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Kentucky Fried Chicken
‡ Four P¶s of
  Marketing mix.
Introduction

‡ KFC Corporation, or KFC, founded and also known as
  Kentucky Fried Chicken, is a chain of fast food
  restaurants based in Louisville, Kentucky. KFC is a
  brand and operating segment, called a "concept" of
  Yum! Brands since 1997 when that company was spun
  off from PepsiCo.
‡ KFC primarily sells chicken in form of pieces, wraps,
  salads and sandwiches. While its primary focus is fried
  chicken, KFC also offers a line of roasted chicken
  products, side dishes and desserts.
Marketing Mix

‡ The marketing mix is generally accepted
  as the use and specification of the 'four Ps'
  describing the strategic position of a
  product in the marketplace.
‡ Product
‡ Price
‡ Place
‡ Promotion
19080033 kentucky-fried-chicken-kfc-marketing-mix-four-ps
Product
Anything that can be offered to a market to
satisfy a want or need.
 KFC's specialty is fried chicken served in various
    forms. KFC's primary product is pressure-fried
   pieces of chicken made with the original recipe.
  The other chicken offering, extra crispy, is made
   using a garlic marinade and double dipping the
   chicken in flour before deep frying in a standard
           industrial kitchen type machine.
Segmentation
‡ Geographic segmentation :
KFC has outlets internationally and sells its
  products according to geographic needs of
  the customer. In India KFC focuses how
  geographically its customers demand
  different products. In north India Chicken
  is the main selling product, while in the
  south the Veg. items sell more than the
  chicken.
Segmentation
‡ Demographic Segmentation
In demographic segmentation, the market is divided into
   groups based on an age, gender, family size, income,
   occupation, religion, race and nationality.

KFC divides the market on demographic basis in this way:

‡   Age is between 6-65.
‡   Gender is both males and females.
‡   Family size is 1-2, 3-4, 5+
‡   Income is Rs 10,000 n above.
‡   Family lifestyle is almost all.
Segmentation
‡ Psychographic segmentation
Dividing a market into different groups based on social class, lifestyle,
   or personality characteristics is called psychographic segmentation.
KFC divides market on the basis of psychographic variables like


‡ Social class- Upper and Middle class.
‡ Lifestyle is not specific.
‡ Personality is ambitious and authoritarian
TARGET MARKET
‡ ³The process of evaluating each market
  segment¶s attractiveness and selecting
  two or more segments´

‡ As the outlets of KFC are in posh area and
  prices are too high (overhead expenses-rent,
  air-conditioning, employees), so KFC targets
  upper and middle classes. Target market
  depends upon size and growth rate of
  population, Company resources and structural
  attractiveness of market segment.
Market Positioning
            KFC uses its attributes to Position its Product(Fried Chicken)

‡ For a product to occupy a clear,
  distinctive and desirable place relative to
³Competing products in the minds of target
  consumer.´
‡ In KFC feedback is taken from the
  customer in order to know the customer
  demands and then improvements are
  made in products. KFC focuses on pure
  and fresh food in order to create a
  distinct and clear position in the minds of
  customers KFC has a strong brand
  name and they are leading the market in
  fried chicken.
KFC Menu
Price
‡ Price is the any amount of money that
  customers have to pay while purchasing
  the product. More broadly, price is the sum
  of all the values that consumers exchange
  for benefits of having or using the product
  or services
Price
          Demographic factors
‡ Age: Generally there is no age limit focus by the
  KFC. The target and focus is on each and every
  individual in a society. KFC finds its largest
  demographic in the young of any society.
‡ Gender: Both male and females are focused by
  KFC, gender does not play any role here.
‡ Household Size: This plays a vital role in the
  demographic factor of the KFC. Generally they
  target whole families rather than single persons.
  This being the reason for their Family Meals
  which are basically bundled items served at a
  nominally cheaper rate.
Price
             Economic Factors
‡ Income: Income is an important
  key factor for KFC. This factor
  decides which class is to be
  targeted. In the early rise of KFC
  they focused on the upper class
  but slowly are introducing
  economy meals that attract the
  lower to middle classes.
‡ Consumption Behavior: It
  estimates the behavior of people,
  their liking and disliking towards
  the pricing of the products.
Price
        Geographic location
                preference:
 ‡ urban
 ‡ semi urban
Price
         Behavior segmentation
  ‡   taste conscious
  ‡   quality conscious
  ‡   class
  ‡   combination of product and quality
Price
            Pricing Strategy
  ‡ Market skimming: KFC globally enters
    the market using market skimming. Their
    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.
Price
                  Competition
‡ We can compare the price of their
  products with McDonald, Dominoes
  and Pizza Hut. If the competitor
  provides the same product at a lower
  price then the organization usually
  lowers the price of its product too. In
  the case of KFC, Fried Chicken is its
  main selling point and controls a
  monopoly over the Indian fast food
  market (only with fried chicken). It
  prices its burgers, French fries and soft
  beverages with relation to its
  competitors.
Price
                   Cost Based
‡ KFC price their product keeping
  different points in view. They adopt
  the cost base price strategy.
  Pricing of the product includes the
  govt. tax and excise duty and then
  comes the final stage of determine
  the price of their product. The
  products are bit high priced
  according the market segment and
  it is also comparable to the
  standard of their product. In the
  cost based method we include the
  variable and fixed cost.
Place
‡ TARGET AREAS
‡ ³Free home Delivery´ strategy ± They
  provide free home delivery to offices &
  homes (select countries).
‡ Accessibility ± Resulting in several outlets
  to cater to the needs of people in & around
  the city.
‡ Hectic lifestyle ± Due to the hectic lifestyle
  of office goings individuals the fast food
  concept saves time of preparing food and
  gives the customer a full meal quickly.
‡ Economically convenient ± The pricing
  appeals to the many classes of a society.
Place

