Project of Marketing

Kentucky Fried
Chicken

Presented To:
Ms Tahira Umair

Program:
MBA

Group Members:
Ahsan Sarwar (Leader) 008
Ayyaz ul Haque 032
Atif Numan 029
M. Zahid 110
M. Afzal 080

COMSATS
Institute of Information
Technology Lahore
Dedication

To Our Beloved

Parents

&

Teachers
 Acknowledgement
We all are thankful to God Almighty

In this world, whether be a piece of art or literature, or any creative

work, it requires a lot of effort, dedication and imagination.
The credit goes to our honorable teacher Ms Tahira Umair, She
assigned and guided us with her vast knowledge and experience. We are
also very thankful to KFC staff Pakistan about the favorable condition and
friendly atmosphere.
 Executive Summary
It is for the whole situation to be discussed here, about all the work
done in the marketing plan, and in this content we make a executive
summary which explains about all the detail.

The KFC food product is one of the fast food manufacturers in all
over the world and also in Pakistan. They produce numbers of fast food
products. They have a brand name as KFC (Kentucky Fried chicken).

We have written the history of KFC and the products they offered
and we also written the micro and macro environment of KFC and the
marketing strategy is also discussed. It is also mentioned about the
products prices and places and promotion strategies. The BCG Matrix is
also drawn for product analysis.
 Table of Contents
Sr. No. Topic Page No.
1. About The Cupola
1
2. Business portfolio
3
3. Brand Name, Logo, Slogan,
4
Launching time, Target Market 4
4. KFC History
5
5. KFC Introduction
7
6. Branches of KFC in Pakistan
9
7. Product Line
11
8. Product Life Cycle, Price
Strategy 13
9. Micro Environment
14
10. Macro Environment
18
11. Marketing Strategy
22
12. Competitor Advantage, Analysis
24
13. Tools of promotion Mix
25
14. SWOT Analysis
26
15. Marketing Mix
30
16. BCG Matrix
50
17. Strategies for Growth &
53
Downsizing
18. Conclusion
56
19. Appendix
58
20. References
60

1
 About the Company
"CUPOLA"

Cupola
Cupola is a Dubai based multinational company involved in
several business including, oil gas exploration, plastic cards, retail markets
and food franchising. Cupola holds the master franchise rights to operate
KFC in Pakistan.

Vision:
Cupola creates value through change, challenging existing
paradigms and by applying vision, innovation and skilled execution. We
seek opportunities for investment where others do not look and we examine
these opportunities with open-mindedness, thoroughness and hard-headed
practicality.

Mission:
Our mission is to harness and reap the potential of the rapidly
developing markets of the Arabian Peninsula and South Asia. We apply a
regional focus to allow us to reap the potential of rapidly expanding markets
in the Arabian Peninsula and South Asia. In the mature capital markets of
Europe and the United States, we are well regarded as innovative and
creative niche investors. We believe in the minimization of risk: through the
depth of our senior management and the quality of our professional staff;
through exhaustive and through an emphasis on pre-feasibility.
What everyone in Cupola shares is an almost obsessive drive for
quality, an active consciousness of the team approach and a commitment to
our collective success. We strive continually to improve the tangible and
intangible returns for all our stakeholders

Business Portfolio

1. KFC
2. Indulge
3. My Super Store
 4. L'Occitane
5. LoLQiLo
6. CASE Bakery

Brand Name : KFC

Brand Logo :
Launching Time : 1996

Slogan : It's finger lickin' good.

Target Marketing :
Kfc target the young generation.
It target the early single segment that is upper class.

KFC
History
 6

History

The company was founded as Kentucky Fried Chicken by Colonel Harland

Sanders in 1952, though the idea of KFC’s Fried Chicken actually goes back to
1930. The company adopted the abbreviated form of its name KFC in 1991.
Starting in April 2007, the company began using its original appellation of
Kentucky Fried Chicken again for it’s signage, packing and advertisements in
United States as part of new corporate re-branding program. Newer and
remodeled restaurants will have the new logo and name while older stores will
continue to use the 1980’s signage. Additionally, the company continues to use
the abbreviation KFC freely in its advertising. Internationally the company still
known as KFC.

