BUSM099 – 14/12/2023

KFC Group Report

EXECUTIVE SUMMARY & INTRODUCTION

This project report outlines a comprehensive media campaign plan designed for the client

company, KFC, with the aim of increasing their share of online delivery orders through

the KFC app in the UK. The executive summary provides insights into the marketing

strategies employed, emphasizing the identification of the target audience and the

utilization of key performance indicators. The report employs analytical techniques to

evaluate the consumer journey, marketing methods, and media management, with

budget allocation based on the effectiveness of channels and approaches to enhance

overall campaign performance. The creative marketing strategies of the media plan will

be divided in three stages or timelines:

1. Pre-launch campaign strategy

2. Launch campaign strategy

3. Post-launch strategy

The budget of £1.2 million is evenly split between traditional and digital marketing tools.

The plan targets specific audience segments identified through customer profiling and

analytical techniques. To enhance reach and engagement, it integrates both offline and

online practices, including digital marketing, outdoor advertising, influencer marketing,

and customized in-app features for an improved consumer journey. The project report

structures marketing strategies aligned with the chosen channels.

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STATEMENT OF OBJECTIVES

The objective of this media plan campaign aims to increase the total share of home

delivery orders exclusively from the KFC App. The marketing approach implemented in

this campaign specifically targets families and students. The target audience seems fit for

the chosen quarter. There are two ways to achieve the goal which are as follows-:

1. Increase in frequency of online delivery orders from existing consumer base

2. Increase in number of customers that order delivery via KFC app

The media campaign is set for October to January, coinciding with the festive season.

This period allows for creative campaigns, ads, and festive incentives to boost app traffic.

The SMART objectives for the media plan are Specific, Measurable, Achievable,

Relevant, and Time-bound.

Specific: Increase the number of home delivery orders made through the KFC App.

Measurable: Achieve a 5% increase (I.e.- from 10% to 15% of total weekly transactions)

in home delivery orders via the KFC App.

Achievable: Our media plan employs targeted marketing strategies in both online and

offline advertising, utilizing platforms like social media, subway, and bus ads. It also

features enticing incentives such as discounts, custom offerings, and exclusive meals to

promote KFC app orders.

Relevant: The plan aligns with marketing strategies and is relevant for KFC as it

focuses on increasing online orders through the KFC app.

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Time-bound: The campaign will run for a period of three months from October to January.

The overall idea of the campaign is to create a buzz around the benefits of ordering food

exclusively through the KFC app. As one reads through the media plan, it is evident that

we aim at forming a connect with existing and potential consumer base through

personalized advertising and digital content, alongside efficient and message-driven

marketing campaigns. This can be done through systematic collection of customer data

from the app signifying the customer’s likes and dislikes. This helps us get a better insight

into consumer behavior. Also, the loyalty program shall help us in tracking the customer

purchases and rewarding them, with the intention of creating customer engagement and

enhancing customer experience.

SITUATIONAL ANALYSIS

KFC BACKGROUND

KFC, also known as Kentucky Fried Chicken, is a United States fast-food chain founded

in Louisville, Kentucky. KFC is known for its fried chicken, specifically, their secret recipe

fried chicken which uses ‘11 spices’ which remains concealed till this day (Jones et al.,

2002).

BRAND ASSETS

KFC boasts a powerful global brand with a renowned logo, established reputation for

quality fast food, and a strong, consistent brand identity (Jones et al., 2002). Beyond the

iconic logo, KFC's branding encompasses its overall image, core values, and customer

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experience. The recognizable red and white lettering instantly triggers customers'

association with the delicious flavour of KFC's famous fried chicken. The success of the

Colonel Sanders logo is evident in its ability to evoke excitement and salivation at the

prospect of a finger-licking good meal (KFC, 2023).

BRAND ASSOCIATIONS

Traditionally associated with fried chicken. Especially when we think about the phrase

“Finger-lickin’ good,” we at once think of KFC.

MACROECONOMIC FACTORS

Political factor/ Legal Factor: KFC, faced political scrutiny for its association with

unhealthy food. To address this, KFC rebranded to its abbreviation, KFC, as the state of

Kentucky trademarked the name Kentucky, avoiding major internal changes (Chernov,

2019). The move has drawn criticism for exploiting psychological vulnerabilities. Health-

conscious campaigns criticising fast-food restaurants for encouraging unhealthy lifestyles

are becoming more common (Sarothiya & Mundra, 2019). KFC places a strong emphasis

on food safety to meet legal requirements and achieve high corporate profitability.

