Data Collection and Analysis

Marketing Mix

Since 1982, KFC’s “All-American salute to Mothers” national card contest has been KFC’s way
of honoring moms and their families for malcing mother’s Day KFC’s biggest sales day of the
year. The contest encourages children to creatively express their feelings for their moms by
making a homemade card and give them chance to compete for more than $10,000 in cash and
prizes. Educational packets, including language, history and art exercises highlighting Mother’s
Day, were sent to thousands of schools nationwide.

There are 4 P’s of Marketing:

1. Product
2. Pricing
3. Promotion
4. Place

1. Product:

Basically the product is anything that be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or need. KFC is specially dealing in the chicken products;
Basically, KFC has the special raspy for chicken products that is why, KFC known as a chicken
specialist allover the globe. KFC target the Asia and east side because they observe that they
people are like the chicken products, so they enter in the market due to the demand of their
chicken products. KFC product variety of product in the chicken, those products are:
Food Items: -
1. Original Recipe Chicken
2. Extra Tasty Crispy Chicken
3. Hot Wings Pieces
4. Tender Roast Chicken
5. Chunky Chicken Pot Pie
6. Kentucky Nugget
7. Colonel’s Crispy Strips”^
8. Honey BBQ Sandwich ,1.
9. Original Recipe Sandwich
10. Tender Roast Sandwich
11. Triple Crunch Sandwich
12. Triple Crunch Zinger Sandwich

2. Pricing: -
KFC during pricing their products keep the different points in the mind like they adopt the cost
base price strategy. Pricing of the product includes the Government taxes and excise duties and
then they come at final stage of determine the price of their products. KFC prices of products are
a bit high according to the market segment and it is also compatible to the stander of their
products. The Indian market is price conscious.

3. Promotion: -

Promotion is one of the necessary plates in any form of business or in other words you can say
that promotion is the key of success. KFC also known the importance and significance of
promotion so they uses the bill boards the major source of advertisement and one of the most
important thing that they uses media especially the newspapers to promote their products. They
are also creating awareness among the masses about their existing product range as well they tell
us about the future product.

Marketing efforts to be taken by the restaurant :

• Paste delivery posters at petrol pumps, flats, colleges, plazas, and departmental
stores.
• Distribution of delivery flyers in residential areas, markets, plazas and institutions
(as per the plan)
• Visit offices and business places.
4. Placement: -
In the case of the KFC the placement of the product is not important but the placement of the
restaurant is important. The products of the KFC is cooked at the sport and then served after that.
KFC opened, its main and the first commercial zone in Kolkata in the year 2004 the area is the
most busiest place in Kolkata consisting of residential and official area .The restaurant is a three-
story building including the basement (where the chicken play area is located). Another branch
the KFC opened in the Band Stand area in Mumbai which its very busy place and where people
demand fast food items.

So now we can easily judge that the KFC target the place for their restaurant, which is well
known and is in the Porsche area where the income level of the people is high then the middle
class level. Because the prices of the KFC products is high with comparison to the local products
manufacturer who are dealing in the same kind of product in which KFC is dealing but the prices
of the KFC is high due to special taste, high quality, and due to international brand, it is the
world recognized fast food restaurant all around the world. So, for the placing strategy, KFC
chose the well income class area for their restaurants.

Market Coverage Strategy

KFC will be using differentiated market coverage strategy. It means that different marketing mix
will be used for different age groups.

Target Market for Fast Food

After evaluation of various segments, KFC has decided to target the market of Urban and Sub-
urban Areas of India.
Product usage
1. People are educated and they want variety in their diet.
2. Normally people of rural areas don’t take fast food. On the other hand people of
urban areas take fast food.
3. Income of the people of urban areas is normally high and they can afford to
purchase such products, which are slightly higher in price as compared to
prevailing prices of local food in the market.
4. People of Urban Areas are more quality conscious than the people of Rural Areas.
5. In Urban Area there lived people from every walk of life and profit generation is
easier than in Rural Areas.
6. Population density is higher in Urban Areas as compared to Rural Areas, so the
number of customers is more in Urban Areas.

SWOT Analysis:-

SWOT analysis mean strength, weakness, opportunities and threats and the
SWOT analysis of KFC are:

Strengths: -
1. KFC secret recipe of 11 herbs and species has made it the leader in chicken for
the last 50 years. KFC sells three recipe, original recipe, extra crispy, tender
roast.
2. KFC adopted very different market concept then other companies that help KFC
to be strong in market
3. KFC is the only best fast food restaurant in India with great recipes
4. KFC has a hold at the market and through customer satisfaction they have higher
profits rates
5. KFC has good approach to media
6. They have different strategies to handle different problems
7. They always choose a very good location in the busy area of city

8. They have well educated staff and they all are very skilled and handle all the
situation very well and satisfy there customers
9. As we know KFC is the multinational company and they have reserves of finance
and pay many taxes to government
Weaknesses: -
1. KFC sweet dishes portion is not as better as should be
2. They only focus higher income level people
3. They have much higher price as compare to the other fast food restaurants
4. They bring new products to the market quickly and its innovation new products that some
time become harm full for the companies

Opportunities: -
1. They have the opportunity to expand their sweet products.
2. They can open more branches to get maximum market share.
3. They can open branches in northern areas of India.
4. They can capture more customer by decreasing the price of their products
5. To market their products they have to do more social projects for the country and due ton
that they attract more customers

Threats: -
1. Web site like KFC cruelty become the big threat for KFC market
2. Current market condition is a big threat for KFC
3. Diseases like bird flu is the big threat for KFC
4. People wrong perception created by some our religious people or molvies
that the chicken products of KFC are not hygienic that effect the KFC market to
a great extent.
Competitive analysis

You cannot enjoy the business without competitors. No organization can afford to ignore there
competitors. It is very important for a marketing managers to monitor the activities of there
competitors, what they are doing? KFC adopted such sort of strategy that there is no competitor
for spicy chicken, which is made by KFC. KFC beats its competitors through the revising
marketing strategy at every movement but the main competitor of KFC is Me Donald.

KFC does not consider Me Donald’s are its direct competitors. As Me Donald’s has a limited
menu and cater to different segments of society e.g. Me Donald is catering to lower middle
society of India. Though KFC has faced a little competition from local restaurants but their
breakeven in terms of revenue has been done. Currently KFC has 34 outlets in nine cities that
include Pune, Chandigarh and Ludhiana, besides the metros, mumbai, koikata, delhi,
chennai. and they are in process of expanding there business and plan to open about 100 outlets
by 2010.

How does KFC compete with their competitors?

It is found that KFC compete its competitors by five ways:

1. KFC compete its competitors through marketing strategy

2. They offered different packages at different events like random offer, midnight
offer etc.
3. KFC compete there competitors by providing good services
4. They must hired the hard selling persons to market their product in the market
and motivate their employees for the sake of organizations and employees do
well and they compete there competitors
5. KFC has quality products and through these quality products they compete
their competitors
1. Competitive Advanta

KFC McDonalds

Spicy Products, Indian people like

spicy products instead of boiled food. Burger and French Fries

Arabian Rice and Zinger Burger Big Mac

Free Delivery Charges for home delivery

Chicken is eaten by every community Beef is banned in some community

Local Staff and Highly Qualified

because local staff can better deal with Its Staff consist of simple Graduates and
the customers give them training

KFC uses Top to Bottom and Bottom to McDonalds Uses Top To Bottom
Top Approach in Management. Approach.

KFC is Co branding with Walls No such Case.