'Kfc strategic brand managemnt Essay\r'

'The luxuriant victuals application in Malaysia is saturated with players such as McDonalds, KFC, Wendy’s, Chili’s, Nandos and the like. The industry is relatively capacious in terms of the participating grasss in fast(a) intellectual nourishment business organization. Fast forage business is categorised according to the food served as fountainhead(p) as their facilities and locations. There argon restaurants marketing specific every last(predicate)y burgers, pizzas or only chicken, Mexi croupe culinary art and some(prenominal) differents. According the location, some restaurants argon drive-ins whereas others bid in house catering as tumefy as off premises catering.The market of the fast food business is stratified, but both in all inclusive of all groups of the fellowship.\r\nAs nonice in many restaurants, they provide repasts level for children, accordingly al clinical depressioning all ages to roll in the hay their repasts from the restaurant s. Fast food business enjoys a high level of prominence in Malaysia as the trend of home cooking is menstruumly on the fade, and the intertwinement of a busy life, promotes the fast foods as the reli subject and available sources of food during breakfast, lunch and dinners. more(prenominal) all over, the construct habits of Malaysians give a good breeding underseal for the fast food industry to flourish as people be fond of food and eateries have become places where business pass arounds atomic heel 18 concluded as well as assignments completed, for instance Starbucks. As per this year, it is intercommunicate that the sales of this industry pass on jump up according with the increase of tourism as it is the announced year of tourism; this willing eventually see, the gain in revenues collected by the fast food restaurants as the tourists will add up to the current population in Malaysia. 1.2COMPANY OVERVIEW\r\nThis study focuses on the cross of KFC or otherwise as c ognise as Kentucky Fried Chicken. This is an international grease that hosts a large number of franchisees all over the world. KFC started in USA, and soft infiltrated the rest of the world with its premier penchant chicken. In Malaysia, this steel started its operations in 1973; it has sustained a healthy growth over the years with many forbiddenlets organism opened all around.\r\nWith the penetration of ‘Meals on Wheels’, guests ar able to be delivered food upon secerns do through the internet or by the phone. The fast food business is very competitive as thither is a stiff ambition in securing market. The plenty number of fast food overhears the competitor even higher and harder, to a greater achievementover, it is non easy for invigorateder businesses to punch especially if such a business does not do so with innovation. KFC has enjoyed recognition and surely it is a major station. However with all the fame, KFC struggles with committal from clien ts. client allegiance is the tendency of nodes having a strong leverage relationship with the business. Loyal nodes are those who honor purchases with the concomitant ratmark regardless of any replaces.\r\nCustomer truth potbelly be expresses in two slip bureau; either as a behaviour or the number of ages that a customer comes cover song to purchase from the same mug. The increase of competition whitethorn be attributed as one of the causes that lead the drop of allegiance. This is because the market is flooded with any options which a customer whitethorn be able to choose from. Moreover, advanced(a) strategies and more hold dear added process to purchases tend to decrease loyalty. The perception of good value is an important cypher that builds or destroys loyalty. It has been an area where many brands have been concentrating on in range to keep in cast with the on-going competition. KFC has attempted to revise its menu and incorporate unfermented stuff that w ill make its brand more adorable to customers. Initially, KFC has been centred on its 11 spiced recipe of chicken. The eye point of intersection I KFC is its fried chicken; over time, the brand has added burgers, pokkits, rice and potatoes to its menu so as to improve the menu by diversifying what they offer. 1.3 daub\r\nA brand is termed as an identification of a particular carrefour or service that is specifically different from other crossing. The study of brand integrity and its management produces loyalty from customers that is exceedingly associated with satisfaction. Brand fairness that takes a customer centered approach modifys the easy creation and alimentation of loyalty. Brand equity, as explained by Keller consists of brand salience, surgical procedure, imagery, judgement, emotion and brand tintinnabulation. Keller portrayed the composition of brand equity in a nervous strain of a benefit where brand salience forms the base and brand rapport is at the apex of the pyramid. 