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kfc marketing

kfc marketing

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Published by Rohit Patil
this project is about kfc marketing in india
this project is about kfc marketing in india

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Published by: Rohit Patil on Dec 25, 2012
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Sections

  • Chapter:-1- INTRODUCTION OF PRODUCT & PRICING STRATEGY
  • KFC HISTORY
  • ORGANISATIONAL CHART
  • MAJOR DEPARTMENT OF KFC
  • ORGANISATIONAL STRUCTURE & DESIGN
  • VALUES OF KFC:-
  • SWOT ANALYSIS
  • KFC IN INDIA
  • COMPANY OVERVIEW
  • KFC CORPORATION COMPANY PROFILE
  • COMPETITORS OF KFC
  • Marketing Mix:
  • KFC AS A MARKET LEADER
  • MARKETING STRATEGY
  • MARKETING STRATEGY OF PRODUCT ON KFC
  • KFC IN A GROWING MARKET
  • DATA ANALYSIS
  • CONCLUSION

PRODUCT & PRICING STRATEGY OF KFC EXECUTIVE SUMMARY: This project is based on analysis of marketing strategies of “KFC”.

This project responds to the recommendation of honorable teacher “Mr. Umar Mushtaq” who is our instructor for “Principles of Marketing”. We are thankful to him for the guidance he provided us all the way in preparation of this report. For the preparation of this project we interviewed marketing manager of KFC who provide ample information about KFC strategies. We also interviewed some customer to know their perception about KFC. We also looked for their ads & web site so we also used our personal observation as a source. We consulted different books & journals for the purpose of our analysis. KFC fast-food chains are currently under the restaurant division of PepsiCo Incorporated. PepsiCo is a corporation with three divisions including beverages, snack foods, and restaurants. PepsiCo is acquired by Yum! Brand Inc, so KFC is part of Yum! Brands, Inc., which is the world's largest restaurant system with over 32,500 KFC, A&W All-American Food™,Taco Bell, Long John Silver's and Pizza Hut restaurants in more than 100 countries and territories. Yum! Brand Inc has franchised KFC in different countries for being global. In Pakistan Kapola (Pak) ltd. is the franchisee of KFC. First KFC branch in Pakistan is in Karachi Gulshan. Our project covers all the marketing strategies used by KFC regarding to price, product, promotion, positioning, market and public relation and finally we

analyze the consumer perception about KFC.Major competitor of KFC in Pakistan is McDonalds other competitors include Pizza Hut, Café Zouke, Salt’n Paper and cooper and Kettle. Market strategies deal with the perspective of market to be served. KFC has first in entry strategy regarding market entry strategy, multi market strategy regarding to market scope strategy, international market strategy regarding to market geographic strategy. As far as the level of commitment to the market is concerned they use different approaches in different perspectives like they are highly committed to customer satisfaction.

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PRODUCT & PRICING STRATEGY OF KFC

Chapter:-1- INTRODUCTION OF PRODUCT & PRICING STRATEGY

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PRODUCT & PRICING STRATEGY OF KFC

ABOUT KFC

Kentucky fried chicken (KFC) - one of the most known fast food chains in the world started in the early 1930’s by kernel sanders in the southern USA as a small franchise operation. Colonel sanders have become a well-known personality through out thousands of KFC restaurants worldwide. Quality, service and cleanliness (QSC) represent the most critical success factors to KFC’s global success. Food, fun and festivity, this is what KFC is all about. Leading the market since its inception, KFC provides the ultimate chicken meal for the chicken loving nation. Be it colonel sanders secret original recipe chicken or the hot and spicy version, every bite bring a YUM on the face. At KFC we proudly say that: KFC has more then 11,000 restaurants in more than 80countries and territories around the world. In 1971Heublein Inc, acquired KFC, soon after, conflicts erupted between the colonel and He able in management over quality control issues and restaurant.

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PRODUCT & PRICING STRATEGY OF KFC

KFC HISTORY

KFC is an internationally renowned fast food industry in the world. They have the main ambition to increase & maintain the quality in fast food industry. Their aim is to capture the fast food market. Basically they want to provide their products to anyone that is why they expanding their branches in all over the world. They want to increase their profit through giving maximum satisfaction & other better facilities to people that they want. Now after catching such a marvellous position in the International M a r k e t , KFC is introducing a new item “Boneless Fried Chicken”, with even more attractive and charming taste.

