McDonald's and KFC's marketing secret war

[Author: Network Click Number: 411 Update Time: February 1, 2115]

McDonald's and KFC, the natural competitors, no matter how innovative their marketing methods are, will inevitably have intersection, competition and infighting, which will make consumers unable to do so.

Today, McDonald's and KFC, two global fast food giants, have jumped out of the simple price war in the catering industry, developed new products and expanded the market according to their own positioning, and their strategic differences in competition have become obvious.

In the eyes of consumers, they are natural competitors. No matter how innovative the marketing methods are, there will inevitably be intersections, competitions and infighting, and there will be comparisons and judgments that consumers can't stop. In the fast-growing market of China, the two catering giants have started a secret battle on marketing means such as public relations and localization.

Speed up the crisis response and catch up with the opponent

As early as early as the beginning of September, people began to see the TV advertisement of McDonald's launching the National Kitchen Open Day on CCTV and major national TV media. Mr. Deng Yaoguang, the chief operating officer of McDonald's (China) Co., Ltd. personally stepped out and publicized the contents of the Open Day in the advertisement.

Regarding the purpose of this activity, McDonald's didn't clearly explain it in the press release, only said that "this educational activity not only allowed customers to deepen their understanding of McDonald's food cooking and kitchen operation procedures through seeing is believing, but also more vividly demonstrated McDonald's unremitting efforts to communicate with consumers through transparent measures".

Although McDonald's avoided talking about the crisis, it repeatedly emphasized its responsibility for food safety and transparent communication with the public in its press release.

If opening the kitchen belongs to crisis public relations, then this crisis public relations has been done quickly and successfully: unified propaganda caliber, a large number of disposable sterilized clothes, rigorous registration, review, visit and explanation procedures, and busy but not chaotic. Nearly 5,111 customers from more than 91 restaurants in Beijing market (including McDonald's restaurants in Langfang, Baoding, Shijiazhuang and Taiyuan markets) participated in the open day visit. According to this calculation, the number of customers in more than 681 stores nationwide exceeded 35,111. And this is only 15 days from the North American French fries storm. McDonald's quick response is very different from the Sudan Red incident a few months ago. Today is not what it used to be. No matter whether the composition of nutrients is announced in all restaurants on the kitchen open day or at the end of September, McDonald's has quietly changed from "arguing vigorously" in Sudan Red incident to "moistening things quietly" in food safety penetration.

In contrast, KFC's public relations to solve the crisis has repeatedly "saved the day". For example, in October last year, KFC released the White Paper on China KFC's Healthy Food Policy, which took it three years to make, with a view to gradually eliminating the bad impression of Chinese people on foreign fast food; In February last year, the crisis public relations was launched in advance at the moment of bird flu, and press conferences were held simultaneously in major cities across the country, promising the society that "it is absolutely safe to eat KFC chicken". At the same time, a series of perfect emergency plans are adopted, involving suppliers, inventory, transportation and cooking.

localized marketing competition

This year's Mid-Autumn Festival, KFC has done a lot of publicity on mainstream TV stations, light box advertisements and in-store billboards, comparing the shape of its egg tarts to the lack of a full moon and launching 21 gift boxes containing egg tarts. Egg tart is a product that KFC had before. This move is packaged with traditional festivals in China. The simplified promotion of "changing the soup without changing the medicine" reduces the cost, and the effect is not bad.

Localization marketing is a common killer of KFC. Since the mid-1991s, KFC has claimed to build a brand that meets the needs of China people and China people. In 2111, KFC invited more than 41 national food nutrition experts and set up the "China KFC Food Health Advisory Committee" to develop products suitable for China population and promote product diversification. With the release of local products such as old Beijing chicken rolls, Ruyi salad, breakfast porridge, egg rolls, pork tenderloin and egg burger, related packaging, publicity and promotion activities came one after another.

KFC has invested heavily in mass media for localization, and even replaced the pad paper in the tray for this purpose. The difference between traditional foreign fast food and its new fast food can be seen everywhere in terms of nutritional ingredients and product tastes. A clenched fist is set against a deep yellow background, and the following line is marked with the initials "Change for China, create a new fast food".

Different from KFC's localized marketing style, McDonald's marketing activities give people a long-term and systematic impression.

on September 1, McDonald's started the activity of "exchanging student ID cards for student discount cards". From September 1 to February 28 next year, all students can get a discount card that can be used until February 28 next year (one semester) with their certificates. It is understood that this activity is a "traditional program" of McDonald's over the years. In addition, McDonald's "365-day excellent value selection" campaign has been going on for one year since last year, in which the original price of Maixiang chicken is 11 yuan in 5 yuan, and half of the price reduction space has won the hearts of the people; Seasonal promotions (red mung bean paste drinks last summer and "brand new summer ice dessert series" launched this summer) have also been welcomed by consumers, and even after the event, there are still inquiries. McDonald's is well-planned in the promotion activities. The "Summer Iced Dessert Series" is very similar to the perennial "Selling le cool" in composition and taste. Perhaps it is because of the fierce sales of "Selling le cool" that the "Summer Iced Dessert Series" was launched.

Image Positioning "All ages can eat"

In everyone's impression, Colonel White Beard with elegant smile has become a symbol of KFC's gentle image, which is consistent with his positioning in the warm and reunion atmosphere consumption of family members; Uncle McDonald, dressed as a cartoon on the bench and crossing his legs, attracted more children and young people.

Today, this image has been strongly deepened by the two giants. The slogan "More choices, more laughter, all in McDonald's" has given way to "I like it". Two years ago, McDonald's held a brand promotion conference in 121 countries around the world at the same time, and took five advertisements as pioneers to vigorously promote the "rolling passion" marketing plan. "McDonald's should invest heavily in shaping its young brand image." McDonald's executives said that "forever young" should become the brand promise of McDonald's. The insiders believe that it means that McDonald's has extended the traditional positioning of children and families to the younger generation with more consumption potential. The direct strategic intention of this behavior is to re-strengthen the brand characteristics of McDonald's unified quality and fast service. On Christmas and other important holidays, some stores strengthen the image of young people by issuing free heart-shaped greeting cards.

During the Spring Festival in KFC, the white-bearded "Grandpa KFC" changed the classic image of "suit and tie" on weekdays, and put on traditional Chinese festive costumes in 811 restaurants in more than 171 cities in China, which strengthened the warm and harmonious atmosphere of the family and incorporated a lot of festive and peaceful elements into the store layout.