Are the big brands collapsing under the pressure? It really made me wonder after reading this Adage article. After trying everything from cheap marketing stunts to most recently launching the 500-calorie Double sandwich, Kentucky Fried Chicken seems to have failed its main objective: to prevent additional market share loss. The lack of consistent brand positioning strategies, not to mention the promotional disaster when the chain failed to deliver on the free samples they promised on Oprah’s show, is causing the KFC brand to slip in market share and creating opportunities for it’s competitors. Chick-Fil-A, a smaller chain, that offers high-quality sandwiches, great service and cleaner stores, is poised to take advantage of KFC’s losses.
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