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PRODUCT & PRICING STRATEGY OF KFC ORGANISATIONAL CHART 5 .

PRODUCT & PRICING STRATEGY OF KFC MAJOR DEPARTMENT OF KFC Marketing Operational Project KFC HRM Finance Quality Assurance Training & Research 6 .

Work as a team. Expand and update training with time and be the best we can be and more. A&W. profit and size of organization. VALUES OF KFC:- Focus all our resources to our restaurants operation because that is where we serve our customers. Dedicate ourselves to continuous growth in sales. and flexible to change and growth KFC works to bring recognition and money to Yum! Brands. responsive. Encourage new and innovative ideas because these are the key to our competitive growth. Taco Bell. good for senior executives Willing. Reward and respect the contributions of each individual at KFC. Reward result and not simple efforts. honest and direct in our dealings with one and other. Commit ourselves to the highest standard to the personal and professional integrity at all times. 7 . Inc. and Pizza Hut are the other divisions Offers positions to many people. Be open. which is Yum! Brands. Inc.PRODUCT & PRICING STRATEGY OF KFC ORGANISATIONAL STRUCTURE & DESIGN KFC is part of a divisional structure. Long John Silver's.

Mission:"we find reasons to celebrate the achievements of others and have fun doing it" The mission of the KFC is to sell food in a fast .to have a friendly environment that appeals to pride conscious. to be in a health minded consumers. 8 . AIMS. some businesses aim to expand whilst others aim to survive. OBJECTIVES & GOALS Aims: An aim is a goal of which a business wants to achieve. Another aim that a business can have is selling as much as possible whilst others aim to improve the quality of their products.PRODUCT & PRICING STRATEGY OF KFC MISSION. For example.

sell more products than its competitors. Maintain a commitment to innovation for continuous improvement and growth. For example an objective for a business can be to sell 1000 more products than we sold last year. make £20. 9 .PRODUCT & PRICING STRATEGY OF KFC Objective:- An objective is what a business wants to achieve but more precise targets than aim. Consistently deliver superior quality and value in our products and services. Goals:Build an organisation dedicated to excellance. striving always to be the leader in tne market place changes. Generate consistently superior financial returns and benefit our owners and employees.000 more profit than the previous year.

PRODUCT & PRICING STRATEGY OF KFC KFC PRODUCT LINE KFC product line includes all chicken based products: Chicken: 1 pieces 2 pieces 5 pieces 10 pieces Burgers: Zinger burger Colonels chicken burger Colonels fillet burger Zinger jr Combos: Chicken meals Sandwich meals Family meals Desserts and beverages: Fruit salad Regular and large drink Tea Scoop of walls ice-cream Coffee 10 .

PRODUCT & PRICING STRATEGY OF KFC 11 .

PRODUCT & PRICING STRATEGY OF KFC 12 .

They have a large Number of Outlets at prime locations in Pakistan. weaknesses. Weaknesses: Its major weakness id the presence of Multinational competitors in the market e. McDonalds(specialized not in chicken serving but in burgers) and the other weakness faced by KFC is the imported raw material which usually rise their prime cost. They serves variety of items under single menu. there is high political instability/uncertainty involved. economies of scale. These all are described in detail as under: Strengths: It is the oldest and finest in Business having a high Goodwill. As the consumer usually prefer “All under one roof”. The increase consumption of fast food has increased the market size of KFC. Threats: The threats faced by KFC are the entrance of many new competitors into the market that may be local or international brands.g.g. government incentives etc. therefore. 13 . It has an incentive of being a Multinational Organization e. And being in Pakistan.PRODUCT & PRICING STRATEGY OF KFC SWOT ANALYSIS The SWOT analysis includes the strengths. It does not have any Core competitor in chicken serving. Opportunities: The opportunities are the cheap and easy availability of labor. They are successful in maintaining their loyal customers. in order to increase their sales turnover they can increase or add the served items. opportunities and threats faced by KFC in Pakistan.

PRODUCT & PRICING STRATEGY OF KFC Chapter:-3.KFC IN INDIA 14 .

