KFC's CCTV advertising strategy

KFC: Change for China

In p>1987, KFC entered Beijing and began its glorious course in China.

In p>2115, the "Sudan Red" plunged KFC into a crisis of confidence. At the critical moment, KFC promptly stepped up advertising in the bidding period of CCTV, fully communicated with consumers with the help of CCTV platform, clarified misunderstandings, successfully resolved the crisis and regained consumer confidence.

since then, KFC has maintained a stable launch in the bidding section of CCTV every year. In 2117, KFC entered China for 21 years, and the advertisement of CCTV tender section once again perfectly explained KFC's gratitude? 6? 1 return "activities, fully improve the brand reputation.

In p>2118, KFC launched CCTV's post-Focus Interview advertisement, and its brand was better recognized and loved by consumers in China.

Before determining the advertising strategy, Jingli conducted a comprehensive market survey and analysis of this advertising project and drew the following conclusions:

First, KFC's target audience is mainly divided into three parts: children, students and professional white-collar workers. The purpose of the first two kinds of consumption is mostly leisure and meeting friends, and because of the limitation of their own consumption ability, their consumption behavior lacks independence, and consumption decisions are often made by family members together; The consumption purpose of office white-collar workers is mostly daily meals, and the consumption mode is mainly telephone ordering and delivery.

Secondly, competitors don't have a new product release plan at the same time of advertising, which means that there will be less interference information that will cause brand confusion in advertising, which is more conducive to improving the audience's memory; However, because KFC's own products are too similar, they are easily confused with each other. If advertisements are placed on the public media with complicated information and unfocused audience, the audience's attention is limited, and the brand memory left behind cannot be guaranteed.

thirdly, for a new product of a fast food product, the audience often has high expectations and distrust, so the advertisements of new products often enjoy high attention, but it is more difficult to attract the audience to buy. How to eliminate the strangeness of consumers and arouse their desire to buy is the key to solve the problem.

fourthly, KFC's franchise stores are widely distributed in geographical location, so the target audience of this advertisement is also widely distributed, so the distribution scope of the advertisement must be nationwide.

formulation and implementation of advertising strategy

through the analysis and research of the advertising project itself, Jingli summed up the targeted media strategy: in the elevator media of residential buildings and office buildings in 15 cities such as Beijing, Shanghai, Guangzhou, Xi 'an and Qingdao, the print advertisements of KFC's new product "Zhenzhen Seven Shrimp Fort" were simultaneously put on. For example:

Choose elevator media instead of traditional media or other outdoor media, which is determined by the characteristics of the project itself. Elevator media has a stable and clear audience, wide coverage, high arrival rate and high cost performance. The reasons why Jingli chose to use elevator media are:

1. The audience of elevator media is consistent with the target audience of KFC's new product advertisement. KFC's fast food consumers are mainly middle-income people, and their consumption patterns are mainly office ordering and family collective consumption. These target audiences mainly haunt the main distribution locations of elevator media outlets-residential buildings and office buildings. The accurate positioning and directional communication of the target audience will help to ensure the effective arrival of advertising information and reduce the loss. According to AC Nielsen's research report, more than 81% people choose to spend fast food from noon to 1 pm and from 17: 11 to 22: 11 pm, which are just the peak hours of taking the elevator.

2. The elevator is a quiet and closed space. When the audience sees the advertisement, they only face this single source. The information interference is weak, and the audience pays high attention. They have enough time to digest the advertisement images and form brand memory. What the audience sees is the Seven Shrimp Fort, and what they remember is the Seven Shrimp Fort.

3. Elevator media belongs to outdoor media with high audience affinity, and the media location is set in the audience's daily living environment. Over time, it has even become a natural part of the audience's familiar living environment, which will undoubtedly greatly weaken the audience's psychological defense against advertising and eliminate their strangeness about new products. Moreover, the elevator frame media belongs to static outdoor, without noise, and will not actively attract the audience to watch, so it will not trigger the audience's resistance.

elevator advertisements are low in cost, which is convenient for large-scale three-dimensional delivery and ensures the frequency and range of advertisements. Compared with the traditional three major media and traditional outdoor, elevator advertising is characterized by ensuring the scope of communication and the pertinence of communication.

advertising effectiveness

what kind of advertising effectiveness has been achieved by the media strategy obtained from such detailed analysis and demonstration?

