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K ENTUCKY F RIED C HICKEN Four Ps of
Marketing Mix
Amna Masud, Fiza Rauf, Ali Nasir, Majid Alam
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I NTRODUCTION Kentucky Fried Chicken (KFC) - one of the most known fastfood chains in the world started in the early 1930's by ColonelSanders in the Southern USA as a small franchise operation.
KFC has more than 11,000 restaurants in more than 80countries around the World.
The first KFC outlet was opened in Gulshan-e-Iqbal, Karachiin 1997, and KFC were the title of being the MARKETLEADER in its industry.
Presently KFC is branched out in nineteen major cities of Pakistan with more than 60 outlets nation-wide.
KFC primarily sells chicken in form of pieces. While its primary focus is fried chicken, KFC also offers a side dishesand desserts.
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M ARKETING M IX The marketing mix is generally accepted as the use andspecification of the four Ps describing the strategic positionof a product in the marketplace.
Product Price Placement Promotion
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P RODUCT Anything that can be offered to a market to satisfy a want or need.
KFC's specialty
KFC's primary productKFC's other offerings
New product innovation (Quality Assurance Department)
New product ideas are generated from:Customer services (comments cards)Gallops survey (mystery shoppers)
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P RODUCT L INE Chicken:1 piece
2 pieces
5 pieces10 pieces
Combos:
Chicken MealsSandwich Meals
Family Meals
Burgers:Z inger Burger
Colonels Chicken Burger
Colonels Fillet Burger SUB60Z inger Jr.
Panini
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P RODUCT LINE Snacks & SideOrders:5 & 20 Pieces Nuggets
Arabian Rice5 & 10 Pieces Hot wings
Dinner Roll
Regular & Large Fries
Hot ShotsCorn on the CobHot & Crispy Soup
Cole Slaw
Desserts & Beverages:Fruit Salad
Regular & Large Drink Regular & Large MineralWater
Tea
Scoop of Walls Ice cream
Coffee
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M ARKET P OSITIONINGClear distinctive and desirable place relative to competing
products.
KFC feedback
KFC focuses how to create strong brand nameKFC products were early offers to upper class
Later, they offer to the middle class
Now, KFC sales are in masses
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P RICE Price is the any amount of money that customers have to paywhile purchasing the product.
More broadly, price is the sum of all the values thatconsumers exchange for benefits of having or using the
product or services.
Market skimming :y KFC globally enters the market using market skimming.
Their products are priced high and target the middle to
upper class people.y Gradually they trickle down the prices
focusing on the middle to lower class people to penetrate both sides of the market.
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P RICE ( SEGMENTATION )DemographicalFactors
Age:There is no age limit. Itfocuses on people lyingunder every age group.
Gender Family life cycle
Political FactorsGovernment and price
policiesPolitical stability
Economical FactorsIncomeConsumption Behavior
Method of Paymen tTechnologicalFactors
Rapid changeResearch &
Development
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P RICE ( COMPETITION )Compare the price with competitors
McDonaldDominoes
Pizza HutOrganization lower the price.
KFC controls a monopoly in Fried Chicken.
The products ( burgers, French fries and soft beverages ) priced with relation to its competitors.
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P RICE ( COST B ASED )KFC adopt the cost base price strategy.
Pricing includes the govt. tax and excise duty.
Products are high priced.
KFC include the variable and fixed cost.
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P LACEMENT KFC has only one channel of distribution i.e. direct where thegoods are transferred to the consumer directly. KFC has nomiddlemen.
TARGET AREAS:Free Home DeliveryAccessibilityHectic lifestyleEconomically convenient
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P LACEMENT T ARGET M ARKET
1. Location:Commercializationlooking for change
Quality consciousPopulated
2 . Placement of outlets:KFC placing itself close to schools, colleges, cinemasand markets.KFC enjoys a large number of footfallseveryday.Outlets close to non-vegetarians.
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P LACEMENT CHANNELS:
y KFC believes in first level channels in the order given below:
ManufacturersRetailersConsumers
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P ROMOTION Promotion is the method used to inform and educate thechosen target audience about the organization and its
products.Promotion Strategy:
y Best logo in the worldy Logo of the smiling Colonely Colonels Spirit and heritage
Promotion Sources:y
Advertisingy Sales Promotiony Public Relationsy Events and Experiencesy Coupons, Discounts and Bundled packages
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P ROMOTION Sponsorship:
y NGOs and other social welfare organizations.y FARYAD a plant and life association.y
Currently the sponsor of the Australian Cricket Team.Sales Promotion:
y Joint sale promotions with different companies like H P,Philips, Value Meals, and Pepsi Cola and Ufone.
y Recently with ARY Gold digital and World Call Internetservices.
y PSO scheme
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C ONCLUSION After our research of KFC, we come to conclusion that KFC
has a good product as far as chicken items are concerned. KFC has made a separate brand image in Pakistan. Product line is very vast. Specialization in fried chicken. High revenue due to best strategies Offers different coupons KFC has no intermediaries. Quality conscious people are the main target of
KFC.
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