Marketing Campaign for KFC

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