The project report from Khandelwal College examines the marketing strategies adopted by KFC, covering various aspects such as the company's historical background, present affairs, and SWOT analysis. It aims to investigate the importance of these strategies, target customers, and customer demographics through a descriptive research methodology in Bareilly. The findings include insights into customer preferences and satisfaction levels regarding KFC's pricing, quality, and overall ambience.

1. KHANDELWAL COLLEGE OF MANAGEMENT AND
TECHNOLOGY, BAREILLY
PROJECT REPORT ON
“A STUDY OF MARKETING STRATEGIES ADOPTED BY KFC”
THE PROJECT SUBMITTED IN PARTIAL FULLFILLMENT OF DEGREE OF
B.COM(HONS.) IN FACULTY OF COMMERCE, MJPRU, BAREILLY
SESSION:2018-19
SUBMITTED TO:- GUIDED BY:- SUBMITTED BY:-
DR. PRABODH GOUR MR. FAHAD BEG AKSHAT CHAUAHAN
HEAD, FACULTY OF COMMERCE B.COM(HONS.) 2ND YR.
DEPT. OF COMMERCE BATCH:2018-19

2. ACKNOWLEDGEMENT
I would like to take this opportunity to express my deep gratitude to all
those who, directly or indirectly made this project possible.
I have got considerable help and support in making this report a reality
from many people.
I would like to say thanks to Mr. Fahad Beg for their guidance and ideas
for completing the project work.
I also take this opportunity to convey heartest thanks to Dr. Prabodh
Gour(Head Of Department) and B.Com(Hons.) Department for his
constant suggestions which have resulted in successful completion of
the project.
Akshat Chauhan

3. DECLARATION
I declare that the project entitled “”A STUDY OF MARKETING
STRATEGIES ADOPTED BY KFC” has been prepared by me under
the guidance of Mr. Fahad Beg,faculty of B.Com(Hons.) (KCMT) and
Mahatma Jyotiba Phula Rohailkhand Univerity.
No part of this project has formed the basis for the award of any degree
or fellowship previously.
AKSHAT CHAUHAN
B.COM(HONS.),KCMT,MJPRU
BAREILLY
DATE

4. INDEX
1.0 INTRODUCTION TO TOPIC …………………………....1-2
1.1 WHAT IS MARKETING STRATEGY …………………………………………1
1.2 MARKETING STRATEGY DESIGN …………………………........................1
2.0 INTRODUCTION TO COMPANY ……………………...3-4
2.1 HISTORICAL BACKGROUND ………………………………………………...3
2.2 PROBLEMS FACED IN INDIA ……………………….………………..………3
2.3 RE-ENTRY OF KFC ………………………………….…………………......3
2.4 MISSION STATEMENT ………………………………..….………………..…..4
2.5 GOALS ………………………………………………………………....……...4
3.0 PRESENT STATE OF AFFAIRS …………..……………….....5
4.0 PLANS AND POLICIES ……………………..……..………6
4.1 STRATEGIC PLAN AND OPERATIONAL PLAN……………………………….6
4.2 POLICIES…….…………………………………………………………….…….....6
4.3 PROCEDURES/RULES……………...………………………………....…………..6
5.0 SWOT ANALYSIS………………………………………..…….7
6.0 OBJECTIVES OF THE STUDY …………………….………..8
7.0 RESEARCH METHODOLOGY ……………………...……....9
8.0 DATA ANALYSIS AND INTERPRETATION…………....10-24
9.0 FINDINGS……………………………………………….....25-26
10.0 LIMITATION OF THE STUDY ……………………….……27
11.0 SUGGESTIONS …………………………………………...….28
12.0 CONCLUSION …………………………………………..…..29
13.0 QUESTIONNAIRE …………………………………......30-31
14.0 BIBLIOGRAPHY ………………………………...………32

