Client Name

KFC Pakistan

Faculty Advisor

Ms. Noreen Salman Qayam

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

Key deliverable included consumer insights & strategies recommendation both pertaining to behavioral studies discipline marketing

Aligned SDGs

GOAL 10: Reduced Inequality

Aligned SDGs Justification

KFC is actively reducing social and economic inequalities through its CSR and HR initiatives by hiring and training individuals with disabilities. These efforts go beyond superficial inclusion by ensuring that people with disabilities are not only employed but also empowered through skill development, on-the-job training, and integration into customer-facing roles.

Our social audit includes several posts and comments from platforms like Facebook and Instagram that reflect society’s recognition and appreciation of KFC’s commitment to empowering the disabled. Many users praise the brand’s inclusive hiring practices and acknowledge the positive impact these initiatives have on shifting societal perceptions of opportunity and ability.

This initiative aligns closely with SDG Target 10.2, which promotes the social, economic, and political inclusion of all people, regardless of socioeconomic status, race, or disability. By providing fair employment opportunities and ensuring full participation of team members with disabilities in daily operations, KFC is helping to dismantle systemic barriers and foster upward social mobility for marginalized communities.

NDA

Yes

Abstract

This report explores the circumstances behind KFC Pakistan brand crisis due to consumer boycotts because of geopolitical tensions recently, in the case of the Israel-Palestine conflict and proposes a strategic plan to help restore the necessary emotional connect and consumer trust to the brand locally. The study examines psychological and cultural surroundings of the term of brand love, which is focused on emotional affiliation, cultural attune and the brand well-being of history. In spite of the longstanding existence and contributions that KFC has brought to the communities in Pakistan, the brand has lost perception ground because of perceived ethical insulation and scanty appearance of CSR.

They were the primary and secondary research methods, namely focus groups, and a quantitative survey comprising more than 100 questions. The results showed that on the one hand, as KFC continues to be grossly associated with quality and consistency, particularly in Gen Z and Millennials, it has on the other side lost a substantial number of consumers based on their moral and ethical concerns. It is important to note that 41.2% of them had not had KFC meals during the past 6 months and 34 percent revealed that they no longer liked the brand. The inclusion of transparency, ethical marketing, and increased conformity to the values of Pakistanis became additional key issues to the consumer.

The current CSR activities of KFC like hiring the deaf or scholarships to the needy youth were well received whenever heard though venality by the mass might have been a point of concern. Such a disparity points at the necessity of more precise communication and narration. The report aligns the work of KFC with these Sustainable Development Goals (SDGs): 4 (Quality Education) and 10 (Reduced Inequality) and demonstrates the possibility of the brand bringing positive changes to society.

The strategic idea that is present in the core of the strategic thinking and that is explained as the campaign of Finger Lickin Trust is to reposition KFC as to more than a “good food provider.” This incorporates an interesting advertisement & storyline theme focused on the representation of the differently abled people, on-ground activations such as sign language promotions and awakening the campus.

The report recommends a plan on how KFC can once again elicit brand love by combining brand truths with cultural awareness and focusing more on purpose-driven communication. Finally, the above approach shows how a multinational brand in Pakistan can recover its brand equity by promoting authenticity, inclusivity, and social relevance when it encounters socio-political turbulence.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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Available for download on Saturday, June 15, 2030

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