Contents

INTRODUCTION..................................................................................................2

BODY ...................................................................................................................2

1. Definition of Strategic marketing in KFC......................................................2

2. Strategic Marketing Processes in KFC:........................................................3
3. The Importance of Marketing & Strategic Marketing in KFC ......................4-5
4. The Links between strategic marketing and corporate strategy in KFC
......................................6
5. PESTEL framework of KFC....................................................................7-8-9-10
6. Ansoff Matrix of KFC....................................................................................11-12-
13
7. The 4Ps Marketing Mix of KFC.........................................................................14-
15-16
8. KFC’s Strategic Positioning & Marketing
Tactics........................................................17
9. SWOT of KFC & KFC Marketing
Strategies:................................................................18-19-20
7. Suggestions for KFC’s marketing
strategies.........................................................................21-22

CONCLUSION.......................................................................................22
REFERENCE...........................................................................................................23

1
KFC Introduction:

KFC, or Kentucky Fried Chicken, is a trademark franchise of Yum! Brands headquartered in

Louisville, Kentucky, USA. The brand was founded by Colonel Harland Sanders in 1930,
well-known for its iconic Original Recipe fried chicken, which is usually served in a bucket.
With a presence in over 145 countries, KFC has become a cultural institution, bringing
families and many people together over its flavourful fried chicken.

KFC’s marketing journey over the years has been nothing short of iconic, reflecting the
brand’s adaptability and ability to resonate with many customer preferences. In this report, I
will analyze and dissect how KFC used strategic marketing in their marketing management
to balance tradition with innovation and still maintain their status as a beloved and globally
recognised reputation.

Definition of Strategic marketing in KFC:

Strategic marketing plays a very important role in KFC’s success by guiding the brand in
achieving its sustaining growth, and business objectives and maintaining a strong
competitive position in the fast-food industry. It is fundamental to KFC’s ability to navigate a
dynamic market and manage activities that promote the brand, products, and services, for
instance, market research, product development, pricing strategies, advertising, promotions,
and customer relationship management. Based on the brand core, KFC’s marketing aims to
create and maintain a positive brand image, differentiate its offerings in the industry, and
connect to a diverse segment of consumers, understanding their needs and preferences.
KFC's marketing goal is to position the brand to be the top flavorful and high-quality fried
chicken while adapting strategies to local to global markets, with daily updated trends.

Strategic Marketing Processes in KFC:

2
KFC’s strategic marketing process is a dynamic framework that leads the brand through the
complexity of the fast-food industry. I want to use the case study of KFC's marketing strategy
to refer to this. The process begins with an in-depth understanding of consumer preferences
by analyzing their profile. By 2024, their goal is to serve the needs of a diverse customer
market that has both vegetarians and non-vegetarians. Their menu is designed to appeal to
a wide range of age groups: Children, Teen and young adults, Families, and Budget
customers. They then start to exploit market trends and competitive forces. In KFC, product
development is informed by consumer insights, so they need to ensure new offerings align
with market demands. Brand positioning in 2024, an essential aspect, points out KFC in a
competitive market. The execution of promotional campaigns included a mix of traditional
and digital channels, for instance, social media, events, print, emails, etc. KFC’s strategic
marketing process reflects an innovation of KFC, according to Madhav Nayak - chief
marketing of KFC Asia, they commit to innovation throughout the day, bringing the best
experience to any of their customers.

The Importance of MKT & Strategic MKT in KFC

3
According to the President and Chief Concept Officer of KFC Corporation, they are raising
the quality bar across the board and continuing to differentiate KFC from other fast food
restaurants. KFC customers are getting a better eating experience through great-tasting real
food, freshness, diversity and quality.

