Thursday, June 26, 2008

Day 19. June 24, 2008

Day 19. June 24, 2008

Another early AM wake up – when the alarm rang at 5:00 AM, I felt sure there must be some mistake. There was no mistake….

The staff and coaches met in the lobby and 6:00 AM to prep for the day. By 6:30 AM, we had begun to board the buses and load luggage. At 7:00 AM, we left the Seelbach Hilton in downtown Louisville to head to Yum! Headquarters. We arrived at the YUM! around 7:30 for a breakfast and to launch Project 8.

The overview of the firm was provided by the VP of marketing, Tom Marchese, Sr. Director of Marketing, Laurie Schalow, and Sr. Director of Advertising, Matthew McCartin, just to name a few.

YUM! has presented the challenge of creating a fully integrated marketing campaign for KFC, focusing primarily on the millennial generation. The components of this plan should address implications for KFC in marketing communications, customer service, menu components/structure, in-store/drive-thru customer experiences, and look and feel of the restaurants. The plan should also provide a budget and timeline associated with bringing your plan to fruition.

Yum! Brands, Inc., based in Louisville, Ky., is the world's largest restaurant company in terms of system restaurants with more than 35,000 restaurants in more than 110 countries and territories. Four of our restaurant brands - KFC, Long John Silver's, Pizza Hut and Taco Bell - are the global leaders of their categories – chicken, quick-service seafood, pizza, and Mexican-style. A&W Restaurants is the longest running quick-service franchise chain in America. In 2007, Yum! Brands generated more than $10 billion in total 2007 revenues, including company sales and franchise fees.

Accelerator teams were provided an excellent morning briefing outlining the history of KFC and the current marketing plans. This presentation was followed by a lunch consisting of new dining options KFC is working to release in 2009 from the tasting kitchen. We dined on “new items” and provided testing feedback to those at Yum! working on these new concepts.

From 1:45 - 3:00 PM, the students were given the opportunity to ask questions to each of the speakers. Following Q&A we were provided a guided tour through the Whitehouse – the original building of Colonel Sanders’ enterprise. At the end of the tour a fully interactive, lifelike, statue of Colonel Sanders greeted the students in the museum.

We boarded the buses about 4:00 PM for the drive back to Nashville. The drive provided some welcome “down time” for most of our participants and many were able to catch up on some rest.

The day ended around 7:30-8:00 PM – we’ll “hit the ground running” in the AM with full prep for two big upcoming presentations – American Airlines and Gresham Smith & Partners.

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