KFC came to Pakistan in 1996 with the first branch opening in Karachi
and later in Lahore. The franchise was a Pakistani owned and operated, Dubai
based company the Cupola Group, which owns licenses and its own restaurants
throughout Pakistan and the Middle East. The company’s creative’s have been
changed significantly over the years to promote a Pakistani image rather than a
American one.

KFC
 Introduction

Introduction

Kentucky Fried Chicken is an American brand and the franchises

investment and management is local. Cupola Dubai Based Company owns and
operates KFC in Pakistan. An American Colonels Harland Senders founder of
KFC gives the concept. Now is visual image is associated. He was died in 1980.
KFC sell 100% Halal chicken in Pakistan. KFC buys chicken from local suppliers
and from local poultry industry. Over 95% of items buy from Pakistan. KFC
Pakistan has helped the local economy, construction to pap packaging. Important
items are produced and bought locally products, cooking oil, bakery products and
raw materials. It gives employment to 1200 people in various capacities in
Pakistan. KFC pays 15% tax to the government.
KFC is just one brand owned by Yum! Brand Inc. Yum! Brand also owns
A&W All-American Food Restaurants, Long John Silvers, Pizza Hut and Taco Bell
Restaurants and is the world largest restaurant company in terms of system units
with nearly 38500 in more than 100 countries and territories.
KFC Pakistan has contributed in providing Halal and hygienic products to
its managed this through proper training of its human resources. It provides a
family like environment where children can also come with alone and enjoy the
healthy and a hygienic food. Play areas are also provided for KFC Pakistan team
makes frequent school visit and educates the children by social issues.
Participating in social concerns like protecting the environment, it also supports
various social organization like care and kindness social handicapped children
(SOS and fountain houses) on occasion.

9
Branches Of
KFC
In Pakistan

10

Branches Of
KFC
 In Pakistan
Cities No. of Branches

 Karachi 18
 Lahore 9
 Hyderabad 1
 Islamabad 1
 Rawalpindi 2
 Sialkot 1
 Multan 1
 Peshawar 1
 Faisalabad 1
 Gujranwala 1
 Jhelum 1
 Sukhur 1
 Murree 1

11
 Company
Product Line

12
 Company Product
Line
In Pakistan KFC introduce following products that are………….

Sr. No. Products Prices (Rs.)

1) Zinger 290/-
2) Spicy Sub 110/-
3) Add On 40/-
4) Up Size 20/-
5) Twister 270/-
6) Nuggets 220/-
7) Hot Shots 175/-
8) Wings n Rice 150/-
9) Fish Burger 300/-
10) Rice n Spice 175/-
11) WOW! Meal 330/-
12) Chicky Meal 180/-, 190/-, 200/-, 210/-
13) Family Feast 1300/-, 1300/-
14) Mighty Zinger 360/-
15 Zinger Xtreme 310/-
16) Chicken Mania 330/-, 290/-
17) Chicken Burger 240/-
18) Corn on the Cob 75/-
19) Rice n spice with fish zinger strip 260/-

13

Product life cycle :

 Kfc introduced itself, has grown and now it is at
maturity stage for last few years in Pakistan.

Management in introduction stage :

Market entry was not a big problem for KFC as it
is a well-known international brand. In that stage they did
promoted through their own brand. Their promotion
statement was “KFC in Pakistan”

Management in the rise stage had to make

policy for head-on competition with McDonald’s. It opened
new branches and improved product line. In maturity - that
is the present - stage KFC makes more promotion and
focuses on aggressive competition with McDonald’s. It also
extended product line by introducing new product items.

Price 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

14

Micro
 Environment
 The Company
 Suppliers
 Competitors
 Customers
 Publics
 Marketing Intermediaries

15

 The Company:
KFC is a multinational company. Its first
branch in Pakistan was opened in 1996 in Karachi. It is run by Dubai Based
Company The Cupola Group. It have several branches in Pakistan. It is one of the
biggest Fast Food Company in Pakistan. It has a indirect competition with
McDonald’s. It provides different kinds of Deals in all over Pakistan. Some of
them are liked by children and some are liked by old people and some are liked
by youngsters. It is making progress day by day by delivering quality products. It
is being popular for many years because of its cleanliness, quality products and
its environment.

 Suppliers:
In Pakistan different companies supplies their products to KFC. These
products are used in KFC and people are satisfied by these products.

