Case Study: KFC
KFC (Kentucky Fried Chicken) is a well-established global brand in the fast food industry. Apart from the brand name (KFC) and brand URL (kfc.com), what other brand elements are you able to identify from their corporate website?
In your answer, you are required to identify the brand element and describe it, by completing the table provided below where the cells are white and text is in yellow highlight to be replaced by your answer for 3. Brand character/s, 4. Brand slogan/s, 5. Brand packaging, 6. Brand logo/s & Symbol/s and 7. Brand jingle/s.
Provide at least one example with each description provided, and the country the example is sourced from – use Australian examples and marketing campaigns where possible for localised content.
Also, note that not all brand elements may be present – it is up to you to decide if the particular brand element is featured for the brand or not.
a) Using Ansoff’s Growth matrix, identify which of the four strategies you think KFC is currently using to develop their product range to grow their brand equity? As part of your answer, discuss the level of risk that you think KFC is taking for these new products in the ‘new range’.
b) Is this ‘new range’ a category extension or a line extension for KFC Australia? Discuss your answer by including a definition of both category extensions and line extensions, and include an example from the new range of products to justify your answer as to whether the new range is a category extension or a line extension.
Required Resource: Course Textbook,/p.
Keller, Kevin L., and Swaminathan, Vanitha (2020). Strategic brand management: Building, measuring and managing brand equity. (Fifth Edition, Global Edition), Pearson. https://ebookcentral.proquest.com/lib/uql/detail.action?docID=5801062
Noor, S. Md, Styles, C., & Cowley, E. (2011). Chapter 2: Brand equity: Linking financial and customer perspectives. In Perspectives on brand management (1st ed, pp. 22-39). Tilde University Press.
- Kentucky Fried Chicken (KFC) is a subsidiary of Yum! Brands. Focussing on the KFC brand and the Yum! Brand, decide whether they are a branded house and/or a house of brands? In your answer, provide a definition of what is a branded house and provide a definition of a what is a house of brands. Justify your answer for whether KFC is a house of brands or branded house and whether Yum!Brands is a house of brands or branded house by using at least one example from each brand (KFC and Yum!Brands).
Question 4 has two parts, a) and b). Answer both parts.
Recently, KFC Australia launched a range of clothing just in time for Sydney Fashion Week, under the same acronym KFC, but which stands for Kentucky Fried Couture (instead of Kentucky Fried Chicken). The proceeds of the new clothing range go to various charities associated with the KFC Youth Foundation, including The Black Dog Institute, ReachOut and WhiteLion. A range of KFC merchandise is already available in the UK.
In your answer to Q4, respond to each of the following parts, part a and b:
a) Identify at least one target market for the KFC Youth Foundation clothing products.
b) In launching this new clothing range, why do you think the KFC Youth Foundation has chosen to partner with the three chosen charities (i.e., Black Dog Institute, ReachOut and WhiteLion)? In your answer, define what is a point of parity (POP) and what is a point of difference (POD), and provide an example between KFC/The KFC Youth Foundation and these three chosen charities of at least one POP and one POD. You will find the below website links useful in building your answer.
Guide on How to Complete Your Case Study on KFC
Here’s a guide on how to approach and complete your case study homework on KFC.
- Brand Elements: Start by visiting the official KFC website and identify various brand elements that stand out. Pay attention to things like the brand’s character, slogans, packaging, logos & symbols, and jingles. Write down your observations and aim to provide examples from their Australian marketing campaigns where possible. Ensure you accurately fill out the table provided in your assignment.
- Ansoff’s Growth Matrix: Using Ansoff’s Growth Matrix, try to identify the strategy KFC is using to grow their brand equity. This requires understanding the four strategies in the matrix: Market Penetration, Market Development, Product Development, and Diversification. Evaluate KFC’s current offerings and market presence to determine which strategy they are following. Discuss the potential risks KFC is taking with its new products. Further, determine if KFC’s ‘new range’ is a category extension or a line extension. Define both terms, provide an example, and justify your answer.
- Branded House vs. House of Brands: Understand the difference between a “branded house” and a “house of brands”. A “branded house” uses one name across all its products, whereas a “house of brands” has multiple individual brands under its umbrella. Decide whether KFC and its parent company, Yum! Brands, are a branded house, a house of brands, or both. Justify your answer with examples.
- KFC’s Clothing Range: With the launch of KFC’s clothing range “Kentucky Fried Couture”, identify at least one target market for these products. Consider demographic, psychographic, and behavioural factors of potential customers. Secondly, contemplate why the KFC Youth Foundation has chosen to partner with the specified charities. Define “point of parity” and “point of difference” and provide an example of each between KFC/The KFC Youth Foundation and these charities.
As you answer each question, remember to:
- Understand the Concepts: Before beginning your assignment, make sure you understand the key concepts involved. You might find it helpful to read your textbook or other recommended resources for a deep understanding.
- Stay on Topic: Make sure each of your answers is directly related to the question. Provide clear and concise answers.
- Use Diverse Vocabulary and Sentence Structures: This will make your essay more engaging and show your command of the English language.
- Cite Your Sources: If you use any information from your textbook or any other source, make sure to properly cite it.
- Proofread Your Work: Before you submit your assignment, check for any spelling, grammar, or punctuation errors. Also, ensure your text flows smoothly from one idea to the next, and your arguments are coherent and logical.
Remember, this assignment is not just about showing what you know, but also about demonstrating your ability to apply your knowledge to a real-world business situation. Good luck with your assignment!