After three weeks of advertising, AC Nielsen made a detailed comprehensive evaluation of the advertising effectiveness in Beijing, Shenzhen, Ningbo, Xi 'an, Foshan, Taiyuan and Shanghai, and immediately released the Evaluation Report on the Print Advertising Effectiveness of the Elevator from KFC to Zhenqi Xiabao on July 8, 2118.

the report shows: 6? Among the people covered by plane advertisements of elevators from KFC to Zhenqi Xiabao, the total arrival rate is as high as 94%. In Beijing and Shanghai, the arrival rate is 111%. 6? 1 At the same time, the average number of advertisements arriving every day is about 4 times, which has already stimulated the respondents' purchase intention

(The following figure shows the survey results)

Respondents' memories of this advertisement are good, and the arrival rate of advertising pictures is as high as 96%, of which the recall rate of product pictures is as high as 81%, and the recall rate of words/advertisements is also over 51%. This advertisement conveys information through pictures and words, and the arrival rate of product information is as high as 91%. Among them, 59% realize that KFC has launched a new hamburger through advertisements, and 43% people feel that it is delicious. 6? Generally speaking, nearly 71% of the respondents like the elevator print advertisement of Zhenqi Shrimp Fort, and 45% of them tried this new product immediately after seeing this advertisement, and nearly 81% of the respondents will have purchase intention in the future. From different cities, the respondents in Beijing have the highest love for this advertisement, the rate of trying new products and the purchase intention.

competitor comparison

Super comparison: McDonald's and KFC take-out service is big. PK

Positioning two big foreign fast food with little difference, the war between McDonald's and KFC is becoming more and more fierce. After decades of horse racing competition, the take-away service has also begun to play big. KFC has paid a lot of money to broadcast advertisements on TV station to promote home delivery, while Hong Kong McDonald's even hired big-name stars such as Eason Chan as take-away agents to promote Maile delivery for them.

1. Ease of knowledge

How can we make the take-away service well? First of all, we must know that there is a take-away service, and we must quickly find a way to order food when we want to use this service and enter the real ordering process.

1. Is the name of the takeaway service easy to remember?

McDonald's takeaway service is called Maile Delivery, while KFC's takeaway service is called home delivery. Both of them are easy to remember.

Chicken McNugget has always been one of the regular meals of McDonald's, and its TV advertisements have a high appearance rate. It is well-known in China. It is a very good name to change to the take-away service, which contains the surname of McDonald's and has the meaning of happiness.

KFC's "home delivery" happens to have the same name as a large domestic express delivery company. Thanks to this express delivery company's numerous benefits in large and medium-sized cities across the country, this name is well-known in big cities and is very easy to remember. Pizza Hut's take-away service is also named by this name. Many consumers will be confused about whether they have the right to a name with the same name. Moreover, the word "ZJS" originated from Japanese "ZJS", which is a very obvious word in daily use, and I am afraid it will arouse the resentment of domestic Japanese haters.

the name of the takeaway is easy to remember: McDonald's gets 85 points and KFC gets 91 points

2. Is the takeaway number easy to find

If you still stay at the point of distributing leaflets to promote your takeaway phone number, you can only say that this enterprise is Out! Now is the network information age! The users of McDonald's and KFC, especially those who pay, are mostly teenagers and young people from 15 to 45. These people are also loyal users of the network. Imagine, when a small white collar is looking for a takeaway phone, will he ask people everywhere for leaflets to see the phone number or go online to check the phone number? Let Xiaobian try it!

McDonald's:

If you type "McDonald's" in Baidu, you can't directly find the phone number sent by McDonald's in the first five pages of the search engine. The five-page webpage even includes Japanese McDonald's official website and Korean McDonald's official website.

Xiao Bian continued to enter "Maile Send" in Baidu. Unfortunately, all the pages that appeared were questions about Maile's phone calls or soft articles that Maile sent to online media. There is still no McDonald's official website that gives McDonald's a phone call.

finally, xiaobian clicked on China McDonald's official website (searching for the first page of "McDonald's") and finally saw a phone call from McDonald's in the lower left corner of the home page.

huayi employees revealed the private face of the star

KFC:

Enter "KFC" in Baidu, and the fourth item on the first page of the search engine will see the KFC takeaway webpage. KFC's take-away service uses its own take-away phone number as the domain name of official website, so you can find the take-away phone number by typing "KFC" in the search engine without clicking on the webpage.

Baidu Location of KFC's ZJS Delivery to official website

Enter "ZJS Delivery" in Baidu, and the top pages are all those of the same name courier company. The last page on the first page is Pizza Hut's takeaway official website. Official website, a takeaway from KFC, appeared at the bottom of the second page of the search engine. This is also the inconvenience of the name "home delivery" being used by too many people.

