When KFC launched into the Chinese market their well known tagline ‘finger licking good’ made Chinese consumers apprehensive when the tagline was translated as ‘eat your fingers off’. As the International Marketing Team at KFC you have been asked to present a poster presentation on how you can address this issue (and prevent this from happening again) within the Chinese market. Assessment Details: Your poster should address the following points:
(1) Why there was a need for KFC to launch in the Chinese market
(2) What KFC should have done prior to entering the Chinese market to ensure branding was successful
(3) What could KFC do to ensure customers still visit KFC after the ‘translation error’.
(4) Solution to the problem
(5) Recommendations for future entry into another country Assignment Submission
? Hardcopy A2 poster in class. Late assignment submission penalties Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School policy.
Number of days Penalty 1 - 9 days 5% per day for each calendar day late deducted from the allocated marks of the assignment. 10 - 14 days 50% deducted from the allocated marks of the assignment. After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted and the student will receive a mark of zero for the assignment(s). Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students . Criteria Fail 0-5 Pass 5-6.5 (grade 4) Credit 6.6 – 7.5 (grade 5) Distinction 7.6-8.5 (grade 6) High Dist’n 8.6-10 (grade 7) CONTENT / RESEARCH Understanding of the project Key points left out.
No grasp of issues that faced the client. Over reliance on notes. Includes some issues but analysis glossed over. Team seemed uncomfortable to go beyond key facts. Includes all issues, analysis and recommendations but with little elaboration. Not integrated with theory or are not justified. Builds convincing argument showing how key issues, analysis and recommendations are integrated together. Builds convincing argument showing how all key points are integrated together. Uses examples to elaborate the key points and theory.
Introduction / Conclusion Introduction missing or underdeveloped. Audience has no idea what the presentation will be or was about. No conclusion. Presentation just finishes. Limited clarity of purpose / overview. Highlights key issues but interpretation of these. Conclusion weak. Doesn’t tie in with what was introduced. Provides purpose for presentation, highlights and interprets key issues to be addressed but recommendation but not integrated. As for level below plus shows consistency between marketing problem identification and final recommendations well established. Engaging conclusion clearly sums up presentation and relates back to the introduction. Evidence of analysis No references to any sources.
Suggestions/recommendations just seem appear. Steps used in analysis shown but little justification why or how these are used to develop recommendations. Background research and analysis of this is clearly identifiable. Steps used are shown and some rationale for the development of recommendations provided. Evidence of extensive research and analysis: journals, prescribed text, other books, verified websites, primary research. Used references to justify analysis As for level below plus able to use references to back up claims and recommendations made. Recommendations clear come from the analysis of the project.
Recommendations Recommendations missing Recommendations very general in nature – client would not be able to implement them without doing further analysis. Recommendations given in a way that they could be implemented but no justification given or benefits explained to the client Recommendations are logical and feasible. Timelines and justifications for these provided. Ties in with the clients brief. Recommendations can easily be implemented. Timelines, responsibilities and costs provided. STRUCTURE Organisation No structure to the presentation. Audience cannot follow sequence. No introduction or conclusion. Apparent that group is not working well together. Group members missing (without valid reason) or not contributing. Ideas not focused. Audience may have difficulty following argument. Main points difficult to identify. No transition between key points.
Awkward transition between speakers. Presentation appears to be done by individuals rather than group. Main ideas presented in logical manner. Flow of presentation may be awkward. Group members demonstrate that they have worked on presentation as a whole. All group members take equal share in presentation. Main ideas presented in logical manner. Flow of presentation smooth between speakers. Shows that the group has worked collaboratively Ideas clearly organised so audience can follow easily. The purpose of the presentation is clear in all stages. Seamless transition between speakers. Question and Answers No questions to audience. No attempt to involve the client. Cannot answer questions about the project or recommendations from the client. Attempts to involve client but only with standard or set questions.