In the highly competitive fast-food industry, strategic marketing allows the brand to
communicate its unique value propositions and differentiation like the orientation stated
above. KFC’s key success factor lies in its strategic positioning in the consumer’s
perception. They differentiate themselves from competitors like McDonald, and Burger King..
by using the finest products and developing a premium brand. The brand positions itself in
the local market as a pleasant, bright, air-conditioned restaurant with a relaxed atmosphere.
It caters to families and young consumers, aiming to appeal to a broad spectrum of three
generations within the middle and upper-middle-income segments. Besides that, strategic
marketing also allows KFC to build a strong brand awareness for market expansion. A very
iconic example of KFC’s consistent and effective campaign is the “Finger Lickin’ Good”
advertising campaign. Launched in 1956, the “Finger Lickin’ Good” campaign is one of the
most successful KFC marketing campaigns in fast food brand history. The slogan continues
to be used today, nearly seven decades after the campaign that made KFC famous.

Some successful campaigns of KFC:

● “KFC delivery” campaign promotes delivery service by pointing out all of the things
you can’t do at the restaurant like eating without pants, eating with feet on the table,
eating in the bathtub, and such socially inappropriate acts.
● “We will take it from here”: A humorous advertisement from KFC celebrating the
reopening of its UK locations features customers' attempts at fried chicken.
● “It makes sense”: Walker's frontman Gary Lineker appears as Colonel Sanders in a
commercial for the food company's KFC-flavored products.
● “Finger Lickin Good”: The most famous one and also now their tagline.

4
As per the examples above, promotional campaigns of KFC’s strategic marketing involve
creating impactful and memorable promotional campaigns. With the iconic Colonel Sanders
and a history of engaging humor and creativity advertising, KFC is still doing a very effective
job of expanding its market to reach a broader and more diverse audience.
Strategic marketing guides KFC in introducing new products and innovations that align with
consumer trends and preferences. This includes adapting menus to suit local tastes in
different international markets while still maintaining the core brand identity. With the
speeding updates of new menu items and limited-time promotions, the brand keeps itself
fresh and encourages repeat business. Effective marketing ensures that KFC is perceived
as a global brand with a local touch.

Strategic marketing helps KFC to engage with the power of online platforms and social
media in the digital age. KFC employs various advertising channels to connect with its target
audience. While traditional media remains a fundamental component of KFC’s marketing
mix, strategies for digital marketing have gained significance for the brand. They participated
in social media marketing, and online promotions, and also collaborated with KOLs, and
KOCs to generate excitement and draw in customer attention.

Last but not least, it is undeniable that strategic marketing impacts strongly on the brand’s
long-term sustainability and allows it to enhance customer relationship management.
Strategic marketing contributes to loyalty program development and the maintenance of
customer relationships. A practical example is that in most of KFC’s restaurants, they have a
feedback box, or tablet to gain customer satisfaction. They listen to their customers and
enhance their overall experience at KFC. By aligning marketing efforts with long-term
business goals, strategic marketing ensures the brand remains relevant, resilient to market
changes, and capable of adapting to challenges.

The Links between strategic marketing and corporate strategy in KFC

Marketing’s role in formulating and implementing strategies:

5
 ● Market understanding
● Setting goals and objectives
● Product Development
● Brand Positioning
● Target Market Identification
● Adaptation towards changes
● Promotion and Advertising

In KFC, marketing plays an important role in formulating and implementing strategies,

seamlessly aligning with corporate planning. It functions as a key factor in the strategic
process, connecting the gap between corporate planning and operational success.
Marketing’s role is multi-functional, beginning with a comprehensive analysis of market
dynamics, consumer preferences, and competitive forces. Marketing also formulates
strategies aligned with broader corporate objectives, contributing actively to marketing goals
such as market expansion shares and revenue targets. Furthermore, marketing also defines
and refines KFC’s brand positioning, emphasizing its unique value proposition and iconic
products. Marketing conducts the execution of comprehensive promotional campaigns,
broadening both digital and traditional channels, enhancing brand vision and attracting a
variety of consumers. Additionally, marketing adapts strategies to provide to global and local
markets, ensuring effectiveness in diverse cultural contexts. Marketing in my opinion plays a
pivotal role in steering KFC towards sustained success by actively participating in strategy
formulation and execution.

