HNHM 108: Marketing in Hospitality - KFC Strategies Analysis

This report provides a detailed analysis of KFC's marketing strategies within the hospitality sector. It explores the relevance of market research, evaluates the role of the promotional mix, and analyzes the impact of sales promotion and public relations. The report also examines the suitability of different media for marketing KFC's products and services and evaluates the implementation of an existing marketing plan. Furthermore, it proposes an advertising campaign for KFC, focusing on specific, measurable, achievable, realistic, and time-bound objectives. The conclusion recommends that KFC continue to focus on marketing and analyzing both demand and supply, while also improving advertising strategies and leveraging modern tools like social media to reach target customers effectively.

Running head: MARKETING
Marketing
Name of the student
Name of the university
Author’s note

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Table of Contents
Task 1.........................................................................................................................................2
Task 2.........................................................................................................................................2
J) Introduction........................................................................................................................2
k) Discussion of the relevance of market research to hospitality businesses.........................2
l) Results of the market research............................................................................................3
m) Evaluation of the role of the promotional mix..................................................................3
n) Analysis of the role that sales promotion and public relations play in promotional efforts
................................................................................................................................................3
o) Analysis of the suitability of different media for marketing the products and services....4
p) Evaluation of the implementation of an existing marketing plan......................................4
q) Plan for an advertising campaign for your case study hospitality business.......................4
r) Conclusion and recommendation........................................................................................5
Bibliography...............................................................................................................................6
Appendix....................................................................................................................................8

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Task 1
(Refer to PPT or appendix)
Task 2
J) Introduction
Promotional mix helps in describing a blend of promotional variables that are selected
by marketers in order to help an organisation to reach its goals. According to Oladepo and
Abimbola (2015), the promotional mix is a subset of the marketing mix and it is often
considered as an optimal manner in which budget can be allocated for the development of an
organisation. The challenge for the marketer is to ensure that the right mix is allocated for the
development of the marketing mix.
Yang and Lee (2016) stated that the activities that can be associated with the
development of the marketing mix could be advertisement, personal selling, sales promotion
as well as the public relations that include direct marketing. Promotional mix helps an
organisation to select the best marketing strategy that can be utilised to help in the
development of a company and ensure its success in the business world. Hence, promotional
mix can be considered as effective for the development of the business (Todorova 2015).
k) Discussion of the relevance of market research to hospitality businesses
The market research based on the hospitality industry can be adjusted to the
development of the market. According to Familmaleki, Aghighi and Hamidi (2015) it is
necessary to consider the supply as well as the demand side so that an understanding and
forecasting of the customer demands can be made. At the same time, it is necessary to take
into consideration the factors that can help in the development of the supply and demand of
an organisation. For example, in the case of the supply side, the products as well as the
services of a company need to be taken into consideration so that reputation of a company
can be kept intact.
As stated by Andrews and Shimp (2017) the products and services need to be based
on the quality provided by the organisations. At the same time, in the case of the demand
side, the need of the customers need to be taken into consideration so that forecasting can be
made based on the perception of the customers as well as the demand made. Thus, as stated

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by Stead and Hastings (2018) an alignment can be formed between the demand and supply
side with the common link being the products sold in the market.
l) Results of the market research
The results of the market research conducted on KFC is that the company is one of the
most reputed in the world and it is important that it continues to dominate its products and
services in the market. The fact that KFC earns revenue of $23 billion provides an idea about
the type of success that is enjoyed by the company (Kfc.com 2019). Along with this, analysis
of the secondary sources such as Government and official websites, the company is known
for selling variety of products and thus, can easily fit into the goodwill services of the
Government (Kfc.com 2019). The primary research that is undertaken for the development of
the services offered by KFC is that, the company is focused on the customer-oriented
prospects and ensures that satisfaction of the customers are identified to understand the
development of the research and ensure that KFC continues to remain a dominating force in
the hospitality sector (Kfc.com 2019).
m) Evaluation of the role of the promotional mix
The role of the promotional mix is that it can help in the development of the synergy
elements and ensure that promotion can help in optimising the customer profile and potential
for gaining profit. In the case of KFC, the company can use the promotional mix to evaluate
its marketing elements and use it for advertising, which can be considered for the expensive
part of the promotion process (Kfc.com 2019). Along with this Jackson and Ahuja (2016) is
of the opinion that public relations also include effective sponsorship as well as branding so
that comparison can be made between the traditional as advertisement as well as the practical
application of the advertisement. At the same time, KFC can use effective sponsorship as
well as branding which can help in increasing the reputation of the company. Promotional
mix also helps in the sales promotion of the company and thus, advertisement of the company
along with the prices can be implemented as per the needs of the customers (Kfc.com 2019).
n) Analysis of the role that sales promotion and public relations play in promotional
efforts
According to Todorova (2015), the role of the sales promotion as well as the public
relations in a promotional effort includes the improvement of the communication of the
company. The sales promotion can help in improving the budget of an organisation such as

