HUGE TARGET MARKET STRATEGY

This is an assignment which we were assigned to look at the brand challenge and come up with solutions to it in Creative Development at Vega College.

Chicken Licken is a South African fast-food chicken restaurant chain. It was created by George Sombonos who is a son of a Greek tea-room owner. His dream was to have the most selling fast-food restaurant, although people did not believe in him he worked his way up. He loved chicken,  when he had a ticket to visit home he would taste as many as he could to get ideas and he bought a recipe at Texas which made him who he is today. Chicken Licken began during the apartheid era and in 1981 he named his restaurant 'Golden fried chicken' until one waiter came up with Chicken Licken.  After democracy Chicken Licken had a problem because black people migrated into Towns so Chicken Licken had to have a new strategy for a bigger market(Leader.co.za, 2015).

There are many different strategies which can be useful to advertise a brand in a way that suites its target audience. In our Creative Development class we were given different tasks, which were creating a manifesto and a comic book. Billboards, commercials, newspaper advertisements are not the only methods that a brand can use to communicate with their customers. Sometimes a brand has to go a different direction from its competitors to make sure that the customers understand their values. Chicken Licken is known for their humorous commercials, this has been their way to communicate with their target and I have used that in my comic book.

 

SOLUTIONS

From my insights I have found out that no one knows the history of Chicken Licken, how the brand leader started the brand and also what he went through before his success. In my comic book I have taken advantage of my knowledge about the brand and played around with it. I created a characters:

•     George:  from my research I found out that people did not know the founder of Chicken Licken.
• The mice: which represented George’s enemies.

 

The Comic

Once upon a time there was little George who had a dream of building himself a huge house. Little George had no body supporting him instead he will be laughed at every day, including the mice. His dream turned out to be a joke at his area. He cried to ease the pain away, nothing good was expected from him. Everything that he did turned out to be a joke to the mouse. The dreamer never gave up, he knew what he wanted to do and he will not let anyone stop him from succeeding. He built his house, even when he had no energy he will carry on because of the bigger picture everyone else could not see. When he was done with his soul food house it was the most selling restaurant, everyone including the mice went to it.

The driver of my comic was to state the brand’s history in a humorous way. People acknowledge leaders who worked their way to success. I gave credits to the founder by using a comic to advise people to never give up on their dream by telling his struggle before his success.

In my manifesto my theme was also dreams. I stated the brand leader’s story and also used insights about the brand to communicate with the target. Since I found out that people prefer Chicken Licken wings from the competitors I went along that route. It is better to speak the language the people understand meaning, in order to communicate with the customers you have to use things that they know, recognize and even their experience. South Africans crave for Chicken Licken wings and they become attached to them because of its uniqueness. The manifesto speaks to the customers, it states the values of the brand, the history of the brand, also the promises of the brand and on the other hand encourages the customers about dreams.

Manifesto

We are dreamers from Greece

We hustle our way up

People tried to get us down

Unfortunately their laughter got us up

The emotions are in our meals

Hot, spicy chickens

We are coming in flame

We love good chicken

We feed what the soul desires

We are within South Africa hearts

The emotions are in our meat

The obsession in our bones

There are many different strategies that Chicken Licken can use to speak to the target audience. Here I chose to use a South African young lady who has a Greece flag painted on her face and wearing a top written Dream. I have gained skills from being in the Creative Development class and from all I have learnt that the first thing that a person will look at from this manifesto is the picture on the left hand side, so I made sure that I communicated with the model before the manifesto is read. The fact that she is South African with a Greece flag communicates.
Chicken Licken can try other strategies to grab the new market goal's attention

References

Leader.co.za, (2015). The Chicken Licken story | Leader.co.za. [online] Available at: http://www.leader.co.za/infocentrearticle.aspx?s=5&c=66&a=2282&p=2 [Accessed 8 Oct. 2015].