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We designed a report to provide a brief description about its marketing mix & its major competitors in Pakistan. We also discuss four P’s of marketing & their marketing tools. In addition to it, this report includes a research base survey on KFC. We all have tried our level best to fulfill all the requirements mentioned to us. Now its depend upon the reader to read it carefully and understand what we want to communicate. This report provides a brief knowledge about KFC in Pakistan.
Acknowledgement In the name of Allah, the most beneficent & the Merciful. Firstly, we all likely to thank mighty Allah who provides us knowledge, energy & skills to get opportunities & to increase our knowledge & experience by completing this project. Secondly, we especially thank to our instructor Ms. RAHEELA ZULFIQAR who guides us at every step & every aspect of this report, so that’s competed successfully. Finally, thanking management of KFC, for providing us with helpful knowledge needed. After that we are able to complete this report with hard working & cooperation.
RAHEELA ZULFIQAR assigned us a project. The information used in the analysis of KFC came from variety of resources. market planning & brands are relevant to their particular product. buying behavior. positioning strategies. KFC has segmented its market on the basis of segmentation variables like demographic. The major findings of KFC are as under KFC competing the competitors & maintaining strong relationship with customers by taking under consideration its Macro & Micro environment very efficiently. recommendations were completed & submitted on 5th of November. . target market. market segmentation. marketing & social marketing strategies for increasing its market share and growth. and how environmental factors. Following a massive report. KFC is showing certain buying behavior. including the internet & different KFC’c outlets. 2007. KFC is following of market penetration. We are asked to explain how our chosen product is being marketed. geographic & behavioral. The combination of these resources provides the basic for a valid current analysis of KFC. Ms. IT is following production. market development & product development for increase its customers. marketing mix. demographic trends. psychographic.EXECUTIVE SUMMARY In September 2007.
Presently in Pakistan. KFC is known for its fried chicken. In Pakistan. Founded first by Col Harland Sanders. It was launched in 1997. More than 10. Karachi. a Dubai based multinational company involved in several business.1) HISTORY KFC (formerly known as Kentucky Fried Chicken) is the project of Gray Mackenzie Restaurants International Ltd. . Gulshan-E-Iqbal.000 outlets in the world. it is been operated by Cupola. currently it has 43 branches.
At KFC we can proudly say. KFC provides the ultimate chicken meals for a Chicken Loving Nation. every bite brings a YUM on our face. “We Do Chicken right ”. Be it Colonel Sanders secret original Recipe Chicken or the Hot & Spicy Version. this is what KFC is all about. Leading the market since its inception. . Fun & Festival.2) KFC VISION STATEMENT Food.
We seek continuous improvement in all that we do. our customer and our communities. . We take great pride in serving each other.3) KFC MISSION STATEMENT We are committed to customer satisfaction through offering high quality with excellent services and good value.
inside and outside an organization that affect marketing management’s ability to build and maintain successful relationships with target customers. 7. Like all other companies. 2. c) Burgers The category of burgers is 1. 2. 5. Zinger Chicken Burger Zinger Xtreme Fish Zinger SUB (60. 4. 5. b) Products of KFC KFC have three main product lines. 1.4) KFC’s PRODUCTS a) Core Benefit The core benefit is “To Kill hunger”. The burgers. e) Chicken Meals Chicken meals include the different combinations of fried drum sticks.80) *Col. KFC also has such forces around it. marketing environment is made up of Micro environment and Macro environment. 3. a) The Micro environmental Forces . 3. 6. The category of chicken is relatively static. Arabic Rice Fruit Salad *Corn on the cob *Scoop of Walls Fries HOT SHOTS Rice Spice (*) These items are not available at a few restaurants. chicken meals and the snacks. Filled Burger Snack family has been various products. 6. Features Different and better taste Hot and Spicy version of chicken Superior Quality d) Snacks 5) MARKETING ENVIRONMENT There are certain forces. 4.
