KFC Media Plan and A Budget to Increase Sales Marketing Assignment

KFC Media Plan and A Budget to Increase Sales Marketing Assignment

Create a media plan that illustrates your level of media thinking and savvy. The client/brand is KFC. Your marketing objective is to increase sales by 5% over a 12 month period. Your target audience should be Adults 25-54 unless you can strongly defend another target market with research. Your budget is $18 million.

Although outside research is not required, it is strongly recommended. There is a plethora of research studies available online as well as through Rice Library in terms of media cost information and audience research.

Regardless of where you get your information, be it your textbook or other sources, you MUST cite your sources – both in your paper and your Reference page.

Our objectives were very specific. While our ultimate goal was to improve sales by increasing frequency and relevancy, we knew we had to attack this problem with deliberate, specific initiatives. With that in mind, our goal was to activate around the unique characteristics of Sunday to stem the decline in sales. To that end our objectives emerged as follows:
Increase sales of buckets on Sundays.
Increase overall sales on Sundays.
Increase perceptions of value and affordability.
Build an association between KFC and Sunday.
Increase relevancy of KFC (show people how it fits into their lives TODAY)

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