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MKT304 individual assignment

Developing a Media
plan for a real company
in Vietnam
KFC

Name:
Student code:
Lecture:
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Contents
I. INTRODUCTION.............................................................................................................3
1. Company overview...............................................................................................................3
2. Products overview................................................................................................................4
3. Selling Online........................................................................................................................5
4. Competitors..........................................................................................................................7
5. Marketing plans overview....................................................................................................8
a) KFC's product strategy - East and West combine perfectly..............................................8
b) KFC's pricing strategy – Minimalist to suit Vietnamese spending....................................9
c) Distribution strategy of KFC (Place) – Success with distribution channel research.........9
d) KFC's advertising strategy (Promotion) – Strong advertising in the media....................10
II. SWOT Analysis............................................................................................................10
1. Strengths of KFC..................................................................................................................10
2. Opportunities of KFC...........................................................................................................11
3. Threats for KFC...................................................................................................................12
III. MARKETING STRATEGY PLAN......................................................................................13
1. Objective.............................................................................................................................13
2. Media strategy....................................................................................................................13
3. Deployment channel...........................................................................................................13
4. Form of communication.....................................................................................................13
IV. CREATIVE STRATEGY PLAN..........................................................................................14
1. Schedule..............................................................................................................................14
2. Evaluation and follow up....................................................................................................14
V. CONCLUSION...............................................................................................................15
VI. REFERENCES................................................................................................................15
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I. INTRODUCTION
1. Company overview
Kentucky Fried Chicken, commonly known as KFC for short, is an American fast-food chain
specializing in fried chicken products headquartered in Louisville, Kentucky. This is the
second largest restaurant chain in the world (by revenue) and second only to McDonald's
with a total of nearly 20,000 restaurants in 123 countries and territories (as of December
2015). This is one of the brands under Yum! Brands, a conglomerate that also owns the
Pizza Hut and Taco Bell restaurant chains.
KFC was originally founded by businessman Colonel Harland Sanders. He started selling fried
chicken from a small restaurant in Corbin, Kentucky during the Great Depression. Sanders
saw the potential of this restaurant franchise early on, and the first "Kentucky Fried
Chicken" franchise appeared in Utah in 1952. KFC quickly popularized processed foods.
turned from chicken in the food industry to fast food and competed with the dominance of
hamburgers in the market at the time. By branding himself under the name "Colonel
Sanders", Harland became a prominent figure in American cultural history, and his image is
still widely used in advertising. of KFC to this day. However, the rapid expansion of the
system combined with old age illnesses caused him to lose control of the restaurant chain
and had to sell the company to a group of investors led by John Y. Brown Jr. and Jack C.
Massey in 1964.
KFC was one of the first fast food chains to expand internationally, with multiple outlets in
Canada, the United Kingdom, Mexico, and Jamaica in the mid-60s. During the 70s and 80s,
KFC had to experience many changes in company ownership or encountered many
difficulties in the restaurant business. In the early 70s, KFC was sold to Heublein, before
being transferred to PepsiCo. In 1987, KFC became the first Western restaurant chain to
open in China, and immediately expanded its market share there. That is the company's
biggest market. PepsiCo then transferred its fast-food chain, including the KFC brand, to an
independent restaurant company Tricon Global Restaurants, later renamed Yum! Brands.
KFC's original product is the Original Recipe fried chicken pieces, discovered by Sanders with
the "11 Herbs and Spices Recipe". That recipe is still a trade secret. Large portions of
chicken will be served in a "chicken bucket" - which has been a distinctive feature of the
restaurant since its first introduction by Pete Harman in 1957. Since the early '90s, KFC has
expanded its menu to offer diners a wider variety of dishes beyond chicken such as chicken
fillet sandwiches and rolls, as well as salads and side dishes, fries and coleslaw, desserts and
soft drinks, the latter offered by PepsiCo. KFC is known for its slogans "Finger Lickin' Good",
or "Nobody does chicken like KFC" and "So good".
Coming to the Vietnamese market for the first time at the end of 1997, KFC was present at
the Saigon Super Bowl trade center. At this time, the experience of "fast food" is still quite
unfamiliar to Vietnamese people, so KFC has continuously suffered losses for 7 years with
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the maintenance of 17 stores. However, so far with smart business strategies, throughout
the Vietnamese market, KFC has been a familiar name for consumers.
The increase in restaurants leads to the number of diners who love this brand. Every year,
the chain of KFC stores in Vietnam has attracted tens of millions of diners, accounting for
60% of the fast-food market in Vietnam.
Due to competition with many fast food and fried chicken corporations in Vietnam such as
Lotteria, McDonald's, Jollibee, Burger King... KFC has focused more on putting on the menu
items to serve for many meet the needs of customers more and especially to the taste of
our Vietnamese people, such as fried chicken with foil, Chicken rice, Boneless crispy
chicken, fish stick... Some new dishes with Western style Western foods such as appetizers
and desserts are also gradually entering the chain's menu.
In addition to the positive aspect in solving the problem of eating for busy people and
generating income for society, KFC fried chicken as well as other fast foods (mainly with
fried foods) have been considered harmful. for human health if used continuously because
fried foods are considered as one of the causes of cancer, obesity, and cardiovascular
disease. Limiting the use of carbonated drinks often sold at fast food restaurants is also
recommended by nutritionists and doctors.
Since entering the 21st century, fast food has been criticized for issues surrounding animal
welfare. The Animal Welfare Association (PETA) has repeatedly opposed KFC's selection of
worldwide poultry suppliers. In December 2012, the KFC chain in China was involved in a
scandal when it was discovered that it used growth hormones and antibiotics to speed up
the growth of poultry flocks and violated Chinese laws. This has seriously affected the
company's reputation in the Chinese market - where it has made nearly half of its profits
from here.

