The paper "Integrated Marketing Communication for KFC Company" is a perfect example of a case study on marketing. This plan provides a detailed description of the marketing communication strategies that will be used to improve the domestic sales of KFC Company’ s chicken products, especially Kentucky fried chicken in Melbourne. This program is aimed at banking on the current good market position to reinvent new communication strategies that are reinforced to ensure increased sales. The company looks forward to achieving these marketing communication goals through TV advertisements, internet marketing on most visited sites, promotions, etc.
Such integrated marketing strategies are designed to help meet the company’ s marketing communication objectives. The key steps in the implementation of this program have been well illustrated. Background about KFC Company KFC is a company that began as a chicken restaurant that has been serving customers for almost 70 years. It was begun by one individual, a cook known as Colonel Harland Sanders. It is situated in Louisville, Kentucky. The company has grown immensely to a point where many outlets have emerged in more than 105 countries worldwide. Innovation and creativity have been the pillar of this company’ s growth over time.
The company has a strong market base in the United States with over 5000 outlets. The company operates what is regarded as one of the most successful franchises specializing in fast-foods. Some of the most common products of the company include chicken sandwiches, chicken pot pies, crispy chicken strips, mashed potatoes and gravy, and potato wedges. Marketing Objectives To increase the sales of the product by at least 15% within one year in Melbourne. Based on the fact that this is one of the main products that the company relies upon to boost its revenue, the company aims at increasing the sales volume from this product.
The estimation has been based on the research undertaken. The research findings indicated that there are a lot of opportunities that have not been utilized in relation to this product. To increase the market share of the product in the region by 25% at the end of the second year. The company has put strategies in place to ensure that the product attains market dominance within some years to come.
The first step towards achieving that is to gain a 25% increase in market share after two years. The company will use promotions and advertisements to ensure that adequate demand is stimulated to increase sales revenue to projected levels which will then impact the market share. To enhance the brand of the company. At the end of the campaign, the company aims at ensuring that its name is indeed a household name in Melbourne. The various ads and promotions that will be applied will be focused upon reminding the consumers that KFC Company is still the best in fast foods.
The company is using this campaign to reaffirm its market position.