肯德基英语ppt
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肯德基市场营销案例分析(ppt 36页)
扰,而且吸引了原本对洋快餐具有排斥心理的中老年消费者。
产品包装
• 小纸袋：盛装一个单位产品，包括一对辣翅，一对烤翅，一块吮指原味鸡， 一个蛋挞；
4号纸袋：只能盛装外带薯条，包括 小薯、中薯、大薯，且只能盛装一份 产品 鱼条带：只能盛装一份深海鳕鱼条 （三块）； 上校盒：分为六块装（标准装）和四 块装（儿童套餐专用）；
进入中国的21年，肯德基一直坚持‘立足中国，融入生活’的总策略，为中 国消费者而改变，打造本土化的创新商业模式。准确地说，中国肯德基是中
国人的肯德基。”
•
事实上，在产品研发方面，早在上世纪90年代中期，百胜餐饮集团就成
立了自己的产品研发团队，至今已发展到100多人的规模。十几年来，由该团
队研发的长短期新品超过百种，近几年来，平均每年以推出20多种新品的速
产品品牌决策
• “立足中国，融入生活”
•
1987年，肯德基落户中国，在北京前门安下了家，到如今一做就是21年
。纵观肯德基在中国的这些年，它的成长和变化有目共睹，为中国而改变，
全力打造“新快餐”。转眼间，21个年头过去了，中国大江南北450多个城市
的消费者可以在自己的家门口品尝到肯德基。
•
对此，百胜餐饮集团中国事业部总裁苏敬轼在接受媒体采访时表示：“
产品组合决策
产品组合的宽度
主食类 副餐 配餐 甜点 冷饮 热饮
肯德基公司介绍及管理模式(英文)
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英文介绍肯德基_KFC
Company Information
KFC Belongs to Yum(百胜餐饮集团) .
Yum Group is the world‘s largest restaurant group, more than 100 countries around the world and has more than 33,000 stores and 840,000 employees. Owns KFC, Pizza Hut(必胜客）, Taco Bell （塔可钟）， East Dawning (东方既白) and other well-known restaurant brands in the world, respectively cooking chicken, pizza, Mexican style food and seafood restaurant area ranked first in the world.
History of KFC
In 1930, Harland Sanders opened a restaurant in his home town Kentucky. In the meantime, Sandoz painstaking research of new methods in fried chicken, and finally succeeded , use 11 kinds of spices and unique synthesis of cooking the recipe, its unique taste welcomed by customers. But nowThese formulations are currently deployed by computer, which is worth millions of dollars in the current formula of 11 spices are placed in a safe place in Louisville, a bank's coffers, not known around the world.
KFC_肯德基_英语_English2
Enter the Chinese strategy
Price strategy analysis: 1.Penetration pricing strategy 2.Price rises strategy
Enter the Chinese strategy
Advertising strategies: 1.Advertisers tonal, trademark signs of global uniform standards(广告主色 调、商标标识等全球统一标准)
Enter the Chinese strategy
Product strategy analysis - sell high quality products. For example:Aimed at children characteristic development of rural crisp chicken fort
I don't like to be ruled by others, so i wish i can open one fast-food restaurant which can free me .
Chinese fast food will be a good idea.
Thanks
Wang Xi
Enterprise culture
肯德基ppt课件英文
饮品
包括可乐、雪碧、果汁等 软饮料，以及咖啡、奶茶 等热饮。
特色产品
香辣鸡翅
采用特制香辣调料腌制，口感香辣可 口。
鸡肉卷
用鸡肉和蔬菜卷在一起，口感丰富， 营养均衡。
蛋挞
新鲜出炉的蛋挞，口感细腻，香甜可 口。
促销活动
买一送一活动
针对部分产品，购买一份 即赠送一份。
会员卡优惠
办理KFC会员卡可享受折 扣和积分累积等优惠。
CHAPTER 05
社会责任与可持续发展
环保政策
减少包装废弃物
KFC致力于减少包装材料的使用 ，推广可回收和可降解的包装材
料，以减少对环境的污染。
节能减排
KFC在运营过程中注重节能减排， 通过改进设备、优化运营流程等方 式降低能源消耗和碳排放。
垃圾分类与回收
KFC积极推行垃圾分类和回收制度 ，鼓励顾客和员工参与，提高资源 利用效率。
员工满意度与培训
评估了员工对KFC的工作环境、福利待遇、职业发展等方面的满意度。同时，介绍了KFC 的员工培训计划和职业发展规划，以提高员工的综合素质和忠诚度。
未来展望
战略规划
阐述了KFC未来的发展战略和目标，包括拓展新市场、推出新产品、提升品牌形象等方面的计划。同时，分析了实现 这些目标所面临的挑战和机遇。
价格策略
KFC采用差异化的价格策略，针对不 同的市场和产品制定合理的价格，以 确保利润和市场份额。
肯德基英文介绍 精品
• Basic products are created by pieces of chickens prepared according to secret recipe of Colonel Sanders
Present
• Here you can see countries where are KFC fastfoods
• Logos:
History
• 1930 Harland Sanders opened first
restaurant where he starts selling fried chickens.
