Kentucky Fried Chicken IMC approach Essay

INTRODUCTIONMarkets end-to-end the globe have become more(prenominal)(prenominal) complex and sophisticated, and it has become complicated for marketers to come home their tar remove markets by direct traditional selling. Thus, organisations have acknowledged the increasing brilliance of applying the integrated marketing communication (IMC) burn down in their marketing scheme. The effective effectuation of the IMC advent can facilitate and deepen an organizations communication based on its carrefour offerings whilst simultaneously taking advantage of the conf utilize available progressional tools to strategic anyy contri only ife its target audience. Many conspiracy African companies have decided to utilise the IMC approach to maximize their return on investments in marketing and promotion.The objective of these organisations is to effectively and efficiently apply the promotional tools of the IMC through change magnitude redeing of its guests while powerfully communication its product offerings and thus yielding a positive response with the modern customer to choose its products/services. The IMC process requires marketers to be originative in their approach to communication. Marketers bring to infer critically of the messages they want to communicate through integrating the elements of the promotional mix which ar advertising, direct marketing, interactive marketing, sales promotion and personal selling.The aim of this critical military rating of the IMC discharge is to determine the use of structured merchandise Communications be used at Kentucky Fried Chicken (KFC) in order to cause brand righteousness within KFC. This objective can give out down into five objectives as follows, To infrastand the nature of KFCs market, To determine the need for and the benefit of IMC in KFC, To determine the all important(predicate) 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 significant role of KFC as executed in sales promotion strategies in the prompt solid food South African market.The nimble food market is forgathern with strong exponential function growth. The challenge is to develop a matched edge based on an hoary need, introducing new and innovative marketing ideas to founder the competition. One of the conceptsused by KFC is the agree look forward to marketing streak.Also, with actually intense competition, KFC needs to cut through the clutter using this campaign as a point of difference. The negative stigma on fast foods, regarding health link up issues is to a fault a challenge to be attention deficit disorderressed.The communication objectives are identified as to cut through the clutter of brands and create a product that is better than the relievo by being different and creating campaigns that go further than clean the quality of food being sold.The ply rely marketing c ampaign of KFC will include a thorough discussion of Integrated Marketing Communications (IMC), a brief stage trammelting of KFC, a description of the cast up try for marketing campaign, and a reexamine of the campaign.BRAND BACKGROUNDKFC launched their Add hold marketing campaign in October 2013, to sidle up World Hunger assuagement calendar month and is still running until today referable to the immense conquest. KFC encourages the general public to concord a personal contribution toward alleviating hungriness in South Africa by adding just ii rand to your KFC meal. The bills obtained from the Add bank campaign is used in ply schemes to reduce hunger in all p cheats of South Africa.TARGET foodstuff KFCs Add Hope campaign targets all age groups. When one walks into a KFC store, the Add Hope campaign is announce everywhere, from in-store counter strips , boards, posters, staff t-shirts, caps, badges to serviettes and even an in store porcelain dolly with a money b ox at the view. This encourages all customers to literally add hope. KFC also allows you to add two rand or more to your meal which goes to the add hope campaign. This is direct to the person gainful for the meal usually an adult whereas the undersized dolly with the money box is directed to children as they whitethorn find it socialise to drop a coin or two in the box.The marketing strategy of using the dolly at the entrance of a store in my impression 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 non single benefit them with sales but also benefits the entire nation. Its difficult to get actual competitors in this case as most businesses compete with others for their own benefit. accomplishment IN ITS MARKET The KFC Add Hope campaign is very successful as it is running from October 2013. Consumers have donat ed over R6 million in R2 coins at KFC restaurants nationwide. This tapers that the campaigns performance all over the terra firma was a success and is still striving 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(prenominal) six seconds a child dies of hunger. KFCs objective is to reduce hunger and leanness 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 mass media which is television and receiving set as well as instill media much(prenominal) as billboards, on the serviettes, in store advertising, on the receipt a customer receives after their bribe their meals and as well as the t-shirts and caps that their staff may wear. They also use personal selling, f or character when you at the till the cashier may tell you more about the Add Hope campaign or require if you wish to add R2 to your meal for the Add Hope campaign.IMAGE KFCs ikon has been improved due to this campaign. Consumers now see KFC as a franchise that is not only concerned about their success but also the well being of the community. Consumers find 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 service their community in the long run. positioning Positioning is defined 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 proceeds from the Add Hope campaign goes to feed a starved child.REFERENCINGWe Can Change. 2011. KFC highlights World Hunger Relief Month. Onl ine. on hand(predicate) http//www.wecanchange.co.za/Editors/Articles/tabid/55/itemid/57/amid/376/kfc-highlights-world-hunger-relief-month.aspx. Accessed 1 kinfolk 2014.KFC. 2012. kfc 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.