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1、肯德基产品促销方案设计The Project Designed for KFC Product Promotion摘要近年来快餐业在中国市场发展迅速，其中来自美国的著名连锁快餐品牌“肯德基”占据了可观的市场份额。笔者试图运用在北京外国语大学网络教育学院商务英语专业学到的有关知识，在阅读大量资料的基础上，对肯德基在中国的营销战略进行探索，以期为我国本土快餐企业尽快走向世界，参与国际市场竞争，并在竞争中获胜做出贡献。本文首先对选定肯德基作为研究对象的原因，以及介绍肯德基在华投资发展的历程。第二部分解析肯德基在华投资现况，并对市场效应进行SWOT分析，对肯德基定位中国市场目标进行分析。第三部分：制定
2、项目目标计划，学习肯德基在中国发展的成功发展过程，对中国本土品牌的未来市场发展做出若干假设。第四部分：从四个角度介绍肯德基作为连锁餐饮在中国成功的几点经验，结合国内餐饮企业发展现状，为广大国内餐饮企业提供有效的借鉴。最后，总结肯德基进入中国16年来对中国经济所产生的巨大影响，及我们应该从中学习借鉴的宝贵经验。关键词： 肯德基 ；营销战略 ；国内餐饮；借鉴经验AbstractIn recent years, the large space of Chinas fast-food marketing has become the object contested by a number of en
3、terprises. One of the famous brands from the American fast-food brand “Kentucky Fried Chicken” takes a large share of the market. Combining the knowledge of business English learned from Beijing Foreign Studies University, I take a research of the product promotion strategy for KFC in China, so that
4、 domestic company can tend towards world as soon as possible, and to be a winner in the competition. In this article, I introduce the reason why I take KFC as an objective first. In addition, introduce the development course of KFC investment in China.Part 2: analyze the domino effect caused by KFCs
5、 development in China using SWOT analysis，locate the Chinese market target of KFC analysis.Part 3: make project plan, take the example by the success of KFC. Introduce Kentucky as chain restaurants in China successful experience, and make some assumptions that the Chinese brands development.Part4: s
6、et up a good sample for domestic restaurants, and introduce how to take advantage of KFCs experience. Offer some advices to the Chinese native brands develop faster in the future. And last, Summaries KFC entered China 16 years great influence Chinas economy.Key words: KFC; product promotion; Chinese
7、 domestic restaurants; take advantage of Table of ContentsPages1. Project Introduction 72. Project Problem Identification and Analysis8 2.1 The current situation8 2.2 SWOT analysis9 2.3 Product target market analysis 103. Project Objective and Hypothesis104. Project Rationale 11 4.1 Product11 4.2 Pr
8、ice11 4.3 Promotion12 4.4 Place145. Project Design 15 5.1 Planning activities15 5.2 Price promotion table166. Project Implementation 17 6.1 General introduction of time and place of the product promotion17 6.2 Find out the KFCs success recipe 17 6.3 Great lessons for developing China operations187.
9、Results and Discussion19 7.1 Results19 7.2 Discussion198. Conclusion20Bibliography20Appendix I. 21The Project Designed for KFC Products Promotion1. Introduction Like many other people in China, I like KFC very much. KFC is doing so well that it supply us a pleasant environment and delicious food. An
10、d it is undoubtedly one of the greatest business success stories of our time. China is a multi-ethnic country with a rich culture and a long history. Different styles and different series food made Chinese food plentiful. And the Chinese food is still absorbing new taste and new concept, and KFC sat
11、isfies the development of Chinese food. From the other side, KFC changes the way of Chinese eating habits. The vision statement of KFC is Food and Fun; this is what KFC is all about. Lending the market since its inception, KFC provides the ultimate chicken meals for a Chicken loving Nation. And the
12、mission statement on KFC is to be the leader in western style quick service restaurants through friendly services, good quality food and clean atmosphere. They are committed to customer satisfaction through offering high quality with excellent services and good value.The group succeeded in building
13、Chinas largest restaurant chain and one of its most successful businesses in an environment characterized by sprawling geography, diverse palettes, undeveloped logistic networks, suppliers with inadequate scale, uneven urban development and income distribution, and fragmented regulatory administrati
14、on amongst other challenges. Therefore, I take this project to discover why and how KFC succeeded in China and provide a secrete recipe for success in China by providing an in-depth analysis of KFCs growth in China.2. Project Identification and Analysis2.1 The current situationKFC, or Kentucky Fried
15、 Chicken, is a fast food restaurant chain based in Louisville, Kentucky. Founded by Colonel Harland Sanders, KFC is now a division of Yum! Brand KFC is known mainly for its fried chicken.Fast food used to be regarded as junk food. KFC has made great efforts in promoting the concept of balanced diet
16、and healthy life. Over the years, KFC has added many new selections on the menu, paying special attention to add-up of vegetable and high nutritional food. With its 1,200 successful outlets, it has provided foreign and domestic restaurants with useful experience of setting food in China and making a