2. Products overview
KFC's core product is pressure-packed chicken nuggets seasoned with Colonel Harland
Sanders' "Original Recipe" of 11 herbs and spices. Cardboard buckets usually hold
between six and 16 pieces of chicken. In territories that follow the system handed down
by Colonel Sanders, such as Canada and the UK, each chicken is divided into nine
different cuts (two thighs, two thighs, two wings, two briskets, and one piece). meat);
however, currently the United States uses an 8-piece cut. The product is hand-baked at
individual KFC outlets with flour mixed with seasonings in a two- to four-minute process.
It is then pressurized for seven to 10 minutes (degrees of inter-country frying time) in oil
at 185 degrees Celsius. Then let the chicken sit for five minutes to let it cool completely
before adding it. reheat oven. KFC has a policy of discarding chicken if it is not sold
within 90 minutes to ensure freshness. Frying oils vary by region and the versions used
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include sunflower, soybean, rapeseed, and palm oils. A KFC executive said the taste of
chicken will vary from region to region depending on the type of oil used and whether
the chickens are fed corn or wheat.
KFC's Zinger served with crispy fries and Thai chili sauce in Shah Alam, Malaysia.
In addition to boneless chicken, KFC's main products include chicken sandwiches
(including Zinger and Tower); wraps ("Twisters" and "Boxmasters"); and a variety of
snacks, including crispy chicken pieces and hot wings. Popcorn chicken, consisting of
bite-sized pieces of fried chicken, is one of the most widely sold KFC products. In some
locations, such as in Australia, Belarus, Malaysia and South Africa, chicken nuggets are
also sold.
McCormick & Company is KFC's largest supplier of sauces, condiments and sauces and a
long-term partner in new product development.
Due to the company's previous relationship with PepsiCo, most territories supply
PepsiCo products, but exception territories include Barbados, Greece, New Zealand,
Philippines, Romania, South Africa, and Turkey, which supplies beverages by The Coca-
Cola and Aruba Company, shares RC Cola from Cott Corporation. In Peru, the locally
popular Inca Kola is sold.
Launched in 2009, the Krusher/Krushem line of frozen drinks containing "real bits" such
as Kit Kat, Oreo and strawberry biscuits are available in more than 2,000 stores. Egg
tarts are a popular dessert around the world, but others include cream puffs and tres
llies in Peru.
In 2012, the "KFC AM" breakfast menu began to roll out internationally, featuring items
such as pancakes, waffles, and congee, as well as fried chicken.
On August 27, 2019, KFC tested its meatless boneless wings and nuggets in Atlanta,
Georgia.

