kfcmarketing strategy which is helpful for business

Kfc marketing strategy

1. Business Marketing Plan KFC JAWAD ASLAM

2. Executive Summary Introduction F ood , fun & Festivity, this is what KFC is all leading the market since its inception, KFC provides the ultimate chicken meals for a chicken loving nation. Be it colonel sanders secret original recipe chicken or the hot & spicy version, every bite brings a yum on our face. At KFC we can proudly say, “We do chicken right”.

3. History

4. VISSION: To be the leading integrated food services group in the ASIAN region delivering consistent quality products and excellent customer-focused service . MISSION: To maximise profitability, improve shareholder value and deliver sustainable growth year after year

5. Market situation MARKET SHARE The most recognize able brand in chicken with over 30% of the market share

6. Market situation CURRENT PRODUCTS REVIEW Mighty Zinger Nuggets Corn on the cob Chicken mania Crispy chicken chunks Hot and crispy soup Cappuccino Zinger burger Fish zinger burger Salsa twister Chicken burger Sub 60 twister

7. Competitive Analysis KFC Spicy Products Arabian Rice and Zinger Burger Chicken is eaten by every community. Local Staff and Highly Qualified because local staff can better deal with the customers . McDonald Burger and French Fries Big Mac  Beef is banned in some  communiy Its Staff consist of simple Graduates and give them training

8. SWOT Analysis Strengths Oldest and finest in Business High Goodwill Large Number of Outlets at prime locations Loyal customers Weakness Presence of Multinational competitors in the market e.g. McDonalds Imported raw material rise their prime cost Only chicken related recipe

9. OPPORTUNITIES Increase trends to take meal out of home Earn big profit as the population grow Availability to increase the number of franchise to other countries Cheap and easy availability of labor

10. Threats Intensive competitions Animal care activities Health conscious eating habits No support from govt agencies

11. Objectives Expand the business To provide best services To beat competitors To provide hygienic food To earn higher profit Smile on the people’s face and make them want for more Product development Increase variety on menu according to taste of people Follow domestic customers that go to abroad

12. Issues local brands Expensiveness Animal diseases like bird flue Lack of high profile areas Low income level of citizens Limitations of halal and haram Health conscious people

13. Marketing strategies Marketing strategy is very important. Your marketing strategy consists of: The "what" has to be done. Inform consumers about the product or services being offered. Inform consumers of differentiation factors. KFC has marketing strategy emphasis on the following facts: • Market Segmentation •  Market target •  Differentiation •  Positioning

14. Market Segmentation Dividing a market into distinct groups of buyers who have different needs, characteristics or behaviours and who might require separate products or marketing programs. KFC mainly focus on following market segments. Demographic Segmentation Demographic segmentation consists of dividing the market into groups based on variables such as Age   Life cycle stage  Income Social Class

15. Psychographic Segmentation KFC divides market on the basis of psychographic variables like: Life Style (Lifestyle is not specific) Personality (Personality is ambitious and authoritarian) Behavioural Segmentation In behavioural segmentation, consumers are divided into groups according to their knowledge of, attitude towards, use of or response to a product. It is actually based on the behavior of the consumer. The first form of behavioral segmentation is selling product in different occasions.

16. Market Targeting Market targeting is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. KFC targets the young generation, as here in this country the young generation is more towards eating out and is more energetic. It targets the early single segment that is the upper class. Market   Positioning Positioning is arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers. The environment customers get in the KFC are the focus that built KFC’s image in the customer mind that is why they are always trying to bring positive changes in the environment so that every time their customer enter the KFC, can feel the difference.

17. Differentiation Differentiation is actually differentiating the market offering to create superior customer value. KFC differentiated their market offering for each targeted segment and what positions it wants to occupy in those segments.

18. Marketing Mix The marketing mix is a business tool used in marketing. The marketing mix is often crucial when determining a product or brand's offering, and is often synonymous with the four Ps: 1.Product KFC is specially dealing in the chicken products; Basically, KFC has the special recipe for chicken products that is why, KFC is known as a chicken specialist all over the globe. KFC target the Asia and east side because they observe that these people like the chicken products Product Offerings There are different products divided into sections according to the differentiation in them. i .  Chicken ii.  Burger iii.  Desserts & Beverages iv.  Snacks

19. 2. Price KFC products are priced high and target the middle to upper class people. Gradually they trickle down the prices focusing on the middle to lower class people to penetrate both sides of the market. KFC pricing the products by keep the different points in the mind, adopt cost base price strategy. 3. Place KFC has only one channel of distribution i.e. direct where the goods are transferred to the consumer directly. KFC has no middlemen. KFC also does distribution of services to the consumer like parking, sitting, home delivery, etc

20. 4. Promotion Promotion means activities that communicate the merits of the products and persuade consumers to buy it. It is the method used to inform and educate the chosen target audience about the organization and its products. Using all the resources of promotion: Advertising Sales Promotion Public Relations Events and Experiences Coupons, Discounts and Bundled packages At KFC, Promotion is the main tool to bring all chicken lovers attention towards its delicious one-of-a-kind product, the Fried Chicken.

21. Pricing policy of twister Manufacturing cost RS.150/- 5%marketing cost per unit RS. 5/- Total cost RS.155/- 17%GST RS. 17/- Total retail price RS.180/-

22. controlling The KFC management has adopted these strategies in controlling function: Check and balance on employees Take action against problem creators Control proper distribution of product

23. ANY QUESTION?