Upload
meena-iyer
View
251
Download
2
Embed Size (px)
Citation preview
7/30/2019 Marketing Plan KFC Final
1/22
Marketing plan PG (B)
1 | P a g e
Marketing Plan
Submitted by:
Shambhavi Doddawad (70)
Meena Iyer (73)
Charu Shrama (103)
Ruchi Aggarwal (96)
7/30/2019 Marketing Plan KFC Final
2/22
Marketing plan PG (B)
2 | P a g e
INDEX
Sr.no Particulars Page
no.
1. Introduction 3
2. Marketing Mix 5
3. STP 7
4. Models
a. PESTEL 9
b. BCG Matrix 10
c. Porters 5 forces 12
d. Ansoff Matrix 13
e. Financials 16
5 Promotion campaign 18
6 Budget 22
7/30/2019 Marketing Plan KFC Final
3/22
Marketing plan PG (B)
3 | P a g e
Introduction
Vision:
To be the No. ONE Restaurant Company in every category we operate
Mission:
Growth with a Big Heart
Promise:
We guarantee greatTaste
KFC (Kentucky Fried Chicken) is a fast food restaurant chain headquartered
in Louisville, Kentucky, United States, which specializes in fried chicken.KFC
primarily sells fried chicken pieces and variations such as chicken
sandwiches and wraps, salads and side dishes such as French fries and
coleslaw, desserts and soft drinks, often supplied by PepsiCo. Its most
famous product is pressure fried chicken pieces, seasoned with Sanders'
"Original Recipe" of 11 herbs and spices. The exact nature of these
ingredients is unknown, and represents a notable trade secret. Large
portions of fried chicken are served in a cardboard "bucket", which has
become a signature of the chain since being introduced by franchisee Pete
Harman. KFC is famous for the slogan "finger lickin' good", which has since
been replaced by "Nobody does chicken like KFC" and "So good".
7/30/2019 Marketing Plan KFC Final
4/22
Marketing plan PG (B)
4 | P a g e
KFC In India
The first Indian KFC opened in the city of Bangalore in June 1995. Protests
ensued from left wing, anti-globalisation and environmental campaigners, aswell as local farmers, who objected to the chain bypassing local producers.
Many Indians were concerned about the onslaught of consumerism, the loss
of national self-sufficiency, and the disruption of indigenous traditions. The
protests came to a head in August 1995, when the Bangalore outlet was
repeatedly ransacked. KFC Bangalore demanded, and received, a police van
permanently parked outside for a year. Rural activist M. D. Nanjundaswamy
subsequently claimed KFC would adversely affect the health of the
impoverished, by diverting grain from poor people to make the more
profitable animal feed. Former environment minister Maneka Gandhi joinedthe anti-KFC movement. KFC was also accused of using illegally high
amounts of monosodium glutamate (MSG) and frying its food in pork fat. A
store in Delhi was closed by the authorities, purportedly for health reasons,
but more likely to avoid a repetition of the Bangalore incident. KFC
eventually abandoned the Indian market, not returning until 1999, with a
new Bangalore outlet. This was the sole KFC in India until 2004, when the
chain began to expand. As of December 2012, there were 280 KFCs in the
Indian market. As well as the standard KFC offerings, the chain sells a
chickpea burger and hot wings with chilli lemon sprinkles.
Marketing Plan:
The process of analysing one or more potentially interesting marketplaces in
order to determine how a business can optimally compete in them. The
market planning process typically results in a marketing strategy that can be
used to enhance sales for the business producing it.
7/30/2019 Marketing Plan KFC Final
5/22
Marketing plan PG (B)
5 | P a g e
Marketing MixProduct:
Offers All Kfc Products Introduced So Far. The Menu List Also Mentions The
Energy Nutrients Consumed With Each Kfc Dish.
PRICE:
It is a little moderately priced. But the latest 25rs menu is doing wonders in
pulling college crowd especially two ice creams in just 25Rs.
Place:
Plot No. 5, Sector No. 1, Patil Road, Nerul, Navi Mumbai
Landmark: Opposite D Y Patil College.Vey strategically located, KFC successfully attracts the student bunch around
and the professionals who look for afternoon snacks. The outlet is an
considerable option to have Corporate meeting as it is decently spacious and
also extends wi-fi connection.
7/30/2019 Marketing Plan KFC Final
6/22
Marketing plan PG (B)
6 | P a g e
Promotion:
It does a basic promotion of distributing pamphlets outside SIES and D.Y
Patil. But the outlets prime location itself does the major part of self
promotion as its presence cannot bemissed.
The KITCHEN TOUR an innovative approach to build customer trust is a
top-drawer in not only building faith, but also developing valuable bond with
the PEOPLE because of their most hospitable manner in explaining the
PROCESS.