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KFC and it can be considered as a strategy that the organisation uses to generate profit
(Kfc.com 2019).
At the same time, KFC also uses the promotional methods to promote its marketing
campaign and help in developing a goodwill and reputation among the customers (Kfc.com
2019). The difference is that it can be considered as different from selling and has long-term
impact on the development of KFC (Kfc.com 2019). Along with this, the roles played by
these two methods can help KFC to improve on the budget and continue with its marketing
mix in the business so that loyal relationship can be maintained between the customers
(Kfc.com 2019).
o) Analysis of the suitability of different media for marketing the products and services
The different media that can be used for the promotion of the marketing products
include an understanding of the advertisement as well as the promotional campaign required
for the development of an organisation. In the case of KFC, the company need to ensure that
the products and services offered can be promoted in different media so that a large mass can
be reached (Kfc.com 2019). The results of the primary research survey show that for KFC to
develop its impact in the organisation (Kfc.com 2019). Hence, it can be said that different
media as well as analysis of the market can help KFC to use the different media such as
advertisement via paper or internet to effectiveness in the promotional campaign (Kfc.com
2019).
p) Evaluation of the implementation of an existing marketing plan
The existing marketing plan that can be used for the campaign marketing includes the
development of a product-based price. It is necessary that KFC continue with the
development of its product based on the quality it possesses, so that the company can
implement strategies for its development in the market (Kfc.com 2019). This can affect KFC
by helping the company to increase its budget and at the same time by ensuring that, the
company remains on top of the list of the restaurant sectors in the world. As stated by
Wongleedee (2015) the marketing plan can take into account the quality of the product and
make the necessary link between the quality and the prices of the products. Therefore, KFC
can continue with its relationship that it build for ensuring customer satisfaction.
q) Plan for an advertising campaign for your case study hospitality business
Specific The advertising campaign need to be based on the products sold by KFC and
the innovative nature that is required for the development of a strong

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customer base in the market
Measurable It can be measurable since the objective is to ensure that promotion of the
company can take place which in turn can help in measuring the success that
can be earned by KFC
Achievable The advertising campaign can be achievable since similar campaign have
resulted in the development of several companies and budgets which can be
considered as worthy rivals for KFC
Realistic The advertising campaign can be realistic since it can help in the
development of the campaign within the business
Time bound The implementation of the advertisement campaign may require a month
owing to the analysis of the calculation as well as the budget that exists in the
company
r) Conclusion and recommendation
Thus, it can be concluded that for KFC to continue with its growth in the company,
the marketing as well as an analysis of the demand and supply side need to be taken into
consideration. At the same time, the advertising of the company need to improve so that it
can continue with the proper promotion and at the same time ensure that further improvement
and development of the company takes place. In this regard, recommendations can be made
which can help in analysing the development of the company.
For example, customers need to be segmented properly so that KFC can segregate its
products in the market and ensure that it maintains its stature in the business environment. At
the same time, KFC needs to ensure that marketing is done using modern tools such as social
media so that the products manufactured by the company can reach the target customers in a
more convenient manner. These can ensure proper success for the development of the
company.

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Appendix
Slide 1
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Slide 5
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Slide 8
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