phenomenon. This article delves deep into the savory strategies that have made KFC a marketing legend, offering a mouthwatering blend of creativity, innovation, and brand resonance.

1. The Iconic Colonel Persona:

Kentucky Fried Chicken (KFC) has been serving up tasty fried chicken since 1930. While many recognize the brand’s iconic red and white color scheme and bold lettering, few are aware of how the creation of the legendary “Colonel” persona played a crucial role in establishing KFC’s unique identity and successful marketing strategies. Let’s explore how Harland Sanders, the original founder of KFC, created the beloved character and how he leveraged it to shape the restaurant chain’s image and culture.

Creating the Character:

Born in 1890, Harland Sanders was a hardworking entrepreneur who started cooking at a young age. He later opened several restaurants throughout his career but did not achieve significant success until opening Kentucky Fried Chicken in 1930. Despite initial struggles, Sanders persevered and eventually franchised his business model nationwide after World War II. However, what truly set him apart was his ability to create a memorable figurehead for his growing empire – none other than the infamous “Colonel.”

Development of the Brand Identity:

Sanders crafted the Colonel’s persona based on his own experiences and values. His penchant for southern hospitality translated into the Colonel’s warm demeanor and welcoming smile . Additionally, Sanders drew inspiration from American icons such as Uncle Sam and Santa Clause when designing the Colonel’s signature outfit – complete with string tie, white suit, and goatee beard. With each element carefully chosen, the Colonel became synonymous with quality, authenticity, and good old-fashioned Southern charm.

Marketing Genius:

By incorporating himself into KFC’s advertisements and packaging designs, Sanders effectively humanized the brand while fostering customer loyalty. Customers could easily identify with the friendly, grandfatherly figure depicted in ad campaigns and store signage. Moreover, Sanders made sure to maintain consistent messaging across all channels, further ingraining the Colonel’s presence within popular culture.

The Colonel’s influence extended beyond just KFC’s marketing initiatives. Sanders ensured that every aspect of the dining experience reflected the Colonel’s personality traits. For example, employees were trained to embody the same level of friendliness and hospitality expected of the Colonel. Even the menu items received names like “Original Recipe,” “Extra Crispy,” and “Finger Lickin’ Good,” evoking images of home-style comfort food prepared with care and love.

Legacy and Impact:

Harland Sanders passed away in 1980, leaving behind an indelible mark on both the fast food industry and American pop culture. Today, the Colonel still serves as KFC’s mascot, representing over four decades of unwavering commitment to quality and customer satisfaction. The Colonel’s impact transcends simple marketing tactics, epitomizing the essence of Americana and heartwarming nostalgia. Whether enjoying a bucket of fried chicken or admiring vintage advertisements featuring the Colonel, customers cannot help but feel transported back to simpler times through the power of effective brand storytelling.

2. Finger-Lickin’ Good Tagline:

One of their key marketing strategies involves using catchy slogans to capture consumer attention and evoke emotional responses. Perhaps no phrase embodies this approach better than the famous tagline, “Finger-Lickin’ Good.” Let’s explores how KFC utilizes this phrase as part of their overall marketing strategy and why it remains relevant today.

Origin and Significance:

Invented by KFC founder Harland Sanders, “Finger-Lickin’ Good” debuted in print advertising during the early days of the restaurant chain. The phrase quickly gained widespread recognition due to its clever association with the sensory pleasure of consuming delicious fried chicken. By emphasizing the physical enjoyment of eating KFC, Sanders aimed to differentiate his product from competitors and encourage repeat patronage.

"Finger-Lickin' Good"

Emotional Appeal:

At its core, “Finger-Lickin’ Good” targets consumers’ primal desire for taste and indulgence. By focusing on the visceral experience of savoring KFC’s offerings, the tagline creates a strong emotional connection between customers and the brand. It capitalizes on people’s natural inclination towards instant gratification, making them more likely to crave KFC’s products and seek out similar pleasurable experiences in the future.

Finger Lickin' Good

Cross-Generational Appeal:

Despite being introduced nearly nine decades ago, “Finger-Lickin’ Good” remains relevant because it speaks to multiple generations. Its simplicity allows younger audiences to appreciate the tagline’s straightforward message about tastiness, whereas older individuals may associate it with fond childhood memories of sharing meals with family and friends. As such, KFC can leverage this timeless appeal to attract diverse demographics without alienating any particular group.

Adaptability and Versatility:

KFC demonstrates great flexibility in deploying the “Finger-Lickin’ Good” tagline across various platforms and contexts. Beyond traditional print and broadcast media, the company adapts the tagline for use in social media campaigns, merchandise collaborations, and even international promotions. In doing so, they ensure maximum exposure and relevancy for the tagline among different target audiences worldwide.

Global Recognition:

Thanks to its enduring popularity, “Finger-Lickin’ Good” is widely known outside America too. When traveling abroad, visitors might notice variations of the tagline used in local languages or adapted to fit regional preferences. Such cultural adaptations demonstrate KFC’s willingness to remain inclusive and accessible to global communities.

As a testament to its effectiveness, “Finger-Lickin’ Good” continues to serve as a cornerstone of KFC’s marketing efforts. Through its focus on sensory pleasure and cross-generational appeal, the tagline helps create lasting connections between customers and the brand. By remaining versatile and globally recognizable, KFC leverages this powerful phrase to sustain its position as a top player in the fast food industry.

3. Adaptation to Local Tastes:

As it entered new international markets, KFC faced the challenge of adapting its menu offerings to suit local tastes without compromising quality or consistency across locations. The company realized early on that adapting to local tastes was crucial to building customer loyalty and achieving long-term growth.

Menu Customization:

One of the key ways KFC adapted to local tastes was by offering customized menu options based on regional preferences. For example, in Japan, KFC introduced teriyaki burgers and yakitori chicken skewers to cater to local taste buds. In India, KFC added unique spices and marinades to traditional recipes such as the Zinger burger to suit Indian palettes. Additionally, KFC emphasizes the use of fresh, locally sourced ingredients wherever possible to ensure the highest quality products.

Teriyaki Burgers from KFC

Local Ingredient Sourcing:

By using fresh, locally produced ingredients, KFC ensures that its menu stays true to each country’s distinct cuisine. In Mexico, KFC sources avocados straight from small farms to make guacamole and other side dishes. Meanwhile, in Australia, KFC partners with local suppliers to provide free-range eggs and hormone-free milk for its breakfast menu. These initiatives not only support local agriculture but also highlight KFC’s dedication to providing wholesome, responsibly sourced ingredients.

Global Marketing Campaigns:

KFC further demonstrates its commitment to adapting to local tastes through targeted global marketing campaigns. F or instance, during Ramadan, KFC Middle East released special Iftar boxes designed specifically for Muslim patrons breaking their fast at sunset. In South Africa, KFC launched a commercial featuring a young boy enjoying his first bite of fried chicken, highlighting the universality of the human desire for delicious food.

In conclusion, KFC’s adaptation to local tastes represents a successful marketing strategy that prioritizes both quality and consumer satisfaction. By embracing cultural differences and staying true to its core values, KFC remains a beloved brand worldwide.

4. Viral and Buzzworthy Campaigns:

KFC’s marketing team understands the power of virality and the role it plays in shaping brand perception. From imaginative commercials to playful social media campaigns, KFC consistently generates content that sparks conversation and captures attention.

KFC has consistently created memorable advertising campaigns designed to generate buzz and go viral. These attention-grabbing strategies not only attract new customers but also strengthen brand loyalty among existing ones. Some notable examples include:

“Finger-lickin’ Good”:

This iconic tagline remains synonymous with KFC and continues to be used in current marketing materials. Its catchiness and simplicity have helped establish a strong emotional connection between consumers and the brand over several decades.

Colonel Sanders Lookalike Contest:

During the COVID-19 pandemic, KFC organized a social media contest encouraging users to submit photos of themselves dressed as Colonel Sanders. The competition generated significant engagement and garnered millions of impressions worldwide.

Colonel Sanders Lookalike Contest

#KFCChickenGIF:

KFC launched a series of animated GIFs featuring chickens performing funny antics, which quickly gained popularity on social media. Users could download and share these entertaining clips within their networks, amplifying KFC’s reach and relevance.

Remember the “11 Herbs & Spices” Twitter stunt where KFC followed 11 people and the Spice Girls? Such quirky, attention-grabbing initiatives solidify KFC’s position as a brand that isn’t afraid to have fun.