Suppliers Items
Pepsi Aqua Fina

Unilever Lipton(Tea Pack), Knorr(Ketchup),

Walls(Ice cream)
K&N’s Chicken

Nestle Milk

Made In China Furniture

16

 Competitors:

KFC
 Direct Indirect

Direct Competitors:

They don’t have any direct competitors in market

because it is the only company in Pakistan which deals in two types of foods that
are Sandwiches and Chicken Pieces.

Indirect Competitors:

In Pakistan they have only one indirect

competitor that is McDonalds. The reasons of their indirectly competition that
are they both deals in Sandwiches and both are the biggest Fast Food
companies in Pakistan.

 Customers:
In KFC Pakistan average age of group of people like
KFC foods but the KFC management only focus on Young Generation. Few
months a go they survey of their customers to know what age of people mostly
like KFC foods then came to know……….

Generation Percentage of interest

Youngsters 70 %
Children 20 %
Old People 5%

17

 Publics:

In Pakistan the people affect the growth rate of sale of KFC

by the following factors:
 Economic Factors:
Rising inflation rates, unemployment and poverty are
the major economic factors facing KFC. These are the reasons of economic factor
with which people interest are affected.

Inflation:
If the supply of the money is increased in market then the prices
of the products of different companies become high. With this KFC product’s
prices also become high and people are not able to purchase their products.

Purchasing Power:
If the people don’t have the ability to purchase or
they don’t have such purchasing power to have some fast food to eat other then
their basic needs. Then this is also effects the sales of the KFC.

Basic Needs:
In Pakistan people with average income they firstly prefer to
fulfill their basic needs and then if they have such ability to buy any product of
KFC. Otherwise it will be effect the sale of KFC.

 Marketing Intermediaries:
Market Intermediaries
includes manufacturers, producers, wholesalers and retailers. KFC is run by
Dubai Based Company The Cupola Group. They are manufacturer and producer
and also wholesalers. KFC have its own franchises which are owned by Cupola
Group and they provide facility to their customers at their restaurants and they
also provide facility to deliver the goods at customers place.

18
 Macro
Environment
 Demographics
 Political Forces
 Natural Forces
 Technological Forces
 Economic Forces
 Cultural Forces

19

 Demographics:
In Pakistan some of the following things are
different and some are same as KFC provide in foreign countries.
 Points Answers
Age of Workers Same (18 to 35)
Interior or Exterior Design Different
Environment Different
Product Quality Same
Product Size Same
Services Same
Religion Every
Group of people Every

 Political Forces:

Points Answers
Any threat No
*1) Any support by Gov’t Yes
*2) Any effect Because Of Political Instability Yes

Examples:

*1) In 1996 when 1st branch of KFC was opened in Karachi, this is just because of
help by Government. Without the help of Government may be they couldn’t open
KFC.

*2) As we can see that now a days in Pakistan there is a political instability, which
effects the growth of every business as well as KFC.

20

 Natural Forces:
 When any natural forces came in Pakistan
like earth quake, floods, thunderstorm etc KFC face a bad effect on their sale but
their customers have same kind of interest in their food.

Points Answers
Effect on customers interest No
Effect on sales or profit Yes
Effect on goodwill No

Example:

When the Earth Quake came in Pakistan in 2005 the people were
afraid of the Earth Quake. Many people were died and many were injured so for
this reason they didn’t go to any restaurant or any where for outing for many
months. With this KFC had a bad effect on their sale.

 Technological Forces:
In today’s era any company
should focus in technological department because this is very important for the
growth of business of any kind. KFC have adopted technological method to
increase their business all over the Pakistan. They advertise them selves through
internet, television, radio etc; with this they have a big effect in their sale n
growth.

Points Answers
*1) Important in present Era Yes
*2) Effect on sales Yes
*3) Source of advertisements Yes

21

 Economic Forces:
 The Economic forces plays very
important role in our economy. Rising inflation rates, unemployment and
poverty are the major economic factors facing KFC. When the price of petroleum
increases it effects on prices of KFC’s products. These are the reasons of
economic factor with which people interest are affected. Following are the
conditions which effects the sale of KFC in Pakistan.

Points Answers
Unemployment Yes
Increase in petroleum prices Yes
Devaluation Yes

 Cultural Forces:
In Pakistan our culture is different as
compared to Western and European culture. That’s why KFC Pakistan introduce
different culture I our country. Following are the factors which effects the sale of
the KFC.