Economical factor:

Fluctuations in disposable income i.e., cost of living, can impact consumer spending on

on-demand food delivery. In 2023, consumers want to spend less on non-essential items

(Mintel, 2023). Takeaway and dining out are the most significant (Mintel, 2023).

Nonetheless, studies reveal that people's desire for a fast and tasty meal is still strong,

with 31% of consumers reporting they order takeaway at least once a week (Statista,

2023).

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KFC faces an economic benefit with an in-customer base, exacerbated by the popularity

of fast food. Also, they have implemented a pricing strategy, e.g., budget menu, known

for offering high value products for low to entice budget customers.

Sociocultural factor:

In the UK market, evolving lifestyles and a preference for convenience drive the demand

for food delivery services, offering KFC a lucrative opportunity in online fast food sales.

The on-demand food delivery sector has grown significantly due to increased urbanization

and busy lifestyles (Schröder & McEachern, 2005; D'Angelo et al., 2020).

However, KFC faces criticism for using enticing advertisements targeting children and the

public, downplaying evident health risks associated with fast food consumption (Cozens,

2003). Additionally, negative sentiments arise from allegations of animal cruelty endorsed

by KFC (Wasley, 2022), coupled with controversy surrounding the mistreatment of

animals in unhygienic farm environments.

Technological factor:

To align with evolving customer preferences, KFC has adopted innovative technologies,

including crucial e-commerce solutions for online sales and diverse payment acceptance.

The integration of self-ordering kiosks, voice-activated kiosks, and online platforms, such

as a mobile app, aims to drive increased profits and sales. Additionally, KFC has

strengthened its digital presence through enhanced social media management and

improved promotional execution.

Environmental factor:

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KFC's impact on the environment, particularly its paper supplier's link to deforestation and

wildlife harm, is leading health-conscious consumers to avoid the brand. To address this,

KFC is striving to adopt environmentally sustainable practices, aiming to become a fully

circular and zero-waste company by 2035. The company is already making progress, with

all paper and cardboard packaging certified by FSC or PEFC, and biodegradable straws

in use (Our Planet – Zero Waste Business by 2035 – KFC UK, 2023).

KFC PORTER’S FIVE FORCES

Threats of new entrants:

KFC presents considerable challenges for new entrants, requiring substantial initial

capital, strong marketing, and innovation (Smith, 1956). Incumbents like KFC have high

brand equity and dedicated customers, while standardized preparation methods and

complex supply chains create formidable entry barriers. Strategic planning is crucial for

newcomers to navigate these challenges in the competitive fast-food landscape.

Consequently, significant obstacles exist for entry into this industry.

Threats of Substitutes:

Potential replacements for KFC encompass local eateries providing fried chicken and

other fast-food items, characterized by affordability and negligible switching costs.

Notably, formidable fast-food competitors like McDonald's, Burger King, Subway, and

others, particularly in regions where KFC has a presence, present additional substitute

challenges (Hubbard et al., 2019; Klemperer, 1995). Furthermore, any dining

establishment within a specific region could serve as a viable alternative. Considering

these factors collectively, the susceptibility of KFC to substitutes is deemed high.

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Bargaining Power of Customers:

Buyers at KFC, comprising individuals who frequent the restaurants, wield significant

bargaining power influenced by factors like low switching costs, substitute availability, and

customer size and cohesion (Bruijl, 2019). Given the food industry context, customers

can easily shift to alternatives like McDonald's, Subway, Burger King, and local

restaurants, fostering intense pricing competition. With numerous competitors, KFC faces

limited influence over prices individually. Additionally, customer purchases are

individualistic, with B2B transactions, while present, being overshadowed by individual

buying. Consequently, considering these aspects, the bargaining power of KFC's

customers is deemed high.

Bargaining Power of Suppliers:

KFC's main ingredients are chicken, soft drinks, and potatoes, which are procured in

copious quantities through regular orders. The consistent bulk purchasing conditions are

advantageous, attracting many suppliers willing to follow the company's terms. However,

given the basic nature of these raw materials and limited product differentiation (Slater &

Olson, 2002), KFC has several supplier options, resulting in low supplier bargaining

power. Despite this, there stays a potential threat of suppliers engaging in forward

integration by selling KFC's products.