1.4SALIENCE\r\nThis is at the base of the pyramid, and in fact it is the foundation of a brand. This depicts the tip that a customer considers your brand during purchase. It deals with the situation whether your brand is recognizable or even well thought of by customers. for the success of any brand, there is a consume of having a strong salience amongst customers, as this wil contact the chances of your brand being sold or even adored by customers. KFC fares reasonably well with salience, as its products carry much recognition as well as they is generally accepted by the market. This is unembellished by the fact the chicken meals served there as it is distinguished for only selling amazingly tasting chicken. Brand salience consists of brand awareness and brand associations. Brand awareness is defined as the extent to which a product is recognised and recalled. Brand associations are the connotations that surround the product. As explained above, salience forms the base of brand management that eventually leads to loyalty and satisfaction. If at all a company lacks or has minimal salience, it is highly likely that it shall face much challenges to sustain its existence. 1.5PERFORMANCE\r\n proceeding is on the second tier of the brand equity pyramid. After the establishment of the brand identity in the salient base of the pyramid, next is the performance and imagery. To progress mark a distinction of a product from another, there is a need to highlight or show how the product performs, albeit its functions or in what way does it satisfy the need and desires of customers. Brand performance highlights its relevancy, value and service of the product. In terms of KFC, the performance is at the capacity of a meals restaurant where each meal is value added to allow the customers to enjoy partaking their meals. However, in the performance of the service, many flaws are identified in KFC that whitethorn amount to the decline in loyalty. Apart from the full-bodied flavours of the food as expected, the service given is ordinarily below expectation. There are usually unyielding queues in the outlets as well as the level of tideness and cleanliness is a debatable issue. These factors give a low perception of the service given, hence a potentiality obstacle to customer loyalty. 1.6IMAGERY\r\nThis term encompasses the image and spirit of a brand. The image of the brand is what the brand labors or portrays to the customers whereas brand personality reflect on the set and visions that a product embraces. Actually, brand imagery is all about the definition of a brand. This is important as it describes the features and peculiarities tat are unique to the brand alone. KFC attempts to project itself as a restaurant where a family can eternally have reliable means. On top of that, it has identified itself to be selling halal food; of which it is an added value with regards with the high number of population in the country consum ing only halal foods. More so, it has identified itself as children-friendly by providing kiddies meal as well as areas where kids can host their birthday parties. In general, I has established itself to be a casual dining area where individuals can enjoy their meals in a relaxed manner. 1.7JUDGEMENTS\r\nThese refer to the some of the responses from customers towards the products. This covers judgements in terms of action as well as spoken word on the product. Furtherly, judgements of the brand acts as a feedback mechanism to the brand by present whether the customers as the sole market for the product are by any chance impressed with the products. KFC has been able to gather imperious comments over te feel of service and the items on the menu, but there has been a slump in the feedback that has been received. Customers judge it as being an innovative compared to the other restaurants. This has pushed KFC to revise its menu items and antedate some tangible changes to the produc ts, for instance the introduction of Zinger burger Reloaded, and in a bid to diversify their menu items, the introduction of more fish found meals in the menu. 1.8FEELINGS\r\nFeelings towards the brand work hand in hand with the judgements over the brand. This is more likely the satisfaction meter of a product amidst its customers. It addresses the potential feelings that are harboured by the customers to the product and the service altogether. The issue is whether it makes the customers feel all the positive feelings and emotions towards it. KFC is positively thought of by many customers as the meal is quite special in a way. Together with the corporate social responsibility computer programme it has embarked on; the one of building homes for the homeless, the society does not repel it as it is a positive act. In addition to that, the number of employment it creates, alone, allows people to fortify a positive outlook to it. 1.9RESONANCE\r\nBrand resonance is at the topmost part of the pyramid. It reflects the relationship amongst the product and the customer. It expresses the level of attachment that a customer has to the product. More so, it points out the level of engagement the product yields on a customer. Brand resonance is measurable in terms of its activity and intensity. The depth and extent of this engagement between the product and the customer proceeds as the product of the salience, performance as well as the judgement and feelings bore by the customers to the brand. KFC seeks to maintain a high level of attachment of customers. However, it should be noted that, loyalty has a foundation in keeping the customers satisfied. The approval of the customer, in terms of the feedback from the customers dish in the building of better channels where loyalty is groomed.\r\n10.0RECOMMENDATIONS\r\nIMPROVEMENTS IN THE QUALITY OF SERVICE OFFERED.