kentucky fried chicken1 second draft (1)

8/3/2019 Kentucky Fried Chicken1 Second Draft (1)

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K ENTUCKY F RIED C HICKEN Four Ps of

Marketing Mix

Amna Masud, Fiza Rauf, Ali Nasir, Majid Alam


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I NTRODUCTION Kentucky Fried Chicken (KFC) - one of the most known fastfood chains in the world started in the early 1930's by ColonelSanders in the Southern USA as a small franchise operation.

KFC has more than 11,000 restaurants in more than 80countries around the World.

The first KFC outlet was opened in Gulshan-e-Iqbal, Karachiin 1997, and KFC were the title of being the MARKETLEADER in its industry.

Presently KFC is branched out in nineteen major cities of Pakistan with more than 60 outlets nation-wide.

KFC primarily sells chicken in form of pieces. While its primary focus is fried chicken, KFC also offers a side dishesand desserts.


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M ARKETING M IX The marketing mix is generally accepted as the use andspecification of the four Ps describing the strategic positionof a product in the marketplace.

Product Price Placement Promotion


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P RODUCT Anything that can be offered to a market to satisfy a want or need.

KFC's specialty

KFC's primary productKFC's other offerings

New product innovation (Quality Assurance Department)

New product ideas are generated from:Customer services (comments cards)Gallops survey (mystery shoppers)


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P RODUCT L INE Chicken:1 piece

2 pieces

5 pieces10 pieces

Combos:

Chicken MealsSandwich Meals

Family Meals

Burgers:Z inger Burger

Colonels Chicken Burger

Colonels Fillet Burger SUB60Z inger Jr.

Panini


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P RODUCT LINE Snacks & SideOrders:5 & 20 Pieces Nuggets

Arabian Rice5 & 10 Pieces Hot wings

Dinner Roll

Regular & Large Fries

Hot ShotsCorn on the CobHot & Crispy Soup

Cole Slaw

Desserts & Beverages:Fruit Salad

Regular & Large Drink Regular & Large MineralWater

Tea

Scoop of Walls Ice cream

Coffee


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M ARKET P OSITIONINGClear distinctive and desirable place relative to competing

products.

KFC feedback

KFC focuses how to create strong brand nameKFC products were early offers to upper class

Later, they offer to the middle class

Now, KFC sales are in masses


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P RICE Price is the any amount of money that customers have to paywhile purchasing the product.

More broadly, price is the sum of all the values thatconsumers exchange for benefits of having or using the

product or services.

Market skimming :y KFC globally enters the market using market skimming.

Their products are priced high and target the middle to

upper class people.y Gradually they trickle down the prices

focusing on the middle to lower class people to penetrate both sides of the market.


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P RICE ( SEGMENTATION )DemographicalFactors

Age:There is no age limit. Itfocuses on people lyingunder every age group.

Gender Family life cycle

Political FactorsGovernment and price

policiesPolitical stability

Economical FactorsIncomeConsumption Behavior

Method of Paymen tTechnologicalFactors

Rapid changeResearch &

Development


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P RICE ( COMPETITION )Compare the price with competitors

McDonaldDominoes

Pizza HutOrganization lower the price.

KFC controls a monopoly in Fried Chicken.

The products ( burgers, French fries and soft beverages ) priced with relation to its competitors.


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P RICE ( COST B ASED )KFC adopt the cost base price strategy.

Pricing includes the govt. tax and excise duty.

Products are high priced.

KFC include the variable and fixed cost.


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P LACEMENT KFC has only one channel of distribution i.e. direct where thegoods are transferred to the consumer directly. KFC has nomiddlemen.

TARGET AREAS:Free Home DeliveryAccessibilityHectic lifestyleEconomically convenient


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P LACEMENT T ARGET M ARKET

1. Location:Commercializationlooking for change

Quality consciousPopulated

2 . Placement of outlets:KFC placing itself close to schools, colleges, cinemasand markets.KFC enjoys a large number of footfallseveryday.Outlets close to non-vegetarians.


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P LACEMENT CHANNELS:

y KFC believes in first level channels in the order given below:

ManufacturersRetailersConsumers


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P ROMOTION Promotion is the method used to inform and educate thechosen target audience about the organization and its

products.Promotion Strategy:

y Best logo in the worldy Logo of the smiling Colonely Colonels Spirit and heritage

Promotion Sources:y

Advertisingy Sales Promotiony Public Relationsy Events and Experiencesy Coupons, Discounts and Bundled packages


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P ROMOTION Sponsorship:

y NGOs and other social welfare organizations.y FARYAD a plant and life association.y

Currently the sponsor of the Australian Cricket Team.Sales Promotion:

y Joint sale promotions with different companies like H P,Philips, Value Meals, and Pepsi Cola and Ufone.

y Recently with ARY Gold digital and World Call Internetservices.

y PSO scheme


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C ONCLUSION After our research of KFC, we come to conclusion that KFC

has a good product as far as chicken items are concerned. KFC has made a separate brand image in Pakistan. Product line is very vast. Specialization in fried chicken. High revenue due to best strategies Offers different coupons KFC has no intermediaries. Quality conscious people are the main target of

KFC.


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