Essay Sample on Kentucky Fried Chicken (KFC)

Introduction

Kentucky Fried Chicken also referred to as KFC is a chain of restaurants based in Louisville in America. KFC has been in operation since 1997 when it was separated from PepsiCo. The restaurants sell sandwiches, chicken pieces, salads, and wraps. However, its principal focus is on fried chicken which is a delicacy that most consumers identify the restaurants with. The company offers roasted and grilled chicken pieces, desserts and side dishes (Dawson, 2015). Outside the United States, the company offers kebabs, pork, and hamburgers based on the cultures of the host countries. The company was established in the year 1952 by Colonel Harland Sanders though the concept of the fried chicken can be traced back to the year 1930. Although the inventor of the organization Sanders died in the year 1980, he is still part of the company's advertisements and branding. The recipe used for the chicken features 11 different herbs that were discovered by Sanders. Currently, more than a billion finger licking chicken from KFC are served yearly across the globe (Hussain, 2015). The company has restaurants in over 80 countries across the world and is currently the most prominent restaurant company regarding units. KFC has above 32,500 units around the globe.

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Message Strategy Used By KFC in India

KFC uses various market intelligence techniques to showcase their products. However, our study will focus on how KFC uses digital marketing in India to advertise its products. First and foremost, KFC began with social media marketing campaign to boost its sales in India. The company started with A campaign that was called Social Samosa to expand its social media presence in the country. This ensured that KFC was able to grasp the Indian market making it the number one restaurant in India (Kingsnorth, 2016). The goal of the Social samosas was to increase the sales of their products and service across India.

Additionally, the campaign was aimed at targeting young consumers with the introduction of Apps such as Radio KFC RK Hunt. The company also designed their bucket campaign which was called Currycature and Wow Menu option to ensure that it could compete with other restaurants offering the same services online. Through the message, KFC managed to develop its brand management by providing that over 3000 consumers in India around 30 Indian towns participated in the competition (Kingsnorth, 2016).

In addition to that, "Radio KFC RJ Hunt" was also a marketing technique used by KFC to capture the Indian Market. The objective of the campaign was to enhance KFC's brand in in-house radio channels. The fans who are the consumers were expected to record their voices over the internet using any social networks like Facebook and later on they were given an analog radio experience. In addition to that, the company embarked on a campaign called "Designing your bucket" where consumers were given the responsibility to design their own KFC buckets in a creative manner (Ryan, 2016). The consumers were supposed to receive 5500 entries in total. The currycature experience was another creative digital marketing tool that the company used to give a unique experience to its consumers by ensuring that they were in a position to choose an ethnic Indian touch then upload the pictures (Smith, 2016). The initiative saw about 17 thousand Currycatures made by KFC consumers all across India.

The next digital marketing message used by KFC in India was the "Wow Menu Option on an INR 500 note". This allowed Indian consumers to scan their 500 currency notes which created suggestions that could meet their budget at KFC. As the campaign became more intense, the App became number on F & D and iTunes app store. The marketing technique ensured that consumers could easily highlight new products and make orders based on their financial status. The move was good because it provided that even the low-class consumers had something to enjoy at KFC. However, to take part in the campaign one needed to have internet and a phone that could download the application. These message strategies ensure that consumers are always conscious of the latest delicacies that the organization has to offer. In addition to that, continually updating their sites ensures that they build their reputation in the food industry.

Creative Execution

Search Engine Optimization StrategiesKFC uses Search Engine Optimization (SEO) to make and update changes of its products online gradually. This type of digital marketing is essential because it ensures that KFC is in a position to incorporate different tools to attract consumers and gain consumer base. As a result, it is necessary to update the websites and social media sites regularly (Weiderman, 2017). This ensures that KFC continues to receive more views on their website and social sites as compared to other restaurants in their line of business. However, merely placing the website of KFC on the search engine does not guarantee that consumers can quickly locate it. However, through SEO marketing strategies the ranks of the site are increased to ensure that consumers are in a position to trace the website easily.