3. Selling Online
KFC enters the media community in a fairly active way. They use the media community
to create great experiences for customers, create an information channel that provides
complete data as well as program offers, and answer all questions for customers.
customer. Fing up the transport information does not only help KFC lift to brand but
grown quality of service careers.
KFC has used the media very effectively to promote the idea that they offer fresher
chicken than other businesses. Communication is the best way to send messages to
customers and inform them of the quality of products and services so that they can
make the best decisions. KFC has been running a lot of campaigns to deliver messages at
specific time frames with the aim of attracting everyone's attention about special offers
on special occasions, such as coupons and coupons. Discounts, gifts, super saving combo
packages...
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While there are many companies that have been investing a lot of money and effort into
advertising to attract a certain number of fans or followers on social networking sites
such as Facebook, Twitter or Instagram, KFC creates customer base in the most
traditional way. KFC has many loyal customers who always love fast food, wherever they
go. There are also people who always search for KFC online delivery stores, especially
this is multiplied many times when KFC devises programs to promote customer loyalty
such as loyalty cards, coupons. Discounts for customers who regularly visit the store.
KFC always understands that regular customers bring them the biggest profit. Not only
because they contribute 1/3 of the total revenue, but also because they will help KFC
market through word of mouth, through their stories with friends, family, and relatives.
To maximize profits, KFC always tries to increase the number of loyal customers.
KFC only publishes about 15-20% of advertising information. The remaining percentage
of content is simply funny stories, maxims, funny situations, or badass questions to
increase interaction with customers. In addition, they are also quite active in uploading
photos of food, new dishes, and special combo deals. If you are a believer or simply an
Instagram user, you will understand how much beautiful photos mean.
The best way to promote your restaurant brand is to choose the best, best quality,
meaningful and engaging photos to post on social networking sites. Image content is of
great importance to internet users lately, posting a beautiful, eye-catching photo on the
website and the media is an absolute necessity to attract the right attention. eyes, the
attention of hungry diners, and roaming social media in search of a place to eat for their
dinner.
This way of building content of KFC is really a worthwhile thing for those who want to
run a restaurant business or want to build their website and fan page content to attract
more followers, need to care and learn. By keeping articles with promotional content
appearing at a limited, moderate density, it will make customers feel that your
communication channel is more useful and authentic. Social media campaigns should
have interesting, useful content, delivered in a natural and fun way. If your campaign is
interactive, attracting more "fans", the more successful the campaign will be.
KFC uses their communication channel for customer service purposes simply because it
is the most common way for customers to get in touch with them. If a customer is
simply texting or posting a few questions on your social media pages instead of calling
you, there is nothing you can do but respond to the message. Customers expect you to
always be available to respond to any means of communication, so you need to have a
clear plan for this. KFC always has several online channels to serve customers during
restaurant business.
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4. Competitors
The food industry is a fierce competition of many big brands, in which social media
activities are mostly focused on by brands. Buzzmetrics' statistics show that KFC, Lotteria
and McDonald's are the 3 fast food brands that generate the most discussion on social
media (excluding pizza brands), in which KFC dominates with a market share of almost
50%.
Most of the discussions of fast-food brands usually come from the Facebook fan page,
this is also the reason why KFC achieves a huge number of discussions compared to its
competitors. However, in these discussions, only a small number commented on the
quality of the food, the service, and the reasons why customers choose one brand or
another. In general, the fast-food industry is an industry with a high percentage of
customers switching from one brand to another or can choose multiple brands as
competitors to change at the same time.
When comparing the three most discussed fast-food brands on social media today, KFC,
Lotteria and McDonald's, in the period from June 2014 to March 2015, some highlights
can be seen in general. turn on below:

- CONSULTATION PHASE: While KFC and Lotteria are often considered for
promotions, delicious food, new dishes, etc., McDonald's is mainly considered
for having Gifts with Meals and Open 24/7. In addition, because it is a big brand
that has just set foot in Vietnam for a short time, the heat of McDonald's is still
quite large and the opening of new stores of this brand attracts attention as well
as consideration for eating by many people. youth island.