Avoids giving clear answers to questions or is uncomfortable about answering questions related to the project. Involves client in question and answer session but fails to generate discussion on the issues. Able to answer questions about the project but is unable to elaborate on answers. Encourages and involves client in discussion. Gets client thinking about the issues and generates feedback from the client. Actively involves client in presentation. Able to answer questions with full explanations and elaboration. Shows full knowledge of issues facing the client. Total marks 6 DELIVERY Use of visual aids Presents content with no PowerPoint or overhead slides. Group uses graphics but are not supported by text or presentation.
Text is too dense – too much info on slide. Differing styles with differing speakers. Group uses graphics but often differs from verbal presentation. Not summarised so presenters end up reading off board. Differing styles with differing speakers. Text clearly summarises the key points. Graphics and text do not distract attention from the speaker or content. Use of visual aids consistent across entire presentation. Graphics and text well integrated into presentation. Text is appropriate for the content and room size. Visual presentation complements rather than dominates presentation Non-verbal & Verbal delivery Does not attempt to look at audience at all, reads notes the entire time. Distracting gestures (fidgeting) while presenting or waiting to present Excessive use of filler words (e.g. um, er, ah, like). Use of offensive language. Use of slang.
Only focuses attention to one particular part of the audience does not scan audience. Voice is low. Constantly talks to the board not the audience. Some use of filler words. Audience members have difficulty hearing presentation. Occasionally looks at audience during presentation Voice is generally clear. Generally speaks directly to audience. Some reading off the board. Some group members difficult to understand because of rushed speech. Generally presenter looks at audience during presentation. Shows expression consistent with presentation. Uses gestures to point out or highlight presentation materials All voices are clear
. Little use of filler words. Acts in a professional manner Constantly looks at audience. Shows enthusiasm for their own work and how this will help the client. All group members use a clear voice and correct, precise pronunciation of terms so that all audience members can hear presentation. Acts in a very professional manner.
KFC entered the markets of China in late 1980s but had to experience a number of issues due to its tagline i.e. "Finger-lickin' good“ which has deteriorated the sales of the company and had also ruined the sustainability in the Chinese markets due to its improper meaning after the translation
Need for KFC to lunch in Chinese
Chinese markets are highly opportunistic for KFC as the large number of population and high demand for fast food is one of the major reasons for KFC to approach the Chinese markets.
Steps for ensuring the visit of customers after the ‘translation
- There must be change of tagline.
- Making the people aware of the initiative taken up by the company in order to correct the translation error through television advertisements and campaigns.
Steps for achieving successful branding in Chinese market
- Develop a new brand tagline and have extensive promotion of the same
- Building a brand message to influence people
- Associating a celebrity with the brand
- Putting people and their values first
- Capturing feedback
Solution to the problem
- To have focus on target culture and understand the translation profession
- Develop a better understanding of the expected behavior, beliefs, attitudes, values and ideas, material objects and culture of China
- Good design of the product portfolio so that it can match the Chinese eating habits
- Public communication and advertising should be designed to fetch the attention of target market in order to meet the interest of the consumers
- The digital properties, marketing collateral, technical documentation and product packaging should be translated into the local language of China
- Follow localized trends
- More use of advertisements and campaigns
- Have a fresh start through new branding strategies
Brazill, S.C., 2016. Chinese to English translation: Identifying problems and providing solutions (Doctoral dissertation, Montana Tech of The University of Montana).
Brooks, C., 2013. Lost in Translation: 8 International Marketing Fails. Accessed on: 12th January, 2018. Accessed from:
Duane, S., 2011. Language Barrier: Finger Lickin' Good. Accessed on: 12th January, 2018. Accessed from:
Henderson, I., 2014. KFC, China and Localization: Why Translation is Only the Tip of the Iceberg. Accessed on: 12th January, 2018. Accessed from:
Pym, A., 2016. Translation Solutions for Many Languages: Histories of a flawed dream. Bloomsbury Publishing.
Zhou, L. and Zhang, Q., 2012. Cultural adaptation pattern analysis of McDonald’s and KFC in the Chinese