Marketing Campaign for KFC

This report discusses the marketing campaign for KFC, including market analysis, campaign goals, strategy, and recommendations. It explores the market size, competitors analysis, and macro and micro environmental forces affecting the organization. The report also covers the campaign goals, target audience, and message, along with the implementation of the RACE model. Additionally, it provides a marketing roll out plan, budget, key performance indicators, and recommendations for KFC to increase its online presence and attract more customers.

KFC

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Market analysis...........................................................................................................................3
Campaign goals ..........................................................................................................................6
Campaign strategy.......................................................................................................................7
RACE model...............................................................................................................................7
Marketing roll out plan................................................................................................................8
Budget.........................................................................................................................................8
Key performance indicators........................................................................................................8
Recommendations.......................................................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an essential function of the company as it helps in reaching the potential
customers so that the organisational sale can be increased. It is important for the companies to
come up with such strategies which enhances the sale and the profit. Strategic marketing is the
method with the help of which the company can differentiate itself from the competitors through
focusing on the strength so that better service is provided to the customers. The main aim of
strategic marketing is to make sure that the marketing efforts are aligned with the organisational
goals in order to connect the information with the audience (Hansen and Juslin, 2018). The
organisation chosen for this report is Kentucky Fried Chicken (KFC), an American restaurant
chain dealing in fast food. It is headquartered in Kentucky which is specialised in the fried
chicken. The company was founded in 1930 which now serves in 22621 locations across the
world. This report shall deal with the market analysis, campaign goals, campaign strategies,
implementation of strategy with RACE model and the roll out plan of marketing. Further it will
cover the budget and Key performance indicators together with recommendations for the
company to engage with audience in digital environment.
MAIN BODY
Market analysis
Market size
KFC is a fast food restaurant chain which have expanded its operations all around the
globe. Alone in UK, the restaurant have more than 900 branches and have employed around
24000 people as the staff. From the last 15 years, KFC is the single brand which have expanded
its operation in UK and have experienced the growth rat of around 33 new stores alone in UK
and Ireland in 2018. the parent company Yum brands have stated that the sales in UK have been
risen by 19% . it is the second largest fast food chain after McDonald's (Thrassou, Vrontis and
Bresciani, 2018).
Competitors analysis
As the demand for the fast food have increased all over the world, KFC is the renowned
brand which is in the industry for a significant duration. It has now penetrated the market with
new products like sift drinks, fries and other chicken products. One of the main competitor of the
company is McDonald's which is ranked as one number in many aspects including sales,

customers, stores and total revenue as well. It is one of the stiffest competitor which have
majorly captured the market all around the world. Another competitor is Subway which have
expanded both locally and globally so that it can reach as many customers as it can. It has coined
its trademark by serving the marine sandwich (Farinloye, Adeola and Mogaji, 2020).
Macro & Micro environmental forces affecting the organisation
The macro environmental forces affect the company's working. Using the PESTLE
model, the company can analyse its macro environment forces which influence the success of the
organisation. In context to KFC, PESTLE analysis is discussed below- Political- KFC is a leading brand in fast food industry which have its presence all around
the world. The government policies affect the operations and functioning of the company.
As health of public is a key issue so government may come up with such policies which
may affect the business of KFC so it has to maintain good relations with government so
that it can avoid any trouble in future. Economic- The global slowdown have decreased the consumption of fast food among the
people and KFC is struggling to further expand its business in the emerging markets.
Also the economic factors like inflation, unemployment affect the purchasing power of
the people which ultimately affect the sale of the company. Social- The mistreatment of the minimum wages for the food workers are a big concern.
Also KFC specialises in chicken which have high calories. Nowadays people have turned
health conscious which may affect the sales of the organisation. Technological- KFC is adopting high technology for its workers like other companies.
The company have installed voice activated test for the trainees so that it can become
tech- savvy like young workers. It also offers advanced technologies for easy ordering
and deliveries too (Cherney, 2018). Environmental- As customers are becoming environmental friendly so it is necessary for
the organisation to adopt such measures which are environmental friendly and also
sustainable. KFC have adopted such measures in order to reduce carbon footprint and
improve its supply chain by making it environmental friendly.
 Legal- KFC operates in 120 countries so it has to comply with many laws and regulations
so that it can prevent legal consequences. As KFC specialises in chicken, any