Target Market AnalysisKFC also delves in some analysis to substantiate the relevance of the SEO. Primarily, website analysis involves analyzing important words, codes and visible texts which help in determining the best position for the website in the search engines. This helps KFC to decide how relevant the code on a specific text is (Weiderman, 2017). Secondly, competitive analysis involves evaluating the content of crucial words in addition to the current engine listing of KFC competitors. The website is to necessitate efficient engine position strategy that enables KFC to be ranked well than other competitors.

Researching and Developing the KeywordConsequently, keyword analysis pertains pointing out essential words and phrases is one of the creative tools used by KFC. It can be done by evaluating crucial lists as well as other related market sources. KFC Company uses the provisional agenda to highlight common search issues and the number of service providers in the search engine. Therefore, KFC ensures that it incorporates keywords, phrases, and misspelling. This is profitable for KFC as it ensures that there is a baseline ranking evaluation (Weiderman, 2017).

Additionally, the move helps KFC to point out where the company needs to rank in future, at the same time to assess the recent baseline grading correctly. This periodic assessment is essential for creating an adequate signal of the keyword work in the search engine. Many businesses tend to give attention to traffic; moreover ranking is used as a signal of confirming keyword progress. Getting Customers Interest, Desire and Action To acquire customer choice, KFC uses promotional strategies and communication process in the website to surge the relationship between the customer and service providers. Promotional strategies used include web advertisement and the optimization of search engines (Weiderman, 2017). To match with the key market, KFC engages in micro-blogging and social media plans in making it simple for customers to interact with the website administrators. This helps KFC to simplify communication, company values, and services provided and objectives.

Consequently, KFC carries out an annual assessment of the strategies to ensure their effectiveness. Most strategies require more funding to get more parties to conform to customer needs. However, plans for promoting KFC are carried out in four distinct phases. Each phase involves four months of operation. Operations such as social media marketing and web development are affected concurrently. KFC also uses banners for image advertisements and visualization. The banners advertisement helps in creating awareness of the existence of KFC services and making it simple for customers to visit the website.

Generating RevenueOnline marketing and web development require funds especially the first years of market intelligence. However, the promotional strategies will not interfere with revenues because they are company owned (Smith, 2016). The objectives these strategies is to increase yearly profit which will help outsource revenues. The capital from the business is used to fund the process of SEO marketing.

Customer Service Relationship and Loyalty PlanTo bond more with the customers, KFC in India creates social media platforms with consumers on mutual ways on how to better services. The company also provides a platform on the website to face time with the customer care team to answer customer's questions. At the same time, it will be substantial to give priority to the backbone reasons for the development of KFC Company. Additionally, promotion of customers on a yearly basis makes them more attracted to the services of the company (Weiderman, 2017). The initial aim of KFC was to ascertain that its services are graded top in every search keyword related to restaurant services. Use of banners on other websites was essential in enlightening customers of the services provided and areas the restaurant seeks to improve on. This form of marketing varies from other digital marketing techniques like the use of phones and television because it ensures that clients are constantly updated, and they can always look at the website for KFC reviews and developments.

Metrics

The marketing strategies are trying to ensure that consumers get access to KFC services at their convenience. IN addition to that, digital marketing also ensures that congestion is reduced in restaurants. The campaign was successful because KFC was ranked 5th socially among devoted brands. Furthermore, their positive feedbacks on Facebook grew from 6.2% to a high of 93.8, and their engagement tripled. And KFC was placed among the top 5 businesses that are growing in India. Through digital marketing, KFC has managed to capture the Indian market. However, it is essential to note that KFC had to spend a lot of resources and time on digital marketing to ensure that it was a success.

Dawson, V. (2015). How colonel Sanders made Kentucky fried chicken an American success story. Smithsonian Magazine.

Hussain, S. H. A. R. A. F. A. T. (2014). The impact of sensory branding (five senses) on the consumer: A case study on KFC (Kentucky Fried Chicken). International Journal of Research in Business Management, 2(5), 2347-4572.

Kingsnorth, S. (2016). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.

Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.Smith, R. (2016). Bucket in My Hand: Kentucky Fried Chicken Advertising, American Dream Discourse, and the Hunger-Obesity Paradox.

Weideman, M. (2017). SEO vs PPC: A Model To Determine The Most Effective Digital Marketing Budget Division.