Factors Answers
Western and European Culture Yes
Haram Products Yes
Hard Drinks Yes

22
 Marketing
Strategy
 Market Segmentation
 Market Targeting
 Market Positioning

23

Market Segmentation:
 The company must first decide
who it will serve. It does this by dividing the market in to segments of customers
and selecting which segments it will go after. Some people think of marketing
management as finding as customers as possible and increasing demand.
KFC choose those areas where they can find such suitable place in
which traffic is more and population of that area is also high and as well the
environment and the society where the people can afford their products. Those
colonies where people like fast food.

 Market Targeting:
After segmentation the next step is
targeting the market. Targeting means which segments to go after. In targeting
the marketer select the customers on which they have to focus. They target the
people who are interested in their products.
KFC target the different groups and age of people for their products.
They provide a lot of fast food products for every age of people. They also target
the children and give them the facility to play at their restaurants and also give
the toys with their deals. They have small deals for children. They also target the
youngsters and families as well. They provide them friendly environment and
quality product by which they are attracted.

 Market Positioning:
A products position is the way the
product defined by consumers on important attributes, the place, the products
occupies in consumers minds relative to competing products. Some companies
find it easy to choose a differentiation and their positioning strategy.
KFC is one of the most popular fast food companies in Pakistan. In
earlier days they work hard to find the better position in market. They always try
to compete the McDonald’s which is also a well reputed fast food company and
which is its indirect competitor. But KFC progress is very well in past few years;
they give quality products and satisfy their customer’s needs to get a better
position in market.

24

Competitive Advantage:
 .1 Taste of food
.2 Consistency of food
.3 More Branches

Competitor analysis:
Any Organization cannot enjoy the business
without competitors. No organization can afford to ignore
there competitors. It is very important for a marketing
managers to monitor the activities of there competitors,
what they are doing? KFC adopted such sort of strategy that
there is no competitor for spicy chicken, which is made by
KFC. KFC beats its competitors through the revising
marketing strategy at every movement but the main
competitor of KFC is Mc Donald’s.

KFC McDonalds
Spicy ProductsPakistani people Burger and French Fries
like spicy products instead of
boiled food

Arabian Rice and Zinger Burger Big Mac

Chicken is eaten by every Beef is banned in some

community community

Local Staff and Highly Qualified Its Staff consist of simple

because local staff can better deal Graduates and give them training
with the customers

KFC uses Top to Bottom and McDonalds Uses Top To Bottom

Bottom to Top Approach in Approach.
Management.

25
 Tools Of Promotion Mix

1. Sales promotion

For sales promotion KFC has introduced

different strategies such Ramadan Package, Birthday
Package, Midnight Package and many other. Also they have
introduced goods like watches , keychain, coffe cup, T-shirt,
toys e.t.c to the customers

2. Advertisement

i. Press advertising

Jang (Karachi, Lahore & Rawalpindi):

The news (Karachi, Lahore & Rawalpindi):

ii.Hoardings

In addition to regular hoardings, temporary hoardings

for 2-3 months have also been taken.
 26

SWOT
Analysis
 Strength (Internal Environment)
 Weakness (Internal Environment)
 Opportunities (External
Environment)
 Threats (External Environment)

27

 Strength (Internal Environment):

 Product Quality:
There products are branded and they are of high
quality, and satisfy the customers needs. Due to the good quality they have
a brand loyalty.

Brand Name:
It has a brand name which distinguishes them from
other brands .it uses price skimming and earns higher profits from other
companies due to their brand name.

Superior services:
The staff is well trained and does their work on
time. It uses electronic media to record their transactions which increase
their efficiency. Their senior staff is highly educated and well experienced.
There deliveries are on time and customers do not have to wait for long
time.

Courteous:
The behavior of the staff of KFC is courteous with their
customers and they always attract the customers by their courteous
behavior.

Management:
The management and maintenance of KFC is very
well. They manage the staff with great care and they also maintain their
restaurants by good management.

28

 Weakness (Internal Environment):

Ill cleanliness:
Their floors are not so cleaned .their cleanliness
standard does not match with those of their competitors. Their kitchen is not dirt
free as compare to McDonalds. The atmosphere is not so comfortable, which
discourages many of their potential customers.