5. Consistency in Branding:

KFC’s success lies in its unwavering commitment to maintaining a consistent brand image across the globe. Whether you’re in New York or Tokyo, the KFC experience exudes familiarity. The brand’s red and white color scheme, distinctive logo, and uniformity in packaging create a sense of trust and reliability, reinforcing the notion that customers know exactly what they’re getting, no matter where they are.

Maintaining consistency in branding helps KFC create a cohesive image across all platforms and formats. This approach ensures that customers recognize the brand easily and associate it with specific values and attributes. Below are some key aspects of KFC’s consistent branding strategy:

Logo and Color Scheme:

The logo features a bold, red font spelling out “Kentucky Fried Chicken,” with a stylized representation of the state of Kentucky underneath. The color scheme primarily consists of red and white, representing passion and purity respectively. Red symbolizes appetite appeal and energy, while white signifies cleanliness and safety.

Logo and Color Scheme for KFC

Iconography:

Colonel Sanders, the founder of KFC, serves as a central figure in the brand’s visual identity. His likeness appears throughout advertising and store decor, creating a recognizable mascot. Other icons include the famous red stripe pattern found on packaging and uniforms, adding a pop of vibrancy against the otherwise minimalistic design palette.

Typography:

Typography choices reinforce the brand’s straightforward and unpretentious tone. Headlines use simple sans-serif fonts, conveying efficiency and practicality. When communicating humor or playfulness, KFC incorporates quirky script styles or cartoonish letterforms to contrast with the overall seriousness of the brand.

Messaging Tone:

KFC adopts a friendly, down-to-earth voice in its messaging, reflecting the casual atmosphere of southern hospitality. Taglines like “finger lickin’ good” and “I ain’t no chicken” position the brand as relatable and authentic, evoking feelings of comfort and familiarity.

Store Design:

Store interiors and exteriors display a similar color scheme and typography, ensuring visual unity across locations. Signage and lightbox displays utilize the same imagery and language as print and digital advertising, guaranteeing a seamless customer experience.

KFC Stores

6. Digital Transformation and Convenience:

As the digital era unfolded, KFC embraced technology to enhance customer convenience. The brand’s foray into online ordering, mobile apps, and delivery services aligned perfectly with evolving consumer preferences.

In today’s fast-paced society, customers expect quick access to goods and services through various channels. To meet these demands, KFC leverages digital technologies to streamline operations and enhance consumer experiences. Some notable initiatives include:

Online Ordering Platforms:

Customers can order food online via KFC’s website or mobile applications for iOS and Android devices. These platforms allow individuals to customize meals according to preferences and dietary requirements. By providing an easy ordering process, KFC attracts tech-savvy patrons seeking convenient solutions.

Mobile Payment Options:

For added convenience, KFC offers contactless payment options using QR codes or NFC technology. Customers can simply scan a code or tap their smartphones near designated readers to complete transactions. This method eliminates the need for physical cards or cash, making purchases faster and easier.

Delivery Services Integration:

Partnerships with third-party delivery providers enable KFC to offer doorstep deliveries. Customers can track orders in real-time and receive notifications when their food arrives. This integration simplifies the entire dining experience, allowing busy individuals to enjoy KFC’s menu without leaving home.

Loyalty Programs:

KFC runs loyalty programs designed to reward frequent visitors. Members earn points based on purchase amounts or visit frequency, which they can redeem for discounts or free items. These schemes encourage repeat business and help build long-term relationships with customers.

Colonel's Club

Social Media Engagement:

Social media plays a crucial role in KFC’s marketing efforts. Interactive content creation, influencer collaborations, and user-generated contests drive buzz around new products or limited-time offers. By embracing digital trends and fostering community interaction, KFC remains relevant among younger audiences who seek instant gratification and flexibility.

KFC’s marketing strategies tap into the desire for seamless experiences, making it easier for customers to enjoy their favorite meals without hassle.

In the world of marketing, KFC stands as a benchmark for how a brand’s strategies can fuse nostalgia, innovation, and cultural relevance to create a memorable and enduring impact. From the Colonel’s endearing persona to tantalizing taste innovations, KFC’s marketing success story continues to whet the appetite of marketers and consumers alike.

Also Read: Colonel Sanders & KFC: How Fast Food Giant Took Over The World

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Insight & strategy

Contagious I/O

17 September 2020

A banjo among violins: the strategy behind KFC’s pandemic marketing  /

Contagious interviews Mother ECD Hermeti Balarin about KFC's response to the pandemic and why the brand censored its world famous slogan in first ever global campaign

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Body image for A banjo among violins: the strategy behind KFC’s pandemic marketing

This article was first published on Contagious IQ, our online intelligence tool. To find out more click  here

In August,  KFC , the fast food chain famous for its fried chicken and provocative marketing communications, launched its first ever global campaign.

The brand began working with London-based creative agency Mother in 2017 and from their first campaign, broke category norms by featuring live chickens in their ad. 

For years the brand had been trying to land the message that its chicken is prepared fresh in store every day, The Whole Chicken was what it took for the metrics on freshness, premium and preparation to start shifting.

True to form, the brand’s advertising throughout the Covid-19 crisis has remained punchy and entertaining. And, as the world collectively breathed a sigh of relief at the loosening restrictions, KFC launched Finger Lickin’ Good* . A multi-market campaign that temporarily censors part of the brand’s well-known slogan for the sake of public health.

We spoke to Hermeti Balarin , ECD at Mother London, about the role of brands during the pandemic, turning tactical messages into brand moments and the importance of running towards a problem. 

Please give an overview of the brand and how it has evolved over the past few years.

We’ve been working with KFC for three and a bit years now. Then they had a real perception problem – their marketing was outdated and the brand was starting to gather a bit of dust in the UK. There has been very steady progress to shift their image. 

We started with a loud bang at the beginning of the journey, then it started to gather pace and that gave confidence to everyone behind the brand. Everything from then on was intensifying this departure from the clichéd version that holds us back to modern, vibrant, cook from scratch, urban brand. 

You haven’t had a smooth ride. How have the events of the past few years impacted your response to the Covid-19 crisis?

We were deeply trained in crisis before this pandemic, because we had one before. In the first year and a half we found a swagger, we found a voice for anything from launching new products to just communicating price, or freshness or anything. So we started to learn this language of how we speak. 

Body image for A banjo among violins: the strategy behind KFC’s pandemic marketing

And we continued to intensify the pace and that got us to this point here, the pandemic. So once again, we felt we know how we walk, how we talk, what we are about, the last thing we want to do is hide away. Let’s face it, and let’s go where everybody’s running from, because we know how to speak in those moments. 

Hermeti Balarin , Mother

In February (before the pandemic hit its peak in the UK) KFC released the Finger Lickin’ Good campaign, but the ads were pulled in March after 163 people reported the spots to the UK’s Advertising Standards Authority saying they were inappropriate given the health crisis. Were there discussions with the client to keep it on air before the complaints hit?

To take the decision ahead of the time, to be overcautious, is really difficult – you just created something that everybody’s deeply in love with, that’s working, that is plastered all over the country – but we were recommending pulling it way before any complaints started to arrive. 

It shows not just boldness to go and put really provocative work out, it is boldness to also take steps ahead of time as well. 

If you don't act fast enough, today can be the difference between you being responsible and ahead of the game, to you being tone deaf. 

Body image for A banjo among violins: the strategy behind KFC’s pandemic marketing

What were the learnings you took from that experience?

To be ahead of the mood. You are in a clairvoyant mode, but you’re just trying as hard as you possibly can with all the information that you have to not sit on your hands. 

Another learning was we realised there’s not going to be a point in time where you learn everything about this. At the beginning you have to learn fast and constantly adapt your point of view. So, we launched a UK-wide ethnographic study of 21 households over 16 weeks, to dig deep and understand the nuance or the evolution of this crisis from a point of view of marketing and communication. 

Once you decided to pause, what were the conversations around when you would restart?

What followed was a month and a half of protecting people. KFC had never been told to shut but they took the decision anyway. As an agency we paused the usual way of working and started to learn how to work from home. 

People absorbed the initial shock and went into lockdown mode and a lot of brands went into quite a weird ‘we’re here for you’ mode, which felt quite cynical in lots of places. KFC never even contemplated going there. 