mistreatment with animals is also one of the concern with the company as it may lead to
legal consequences.
The micro environmental forces are the one which affect the decision making and
performance of the company. With the help of SWOT analysis, KFC's micro environment
analysis is discussed below-
Strength
 KFC have a strong global presence
with expansion over 120 countries. The
company is World's second largest fast
food chain and a market leader in many
countries. KFC have a secret recipe which is
originally of Sander comprising of 11
herbs and spices whose copy is kept
inside the vault in KFC. This distinct
the company from its competitors.
Weakness
 The company KFC faces problems in
distribution and delivery of chicken.
This issue was so big that it resulted in
shutting some of the stores in UK.
 The company faces operational issues
in managing its franchises which is
another weakness of it.
Opportunities
 One of the opportunity for KFC is that
it can explore to new food items in the
menu. The changing demand of the
millennials may give opportunity to the
company to introduce healthy food in
their menu. Another opportunity lies in expanding
the operations in new geographies in
order to increase the market share and
the revenue.
Threat
 The changing preference and trends of
the customers is one of the threat to the
company as it affects the demand and
ultimately the sales of the company.
 Food quality is another threat as the
company faces criticism regarding the
quality of oil used by company in
cooking (Brooksbank, Subhan and
Miller, 2018).
Customer analysis/personas
KFC have customers from all over the globe and its market is divided into many separate
groups in order to meet their demands and needs. KFC serves the customers on the basis of their

taste, lifestyle and preference in the countries where they live. The main target customer of
company are people of the age group between 15 to 30 and also the adult people. It also grabs the
customers on the basis of their cultural differences, like for instance, it offers vegetarian food
items in India and halal dishes in Muslim countries. The customers nowadays usually uses online
food delivery applications and the websites to place their order rather than going to the outlets.
Stakeholder analysis
It is the process which involves gathering and systematically analysing the qualitative
information in order to determine the interest of stakeholders and seeing whose interest must be
taken into account when implementing any program or policy. In context to KFC, stakeholders
analysis is being discussed using the Power Interest Grid model, High power, high interest- These have the major impact and influence on the company
and it is important to mange their expectation closely. In context to KFC, investors have
the high power and interest who are required to be satisfied every time. High power, low interest- The stakeholders under this are required to be kept satisfied
but they are not interested in their working. In relation to KFC, Customers are the one
who have high power and low interest so it important for the company to manage its food
products according to the demand of customers. Low power, high interest- These stakeholders are required to be informed adequately. In
KFC, employees are such stakeholders who are important part of the project and
company and are required to be informed in detail.
 Low power, low interest- These are required to be monitored but it is not necessary to
give them excessive information. In context to KFC, media are such stakeholders who
have low power and interest in the operations of the company (Beirman, 2020).
Campaign goals
Marketing campaigns is usually used to promote the offering of the company by using
different mediums of media like radio, television, online platforms and print. In context to KFC,
the campaign may help the organisation to achieve its marketing objectives. The marketing
objectives of KFC is given below-
 To increase the market share by 20% in next 6 months.
 To increase the sales by 15% in next 6 months in United Kingdom.
 To enhance the profit of the company in next 15 months by 40%.