Expansions:
Their outlets are in limited areas whish does not
satisfy many of the customers wants. Customers have to cover a long distance in
ordered to reach their outlets.

Expensive:
Products of the KFC are so expensive that it is not
affordable by middle level people and it is out of range.

 Opportunities (External
Environment):
By increasing Branches:
For more expansion in business they
needs to increase their branches in different areas all over the Pakistan, where
people easily reach and doesn’t cover many distance.

Surrounding Location:
To expand their business the KFC must
clean their surrounding areas where they open their new branch because it
creates good impression on the customers.

29

More Facilities:
They needs to provide more facilities to their
customers for attraction such as internet, television and wide parking area and
should also expand the play land.
  Threats (External Environment):
Competitors:
The competitors are main threat for KFC; they have
to improve their product and services as compared to their competitors so that
they can get better position in market.

Political Instability:
It is another factor which is a great threat for
KFC in Pakistan because the government is not stay for long time and by the
change in the government the policies ate also change such as tax policy

Terrorism:
It is also a threat for KFC because Pakistan is instable
due to terrorism and terrorism affects all the aspects of the country.

International Factors:
These are also effects the KFC because
change in international policies and it effect the economy of the country which
leads to change in the behavior of the customer.

30
 Marketing
Mix
 Product & Price Information
 Place Information
 Promotion Information

31

 Product & Price Information:

KFC introduced
different kinds of products in Pakistan. Some of them are for family and some are
for individuals and some of them are for children. Products of the KFC in
Pakistan are discussed below with pictures.

Zinger:

In this product of KFC it have 1

Zinger Burger, 1 regular Drink and 1 regular Fries with a price of Rs. 280/-. It is
mostly liked by youngsters and old people. It is one of the most popular products
of KFC.

1) Spicy Sub:

It is also a product of KFC in

Pakistan. It is a burger with pieces of chicken in it with a lot of sauce which make
it so much delicious that it is liked by all people. Its price is Rs. 100/-. It has only
burger and nothing more.

32
 2) Add On:

In this product of KFC they provide

many foods like Scope of Walls, Fruit Salad, Arabian Rice, Cola Slaw and as well
as Corn on the Cob. These foods are liked by all people whether they are children
or youngsters or old people. If you want to purchase any deal of KFC then you
can add one of these foods with your deal and you have to pay only Rs. 40/- of
each add on.

3) Up Size:

This is also a product of KFC. This

is for up sizing your drinks or fries. Most of the people like this offer. On
purchasing any deal of KFC if you want to up size your drinks and fries then you
just have to pay Rs 20/- which is not too much.

33
4)Twister:

Twister is also a deal provided by

KFC. In this deal KFC provide drink, fries and as well as a roll. In roll
they added a piece of chicken and some vegetables which makes it so
much delicious

5) Nuggets:

In this deal of KFC they provide

nuggets and as well as drink and fries. This deal is mostly liked by
children. Nuggets are in shape of Star. Its price is Rs. 210/-.

34
6) Hot Shots:

In this deal of KFC they provide

one bucket of chicken pieces which contains at least 25 hot shots, this
deal is mostly for family or group of people. Its price is Rs. 175/-.

7) Wings n Rice:

In this deal that offer a bowl of

rice. Its price is only Rs. 150/- and it is mostly liked by young generation .

35

8) Rice n Spice:
 In this deal of KFC they offered a
bawl of rice. The rice are spicy and also they added some chicken pieces
in it which makes it so much delicious. Its price is Rs. 175/- and it is
mostly liked by family and old people.

9)Fish Burger:

This is also a deal of KFC provided

in Pakistan. In it they offered one fish burger and one drink and one fries.
It cost only Rs. 300/-.

36

10) WOW! Meal:

 It is one of the most popular and
famous deal in Pakistan. In it they offered one chicken piece with one
chicken burger, drink and fries as well. All age of people like this deal and
it cost only Rs. 320/-.

11) Chicky Meal:

Chicky Meal is a deal which is

especially for children. There are four types of chicky meal which is being
offered by KFC in Pakistan. One is of Rs. 180/- and others are of Rs.
190/-, Rs. 200/- and Rs. 210/-.