But past that initial really gloomy moment in time, people started to crave a bit of lightness to balance out their day. There was no new entertainment being made, no sports, no going out, no seeing family, at that point people are starting to go, ‘Fucking hell, I really empathise with everyone that lost loved ones and everything that’s going on, but my mental health needs a breather.’ We started to feel like there had to be a role here for brands to play if you get it right. If you’re not insensitive, there will be a moment – quicker than we thought – that you can go out. 

When did that first moment occur? 

KFC’s in-house social media team started to jump on a trend, which happened very early on, which was people trying to recreate KFC at home. Which was amazing because you see that people are missing the simple things in life. 

[KFC’s in-house social media team] launched #RateMyKFC to fuel that trend. They had 13,000 submissions. People were going as far as recreating packaging, drawing Colonel Sanders logos on fries bags and buckets. 

Body image for A banjo among violins: the strategy behind KFC’s pandemic marketing

Then we created another campaign with them. It was an influencer-based campaign on Instagram Stories called KFC Clash with two sets of influencers going head to head with their own unique take on KFC. We had three or four weeks of that live on InstagramTV and then rebroadcast on Instagram Stories. 

What did you learn from those forays into communicating during the pandemic?

Through those two things we learned that people were craving KFC and they’re up for a well-intended, good natured joke. Then we got a bit of a glimpse ahead because Mother Shanghai sent us some stats that fast food as they reopened in Shanghai was ranking third as the thing that people flocked to the most after lockdown lifted. 

Was all your work during the pandemic proactive, or were you being briefed? 

At that time, there was a live brief. KFC had started briefing us on a few more tactical things, and one of them was, ‘We don't know when, but we’re going to go back into delivery first and we’re going to need to announce that.’ It was a very practical brief, but we said screw that, that’s not just a delivery moment, that’s also a big brand moment. People are craving these things. They’re missing us like crazy, so we're going to pay homage to their love. 

And then all we said was ‘we missed you too, but we’ll take it from here’ and Celine Dion helped us land the heart of it. 

We felt that we got the timing right: we announced delivery back, but we also showed our brand spirit when so many brands were choosing to be quiet or to uncharacteristically say that they ‘understand the unprecedented moment’. We felt like brands at that moment could thrive by being the entertainment that people were missing and it did pay off.

Where was the We’ll Take It From Here film shown? 

They went for broke. With media budgets being slashed and everything it would be really easy to shrink back into hard working programmatic, but KFC fought tooth and nail to give stature to the campaign and put it on as many big prime-time TV spots as they could. 

Do you think that commitment from the brand made a big impact? 

The brand and the business is going through a really great period because KFC were much more tuned into the moment, they were faster back and they were faster back on TV. So it worked commercially, as well as a brand building exercise.

Body image for A banjo among violins: the strategy behind KFC’s pandemic marketing

Which brings us to the latest campaign, It’s Finger Lickin’ Good*...

We got briefed on this a couple of months ago. This was quite an undertaking because they’ve never done anything global. But because we’re all in the same situation together, for the first time there is an insight uniting us all. 

KFC’s global CMO organised a multi-market team of marketing representatives to come together and attempt to create a global campaign that was a response to the pandemic. A light-hearted, humorous, bold and emphatic way to put the brand on the map at a time like this. The UK work was an inspiration, so they briefed us to try and unite all of these markets and launch something to make a lot of noise and put a smile on the face of people across the globe. There was one part of the brief that was really awesome: the tonal guiding. It said, ‘When everybody else is bringing the violin, we're going to bring the banjo.’

What was your response to that brief?

All guns blazing. We thought KFC have so many amazing brand assets and one of them is the end line. We’ve been the victims of having to stop using it at the beginning of the pandemic, but we are not going to go down without a fight. This is our moment to think of this end line in a completely different way. I think 95% of the work we presented was, one way or another, to capitalise on this. 

How did the client respond to that idea?

Being the bold client that they are, they latched on to the idea that was the boldest. It’s saying that one of the most famous slogans in the world is suddenly one of the most inappropriate, so let’s just own up to it. Let’s not use it until it is safe to do so again. 

I think most brands would have looked at something like that and would have laughed, then moved on to something a little bit less provocative. 

Body image for A banjo among violins: the strategy behind KFC’s pandemic marketing

Were any of the markets more reserved in their response to take on the campaign?

I can’t quite believe it, but no. It’s unheard of. I’ve done global work for most of my career, and by nature it’s a complication because you’re trying to bring in a lot of people with different agendas, different local nuances, so it’s going to be hard. [But] in one way or another, all of these people pushed it every step of the way. 

I’ve heard that the second phase will involve hunting for a temporary replacement for the slogan. Is that true? 

Yeah, but it is still a bit under wraps. People are already replacing and having fun with it. It’s a public debate, as we’ve seen by the absurd levels of coverage on this. It would be silly of us not to continue to play. 

Body image for A banjo among violins: the strategy behind KFC’s pandemic marketing

Could you tell me a little more about the media plan?

The poster sites that are booked in the UK, Canada and South Africa are as big as it gets. The TV launched as well across the best prime-time spots you can get. The press ad is long copy, it was in maybe 10 newspapers on Tuesday [25 August 2020]. 

The media is crazy, because the business started to do well again, there’s a bit more budget. Right now, KFC spending on the initial phase of this is more than they would have spent on a top campaign.

Do you have any early results you can share?

I don’t know if we can so quickly attribute it to the campaign yet, but this morning the sales were insane. Hopefully we had something to do with that. 

But this was always going to be judged as a fame, PR moment. It was orchestrated to be launched at the same moment in time across every market to be picked up in consumer media. I can’t think of any kind of publication right now that hasn’t run the story in the UK. We see a lot in America and Australia, it ended up on a lot of morning shows on TV. 

It has been quite successful already and it’s mostly positive sentiment as well, people see the joke and are engaging with it. 

What would you say is your single greatest learning from this campaign? 

Speak when others choose to be quiet because you have less of a fight to reach your audience and gain share voice. When everybody else runs away from a problem, just walk straight into it, and just learn how to do it. 

And what would be your main piece of advice to other marketers advertising during a crisis?

Be true to your brand, be consistent. Learn where it flexes to adapt to the moment but be true to your brand. Don’t try to become something else, that’s the worst you can do. 

Every brand will have their DNA and how they speak, just find that and you’ll be surprised that you can appear in almost any situation, as long as it’s seen to be true to who you are. And then I think people will actually welcome you speaking at difficult moments.

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KFC — A transformed digital ordering platform, merging KFC’s iconic brand with unparalleled convenience.

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Most quick-service restaurants treat their websites as purely transactional moments, assuming that consumers are already converted and ready to order. KFC was no different. They let third-party delivery services handle most online orders, while they prioritized in-person experiences to reinforce their brand.

But consumer expectations have been shifting rapidly. They demand more convenience and personalization than ever before, expecting brands to meet – and exceed – their needs online and on the go. With estimates that quick-service restaurants will be 54% digital by 2025, KFC needed an agency partner to help bring their southern hospitality into the digital age.

They tasked us with crafting an industry-leading customer experience, both in-person and online, that would embody the warm, irreverent personality of their brand while pushing them ahead of their quick-service competitors.

From innovative drive-thru experiences to a completely revamped website and mobile app, we aimed to help KFC sell more finger-licking chicken by fusing the charm of the Colonel with the speed that modern consumers crave. We used insights from consumer research to overhaul the brand’s entire digital approach.

This meant developing new strategies for their online menu architecture and photography, elevating their brand with copy in the Colonel’s unique voice, and delivering both creative and technological support for their new best-in-class experience. We also created a dynamic design system for a future-proof platform that could scale their brand consistently across all channels.

Website Experience

Through insight-driven personalization, we created an online and mobile experience that was not only more convenient, but also more fun. We added customization that allowed customers to reorder their go-to favorites again and again, along with a recommendation tool to inspire new cravings based on previous purchases and behaviors.

App Experience

We built KFC's mobile app from the ground up, creating more connectivity between online and in-person experiences. New features include progress bars, which help consumers track the status of their orders, and digital ticketing, which enables more seamless pick-up and drive thru.

Omnichannel

We leveraged the brand’s strong visual identity to build a scalable design system with KFC’s personality infused into every element, from the typography to the overall Americana feel. We also used the brand’s iconic red in tasteful moments that livened up the experience, like key CTAs, and dialed up the deliciousness with close-ups of flavorful food to inspire craving and encourage discovery.

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As KFC’s creative technology partner since 2019, we’ve created an omnichannel digital transformation for one of the world’s biggest and best-loved restaurant brands. We not only overhauled their digital strategy from a creative perspective, but also helped build out their new technology – earning one of their Yum! STAR Awards for innovative digital experiences along the way.

