Marketing Strategy of KFC

1. Marketing Strategy of KFC

Fidan Aliyeva

2.

KFC (abbr. for Kentucky
Fried Chicken) is an
American fast
food restaurant chain
headquartered
in Louisville, Kentucky that
specializes in fried chicken.
It is the world's secondlargest restaurant chain
(as measured by sales)
after McDonald's, with
22,621 locations globally in
150 countries as of
December 2019.

3.

KFC
was founded by Colonel Harland
Sanders, an entrepreneur who began
selling fried chicken from his
roadside restaurant in Corbin,
Kentucky during the Great
Depression. İt was one of the first
American fast-food chains to expand
internationally, opening outlets in
Canada, the United Kingdom, Mexico
and Jamaica by the mid-1960s.

4.

In July 1940, Sanders
finalised what came to
be known as his
"Original Recipe" of 11
herbs and
spices.[17] Although
he never publicly
revealed the recipe,
he said the
ingredients
included salt and
pepper and that the
rest "stand on
everybody's shelf".

5.

The success of this
multinational
enterprise has not
been easy to achieve.
This success is clearly
based on the
marketing and
advertising strategies
it applies. KFC has
invested heavily in
marketing and
advertising campaigns

6.

The most effective advertisement is the initial
advert that featured Sanders. He is shown licking
his fingers while conversing with the viewers
regarding the secret recipe. The advert shows a
bucket of the products and features a happy
family enjoying the chicken from KFC on Sunday.
The most attractive feature of the advert is the
well designed and colorful packing of the
products, and the color of the chicken. It is
clearly depicted as having been made from the
best recipes. The advert provokes the desire buy
the chicken, as it creates an appetite. Thus, KFC
sells significantly through their advertising.

7.

With the advent of technology and technological advances,
KFC has taken the initiative by incorporating advertising
services. Initially, it ran its advertisements on the internet
via its website and other online advertising platforms (Davis
2010). In these campaigns, the company has achieved
tremendous market demand by reaching a local and
international audience; this is the reason why KFC has
expanded so quickly throughout the world. Currently, the
company has incorporated the use of mobile applications to
do advertising (Lunch Business, 2013). These audio and
visual ads on the mobile applications mainly target the
younger generation and all fanatics of technology. They are
remarkably effective campaign platforms, as they directly
engage the listener or viewer of the advert.

8.

Another advertisement
strategy that the company
uses is providing
promotional offers. The
“buy one, get one free”
offer creates interest in the
customers to taste the
product. As a result, the
customers, after tasting
the delicious meal, realize
the quality of the product
and then spread good
reports about the company
by word of mouth.