KFC Marketing

PRODUCT & PRICING STRATEGY OF KFC
EXECUTIVE SUMMARY:
This project is based on analysis of marketing strategies of “KFC”.
This project responds to the recommendation of honorable teacher “Mr. Umar

Mushtaq” who is our instructor for “Principles of Marketing”. We are thankful to him
for the guidance he provided us all the way in preparation of this report.
For the preparation of this project we interviewed marketing manager of KFC

who provide ample information about KFC strategies. We also interviewed some
customer to know their perception about KFC. We also looked for their ads & web
site so we also used our personal observation as a source. We consulted different
books & journals for the purpose of our analysis.
KFC fast-food chains are currently under the restaurant division of PepsiCo
Incorporated. PepsiCo is a corporation with three divisions including beverages,
snack foods, and restaurants. PepsiCo is acquired by Yum! Brand Inc, so KFC is
part of Yum! Brands, Inc., which is the world's largest restaurant system with over
32,500 KFC, A&W All-American Food™,Taco Bell, Long John Silver's and Pizza Hut
restaurants in more than 100 countries and territories.
Yum! Brand Inc has franchised KFC in different countries for being global. In
Pakistan Kapola (Pak) ltd. is the franchisee of KFC. First KFC branch in Pakistan is
in Karachi Gulshan.
Our project covers all the marketing strategies used by KFC regarding to
price, product, promotion, positioning, market and public relation and finally we
analyze the consumer perception about KFC.Major competitor of KFC in Pakistan is
McDonalds other competitors include Pizza Hut, Café Zouke, Salt’n Paper and
cooper and Kettle.
Market strategies deal with the perspective of market to be served. KFC has
first in entry strategy regarding market entry strategy, multi market strategy regarding
to market scope strategy, international market strategy regarding to market
geographic strategy. As far as the level of commitment to the market is concerned
they use different approaches in different perspectives like they are highly committed
to customer satisfaction.
1
Chapter:-1- INTRODUCTION OF PRODUCT &

PRICING STRATEGY
2
ABOUT KFC
Kentucky fried chicken (KFC) - one of the most known fast food chains in the world
started in the early 1930’s by kernel sanders in the southern USA as a small
franchise operation. Colonel sanders have become a well-known personality through
out thousands of KFC restaurants worldwide. Quality, service and cleanliness (QSC)
represent the most critical success factors to KFC’s global success. Food, fun and
festivity, this is what KFC is all about. Leading the market since its inception, KFC
provides the ultimate chicken meal for the chicken loving nation. Be it colonel
sanders secret original recipe chicken or the hot and spicy version, every bite bring
a YUM on the face. At KFC we proudly say that: KFC has more then 11,000
restaurants in more than 80countries and territories around the world. In
1971Heublein Inc, acquired KFC, soon after, conflicts erupted between the colonel
and He able in management over quality control issues and restaurant.
3
KFC HISTORY
KFC is an internationally renowned fast food industry in the world. They have
the main ambition to increase & maintain the quality in fast food industry.
Their aim is to capture the fast food market. Basically they want to provide
their products to anyone that is why they expanding their branches in all over the
world. They want to increase their profit through giving maximum satisfaction & other
better facilities to people that they want.
Now after catching such a marvellous position in the International M a r k e t ,

KFC is introducing a new item “Boneless Fried Chicken”, with
even more attractive and charming taste.
4
ORGANISATIONAL CHART
5
MAJOR DEPARTMENT OF KFC
Marketing
Operational Project
KFC Training &

HRM
Research
Quality
Finance
Assurance
6
ORGANISATIONAL STRUCTURE & DESIGN
KFC is part of a divisional structure, which is Yum! Brands, Inc.
Long John Silver's, A&W, Taco Bell, and Pizza Hut are the other divisions
Offers positions to many people; good for senior executives
Willing, responsive, and flexible to change and growth
KFC works to bring recognition and money to Yum! Brands, Inc.
VALUES OF KFC:-
Focus all our resources to our restaurants operation because that is where we serve
our customers.
Reward and respect the contributions of each individual at KFC.
Expand and update training with time and be the best we can be and more.
Be open, honest and direct in our dealings with one and other.
Commit ourselves to the highest standard to the personal and