PRODUCT & PRICING STRATEGY OF KFC KFC IN INDIA KFC is the world’s No. Chicken Bucket and a host of beverages and desserts. Renowned worldwide for it’s finger licking good food.KFC is the largest brand of Yum Restaurants. USA. Taco Bell. Malaysia and many more. a company that owns other leading brands like Pizza Hut. For the vegetarians in India. KFC offers its signature products in India too! KFC has introduced many offerings for its growing customer base in India while staying rooted in the taste legacy of Colonel Harland Sander’s secret recipe. Australia. juicy & crunchy Zinger Burger. flavourful and juicy Original Recipe chicken. juicy inside” Hot and Crispy Chicken. KFC also has great tasting vegetarian offerings that include the Veggie Burger 15 . Its signature dishes include the “crispy outside. South Africa. A&W and Long John Silver. China. the spicy. Toasted Twister.1 Chicken QSR and has industry leading stature across many countries like UK.

first as a 15-year-old streetcar conductor in New Albany. he was a master of a score of regional dishes. soldiering for six months in Cuba. Over the next nine year.. studied law by correspondence. As more people started coming just for food he moved across the street to a motel and restaurant that seated 142 people. More than t w o billion of the colonel’s “finger lick in’ good” chicken dinners are serve d annually. This meant doing much of the family cooking. but served folks on his own dining table in the living quarters of his service station. sold insurance.. his m o t h e r remarried and he left his home near Henryville. Ind. After that he was a rail road fireman. Ind. the colonel began cooking for hungry travellers who stopped at his service station in Corbin. The colonel’s cooking is available in more then 82 countries around the world. By the age of seven. and then as a 16-year-old private. When he was 12. Ind. He held a series of jobs over the next few years. operated an Ohio River steamboat ferry. He didn’t have a restaurant then. for a job on a farm in Greenwood. And colonel sanders. practiced in justice of the peace court. and Operated service station.PRODUCT & PRICING STRATEGY OF KFC COMPANY OVERVIEW The Kentucky fried chicken business he started has grown to be one of the largest retail foodservice systems in the world. have become a symbol of entrepreneurial spirit. a quick service restaurant p i o n e e r . he perfected his secret blend of 11 herbs and spices and the basic cooking technique that is still used today. At age 10. And not just in America. When he was 40. KY. sold tires. 16 . his first job w o r k i n g o n a n e a r b y f a r m f o r $ 2 a m o n t h .

which also operates Pizza Hut and Taco Bell. One of the world's largest fast-food chains. chicken pot pies. KFC is a unit of fast-food franchisor YUM! Brands.100 locations are in the US. and potato wedges.) The restaurants offer the Colonel's trademark fried chicken (in both Original Recipe and Extra Crispy varieties) along with chicken sandwiches. Its locations can be found operating as free-standing units and kiosks in hightraffic areas. crispy chicken strips. mashed potatoes and gravy. (More than 5.200 outlets in about 100 countries.PRODUCT & PRICING STRATEGY OF KFC KFC CORPORATION COMPANY PROFILE KFC rules the roost when it comes to serving chicken. More than 25% of the restaurants are company-operated. 17 . the company owns and franchises more than 16.

18 . CHAMPS stand for the six universal areas of customer expectation common to all cultures and all restaurants concepts. everyday. they work better for you. "You keep employees longer. It stands for our commitment to provide the best food and best experience for the best value.' "Recognition is everybody's responsibility. He explains that since KFC started encouraging informal recognition." Philosophy of KFC he CHAMPS program Champs stands for our belief that the most important thing each of us can do is to focus on the customer.' is right up there with 'Customer Focus' and 'Belief In People. they are happier." says Chicago restaurant manager Adonis Chapel. things have really changed. The CHAMPS These are: C-Cleanliness H-Hospitality A-Accuracy M-Maintenance of Facilities P-Product Quality S-Speed of Service CHAMPS is the philosophy to ensure that the customer has the consistent quality experience in every restaurant. on every occasions and you will be playing role in delivering CHAMPS to our customers.PRODUCT & PRICING STRATEGY OF KFC Mission Statement 'Recognition: we find reasons to celebrate the achievements of others and have fun doing it.

