4 p of kfc marketing case study

2. TABLE OF
CONTENTS
Company profile
Marketing mix 4 P's
Market analysis
Product strategy
Promotion strategy
Price strategy
Place strategy

3. COMPAN
Y
PROFILE
KFC is considered to be a food joint that was first found in America and then slowly
captured all the markets of the world. It became the second-largest food joint in the
world after McDonald’s and has more than 25000 restaurants in about 145 countries in
the world.
KFC was first opened in Bangalore in 1995 and from there the numbers increased to 30
outlets. Being the first foreign fast-food restaurant chain to enter the Indian market after
the introduction of the liberalisation policy, KFC was not supported in many parts of India
because of the belief in the old customs, traditions and food habits. But slowly, with time,
most of the Indian market grew fond of their famous sandwiches and their special
chicken nuggets. Today in India there are more than 200 outlets of KFC and alas, they
keep on growing.

4. MARKETI
N
G MI
X OF
KFC
PRICE
PROMOTION
PLACE
PRODUCT

5. MARKETI
NGMI
X
Marketing mix means a set of techniques and tactics a
company uses to get in touch with its target audience
and promote itself. This marketing mix includes the 4Ps
of KFC i.e. product, promotion, pricing and place
strategies.
Thus, we can say that a marketing mix is a tool that
helps us to understand a company and its reach much
better. Let’s get a better understanding of the
marketing mix of KFC.

6. MARKET
ANALYSI
S
KFC adjusts their prices as
per the market demand and
quality according to the
asian market

7. PRODUCT
STRATEGYOF KFC
A product strategy is a brief outline of the list of the products
a firm needs to sell and deliver to its customers.
KFC is famous for its world-class chicken fries and
sandwiches, but the list doesn’t end here. KFC keeps on
introducing new items to their menu and that fulfils the
deed of keeping the customers always on their toes. The fact
that KFC keeps on introducing new items in their menu,
helps it to build a strong product strategy and hence
supports the marketing.
Some of the well known and asked for products of KFC are:
Chicken and Veg Zinger Burgers
Rice bowls
Fiery chicken wings
Boneless chicken wings
Veg strips
Veg longers
French fries

8. PROMOTION
STRATEGY OF
KFC
Promotion strategy is concerned with the ways by which
the products of a firm can be promoted in the market.
KFC being one of the biggest food giants promotes itself
vigorously. The promotion mainly takes place through
television ads, newspapers, magazines and commercial
hoardings. KFC has sponsored the Big Bash League(BBL) of
Australia and also many cricket games.
KFC goes by the slogan of ‘Its Finger-Lickin’ Good’ to
remind its audience about its lip-smacking food products
and delicacies.

9. PRI
CE STRATEGYOF KFC
Pricing strategy is the strategy used by firms to set the prices
of their goods so that they can capture the attention of the
market effectively and efficiently.
KFC uses a discriminating pricing policy with all its products.
The products are of different pricing and ratings. The products
sold in India are affordable and are highly bought by the Indian
audience.
This Is now in front of its audience.
Though KFC indulges in promoting itself through mass media,
television and newspapers, it is still short on sponsoring the big
events and products sold in different countries have different
pricing. KFC used the price skimming technique and the
market penetration technique of marketing, this means that
when the competitors entered the market, KFC lowered down
its prices to a huge extent and while introducing new products,
KFC keeps its prices bare minimum compared to the later
stages to grab attention respectively.

10. PLACE STRATEGYOF
KFC
This strategy is concerned with tracking down the places the
firm can find the potential buyers for its products.
KFC’s marketing team is highly conventional in chalking out the
grounds of their restaurants all over the country. Their audience
winning tactics are the result of KFC being such a big giant
today. It has 15000+ outlets in 100+different countries and KFC
and its outlets.
All the outlets of KFC have been strategically opened in areas
where schools, colleges, offices or any other educational
institution lie. This is because the youth is far more indulgent in
these fast-food products than the country’s much-aged
population.

11. THANK
YOU