Kentucky Fried Chicken

Table of Contents
Acknowledgement…………………………………………………………..3 Executive Summary…………......……….....……………………….….3 Management Team……………………………………….....……..……4 Mission Statement………………………………………………...……..6 Vision…………………………………………………………………….……6 Company Overview……………………………………………….………6 KFC In Pakistan……………………………………………………………8 Cupola Pakistan…………………….…………………………………….8 KFC Facts……………………………………………………………………8 Performance Overview…………………………………………………9 Organization Structure………………………………………….……11

Business And Management Project
SUBMITTED TO: Miss. Shumaila Gull SUBMITTED BY: Anum Amin Shah Zunaira Azam Anum Mukhtar Madiha Sultan Aqsa Gillani

F09B019 F09B036 F09B030 F09B018 F09B048

Advertisement…………………………………………….……….……..11 Organizational Culture……………………………………………….12
Submitted to Mis. Shumaila Gul


SWOT Analysis………………………………. ………...........................12 Porters Five Force Analysis………………………………………..13 BCG Matrix…………………………………………………………..……15 Marketing Strategies……………………………………………….….17 Marketing Mix………………………………………………………….…18. Publicity Of KFC IN Guinness Book Of World Record………22 KFC Nutritional Information…………………………………………23 Marketing Research Process…………………………….….……….23 Survey Report Of KFC……………………………………..………….24 Strategic Management…………………………………………….…..26 Recent Achievement Of KFC……………………………….………..26 Conclusion………………………………………………………………….27 Perception………………………………………………………………….27 References………………………………………………………………….28

First of all, we would like to offer our eternal thanks to the Almighty Allah who blessed us with the perseverance and the sprit of hard work to complete this project. We are also grateful to our parents for their patience and belief in us. We offer our respectful gratitude to our Business and Management teacher Mis. Shumaila Gul for his guidance &encouragement. We would like to thank all of those people specially the Marketing Manager of KFC Mr. Shabir who helped us through our entire project.


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 has become a well known personality throughout thousands of KFC restaurants World wide. Quality, service and cleanliness (QSC) represents the most critical success factors to KFC's global success. 3

Food, Fun & Festivity, this is what KFC is all about. Leading the market since its inception, KFC provides the ultimate chicken meals for the Chicken Loving Nation. Be it Colonel Sanders secret Original Recipe Chicken or the Hot & Spicy version, every bite brings a YUM on the face. At KFC we proudly say: KFC has more than 11,000 restaurants in more than 80 countries and

territories around the World. In 1971, Heublein, Inc. acquired KFC, soon after, conflicts erupted between the Colonel (which was working as a public relations and goodwill ambassador) and Heublein management over quality control issues and restaurant KFC is part of Yum! Brands, Inc., however in the case of Pakistan KFC build the relation of Quality Service and cleanliness for Customer KFC was acquired by PepsiCo in 1986, it had grown to approximately 6,600 units in 55 countries and territories. Due to strategic reasons, in 1997 PepsiCo spun off its restaurant businesses (Pizza Hut, Taco Bell and KFC)




Mission statement:
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 expending 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 marvelous position in the International Market, KFC is introducing a new item “Boneless Fried Chicken”, with even more attractive and charming taste.


“Our passion, as a restaurant company, is to put a YUM on people's faces around the world, satisfying customers every time they eat our food and doing it better than any other restaurant company”. Company overview: Colonel Harland sanders, born September 9, 1890,actively began franchising his chicken business at the age of 65. Now, the Kentucky fried chicken business 7

he started has grown to be one of the largest retail food service systems in the world. And Colonel Sanders, a quick service restaurant pioneer, have become a symbol of entrepreneurial spirit. More than two billion of the colonel’s “finger lickin’ good” chicken dinners are served annually. And not just in America. The colonel’s cooking is available in more then 82 countries around the world. When the colonel was six, his father died. His mother was forced to go to work, and young Harland had to take care of his three year old brother and baby sister. This meant doing much of the family cooking. By the age of seven, he was a master of a score of regional dishes. At age 10, his first job working on a nearby farm for $2 a month. When he was 12, his mother remarried and he left his home near Henryville, Ind., for a job on a farm in Greenwood, Ind. He held a series of jobs over the next few years, first as a 15-year-old streetcar conductor in New Albany, Ind., and then as a 16-year-old private, soldiering for six months in Cuba. After that he was a railroad fireman, studied law by correspondence, practiced in justice of the peace court, sold insurance, operated an Ohio River steamboat ferry, sold tires, and Operated service station. When he was 40, the colonel began cooking for hungry travelers who stopped at his service station in Corbin, KY. He didn’t have a restaurant then, but served folks on his own dining table in the living quarters of his service station. As more people started coming just for food, he moved across the street to a motel and restaurant that seated 142 people. Over the next nine year, he perfected his secret blend of 11 herbs and spices and the basic cooking technique that is still used today.

