Kfc History and Communication
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Final Communications Plan Prepared for: Kentucky Fried Chicken Prepared by: Meaghan Jordan Date: 13 May 2010
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CCT 667: Contemporary Corporate Communications
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Professor A. Hoffman
I. Executive Summary
As outside council to Kentucky Fried Chicken, a Yum! Brands company, I was asked to consult on the branding crisis plaguing the popular fast food chains in the United States market.
The public identity of Kentucky Fried Chicken has been on shaky ground for the past five years. The inconsistent branding and products have caused market share values and annual revenues to consistently decrease. The primary constituent, the consuming public, has been left to decipher the mixed messages presented by the Kentucky Fried Chicken brand.
Through the implementation of a three-phase strategy, Kentucky Fried Chicken will be able to reestablish itself as a profitable leader in the fast food chicken industry. The design of a logo and company name, in conjunction with a healthy menu that properly embodies the meaning of the brand will be the key to a clear identity. The final piece of the equation requires a comprehensive, nationwide advertising plan to re-launch the contemporary and comprehensible identity of the Kentucky Fried Chicken brand.
II. The Company
The American fast food chain Kentucky Fried Chicken (KFC) was a family run business, founded in 1930 by Harland Sanders in Corbin, Kentucky. The Sanders Court and Café featured Southern comfort foods, specifically the widely enjoyed fried chicken. Sanders began franchising his secret recipe throughout the 1950’s and 1960’s. Following the sale of Sander’s interest in his company to a group of investors in 1964, Kentucky Fried Chicken was taken public, as well as being listed on the New York Stock Exchange in 1969. Kentucky Fried Chicken has been owned
Final Communications Plan Prepared for: Kentucky Fried Chicken Prepared by: Meaghan Jordan Date: 13 May 2010
-------------------------------------------------
CCT 667: Contemporary Corporate Communications
-------------------------------------------------
Professor A. Hoffman
I. Executive Summary
As outside council to Kentucky Fried Chicken, a Yum! Brands company, I was asked to consult on the branding crisis plaguing the popular fast food chains in the United States market.
The public identity of Kentucky Fried Chicken has been on shaky ground for the past five years. The inconsistent branding and products have caused market share values and annual revenues to consistently decrease. The primary constituent, the consuming public, has been left to decipher the mixed messages presented by the Kentucky Fried Chicken brand.
Through the implementation of a three-phase strategy, Kentucky Fried Chicken will be able to reestablish itself as a profitable leader in the fast food chicken industry. The design of a logo and company name, in conjunction with a healthy menu that properly embodies the meaning of the brand will be the key to a clear identity. The final piece of the equation requires a comprehensive, nationwide advertising plan to re-launch the contemporary and comprehensible identity of the Kentucky Fried Chicken brand.
II. The Company
The American fast food chain Kentucky Fried Chicken (KFC) was a family run business, founded in 1930 by Harland Sanders in Corbin, Kentucky. The Sanders Court and Café featured Southern comfort foods, specifically the widely enjoyed fried chicken. Sanders began franchising his secret recipe throughout the 1950’s and 1960’s. Following the sale of Sander’s interest in his company to a group of investors in 1964, Kentucky Fried Chicken was taken public, as well as being listed on the New York Stock Exchange in 1969. Kentucky Fried Chicken has been owned
Cited: Argenti, Paul A. "Communicating Strategically." Corporate Communication. 5th ed. New York: McGraw-Hill/Irwin, 2009. 39. Print. --- [ 9 ]. Argenti, Paul A. "Communicating Strategically." Corporate Communication. 5th ed. New York: McGraw-Hill/Irwin, 2009. 39. Print. [ 13 ]. Argenti, Paul A. Identity, Image, Reputation, and Corporate Advertising." Corporate Communication. 5th ed. New York: McGraw-Hill/Irwin, 2009. 77. Print.