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Brand Management ChickenSlice (PVT) LTD
Brand Management ChickenSlice (PVT) LTD
Table of Contents
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Gabriel T Chibanda C71161 | Strategic Brand Plan Chicken Slice
Executive Summary
The magnum opus has been aggressive advertising campaigns is the extensive local
celebrity endorsements engagement used to increase its market share, awareness
of the brand which has dovetailed well with low market price strategy to lure the
mass market. To cement its position with the masses it has opened restaurants in
geographical locations where masses congregate in numbers in order to push
volumes e.g. bus stations.
This reports addresses the issue rebranding and reposition the Chicken Slice brand
from being perceived as a cheap fast-foot restaurant to middle class restaurant. The
report also includes the emphasis on redoing the logo as it toxic issue with
competitors.
Also building on our strengths to provide the best of customer service, and
strengthen the brand in the market place, use the opportunities to expand our market
share whilst we acknowledge our weaknesses and find better ways to minimise
them.
This report is prepared to make Chicken Slice a market leader not a follower.
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Introduction
Chicken Slice was started by serial entrepreneur Tawanda Mutyebere. It first opened
its doors to the public on 1 May 2010, along the Harare-Masvingo highway at the
192km peg in Mvuma.
The company is well known for its chicken products which can be enjoyed as a
family in the environment of a social gathering. The magnum opus has been the
local celebrity endorsements used to increase awareness and popularity of the
brand.
The company employs a staff of approximately 500 people around Zimbabwe and its
headquarters is based in Harare the capital city. In 2010 Packers International boss
Tawanda Mutyebere won the Zimbabwe National Chamber of Commerce
Entrepreneur of the Year Award.
Vision
“Is to position the Slice brand to international standards. To become second to none
through a combination of innovative quality product procurement, aggressive market
development and customer service delivery strategies.”
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Businesses generally operate in a network and are not entirely independent because
of the several environments that influence their activities and actions. Examples of
factors both from the external and internal environment that could influence Chicken
Slice includes; political, economical, social, technological, environment, and
legislation; competitors, customers, suppliers, financiers;
PESTEL ANALYSIS
The following PESTEL analysis will aim to extensively evaluate Chicken Slice and
understand how the Political, Economical, Social Technological Environmental and
Legal issues will impact the company’s external environment since it relatively has
minimal control over such factors.
1. Political factors
The operations of Chicken Slice are highly influenced by Zimbabwe policies
enforced by the government. For example there are certain health conscience
groups in conjunction with the Ministry of Health and Child Care within the
country that clamour for the government actions pertaining to the health
implications of eating fast-food. They have indicated that harmful elements
like cholesterol and adverse effects like obesity are attributed by consuming
fast foods products.
Another political factor that mainly affect Chicken Slice concern how the
government relates to health issues concerning food items being served or
brings out new regulations regarding the restaurant business. For Instance:
when Bird Flu occurred in Zimbabwe, if the government would have asked for
ban on chicken items or some strict regulations on the chicken items being
served, then it would have highly affected Chicken Slice as well.
If the government brings out higher fast-food license cost and increased taxes
and/or implements strict health and safety regulations along with more
documentation procedures, this will increase the barriers to entry. However, if
the government does the opposite by decreasing license cost and taxes or
has a lenient approach to health and safety procedures, the threat of new
entrants will be high.
2. Economic factors
Brands such as Chicken Slice are not immune from the troubles concerning
economic factors. The brand has experienced some hardships due to high
inflation and changes in the exchange rate.
Exchange Rates:
The falling RTGS$ (Real Time Gross Settlement) Dollar rates compared to
other currencies (marketwatch.co.zw) which was caused partly by weaker
monetary policy will affect imports. Most of Chicken Slice vital supplies such
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as chicken, branded boxes and spices will be affected because they are
imported, thus incurring higher cost due to weak RTGS. This raises a
question as to whether the company will pass the extra cost to consumer and
risk making its products even more expensive.
Income Distribution:
After the economic crises which spanned for that led to job losses, high
unemployment figures and a hyper-inflationary environment This affected
income disparity which became unequal. Hence people that were previously
able to afford fast-food now saw it as a luxury thus leading to low sales in this
sector.
Unemployment:
This has a direct effect on the brand, the current high unemployment rate
translate to less purchasing power and lack of disposable income to buy
products from established brands such as Chicken Slice.