37

12) Family Feast:

 This deal is especially provided for
family and group of people. In it there are two types. One is of Rs. 1300/-
and other is also of Rs. 1300/-. This deal is also one of the most famous
products of KFC.

13) Rice n Spice with fish zinger strip:

It is Rice and spice with fish zinger

strip which is also a product of KFC. It is also liked by Children and
Young people. Its price is Rs. 260/-,

38

14) Mighty Zinger:

 Mighty Zinger is mostly liked by
young and old generation. In it they offered one Zinger Burger with
double chicken pieces added in the burger and a drink and a fries. It cost
only Rs. 360/-.

15) Zinger Xtreme:

Zinger Xtreme is also one of the

mos famous deals of KFC in Pakistan. In it they offered one big burger
with a drink and a fries. It cost only Rs. 310/-.

39
16) Chicken Mania:

This deal mostly liked by old

people and children. In it they provide 3 chicken pieces with one bun and
one drink and one fries. It have two types one is of Rs. 330/- and other is
of Rs. 290/-.

17) Chicken Burger:

This is also a deal of KFC in which

they offered one drink, one fries and a chicken burger. This deal is mostly
liked by young generation and old people. Its price is Rs. 240/-.
 40

18) Corn on the Cob:

In this deal KFC offered a corn

on the cob. This is just a simple deal. This deal is not so much famous but
some people purchase it just for taste. Its price is Rs. 75/-.

20) Zinger Madness:

This deal is a star product of KFC.

In it they offered one chicken burger, in burger they added a chicken piece and
with this they also give a drink. It is just of Rs. 150/-. This deal is liked by every
age of people.

41
  Place Information:
In Pakistan there are many branches
of KFC in different cities. Karachi have the most number of branches all over the
Pakistan. Following are the detail of the branches of the KFC in Pakistan is
discussed below.

1) Karachi:
Clifton:
SA-2, See Breeze Centre,
F1-17, Block - 5,
Kh-e-Roomi, Clifton,
Karachi.
For Delivery:
Ph: 111-KFC-KFC
(111-532-532)
Chicky Fun Area
Tariq Road:
49-CA, Market Area,
Tariq Road, Karachi.
For Delivery:
Ph: 111-KFC-KFC
(111-532-532)
Chicky Fun Area
DHA:
P-56, Beach Avenue, Phase 5, DHA,
Karachi.
For Delivery:
Ph: 111-KFC-KFC
(111-532-532)
Chicky Fun Area

42

North Nazimabad:
Plot D-14, Block 2,
 North Nazimabad, Karachi.
For Delivery:
Ph: 111-KFC-KFC
(111-532-532)
Chicky Fun Area
Site:
D-119, Maghopir
Road, SITE,
Karachi.
For Delivery:
Ph: 111-KFC-KFC
(111-532-532)
Pechs:
Plot No. 14-A-1,
Block 6, PECHS, Karachi.
For Delivery:
Ph: 111-KFC-KFC
(111-532-532)
Chicky Fun Area
Main Rashid Minhas Road:
Millenium Mega Mall,
Main Rashid Minhas Road,
Adj. Drive in Cinema, Karachi
For Delivery:
Ph: 111-KFC-KFC
(111-532-532)
Chicky Fun Area
Clifton:
Shop # 11, Yousuf Grand Square,
Clifton, Karachi.
For Delivery:
Ph: 111-KFC-KFC
(111-532-532) Separate Party Area &
Chicky Fun Area

43

Cliftion:
Park Tower Drive Through,
 Shahrah-e-Firdousi, Cliftion , Karachi.
For Delivery:
Ph: 111-KFC-KFC
(111-532-532
Chundrigar:
Muhammadi House,
I.I.Chundrigar Road,
Karachi.
For Delivery:
Ph: 111-KFC-KFC
(111-532-532
Commercial Area DHA:
21-C, Street 26th,
Badar Commercial
Area, Phase 5, DHA, Karachi.
For Delivery:
Ph: 111-KFC-KFC
(111-532-532)
Chicky Fun Area
Korangi Industrial Area:
Plot 28N, Sector 16,
Korangi Industrial
Area, Karachi.
For Delivery:
Ph: 111-KFC-KFC
(111-532-532)
M.T. Khan Road:
PIDC Building, M.T. Khan Road,
Karachi.
For Delivery:
Ph: 111-KFC-KFC
(111-532-532)
Chicky Fun Area