Our partnership has driven large-scale growth for KFC in the US. By designing a more frictionless online-to-offline experience at drive-thru and pickup, we contributed to a 13% in same-store sales over a two-year period (2019-2021). Meanwhile, by reimagining KFC’s website and app experience we contributed to significant digital sales growth while bringing the unmistakable brand personality and voice of the Colonel into new digital territories.

Increase in same store sales over a two year period

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KFC’s Explosive Growth in China

Homogenization has made it easy for fast-food joints to circle the globe, spitting out carbon copies of themselves, their burgers, and their fries along the way. But in the most populous country in the world, a fast-food giant stepped off the conveyor belt and found unprecedented success by being different, not by being the same.

In the Harvard Business School case "Yum! China," professor David E. Bell and Agribusiness Program director and senior researcher Mary Shelman examine how Yum! Brands , the parent company of KFC and Pizza Hut, outperformed McDonald's and became the largest restaurant company in mainland China.

The case describes how Yum! China succeeded and expanded by staying local on many levels. It keeps close ties to the Chinese government, hires local management, sources food from within the country, and changes the menu to suit Chinese tastes and style of eating.

KFC in Xiamen, China

A Matter Of Scale

One key issue the case examines is "how to implement the rollout of a fast-food chain involving so many stores across such a vast—and regionally different—country," says Bell, who teaches the case in the School's annual Agribusiness Seminar .

Both KFC and Pizza Hut restaurants in China differ markedly in many ways from their Western counterparts. And while Pizza Hut has done very well for itself with nearly 500 restaurants in 120 cities (as of December 2010), KFC's performance has been finger-lickin' incredible. Since the first piece of fried chicken (available in dark meat only, to the disappointment of many an American tourist) was served at a Beijing KFC in 1987, the number of KFCs in China has grown to over 3,000, in 650 cities, with one new restaurant opened a day.

"If I could have written any case in the world, this would have been the one I would have picked," says Shelman, a Kentucky native with more than a passing interest in Colonel Sanders. "Not only is this the story of a successful entry into China by a Western company, this case provides a glimpse of how quickly Chinese diets are changing as incomes improve. Because China is so big this has a huge impact on the rest of the global food system. What happens in China, what Chinese people eat, impacts what you and I pay for food."

What happened in China with Yum! Brands, and with KFC in particular, had a lot to do with China division chairman and CEO Sam Su. "He really flexed the model," says Shelman. This was in part due to KFC being owned by PepsiCo when it first came to China. PepsiCo was not a fast-food company, so Su was given more managerial freedom.

Along with being lucky, Su is smart, driven, and visionary—a classic entrepreneur. But he's also humble. "There's no room for ego," Su explained in the case. "China doesn't have the same culture of individualism that is present in the United States."

Su's strategy was that KFC "would not be seen as a foreign presence but as part of the local community… Our opportunity was to take the best ideas from the US fast-food model and adapt them to serve the needs of the Chinese consumer."

Initially this involved hiring the right people. For Su this meant Chinese managers who read and spoke the language, who understood the restaurant business and the Chinese consumer, but who also had experience in the Western way of doing business. "It was a foot in both worlds," Shelman says. "They knew firsthand the Western model but they also understood the challenges of operating in this Chinese, very traditional, very evolving market."

The people Su brought on board were also close in a way Shelman found surprising when she spent time with them when researching the case.

"There was huge camaraderie evident in the way that the top management team interacted with each other … they bantered back and forth and poked fun at each other," Shelman says. "They'd be walking down the hall jostling, pushing, laughing. This is a group that has worked together a long time—unusual in a country where experienced management talent is at a premium ."

It turns out that unusual employee interactions, at least in comparison with Western business decorum, are the norm at Yum! Brands, something Shelman experienced when she accompanied then-COO Mark Chu to one of KFC's Shanghai locations. "You walk into a restaurant and not only do [the employees] recognize him, but they love him as well."

And so the employer-employee relationship has more a feel of family. "In the United States, if you don't show up at work, what happens? You get fired," says Shelman. "In China, where many of the company's 250,000 employees are college students working their first job, it's like, 'Oh we understand that sometimes you feel like skipping class. If you decide to skip work—please call in and let us know, so we can make sure your job is covered.'"

Trained labor, it turns out, is a very valuable asset even in a land of 1.3 billion-plus people.

"Chu's acceptance and appreciation for these young employees is exceptional for Western companies to see," says Shelman. Younger employees, for example, are encouraged to socialize over company-provided video games on their breaks. This practice serves several purposes: It eases the minds of parents anxious about sending their children out into the world, provides crucial social skills for young adults who grew up in single-child households, creates lifelong Yum! Brands customers, and develops a culture of customer service in a country where there was none.

The restaurant management program is similarly focused. "You're a college graduate," says Shelman. "You're recruited for that position. You're very carefully developed to be able to do all these different jobs in the restaurant. And it's perceived as something that you would do your entire life."

Along with training and retaining quality employees, another key factor in KFC's success was Su's early decision to downsize his own career. Originally hired to cover the northern Asia-Pacific region, he departed from the usual managerial growth path of taking on larger geographic assignments and instead argued that he should focus exclusively on China. Early on, he decided that Yum! should develop a national footprint—supported by a company-owned distribution system since third-party suppliers didn't exist—instead of growing in geographic chunks through franchising.

Su sourced products from within China whenever possible. This was no easy feat early on as the supply chain for chicken, for example, included multiple vendors providing a handful of birds each. Food safety is a big concern for Chinese consumers, and it was Su's decision to build the supply chain from the ground to help ensure quality. "We work with our suppliers to build their capabilities. We stress the importance of knowledge transfer, and even arrange for them to go overseas to learn," Su said in the case.

The Chinese Way

"One of the lessons I take away from this case is that to do China, you have to do China," says Shelman. "It's a large, complex, and dynamic market that deserves single-minded attention." That attitude extends from the boardroom of Yum! Brands to the menus in KFC restaurants. A small number of items would be familiar to Western visitors—mashed potatoes, corn on the cob, fried bone-in chicken—but most would not. The Chinese KFC menu may include fried dough sticks, egg tarts (which Shelman raves are "to die for"), shrimp burgers, and soymilk drinks, as well as foods tailored to the tastes of specific regions within China.

The large selection of menu items is meant to appeal to the Chinese style of eating, in which groups of people share several dishes. But it's also part of the "New Fast Food" initiative Su developed in 2005 in response to concerns about the role of fast-food restaurants in the obesity epidemic—concerns that he shares and takes responsibility for. "We have been too greedy, too shortsighted," Su said, referring to the traditional high- volume, low-choice fast-food model.

Su believes that offering a wider variety of foods will help patrons make healthier choices. The KFCs in China have also limited the amount of money saved on combo meals, and have completely eliminated supersized items. Exercise is actively promoted inside the chain; as of 2010 the youth programs and competition it sponsored had over 260,000 participants in 438 cities.

KFC succeeded in China both because it was not McDonald's and because in many ways it decided it wouldn't be KFC either—which brings up another key question. "With the benefit of 20/20 hindsight…how do you avoid the mistakes of the American fast-food model?" asks Bell. "Put another way, if McDonald's and KFC were to start over in the United States knowing what they know now, how would their model differ?"

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Marketing Cases from Emerging Markets pp 17–23 Cite as

Case Study 2: KFC in China

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In China, Yum! Brands, the parent company of Kentucky Fried Chicken (KFC), are opening a KFC store every day. Utilising a different strategy compared to other Western fast service counterparts, KFC has become the largest restaurant company in mainland China. KFC outpaced its nearest competitor, McDonald’s, by more than 1,000 restaurants in China and is outpacing its development by a roughly three to one. The US chicken giant adapts its Western business model in Chinese market through acknowledging the social and cultural differences. KFC realised that the US fast food model needs to be adapted because China’s culture is not individualistic which is the characteristic of the US culture. Therefore, it is necessary to combine the US fast food business model and adapted them to serve the needs of Chinese consumers.

