The IMC planning process is explained for QSR fast food chain KFC. hope you like it. Thanks

1. INTEGRATED MARKETING
COMMUNICATION
SO GOOD TO BE BACK AGAIN. We
members of group 5 will be presenting IMC
planning process of food brand KFC .
RICHA
ASHESH
SAMRIDDHI
SHREEKANTH
HEMANTH
WRISHAV
Introduction Objective positioning Creative strategyAppeal

2. OPPORTUNITY ANALYSIS
CUSTOMER
• McDonald's, Domino's Pizza, Dunkin Donuts, local players
COMPETITORS
COMMUNICATION
DEMOGRAPHIC
PSYCHOGRAPHIC
GEOGRAPHIC
AGE
INCOME

3. OUR OBJECTIVE :
•To continuously maintain the
high standards of brand
engagement with consumers
•To foster relationship with
stakeholders and society at
large.

4. TARGET AUDIENCE
DEMOGRAPHIC
PSYCHOGRAPHIC
BUDGETING TECHNIQUE
% OF SALES METHOD
POSITIONING STRATEGY
BY PRODUCTS ATTRIBUTES AND BENEFITS
BY PRICE

5. CHOOSING BETWEEN IN-HOUSE AND EXTERNAL
ADVERTISING AGENCIES:
•COST INCURRED
•LEVEL OF EXPERTISE
•OUTSIDER’S PERSPECTIVE
AGENCY CHOSEN:
•COST INCURRED
•LEVEL OF EXPERTISE
•OUTSIDERS PERSPECTIVE
CHOOSING BETWEEN IN-HOUSE AND EXTERNAL
ADVERTISING AGENCIES:
AGENCY CHOSEN:

6. •EMOTIONAL APPEAL
•RATIONAL APPEAL
•SCARCITY APPEAL
•SEXUAL APPEAL

7. MESSAGE STRATEGY
AFFECTIVE PREEMPTIVE
PROMOTIONAL
SUPPORT CONATIVE
EXECUTION FRAMEWORK
DRAMATIZATION
INFORMATIVE

8. OUR MESSAGE THEME :
THERE IS LOT ON
OFFER
DECISION ON SOURCE :
TYPICAL PERSON

9. PRINT AD 1

10. PRINT AD 2

11. PRINT AD 3

12. BIGGER
THEsobig

13. MEDIA PLANNING
MEDIA CLASS
MEDIA VEHICLE
PRINT MEDIA
DIGITAL MEDIA
TIMES OF INDIA FACEBOOK TWITTER

14. PUBLIC RELATION
PUBLIC RELATIONS
1. SHARE YOUR SECRET RECIPE @ KFC
2. TASTE THAT YOU CAN TRUST

15. SO GOOD TO HEAR THAT YOU HAVE
QUIT LIGHTING THE WEAPON OF
MASS DESTRUCTION. THANK