Kfc strategic brand managemnt Essay

Category: Managing,
Published: 12.02.2020 | Words: 2242 | Views: 402
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The fast food industry in Malaysia is saturated with players such as McDonalds, KFC, Wendy’s, Chili’s, Nandos and the like. The industry is relatively large when it comes to the engaging brands in fast food business. Fast food business is categorised according to the meals served as well as their features and spots.

There are restaurants selling specifically burgers, pizzas or only chicken, Mexican cuisine and many others. According the location, some eating places are franchise whereas other folks provide internal catering along with off property catering. The marketplace of the take out business is stratified, although all in all including all categories of the contemporary society. As observed in many eating places, they provide foods even for the children, hence allowing all ages to take pleasure from their dishes from the eating places.

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Fast food organization enjoys a high level of popularity in Malaysia as the trend of home cooking is currently around the fade, plus the intertwinement of your busy your life, promotes the fast foods because the reliable and obtainable sources of food during breakfast time, lunch and dinners. Additionally, the diet plan of Malaysians give a great breeding ground for the fast food sector to prosper as individuals are fond of foodstuff and restaurants have become places where business offers are concluded as well as assignments completed, for example Starbucks.

As per this year, it really is projected that the sales of the industry is going to jump up according together with the increase of tourism since it is the proclaimed year of tourism; this will eventually find, the increase in profits collected by fast food restaurants as the tourists is going to add up to the present population in Malaysia. 1 . 2COMPANY REVIEW This analyze focuses on the brand of KFC or otherwise because known as Kentucky Fried Chicken breast. This is an international brand that hosts numerous franchisees all over the world.

KFC started in USA, and slowly infiltrated the rest of the world having its premier mouth watering chicken. In Malaysia, american presto started its operations in 1973; it has sustained a healthy growth over time with many shops being exposed all around. With all the introduction of ‘Meals on Wheels’, buyers are able to be delivered food after orders produced through the internet or by the phone.

The fast food organization is very competitive as there exists a stiff competition in obtaining market. The plenty number of fast food makes the competition also higher and harder, moreover,  it is not easy for new businesses to penetrate especially if such a company does not do it with innovation. KFC provides enjoyed recognition and surely it is a significant brand.

However all the popularity, KFC struggles with commitment from clients. Customer commitment is the trend of customers using a strong buy relationship with the business. Devoted customers will be those who keep purchases with all the particular manufacturer regardless of virtually any changes.

Consumer loyalty can be expresses in two ways; either as a conduct or the volume of times which a customer returns to purchase through the same brand. The increase of competition can be attributed among the causes that lead the decrease of loyalty. This is because the market is flooded with any kind of options which in turn a customer may be able to choose from.

Additionally, innovative tactics and more value added service to buys tend to reduce loyalty. The perception of service benefit is an important element that builds or damages loyalty. It is an area where many brands have been centering on in order to keep in phase with all the on-going competition. KFC has attempted to modify its menu and incorporate new stuff that will make it is brand more adorable to customers.

Initially, KFC continues to be centred in its 11 spiced recipe of poultry. The key product I KFC is usually its toast chicken; after some time, the brand added burgers, pokkits, rice and potatoes to its menu so as to increase the menu by simply diversifying what they offer. 1 ) 3BRAND Your own brand is termed as an recognition of a particular product or service that is certainly specifically unlike other item. The study of brand equity and its particular management makes loyalty via customers that may be highly linked to satisfaction.

Brand equity that takes a customer centered way enables the easy creation and maintenance of loyalty. Brand collateral, as the result of Keller contains brand salience, performance, symbolism, judgement, sense and brand resonance. Keller portrayed the composition of brand name equity in a form of a pyramid in which brand salience forms the bottom and company resonance are at the apex of the pyramid. 1 . 4SALIENCE This is in the base of the pyramid, in addition to fact is it doesn’t foundation of a brand.

This describes the extent that a client considers your brand during purchase. That deals with the case whether the brand is usually recognisable or even well thought of by customers. for the success of any manufacturer, there is a need of having a solid salience among customers, while this wil affect the odds of your manufacturer being sold and even adored simply by customers. APPLEBEES fares moderately well with salience, as the products hold much recognition as well as they is generally recognized by the industry. This is noticeable by the reality the chicken meals offered there since it is distinguished pertaining to only offering amazingly mouth watering chicken. Company salience involves brand awareness and manufacturer associations.

Brand awareness is defined as the extent to which a product or service is accepted and remembered. Brand interactions are the associations that encircle the product. Since explained above, salience varieties the base of brand management that eventually causes loyalty and satisfaction. If a company does not have or provides minimal salience, it is highly likely it shall deal with much challenges to preserve its living.

1 . 5PERFORMANCE Performance is on the second tier of the trademark equity pyramid. After the establishment of the brand identification in the prominent base in the pyramid, next is the functionality and images. To further mark a distinction of a item from another, there is a need to highlight or perhaps show how a product works, albeit the functions or in what way would it satisfy the will need and wants of customers. Brand performance features its relevance, value and service of the product.