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Yang, HP.(. (2014). Case Study 2: KFC in China. In: Mutum, D., Roy, S., Kipnis, E. (eds) Marketing Cases from Emerging Markets. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36861-5_4

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Home » Management Case Studies » Case Study of KFC: Establishment of a Successful Global Business Model

Case Study of KFC: Establishment of a Successful Global Business Model

By mid 1950s, fast food franchising was still in its infancy when  Harland Sanders began his cross-country travels to market  “Colonel Sanders’ Recipe Kentucky Fried Chicken.” He had  developed a secret chicken recipe with eleven herbs and spices.  By 1963, the number of KFC franchises had crossed 300. Colonel  Sanders, at 74 years of age was tired of running the daily operations  and sold the business in 1964 to two Louisville businessmen —  Jack Massey and John Young Brown, Jr. — for $2 million. Brown, who later became the governor of Kentucky, was named president,  and Massey was named chairman. Colonel Sanders stayed in a  public relations capacity.

In 1966, Massey and Brown made KFC public, and the company was enlisted  on New York Stock Exchange. During late 1960s, Massey and Brown turned  their attention to international markets and signed a joint venture with  Mitsuoishi Shoji Kaisha Ltd. in Japan. Subsidiaries were also established in  Great Britain, Hong Kong, South Africa, Australia, New Zealand, and Mexico.  In the late 1970s, Brown’s desire to seek a political career led him to seek  a buyer for KFC. Soon after, KFC merged with Heublein, Inc., a producer of  alcoholic beverages with little restaurant experience and conflicts quickly  arose between the Heublein management and Colonel Sanders, who was  quite concerned about the quality control issues in restaurant cleanliness.  In 1977, Heublein sent in a new management team to redirect KFC’s strategy.  New unit construction was discontinued until existing restaurants could be  upgraded and operating problems eliminated. The overhaul emphasised  cleanliness, service, profitability, and product consistency. By 1982, KFC  was again aggressively building new restaurant units.

KFC Successful Business Model

In October 1986, KFC was sold to PepsiCo. PepsiCo had acquired Frito-Lay  in 1965, Pizza Hut in 1977 with its 300 units, and Taco Bell in 1978 . PepsiCo  created one of the largest consumer companies in the United States.  Marketing fast food complemented PepsiCo’s consumer product orientation  and followed much the same pattern as marketing soft drinks and snack  foods. Pepsi soft drinks and fast food products could be marketed together  in the same restaurants and through coordinated national advertising .

The Kentucky Fried Chicken acquisition gave PepsiCo the leading market  share in three of the four largest and fastest growing segments in the U.S.,  quick-service industry. By the end of 1995, Pizza Hut held 28 per cent  share of $18.5 billion, U.S pizza segment. Taco Bell held 75 per cent of $5.7  billion Mexican food segment, and KFC held 49 per cent of the $7.7 billion,  U.S chicken fast food segment.

Japan, Australia, and United Kingdom accounted for the greatest share of  the KFC’s international expansion during the 1970s and 1980s. During the  1990s, other markets became attractive. China with a population of over 1  billion, Europe and Latin America offered expansion opportunities. By 1996,  KFC had established 158 company-owned restaurants and franchises in  Mexico. In addition to Mexico, KFC was operating 220 restaurants in the  Caribbean, and in the Central and South America.

Many cultures have strong culinary traditions and have not been easy to  penetrate. KFC previously failed in German markets because Germans were  not accustomed to take-out food or to ordering food over the counter. KFC  has been more successful in the Asian markets, where chicken is a staple  dish. Apart from the cultural factors, international business carries risks not  present in the U.S. market. Long distances between headquarters and foreign  franchises often make it difficult to control the quality of individual franchises.

In some countries of the world such as, Malaysia, Indonesia and some  others, it is illegal to import poultry, a situation that has led to product  shortages. Another challenge facing KFC is to adapt to foreign cultures.  The company has been most successful in foreign markets when local  people operate restaurants. The purpose is to think like a local, not like an  American company.

As KFC entered 1996, it grappled with a number of important issues. During  1980s, consumers began demanding healthier foods, and KFC’s limited  menu consisting mainly of fried foods was a difficult liability. In order to  soften its fried chicken chain image, the company in 1991, changed its  name and logo from Kentucky Fried Chicken to KFC. In addition, it responded  to consumer demands for greater variety by introducing several new  products, such as Oriental Wings, Popcorn Chicken, and Honey BBQ Chicken  as alternatives to its Original Recipe fried chicken. It also introduced a  dessert menu that included a variety of pies and cookies.

Soon after KFC entered India, it was greeted with protests of farmers,  customers, doctors, and environmentalists. KFC had initially planned to set  up 30 restaurants by 1998, but was not able to do so because its revenues  did not pick. In early 1998, KFC began to investigate the whole issue more  closely. The findings revealed that KFC was perceived as a restaurant serving  only chicken. Indian families wanted more variety, and the impression that  KFC served only one item failed to enhance its appeal. Moreover, KFC was  also believed to be expensive. KFC’s failure was also attributed to certain  drawbacks in the message it sent out to consumers about its positioning. It  wanted to position itself as a family restaurant and not as a teenage hangout.  According to analysts, the ‘family restaurant’ positioning did not come out  clearly in its communications. Almost all consumers saw it as a fast food  joint  specializing  in a chicken recipe.

KFC tried to revamp its menu in India. Cole Slaw was replaced with green  fresh salads. A fierier burger called Zinger Burger was also introduced. During  the Navaratri festival, KFC offered a new range of nine vegetarian products,  which included Paneer burgers. Earlier, KFC offered only individual meals,  but now the offerings include six individual meals, two meal combos for two  people, and one family meal in the non-vegetarian category. For vegetarians,  there are three meal combos for individuals, and meals for couples, and for  families.

KFC also changed its positioning. Now its messages seek to attract families  who look not only, for food, but also some recreation. Kids Fun Corner is a  recreational area within the restaurant to serve the purpose. Games like ball  pool, and Chicky Express have been introduced for kids. The company also  introduced meal for kids at Rs. 60, which was served with a free gift.

Over the years, KFC had learned that opening an American fast food in  many foreign markets is not easy. Cultural differences between countries  result in different eating habits. For instance, people eat their main meal of  the day at different times throughout the world. Different menus must also  be developed for specific cultures, while still maintaining the core product —  fried chicken. You can always find original recipe chicken, cole slaw, and  fries at KFC outlets, but restaurants in China feature all Chinese tea and  French restaurants offer more desserts. Overall, KFC  emphasizes  consistency and whether it is Shanghai, Paris, or India, the product basically  tastes the same.

Questions For Discussion

  • Analyse the case and determine the factors that have made KFC’s a  success global business.
  • Why are cultural factors so important to KFC’s sales success in India  and China?
  • Spot the cultural factors in India that go against KFC’s original recipe;  KFC Fried Chicken.
  • Why did Kentucky Fried Chicken change its name to KFC?

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KFC’s Radical Approach to China

  • Mary L. Shelman

To succeed, the fast-food giant had to throw out its U.S. business model.

Reprint: R1111K

Global companies face a crucial question when they enter emerging markets: How far should they go to localize their offerings? Typically they try to sell core products or services pretty much as they’ve been sold in Europe or the United States, with headquarters calling all the shots—and usually with disappointing results.

The authors, both of Harvard Business School, examined why KFC China has been able to find fertile ground in a market that is notoriously challenging for Western fast-food chains. KFC’s executives believed that the dominant logic behind the chain’s growth in the U.S.—a limited menu, small stores, and an emphasis on takeout—wouldn’t produce the kind of success they were looking for in China. KFC China offers important lessons for global executives seeking guidance in determining how much of their existing business model to keep in emerging markets—and how much to throw away.

Global companies face a critical question when they enter emerging markets: How far should they go to localize their offerings? Should they adapt existing products just enough to appeal to consumers in those markets? Or should they rethink the business model from the ground up?

  • David Bell is a Harvard Business School professor and chairs its marketing unit.
  • MS Mary L. Shelman is the director of the Agribusiness Program at Harvard Business School.

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Kfc Marketing Plan

Kentucky Fried Chicken ( KFC )- one of the most known fast food chains in the world started in the early 1930’s by Kernel Sanders in the Southern USA as a small franchise operation. Colonel Sanders has become a well known personality throughout thousands of KFC restaurants World wide. Quality, service and cleanliness (QSC)represents the most critical success factors to KFC’s global success.

Food, Fun & Festivity, this is what KFC is all about. Leading the market since its inception, KFC provides the ultimate chicken meals for the Chicken Loving Nation.Be it Colonel Sanders secret Original Recipe Chicken or the Hot & Spicy version, every bite brings a YUM on the face. At KFC we proudly say: KFC has more than 11,000 restaurants in more than 80 countries and territories around the World. In 1971, Heublein, Inc.

