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Marketing Management

Executive Summary
The paper is entitled Factors Influencing Consumers Buying Pattern toward Fast Foods in Bangladesh, A Study on Kentucky Fried Chicken (KFC)covering the short history of KFC. And it is focusing on the basic factors that influence consumers buying pattern to the fast foods industry. It starts with the introductory terms of this report including objective and methodology of the study. In the profile of the company, it contains short history and information about basic strategy, technology, ownership as well as the foreign and native share holders of the company. Then accordingly in situation analysis, it refers a short circumstance analysis of the brand KFC strengths and weaknesses from an image perspective followed by the strength and weaknesses of product/service of KFC After it comes up with the concern factors influence consumers buying pattern. This paper focuses how cultural, social, personal, psychological factors bias the purchase decision of the consumer. The paper is also contains the buying decision process of KFC. In addition, the paper will define the marketing mix of the KFC. Lastly, the paper comes up with necessary recommendations and conclusion. List of sources of information is also attached at the bottom.

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Introduction
This report is assigned by Mr. Mahmud Zubayer, Assistant Professor, Department of Business Administration as a mandatory requirement of the Marketing Management [MKT201] course. The report has to be prepared based on the knowledge and experience gained from our MKT-201 course.

Objective of the study:


Since this is a formal study, the scope of the study was not so detail. We just tried to give overall scenarios of the KFC.

Primary Object: We try to gather information which will give primary ideas about KFC
as a fast food company. It includes the history of the company. Besides, we also try to focus on KFC as a Brand. We also cover strengths and weakness of the product and service of KFC.

Secondary/Specific Object: The specific object of this paper to understand the


influencing factors of consumers buying pattern towards the fast foods in Bangladesh. Specifically, KFC, one of the largest fast foods company in the world, how consumer take buying decision and by which factors they influence towards KFC in Bangladesh is the main objective of this term paper. Besides, another important object is to define the marketing mix of the KFC.

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Methodology OF the Study:


Methodology is the process or purpose of collecting of data and information which are required in connecting with finding tools for best possible situation of problem. Research method: We try to collect accurate and recent information that will help to understand the topic. Firstly, we gather every relevant data about the topic. Secondly, we convert the data into useful information for the paper. After that we try our level best to arrange the information according to the sample term paper. Finally, it may not be a full package rather we can assume it a best try to write this term paper. Primary sources: The sources we use to get information basically to make this paper. Text books of Marketing Management Internet & websites Journals Term Paper

Secondary sources: Alongside Primary sources, some other secondary sources we take help. University Library Graduate Teaching Assistant(GTA) Senior Students

Limitation of the study:


Not enough information Difficult to collect accurate and useful information Limitation to get internal information of the company Limitation of time Lack of in depth knowledge towards the concept and topic Not to make comparative analysis with other company

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Company Profile OF KFC


Kentucky Fried Chicken (KFC) stands for high-quality fast food in a popular array of complete meals to enrich the consumers everyday life. KFC strives to serve great-tasting, finger licking good chicken meals that enable the whole family to share a fun, uninhibited and thoroughly satisfying eating experience, with the same convenience and affordability of an ordinary Quick Service Restaurant.

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 Worldwide. Quality, service and cleanliness (QSC) represents the most critical success factors to KFC's global success.

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 Bangladesh 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).

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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 cannot 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.

In Bangladesh totally Chicken buy from Bangladeshi Poultry Firms, and also this Chicken is 100% Halal.