Competitive Rivalry:

The competitive environment is particularly fierce, especially with McDonald's competing

for the top spot in the global fast-food market. McDonald's, which has the same stores as

KFC, is introducing differentiated products but shares a sizeable part of the menu,

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including high-revenue items like fries, soft drinks, and starters. This intense rivalry

prompts continuous innovation to attract customers, leading to price competition. Notably,

low switching costs for customers further intensify the competitive environment.

SWOT ANALYSIS

KFC's marketing strategy focuses on social media, SEO (Search Engine Optimisation),

content, email, and video marketing. Special emphasis is placed on social media, using

popular platforms to highlight pricing and customer satisfaction.

Strengths: Weaknesses:
• Significant amount of followers • Over-reliance on humour
• Brand image consistency • Potential Negative Feedback
• Strong Social Media Presence • Low engagement on TikTok
• Entertaining Content • Different handles on all platforms
• Interactive Engagement • Low engagement compared to
following
Opportunities: Threats:
• Promote KFC mobile app • Fast evolving social media
• Utilize all social media platforms • Lack of consistency could have
• Promote offers and promotions negative affect on business
daily • Competitors having better content
• Create innovative ideas to differ creation
from the market • Chance of Negative incidents
• Utilise content creators to promote • Lack of social media visibility
the brand

Figure 1: SWOT Analysis of KFC social media platforms

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KFC's digital marketing strategies exhibit strengths in strong social media presence,

entertaining content, and interactive engagement, fostering brand visibility and customer

loyalty. However, potential weaknesses include over-reliance on humour and

susceptibility to negative feedback. Opportunities lie in innovative campaigns,

collaborations, and exploring emerging platforms. The brand faces threats from intense

competition, the risk of negative controversy, and fast changing social media. To support

success, KFC should adapt strategies, stay attuned to industry trends, and prioritize

customer-centric approaches in its digital marketing efforts.

TARGET AUDIENCES

To effectively target audiences in the campaign, a marketing strategy will be devised,

incorporating segmentation, and targeting. Segmentation involves dividing KFC's broad

target market into sections based on numerous factors, while targeting involves selecting

specific segments crucial for achieving the campaign objective. The two primary customer

need states guiding this process are: Convenience and Celebration.

The primary goal of segmentation is to enhance understanding of individual customer

needs, enabling KFC to tailor services, products, and marketing more effectively.

Targeting will occur in the fourth quarter, focusing on audiences defined by demographic,

psychographic, behavioral, and geographic factors.

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KFC's demographic segmentation includes age, gender, family size, ethnicity,

occupation, and income. While their offerings cater to various age groups (Onar, 2023),

their primary target audience consists of teens, children, families, students, busy

professionals, different ethnicities, and budget consumers. The focus for this campaign

will be on targeting teenagers, students, children, and families, as well as digital users.

Teenagers

Teenagers, falling under the convenience need state, are a valuable target for the

campaign. Their inclination towards impulsive eating, instant online orders driven by

smartphone habits (YPULSE, 2020), and the popularity of fried chicken make them a

strategic audience. A survey in Indonesia in 2015 revealed that individuals aged 16-19

consumed KFC more than 10 times per month (Belle, 2015), indicating a high likelihood

of this group using in-app delivery. Targeting teens during the fourth quarter offers a

promising opportunity for increased transactions, especially considering their existing

connection with KFC and the convenience of ordering hot comfort food during cold

seasons without the need for physical presence in the restaurant.

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Figure 2: Teenager Persona

Children and Families

Families are the primary target for the campaign, aligning with the celebrating state of

KFC consumers. KFC's menu already caters to different age groups, making children and

families suitable targets. The focus will be on large families, encompassing both children

and adults of varied ages.

KFC caters to different age groups with offerings like 'The Kids Bucket' for young children

and sharing buckets like 'Family Feast' and 'Party Bucket' specifically targeting families.

The diverse menu aligns with occasions such as family gatherings, celebrations, and

special events, providing a convenient option for doorstep meals without the need for

preparation. Notably, in Japan, around 3.6 million families follow the tradition of

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consuming KFC fried chicken during the Christmas season, highlighting the brand's

association with special occasions (Barton, 2016).