44

Machs:
Plot 35-F, MACHS, Karachi.
 For Delivery:
Ph: 111-KFC-KFC
(111-532-532)
Separate Party Area & Chicky Fun Area

SMCHS:
Plot 6DA, 7DA, SMCHS, Karachi.
For Delivery:
Ph: 111-KFC-KFC
(111-532-532)
Chicky Fun Area
Khayaban-e-Ittehad:
88-C, 11th Street, Khayaban-e-Ittehad, Karachi.
For Delivery:
Ph: 111-KFC-KFC
(111-532-532)
Chicky Fun Area
Bahadurabad:
Shop # 9, Central Commercial Area,
K.C.H.S., Union Ltd, Block-3,
Bahadurabad, Karachi
For Delivery:
Ph: 111-KFC-KFC
(111-532-532)
Chicky Fun Area
Gulshan-e- Iqbal:
Plot # Z-C/8, Block 7, KDA Scheme # 24,
Gulshan-e-Iqbal, Karachi.
For Delivery:
Ph: 111-KFC-KFC
(111-532-532)
Chicky Fun Area

45
2) Lahore
Cavalry Ground:
 Property No. 77,
Commercial Zone,
Cavalry Ground,
Ext Lahore Cantt.
For Delivery:
Ph: 111-532-532
Chicky Fun Area
LCCHS:
160/2, Block 2,
Phase-1 LCCHS,
Lahore
For Delivery:
Ph: 111-532-532
Chicky Fun Area
New Garden Town:
Plot 27 A&B, Ali Block,
New Garden Town,
Lahore.
For Delivery:
Ph: 111-532-532
Chicky Fun Area
Gulberg III:
90-B/1 Gulbarg III,
Lahore.
For Delivery:
Ph: 111-532-532
Chicky Fun Area
Jail Road:
Plot No. 2,
Shadman 2, Jail Road,
Lahore.
For Delivery:
Ph: 111-532-532
Chicky Fun Area

46

Multan Road:
Opposite Toyota Ravi
 Motors, Near Shah
Pur Interchange Multan
Road, Lahore.
For Delivery:
Ph: 111-532-532
Mall Road:
70 - Copra Building,
The Mall Road,
Lahore.
For Delivery:
Ph: 111-532-532
DHA:
171/Y, Commercial Area,
Phase III, DHA,
Lahore.
For Delivery:
Ph: 111-532-532
Chicky Fun Area
Shadman 2 Jail Road:
Plot No. 2,
Shadman 2, Jail Road,
Lahore.
For Delivery:
Ph: 111-532-532
Chicky Fun Area

3) Hyderabad:
Thandi Sarak:
Unit No. 1,
Shah Latifabad,
Thandi Sarak, Hayderabad.
For Delivery:
Ph: 111-532-532 Chicky Fun Area

47
4) Islamabad:
Super Market:
 11 - United Bakery
Building, F-6/2, Super
Market, Islamabad.
For Delivery:
Ph: 111-532-532
Chicky Fun Area
5)Rawalpindi:
Arab Square Murree Road:
Plot 2732, Singapore
Plaza, Arab Square,
Muree Road Rawalpindi.
For Delivery:
Ph: 111-532-532
Chicky Fun Area
Pindi 2:
Satellite Town,
Pindi.
For Delivery:
Ph: 111-532-532
Chicky Fun Area
6) Sialkot:
Cantt:
Aziz Shaheed Road,
Cantt., Sialkot
For Delivery:
Ph: 111-532-532
Chicky Fun Area

48

7)Multan:
Multan High Court:
Railway Services Club,
Bahawalpur Road
Opp. Multan High Court,
Multan.
For Delivery:
Ph: 111-532-532
Chicky Fun Area
8) Peshawar:
Shadman Chowk:
University Road,
Burjaman Plaza
Near Shadman Chowk,
Peshawar.
For Delivery:
Ph: 111-532-532
Chicky Fun Area
9) Faisalabad:
People’s Colony:
Plot 2-D, Commercial D
Ground, People's Colony,
Faisalabad.
For Delivery:
Ph: 111-532-532
Chicky Fun Area
10) Gujranwala:
G.T. Road:
Near G.D.A Trust
Plaza, G.T. Road,
Gujranwala.
For Delivery:
Ph: 111-532-532 Chicky Fun Area

