KFC's Aparna Bhawal Talks On Consumer-Focused Initiatives
In this dynamic marketing landscape, marketing is undergoing a rapid transformation, driven by shifting consumer lifestyles and trends. Explaining this, top marketer Aparna Bhawal, whose work in the last year saw KFC undertake several consumer-focused initiatives, says, “Marketing has evolved into a central growth function over the years”. She states that innovation and cross-functional collaboration are essential components of modern marketing.
Innovation should be rooted in purpose, aligning with consumers’ evolving needs and preferences. Bhawal shares the example of KFC, which has had a presence in India for nearly two decades and is continuously seeking to reinvent itself across various dimensions, from product offerings to marketing campaigns. For the quick service restaurant, growth is synonymous with serving consumers better, whether through value and new occasions or menu variety.
She also highlights the pivotal role of research, incorporating both qualitative and quantitative methods, in driving innovation. She explains, “KFC’s collaborative approach with franchise partners fosters rapid experimentation, embracing the ethos that learning from failures is integral to the innovation process.”
Innovation, according to Bhawal, requires a willingness to take risks, allocate resources, and ensure cross-functional support. By bringing together diverse skill sets and focusing on relevance, KFC India is poised to overcome barriers to innovation, driving the brand forward in an ever-changing market.
