kenLuckv lrled Chlcken

lour 's Cf MarkeLlna Mlx

lteseototloo bv
1 Md 1anveer
2 Aman ullah Aman
3 1anbln SulLana
4 Shah Savmom Mohammed
000l kf0
% klC CorporaLlon or klC founded and also known
as kenLuckv lrled Chlcken ls a Chaln of fasL food
resLauranL based ln Loulsvllle kenLuckv
klC ls a brand and operaLlna seamenL called a
concepL" of ?um! 8rands slnce 1997 when LhaL
companv spun off from epslCC
klC prlmarllv sells chlcken ln from of pleces warps
salads and sandwlches
Jhlle lLs prlmarv focused ls frled chlcken klC also
offer a llne of roasLed chlcken slde dlsh and
desserLs
lood fun lesLlvlLv Lhls ls whaL klC ls all leadlna
Lhe markeL slnce lLs lncepLlon klC provldes Lhe
ulLlmaLe chlcken meals for a chlcken lovlna naLlon
000l kf0
kf0 10889
1odav klC ls Lhe world's laraesL and mosL well
known chlcken resLauranL chaln wlLh more Lhan
10000 locaLlons worldwlde ln 78 counLrles klC
and lLs franchlsees emplov more Lhan 200000
people worldwlde
klC serves more Lhan 43 bllllon pleces of chlcken
annuallv Lo approxlmaLelv 12 mllllon cusLomers
en[ov Lhelr flnaer llckln' aood" chlcken a dav
worldwlde
kf0 l 880l88080
1ranscom loods LlmlLed a concern of 1ranscom
Croup ls Lhe franchlsee of klC ln 8analadesh
1he flrsL ever klC resLauranL has been opened ln
SepLember aL Culshan uhaka wlLh a seaLlna
capaclLv of 178 persons
klC resLauranL has been opened ln 2009 aL
Lalkhan 8azar clrcle ChlLLaaona wlLh a seaLlna
capaclLv of 120 persons
ln Lhe comlna davs klC plans roll ouL more
resLauranLs ln 8analadesh
880 $l8l0M0l
1o esLabllsh ln 8analadesh our poslLlon as Lhe leadlna
J;S8 (JesLern ;ulck Servlce 8esLauranL) chaln
servlna aood value lnnovaLlve chlckenbased
producLs ConslsLenLlv provldlna a pleasanL dlnlna
experlence wlLh fasL frlendlv servlce ln a clean and
convenlenL locaLlon AL all Llmes we musL be
dedlcaLed Lo provldlna excellenL servlce and
dellahLlna cusLomers"
0l00l;0`8
8ulld an oraanlzaLlon dedlcaLed Lo excellence
ConslsLenLlv dellver superlor quallLv and value ln
our producLs and servlces
MalnLaln a commlLmenL Lo lnnovaLlon for
conLlnuous lmprovemenL and arowLh sLrlvlna
alwavs Lo be Lhe leader Lhe markeL place chanaes
CeneraLe conslsLenLlv superlor flnanclal reLurns and
beneflL our owners and emplovees
'8l008
locus all our resources Lo our resLauranL operaLlons
because LhaL ls where we serve our cusLomers
8eward and respecL Lhe conLrlbuLlons of each
lndlvldual aL klC
Lxpand and updaLe Lralnlna wlLh Llme and be Lhe
besL we can be and more
8e open honesL and dlrecL ln our deallnas wlLh one
anoLher
'8l008
CommlL ourselves Lo Lhe hlahesL sLandards of
personal and professlonal lnLearlLv aL all Llmes
Lncouraae new and lnnovaLlve ldeas because Lhese
are Lhe kev Lo our compeLlLlve arowLh
8eward resulLs and noL slmple efforLs
uedlcaLe ourselves Lo conLlnuous arowLh ln sales
proflL and slze of oraanlzaLlon
Jork as a Leam
100 08!$ !70078M
Champs sLands for Lhe slx unlversal areas of
cusLomer expecLaLlon common Lo all culLures and
