The unique global strategy of KFC.pptVIP

The unique global strategy of KFC * What are its unique promotion strategies ? 2. develop food suitable for Chinese 1. focus on kids marketing 3.try to develop a healthier diet 4. Pay attention to establish brand image 5.the KFC franchising strategy 1. focus on kids marketing . First, to cater to the child’s psychology, KFC introduced a mascot-qiqi, who conveys the happy spirits to them. As a goodwill ambassador, it plays an important role in publicity. Second, KFC combines food with toys to create kid’s meal to attract their attention. Third, KFC also provide Kid’s meal for children. 2. develop food suitable for Chinese Why KFC is more popular than McDonald‘s in China？ ——Standardization and Personalization In China, KFC is more welcome than McDonalds . Why? It is the personalization. KFC has done the same standardization of McDonalds .The difference is that KFC is adapted to Chinese local conditions. KFC introduces Kentucky Grilled Chicken - a better-for-you option for health conscious consumers who love the flavor of KFC. Kentucky Grilled Chicken has less calories, fat and sodium than KFC Original Recipe chicken, without sacrificing the great taste of KFC. 3.try to develop a healthier diet KFC offers a variety of menu items for those that want lower fat, lower calorie choices, including Kentucky Grilled Chicken and Honey BBQ Sandwiches, corn on the cob, BBQ baked beans and green beans. 4.Pay attention to establish brand image (1)KFC devote itself to public welfare ,for example，they donate money to ‘Hope Project’ (2)KFC set up special scholarship to encourage students from impoverished family The main attributes for KFC restaurant excellence are CHAMPS C- Cleanliness H- Hospitality A- Accuracy M-Maintenance P –Product Quality S – Speed of Service (3) The “CHAMPS” plan *