The following marketing plan of the KFC (Kentucky Fried Chicken) describes asa major Quick Service Restaurant (QSR) operator in Pakistan, which has beenestablished for just over 10 years. It serves mainly chicken related items and alsooffers add ups to its consumers as well. More and more Pakistanis have beenopting for a healthier eating diet as a large number of them have become morehealth conscious. This has opened the door for KFC’s main competitors, such asMcDonald’s, to come out with a new range of healthier products, allowing themto mount a greater challenge on KFC’s position as Pakistan’s leading fast foodoperator. As a response to the advancement made by KFC’s competitors inproviding healthier fast food, KFC to introduce a new set of healthier productsthat would be mainly targeted at health conscious people. Its target marketwould largely be based on segmentation of age, where it would be focused oncustomers in the age group of between 4 to 40 years old. The pricing andpromotion strategies would also be looked into as KFC prepares to battle with itsrivals.