1. EAST ASIA
Enigma, Inc.

3. enigma
Solving the mysteries behind your brand, so you don’t have to.

4. PROBLEM STATEMENTChick-Fil-A wants to expand by infiltrating into the already
highly competitive fast food market of East Asia.

5. MARKETING
OBJECTIVE
Gain a 5% market share for Chick-Fil-A
in the Chinese, Japanese and South
Korean market for the 2017 fiscal year.

6. ADVERTISING
OBJECTIVE
Establish 50 percent brand awareness and
increase favorability over competitors in
China, Japan and South Korea.

7. TARGET AUDIENCE
18-49 year olds, middle/upper
class individuals

8. Situation Analysis

9. Hofsteade analysis
Long-term orientation: 118
Uncertainty avoidance: 85
Uncertainty avoidance: 92
Individualism: 20
Uncertainty avoidance: 30
High power distance: 80
Masculinity: 95
Long-term orientation: 80
Individualism: 18
Masculinity: 39
Long-term orientation: 75

10. BRAND ANALYSIS
➤ Founded by S. Truett Cathy in 1946 in the Atlanta suburbs
➤ 1600 restaurants in 39 states, mostly located in the South due
to the traditional Christian values seen throughout the
company’s culture and work ethic.
➤ Famous for their slogans ““We Didn’t Invent the Chicken,
Just the Chicken Sandwich,”and “Eat Mor Chikin,” which
usually feature the company’s mascots- cows.
➤ Wants to expand into highly populated areas of China, Japan
and South Korea due to their rapidly growing fast food
markets

11. CHICK-FIL-A STRENGTHS AND WEAKNESSES
➤ Strengths
➤ Distinguished different from other popular US based chicken
restaurant, KFC because of way chicken cooked, quality service
and chicken sandwich
➤ Growing trend of mascots will encourage brand relatability to
the Japanese
➤ Weaknesses
➤ No brand awareness in Asia
➤ Brand philosophy - very religious brand, not open on Sunday
(problem because many things are open late or 24/7 in Asia)
➤ Not a very diverse menu

12. CHINA
➤ Opportunities
➤ LTOs
➤ Competitors like KFC, McDonald’s, and
Pizza Hut all had food scares and are
losing revenue
➤ New local menu offerings
➤ Devotion to quality may attract
consumers who don’t want expired
meat in their meal
➤ Upcoming Lunar New Year is the Year
of the Rooster - focus more on chicken
imagery as opposed to ox imagery (cow)
➤ Threats
➤ KFC as a number one competitor
➤ McDonald’s promising growth
➤ Established presence from other
competitors

13. COMPETITORS
➤ KFC = 肯德基 = (Kěndéjī)
➤ Number one brand in China
➤ Maintains old menu along with new menu
➤ Very high brand awareness
➤ Long and established presence
➤ McDonald’s = 麦当劳 = (Màidāngláo)
➤ Leverages LTOs
➤ Emphasizes coffee and desserts as well as
menu items
➤ Very high brand awareness
➤ Attracts families
➤ Pizza Hut = 必胜客 = (Bìshèngkè) “Compelling
victory for guests.”
➤ Good at making LTOs, especially seasonal ones
(see Lunar New Year)
➤ Huge variety
➤ Very high brand awareness
➤ Attracts the young crowd, offers delivery

14. JAPAN
➤ Opportunities
➤ Incorporate the Chick-Fil-A
mascots into the advertising and
IMC efforts
➤ Use large social media based
culture and trends to promote
Chick-Fil-A
➤ Use holidays like the chicken
emphasis at Christmas to have
special advertising
➤ Threats
➤ Shared outlets of competition
makes it easier for them to
expand
➤ KFC has huge following,especially
around Christmas that is hard

15. COMPETITORS
➤ McDonalds
➤ A lot of tourists will eat McDonalds just to try the exclusive
menu items
➤ Sells a variety of food, well established, and not going
anywhere any times soon
➤ As another American brand, will be be hard to convince
people to eat Chick-Fil-A over McDonalds or KFC when
thinking of american fast food
➤ Recently had a food scandal that can detract sales
➤ MOS Burger
➤ "Making people happy through food."
➤ Japan’s second largest fast food franchise, only behind
McDonalds
➤ Burgers, hotdogs, rice dishes, and their popular rice burger
➤ Have unique burger options that are direct competition to the
uniqueness of the chicken sandwich
➤ KFC
➤ “Finger Lickin’ Good”
➤ Japan is the third largest market for KFC, after US and China
➤ While most fast food restaurants in Japan are burger oriented,
KFC is chicken
➤ In 1974, KFC Japan began to promote fried chicken as a
Christmas meal and now eating KFC as a Christmas time
meal is a widely practiced custom in Japan

16. SOUTH KOREA
➤ Opportunities
➤ Popularity of chicken
products
➤ Extremely technology
savvy population, power
of social media/word-of-
mouth
➤ Threats
➤ Market competition is
huge
➤ Power of social media/
word-of-mouth

17. COMPETITORS
➤ McDonald’s
➤ Lotteria
➤ Has been in the market since 1978
➤ Local version of McDonald’s
➤ Burger King
➤ First store 1984
➤ 221 stores
➤ KFC
➤ First store 1984
➤ Over 140 stores
➤ Chicken Franchises
➤ BBQ Chicken
➤ Kyochon
➤ Nene Chicken
➤ Goobne Chicken
➤ Hosigi Chicken

18. ADVERTISING
STRATEGY
Use standardization to
promote the originality
and freshness of Chick-Fil-
A while using localized
executions.

