KFC'S PROMOTIONAL STRATEGIES AND IT'S IMPACT ON BRAND EQUITY

This study is based on the deep insights of marketing and promotional strategies adopted by KFC that have enhanced its brand equity in Indian market. The study stretches its understanding on how KFC's promotional methods impact the target audience to buy its products. Hence, promotional activities that leads to develop a brand image in the minds of target audience. It focuses on the key elements of promotional mix: namely Advertising, Sales Promotion, Personal Selling and Word of Mouth which KFC uses to communicate with present and potential customers. Though KFC's integrated marketing communication (IMC) involves several channels to convey the message, this study has indicated the most effective promotional component is Word of Mouth, through which the brand equity among customers is created at minimal cost. The main objective of this study is to examine the relationship between the promotional strategies and brand equity and find out to what extent the promotional strategy impacts on brand equity of KFC in Mysore district. Therefore, it explicates how KFC formulates promotional strategies with ongoing trends as it is essential to use the appropriate techniques that can help to stay connected with all kinds of customers in competitive markets.