customer as such. and so they don’t have any resellers as such. for supplying chicken and fish is supplied by Thiland and spices are supplied by Dubai to all over restaurants in Pakistan. customer exist so far. These factors are:Company KFC is the multinational company that has chain of fast food restaurants all over the world. That is why 40 million on a single outlet. For the Frozen food ‘chicken’ they have agreement with the K&N Chicken . Competitors They are classified into direct and indirect competitors. In Pakistan it has 40 outlets out of which. “We are growing only with our customer. For the dry food . 19 are in Karachi and the remaining 8 are located in the other cities of Pakistan. Suppliers As KFC cannot compromise on the quality of food they provide. so sthw reliable suppliers are very much important to them. The company has very organized check and balance system. The Dry food supply and the Frozen food supply. Midnight deals are there for the consumers with 50 % discount.” KFC has great environment for their consumers and families. In case of KFC there is no such business market. 22 are based in Lahore. almost in every country. According to KFC. They have outlets. which they have developed. by having their strong relationship with their customers and the trust . which is used for the evaluation of the employee and the individual outlet as well. like a ‘burger buns-‘ they have established their own warehouses and dry-stores for the South region. which is being appreciated by the individuals. They are concerned about the comfort and satisfaction of their customers. Direct Competitors It includes . => Csumer Markets KFC has large chain of consumers. So they have international customers all over the world. KFC is growing rapidly. in the past years. Where as for the North region. Resellers KFC is dealing in fast food. International Customers KFC is multinational company. Business Market Business markets buy good and services for further processing or for use in their production process. and so they are very much concerned. KFC is not expecting any govt. Cuctomers It includes five categories. Government Customers As such no govt. they get dry material from the vendors like ‘Dawn Bread’ . employees are the main assets of the company.This environment includes the factors that are close to the company and are contollable by the organization. There are two categories of supplies.
sell and distribute its products and services. Village. public. They also visit their competitors to have better idea about changing trends and taste of people as well as their competitors. It has deals for families as well as deals for the children. So. So no marketing intermediaries are at KFC. Natural Factors KFC always produces fresh food.Mc Donald’s AFC Subway JFC Indirect Competitors It includes all other restaurants. KFC sales tax on each meal is 1. the goods are manufactured according to needs and wants of the customers and immediately served to customers on their outlets. The supply houses are well prepared and well maintained for changing factors of weather. As in KFC. Special badges and pins are assigned to employees.2 %. KFC says. Marketing Intermediaries It includes the firms that help the company to promote. It includes Demographic Factor KFC has designed its menu according to taste of population. General Public KFC wants to know the attitude of the public about its products. Public Taxes are always imposed by the govt. Employees get regular bonuses and other benefits which are based on their performances. Technological Factor Their machines and boilers are according to latest technology and standards. it relies on Standard Chartered Bank. Internal Publics The employees are greatly compensated by KFC. Govt. Bundu Khan etc. To have more advertisement. they are of the view to increase their advertisement. After every six months. Media Public KFC spends 8 % to 9 % of its revenue on advertisements. It has not any long-term bank loan. Like Salt & Pepper. Kabana. technical checkup is conducted and that equipment . People of each age like to visit KFC. Employees are assets and we reward them greatly. For short-term loan. Publics Its main types are Financial Public KFC is an independent company. b) The Macro Environmental Forces These are not controlled by the company and are environmental forces. KFC reconsider its menu and taste after every three months. KFC always encourages feedback and suggestions from its customers. it always gets feedback from the customers whenever its going to launch a new product. So it is not affected by natural factors.
KFC takes care of ethical and moral values of the society. states. for that. its geographic segmentation is World Region Country City Asia Pakistan Karachi and Lahore primarily. In Pakistan. regions.is replaced which becomes useless. Political Factors It consists of laws. But KFC has its own strong links and politics. it has also made certain strategies and road-maps to overcome them. As. so KFC serves Halaal food here. 6) SEGMENTATION “ Dividing the market into distinct groups of buyers who have distinct needs. No pressure groups are there inside and outside organization to pressurize in any aspect. govt. KFC has outlets internationally and sells its products according to geographic needs of the customer. it is not been influenced by any external factors. As Pakistan is an Islam based country. cities or neighborhood. while other cities partially Density Climate Urban Not specific . countries. agencies and pressure groups that influence or limit various organizations and individuals in a given society. Ethically there might be certain forces that have been impact on the overall sale of KFC. to eliminate the redundancy and maintain the daily ledger account. we have considered four variables for market segmentation which are Geographic segmentation Demographic segmentation Psychographic segmentation Behavioral segmentation Geographic Segmentation “ Dividing the market into different geographical units such as nations. Cultural Factors KFC is always concerned about the culture and ethical values of the community. the customer are from the same community that they are serving in. Efficient billing system is implemented. characteristics or behavior or who have might require separate products or marketing mix” In case of KFC.