- STAGE TO EAT AND SAY GOOD: Good food is the top factor that makes
customers come to eat and talk well about fast food brands, in which KFC is the
brand with many positive discussions about food quality. eat the most. Some
other factors that make customers appreciate fast food chains include Having
many promotions, Reasonable prices, Nice clean space, good service attitude,
etc.

- THE STAGE OF ADVISING OTHER PEOPLE TO EAT: There is extraordinarily little

discussion about recommending people to eat at a certain fast-food chain
because there are very few people asking for advice on this. Most of the advice
given is to answer the question of choosing a restaurant to celebrate your baby's
birthday.

- NO OPTIONAL STAGE: Only a small number of customer discussions said that

they did not choose to eat at a certain fast-food chain, the reasons given were
mainly about usage. industrial chicken and the food is not fresh.
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- STAGE TO EASE AND DON'T BE SATISFIED: Unsatisfactory food is a common

problem that causes fast food brands to receive negative feedback from
customers. In addition, Lotteria also has a huge problem of bad service attitude,
with the amount of negative discussion about this issue accounting for nearly
50%.

 KFC: Received many positive feedbacks about delicious food, there are many
promotions, such as cheap and convenient combos. Many parents share that
their children love to eat, and many young people say that KFC is the right place
to gather with friends.

 LOTTERIA: Is the brand with the highest percentage of unsatisfied customers

after coming to eat, in which most of the negative discussions are about bad
service attitude.

 MCDONALD'S: A brand that many people consider to eat, mainly young people
because there are Gifts with meals that are models of movie characters. In
addition, the opening of new McDonald's stores has also attracted great
attention, with many people sharing that they are excited because they have the
opportunity to enjoy McDonald's without having to travel far.

5. Marketing plans overview

a) KFC's product strategy - East and West combine perfectly.
KFC's products are famous for being delicious and attractive to everyone. Referring to
the product strategy in the overall Marketing Mix strategy of KFC, it is necessary to
mention the blend of 30 special seasoning methods from 11 types of herb flavors. KFC
brings to Vietnam the most original elements that make up the success of this brand
along with a professional service unmatched in Vietnam at that time.
If it comes to KFC's marketing strategy to help the brand gain a strong foothold as it is
today, the first thing to mention is its extremely unique product. KFC does not stop
making a difference but also diversifying its products in each market it enters. Besides
the traditional dishes such as fried chicken, Hamburger, KFC also develop more products
such as chicken rice, mixed cabbage, soft bread, shrimp burger ... for the Vietnamese
market and some other markets. In Vietnam, it can be clearly seen that the company
focuses on developing chicken rice. Because this is a dish that Vietnamese people are
familiar with and meets the criteria of "quick-quick" with a quick but nutritious meal.
In addition, with KFC products, the company also changes the taste, size, and design to
suit the cuisine of Vietnamese consumers. In recent years, the company has developed
more dishes suitable for Vietnamese tastes such as chicken porridge, Flava Roast
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chicken, Egg Tart... Along with product development, the company also focuses on
product development. ensure its quality so that it is the most assured, with the period
when avian flu is raging, the company "guarantees" to customers about the quality of
the products it provides to create firm trust with customers. Not stopping at the product
is fried chicken but coupled with the KFC service that provides customers with the most
comfort, along with the VIP card policy to customers for each purchase with a 10%
discount. The above shows the customer attachment to the products that KFC creates
with the Vietnamese people.

b) KFC's pricing strategy – Minimalist to suit Vietnamese spending.