People:
KFC staff has a standard uniform. It focuses on fast and friendly services to
its customers from their employee.
Process:
The food manufacturing process at KFC is transparent i.e the process can be
seen by the customers. It allows its customers to view and judge the
7/30/2019 Marketing Plan KFC Final
7/22
Marketing plan PG (B)
7 | P a g e
hygienic standards of their kitchen by allowing them to enter the area where
the process takes place. It focuses on neat and clean environment.
Physical evidence:
It has a logo of the founder with his signature string ties with a red apron. It
has bright and bold graphics on the restaurant exterior and interior. Warm
and contemporary interior design with spacious and innovative seating with
wi-fi connectivity helps the customer feel comfortable and welcome.
STP
Segmentation:
Following are the ways in which segmentation can be done.
a. Geographic:To appeal to the student crowd and developing corporate offices in and
around Nerul, the outlet is settled in an apt location. Having to B-schools
around, it also becomes a very significant option for hostel students to order
take-aways.
b. Demographic:Divides the market on demographic basis in this way:
Age is between 6-65.
Gender is both males and females.
Family size is 1-2, 3-4, 5+
Generally they target whole families rather than single persons. This being
the reason for their Family Meals which are basically bundled items served at
a nominally cheaper rate.
Income is Rs 10,000 and above.
Family lifestyle is almost all.
c. Psychographic:KFC divides market on the basis of psychographic variables like
Social class- Upper and Middle class.
Lifestyle is not specific.
7/30/2019 Marketing Plan KFC Final
8/22
Marketing plan PG (B)
8 | P a g e
Personality outgoing and ambitious
d. Economic Factors:Income
In the early rise of KFC they focused on the upper class but slowly areintroducing economy meals that attract the lower to middle classes.
Consumption behavior
Liking and disliking towards the pricing of the products.
e. Behavior Factorstaste conscious
quality conscious
class
combination of product and quality
Target Market:
Having two prime colleges just opposite the obvious target are the students.
They are targeting the Hectic lifestyle Due to the hectic lifestyle of office
goings individuals and the out station students in the locality the fast food
concept saves time of preparing food and gives the customer a full meal
quickly.
Economically convenient The pricing appeals to the many classes of a
society.
Positioning:
KFC has a very interesting kind of feedback form. Feedback is taken from
the customer in order to know the customer demands and then
improvements are made in products. KFC focuses on pure and fresh food in
order to create a distinct and clear position in the minds of customers KFC
has a strong brand name and they are leading the market in fried chicken.
7/30/2019 Marketing Plan KFC Final
9/22
Marketing plan PG (B)
9 | P a g e
Models
PESTEL Analysis
Political
No suchpoliticalhinderance inthe locality
POSITIVE
Economic
GrowingMiddle andUpper Middle-class
population isincreasing thePPP
POSITIVE
Social
Increase inworkingwomen andout-station
students -imporved theprospects
Considerablenumber ofvegetarians inthe localitycalls forincrease in theveg dishes
POSITIVE
Technological
Enoughenablingtechnologiesavailable
POSITIVE
Legal
Franchisingmodels andEquity brandsworking quitesuccessfully inIndia
POSITIVE
Environmental
After PETAcontroversyKFC has nothad any majorenvironmentalissue.
The KITCHENTOUR is agreat initiave
to win backconfidence
WATCH OUT
7/30/2019 Marketing Plan KFC Final
10/22
Marketing plan PG (B)
10 | P a g e
BCG Matrix
Question Mark:
KFC has the advantage of being the one of the most preferred choices for
Chicken dishes. Hence try to optimize its Chicken meal (Twister etc) by try
trying to make it more lucrative (like Mcd does with Happy Meal gifts).
WOW 25 is a great introduction and has the potential of becoming a STAR
for the outlet.
Krusher is also a very innovative and tasteful offering and slowly becoming a
STAR.
Market
Growth
20
10
1
Relative Mkt Share
0 0.1
Krushers
WOW 25
Bucket
Twister Meal
Chicken Popcorn
Bucket
Snacker
Zinger
Veg. Strips
Rizo
Combo Meal
Hot & Crispy Bucket
7/30/2019 Marketing Plan KFC Final
11/22
Marketing plan PG (B)
11 | P a g e
Star
Combo meal and Hot & Crispy Bucket are the fresh STARs for the outlet.
Cashcow
Chicken Popcorn and Bucket are the most famous dishes of KFC this outlet
is no different in this regard. They have a regular porpcorn at 59Rs., and a
combo meal with Pepsi at 69rs, which is doing wonders.
Dog
Veg. Strips has never been able to pick up demand. It is time for it to start
considering chopping it off from the menu or revamp to make it taste better.
Same is the case with Rizo. Apart from a negligible demand here and there,
RIZO creates no sales.