5. 1.0 INTRODUCTION TO TOPIC
1.1.What is Marketing Strategy ?
Marketing strategy is the comprehensive plan formulated particularly for
achieving the marketing objectives of the organization. It provides a blueprint for
attaining these marketing objectives. It is the building block of a marketing plan.
It is designed after detailed marketing research. A marketing strategy helps an
organization to concentrate its scarceresources on the bestpossibleopportunities
so as to increase the sales.
1.2.A Marketing Strategy is designed by:
o Choosing the target market
o Gathering the marketing mix
Basically in this topic we are going to study the current marketing strategies that
are adopted by KFC to attract its customer’s.
As we know that KFC is a brand which deals in food items. So it’s necessary for
such brand to adopt proper market strategies result’s in more attraction of
customer’s.
So, divides the market in three basis:-
1. Demographical.
2. Behaviour.
3. Geographical.
DEMOGRAPHICAL
o Their first segment is consist of income factor.
BEHAVIOUR
In behaviour they divide the market on the basis of taste.
o Taste conscious.
o Quality conscious.
o Class conscious.
o Combination of price and quality.

6. GEOGRAPHICAL
On the basis of geographical factor they divide the market as:-
o Urban Area
o Sub-Urban Area

7. 2.0 INTRODUCTION TO COMPANY
KFC is the world’s No.1 Chicken Qsr. Leading in UK, Malaysia,
Australia, South Africa and many more. Introduced many offerings for
its growing customer base in India while staying rooted in the taste
legacy of Colonel Harland Sander’s secret recipe. In India, KFC is
growing rapidly and act as a competitor to other companies.
2.1.HISTORICAL BACKGROUND
In 1930’s Colonel Harland Sanders some distinguished Kentucky folks
licking their Fingers.
Founder of the original Kentucky Fried Chicken, was born on
September 9,1890.
By 1964, Colonel had 600 franchise outlets for his chicken across the
United States and Canada.
KFC now stretches worldwide with more than 13,000 restaurants in
more than 80 countries and territories.
2.2.PROBLEMS FACED IN INDIA
KFC entered India in 1995,
The regulatory authorities found that KFC’s did not adhere to the
prevention of Food Adulteration Act, 1954.
KFC faced severe protects by People for Ethical Treatment of Animals
(PETA), an animal rights protection organisation.
PETA accused KFC of cruelty towards chickens and released a video
tape showing the ill-treatment of birds in KFC’s poultry farms.
2.3.RE-ENTRY OF KFC
The company had to shut all outlet in the country.
Recently in 2003 it made a quiet re-entry into the Indian market.
Came up with the strategies and menu that is desirable by the Indian
consumers.

8. 2.4.MISSION STATEMENT
“TO BE THE LEADER IN WESTERN STYLE QUICK SERVICE
RESTAURANTS THROUGH FRIENDLY SERVICE, GOOD QUALITY
FOOD AND CLEAN ATMOSPHERE”.
2.5.GOALS OF KFC
Build an organisation dedicated to excellence.
Deliver superior quality and value in our products and services.
Maintain a commitment to innovator.
Generate consistently superior financial returns and benefits our owner and
employees.
Establish in India our position as leading WQSR (Western Quick Service
Restaurant).
Type Subsidiary
Industry Restaurants
Genre Fast food restaurant
Founded Sanders Court & Café:
March 20, 1930; 88 years ago
North Corbin, Kentucky
First franchise:
September 24, 1952
Salt Lake City, Utah
Founder Harland Sanders
Headquarters 1441 Gardiner Lane
Louisville, Kentucky, U.S.
Number of locations 20,952
Key people Greg Creed (Yum! Brands Chairman and CEO)
Roger Eaton (Yum! COO and KFC President)
Products Chicken sandwiches, Wraps, French fries, Soft drinks, Salads,
Desserts, Crushers.
Revenue US$23 billion (2013)

