Marketing Practices in Pakistan

8/8/2019 Marketing Practices in Pakistan

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MARKETING PRACTICES INPAKISTAN

PRESENTED BY

Muhammad TABISH

KENTUCKY FRIED CHICKEN(KFC)


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INTRODUCTION

y Started in the early 1930's by Kernel Sanders in theSouthern USA as a small franchise operation.

y Has more than 11,000 restaurants in more than 80countries and territories around the World.

y

KFC Pakistan build the relation of Quality Serviceand cleanliness for Customer


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KFC IN PAKISTAN

y branched out in nine major cities of Pakistan with 45outlets nation-wide.

y

Opening the first KFC outlet in Gulshan-e-Iqbal,Karachi in 1997

y KFC wore the title of being the market leader in itsindustry

y Cupola holds the master franchise rights to operateKFC in Pakistan since 1999.


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KFC PAKISTAN FACTS

y Facilitated Pakistanis with its high employmentopportunities.

y The Government of Pakistan receives over Rs.10 to11 million per month from KFC Pakistan as directtaxes.

y New outlets opening adds up to our constructionindustry.


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MARKETING STRATEGIES IN PAKISTAN

TARGET MARKETING

AGGREGATION STRATEGY


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MARKET SEGMENTATION

y Previously much focus on Niche marketingoffering only expensive deals

y Changed focus Segmented deals affordable formiddle class as well.

y

Added more revenues with high customersatisfaction--- most importantly

CUSTOMER RETENTION"


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CONSUMER MARKET SEGMENTATION

REGIONS


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Geographics:

LAHORE

Gulberg

Defence Barkat Market

Cavalry Round

Shadman Thokar Niaz Baig

Mall Road


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DEMOGRAPHICS

yAGE

y GENDER

y FAMILY LIFE CYCLE

y SOCIAL CLASS


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PSYCHOGRAPHICS:

Personality

BEHAVIORAL:


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BUSINESS MARKET SEGMENTATION

y Industry

y Size

y Quality focused than price!

y Transactions:


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MARKETING MIX OF KFC PAKISTAN

PRODUCT

PRICE

PLACE

PROMOTION


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PRODUCT PRODUCT PLANNING:

PRODUCT STRATEGY:

New product ideas are generated from: Customer services (comments cards) Gallops survey (mystery shoppers)

Ensures Quality products through its

QUALITY ASSURANCE DEPARTMENT.

KFC adds a new product in its present assortment based on Their competitors Products adequate demand The satisfaction of key financial criteria Its compatibility with environmental standards


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y COMPETITORS STRATEGY

y EXPANSION STRATEGY

y

CHANGE IN PRODUCT POSITIONING:

y PRODUCT LIFE CYCLE:

y BRAND EQUITY

y PACKAGING STRATEGIES

y PRODUCT LABELING


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PRICE

PRICING STRATEGIES

--- MARKET SKIMMING STRATEGY

y Their products were high price and targeted onlyupper class. Gradually they trickle down focusing

on the middle class to penetrate the market.


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PLACE

y DISTRIBUTION CHANNEL

y KFC has only one channel of distribution i.e. direct where the

goods are transferred to the consumer directly. KFC has nomiddlemen.

y INTENSIVE DISTRIBUTION

y KFC does intensive distribution on its outlets. (All and everythingon every outlet).


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PROMOTION

y EXCELLENT ADVERTISMENT IN PAKISTAN

y They spend 2% of its profits on advertisement.

y PULL ADVERTISEMENT STRATEGY

y KFC in its advertisements says;

Nobody does chicken like KFCWe do chicken right

y


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SWOT ANLYSIS OF KFC PAKISTAN


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STRENGTHS

Oldest and finest in Business

High Goodwill

Large Number of Outlets at prime locations

Free home deliveries

Excellent staff


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WEAKNESSES

y Presence of Multinational competitors in themarket e.g. McDonalds(specialized not in chickenserving but in burgers)

y Imported raw material rise their prime cost


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OPPORTUNITIES

y Cheap and easy availability of labor in Pakistandue to high unemployment rate!

y Increase consumption of fast food has increasedthe market size in the country.

y

Consumer prefer All under one roof .


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THREATS

y Entrance of New competitors into the market

y High political instability/uncertainty


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CONCLUSION

y Believe in value creation.

y Provide ultimate choice of quick service

restaurants for consumers.

yWon the hearts of millions of Pakistanis.


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Documents

Marketing Practices in Pakistan