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KFC market analysis

Published in: Marketing
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  2. 2. INTRODUCTION  KFC is the world’s No.1 chicken QSR.  Leading in UK, Australia , South Africa, China, USA, Malaysia and many more.  Introduced many offerings for it’s growing customer base in India while staying rooted in the taste legacy of Colonel Harland Sander’s secret recipe.  Products are made on the motto of “Crispy outside, juicy inside”.
  3. 3. Historical background….  In 1930’s Colonel Harland Sanders some distinguished Kentucky folks licking their fingers.  Founder of the original KFC, was born 0n 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.
  4. 4. To sell food in a fast, friendly environment that appeals to pride conscious, health minded consumers.
  5. 5. MARKET SEGMENTATION  Geographic segmentation  Demographic segmentation  psychographic segmentation
  6. 6. • For a product to occupy a clear, distinctive and desirable place relative to “Competing products in the minds of target consumer.” • 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.
  7. 7. KSF’s:  Location/Number of Outlets  Extensive Menu  Price  Service/Ambience  Taste Threshold Factors:  Operations  Quality Standards KFC’S Key Success Factors
  8. 8. Location Target market Free home delivery Mobile units 35 outlets in the country Internet
  9. 9. • Their products are priced high and target the middle to upper class people • KFC adopted the Cost-based Pricing strategy • Pricing of the product includes the govt. tax and excise duty • The products are bit high priced according the market segment and it is also comparable to the standard of their product • In the cost based method we include the variable and fixed cost.
  10. 10. Specifications KFC Mc Donald’s Core Target Group Youth Kids Pricing Strategy Cost-based Pricing EDLP USP Differentiation through variants in product range Pricing + Value Provided