marketing practices in pakistan
TRANSCRIPT
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MARKETING PRACTICES INPAKISTAN
PRESENTED BY
Muhammad TABISH
KENTUCKY FRIED CHICKEN(KFC)
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INTRODUCTION
y Started in the early 1930's by Kernel Sanders in theSouthern USA as a small franchise operation.
y Has more than 11,000 restaurants in more than 80countries and territories around the World.
y
KFC Pakistan build the relation of Quality Serviceand cleanliness for Customer
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KFC IN PAKISTAN
y branched out in nine major cities of Pakistan with 45outlets nation-wide.
y
Opening the first KFC outlet in Gulshan-e-Iqbal,Karachi in 1997
y KFC wore the title of being the market leader in itsindustry
y Cupola holds the master franchise rights to operateKFC in Pakistan since 1999.
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KFC PAKISTAN FACTS
y Facilitated Pakistanis with its high employmentopportunities.
y The Government of Pakistan receives over Rs.10 to11 million per month from KFC Pakistan as directtaxes.
y New outlets opening adds up to our constructionindustry.
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MARKETING STRATEGIES IN PAKISTAN
TARGET MARKETING
AGGREGATION STRATEGY
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MARKET SEGMENTATION
y Previously much focus on Niche marketingoffering only expensive deals
y Changed focus Segmented deals affordable formiddle class as well.
y
Added more revenues with high customersatisfaction--- most importantly
CUSTOMER RETENTION"
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CONSUMER MARKET SEGMENTATION
REGIONS
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Geographics:
LAHORE
Gulberg
Defence Barkat Market
Cavalry Round
Shadman Thokar Niaz Baig
Mall Road
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DEMOGRAPHICS
yAGE
y GENDER
y FAMILY LIFE CYCLE
y SOCIAL CLASS
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PSYCHOGRAPHICS:
Personality
BEHAVIORAL:
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BUSINESS MARKET SEGMENTATION
y Industry
y Size
y Quality focused than price!
y Transactions:
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MARKETING MIX OF KFC PAKISTAN
PRODUCT
PRICE
PLACE
PROMOTION
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PRODUCT PRODUCT PLANNING:
PRODUCT STRATEGY:
New product ideas are generated from: Customer services (comments cards) Gallops survey (mystery shoppers)
Ensures Quality products through its
QUALITY ASSURANCE DEPARTMENT.
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
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y COMPETITORS STRATEGY
y EXPANSION STRATEGY
y
CHANGE IN PRODUCT POSITIONING:
y PRODUCT LIFE CYCLE:
y BRAND EQUITY
y PACKAGING STRATEGIES
y PRODUCT LABELING
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PRICE
PRICING STRATEGIES
--- MARKET SKIMMING STRATEGY
y Their products were high price and targeted onlyupper class. Gradually they trickle down focusing
on the middle class to penetrate the market.
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PLACE
y DISTRIBUTION CHANNEL
y KFC has only one channel of distribution i.e. direct where the
goods are transferred to the consumer directly. KFC has nomiddlemen.
y INTENSIVE DISTRIBUTION
y KFC does intensive distribution on its outlets. (All and everythingon every outlet).
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PROMOTION
y EXCELLENT ADVERTISMENT IN PAKISTAN
y They spend 2% of its profits on advertisement.
y PULL ADVERTISEMENT STRATEGY
y KFC in its advertisements says;
Nobody does chicken like KFCWe do chicken right
y
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SWOT ANLYSIS OF KFC PAKISTAN
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STRENGTHS
Oldest and finest in Business
High Goodwill
Large Number of Outlets at prime locations
Free home deliveries
Excellent staff
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WEAKNESSES
y Presence of Multinational competitors in themarket e.g. McDonalds(specialized not in chickenserving but in burgers)
y Imported raw material rise their prime cost
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OPPORTUNITIES
y Cheap and easy availability of labor in Pakistandue to high unemployment rate!
y Increase consumption of fast food has increasedthe market size in the country.
y
Consumer prefer All under one roof .
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THREATS
y Entrance of New competitors into the market
y High political instability/uncertainty
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CONCLUSION
y Believe in value creation.
y Provide ultimate choice of quick service
restaurants for consumers.
yWon the hearts of millions of Pakistanis.
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