KFC in Bangladesh:
Transcom Foods Limited (TFL) started its journey in 2003 as a franchisee of Pizza Hut, the first International Chain Restaurant in Bangladesh, and went on to sign the contract to become the franchisee of Kentucky Fried Chicken (KFC) in the year 2006. Both Pizza Hut and KFC are subsidiaries of the worlds largest restaurant company Yum! Restaurants International. In a span of seven years, TFL has opened 4 Pizza Hut and 7 KFC outlets so far throughout the country

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Banani 13.0% Gulshan 20.4%

Dhanmondi 25.9% Uttara 16.7%

DOHS 24.1%

. Figure: Consumer from different area in Dhaka city TFL successfully launched the flagship KFC on South Avenue, Gulshan in September 2006. It has already won over the heart of the Dhaka crowd with its great tasting food, high standard of hygiene, cleanliness, terrific interior and of course excellent and affordable pricing. Following its enormous success in Gulshan, the second outlet was opened in Dhanmondi in November 2008, and yet another in Banani in December 2008. Most recently TFL has opened two outlets at Eskaton on February 2010 and another one is in Paltan.In 2011,TFL has open another two new outlets in Uttara and sea beach city of Bangladesh Coxsbazar.

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Strengths and Weaknesses of the brand from an image perspective:


Strengths:
Oldest and Finest: Kentucky Fried Chicken Ltd is the oldest and finest fast foods provider restaurant by maintaining high goodwill of their brand image. Company reputation: Kentucky Fried Chicken Ltd. has earned the status of a reliable fast foods service provider with the promise of serving quality fast foods to the consumer. Brand: the brand KFC reflects the image of high class and status. Market Share: KFC currently has the outstanding market share of BD among the fast foods industry. Satisfaction: KFC stays high as a satisfactory brand in most consumers mind through high quality service, innovative ideas and other benefits in affordable expense. Promotion effectiveness: Attractive promotional activities that reflects persuasive, informative and entertaining messages. Innovation effectiveness: KFC introduces innovative recipes and menus from time to time according to customers needs. Geographical Advantage: One of KFCs competitive advantages is international brand image. It considers as significant and prestigious to the customers, which is assured the business and ensures services to every outlets in Bangladesh. Culture: through its name it express that they come to provide quality fast Foods to all over the country to a specific level of people. Through this Kentucky Fried Chicken secure the perspective of culture. Multinational Organization: KFC Faces numerous advantages of being a Multinational Organization e.g. economies of scale, government incentives etc.

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Leverage Secondary Brand Association: KFC maintains a useful and efficient leverage secondary brand association. Loyal Customer: KFC creates a strong loyal relationship to the customer, through which they get a full bundle of customer satisfaction which results them high profit.

Weaknesses:
KFC has an image of costlier services. KFC has specific target customers, cannot reach to any target market because of an image which belongs to quality, prestige, status. It is very expensive and difficult to maintain the image of the brand. Whatever the situation or environment, KFC cannot compromise with their quality because of brand image. Because of leveraging secondary brand association, sometimes unwanted events can occur which may be creates negative image.

Strengths and weakness of the product or services

Strengths:
Ensure Quality product Ideal product offering considering number of people like menu for one person as well as for several persons. Provides world class Service to customer Innovative and effective service delivery to the customer Does not have any Core competitor In chicken serving Large Number of Outlets at prime locations Serves variety of items under single menu

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Weaknesses:
Presence of Multinational competitors in the market e.g. McDonalds(specialized not in chicken serving but in burgers) Imported raw material rise their prime cost Sometime unable to provide novelty into recipes The many sales of KFC lead to a confusing corporate direction. Conflicting cultures of KFC and Pepsi Co.

Factors Influencing Consumer Buying Pattern:


Cultural Factor:
Culture, subculture, and social class are particularly important influences on consumer buying behavior. Culture: Culture is the most fundamental determinant of a persons wants and behavior. However it is exposed to these broad cultural values: achievement and success, activity, efficiency and practicality, progress, material comfort, individualism, freedom, external comfort, humanitarianism, and youthfulness. Different cultures have different beliefs: for some cultures Non -Veg is completely prohibited, whereas chicken is the main food item. Different cultures permit different beliefs and norms. This reflects the consumption patterns of an individual Culture is a very important factor from the view of a marketer. As KFC entered Bangladesh, they studied the Bangladesh culture, the norms followed here, as in Bangladesh pork is not consumed, so they did not include the pork food items in their menu. Only adopt the Bangladeshi culture but also the Religion as well. They offer Halal foods to the customers, which is the symbol that they adopted the Muslim religion. East West University 9