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acquired KFC, soon after, conflicts erupted between the Colonel (which was working as a public relations and goodwill ambassador) and Heublein management over quality control issues and restaurant KFC is part of Yum! Brands, Inc. however in the case of Pakistan KFC build the relation of Quality Service and clealiness for Customer KFC was acquired by Pepsico in 1986, it had grown to approximately 6,600 units in 55 countries and territories. Due to strategic reasons, in 1997 PepsiCo spun off its restaurant businesses (Pizza Hut, Taco Bell and KFC) “We Do Chicken Right” Perfecting its secret recipe of 11 herbs and spices in 1939, KFC has come a long way, with over 10,000 outlets in the world; KFC has maintained its title, for the last 60 years, of being “The Chicken Experts”. Kentucky Fried Chicken has become KFC. Does anybody know why?We thought the real reason was because of the “FRIED” food issue.

It’s not. The reason why they call it KFC is because they can not use the word chicken anymore. Why? KFC does not use real chickens. They actually use genetically manipulated organisms. These so called “chickens” are kept alive by tubes inserted into their bodies to pump blood and nutrients throughout their structure. They have no beaks, no feathers, and no feet.

[pic] Their bone structure is dramatically shrunk to get more meat out of them. This is great for KFC because they do not have to pay so much for their production costs.There is no more plucking of the feathers or the removal of the beaks and feet. [pic] Presently KFC is branched out in nine major cities of Pakistan (Karachi, Lahore, Rawalpindi, Faisalabad, Multan, Peshawar, Sialkot, Hyderabad, and Islamabad) with 45 outlets nation-wide. Opening the first KFC outlet in Gulshan-e-Iqbal, Karachi in 1997, and KFC wore the title of being the market leader in its industry.

Serving delicious and hygienic food in a relaxing environment made KFC everyone’s favorite. Since then, KFC has been constantly introducing new products and opening new restaurants for its customers.In Pakistan totally Chicken buy from Pakistani Poultry Forms,and also this Chicken is 100% Halal. [pic] Cupola is a Dubai based multinational company involved in several business including, oil gas exploration, plastic cards, retail markets and food franchising. [pic] Cupola holds the master franchise rights to operate KFC in Pakistan since 1999. That was a major difference that when Cupola takes complete Operate in Pakistan that was only 05 Outlets in allover Pakistan, and then Now the major difference that Cupola takes 45 Outlets in PakistanApart from fulfilling the commitment of serving delicious, fresh and hygienic food and at the same time providing the customers with the ultimate entertainment; KFC also plays part in the economic development of our country.

? Presently KFC has provided employment to over 1200 Pakistanis, which adds up to 6000 individuals directly dependent on KFC Pakistan. ? The Government of Pakistan receives over Rs. 10 to 11 million per month from KFC Pakistan as direct taxes. ? 95% of all food and packaging material used in KFC Pakistan is procured locally, which sums up to a purchase of over Rs. 35 million per month. Each new outlet developed by KFC Pakistan costs approximately Rs.

40 million, which is a huge amount for our construction industry. ? Annual turn over in Pakistan 2. 5 billion. ? KFC doesn’t buy its supplies from Pakistan “KFC and Pakistan…Growing Together” 1) Demographical Factors: Following factors included in the demographical factors of the pest analysis of KFC:- a) Age: Generally there is no age limit which is focus by the KFC. They target ; focus on each and every age of the society.

But for somehow in our opinion they target heavily on the youngster as compared to the middle ; old age. b) Gender:In this case they generally focus on the both Males ; Females of the society ; similarly target them. c) Household Size: Household size plays a vital role in the demographical factor of KFC. Generally they target the whole family not a single family members. That’s why he introduced many family packages meals.

d) Population: Population also plays a vital role in the demographical factor of KFC. In the light of this population they can make their strategy. 2) Economical Factors: Following factors are included in the economical factors of the KFC:- a) Income: Income is an important economical factor of the KFC.This factor decides which class KFC is going to target. In the early time of KFC they focusing on the upper class but they introduce some meal through which we can say that they target the middle ; the upper level as well. b) Consumption Behavior: KFC also estimated the consumption behavior of the people, their liking and disliking and make decision accordingly.

c) Payment Methods: Payment method is an important factor in the economical factor of the KFC. They check the behavior of the regarding the payment methods of the people. They check whether the gives money in the form of cash or plastic money. ) Technological Factors: Following are the factors included in the technological factor of the KFC:- a) Pace of Change: Pace of change mean rate of change. KFC has strategy to introduce new technology whenever they think that it is a time to introduce new technology.

b) Research ; Development: Research ; Development is also an important factor in the Technological factor. KFC always support the work of research ; development in order to introduce the new technology. c) Capital Formation: Capital formation means stock of machinery. KFC has a stock of machinery in order to run its business activities.In other words KFC has a good amount of Capital Formation.

4) Political Factors: Following are the factor involve in the political factors of the KFC:- a) Government Policies: Although KFC is a foreign company, but they have to obey the policies of the Government where he run its business activities. KFC has handle this situation very tactfully and obey the policies of the Government as prescribe by the government in order to run this kind of business. b) Price Policies: Price policies is also an important factor. KFC maintain ; design its price policies keeping in view the income ; income distribution of the people living in the country.That’s why all the classes are the target market of KFC. c) Political Stability: Political stability is very important if KFC want to become the leader in fast food business in Pakistan.

So this is also an important political factor. 5) Ethical/Legal Factors: Following are the important factors which is included in the ethical/legal factor of the KFC:- a) Business Law: Just like the Government Policies the business units which is working in Pakistan also regulate the law regarding the nature of business. KFC also fulfills this factor. b) Social Responsibilities ; Ethics:Social Responsibilities ; Ethics are the important factor. KFC tries his level best to this factor.

6) Social/Cultural Factors: Social/Cultural Factors includes the following things:- a) Social Class: As we discuss earlier that KFC target all the class including the upper class, upper middle and lower middle class etc. b) Culture: Though the culture of KFC from where they come is different but they adopt the Pakistani culture also. c) Religion: KFC not only adopt the Pakistani culture but also the Religion as well. They offer Halal foods to the customers, which is the symbol that they adopted the Muslim religion. pic] [pic] KFC targets the young generation, as here in this country the young generation is more towards eating out and is more energetic. It targets the early single segment that is the upper class.

[pic] KFC does not need aggressive marketing or advertising because Brand is strong enough. [pic] Previously they were focusing on single segment that was through Niche Marketing by offering “Combo Deals”. Now they are focusing more on other classes as well. They are dealing in masses by introducing value deals; most recently introduced “Zinger Junior”. [pic]Colonel’s value combo meals introduced previously were expensive and so there were less sales but through their recent offers, they have increased the sales by offering low prices. [pic] Inflation highly affects the purchasing power of the customers.

And here the purchasing power of many customers is low. To cover this major segment, they have introduced affordable meals, so that it is in reach of the masses. [pic] The people here need a friendly and family restaurant, which must be affordable for them. [pic] [pic] Karachi, Lahore, Rawalpindi, Faisalabad, Multan, Peshawar, Sialkot, Hyderabad and Islamabad [pic] Lahore: Gulberg: The main Gulberg branch is situated on M. M Alam Road, which covers a wide area and serves a large number of customers. This restaurant faces competition with many top Fast Food restaurants located on the same road.

• Defence: Their Defence Branch in H-Block focuses the potential customers of Defence. Barket Market: This branch covers the area of Model Town, Johar Town, Muslim Town, Garden Town and Faisal Town.It is situated among many offices and banks. • Cavalry Ground: This branch is located in the main commercial zone of Cavalry ground and mainly serves a large number of customers of cavalry ground and Cantt. Shadman: The Shadman branch is located on Jail Road and serves potential customers. • Thokar Niaz Baig: This restaurant branch serves latent customers.

• Mall Road: It serves a large commercial and business area of Mall Road. [pic] Age: There is no age limit. It focuses on people lying under every age group. • Gender: Focuses both genders. • Family life cycle: It focuses on the whole family. • Social Class: Upper class, upper middle and lower middle classes are focused.

Personality: Ambitious, self-confident and extrovert. [pic] Benefits Desired: Taste and value for money. (Satisfaction ;gt; Expectation) pic] [pic] All restaurant branches are located in accordance with customer’s convenience. Like: Gulberg, Defense, Barket Market, Cavalry Ground, Shadman, Thokar Niaz Baig and Mall Road. [pic] • Industry: KFC specializes in Chicken Based Products.