occupation. 10. 5+ Rs. family size.000 above Not Specific Not Specific Not Specific Not Specific Not Specific Almost All Psychographic Segmentation Social Class Life Style Personality Middle class. gender. lifestyle or personality characteristics. Gregarious and Ambitious Dividing a market into different groups based on social class. race and nationality. income. religion. KFC divides market on the basis of psychographic variables as . Upper class and Lower class Not Specific Authoritarians. education. KFC divides the market on demographic basis in that way Age Gender Family Size Income Occupation Education Religion Generation Nationality Family lifecycle 6-65 Both Males and Females 1-2. 3-4.Demographic Segmentation Dividing the market into groups based on an age.
price. Positive and Indifferent User Status Loyalty Status Readiness Status Attitude towards Product 7) TARGET MARKET “ The process of evaluating each market segment’s attractiveness and selecting two or more segments” As the outlets of KFC are in posh area and prices are to high.KFC focuses on pure and fresh food in order to crate 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. product. desirous And intending to buy Enthusiastic. informed. attitude.” In KFC feedback is taken from the customer in order to know the customer demands and then improvements are made in products. Target market depends upon size and growth rate of population. place promotion that the firms blend to produce the response it wants in the target market". Service And Speed Potential status. 8) MARKET POSITIONING “Arranging for a product to occupy a clear. . first time user and regular users Medium and Strong Aware. so KFC is targeting upper class.Behavioral Segmentation “Dividing a market into groups based on consumer knowledge. use or response to a product” KFC divides the market on the basis of psychographic variables as Occasion Benefits Regular Occasion Quality. Company resources and structural attractiveness of market segment. Convenience. interested. distinctive and desirable place relative to competing products in the minds of target consumer. ex-users. IX-Marketing Mix: "Marketing mix is the set of controllable tactical marketing tools.
Kentucky Fried Chicken) . KFC (formerly know as. 1. We can categories the product as follows according to their size and taste. KFC is a powerful brand name in the market Variety KFC offers provide variety of products in case of size and taste. Brand name: Brand name is the. Chicken .Product -Variety -Quality -Features -Brand name -Packages -Services Price -List price -Discount -Allowance -Payment -Period -Credit term Target Customer Intended Position Promotion -Advertising -Personal Selling -Sales Promotion -Public relation Place -Channels -Coverage -Assortment -Locations -Inventory -Transportation -Logistics Product: Product means goods and services combination that KFC offers to the target market.
Place: Place includes company activities that make the product available to target consumer. Allowances and credit terms: They provide no credit terms and allowances to customer. Payment period: Customer pays when the services are delivered to them.They provide product directly to the customer. Services: KFC is providing home delivery services. . The pictorial view is given below. wholesalers). List Price: KCF offer different products at different prices. "Superior Quality" to the valued consumers. Desserts and beverages Snacks and side orders. KFC believe in providing the.4. Discounts: They provide special discounts to only employees. Features: KFC is providing Different and better taste with Hot & Spicy version of Chicken. Packaging: The packaging is used for the burgers and snacks. Coverage: Pakistan has been divided in to two regions . Burgers 3. • Also have some special dinning facility for the business customers Price: Price is the amounts of money customers have to pay to obtain the product. The list of prices is added in the Appendix. Channel: There are no market intermediaries (reseller. Quality: 2. They use fresh ingredients and provide neat and clean environment.
wants. they have the large chain of 30 restaurants Assortment: KFC provides two types of meals in respect of size. hi the South. Inventory: Warehouses for ingredients are in Dubai Transportation: Supplier uses their own vehicles for supplying chicken and breads. They are avoiding now junk food. But. KFC has spotted the recent cultural shift. the "Eat fresh" phenomenon of the Subway. 2. KFC is concerned about the cultural shifts of the people. They are also giving the concept of mobile KFC. of people for the healthier diet. Location: They have certain outlets per market area. Promotion: Promotion means activities that communicate the merits of the products and persuade target consumers to buy it. and behaviors learned by a member of society from family and other important institution" Culture is the most basic cause of a person's wants and behavior. Public Relations To enhance public relations certain seminar are conducted by their HR departments and employees are trained through certain training classes. KFC is serving Karachi and Hyderabad with 10 restaurants 2. Cultural factors: Cultural factor have further subdivision. They are also advertising through billboards. . As being the market leader in the Fried chicken. . have highlighted the cultural shift. leaflets. individuals and households. social. X-Consumer Buying Behavior "The buying behavior of final consumers. Advertising: KFC was not much concentrating on advertising but now they are making much effort on advertising through electronic media like TV and newspapers. which is the people are most concerned about their health and fitness. in making place in the market and attract people of local culture towards their different meals. Individual meal. who buy goods and services for personal consumption" Characteristics Affecting consumer behavior As we know that.1. personal and psychological characteristics. Personal Selling: KFC use no personal selling criteria. hi the North. consumers behavior is strongly influenced by cultural. 1. KFC was the first. In addition to that. The description is given below. Family meal. at the moment. and relying on small snacks. Culture: "The set of basic values perceptions. Being in a culture of Pakistan.