9. 3.0 PRESENT STATE OF AFFAIRS OF KFC
HEAD OFFICE
1441 Gardiner Lane
Louisville, Kentucky, U.S.
Tel
REPRESENTATIVE CORPORATE EXECUTIVE OFFICERS
CEO
Kevin Hochman
Yum! Brands Chairman and CEO
Greg Creed
Yum! COO and KFC President
Roger Eaton
COMMON STOCK
MAJOR PRODUCTS
Chicken sandwiches, Wraps, French fries, Soft drinks, Salads,
Desserts, Crushers.
LOCATION OF MAJOR OFFICES AND RESEARCH CENTERS(IN
INDIA)
Bengluru, Mumbai, Delhi ,Gurugram
CONSOLIDATED SALESAND OPERATING REVENUE(FISCALYEAR
ENDED MARCH 31 2018)
$ 25.72 Billion
STOCK INFORMATION(AS OF 31ST MARCH,2017
Number Of Shares
Number Of Shareholders Listed Stock Exchange

10. 4.0 PLANS AND POLICIES
4.1.STRATEGIC PLAN AND OPERATIONAL PLAN:
KFC has strategic planning to increase its market worth value of the
market and its market share. They work on a well-defined strategic
planning for this. They are working efficiently on operational plans for
example they only open up the branch were they can easily earn up to
more than desired or planned revenue even like KFC has open up its
wheels for less cost and market penetrating in areas like Thokar Niaz
Baig and Bahria Town this is part of their operational plans once they
will think they have made the spot then they would open up its new
branch. Operational plans also include launching of a new product to
change or innovate its product line for the customers.
4.2.POLICIES:
KFC policies are excellence for their standards which are shortly
termed as CHAMPS i.e.
C: Cleanliness
H: Hospitality
A: Accuracy
M: Maintenance
P: Product
S: Speed of Serve
KFC policies regulates around these standards, hospitality is also with
the employees regarding their issues and privacy.
4.3.PROCEDURES/RULES:
Procedures are well described in CHAMPS standard library whose
access is only given to the employees. There procedures/ rules include
safety for its products as well as their employees by providing with
sanitizers keeping kitchen environment clean and hygienic

11. 5.0 SWOT ANALYSIS
STRENGTH’S
o Strong market share(over 50%).
o KFC recipe of 11 herbs species.
o Faces numerous advantages of being a multinational organisation
eg.economies of scale, government incentives etc and its goodwill in entire
world.
o KFC has competitive advantage in fast food industry because of its quality
and variety of products of chicken.
WEAKNESSES
o Presence of multinational competitors in the market e.g. McDonalds.
o Compressed Hierarchy.
o Unhealthy fats.
o Lack of knowledge about their customers.
o Lack of relationship buildings with employees.
o Lack of focus on R&D.
o Question of over franchising leads to loss of control and quality.
OPPORTUNITIES
o Cheap an d easy availability of labour.
o Increase consumption of fast food has increased the market size.
o All under one roof.
o New leadership, domestic markets and customers focus.
THREATS
o Rated 83 out 100 in term of competitiveness.
o High political instability.
o Animal diseases like bird flu.
o Compressed hierarchy can collapse the whole system of the management
efficiency.
o Increasing inflation rates directly affects menu rates.
o 85% annu al employee turnover for fast-food market.

12. 6.0 OBJECTIVES OF THE STUDY
o To investigate the importance of marketing strategies.
o To find out Target Customers of KFC.
o To analyse various aspects of marketing by KFC.
o To study the demographics of customers of KFC.

13. 7.0 RESEARCH METHODOLOGY
 RESEARCH TYPE- The research is on descriptive basis.
 SAMPLE AREA-The sample region chosenfor research was Bareilly.
 SAMPLE SIZE- 76
 DATA COLLECTED-Researcher had collected Primary Data as well
as Secondary Data.
o Primary Data-A Information collected from sources such as
personal interviews, questionnaires or surveys with a specific
intention and on a specific subject.
o Secondary Data- Data which has already been collected by
someone, may be sorted, tabulated and has undergone a statistical
treatment. It is fabricated or tailored data.
 SAMPLING METHOD-Researcher opted convenience sampling.
Convenience sampling is a non-probability sampling technique where
subjects are selected because of their convenient accessibility and
proximity to the researcher.
 METHOD OF DATA COLLECTION-The researcher had
collected the data through well structured questionnaire and personal
interview,and the questionnaire was close ended.

