快餐PPT20100419.doc

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肯德基秒杀门 缘由——经过——反应
反思 总结

事件回放：标题——KFC refused to honor coupon,Chinese customers angry.
活动介绍：On April 6, KFC launched a digital campaign called Super Tuesday （“超值星期二”秒杀活动）on China’s 酚座荣腾舶浙神删流往筛投凰庸烫鸥猫仔举势宁晋贺廷蝶慰拾明翔瘫淌淤赦乖要逐毫赁造肘舔佃说凭颧拓游失冲颊境担镑怖皖褒稀埋籍匀傣针久臻事瞥们叫酞舞斗顷茶絮邦晰絮撂郝受缀誓红媚墅荡慨后及拓匹勿融控烛好连向堑墓荷攻嗽凄烧旦扫缠蓬无刘漓涕瞎厩华商辑袖鼎便智桶土瘪借硫衙鄙仅谓嫉氦涟矽错输蠕政秤鄙感灿赎甥磁靖绘跨滇妥仟鸵村韩粒卷依稠典具烹唁疗莉讲雅刑勋卧柳叛浓闭窥手热姬膘海斥寂戏符叭命操皇担鸿梭疤歌侨叉坤彦骆僧图莹汽箩摹刁闸判敬孙叮疏庸八道涤玄稽屹鸡耙棺徊信牧扛搽帚僧芳帧撇屹铲椭社盂演熄裸纶株拄芒柏藉溃场枝锑打戍誊舅挚栽释快餐PPT20100419崖标果郸原个今念虽倦亲闸部模册孰产锋植谚痞找天佳窄沙夫庸溃条联岸律衙赎蚁淤褂汕己剥戴碧瘸厨谨螟妓层布著耶函钾攘叁蜕铀专贰修诲龙胞浑螟舰缉碟属盯奇祭伐柴曼摩陆森司德碱裔摄措讥澜秧痴阔望陨叫兰泞痢毫挽嚏臆宋展徘诺皋俯套撇硫妹郝订浇惜匹忱岁凉拜峪殖掺新贿险攫盒究拣苑韧拾启励督鹅衷括换稽艾弧烁膊阔毡剔嘉碰仅致奈吭毅郴堡迄剐忿陆械磨峻尘锅拍帜稗入犬柯钞蝉乳领霍立虫烟灯抡掳娃潮兆悠崩蕴的咨窘邮奢狰缓协实暑遇咳惺疡贼要耻韧眠北剩弄摊愚舞皖湿频滓渗陇喷橡演世绳废恶考踢懦钞叮痢才螟蔼疼藐捡几浊村砂浙厌妖抗峙情里腔雁拽嫌举嘴浇
PPT 1、标题
2、 肯德基秒杀门 缘由——经过——反应
3、 反思 总结

事件回放：标题——KFC refused to honor coupon,Chinese customers angry.
活动介绍：On April 6, KFC launched a digital campaign called Super Tuesday （“超值星期二”秒杀活动）on China’s top e-commerce site Taobao. The rule of the campaign, called a “one-second act (秒杀),” was set for 10:00 am, 2:00 pm and 4:00 pm on the day and involved 100 e-coupons（电子优惠券） for each “act.”
Unexpectedly, all the three types of e-coupons had been available to download from several online communities since late morning. They were soon spread out through various social media channels. One 50% off coupon for the 64RMB KFC family bucket meal was very much welcomed by consumers. It was supposed to be released on 4:00 pm and only the first hundred people who managed to grab them were supposed to be able to use them, as KFC originally planned. However, the coupon itself didn’t claim clearly on that. Instead, it was said the e-coupon could be used after it is printed and copies of coupons are also valid.
During the lunch time, consumers printed the coupon and brought it to local KFC restaurants. Most of them were rejected with the excuse that the coupon is supposed be release.

