Consumer Behavior and Marketing Psychology

Consumer Behavior and
Marketing Psychology
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Executive Summary
The primary purpose of the paper is to critically analyse the current marketing strategy and
marketing communication mix of KFC. Based on the product that is chicken nuggets, it has been
observed that the company uses an effective marketing strategy to promote its products within
the market. It can be seen that the marketing strategy of KFC influences consumers to make an
appropriate purchasing decision. On the other hand, based on the marketing communication mix,
KFC makes use of various promotional activities to educate the consumers and promote their
products. Based on the analysis, it has been recommended that the company must use effective
strategies along with TV campaigns and radio advertising to promote its products.

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Table of Contents
Selected Product........................................................................................................ 3
Critical Analysis.......................................................................................................... 3
Marketing Strategy.................................................................................................. 3
Marketing Communication Mix................................................................................ 5
Strategic Recommendations...................................................................................... 8
References............................................................................................................... 10

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Selected Product
The chicken nuggets are the small pieces of chicken which are made from meat and then
battered, baked or deep-fried in vegetable oil. It is then shipped and sold at the different fast food
restaurants of different countries. The ingredients in this product are white boneless chicken, salt,
water and seasoning. Then it is prepared in vegetable oil along with citric acid as a preservative.
In KFC, to make the chicken nuggets, the tender chicken is coated with special and secret herbs
and spices and then cooked till it turns golden brown (KFC Australia | Home. 2019). The 6
pieces Chicken Nuggets is the most attractive item in the menu of chicken nuggets in KFC.
Another item is 4pk Snack Box with chicken nuggets and chips.
The menu and the prices of chicken nuggets in KFC Australia are as follows:
Chicken Nuggets - 6 pieces at $5.95
Chicken Nuggets - 6 pieces with Regular size Combo at $8.95
Chicken Nuggets - 6 pieces with Large size Combo at $11.45
Chicken Nuggets - 10 pieces at $8.95
Chicken Nuggets -10 pieces with Regular size Combo at $11.95
Chicken Nuggets - 10 pieces with Large size Combo at $14.45
On May 2018, KFC Australia had launched new Hot and Spicy Nuggets in its menu which the
customers got 24 pieces at $10 till June 2018. It was a request on the social networking sites
from the fans of KFC in Australia. It was available with choices of four dipping sauces made
from the sweet and sour barbecue, tomato, aioli and fresh chillies.
Critical Analysis
Marketing Strategy
KFC has significant market shares in the fast food market of Australia from the year 1968. The
fast-food restaurant chain has an extensive range of fast food products in the Australian market
and has a reputed brand name, brand image, customer loyalty and customer franchise. The
marketing strategy of KFC Australia has been planned in such a way that it gives importance to
the needs, wants and lifestyles of its consumers. The product is of high quality and fast food