KFC’s Marketing models & their application to strategic marketing

PESTEL framework of KFC

6
KFC is a multinational corporation with its presence in 150 countries with over 22,621
locations globally. KFC’s PESTEL analysis centers on Political, Economics, Social,
Technological, Environmental, and Legal aspects that directly shape KFC’s operations.

Company’s overview:

Company Name KFC (Kentucky Fried Chicken)

CEO Sabir Sami

Company type Restaurants, subsidiary

Year founded 1930

Number of
Over 800,000 employees
employees

Annual revenue US $ 27.9 billion as of 2020

Founder Colonel Harland Sanders and Pete Harman

Area Served In 150 countries across the globe

Headquarters Louisville, Kentucky, USA

Operating Income Yen 622 million, for the quarter ended in March 2022

Subsidiary brand of Yum! Brands

McDonald, Subways, Wendy's, Burger King, Dunkin Donuts, Pizza

Competitors Hut, and others

7
 ● Political Factors:

Government regulations & Licensing: KFC functions in many countries internationally, each
with its own set of regulations about the fast-food industry. The government’s regulations
vary from nation to nation. KFC has successfully followed the food safety conditions
regulations of almost every country they approached.

Trade policy: The cost of ingredients and machinery of KFC can be influenced by import and
export, as well as other trade policies. It can lead to an increase in operational costs for the
company if there are tariffs imposed on poultry.

Political dispute: KFC unwantedly got involved in a political dispute, especially relating to
political dialogues. An incident may cost the brand’s image, such as KFC once mocked
Donald Trump, his fans didn’t like it so in such a situation, it is also enough to cost the image
of a corporation harmfully affecting its sales.

Taxation policies: Different locations, tax structures and rates can impact the revenue of
KFC. Changes in corporate tax rates or the new tax introduction can affect KFC's financial
health.

● Economics Factors:

Post-Covid: The Covid-19 pandemic significantly impacted on the food chain corporation’s
revenue. The primary factors contributing to this decline include social distancing
awareness, lockdowns, and the global closures of eateries, leading to massive financial
damage for KFC.

8
Chinese market issue: KFC faced many difficulties in the Chinese market due to this
country’s regulations and limited market response.

Branding changes & Vegan food: KFC was named “Fried Chicken”. The brand name did not
respond well to the vegan customer base, so changing the name to KFC helped the brand to
come out of the image while still selling the main product of Fried Chicken. Nonetheless,
KFC also introduced menus for vegans. It helped expand their market among vegan food
customers. This surely would bring broader market share, sales and revenue to KFC.

● Socio-cultural Factors:

The rise of lifestyle in urban areas has spurred more demand for fast food. However, there is
a growing global inclination towards healthy eating, potentially influencing the menu options
offered by KFC. A variety of eating habits and local tastes complicated the landscape. For
example, in India, beef consumption is limited due to religious beliefs, KFC adapted its menu
to feature more chicken and vegetarian choices.

Different age groups have their unique preferences. For instance, younger groups are more
tech-based and prefer digital ordering, while elders prioritize traditional dining experiences.
Through social media & collaborating with local KOLS, and KOCS, KFC integrates their
recognition and participation into communities. The power of social media and online
reviews shapes the impactful reputation of KFC within a community.

● Technological Factors:

Staying current & updating with technology stands as a positive business strategy for KFC.
Since most of its employees are young people, embracing the latest technological
advancements enhances the workplace atmosphere. KFC incorporates advanced tech tools
such as Kiosks to sell its products.

In Australia for example, certain KFC franchises have embraced social media, empowering
employees to promote products and connect with consumers via platforms like Instagram,
Facebook…

Using technology for marketing purposes enables KFC to engage with a broader audience
and conduct targeted advertising campaigns. As sustainability becomes a significant
concern, applying techs that reduce energy consumption, efficiently manage waste, and
minimize environmental impact is becoming crucial for KFC’s operations.

