KFC'S "Kill Door": Is It Just The Failure Of Promotion Plan?
" Spike " A very creative and vivid source of words from the Internet. I have to say, Taobao or the Internet is really a lot. " Magical " Place. In the past, we often said that great wisdom was hidden among the people. " Network society " To the present situation, we have to sigh. Today's netizens are the real ones. " Great wisdom " 。
but
"
Spike
"
No promotion can be applied. After all,
"
Spike
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The beginning of the rise is just a form of propaganda and promotion of gathering popularity.
KFC uses
"
Spike
"
To promote sales and gather popularity is a bit of a bit.
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Do a seemingly clever thing which turns out to be a foolish one instead
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Taste.
To put it simply, does KFC need to use such promotional activities to attract and gather popularity?
Not only is it self defeating, it also makes it difficult to clear up the risks.
Four
month
Seven
day
KFC posted it on the front page of its official website.
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Statement on electronic kill coupons
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It also indicates the termination of activities.
Unilateral declaration
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End
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It was easy, but the strong impact of the event did not follow KFC's announcement.
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termination
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And nature
"
termination
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.
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Seckill scandal
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Sequence of events
Four
month
Six
day
KFC and Taobao launched.
"
Super value Tuesday special spike coupons
"
The first round
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Spike
"
The product launched by the campaign is captain chicken.
The original price is shown on the coupon.
Eleven
The Colonel's chicken nuggets are only required by coupons.
Five point five
Yuan, but this ticket is only limited.
Two thousand and ten
year
Four
month
Six
day
,
Four
month
Thirteen
day
,
Four
month
Twenty
day
,
Four
month
Twenty-seven
day
Use.
Similarly, there were also related activities on Taobao. Taobao showed the second round spike product was spicy and spicy.
/
Spicy chicken leg fort.
At the same time, the electronic coupon inventory of the two products is set as
One hundred
Zhang, after the shooting.
KFC parent company Baisheng Chengdu branch responsible person said, the family barrel is KFC's original third kinds.
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Spike
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Products.
Responsible person said that the first round of spike activities had been successfully concluded, but a large number of fake coupons appeared on the market before the second round of spike activities. For this reason, the company temporarily decided to stop the second round, the third round of spike activities, and said that the coupons on the second round of the market and third rounds of spike were fake tickets, and all KFC restaurants refused.
But they will also announce the following promotions on KFC discount website.
Four
month
Seven
day
KFC issued a statement on its official website.
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Many netizens may take spike kill coupons to go to the restaurant to consume. Now KFC has cancelled other coupons from Colonel chicken coupons.
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And will expressly reject this coupon.
--
If you want to use it, you should consult the restaurant first.
"
。
This has aroused many netizens' doubts in many cities throughout the country.
Now, we are not going to discuss whether it is.
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Fake coupons
"
Kentucky, or Kentucky?
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Turn a blind eye
"
The most important thing is that the response of KFC is to solve problems or avoid problems.
Unfortunately, KFC chose to evade and shirk responsibility, or even to respond to the alarm.
There are similar cases.
I remember many years ago, when I was still at school, I saw a local newspaper (not tabloid) advertised: go to a park on Saturday and join the treasure hunt.
One thousand
A citizen can receive an umbrella free of charge.
For this advertisement, I can't remember clearly what company or brand campaign has been carried out.
Just remember now.
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Fear later
"
。
On Saturday morning, thousands of people were gathered at the entrance of the park and nearby.
One thousand
People can get umbrellas, and the remaining thousands will not be able to get them out of control.
The staff, the security guards and the public are in a mess, and even fight.
What the outcome is, I didn't see it in advance and saw so many people fighting for umbrellas. I already felt horrified, and there was still the mood to hunt for treasure. Finally, it seemed that the police came to control the situation.
In the past, there have been such cases in Shenzhen. The number of shoppers in front of the store can be purchased for free or at a super low price, or they can receive gifts free of charge. In general, all these activities will go wrong. In a few years ago, Shenzhen was also blocked by such things as consumers who were not able to receive gifts and people queuing up for free gifts, causing traffic paralysis.
Of course, the most alarming thing is: similar to Carrefour.
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Spike
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This activity has led to the tragedy that consumers are rushing to death.
And wise men succeed.
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Boycott
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A case of such promotional activities.
06
In 2008, a cigarette factory wanted to do promotional activities to upgrade the sales volume of a new product.
At this price, there are two packs of cigarettes, one is a soft box, one is a hard box, and a soft one is cheaper than a hard one.
Two
This makes the sales of hard box cigarettes much worse than that of soft boxes.
The tobacco factory certainly wants to solve this problem. So what is the way?
We propose to customers: in a hard box of cigarettes.
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Plug-in card
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Promote sales.
Simply put a card in the cigarette box, such as gold card, silver card, drill card and so on, in order to attract consumers' attention and publicize new products.
From the perspective of pure marketing, this plan is very good.
But it was finally defeated by the leader of China tobacco.
There is only one reason: fear of fraud.
Now think of it, this veto is undoubtedly.
"
wise
"
.
No matter how good you do it, for example, make some.
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Password
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,
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Password
"
And so on, but once there are a lot of fake cards, consumers are whether they are genuine or fake. They want concessions and free, which will cause enterprises to fall into the passive and cusp.
Where is the lesson of KFC?
?
Read the relevant reports, I believe to a certain extent, a large number of electronic coupons will not be issued by KFC itself, especially in the second and third stages.
"
Spike
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Event coupons.
But Kentucky's attitude is definitely not.