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Marketing M.Com (Master of Commerce) 2nd 2012-2014 Department of Commerce KFC Multan
Objective of Study
To Review the Marketing Environment Implementation of Marketing Tools i.e 4ps How KFC use Marketing Segmentation How KFC offer differentiated Product Where KFC stand in Positioning Map Suggest concrete and feasible recommendations to KFC
Mission Statement
Our passion, as a restaurant company, is to put a YUM on peoples faces around the world, SATISFYING CUSTOMERS every time they eat our food and DOING IT BETTER than any other restaurant company. The UNIQUE EATING EXPERIENCE at each of our restaurants MAKE OUR CUTOMER SMILE and inspire their loyalty for lift. Toward that end, our associates around the world re trained to be CUSTOMER MANIACS.
1939
1940
Devised what came to be known as his Original Recipe Contain 11 herbs and spices is still a trade secret
1980
1980
Company uses different suppliers for their ingredients to keep their recipe a secret
LOGO
Changes: Red color to make it more vibrant, a Smiling face and a apron
Marketing Environment
Macro Environment
KFC
Competitive Analysis
KFC adopted such sort of strategy that there is no competitor for spicy chicken KFC beats its competitors through the revising marketing strategy at every movement but the main competitor of KFC are Mc Donalds
Competitive Advantage
KFC
Spicy Product Pakistani People like spicy food rather than boiled food Arabian Rice and Zinger Burger Free Delivery Chicken is eaten in very community
Mc Donalds
French Fries and Burgers
Local stuff and highly qualified because local stuff can better deal with customers KFC uses Top to Bottom and Bottom to Top approach in their Management
SWOT Analysis
Strength Goodwill and reputation Employee Loyalty Customer Loyalty Ranks highest among all chicken restaurant chains Finger licking taste
Old Punch line: Taste you'll just love to EAT Have to drop the word EAT
SWOT Cont.
Weeknesses Advertisement High Prices Serves only chicken related products Due to huge expansion by growth strategy there is much pressure on HR Department.
SWOT Cont.
Opportunities New Markets Large Youth Population Opening new outlets in different areas of Pakistan Offering new variety of food
SWOT Con.t
THREATS Competitors i.e AFC and Papa Ginos Economical Conditions of Country Recipe is Secret if Stolen then its havoc for KFC
Market Segmentation
Consumer Market Segmentation Market Targeting Market Positioning PRODUCT DIFFERENTIATION
Positioning Map
Mc Donalds
KFC AFC
MFC
Positioning Map
BURGERS
Mighty Zinger Zinger Xtreme Zinger Burger Pizza Twister Chicken Burger Wow Meal New Panini Spicy Sub Rice n Spice Chicky Meal
Product Differentiation
Features Performance Service Image Personal Atmosphere Symbol
Marketing Strategy
There are 4 Ps of Marketing tools for implementing marketing stragtegy: 1. Product 2. Pricing 3. Promotion 4. Placement
Product List of KFC Zinger Xtreme Mighty Zinger Zinger Burger Pizza Twister Chicken Burger
Wow Meal New Panini Spicy Sub Rice n Spice Chicky Meal
Placement In the case of the KFC the placement of the product is not important because KFC having strong vision about if they opened KFC on any place then customer would be on that location But the placement of the restaurant is important.
Creative Marketing
Filling potholes and stamping the fresh pavement with "Re-freshed by KFC
Brand Development
An idea for a new product or service, and only the brand name still needs to be devised Introducing new brand in KFC Brown Cake
After reviewing the current situation of Brownies having low sales turn over. We suggest new Brown Cake concept as sweet meal in KFC.
References
http://www.google.com http://www.kfc.com http://www.kfcpakistan.com http://www.scribd.com/ http://www.slideshares.com/ http://www.wikipedia.org/ http://www.yum.com http://www.pizzahut.com