3. Social factors
Increasing consumer awareness about healthy lifestyles has pressured many
fast-food players to offer healthier selections within their menus. This includes
offering low-calorie options and salads alongside burgers, and prominently
displaying nutritional content. The fast-food industry has also been heavily
criticised for targeting young children by including toys within children’s meals.
The current social trend is in favour of eating out especially at fast-food
restaurants, thereby, increasing their demand and also owning such eat-outs
is now very socially appealing thus, increasing the threat of new entrants.
4. Technological factors
As consumer familiarity with new technology increases, fast-food companies
are using channels such as social media websites to engage with their
customers. Chicken Slice is lagging behind amongst its competitors with the
brand having only six thousand followers on facebook.
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labour cost. Thus, this factor increases the threat of new entrants.
5. Environmental factors
Local environmental lobbyists and organisations such as EMA Environmental
Management Authority (EMA) are pressuring the fast-food companies to
become greener. For instance in 2017 the use of polystyrene was banned
through the activation of Statutory Instrument 84 of 2012 as a result the brand
was affected as it was using non-biodegradable substances. Such
organisations and pressure groups posse incredible ability to coerce business
into changing their practise. They could influence the brand through boycotts.
These measures usually impact the intangible assets of the company which
involves tarnishing the company’s brand name.
Increased environmental awareness among consumers provides companies
with a significant opportunity to position themselves as ‘green’ to garner
customer loyalty
6. Legal factors
In 2019 Simbisa Brands fast-food restaurant Chicken Inn filed a lawsuit
against Packers International’s Chicken Slice alleging trademark infringement.
Chicken Inn sued Chicken Slice for using the word “Luv” in its marketing. It
has also taken issue with Chicken Slice for using similar colours saying this
would mislead customers. Such legal actions have a negative effect on the
organisation reputation especially when the logo appeal is challenged it would
mean an organisation has to incur costs for rebranding and the legal costs
should they lose the case.
In 2017 Chicken Slice was sued over supply of contaminated food at one of
their fast-food outlets in Bulawayo.
Such legal lawsuits leave permanent dents on the brands and costly to
business operations and place the reputation of brand under scrutiny.
Other legal concepts like tax obligations, employment standards, and quality
requirements are only a few of important elements on which the company has
to take into consideration.
COMPETITORS ANALYSIS
Chicken Slice as a brand faces two kind of competition
1. Direct Competition
2. Indirect Competition
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Fig:1
Direct Competition
Chicken Slice is in direct competition with the following brands:
Chicken Inn
One of the major issues for Chicken Slice is its competitors. Chicken Inn is the
largest and the first fast-food brand in Zimbabwe opening its first outlet in 1987 and
it’s the number one competitor for Chicken Slice. Chicken has 210 outlets in
Zimbabwe and derives 65 percent of its revenue from walking customers and 35
percent from the drive-through window. Chicken Inn has distinguished itself over the
years in many ways including being the first in the fast-food industry to create a
playground area for children there by offering a family outing environment. Chicken
Inn also differentiated itself when it installed the drive-through window in its
restaurants. In addition to these developments Chicken Inn also offers a few set
items on its break-fast menu that differs it from its competitors including the Croissan'
sandwiches and french toast sticks. The rest of the menu also offered the unique
beef burger and chicken Caesar salad.
Nandos
The second largest fast-food with 45 outlets in Zimbabwe. Nando's speciality is spicy
chicken as well as healthier items such as salads, vegetarian dishes. Nando's has
also distinguished itself through the creation of the special value menu with all items
on it under a 5 RTGS. Its plans on adding more retail outlets to further growth. One
important strength of Nando's is having recognisable product compared to Chicken
Slice products.
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KFC (Kentucky Fried Chicken) another major competitor in the fast-food industry.
KFC currently has 5 outlets in Zimbabwe, but the brand name is associated with
quality and exotic chicken taste.
Indirect Competition
Chicken Slice also faces fierce indirect competition from various other small time
players in the restaurant business.
To start with, the competitive rivalry within the fast-food industry is high, as the
products offered by each brand are similar. Competition is ferocious as there are
many companies both formal and informal in the industry and the customer loyalty is
low as customers are eager to try new products. Chicken Slice, however manages to
retain a portion of their market share by becoming a cost leader and offering
differentiated products together with prominent local celebrity marketing efforts.
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The different aspects that affect the brand in this case can be classified as
organisation related which have to do with the day to day operations of the
organisation and product related which the nature of the product are being offered to
the customers
ORGANISATION RELATED PRODUCT RELATED
Human resources Taste of the product
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Centralised structure
Chicken Slice can be referred to as a centralised organisation, most decision
are done through the head office. A centralised structure has a disadvantage
or negative affect on the brand as decision making is slow.
