Case Code : CLMM045
Publication date : 2009
Subject : Marketing Management
Industry : Fast Food Industry
Length : 05 Pages
Price : Rs. 100
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KFC, Oprah Winfrey, crisis management, KFC coupons, promotions
1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.
This short case study describes the botched promotional campaign where Kentucky Fried Chicken (KFC) offered coupons which promised a free 'Kentucky Grilled Chicken' meal through The Oprah Winfrey Show, the popular talk show. The case describes how the overwhelming response to the offer resulted in KFC being unable to honor the coupons at many outlets, leading to angry complaints from customers, and negative publicity in the media.
Questions for Discussion:
1. What are the specific mistakes that KFC made in the planning and preparation for this promotion? How could it have handled it better?
2. Evaluate KFC's response to the crisis.
3. What are consequences, both positive and negative, of this promotion for KFC? What else can KFC do, to prevent this incident from having long-term negative implications?
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