while KFC has not been able to match that. McDonald’s has set up its own supply chain investing huge amount which leads to lower costs and prices. KFC is still priced a little higher for the general Indian population and its strong customer segment is the cosmopolitan population which is mall going and earning or have spare money to spend. While people from even small income range and lower middle class have been able to associate themselves with McDonald’s. It first came to India in 1995.PRODUCT & PRICING STRATEGY OF KFC COMPETITORS OF KFC McDonald KFCOne of the major competitors for McDonald in the burger segment is KFC. 19 . where it was one of the first multinational food chains to have entered India McDonald’s has a wider variety here with products starting from as low as Rs 20. 18-30 years.

PRODUCT & PRICING STRATEGY OF KFC 4P’S OF KFC Marketing Mix: Marketing mix consists of 4P’s. The 4P’s are: 20 .PRODUCT & PRICING STRATEGY OF KFC Chapter:-4. It contains everything a firm can do to influence the demand for its product.

KFC does intensive distribution on its outlets. Price is determined according to the rates of the raw materials and policies of the Govt. Also KFC follows one price strategy. The stock turn over of KFC is relatively high. home delivery. The prices and quality of the product is always compared. It also does distribution of services to the consumer like parking. (All and everything on every outlet). and meetings).PRODUCT & PRICING STRATEGY OF KFC PRODUCT PRICE PLACE PROMOTION these marketing mixes are described in detail as under. quick service. KFC gets Wheels! KFC launched its first mobile unit. PRICE: In introduction stage KFC entered the market using market-skimming strategy. PRODUCT: Product planning: Their product is classified as consumer product as it has no intermediates. which took the streets of Karachi by storm. Gradually they trickle down focusing on the middle class to penetrate the market. etc. sitting. PLACE: Distribution Channel: KFC has only one channel of distribution i. and have little time to stop by at a restaurant. KFC has no middlemen. It also offers specialty goods. The mobile unit has been designed to cater to the needs of those who are on the go. parties. Their products were high price and targeted only upper class.e. Distribution of Consumer Goods and Services: KFC does distribution of consumer goods directly to the consumer. Their product includes Goods (Burgers. Chicky Meals etc) and Services (cleanliness. The political and legal forces often affect the policies of KFC and eventually results in change of prices that is due to imposing of taxes. It also provides a 21 . direct where the goods are transferred to the consumer directly.

e. birthday packages and lot more. They also provide with certain midnight packages. KFC’s ad’s act as counteracts which means to drive the customer to KFC i. In its advertising it give informative messages like “Keep the city Clean”. Mulligan. Today the Colonel’s Spirit and heritage are reflected in KFC’s brand identity. bags.g. tee-shirts etc. KFC has put big hoardings on the busy areas of Pakistan and have an effective advertisement campaign on the media in order to motivate its customers. it uses pull advertising strategy. It intends to further develop its mobile network nationwide through more such units. Pamphlets. Also KFC Proud Partners are Del Monte. PROMOTION: The logo features Colonel Harland Sanders that is one of the best logo in the world has created its name as a standard in the market. watches. “Zinger Meal”). Shan and Peek Freaks (EBM). The colors used in advertising are Red. to its customers with the purchase of different meals as a part of their promotional activities. And most recently with ARY Gold digital and World Call Internet services.KFC have joint sale promotions with different companies like HP. Their advertising media involve: Newspapers. They spend 2% of its profits on advertisement. PSO had made a scheme in which PSO had given the coupons of KFC having 10% off. Philips. White and blue which itself is recognition for the brand. They use print media and most recently doing televised marketing to promote it products. thus making fast food truly fast and convenient. They also provide wit the key chains. anywhere. KFC does both the primary demand advertising (“Become a Chicken Fanatic”) and the selective demand advertising (e. Value Meals.PRODUCT & PRICING STRATEGY OF KFC unique convenience of enjoying the delicious KFC offering anytime. KFC by its advertisements derives the desire in the customer to come and enjoy healthy food in their favourite restaurant. Billboards and Television. KFC does institutional advertising to stimulate demand. Pepsi-Cola. When KFC offers new products then it does product advertising. (1 coupon was given after each purchase of 10 litters of petrol) 22 .

