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1. VALUE : KFC Holding evaluate performance of product strategy by
using the term of ‘VALUE”. two part : a) coupon b) KFC Card both through the feedbacks from customers2. Product development KFC introduce the variety of product development such as
‘Combo Meal’ includes Colonel Chicken Rice Combo, new chicken flavor such as Chicken with Korean Sauce and Curry Spicy.
Evaluation : analyst the sale of each product. From the analysis, KFC know which product is preference by consumer.
1. Direct Marketing• Thus KFC utilize the customer contact details to
persuade, inform and remind customers to purchase KFC meals especially internet direct marketing.
2. Sales Promotion:• As new products launching would certainly
attract customers to come, the sales promotion like lucky draw, sweepstakes, drawing competition etc would certainly grab the customers’ mind to revisit KFC again.
ConclusionAs a conclusion, KFC Holdings hold the 4p’s strategy to
achieve their vision. First is production KFC has the special raspy for chicken
products that is why, KFC known as a chicken specialist all over the globe.
Second is KFC during pricing their products kept the different points in the mind like they adopt the cost base price strategy.
Third is promotion. KFC uses the bill boards the major source of advertisement and one of the most important thing that they uses media especially the newspapers to promote their products.
Fourth is placement. For, KFC the placement of the product is not important but the placement of the restaurant is important we can easily judge that the KFC target the place for their restaurant.
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Recommendation Market-KFC might want to consider adding one more marketing
mix into their business just for health conscious customers. Since communities nowadays receive high education quality and become smarter, they will demand a healthier life.
Product-product strategy is repositioning, especially among their existing customer. This is due to many people have argued that fast food product is not healthy because the food served are normally deep-fried. By repositioning their SBU, KFC Malaysia can actually convince their customer that its products are healthy to consume
Pricing-KFC can also offered older citizen in Malaysia with membership card. Since a new customer segment, which is health conscious customer
Communication-communication strategies in term of public relation. KFC should endorse famous singer or celebrity to promote KFC meals through advertisement. It also could be done through the singing concert that would be sung by the famous singers