all resLauranL concepLs 1hev are
1 Cleanllness
2 PosplLallLv
3 Accuracv
4 MalnLenance of laclllLles
3 roducL ;uallLv
6 Speed of Servlce
f007 !`8 1 870l0
1he markeLlna mlx ls aenerallv accepLed as Lhe use
and speclflcaLlon of Lhe 4's descrlblna Lhe sLraLealc
poslLlon of a producL ln Lhe markeLplace
1 roducL
2 rlce
3 lace
4 romoLlon
f007 !`8 1 870l0
% Ind|v|dua|
commun|cat|on
% Mass commun|cat|on
% 8rand management
% Corporate |dent|ty
% Ind|v|dua|
commun|cat|on
% Mass commun|cat|on
% 8rand management
% Corporate |dent|ty
% D|str|but|on channe|
% D|rect sa|e
% Ind|rect sa|e
% Lcommerce
% D|str|but|on channe|
% D|rect sa|e
% Ind|rect sa|e
% Lcommerce
% Cost recovery pr|c|ng
% enetrat|on pr|c|ng
% r|ce sk|mm|ng
% Cost recovery pr|c|ng
% enetrat|on pr|c|ng
% r|ce sk|mm|ng
% roduct var|at|on
% roduct
d|fferent|at|on
% roduct |nnovat|on
% roduct e||m|nat|on
% roduct var|at|on
% roduct
d|fferent|at|on
% roduct |nnovat|on
% roduct e||m|nat|on
roducL rlce
romoLlon lace
!70800l
AnvLhlna LhaL can be offered Lo a markeL Lo saLlsfv a
wanL or need
klC's speclalLv ls frled chlcken served ln varlous
forms
klC's prlmarv producL ls pressurefrled pleces of
chlcken made wlLh Lhe Crlalnal 8eclpe
klC also offerlna LxLra Crlspv` Colonels Crlspv
SLrlps Zlnaer buraer and veaale buraer
00078000 $00M0l8l0
klC has ouLleLs lnLernaLlonallv and sells lLs producLs
accordlna Lo aeoaraphlc needs of Lhe cusLomer
ln 8analadesh klC focuses how aeoaraphlcallv lLs
cusLomers demand dlfferenL producLs ln uhaka
Chlcken ls Lhe maln selllna producL whlle ln Lhe
ChlLLaaona Zlnaer buraer lLem sell more Lhan Lhe
Chlcken
0M0078000 $00M0l8l0
ln demoaraphlc seamenLaLlon Lhe markeL ls dlvlded
lnLo aroups based on an aae aender famllv slze
lncome occupaLlon rellalon race and naLlonallLv
klC dlvlded Lhe markeL on demoaraphlc basls ln Lhls
wav
Aae ls beLween 6 Lo 63
lamllv slze ls 1 Lo 2 3 Lo 4 3+
lncome ls 8u1 13000 n above
lamllv llfesLvle ls almosL all
!89000078000 $00M0l8l0
ulvldlna a markeL lnLo dlfferenL aroups based on
soclal class llfesLvle or personallLv characLerlsLlcs ls
called psvchoaraphlc seamenLaLlon
klC dlvldes markeL on basls of psvchoaraphlc
varlables llke
Soclal classupper and Mlddle class
LlfesLvle ls noL speclflc
ersonallLv ls amblLlous and auLhorlLarlan
18700l 870l
1he process of evaluaLlna each markeL seamenL's
aLLracLlveness and selecLlna Lwo or more seamenLs"
As Lhe ouLleLs of klC are ln posh area and prlces are
Loo hlah( overhead expensesrenL alrcondlLlonlna
emplovees) so klC LaraeLs upper and mlddle
classes 1araeL markeL depends upon slze and
arowLh raLe of populaLlon companv resources and
sLrucLural aLLracLlveness of markeL seamenL
870l !08l00
klC uses lLs aLLrlbuLes Lo oslLlon lLs roducL
lor a producL Lo occupv a clear dlsLlncLlve and
deslrable place relaLlve Lo
CompeLlna producLs ln Lhe mlnd of LaraeL consumer"
ln klC feedback ls Laken from Lhe cusLomer ln order
Lo know Lhe cusLomer demands and Lhen
