KFC GLOBAL STRATEGY

Made By: GULAM GAUS VISHAL PATEL ABHISHEK KUMAR PARTH GURJAR

INTRODUCTIONKFC is the world’s No.1 chicken

QSR.Leading in UK, Australia , South

Africa, China, USA, Malaysia and many more.

Introduced many offerings for it’s growing customer base in India while staying rooted in the taste legacy of Colonel Harland Sander’s secret recipe.

Products are made on the motto of “Crispy outside, juicy inside”.

Historical background….In 1930’s Colonel Harland Sanders

some distinguished Kentucky folks licking their fingers.

Founder of the original KFC, was born 0n September 9, 1890.

By 1964, Colonel had 600 franchise outlets for his chicken across the United States and Canada.

KFC now stretches worldwide with more than 13,000 restaurants in more than 80 countries and territories.

To sell food in a fast, friendly environment that appeals to pride conscious, health minded consumers.

MARKET SEGMENTATION

Geographic segmentation

Demographic segmentation

psychographic segmentation

• For a product to occupy a clear, distinctive and desirable place relative to “Competing products in the minds of target consumer.”

• In KFC feedback is taken from the customer in order to know the customer demands and then improvements are made in products.

• KFC focuses on pure and fresh food in order to create a distinct and clear position in the minds of customers KFC has a strong brand name and they are leading the market in fried chicken. 

MARKET POSITIONING

KSF’s:

Location/Number of Outlets

Extensive Menu Price Service/

Ambience Taste

Threshold Factors: Operations Quality

Standards

KFC’S Key Success Factors

Chicken specialist/ experts

Innovation

Buckets

Variety of product in the chicken

Kids meal

PRODUCT

Location Target market

Free home

deliveryMobile units

35 outlets in the

countryInternet

PLACE

• Their products are priced high and target the middle to upper class people

• KFC adopted the Cost-based Pricing strategy

• Pricing of the product includes the govt. tax and excise duty

• The products are bit high priced according the market segment and it is also comparable to the standard of their product

• In the cost based method we include the variable and fixed cost. 

PRICE

• Bill boards

• News papers

• TVC

• Pop-ups on internet

• Special packages

PROMOTION

Specifications KFC Mc Donald’s

Core Target Group

Youth Kids

Pricing Strategy

Cost-based Pricing

EDLP

USP Differentiation through variants in product range

Pricing + Value Provided

THANK YOU!