Pearson BTEC Level 4: Marketing Application for Original Chicken

This report presents a comprehensive marketing plan for Original Chicken, a fast-food chain based in Anhui province. The report begins with an executive summary outlining the brand's history, current market position, and the need for increased brand awareness. It then delves into the current marketing situation, customer demographics, and competitive landscape, highlighting key competitors like KFC and McDonald's. The report provides a market description, focusing on the growth of the fast-food industry in China and the increasing demand for convenient meals. A detailed product review is included, analyzing Original Chicken's product offerings, particularly its signature chicken soup and set meals, and compares it to other market players. A competitive review compares Original Chicken's marketing mix with competitors, analyzing their products, pricing, promotion, and place strategies. The report concludes with recommendations for improving the marketing plan to enhance brand visibility and market share.

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BTEC Center of Hefei University of Technology
Student Register
ID N866657 Student Name Chenminghao Zhen
Program Pearson BTEC Level 4 Higher Nationals in Business
Unit No. & Title Unit 2 Marketing Essentials
Academic Year 2020-2021 Semester 1
Tutor Marcia Jiajie Liu Internal Verifier Simin Chen
Assignment No. 1 of 1 Assignment
Format Presentation, Plan
Assignment Title Marketing Application for Original Chicken
Issue Date September 7th,
2020
Submission
Deadline June 30, 2021
Actual submission date: December 31rd, 2020
Student’s Declaration
I certify that the work submitted for this assignment is of my own and all research
sources of this work are fully acknowledged.
Student
signature:
Date: 2021
June 30,

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BTEC Center of Hefei University of Technology
Marketing plan
Executive summary
Original Chicken is affiliated to Anhui Laoxiang Chicken Catering Co., LTD.,
which is the largest fast- food chain in Anhui province. Formerly known as Feixi Old hen,
it was officially renamed original Chicken after brand upgrading in 2012.A youthful,
auspicious, green "fellow countryman chicken" has been deeply into the life of Anhui
people, become the first choice for people to eat out. In 2003, On the basis of 20 years of
raising tuji and becoming the largest chicken enterprise in Anhui province, Mr. Shu
Congxuan founded the first fast food restaurant featuring tuji and local chicken soup and
named it "Fexi Old Hen".In 2012, after the introduction of more excellent management
talents and more advanced business concepts, Fexi Old Hen ushered in the brand upgrade
and officially changed its name to original Chicken. Hometown native chickens to insist
to use the most authentic into material, person of hometown chicken research and
development team in specialty "FeiXi old mother chicken soup" taste more delicious at
the same time, also constantly, the development of bamboo shoots steamed chicken
wings, chicken juice, dried fish, chicken feet steamed bean rice, vanilla chicken wing
series, such as food, to "healthy, nutritious, delicious, quick" features, won the majority of
consumers (lxjchina.cn., 2020).
As reflected by the market data, we found that the brand awareness of original
chicken is not very high, and many People in Anhui do not know or even do not know the
existence of original chicken. Therefore, we believe that it is necessary to increase the
publicity of its own brand, so that consumers have a deeper understanding of the brand.
Through the investigation, we find that the catering industry is extremely hot and
crowded, not only with many brands, but also with various types. Set meals: East Asian
fast food, Yonghe soybean milk, etc.; noodle: Aunty dumpling, Aunty dumpling,
Jinnengtong, Zhangsheng and Xiaolongbao, etc.; Western fast food: KFC, McDonald's,