That is the reason that they are expanding there market size by focusing on sub urban areas and targeting middle class people by providing them differentiated products at a fair price.PRODUCT & PRICING STRATEGY OF KFC KFC AS A MARKET LEADER It has covered 80% of the market share in fast food industry KFC has recognition around the world and has been globally positioned for many years in Pakistan and to capture the market share in Pakistan adopts champs philosophy. Strategic planning sets the stage for the rest of the planning in the firm. capabilities and its changing marketing opportunities and is done by KFC in a well defined manner. 23 . Strategic Planning is the process of developing and maintaining a strategic fit between the organizational goals. Although these are good and profitable but dynamic changes in environment are requiring identifying the attractive opportunities. They are opening their new mobile outlets in there potentional markets. KFC is also going to increase its sweet dishes to avail the opportunity available for them. KFC is looking that how much its current strategies are beneficial for them.

Brand Equity and Strategy:- The brand equity is very high as the value added by brand to the product effects the product selling. It suggests something about product.PRODUCT & PRICING STRATEGY OF KFC MARKETING STRATEGY KFC Brand:- KFC's brand identity is the logo featuring Colonel Harland Sanders. Labeling:- KFC does brand labeling. Some of its products also have informational labels such as Halal. If they need promotion Pepsi contributes in improving the packaging quality. It is trademarked registered brand and is distinctive. Packaging Strategy:- KFC makes its own disposable packaging. KFC does family packaging. They use paper material for packaging to avoid health hazards and environmental pollution. 24 . Veggie Burgers and Chucky Meals. one of the bestrecognized icons in the world. It is legally protected and registered. And the Brand strategy followed is that the KFC is marketing the entire output under products own brand. adaptable to addition to product line. Pepsi and Nescafe are the complementary brands associated with KFC.

KFC has got one product line but later they introduced products in the same line to product their market share. New product ideas are generated from: 1. Q. Regarding this KFC uses Pricing below competition strategy. 25 . Gallops survey KFC have a quality assurance department that decides the new product innovation. KFC sponsor’s many NGO’s and other social welfare organizations. The message conveyed in the ads is recognition for the brand. KFC does mass selling in order to reach its target market (as it has trickle down). KFC products are tested extremely by offering trials to customers by giving them free sample. KFC does competitive advertisement with its head on competition with McDonalds. focuses on product advertising. KFC in its ads try to convert people to people who eat boring bland fast food over to KFC. MARKETING STRATEGY OF PRODUCT ON KFC KFC was launched here as an innovative product.A department prepares screening of new ideas and product feasibility report. Customer services 2. They also offer different deals according to the season and occasions.PRODUCT & PRICING STRATEGY OF KFC KFC in its advertisements says :- “Nobody does chicken like KFC” “We do chicken right” Hence.

The satisfaction of key financial criteria 4.PRODUCT & PRICING STRATEGY OF KFC KFC adds a new product in present assortment based on: 1. Its compatibility with environmental standards KFC IN A GROWING MARKET The market of KFC is increasing day by day. They have been following the strategies for market expansion by targeting the new users of the product. Being a food market it is always considered in a growing market because it increases continually with the population. they have to develop a strategy which is predominantly a market expansion strategy and in this way they will not lose their leadership. describing the new uses of the product and by showing them more usage of the product. prices. Their competitors 2. Product adequate demand 3. It has greatly increased their market share in Pakistan by following different strategies that may be regarding their products. Their growth is continuously increasing and if they want to be a leader. placement or promotions. 26 .

DATA INTERPRETATION AND ANALYSIS 27 .PRODUCT & PRICING STRATEGY OF KFC Chapter:-5.

one can determine that market segmentation is one of the core marketing tools or strategies a business should consider properly as different segments have variable tastes and preferences. his figure shows 15 male and 15 female customers were interviewed in all. The following diagrams show the target audience and their age groups. A glance on product portfolio of "KFC" catering to the tastes of different customer's age group: "KFC" has adopted the strategy to cater to the tastes and preferences of different segments of the vast market in the UK. I chose 15 male and 15 female customers of different age groups.PRODUCT & PRICING STRATEGY OF KFC DATA ANALYSIS While carrying out the survey. so it offers a variety of product range to different customer age group. To conclude. 28 . Below are some popular products that are being served in the INDIAN market. Analysing the market and adopting different strategies in different market segments are the core objective and goal for "KFC" and by taking corrective actions where necessary made their business as successful as no one else.