49

11) Jhelum:
Jhelum Bridge G.T. Road:
 Jhelum Cantt, Near
Jhelum Bridge GT Road,
Jhelum.
For Delivery:
Ph: 111-532-532
Chicky Fun Area
12) Sukkur:
Military Road:
Military Road, Near
Public School
Sukkur.
For Delivery:
Ph: 111-532-532
Chicky Fun Area
13) Murree:
Millenium Mall:
Millenium Mall,
Murree.
For Delivery:
Ph: 111-532-532

 Promotion Information:
At the end of the year when
the company earns the profit, they should separate the small portion from its
profit for the sake of promotion. After that it should conduct a meeting of
marketing managers. They must decide that how much portion is used in
different promotions. Following are the promotions on which they should focus
and spend money for their beneficial of business.

50

Streamers
Pylon
 Newspapers
Bill Boards

BCG
MATRIX
 Stars
 Cash Cows
 Question Marks
 Dogs

51

 BCG:
BCG is stand for “Boston Consultant Group”. Following are the
components of the BCG Matrix.
 Star:
Stars are high-growth, high share business or products. They often
need heavy investment to finance their rapid growth.

Cash Cow:
Cash Cow are low growth, high share businesses or products.
These established and successful SBU’S need less investment to hold their market
share. Thus they produce a lot gas that the company uses to pay its bills and to
support other SBUS that need investment.

Question Mark:
It is low share businesses units in high growth
markets. They required a lot of cash to hold their share. The management has to
think hard about which question marks it should try to build into stars and which
should be faced out.

Dogs:
It is low growth, low share businesses and products. They may
generate enough cash to maintain their themselves but do not promise to be large
sources of cash.

52

BCG Matrix:
STAR PRODUCTS QUESTION MARK
 Zinger Madness  Twister

CASH COWS DOG PRODUCTS

 Nuggets  Twister
 Chicken Soup
 Arabian Rice
 Fish Burger

53
 Strategy
For
Growth &
Downsizing
 Market Penetration
 Market Development
 Product Development
 Diversification

54
  Market Penetration:
When there is no innovation in
market and product such situation is called market penetration.

 Market Development:
Such as situation in which
market should be developed and product cannot be is called market
development.

 Product Development:
Such situation when there is
development in product but no development take place in market called product
development.

 Diversification:
The situation in which market and product
sectors are developed and newly take place called diversification.

55
  Functional Strategies for growth &
downsizing:

Market Penetration Product Development

 Lahore Barkat Market  Twister
Branch
 Lahore Barkat Market
 Zinger Madness Branch

Market Development Diversification

 Mirpur Branch  Mirpur Branch
 Zinger Madness  Twister

56
Conclusion

57
  Conclusion:
At the end we conclude that KFC is one of the
fastest growing Fast Food Company in Pakistan, which provide quality products
and quality services to its customers. It is biggest fast food chain in the world in
which we survey that they providing different deals to their customers. They have
several branches in all over the Pakistan. KFC makes progress in very short time.
During survey we take the information about markets strategies, segmentation
and targeting. We observe the micro and macro environment of KFC that how
they effected KFC and also mentioned the SWOT analysis and marketing mix.

58
Appendix

59

Questionnairs
Q#1 : Tell us about the mission and vision of the CUPOLA?
Q#2 : Tell us about the business portfolio of CUPOLA?
Q#3 : What is the logo of KFC?
Q#4 : What is the slogan of KFC?
Q#5 : what is the launching time of KFC?
Q#6 : Tell us about the current Marketing Mix?
Q#7 : What external and internal Factors affect your Brand?
Q#8 : What is the product line of KFC?
Q#9 : What is the competitive advantage you gain over competitors?
Q#10 : Which customer driven strategy your product follow?
Q#11 : What is your target marketing?
Q#12 : Which advertising media you used?
Q#13 : what is your price strategy at the time of launching?
Q#14 : Which promotion mix tool you used?

60

References
 1) M. Shah Rukh Hashmi
Asst. Brand Manager
27-A Ali Block
New Garden Town Lahore
Email: shahrukhhashmi@cupola.com.pk

2) www.kfcpakistan.com
3) www.cupola.com.pk