HISTORY McDonald’s KFC KFC Corporation, or KFC, founded McDonald’s entered India in 1996. and also known as Kentucky Fried Chicken, is a chain of fast food McDonald’s India has a joint restaurants based in Louisville, venture with Connaught Plaza Kentucky. KFC is a brand and Restaurants and Hard Castle operating segment, called a Restaurants. "concept" of Yum! Brands since Connaught Plaza Restaurants 1997 when that company was manages operations in North spun off from PepsiCo. India whereas Hard Castle KFC primarily sells chicken in form Restaurants operates of pieces, wraps, salads and restaurants in Western India. sandwiches. While its primary Today it has 169 Restaurants focus is fried chicken, KFC also across India. offers a line of roasted chicken products, side dishe sand desserts.
MARKETING MIX- Mc DONALDSPRODUCT. McDonalds has intentionally kept its product depth and product width limited. Designed the product after deeply studying the Indian customers. McDonalds continuously innovates its products according to the changing preferences and tastes of its customers.
PRICE McDonald’s came up with a very catchy punch line “Aap ke zamane mein ,baap ke zamane ke daam”. This was to attract the middle and lower class consumers and the effect can clearly be seen in the consumer base McDonalds has now. McDonalds has certain value pricing and bundling strategies such as happy meal, combo meal, family meal etc to increase overall sales volumes. Competitive pricing.
Pricing Strategy Value Ladder Strategy. In March 2004 introduced “AAP KE ZAMANE ME BAAP KE ZAMANE KE DAAM”. In this section prices ranged from 20 to 80, which resulted high increase in sales volume. Started product bundling. Prices are stable because of well established low cost chain.
PLACE The structure is simple for McDonalds. In India the outlets in north and east India are run by Connaught Plaza rest pvt ltd and outlets in west and south India are run by Hard Castle Rest. Pvt ltd. 169 outlets all over India. Localized the supply channels.
PROMOTION The idea of their promotion is to promote McDonald’s as a global image. “Brand globally, advertise locally” is the McDonald’s promotional strategy. McDonald’s does its promotion through television, hoardings and bus shelters. They use print ads and the television programmes are also an important marketing medium for promotion. Intensive advertising aimed at children.
Some of the most famous marketingcampaigns of McDonald’s are:1. “You Deserve a break today, so get up and get away- To McDonald’s”2. “Aap ke zamane mein ,baap ke zamane ke daam”.3. “Food, Folks, and Fun”4. “I’m loving it”. It is one of the most successful ad campaigns launched in 2003.
CO -BRANDING McDonalds has major tie up’s with various companies as their co- branding strategy. Coca cola Barbie Hot wheels Disney-pixar
MARKETING MIX-KFCPRODUCT KFCs specialty is fried chicken served in various forms. KFCs primary product is pressure-fried pieces of chicken made with the original recipe. Products are generated based on the geographical locations. In KFC feedback is taken from the customer in order to know the customer demands and then improvements are made in products. KFC focuses on pure and fresh food in order to create a distinct and clear position in the minds of customers KFC has a strong brand name and they are leading the market in fried chicken.
PRICE KFC globally enters the market using market skimming. Their products are priced high and target the middle to upper class people Compared to its competitors, KFC has a monopoly in fried chickens. Thus KFC has an upper hand in pricing their fried chickens.
PLACETARGET AREAS Location “Free home Delivery” strategy – They Hectic lifestyle of individuals – giving provide free home delivery to offices & them more time at work and less homes (select countries). stress about waiting for food. Accessibility – Resulting in several Commercialization of urban and sub- outlets to cater to the needs of people urban markets leading to more mid- in & around the city. sector people that find high-end eating joints very to expensive. Hectic lifestyle – Due to the hectic Mid-sector people are always lifestyle of office goings individuals the looking for change which KFC fast food concept saves time of provides in their range of fast food. preparing food and gives the customer a full meal quickly. Quality conscious – people in urban areas are more conscious about the Economically convenient – The pricing quality of food than rural areas. appeals to the many classes of a Urban areas are more populated society. therefore they help with attracting CHANNELS-1st level channel ie ; higher revenues. Manufacturer---Retailer---Consumer.
Contd… Placement of outlets Due to KFC placing itself close to schools, colleges, cine mas and markets which are mostly populated by the young and those who are in a hurry, KFC enjoys a large number of footfalls everyday. In addition, they also have outlets close to non-vegetarians (mostly Muslim populated areas).
PROMOTION. At KFC, Promotion is the main tool to bring all chicken lovers attention towards its delicious one-of-a-kind product, the Fried Chicken. KFC and its new company jingle, “finger lickin good” is a frequent announcement on televisions, billboards, flyers and radio. The company anthem “finger linkin good” is just a wake up call to the consumer to remind them how good they felt the last time they ate KFC chicken. Sponsorship is another tool to strengthen an organizations image. KFC is currently the sponsor of the West Indies Cricket Team. All KFC outlets offer its customers with various forms of incentives to buy its Chicken.
POSITIONING Age: Generally there is no age limit focus by the KFC. The target and focus is on each and every individual in a society. KFC finds its largest demographic in the young of any society. Gender: Both male and females are focused by KFC, gender does not play any role here. Household Size: This plays a vital role in the demographic factor of the KFC. Generally they target whole families rather than single persons. This being the reason for their Family Meals which are basically bundled items served at a nominally cheaper rate.
CONCLUSION In India fast food market is strongly dominated by these 2 brands. But when it comes to comparing these two brands the conclusion is that as far as market presence and brand value is concerned McDonalds has definitely proved a point for themselves. But KFC who re entered in 2003 has shown a rapid progress and if in the coming years KFC overtakes McDonald’s in the Indian market share. But for now it’s McDonald at the top.