“We Do Chicken Right”
Perfecting its secret recipe of 11 herbs and spices in 1939, KFC has come a long way, with over 10,000 outlets in the world; KFC has maintained its title, for the last 60 years, of being “The Chicken Experts”. Kentucky Fried Chicken has become KFC. Does anybody know why? We thought the real reason was because of the "FRIED" food issue. It's not. The reason why they call it KFC is because they can not use the word chicken anymore. Why? KFC does not use real chickens. They actually use genetically manipulated organisms. These so called "chickens" are kept alive by tubes inserted into their bodies to pump blood and nutrients throughout their structure. They have no beaks, no feathers, and no feet.


Their bone structure is dramatically shrunk to get more meat out of them. This is great for KFC because they do not have to pay so much for their production costs. There is no more plucking of the feathers or the removal of the beaks and feet.

KFC In Pakistan
Presently KFC is branched out in nine major cities of Pakistan (Karachi, Lahore, Rawalpindi, Faisalabad, Multan, Peshawar, Sialkot, Hyderabad, and Islamabad) with 45 outlets nation-wide. Opening the first KFC outlet in Gulshan-e-Iqbal, Karachi in 1997, and KFC wore the title of being the market leader in its industry. Serving delicious and hygienic food in a relaxing environment made KFC everyone’s favorite. Since then, KFC has been constantly introducing new products and opening new restaurants for its customers. In Pakistan totally Chicken buy from Pakistani Poultry Forms, and also this Chicken is 100% Halal.

About Cupola
Cupola is a Dubai based multinational company involved in several business including, oil gas exploration, plastic cards, retail markets and food franchising.

Cupola Pakistan
Cupola holds the master franchise rights to operate KFC in Pakistan since 1999. That was a major difference that when Cupola takes complete Operate in Pakistan that was only 05 Outlets in all over Pakistan, and then now the major difference that Cupola takes 45 Outlets in Pakistan. Apart from fulfilling the commitment of serving delicious, fresh and hygienic food and at the same time providing the customers with the ultimate entertainment; KFC also plays part in the economic development of our country.

KFC Facts

 Presently KFC has provided employment to over 1200
Pakistanis, which adds up to 6000 individuals directly dependent on KFC Pakistan.

 The Government of Pakistan receives over Rs.10 to 11 million per month from
KFC Pakistan as direct taxes.

 95% of all food and packaging material used in KFC Pakistan is procured
locally, which sums up to a purchase of over Rs.35 million per month.

 Each new outlet developed by KFC Pakistan costs approximately Rs.40
million, which is a huge amount for our construction industry.  Annual turn over in Pakistan 2.5 billion.

 KFC doesn’t buy its supplies from Pakistan
“KFC and Pakistan…Growing Together”

Performance Overview:

KFC has taken advantage of all these excellent investment opportunities that Pakistan offers for franchising and has expanded and penetrated the market a lot.KFC has adapted to the legal and political environment and conditions of Pakistan. The Pakistani culture has also molded the operations of KFC in Pakistan. All the outlets of KFC in Pakistan present Pakistani food culture. KFC has displayed banners that it servers Halal food all over its outlets which represents Pakistani culture. They also offer families’ deals as the people are very close to their families and like to have food with them. KFC has also brought some changes in the culture of Pakistan. The most significant is the way it has changed the eating habits of the local population. People now are aware of unhygienic conditions that prevail in some of local restaurants. And KFC has also brought the idea of self-service in Pakistan. Organizational Structure: The KFC adopted traditional structure for their outlets that other food chains are following. There is one General Manager for Pakistan. The outlet is leaded by the Manager, assisted by two assistant managers, and one shift in-charge for each shift, that supervises the performance of counter workers and kitchen workers. Competition: KFC does not consider Mc Donald’s are its direct competitors. As Mc Donald’s has a limited menu and cater to different segments of society e.g. Mc Donald is catering to lower middle society of Pakistan. Though KFC has faced a little competition from local restaurants but their breakeven in terms of revenue has been done and they are planning to expand further to other cities like Islamabad and Peshawar.

