Marketing Kfc

Topics: Fast food, Marketing, Fast food restaurant Pages: 28 (7148 words) Published: September 29, 2008
1.0 Introduction

In 1939, Colonel Harland Sanders, the founder of KFC first gave the world of his most famous creation, Kentucky Fried Chicken (KFC), featuring the secret blend of 11 herbs and spices. Since then, millions of people the world over have come to love his one of a kind chicken, home style side dishes and hot and fresh biscuits.

Over many years, KFC has been spread and well known in almost every country around the world. The first outlet KFC Malaysia situated in the heart of the city, Kuala Lumpur since 1973 and has been served for more than 30 years old. From Malaysia to different states, 336 KFC outlets have been steadily set up today. Besides that, KFC has won several awards such as “Marketing Excellence Award for the Asia Pacific region in 1991, Grand prize in International Potato Championship organized by the U.S potato board and received the “Best specialty” prize for being most creative in marketing the potato products in1997.

KFC in Malaysia offer a wide range of meal for all ages and its selection has expanded over the years to include favorites such as popcorn chicken, Kentucky Nuggets, Cheezy Wedges etc. besides that, KFC also offer the individual meal, family meal, add on meal and chicky meal for the concerned of different age group. KFC served as the fast-food restaurant to preserve a tradition of giving customers tasty, juicy and crunchy chicken with a selection of home-styled side dishes and desserts to satisfy the customer’s need.

For beverage, aroma of hot Milo, coffee and tea are served; carbonate drinks, orange juice makes people refreshing on the hot sunny days. The Garden Salad is affordable, dedicated to young adults and seniors who were health conscious and nutritionally aware. With the great meal, healthy options, and friendly service environment in KFC, customer will definitely have a wonderful time enjoying their meal.

As we know that, society nowadays is very health conscious, most fast food and restaurant chain now post nutrition in their menu. A new health menu of Curried Lentils for KFC will be launched. This great tasting healthy vegetarian meal that consist of onion, garlic, lentils, carrots, celery stalks, tomatoes and kale, together with some curry powder and mix it to bring out its flavor. Curried Lentils brings nutrition benefits making this a complete meal with protein and vegetables.

This new creation is mainly appeal to the young adults and seniors’ citizens who were more health conscious and KFC hopes that this will be a better way for children and teenagers to practice a healthy habit since young as well as other people from different age group from age 12 to 55. In additions, with the effective training and efficiency of the workers and quality services, customer satisfaction will be achieved.

2.0 Current Market Analysis

Competitors Outlets
Nando’s chicken 5
Burger King 8
Kenny Rodgers 23
A&W 25
McDonald's 126
KFC 336


The first local McDonald's restaurant located at Jalan Bukit Bintang, Kuala Lumpur, and today, they have 126 outlets operated in Malaysia standing as the 2nd highest QRS restaurant in Malaysia.

Recently, McDonald’s has change it’s concept into new packaging, not through their principle of quality and services, cleanliness, value consistency but also to satisfy the need of the customers. The new buzzwords, “I’m lovin’ it” is a sporting of a new creative and friendly concept to attract more customers. McDonald’s new concept packed with energy and youthfulness so that people who enjoy the meal there are in for a great time.

Kenny Rodgers

Kenny Roger’s chicken are healthier compared to KFC’s chicken. Kenny Rogers Roasters operates casual dining restaurants with fire roasted rotisserie chicken as the main menu item and a variety of hot and cold side dishes. The concept is known...
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