14. 8.0 DATA ANALYSIS AND INTERPRETATIONS
Q1.How do you came to know about KFC?
INTERPRETATION 1:-
Researcher depicted that from above pie chart ,out of 100%(n=76) respondents
,34%(n=26) came to know about KFC through Advertisements on newspaper
,33%(n=25) through friends/family/colleagues ,13%(n=10) through Internet
,12%(n=9) through Banners ,8%(n=6) through Others.
26, 34%
9, 12%
25, 33%
10, 13%
6, 8% Total
ADVERTISEMENT ON NEWSPAPER
BANNERS
FRIENDS/FAMILY/COLLEAGUES
INTERNET
OTHERS

15. Q2.In terms of location why do you came to KFC?
INTERPRETATION 2:-
Researcher depicted that from above pie chart ,out of 100%(n=76) respondents
,57%(n=43) come to KFC because It lies on main road ,21%(n=16) because It
lies next to supermarket ,18%(n=14) because It looks out of two road.
16, 21%
43, 57%
3, 4%
14, 18%
Total
IT LIES NEXT TO SUPERMARKET
IT LIES ON MAIN ROAD
IT LOOKS OUT OF TWO ROADS
OTHERS

16. Q3.Which kind of fast food you buy more?
INTERPRETATION 3:-
Researcher depicted that from above pie chart ,out of 100%(n=76) respondents
,61%(n=46) buys Non-Vegetarian Food ,39%(n=30) buys Vegetarian Food.
46, 61%
30, 39%
Total
NON-VEGETARIAN
VEGETARIAN

17. Q4.How often do you come to KFC.
INTERPRETATION 4:-
Researcher depicted that from above pie chart ,out of 100%(n=76) respondents
,43%(n=33) come to KFC Once in a month ,32%(n=24) come to KFC One in a
Week ,7%(n=5) come to KFC in Every 3 Days.
5, 7%
33, 43%
24, 32%
14, 18%
Total
EVERY 3 DAYS
ONCE A MONTH
ONCE A WEEK
OTHER OPTION

18. Q5.What do you think about the price here?
INTERPRETATION 5:-
Researcher depicted that from above pie chart ,out of 100%(n=76) respondents
,58%(n=44) thinks that price in KFC is Reasonable ,26%(n=20) thinks that price
is Expensive ,13%(n=10) thinks price is Very Expensive ,3%(n=2) thinks that
price is Cheap.
2, 3%
20, 26%
44, 58%
10, 13%
Total
CHEAP
EXPENSIVE
REASONABLE
VERY EXPENSIVE

19. Q6.How do you think about the food here?
INTERPRETATION 6:-
Researcher depicted that from above pie chart ,out of 100%(n=76) respondents
,41%(n=31) thinks that food in KFC is Good ,39%(n=30) thinks that food is
Delicious ,17%(n=13) thinks that food is Normal ,3%(n=2) thinks that food is
Not Good.
30, 39%
31, 41%
13, 17%
2, 3%
Total
DELICIOUS
GOOD
NORMAL
NOT GOOD

20. Q7.Rate your satisfaction regarding the price of this brand?
INTERPRETATION 7:-
Researcher depicted that from above pie chart ,out of 100%(n=76) respondents
,63%(n=48) are Satisfied with the Price ofbrand ,20%(n=15) are Highly Satisfied
with the Price ,12%(n=9) are Dis-Satisfied with the Price ,3%(n=2) are Highly
Dis-Satisfied.
2, 2%
9, 12%
2, 3%15, 20%
48, 63%
Total
CAN'T SAY
DIS SATISFIED
HIGHLY DIS SATISFIED
HIGHLY SATISFIED
SATISFIED

21. Q8.Rate your satisfaction regarding the quality of this brand?
INTERPRETATION 8:-
Researcher depicted that from above pie chart ,out of 100%(n=76) respondents
,63%(n=48) are Satisfied with the quality of brand ,20%(n=15) are Highly
Satisfied with the quality ,12%(n=9) are Dis-Satisfied with the quality ,3%(n=2)
are Highly Dis-Satisfied.
2, 2%
9, 12%
2, 3%
15, 20%
48, 63%
Total
CAN'T SAY
DIS SATISFIED
HIGHLY DIS SATISFIED
HIGHLY SATISFIED
SATISFIED

