Recently, Kentucky Fried Chicken in China launched a new wave of promotion. The price of a family-sized bucket is cut into half from 80 Chinese dollars to 40. The family bucket is a iconic product of KFC and has been offered since KFC came into China. Therefore, when the promotion of half price in limited time came out, all the KFC fans cannot wait to try the new product. Disappointedly, the food in the half-price bucket is also half the the full-size bucket.

Some people complain that customers are cheated but KFC never mentioned that the content of the bucket will not change while the price is cut. The purpose of selling half-price bucket is not only to boost the sale but also to hype the brand itself. Since the promotion is valid only for two weeks, KFC won’t benefit from it for long. However, the enormous discussions it raised internet pushed KFC to sight of many customers. The psychological tactic KFC uses is very interesting. When many people tried the new product, they complained a lot. However, the more disappointment they express, the more curiosity it generates in other people who have not tried half-price bucket yet. After a few days, customers are not caring about the cheating behavior. Instead, people considered buying the bucket as a fashion and feel determined to follow the trend.

However, this success is difficult to be copied in other countries where KFC are not as common and successful as it is in China. The environment in China contributes to the success of half-price bucket.

Reference

FlorCruz, Michelle. “KFC China Promotional Disaster: Yum Brands Company Criticized For Ripping Chinese Customers Off.” International Business Times. International Business Times, 31 Oct. 2013. Web. 18 Nov. 2013. <http://www.ibtimes.com/kfc-china-promotional-disaster-yum-brands-company-criticized-ripping-chinese-customers-1450010>.

Sauer, Abe. “New KFC Promotion Strives for Disaster Trifecta in China.” Brand Channel. Brand Channel, 30 Oct. 2013. Web. 18 Nov. 2013. <http://www.brandchannel.com/home/post/2013/10/30/KFC-China-Bucket-Disaster-103013.aspx>.