Web Promotional Strategies offered by XYZ Company

Product/Services/Promotional Strategies Offered by XYZ Company, and My Own Web Page

Web Promotional Strategies

A Report on the Product/Services/Promotional Strategies of Kentucky Fried Chicken

Kentucky Fried Chicken is a well-known brand in fast food restaurant. Started with a single recipe of Colonel Sanders, the restaurant has developed networks worldwide, offering fast food services family target market and franchise opportunities for investors. The company has seriously developed the web site as a gateway for its customers and business partners. The main KFC web site provides complete information about its menu options and knowledge center about fast food and family events options, while also provide links to its franchise information center. It has the familiar colors, logo, and picture of the Colonel as the main presentation to visitors.

In the main business operation, KFC has a very large target market, in all demographic areas. The company addresses human's basic need of food, and combines it with first-rate services in speed (fast food concept) and togetherness (family restaurant concept). Recently, KFC also develops new 'healthy' and 'nutritious' recipes in its menu, to keep pace with community awareness of healthy living.

Fast food concept works well in major cities, as it fits the rapid lifestyle and urgent needs for instant services. KFC started with fried chicken, mainly consists of its legendary Colonel's Secret Recipe (which visitors instantly find on its front page of the web site), and recently developed into assortment of restaurant menu.

Claiming as a family fast food dining destination, KFC works on social behavioral needs. The web site provides information on how families can make the most of the facilities and menu provided. It has a specific section called Colonel's Kitchen that gives suggestions in subsections called Picnic Planning, Family Reunions, and Catering Suggestions, along with Nutritional Info. The web site also has a special Kids section that invites children to join the KFC community with sweepstakes and gimmicks as promotional strategies.

KFC collaborates with MapQuest.com to provide driving direction to closest restaurant based on ZIP code search. The Store Locator feature navigates customers to the restaurant. MapQuest.com also equips each map with driving direction, heading to the closest restaurant in the surrounding areas of the customer, with the restaurants' addresses, phone numbers (for home delivery service), and estimated distance and time to reach the restaurant for driving customers.

KFC also successfully sells franchise worldwide, therefore the web site also provides ample information on its current operation, financial statements, news releases, and investor-related information. While its main message is selling good, fast service for customers to eat original, fresh recipe in comfortable situations, the accompanying community service information also supports the company image for customers.

B. My Own Web Page

Based on the concept I learned above from Kentucky Fried Chicken, I plan to build my web page as a tool to boost sales of an existing business and provide information for customers about the products they purchase.

Our company sells fresh fruits and vegetables, delivers to homes (individual customers) and supplies some hotels and restaurants. The company has been operating in the business for one year with standard operation. Currently the company has a grocery store, a list of suppliers and customers, a standard truck, and three helpers in New York City. We plan to expand business to center of businesses in NYC and Manhattan.

We will start with a simple web site (an e-commerce system) with product display, an online ordering system on Secure Socket Layer (SSL), credit card acceptance, several product package pictures, and mainly text-based content. Since text-based content would be the least costly to produce, the company should concentrate more on the quality of the content than on the sophisticated look and animated features. The web site's first mission is to accommodate current operation, enable customers to get information about the products, make an order online, communicate personally with a customer service via email, and obtain health-related information and quick recipes on the web site. The web site should also enable the company to create network with other suppliers via online communication.

The company has options for both online and offline marketing. Online marketing starts by sending emails to existing customers announcing the launch of the site, followed by introductory emails to prospective customers. The company should combine all methods of online marketing such as ad swaps, link swaps, press releases, regular newsletter and excellent customer service. Offline marketing comes afterwards by giving out flyers, free fruit gifts to local businesses as an introductory campaign, and discount cards for new customers.