but.. every society is composed of social classes. economic situation and personality and self-concept. For the marketers. Social factors include consumer's small groups. there are certain strategies that have been followed by the management. is an example of having an opinion leader." As we know that. KFC is much concerned with the concept of family. As KFC has no such well established marketing department. Personal factors A buyer’s decision is also influenced by personal characteristics such as. For the KFC. so the KFC have designed small kid's meal for them. In addition to that. reference groups are the main target markets. To be specific. the family meals are the most favorite.. Just to provide the best service. they don't have yet followed any buzz marketing. the logo of Col. the buyer's age and life cycle stage. Social class: "Relatively permanent and ordered division in a society whose members share similar values. Just to involve the family.Subculture: "A group of people with shared value systems based on common life experiences and situation" Subculture is group of people with shared value system based on common life experiences and situations. As being the reference group. the large segment of customers belongs to upper and upper middle classes. KFC has placed various deals and meals in their hot menu. there are no any broadened subculture boundaries. so. KFC is concerned about serving the youth. They keep on adding services to entertain the group. KFC is targeting the middle and upper classes. Social factors are also important to be addressed. so in case of KFC. they . they also have influence on the older people of the families as well. each member of the family. As parents are mostly influenced by the children. occupation. Age and life-cycle stage Mostly. Social factors. the present KFC sign. subcultures don't have any significant role. interests and behaviors. Harland Sanders. to identify. But. deal. As in Pakistan. Groups: "Two or more people who interact to accomplish individual or mutual goals" The person's behavior is influenced by many small groups. Family: Family is the most important consumer buying organization in the society. the reference group is the upper class. family and social role and status. Simply. and earn value in return to that.
without any classification on the basis of occupation. the town and the worth remembering environment. KFC menu have all the variety for entertaining any segment/person of the family. and at the top. so occupation of the consumer doesn't matter as such. The perception is been mainly manipulated by the advertisements. to capture the interest and attention of the consumers. interests. Motivation The concept of motivation is been efficiently focused by the KFC. As students. the best food provided are the main sources of creating motivation for consumers '' The process by which people select. Particularly. KFC is most concerned. The primary concern is the Innovators. The "Zinger Burger". food is necessity of every human. It out-flowing the concept of excitement.have covered each segment of the family. the interlinked factors. human cant live without food. The perception is created from environment. the internet. How consumer spends their time and money is the primary concern. XI-Types of Buying Behavior: There are four types of buying behavior . organize. of their advertisements and franchise is red. about their well and effective service to their customers. that are normally triggered at different phases and conveying the feeling of Hot interactive deals. at their outlets. are the main streams. Personality and self concept: "The unique psychological characteristics that lead to relatively consistent and lasting responses to one's own environment" KFC have addressed the concept of brandpersonality very efficiently. KFC have placed a well designed and well maintained website. for the youth the brand color is very much amusing. The best customer service ensures. That's what the KFC have done to target the self-concept of consumers. Psychological factor include further four concepts. that are been described above. the attractive discount deals. And. Occupation: Occupation is a secondary factor for the KFC. The lifestyle also includes the way of using the technology. Again. activities and opinions." The marketers always addressed the consumer interests. As the change in behavior occur at this stage. The good customer service. for the KFC. KFC have served the customers. and opinions. so people belonging to upper and upper middle social classes are being the target market. the soothing environment of the restaurant. is also an effort to attract their valued customers. To provide the best taste. by providing them soothing and comfortable environment. Psychological factor Psychological factor are important to know. if the company wants to know about the behavior of their customers. to leave good impact on the minds of the consumers. Learning "Changes in an individual's behavior arising from experience" Learning is one of the sensitive factors. and life cycle____as. The visual color. Factors towards motivating the consumers include many factors. and interpret information to form a meaningful picture of the world" The perception is the next process. Lifestyle: "A person's pattern of living as expressed in his or her activities. provided at the restaurant.