17、 long-term development in this huge market.KFC has more than 11,000 restaurants in more than 80 countries and territories around the world. And in quite a few U.S. cities, KFC is teaming up with sister restaurants, A&W, All-American Food, Long John Silvers, Taco Bell and Pizza Hut, selling products
18、from the popular chains in one convenient location.KFC is part of Yum! Brands, Inc., which is the worlds largest restaurant system with over 32,500 KFC, A&W All-American Food, Taco Bell, Long John Silvers and Pizza Hut restaurants in more than 100 countries and territories.Every day, nearly eight mi
19、llion customers are served around the world. KFCs menu includes Original Recipe chicken - made with the same great taste Colonel Harland Sanders created more than a half-century ago. Customers around the globe also enjoy more than 300 other products.2.2 SWOT analysis2.2.1 Strengths: Brand equityKFC
20、secret recipe of 11herbs and speciesStronger franchises all over the worldInteractive relationship marketing Chains for its convenience and menu varietyKid play area2.2.2 Weakness:Lack of focus on research and developmentLack of knowledge about their customersThey only focus higher income level peop
21、leDont blend with the local culture unlike McDonalds2.2.3 Opportunity:Growth of 18-24age demographicHome meal replacement market will exceedInternational beef scare from mad cow and hoof and diseaseUpdating the restaurants, balance menuChanging customer lifestyle and tasteIncrease delivery serviceIn
22、crease the competition from local and international outlets2.2.4 Threats:Bird fluFrozen food is not good for health and despite what so ever the standard they maintainChange of customer demandsCultural threats from Muslim worldsCurrent recession as decrease the buying power of customersLaw and order
23、 situation (terrorism)Existing and new competitors2.3 product target market analysisKFC has divided its global market into various groups of consumers who have different geographically demands, taste preference and behaviors. KFC has made its marketing segmentation according to the following bases:2
24、.3.1Geographic SegmentationFrom the microscopic view: Since KFC is a fast food chain restaurant, in which customers would like to have a quick bite, its outlets are required to build on a well traveled, major street, with good ingress and egress, good visibility and ample space for parking, among ot
25、her things. From the macroscopic view: According to KFCs franchising report, while in the western U.S., there are totally no available spaces to built new outlets, in the eastern U.S., there are still plenty of opportunities to develop the new outlets.2.3.2Demographic SegmentationAge: There is not a
26、 specific age segmentation of KFC, most consumers in KFC ages from 6 to 65.Gender: Both male and female Income: Above $10,000, below the average level in U.SFamily size: 2-5 people. One of KFCs strength is its focus on family meal.Family life cycle: KFC is suitable in every stage of life such as sin
27、gle person, single married couple as well as those who have children.2.3.3 Psychographic SegmentationPersonality: Consumers in KFC are open, casual and easy-going. They must neither be vegetarian nor healthy-diet.Social class: Middle or belowLifestyles: Most people choose KFC because they do not hav
28、e much time to prepare meals by themselves. 2.4 Results of problem analysisAccording to a study conducted by AC Nielsen in 30 cities of China, KFC was recognized by Chinese consumer as “the most frequently dining place”.3. Project Objective and HypothesisUnderstand the background of KFC through vari
29、ous channels. Be an employee of KFC.Find out the process to success.4. Project Rationale Analysis- 4P Strategies4.1 ProductBasically, the product is anything that be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. And it includes not only its ph
30、ysical unit, but also its package, warranty, service, brand name, company image, value and so on. Here, we would like to talk about its Physical unit and service.1. Physical unitKFC is specially dealing in the chicken products, These products are: Chicken ( including Original Ripe, Extra Crispy, Str
31、ips, Popcorn, Pot pie, Wings, Variety Bucket, and Boneless Variety Bucket), Burgers (including Mighty Zinger, Zinger Extreme, Fish Zinger, Zinger burger, Twister, Col.Chicken Burger, and Sub 60), Desserts & Beverages (including Scoop of Walls, Fruit Salad, Large Drink, Mineral water regular, Mineral
32、 water large, Coffee, and Tea), Snacks & Side Orders (including Nuggets, Regular Fries, Large Fries, Corn on the Cob, Arabian Rice, Dinner Roll, Hot Shots, and Cheese).By exploring KFCs products, we can find that it has a series of traits. It is a standard production, which adapts its restaurants to
