Kfc vs Nando's Marketing Strategy

6628 Words Aug 27th, 2010 27 Pages
INTRODUCTION

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Consumer behaviour is the study of when, why, how, and where people do or do not buy. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in
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Kentucky Fried Chicken offers the convenience of a ready made home-style family meal to be enjoyed at dinner time within the comfort of your home. The latest illustration of this family orientated strategy is an advert which is currently being aired on television, where a mother arrives at home, presumably from work, only to find that her beautiful, neat, decent looking daughter has invited her scruffy, thuggish, gangster looking boyfriend. The camera than zooms into the mother’s puzzled and appalled facial expression. The pay-off line is as follows, “MOM HAS LOTS OF THINGS TO WORRY ABOUT, ATLEAST DINNER DOES NOT HAVE TO BE ONE OF THEM”. Straight after that the advert starts showing a family meal with buns and coleslaw and a number of pieces of chicken. On the international arena, more specifically in the U.S.A., the family orientated strategy is further emphasized by a competition which is currently running where Kentucky Fried Chicken customers stand a chance of winning the “ULTIMATE FAMILY REUNIONSWEEPSTAKES” which includes Kentucky Fried Chicken catering, event DJ and custom event T-shirts and banners. (Kfc.com)

With the family angle well portrayed, Kentucky Fried Chicken has made significant leaps in capturing the essence of youth. KFC has recently launched its snack range in collaboration with a Rock music band known as the Parlotones According to Kentucky Fried

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