It has high sales volume as they have great turnover. New outlets are being opened because they have greater sales volume (as per day worth 4. 5 million is being consumed). • Size: There are 35 branches with 6,000 employees including Restaurant Supporting Centers. [pic] Main emphases are on quality and lead time (i. e.

the time taken to receive the purchased Product).Quality is not compromised on price. [pic] • Buying Situation: Warehouse orders and Straight Re-buy. • Usage rate: Heavy users. • Purchasing procedures: Building = Leased Vendors = Monthly credit [pic] Marketing mix consists of 4P’s.

It contains everything a firm can do to influence the demand for its product. The 4P’s are: • PRODUCT • PRICE • PLACE • PROMOTION [pic] [pic] ? Their product is classified as consumer product as it has no intermediates. ? KFC offers specialty goods. ? The stock turn over of KFC is high. ? Price and quality of the product is always compared. ? Their product includes • Goods (Burgers, Chicky Meals etc) Services (cleanliness, quick service, parties, and meetings).

[pic] It was launched here as an innovative product. KFC has got one product line but later they introduced products in the same line to protect their market share. New product ideas are generated from: • Customer services (comments cards) • Gallops survey (mystery shoppers) They have a Quality Assurance department that decides the new product innovation. Q. A. department prepares screening of new ideas and product’s feasibility report.

This department does the technical evaluation (whether it is practical to produce the new product or not).The products are tested externally by offering trials to customers by giving them free samples. KFC uses telemarketing, print media, billboards and most recently televised marketing for promotion. KFC adds a new product in its present assortment based on • Their competitors • Product’s adequate demand • The satisfaction of key financial criteria • Its compatibility with environmental standards [pic] KFC product line includes all chicken based products. Burgers: • Zinger Burger • Colonel’s Chicken Burger • Colonel’s Fillet Burger • SUB60 • Zinger Jr.

Chicken: • 1 piece • 2 pieces • 5 pieces • 10 pieces Combos: • Chicken Meals • Sandwich Meals • Family Meals Desserts ; Beverages: • Fruit Salad • Regular ; Large Drink • Regular ; Large Mineral Water • Tea • Scoop of Walls Ice cream • Coffee Snacks ; Side Orders: • 5 ; 20 Pieces Nuggets • Arabian Rice • 5 ; 10 Pieces Hot wings • Dinner Roll • Regular ; Large Fries • Hot Shots • Corn on the Cob • Hot ; Crispy Soup • Cole Slaw [pic] The product mix strategies are in relation to: • Competitors: KFC has a head-on competition with Mcdonalds so wherever they place their products; KFC goes there as well.Locally in Pakistan KFC face a close competition with the local brands like AFC (Al-Baik Fried Chicken), Fried Chicks, Dixy Chicks etc which are producing more or less the same product as KFC. • Attributes: The brand KFC is so strong that it is the attribute itself. • Place and Quantity: KFC products are based on high quality and prices. [pic] Line Extension: • Through introducing new meals offers.

Alteration of existing products: • Quality Assurance department does it. The department decides which product should be sold and when (seasonal products as rice and soups offered in winters).Functional modification: • It is also decided by the Q. A. department to introduce new recipes. Quality modification: • KFC has moved to masses rather than the original recipe.

[pic] When the new deals or offers are not sold as expected, Q. A. department contracts the previous offers and introduces new offers. [pic] KFC products were first offered to upper socio-economic group. Later, introducing discounted and lower price deals, they are now dealing in masses. So, KFC has traded down.

In doing so KFC has used the same brand name and same high quality product. [pic]KFC introduced itself, has grown and now it is at maturity stage for the last ten years in Pakistan. [pic] Market entry was not a big problem for KFC as it is a well-known international brand. In that stage they did promoted through their own brand. Their promotion statement was “KFC in Pakistan”.

Management in the rise stage had to make policy for head-on competition with McDonald’s. It opened new branches and improved product line. In maturity – that is the present – stage KFC makes more promotion and focuses on aggressive competition with McDonald’s (as McDonald’s “Midnight Madness” vs. KFC “NoMadness”). It also extended product line by introducing new product items. [pic] Brand Name: KFC Color: Red, white Symbol: Colonel Harland Sander’s picture and KFC written with it.

Master Brand: The brand itself is so dominant, that it immediately comes in mind. [pic] • KFC’s brand identity — the logo features Colonel Harland Sanders, one of the best-recognized icons in the world. • KFC is trade marked registered brand. • It is distinctive, adaptable to addition to product line. • It suggests something about product. • It is legally protected and registered.

pic] The brand equity is very high as the value added by brand to the product effects the product selling. [pic] KFC is marketing the entire output under products own brand. [pic] Pepsi & Nescafe. [pic] KFC makes its own disposable packaging. If they need promotion Pepsi contributes in improving the packaging quality.

KFC does family packaging. They use paper material for packaging to avoid health hazards and environmental pollution. [pic] KFC does brand labeling. Some of its products also have informational labels such as Halal, Veggi Burgers and Chicky Meals. [pic] [pic]In introduction stage KFC entered the market using market-skimming strategy. Their products were high price and targeted only upper class.

Gradually they trickle down focusing on the middle class to penetrate the market. Also KFC follows one price strategy. Price is determined according to the rates of the raw materials and policies of the Govt. The political and legal forces often affect the policies of KFC and eventually results in change of prices that is due to imposing of taxes. [pic] [pic] KFC has only one channel of distribution i. e.

direct where the goods are transferred to the consumer directly.KFC has no middlemen. [pic] • KFC does distribution of consumer goods directly to the consumer. • KFC also does distribution of services to the consumer like parking, sitting, home delivery, etc. • KFC gets Wheels! KFC launched its first mobile unit, which took the streets of Karachi by storm.

The mobile unit has been designed to cater to the needs of those who are on the go, and have little time to stop by at a restaurant. It also provides a unique convenience of enjoying the delicious KFC offering anytime, anywhere, thus making fast food truly fast and convenient. `KFC intends to further develop its mobile network nationwide through more such units [pic] KFC does intensive distribution on its outlets. (All and everything on every outlet). [pic] KFC has corporate vertical marketing system because it is centrally owned by its subsidiary Yum Brands. KFC is affected by the geographic distribution (they have few outlets then its competitor McDonald’s).

The unit value of the items is comparatively lower then McDonald’s. KFC has a well-equipped sitting area for the customers and a Chicky play area for the kids. [pic]The logo features Colonel Harland Sanders that is one of the best logo in the world has created its name as a standard in the market. Today the Colonel’s Spirit and heritage are reflected in KFC’s brand identity. KFC by its advertisements derives the desire in the customer to come and enjoy healthy food in their favorite restaurant. They spend 2% of its profits on advertisement.

They use print media and most recently doing televised marketing to promote it products. Their advertising media involve: Newspapers, Pamphlets, Billboards and Television.KFC does both the primary demand advertising (“Become a Chicken Fanatic”) and the selective demand advertising (e. g. “Zinger Meal”).

In its advertising it give informative messages like “Faryad: Keep the city Clean”. KFC does institutional advertising to stimulate demand. When KFC offers new products then it does product advertising. KFC’s ad’s act as counteracts which means to drive the customer to KFC i. e. it uses pull advertising strategy.

KFC has put big hoardings on the busy areas of Pakistan and have an effective advertisement campaign on the media in order to MOTIVATE its customers.The colors used in advertising are Red, White and Blue which itself is recognition for the brand. KFC have joint sale promotions with different companies like HP, Philips, Value Meals, Pepsi-Cola. And most recently with ARY Gold digital and WorldCall Internet services. Also KFC Proud Partners are Del Monte, Culligan, Shan and Peek Freans (EBM).

PSO had made a scheme in which PSO had given the coupons of KFC having 10% off. (1 coupon was given after each purchase of 10 liters of petrol) KFC in its advertisements says; “Nobody does chicken like KFC” “We do chicken right” Hence, focuses on product advertising.

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Anthropology and Marketing: KFC Company Case Study

Anthropology of consumption, marketing goods, anthropology of business, works cited.

Marketing is a social practice that involves gathering and exchange of information to reflect and reinforce social structures and products. Marketing is also known as the anthropology of consumption and turns out to be a key aspect of critical thinking regarding the economy, globalization, human behaviors, and cultural needs of consumers. 1 Consumption is a key component of an economic system. It is developed in terms of what people have to use and buy and how much money people can spend. Consumption determines marketing considerably because it touches upon the cultural preferences of potential buyers, the personal interests of clients, and other aspects that can influence a decision-making process.