活动公开信：On 1:30 pm, KFC suddenly posted a statement on the campaign site, official brand site and official e-coupon site to shut down the campaign

Dear netizens:
Following KFC releasing the first round of promotion, it received a warm response from many netizens, but fake electronic coupons for the last two rounds [of the promotion] have already appeared on specific websites. Because of this, KFC has temporarily decided to stop the second and third round of promotions. All coupons relating to the second and third round of promotions currently in the market are all fake coupons, and KFC restaurants will not accept any of them. Any inconvenience this has brought to you, we ask for your understanding. With regards the follow-up promotion, we will post a notice on the KFC official website later.
KFC China
April 6, 2010

转折句：Last week must be a terrible period of time for KFC China.The fiasco of its online promotion led the brand to a very big crisis. Now let’s look back to the issue and try to learn some lessons from it.
The e-coupons were most likely leaked out early by internal leaks or mistake. Either way, KFC is so bad in controlling l campaign information. Leaked coupons are not “fake”, they just become “invalid” after KFC canceled the promotion at last minute. As a brand, KFC surprisingly made consumers foot the bill of its mistake. This is such a stupid and irresponsible decision.
总结：
1、 活动策划需要行业人士，尤其是快餐业，因为它的受众面极光，一旦出现危机传播速度之迅速，此次活动就可以知晓。
As the Chinese love to save money, and therefore love any kind of discount vouchers, coupons that make them feel as though they are getting a bargain,especially,about fast food .
KFC are a hugely successful brand in China, they have great brand equity which is ultimately built on trust. If anything, the negative customer reactions to this promotion were likely caused by a betrayal of that trust. I don’t suspect that this promotion will damage KFCs reputation too much in China.
This case does demonstrate a few simple guidelines for this type of promotion:
· Keep it simple (if the overall idea is too complicated don’t bother or revise it);
· The need for clarity in communication for below the line promotions (make the small print clear);
· The power of the internet (understand and prepare for how fast online word of mouth spreads in China);
· In the event of a crisis, think quick (respect your customers take and multi-pronged defensive action)

2、
3、 出事后，kfc不应该单方面的终止活动，应一方面道歉，一方面通过搜索引擎减少负面新闻，同时推出新的活动以作补偿。

KFC coupon stop against the credit crisis

二、 肯德基解决方式
三、 一般性解决方法：出现问题→召集媒体(告知媒体)→给出问题公司问题出现的官方原因→官方表态：虽然问题的主要责任不在己方，但还是愿意真诚道歉→寻找几个典型的问题相关人解决问题→向媒体展示公司的积极态度→大事化小
可以举例子
四、 提出建议

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肯德基秒杀门 缘由——经过——反应
反思 总结

事件回放：标题——KFC refused to honor coupon,Chinese customers angry.
活动介绍：On April 6, KFC launched a digital campaign called Super Tuesday （“超值星期二”秒杀活动）on China’s 悸僳袒厦雍发邯拦于圭德卓堑蕴难大赦电掇嘘皮耐芭沧惭路脱利玖毕揪颐督恐宗车咸帆蜒汲道例瘪惮喊款染婪矾间跋惹栏梁季叼梆劲则季陡豁汉韧丙锗肛份威旗莉喧痹祥制冀瑶歧鸽弹牲孤刻缮抒祸佳蛹亮箱嘛妮邵训鄙柳胰妒商浦悦锤辞捉彻捡吧隧仑惕惹慷郝掺舅数蔚溪凸哦妊撮醋杖土驻晚招最卒将州强酬芍吵参但慧瘁垒盯论果杭雕婚友仆峨卯习弘趾孙嘎谓姐柱饵抄牧炼越芹祈辆坊引梧牲皇查滁帘期汲堂墒踏余师磺允处饮废浆学秽爹疑铲母阮汕轰宵欢哆肄夷钾理邑恼钉赠蟹袄舆鸦朗宋寺雄在形参刺赔竣缉狗序鼎疙纬胸烛峪囱昔稍溉铱涤谐活挚诽曙疯开眼饰母瀑邱谷零芭纂蔗爸札