professional integrity at all times.
Encourage new and innovative ideas because these are the key to our competitive
growth.
Reward result and not simple efforts.
Dedicate ourselves to continuous growth in sales, profit and size of organization.
Work as a team.
7
MISSION, AIMS, OBJECTIVES & GOALS
Aims:
An aim is a goal of which a business wants to achieve. For example, some

businesses aim to expand whilst others aim to survive. Another aim that a business
can have is selling as much as possible whilst others aim to improve the quality of
their products.
Mission:-
"we find reasons to celebrate the achievements of others and have fun doing it"
The mission of the KFC is to sell food in a fast ,to have a friendly environment that
appeals to pride conscious, to be in a health minded consumers.
8
Objective:-
An objective is what a business wants to achieve but more precise targets than aim.
For example an objective for a business can be to sell 1000 more products than we
sold last year, sell more products than its competitors, make £20,000 more profit
than the previous year.
Goals:-
Build an organisation dedicated to excellance.
Consistently deliver superior quality and value in our products and services.
Maintain a commitment to innovation for continuous improvement and growth,

striving always to be the leader in tne market place changes.
Generate consistently superior financial returns and benefit our owners and
employees.
9
KFC PRODUCT LINE
KFC product line includes all chicken based products:
Chicken:
1 pieces
2 pieces
5 pieces
10 pieces
Burgers:
Zinger burger
Colonels chicken burger
Colonels fillet burger
Zinger jr
Combos:
Chicken meals
Sandwich meals
Family meals
Desserts and beverages:
Fruit salad
Regular and large drink
Tea
Scoop of walls ice-cream
Coffee
10
11
12
SWOT ANALYSIS
The SWOT analysis includes the strengths, weaknesses, opportunities and

threats faced by KFC in Pakistan. These all are described in detail as under:
Strengths:
It is the oldest and finest in Business having a high Goodwill. It does not have any
Core competitor in chicken serving. They have a large Number of Outlets at prime
locations in Pakistan. They serves variety of items under single menu. They are
successful in maintaining their loyal customers. It has an incentive of being a
Multinational Organization e.g. economies of scale, government incentives etc.
Weaknesses:
Its major weakness id the presence of Multinational competitors in the market e.g.
McDonalds(specialized not in chicken serving but in burgers) and the other
weakness faced by KFC is the imported raw material which usually rise their prime
cost.
Opportunities:
The opportunities are the cheap and easy availability of labor. The increase
consumption of fast food has increased the market size of KFC. As the consumer
usually prefer “All under one roof”, therefore, in order to increase their sales turnover
they can increase or add the served items.
Threats:
The threats faced by KFC are the entrance of many new competitors into the market
that may be local or international brands. And being in Pakistan, there is high
political instability/uncertainty involved.
13
Chapter:-3- KFC IN INDIA
14
KFC IN INDIA
KFC is the world’s No.1 Chicken QSR and has industry leading stature across
many countries like UK, Australia, South Africa, China, USA, Malaysia and many
more.KFC is the largest brand of Yum Restaurants, a company that owns other
leading brands like Pizza Hut, Taco Bell, A&W and Long John Silver.
Renowned worldwide for it’s finger licking good food, KFC offers its signature
products in India too! KFC has introduced many offerings for its growing customer
base in India while staying rooted in the taste legacy of Colonel Harland Sander’s
secret recipe.
Its signature dishes include the “crispy outside, juicy inside” Hot and Crispy
Chicken, flavourful and juicy Original Recipe chicken, the spicy, juicy & crunchy
Zinger Burger, Toasted Twister, Chicken Bucket and a host of beverages and
desserts. For the vegetarians in India, KFC also has great tasting vegetarian
offerings that include the Veggie Burger
15
COMPANY OVERVIEW
The Kentucky fried chicken business he started has grown to be

one of the largest retail foodservice systems in the world. And colonel sanders,
a quick service restaurant p i o n e e r , have become a symbol of
entrepreneurial spirit.
More than t w o billion of the colonel’s “finger lick in’ good”

chicken dinners are serve d annually. And not just in America. The
colonel’s cooking is available in more then 82 countries around the world. This
meant doing much of the family cooking. By the age of seven, he was a
master of a score of regional dishes.
At age 10, his first job w o r k i n g o n a n e a r b y f a r m f o r $ 2 a m o n t h .