Targeting large families is a strategic move to boost in-app transactions, particularly

during periods when families host indoor gatherings and rely on food delivery apps. KFC's

emphasis on menu innovations, such as the introduction of chicken nuggets, serves as

an effective strategy to attract busy families with kids, offering new and kid-friendly items

through the app (Wiener-Bronner, 2022).

Figure 3: Children & Family Persona

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Students

Students are a key target for the campaign, constituting a significant market segment

characterized by specific behavior and preferences aligned with the convenience need

state.

KFC targets students by offering budget-friendly menu options and promotions through

student platforms like Student Beans. Registered students with both Student Beans and

KFC accounts can claim promotions and receive free items, such as the current offer for

a free "Popcorn Chicken Snack Bucket" with a £3 or more transaction on the KFC app

through Student Beans (KFC, 2023). The psychological appeal of free items and

discounts tends to drive impulsive orders among students, enticing them with perceived

good deals. This promotional strategy also encourages students to purchase more items,

maximizing the value for their money and effectively attracting them to the app.

Students, predominantly within the young adults age group, are an ideal target for the

campaign due to their inclination toward digital platforms. This campaign strategically

reaches them through mobile apps, discount platforms, and social media, aligning with

their preferences. The mobile app offers convenient access to the menu, facilitates quick

digital orders, and provides exclusive in-app promotions, catering to student preferences

(Buettner, Pasch, and Poulos, 2023). Social media platforms are leveraged to incentivize

students to download and use the KFC mobile app by creating content that promotes

exclusive app-only offers and running ads to increase awareness of the benefits of

ordering through the app (Shrestha, 2021).

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Figure 4: Student Persona

Digital Users

The final target audience for the campaign is digital users, primarily those within the

convenience need state. This group includes individuals of all ages with smartphone

access, with a focus on young adults and adults who are prominent users of delivery apps

due to their busy, on-the-go lifestyles. The key emphasis for digital users is on

convenience and efficiency when ordering food (Digital Restaurant, 2022).

The campaign's objective is to increase in-app delivery transactions, with a primary focus

on targeting digital users. Digital platforms will be utilized to highlight the advantages of

ordering through the KFC mobile app, emphasizing its convenience, rapid ordering, and

seamless payment options via mobile wallets like Apple Pay or Google Pay (Borison,

2013). The app's efficiency is particularly beneficial for students and busy professionals

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who can order with just a few clicks. Exclusive in-app promotions and discounts, not

limited to students, serve as an incentive for digital users to download the app and

capitalize on these deals. Additionally, KFC offers loyalty programs for app users, further

encouraging audiences to use the app and enjoy personalized promotions (KFC, 2023).

Figure 5: Digital User Persona

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USEFUL VARIABLES AND INFORMATION

To effectively target existing KFC customers for this campaign, essential information

includes demographics such as age, providing insights into the predominant age groups

among KFC consumers. Additionally, occupation and location details are crucial for

understanding spending habits, popular purchases, and the geographic distribution of the

customer base.

Analysing customer purchase history is vital for gauging the frequency of KFC visits,

preferred menu items, and average spending per visit among existing customers. Utilizing

data from KFC's loyalty program unveils insights into enrolled customer numbers,

redemption patterns, and favoured rewards. This data facilitates campaign customization

to retain existing customers and improve in-app delivery transactions.

Analysing customer reviews on platforms like Google, Instagram, Facebook, and Twitter

provides valuable insights into KFC's current service, customer preferences, and

satisfaction levels. This information helps identify areas in the app that need

improvement, allowing for solutions to enhance overall customer satisfaction. Targeting

existing customers with app changes involves identifying their preferred social media

channels and creating ads that align with their preferences, ensuring effective

communication of new features or improvements.

For new customers joining KFC Delivery, the objective is to collect feedback on their order

experience for service enhancement. Streamlining the registration process is achieved

by encouraging customers to integrate their social media during sign-up. Incentivizing

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referrals and tracking successful ones allows for rewarding customers. This information

is crucial for improving the overall customer experience, introducing new menu options,

providing exclusive promotions, enhancing service quality, and ensuring a user-friendly

app.

For GDPR compliance, each customer will be requested to provide consent,

accompanied by clear explanations for data collection purposes. Emphasis is placed on

gathering only essential data for the intended purpose, with a commitment to refrain from

using personal data for other purposes without consent. Stringent security measures, in

alignment with KFC's data protection policies (KFC, 2023), will safeguard customer data

from unauthorized access, disclosure, alteration, and destruction.

