Coffee brake

Sofia Simakina

KFC: all-inclusive branding

The presentation is aimed to reveal the idea of KFC vision to the new members of the company. It contains information about all attributes of branding that create Brand Identity.

First of all, it is spoken about the heritage which Colonel Sanders left to the brand. This personality has made a great impact to the KFC standards and philosophy in whole. The main value of the company is of course the taste of the food - the delicious, satisfying, one-of-a-kind taste of the chicken. Unique product features positioning is based on signature recipes, freshly prepared real chicken and leadership quality. All these are intended to appeal to young people, who are the main target audience.

Secondly, the members are exposed to brand personality and the level of service they need to correspond. On the one hand, they should be energetic, fun loving, youthful and social, while on the other, they must not forget to dedicate to quality and be attentive, prompt and innovative.

Finally, there are mentioned KFC symbols – the powerful icons that consumers connect with. They are implemented into special design of the restaurants. The atmosphere created in the place should invite and welcome guests to enjoy company’s world class chicken in an informal, comfortable environment.

The presentation is well organized and complete: in conclusion all information is summed up. Moreover, the main message of the brand is carried out.

Pustovit Daria

Burger wars : McDonalds vs Burger King

This theme is about brand wars. In the first part of my presentation I will analyze the numbers , sales, revenue, the amount of restaurants and the number of countries in which the researched cafes are located. I will also analyze the experience and professional level of the employers of these restaurants in US. Secondly, I will compare the menu and food in Mcdonalds and in BK. Thirdly, I will give the information about the tastes of the food from this companies (these numbers I have taken from social forums and statistic datum).

After that I will tell about the beginning of the war, the development. Then I will speak about the strategies and plans of all companies. Actually I will try to show the most interesting situations in this war ( Germany ad of Mcdonaldsvc BK). Furthermore I will narrow about MCdonalds vs BK in Russia and explain why Russian Bistro have failed. In conclusion the information about winners nowadays and the prospects of brand positioning will be given.