An Analysis of Kfc's Marketing Mix
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AN ANALYSIS OF KFCs
MARKETING MIX
MEMORANDUM OF TRANSMITTAL
DATE: September 6, 2011
SUBJECT: AN ANALYSIS OF MARKETING MIX OF KFC
Here is the report you requested on the marketing mix of KFC with special emphasis on the youth. The study included both primary and secondary research. The primary study focused on the students of GIM.
From our analysis we conclude that no particular competitive strategy is guaranteed to achieve success at all times. The “four P’s” of marketing (product, price, place and promotion) provide a good starting point for consideration of the requirements of strategy implementation in the marketing function. The mix of these marketing elements should be appropriate and the plans for each of the elements should also be appropriate.
Promotion is more than advertising. The location, size and nature of markets which the business strategy defines will guide promotion mix decisions and should indicate the content of promotional material as well. Pricing is a complex issue because it is related to cost, volume, tradeoffs etc. and because it is frequently used as a competitive weapon.
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TABLE OF CONTENTS
MEMORANDUM OF TRANSMITTAL.................................................................................... ii
EXECUTIVE SUMMARY .........................................................................................................iv
AN ANALYSIS OF KFCs MARKETING MIX ......................................................................... 1
THE KFC STORY – HOW IT ALL BEGAN…......................................................................... 2
KFC INDIA AND MARKETING MIX OF KFC........................................................................3 RESEARCH METHOD…….......................................................................................................6
CONCLUSIONS
AN ANALYSIS OF KFCs
MARKETING MIX
MEMORANDUM OF TRANSMITTAL
DATE: September 6, 2011
SUBJECT: AN ANALYSIS OF MARKETING MIX OF KFC
Here is the report you requested on the marketing mix of KFC with special emphasis on the youth. The study included both primary and secondary research. The primary study focused on the students of GIM.
From our analysis we conclude that no particular competitive strategy is guaranteed to achieve success at all times. The “four P’s” of marketing (product, price, place and promotion) provide a good starting point for consideration of the requirements of strategy implementation in the marketing function. The mix of these marketing elements should be appropriate and the plans for each of the elements should also be appropriate.
Promotion is more than advertising. The location, size and nature of markets which the business strategy defines will guide promotion mix decisions and should indicate the content of promotional material as well. Pricing is a complex issue because it is related to cost, volume, tradeoffs etc. and because it is frequently used as a competitive weapon.
ii
TABLE OF CONTENTS
MEMORANDUM OF TRANSMITTAL.................................................................................... ii
EXECUTIVE SUMMARY .........................................................................................................iv
AN ANALYSIS OF KFCs MARKETING MIX ......................................................................... 1
THE KFC STORY – HOW IT ALL BEGAN…......................................................................... 2
KFC INDIA AND MARKETING MIX OF KFC........................................................................3 RESEARCH METHOD…….......................................................................................................6
CONCLUSIONS
References: Kotler, P., Jha, M., Lane, K., & Koshi, A. (2009). Marketing Management. Pearson Education.