as well as in the meals and deals. Dissonance. then there is a clears difference In the taste. the behavior could be complex buying behavior and dissonance reducing buying behavior. we take McDonald and Subway. "Consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived difference among brands" 2. in case of KFC___being a fast food restaurant. "Consumer buying behavior in situations characterized by low consumer involvement in a purchase and few significant perceived brands difference" 4. market development. B/w Brands Decision Behavior Shown by KFC The buying decision process is quite complex. But let take it generally.reducing buying behavior.1. Like Fri-Chick. "Consumer buying behavior in situations characterized by high involvement but few perceived difference among brands" 3. Complex buying behavior." Market Penetration: . The involvement could be high and low as well. Dissonance. Habitual Buying behavior. then the behavior will be dissonance reducing. Variety-seeking behavior: "Consumer buying behavior in situations characterized by low consumer involvement in a purchase and significant perceived brands difference" High Involvement Complex Buying Behavior Low Involvement Variety-seeking Behavior Significant Diff. product development or diversification. It could be complex behavior. b/w Brands Dissonancereducing behavior Habitual Buying Behavior Few Diff. that provide fried chicken. xn-Product or Market Expansion Grid: "A portfolio planning tool for identifying company growth opportunities through market penetration. Complex buying behavior If.reducing buying behavior If we see KFC among the competitors.
"A strategy for company growth by increasing sales of current products to current market segments without changing the product. They are trying to cover major market segments in order to get more market share. Product Development: "A strategy for company growth by offering modified or new products to current market segment" KFC is following product development strategy as well. Diversification: "A strategy for company growth through starting up or acquiring businesses outside the company's current products and markets" As KFC is selling similar products with certain modification in menus only so it is not showing diversification. Existing Products Product Development . products in its menu." KFC is following market development strategy as it is increasing its outlets in different cities. It has added different new." They are providing areas for birthday party celebrations to attract more and more customers Market Development: "A strategy for company growth by identifying and developing new market segments for current company product.
a company classified its SBUs or products According to growth share matrix. Products of KFC We will like only those products of KFC which are their main products. These are Zinger Zinger Xtreme Chicken Burger Fish Burger Sub (60. Vertical axis: market growth rate provides a measure of market attractiveness.” Using Boston Consulting Group (BCG) approach. cash cow.Existing markets Market development New Market XIII-Growth Share Matrix “ A portfolio analysis method that evaluates the company’s strategic business units in terms of its market share. question mark or dogs. SBU s are classified as star.80) Chicken Pieces Arabian Rice Fruit Salad HOT SHOTS Rice Spice . Horizontal axis: relative market share serves as a measure of company strength in the Market.
Zinger Xtreme 3. stars are 1. its clear that KFC has 3 stars. HOT SHOTS Cash Cow Cash Cows are low-growth. low-share businesses or products 1. Chicken Pieces Dog Dogs are low-growth. Rice Spice From above.80) KFC is investing high to finance their rapid growth. Arabian Rice 3. Zinger 2. Fish Burgers 2. Fruit Salad 2. The products in star have lose their market sh Question Mark Question mark is high-growth but low share businesses or products. 1. High share businesses or products In KFC. Chicken Burger 2. 3 question marks. Sub(60.Stars Stars are high-growth. high-share businesses or products 1. 2 cash sow and 2 dog products in BCG sho XIV-MARKETING STRATEGIES There are five alternatives concept under which organizations design and carry out their marketing strategi • Production concept • Product concept • Selling concept .
d r ie d w h e y a n d d rie d e g g w h ite s . g a rlic p o w d e r. "The marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than the competitors" KFC is following market concept as it is focusing on the customer and making improvements in the menus according to the need and wants of the customer. Arabian rice etc according to the demands of the customer. It has added in its menus as fish zinger. 1 0 0 % a /a /. S u p p lie d in fro z e n fo rm . believe in providing the. p a r tia lly h y d ro g e n a te d s o y b e a n o il. d e x tr o s e .• • Marketing concept Societal concept Production concept: "The idea that consumers will favor the product that are available and highly affordable" As for as KFC is concerned it is not following the production concept as the outlets of KFC are in pos hence their prices are also high. and feature improvements in products Features KFC is providing different and better taste. S E A S O N IN G S O r ig in a l R e cSip e : h e rb s a n d s p ic e s . Superior Quality to the valued consumers. . s o d iu m b ic a rb o n a te . M ilk a n d EN o n fa t d r y m ilk . in providing the satisfaction and giving the value to the consu so. s o d iu m . so it does not follow selling concept. performance. As KFC provides fresh foods according to the needs of customers and earn profit through customer satisfaction. Marketing Concept. gg: H o t a n d S pC oyrn s ta rc h . salad. Pu : C H IC K E N A N D IT S P R O D U C T S L o c a lly p ro d u c e d a n d p ro c e s s e d c h ic k e n . It is providing hot &Spicy version of Chicken and providin Quality Level Quality level plays a vital role is. K F C F R E N C H F R IE S C O M P O S IT IO N P o ta to e s . S H O R T E N IN G re v e g e ta b le o il (s o y b e a n ). Product concept: "The idea that consumers will favor products that offers most in quality. H Figure 7 Selling Concept. D e x tro s e ic : M o d ifie d c o rn s ta rc h . "The idea that consumers will not buy enough of the firm's products unless it undertakes a large scale selling and promotion effort" Mostly the firms practice the selling concept when they face overcapacity. e x tra c tiv e s o f tu rm e ric . a lu m in u m p h o s p h a te . a lt.
