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Still focusing on the social and community aspect, KFC Indonesia also did their promotion through frequent organising of concerts and sporting events. KFC Indonesia also has its own cycling club which is known as KFC Bike Club. This club is quite active in recruiting members and having cycling activities in the cities where there are KFC restaurants. KFC Indonesia also, due to the Greenpeace scandal, is active is environmental activities. Moving under the KFC Green Action initiative, KFC have organised trees planting, beach cleaning and many more environmental activities. KFC Malaysia, on the other hand, is active in charity work through the ‗Projek Penyayang‘, which means the loving project. The ‗Projek Penyayang‘ created a trust fund that also depended on the donation of its customers through ‗Tabung Penyayang‘, or theloving donation box, that is placed in all its restaurants near the cash registers. ‗Projek Penyayang‘ is more focused on helping orphaned children and the needy. KFC Indonesia also created a club for its customers who bought music CDs sold in its restaurants known as Music Hitter. This club is focussed more on the teenagers and other than the electronic magazine that can be accessed on its website, the club also give discounts for KFC products to its members. For the children, KFC Indonesia has the Chaki Club which is basically the same with Chicky Club in Malaysia. KFC Indonesia also opened its own kindergarten at selected free standing restaurants known as Little One Academy. It is like any other kindergarten although it is situated at the KFC restaurants and only takes limited number of kids. In trying to attract more customers to go to KFC, KFC Malaysia offers meal vouchers and gift certificates for sale. KFC Malaysia also has occasional online discount coupons and offers given through their Facebook. KFC Malaysia also used to have Snax cards for teenagers that give discounts to its owners but the card has been discontinued without any explanation as to the reason why. Other than discounts given to all its community club members, KFC Indonesia also offers online coupons that be downloaded from its website. KFC Indonesia also offers a prepaid card to its customers, known as SmartPay that can be used to pay for all its products and collect point at the same time. Unlike the discontinued Snax card in Malaysia that was targeted to teenagers, the SmartPay card is available to all customers of KFC Indonesia. Basically, KFC Malaysia promotional activities is directed at attracting new and younger customer as well as budget conscious customers which may lead to whole family consumption behavior. KFC Indonesia promotional activities on the other hand is more directed at attracting active and happening population, teenagers, children, kids and budget conscious customers which may lead to whole family consumption behavior.
Table 1: Summary of Marketing Mix Strategy of the Study Marketing Mix Malaysia Indonesia Product and Service Preference and culture o