A successful repositioning for KFC

Michael Quirk

Young & Rubicam successfully repositioned Kentucky Fried Chicken in the early 1980s. It looked at the type of market, the role of advertising, the target consumer, and their current beliefs and feelings, the response wanted from them, and the stimulus to obtain that response.
Agency: Young & RubicamAuthor: Michael Quirk

A successful repositioning for KFC

INTRODUCTION

This paper covers the successful repositioning of Kentucky Fried Chicken in two test areas. Whilst this account is limited to those two test regions the programme has since been rolled out across the UK with outstanding results.

As a result of new consumer data the KFC offer was changed in line with consumer needs. Our case is that advertising played an important role in the overall marketing plan. Indeed one element of the repositioning was to allocate a higher percentage of the marketing budget to...

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