KFC

 

Popcorn chicken is an item on the KFC menu list. Kentucky Fried Chicken (KFC) (for those who don't know), is an American fast food restaurant chain specialising in ‘Fried Chicken’. It's been ranked second on Forbes' list of top  global fast-food chains. Is it only because "it's finger-lickin' good"? Well, no there is more to it. It is KFC' s effective marketing strategy that has allowed the company to capture the accelerating food interests of its audience over the years. 

The demographic segmentation of KFC has both vegetarian and non-vegetarian customer segments. It caters to kids, teenagers, and almost all age groups. Its primary customer profiles incorporates teenagers and families since most teenagers are impulsive, and they love to dine out with friends or order online to have a meal with the family. The secondary customer profile includes adults and the tertiary customer profile has people with lower budgets. 

KFC started with an undifferentiated targeting strategy as it served the same menu worldwide. However, in recent times, it has started localizing its menu for better acceptability in the market. The KFC marketing strategy primarily includes SEO (Search Engine Optimisation), content marketing, email marketing, social media marketing and video marketing. However, the company pays special attention to social media marketing and uses the most popular digital marketing platforms to highlight its price and customer satisfaction. 

From the add above itself, we can easily understand why KFC customers want to stay with the company and why it keeps on expanding its target audience. The food is cheap and is good for its value. Not only does KFC uses limited offers to maintain and attract its customers, it uses multiple channels to communicate with its customers. Engaging its audience through the platforms, allows the company to celebrate or emphasize with its audience when needed. 

Apart from celebrating with its audience, it as well uses meme marketing. As previously mentioned, a target audience of KFC is teenagers, they enjoyed sarcastic and humorous content which is why there is a positive response when KFC embed humour in its content. 

Moreover, KFC places great emphasis on product innovation. It intentionally used regional flavours and ideas to produce new menu dishes. This attracts the attention of its customers when they move geographically and again keep on creating the excitement when hearing about KFC.

Overall, KFC has a strong marketing strategy and it is not astonishing to find them to be on top of Forbes list.