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BTEC Center of Hefei University of Technology
etc. Market competition is very fierce, and improving effective market share is the most
difficult and important part for an enterprise. By improving market share, it can further
reduce costs and achieve economies of scale, so as to maximize corporate profits.
Current marketing situation
The customer group of xiang Ji is mainly white-collar young people who pursue
fashion from 18 to 30. This part of people has strong curiosity, accept new things quickly
and pursue higher quality of life. There are plenty of competitors, such as KFC and
McDonald's. In Anhui Province, the Engel's coefficient has been gradually decreasing in
recent years. Original Chicken restaurant is uniformly decorated with wood color as the
main color and green as the auxiliary color, which gives people a kind of cordial feeling.
Moreover, it has its own professional logistics system to ensure the freshness and hygiene
of raw materials. The raw materials of original chicken are all from their own breeding
base. The natural environment and scientific management guarantee the reliability and
safety of food materials. The modern factory building and advanced production
equipment used by original Chicken have fundamentally solved the problem of
standardization of Chinese fast food. The quality and safety management of original
chicken is based on the internationally recognized management system --HACCP hazard
analysis critical control point and ISO9000 quality management system, which strictly
guarantees the quality of food materials. Original Chicken company also has a research
center for dishes, mainly for the innovation and transformation of the eight cuisines,
especially for anhui cuisine to carry forward and innovate.
Market description
At present, the development of China's fast food industry is still in the stage of
reference, imitation and accumulation, and has not formed a system and scale.\But the
fast food consumption market and supply market has basically formed, in the coastal and
inland some large and medium-sized cities, tourist cities and economically more
developed areas, fast food has become a business trip, tourism, business contacts and

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BTEC Center of Hefei University of Technology
other floating population and working class, students and people out of activities to eat an
indispensable demand. It is predicted that the increment of China's fast- food industry will
reach 200 billion yuan at the beginning of this century. This is the largest and most
attractive profit unit in China's commodity market and labor market, which is bound to
trigger fierce competition, thus creating a new industrial platform and new industrial
echelon. According to the survey, Chinese fast food is still the main business of China's
fast food market at present. Among the fast- food enterprises surveyed,78.9% are Chinese
fast- food restaurants, while 21.1% are Western fast- food restaurants. According to the
statistics of the Bureau of Domestic Trade in 2000, the turnover of Western-style fast food
in China accounted for 1/3 of the Chinese fast food market share. Despite the growing
popularity of Western fast food, Chinese fast food still occupies most of the domestic fast
food market with its price advantage and taste advantage in the main consumption levels.
Product review
There is chicken soup, set meals, steamed dishes, cold dishes, noodles and drinks. The
signature dish of Chicken is "Fexi Lao mu Chicken Soup", which uses high-quality
native chickens from dabie Mountain ecology as raw materials. After unique
processing technology, it has been praised as "one of the best dishes in China" by
consumers. At the same time, the research and development team of laoxiang chicken
also constantly bring forth the new, developed a variety of "chicken" as the core series
of dishes, the main characteristics of the product for "health, nutrition, delicious, fast".
As far as products are concerned, Chinese fast food is mostly based on the set meal of
covered rice. There are many deficiencies in this product, such as: too many products,
no taste characteristics, too strong commonality, too little personality, unclear
nutrition ingredients, and poor product standard. All the products of original chicken
are made from pure old hens, which can give the products obvious labels and
highlight the characteristics of the products. "Feixi Laomu chicken soup" is the focus
of highlighting its nutritional value, which is also one of the competitiveness of
Chinese fast food and Western fast food. So these two characteristics of the product

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BTEC Center of Hefei University of Technology
are in the township chicken fast food in the marketing process must be emphasized. In
terms of product life cycle, set meal products have basically entered the mature stage
in the Chinese fast food market, almost every family has fast food. At this stage,
enterprises need to expand distribution channels and market coverage to achieve
growth in efficiency, win over more potential consumers and improve the added value
of products. The pastry class is in a growth period, each enterprise is in an exploratory
period, and the market space is very large. In this stage, it is necessary to increase
product categories, improve product quality, and reduce prices to attract consumers.
Soup products is also in a preliminary growth category, almost no fast-food
restaurants put soup as a product information or profit points, and according to the
characteristics of the person of hometown chicken, you need in the market saturation
is not strong, is not competitive when key marketing characteristic product, first
impressions are most lasting occupy the market, seize the target consumers, so as to
stimulate more consumer demand (lxjchina.cn., 2020).
Competitive review
 Marketing mix is an important part of an enterprise's marketing strategy. It refers to
the integration of controllable basic marketing measures into a whole activity
(Brassington and Pettitt, 2013). The main purpose of marketing is to meet the needs of
consumers.
Original chicken MKY McDonald
Product His products are
mainly steamed
dishes, mostly
home-cooked
dishes, featuring
A full mouth dish is
a typical fast food
with a wide variety
of dishes, most of
which are home-
McDonald's mainly
sells hamburger
fried chicken chips
ice cream, beef and
potatoes as raw