Negative company image and brand equity
The image of Chicken Slice in the outside market has the impact on the
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Brand Character.
Although Chicken Slice is considered to be a unique challenger brand of Chicken
Inn, the company continues to position itself on the cutting-edge of the fast-food
industry. Rather than continuing to be dominated and overshadowed by its
competitors, Chicken Slice embraces an aggressive branding approach to
communicate a hip and youthful brand image to its consumers.
Product Portfolio
To better answer the question how the products are sold and marketed, the 4P’s of
marketing will be used to asses Chicken Slice brand inventory;
Promotion
Mass marketing is used to market the products through the use of celebrity
endorsements like Sulu and Ja Prayzah who are local celebrities act as brand
ambassadors for Chicken Slice. Mainly the reason behind the used of musicians and
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brand ambassadors is due to the fact the owner of the business was also a musician
at one point.
Price
Chicken Slice uses skimming pricing strategy to sell their products priced low and
target the lower to middle class people. Gradually they trickle down the prices
focusing on the lower class people to penetrate the market.
Place
Placement of outlets due to Chicken Slice placing itself close to bus stations, fuel
stations, which are mostly populated by everyone and those who are in a hurry,
Chicken Slice enjoys a large number of sales every day.
Chicken Slice works on the flow of good operation techniques. Good Operating
Manager leads to Good Team Selection to Good Services to Good Targets to Good
Revenues through the following internal strategies
1. Training
2. Incentive based targets
3. Recognition for good work
4. Performance based bonus
Thus Chicken Slice is using focusing on the lower class target segment and
skimming pricing to lure people who cannot afford ChickenInn, KFC and Nandos as
this has mainly to do with the current status quo of the economy.
6.3.2 Brand exploratory
Recognisable
Cheap Follower
Low to middle
Fresh
class
Laid back
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Based on the above perceptual map we can have a holistic view of what the
consumers think of the brand.
Through brand touch points such as newspapers, billboards and social media and
the website its seen as a cheap brand. It’s mainly to do with how the advertisements
are created as they don’t inspire or invoke action mainly their adverts are product
centric.
SWOT Analysis
Strength Weakness
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Brand positioning
The brand position, defined as how a brand wants its customers to perceive, think
and feel about the brand in the marketplace, is one of the single-most important
aspects of building a brand.
Brand positioning are based on the benefits the customer wants. The new brand
positioning of the Chicken Slice is;
“Tasty, healthy and freshly tender prepared chicken that they can eat whenever they
want at the same quality, chicken products which can be enjoyed as a family in the
environment of a social gathering”.
Chicken Slice will emphasise at creating good memory and positive feelings towards
their products. Whenever you think of Chicken Slice you have to think of somebody.
It can be your family, friends, loved ones or somebody else, somebody to share the
fun of eating and to share the taste.
Chicken Slice creates ‘attributes’ around their product as a level of positioning. They
highlight the product functionality which is “tasty” food. Chicken Slice has a very
unique recipe and way of producing their products which is also their core
competency.
Brand mantra
Chicken Slice new brand mantra it's the articulation of the 'heart and soul' of the
brand or a spirit of brand positioning. Chicken Slice brand mantra will have the
following 3 elements:
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Salience:
Increase depth of awareness by advertising on TV and billboards. Use popular radio
stations (STAR FM & ZiFM) and personalities like KVG & Phathisani
Brand Performance:
Chicken Slice in terms of quality it’s one of their weakness and there is need to
improve the quality of the chicken products by offering products that have a health
fare like flame grilled to improve brand meaning.
Brand imagery
Change celebrities associated with the brand Jah Prazah and SuLu are over
exposed. Use sport personalities like Warriors national soccer team that recently
qualified for AFCON.
Brand judgements
The brand can make use of testimonials, research results and any publications that
positively mention the brand. Focus should also be on the social media use engage
the customers through social media to get the feedback from customers.
Feelings
The current brand invokes the feeling of being cheap and people on a budget, the
brand will need to change feelings to fun and family oriented, focus on fun and social
approval. Get customers to positively complement the brand. Chicken Slice can have
a kid’s play area to get parents to bring their kids and have fun.
Resonance
Chicken Slice can get repeat purchases from current buyers through store cards and
loyalty rewards.