They are providing funds to different schools and training institutes for the education of special children. consumer wants. Free food and gifts are provided KFC is also collecting donations to kill hunger for UNO at Pakistan . so its based on societal marketing concept. and society long-run interest" Like KFC Mall Road Branch is giving employment to disables only. Its sales grew by 10% in the current years and it has about 60% market share in local market in fried chicken. KFC Pakistan periodically visits the under privileged children along with chick to entertain them. "A principle of enlightened marketing that holds that a company should make good marketing decisions by considering consumers wants the company's requirements. The main Project of Faryad is tree plantation. Society Human welfare Societal marketing concept Consumers Company Want satisfactions Profits Figure 8 Three considerations underlying the societal marketing concept KFC is following societal marketing concept as it is considering company's profits. Society: hi Pakistan KFC is working for the human welfare also.Societal Marketing Concept. and society's interests. Consumers: KFC is making their customer satisfied by providing them high quality fresh food. consumer's long-run interest. Company: KFC is earning profit as well through customer satisfactions. creating awareness and cleaning the environment and traffic rules and regulation. Faryad is the environmental campaign started by KFC.
so it is competing with the prominent market signs. Product: KFC is doing well so far. in order to increase their market share. They should make their menu dynamic.Analysis & Recommendations Analysis: KFC is market leader in providing Fried Chicken. Its not only by lowering their prices. Price___of KFC is reasonable. It could be by. As KFC is addressing Fast Food. so KFC should adopt certain strategy to attract the consumers. employees. pizza hut has come up with "Chapli Kabab Pizza"_____addressing the local taste. introducing discount packages. . students and regular customers. It needs improvement in their Hot-Menu. New items should be introduced. if compared with other fast food restaurants. by varying the taste. for families. Like. provide certain extra value to the consumers. But as. like Pizza Hut and McDonalds. KFC should go for such innovation. price is always the primary concern for consumers. The membership cards can be used to. by introducing new meals_____after certain period of time.
Different modes of advertisements can be used for. KFC paying Rs. Conclusion KFC is providing employment to 1200 Pakistanis which adds up to 6000 Pakistanis directly dependant on KFC. promotions. KFC could use brand promoters. It will help in targeting the actual customers and potential customers as well. a company should strive for having more actual customers. Each new outlet developed by KFC Pakistan spends 40 million rupees that’s a massive amount for this industry.Placement is very important factor. KFC need to have more outlets.10 million to Govt. having a solid marketing department. at commercial areas. KFC should work for. KFC is also following marketing strategies. It would certainly be. Promotion: KFC has a large customer equity. for a company to increase its market share. triggering the community. All what is needed is a well established marketing department. in order to facilitate effective. It gives quality. . but being a market symbol. incremental factor for their sale. by targeting the right consumers. Mobile outlets can be effective addition as well. of Pakistan as direct taxes. KFC is leading in Fried Chicken. From above analysis. They should organize and run advertisement campaigns. variety and fresh meal as of its competitors. it’s clear that KFC and Pakistan are growing together. segmenting the market to segmentation variables and increasing their market share. 95% of its food and packing material is used in KFC Pakistan is produced locally which sums up to purchase of 35 million per month. KFC can setup. So KFC is doing well at Pakistan. promotional campaigns.
WWW. MALL ROAD. 4. KFC. LAHORE.KFC.COM WWW. PRINCIPLES OF MARKETING by PHILIP KOTTLER & GREY ARMSTRONG .References 1. 3. BUSINESS UNIT MANAGER.COM NAVEED IQBAL. 2.KFCPAKISTAN.
Project of Marketing Page 27 of 27 National University of Modern Languages .
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