Uploaded byWrishav Thakur
KFC - INTEGRATED MARKETING COMMUNICATION PLAN
The document presents an integrated marketing communication plan for the food brand KFC by a group of 6 students. It includes an analysis of KFC's customers and competitors, objectives to maintain brand engagement and foster stakeholder relationships, targeting demographics and psychographics, a positioning strategy based on products and price, choosing an advertising agency, developing message strategies and themes, creating print and digital ads, and planning public relations activities.
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KFC - INTEGRATED MARKETING COMMUNICATION PLAN
- 1. INTEGRATED MARKETING COMMUNICATION SO GOODTO BE BACK AGAIN. We members of group 5 will be presenting IMC planning process of food brand KFC . RICHA ASHESH SAMRIDDHI SHREEKANTH HEMANTH WRISHAV Introduction Objective positioning Creative strategyAppeal
- 2. OPPORTUNITY ANALYSIS CUSTOMER • McDonald's,Domino's Pizza, Dunkin Donuts, local players COMPETITORS COMMUNICATION DEMOGRAPHIC PSYCHOGRAPHIC GEOGRAPHIC AGE INCOME
- 3. OUR OBJECTIVE : •Tocontinuously maintain the high standards of brand engagement with consumers •To foster relationship with stakeholders and society at large.
- 4. TARGET AUDIENCE DEMOGRAPHIC PSYCHOGRAPHIC BUDGETING TECHNIQUE %OF SALES METHOD POSITIONING STRATEGY BY PRODUCTS ATTRIBUTES AND BENEFITS BY PRICE
- 5. CHOOSING BETWEEN IN-HOUSEAND EXTERNAL ADVERTISING AGENCIES: •COST INCURRED •LEVEL OF EXPERTISE •OUTSIDER’S PERSPECTIVE AGENCY CHOSEN: •COST INCURRED •LEVEL OF EXPERTISE •OUTSIDERS PERSPECTIVE CHOOSING BETWEEN IN-HOUSE AND EXTERNAL ADVERTISING AGENCIES: AGENCY CHOSEN:
- 6. •EMOTIONAL APPEAL •RATIONAL APPEAL •SCARCITYAPPEAL •SEXUAL APPEAL
- 7. MESSAGE STRATEGY AFFECTIVE PREEMPTIVE PROMOTIONAL SUPPORTCONATIVE EXECUTION FRAMEWORK DRAMATIZATION INFORMATIVE
- 8. OUR MESSAGE THEME: THERE IS LOT ON OFFER DECISION ON SOURCE : TYPICAL PERSON
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- 13. MEDIA PLANNING MEDIA CLASS MEDIAVEHICLE PRINT MEDIA DIGITAL MEDIA TIMES OF INDIA FACEBOOK TWITTER
- 14. PUBLIC RELATION PUBLIC RELATIONS 1.SHARE YOUR SECRET RECIPE @ KFC 2. TASTE THAT YOU CAN TRUST
- 15. SO GOOD TOHEAR THAT YOU HAVE QUIT LIGHTING THE WEAPON OF MASS DESTRUCTION. THANK