Poster design sample and analysis for advertisement : KFC Malaysia - Iloka Benneth Chiemelie, Kueh Yi Kia

Legal disclaimer - ilokabenneth.com does not work with KFC or in any position to make decisions for the comapny. This is just an intellectual markup for intended audience.

TITLE: KFC Satay chicken                                                              

INTRODUCTION

In 1980, Harland Sanders is born just outside Henryville, Indiana.

1900-1924Harland Sanders holds a variety of jobs including: farm hand, streetcar conductor, and army private in Cuba, blacksmith's helper, rail yard fireman, insurance salesman, tire salesman and service station operator for Standard Oil.

1930In the midst of the depression, Harland Sanders opens his first restaurant in the small front room of a gas station in Corbin, Kentucky. Sanders serve as station operator, chief cook and cashier and name the dining area "Sanders Court & Café." (KFC Official Website, 2009)

KFC Corporation, based in Louisville, Kentucky, is the world's most popular chicken restaurant chain, specializing in Original Recipe®, Extra Crispy®, Kentucky Grilled Chicken™ and Original Recipe Strips with home-style sides, Honey BBQ Wings, and freshly made chicken sandwiches. (KFC Official Website, 2009)

Every day, more than 12 million customers are served at KFC restaurants in 109 countries and territories around the world. KFC operates more than 5,200 restaurants in the United States and more than 15,000 units around the world. KFC is world famous for its Original Recipe® fried chicken -- made with the same secret blend of 11 herbs and spices Colonel Harland Sanders perfected more than a half-century ago. Customers around the globe also enjoy more than 300 other products -- from Kentucky Grilled Chicken in the United States to a salmon sandwich in Japan. (KFC Official Website, 2009)

KFC is part of Yum! Brands, Inc., the world's largest restaurant company in terms of system restaurants, with more than 36,000 locations around the world. The company is ranked #239 on the Fortune 500 List, with revenues in excess of $11 billion in 2008. (KFC Official Website, 2009)

The first KFC Malaysia restaurant was established in 1973 at Jalan Tunku Abdul Rahman. Today, more than 390 KFC restaurants are located across Malaysia. For maintain its uniqueness and serve their customers with the best, KFC has developed a marketing strategy of offering local foods at any location they are established. This gave rise to birth of the satay chicken in Malaysia.

Satay chicken is a Malaysian local recipe, made of roasted chicken (contains the 11 secret herbs), groundnut filled satay sauce, cucumber and onion. This simple meal contains all the 7 elements of nutrition. To meet the customers taste, food can be cooked on order or served warm. Satay is a local recipe that portrays the genuine Malaysian culture and taste. The groundnut sauce contains groundnut, Sarawak pepper, and 17 Malaysian spices and herbs to suite the target customer’s taste.

STRATEGY                                                                                

DIFFERENTIATION

Satay chicken is differentiated with the slogan “totally delicious”. By the totally delicious, it is meant to incorporate the taste of KFC “finger lickin good”. The chicken is tender at bite, and smoked with ovum roaster to minimize carbon, thereby making its taste so unique from other say chickens found around.

TARGET MARKET

The meal is basically targeted to the Malaysian market, especially Malays.

AWARENESS

From the poster, the symbol new is to create awareness to the customers that the recipe is new in KFC. The poster also listed the contents of the recipe, promotion and sales unite. This is also creating awareness to the customer on availability, and content.

INTEREST

Being the cheapest meal in Malaysia for RM 2.99 per satay or RM 3.99 to meal the satay with soft drink, chips, pop corn chicken and fresh cooked corn creates interest because the price for satay alone is RM 7, and to meal it with the listed contents, would have cost around RM 15. Each satay upon order comes with regular carbonated drink or water, this also creates customer interest.

DESIRE

The slogan “totally delicious” is general built to create desire. Customers who see the recipe would want to see what KFC is up to, but by seeing the slogan, they are more interested, which certainly turns into their desire to taste the recipe. The price is also built to create desire.

ACTION

The customer service is made of professional customer assistants, who understand the importance of close company-customer relationship to build brand loyalty. Calls to home delivery are automatically free. With over 390 branches across Malaysia, home delivery would be done within considerable time. The home delivery offers quality service like make the food warm upon delivery. KFC also offer after sales service to determine customer’s reaction over the new recipe.

CONCLUSION                                                                          

KFC has since its establishment done their best to keep their customers satisfied. Introduction of the new ‘satay chicken’ to the Malaysian market is a clear sign of their willingness to meet customers demand. The satay chicken is a local product transformed through innovation into a true taste of ‘finger lickin good”

For more information www.kfc.com