Kfc Promotion Essay

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What makes KFC KFC is the first western fast-food that was introduced into China. During the past 24 years, it has made a giant leap forward in China. It ranks 1 of the 10 international famous brands. Its overwhelming success is closely related to promotion strategies of this company. 1. Focus on kids marketing Though children have no financial capacity, their consuming attitude can affect consumption concept of the whole family, especially for one-child family. What’s more, a person’s diary habits are developed at the age of 3-8 and will not change easily. Therefore, KFC can hold the market in a short time. This strategy also provides a solid basis for KFC’s future development. Efforts in details First, to cater to the child’s psychology, KFC introduced a mascot-qiqi, who conveys the happy spirits to them. As a goodwill ambassador, it plays an important role in publicity. Second, it builds a receptionist system for kids. Receptionist is responsible for receiving children in the restaurant so that children can enjoy themselves. Third, KFC combines food with toys to create kid’s meal to attract their attention. Forth, it builds small amusement parks in some restaurants for the children. 2. Develop food suitable for Chinese and pay attention to healthy food KFC built its own product research team and experimental kitchen early in1990s. For example: (1)rural crisp chicken burger(田园脆鸡腿堡)is developed for children. Its portion is small. Carrot, corn and green beans are added into the chicken according to the taste of kids. (2)new Orleans roast chicken wings(新奥尔良烤鸡翅)is a breakthrough in reducing the fat content, which is healthier. 3. Establish good media relations KFC set up public relation department when the company was founded. PR employees work and communicate with the media so that they can realize the value of

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