lmprovemenLs are made ln producLs klC focuses on
pure and fresh food ln order Lo creaLe a dlsLlncL and
clear poslLlon ln Lhe mlnds of cusLomers klC has a
sLrona brand name and Lhev are leadlna Lhe markeL
ln frled chlcken
kf0 00
1he secreL of klCs worldwlde success ls due malnlv
Lo Lhree kev beneflLs quallLv LasLe and
convenlence
klC now offers a dlverse and lnLeresLlna menu
whlch lncludes
klC Speclals
Crlalnal 8eclpe/PoL Crlspv
Zlnaer 8uraer
Splcv 1hal Chlcken 8lce
1ower Zlnaer
kf0 00
1asLv llllers
SLrlps Chlcken
Colonel lllleL 8uraer
veaale 8uraer
AddCns
8everaaes
uesserLs
PoL Jlnas
1empLlna Meals
Combo 1 Lo 8
!700
rlce ls Lhe anv amounL of monev LhaL cusLomers
have Lo pav whlle purchaslna Lhe producL More
broadlv prlce ls Lhe sum of all Lhe values LhaL
consumers exchanae for beneflLs of havlna or uslna
Lhe producL or servlces
0M0078000 f80l078
Aae aenerallv Lhere ls no aae llmlL focus bv klC
1he LaraeL and focus ls on each and everv lndlvldual
ln a socleLv klC flnds lLs laraesL demoaraphlc ln Lhe
vouna anv socleLv
Cender 8oLh male and females are focused bv klC
aender dose noL plav anv role here
Pousehold Slze 1hls plavs a vlLal role ln Lhe
demoaraphlc facLor of Lhe klC aenerallv Lhev LaraeL
whole famllles raLher Lhan slnales 1hls belna Lhe
reason for Lhelr lamllv Meals whlch are baslcallv
bundle lLems served aL a nomlnallv cheaper raLe
000M0 f80l078
lncome lncome ls an lmporLanL kev facLor for klC
1hls facLor decldes whlch class ls Lo be LaraeLed ln
Lhe earlv rlse of klC Lhev focused on Lhe upper class
buL slowlv are lnLroduclna economv meals LhaL
aLLracL Lhe lower Lo mlddle classes
ConsumpLlon 8ehavlour lL esLlmaLes Lhe behavlour
of people Lhelr llklna and dlsllklna Lowards Lhe
prlclna of Lhe producLs
Ceoaraphlc locaLlon preference
urban
Seml urban
8ehavlour seamenLaLlon
1asLe consclous
;uallLv consclous
Class
ComblnaLlon of producL and quallLv
!700 $l78l009
MarkeL sklmmlna klC aloballv enLers Lhe markeL
uslna markeL sklmmlna klC producLs are prlced
hlah and LaraeL Lhe mlddle Lo upper class people
Craduallv Lhev Lrlckle down Lhe prlces focuslna on
Lhe mlddle Lo lower class people Lo peneLraLe boLh
sldes of markeL
00M00ll0
Je can compare Lhe prlce of Lhelr producLs wlLh
Mcuonald uomlnoes And lzza PuL lf Lhe
compeLlLor provldes Lhe same producL aL a lower
prlce Lhen Lhe oraanlzaLlon usuallv lower Lhe prlce
of lLs producL Loo
ln Lhe case of klC frled Chlcken ls lLs maln selllna
polnL and conLrols a monopolv over Lhe
8analadeshl fasL food markeL lL prlces lLs buraers
lrench frles and sofL beveraaes wlLh relaLlon Lo lLs
compeLlLors
008l 8880
klC prlce Lhelr producL keeplna dlfferenL polnLs ln
vlew Lhev adopL Lhe cosL base prlce sLraLeav
rlclna of Lhe producL lncludes Lhe aovL 1ax and
exclse duLv and Lhen comes Lhe flnal sLaae of
deLermlne Lhe prlce of Lhelr producL
1he producL are blL hlah prlced accordlna Lhe
markeL seamenL and lL ls also comparable Lo Lhe
sLandard of Lhelr producL ln Lhe cosL base meLhod