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BTEC Center of Hefei University of Technology
chicken soup
stewed with local
chicken for 180
days. All the
products of original
chicken are made
from pure old hens,
which can give the
products a clear
label and highlight
the characteristics
of the products.
"Feixi Laomu
chicken soup" is
the focus of
highlighting its
nutritional value
cooked and almost
no fried food.
Packed lunches are
also provided to
meet the needs of
multiple classes.
materials, the main
way of cooking is
fried, baked.
Of course,
McDonald's in
China will also
have breakfast,
such as soybean
milk fried dough
sticks, more
suitable for Chinese
taste.
There are also new
arrivals every
month.
Place There are a lot of
stores in Hefei,
almost all the
communities next
to the office
buildings will have
a farmer chicken
restaurant.
Also can make a
phone call to
choose send out,
villager chicken
Full mouth sales is
similar to classic
fast food sales,
which can be done
by phone, at will or
through an APP.
The strategy of
Man Mouth Italy is
to join the way, but
there is a unified
pricing, sales,
procurement and so
McDonald's is a
multi-channel
marketing system
with stores all over
the world. Of
course, there are
also many stores in
China. Multi-
channel distribution
activities can make
product coverage

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BTEC Center of Hefei University of Technology
can have oneself
send out a service,
in order to assure
product quality.
Xiangxiang
chicken processing
and production also
have a unified
management of the
factory and
logistics.
on. more extensive.
Price The average person
of chickens in the
township is about
25 yuan, but the
price will also
change.
Most of them are
20 yuan fast food,
but if you want to
eat other meals,
you should count
separately.
McDonald's is
about 50 yuan per
person, but it can
be more expensive
in some areas.
Promotion Township chicken
will look for some
spokesmen, will
also be in some
advertising. Each
month new dishes
will be introduced
and one will be
chosen for half
price.
The advertisements
are few and hardly
visible, but there
are discounts for
members to
recharge, and
sometimes there are
small events.
McDonald's has its
own membership
system, with
coupons deposited
into individual
accounts almost
daily as a
promotional tool.
Feature

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BTEC Center of Hefei University of Technology
Original chicken The signature dish of xiang's chicken is
"Chicken soup with Fat west and old
mother".
The research and development team of
original chicken has also constantly
introduced new dishes, including steamed
chicken wings with bamboo shoots,
salted fish in chicken sauce, steamed
beans and rice with chicken feet, vanilla
chicken wings and other series of dishes,
with the characteristics of "health,
nutrition, delicious and fast", which have
won the favor of the majority of
consumers.
Township chicken restaurants in Anhui,
Jiangsu has reached more than 260, and
in the sustainable development.
Original Chicken fast food restaurant
operates 24 hours a day and provides
take-away food delivery service 24 hours
a day.
MKY Mankouyi Chinese fast food specially
invites national food masters and experts
to set up a huge product research and
development team, devoting themselves
to the research of product flavor
modulation and new product
development. New products are

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BTEC Center of Hefei University of Technology
constantly updated to maintain the strong
product competitiveness of Chinese fast
food; The material package
transformation of the recipe makes the
production process streamlined, and it
only needs simple operation to ensure the
complete uniformity of taste
(Mankouyi.cn., 2020).
Mcdonald's Most McDonald's fast- food restaurants
offer counter and drive-through service,
where customers can drive to the door to
order and then bypass the restaurant to
pick up their meal at the exit.) Both
services are available for both indoor and
sometimes outdoor seating. A drive-thrus
usually has several separate stations: a
parking spot, a check-out spot, and a
pickup spot, while the latter two typically
go hand in hand. McDonald's actually
formed a strategic alliance with Coca-
Cola because of its fixed sales of
carbonated drinks provided by Coca-Cola
(Mcdonalds.com., 2020).
SWOT Analysis
SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis is a framework
used to evaluate a company's competitive position and development strategy planning.