• 1936 Kentucky Governor Ruby Laffoon
makes Harland Sanders an honorary Kentucky Colonel in recognition of his contributions to the state's cuisine.
Kentucky Fried Chicken
Presentation by Filip Ondrák
We will look to …
• • • • Introducing of company History Present Interesting facts
Introducing
• Kentucky fried chicken known as KFC is a multinational chain of fastfoods specialized in production of chicken products.
Present
• Here you can see countries where are KFC fastfoods
• Logos:
History
• 1930 Harland Sanders opened first
restaurant where he starts selling fried chickens.
• 1936 Kentucky Governor Ruby Laffoon
makes Harland Sanders an honorary Kentucky Colonel in recognition of his contributions to the state's cuisine.
Kentucky Fried Chicken
Presentation by Filip Ondrák
We will look to …
• • • • Introducing of company History Present Interesting facts
Introducing
• Kentucky fried chicken known as KFC is a multinational chain of fastfoods specialized in production of chicken products.
presentation肯德基英文介绍
Group members: 120706515 王莎莎 Sylvia 120706517 吴锋娜 Susan 120706518 谢丽娜 Syndi 120706519 尹小芳 Eva
outline:
History Culture Market values Evaluate Tangible benefits Comparision Vantage Slogan/Logo Target audience
Comparision
Comparision
Headquarters location： USA Established time： 1952 Business Scope： western fast food Company slogan：We Do Chicken Right Staff quantity：840 thourand (2007)
Management
With the customer satisfaction as the center value chain management 1、Obviously, the target market 2、"cooking chicken expert“ 3、Customer as the center of marketing Objectives: bigger In China and other developing countries is the income in the upper level of the people.
outline:
History Culture Market values Evaluate Tangible benefits Comparision Vantage Slogan/Logo Target audience
Comparision
Comparision
Headquarters location： USA Established time： 1952 Business Scope： western fast food Company slogan：We Do Chicken Right Staff quantity：840 thourand (2007)
Management
With the customer satisfaction as the center value chain management 1、Obviously, the target market 2、"cooking chicken expert“ 3、Customer as the center of marketing Objectives: bigger In China and other developing countries is the income in the upper level of the people.
KFC_肯德基_英语_English
Localization development strategy
"have a foothold in China, into a life“
Enter the Chinese strategy
How to adapt to the Chinese taste, dietary structure, repast habit, consumption characteristics.
Enterprise culture
3.pay attention to the details. • What should be done or not be done. • Which is the most important goal. 4. Training endless. • Team spirit
Kentucky Fried Chicken
Brief Introduction
KFC is Kentucky Fried Chichen in English.
It comes from American chain fast-food restaurant. Founder： Colonel Harland Sanders. Build: 1952 .
Slogan： We Do Chicken Right ! New slogan: Life more charming! "new fast food" for China to change
肯德基市场营销案例分析ppt课件
紫薯蛋挞 八娇果汁
红茶
黄桃蛋挞 九珍果汁
美禄
草莓/巧克力
咖啡 可乐/七喜/美年
圣代
达
牛奶
脆皮甜筒 雀巢冰爽茶 雀巢纯牛奶 橙C
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新产品开发决策
• 1.kfc新产品的开发和市场投放 • 新产品开发人员和市场策划人员在进行市场调查、合理选定、细
分目标市场后进行一系列新产品的开发。
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肯德基怎样测试新产品？
肯德基每当推出新的汉堡时，价格一般 都定在12至14元之间。这样的价格比较能 被消费者接受。
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2.地区性定价定价策略
• 肯德基是世界上最大的连锁餐饮企业，分布在世界八十多 个国家。肯德基在不同的国家地区定位的目标市场不一样 ，所以价格存在一定差距的。下面我们来看中美肯德基的 不同。
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• 市场定位 中美肯德基大不同 中国主要正对的是小孩和青年。 在美国是图便宜，节约时间，卡车司机，图方便人士的好去处。
二是信息测试
实际上相当于蒙眼测试，就是只给你有限的产品信息和选择，让你对该产品做出评价。肯 德基是给出3种小照片、产品名称和推广词来进行测试。
三是实物测试
肯德基会在测试当场请顾客品尝刚加工成的新产品，并请你对以下项目做出评价：色泽、 味道、数量、用料等，然后请你对其定价提出意见和建议。最后等你吃完了，他们会重新 拿备选方案问你：感觉哪个名字更适合该产品？感觉哪段推广词更好？需要怎样的改进？
英语介绍肯德基ppt
Main selling
Founder:
Kentucky Fried Chicken, referred to as KFC, from the United States of Colonel America famous chain restaurants, created in 1952 by Colonel Harland • Sanders.
