KFC's Slogan in the Chinese Market and Strategies to Increase Customer Visits

KFC - Kentucky Fried
Chicken
How to Increase customer visit after the ‘Translation
error’
• KFC should arrange different programs and
events, to build back the confidence and trust of
the potential customers by introducing their new
customer loyalty policies in China. Providing best
of services and taste can be the only way in
which KFC could ensures that customers visits
even after translation errors.
Solution to Problem
• The slogan i.e. “So Good” could be used to
improve the brand image as it is framed in a
general sense, which is aimed at marketing
healthy eating and eliminating the negative
image of the food. It was also invented to imitate
community and people of KFC.
• KFC should initiate a marketing campaign with
the apologizing message to emotionally contact
with the customers in China.
• In UK they reduced the size of the slogan so as to
market it in a better manner.
Recommendation
• Understanding the culture and values of the area
it is going to target because these factors differ
country to country.
• Before entering the international market
company must understand the demand of the
target market.
• Company should undertake the market
assessment before entering in any market.
• KFC should also look for the emerging markets in
the south east Asian countries as they constitute
a large population that prefers chicken.
REFERENCES
• Kinniburgh, C. and Sun, H. (2015) Teen critical
after suffering burns in workplace accident at
North Geelong KFC [online]. Available from
https://www.heraldsun.com.au/news/victoria/te
en-critical-after-suffering-burns-in-workplace-acci
dent-at-north-geelong-kfc/news-story/5d92e0dfa
ab4fe0d206fca78c2601adb
[accessed 9th September 2018]
• KFC (2018) About KFC [online]. Available from
https://online.kfc.co.in/about-us [accessed 9th
September 2018]
(Source:: Jetstar, 2017)
Slogan In Chinese Market
• China is a big market having large
numbers of population eating
chickens. "Finger-Lickin' Good,” was
the common slogan that was
launched in every country where KFC
offer its tasty chicken. Hence, it is the
reason it launched its same slogan in
the Chinese market.
• Fast food industry in China is very
large having more than two million
facilities. Total revenue of the
industry has raised from $10,465
million in 1994 to 94,218 million in
2013.
Prior to enter in Chinese market
• As it is known KFC is one of
the leading fast-food
restaurants with 23.9%.
company would have first
understood the changing
trends , values, and
perception of the customers
in the market .
• KFC would have hired an
expert of the advertisement
segment, to get the idea of
what actually attracts the
people of China.
• KFC should focus on
marketing so as to ensure
that branding is successful.
• Before entering into
Chinese market, KFC should
have done research on
industry rivalry, population
that eats chicken,
purchasing power, food