● Environmental factors:

Embrace Eco-friendly practices: Today’s consumers are increasingly following eco-friendly

trends and favor brands that consciously prioritize this. KFC quickly recognized this shift and
actively launched many promotions relevant to eco-friendly and sustainable practices,
thereby contributing to the reduction of carbon waste.

9
Plastic waste reduction: Taking a further step towards sustainability, KFC measures to
minimize plastic waste. It replaced traditional plastic packaging with recyclable alternatives,
resulting in a noteworthy reduction of 14k tons of plastic usage.
KFC implemented an innovative small-scale cogeneration system named CHIP with support
from the organization Tidy Planet. It helped the brand to save 4000 tons of carbon
emissions, demonstrating its commitment to environmentally responsible practices.

● Legal factors:

Food safety regulations: KFC follows every country’s strict food safety and quality standards,
ensuring their products are safe for consumption. These factors include ingredient sourcing,
food processing, storage, service and food protection.

KFC’s PESTLE underscores the significance of legal factors in influencing the brand’s
growth or decline. The brand once faced an image tarnish and substantial financial penalties
due to a food inspector citing poor hygiene practices. Additionally, customer complaints
about the quality of food served by KFC also contribute to the legal aspects affecting this
brand’s reputation and performance.

10
Ansoff Matrix of KFC

A method to attain the desired target objective is through the implementation of a “business
strategy”, which can be understood as long-term business planning. The Ansoff matrix
serves as a strategic planning tool, empowering investors and businesses to devise plans for
organizational growth. The latest business plan for KFC is formulated based on the Ansoff
Matrix, encompassing four key stages: Market Penetration, Product Development, Market
Development, and Diversification.

11
 ● Market Penetration:

“Market Penetration” refers to the sale of goods and services within a specific market. KFC
continuously works to enhance the quality of its products, especially in South American
countries like Brazil and Argentina. The strategic establishment of diverse outlets across
various regions serves as a key component of KFC’s market penetration strategy. This
expansion approach is anticipated to elevate the company’s market share and increase the
number of franchises within individual areas.

● Product Development:

“Product Development” involves creating new or improved products or services that offer
value to customers. KFC focuses on producing more health-conscious options by
incorporating vegetables and low-calorie products for increased variety. More and more
consumers are aware of health, so KFC aims to expand its product line to attract people via
emphasizing a tagline of the “Try Healthy, Be Healthy” campaign to introduce fresh and
healthy products with good services.

Besides that, KFC also introduced various types of burgers, aiming to experiment with new
potential avenues, considering the preference for diverse product offerings seen in
competitors like McDonald's and Burger King. Product development is instrumental in
expanding market share by attracting new pupils. For example, KFC explores a similar
avenue as Mcdonald's with kids-oriented products, such as introducing special breakfast
items and combos to capture a broader customer base.

● Market Development:

12
Market Development involves the sale and production of goods and services in a new
market, thereby expanding geographical coverage. Alternatively, it can encompass selling
existing products into a new market at different costs. KFC's current target audience is
centered around youth and middle-class customers. To broaden its target audience, KFC
aims to increase its customer base and establish a global presence by expanding its
business into every region worldwide. This strategic move is expected to elevate KFC's
reach to a global level, resulting in an increased number of customers, enhanced profitability
ratios, and the recovery of any previous losses.

● Diversification:

In the face of intense market competition, KFC employs diversification strategies to secure a
competitive edge. KFC, therefore, has successfully maintained its uniqueness by offering a
variety of products while keeping its core values, making it challenging for competitors to
imitate. Besides serving fried chicken, KFC also features an extensive range of chicken
items like sandwiches, salads and wraps. KFC’s secret blend of eleven herbs and spices
further contributes to its uniqueness in the fast-food industry. KFC's strategy of developing
the brand and executing updates to their product menus played a crucial role in expanding
the firm’s customer loyalty.