22. Q9.Rate your satisfaction regarding Ambience of this brand?
INTERPRETATION 9:-
Researcher depicted that from above pie chart ,out of 100%(n=76) respondents
,43%(n=33) are Satisfied with the Ambience of brand ,36%(n=27) are Highly
Satisfied with the Ambience ,4%(n=4) are Highly Dis-Satisfied with the
Ambience ,1%(n=1) are Dis-Satisfied.
12, 16%
1, 1%
3, 4%27, 36%
33, 43%
Total
CAN'T SAY
DIS SATISFIED
HIGHLY DIS SATISFIED
HIGHLY SATISFIED
SATISFIED

23. Q10.Rate your satisfaction regarding the Packaging of this brand?
INTERPRETATION 10:-
Researcher depicted that from above pie chart ,out of 100%(n=76) respondents
,62%(n=47) are Highly Satisfied with the Packaging of brand ,25%(n=19) are
Satisfied with the Packaging ,5%(n=4) are Dis-Satisfied.
6, 8%
4, 5%
47, 62%
19, 25%
Total
CAN'T SAY
DIS SATISFIED
HIGHLY SATISFIED
SATISFIED

24. Q11.Rate your satisfaction regarding the brand name?
INTERPRETATION 11:-
Researcher depicted that from above pie chart ,out of 100%(n=76) respondents
,56%(n=43) are Highly Satisfied with Brand Name ,37%(n=28) are Satisfied with
Brand Name ,3%(n=2) are Highly Dis-Satisfied with Brand Name ,1%(n=1) are
Dis-Satisfied.
2, 3%
1, 1%
2, 3%
43, 56%
28, 37%
Total
CAN'T SAY
DIS SATISFIED
HIGHLY DIS SATISFIED
HIGHLY SATISFIED
SATISFIED

25. Q12.On average how much would you expect to pay for a fast food meal?
INTERPRETATION 12:-
Researcher depicted that from above pie chart ,out of 100%(n=76) respondents
,38%(n=29) like to spend 300 for a fast food meal ,22%(n=17) like to spend 400
,16%(n=12) like to spend 500 ,16%(n=12) like to spend 200 ,8%(n=6) like to
spend more than 500.
12, 16%
29, 38%17, 22%
12, 16%
6, 8%
Total
200
300
400
500
MORE THAN 500

26. Q13.Do you think KFC operates ethically in our Country.
INTERPRETATION 13:-
Researcher depicted that from above pie chart ,out of 100%(n=76) respondents
,97%(n=74) thinks that KFC operates ethically in our Country ,3%(n=2) thinks
that KFC doesn’t operates ethically in our country.
2, 3%
74, 97%
Total
NO
YES

27. Q14.What is the reason for your answer to question 13.
INTERPRETATION 14:-
Researcher depicted that from above pie chart ,out of 100%(n=76) respondents
,64%(n=49) supports their answer with Healthier Menu,29%(n=22) with Better
Advertisement,4%(n=3) with considering social issues of the community and
3%(n=2) with actions to protect environment.
2, 3%
22, 29%
3, 4%
49, 64%
Total
ACTIONS TO PROTECT THE
ENVIRONMENT
BETTER ADVERTISEMENT
CONSIDERING SOCIAL ISSUES OF THE
COMMUNITY
HEALTHIER MENU

28. Q15.Do you recommend this restaurant to others?
INTERPRETATION 15:-
Researcher depicted that from above pie chart ,out of 100%(n=76) respondents
,92%(n=70) are recommending the restaurant to others ,8%(n=6) are not going to
recommend the restaurant to others.
6, 8%
70, 92%
Total
NO
YES

