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GLOCALIZATION KFC
27
Transcript
GLOCALIZATION KFC
KFC
USA
- KFC stands for Kentucky Fried Chicken.
- American fast food restaurant chain.
- 23,000 outlets in more than 140 countries and territories around the world.
FOOD PROMISE
KFC uses 100% real chicken raised in U.S. farms.
ORIGINAL RECIPE
Sanders’ original recipe is a secret which was never disclosed to the outside world.
GLOCALIZATION
GLOCALIZATION
- KFC is an excellent example of successful glocalization.
- It has successfully located its product portfolio (MENU).
- Roger Eaton, director of KFC, underlines the importance of cultural context.
ECUADOR
KFC ECUADOR
- A dish of the well-known KFC brand with plantain and lentils.
- This makes the client feel identified with the product
KFC NIGERIA
NIGERIA
- Kentucky Fried Chicken came into Nigeria some years ago and opened its first outlet on the 19th December, 2015 at City Mall, Lagos.
- Some events have caused the closure of many KFC restaurant as evidence that the company had not evaluated something:
CULTURE
- Not acceptable to the average Nigerian.
- KFC did not know about the Nigerian habit of eating spicy.
CONSUMER PURCHASING POWER
KFC didn't put into consideration the number of people who are in the bracket of their target market.
KFC THAILAND
THAILAND
- Kentucky Fried Chicken has over 500 locations in Thailand alone.
- In the right place at the right time.
AMERICAN DREAM
- China in the mid-1980 s
- "KFC was seen as an example of western life".
- "It's all about trying to live like an American. "
LOCAL TASTE
LOCAL TASTE
- DRAGON TWISTER
- SHRIMP DONUTS
ADVERTISING
KFC also had to adapt the way of advertising to conquer the Thai market
USA ADS
https://youtu.be/UHi2N278818
USA ADS
THAILAND ADS
THAILAND ADS
https://youtu.be/QmVOz-DfPJA
KFC JAPAN
JAPAN
- KFC Japan was originally formed as a joint venture between the American parent and the Japanese Mitsubishi Corporation
- Osaka World Expo in March 1970
LOCAL TASTE
KFC in Japan reflects the local preference for dark meat over white meat, rice, bowls and bento.
LOCAL TASTE
HAPPY CHRISTMAS
HAPPY CHRISTMAS
- Marketing campaign of 1974
- The KFC Christmas meal consists of chicken, wine, cake and champagne
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