China Brand Consulting
  • Team
  • Blog
  • Espanol

McDonald's vs. KFC in China

4/7/2012

4 Comments

 
As the battle continues between the American fast food juggernauts, McDonald's and KFC, some interesting strategies are being employed by each brand in hope for enhanced market share.  As the two giants have launched and counter-launched lunch time promotions that offer "lunch sets" or "combo meals" at 15 RMB (between the hours of 11AM and 3PM), the role of branding and the establishment of emotional and intangible perceptions about each brand is becoming more and more important.  Over the past few months, close observers can see that the companies have taken two clearly distinct paths toward attempted differentiation.  First, KFC has branded itself as not only the leader in high quality fast food chicken, but also a provider of tasty new meals & snacks that appear & rotate almost every quarter.  McDonald's on the other hand has decided to focus on its traditional offerings with only slight variations, while it has begun to rely more on advertising to support and enhance the claims of its trademark hamburgers: 
In the above, we first see an example of how McDonald's has specifically identified young males as the target audience for the Big Mac.  With sound marcom fundamentals, this comedic, well focused ad seems to have been well received in the marketplace so far.  On the other hand, KFC has become well known for diversity in their menu and always having something new to try.  Though not always long lasting, the new dishes provide a level of excitement to China's young consumers - a service aspect that McDonald's has not yet seemed to capture nor attempted to achieve.  It will remain to be seen how these strategic decisions play out, but for now the perception of KFC's superiority in terms of food quality, diversity, while maintaining equal or lower prices than McDonald's has allowed it to maintain its market leadership.
4 Comments
Kenneth Tang
4/13/2012 01:26:58 am

In China maket,KFC has out performed McDonalds in terms of retail expansion and product innovation, particularly at localization. However, McDonalds still takes certain advantage of it brand heritage.

Reply
Ben Wong
5/23/2012 04:29:01 pm

Wow, completely different. KFC is very product-focused, where as Macdonald's is selling the experience with a touch of comedic value.

Reply
Cristy link
9/22/2012 04:18:46 am

You can vote for your favorite brand between those two on http://www.versulo.com/63-vs-64/mcdonald's-vs-kfc

Reply
more here link
7/22/2013 08:52:32 pm

Mc Donald and KFC are the leading restaurant brands in the world. They are competing each other to bring out new products in the market at cheaper rate. It is interesting that they are doing the same in Chinese market.

Reply

Your comment will be posted after it is approved.


Leave a Reply.


    Picture

    Archives

    October 2013
    February 2013
    June 2012
    April 2012
    March 2012
    February 2012

    Categories

    All
    China Marcom

    RSS Feed

Powered by Create your own unique website with customizable templates.