Subject: Marketing Class: M.Com (Master of Commerce) Semester: 2 nd Session: 2012-2014 Department: Department of Commerce Institution: KFC Multan
Jan 22, 2016
Subject: Marketing Class: M.Com (Master of Commerce)Semester: 2nd Session: 2012-2014Department: Department of CommerceInstitution: KFC Multan
Objective of Study
• To Review the Marketing Environment• Implementation of Marketing Tools i.e 4p’s • How KFC use Marketing Segmentation • How KFC offer differentiated Product • Where KFC stand in Positioning Map • Suggest concrete and feasible
recommendations to KFC
Mission Statement
“Our passion, as a restaurant company, is to put a YUM on people’s faces around the world, SATISFYING CUSTOMERS every
time they eat our food and DOING IT BETTER than any other restaurant company. The UNIQUE EATING EXPERIENCE at each
of our restaurants MAKE OUR CUTOMER SMILE and inspire their loyalty for lift. Toward that end, our associates around the world
re trained to be CUSTOMER MANIACS.”
• Founder Harland Sanders• Born in 1890
KENTUCKY FRIED CHICKEN
Started with “Sanders Court & Cafe” at a gas station1930
1939
Altered the cooking process to reduced cooking time
1940
• Devised what came to be known as his “Original Recipe”
• Contain 11 herbs and spices is still a trade secret
First Television advertisement
1980
Colonel Harland Sanders Passes away
1980
About the Secret KFC Recipe?
Written in pencil on a single sheet of notebook paper and signed by Sanders
Kept locked away at the KFC headquarters in Louisville
Only two executives have the key
Company uses different suppliers for their ingredients to keep their recipe a secret
LOGO
Changes: Red color to make it more vibrant, a Smiling face and a apron
Marketing Environment
• Macro Environment
Marketing Environment Cont.• Micro Environment
KFC
Competitive Analysis
• KFC adopted such sort of strategy that there is no competitor for spicy chicken
• KFC beats its competitors through the revising marketing strategy at every movement but the main competitor of KFC are Mc Donalds
Competitive AdvantageKFC Mc Donald’s
Spicy ProductPakistani People like spicy food rather than boiled food
French Fries and Burgers
Arabian Rice and Zinger Burger
Big Mac
Free Delivery
Chargers on Home Delivery
Chicken is eaten in very community Beef is banned is some community
Local stuff and highly qualified because local stuff can better deal with customers
Its stuff is consists of simple graduates and give them training
KFC uses Top to Bottom and Bottom to Top approach in their Management
Mc Donald’s use Top to Bottom approach in their Management
SWOT Analysis
Strength • Goodwill and reputation• Employee Loyalty• Customer Loyalty• Ranks highest among all chicken restaurant
chains• Finger licking taste
Change in Punch lines
Old Punch line: ‘Taste you'll just love to EAT‘Have to drop the word “EAT”
As "Finger licking’ is considered as unhygienic
SWOT Cont.
Weeknesses• Advertisement• High Prices• Serves only chicken related products• Due to huge expansion by growth strategy
there is much pressure on HR Department.
SWOT Cont.
Opportunities
• New Markets• Large Youth Population• Opening new outlets in different areas of
Pakistan• Offering new variety of food
SWOT Con.t
THREATS• Competitors i.e AFC and Papa Gino’s• Economical Conditions of Country • Recipe is Secret if Stolen then its havoc for KFC
Market Segmentation
• Consumer Market Segmentation• Market Targeting• Market Positioning• PRODUCT DIFFERENTIATION
Market Segmentation Cont.
Consumer Market SegmentationRegion Based: Karachi, Lahore, Rawalpindi, Faisalabad, Multan, Peshawar, Sialkot, Hyderabad and Islamabad.
Market Targeting• Young generations i.e. Youth of PakistanMarket Positioning
Market Segmentation Cont.
Mc Donalds
KFC
AFCMFC
Positioning Map
Positioning Map
Market Segmentation Cont.
Product Line CHICKEN• 1 Piece• 5 Pieces• 10 PiecesBURGERS• Mighty Zinger • Zinger Xtreme• Zinger Burger • Pizza Twister • Chicken Burger • Wow Meal• New Panini• Spicy Sub• Rice n Spice• Chicky Meal
Market Segmentation Cont.
Product Line Cont.
SNACKS & SIDE ORDERS• Nuggets 6 pcs.• Nuggets 15 pcs.• Regular Fries• Large Fries• Corn on the Cob• Arabian Rice• Dinner Roll• Hot shots• Cheese
DESSERTS & BEVERAGES• Regular Drink • Scoop of walls• Large Drink • Mineral Water Reg.• Mineral Water Lg.• Coffee• Tea
Product Differentiation
Features• Performance• Service• Image• Personal• Atmosphere• Symbol
Marketing Strategy
There are 4 P’s of Marketing tools for implementing marketing stragtegy:1. Product2. Pricing3. Promotion4. Placement
Product Anything that be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. KFC is specially dealing in the chicken products.
Marketing Strategy Cont.
Product List of KFC• Zinger Xtreme• Mighty Zinger • Zinger Burger • Pizza Twister • Chicken Burger
• Wow Meal• New Panini• Spicy Sub• Rice n Spice• Chicky Meal
PricingKFC prices of products are a bit high according to the market segment and it is also compatible to the standard of their products.
Marketing Strategy Cont.
Pricing at KFC • Zinger Xtreme Rs.320• Mighty Zinger Rs.380• Zinger Burger Rs.285• Pizza Twister Rs.225• Chicken Burger Rs.210
• Wow Meal Rs.555• Value Burger Rs.200 • Rice n Spice Rs.240• Chicky Meal Rs.325
Marketing Strategy Cont.Promotion• KFC always advertisement what they deliver actually to the
customer• KFC introduced their goods like watches, keychain, etc to
the customers for sales promotions.
Placement• In the case of the KFC the placement of the product is not
important because KFC having strong vision about ‘ if they opened KFC on any place then customer would be on that location ‘ But the placement of the restaurant is important.
Creative Marketing
• Filling potholes and stamping the fresh pavement with "Re-freshed by KFC”
Brand Development
• An idea for a new product or service, and only the brand name still needs to be devised
Introducing new brand in KFCBrown Cake
After reviewing the current situation of
Brownies having low sales turn over.
We suggest new Brown Cake
concept as sweet meal in KFC.
References
• http://www.google.com• http://www.kfc.com• http://www.kfcpakistan.com• http://www.scribd.com/• http://www.slideshares.com/• http://www.wikipedia.org/• http://www.yum.com• http://www.pizzahut.com