This presentation is about the marketing management of KFC. It has clearly mentioned about the background of KFC, Marketing mix, product,product life cycle, product levels, market segmentation, market targeting, market positioning, market environment and SWOT analysis of KFC.
4. COMPANY PROFILE
Type : Wholly owned subsidiary
Industry : Fast food
Founded : 1930(original)
1952 (franchise)
Headquarters : Louisville, Kentucky, US
Key people : President-Roger Eaton
COO-Harvey R. Brown lea
VP for Marketing- James O’Reilly
Founder : Harland Sanders
Products : Fried chicken, Grilled chicken & southern foods
Parent : Yum! Brands
Website : www.kfc.com
5. VISION
“To be the leading integrated food services groups in the
Asian Pacific region based on consistent quality products
and exceptional customer focused services.”
MISSION
“To maximize profitability, improve shareholder value and
deliver sustainable growth year after year.”
6. MARKETING MIX
1) PRODUCT
Product is anything which can be offered for sale that
might satisfy need or want.
KFC is specially dealing with chicken products that is why, KFC is
known as a chicken specialist all over the globe.
*Chicken *Burgers *Beverages *Salads
*Snacks *Wraps *Rice
7. PRODUCT LEVELS
Crispy, Spicy, Hot
Spicy and black
pepper flavored
chicken
Cheese flavored
chicken
KFC chicken -
Fast Food
Fried
11. MATURITY STAGE
-Maintaining the price.
-Differentiate from
the competitor.
DECLINE STAGE
-Adding new flavors
-Discontinue
-Reduce price
12. 2) PRICE
Price is any amount of money that consumers have to pay while
purchasing the product.
Pricing objectives
Survival
Maximize current profit
Increase market share
‘Skim’ the market
Seek product quality leadership
New product Pricing strategy used by KFC is,
Skimming Price – Charges highest price
E.g. :- Hot Wings
13. 3) PLACE
Place includes company activities that make the product available
to target customers.
26 Outlets in the country
Free home delivery
Online ordering
14. 4) PROMOTION
Promotion means the activities that communicate the merits of
the product and persuade consumers to buy it.
Advertising
Television, Billboards, Newspapers
Sales promotion
Coupons , Meal vouches, Discounts
Public relations
Conduct seminars ,Employee training classes
Direct marketing
Mailings,catalogs,e- shopping
15. SEGMENTING
Dividing a market into distinct groups of buyers who have different
needs, characteristics or behaviors & who might require separate
products or marketing programs.
1. DEMOGRAPHIC SEGMENTATION
Age – All the ages
Gender – Both Male and female
Income – Upper and Middle class
Occupation – Businessmen, student, workers & other
people
2. GEOGRAPHIC SEGMENTATION
Urban Areas
Sub Urban Areas
16. 3. PSYCHOGRAPHIC SEGMENTATION
Life style
Personality
4. BEHAVIOURAL SEGMENTATION
Occasions –
‘KFC Popcorn Chicken’ on cricket match.
Valentine’s Day special couple discount offer.
18. SWOT ANNALYSIS
INTERNAL FACTORS
1. STRENGTH
Good taste
Brand equity
Global experience
Trademark recipes
Strong customer focus
2. WEEKNESS
High price
Image of “Fried”
Poor reach
Fewer items menu
Your Price is too
High…!
19. 3. OPPORTUNITY
Increase outlets
Gives many facilities
for part time jobs
Give more focus on
nutrition
4. THREATS
Health conscious eating
habits
Changing customer
demand
Disease like ‘Bird Flu’
EXTERNAL FACTORS