Yum! Brands, Inc. International Presence & Competition:

The International Portfolio of 5 leading U.S. Brands give Yum! a distinctive advantage over the single-brand competitors.

Customers KFC’s customer market consists solely of the consumer market (Kotler et al 2003). KFC’s products are bought by individuals (males, females, singles, and families). Therefore, the product range KFC offer should appeal to as many people within this consumer market as possible, to ensure that the maximum amount of products can be sold. The characteristics of these individuals and a segmentation of them are discussed later in this report. Company KFC is a multinational fast food chain company that has successfully established itself in the Pakistan market. It has a long history, going back to where Colonel Harland Sanders created its distinct recipes. The KFC brand is well known in Pakistan, which makes it a powerful marketing tool to use against competitors. Currently, KFC is under massive attacks from animal organizations, questioning the way KFC’s suppliers are threatening the chicken, before they got slaughtered. Anti-KFC campaigns, are affecting KFC’s brand image in a negative way and result in direct dollar losses, as less people are consuming KFC chicken.


One of KFC's advertisements is a commercial advertising its "wicked crunch box meal". The commercial features a fictional black metal band called "Hellvetica" performing live, the lead singer then swallows fire. The commercial then shows the lead singer at a KFC eating the "wicked crunch box meal" and saying "Oh man that is hot". In 2007, the original, non-acronymic Kentucky Fried Chicken name was resurrected and began to reappear on company marketing literature and food packaging, as well as some restaurant signage.

Organizational Structure:
The KFC adopted traditional structure for their outlets that other food chains are following. There is one General Manager for Pakistan. The outlet is leaded by the Manager, assisted by two assistant managers, and one shift in-charge for each shift, that supervises the performance of counter workers and kitchen workers.

Organizational Chart

ORGANISATION CULTURE Big on diversity in the workplace Promotes differences in background, ethnic cultures, and values Team-oriented environment Focuses on teaching everybody something new Promotes unity in the workplace Focuses on building relationships and creating diversity and commitment within the company and amongst employees and customers FOUNDING TRUTHS • • • • • • Satisfied customers and profitability follow. Respond To The Voice Of The Customer…Not just listen. The Restaurant General Manager Is Our #1 Leader…Not senior management. Run Each Restaurant As If It’s Our Only One…Avoid the trap of the averages. Recognition Shows You Care…People leave when you don’t. Quality In Everything We Do…Especially the food.


STRENGTH: • Refocused international strategies • Competitive marketing strategy • Distribution strategy WEAKNESS: • Management Shift • Conflicts between KFC and PepsiCo cultures OPPORTUNITIES: • International Appeal to American products • Economies of Scale and Scope THREATS: • Consumer health food trend • Saturated fast food industry in the U.S. market BRINGING ABOUT EFFICIENCY Lesser production costs Building healthy customer relationships Efficient hierarchical structure within the company starting from area manager till the food service team members Every single chicken goes through Quality Assurance Lab.

• • • •

Porters Five Force Analysis


• Entry
For the current Pakistan market for fast food, it is not difficult for a fast food restaurant to enter the market. However, it would be extremely difficult to take over already running major fast food chains' dominancy in Pakistan or even make a significant amount of profit. While there are enough people in urban Pakistan for any restaurant to survive, KFC holds the first-mover advantage into the 'non-veg food specialty food segment' that gives them free reputation. Customers, especially children who are used to going to KFC as a treat or reward from their parents or grandparents, are not going to want to go to other restaurants they’ve never heard of. The brand name is already established. Also, there is already a large variety in the numerous western-style dining places in Pakistan, such as 14

McDonald’s, Pizza Hut, Domino's and Subway, and any new fast-food entrants would just be presenting something very similar to what’s already there. While small Neighborhood restaurants generally have low barriers to entry, these are the barriers to entry for similar restaurant businesses to enter the fast-food chain market.