7/30/2019 Marketing Plan KFC Final
12/22
Marketing plan PG (B)
12 | P a g e
5 Force Model
Threat of new entrant:
Market is full with players likeMcDonalds, Wendys, Subway
and many other local players.
local players are also looking toenter into the market to earn
profit.
Market is reasonably attractive.
Rivalry among existing forms:
McDonalds, Pizza hut,Subway all are heading to
make profits and expand
their market share.
Threat of substitute products:
local restaurant outlets canmake a dent to their market
share.
Local restaurants serve foodand entertainment with more
variety of Indian food which
is more economical like the
thali system.
Determinants of buying
power:
bargaining power ofcustomer is very
strong as a result
many big and local
players are working
on the perceived
value based pricing
therefore the price
level isreasonablyadequate.
Determinants of supplying
power:
Major suppliers are-regional suppliers of
chicken, vegetables.
Power of suppliers isrelatively small,
unless the main
ingredient of the
product is not readily
available.
7/30/2019 Marketing Plan KFC Final
13/22
Marketing plan PG (B)
13 | P a g e
Ansoff Matrix
The Ansoff Growth matrix is another marketing planning tool that helps a
business determine its product and market growth strategy.
Ansoffs product/market growth matrix suggests that a business attempts to
grow depend on whether it markets new or existing products in new or
existing markets.
The output from the Ansoff product/market matrix is a series of suggested
growth strategies which set the direction for the business strategy. These
are described below:
7/30/2019 Marketing Plan KFC Final
14/22
Marketing plan PG (B)
14 | P a g e
Market penetration for KFC (Nerul)
To increase market share and compete with well established competitors
they can have following strategies in place :-
Special discount on college ID cards as it is surrounded by 2 colleges. Loyalty card system for frequent visitors.
Already they have introduced wow 25 they continue to keep this buton different menus like today Rs 25 for veg snacker and tomorrow
chicken shots for Rs 25.
They a very good promotional activity in place wherein customer canvisit their kitchen and can review each and every thing which makes
consumers feel that they are important to them
The most important thing is they have kept veg section totallydifferent which makes veg consumers feel good and which helps them
in increasing their sales.
As this equity outlet is just 4 months old they must promoteaggressively among students crowd by sponsoring the college eventsso that footfall would increase in return increases sales.
Market development for KFC (Nerul)
Most eligible market for KFC to expand is VEG market as they havevery limited menu in VEG where as MC Donalds has extensive range of
menu for vegetarian customers.
KFC should make an effort to create different packages for vegetariancustomers.
7/30/2019 Marketing Plan KFC Final
15/22
Marketing plan PG (B)
15 | P a g e
KFC is not present in all areas of Mumbai as compared to MC donalds ,MC donalds has presence everywhere in Mumbai u name the place in
Mumbai u have MC donalds present there. But KFC has yet to do
that. KFC has to concentrate on this part.
Product development for KFC (Nerul)
KFC can do product development in the following ways:-
Can introduce products which have Indian spices and tastes. They can experiment on new flavors of chicken like Barbeque,
grilled, Indian flavors.
Their strategy should mainly focus on their varied recipes.
Diversification for KFC
Diversification strategy for KFC would entail the following.
Selling raw chicken to existing customer. New menu consisting lamb and fish which would increase their
customer base.
Diversifying themselves to other saviors like Pizza and Frankies.
7/30/2019 Marketing Plan KFC Final
16/22
Marketing plan PG (B)
16 | P a g e
Financials
Initial Investment of the store is very high as KFC is international brand . To
reach BEP they need to curtail the cost and put in efforts to improve both
top and bottom line
Store Location: Nerul. Opposite to D.Y Patil
Outlet Launched: 23rd November 2012
Warehouse For vegetables Lonavala
For Chicken - Taloja
Financial Data
Particluars Amount
Initial Investment Rs.200,00,000
Franchisee Fees Rs. 12,00,000
Monthly Sale Rs 40,00,000
Transactions 15000 per monthFixed Assets Rs 70,00,000
Promotion CostRs2,50,000 permonth
RentRs 4,00,000 Permonth
ElectricityRs 5,00,000 Permonth
Transportation CostRs 4,00,000 Permonth
No of Employees
25 ( Manager 5 ,
worker 20)
Salary :for workers is (as per minimum wages act) 8,500 pm
7/30/2019 Marketing Plan KFC Final
17/22
Marketing plan PG (B)
17 | P a g e
Estimated Break Even Point
Break Even in Units = Fixed Costs
WA Selling Price - WA Variable Costs
= 2,82,00,000
272-150
= 2,31,147.5 Units
Store will reach its breakeven point in less than 1 year time.