teens or the Young Adults.e. But the point to be noted here is that in case of KFC bucket meal. The next group is between 35-45 years again for both fast food joints which is also for older family. 20-29 (young adults) d. a major segment from these a ge groups are also coming with older adults which is contributed significantly i n t h e K F C b u c k e t m e a l a n d u s u a l l y t h e d e c i s i o n m a k e r s a r e t h e k i d s t h e m s e l v e s which is not the case with KFC. 30-49(older family) 35 30 25 20 15 10 5 0 teens young adults)young family older family older adults Series 1 Column1 Column2 Interpretation: Age distribution of Respondents shows both KFC b e i n g dominated by the age group of 18-25 i. 20-49(older family with kids) b.50 29 .PRODUCT & PRICING STRATEGY OF KFC Q1) the different age group of the customer of KFC (for bucket meal only) a. 15-19 (teens) c.

2) which day part most of the customer coming to eat bucket meal so it is easy to differentiate demand and supply? a. morning snack c. Also craving and relive is the making difference of the company 30 . dinner Interpretation: This graph depicted the demand and supply variation of the KFC bucket meal whereas after shopping most customer came in KFC for snacks so KFC may plan their product portfolio according to the KFC.PRODUCT & PRICING STRATEGY OF KFC Q. evening snack 40 35 30 25 20 15 10 5 0 sancks% lunch% dinner% b. lunch d.

has a 10% more respondents coming with families than KFC. others 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% friends colleagues faimily spouse others Series 1 b. Spouse Interpretation: K F C h a s d o m i n a n c e i n t h e wo r k i n g s e g m e n t p r i m a r i l y d r i ve n b y families. KFC clearly is the preferred choice of youth & young adults. friends c.PRODUCT & PRICING STRATEGY OF KFC Q 3) Accompanied by: a. Colleagues d. 31 . family e. KFC has 9% more respondents coming with friends than the other meals like zinger etc. For KFC the highest percentage of Respondents coming to these outlets are with friends followed by families.

PRODUCT & PRICING STRATEGY OF KFC Q 4) Do you think KFC started Home Delivery Service is good thing ? a. 32 . No c. Can’t say 70 60 50 40 30 20 10 0 yes no cant say Series 1 Series 1 Interpretation: K F C h a s d o m i n a n c e i n t h e wo r k i n g s e g m e n t p r i m a r i l y d r i ve n b y families. KFC clearly is the preferred choice of youth & young adults. For KFC the highest percentage of Respondents coming to these outlets say YES to service of HOME DELIVERY started by KFC. Yes b.

Very little Sales VERY MUCH NORMAL VERY LITTLE Interpretation: People think the prestige of KFC is very good that’s why most number of people i. Normal c.PRODUCT & PRICING STRATEGY OF KFC Q 5) How does the KFC’s prestige affect your decision? a. Very much b. 33 . about 65 percent of people think the prestige of KFC affect their decision.e.

PRODUCT & PRICING STRATEGY OF KFC Q 6) How often do you come to KFC? a. about 45 percent. 30 percent people come after a month to KFC 25 percent people comes a week after to KFC. Once a week c. Every 3 days b.e. Once a month Sales Every 3 days Once a Week Oncea Month Interpretation: Most of people like to come to KFC often in 3 days i. 34 .

35 . Reasonable d.PRODUCT & PRICING STRATEGY OF KFC Q 7) What do you think about the price here? a. Expensive but still payable c. 25 percent of people think the prices are expensive but still they can pay once a month. Very expensive b. Cheap Series 1 60 50 40 30 20 10 0 Very Expensive Expensive but still payble Reasonable Cheap Series 1 Interpretation: Most of the people think that KFC have reasonable prices in INDIA that they can affort for their daily use.