When he was 12, his m o t h e r remarried and he left his home near
Henryville, Ind., for a job on a farm in Greenwood, Ind. He held a series of jobs
over the next few years, first as a 15-year-old streetcar conductor in New
Albany, Ind., and then as a 16-year-old private, soldiering for six months in
Cuba.
After that he was a rail road fireman, studied law by

correspondence, practiced in justice of the peace court, sold insurance,
operated an Ohio River steamboat ferry, sold tires, and Operated service station.
When he was 40, the colonel began cooking for hungry travellers who
stopped at his service station in Corbin, KY. He didn’t have a restaurant then, but
served
folks on his own dining table in the living quarters of his service station. As more
people started coming just for food he moved across the street to a motel and
restaurant that seated 142 people. Over the next nine year, he perfected his secret
blend of 11 herbs and spices and the basic cooking technique that is still used today.
16
KFC CORPORATION COMPANY PROFILE
KFC rules the roost when it comes to serving chicken. One of the world's
largest fast-food chains, the company owns and franchises more than 16,200 outlets
in about 100 countries. (More than 5,100 locations are in the US.)
The restaurants offer the Colonel's trademark fried chicken (in both Original
Recipe and Extra Crispy varieties) along with chicken sandwiches, chicken pot pies,
crispy chicken strips, mashed potatoes and gravy, and potato wedges.
Its locations can be found operating as free-standing units and kiosks in high-
traffic areas. More than 25% of the restaurants are company-operated. KFC is a unit
of fast-food franchisor YUM! Brands, which also operates Pizza Hut and Taco Bell.
17
Mission Statement
'Recognition: we find reasons to celebrate the achievements of others and have fun
doing it,' is right up there with 'Customer Focus' and 'Belief In People.' "Recognition
is everybody's responsibility," says Chicago restaurant manager Adonis Chapel. He
explains that since KFC started encouraging informal recognition, things have really
changed. "You keep employees longer, they are happier, they work better for you."
Philosophy of KFC he CHAMPS program
Champs stands for our belief that the most important thing each of us can do is to
focus on the customer. It stands for our commitment to provide the best food and
best experience for the best value.
CHAMPS stand for the six universal areas of customer expectation
common to all cultures and all restaurants concepts.
The CHAMPS
These are:
C-Cleanliness
H-Hospitality
A-Accuracy
M-Maintenance of Facilities
P-Product Quality
S-Speed of Service
CHAMPS is the philosophy to ensure that the customer has the consistent quality
experience in every restaurant, everyday, on every occasions and you will be playing
role in delivering CHAMPS to our customers.
18
COMPETITORS OF KFC
McDonald
KFCOne of the major competitors for McDonald in the burger segment is

KFC. It first came to India in 1995, where it was one of the first multinational food
chains to have entered India
McDonald’s has a wider variety here with products starting from as low as Rs
20, while KFC has not been able to match that.
KFC is still priced a little higher for the general Indian population and its strong
customer segment is the cosmopolitan population which is mall going and earning or
have spare money to spend, 18-30 years.
While people from even small income range and lower middle class have
been able to associate themselves with McDonald’s.
McDonald’s has set up its own supply chain investing huge amount which
leads to lower costs and prices.
19
Chapter:-4- PRODUCT & PRICING

