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