19. STANDARDIZED STRATEGY
➤ Keep “Eat Mor Chikin'” but possibly add sub tagline for each
company
➤ Emphasis the originality and tradition of Chick-Fil-A chicken
sandwich
➤ Lighthearted, fun tone will be kept
➤ Made to order, premium products; takes longer but it's better;
sit down and eat restaurant
➤ Authenticity and genuineness
➤ Slogan: “Chikin done right”

20. Launch cities
Shanghai
Chongqing
Harbin
Seoul
Tokyo
Osaka

21. Standardization ad — traditional
Chicken done right.

22. “Chikin done right”
Singular social media ad featuring a
fresh chicken sandwich with copy
highlighting the quality of the
chicken, and how the meat isn’t
processed or expired.
Standardization ad — social media

23. LOCALIZATION OF CHINA OVERVIEW
➤ Emphasize value especially to younger audience
➤ Weibo/Renren ads
➤ TV ad or magazine ad with celebrity advertising a chicken
sandwich or something of that sort
➤ Promotional - chicken burger, coffees or ice cream etc
➤ Extra emphasis on quality, real deal, not imitation products
➤ Chick-fil-A Chinese name: 福来鸡 (Fúlái jī) “Fortune comes
with chicken”
➤ Year of the rooster is 2017

24. CHINA BUDGET & MEDIA MIX & IMC
➤ 40 Million total
➤ 10 MM Television
➤ 1 MM Digital/Social Media
➤ 2 MM Publicity
➤ Wang Rong endorsement
➤ 10 MM Guerilla
➤ People in chicken suits interacting with people
➤ 7 MM Print
➤ Magazines and newspapers
➤ 10 MM Event/Promo
➤ Lunar New Year merchandise with rooster/chicken, chicken hats

25. CHINA FLOWCHART

26. China Mockups

27. LOCALIZATION OF JAPAN OVERVIEW
➤ Use cow mascots in promotions and executions
➤ Incorporate Japanese holiday chicken culture for LTOs
➤ Emphasis chicken because many fast food restaurants are
burger oriented

28. JAPAN BUDGET & MEDIA MIX & IMC
➤ 27 Million total
➤ 12 MM Television
➤ TV spots
➤ 1 MM Digital/Social Media
➤ 2 MM Publicity
➤ 5 MM Guerilla
➤ Running cow mascots in the streets of Tokyo
➤ 2 MM Print
➤ Magazines
➤ 5 MM Event/Promo
➤ Rotating game show filmed live every monday at Midnight, aired on Chick-Fil-A’s
website
➤ Winners receive free chick-fil-a for a year

29. JAPAN FLOWCHART

30. Japan Mockups

31. LOCALIZATION OF SOUTH KOREA OVERVIEW
➤ Celebrity endorsements, product placement
➤ Make social media worthy/sharable
➤ Cultural leader amongst East Asian countries
➤ Emphasis price
➤ Midstatus, relatable, funny people endorsements

32. SOUTH KOREA BUDGET & MEDIA MIX & IMC
➤ 28 Million total
➤ 16 MM Television
➤ TV spots
➤ 2 MM Digital/Social Media
➤ 1 MM Publicity
➤ 3 MM Print
➤ Magazines
➤ 6 MM Event/Promo

33. SOUTH KOREA FLOWCHART

34. South Korea Mockups

35. EVALUATION
➤ $5 MM budget
➤ Surveys
➤ Measuring sales volume
➤ Brand recall
➤ Brand linkage tests
➤ Website impressions
➤ Inquiry tests
➤ Social media engagement
➤ Tracking the hashtag for “Chicken done right”
➤ Tracking shares on the guerrilla videos

36. RESOURCES
http://www.japantimes.co.jp/news/2015/04/08/national/japans-cuddly-yet-costly-mascots-face-extermination/#.VVC-yxeXGL5
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http://thinkingchinese.com/index.php?page_id=273
http://www.statista.com/statistics/205784/kentucky-fried-chicken-sales-per-system-unit-since-2006/
http://hbswk.hbs.edu/item/kfcs-explosive-growth-in-china
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http://clien.net/cs2/bbs/board.php?bo_table=park&wr_id=41451710