Mcdonald vs kfc
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Transcript of Mcdonald vs kfc
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 Sanders
Colors: 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 KFCSpeed
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: KFCThe 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
ResonanceMcDonalds KFC
Comparably 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 !!!