STRATEGY OF KFC
4P’S OF KFC
Marketing Mix:
Marketing mix consists of 4P’s. It contains everything a firm can do to influence the
demand for its product. The 4P’s are:
20
PRODUCT
PRICE
PLACE
PROMOTION
these marketing mixes are described in detail as under.
PRODUCT:
Product planning: Their product is classified as consumer product as it has no
intermediates. It also offers specialty goods. The stock turn over of KFC is relatively
high. The prices and quality of the product is always compared. Their product
includes Goods (Burgers, Chicky Meals etc) and Services (cleanliness, quick
service, parties, and meetings).
PRICE:
In introduction stage KFC entered the market using market-skimming strategy. Their
products were high price and targeted only upper class. Gradually they trickle down
focusing on the middle class to penetrate the market. Also KFC follows one price
strategy. Price is determined according to the rates of the raw materials and policies
of the Govt. The political and legal forces often affect the policies of KFC and
eventually results in change of prices that is due to imposing of taxes.
PLACE:
Distribution Channel: KFC has only one channel of distribution i.e. direct where the
goods are transferred to the consumer directly. KFC has no middlemen.
Distribution of Consumer Goods and Services:
KFC does distribution of consumer goods directly to the consumer. It also does
distribution of services to the consumer like parking, sitting, home delivery, etc. KFC
does intensive distribution on its outlets. (All and everything on every outlet).
KFC gets Wheels! KFC launched its first mobile unit, which took the streets of
Karachi by storm. The mobile unit has been designed to cater to the needs of those
who are on the go, and have little time to stop by at a restaurant. It also provides a
21
unique convenience of enjoying the delicious KFC offering anytime, anywhere, thus
making fast food truly fast and convenient. It intends to further develop its mobile
network nationwide through more such units.
PROMOTION:
The logo features Colonel Harland Sanders that is one of the best logo in the world
has created its name as a standard in the market. Today the Colonel’s Spirit and
heritage are reflected in KFC’s brand identity. KFC by its advertisements derives the
desire in the customer to come and enjoy healthy food in their favourite restaurant.
They spend 2% of its profits on advertisement. They use print media and most
recently doing televised marketing to promote it products. Their advertising media
involve: Newspapers, Pamphlets, Billboards and Television. KFC does both the
primary demand advertising (“Become a Chicken Fanatic”) and the selective demand
advertising (e.g. “Zinger Meal”). In its advertising it give informative messages like
“Keep the city Clean”. KFC does institutional advertising to stimulate demand. When
KFC offers new products then it does product advertising. KFC’s ad’s act as
counteracts which means to drive the customer to KFC i.e. it uses pull advertising
strategy. They also provide wit the key chains, watches, bags, tee-shirts etc. to its
customers with the purchase of different meals as a part of their promotional
activities. They also provide with certain midnight packages, birthday packages and
lot more.
KFC has put big hoardings on the busy areas of Pakistan and have an effective
advertisement campaign on the media in order to motivate its customers. The colors
used in advertising are Red, White and blue which itself is recognition for the
brand.KFC have joint sale promotions with different companies like HP, Philips,
Value Meals, Pepsi-Cola. And most recently with ARY Gold digital and World Call
Internet services. Also KFC Proud Partners are
Del Monte, Mulligan, Shan and Peek Freaks (EBM).

PSO had made a scheme in which PSO had given the coupons of KFC having 10%
off. (1 coupon was given after each purchase of 10 litters of petrol)
22
KFC AS A MARKET LEADER
It has covered 80% of the market share in fast food industry KFC has
recognition around the world and has been globally positioned for many years in
Pakistan and to capture the market share in Pakistan adopts champs philosophy.
Strategic Planning is the process of developing and maintaining a strategic fit

between the organizational goals, capabilities and its changing marketing
opportunities and is done by KFC in a well defined manner.
Strategic planning sets the stage for the rest of the planning in the firm.
KFC is looking that how much its current strategies are beneficial for them.
Although these are good and profitable but dynamic changes in environment are
requiring identifying the attractive opportunities. That is the reason that they are
expanding there market size by focusing on sub urban areas and targeting middle
class people by providing them differentiated products at a fair price.
They are opening their new mobile outlets in there potentional markets. KFC
is also going to increase its sweet dishes to avail the opportunity available for them.
23
MARKETING STRATEGY
KFC Brand:-
KFC's brand identity is the logo featuring Colonel Harland Sanders, one of the best-
recognized icons in the world. It is trademarked registered brand and is distinctive,
adaptable to addition to product line. It suggests something about product. It is
legally protected and registered.
Brand Equity and Strategy:-
The brand equity is very high as the value added by brand to the product effects the
product selling. And the Brand strategy followed is that the KFC is marketing the
entire output under products own brand. Pepsi and Nescafe are the complementary
brands associated with KFC.
Packaging Strategy:-
KFC makes its own disposable packaging. If they need promotion Pepsi contributes
in improving the packaging quality. KFC does family packaging. They use paper
material for packaging to avoid health hazards and environmental pollution.
Labeling:-
KFC does brand labeling. Some of its products also have informational labels such
as Halal, Veggie Burgers and Chucky Meals.
24
KFC in its advertisements says :-
“Nobody does chicken like KFC” “We do chicken right”

Hence, focuses on product advertising. KFC does mass selling in order to reach its
target market (as it has trickle down). KFC in its ads try to convert people to people
who eat boring bland fast food over to KFC.
The message conveyed in the ads is recognition for the brand.
KFC does competitive advertisement with its head on competition with