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Subculture: Each culture consists of smaller subcultures that provide more specific identification and socialization for their members. Subcultures include nationalities, religions, racial groups, and geographic regions. Social class: Social classes are relatively homogeneous and enduring divisions in a society. They are hierarchically ordered and their members share similar values, interests, and behavior. As we discuss earlier that KFC target all the class including the upper class, upper middle and lower middle class etc. For middle classes they have launched a segment of products at cheaper rates. Social class is determined by Income Occupation Education Balanced level of all three creates awareness of new products and income gives the purchasing power. So, social class forms an important part of external influence on consumers buying behavior.

Social Factors
In addition to cultural factors, a consumers behavior is influenced by such social factors as reference groups, family, and social roles and statuses. Reference groups: Consist of all of the groups that have a direct (face-to-face) or indirect influence on a persons attitudes or behavior. Reference group is the one to which an individual refers. An individual adapts its self to the group he is in. His consumption patterns, taste, beliefs, behavior etc changes according to the group. Reference groups expose new behaviors and lifestyles, influence attitudes and self-concept.

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As the consumption pattern changes, person who was not fond of KFC may change according to eating habits of his group members. Even an individual develops a taste of his referent group. So the group has influenced people. Membership groups: Groups that have a direct influence, Some primary membership groups are family, friends, neighbors, and co-workers, with whom individuals interact fairly continuously and informally. Secondary groups: Such as professional and trade-union groups, tend to be more formal and require less continuous interaction.

Family The family is the most important consumer-buying organization in society. The traditions followed by family are carried forward in children. Family consuming non-vegetarian food passes this attitude to their children also. Many respondents told us that they are non-veg because of their family. So people developed their interest of going to KFC because they are non vegetarians. Small children go to KFC with their parent, which reflects that family plays an important role in decision making.

Roles and Statuses A person participates in many groups, such as family, clubs, or organizations. The persons position in each group can be defined in terms of role and status. A role consists of the activities that a person is expected to perform. Each role carries a status.

Personal Factors
Cultural and social factors are just two of the four major factors that influence consumers buying behavior. The third factor is personal characteristics, including the buyers age, stage in the life cycle, occupation, economic circumstances, lifestyle, personality, and self-concept.

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Figure: Model of Consumer Behavior

Age and Stage in the Life Cycle: People buy different goods and services over a lifetime. Occupation and Economic Circumstances: Occupation also influences a persons consumption pattern. In addition, product choice is greatly affected by a consumers economic circumstances: spendable income (level, stability, and time pattern), savings and assets (including the percentage that is liquid) debts borrowing power and attitude toward spending versus saving. Lifestyle: People from the same subculture, social class, and occupation may actually lead quite different lifestyles.

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Actualizers Fulfilled Achievers Experiencers Believers Strivers Makers: Strugglers

As the internal factors are considered, the change is food pattern are affected by attitudes and beliefs, but there is an important factor that has constantly changed many lifes of many people. People are now oriented towards Principles Status Action These are governed by income, education, intelligence, energy level etc.

Personality and Self-Concept Each person has a distinct personality that influences buying behavior. Personality is usually described in terms of such traits as self-confidence, dominance, autonomy, deference, sociability, defensiveness, and adaptability. Self-concept (or self-image) is related to personality. Marketers often try to develop brand images that match the target markets self-image. Consumer responses to brand images.

Psychological Factors
Psychological factors are the fourth major influence on consumer buying behavior (in addition to cultural, social, and personal factors). In general, a persons buying choices are influenced by the psychological factors of motivation, perception, learning, beliefs, and attitudes. East West University 13

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Motivation: For some, good food is one of the most important need because of this reason people like to try and experiment with their taste. Any new food joint is first visited by people who are internally motivated. Perception: A motivated person is ready to act, yet how that person actually acts is influenced by his or her perception of the situation. Individuals can have different perceptions of the same object because of three perceptual processes: selective attention, selective distortion, and selective retention. The people perceived KFC of international standards and created a mindset that KFC would serve food of good quality and taste.

