Kentucky Fried Chicken(KFC), India

Marketing
Strategy

Bobby Medhi(22)
 About KFC

KFC also known as Kentucky Fried Chicken, is a

chain of fast food restaurants. It was founded by
Harland Sanders in 1930, Louisville, Kentucky. The
Colonel's secret flavor recipe of 11 herbs and spices
that creates the famous "finger lickin' good"
chicken remains a trade secret.

KFC primarily sells chicken in form of pieces,

wraps, salads and sandwiches. While its primary
focus is fried chicken, KFC also offers a line of
roasted chicken products, side dishes and desserts.
KFC India
KFC is the largest brand of Yum Restaurants.
Renowned worldwide for it’s finger licking good
food. 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.
•For the vegetarians in India, KFC also has great
tasting vegetarian offerings that include
• the Veggie Burger, Veggie Snacker and Veg Rice
meals.
In India, KFC is growing rapidly and today has
presence in 11 cities with close to 50 restaurants.
 Marketing Strategy of Kfc
Target market-
• Segmentation
• Market Targeting
• Positioning
Marketing mix-
Product
Price
Place
Promotion
Physical evidence
Process
People
 Target market
Segmentation-
Based on the geographic, demographic, psychographic
differences the market is divided into segments so as to
identify and profile distinct groups of buyers who might
prefer the product.

Geographic
• KFC has its outlets in many countries across the world.
• It sells its products according to geographic needs of the
customers.
•In India KFC focuses how, geographically, its customers’
demand different products- vegetarian and non
vegetarian.
Demographic
• Age- 12- 50 years
• Family size- Young, Single, Married.
• Gender- Female, Male
• Income-Middle, Upper Middle, High
• Occupation-Working Professionals, Students, Executives

Psychographic
• Lifestyle- Trendy,
• Social Class-Middle, Upper middle, High
• Personality- Young energetic, enthusiastic, impulsive
Behavioral

In behavioral aspect they segmented the market on the

basis of quality, taste and price. Following are the different
possible segments in this regard.
 
Taste conscious
Quality conscious
Class conscious
Combination of price and quality
 Market Targeting
“The process of evaluating each market segment’s
attractiveness and selecting two or more segments” 
• Kfc targets middle , upper middle and high class.
• Kfc outlets are mainly located in big cities and that
too in posh areas, malls etc.
• Kfc targets youngsters as well as older enthusiasts.
Positioning
How a company positions its products in the minds of
its customers to satisfy their needs?
• “Its finger lickin good!!!”
• “Crispy outside, juicy inside!!!”
 Marketing Mix
Product-Anything that can be offered to a market to
satisfy a want or need.
KFC's specialty is fried chicken served in various forms.
KFC's primary product is pressure-fried pieces of chicken made with
the original recipe.
Some of its product are-
• Chicken Bucket
• Chicken Snacker
• Chicken Hot wings
It has also introduced vegetarian dishes, desserts and side dishes-
Fries,Veg Snacker, Krusshers, Ice cream etc.
Also Rice meals - Veg Thali, Chicken Thali
Toasted Twister

 
 
 
 
 
 
 
 Price
KFC targets middle to upper class people so prices of
its different product are quite high but they have also
introduced some products which are of reasonable rates
so that they can penetrate on the lower classes also. For
example-
• Bucket chicken( Rs. 300-500)
• Zinger Burger(Rs.79)
• Chicken Snacker(Rs.30)
• Chicken Hot wings(Rs. 35-89)
• Veg(chana) Snacker(Rs. 30)
KFC prices its product according to higher income
groups as they have a specialty of Kfc fried chicken
and have a monopoly over it.
 Place
• KFC placing itself close to schools, colleges,
cinemas and markets which are mostly
visited by the young.

• For those who are in a hurry, KFC enjoys a

large number of footfalls everyday.
• Mainly located in urban areas, malls.
Promotion

Promotion is the method used to inform and educate the

chosen target audience about the organization and its
products. Using all the resources of promotion:

•Advertising
•Word of mouth selling
• Print Media
• Pamphlets with newspaper

An organization finds most of its meanings and survival

through promotion.
At KFC, Promotion is the main tool to bring all chicken
lovers attention towards its delicious one-of-a-kind
product, the Fried Chicken.
Physical Evidence
•Internet-
KFC website
• Brochures
• KFC Outlets.

Process
• A system used to assist the organization into delivering
the service like clean and friendly environment. Like quic
delivery of the ordered product.

People
•Employee service
•Employees having appropriate aptitude and service
knowledge to serve that customer are paying for.
Competitors
• McDonald
• Dominos
• Pizza Hut
• Subway
Thank You