LITERATURE REVIEW:

Marketing strategies:
Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See strategy dynamics. Fast-Food Marketing Strategies: More people than ever are eating meals outside their homes. According to Eric Schlosser, author of "Fast Food Nation," at least one quarter of American families eat fast food every day as of 2001. Fast food's popularity has largely resulted from companies successful marketing strategies. The fast-food companies' marketing focus efforts on what the average consumer wants: convenient, inexpensive food for families on budgets. 1. Convenience Fast-food companies know that people lead busy lives and thus want convenience in acquiring their daily meals. One marketing strategy centers on planning locations of fast-food restaurants within blocks of each other. Fast food is available virtually everywhere: malls, schools, hospitals and airports. Many restaurants are also open until midnight or later. Drive-throughs make fast food even more convenient for families and working adults on the go. 2. Catering to Children Fast-food chains spend a great deal of marketing to get children's attention. Many fast-food restaurants cater to children with expansions of kids' menus, which include everything from chicken nuggets to macaroni and cheese. Kids' meals usually include a toy that promotes a current children's movie or popular television show. Most kids meals also include a drink,

making them a deal for parents. Some restaurants have colorful indoor playgrounds that children love. Many fast-food chains have websites where children can play games, or offer games that children can download to their cell phone. 3. Advertisements Advertising is an essential marketing strategy for fast-food restaurants. Commercials with juicy burgers and golden french fries entice growling stomachs, and strategically placed billboards tempt hungry drivers on the highway. Some fast-food chains send coupons via mass mail. Companies also use radio commercials to advertise promotions to lure more customers. 4. Low Cost/More Product Fast-food meals are growing in size and costs are becoming lower, satisfying customers. Burgers can have three patties instead of two, and consumers can pay a few extra cents for a 6-oz. soda. Families can get a fried-chicken meal complete with dessert and sweet tea for four, all at a minimal cost. Many pizza restaurants offer specials for two-for-one pizzas.

Susan G. Komen for the Cure makes mockery of self with KFC pink washing campaign (opinion):

(Natural News) Susan G. Komen for the Cure has now crossed the line into asinine idiocy thanks to its new alliance with Kentucky Fried Chicken (KFC), where pink buckets of fried chicken are sold under the slogan, "Buckets for the Cure." I'm not making this up.

This idea that buying fried chicken is actually going to cure cancer is one of the most utterly idiotic health ideas yet witnessed in American pop culture. Komen for the Cure is so far gone from reality that the organization apparently doesn't even think twice about suggesting such an absurd idea. Eat more fried chicken, folks, and then what? Loading up on that kind of a diet is more likely to cause you to kick the bucket than to find a cure for cancer.

KF Susan G. Komen for the Cure makes mockery of self with KFC pink washing campaign (opinion) C sued for serving chicken fried in trans fats: According to a report by foodconsumer.org, KFC spokespeople regard the lawsuit as frivolous. A press release from the eatery declared that, "All KFC products are safe to eat and meet or exceed all government regulations, and we take health and safety issues very seriously." The suit demands that KFC clearly label their menu items that contain partially hydrogenated cooking oils, or stop using the harmful ingredient altogether. The KFC statement said that using a healthier alternative to their current cooking oil has been under consideration, but that there were " a number of factors to consider including maintaining KFC's unique taste and flavor of Colonel Sanders' Original Recipe, supply availability and transportation, among others."

KFC hits a century, eyes India market in a big way: BANGALORE: One of the world's largest chicken restaurant chains, KFC today announced the opening of its 100th store here and said it planned to grow aggressively in the Indian market to touch 500 stores by 2015. "We have grown from 50 stores in 2009 to 100 stores today. We plan to add 70 to 75 stores every year and aim at reaching the milestone of 500 stores by 2015," Unnat Varma, Director Marketing, KFC. KFC has been expanding in the cities where it is already present and also entering new ones. It plans to increase its presence from 21 cities now to around 75 cities by 2015. The company is keen on entering new cities like Indore, Madurai, Salem, Hugli, Mysore in the south and Kanpur, Allahabad in the north. Kfc India Menu Prices Delivery: Kentucky Fried Chicken (KFC) is a Famous restaurant in the world. KFC, founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, in the United States. KFC has been a brand and operating segment, termed a concept of Yum! Brands. KFC is present in 109 countries and territories around the world. KFC's specialty is fried chicken served in various forms. Kentucky Grilled Chicken This marinated grilled chicken is targeted towards health-conscious customers. Its history spans almost 80 years when it started

at Corbin (Kentucky-USA), in the 1930s. During this period the United States was under The Great Depression with almost 25% unemployment rate. It is an open secret that the KFC is made of a mix of 11 herbs & spices. The famous paper bucket that KFC uses for its larger sized orders of chicken and has come to signify the company was originally created by Wendy's restaurants founder Dave Thomas. Thomas was originally a franchisee of the original Kentucky Fried Chicken and operated several outlets in the Columbus, Ohio area. KFC Has Reasonable Good Menu Price Items.

BIBLIOGRAPHY:
Books: i. ii. Research Methodology Kothari C. R. The Principles of marketing management Kotler. Phillip & Keller.S

Websites: i. ii.
iii. iv.

http://www.kfc.com.
http://www.kfc.co.in http://www.kfc.co.in/aboutus.aspx http://www.kfc.com/contact /newsroom.aspx http://en.wikipedia.org/wiki/Marketing_strategy/kfc/fastfood

v.
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http://www.naturalnews.com/articles/kfc
http://studyparadise.com/management/articles/marketing+ Strategy/kfc/india/central+north

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http://www.naturalnews.com/019431_fast_food_trans_fats.html#ixzz1WoYdNc2f

References Adams Mike, the Health Ranger, Thursday, April 22, 2010, Editor of NaturalNews.com Arthur Hoyte , Tuesday, June 20, 2006, by: Natural News Mehra K Chirag, February 2010, Business Standard Ervinson Steve, Jan 2007, India Today