Buyer/Supplier Bargaining Power

The customers of KFC, especially as individual buyers, have almost no bargaining power because if only one customer threatens to no longer eat at KFC, the store is not going to lower its price because the cost of losing one customer is not very great. The suppliers, like the buyers, have very little bargaining power. In terms of food, KFC, upon its move into Pakistan, urged many of its U.S. suppliers to also extend branches into Pakistan. KFC also began helping local suppliers by giving them technological support to improve their products. This is a brilliant strategy because the supplies that KFC would otherwise need to import from the U.S. can now be obtained domestically, and if the U.S. suppliers decide to raise their prices, KFC can easily switch to the local suppliers. This gives us a brilliant strategy. With this strategy, KFC created competition among its suppliers, lowering the supplier bargaining power. In terms of human resources, labor cost is extremely low because the supply of non-skilled workers great exceeds the demand for them. With so little buyer and supplier bargaining powers, KFC is able to have a very tight control over its prices and expenditures.

Substitutes and Complements

As mentioned above, there are a few major competitors in the fast-food industry in Pakistan for KFC, namely McDonald’s, Pizza Hut, Domino's and Subway. The substitute products, in this case, would be burgers, pizza, and sandwiches. Though they are competitors, their primary products differ greatly from each other, in that they sell, chicken, burgers and fries, pizzas, and sandwiches, respectively. Traditional Pakistan dining, home-cooked meals, and grocery stores with ready-to-eat foods are also substitutes, as families could choose any one of these over fast food for a meal. These substitutes are definitely considered healthy as compared to the fast food chains. Even foods from street vendors count as substitute goods. While other fast foods serve as substitute to KFC, they can also serve as complements for fast foods as a whole. If the general price of fast foods goes up, KFC’s price rises as well, and the same can be said of the quantity sold of these products, which make them complements to each other. KFC also sets up stores located near popular tourist attractions, so tickets to these tourist spots are also complementary goods because the more people tour these attractions, the more customers KFC will get. 15

Unlike what one would expect, KFC has little rivalry with similar fast-food chains in Pakistan. The primary reason is that their core products are different, as in they sell different kinds of fast foods with very different tastes and styles. For example, if KFC raised its price for chicken by a small amount, Pakistan chicken lovers who may not be as accepting to pizzas (many Pakistan people strongly dislike the taste of cheese) are not going to switch to Pizza Hut just because the price for KFC increased. In addition to that, these restaurants have such different target customers that the fluctuation of price for one restaurant is not going to affect the others. For example, a full meal at KFC ranges about Rs. 100, whereas a full meal at Pizza Hut can cost over Rs. 300. The drastic difference in price assures no price competition between these restaurants.

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Boston Consultancy Group (BCG) Matrix
Question Mark:
Currently KFC have launched a new product in the market. They have also tried to come into the beverages market by launching its new brand of shakes called KRUSHERS. As it is a fairly new product it comes in the category of the Question Mark in the BCG Matrix. It has a low market share thus brings low revenue. KFC is advertising a lot to popularize this product so there is a lot of expenditure on it. This product is individually not bringing any profits and is a cash drain for the company. Company may decide to completely remove this product from the market if it does not do well soon and start bringing in revenue.

KFC’s Veg Thali comes under this category. Although company had launched this product much earlier, it has still failed to become a success. As KFC is known more for its non-veg food, this also results in low demand for this item. It has a low market share and although low on expenditure (as company does not spend on its promotion), it does not bring in much revenue as demand is low. The product is mostly CASH NEUTRAL.


KFC’s Chicken Bucket is the most successful product of the company. It has the highest market share amongst all the other products. It has good demand in the market and brings in huge sales revenue. The development and other expenses are also low and thus this product is a CASH SIRPLUS for the company.

The star product of the company is its crispy Boneless Chicken. It has a high market share and brings in high revenue. But it also has high developmental expenditure involved. The profit therefore is generally not very high brought in by this product. This product is CASH NEUTRAL for the firm.The company is trying make this product a cow as well, by reducing the expenditure.