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Multiplier
Chicken Inn and KFC will respond with more advertising or communication
commitment. Change in product range will act as a source of loyalty by customers
Stage 3: High market share, lower price sensitivity resulting in profits since
competitors are unable to match product range. In fact have been pre-emptied to the
effect that Chicken slice takes market leadership
Multiplier
Change in investor sentiment. More attractive evaluation. Analysts would see it as an
evolving brand. Winning awards like Superbrands will give the brand ab edge hence
analysts give it positive evaluation.
Stage 4: The brand gets listed on ZSE. Gets a lot of interested investors. Earns
more funds for market recapitalisation.
Staff Attire
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Introduce a staff uniform with branded clothing or an upscale standard, like white
shirts/dark slacks. Branded uniforms will help identify staff with the brand.
Menu design
Chicken Slice can introduce both printed and LCD, polished branded menu designs.
Customer tend to resonate more when they hold a menu in their hands. The menus
will make use of photos or illustrations to entice the customers.
For investors
Franchising options can be used to expand the brand. Thus Chicken Slice can
rapidly increase their market share and presence if they are to offer franchising
opportunities to investors/business people who would like to set up a restaurant. This
strategy will help the brand grow.
Website content and blogging
Website creation, SEO (Search Engine Optimisation), and content marketing aren’t
just ways to advertise Chicken Slice. While they are all effective in helping to build
your bottom line, they also provide plenty of important information about Chicken
Slice. After all, whenever someone in today’s marketplace considers doing business
with a brand, the first thing they do is “Google” them to see if they have a web
presence. Hence Chicken Slice will need to redo their website, engage in content
marketing and vigorous social media campaign. Companies that blog also generate
up to 67% more leads than their peers. When it comes to building your external
branding communications strategy, Chicken Slice website will be the hub for all other
brand-building campaigns.
Email and newsletters
Email is an effective form of marketing. Chicken slice will use email as a way to show
new offers to customers and also as a way to build relationships with various groups
in the external network. With segmentation, emails can be grouped, email
campaigns into solutions for shareholders, customers, and investors, and then refine
each of those groups even further.
Extension of the Chicken Slice brand, thus giving birth to new products. Already the
brand is not offering v
Internal branding is the embodiment of the brand strategy for the target group
employee, the manifestation of the brand identity in personnel selection and
development. The goal of Chicken Slice internal branding is not to force some
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First and foremost is reinforcing the organisation mission and values consistently
and frequently. If employees are to project a positive image, they first need to know
and experience the desired brand image, and understand that it is a natural
outgrowth of the organisation’s mission and values. Furthermore, they must be
motivated to project the desired brand image to others. At Chicken Slice, the strategy
will be to ensure the messages emanating from all organisational systems align with
the company’s mission, values, and desired brand image. This alignment of
messages across organisational message systems is a key success factor in
Chicken Slice use of the employee branding and to position the organisation and its
offerings in its customers’ minds.
Thus the reinforcement will be done through formal internal communications, the
formal messages at Chicken Slice will be communicated through the human
resource management and public relations systems. The messages sent by the
human resource management system (i.e. People Department") will clearly
reinforce the organisation’s commitment to its employees. They will also reinforce
the values of fun, love, and teamwork. Reinforcement will be in the done through:
Training and development efforts will be designed to clarify and reinforce the
behaviour and values of the organisation revers.
Compensation is also a powerful tool for sending messages that reinforce the
desired brand image and relaying to the employee the thing that Chicken
Slice deem important. Compensation can be in the form of share options for
and profit sharing which serves as incentives and creates a sense of
ownership in the organisation.
Culture committees can be setup to foster the Chicken Slice culture and
promote company values such as profitability, hard work, tasty chicken, love
and fun. Culture committees to help employees learn the Chicken Slice way of
life.
Secondly the employee knowledge of the desired brand image and their willingness
to project it to others resides in their psyche. By making sure that messages are
based on the organisations mission and values and that they are delivered
consistently and frequently, such efforts effectively develop employee’s knowledge
and understanding of the brand. The next step in this strategy is to develop
“psychological contracts”. Chicken Slice psychological contracts will provide
guidelines for employees regarding what is both expected from them and that they
can expect in return. Psychological contracts will enable the organisation to enjoy
and enormous amount of trust on the part of its employees and for highly motived
employees who have strong drivers to deliver the desired brand image to those who
come into them.
Psychological contracts will work glove in hand with an overhauled induction
process to include and online service and welcome packs for staff.