CREATIVE IDEAS TO ACHIEVE OBJECTIVE

Dynamic Menus:

Adding an interactive menu to the website and delivery app improves user experience by

personalizing it and making it more human-centric. Gamifying the menu simplifies

information processing, preventing overload from extensive food options. The in-app

menu uses location, personal details, and consumption history for tailored

recommendations, while the website relies on cookies. Each interface card displays item

calories and nutritional content for transparency.

KFC Survey:

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Survey participants receive an extra discount after their online purchase, fostering brand

loyalty and expanding the survey database. This approach eliminates the need for an

independently hosted website.

Promotional channels:

• The ad campaign tailors’ content to specific audience segments by analyzing the

online order history for consumption patterns. This includes popular menu items,

the nearest KFC branch based on geolocation, and the county's top music genre

to create personalized ad experiences.

• Popularly ordered items are identified by cross-referencing with top search

keywords, including "double dinner deal," "wrap of the day," "meal deals," "halal

food," "chicken and chips," "Christmas menu," and "10 mini fillets."

• Channels: Instagram, Facebook, TikTok, Snapchat, Twitter

Above-the-line Marketing (ATL)

• National TV ads during premier league, UFC, tv shows, and movies live tv shows

streams on various OTT platforms like Roku, Amazon Fire TV, Apple TV,

YouTube, and Amazon Prime.

Below-the-line marketing (BTL.)

• Paid search: Leveraging the official KFC UK website's organic traffic of 2.5 million

can enhance the Rewards Arcade program and boost in-app deliveries.

• Optimizing search engine results, increasing content about the loyalty

program/app on the website, and incorporating a dedicated button in the main

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menu will drive organic traffic to the KFC Rewards Arcade and app. Employing a

pay-per-click model for key searches like "food near me," "food delivery near me,"

"KFC menu," "KFC delivery," and "KFC app" will further boost conversions and

sales.

KFC Rewards Arcade:

Revamped with a retro gaming aesthetic, the game emulates a foosball table with in-app

chatting, character customization, and multiplayer functionality. Users, even those not yet

registered, can access the game through a home screen promotion banner to play without

prizes. After placing a delivery order, the current sub-menu offers access to the game

dashboard for winning prizes and playing. The game concludes with a character victory

dance, popular Spotify song, a ranking leaderboard of the delivering KFC branch, and a

real-time display of a delivery person's icon moving to the tracked address.

Figures 7.1: Order Figures 7.2: Home Figures 7.3: Character

Figures 7.5: In-game Figures 7.4: Hyperlocal

Podcasts:

Sustain the Kentucky Club Zingers podcasts by featuring diverse customers in

discussions. This extended video content aims to enhance the KFC community and

incentivize engagement with the brand.

User Generated Content:

• Enable Snapchat and TikTok filters with controller or head movement integration

for the game across multiple platforms. Users can play a variety of multiplayer

games within chat pages, fostering a friendly environment for engagement under

the KFC brand.

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• Enable character customizations (avatars) in the app, fostering conversations

among people with similar tastes in the county while waiting for their food

deliveries.

Brand partnerships:

Influencer Marketing: Provide influencers with a beta version of the app for content

creation centered around in-app chats and games.

• Macro/Mega influencer: The campaign revolves around music collaboration. KFC

can partner with UK musicians to kickstart engagement with Spotify playlists. The

app becomes a gateway, allowing users to aspire to meet their favorite artists

through in-app communication.

• Micro-Influencers: Micro-influencers are chosen based on KFC's target audience

demographics. Their posts will be promoted on brand channels and featured on

the influencer's page for 24 hours.

Spotify:

• Drawing inspiration from Pandora and KFC's collaboration for unique music

stations, the Spotify API, coupled with the "Wrapped" campaign, enables users to

create playlists based on the commonalities in group members' music tastes.

• In the pre-launch campaign, 48 Spotify Blend playlists, each representing a

geographical county in the UK, will match the music tastes of users within that

region. This platform allows users to interact with those who share similar

preferences, personalizing the experience. Post-launch, a collective playlist on the

app or website will feature top songs from each county, with the album cover

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showcasing the most-popular mascot (character design) and the respective area

code.