KFC Business Strategy
KFC fast-food chains are currently under the restaurant division of PepsiCo Incorporated. Some major threats include the changing attitudes of society toward healthier eating habits, KFC has more than 9,800 outlets located in 77 countries. In marketing, KFC restaurants are not restricted from locating within close proximity of other KFC restaurants. There are two alternative strategies for KFC. The first strategy involves keeping PepsiCo beverage division and snack foods division together, and a divestiture of PepsiCo restaurant division; selling Taco Bell, Pizza Hut, and KFC. 17

Market Strategies:
KFC Target Market: KFC targets the young generation, as here in this country the young generation is more towards eating out and is more energetic. It targets the early single segment that is the upper class. Aggregation Strategy: KFC does not need aggressive marketing or advertising because Brand is strong enough. Market Segmentation: Previously they were focusing on single segment that was through Niche Marketing by offering “Combo Deals”. Now they are focusing more on other classes as well. They are dealing in masses by introducing value deals; most recently introduced “Zinger Junior”. Benefits: Colonel’s value combo meals introduced previously were expensive and so there were less sales but through their recent offers, they have increased the sales by offering low prices. Purpose: Inflation highly affects the purchasing power of the customers. And here the purchasing power of many customers is low. To cover this major segment, they have introduced affordable meals, so that it is in reach of the masses. Want Specification: The people here need a friendly and family restaurant, which must be affordable for them. Consumer Market Segmentation: Region: Karachi, Lahore, Rawalpindi, Faisalabad, Multan, Peshawar, Sialkot, Hyderabad and Islamabad Geographic: Lahore:

Gulberg: The main Gulberg branch is situated on M.M Alam Road, which covers a wide area and serves a large number of customers. This restaurant faces competition with many top Fast Food restaurants located on the same road.


Defence: Their Defence Branch in H-Block focuses the potential customers of Defence.

Barket Market: This branch covers the area of Model Town, Johar Town, Muslim Town, Garden Town and Faisal Town. It is situated among many offices and banks.

Cavalry Ground: This branch is located in the main commercial zone of Cavalry ground and mainly serves a large number of customers of cavalry ground and Cantt.

Shadman: The Shadman branch is located on Jail Road and serves potential customers.

Thokar Niaz Baig: This restaurant branch serves latent customers.

Mall Road: It serves a large commercial and business area of Mall Road.

Fortress Stadium: It also covers the large commercial and populated area.

Marketing Mix: Marketing mix consists of 4P’s. It contains everything a firm can do to influence the demand for its product. The 4P’s are:

• • • •



Their product is classified as consumer product as it has no intermediates.

 KFC offers specialty goods.  The stock turn over of KFC is high.  Price and quality of the product is always compared.  Their product includes • •
Goods (Burgers, Chicky Meals etc) Services (cleanliness, quick service, parties, and meetings).

Brand Name: Color: Symbol:

KFC Red, white Colonel Harland Sander’s picture and KFC written with it.

Master Brand: The brand itself is so dominant, that it immediately comes in mind. KFC Brand: • KFC's brand identity -- the logo features Colonel Harland Sanders, one of the best-recognized icons in the world.

• • • •

KFC is trade marked registered brand. It is distinctive, adaptable to addition to product line. It suggests something about product. It is legally protected and registered.

Brands Equity The brand equity is very high as the value added by brand to the product effects the product selling. Branding Strategies KFC is marketing the entire output under products own brand. 20

Complementary Branding Pepsi & Nescafe. Packaging Strategies KFC makes its own disposable packaging. If they need promotion Pepsi contributes in improving the packaging quality. KFC does family packaging. They use paper material for packaging to avoid health hazards and environmental pollution. Labeling KFC does brand labeling. Some of its products also have informational labels such as Halal, Veggi Burgers and Chicky Meals.

In introduction stage KFC entered the market using market-skimming strategy. Their products were high price and targeted only upper class. Gradually they trickle down focusing on the middle class to penetrate the market. Also KFC follows one price strategy. Price is determined according to the rates of the raw materials and policies of the Govt. 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.

KFC has only one channel of distribution i.e. direct where the goods are transferred to the consumer directly. KFC has no middlemen. KARACHI LAHORE HYDERABAD FAISALABAD RAWALPINDI 12 7 1 1 1

KFC does distribution of consumer goods directly to the consumer.

