Rudisile Marketing Blog Post Assignment- KFC

 The article starts off by saying that when 2017 rolled around, KFC found itself in a tough scenario. With consumers focusing more and more on living a healthy lifestyle, brands such as KFC began to struggle while other companies such as Mcdonald's began flourishing. With the research conducted over the last five years, it showed that KFC had an image problem. To combat this, KFC started a massive marketing campaign to help change the consumer's perception of the brand. Notably, KFC also put a bunch of effort into making its brand image be more youthful and exciting. This went as far as renaming their company conferences to "festivals" in order to generate excitement within the company. In the end, all their effort paid off as they grew their market share by 38%. 

I think that the company's value proposition is that they are providing high-quality food and service using unique herbs and spices that you couldn't find anywhere else. The company is employing a new marketing campaign in order to overcome the problem where consumers think KFC is low quality, unpopular, and unhealthy. I think that in the realm of fried chicken, KFCs marketing campaign was unique as it made fried chicken (a notoriously unhealthy menu item) look healthy and cool. In the whole scheme of things, I think that this was a great campaign as it genuinely did convince the consumer that their fried chicken was different, that it was high quality and cool. I mean I remember looking at KFC as a kid and viewing it as grungy and gross, but now I see it as an effective replacement for cooking up dinner. Personally, I would do the same thing as their manager as you can't find a better way to gain 38% more of the market share and billions of dollars in revenue. 

https://www.marketingweek.com/kfc-revenue-growth/