To create a rich menu, many choices for customers, KFC's Marketing Mix strategy also
provides different prices for consumers to have more choices. In the first days of
entering the Vietnamese market when people were still unfamiliar with fast food with a
very "Western" taste, KFC applied a price strategy to penetrate the market, using low
prices to make customers happy. more familiar with the brand, attracting more
potential customers to themselves. Obviously, this campaign is effective and shows the
perseverance of KFC when in 2006 after nearly 10 years of loss, it started to be
profitable, and the number of customers skyrocketed.
The next time, when KFC's competitors were more and more in Vietnam, and the
company had enough loyal customers. KFC switched to a competitive pricing strategy
with prices higher than its competitors but not significantly. This is considered a leading
image-making move as well as hitting the customer's psychology "higher price means
better quality".
In addition, KFC also adjusts its prices for each type of customer such as special
promotions and prices for VIP card members. Offering Combo meals at reasonable
prices to help customers save costs when ordering individually has shown the
effectiveness of their pricing strategy. The fact that KFC shapes its price in each period is
a wise move in the context of "playing" on the pitch of the extremely price-sensitive
market.

c) Distribution strategy of KFC (Place) – Success with distribution channel research

On December 27, 1997, KFC came to Ho Chi Minh City and up to now the company has
built a wide store system in all regions. In 2005, KFC had 17 stores, in 2008 the number
increased to 44 stores, and 1 year later this number was 70 stores. Currently, KFC has
more than 140 stores covering 3 North - Central - South and in big cities.
This shows that KFC's strategy of expanding distribution channels is spread in many
localities to reach maximum customers. Stores are concentrated in the centers of big
cities such as Hanoi and Ho Chi Minh City because this is considered the focus of the
business's target customer group. With such a large coverage, the distribution strategy
is part of KFC's Marketing Mix strategy to create more convenience for customers when
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they want to find the nearest KFC store for themselves. This saves more travel time and
customers do not have to go too far from where they live to get a meal at KFC.
KFC's distribution strategy is also reflected in the number of stores as well as
distribution locations in the KFC system. Initially, KFC often chose supermarkets or
shopping centers because these locations are often located in densely populated areas
and are convenient for people to shop and enjoy KFC's fried chicken. However, due to
the growth of supermarkets or larger Mega Malls with the growth rate of KFC, the
company has chosen beautiful locations and convenient traffic to make it easier for
customers to find as well as convenient for customers. like a spacious space when
shopping at KFC. The reasonable distribution channels of KFC and the carefully
researched spatial location of the brand have created a good effect not only in big cities
but also in small localities.

d) KFC's advertising strategy (Promotion) – Strong advertising in the media

It can be said that the strength of KFC's Marketing Mix strategy is sales and advertising
communication. The company has used different channels in Promotion such as
promotion, advertising, and PR activities. Through advertising and PR activities in
Vietnam, the company wants to convey information about KFC to customers and
promote its outstanding products.
It can be seen that KFC launched TVCs to advertise its brand towards customers'
perception of foreign but "very Vietnamese" brands! KFC wants to clarify the message in
its slogan "taste on every finger", with the irresistible delicious image of KFC fried
chicken. Or most recently, the company has implemented an effective KFC
communication strategy when using sound to stimulate the taste buds. As the target of
KFC's Marketing Mix strategy is young people and they are psychologically stimulated by
hearing, so the company focuses on the sound side to be able to attract them to the
dining experience at KFC.
Not stopping there, in the era of strong development of social media, the company is
also not out of the game when using Facebook, Instagram, Twitter ... or banner ads to
promote its coverage to the public. KFC's campaigns have received a huge amount of
positive feedback and interaction. In addition, customers can reflect their comments on
KFC's Fan page, so KFC, through a strong communication strategy on both TVC and
social media, has shown its awareness in the market. Vietnamese schools are "not the
right type"!