English topic: Kentucky Fried Chicken
Basic information:
Company name: KFC English Name: Kentucky Fried Chicken The site of the headquarters: USA Founded: 1952 Business scope: Western style fast food Company nature: the United States of America chain Company slogan: We Do Chicken Right
Harland Sanders
In 1987, it opened its first store in Qianmen Beijing, the capital of China. it was selected as the "Best chain store brand
presentation of kfc(肯德基英文介绍)
"Positive, encouraging." “Restaurant manager first”
Work, to excellence
பைடு நூலகம்
Strategy
Main business strategy
Become the leader of more brand integration!
In a restaurant, let consumer enjoy two gourmet brand and have more choices !
1960s
Throughout the United States, people enjoy Kentucky sucking refers to the chicken flavor. Gradually in to
people's lives.
1980s
the Colonel died, their home state government gives its Honorary Life.
The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952.
Colonel Harland Sanders
Introduction
Work, to excellence
பைடு நூலகம்
Strategy
Main business strategy
Become the leader of more brand integration!
In a restaurant, let consumer enjoy two gourmet brand and have more choices !
1960s
Throughout the United States, people enjoy Kentucky sucking refers to the chicken flavor. Gradually in to
people's lives.
1980s
the Colonel died, their home state government gives its Honorary Life.
The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952.
Colonel Harland Sanders
Introduction
商务英语PPT——麦当劳肯德基在中国(中文)汇总
三、中国麦当劳和肯德基的战略比较
sunmmary of comparison of differentiation strategy
common
The "twin brother"does have many similarities,mainly reflected in the core concept of service standards and unity.this is why we intuitively feel McDonaldsservice and KFChas no much difference. 这对“孪生兄弟”确实有许多相 McDonalds concept KFC service concept 似之处，主要体现在核心服务理念标准性和统一性。这也是为什么我们直觉中感 QSCV 觉到的麦当劳和肯德基没有多大的差别。
2004 McDonalds was unwilling to release sales, fROM oCTOBER 14,to November 21st,Netease made a special questionnaire,in 3340 votes,34% of the votes thought McDonalds is not good as KFC ,31%thought that McDonalds sold badly.
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Main selling
In 1987, it opened its first store in Qianmen Beijing, the capital of China. In 2007, it has over 1800 restaurants in 402 cities in all Mainland China's provinces other than Tibet. From 2000 to 2005, it was selected as the "Best chain store brand." KFC in China also serves other poultry in addition to chicken.
Thank you!
English topic: Kentucky Fried Chicken
Basic information:
Company name: KFC English Name: Kentucky Fried Chicken The site of the headquarters: USA Founded: 1952 Business scope: Western style fast food Company nature: the United States of America chain Company slogan: We Do Chicken Right
பைடு நூலகம்
In 1960s across the country, the company gradually into people's lives
Company:
Yum! Brands, Inc.is the largest global restaurant network. It has more than 35000 chain restaurants and more than 1000000 employees in over 110 countries and regions.
In 1950, Colonel Harlan started franchising in the United States. With the strict quality requirements, the Colonel himself to guide the authorized franchisee.
In 1939 the restaurant business is getting well, Harlan, Sanders technology and reputation attracted a large number of customers. In recognition of his contribution to the cooking industry, Harlan Sanders was named Colonel sanders.
Founder:
Colonel Harland Sanders
Colonel Harlan Sanders, creator of the KFC brand. The invention of the famous "Kentucky Fried Chicken", created a "KFC fast-food chain" business. KFC is the world's largest fried chicken fastfood chain enterprise, has more than 15000 restaurants around the world, symbol by Sandoz image design of KFC, has become the world's best, most recognizable brands.
Kentucky Fried Chicken, referred to as KFC, from the United States of America famous chain restaurants, created in 1952 by Colonel Harland • Sanders.
In 1897, only seven years old, Harlan Sanders has been known for more than 10 rural cooking recipes. In 1930 the roadside restaurant in his small kitchen, Harlan Sanders successfully developed KFC secret recipe
Every day, nearly eight million customers are served around the world. KFC has more than 11,000 restaurants in more than 80 countries and regions around the world. And in quite a few U.S. cities, KFC is teaming up with sisterrestaurants, A&W, Long John Silver's, Taco Bell and Pizza Hut, selling products from the popular chains in one convenient location.