KFC

Marketing Strategy

Made by: Cîrlig Andreea, BA 212

 Plan:
1. Introduction
2. KFC Product Strategy
3. KFC Price/Pricing Strategy
4. Place & Distribution
Strategy
5. Abaut KFC
 Introduction
Kentucky Fried Chicken (KFC) is a world known
chain of fast food restaurants based the United
States. It’s the world’s most popular chain of
restaurants that sells chicken pieces in a variety of
forms.The company receives more than 12 million
customers per day in its various restaurants based
in 109 countries in the world. Harland Sanders is
the person believed to have come up with this
recipe more than half a century ago. The
cooperation is part of the world’s largest
restaurant, Yum! Brands Inc.
 KFC Product Strategy:
KFC is one of the worlds most popular fast food joint, having
a great specialty in burgers. KFC is synonymous with fried
chicken and it challenged the established fast food market of
hamburgers. The original product is pressure fried chicken
nuggets flavored with secret seasoning of 11 ingredients.
Other specialties of KFC are Extra Crispy Chicken, home style
sides and buttermilk biscuits.

In 1990, KFC expanded its menu and offered other

chicken preparations like Chicken Fillet Burgers and
wraps, salads, potato fries, desserts and beverages.
KFC has optimized its product offerings as per the
geography and demand. KFC has over 300 different
menus as a part of its marketing mix product
strategy across different locations worldwide.
 KFC Price/Pricing Strategy:

The target segment for KFC is families of young

people in urban and semi urban location
belonging to upper middle class or middle class.
When it entered the market, the prices were
higher which were gradually reduced later on to
target lower income group. The price is also
comparable to the competitors. KFC offers
differential pricing.
The products are available as individual as well as bundles
or combos. Burgers are available for approximately $5 and
combo meals with a beverage is available for close to $15.
The pricing of bundles is less as compared to combined
price of all the products. Annually, the brand has a
revenue of more than $25 billion world wide.
 Place & Distribution Strategy:

The founder of KFC identified the importance

of franchising and established first KFC
restaurant in Utah in 1952. Later on, the
international outlets were opened in Canada,
UK, Mexico and Jamaica in 1960s.
Usual daily average orders catered by an
outlet are 250, out of which many are fulfilled
during peak hours. For some of the places
globally, like Malaysia which is multicultural
country, the promotional offers are launched as
per the special occasions like Chinese New Year.
The locations chosen by KFC are state of the art
and are selected after lot of deliberation.
 Abaut KFC

KFC is an American Fast food chain earlier called as

Kentucky Fried Chicken. It was established in Colonel
Harland Sanders with humble beginning in a roadside stall
during great depression. KFC is one of the largest fast
food chain in world along with McDonalds.
KFC- Successful
business with
well-defined
strategies