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CREATIVE STRATEGY
8.1 Graphic design and brand image look-and-feel
The current brand imagery are not in sync with the tone of voice of the organisation,
there lack consistency in how the message is delivered. Much of the imagery are
product centric than being people orientated, with fast-food restaurant business there
is need to show enjoyment, happiness, healthy food but this not the case with
Chicken Slice. See appendix A most of the imagery are product centric but also low
quality, there is no consistency in the use of font, and layout of the imagery. In
appendix C the imagery is similar and resonates well with the proposed position
statement, thus tasty, fresh and healthy.
The current logo is a free downloadable clipart from the internet which can be used
by anyone who thinks of opening a chicken fast-food restaurant since there are low
barriers to entry, http://www.clker.com/clipart-766374.html . The current logo doesn’t
reflect soul and culture of Chicken Slice. The clipart has been edited to mimic a
competitor’s colour scheme and there is pending lawsuit on trademark infringement
rights as reported by the local media.
Chicken Slice needs a new logo that that would better define the brand and reflect
the “heart and soul “of the brand. The redesigned logo will have the strength to
appeal to the old customers and draw new customers and grab a wider audience
(see Appendix B for the new logo design).
Three of the most important elements of design are symbol, font and colour. The
current Chicken Slice logo uses a free clipart which will be replaced by an original
well-crafted chicken symbol which will be unique. The current logo uses Arial
Rounded MT bold. This can be replaced this with a more appealing, modern font
such as Eras Bold ITC. Instead of the drab yellow and brown logo I will use colours
such as reds and blue. These colours are used in the design to help catch attention.
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match also the new proposed brand imagery, see appendices C for reference.
Chicken Slice will need a new website which is in line with the new logo. The new
proposed new website entails changing the information architect, imagery,
functionality and of the website and give a true reflection of the brand and what it
stands for. The new website will also integrate with the social media platforms that
are used to connect and engage with customers. A new fully responsive site that is
adaptable enough to accommodate the dynamic content while reinforcing Chicken
Slice dedication to tasty, healthy and fresh food, modern aesthetic to ensure the
customer feel the same connection to the brand’s online presence as they did to its
brick and mortar locations.
www.shockmedia.co.zw/client/chickenslice
Currently the organisation is using notice boards, memos, emails and phone calls to
communicate to the staff on a number of issues. Whilst notice boards, memos are an
old way to communicate and they do not stimulate meaningful conversations lack the
capability for the sender to react with great speed to the stimuli of the context when
opinions are discussed. For effective and timely internal communication which allows
activation of open spaces for discussion and debate which is necessary in an
organisation to ensure that the leaders management and employees are working on
same vision to help do this Chicken Slice will need to invest in an intranet which will
be the fundamental plank for internal communication.
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brand manuals on the does and don’ts of the brand will be easily accessible
a well-crafted intranet help improve collaboration and productivity amongst
employees
Whilst the intranet will be the fulcrum of internal communication as it encapsulate all
departmental information (human resources, finance, information technology and
marketing) and updates it will be an aided advantage to also deploy Web 2.0
technology for employer branding, internal alignment and engagement. The
emergence of the 2.0 as not just an instrumental dimension but also sociological and
relational, has determined a clear guidance, in communication in general and in
internal communication in particular, to the reflection and adoption of communicative
practices typically of social networks. Trust is always more built inside the practices
of conversation that are always more consistent, and not any more outside of these.
With Web 2.0 it will be a new orientation from controlled to shared communication
thus multiple voices and interventions contribute in a decisive way to build image,
identity, vision , public and market perception of the organisation. Web 2.0 open
space engagement is possible through diverse range of social functionalities:
Discussion board
on different subjects, all managed through the grouping into categories
Blog
online diary open to any member, where single threads can be posted on any
subject
Comment
text form to add comments on published content by another users scoring
form content evaluation tool
Wiki
“collaborative encyclopaedia” that allows the easy creation and editing of
definitions regarding corporate content
Survey
Extended questionnaire or quick polls managed centrally
These technologies will be the new internal communication tools, as before but more
and better than before, when designed and implemented in a masterly articulation of
instruments and channels that allow the diffusion of the made general strategic plans
as well as the possibility to elaborate them at all levels, as to guarantee the full
internalisation and therefore the full efficiency.
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Conclusion
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Reference list
Kevin Lane Keller, Strategic Brand Management, 4th edition
Al Ries and Laura Ries 22 Immutable Laws of Branding
Frank Lane Killer Brands: Create and Market a Brand That Will Annihilate the
Competition
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Appendix A
This is the current imagery for Chicken Slice
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Appendix B
Appendix C
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