How easy it is to find the take-away phone number: 75 points for McDonald's and 91 points for KFC

Small staff of Huayi revealed the private face of the star

3. Is the take-away phone number easy to remember

Take-away phone number of McDonald's: 4118-517-517

Take-away phone number of KFC: 4118-823-823

Listen to the phone number of McDonald's. KFC is much worse. There are many free customer service or ordering calls at the beginning of 4118, and KFC's "823" submerged in this pile of calls is really hard to remember. Even Pizza Hut's take-away phone number: 4118-123-123 is much easier to remember.

Xiao Bian randomly asked 12 netizens whether they remembered the ordering telephone numbers of KFC and McDonald's. As a result, 5 people remembered the ordering telephone number of McDonald's, and only 1 people remembered the ordering telephone number of KFC. Maybe KFC should reflect on why it didn't spend more time on snacks when buying numbers.

Take-away phone number is easy to remember: McDonald's 95 points and KFC 59 points

II. Convenience

Even if you can find the ordering method conveniently, if the whole ordering process is complicated and the ordering speed is extremely slow, it will not be recognized by consumers.

1. Is it easy to find take-away food?

It's not enough to remember the number when selling food outside. You should also know what food you can order. You can't always order what you have eaten before. Mcdonald's Maile Delivery and KFC's Home Delivery both put up their own delivery cards on the Internet.

McDonald's:

Because the webpage delivered by Maile is hung on the official website of McDonald's in China, the design style of the whole Maile delivery is the same as that of McDonald's: all meals and corresponding prices are marked with pictures, so its network speed is also super slow. The most depressing thing is that McDonald's opened so slowly that it even divided its meals into many different groups, and the display of each group had to wait for the page to refresh for at least 2 minutes. In other words, if you don't order a set meal directly, you can order a staple food+a drink+a snack. It takes at least 6 minutes just to wait for the content of the webpage to be displayed, which is very unsatisfactory.

KFC:

KFC's take-away service has an independent domain name. In order to order food, a large number of pictures have been deleted from the page, and the overall browsing speed is very fast. All the delivery points are concentrated in one table, and you can quickly browse each meal by scrolling the mouse. If the last name, city, specific address and email are filled in the header of the webpage, the unit price of the meal will also be displayed in the webpage, and the amount can be directly calculated online, which is very convenient. Of course, if you can use this function without filling in the title, KFC's ordering system will be more convenient to use.

convenience of checking menu: 61 points for McDonald's and 91 points for KFC

2. Is it easy to call in

Some customer service calls are no different from furnishings. For example, in some online shopping malls, Xiaobian never got through, and the closest one was reported by the voice system: you are the 12nd queuing user. Take-out phones of China fast food restaurants of the same nature are often busy, so when testing two take-out phones, Xiao Bian has been prepared to wait for a long time. However, both families are fast.

McDonald's:

After dialing 4118-517-517, the phone was connected immediately, and the voice message "McDonald's Maile delivers. Hello, please press "1" for ordering service, and then there will be a choice of English and Cantonese languages (the default language of Maile's phone call is Mandarin). After pressing the 1 key as instructed, you will be transferred to the corresponding ordering staff with a beep.

KFC:

After dialing 4118-823-823, the other party was silent for about 1 seconds, and then went directly to the waiter. Compared with McDonald's, the voice system was omitted, which was faster.

Ease of getting through the phone: 98 points for McDonald's and 111 points for KFC

Small staff of Huayi revealed the private face of the star

3. Is the ordering process fast?

McDonald's:

After the call is transferred to the waiter, the waiter will check his identity and delivery address according to the previous records. When the identity check is completed, the orderer will ask how many people are dining this time and recommend some products according to the number of people. The identity check made Xiaobian a little unhappy. Because Xiaobian used to call McDonald's, and many colleagues in the company had booked meals with McDonald's, the orderer began to ask Xiaobian's identity after asking three different surnames, which was a waste of time. After ordering, the orderer will repeat the order, and then inform the total amount and the delivery time of the meal.

KFC:

The ordering process of KFC is very similar to that of McDonald's, so I won't repeat it here. However, after asking for a surname, KFC's orderer will directly ask Xiaobian's identity, which is not as time-consuming as McDonald's.

order speed: 95 points for McDonald's and 98 points for KFC

iii. delivery speed

McDonald's:

xiaobian calls McDonald's take-out phone at 16: 15, orders are finished at 16: 17, and fast food is delivered to the company's front desk at 16: 34. It takes 17 minutes from Xiaobian hanging up to fast food delivery.

KFC:

Xiao Bian called KFC at 15: 15, ordered the food at 15: 16, and delivered the fast food to the company's front desk at 15: 57. It takes 42 minutes from Xiaobian to fast food delivery. At 15: 31, Xiaobian received a phone call from the delivery staff of KFC, and the other party said that Xiaobian did not.