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BTEC Center of Hefei University of Technology
SWOT analysis evaluates internal and external factors, as well as current and future
potential. SWOT analysis is one of the most commonly used tools to evaluate the
company's internal and external environment, and it is also the company's strategic
planning process. In addition, SWOT analysis can be performed on products, locations,
industries, or personnel. SWOT analysis helps to have both strategic planning and
decision-making, because it brings opportunities for the company as a forward-looking
bridge to produce strategic alternatives (Mullerbeck, 2015).
Strength Weakness
Original chicken is a local cultural fast
food, with Chinese characteristics taste.
Original chicken has its own breeding
base, food quality is excellent, high
nutritional value. The cost is low. Rural
chicken non - fried food, green more
healthy. Have their own characteristics of
cuisine, variety, choice. Food is available
quickly.Has the unique enterprise idea
and the chicken culture.
Lack of high quality and standardized
business management. Manual operation
is of low quality. Lack of standardization
of food quality. The staff is not of high
quality. Store decoration is not novel and
unique enough to provide consumers with
a comfortable dining environment.
Opportunities Threats
The pace of life is speeding up, and the
fast- food industry is in good shape. The
food of originalg chicken accords with
the concept that modern consumer
pursues green and healthy food.
Strong support from the government.
Chinese fast food market downturn, to
provide a large space for its development.
Compared with western fast food, its
competitiveness is low. The service
consciousness is not strong, the service
level is not high. Industry concentration
is getting higher and higher, the entry
threshold is low, and there are many
competitors. People tend to go out to eat
rational, selective enhancement, the

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BTEC Center of Hefei University of Technology
demand for consumption quality is
increasing.

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BTEC Center of Hefei University of Technology
Marketing Strategy
Positioning
First, product positioning.The design of laoxiang chicken should belong to
the category of "one shop, one product". One of its features is the series of original
chicken products as the main products, and the other is the launch of the signature
dish "Fexi old mother chicken soup", thus forming its own unique Chinese fast
food.Selected from the authentic local chicken in Zipeng Mountain area, the special
spring water in Zipeng Mountain area, after cooking expert exclusive fire and water
firing, get the "original taste" of the chicken soup.The maternal characteristics of
original chicken, its implied meaning of maternal "love" and "affection", give people
a sense of affinity original chicken to family positioning, in line with China's
historical family culture, to meet the emotional needs of consumers (Zhao, 2012).
Especially in the economic prosperity, people's pace of life accelerated under the
circumstances, the township chicken can give people the convenience of emotional
needs.
Product

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BTEC Center of Hefei University of Technology
In addition to the special factor of producing area environment, the chicken
catering company of original has also formed its own style in the breeding and
processing of chicken: the breed is fexi authentic local chicken after nearly 20 years
of breeding, and it is produced in the mountainous area of Zipeng farmers free-range
local chicken, which is needless to say. Most of the chickens are aged around 50
weeks, neither old nor young, and the flavor of old chickens is naturally higher than
that of young chickens.In the feed, the township chicken chose to make the poultry
flavor more concentrated stronger natural feed. In the way of cooking, how much
water to put, the length of the fire, have their own carefully tested figures. Together
with folk secret recipe and famous chef ingredients, famous chef cooking spoon. All
these measures ensure the "original flavor" of the chicken, but also greatly improve its
quality value.
Pricing
Each type of food is the price difference is not big, but the fast food industry
competition is intense, villagers chicken is not in the fast-food industry leading
enterprises, so the person of hometown chicken take competition oriented pricing
strategy, consider the person of hometown chicken wants to build high quality image, and
low cost orientation must be avoided, but is lower than the market price, villagers chicken
at the price strategy, might as well play the Numbers game on the menu. For example, if a
regular dish at a nearby restaurant costs 20 yuan, you can set it at 18 yuan. For some of
the more expensive dishes, if the price is 30 yuan, you order 28 yuan. Although on the
surface, your individual dishes of gross profit margin is low, but you attract guests also
many, thereby giving impetus to the consumption of the other dishes, increase the
turnover, total integrated gross margin may be not much lower, when turnover reached a
certain height, total gross profit will increase, even basic spirit should be a high-volume,
low-margin business. Or you can try to cut costs in other ways to keep the number game
on the menu fun.

