mcdonald vs kfc
DESCRIPTION
Mcdonald vs KFCTRANSCRIPT
Chindavanh VILIVONGStudent ID: 2011557878
GLOBAL BRAND MANAGEMENT
McDonalds VS KFCAnalysis through Customer-Based Brand Equity Pyramid
Salience
Needs satisfied: Food
Category Identification: Fast-food restaurant
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!!!
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
Service & Prices
McDonalds KFC
Speed
Price
Attitude
Very Fast
Fast
Polite Polite
Cheap Little higher
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.
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 $.
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.
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.
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
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…
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.
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
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
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"
Thank You !!!