AI integration:

• Zapier: a versatile tool, facilitates the integration of data across channels. It

automates Customer Management Systems (CMS) through visitor analytics,

enhances chatbot functionality by linking with Chat GPT, and streamlines content

creation by connecting GPT with stable diffusion processes.

• Stability AI: serves as a versatile tool for text-to-image, image-to-image, image-to-

video, and text-to-video generation. It has the capability to automate content

creation through prompt engineering, utilizing a personalized GPT model to

establish cohesiveness within the campaign by processing various images through

machine learning.

• GPT-4: Creating a personalized model for KFC, capable of processing diverse

inputs such as copywriting, images, brand personality, and natural language

processing.

Data collection:

Zapier automates CMS entry, cutting labor costs and enabling a focus on segmentations

for the launch phase. In-app data utilizes user details, engagement data, and behavioral

patterns to enhance item recommendations and targeting.

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MEDIA PLAN AND SCHEDULE

Figures 8: Figure 1: an overview of the content Gantt chart

Figures 9: Content types

Figure 10: Social Media Channels Analysis

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Media Channels:

App: The introduction of a user-friendly KFC app is crucial for seamless customer

engagement. The app should enable easy order placement and offer real-time tracking

for deliveries, enhancing the overall customer experience.

Social Media: Utilizing popular social media platforms like Facebook, Instagram, and

Twitter provides a great opportunity to connect with the younger demographic. Crafting

engaging advertisements and teasers that align with the social media culture will

effectively capture the attention of this tech-savvy audience.

Print Media: To target the working-class demographic, integrating QR codes on flyers,

posters, and newspapers enhances accessibility. This strategy transforms traditional print

media into an interactive experience, guiding readers to the KFC app or online platforms

for promotions and easy ordering.

Motion Posters: Crafting visually appealing motion posters is an effective way to attract

families and kids. These dynamic visuals can showcase family-friendly deals, special

promotions, and the joy of shared experiences, making KFC an enticing choice for family

outings and gatherings.

Media Schedule:

Month 1:

First month, main emphasis is on launching the KFC app. A comprehensive advertising

strategy involving promotions on both print and social media platforms. Audience

engagement will be fostered through contests on Twitter and Instagram, providing KFC

app discounts and complimentary food to enhance user participation. Strategic

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incorporation of QR codes on posters and flyers across the UK will facilitate easy access

to the app.

Month 2: A collaboration with Temple Run to create a KFC-themed game adds a fun and

interactive dimension to the campaign. The game will allow players to earn points

exchangeable for KFC Loyalty points. Utilizing social media for advertising will enhance

engagement and fosters brand loyalty.

Month 3: Primary focus is on building anticipation for the upcoming Premier League

Season. A teaser campaign on social media will initiate engagement, accompanied by

strategic commercials during football games. Introducing unique food items for the KFC

Premier League adds an exclusive touch, attracting consumers of all ages who enjoy

football, capitalizing on the excitement surrounding the sport.

Month 4: This month focuses on a thorough review of retention data and client feedback.

Targeted communication through emails and app notifications keeps existing customers

informed about current offers and promotions. Unceasing monitoring of media campaign

outcomes will enable data-driven adjustments, ensuring sustained effectiveness and

relevance in the dynamic market.

Measurement:

To assess this campaign, monitoring key performance indicators (KPIs) is crucial (Smith

& Johnson, 2022). Analyzing orders, registrations, and app downloads will provide

insights into user engagement and conversions (Brown & Davis, 2021). Evaluating social

media interaction rates, including likes, shares, and comments, gauges the campaign's

reach (Jones & Patel, 2020). Monitoring foot traffic to KFC locations after advertisements

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assesses physical visits and potential conversions (Garcia & Rodriguez, 2019). Gathering

client satisfaction and feedback through surveys contributes qualitative insights into brand

perception (Garcia & Rodriguez, 2019). Integrating these metrics will help in a

comprehensive evaluation of the campaign's success, guiding informed decision making

for future strategies.

Schedule:

This media plan aims to boost consumer awareness and engagement with KFC's delivery

service. By targeting specific customer segments through various media channels, KFC

aims to reach a broad audience and increase sales. The plan incorporates a measuring

method to monitor campaign outcomes allowing adjustments as needed.

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CONTENT STRATEGY

Instagram: @KFC UK

As 71% of the users are millennials and Generation Z, this channel caters to young adults,

teenagers, and families.

