Kfc Marketing Mix in India

Only available on StudyMode
  • Download(s) : 534
  • Published : May 3, 2013
Open Document
Text Preview
KFC Corporation, or KFC, founded and also known asKentucky Fried Chicken, is a chain of fast foodrestaurants based in Louisville, Kentucky. KFC is abrand and operating segment, called a "concept" of Yum! Brands since 1997 when that company was spunoff from PepsiCo.KFC primarily sells chicken in form of pieces, wraps,salads and sandwiches. While its primary focus is friedchicken, KFC also offers a line of roasted chickenproducts, side dishes and desserts. The marketing mix is generally acceptedas the use and specification of the 'four Ps'describing the strategic position of aproduct in the marketplace.ProductPricePlacePromotion Product

Anything that can be offered to a market tosatisfy a want or need.KFC's specialty is fried chicken served in variousforms. KFC's primary product is pressure-friedpieces of chicken made with the original recipe.The other chicken offering, extra crispy, is madeusing a garlic marinade and double dipping thechicken in flour before deep frying in a standardindustrial kitchen type machine Segmentation

Geographic segmentation:KFC has outlets internationally and sells itsproducts according to geographic needs of the customer. In India KFC focuses howgeographically its customers demanddifferent products. In north India Chickenis the main selling product, while in thesouth the Veg. items sell more than thechicken. Segmentation

Demographic Segmentation
In demographic segmentation, the market is divided intogroups based on an age, gender, family size, income,occupation, religion, race and nationality.KFC 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+ Income is Rs 10,000 n above.Family lifestyle is almost all Segmentation

Psychographic segmentation
Dividing a market into different groups based on social class, lifestyle,or personality characteristics is called psychographic segmentation.KFC divides market on the basis of psychographic variables like Social class-Upper and Middle class.Lifestyle is not specific.Personality is ambitiousand authoritarian TARGET MARKET

³The process of evaluating each marketsegment¶s attractiveness and selectingtwo or more segments´ As the outlets of KFC are in posh area andprices are too high (overhead expenses-rent,air-conditioning, employees), so KFC targetsupper and middle classes. Target marketdepends upon size and growth rate of population, Company resources and structuralattractiveness of market segment. Market Positioning

For a product to occupy a clear,distinctive and desirable place relative to³Competing products in the minds of targetconsumer. In KFC feedback is taken from thecustomer in order to know the customer demands and then improvements aremade in products. KFC focuses on pureand fresh food in order to create adistinct and clear position in the minds of customers KFC hasa strong brandname and they are leading the market infried chicken. KFC uses itsattributesto Position itsProduct(Fried Chicken)

Price
Price is the any amount of money thatcustomers have to pay while purchasingthe product. More broadly, price is the sumof all the values that consumers exchangeforbenefits of having or using the productor services Demographic factors

Age:Generally there is no age limit focus by theKFC. The target and focus is on each and everyindividual in a society. KFC finds its largestdemographic in the young of any society.Gender :Both male and females are focused byKFC, gender does not play any role here. Household

Size:This plays a vital role in thedemographic factor of the KFC. Generally theytarget whole families rather than single persons.This being the reason for their Family Mealswhich are basically bundled items served at anominally cheaper rate. Economic Factors

Income:Income is an importantkey factor for KFC. This factor decides which class is to betargeted. I n the early rise of KFCthey focused on the upper classbut slowly are...
tracking img