A Case Study on Children Marketing of KFC

Ang, Sae Ming (1999) A Case Study on Children Marketing of KFC. Masters project report, Universiti Pertanian Malaysia.

[img] PDF
1386Kb

Abstract

Children are the important customers to any one of fast· food chain, simply because children will not visit restaurant alone, but go along with family members or having a party there with a group of friends, this translate into sales to restaurants. When the American fast food were later introduced to other part of the world, other brand of fast food chain follow the tracked and flourished oversea as well, the battle ground since then happened everywhere, the fittest fight for market leadership, the others aimed for survival KFC came to Malaysia in 1973, since then expanded aggressively and had transformed into integrated food corporation, however, with 275 outlets, KFC still operates chicken fast food core business, the near competitor is McDonalds' which has about 120 restaurants. The competition is always tense, because, Malaysia and Thailand are the only two countries that McDonalds loose to KFC. Knowing McDonalds is strong in Kids Marketing, KFC Malaysia set up own the first Children Marketing team which only focus children related activities. Over year, children marketing performance are quite acceptable, as many promotions, toys, children magazine, outdoor activities were organized. Sales generated still below the projection, though it is recognized that the purpose of children marketing is for longterm loyalty and brand building. However, when the company undergone ownership change, children marketing strategy is reviewed, the unit needs to be revamped to have new direction and strategy. The first part is basically the case, followed by analysis on the 2nd part, the second too accompanied with Strategy formulation, implementation and control evaluation.

Item Type:Project Paper Report
Subject:KFC - Case studies.
Subject:Target marketing - Case studies.
Subject:Food preferences in children - Case studies - Malaysia.
Chairman Supervisor:Dr. Jamil Bojei
Call Number:GSM 1999 22
Faculty or Institute:Graduate School of Management
ID Code:8137
Deposited By: Nurul Hayatie Hashim
Deposited On:15 Oct 2010 01:54
Last Modified:29 May 2012 01:04

Repository Staff Only: Edit item detail

Document Download Statistics

This item has been downloaded for since 15 Oct 2010 01:54.

View statistics for "A Case Study on Children Marketing of KFC "


Universiti Putra Malaysia Institutional Repository

Universiti Putra Malaysia Institutional Repository is an on-line digital archive that serves as a central collection and storage of scientific information and research at the Universiti Putra Malaysia.

Currently, the collections deposited in the IR consists of Master and PhD theses, Master and PhD Project Report, Journal Articles, Journal Bulletins, Conference Papers, UPM News, Newspaper Cuttings, Patents and Inaugural Lectures.

As the policy of the university does not permit users to view thesis in full text, access is only given to the first 24 pages only.