KFC marketing strategy analysis汉字的
Chapter 4P in the KFC brand in Chine localization of marketing strategy
1.1 local product strategy美好的地方
Kentucky Fried Chicken fast-food chain is the world's largest companies in the world with more than more than more than 11,000 restaurants, across more than 80 countries. KFC's flagship product in the world is Colonel Sanders created KFC original chicken for more than half a century ago, it is made up of 11 cret recipe fried and breaded fish. Due to its unique recipe and cooking process, Golden, juicy taste and looks to win the favor of consumers around the world, no one can copy. ¹ over the world's huge success, of cour, and they do it out of chicken food were inparable, but it is not difficult to find KFC becau the Romans around the world for the sake of development and launch of new products suitable for local tastes.
1.1.1 brand localization
五年级好句Brand effectiveness of this province as the brand connotation and brand expansion II continues to be strengthened. Generally, brand of growth process by primary, and intermediate road nior is divided into three a different stage: brand cognitive stage, brand cognitive stage thing consumers recognized, and recognition and memory a brand is a a products category of capacity, thereby in concept in the established up brand and products category of contact: brand Lenovo stage, brand Lenovo stage is refers to consumers memory in the and brand contact in together of each pieces thing, brand Lenovo has must of power, has rich of value. Good and positive brand association means that brands be accepted, loved, competitive and successful. A brand association, the greater, the greater the impact, multiply fewer Lenovo brand
KFC in China brand localization is also follow this steps to carry out, when she first entered the Chine market KFC's main goal is to make the Chine people accept this alien Western fast food, allowing consumers to feel a dining experience they never had before. Chine people have got ud to eat in a restaurant that was modeled, KFC is different in each different area or street store interior design is very different, with strong l
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ocal characteristics, makes everyone feel more intimate and more innovative. Meanwhile, together with appropriate publicity, let KFC brand has a complete t of knowledge, this is the first step---brand of cognitive process, people mentioned the foreign fast food, mind you can e traces of the KFC.
The cond step, is the moment the Lenovo brand, which is interlinked and crucial step. KFC entered China market efforts in various aspects of playing magic affects our people's eating habits, more precily, to change our habits, and it's giving us a lot about its brand associations, for example, KFC brand has more than 20 major associations and 30 minor associations, the associations are compod of Meaningful groups, so as to enhance brand image, a reference to KFC, everyone minds naturally emerges Out of German Colonel, Colonel chicken, French fries, chicken nuggets, KFC toys, children's entertainment, birthday PARTY and other associations.
Last a step, is is KFC of ultimate target, is training consumers on it of brand loyalty degrees, looked on brand of loyalty degrees high has, that is has put brand as has thems
elves of friends, and life in the esntial of part, so they on brand occasionally appeared of some errors also can soon of giving Catholic, the for enterpri for is is important of, often can to enterpri in adversity Shi is big of a conversion space. For example, KFC in China "Sudan red incident", when confronted, but after they publicly apologized and issued a white paper on quality and safety, tho loyal consumers will soon be able to continue dining at Kentucky Fried chicken. Through the efforts of KFC in China for many years, it has become in China of foreign fast food brands with the highest customer loyalty, far more than in the world---the King of fast-food McDonald's ranked ahead of him. This cannot but be a KFC in China's biggest success.
1.1.2 menu localization
有余数的除法练习题"Localization" KFC distinguishes of other Western fast food in Chine food and beverage market is unique in that is this, KFC in the forbidden city, as well as Japan, Malaysia and other market barriers em unconventional, bright. From specific product line this perspective, we can analyze localization marketing tool KFC:
Portfolio is an enterpri product line offers the market of all projects and products. Product line are related to each other or similar group of products, that is, we often say that the product category. Product refers to a product line, specifications, quality and prices of different varieties of a particular product.
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First is the breadth, and a number of business have product lines. In General, the KFC product line is very rich, and covers every aspect of what we eat, meat mix, features staple foods, premium catering, heaven, delicious snacks and beverages are readily available; the cond is the length of the enterpri sum of all products in the product line item. In KFC of the article products line in the of lect are many, and KFC each months are in innovation, in Western fast food also among, even said in throughout fast food industry of for new food of rearch Shang e, cannot fail to said he is which of less of and less of leader; third a aspects is depth, that products line in the each products project by provides of Berliner, and varieties of total. Above the depth of the individual product items, KFC is also very considerate, for one and the same product with a lot of different tastes, is to meet with different dietary preferences of consumers, allow customers to do 女生穿比基尼
a real n of satisfaction; last relevance is, namely between product lines in the conditions of end u, production, distribution channels and other aspects of relevance. Relevance can be described as KFC's most successful KFC at all product line offers many products for customers to lect, menu foods, combinations of variety, which make cloly each product line, subconsciously to lect packages of consumer master instilled in a KFC product are inparable concepts.
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