肯德基本土化分析.ppt

* KFC IN CHINA 张旭楠 尹晓菲 张琪 王天斯 胥美霞 Brand Localization ? 品牌本土化 Brand Orientation 品牌定位 In China, the concept of family has an important status, a warm and harmonious family atmosphere is everyones desire. KFC positioned in the consumption of family members to provide a warm and happy family dining atmosphere. This Orientation is in line with Chinese culture. Menu Localization ? 菜单本土化 Menu Orientation 菜单定位 Differences in Eating Habits Chinese American Three meals a day一日三餐 Large appetite食量大 Many meals a day一日多餐 The right amount of meal每餐适量 Brown rice ordinary flour 糙米和普通面粉 The pasta produced by refined white flour 精白面粉制作的面点 Soy milk, tofu and other soy products 豆浆、豆腐等豆制品 Not intrested in tofu 美国人对豆腐至今没有兴趣 Love soup 中国人特别爱饮汤 soup was rather monotonous 汤品比较单调 Ready vegetables 熟菜 Raw vegetables 生菜 Improve the flavor in chinese way 中式改良 Chicken wings and chicken burgers are very suitable for Chinese peoples requirement of a greater eating.(吃得精细) Introduce the chinese fastfood according to the eating habits of Chinese consumers 饮食习惯 Soup Meet consumers demand for breakfast requirements Introduce the chinese fastfood according to the eating habits of Chinese consumers 饮食习惯 Alcohol milk 醇豆浆 Introduce the chinese fastfood according to the eating habits of Chinese consumers 饮食习惯 Deep-fried dough sticks （油条） Developing Chinese regional specialized food 地域特色 老北京鸡肉卷 Developing Chinese regional specialized food 地域特色 火烧、肉夹馍 Pricing Strategy ? 价格策略 Gift Promotion 赠品促销 Pleasant Goat and Big Big Wolf is very popular in China. KFC launched Pleasant Goat and Big Big Wolf toys in childrens menus. Every child could receive a package Pleasant toys in New Year. Half-price Promotion 半价促销 半价全家桶 Advertising Strategy ? 广告策略 《沁园春·雪》（毛泽东）—— “江山如此多娇” 2001 2010 There is KFC, the good flavour of life. Life is so rich in beauty. （有了肯德基，生活好滋味） （生活如此多娇） *