33、 local tastes, different cultural and political climates. Basically, KFC has the special recipe for chicken products and that is why KFC known as a chicken specialist all over the world. Whats more, KFC is a kind of fast food, which can provide a quick bite for the person who pays less attention on
34、healthy-diets. Besides, I have to mention that one of KFCs strength is its focus on family meal, which is a factor that attracts more people who have families.2. Service KFC offers customers high consistency from one visit to the next because of its standardized preparation procedures. In America, K
35、FC offers free home delivery service at specific branches in specific cities, KFC provides services to celebrate the birthdays of kids at their home or in KFC restaurants, now KFC also provides services of mobile unit of KFC.In order to explore a further development, from my perspective, KFC should
36、extend its product line and bring out more new product to fit the customers while at the same time protect its own classic products. Whats more, KFC should take some practical measures to create its brand loyalty of consumers, which is a consistent preference of consumers over all other congeneric p
37、roducts. In addition, KFC should keep its core and supplementary services and develop much more services that match with the local consumers.4.2 Price1. KFCs price positioningA common meal of KFC is 7 dollars, while currently, in the U.S., the per capita income is 90 dollar a day, which is about 13
38、times the price of a meal in KFC. So KFC should focus on middle and low-income groups.2. KFCs pricing strategy As a global brand, KFC use multiple price strategy due to different market situation. The price strategies that implement in the U.S. have a big difference with its global strategy.Currentl
39、y, KFCs biggest market share is moving to the immature markets and developing countries. As a result, KFC choose the price skimming as its pricing strategy. Because of its advanced management experience, advance the supply chain, advance technology, and strong financial support. KFC is the top brand
40、 and its product is more competitive than other competitors. On this condition, KFC product can attract consumer from middle or higher income level.However, since the target market changed in the mature markets and developed countries such as U.S., KFC should choose the status quo pricing strategy w
41、hich stays with the price of competitors. In this area, fast-food is the lower consumer goods and this industry has been very mature. There are full of competitors such as McDonalds, Burger King, and Subway which have the same homogeneity and their competition is extremely intense. On one hand, each
42、 competitor has its own independent and perfect supply chain, so the costs of product can be compressed to a minimum. On the other hand, the service, product quality, and the product categories are all most the same. Differences are not large. Because of these two factors, KFC should lower its price
43、 in order to attract consumers from middle and low income levels thus stay in a competitive position. In addition, Comparing with other competitors, KFC chooses different prices to increase the diversity of product. Since KFC position itself as a fried chicken expert in the fast-food industry. Fried
44、 chicken is popular and best product of KFC .In order to increase its differences and consolidate its leading position, KFC pricing its fried chicken with a price higher than any other fast-food competitors. In general, its price is higher about 5%-10% than others, while other product such as hambur
45、gers and beverage prices are basically the same as with the competitor. 3. KFC face the pressure to raise the priceIn recent years, since the using of bio-fuel which made from corn, costs of KFCs raw material keep getting higher and higher and the cost of human labor is also increasing. However, in
46、order not to drive away its consumer who can only accept a relatively low level price and remain in a competitive position, there is no room for KFC to reduce the cost in its complete supply chain. For this reason, KFC is facing the great pressure to change its price strategy in order to solve the p
47、roblem.4.3 PromotionPromotion is the method used to inform and educate the chosen target audience about the organization and its products. The promotion of KFC is quite varieties such as TV program, Internet, public relation and so on. Moreover, KFC innovates a new menu set for it is easy to order a
48、nd can save money. A special menu set also is cheaper than normal. At KFC, promotion is the main tool to bring all chicken lovers attention towards its delicious one-of-a-kind.One of KFCs promotion methods is sales promotion, which includes Premiums, Exhibits, Coupons and Entertainment.(1) Premiums For sale promotion KFC has used premiums strategy that give gifts as premiums like watches, keychain, coffee cup, T-shirt, toys to attract customers espe
