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1、VSWhyKFCismorepopularthanMcDonald’sinChina?SolutionsProblemsStrategyPriceProductpositioningBackgroundinformationKFC&McDonald’sBackgroundinformation—ForMcDonald’s1.foundedin19542.landedChinain19901954–Krocopenedthefirstoutlet.1983–McDonald’sin32countries.1990–EnteredChinaThenumberofMcDonald’so
2、utletsinChinaBackgroundinformation—ForKFC1.foundedin19522.enteredChinain19871930--SandersopenedhisfirstrestaurantinKentucky.1936--KentuckyGovernormadeSandersanhonoraryColonel.1952--TheColonelbeganfranchisinghischickenbusiness.1987--KFCenteredChina.ThenumberofKFCoutletsinChinaProductpositionin
3、gTargetcustomersFeaturedproductsTargetcustomers——ForMcDonald’s1.outletsindowntownareas2.children-centeredfamilies3.theyoung&theyoungparentsTargetcustomers——ForKFC1.outletsindowntownareas2.theyoung3.thekids&theyoungparentsLet'sgo!hamburgers,varioustypesofchickensandwiches,Frenchfries,softdrink
4、sanddesserts...ProductsProductshamburgers,varioustypesofchickensandwiches,Frenchfries,eggtart,softdrinksanddesserts…Featuredproducts—ForMcDonald’s1.atearlytimes,mainproducts—ham-burgers2.now,featuredproducts—milkshakes,piesandpopcorns…——ForKFC1.atearlytimes,mainproducts—chickenmeat2.now,featu
5、redproducts—Beijingchickenroll,tomatoandeggsoup,seafoodandeggcongee…FeaturedproductsPrice&MKfloatingpriceeligibleproductappropriateprice麦当劳刚实施全面的逆势涨价；麦当劳将近十种主打产品全部砍到5元之内，最高降幅达50%少有如此的价格反复，一直坚持走“合适的价格与合格的产品”路线KFC,spicychickenburger13.5￥Hamburger0.5yuancheaperthanMcDonald’sMcDonald’s,spicychick
6、enburger14￥4.5￥/5.5￥/6.5￥5￥/6￥/7￥PeoplehaveapreferenceforPepsi.Cola6.5￥(小)/7.5￥(中)/9.0￥(大)Frenchfries5.5￥（小）7￥（中）8￥（大）Affordableprice&highqualityproduct—ForMcDonald’s1.Increasingnumbersofoutlets(1,400)2.Exceptionalcustomercare3.Foodofgreatvalue4.MarketingbrandonaglobalscaleStrategy—ForKFC1.Se
7、ekingfranchiseesandpartners(3,200)2.Enteringsecond-tiercities3.Warmcustomerservices4.KFCquickdeliveryStrategyAdvertisingstrategies1.Globaluniformstandardsoftrademarks2.Specificadvertisingformsreflectingnationaldifferences※US:WEDOCHICKENRIGHT!