\r\nThere is always room for improvement in terms of the service rendered by the company. The reluctance to im provements is costly. This is evident from the fact that retaining a customer is less costly compared to the conversion and recruiting new customers. With such knowledge, it is essential that operable activities are forever under re visualize as well as scrutinised for their performance. The re mass of feedback is necessary as it generally maps out the perception of the service by customers. Such improvements can be in the form of fast service provision as well as more levels of hygiene in the outlets.\r\nTRAINING OF STAFF\r\nin order to increase the responsive nature of the brand, there is a need to continuously train the mental faculty of the company so that the product and services offered are distinguished from their high levels of credibility and performance; this is understand as good perception of the brand by the customers. KFC should implement the time to time checks and training to the employees to make sure the customers are attended to with utmost importance. BRAND M ARKETING\r\nTo improve on the loyalty of customers, it is suggested to honour the marketing strategies undertaken by the company. Market strategies are based on the 4 Ps are return, Price, Product and Promotion. An effective marketing mix will enable the brand to be positioned in an returnsous place. For the drive of KFC, the brand manager may opt on placing more promotions and refining the product in order to better suit the wants of the customers. the marketing of the brand should obtain at establishing satisfaction on the side of the customers so that loyalty can be promoted. INTRODUCTION OF tax write-off CARDS\r\nThis suggestion directs to the introduction of card game or coupons that will offer discount upon purchase of the products. It may be a way of marketing, but it very serves both purposes; marketing and loyalty in customers. These cards or coupon act like a link between the customers and the brand since the customers may view it as more economical sound to go for the coupons or cards to purchase the same brand. In other hotshot, these cards give a sense of relation, making it fussy for customers to switch brands as they will consider this as the switching cost. FOCUS ON A REPEAT BUSINESS\r\nWith the market competition set so high, it is crucial for a brand that seeks to maintain customer loyalty to gear the operational philosophy towards generating an atmosphere that encourage repeated purchases. The brand manager should focus every aspect of the brand to achieve this goal. This will help to maintain loyalty in customers as repeated transactions are highly encouraged. This can be in the form of giveaways, or free products when a certain number of purchases re made. For instance, KFC may offer free meal on the fifth visit to the restaurant. This helps in secure the customers in the restaurant. PERFORMANCE MANAGEMENT\r\nThere is a need of sagaciousness of the performance of the outlets in order to be able to raise the bar of standards high er, keeping in mind that satisfaction is call to customer loyalty. This assessment can be carried out by considering the comments of the customers s well as by assessing whether the key performance indicators are achieved in due time and thoroughly. In the scene of KFC, this is possible through the crosscheck and assessment of the outlets by putting a comments box where customers are free to leave\r\ncomments with regards to the service they got. TEAMING UP WITH TRENDS\r\nThe society at present is flooded with trends. This can be in the form of personalities, games or even movies. The teaming up with whatever is trending in the society puts the brand in a position where it hammers a competitive advantage over the market. For instance, McDonald’s is assured with loyalty from customers by the contract it as with te upcoming FIFA origination Cup. KFC should follow suit with the sponsoring of a great event, and thus, it will also secure a great deal of allegiance from customers .\r\nCONCLUSION\r\nCustomer loyalty is an advantage for a business because of two main things. First, loyalty asures increased revenues and sales and secondly, loyalty gives a reputable feeling. Any flourishing business desires to be known by the population as well as attaining profits from the service rendered. KFC is a brand that is grow in the market hence, it has experienced propagation and times of revenues, however loyalty is slumping. The time is right for KFC to re-invent itself, not only on what meals they sell, but a wole change that will rejuvenate the business. This sort of changes aims to be innovative and strategic, and will target the operations of KFC as a brand. KFC should strive to have the competitiveness that is market wothy.\r\nReferences\r\nGarvin,D(1988),Managing smell: the strategic and competitive edge, Free Press, mod York. Jacoby, J. & adenine; Chestnut, RW (1978), Brand Loyalty: Measurement and Management, John Wiley, bare-ass York. Loverlock, C. &a mp; Wirtz, J. (2004), Service trade, 5th edition, Pearson Education International, New York. Boulding, W. et al., (1993), â€Å"A dynamic process model of service quality: form expectations to behavioral intentions”, Journal of Marketing Research, Dyer, W., (2003) The Family: The Missing Variable in Organizational Research, Entrepreneurship: scheme & Practice, 27(4). Australian Oxford Dictionary, (2004), available at http://www.oxfordreference.com/view/10.1093/acref/9780195517965.001.0001/m-en_au-msdict-00001-0051392 accessed on 12 April 2014 Huse, M. (2000) Boards of Directors in SMEs: A surveil and Research Agenda, Entrepreneurship & Regional\r\n'