KFC aims to be the leading food service provider in Asia. Its vision is to deliver consistent, high-quality products and excellent customer service. KFC targets young consumers and the upper class by focusing on chicken products. It differentiates itself through its secret recipe and emphasis on a positive dining environment. KFC's marketing strategy involves market segmentation, targeting, positioning and differentiation. It uses the four P's of marketing - promoting through various channels, pricing for different segments, placing products directly to consumers, and offering a variety of chicken products.

1. Business Marketing
Plan
KFC

2. Executive Summary
Introduction
Food, fun & Festivity, this is what KFC
is all leading the market since its
inception, KFC provides the ultimate
chicken meals for a chicken loving
nation. Be it colonel sanders secret
original recipe chicken or the hot &
spicy version, every bite brings a yum
on our face. At KFC we can proudly
say, “We do chicken right”.

3. History

4. VISSION:
To be the leading integrated food services group in the ASIAN region
delivering consistent quality products and excellent customer-focused
service.
MISSION:
To maximise profitability, improve shareholder value and deliver
sustainable growth year after year

5. Market situation
• MARKET SHARE
The most recognize able brand in chicken with over 30% of the market
share

6. Market situation
• CURRENT PRODUCTS REVIEW
• Mighty Zinger
Nuggets
• Corn on the cob Chicken
mania
• Crispy chicken chunks Hot
and crispy soup
• Cappuccino Zinger
burger
• Fish zinger burger Salsa
twister
• Chicken burger Sub 60
• twister

7. Competitive Analysis
KFC
• Spicy Products
• Arabian Rice and Zinger Burger
• Chicken is eaten by every community.
• Local Staff and Highly Qualified
because local staff can better deal with
the customers.
McDonald
• Burger and French Fries
• Big Mac
• Beef is banned in some communiy
• Its Staff consist of simple Graduates
and give them training

8. SWOT Analysis
Strengths
• Oldest and finest in
Business
• High Goodwill
• Large Number of Outlets at
prime locations
• Loyal customers
Weakness
• Presence of Multinational
competitors in the market
e.g. McDonalds
• Imported raw material rise
their prime cost
• Only chicken related recipe

9. OPPORTUNITIES
1. Increase trends to take meal out of home
2. Earn big profit as the population grow
3. Availability to increase the number of franchise to other
countries
4. Cheap and easy availability of labor

10. Threats
1. Intensive competitions
2. Animal care activities
3. Health conscious eating habits
4. No support from govt agencies

11. Objectives
1. Expand the business
2. To provide best services
3. To beat competitors
4. To provide hygienic food
5. To earn higher profit
6. Smile on the people’s face and make them want for more
7. Product development
8. Increase variety on menu according to taste of people
9. Follow domestic customers that go to abroad

12. Issues
1. local brands
2. Expensiveness
3. Animal diseases like bird flue
4. Lack of high profile areas
5. Low income level of citizens
6. Limitations of halal and haram
7. Health conscious people

13. Marketing strategies
Marketing strategy is very important. Your marketing strategy
consists of: The "what" has to be done. Inform consumers about the
product or services being offered. Inform consumers of differentiation
factors.
KFC has marketing strategy emphasis on the following facts:
• Market Segmentation
• Market target
• Differentiation
• Positioning

14. Market Segmentation
Dividing a market into distinct groups of buyers who have different
needs, characteristics or behaviours and who might require separate
products or marketing programs. KFC mainly focus on following
market segments.
Demographic Segmentation
Demographic segmentation consists of dividing the market into groups
based on variables such as
• Age
• Life cycle stage
• Income
• Social Class

15. Psychographic Segmentation
KFC divides market on the basis of psychographic variables like:
• Life Style (Lifestyle is not specific)
• Personality (Personality is ambitious and authoritarian)
Behavioural Segmentation
In behavioural segmentation, consumers are divided into groups according to their
knowledge of, attitude towards, use of or response to a product. It is actually based on
the behavior of the consumer.
The first form of behavioral segmentation is selling product in different occasions.

17. Market Targeting
Market targeting is the process of evaluating each market segment’s
attractiveness and selecting one or more segments to enter.
KFC targets the young generation, as here in this country the young
generation is more towards eating out and is more energetic. It targets
the early single segment that is the upper class.
Market Positioning
Positioning is arranging for a product to occupy a clear, distinctive and
desirable place relative to competing products in the minds of target
consumers. The environment customers get in the KFC are the focus
that built KFC’s image in the customer mind that is why they are
always trying to bring positive changes in the environment so that every
time their customer enter the KFC, can feel the difference.

18. Differentiation
Differentiation is actually differentiating the market offering to create superior
customer value. KFC differentiated their market offering for each targeted segment
and what positions it wants to occupy in those segments.

19. Marketing Mix
The marketing mix is a business tool used in marketing. The marketing mix is often crucial
when determining a product or brand's offering, and is often synonymous with the four Ps:
1.Product
KFC is specially dealing in the chicken products; Basically, KFC has the special recipe for
chicken products that is why, KFC is known as a chicken specialist all over the globe. KFC
target the Asia and east side because they observe that these people like the chicken
products
Product Offerings
There are different products divided into sections according to the differentiation in them.
i. Chicken
ii. Burger
iii. Desserts & Beverages
iv. Snacks

20. 2. Price
KFC 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. KFC pricing the products by keep the different points in the
mind, adopt cost base price strategy.
3. Place
KFC has only one channel of distribution i.e. direct where the goods are transferred to
the consumer directly. KFC has no middlemen.
KFC also does distribution of services to the consumer like parking, sitting, home
delivery, etc

21. 4. Promotion
Promotion means activities that communicate the merits of the products
and persuade consumers to buy it. It 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
At KFC, Promotion is the main tool to bring all chicken lovers attention
towards its delicious one-of-a-kind product, the Fried Chicken.

22. Pricing policy of twister
Manufacturing cost RS.150/-
5%marketing cost per unit RS. 5/-
Total cost RS.155/-
17%GST RS. 17/-
Total retail price RS.180/-

23. controlling
The KFC management has adopted these strategies in controlling
function:
• Check and balance on employees
• Take action against problem creators
• Control proper distribution of product