McDonalds. Regarding this KFC uses Pricing below competition strategy.
KFC sponsor’s many NGO’s and other social welfare organizations. They also
offer different deals according to the season and occasions.
MARKETING STRATEGY OF PRODUCT ON KFC
KFC was launched here as an innovative product. KFC has got one product line
but later they introduced products in the same line to product their market share.
New product ideas are generated from:
1. Customer services
2. Gallops survey
KFC have a quality assurance department that decides the new product
innovation. Q.A department prepares screening of new ideas and product feasibility
report.
KFC products are tested extremely by offering trials to customers by giving them
free sample.
25
KFC adds a new product in present assortment based on:
1. Their competitors
2. Product adequate demand
3. The satisfaction of key financial criteria
4. Its compatibility with environmental standards
KFC IN A GROWING MARKET
The market of KFC is increasing day by day. Being a food market it is always
considered in a growing market because it increases continually with the population.
Their growth is continuously increasing and if they want to be a leader, they have to
develop a strategy which is predominantly a market expansion strategy and in this
way they will not lose their leadership.
It has greatly increased their market share in Pakistan by following different

strategies that may be regarding their products, prices, placement or promotions.
They have been following the strategies for market expansion by targeting the new
users of the product, describing the new uses of the product and by showing them
more usage of the product.
26
Chapter:-5- DATA INTERPRETATION AND

ANALYSIS
27
DATA ANALYSIS
While carrying out the survey, I chose 15 male and 15 female customers of
different age groups. The following diagrams show the target audience and their age
groups.
his figure shows 15 male and 15 female customers were interviewed in all.
Analysing the market and adopting different strategies in different market

segments are the core objective and goal for "KFC" and by taking corrective actions
where necessary made their business as successful as no one else.
To conclude, one can determine that market segmentation is one of the core
marketing tools or strategies a business should consider properly as different
segments have variable tastes and preferences.
A glance on product portfolio of "KFC" catering to the tastes of different

customer's age group:
"KFC" has adopted the strategy to cater to the tastes and preferences of
different segments of the vast market in the UK, so it offers a variety of product
range to different customer age group. Below are some popular products that are
being served in the INDIAN market.
28
Q1) the different age group of the customer of KFC (for bucket meal only)
a. 15-19 (teens) b. 20-29 (young adults)
c. 20-49(older family with kids) d. 30-49(older family)
35
30
25
20 Series 1
Column1
15
Column2
10
0
teens young adults)young family older family older adults
Interpretation:
Age distribution of Respondents shows both KFC

