Instead of spending on the significantly huge amount of money on advertising, the company uses the excess fund in opening new and renovating its existing fast food chain outlets within the selected strategic locations (London Evening Standard, 2009). Combined with the use of marketing advertisements, the expansion and renovation strategy can effectively capture the attention of KFC’s target consumers.
Importance of Effective Marketing Strategy
With regards to the company’s decision to spend only a minimal sum of money on advertisement, the management behind KFC strongly believes that investment on store interior designs is a more effective marketing communication tool as compared with spending money on pure advertising alone. As part of KFC’s branding strategy, the company uses effective advertising which focuses on giving away 2 pieces grilled chicken meal plus 2 side dishes, and 1 biscuit for free at one of the Oprah Winfrey show (Bukisa, 2009). Since the company website is accessible in different languages including English, Espaňol, and Italiano among others, the target consumers of KFC can easily develop a strong association with the brand. Current Brand Situation - KFC.
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