IT’S FINGER LICKING GOOD
Kentucky Fried
Chicken
Marketing Mix
Product Price
Place Promotion
KFC
Segmentation
Chicken
Veg. items
Geographic segmentation
Age
GenderReligion
Family size
Nationality
Demographic Segmentation
TARGET MARKET
Upper Middle classes
growth rate of population Company resources
COMPETITORS
35%
15%
10%
COMPETITIVE ADVANTAGE
Spicy Products Indian people like spicy products instead of boiled food
Burger and French FriesChicken is eaten by every community Beef is banned in some community
KFC uses Top to Bottom and Bottom toTop Approach in Management
McDonalds Uses Top To BottomApproach.
Advertisements
Sales Promotion
Promotion
STRENGTH
OPPURTUNITES THREATS
WEAKNESS
SWOT
STRENGTHKFC is a Market leader
Key Success Factor
Goodwill and
reputation
Employee Loyalty
WEAKNESS
• India is still mostly a vegetarian dominated cultured society
1
OPPURTUNITES
Increase in demand of food stuff
eaten outside the home
Diversify in other fast food
and mealCross Culture Large Youth
population
THREATS
McDonald’s
Health conscious consume
rs
KFC must trying to increase market
More promotion
Keep innovating and coming up with new items regularly
RECOMMENDATIONS
KFC
Major Competitors
Area-Borivali (East)
kitchen
Counter
Store room
Kids play station
Sitting area
50
Take awayCounter
Infrastructure expenses
Rent Maintenance
100000 50000
raw materials
100000
Employees salaries 140000250000
10
10
Promotion
50000
Leaflets Hoardings
4000
Coupons 1000
60000100000Working capital
Customers Per day—250Minimum amount received ---100Dayz—30
750000
Promotion strategies
Big box meal OFF
OFFOFF20%
College’s students discounts
Buy 2 meal get
1 free
T&C apply*
T&C apply*
T&C apply*
SO GOOD”
25%OFF