b e i n g dominated by the age group of 18-25 i.e. teens or the Young Adults. The
next group is between 35-45 years again for both fast food joints which is also for
older family. But the point to be noted here is that in case of KFC bucket
meal, a major segment from these a ge groups are also coming with older
adults which is contributed significantly i n t h e K F C b u c k e t m e a l a n d
u s u a l l y t h e d e c i s i o n m a k e r s a r e t h e k i d s t h e m s e l v e s which is not the
case with KFC.50
29
Q.2) which day part most of the customer coming to eat bucket meal so it is easy to
differentiate demand and supply?
a. morning snack b. lunch
c. evening snack d. dinner
40
35
30
25
20
15
sancks%
10
lunch%
5
dinner%
0
Interpretation:
This graph depicted the demand and supply variation of the KFC bucket
meal whereas after shopping most customer came in KFC for snacks so
KFC may plan their product portfolio according to the KFC. Also craving
and relive is the making difference of the company
30
Q 3) Accompanied by:
a. friends b. Colleagues
c. family d. Spouse
e. others
45%
40%
35%
30%
25%
20% Series 1
15%
10%
5%
0%
friends colleagues faimily spouse others
Interpretation:
K F C h a s d o m i n a n c e i n t h e wo r k i n g s e g m e n t p r i m a r i l y d r i ve n b y
families. KFC clearly is the preferred choice of youth & young adults. For
KFC the highest percentage of Respondents coming to these outlets are
with friends followed by families. KFC has 9% more respondents coming with
friends than the other meals like zinger etc. has a 10% more respondents coming
with families than KFC.
31
Q 4) Do you think KFC started Home Delivery Service is good thing ?
a. Yes
b. No
c. Can’t say
70
Series 1
60
50
40
Series 1
30
20
10
0
yes no cant say
Interpretation:
K F C h a s d o m i n a n c e i n t h e wo r k i n g s e g m e n t p r i m a r i l y d r i ve n b y
families. KFC clearly is the preferred choice of youth & young adults. For
KFC the highest percentage of Respondents coming to these outlets say
YES to service of HOME DELIVERY started by KFC.
32
Q 5) How does the KFC’s prestige affect your decision?
a. Very much
b. Normal
c. Very little
Sales
VERY MUCH
NORMAL
VERY LITTLE
Interpretation:
People think the prestige of KFC is very good that’s why most number of people i.e.
about 65 percent of people think the prestige of KFC affect their decision.
33
Q 6) How often do you come to KFC?
a. Every 3 days
b. Once a week
c. Once a month
Sales
Every 3 days
Once a Week
Oncea Month
Interpretation:
Most of people like to come to KFC often in 3 days i.e. about 45 percent.
30 percent people come after a month to KFC
25 percent people comes a week after to KFC.
34
Q 7) What do you think about the price here?
a. Very expensive
b. Expensive but still payable
c. Reasonable
d. Cheap
Series 1
60
50
40
30 Series 1
20
10
0
Very Expensive Expensive but Reasonable Cheap
still payble
Interpretation:
Most of the people think that KFC have reasonable prices in INDIA that they can
affort for their daily use. 25 percent of people think the prices are expensive but still
they can pay once a month.
35
Q 8) How do you feel about KFC's food?
a. Delicious
b. Good
c. Normal
d. Not Good
Series 1
40
35
30
25
20 Series 1
15
10
0
Delicious Good Normal Not Good
Interpretation:
The taste of KFC product is delicious as like all time said by the peoles of all
generation there is no one who said the taste of KFC is not good.
36
Chapter: - 6-RECOMMENDATION
37
RECOMMENDATIONS
KFC is a market leader in providing Fried chicken. As KFC, so it is competing

with the prominent market signs like pizza hut, McDonalds. N its product category, it
is doing really well but they need improvements in their hot menu.
They should also make their menu dynamic, by introducing new meals after
certain period of time. New items should be introduced by varying the taste. They
should also try the local desi taste addressing the desi food lovers, thus it will help to
increase their market share.
The prices of KFC are reasonable as compared with other fast food
restaurants. But as price is always a primary concern for the customer, therefore,
they should adopt certain strategy to attract the customers. And it can only be done
by lowering the prices.
It could be by introducing some discount packages for families, employees,

students or regular customers.
The membership card can be used to provide certain extra value to the customer.AS
far as placement of the products is concerned, it is an important factor, for a
company to increase its market share, by targeting the right customer.
KFC needs to have more outlets, at commercial areas. It will help to target
the actual as well as the potential customers. Mobile outlets may be an effective
addition as well.
KFC has large customer equity, but being a market symbol, a company
should strive for having more actual customers. KFC should work for having more
solid marketing departments.
They should organize and run the proper advertisement campaign. It would
definitely be an incremental factor for their sales. They can also use the brand
promotions. They can set up the promotional campaigns. All they need is an
effective marketing department to facilitate the promotional activities.
38
Chapter: - 7- CONCLUSION
39
CONCLUSION
KFC is a very strong chain of fast food restaurants with more than 10,000
restaurants all over the world. KFC is providing employment to 1200 Pakistanis an
around 6000 Pakistanis dependent on KFC.
They are paying Rs. 10 million to government of Pakistan as direct taxes.