Beliefs and Attitudes Through doing and learning, people acquire beliefs and attitudes that, in turn, influence buying behavior.
ATTITUDE FORMATION:

For years people in Bangladesh have followed the same Traditional food habits. Emphasis has always been given on the nutrition content of the food. Our values and beliefs have been carried forward from ages.
ATTITUDE CHANGE:

Now the emphasis is more on the taste than the Traditional nutrient values. With large no of entrants in Bangladesh, the consumption pattern of people has completely changed.With addition of good quality food in market, the mind set of people are changing and they accept these fast food joints a good place to enjoy their meal

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LEARNING

Behavior that results from Repeated experience Thinking. Over years people have learnt about KFC from their advertisements, their print media promotions. As KFCs tagline finger licking good has made people lean that it related to good taste.
DRIVE: for good food CUES: advertising symbols, established KFC as one of food leaders. RESPONSE: purchasing products at KFC REINFORCEMENT: repeat purchase.

THE CONSUMER BUYING DECISION PROCESS


Marketers have to go beyond the various influences on buyers and develop an in depth understanding of how consumers actually make their buying decisions. Specifically, marketers must identify who makes the buying decision, the types of buying decisions, and the stages in the buying process. Buying Roles: Marketers can identify the buyer for many products easily. We can distinguish five roles that people might play in a buying decision. An initiator first suggests the idea of buying the product or service. An influencer is the person whose view or advice influences the decision. A decider actually decides whether to buy, what to buy, how to buy, or where to buy. A buyer makes the actual purchase, while a user consumes or uses the product or service. Buying Behavior: Marketers also need to be aware that consumer decision making varies with the type of buying decision. Complex buying behavior Dissonance-reducing buyer behavior Habitual buying behavior Variety-seeking buying behavior

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THE PROCESS OF CONSUMER DECISION MAKING


Marketing scholars have developed a stage model of the buying decision process. However, we use this model because it captures the full range of considerations that arise when a consumer faces a highly involving new purchase.

Stage 1: Problem Recognition


The buying process starts when the buyer recognizes a problem or need. The need was hunger and the immediate satisfaction of hunger through fast food. Mainly targeted at chicken lovers. The traditional eating habits in Bangladesh have changed. Youngsters, now days want a hanging joint with good food. Growing fast food market: KFC came up as a Burger king.

Stage 2: Information Search


An aroused consumer who recognizes a problem will be inclined to search for more information. The Internal factors of Information Search by consumers are: Recall of advertisements/Print media. Some perceived KFC as high price, high quality. The External factors of Information Search are: Friends and Family. Public sources, including various product-rating organizations such as Consumer Reports.

Stage 3: Evaluation of Alternatives


Once the consumer has conducted an information search, how does he or she process competitive brand information and make a final judgment? There are several evaluation processes; the most current models view the process as being cognitively oriented, meaning that consumers form judgments largely on a conscious and rational basis. Comparing the food joints-Mc Donald, Wimpys and KFC.

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RATIONAL CHOICE : For burger or Non-Veg lovers. ATTITUDE CHOICE: Some people perceived it as high price, high quality products at KFC ATTRIBUTE CHOICE THEORY: By knowing the product well, as in the ingredients, hygiene factors, ambience etc. AWARENESS SET: Mc Donalds, KFC ,pizza hut, Nirulas, Wimpys, Subway. EVOKED SET:KFC, Pizza Hut, Mc Donalds. INEPT SET: Nirulas, Subway. INERT SET: Wimpys.

THE PROCESS OF CONSUMER DECISION MAKING

Stage 4: Purchase Decision


In the evaluation stage, the consumer forms preferences among the brands in the choice set and may also form an intention to buy the most preferred brand. However, two factors can intervene between the purchase intention and the purchase decision. The decision of buying a product at KFC was backed by many factors (as known by consumer survey)
SOCIAL SURROUNDINGS: The kind of people around i.e. including others present when a

purchase is made.
PHYSICAL SURROUNDINGS: Such as decor, music, and ambience, cleanliness etc

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ANTECEDENT STATES: Which include the consumers mood or amount of cash on hand?