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BTEC Center of Hefei University of Technology
Place/Distribution
Store sales, rural chicken has been for the physical store business model, so for the
sales channel, we still choose the public contact wide physical stores。In order to develop
the outside market, we use free outside service and order food online to realize the 020
model of original chicken and broaden the sales channels 。Through cooperation with the
company, strive for more work meal distribution, so as to improve product sales brand
awareness.
Process
1. On September 1, YunYuepeng announced on his official microblog that he was
the representative of his countryman's chicken, and released an official propaganda poster
with "local flavor", nostalgia and retro features. Many netizens wanted to see him and Yue
yunpeng on the same stage as each other, so Shucongxuan challenged Yue yunpeng to do
crosstalk and became a hot search. This wave of marketing, hot search, topic, mobilize
the sense of participation of netizens, users spontaneously output content for fellow
chickens, participate in the topic, topic.
2. Held a strategic release meeting in the village, the lofty language, non-standard
Mandarin, the uncle in blue autumn clothes, red banners, big blackboard, loudspeakers,
white porcelain vats and a few sparse old people under the venue, a breath of nostalgia for
the 1980s came to my face.
People
At present, the personnel information management is only the preliminary
information input, which cannot play the role of human resource management. Moreover,
the mode belongs to single organization data and lacks the sharing of human resources of
the group. The support system for the development of the service center only manages the
necessary personnel information, which leads to the incomprehenitability of general
personnel information and makes it impossible to realize the information management
and analysis of the entire career cycle of employees. There is a lack of information

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BTEC Center of Hefei University of Technology
sharing and business collaboration between each module of human resource management,
and there is often repeated maintenance of information, data inconsistency, and even
frequent data exchange, which adds a lot of unnecessary work. There is a lack of
horizontal communication and communication between business modules of human
resource management, information overlap and lack of consistency, resulting in
information islands. Information system analysis function is poor, data sharing is not in
place, the extracted information lacks accuracy and timeliness, unable to provide effective
support for strategic decision-making. For example, it is difficult to make the Employee
Demission Analysis Report based on multiple dimensions (age, education background,
department, etc.), which can't improve the employee demission problem specifically or
can't get decision-making information in time, so that the best time for decision-making is
delayed.
Physical Evidence
Focus: Divest other businesses, zhuangzhuangwan, focus on fast food; Gathering
troops in Anhui: Accumulate knowledge, accumulate resources, improve the model, and
store high potential energy in base areas, laying a foundation for the brand to enter the
whole country; Change the name decisively: change the name of "Feixi Old hen" to
"original chicken" to eliminate the limitation and spread more easily. Clear positioning:
repositioning from the characteristics of "Fexi old mother chicken soup" to "Chinese
cooking chicken expert", transforming the market advantage into cognitive advantage.To
speed up the opening of shops: to exchange space for time, to exchange scale for value, to
speed up the opening of shops in Anhui, constantly strengthen the "Chinese cooking
chicken expert", "expert" to do; Increase publicity: increase advertising, public relations
activities to spread positioning, seize the "Chinese cooking chicken experts" mental
resources, maintain the brand's active degree.

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References
Brassington, F. and Pettitt, S. (2013). Essentials of Marketing. 3rd ed. England:
Pearson Education Limited. pp.263
Lxj.com. (2020). Lxj’s Official Website. [online] Available at: http://www.lxjchina.cn/
[Accessed 20 Dec 2020]
Mullerbeck, E. (2015) SWOT AND PESTEL.1st ed. [pdf] New York: UNICEF 3
United Nations Plaza. Available at:
https://www.unicef.org/knowledge-exchange/files/SWOT_and_PESTEL_production.
pdf. [Accessed 28 Nov.2019]
Mcdonalds.com. (2020). Mcdonalds Official Website. [online] Available at:
https://www.mcdonalds.com.cn/ [Accessed 20 Dec 2020]
Mankouyi.cn. (2020). Mankouyi’s Official Website. [online] Available at:
http://www.mankouyi.cn/ [Accessed 20 Dec 2020]
Zhao, Y. (2012). An Analysis of the Operating Model of Original Chicken Enterprises.
Undergraduate. Hefei Normal University. Pp.15-34