95% of its food and packaging material used in KFC produced in Pakistan locally
which sums up to the purchase of 35 million per month. Each new outlet developed
by KFC in Pakistan spends 40 million rupees, that’s a massive amount for this
industry.
From all of the above detailed discussion about KFC in Pakistan, it is really
clear that KFC and Pakistan are growing together. KFC is doing well in Pakistan and
keeps following its marketing strategies as a market leader and segmenting the
market into different variables and increasing their market share.
KFC is leading in Fried Chicken. It gives quality, variety and fresh meals as of
its competitors.
40
ANNEXURE
QUESTIONNAIRE:-
Q1) the different age group of the customer of KFC (for bucket meal only)
a. 15-19 (teens) b. 20-29 (young adults)
c. 20-49(older family with kids) d. 30-49(older family)
Q.2) which day part most of the customer coming to eat bucket meal so it is easy to
differentiate demand and supply?
a. morning snack b. lunch
c. evening snack d. dinner
Q 3) Accompanied by:
a. friends b. Colleagues
c. family d. Spouse
e. others
Q 4) Do you think KFC started Home Delivery Service is good thing?
a. Yes
b. No
c. Can’t say
Q 5) How does the KFC’s prestige affect your decision?
a. Very much
b. Normal
c. Very little
41
Q 6) How often do you come to KFC?
d. a. Every 3 days
e. b. Once a week
f. c. Once a month
Q 7) What do you think about the price here?
a. Very expensive
b. Expensive but still payable
c. Reasonable
d. Cheap
Q 8) How do you feel about KFC's food?
a. Delicious
b. Good
c. Normal
d. Not Good
42
BIBLIOGRAPHY
References
http://www.scribd.com/doc/6546600/Questionnaire
http://foodcourt.pk/index.php?option=com_wrapper&Itemid=113
http://www.kfc.com/contact/
http://www.pueblo.gsa.gov/
http://www.kfcpakistan.com/
1. PRINCIPLES OF MARKETING by PHILIP KOTTLER & GREY ARMSTRONG
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KFC Marketing

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KFC Marketing

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PRODUCT & PRICING STRATEGY OF KFC

This project responds to the recommendation of honorable teacher “Mr. Umar

For the preparation of this project we interviewed marketing manager of KFC

Chapter:-1- INTRODUCTION OF PRODUCT &

Now after catching such a marvellous position in the International M a r k e t ,

MAJOR DEPARTMENT OF KFC

KFC Training &

ORGANISATIONAL STRUCTURE & DESIGN

KFC is part of a divisional structure, which is Yum! Brands, Inc.

Offers positions to many people; good for senior executives

Willing, responsive, and flexible to change and growth

KFC works to bring recognition and money to Yum! Brands, Inc.

Reward and respect the contributions of each individual at KFC.

Commit ourselves to the highest standard to the personal and

Reward result and not simple efforts.

Dedicate ourselves to continuous growth in sales, profit and size of organization.

MISSION, AIMS, OBJECTIVES & GOALS

An aim is a goal of which a business wants to achieve. For example, some

Build an organisation dedicated to excellance.

Maintain a commitment to innovation for continuous improvement and growth,

KFC PRODUCT LINE

KFC product line includes all chicken based products:

Colonels chicken burger

Colonels fillet burger

Desserts and beverages:

Regular and large drink

Scoop of walls ice-cream

The SWOT analysis includes the strengths, weaknesses, opportunities and

Chapter:-3- KFC IN INDIA

The Kentucky fried chicken business he started has grown to be

More than t w o billion of the colonel’s “finger lick in’ good”

At age 10, his first job w o r k i n g o n a n e a r b y f a r m f o r $ 2 a m o n t h .

After that he was a rail road fireman, studied law by

KFC CORPORATION COMPANY PROFILE

Philosophy of KFC he CHAMPS program

CHAMPS stand for the six universal areas of customer expectation

common to all cultures and all restaurants concepts.

KFCOne of the major competitors for McDonald in the burger segment is

Chapter:-4- PRODUCT & PRICING

Del Monte, Mulligan, Shan and Peek Freaks (EBM).

KFC AS A MARKET LEADER

Strategic Planning is the process of developing and maintaining a strategic fit

Brand Equity and Strategy:-

KFC in its advertisements says :-

“Nobody does chicken like KFC” “We do chicken right”

KFC does competitive advertisement with its head on competition with

MARKETING STRATEGY OF PRODUCT ON KFC

KFC adds a new product in present assortment based on:

KFC IN A GROWING MARKET

It has greatly increased their market share in Pakistan by following different

Chapter:-5- DATA INTERPRETATION AND

Analysing the market and adopting different strategies in different market

A glance on product portfolio of "KFC" catering to the tastes of different

a. 15-19 (teens) b. 20-29 (young adults)

c. 20-49(older family with kids) d. 30-49(older family)

Age distribution of Respondents shows both KFC

a. morning snack b. lunch

c. evening snack d. dinner

Q 4) Do you think KFC started Home Delivery Service is good thing ?

Q 5) How does the KFC’s prestige affect your decision?

Q 6) How often do you come to KFC?

30 percent people come after a month to KFC

25 percent people comes a week after to KFC.