29. 9.0 FINDINGS
i. The researcher had found that 34%(n=26) came to know about KFC through
Advertisements on newspaper ,33%(n=25) through friends/family/colleagues
,13%(n=10) through Internet ,12%(n=9) through Banners.Hence 34% of the
Respondents came to know about KFC through Advertisements on
newspaper.
ii. The researcher had found that 57%(n=43) come to KFC because It lies on
main road ,21%(n=16) because It lies next to supermarket ,18%(n=14)
becauseIt looks out oftwo road.Hence57% of the Respondents cometo KFC
because it lies in main road.
iii. The researcher had found that 61%(n=46) buys Non-Vegetarian Food
,39%(n=30) buys Vegetarian Food.Hence 61% of the Respondents prefer
Non-Vegetarian food.
iv. The researcher had found that 43%(n=33) come to KFC Once in a month
,32%(n=24) come to KFC One in a Week ,7%(n=5) come to KFC in Every 3
Days.Hence 43% of the Respondents prefer to come to KFC once in a month.
v. The researcher had found that 58%(n=44) thinks that price in KFC is
Reasonable ,26%(n=20) thinks that price is Expensive ,13%(n=10) thinks
price is Very Expensive ,3%(n=2) thinks that price is Cheap.Hence 58% of
the Respondents finds that the price of meal is reasonable.
vi. The researcher had found that 41%(n=31) thinks that food in KFC is Good
,39%(n=30) thinks that food is Delicious ,17%(n=13) thinks that food is
Normal ,3%(n=2)thinks that food is Not Good.Hence41% ofthe Respondents
finds the food to be Good here.
vii. The researcher had found that 63%(n=48) are Satisfied with the Price ofbrand
,20%(n=15) are Highly Satisfied with the Price ,12%(n=9) are Dis-Satisfied
with the Price ,3%(n=2) are Highly Dis-Satisfied.Hence 63% of the
Respondents are satisfied with the price of meal.
viii. The researcher had found that 63%(n=48) are Satisfied with the quality of
brand ,20%(n=15) are Highly Satisfied with the quality ,12%(n=9) are Dis-
Satisfied with the quality ,3%(n=2) are Highly Dis-Satisfied.Hence 63% of
the Respondents are satisfied with the quality of meal.
ix. The researcher had found that 43%(n=33) are Satisfied with the Ambience of
brand ,36%(n=27) are Highly Satisfied with the Ambience ,4%(n=4) are
Highly Dis-Satisfied with the Ambience ,1%(n=1) are Dis-Satisfied.Hence
43% of the Respondents are satisfied with the Ambience.

30. x. The researcher had found that 62%(n=47) are Highly Satisfied with the
Packaging of brand ,25%(n=19) are Satisfied with the Packaging ,5%(n=4)
are Dis-Satisfied.Hence 62% of the Respondents are highly satisfied with the
packaging of meal.
xi. The researcher had found that 56%(n=43) are Highly Satisfied with Brand
Name ,37%(n=28) are Satisfied with Brand Name ,3%(n=2) are Highly Dis-
Satisfied with Brand Name ,1%(n=1) are Dis-Satisfied.Hence 56% of the
Respondents are highly satisfied with the brand name.
xii. The researcher had found that 38%(n=29) like to spend 300 for a fast food
meal ,22%(n=17) like to spend 400 ,16%(n=12) like to spend 500
,16%(n=12) like to spend 200 ,8%(n=6) like to spend more than 500.Hence
38% of the repondants like to spend 300 for a fast food meal.
xiii. The researcher had found that 97%(n=74) thinks that KFC operates ethically
in our Country ,3%(n=2) thinks that KFC doesn’t operates ethically in our
country.Hence 97% of the Respondents agrees that KFC runs ethically in our
country.
xiv. The researcher had found that 64%(n=49) of the respondents agrees that KFC
runs ethicall in our country because of Healthier Menu.
xv. The researcher had found that 92%(n=70) are recommending the restaurant to
others ,8%(n=6) are not going to recommend the restaurant to others.Hence
92% of the Respondents are satisfied with the marketing startegies of KFC
and going to recommend the restaurant to others.