               TARGET MARKET
  1. Location
        ± Hectic lifestyle of individuals ± giving them more time
          at work and less stress about waiting for food.
        ± Commercialization of urban and sub-urban markets
          leading to more mid-sector people that find high-end
          eating joints very to expensive.
        ± Mid-sector people are always looking for change
          which KFC provides in their range of fast food.
        ± Quality conscious ± people in urban areas are more
          conscious about the quality of food than rural areas.
        ± Urban areas are more populated therefore they help
          with attracting higher revenues.
Place
                     Target Market
  2. Placement of outlets
        ±   Due to KFC placing itself close to schools, colleges,
            cinemas and markets which are mostly populated by
            the young and those who are in a hurry, KFC enjoys a
            large number of footfalls everyday. In addition, they
            also have outlets close to non-vegetarians (mostly
            Muslim populated areas).
Place
                STRATEGY

‡ Given the competitive nature of fast food
  joints, KFC uses the ³Push Strategy´ to
  help them create:
        ±Awareness
        ±Be different
        ±Sound attractive
Place
                 CHANNELS

‡ KFC believes in first level channels in the
  order given below:
  ± Manufacturers
  ± Retailers
  ± Consumers
Place
          CHANNEL PROCESS
KFC works on the flow of good operation techniques i.e.
³Good Operating Managerĺ leads to ³Good Team
  Selection ĺGood Services ĺ Good Targets ĺ Good
  Revenues through the following internal strategies:
‡ Training
‡ Incentive based targets
‡ Recognition for good work
‡ Performance based bonus
‡ Employee benefits to keep them motivated
‡ Promotion
Promotion
Promotion 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
‡ An organization finds most of its meanings and survival
   through promotion.
At KFC, Promotion is the main tool to bring all chicken
   lovers attention towards its delicious one-of-a-kind
   product, the Fried Chicken.
Promotion            Advertising
  The logo of the smiling Colonel is probably one of the most
  recognized faces in the world and instantly brings the image
  of fried chicken to one¶s mind.




‡ KFC and its new company jingle, ³finger lcikin good´ is a
  frequent announcement on televisions, billboards, flyers and
  radio. The concept of showing a normal customer deeply
  involved in devouring his piece of chicken usually turns on
  the drool factory in everybody¶s mouth and makes them rush
  to the nearest KFC. In India where chicken lovers are plenty
  abound these ads featuring normal people connect instantly
  and create a rush at their outlets. Using the following
  methods KFC spreads its message of finger licking good
  chicken.
Promotion
                   Advertising
‡ Using Reminder advertisements KFC
  stimulates repeat purchases of its
  products. The company anthem ³finger
  linkin good´ is just a wake up call to the
  consumer to remind them how good
  they felt the last time they ate KFC
  chicken.
‡ Sponsorship is another tool to
  strengthen an organizations image. KFC
  is currently the sponsor of the Australian
  Cricket Team and the colonel logo can
  be seen on their uniforms throughout
  the matches.
Promotion
            Sales Promotion
‡ KFC uses the following tools to further
  enhance its sales.
‡ Premiums
‡ Exhibits
‡ Coupons
‡ Entertainment
Promotion
               Sales Promotion
‡ All KFC outlets offer its customers
  with various forms of incentives to
  buy its Chicken. Using coupons
  that one can acquire after
  spending a particular amount over
  a period of fixed time, customers
  can enjoy the benefits of free
  meals or free add-ons. Additionally
  they provide meal vouchers and
  exciting offers in their print ads,
  which the customer must cut and
  bring along.

