ABSTRACT

In this assignment we will break down KFC into the

4ps of marketing on an international level.

Samreen Hashmat 26667

Principles of Marketing

4P’S OF MARKETING
Assignment 1
 KFC
KFC, which stands for Kentucky Fried Chicken, is a globally renowned fast-food restaurant
chain that specializes in fried chicken dishes. Founded by Colonel Harland Sanders in 1952,
where KFC franchise opened in the United States4. KFC has grown into one of the world's most
recognizable and beloved fast-food brands. Over the years, KFC expanded rapidly, both
domestically and internationally, thanks to its iconic “finger-lickin’ good” chicken and
innovative marketing.

The 4P’s of KFC

1. Product:
KFC's primary product is fried chicken. They offer a wide range of chicken products, including
Original Recipe Chicken, Saucy Chicken Wings, and Grilled Chicken. KFC adapts its menu to
suit local tastes and preferences. For example, in some countries, you might find unique menu
items like the "Zingeratha" (Tender boneless strips wrapped in a soft paratha) or regional spice
variations. KFC's ongoing introduction of new menu items contributes to the development of a
robust product strategy. Alongside chicken, KFC offers various side dishes such as French fries,
coleslaw, and corn on the cob. KFC provides a selection of beverages (sodas, iced tea) and
desserts (pies, sundaes, and cakes) to complement their meals. KFC's packaging prominently
features the company's logo, the image of Colonel Sanders, and its signature red and white color
scheme. This consistent branding reinforces KFC's identity and makes its products instantly
recognizable.

2. Price:
KFC adopts a value-based pricing strategy, balancing quality with affordability. Prices can vary
from country to country based on local economic conditions, competition, and customer
preferences. KFC targets mostly an upper- or middle-class audience. They often offer combo
meals that include a combination of chicken, sides, and a beverage at a discounted price
compared to ordering items individually. KFC generated a
revenue of approximately 2.83 billion U.S. dollars in 2022
so it is safe to assume that KFC has had a high profitability on the
worldwide scale.

3. Promotion:
KFC, being among the largest food corporations, markets itself extensively. The most of the
advertising is done through television commercials, papers, onlline promotions, and billboards.
They maintain active social media profiles to connect with customers and promote new products
and promotions. KFC sponsors various sports events and community activities to enhance its
brand image and reach a wider audience. KFC has sponsored the Australian Big Bash League
(BBL) as well as other cricket matches. KFC also offers discounts through multiple platforms
 such as bogo, go loot lo etc. KFC often utilizes its website and mobile apps for online ordering,
promotions, and loyalty programs.

4. Place:
KFC has a global presence such that there are at least 25,000 KFCoutlets in 147
countries and territories in the world. KFC
locations have all been deliberately placed near schools,
universities, workplaces, urban areas, shopping centers, transportation hubs, and tourist
destinations. This is because the youth consumes much more fast-food goods than the country's
older population. KFC primarily uses a franchising model, allowing local entrepreneurs to
operate and expand the brand in their regions, ensuring adaptability to local markets. KFC offers
delivery services through its own delivery networks and partners with third-party delivery
platforms to make its products accessible to customers who prefer takeout or home delivery
through online ordering.

Price
Product
Targets audience of middle and
Famous for their burgers, fries
upper class
and chicken
Combos are cheaper than
Has around 300 menu items
buying separately

KFC 4P MAP

Place Promotion

Has over 25000 outlets Sponsored on big game events

Placed in busy areas 3-party platforms sponsorship