• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Kentucky Fried Chicken Marketing Mix Report

Extracts from this document...


KFC Marketing Mix Report Group 7 ________________ Kentucky Fried Chicken Marketing Mix Report Group 7 Yang Zhao Yurong Wang Di Su Bo Zhou Jing Fan Yuncong Chen Kentucky Fried Chicken Marketing Mix Report Company Overview Kentucky Fried Chicken, also known as KFC, is a part of Yum! Brands, Inc., the worlds? largest restaurant company in terms of system restaurants. As the world?s popular chicken restaurant chain, KFC specialized in its Original Recipe Kentucky Grilled Chicken, Original Recipe Strips with home-style sides, Honey BBQ Wings, and freshly made chicken sandwiches. Every day, more than 12 million customers are served at KFC restaurants in 109 countries and territories around the world. KFC operates more than 5,200 restaurants in the United States and more than 15,000 units around the world. This report focus on identifying KFC?s target market, analyzing its product, distribution, promotion, and pricing strategies that may produce satisfying exchanges with the target market, and Providing recommendations for the company?s further development. Target Market KFC has divided its global market into various groups of consumers who have different geographically demands, taste preference and behaviors. KFC has made its marketing segmentation according to the following bases: (1) Geographic Segmentation From the microscopic view: Since KFC is a fast food chain restaurant, in which customer would like to have a quick bite, its outlets are required to build on a well traveled, major street, with good ingress and egress, good visibility and ample space for parking, among other things. From the macroscopic view: According to KFC?s franchising report, while in the western U.S., there are totally no available spaces to built new outlets, in the eastern U.S., there are still plenty of opportunities to develop the new outlets. ...read more.


For this reason, KFC is facing the great pressure to change its price strategy in order to solve the problem. Promotion Promotion is the method used to inform and educate the chosen target audience about the organization and its products. The promotion of KFC is quite varieties such as TV program, Internet, public relation and so on. Moreover, KFC innovates a new menu set for it is easy to order and can save money. A special menu set also is cheaper than normal. At KFC, promotion is the main tool to bring all chicken lovers attention towards its delicious one-of-a-kind. One of KFC?s promotion methods is sales promotion, which includes Premiums, Exhibits, Coupons and Entertainment. Premiums For sale promotion KFC has used premiums strategy that give gifts as premiums like watches, keychain, coffee cup, T-shirt, toys to attract customers especially teenagers. Exhibits KFC sometimes will hold a huge exhibition in public and let people know the history of KFC and its new products. Since the exhibition will attract people various from different ages and social statues, KFC are able to enlarge its consumer market significantly. (3) Coupons All KFC outlets offer its customers with various forms of incentives to buy its Chicken. Using coupons that one can acquire after spending a particular amount over a period of fixed time, customers can enjoy the benefits of free meals or free add-ons. Additionally they provide meal vouchers and exciting offers in their print ads, which the customer must cut and bring. This strategy can attract many people from middle or lower class people in the U.S. who are always seeking for a lower price. (4) Entertainment In some KFC restaurants, children can have a special birthday party and they can play in the amusement area to get a lot of fun. ...read more.


2. Open more outlets in downtown and other population-concentration areas. While McDonald and subway target on individual, KFC prefer to family. However this doesn?t indicate that KFC couldn?t enter the individual market. KFC can simplify the meal which is more suitable for individual?s intake and open some outlets at downtown and some other high population concentration areas. The outlet located at those areas could not only have higher sales but also promote the brand image to more and more people. 3. Coordinating with those companies whose target are also young people and do a series of coordinated promotion. For example, KFC can coordinate with toy companies so they can manufacture some kinds of exclusive toy that are accompanied with kids? meal. Besides, KFC can coordinate with some Hollywood companies, promoting the upcoming movies? and KFC meal together. This conveys a message to customer: you can watch movies at home, with the enjoyment of KFC?s fried chicken wing. 4. R&D more kinds of food made without increasing-price material. In these years many commodities? price keeps going up, such as corn, which accelerates the cost of chicken and erodes KFC?s gross profit directly. To deal with this serious problem, KFC should release more kinds of meal what are not made of those increasing-price materials. For example, KFC can release some vegetable meal, like salad and soup, accompanied by the promoting concept of healthy diet. KFC can charge this food higher than normal food, thus make up the lost of increasing cost. Reference 1. Crewe and Alsager Faculty, STRATEGIC MARKETING: PLANNING AND CONTROL, 2003 2. The Hoovers, KFC Business Intelligence, Hoover Research Journals, 2008 [Online accessed 1st May 2008] 3. Rahzzla Zolaiqar, KFC Project, 5th of November, 2007 4. Lamb, Hair, McDaniel, Marketing, 7th Edition, 2004 5. Yum! Brands, Inc. Annual Report, 2008 6. http://www.kfc.com/ 7. http://kfccoupons.cre8hosting.com/index.php?zipcode=97201&submit=Submit ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our International Baccalaureate Business Studies section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related International Baccalaureate Business Studies essays

  1. Marketing. In my project, I am going to be looking at how Nestls Smarties ...

    50+ 3. What is your occupation? Please state__________________ 4. How often do you buy Smarties? i. ? Every day ii. ? Once a week iii. ? Once a month iv. ? Less than once a month v. ? Never 5. How much does it usually cost? i. ? 0-15p ii. ? 16-30p iii. ? 31p-35p iv. ? 36p+ 6.

  2. This paper will concentrate on Apples Apple TV business, and its complementing iTunes business.

    haters Apple is one of the few companies that have a religious group of fans and haters alike. This is evident from the number of forums and blogs about Apple. While it is very natural for the fans to be a positive marketing source, it is very evident that the

  1. Difference in working culture of Malaysia & Singapore

    Civil Service and an education system with an emphasis on achievement and meritocracy; but it is perceived by some voters, opposition critics and international observers as being authoritarian and too restrictive on individual freedom. Some 5 million people live in Singapore, of who 2.91 million were born locally.

  2. Free essay

    Marketing Case Study. From many various factors for segmentation, we can choose two bases ...

    Income can only specify the affordability of the consumer to purchase for the product. Income is one more strategy used by some manufacturer as well. Any manufacturers target on price responsive for consumer but some may target on high revenue consumer.

  1. Advance Professional Development

    Reviewing and monitoring your plan is also important because if you plan something initially you don't have much idea of "what is best to plan" at that time as compared to that which you re-plan it when you attain some progress towards the accomplishment of task or you get failure at initially.

  2. Cross-cultural business. Report for Westerners doing business in China.

    Western culture has taken a part and fused or mixed into Chinese culture, some basic cultures and oriental philosophies are still distinguishable from Western ones (Yeung and Tung 1991). Western beliefs derive from rationale, which emphasizes that all behaviors of human beings should be the results of rational thought and choice.

  1. Analysis of the marketing mix of Tata Nano

    In Tata Nano?s case, the branding strategy used is corporate name combined with individual product names. This company?s name legitimises and the individual name individualises the new product. 1.4 Product Strategy The Tata Nano CX, including all the features described in the earlier Product Review section, will be sold with a three-year warranty or 100,000km warranty, whichever comes first.

  2. Ford Company Analysis - corporate structure and financial analysis

    The Board, the Audit Committee or the Nominating and Governance Committee can decide to address these communications outside a normal company practice and procedure. 1.9 Annual Performance Evaluation The Board and each of the Committees perform always a annual self-evaluation.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work