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Principle of Marketing

Introduction 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 World wide. Quality, service and cleanliness (QSC)represents the most critical success factors to KFC's global success. KFC has more than 11,000 restaurants in more than 80 countries and territories around the World. We Do Chicken Right

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

Presently KFC is branched out in nine major cities of Pakistan (Karachi, Lahore, Rawalpindi, Faisalabad, Multan, Peshawar, Sialkot, Hyderabad, and Islamabad) with 45 outlets nation-wide. Opening the first KFC outlet in Gulshan-e-Iqbal, Karachi in 1997, and KFC wore the title of being the market leader in its industry. Serving delicious and hygienic Presently KFC has provided employment to over 1200 Pakistanis, which adds up to 6000 individuals directly dependent on KFC Pakistan.

The Government of Pakistan receives over Rs.10 to 11 million per month from KFC Pakistan as direct taxes. Annual turn over in Pakistan 2.5 billion. KFC doesnt buy its supplies from Pakistan

To be the leading integrated food services group in the Asia Pacific region based on consistent quality products and exceptional customer-focused service.

To maximise profitability, improve shareholder value and deliver sustainable growth year after year. To be the leading integrated food services group in the Asia Pacific region based on consistent quality products and exceptional customer-focused service.

Institute of Management & Science

Principle of Marketing

1) Demographical Factors: Following factors included in the demographical factors of the pest analysis of KFC:a) Age: Generally there is no age limit which is focus by the KFC. They target & focus on each and every age of the society. But for somehow in our opinion they target heavily on the youngster as compared to the middle & old age. b) Gender: In this case they generally focus on the both Males & Females of the society & similarly target them. 2) Economical Factors: Following factors are included in the economical factors of the KFC:a) Income: Income is an important economical factor of the KFC. This factor decides which class KFC is going to target. In the early time of KFC they focusing on the upper class but they introduce some meal through which we can say that they target the middle & the upper level as well. b) Consumption Behavior: KFC also estimated the consumption behavior of the people, their liking and disliking and make decision accordingly. 3) Technological Factors: Following are the factors included in the technological factor of the KFC:a) Pace of Change: Pace of change mean rate of change. KFC has strategy to introduce new technology whenever they think that it is a time to introduce new technology. b) Research & Development: Research & Development is also an important factor in the Technological factor. KFC always support the work of research & development in order to introduce the new technology. 4) Political Factors: Following are the factor involve in the political factors of the KFC:a) Government Policies: Although KFC is a foreign company, but they have to obey the policies of the Government where he run its business activities. KFC has handle this situation very tactfully and obey the policies of the Government as prescribe by the government in order to run this kind of business. c) Political Stability:

Institute of Management & Science

Principle of Marketing
Political stability is very important if KFC want to become the leader in fast food business in Pakistan. So this is also an important political factor. 5) Ethical/Legal Factors: Following are the important factors which is included in the ethical/legal factor of the KFC:a) Business Law: Just like the Government Policies the business units which is working in Pakistan also regulate the law regarding the nature of business. KFC also fulfills this factor. b) Social Responsibilities & Ethics: Social Responsibilities & Ethics are the important factor. KFC tries his level best to this factor. 6) Social/Cultural Factors: Social/Cultural Factors includes the following things:a) Social Class: As we discuss earlier that KFC target all the class including the upper class, upper middle and lower middle class etc. b) Culture: Though the culture of KFC from where they come is different but they adopt the Pakistani culture also. c) Religion: KFC not only adopt the Pakistani culture but also the Religion as well. They offer Halal foods to the customers, which is the symbol that they adopted the Muslim religion.

KFC targets the young generation, as here in this country the young generation is more towards eating out and is more energetic. It targets the early single segment that is the upper class.

KFC does not need aggressive marketing or advertising because Brand is strong enough.

Previously they were focusing on single segment that was through Niche Marketing by offering Combo Deals. Now they are focusing more on other classes as well. They are dealing in masses by introducing value deals; most recently introduced Zinger Junior.

Colonels value combo meals introduced previously were expensive and so there were less sales but through their recent offers, they have increased the sales by offering low prices.

Institute of Management & Science

Principle of Marketing
Inflation highly affects the purchasing power of the customers. And here the purchasing power of many customers is low. To cover this major segment, they have introduced affordable meals, so that it is in reach of the masses.

The people here need a friendly and family restaurant, which must be affordable for them.

Karachi, Lahore, Rawalpindi, Faisalabad, Multan, Peshawar, Sialkot, Hyderabad and Islamabad

Age: There is no age limit. It focuses on people lying under every age group. Gender: Focuses both genders. Family life cycle: It focuses on the whole family. Social Class: Upper class, upper middle and lower middle classes are focused.

Personality: Ambitious, self-confident and extrovert.

Benefits Desired: Taste and value for money. (Satisfaction > Expectation)

Their product is classified as consumer product as it has no intermediates. KFC offers specialty goods. The stock turn over of KFC is high. Price and quality of the product is always compared.

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Principle of Marketing
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)

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

KFC product line includes all chicken based products. Burgers: Chicken: Combos: Chicken Meals Sandwich Meals Family Meals 1 piece 2 pieces 5 pieces 10 pieces Zinger Burger Colonels Chicken Burger Colonels Fillet Burger SUB60 Zinger Jr.

The product mix strategies are in relation to: Competitors: KFC has a head-on competition with McDonalds so wherever they place their products; KFC goes there as well.

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Principle of Marketing
Locally in Pakistan 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. 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.

Line Extension: Through introducing new meals offers. Quality Assurance department does it. The department decides which product should be sold and when (seasonal products as rice and soups offered in winters). Functional modification: It is also decided by the Q.A. department to introduce new recipes. KFC has moved to masses rather than the original recipe.

Alteration of existing products:

Quality modification:

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.

KFC introduced itself, has grown and now it is at maturity stage for the last ten years in Pakistan.

Oldest and finest in Business High Goodwill Does not have any Core competitor In chicken serving Large Number of Outlets at prime locations

Institute of Management & Science

Principle of Marketing
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

Cheap and easy availability of labor Increase consumption of fast food has increased the market size

Entrance of New competitors into the market High political instability/uncertainty.

Institute of Management & Science