Campaign strategy
The company KFC must initiate the campaign, namely great out of the waste. The
company have recently initiated paper bags for its packaging which are recycled papers. The
main aim of this campaign is to make people aware about the environmental friendly techniques
it is using for packaging its meals. As customers have now become environmental friendly, it is
important to initiate such strategies so that potential customers can be attracted and a positive
impression is left in the minds of the people.
The goal of the campaign are-
 To increase the customer base of the company.
 To create awareness about the offering of the company to the potential audience.
Target audience
The target audience of the company KFC are the people aged between 15 to 55 who loves
to consume the fast food items. Through this campaign, the organisation shall put a positive
impression in the minds of millennials and create an awareness regarding the environment as
well as its offerings.
Campaign message
The message which KFC wants to deliver from this campaign is to protect the
environment and install such mediums which can recycle the waste. It is aimed to recycle and
reuse the waste so that there is minimum harm caused to the environment.
RACE model
The RACE framework mainly summarises the key online and the multinational activities
of marketing which are managed as the part of digital marketing. The RACE model mainly
covers the customer life cycle or the marketing funnel which begins from planning and ends at
engaging the customers for long term relationships (Hunt, 2017). In order to implement the
campaign, great out of waste for KFC, the RACE model is discussed below-
Plan- This is the initial phase which involves overall digital strategy, goal setting and the
planning.
RACE comprises of four steps which are mainly designed to help the brands to engage
the customers throughout customer life cycle (D’Andrea, 2020). The four steps are- Reach- It is aimed at building the visibility and awareness of the brand and its offerings
on websites and the offline media so that web presence is increased on different websites

and social media page. KFC can create the awareness of its campaign through different
social media platform and by using inbound marketing technique like email marketing so
that it can attract its target audience. Act- It is short cut for interact. The main aim of Act is to generate the online leads which
can be nurtured on path to purchase. It involves the customers to find more about the
company and its product so that potential customers are encouraged to make the purchase
(Tomczak, Reinecke and Kuss, 2017). KFC can encourage the participation of the
audience by making them like and comment on the post on social media or making their
web presence so that it can online lead and achieve the objective of the campaign. Convert- It involves converting the marketing into the sales either by using online or
offline mode. The customers may either place an order by using online platform or
visiting the outlet of KFC nearby so that sales can be generated by the company.
 Engage- It involves developing long term relationship with the first time purchaser in
order to build the customer loyalty by repeat purchase. This can be done by KFC by
increasing its presence through email or direct communication so that customer lifetime
is boosted.
Marketing roll out plan
In order to make the campaign successful, KFC shall require the time period of 10 weeks
so that it can create the awareness about its campaign through online platform like social media.
The company shall use the social media platform, email marketing and other channels to
promote its campaign and achieve the marketing objectives associated with campaigns.

Budget
Particulars Amount (£)
Marketing 10000

Promotional activity 20000
Employees 120000
Print media 7000
Total 148000
Key performance indicators
KPI is the measurable value which demonstrate how company is effectively achieving its
business objectives. The company can use it to evaluate the success of the project or the
company in reaching the target (Sahaf, 2019). KFC can use the key performance indicator by
setting the target and objectives and compare the actual scenario with the targets.
Recommendations
It is recommended to the company KFC that it can increase its online presence by using
the social media platforms where it will create awareness about its offerings. The company can
use email marketing to promote its new food products so that large customer is attracted. KFC
must introduce the healthier food item so that every person can consume it.
Also the organisation KFC must come up with promotional tactics and promote it using
the social media platform as mostly people are visible and present at such platforms the most so
this will help in creating the digital environment so that marketing objectives of the company can
be achieved and it can successful launch its campaign, great out of waste in order to expand its
visibility among target audience.

CONCLUSION
It is concluded from the above report that KFC is a huge brand which make made its
global presence all over the world. It deals in fast food items and is world's second most largest
restaurant chain. The restaurant have many competitors who comes up with great ideas to take a
competitive edge but KFC is no less than that and creates the awareness among the customers to
retain its existing customers and attract the potential customers. The company can launch the
campaign' great out of the waste' so that it can create awareness among the customers regarding
its recycling of paper for packaging the meals. The campaign shall be for 10 weeks and social
media platform shall be the channel to promote it. At the end, it is recommended that KFC must
increase its usage of social media platform so that it can communicate with customers and attract
them to make long term relationships.

REFERENCES
Books and Journals
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Brooksbank, R., Subhan, Z. and Miller, S., 2018. What differentiates successful strategic
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D’Andrea, F.A.M.C., 2020. Strategic marketing & Austrian economics: The foundations of
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marketing and branding implication.
Hansen, E. and Juslin, H., 2018. Strategic marketing in the global forest industries.
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Sahaf, M.A., 2019. Strategic marketing: making decisions for strategic advantage. PHI Learning
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