mcdonald vs kfc

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Chindavanh VILIVONG Student ID: 2011557878 GLOBAL BRAND MANAGEMENT

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Mcdonald vs KFC

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Page 1: Mcdonald vs KFC

Chindavanh VILIVONGStudent ID: 2011557878

GLOBAL BRAND MANAGEMENT

Page 2: Mcdonald vs KFC

McDonalds VS KFCAnalysis through Customer-Based Brand Equity Pyramid

Page 3: Mcdonald vs KFC

Salience

Needs satisfied: Food

Category Identification: Fast-food restaurant

Page 4: Mcdonald vs KFC

Performance

McDonald's primarily sells hamburgers, cheeseburgers, chicken, french fries, breakfast items, soft drinks, shakes and desserts.

KFC primarily sells chicken pieces, wraps, salads and sandwiches. Outside the

USA, KFC offers hamburgers or kebabs and

other regional fare.

A LOT OF CALORIES!!!

Page 5: Mcdonald vs KFC

Logo: Stylized “M” letter or “McDonald’s”

Logo: Stylized acronym KFC or “Kentucky Fried

Chicken”Mascot: clown Ronald McDonald

Symbol: brand’s founder Colonel

SandersColors: Yellow, Red, White

Colors: Red, White, Dark BlueSlogans:

There's Fast Food, Then There's KFC. 

                  We do chicken right.

                  Finger Lickin' Good

Slogans: McDonalds. I'm lovin' it.Nothing can do it like McDonald's, etc

Page 6: Mcdonald vs KFC

Service & Prices

McDonalds KFC

Speed

Price

Attitude

Very Fast

Fast

Polite Polite

Cheap Little higher

Page 7: Mcdonald vs KFC

Imagery: McDonaldsThe business began in

1940, with a restaurant opened by brothers Richard and Maurice McDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in 1948 furthered the principles of the modern fast-food restaurant. The original Mascot speedy was replaced by Ronald McDonald by 1967.

Page 8: Mcdonald vs KFC

Through the high standards of service set by brothers and maintained by its new owner Ray Kroc and further expansion of McDonald's into many international markets, the company has

become a symbol of globalization and the spread of the American way of life. Nowadays

McDonald's is the largest chain

of fast food restaurants in

the world. It has more than

33,000 outlets worldwide (123 countries) with

annual revenue more than 24

billions $.

Page 9: Mcdonald vs KFC

Imagery: KFC The company was

founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952 though the idea

actually goes back to 1930. Initially his

restaurant generally served travelers,

often those headed to Florida.

So the original idea of KFC was based on selling good enough

chicken for acceptable money to

occasional customers.

Page 10: Mcdonald vs KFC

According to the corporate website,

KFC is present in 110 countries and territories around

the world. It has in excess of 5,200

outlets in the United States and more than 15,000

units in other parts of the world

Through original recipes and the idea of selling fried chicken for acceptable price it has become a popular American brand.

They also established high level service standards. Further investments from new owners Yum! Brands and Pepsi made it

recognized all over the world. The founder of company remains the symbol of KFC even after his death.

Page 11: Mcdonald vs KFC

Brand’s core: cheap & fast food with a high level of service.

Brand’s core: tasty chicken for

acceptable pricePurchase situation: Whenever you are hungry and need to eat cheap and fast

Purchase situation:

Whenever you are hungry and want to eat chicken for acceptable price.Consumers: middle and

low class employees, students and children, travelers.

Consumers: middle and low class

employees, students and

travelers

Global brand Glocal brand

Page 12: Mcdonald vs KFC

Judgments

McDonalds is considered to be a good and convenient place to eat cheap and fast. Usually people are satisfied about the level of product’s quality and service for the price they are paying.

KFC is considered to be good and

convenient place to eat cheap

chicken. People are usually

satisfied about the level of

product’s quality and service for the price they

are paying.BUT…

Page 13: Mcdonald vs KFC

Being global brands make them good targets for criticism and applying stereotypes. The main accuse is related to obesity and heart deceases caused by the fast-food consumption

The use of popular toys encourages children to eat more McDonald's food contributing to

many children's health problems, including a rise in obesity.

KFC is continuously accused for the

animal rights’ violations.

Both companies are supplied with soy beans by Brazilian company Cargill which is mostly responsible for the forest destruction and emissions of carbon dioxide into the atmosphere.

Page 14: Mcdonald vs KFC

Majority of the criticism is constructive but there are some destructive stereotypes which widely applied to global fast-food brands. 1) Only global brands are criticized for obesity, quality of

ingredients etc. but there are a lot smaller restaurants with less control which can use worse quality ingredients and sell food containing much more calories without any notice.

2) Global brands are often criticized for breaches of sanitary regulations but there is no guarantee that in smaller restaurants ingredients are washed before cooking. And even in an expensive restaurant a waiter can spit into your soup.

3) Instead of smaller restaurants global networks are spending a lot of money as a part of social responsibility policy such as recovering of destroyed forests or help to children with some deceases.

4) Being big brands it’s necessary to find reliable supplier. As an example, McDonalds switched to using coffee beans taken from stocks that are certified by the Rainforest Alliance.

Breaking Stereotypes

Page 15: Mcdonald vs KFC

Feelings

In general:ConvenientEasy accessFriendlyReliableFastNot healthy

For children: funFor the new markets: western style, cool

In general:Convenient

CozyEasy access

Better quality for higher price

Not healthy

For the new markets: western style, prestigious

Page 16: Mcdonald vs KFC

Resonance

McDonalds KFCComparably low loyalty level among consumers on the “old” markets except for children. Many occasional purchases.

Existence of loyalty among consumers

mostly based on their personal preferences

of chicken to burgers.

Both companies have a high level turnover of staff. There is even term McJob which

means a low-paying job that requires little skill and provides little opportunity for

advancement"

Page 17: Mcdonald vs KFC

Thank You !!!