Stage 5: Post purchase Behavior


After purchasing the product, the consumer moves into the final stage of the consumer buying process, in which he or she will experience some level of satisfaction or dissatisfaction. Post purchase Satisfaction: The buyers satisfaction with a purchase is a function of the closeness between the buyers expectations and the products perceived performance. If performance falls short of expectations, the customer is disappointed; if it meets expectations, the customer is satisfied; if it exceeds expectations, the customer is delighted. Post purchase Actions: The consumers satisfaction or dissatisfaction with the product after purchase will influence subsequent behavior. Satisfied consumers will be more likely to purchase the product again. A high correlation between satisfaction with the last brand bought and intention to re buy the brand. Dissatisfied consumers, on the other hand, may abandon or return the product; Post purchase Use and Disposal: Marketers should also monitor how buyers use and dispose of the product after purchase.
POST PURCHASE BEHAVIOUR POSITIVE FEEDBACK

Consumers were satisfied with the taste and quality of the food. Some people were even satisfied with the environment and the friendly attitude of people at cash counters.
NEGATIVE FEEDBACK

Some consumers found food as bland and oily. They found the chicken has been cooked earlier and kept it in warm environment. One of the respondent renamed KFC as BFC(badly fried chicken).

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MARKETING MIX:
Marketing mix consists of 4Ps. It contains everything a firm can do to influence the demand for its product. The 4Ps are: PRODUCT PRICE PLACE PROMOTION

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 pressurefried pieces of chicken made with the original recipe. The other chicken offering, extra crispy, is made using a garlic marinade and double dipping the chicken in flour before deep frying in a standard industrial kitchen type machine. (i) (ii) Product Planning: Their product is classified as consumer product as it has no intermediates. KFC offers specialty goods. The stock turnover 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). Product Strategy:

It was launched here as an innovative product. KFC has got one product line but later they introduced products in the same line to protect their market share. New product ideas are generated from: Customer services (comments cards) Gallops survey (mystery shoppers)

They have a Quality Assurance department that decides the new product innovation. Q.A. department prepares screening of new ideas and products feasibility report. This department does the technical evaluation (whether it is practical to produce the new product or not). The East West University 19

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products are tested externally by offering trials to customers by giving them free samples. KFC uses telemarketing, print media, billboards and most recently televised marketing for promotion. KFC adds a new product in its present assortment based on Their competitors Products adequate demand The satisfaction of key financial criteria Its compatibility with environmental standards

(iii)

Product Line:

KFC product line includes all chicken based products.

(iv) (v) (vi)

Burgers: Zinger Burger Colonels Chicken Burger Colonels Fillet Burger SUB60 Zinger Jr. Chicken: 1 piece 2 pieces 5 pieces 10 pieces Combos: Chicken Meals Sandwich Meals Family Meals

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(vii) (ix)

Desserts & Beverages: Fruit Salad Regular & Large Drink Regular & Large Mineral Water Tea Scoop of Walls Ice cream Coffee

(viii) Snacks & Side Orders: 5 & 20 Pieces Nuggets Arabian Rice 5 & 10 Pieces Hot wings Dinner Roll Regular & Large Fries Hot Shots Corn on the Cob Hot & Crispy Soup Cole Slaw Product Mix Strategy: The product mix strategies are in relation to: (a) Competitors: KFC has a head-on competition with McDonalds so wherever they

place their products; KFC goes there as well. Locally in Bangladesh KFC face a close competition with the local brands like AFC (Al-Baik Fried Chicken), Fried Chicks, Dixy Chicks etc which are producing more or less the same product as KFC. (b) (c) (x) (a) (b) Attributes: The brand KFC is so strong that it is the attribute itself. Place and Quantity: KFC products are based on high quality and prices. Product Mix Expansion: Line Extension: Through introducing new meals offers. Alteration of existing products: Quality Assurance department does it. The

department decides which product should be sold and when (seasonal products as rice and soups offered in winters).

