Kentucky Fried Chicken IMC approach Essay

INTRODUCTIONMarkets byout the globe soak up become more complex and sophisticated, and it has become complicated for marketers to reach their arse markets through direct traditional selling. Thus, organisations collapse ack todayledged the increasing sizeableness of applying the integrated marketing communication (IMC) approach in their marketing strategy. The effective implementation of the IMC approach can facilitate and enhance an organizations communication establish on its product offerings whilst simultaneously taking advantage of the various usable promotional tools to strategic each(prenominal)y reach its target audience. Many southeastern African companies have decided to utilise the IMC approach to maximize their return on investments in marketing and promotion.The butt of these organisations is to effectively and efficiently apply the promotional tools of the IMC through increased understanding of its guests while powerfully communicating its product offerings and thus yielding a positive response with the modern customer to choose its products/ helpings. The IMC process requires marketers to be creative in their approach to communication. Marketers strike to think critically of the messages they want to communicate through integrating the elements of the promotional mix which be advertising, direct marketing, interactive marketing, gross revenue promotion and private selling.The aim of this critical evaluation of the IMC tend is to determine the use of co-ordinated Marketing Communications being employ at Kentucky Fried cowardly (KFC) in order to create brand equity within KFC. This accusative can break down into five objectives as follows, To understand the disposition of KFCs market, To determine the need for and the benefit of IMC in KFC, To determine the fundamental aspects of IMC in KFC, To determine the barriers in applying IMC in KFC, To study the situation of KFC in the South African market, To analyze and define the si gnificant role of KFC as executed in sales promotion strategies in the fast sustenance South African market.The fast food market is seen with strong exponential function growth. The challenge is to develop a competitive edge based on an old need, introducing new and innovative marketing ideas to better the competition. One of the concepts used by KFC is the impart believe marketing campaign.Also, with very zealous competition, KFC needs to cut through the clutter using this campaign as a point of disagreement. The negative stigma on fast foods, regarding wellness related issues is likewise a challenge to be addressed.The communication objectives are identified as to cut through the clutter of brands and create a product that is better than the rest by being different and creating campaigns that go further than moreover the quality of food being sold.The contribute bank marketing campaign of KFC will include a thorough intervention of Integrated Marketing Communications (IMC), a brief background of KFC, a description of the Add hold marketing campaign, and a look back of the campaign.BRAND BACKGROUNDKFC launched their Add Hope marketing campaign in October 2013, to highlight World Hunger Relief Month and is s process racetrack until today due to the immense success. KFC encourages the general public to make a personal contribution toward alleviating hunger in South Africa by adding just two rand to your KFC meal. The money obtained from the Add Hope campaign is used in feeding schemes to reduce hunger in all parts of South Africa.TARGET MARKET KFCs Add Hope campaign targets all age groups. When one walks into a KFC store, the Add Hope campaign is advertise everywhere, from in-store counter strips , boards, posters, mental faculty t-shirts, caps, badges to serviettes and even an in store porcelain dolly with a money box at the entrance. This encourages all customers to literally add forecast. KFC also allows you to add two rand or more to you r meal which goes to the add hope campaign. This is directed to the person paying for the meal usually an adult whereas the half-size dolly with the money box is directed to children as they may bob up it entertaining to drop a coin or two in the box.The marketing strategy of using the dolly at the entrance of a store in my opinion is brilliant, as it makes one sympathetic towards a barely real child. COMPETITORS KFCs competitors is every other food outlet. KFCs is by far the first to think of much(prenominal) a campaign. This campaign does not only benefit them with sales but also benefits the sinless nation. Its difficult to get actual competitors in this case as most businesses compete with others for their own benefit.PERFORMANCE IN ITS MARKET The KFC Add Hope campaign is very successful as it is running from October 2013. Consumers have donated over R6 million in R2 coins at KFC restaurants nationwide. This shows that the campaigns slaying all over the country was a success and is still strive towards success.MARKETING OBJECTIVES KFCs objective is not to only increase sales but also to help their community and the under privileged through their feeding schemes. Every six seconds a child dies of hunger. KFCs objective is to reduce hunger and poverty nationwide.MARKETING COMMUNICATIONS OBJECTIVES KFCs marketing objective is to make every customer aware of the Add Hope Campaign. This is achieved by advertising the campaign everywhere possible. KFC advertises for the campaign through messiness media which is television and radio as well as print media such as billboards, on the serviettes, in store advertising, on the receipt a customer receives after their purchase their meals and as well as the t-shirts and caps that their staff may wear. They also use personal selling, for example when you at the till the cashier may tell you more about the Add Hope campaign or ask if you wish to add R2 to your meal for the Add Hope campaign.IMAGE KFCs ima ge has been improved due to this campaign. Consumers now see KFC as a franchise that is not only interested about their success but also the well being of the community. Consumers flummox it more overwhelming to purchase their meals from a franchise of this type as they may feel that they are indirectly making a difference and helping their community in the long run.POSITIONING Positioning is delimitate as the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from its competitor. (Book-pg55) KFC achieved this by changing their cultural symbol, Colonel to a child to show that all proceed from the Add Hope campaign goes to feed a hungry child.REFERENCINGWe ordure Change. 2011. KFC highlights World Hunger Relief Month. Online. Available http//www.wecanchange.co.za/Editors/Articles/tabid/55/itemid/57/amid/376/kfc-highlights-world-hunger-relief-month.aspx. Accessed 1 September 2014.KFC. 2012. k fc would like to thank you for adding hope. Online. Available http//www.kfc.co.za/zone/post/kfc-would-like -to-thank-you-for-adding-hope/. Accessed 1 September 2014.