Yum! Brands Inc. on Consumer Behavior

Group Influences on Consumer Behavior

Snapshot
• Yum! Brands Inc. is the parent company of:

• Recognized as a leader in international retail development
• Sept. 2011 – opened more international locations & sold:

• CEO David Novak, added the sign(!) to bring a sense of fun
to the company’s image.

Advertising & Marketing Analysis

How different types of social groups play an
important role in the success of Yum Brands?

Unthink KFC Campaign

Informational influence (chefs as endorsers)

Targeted health – conscious individuals or groups

Oprah promoted the free meal (stimulation)

“Live Mas to Win Mas” campaign

 Consumption subculture (shared commitment):
Taco Bell fans Instagram (iPhone app) photos
went viral
 Followed by TV ad, QR codes on boxes
and augmented reality
 Brand community Sponsorship through

The “Settle” Campaign
 Offers customization to suit anyone’s taste
 “America's favorite pizza” to "Your Pizza Hut”

 Shares real – life situations and people (not celebrities)
 Promotes social interactions either online or offline
 Targets primary groups (friends, families) and secondary
groups (coworkers, club members) who are budget –
conscious consumers

Were they effective?

• “$10 Any pizza, size, topping” promotion is
still going on since 2010
• Social tie: Pizza Hut connects Pandora
(iPhone app) users to the brand
• Online community created the “trend”
that led to Taco Bell’s “#LiveMasContest”
• Bar code campaign got almost half million
of scans (6 weeks)
• Sampling of the grilled Chicken’s created positive (buzz)
and negative outcomes (profit loss)

Sources
http://www.yum.com/company/

http://adweek.com/news/advertising-branding/martin-gets-personal-pizza-hut-101507

http://www.mobilecommercedaily.com/pizza-hut-serves-up-mobile-deals-via-targeted-ad-campaign

http://www.mobilemarketer.com/cms/news/content/13959.html

https://www.facebook.com/tacobell/app_355198561221417

http://www.mobilemarketer.com/cms/news/software-technology/12346.html

http://nrn.com/latest-headlines/yum-aims-double-international-expansion

http://www.businessweek.com/articles/2012-03-29/kfcs-big-game-of-chicken

http://www.adweek.com/adfreak/new-kfc-ads-give-us-lot-unthink-about-14288

http://abcnews.go.com/WN/kfc-franchise-owners-cry-foul-focus-grilled-chicken/story?id=11420556#.ULin2WdyJIU

Yum! Brands Inc. on Consumer Behavior

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