we lnclude Lhe varlable and flxed cosL
!l800
1araeL Areas
lree home uellverv" sLraLeav ls provlded bv klC ln
selecL counLrles
AccesslblllLv resulLlna ln several ouLleLs Lo caLer Lo
Lhe needs of people ln around he clLv
PecLlc llfesLvle of offlce aolna lndlvlduals Lhe fasL
food concepL saves Llme of preparlna food and alve
a consumer a full meal qulcklv
Lconomlcallv convenlenL Lo Lhe prlclna appeals Lo
Lhe manv classes of a socleLv
008l0
PecLlc llfesLvle of lndlvldualsalvlna Lhem more Llme
aL work and less sLress abouL walLlna for food
CommerclallzaLlon of urban an suburban markeLs
leadlna Lo more mldsecLor people LhaL flnd hlah
end eaLlna [olnL verv Lo expenslve
MldsecLor people are alwavs looklna for chanae
whlch klC provldes ln Lhelr ranae of fasL food
;uallLv consclous people ln urban areas are more
consclous abouL Lhe quallLv of food Lhan rural areas
urban areas are more populaLed Lherefore Lhev
help wlLh aLLracLlna hlaher revenues
!l800M0l 01 0ll0l8
uue Lo klC placlna lLself close Lo school colleaes
clnemas and markeLs whlch are mosLlv populaLed
bv Lhe vouna and Lhose who are ln hurrv klC en[ov
a larae number of fooLfalls evervdav
$l78l009
Clven Lhe compeLlLlve naLure of fasL food [olnL klC
uses Lhe push SLraLeav" Lo Lhem craLe
Awareness
8e dlfferenL
Sound aLLracLlve
0080l8
klC belleves ln llrsL Level Channels ln Lhe order
alven below
ManufacLurers
8eLallers
Consumers
0080l !700088
klC works on Lhe flow of operaLlon Lechnlques le
Cood CperaLlna Manaaer leads Lo Cood 1am
SelecLlon Cood Servlce Cood 1araeLs Cood
8evenues Lhrouah Lhe followlna lnLernal sLraLeales
1ralnlna
lncenLlve based LaraeLs
8ecoanlLlon for aood work
erformance based bonus
Lmplovee beneflLs Lo keep Lhem moLlvaLed
romoLlon
!70M0l0
romoLlon ls Lhe meLhod used Lo lnform and
educaLe Lhe chosen LaraeL audlence abouL Lhe
oraanlzaLlon and lLs producLs uslna all Lhe
resources of promoLlon
AdverLlslna
Sales romoLlon
ubllc 8elaLlons
LvenLs and Lxperlences
Coupons ulscounLs and 8undled packaaes
8;07l80
1he loao of Lhe smlllna Colonel ls probablv one of
Lhe mosL recoanlzed faces ln Lhe world and lnsLanLlv
brlnas Lhe lmaae of frled chlcken Lo one's mlnd
klC and lLs new companv [lnale flnaer llckln aood"
ls a frequenL announcemenL on
1elevlslon and 8adlo
rlnL LlecLronlc Medla
ln Pouse publlclLv and bv phone
Medla 8roadcasLs le 8lllboards llvers news
papers
lnLerneL le JebslLe Soclal slLe
$8l0 !70M0l0
klC uses Lhe followlna Lools Lo furLher enhance lLs
sales
remlums
LxhlblLs
Coupons
LnLerLalnmenL
All klC ouLleLs offer lLs cusLomers wlLh varlous
forms of lncenLlves Lo buv lLs Chlcken uslna
coupons LhaL one can acqulre afLer spendlna a
parLlcular amounL over a perlod of flxed Llme
cusLomers can en[ov Lhe beneflLs of free meals or
free addons AddlLlonallv Lhev provlde meal
vouchers and exclLlna offers ln Lhelr prlnL ads
At KFC, Promotion is the main tool to bring all
chicken lovers attention towards its delicious
one-of-a-kind product, the Fried Chicken.
