6.1.1 KFC
| Market Share | A market share of over 35%. With over 540 KFC restaurants in |
| Products features | -Original Recipe fried chicken which contains secret blend of 11 herbs and spices -For frying chicken, they use non-hydrogenated palm oil that contains insignificant amount of trans fat and it is 100% cholesterol free. |
| New Products | KFC Toasted Pocketful |
| Positioning | To be the leading integrated food services group in the ASEAN region delivering consistent quality products and excellent customer-focused service. |
| Current and Past Advertising Campaign | Past: - -Online voucher -KFC Hotrods with smoking hot sauce -KFC Beetle Pose & Post Contest Beetle Collectibles with purchase Xmeal Current: -Free 1 bottle Life chilli with purchase family feast set -Pesta Bola game from 27 May- 21 July 2010 -KFC am Smart breakfast from RM4 everyday -Free Bunny toys with purchase chicky meal set |
| Media expenditure | KFC is spending more than RM2 million on advertising and promotion, including TV, radio and press advertising, outdoor, out of home media and in-store point of sales materials. |
| Advertising Schedules | In the past, KFC has been all about their fried chicken roots with campaign slogans like finger-lickin’ good and always having Colonel Sanders as their trademark. Lately, the company has tried to create a new culture by pushing their new “Kentucky Grilled Chicken” products and the fact that their chicken now has 0 grams of trans. fat. In addition, they have tried to revamp their brand image to target younger consumers by replacing the traditional Colonel Sanders with an animated character and the chain’s locations now have bolder colors and updated graphics. Plus, the company has taken the constantly in your face approach with a market leading 52 week a year TV advertising schedule. |
6.1.2 Marrybrown
| Market Share | Marrybrown is the largest homegrown fast food chain with a global reach of over 250 outlets in |
| Products features | The menu features a wide variety of tasty meals including crispy juicy fried chicken, burgers, and seafood and rice products. Some items are options developed to respond to unique regional taste and reference. The menu continues to evolve and expand, reflecting the growing demand for something different in customers overall dining experiences. |
| New Products | Mexican Feast set meal which valid until 22th August 2010 |
| Positioning | -Excellence in customer service -High Standards in Personal Growth and development through consistent training |
| Current and Past Advertising Campaign | Current: - Marrybrown voucher (Happy Monday to Thursday ) with 20% discount. -Mexican Feast promotion from 09/07/2010 to 22/08/2010 |
| Media expenditure | unobtainable |
| Advertising Schedules | unobtainable |
6.1.3 A&W
| Market Share | A&W operates in 11 countries with 644 restaurants worldwide It has 39 outlets throughout the country with the bulk of them located in the |
| Products features | -A&W serves hot dogs, hamburgers, and its A&W root beer -frosty mugs of A&W root beer, root beer floats, Papa Burger |
| New Products | new Premium Turtle Sundae |
| Positioning | Brand serving "all-American food." |
| Current and Past Advertising Campaign | Past: - A&W and Jim Belushi offered a trip to -A&W cash voucher Current: Sen savers only RM 2.80 each promotion |
| Media expenditure | unobtainable |
| Advertising Schedules | unobtainable |
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