• Content strategy: Curating memes related to KFC, with the brand engaging by

commenting and re-editing will align with KFC's brand ethos. Aim is to showcase

the brand's transparency and approachability, creating a connection with users

through humor and relatable content.

• A chatbot is utilized for one-on-one interactions in various channels, encompassing

direct messages, replies, and comments. Users have four options: rewards

arcade, meal deals, addressing order issues, and the new campaign. The chatbot

is integrated with Natural Language Processing AI, enabling it to engage in casual

conversations, comprehend preferences, and offer personalized suggestions for

future orders along with additional discounts.

• Interactive stories featuring polls are used to unveil and promote the new

campaign. Additionally, customer posts mentioning KFC are shared to enhance

engagement.

• Utilizing Facebook Ads Manager, personalized ads are deployed for each

segment, incorporating A/B testing and dynamic ads to enhance targeting

optimization.

Facebook: @KFC

• Facebook will focus on targeting millennials and families, emphasizing the

convenience of delivery, app sign-up, and discounts. The strategy involves

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leveraging Facebook's detailed targeting and dynamic ad options to cater specific

niches for each product.

• By employing product photos of popular menu items, will target audiences based

on their specific cravings. This is achieved using Facebook dynamic ads, allowing

personalized copies of creative content to enhance engagement.

Twitter: @KFC UK

• Twitter offers a real-time and concise interactive platform.

• Twitter showcases positive user experiences and engagement within the app by

reposting notable interactions from customers who have utilized the in-app chatting

and game features.

• Twitter can be used to share noteworthy interactions posted by customers who

have utilized KFC in-app chatting and game features. This strategy aims to

highlight positive user experiences and engagement within the app.

YouTube: @KFC UKI

• The national ad campaign focuses on delivery and food, featuring a scannable QR

code as a call to action. The creative content for the advertisement will be

consistent with that of OTT platforms.

• Influencer-generated content is featured in YouTube Shorts using videos.

• YouTube Shorts videos showcase content created by influencers that are

prominently featured.

• Extended versions of the podcast episodes featuring humorous remarks from the

Kentucky clubs.

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Snapchat: @KFC UKI

• Snapchat channel captures most teenagers within the target audience.

• Creating and promoting hyperlocal geolocation filters tailored to each KFC branch.

• The strategy involves reposting customers' stories on Snapchat and enhancing

engagement by adding comments to their snaps. (Christina et al. 2023)

• The promotion focuses on in-app chatting and gaming, highlighting the KFC

Rewards Arcade.

TikTok: kfc_uki

• TikTok, with its superior reach in short-form videos, plays a crucial role in the

campaign's overall performance.

• The plan involves designing custom filters specifically for KFC UKI and promoting

them through the respective channels.

• The content revolves around dank, post-ironic, and meta-ironic memes. (Ntouvlis,

V et al. 2023)

• Generating short-form content from the KFC podcasts used on YouTube.

• Posting popular user-generated content from all channels and in-app gaming.

• Integrating the KFC arcade game filter where users can record themselves playing

the game and comment about the campaign. (Zulli et al. 2022).

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MEASUREMENT PLAN TO TRACK MEDIA PLAN PERFORMANCE

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BUSM099 – 14/12/2023

Figure 11: Budget for Media Plan

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BUSM099 – 14/12/2023

The KFC marketing campaign has multiple budget-related components. The expenses

for the app comprise of a redesigned app worth £60,000, £150,000 for design, £3,000 for

development, £1,000 for security, and £1,000 for upkeep. The IT industry has a £3,500

budget for employment. Delivery costs are £12,000 for additional cars and £10,000 for

general delivery.

A substantial amount goes on marketing, including £40,000 for Premier League

sponsorship, £3,500 for motion posters, £13,500 for teasers, and £2,000 for search

engine optimization. Online advertising costs £200,000, whereas GEO filters cost

£60,000. Pay-per-click/SEO bidding is projected to be between £100,000 and

£3,000,000. There are three types of collaborations: £25,000 for games, £50,000–

£100,000 for influencers, and £250,000 for corporate partnerships.

Miscellaneous costs consist of £1,500 for printing, £1,500 for stationery, and £2,500 for

other expenses. The KFC marketing campaign has a total budget of £120,000, with a

focus on strategic investments in technology, delivery, marketing, partnerships, and

operational aspects to meet campaign goals.

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BUSM099 – 14/12/2023

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