With regards to KFC, the performance is at the capacity of a meals cafe where every single meal is usually value added to let the customers to take pleasure from partaking their particular meals. However , in the functionality of the service, many flaws are discovered in APPLEBEES that may amount to the drop in commitment. Apart from the abundant flavours with the food as you expected, the service given is generally below requirement.

There are usually lengthy queues in the outlets plus the level of tideness and sanitation is a controversial issue. These kinds of factors provide a low belief of the assistance given, hence a potential obstacle to consumer loyalty. 1 . 6IMAGERY This kind of term includes the image and personality of any brand. The image of the brand is what the brand projects or shows to the clients whereas manufacturer personality think about the ideals and thoughts that a item embraces.

Truly, brand imagery is all about the meaning of a manufacturer. This is important as it describes the features and peculiarities tat are unique to the brand exclusively. KFC tries to task itself as being a restaurant where a family may always have dependable means. On top of that, it has determined itself to be selling halal food; that it is an added advantage with regards with the high number of populace in the country eating only halal foods. Also, it has discovered itself since children-friendly by providing kiddies meals as well as locations where kids can host their birthday functions.

In general, I actually has established itself to become casual dining area in which individuals can also enjoy their dishes in a calm manner. 1 ) 7JUDGEMENTS These types of refer to the some of the responses from consumers towards the items. This covers judgements with regards to action and also spoken expression on the merchandise. Furtherly, judgements of the brand provides a feedback mechanism to the brand by demonstrating whether the clients as the sole market to get the product are by any chance impressed with the products.

KFC has become able to collect positive feedback over te quality of service as well as the items on the menu, but there have been a downturn in the opinions that has been received. Customers evaluate it to be an innovative when compared to other eating places. This has pressed KFC to revise their menu products and expose some touchable changes to the merchandise, for instance the introduction of Zinger hamburger Reloaded, and a bid to diversify their menu products, the introduction of even more fish centered meals inside the menu. 1 . 8FEELINGS Thoughts towards the manufacturer work together with the judgements over the manufacturer. This is more probable the satisfaction meter of your product around its consumers.

It address the potential thoughts that are harboured by the buyers to the item and the assistance altogether. The problem is whether this makes the buyers feel every one of the positive thoughts and emotions towards that. KFC is positively considered by many buyers as the meal is pretty special in a way. Together with the business social responsibility program they have embarked on; normally the one of building homes for the homeless, the society would not repel this as it is a positive act.

In addition to that, the number of work it creates, by itself, allows individuals to develop a confident outlook to it. 1 . 9RESONANCE Company resonance is in the most suitable part of the pyramid. It shows the relationship between the product as well as the customer. That expresses the level of attachment that the customer has to the product. More so, it highlights the level of proposal the product produces on a consumer.

Brand reverberation is tested in terms of their activity and intensity. The depth and extent of the engagement between the product and the customer end result as the item of the salience, performance plus the judgement and feelings bore by the customers to the company. KFC tries to maintain if you are a00 of accessory of customers. Nevertheless , it should be noted that, loyalty provides a foundation in keeping the buyers satisfied.

An approval of the consumer, in terms of the feedback from the customers aid in the building of better channels where loyalty is usually groomed. 15. 0RECOMMENDATIONS To boost on the devotion of customers, it is strongly recommended to reinforce the marketing strategies performed by the company. Market tactics are based on the 4 Ps are Merchandise, Price, Merchandise and Promo.

An effective promoting mix will enable the rand name to be found in an useful place. Intended for the case of KFC, the brand manager may opt on placing more promotions and refining the merchandise in order to better suit the desires of the clients. the advertising of the brand should aim at building satisfaction quietly of the buyers so that loyalty can be marketed. INTRODUCTION OF DISCOUNT CREDIT CARDS This recommendation directs for the introduction of cards or perhaps coupons that may offer price cut upon getting the products.

It can be a way of advertising, but it truly serves both purposes; marketing and loyalty in customers. These cards or coupon become a link between customers as well as the brand since the customers may possibly view it while more economical audio to use the discount coupons or playing cards to purchase similar brand. In other sense, these cards offer a sense of relation, making it fussy for customers to switch brands as they is going to consider this because the moving over cost. CONCENTRATE ON A REPEAT BUSINESS With all the market competition set so high, it is crucial for a brand that seeks to keep up customer loyalty to equipment the functional philosophy to generating an atmosphere that encourage repeated buys.

The brand director should concentrate every aspect of the brand name to achieve this target. This will help to keep loyalty in customers while repeated transactions are highly motivated. This can be by means of giveaways, or perhaps free equipments while a certain number of purchases lso are made. For instance, KFC may possibly offer free meal on the fifth visit to the restaurant.

This helps in locking the customers in the restaurant. PERFORMANCE MANAGEMENT The contemporary society at present is definitely flooded with trends. This is in the form of individuality, games or maybe movies. The teaming up with whatever is trending inside the society places the brand ready where that hammers a competitive benefit over the market. For instance, McDonald’s is certain with devotion from buyers by the deal it much like te future FIFA Community Cup.

APPLEBEES should follow suit with all the sponsoring of your great celebration, and thus, it will likewise secure a lot of allegiance via customers.