Marketing plan and Growth Strategies

for KFC

APO Group – 2
Jasneet Singh Baid
Saket Khandal
Sakshi Anand
Sarthak Khosla
Shefali Malhotra
Tanishk Gangrade
Vishesh Mehra

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INTRODUCTION
• Kentucky Fried Chicken(KFC) is one of the most well-Known fast-food chains globally.

• In the early 1930s, Harland Sanders, in southern America was small Franchising. Colonel Sanders
has become a famous character throughout many KFCs worldwide.
• PepsiCo turned table after acquiring KFC in 1986 and operated approximately 6.600 locations in 55
countries and territories. PepsiCo later launched Yum! Brand company, the world’s largest
restaurant company.
• Food, Fun, and festivity are key points which attract customers globally. Due to its dynamic nature,
it is leading in the fried chicken segment

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Problem
Identification While KFC should have increased brand value in the ground quick
service restaurant segment, we noted the two problems below.

KFC has many competitors globally; KFC comes at 3rd position in

brand value with 16 584 million dollars. McDonalds and Starbucks
are at leading position in brand value, which created a highly
competitive environment for KFC.

Dip in average sales per unit from 2018 to 2019 is big concern for
franchise. It accounted for 14 thousand U.S dollars fall in this
period.
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KFC Resources
• Unique strengths of KFC are international
presence and unique menu offers.
• Yum! Brands have many fast-food
restaurants; taco bell and pizza hut are also
managed by the same.
• Many people are excited and enjoying
KFC’s vegetarian offers, especially vegans.
While many corporations are failed to
recognize this concern, it has allowed KFC
to lead in this sector
• 11 herbs and spices original recipe is still a
mystery to the public as Colonel Sanders
has locked the recipe away in a vault.
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 STP STATERGY

SEGMENTING
Psychographic Geographical Demographic Behavioral
Segmentation Segmentation Segmentation Segmentation

TARGETING
Target Market is all the above segments due to KFC’s broad product portfolio and global presence
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 PRODUCT PLACE

4 P’s
PRICE
PROMOTION
Product Place
KFC stands for fried chicken, but it has KFC opened the first restaurant in Utah in 1952. After that, the
challenged the operated fast-food market of founder of KFC realized the importance of franchising and
hamburgers. KFC's original product is fried established international locations in Canada, the UK, Mexico, and
chicken nuggets from eleven secret Jamaica in the 1960s
seasoning spices

Price
KFC’s menu is offered at affordable prices
Promotion
with inventive strategies to compete in
KFC developed its website and presence through social networking
different markets. The prices are higher for
such as Facebook, Instagram, Twitter, and YouTube. KFC used mass
young people in urban and semi-urban
media to establish marketing campaign.
locations that reflect the upper or middle
classes 6
PORTER’S 5 FORCES

Threat of Threat of Bargaining power Bargaining power Competitive

new entrants-medium substitutes-High of customers- High of suppliers- Low rivalry- High

• Existing brands, • Local competition • Customers have • The leading

• Competitors are
have built their offering similar more choices, so suppliers of KFC's
huge players
brand images products at low price sensitivity is raw are ready to
• Products by
strongly price high. accept KFC's terms
• Ability to ensure the • If KFC increases competitors differ
• International QSR and supply raw
on value
product’s taste and chains offer similar its costs, customers materials.
proposition and
incredibly global or better products will switch to • Less
features
customer service. than KFC. another brand. Differentiation
• Gaps are present in
the market
Alternative growth strategies
• Market penetration- Market penetration happens when an organization enters or penetrates a
market with existing products. The most effective way to achieve this goal is to gain back
competitors’ customers, which accounted for a part of their market share
• Product development- With demand for existing products, KFC could start developing other
products that serve the same market. Although the new products are not considered unique for the
market, they are new products for the company, creating new thoughts for consumers about the
brand
• Market Development- An existing product could be adjusted and targeted to different customer
segments to gain more revenue. The market does not need to be unique, but the market must be
new for the company
• Diversification- KFC could add to its menu new products or a new restaurant serving steak and
wine like other luxury restaurants under the KFC brand. It will help KFC diversify its risks and
gain more customers in the new industry.
Recommended marketing strategy
• Research and development of frozen products that sell in supermarkets and groceries

• Coordinating with those companies whose target is also young people and doing a series of
coordinated promotions.

• R&D more kinds of food made without increasing-price material

THANK YOU !

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