13
The 4Ps Marketing Mix of KFC

Like any brand, KFC also applies the marketing mix process as a key factor to reach its
success. The marketing mix of KFC is a set of strategies that the company uses to reach its
target market and promote its products.

Product

KFC specializes in fried chicken as its flagship offering. Before fried chicken, KFC stood out
as one of the world’s premier for its expertise in burgers. The original product is pressure-
fried chicken seasoned with 11 different blends of species according to Sanders’ formula.
With over 300 diverse menu choices available, KFC caters to varied tastes by modifying its
menus to match regional tastes throughout the world. The ongoing expansion of menu
choices reflects KFC’s commitment to a diverse product strategy, contributing significantly to
its marketing efforts and overall brand promotion. They frequently introduce new items,
limited-time promotions, and variations of their signature products to keep the menu fresh
and appeal to diverse tastes. Notably, for essential product components like sauces,
marinades, and seasonings, KFC maintains a longstanding partnership with McCormick
Company. Formerly affiliated with PepsiCo, KFC continues to serve a majority of Pepsi
beverages, contributing to the brand's global recognition and appeal.
Some of the well-known and asked-for products of KFC are:

● Chicken and Veg Zinger Burgers

● Rice bowls

14
 ● Fiery chicken wings
● Boneless chicken wings
● Veg strips
● Veg longers
● French fries

Price

KFC sets different prices for different products for various segments. KFC positions its menu
with affordability in mind, and they have adopted strategies to stay competitive across
diverse markets. The primary target audience for KFC comprises families with young
children in urban and semi-urban locations belonging to the upper middle class or middle
class. The brand maintains a pricing structure that aligns with competitors while also
introducing differential pricing. Burgers are priced around $5, and combo meals inclusive of
a drink around $15. The pricing of bundles is less as compared to the combined price of all
the products, presenting an attractive option, particularly in price-sensitive markets like Asia
and Africa. Annually, the brand has a revenue of more than $25 billion worldwide.

Place

KFC is present in more than 150 countries worldwide with over 20k stores, which shows its
strong strategy in location selection. In 1987, it became the first Western restaurant to open
in China, and until the present time, it is still doing well there. A regular restaurant serves
around 250 orders on average, out of which many are fulfilled during peak hours. In
multicultural countries like Malaysia and Singapore, KFC runs special promotional offers for
occasions like Chinese New Year. The locations chosen by KFC are state-of-the-art and are
selected after a lot of deliberation.

Promotion

KFC uses the internet and social media sites like Facebook, Instagram, Facebook, Twitter
and Youtube. It also has depended on mass media for promotion. The KFC advertisements
appear also in broadcast media, and print media such as newspapers, and magazines. The
digital marketing strategy of the brand also engages with its consumers via social media,
video content, TVC, discount vouchers… They have catchy taglines like “Finger Lickin
`good”, “Nobody Does Chicken Like KFC”, and “So Good” which are always part of their
promotional activities. In some regions, like Vietnam, they have introduced a special meal
box with 5 1 different items, giving more choices than other competitors.

15
16
KFC’s Strategic Positioning & Marketing Tactics

KFC's strategic positioning is strongly linked with dynamic marketing tactics, creating a
cohesive and powerful approach to shaping its brand identity. Positioned as the flavorful
fried chicken, KFC's secret blend of 11 herbs and spices became the central narrative in its
marketing efforts, capturing the essence of its unique flavor. With a global presence, KFC
strategically tailors its offerings to local tastes while maintaining a consistent brand image, a
balance reflected in its marketing campaigns, and local market and menu adjustments. The
brand's target audience, which primarily consists of young and middle-class customers, is
strategically engaged through tailored marketing efforts to their preferences and lifestyles.
KFC's commitment to menu innovation is in line with the company's strategic positioning and
marketing tactics via introducing new products through digital and traditional channels. The
value proposition of convenient, affordable and delicious fast food is reinforced through
pricing strategies and advertising efforts. Social responsibility is another aspect of KFC's
strategic positioning and this commitment can be expressed in marketing campaigns that
communicate ethical sourcing, environmental responsibility or engagement within the
community. The brand's modern image is further amplified through extensive digital
marketing and engagement, using social media and interactive campaigns to connect with
audiences, strengthening its brand positioning as a modern and relevant brand in the fast
food landscape. KFC's strategic positioning shapes its diverse marketing tactics, creating a
harmonious interaction that strengthens its unique presence in the market.