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(c)

Functional modification: It is also decided by the Q.A. department to introduce new

recipes. (d) (xi) Quality modification: KFC has moved to masses rather than the original recipe. Contraction:

When the new deals or offers are not sold as expected, Q.A. department contracts the previous offers and introduces new offers. (xii) Change in Product Positioning:

KFC products were first offered to upper socio-economic group. Later, introducing discounted and lower price deals, they are now dealing in masses. So, KFC has traded down. In doing so KFC has used the same brand name and same high quality product. (xiii) Product Life Cycle: KFC introduced itself, has grown and now it is at maturity stage for the last ten years in Bangladesh. (xiv) (a) (b) (c) (d) (xv) (xvi) Product, Brand, Packaging and Labeling: Brand Name: KFC. Color: Red, white. Symbol: Colonel Harland Sanders 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 bestrecognized icons in the world. KFC is trademarked 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. (xvii) Brand Strategy: KFC is marketing the entire output under products own brand.

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(xviii) Complimentary branding: Pepsi & Nescafe. (xix) Packaging Strategy:

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. (xx) Labeling:

KFC does brand labeling. Some of its products also have informational labels such as Halal, Veggi Burgers and Chicky Meals.

PRICE:
Price is the any amount of money that customers have to pay while purchasing the product. More broadly, price is the sum of all the values that consumers exchange for benefits of having or using the product or services KFC Pricing Strategy: 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.

PLACE:
(i) Distribution Channel:

KFC has only one channel of distribution i.e. direct where the goods are transferred to the consumer directly. KFC has no middlemen. (ii) Distribution of Customer Goods and Services: 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 intends to further develop its mobile network nationwide through more such units

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(iii) Intensity Of Distribution: KFC does intensive distribution on its outlets. (All and everything on every outlet). (iv) Vertical Marketing System: KFC has corporate vertical marketing system because it is centrally owned by its subsidiary Yum Brands. KFC is affected by the geographic distribution (they have few outlets then its competitor McDonalds). The unit value of the items is comparatively lower then McDonalds. KFC has a well-equipped sitting area for the customers and a Chicky play area for the kids.

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 Sales Promotion Public Relations Events and Experiences Coupons, Discounts and Bundled packages An organization finds most of its meanings and survival through promotion.

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At KFC, Promotion is the main tool to bring all chicken lovers attention towards its delicious one-of-a-kind product, the Fried Chicken. 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 Colonels Spirit and heritage are reflected in KFCs 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 gives informative messages KFC does institutional advertising to stimulate demand. When KFC offers new products then it does product advertising. KFCs ads act as counteracts which means to drive the customer to KFC i.e. it uses pull advertising strategy.KFC have joint sale promotions with different companies like HP, Philips, Value Meals, Pepsi-Cola.

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Recommendation:
Some recommendations for the KFC senior executives are as given below: As KFC has a costlier brand, KFC may consider the price in terms of targeting more consumers in Bangladesh. KFC can launch more outlets not only in Dhaka as well as the other mega cities in Bangladesh. KFC can go for more promotional activities to attract more customers in Bangladesh. KFC should open the road street wheel based vehicle van restaurants in Bangladesh. If KFC expands their business, it will create more employment opportunities for the local people in Bangladesh. KFC can arrange technical and effective assistant to the people who want todo job in this fast foods industry.

CONCLUSION:
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 Bangladesh as well as in other countries Perception: Believe in value creation. Provide ultimate choice of quick service restaurants for consumers. Won the hearts of millions of Bangladeshis.

Sources:
Official web site of KFC :www.kfc.com Official website of Transcom Food Limited:www.tfl.com Text book: Marketing Management(13th Edition) by Philip Kotler East West University Library: On line Journal On KFC Information KFC outlet in Gulshan,Dhaka,Bangladesh.

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