When the goods can obviously be sold at a 15% discount, KFC chooses "two cups at half price" as a marketing tool, setting a threshold for unaccompanied consumers. Is this not worth the loss?
The actual situation has dispelled many consumers' doubts, and the number of people entering KFC has not decreased because of this marketing method. On the contrary, it promoted the popularization of products that didn't sell well, accumulated popularity and promoted the consumption of customers.
They are all goods with a unit price of 7.5% discount. Why are people more willing to accept the marketing method of "two cups at half price"?
From the customer's point of view, KFC does not have much weight, and a single customer who needs to buy KFC food can eat two. For a reunion dinner with more than two people, it is more cost-effective. At the same time, this marketing method is more attractive. Consumers can get a practical discount, which is cheaper than the 15% discount and get psychological satisfaction. They have an excuse to attract friends to KFC for spending.
This is the benefit that the "half price system" brings to consumers. For KFC, adopting the marketing method of "half price later" can achieve the effect that many marketing methods can't achieve.
First of all, KFC can directly attract potential customers. When two customers eat together, as long as one of them wants the product that is being "half price for the second cup", the customer will choose the activity price with great probability. And some passing customers will push through the door, because KFC carries out promotional activities to get customers.
The second is to help KFC achieve the purpose of recommending new products and clearing the warehouse to raise prices. Through "two cups at half price", increase the experience opportunities of consumers and new products, increase the chances of successful listing of new products, and pave the way for the marketing of new products; It can also accelerate the digestion of products that are not sold well due to price problems or taste reasons, and clear the warehouse, which is also conducive to optimizing the entire industrial chain of KFC to a certain extent; The price increase of commodities will affect the sales volume more or less, and the marketing method of "two cups at half price" can make the two commodities hedge equally and play a certain buffering role. So even if KFC raises the price of goods, it will not have much impact on customers.
Finally, the "half price" marketing method can maximize the profits of businesses. KFC can use this marketing method to attract consumers, and then drive the sales of other products and increase turnover. At the same time, KFC does not give any discount to customers who only buy one cup, which makes more money than ordinary discount promotions.
KFC adopts the marketing method of "two drinks at half price", which can maximize benefits, maintain customer relations, increase product sales and promote in-store performance growth.
In addition to KFC's special marketing routine of "two cups at half price", Starbucks' "medium cup upgraded to large cup" and Taobao's second-lowest price are all conventional marketing methods to attract customers, promote performance growth and maximize profits.
Although these marketing routines are successful, they are also worth learning from other brands. While making profits, they can also provide customers with a good shopping experience and maintain a good relationship.