SWOT of KFC & KFC Marketing Strategies:

17
Strengths:

KFC’s iconic symbol is Colonel Harland Sanders. His image played a vital role in KFC’s
commercials until his passing in 1980, and even after his death, his image remains an
irreplaceable symbol of KFC.

KFC has many outstanding marketing activities, such as creating buzz slogans like “Finger
Lickin Good” which have been used since 1956 and continues to become one of the most
effective slogans of the 20th century. Along with its reputation, KFC also has its original
chicken recipe of 11 herbs and spices. This is a trading secret and a source of comparative
advantage against the firm’s competitors.

KFC is recognised as the second-best global brand in the fast-food industry in terms of value
mainly due to its early franchising and international expansion.

KFC’s global adaptability as it tailors and modifies its menu to diverse local tastes while
maintaining a consistent brand image, enhances its appeal on a global scale.

KFC has a long sustainable and impactful advertising history, including collaborations with
agencies, and showcases a commitment to effective communication and adaptability.
KFC’s digital presence and interactive online promotions & advertising campaigns also
contribute to a modern and relevant image, enhancing its reputation among socially
conscious customers.

KFC positioned itself clearly as the market leader among fast food chains via its slogan and
trademark chicken products.

18
After KFC was sold, the company ventured into American television advertising with a $4
million budget. KFC's strength is evident in its “creative and bold marketing campaigns,
recognised for laying the foundation for the brand’s success. KFC consistently made a bold
brand impact, strengthening its connection and building relationships with its customers. This
ongoing commitment to creative and impactful marketing represents a notable strength of
KFC.

Weaknesses:

There’s a risk of over-reliance on the iconic figure of Colonel Sanders, potentially limiting the
appeal to a wider customer base without a more contemporary approach.

Over the years, KFC has been collaborating with some suppliers which supplied poultry to
them or were mistreating chicken, resulting in falling sales and a damaged reputation.
Health-conscious trends present hurdles due to KFC’s traditional menu, which still requires
adjustments and modifications to cater to and convince consumers' perceptions.
KFC has negative publicity related to health concerns.

Managing global brand consistency while accommodating local preferences presents

challenges, potentially causing product standard concerns or undeserving local markets.
External factors such as economic downturns may impact consumer spending, mostly
caused by the lack of transparency in sourcing and preparation methods, leading to the lack
of consumer trust.

Packaging and environmental practices lack sustainability to align with shifting consumer
values.

Opportunities:

The brand is well-positioned for global expansion.

KFC innovates and modifies its menu, meeting the demand for health-conscious and
nutritious fast-food options, presenting an opportunity for health & wellness trends.
KFC continues to enhance its digital marketing and social media engagement. They
strengthen brand awareness and loyalty by offering different promotions on products,
allowing different diverse options within their menu.

KFC develops products aligning with environmental and ethical considerations, running
campaigns in the interest of plant-based and sustainable options.

The strategy of adapting menus to local tastes can be further refined to enhance the
connection with consumers globally.

KFC collaborated with influencers and strategic partnerships to reach new customers and
create excitement around their offerings.

19
KFC's strengthening community engagement and Corporate Social Responsibility (CSR),
with the purposes of initiatives, enhances brand image, connecting with socially conscious
consumers.

