KFC(Kentucky Fried Chicken) was built by Colonel Harland Sanders

at Corbin Kentucky in 1930. First franchise was opening in Utah in 1952. Kentucky fried chicken was sold Holbein in $ 285 in 1971. It sold to Pepsi co. for $850 million in 1986. Pepsi co. changed its name to yum brand in 2002. It become 2nd largest fast food chain restaurant in December 2011.

KFC enter into the market of India due to liberalization policy of the
government in 1990.

MARKETING STRATERGIESManaging Profitable Customer Relationship. The marketing mix accepted the four Ps describing the strategic position of a product in the marketplace. a. Product Anything that can be offered to a market to satisfy a want or need. KFCs specialty is fried chicken served in various forms.

b. Price The cost of KFC products use high pricing strategy but its not high overly. c. Place Most KFC restaurants are located in the source communities such as shopping malls, the petrol, and lodging en route. d. Promotion The promotion of KFC is quite varieties such as TV program, Internet, public relation, leatlet and etc.

Brand Equity. Strong Cash Flows. Interactive relationship marketing. Ranks highest among all chicken restaurant chains for its convenience and menu variety. Generate $1B each year

Recent drop in sales for KFC. Same Store sales declined. Lack of knowledge about their customers. Failed to rank in top 20 in growth in2000. Lack of focus on R&D.

Growth of 18-24 age demographic. Increase in U.S. median income. Domestic markets. Updating restaurants. Increase delivery service. Customer focus

Increasing wage rates directly affect menu price. 85% annual employee turnover for fast food market. Quality of Service Focus. Health Trend away from fried foods. Supermarkets and new competitors threaten HMR market.

KFC competitive situation is not that much intense. It has established an image in customer minds that works as a protection against competitors. As KFC ultimate goal is customer satisfaction. According to marketing manager their competent employees are the way to success.