II. SWOT Analysis

1. Strengths of KFC
Such a greatly known and beloved company like KFC boasts many strengths, including a
global presence, unique menu options, and a secret even the internet has not exposed.
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 A well-known hub.
With over 15,000 established in 120 countries, KFC is internationally recognized venue.
Surprisingly, in many of these countries, KFC holds more clout for their non-meat menu
options.
 The powerful corporation behind the KFC brand.
Alongside KFC, Taco Bell and Pizza Hut also share the same corporate owner, Yum!
Brands. Since they own so many other fast-food restaurants, it is clear Yum! Brands
have the influence, power, and resources to improve KFC as a restaurant.
 New non-meat options for a growing market.
KFC stands out among the other restaurants Yum! Brands Own. Despite the appeal of
the finger-licking chicken KFC offers, many people are enjoying KFC's vegetarian options
too, especially vegetarians and vegans. Many other corporations are failing to
acknowledge this health-conscious market base, giving KFC an attractive lead in this
sector.
 A trade secret only a select few know.
To this day, the trade secret behind KFC's delicious chicken — the “11 herbs and spices
original recipe” — remains a mystery to the public. Private information like today's
world is quite the feat, but it is not too surprising considering Colonel Sanders wrote the
recipe down and locked it away in a vault.
Weaknesses of KFC
Despite its vast reputation, KFC suffers from similar faults of other fast-food restaurants,
including having excellent serving high-fat foods and following a questionable franchise
management system.
 A flawed menu.
KFC succumbs to many common issues shared by other fast-food joints. The menu is
high in fats and calories— if you want to go over your daily allotted calories for the day,
eat a few pieces of chicken, KFC fries, and boom! Consider how health-conscious the
public is these days, greasy chicken is not going to cut it anymore.
 Questionable franchise system.
KFC follows a franchise management system, meaning each one is individually managed.
It is not uncommon for one KFC to have high reviews while another, just down the
street, is collecting bad press. Such a volatile system is prone to operation, production,
and poor management qualities, affecting how the public feels about the joint in
question, and the overall brand.

2. Opportunities of KFC
By maintaining the same price point with new menu options, KFC is positioned to enter
a new market without sacrificing the beloved chicken-focused meals the company is
boasted for.
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 Cheap menu people love.

KFC offers hefty portions for a cheap price. People will always find themselves drawn to
unique flavors when it is time to grab something cheap and easy for dinner.
 Primetime for vegetarian meals.
KFC is in the prime spot to dive into the vegetarian market. Although other fast-food
joints have ventured in, none are as committed as KFC. Still, with other healthier options
like Subway, this firm will find itself fighting a tough battle. Subway is not even the
biggest competitor; McDonald's also offers healthy, non-meat options. The only
difference is, KFC is ready to specialize while other fast-food restaurants are only
dipping their toes into this market.
Adding new vegetarian options will improve the relationship between KFC and health-
conscious and vegetarian consumers. By creating a new section of the menu for these
consumers, KFC will likely see an increase in reputation.
Now, KFC has the perfect opportunity to strengthen its brand worldwide. It will still be
recognized for its delectable chicken, but also become a pioneer within the non-meat
industry.

3. Threats for KFC

Threats bombard KFC every turn— luckily, this is the case for most fast-food joints. If
KFC is proactive now, it can eliminate many of these threats before they transform into
a commandeering issue.
 The #1 issue: competition.
All fast-food chains share a common threat: competition. Despite its popularity, KFC is
not the leader of fast food. In many ways, it is not even close. And so, it must compete
with the bigger and medium-level guys in a crowded industry.
 More health-conscious than ever.
The public is taking health into their own hands by understanding how fast-food items
are made, the number of calories in each option, and seeing through elusive
advertisement language. It is a great stride for consumers but makes companies like KFC
nervous.
 High raw material costs.
Raw material prices are rising; if KFC wants to remain competitive, it will need to
maintain the quality consumers expect without hiking up the prices of its menu.
 The franchising mistakes.
As discussed in the weaknesses category, the franchise management system is harmful
to KFC's reputation. It only takes one bad location to tarnish KFC's entire brand. Word of
mouth spreads fast, thanks to social media, and it will not take long for bad reviews and
negative feedback to crop up.
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III. MARKETING STRATEGY PLAN

1. Objective
Currently, with fierce competition from newly opened fast-food brands, as well as the
difficulties and challenges set out in the above section, this campaign will help KFC
somewhat break out and be able to regain it. the original position of the brand, at the
same time regaining the trust of customers, removing the previous bad prejudices about
the brand.