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19080033 kentucky-fried-chicken-kfc-marketing-mix-four-ps

  • 1. Kentucky Fried Chicken ‡ Four P¶s of Marketing mix.
  • 2. Introduction ‡ KFC Corporation, or KFC, founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky. KFC is a brand and operating segment, called a "concept" of Yum! Brands since 1997 when that company was spun off from PepsiCo. ‡ KFC primarily sells chicken in form of pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of roasted chicken products, side dishes and desserts.
  • 3. Marketing Mix ‡ The marketing mix is generally accepted as the use and specification of the 'four Ps' describing the strategic position of a product in the marketplace. ‡ Product ‡ Price ‡ Place ‡ Promotion
  • 5. Product Anything that can be offered to a market to satisfy a want or need. KFC's specialty is fried chicken served in various forms. KFC's primary product is pressure-fried pieces of chicken made with the original recipe. The other chicken offering, extra crispy, is made using a garlic marinade and double dipping the chicken in flour before deep frying in a standard industrial kitchen type machine.
  • 6. Segmentation ‡ Geographic segmentation : KFC has outlets internationally and sells its products according to geographic needs of the customer. In India KFC focuses how geographically its customers demand different products. In north India Chicken is the main selling product, while in the south the Veg. items sell more than the chicken.
  • 7. Segmentation ‡ Demographic Segmentation In demographic segmentation, the market is divided into groups based on an age, gender, family size, income, occupation, religion, race and nationality. KFC divides the market on demographic basis in this way: ‡ Age is between 6-65. ‡ Gender is both males and females. ‡ Family size is 1-2, 3-4, 5+ ‡ Income is Rs 10,000 n above. ‡ Family lifestyle is almost all.
  • 8. Segmentation ‡ Psychographic segmentation Dividing a market into different groups based on social class, lifestyle, or personality characteristics is called psychographic segmentation. KFC divides market on the basis of psychographic variables like ‡ Social class- Upper and Middle class. ‡ Lifestyle is not specific. ‡ Personality is ambitious and authoritarian
  • 9. TARGET MARKET ‡ ³The process of evaluating each market segment¶s attractiveness and selecting two or more segments´ ‡ As the outlets of KFC are in posh area and prices are too high (overhead expenses-rent, air-conditioning, employees), so KFC targets upper and middle classes. Target market depends upon size and growth rate of population, Company resources and structural attractiveness of market segment.
  • 10. Market Positioning KFC uses its attributes to Position its Product(Fried Chicken) ‡ For a product to occupy a clear, distinctive and desirable place relative to ³Competing products in the minds of target consumer.´ ‡ In KFC feedback is taken from the customer in order to know the customer demands and then improvements are made in products. KFC focuses on pure and fresh food in order to create a distinct and clear position in the minds of customers KFC has a strong brand name and they are leading the market in fried chicken.
  • 12. Price ‡ Price is the any amount of money that customers have to pay while purchasing the product. More broadly, price is the sum of all the values that consumers exchange for benefits of having or using the product or services
  • 13. Price Demographic factors ‡ Age: Generally there is no age limit focus by the KFC. The target and focus is on each and every individual in a society. KFC finds its largest demographic in the young of any society. ‡ Gender: Both male and females are focused by KFC, gender does not play any role here. ‡ Household Size: This plays a vital role in the demographic factor of the KFC. Generally they target whole families rather than single persons. This being the reason for their Family Meals which are basically bundled items served at a nominally cheaper rate.
  • 14. Price Economic Factors ‡ Income: Income is an important key factor for KFC. This factor decides which class is to be targeted. In the early rise of KFC they focused on the upper class but slowly are introducing economy meals that attract the lower to middle classes. ‡ Consumption Behavior: It estimates the behavior of people, their liking and disliking towards the pricing of the products.
  • 15. Price Geographic location preference: ‡ urban ‡ semi urban
  • 16. Price Behavior segmentation ‡ taste conscious ‡ quality conscious ‡ class ‡ combination of product and quality
  • 17. Price Pricing Strategy ‡ Market skimming: KFC globally enters the market using market skimming. Their 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.
