10. BRAND ANALYSIS
➤ Founded by S. Truett Cathy in 1946 in the Atlanta suburbs
➤ 1600 restaurants in 39 states, mostly located in the South due
to the traditional Christian values seen throughout the
company’s culture and work ethic.
➤ Famous for their slogans ““We Didn’t Invent the Chicken,
Just the Chicken Sandwich,”and “Eat Mor Chikin,” which
usually feature the company’s mascots- cows.
➤ Wants to expand into highly populated areas of China, Japan
and South Korea due to their rapidly growing fast food
markets
11. CHICK-FIL-A STRENGTHS AND WEAKNESSES
➤ Strengths
➤ Distinguished different from other popular US based chicken
restaurant, KFC because of way chicken cooked, quality service
and chicken sandwich
➤ Growing trend of mascots will encourage brand relatability to
the Japanese
➤ Weaknesses
➤ No brand awareness in Asia
➤ Brand philosophy - very religious brand, not open on Sunday
(problem because many things are open late or 24/7 in Asia)
➤ Not a very diverse menu
12. CHINA
➤ Opportunities
➤ LTOs
➤ Competitors like KFC, McDonald’s, and
Pizza Hut all had food scares and are
losing revenue
➤ New local menu offerings
➤ Devotion to quality may attract
consumers who don’t want expired
meat in their meal
➤ Upcoming Lunar New Year is the Year
of the Rooster - focus more on chicken
imagery as opposed to ox imagery (cow)
➤ Threats
➤ KFC as a number one competitor
➤ McDonald’s promising growth
➤ Established presence from other
competitors
13. COMPETITORS
➤ KFC = 肯德基 = (Kěndéjī)
➤ Number one brand in China
➤ Maintains old menu along with new menu
➤ Very high brand awareness
➤ Long and established presence
➤ McDonald’s = 麦当劳 = (Màidāngláo)
➤ Leverages LTOs
➤ Emphasizes coffee and desserts as well as
menu items
➤ Very high brand awareness
➤ Attracts families
➤ Pizza Hut = 必胜客 = (Bìshèngkè) “Compelling
victory for guests.”
➤ Good at making LTOs, especially seasonal ones
(see Lunar New Year)
➤ Huge variety
➤ Very high brand awareness
➤ Attracts the young crowd, offers delivery
14. JAPAN
➤ Opportunities
➤ Incorporate the Chick-Fil-A
mascots into the advertising and
IMC efforts
➤ Use large social media based
culture and trends to promote
Chick-Fil-A
➤ Use holidays like the chicken
emphasis at Christmas to have
special advertising
➤ Threats
➤ Shared outlets of competition
makes it easier for them to
expand
➤ KFC has huge following,especially
around Christmas that is hard
15. COMPETITORS
➤ McDonalds
➤ A lot of tourists will eat McDonalds just to try the exclusive
menu items
➤ Sells a variety of food, well established, and not going
anywhere any times soon
➤ As another American brand, will be be hard to convince
people to eat Chick-Fil-A over McDonalds or KFC when
thinking of american fast food
➤ Recently had a food scandal that can detract sales
➤ MOS Burger
➤ "Making people happy through food."
➤ Japan’s second largest fast food franchise, only behind
McDonalds
➤ Burgers, hotdogs, rice dishes, and their popular rice burger
➤ Have unique burger options that are direct competition to the
uniqueness of the chicken sandwich
➤ KFC
➤ “Finger Lickin’ Good”
➤ Japan is the third largest market for KFC, after US and China
➤ While most fast food restaurants in Japan are burger oriented,
KFC is chicken
➤ In 1974, KFC Japan began to promote fried chicken as a
Christmas meal and now eating KFC as a Christmas time
meal is a widely practiced custom in Japan
16. SOUTH KOREA
➤ Opportunities
➤ Popularity of chicken
products
➤ Extremely technology
savvy population, power
of social media/word-of-
mouth
➤ Threats
➤ Market competition is
huge
➤ Power of social media/
word-of-mouth
17. COMPETITORS
➤ McDonald’s
➤ Lotteria
➤ Has been in the market since 1978
➤ Local version of McDonald’s
➤ Burger King
➤ First store 1984
➤ 221 stores
➤ KFC
➤ First store 1984
➤ Over 140 stores
➤ Chicken Franchises
➤ BBQ Chicken
➤ Kyochon
➤ Nene Chicken
➤ Goobne Chicken
➤ Hosigi Chicken
19. STANDARDIZED STRATEGY
➤ Keep “Eat Mor Chikin'” but possibly add sub tagline for each
company
➤ Emphasis the originality and tradition of Chick-Fil-A chicken
sandwich
➤ Lighthearted, fun tone will be kept
➤ Made to order, premium products; takes longer but it's better;
sit down and eat restaurant
➤ Authenticity and genuineness
➤ Slogan: “Chikin done right”
22. “Chikin done right”
Singular social media ad featuring a
fresh chicken sandwich with copy
highlighting the quality of the
chicken, and how the meat isn’t
processed or expired.
Standardization ad — social media
23. LOCALIZATION OF CHINA OVERVIEW
➤ Emphasize value especially to younger audience
➤ Weibo/Renren ads
➤ TV ad or magazine ad with celebrity advertising a chicken
sandwich or something of that sort
➤ Promotional - chicken burger, coffees or ice cream etc
➤ Extra emphasis on quality, real deal, not imitation products
➤ Chick-fil-A Chinese name: 福来鸡 (Fúlái jī) “Fortune comes
with chicken”
➤ Year of the rooster is 2017
24. CHINA BUDGET & MEDIA MIX & IMC
➤ 40 Million total
➤ 10 MM Television
➤ 1 MM Digital/Social Media
➤ 2 MM Publicity
➤ Wang Rong endorsement
➤ 10 MM Guerilla
➤ People in chicken suits interacting with people
➤ 7 MM Print
➤ Magazines and newspapers
➤ 10 MM Event/Promo
➤ Lunar New Year merchandise with rooster/chicken, chicken hats
27. LOCALIZATION OF JAPAN OVERVIEW
➤ Use cow mascots in promotions and executions
➤ Incorporate Japanese holiday chicken culture for LTOs
➤ Emphasis chicken because many fast food restaurants are
burger oriented
28. JAPAN BUDGET & MEDIA MIX & IMC
➤ 27 Million total
➤ 12 MM Television
➤ TV spots
➤ 1 MM Digital/Social Media
➤ 2 MM Publicity
➤ 5 MM Guerilla
➤ Running cow mascots in the streets of Tokyo
➤ 2 MM Print
➤ Magazines
➤ 5 MM Event/Promo
➤ Rotating game show filmed live every monday at Midnight, aired on Chick-Fil-A’s
website
➤ Winners receive free chick-fil-a for a year
31. LOCALIZATION OF SOUTH KOREA OVERVIEW
➤ Celebrity endorsements, product placement
➤ Make social media worthy/sharable
➤ Cultural leader amongst East Asian countries
➤ Emphasis price
➤ Midstatus, relatable, funny people endorsements
32. SOUTH KOREA BUDGET & MEDIA MIX & IMC
➤ 28 Million total
➤ 16 MM Television
➤ TV spots
➤ 2 MM Digital/Social Media
➤ 1 MM Publicity
➤ 3 MM Print
➤ Magazines
➤ 6 MM Event/Promo