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.

1. MARKETING MANAGEMENT
ASSIGNMENT
WELCOM
E

3. CONTENTS
1. COMPANY PROFILE
2. MARKETING MIX
1.1 PRODUCT
PRODUCT LEVELS
PRODUCT LIFE CYCLE
1.2 PRICE
1.3 PLACE
1.4 PROMOTION
3. MARKET SEGMENTATION
4. MARKET TARGETING
5. MARKET POSITIONING
6. MARKETING ENVIRONMENT
7. SWOT ANNALYSIS

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

8. PRODUCT LIFE CYCLE

9. FEATURES
STAGES DEVELOPMENT
STAGE
INTRODUCTION
STAGE
GROWTH
STAGE
MATURITY
STAGE
DECLINE
STAGE
SALES LOW VERY FEW HIGH HIGH LOW
COST VERY HIGH VERY HIGH HIGH LOW LOW
COMPETITI
ON
NO LOW/NO HIGH VERY
HIGH
LOW
ADVERTISIN
G
VERY HIGH VERY HIGH HIGH HIGH LOW
PROFIT NO LOW HIGH HIGH LOW

10. STRATERGIES
INTRODUCTION STAGE
Low price
Selective distribution
GROWTH STAGE
-Quality is maintained
-Pricing is maintained
-High promotion
activities.

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.

17. MARKETING ENVIRONMENT
EXTERNALINTERNAL
• MANAGER
• EMPLOYEES
• ORGANIZATION
CULTURE • POLITICAL
• ECONOMIC
• SOCIAL
• TECHNOLOGICAL
• SUPPLIER
• MARKET
CHANNELS
• CUSTOMERS
• COMPETITORS
• PUBLIC
MICRO MACRO

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

20. THANK
YOU!