Marketing goods are all things that can be touched and observed by consumers. As soon as goods are introduced to a customer, they can be bought to meet personal needs and wants. From the anthropological point of view, the recognition of consumers’ needs and wants is integral for marketing because people are ready to buy not ordinary products but the products that can satisfy them. 2 It is not enough to introduce a thing and be sure that a person can buy it. It is necessary to investigate a potential customer, pay attention to local traditions and cultures, and analyze if a product or a service is appropriate.

Many people believe that anthropology is the field that does not have a direct impact on human lives. 3 However, its impact is crucial in different fields, and the area of business is in this list. The business includes the development of marketing plans. In marketing, research on consumer behavior and the adoption of new products/services are two main tasks. To comprehend how to promote effective changes for society, individual cultures (ethnographies) and cultural backgrounds can be recognized. 4 Anthropology of business promotes the successful incorporation of social media, history, and personal preferences.

There is a case when KFC opens several stores in India. The peculiar feature of this situation is that India is the country where not all citizens eat chicken. Not much attention is paid to the fact that such marketing move has to be supported by anthropological research in terms of which it is possible to investigate the cultural background of the area, customers’ preferences, and their choices. Marketers have to get to the root of their potential consumers’ actions, and an anthropological perspective is an option. 5

Past attempts of KFC to open its stores for Indian citizens show its appropriateness only in case vegetarian options are available. 6 It is not the most effective solution that can be made by an organization. Anthropology-driven marketing is a helpful tool in understanding the audience and the demographic peculiarities. Today, consumers become active participants in market dynamics. 7 Their opinions and attitudes cannot be neglected. On the one hand, the company can offer chicken products to Indians and observe their attitudes and reactions. On the other hand, KFC may develop new options with the help of which chicken products are not offered to Indians with respect to their culture and traditions.

Benson, Peter. “Teaching the Experience and Ethics of Consumption and Food Supply.” Teaching Food and Culture , edited by Candice Lowe Swift, and Richard R. Wilk, Routledge, 2016, pp. 99-111.

Boone, Louise E., and David L. Kurtz. Contemporary Marketing. Cengage Learning, 2015.

Klepic, Jure. “Applying Anthropology Concepts to Business Models.” Huffpost . 2014. Web.

Martin, Diane M., and John W. Schouten. “Consumption-Driven Market Emergence.” Journal of Consumer Research, vol. 9, no. 40, pp. 855-870.

Osak, Mitchell. “ 3 Things Marketer Could (and Should) Learn from Anthropologists . Financial Post . 2014. Web.

  • Benson, Peter. “Teaching the Experience and Ethics of Consumption and Food Supply.” Teaching Food and Culture , edited by Candice Lowe Swift, and Richard R. Wilk (2016, Routledge): 99.
  • Boone, Louise E., and David L. Kurtz. Contemporary Marketing (Cengage Learning, 2015): 376.
  • Klepic, Jure. (2014). “Applying Anthropology Concepts to Business Models.” HuffPost . Web.
  • Osak, Mitchell. (2014). “3 Things Marketers Could (and Should) Learn from Anthropologists.” Financial Post. Web.
  • Martin, Diane M., and John W. Schouten. “Consumption-Driven Market Emergence.” Journal of Consumer Research 9(40): 855.
  • Chicago (A-D)
  • Chicago (N-B)

IvyPanda. (2022, June 24). Anthropology and Marketing: KFC Company. https://ivypanda.com/essays/anthropology-and-marketing-kfc-companys-case/

"Anthropology and Marketing: KFC Company." IvyPanda , 24 June 2022, ivypanda.com/essays/anthropology-and-marketing-kfc-companys-case/.

IvyPanda . (2022) 'Anthropology and Marketing: KFC Company'. 24 June.

IvyPanda . 2022. "Anthropology and Marketing: KFC Company." June 24, 2022. https://ivypanda.com/essays/anthropology-and-marketing-kfc-companys-case/.

1. IvyPanda . "Anthropology and Marketing: KFC Company." June 24, 2022. https://ivypanda.com/essays/anthropology-and-marketing-kfc-companys-case/.

Bibliography

IvyPanda . "Anthropology and Marketing: KFC Company." June 24, 2022. https://ivypanda.com/essays/anthropology-and-marketing-kfc-companys-case/.

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Diving Deep Into Marketing in Financial Services (My Takeaways)

Precious Oboidhe

Published: February 05, 2024

🔥 FLAMING HOT TAKE ALERT: Marketing can drive business goals, but it can’t save a bad product.

a person with card from financial services as marketing

One financial company that understands this well is Wise , an international money transfer service I use.

According to Nilan Peiris , Chief Product Officer at Wise, the company aimed to build a product that “blows user’s socks off.”

That intended feat has come to fruition because a whopping 70% of Wise’s user growth comes through word-of-mouth marketing (WOMM). Even I discovered Wise through word of mouth.

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In this article, I will share five inspirational examples of effective marketing for financial services. I also share four marketing ideas you can deploy to market your brilliant product.

Before delving into the strategies and examples, let’s discuss tips for solving your most fundamental marketing challenge — building a product customers love.

Table of Contents

A Case Study of Wise: How to Solve Your #1 Marketing Challenge as a Financial Services Provider

Financial services marketing strategies, financial services marketing ideas.

  • What I Learned

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Businesses in financial services deal with a slew of challenges, including regulatory marketing restrictions, lack of consumer trust , and commoditization .

These challenges are mitigated if you build a great product and provide a great user experience. That’s what Wise did.

Wise aimed to give customers “an experience they didn't know was previously possible,” says Nilan. As they succeeded, their customers became their brand evangelists.

Below are three steps Wise took to build a product that won users.

Listening to Customers

They conducted customer satisfaction surveys to uncover the needs of their users. Over time, Wise narrowed customers' most important demands into three features: Price, speed, and ease of use.

Delivering on Users’ Demands

Making cross-border money transfers fast and inexpensive was difficult. It took years to solve these problems. But solving them gave Wise a huge competitive advantage and a more defensible position in the market.

Understanding Customer Sentiment

They regularly use Net Promoter Score (NPS) to assess customer sentiment. NPS is a metric that measures customer satisfaction and loyalty based on how likely customers would recommend a company's products or services.

The score can range from -100% to +100%. In the early days, Wise’s NPS was in the positive 20s and 30s. As they improved the product and user experience, their NPS score rose to 70%.

Many teams stop iterating once their product works and shift their focus to other marketing activities. This is a mistake.

According to Nilan, the ROI for NPS increase is much larger and more enduring than the ROI increase you’d get from improving your conversion rate.

The bottom line? Just because people are buying your product doesn’t get your job done. Collect customer feedback to uncover your customers' needs.

With this data, you can iterate on your product and experience until you have something customers love, not just like. When customers love your product, marketing becomes much easier.

Marketing for financial services doesn’t have to be boring.

Despite the regulatory burdens, you can create compelling marketing messages and campaigns and deliver them with style.

Below are five FSPs that have broken out of the regulatory box and found creative and effective ways to market their brand.

Curve is a payment card that lets you link multiple debit/credit cards to a single card. That way, you can carry one card and still access all your cards.

A few years ago, Curve partnered with wearable smart technology brands like Twinn , Tap 2, and Tapster. This collaboration empowered users to make payments using their smart rings, wrist bracelets, and key rings.

Recently, Curve launched another wearables campaign.

How? They leveraged a viral moment where a BBC reporter gave the middle finger at the start of a program.

Though she was joking with her colleagues, the BBC caught the moment live. After the story went viral, Curve made the reporter a “hand model.” They placed a payment ring on the reporter’s middle finger and shared it across social media.

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The product, aptly called Pay it Forward , lets magazine vendors earn more money by selling one magazine issue multiple times.

They printed QR codes on the magazines. So, after reading it, you can pass it along to a friend who can scan the code to pay the original vendor again.

Since you never know how far each magazine will go, this significantly increases potential earnings for each vendor. A vendor reported people had paid for one of his magazines over 20 times.

The audience loved this campaign, and it led to huge brand awareness for Monzo. Even celebrity British influencers love the campaign.

Below is a picture of Football Legend Gary Linker (middle) and Music Star Roger Daltrey (far right) posing with a copy of The Big Issue.

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