2. Media strategy
With KFC in the past making healthy and clean eating products like salads, this campaign
will revolve around almost the same things, but no one thought that KFC would do it.
Unlike the vegetarian products that KFC has made, this product still has to keep the
basic elements of taste and feel like a regular fried chicken product, in fact, this requires
a technical team. technique and research is quite high to be able to implement the
above product. However, the above product will break the stereotypes about unhealthy
food for KFC in Vietnam market almost immediately. At the same time, this is also a
product that has not been noticed by other fast-food developers in the market.
The target audience of the product launch campaign is quite diverse and can even be for
those who tend to be vegetarian. They can be anyone who has experienced it and now
this is also a new trend of young people when they often gradually form a trend of going
vegetarian once a month.
Products that can replace chicken in ingredients can use mushrooms that are high in
protein and have a texture that is quite similar to meat. In Vietnam, vegetarian dishes
are not only products made from common vegetables but also a culinary art.

3. Deployment channel
With a campaign to change the product like this, the use of IMC communication method
i.e., integrating both online and offline forms is extremely necessary and effective. In
terms of performance, offline is likely to be more directly felt by customers through
senses such as sight, texture, smell, and taste, besides, online will be a quick
transmission tool. and more widely.

4. Form of communication
 Online:
Before and after the product launch, KFC will do social media advertising and post
coupons through a game on their mobile app, which will stimulate the potential to shop
and look forward to a new product launch, these publications should be short video
formats that can run pop-up ads on platforms like Facebook or YouTube.
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KFC should also promise a healthy product to avoid being confused with the usual fried
chicken products they used to make. Besides, it is recommended to create a campaign
for health with its own hashtag to spread the message or slogan of the IMC campaign .
 Offline:
Besides developing online communication, KFC should also focus on direct advertising
by creating banners and posters about new products during product launches. At the
same time, KFC should also create healthy meals for customers to have many choices, it
should also propose 1 day a week as a healthy day, in which vegetarian products,
healthy products such as salads or sugar-free Coca-Cola will incentives, this will also
stimulate the number of product purchases, something that KFC has not done in the
past. Family combo meals when accompanied by young children should also have small
gifts included as they did before, small products like these will also make children more
interested and more receptive than with normal, besides, there is some difference in
these gift products that they should be secreted to make children more stimulated,
more curious.

IV. CREATIVE STRATEGY PLAN

1. Schedule
Unlike other advertising plans and schedules of other companies, this campaign does
not require too close attention to the timelines and progression of the campaign, which
is one of its good points. after all, this is merely a new product that can be launched by
KFC, and it is not rushed by external factors. All activities and events are dependent on
the ability of the KFC team to research and develop products. The decision of a long or
short implementation plan also depends on the practical feasibility of the product and
the level of acceptance of the product in the market. However, one thing can be very
certain that, whether running short or long advertising, the product will still change a
large number of customers' minds about the health in KFC products.

2. Evaluation and follow up.

There are not too many reference systems that can publicize the sales of a product, but
in terms of cost structure, the KPIs that can be set for success will be based on the
perception of customers after the war. translation, these data can be collected through
survey or survey, with satisfaction level or higher is satisfactory. The revenue factor will
depend a lot on the company's ability to perfect the product, but it will be exceedingly
difficult to attach KPIs because this is just a personal article, based on opinions and
scanty data.
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V. CONCLUSION
In short, this is a plan of a campaign that can be implemented and is extremely realistic
for the KFC brand, now with the immediate difficulties and obstacles, KFC needs to
regain its unique position. not an easy thing. This can also be considered as a personal
suggestion for the brand in the future.

VI. REFERENCES
 Frue, K., 2021. SWOT Analysis of KFC. [online] PESTLE Analysis. Available at:
<https://pestleanalysis.com/swot-analysis-of-kfc/> [Accessed 25 June 2021].
 Lương, H. and Nguyễn, T., n.d. Chiến lược Marketing Mix của KFC: Đi đến đâu
"bản địa hóa" đến đó!. [online] Marketing Admicro. Available at:
<https://marketingai.admicro.vn/chien-luoc-marketing-mix-cua-kfc-di-den-dau-
ban-dia-hoa-den-do/> [Accessed 25 June 2021].
 Nguyễn, N., 2015. KFC, Lotteria và McDonald’s: Cuộc chiến các chuỗi cửa hàng
thức ăn nhanh tại Việt Nam | bởi Nhung Nguyễn. [online] Brands Vietnam.
Available at: <https://www.brandsvietnam.com/congdong/topic/909-KFC-
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