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Essay / Research Paper Abstract
This 3 page paper reviews an article about Kentucky Fried Chicken that appears in a 2005 issue of Advertising Age. KFC's strategies are explored. No additional sources cited.
Page Count:
3 pages (~225 words per page)
File: RT13_SA519KFC.rtf
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Unformatted sample text from the term paper:
time. An article in Advertising Age features Kentucky Fried Chicken, a company that had been caught in an unlikely dilemma. The article begins as follows: "Yum Brands decision to
restore the Kentucky Fried Chicken name is smart and honest. The chains franchise is selling buckets of fatty food that tastes good. So be it. So say it" ("No shame,"
2005, p.26). Why is this happening? The firm made a move in 1991 where Kentucky Fried Chicken changed its name to KFC, which had been part of an overall
marketing scheme to create more healthful image ("No shame," 2005). During the time frame, a press release did explain the logo change and claimed that KFC would change
with the times ("No shame," 2005). Most people reading the article will not understand the premise as they know KFC to be replete with fattening and unhealthy food choices. Yet,
the company does sell salads and roasted chicken ("No shame," 2005). The not so obvious reason as to why the firm implemented KFC was to get away from the word
"fried" ("No shame," 2005). But the firm admits that the move only made things fuzzy and there had been a distancing of the company to fried chicken ("No shame," 2005).
The authors asks: " If KFC didnt have the pluck to stand up for fried chicken, who would?" ("No shame," 2005). The criticism waged by this article in Advertising age
is that "KFC violated basic rules that ailing marketers often forget when a business and market is in flux. Marketers need to be what they are, be authentic, be real.
If you sell a product, make it the best you can, be proud of it, and dont waffle (unless you work for Waffle House)" ("No shame," 2005, p.26). That is
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