Inventory Management
Inventory is replenished on timely basis from warehouse. They maintain a
very sound projection chart for raw material consumption
Quality is of utmost importance at KFC . To preserve quality of chicken they
maintain optimum temperature of 68 79 degree
7/30/2019 Marketing Plan KFC Final
18/22
Marketing plan PG (B)
18 | P a g e
7/30/2019 Marketing Plan KFC Final
19/22
Marketing plan PG (B)
19 | P a g e
KFC
Barnyard Kollege Carnival
Carnival timing 11a.m 11p.mVenue D. Y. Patil Camous Ground
Date July 6th 7th 2013.Theme Barnyard
Target College Students and KidsLive Concert on the final day by AGNEE
MENU Colonels Latest Combo Meals Individual and Family
Meals Chicky Meal Snacks & Burgers Late Night Combo KFC 24 Hours Side Orders Thirst Quenchers Desserts Nutritional Values
TEEN Hot Box Twister, Regular, Delux Snack Box Fries, Rolls, Nuggets, Meatball +Add ons Krushers Wraps Chipotle Pokkits
http://www.kfc.com.my/colonel-latest.phphttp://www.kfc.com.my/colonel-latest.phphttp://www.kfc.com.my/colonel-combo.phphttp://www.kfc.com.my/colonel-combo.phphttp://www.kfc.com.my/colonel-individual-family.phphttp://www.kfc.com.my/colonel-individual-family.phphttp://www.kfc.com.my/colonel-individual-family.phphttp://www.kfc.com.my/colonel-chicky.phphttp://www.kfc.com.my/colonel-chicky.phphttp://www.kfc.com.my/colonel-snack.phphttp://www.kfc.com.my/colonel-snack.phphttp://www.kfc.com.my/colonel-kfc-latenight.phphttp://www.kfc.com.my/colonel-kfc-latenight.phphttp://www.kfc.com.my/kfc-24.phphttp://www.kfc.com.my/kfc-24.phphttp://www.kfc.com.my/colonel-side-order.phphttp://www.kfc.com.my/colonel-side-order.phphttp://www.kfc.com.my/colonel-thirst.phphttp://www.kfc.com.my/colonel-thirst.phphttp://www.kfc.com.my/colonel-dessert.phphttp://www.kfc.com.my/colonel-dessert.phphttp://www.kfc.com.my/colonel-nutritional.phphttp://www.kfc.com.my/colonel-nutritional.phphttp://www.kfc.com.my/teen-hb-zinger.phphttp://www.kfc.com.my/teen-hb-zinger.phphttp://www.kfc.com.my/teen-snack-box.phphttp://www.kfc.com.my/teen-snack-box.phphttp://www.kfc.com.my/teen-krushers.phphttp://www.kfc.com.my/teen-krushers.phphttp://www.kfc.com.my/teen-wraps.phphttp://www.kfc.com.my/teen-wraps.phphttp://www.kfc.com.my/teen-pokkit.phphttp://www.kfc.com.my/teen-pokkit.phphttp://www.kfc.com.my/teen-pokkit.phphttp://www.kfc.com.my/teen-wraps.phphttp://www.kfc.com.my/teen-krushers.phphttp://www.kfc.com.my/teen-snack-box.phphttp://www.kfc.com.my/teen-hb-zinger.phphttp://www.kfc.com.my/colonel-nutritional.phphttp://www.kfc.com.my/colonel-dessert.phphttp://www.kfc.com.my/colonel-thirst.phphttp://www.kfc.com.my/colonel-side-order.phphttp://www.kfc.com.my/kfc-24.phphttp://www.kfc.com.my/colonel-kfc-latenight.phphttp://www.kfc.com.my/colonel-snack.phphttp://www.kfc.com.my/colonel-chicky.phphttp://www.kfc.com.my/colonel-individual-family.phphttp://www.kfc.com.my/colonel-individual-family.phphttp://www.kfc.com.my/colonel-combo.phphttp://www.kfc.com.my/colonel-latest.php7/30/2019 Marketing Plan KFC Final
20/22
Marketing plan PG (B)
20 | P a g e
GAMES
7/30/2019 Marketing Plan KFC Final
21/22
Marketing plan PG (B)
21 | P a g e
7/30/2019 Marketing Plan KFC Final
22/22
Marketing plan PG (B)
22 | P a g e
BUDGET
Expected Customers 50,000 70,000
Sponsorship from Samsung Rs7,00,000
Entry Fees
For DY Patil StudentsFor OthersFor Students Below 12
No FeeRs 100 per personRs 50 Per person
Rent & Lighting RS 1,50,000
Promotion:PamphletsOnline Marketing
75,00025,000
Set up Cost(Theme and decorations)
2,25,0001,00,000
Rock Band (Agnee) 2,00,000
Gifts :
First Prize ( Galaxy Grand )Second Prize (Samsung Tab)KFC HampersVouchers and Coupons
Rs 1,00,000