Threats:

In the competing fast-food industry “game”, KFC must continuously innovate and adapt to
stand out from numerous global and local players.
Changing consumer preferences towards healthier options poses a challenge, requiring KFC
to navigate this shift while maintaining the appeal of its traditional menu.

Any negative publicity relating to health concerns or ethical issues can significantly impact
the brand’s image and reputation.

KFC’s financial awareness faces challenges of rising costs, economic uncertainties and
compliance with regulations.

Social media is also a “double-sided knife” when the impact of negative online reviews
impacts harmfully to the brand name.

Growing environmental awareness poses a threat to brands, requiring KFC to address

sustainable concerns and develop eco-friendly practices.

Economic downturns and changes in consumer spending can impact the brand's
performance.

The increase in labor cost, and workforce challenges also address KFC's threats, requiring
KFC to be more careful in the recruitment process and proactive management to ensure the
business revenue.

20
Suggestions for KFC’s marketing strategies

Referring to the 7Ps in marketing, below are the suggestions and explanations I would apply
to KFC's strategic marketing.

KFC keeps up with new and innovative menu items to cater for a diversity of consumer
preferences, including healthier choices to address the growing market demand for nutritious
options.

Increase engagement with customers and build loyalty via running promotions and
interactive content on social media and other digital platforms for targeted marketing
campaigns, enhancing brand visibility and customer loyalty.

For international markets, KFC continues adapting and modifying the menu to local tastes,
implementing localized marketing strategies to connect with the cultural customer-based
groups of each region, strengthening the brand’s appeal.

Respond to and enhance the trends of healthy consciousness by offering low-calorie, low-fat
and vegetarian alternatives. Propagandizing the nutritional information to address concerns
and attract various groups of consumers.

Enhancing the online offer ordering and investing more in brand internal delivery services
along with collaborations with food ordering partners. Ensure a convenient online food
delivery experience for customers according to the rise of this trend.

Embrace sustainable and environmentally friendly practices in packaging and item sourcing,
and communicate these initiatives to align with the increasing consumer demand for eco-
friendly brands.

Explore more collaborations with popular influencers in locals and internationals, also
brands, or events to widen the brand's vision. Strategic partnerships can create buzz and
introduce the brand’s reputation to new audiences, which could also be via offering exclusive
deals, discounts, and free items to foster customer loyalty.

Actively engaging with local communities, could even start with interactive in-store
experiences such as self-service kiosks, digital menus, and entertaining options for product
experience differentiation. Besides that, KFC could also foster customer relationships via
sponsorships to communities, events and charities. Building a positive brand through
community can resonate well with customers.

KFC could also strengthen the brand’s commitment to social responsibility by supporting
social causes, at the same time KFC should also communicate these efforts with
transparency to resonate with socially conscious consumers.

Living in the digital age, KFC can also utilize technologies like virtual reality for immersive
marketing campaigns. This could create unique and memorable experiences for consumers,
setting KFC apart from competitors. Besides that, KFC also developed a friendly UI-UX

21
mobile app that allows customers to easily place orders, track deliveries, and access
exclusive promotions.

Last but not least, KFC needs to stay updated on market trends, consumer preferences, and
competitor strategies. Throughout regular market research, KFC can quickly adapt to
changes and stay ahead of the curve in the fast-food industry.

Conclusion:

In conclusion, KFC’s strategic marketing applications have played a crucial role in shaping
the brand’s success in the highly competitive fast-food industry. Throughout many effective
engagements with specific segmentations, adaptation to customer trends, and a
commitment to innovation, KFC has not only precisely formed its current market position, but
also positioned itself for ongoing growth. The brand also actively runs social media as well
as online promotions, ensuring a well and positive presence towards publicity, along with
influencer collaborations in advertisements and creating viral buzz, underscores its
adaptability in the digital age. Overall, KFC’s strategic marketing efforts continue to be a
driving force behind its success in the fast-food industry.

22
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