Good c. Delicious b. Not Good Series 1 40 35 30 25 20 15 10 5 0 Delicious Good Normal Not Good Series 1 Interpretation: The taste of KFC product is delicious as like all time said by the peoles of all generation there is no one who said the taste of KFC is not good.PRODUCT & PRICING STRATEGY OF KFC Q 8) How do you feel about KFC's food? a. Normal d. 36 .

6-RECOMMENDATION 37 .PRODUCT & PRICING STRATEGY OF KFC Chapter: .

thus it will help to increase their market share. As KFC.PRODUCT & PRICING STRATEGY OF KFC RECOMMENDATIONS KFC is a market leader in providing Fried chicken. It would definitely be an incremental factor for their sales. employees. but being a market symbol. It could be by introducing some discount packages for families. KFC should work for having more solid marketing departments. And it can only be done by lowering the prices. a company should strive for having more actual customers.AS far as placement of the products is concerned. All they need is an effective marketing department to facilitate the promotional activities. it is doing really well but they need improvements in their hot menu. It will help to target the actual as well as the potential customers. KFC has large customer equity. McDonalds. But as price is always a primary concern for the customer. They can set up the promotional campaigns. at commercial areas. by introducing new meals after certain period of time. Mobile outlets may be an effective addition as well. N its product category. 38 . students or regular customers. so it is competing with the prominent market signs like pizza hut. by targeting the right customer. The membership card can be used to provide certain extra value to the customer. They should also make their menu dynamic. for a company to increase its market share. therefore. KFC needs to have more outlets. The prices of KFC are reasonable as compared with other fast food restaurants. they should adopt certain strategy to attract the customers. They should organize and run the proper advertisement campaign. They should also try the local desi taste addressing the desi food lovers. it is an important factor. New items should be introduced by varying the taste. They can also use the brand promotions.

PRODUCT & PRICING STRATEGY OF KFC Chapter: .7.CONCLUSION 39 .

From all of the above detailed discussion about KFC in Pakistan. 95% of its food and packaging material used in KFC produced in Pakistan locally which sums up to the purchase of 35 million per month.PRODUCT & PRICING STRATEGY OF KFC CONCLUSION KFC is a very strong chain of fast food restaurants with more than 10. it is really clear that KFC and Pakistan are growing together. KFC is leading in Fried Chicken.000 restaurants all over the world. They are paying Rs. It gives quality. Each new outlet developed by KFC in Pakistan spends 40 million rupees. KFC is doing well in Pakistan and keeps following its marketing strategies as a market leader and segmenting the market into different variables and increasing their market share. that’s a massive amount for this industry. 40 . KFC is providing employment to 1200 Pakistanis an around 6000 Pakistanis dependent on KFC. variety and fresh meals as of its competitors. 10 million to government of Pakistan as direct taxes.

2) which day part most of the customer coming to eat bucket meal so it is easy to differentiate demand and supply? a. others b. evening snack b. Very little 41 . lunch d. 20-49(older family with kids) b. family e. 30-49(older family) Q. Can’t say Q 5) How does the KFC’s prestige affect your decision? a.PRODUCT & PRICING STRATEGY OF KFC ANNEXURE QUESTIONNAIRE:Q1) the different age group of the customer of KFC (for bucket meal only) a. Normal c. 15-19 (teens) c. 20-29 (young adults) d. friends c. Yes b. dinner Q 3) Accompanied by: a. Spouse Q 4) Do you think KFC started Home Delivery Service is good thing? a. Colleagues d. Very much b. morning snack c. No c.

Cheap Q 8) How do you feel about KFC's food? a. b. Once a week f. Delicious b. a. Once a month Q 7) What do you think about the price here? a. c. Good c. Normal d. Expensive but still payable c.PRODUCT & PRICING STRATEGY OF KFC Q 6) How often do you come to KFC? d. Not Good 42 . Every 3 days e. Reasonable d. Very expensive b.

php?option=com_wrapper&Itemid=113 http://www.com/contact/ http://www. PRINCIPLES OF MARKETING by PHILIP KOTTLER & GREY ARMSTRONG 43 .pk/index.com/ 1.kfc.gsa.gov/ http://www.PRODUCT & PRICING STRATEGY OF KFC BIBLIOGRAPHY References http://www.pueblo.kfcpakistan.com/doc/6546600/Questionnaire http://foodcourt.scribd.

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