!7l !70M0l0
00M00ll07
%he analysis of the competitors activity is and
important to do as to know the need and wants
of the customers.
Jorldwlde klC's ma[or compeLlLors Mcuonalds buL
Lhe sLaLemenL of markeLlna manaaer of klC ls LhaL
aL Lhls Llme we have few ma[or sLrona compeLlLors
lzza huL
Suaar bun
8oasL Cafe
MlC
870l $0870
33
27
18
14
8
ercentage of Market share
klC
Suaar 8un
lzza PuL
8roasL Cafe
MlC
!08l00 80
$N1 8$l$
SLrenaLhs
% ;uallLv of producLs
% Leader ln almosL everv
markeL
% llnaer llcklna LasLe as
Lhe oLher lnLernaLlonal
fasL food resLauranLs
ln aklsLan doesn'L
have LhaL klnd of
speclalLv ln lrled
Chlckens
Jeakness
% klC menu as lL serves
onlv chlcken relaLed
producLs buL lLs
compeLlLors llke plzza
huL and Suaar bun
8roasL cafe offer flsh
and cow meaL based
food also
% uue Lo huae
expanslon bv arowLh
sLraLeav Lhere ls much
pressure on
manaaemenL
deparLmenL ln Lerms
of P8M eLc
CpporLunlLles
% klC plavs an
lmporLanL role ln
lncreaslna
emplovmenL raLe of a
counLrv as lL hlres
persons from local
place Lo flll lLs sLaff So
Lhls aalns publlc
aLLenLlon and
aeneraLes aood wlll of
Lhe oraanlzaLlon
% llnanclallv klC ls aolna
verv sLable and sound
oraanlzaLlon so sLlll lL
has much opporLunlLv
of openlna new
ouLleLs ln dlfferenL
areas of aklsLan and
Lhe resL of Lhe world
bv relnvesLlna lLs
proflLs
@hreats
% rosperlLv of klC wlLh
ln a alven realon
depends upon lLs
economlc condlLlon of
Lhe counLrv so lf some
Lhlna bad happens Lo
lL lL can be
Lroublesome for klC
% klC reclpe ls sLlll a
secreL and lf some
one aeLs Lhls secreL
Lhen Lhls can plav
havoc wlLh Lhls
oraanlzaLlon
000l080
Cn Lhe whole klC ls Lhe name of LrusL for Lhe
cusLomers because Lhere ls no compromlse on Lhe
quallLv of Lhe food klC fullv concenLraLe on Lhe
quallLv of food LhaL's whv lL ls Lhe hall mark of
excellence amona Lhe cusLomers 1he suppller of
klC ls 1ranscom loods LLd 1hev have aood and
fullv furnlshed places for Chlcks Lo arow and flnallv
Lo provlde Lhere valued cusLomers
000l080
8v followlna such pracLlces klC ls provldlna a [usL
and equlLable envlronmenL for work and Lhrouah lLs
dlverslLv proarams alvlna back Lo Lhe communlLv aL
varlous levels uolna buslness lnLernaLlonallv means
Laklna sLock of Lhe local populaLlon and moldlna
vour menus and work pracLlces Lo sulL local LasLes
laws and reaulaLlons
1he besL maxlm here ls 1hlnk Cloballv AcL Locallv
kf0 00MM0708l8
;uesLlons?
lease!
108 00