  • 18. Price Competition ‡ We can compare the price of their products with McDonald, Dominoes and Pizza Hut. If the competitor provides the same product at a lower price then the organization usually lowers the price of its product too. In the case of KFC, Fried Chicken is its main selling point and controls a monopoly over the Indian fast food market (only with fried chicken). It prices its burgers, French fries and soft beverages with relation to its competitors.
  • 19. Price Cost Based ‡ KFC price their product keeping different points in view. They adopt the cost base price strategy. Pricing of the product includes the govt. tax and excise duty and then comes the final stage of determine the price of their product. The products are bit high priced according the market segment and it is also comparable to the standard of their product. In the cost based method we include the variable and fixed cost.
  • 20. Place ‡ TARGET AREAS ‡ ³Free home Delivery´ strategy ± They provide free home delivery to offices & homes (select countries). ‡ Accessibility ± Resulting in several outlets to cater to the needs of people in & around the city. ‡ Hectic lifestyle ± Due to the hectic lifestyle of office goings individuals the fast food concept saves time of preparing food and gives the customer a full meal quickly. ‡ Economically convenient ± The pricing appeals to the many classes of a society.
  • 21. Place TARGET MARKET 1. Location ± Hectic lifestyle of individuals ± giving them more time at work and less stress about waiting for food. ± Commercialization of urban and sub-urban markets leading to more mid-sector people that find high-end eating joints very to expensive. ± Mid-sector people are always looking for change which KFC provides in their range of fast food. ± Quality conscious ± people in urban areas are more conscious about the quality of food than rural areas. ± Urban areas are more populated therefore they help with attracting higher revenues.
  • 22. Place Target Market 2. Placement of outlets ± Due to KFC placing itself close to schools, colleges, cinemas and markets which are mostly populated by the young and those who are in a hurry, KFC enjoys a large number of footfalls everyday. In addition, they also have outlets close to non-vegetarians (mostly Muslim populated areas).
  • 23. Place STRATEGY ‡ Given the competitive nature of fast food joints, KFC uses the ³Push Strategy´ to help them create: ±Awareness ±Be different ±Sound attractive
  • 24. Place CHANNELS ‡ KFC believes in first level channels in the order given below: ± Manufacturers ± Retailers ± Consumers
  • 25. Place CHANNEL PROCESS KFC works on the flow of good operation techniques i.e. ³Good Operating Managerĺ leads to ³Good Team Selection ĺGood Services ĺ Good Targets ĺ Good Revenues through the following internal strategies: ‡ Training ‡ Incentive based targets ‡ Recognition for good work ‡ Performance based bonus ‡ Employee benefits to keep them motivated ‡ Promotion
  • 26. Promotion Promotion 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 ‡ An organization finds most of its meanings and survival through promotion. At KFC, Promotion is the main tool to bring all chicken lovers attention towards its delicious one-of-a-kind product, the Fried Chicken.
  • 27. Promotion Advertising The logo of the smiling Colonel is probably one of the most recognized faces in the world and instantly brings the image of fried chicken to one¶s mind. ‡ KFC and its new company jingle, ³finger lcikin good´ is a frequent announcement on televisions, billboards, flyers and radio. The concept of showing a normal customer deeply involved in devouring his piece of chicken usually turns on the drool factory in everybody¶s mouth and makes them rush to the nearest KFC. In India where chicken lovers are plenty abound these ads featuring normal people connect instantly and create a rush at their outlets. Using the following methods KFC spreads its message of finger licking good chicken.
  • 28. Promotion Advertising ‡ Using Reminder advertisements KFC stimulates repeat purchases of its products. The company anthem ³finger linkin good´ is just a wake up call to the consumer to remind them how good they felt the last time they ate KFC chicken. ‡ Sponsorship is another tool to strengthen an organizations image. KFC is currently the sponsor of the Australian Cricket Team and the colonel logo can be seen on their uniforms throughout the matches.
  • 29. Promotion Sales Promotion ‡ KFC uses the following tools to further enhance its sales. ‡ Premiums ‡ Exhibits ‡ Coupons ‡ Entertainment
  • 30. Promotion Sales Promotion ‡ All KFC outlets offer its customers with various forms of incentives to buy its Chicken. Using coupons that one can acquire after spending a particular amount over a period of fixed time, customers can enjoy the benefits of free meals or free add-ons. Additionally they provide meal vouchers and exciting offers in their print ads, which the customer must cut and bring along.