KFC also does distribution of services to the consumer like parking, sitting, home delivery, etc.


KFC gets Wheels! KFC launched its first mobile unit, which took the streets of Karachi by storm. The mobile unit has been designed to cater to the needs of

those who are on the go, and have little time to stop by at a restaurant. It also provides a unique convenience of enjoying the delicious KFC offering anytime, anywhere, thus making fast food truly fast and convenient.

`KFC intends to further develop its mobile network nationwide through more such units

KFC does intensive distribution on its outlets. (All and everything on every outlet). 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. Today the Colonel’s Spirit and heritage are reflected in KFC’s brand identity. KFC by its advertisements derives the desire in the customer to come and enjoy healthy food in their favorite restaurant. They spend 2% of its profits on advertisement. They use print media and most recently doing televised marketing to promote it products. Their advertising media involve: Newspapers, Pamphlets, Billboards and Television. KFC does both the primary demand advertising (“Become a Chicken Fanatic”) and the selective demand advertising (e.g. “Zinger Meal”). In its advertising it give informative messages like “Faryad: Keep the city Clean”. KFC does institutional advertising to stimulate demand. When KFC offers new products then it does product advertising. KFC’s ad’s act as counteracts which means to drive the customer to KFC i.e. it uses pull advertising strategy. 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. The colors used in advertising are Red, White and Blue which itself is recognition for the brand.


 Unlike McDonald’s, KFC’s promotion is highly decentralized.
 It adopts cultural values for their advertisements

PSO had made a scheme in which PSO had given the coupons of KFC having 10% off. (1 coupon was given after each purchase of 10 liters of petrol) KFC in its advertisements says; “Nobody does chicken like KFC” “We do chicken right” The message conveyed in the ads is recognition for the brand. KFC does competitive advertisement with its head on competition with McDonalds. Regarding this KFC uses Pricing below competition strategy. KFC sponsor’s many NGO’s and other social welfare organizations like Regular sponsorship to SOS village. Sponsorships to FARYAD a plant and life association. FARYAD: Keep The City Clean”. They also offer different deals according to the season and occasions.

With the caption “Biggest Birthday Party”. The event took place on Louisville, Kentucky, USA, on Sept.8, 1979, to celebrate the 89th birthday of Kentucky Fried Chicken founder Col.Harland Sanders.


Quality Assurance: KFC takes great pride and care to provide the best food and dinning experience in the quick service restaurant business. They believe eating sensibly, combined with appropriate exercise, is the best solution for a healthy lifestyle. Food Safety: Chicken & its Products:

• •

Locally produced and processed chicken. Supplied in frozen form 100% Halal

Servin Original Recipe/E-Wing Original Recipe/E-Breast Original Recipe/EDrumstick Original Recipe/E-Thigh Hot & SpicyWing Hot & SpicyBreast Hot & SpicyDrumstick Hot & SpicyThigh Original RecipeFillet Zinger Burger Hot Wings Corn on the Cob 3* French Fries 24 126(g) 53(g) 179(g) 60(g) 128(g) 206(g) 246(g) 144(g) 82(g) 100(g) g size 47(g) 161(g) 59(g)

Calori es 145(g) 370(g) 140(g)

Total Fat 9(g) 19(g) 8(g)

Cholester ol 60(mg) 145(mg) 75(mg)

CHO 5(g) 11(g) 4(g)

Prote in 11(g) 40(g) 14(g)

360(g) 180(g) 450(g) 140(g) 390(g) 450(g) 640(g) 460(g) 90(g) 136(g)

25(g) 11(g) 27(g) 9(g) 28(g) 27(g) 40(g) 30(g) 0.5(g) 3.7(g)

165(mg) 60(mg) 130(mg) 65(mg) 125(mg) 60(mg) 405(mg) 125(mg) 0(mg) 1(mg)

12(g) 9(g) 20(g) 4(g) 14(g) 22(g) 38(g) 22(g) 19(g) 23.3(g)

22(g) 11(g) 33(g) 13(g) 22(g) 29(g) 32(g) 25(g) 2(g) 2.3(g)

Marketing Research and methods to collect information:

Marketing research was done before launching the product through different mediums. Survey Research  KFC conducted survey through questionnaires and informal interviews. Questionnaires were distributed in the KFC restaurant, different offices, open market and Bazars. They went out in the market to know people’s likings and disliking. Observational Research  They also conducted research by observational method, the company representatives simply observed the market, pointed out the market need compared with each and every aspect of the product demanded by the customers, observed what exactly their customer want, their need… Experimental Research  They offered their customers a promotional meal before making their mind whether they want to buy it or not, whether they are comfortable with their newly launched Sub 80. This way includes in the experimental research because by doing this KFC can get feed back from the customers on the spot, and they can improve their product on the very right time

The kind of people who used to go to KFC based on the nature of their work. • It was conducted after the survey that mostly students prefer to go to KFC than other people. The second in majority were people who are in services. That covers the majority of this country.


Strategic management:
Market Development

KFC will introduce their present and new products and services into new geographic/demographic areas.
Product Development

Bring back rotisserie chicken
Concentric Diversification

Add more to KFC product & service variety to the patients.


• • •

Market Research • Determine area’s demand to determine boundaries Expand menu • Healthier choices Meals will be sold at cost • Determine effects on budget.

Recent Achievement of KFC
The Stevie International Business Awards
New York, U.S.A. – September 14, 2009 – Cupola Pakistan has won its second consecutive International Stevie® Award for Pakistan in the Sixth Annual International Business Awards ceremony held in New York. The International Business Awards is regarded as “The Business Oscars” And is the only global, business awards program honoring extra ordinary performances of corporations in the various business initiatives. Members of the Awards' Board of Distinguished Judges & Advisors selected International Stevie winners among the Finalists, which drawn in from more than 1,700 entries from more than 40 countries by volunteered judges around the world during two months of preliminary judging. The Stevie International Business Awards recognized Cupola Pakistan for “KFC’s Unity Drive – A Platform for Hope & Solidarity”, in the category of “Marketing Campaign of the Year”. Mr. Muhammad Fuad Hameed, Marketing Manager, was present to receive the award at the ceremony. “KFC Pakistan has won this prestigious award for the second year running and has done so promoting a message that is very near and dear to our hearts. Providing hope and a means to project the thoughts and impressions of our patrons is something we consider very important. To see other responsive companies follow suit is testimony to KFC’s achievements”, says Rafiq Rangoonwala, the CEO of Cupola Pakistan Ltd. Under his leadership and vision KFC Pakistan had won this prestigious award for the second consecutive year after being recognized last year for its Corporate Social Responsibility initiative operating three Hearing and Speech Impaired special restaurants in Pakistan. Cupola has been at the forefront of such initiatives that nurture on the essence of fellowship and togetherness among the people of Pakistan, acting as the link between people, ideologies and actions.


Marketing Manager Mr.Muhammad Fuad Hameed Receiving Award

KFC’s Unity Drive had a simple but essential message and objective. To bring together the people of Pakistan by promoting, in the words of our founder, “Unity, Faith & Discipline”. In a time of uncertainty and fear, KFC rose to the occasion and built a platform of solidarity and togetherness for the people of Pakistan. The campaign proved to be a successful initiative in not just providing hope for our patrons, but also allowed KFC Pakistan to take an effective step forward during tough times and entrust other responsive companies to act in a similar manner. Mr. Fuad Hameed, echoed this notion “This initiative has allowed KFC to take a stand in the community and provide hope for people, our responsiveness has been a model for others to follow and learn from. This international recognition further exemplifies our achievement” KFC Pakistan was honored to receive the award among 100 countries and 800 participants. The award was presented to Mr. Rangoonwala by Mr. Graham Allan, President, YUM Restaurants International at a recent conference in Prague, Czech Republic.

KFC is a very strong chain of fast food restaurants with more than 10,000 restaurants all over the world. Being in “Maturity Stage” it has high opportunities of introducing its new products and deals. In Future it will be expanding its chain by introducing more outlets in Pakistan as well as in other countries.

• •

Believe in value creation. Provide ultimate choice of quick service restaurants for consumers.

Won the hearts of millions of Pakistanis

It,s finger lick in good!
References: Yum! Brands, Inc. http://www.yum.com KFC http://www.kfc.com KFC Barkat Market Mr. Shabir (Marketing Manager)


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