31. 10.0 LIMITATION
CERTAIN LIMITATION DOES CREEP IN RESEARCH DUE TO
CONSTRANT OF TIME, MONEY AND HUMAN EFFORTS.THEPRESENT
STUDIED ALSO NOT FREE CERTAIN WHICH ARE UNAVOIDABLE
ALTHOUGH ALL EFFORTS WERE TAKING TO MAKE A RESULT OF
THE WORK AS ACCURATE AS POSSIBLE IN SURVEY, BUT THE
SURVEY HAD FOLLOWING.
1. THE AREA OF THE STUDY WAS ONLY CONFIND TO
THEREFORE IT CAN’T BE UNVERSALLY ACCEPTED.
2. THE STUDY WAS LIMITED TO THE SIZE N = 77
RESPONDENT ONLY, SO THIS CAN NOT BE SUFFICIENT
ENOUGH TO PREDICT ABOUT DETTOL SOAP.
3. THE TIME GIVEN FOR THE STUDY WAS LIMITED
AS RESEARCHER COLLECTED THE DATA BY CONVENIEN SAMPLING
SO THERE IS A POSSIBLITY OF CERTAIN DEVIATION.

32. 11.0 SUGGESTIONS
KFC is a market leader in providing chicken.It is doing really well but they need
some improvements in their menu.They should make their, menu more good by
introducing new meals after a certain period of time.New items should be
introduced with varying taste.
The price of KFC is reasonable as compared with other fast food restaurants.But
as price is always a primary concernforthe customers,thereforethey should adopt
certain startegies to attract the customers. And it can only be done by lowering
the prices.It could be by introducing some discount pacakages for
families,employees or regular customers.
KFC needs to have more outlets at commercial areas.They should organize and
run a properadvertisement campaign which definitely result in the increasement
of their sales.

33. 12.0 CONCLUSION
From the above discussion about KFC ,we can concluded that it is really clear
that KFC is doing very well and keeps following its marketing strategies and
segmenting the market into different variables and increasing their market share
KFC is leading in fried chicken.It gives good ambience ,services ,quality ,variety
and fresh meals to its customers and going to provide the same in future by
adopting new and innovative startegies.

34. QUESTIONNAIRE
“A STUDY OF MARKETING STRATEGIES ADOPTED BY
KFC”
NAME OF THE RESEARCHER : AKSHAT CHAUHAN
NAME OF THE GUIDE : MR. FAHAD BEG
RESEARCH CENTER : KHANDELWAL COLLEGE,BAREILLY
Please provide the following information before filling further details:
NAME :…………………………………………………………………….........
PHONE NUMBER: ………………………………………………………..........
ADDRESS :………………………………………………………………………
EMAIL :………………………………………………………………………….
Q1.How do you came to know about KFC?
a.Advertisement on newspaper.
b.Internet.
c.Family/Friends/Colleagues.
d.Banners.
e.Others
Q2.In terms of location why do you came to KFC?
a.It lies on main road.
b.It lies next to Supermarket.
c.It looks out of 2 roads.
d.Others.
Q3.Which kind of fast food you buy more?
a.Vegetarian b.Non-vegetarian
Q4.How often do you come to KFC.
a.Every 3 Days.
b.Once a Week.
c.Once a Month.
d.Other Option.

35. Q5.What do you think about the price here?
a.Very expensive.
b.Expensive
c.Reasonable.
d.Cheap
Q6.How do you think about the food here?
a.Delicious.
b.Good.
c.Normal.
d.Not Good
Q7.Rate your satisfaction regarding this brand?
FACTORS HIGHLY
SATISFIED
SATISFIED CAN’T SAY DISSATISFIED HIGHLY
DISSATISFIED
PRICE
QUALITY
AMBIENCE
PACKAGING
BRAND NAME
Q8.On average how much would you expect to pay for a fast food meal?
a.200
b.300
c.400
d.500
e.More than 500
Q9. Do you think KFC operates ethically in our Country.
a.Yes b.No
Q10.What is the reason for your answer to question 9.
a.Heathier Menu.
b.Actions to protect the environment.
c.Considering social issues of the
community.
d.Better advertisement.
Q11.Do you recommend thisrestaurant to others?
a.Yes b.No

36. 14.0 BIBLIOGRAPHY