Marketing Strategy of Kfc

Topics: Fast food, KFC, Fast food restaurant Pages: 10 (2364 words) Published: August 26, 2013


Submitted by-

Rohit Ahuja
BBA (gen) SEM 3


This is to certify that Rohit Ahuja student of MS. of course BBA Batch (2008-2011), has completed her research work titled "Marketing Strategiesof PVR Cinemas" under my guidance and supervision .The work submitted is genuine and authentic.



With profound sense of gratitude and regard, I express my sincere thanks to my guide and mentor Mr.PARAMVEER,for his valuable guidance and the confidence he instilled in me, that helped me in the successful completion of this project report. Without his help, this project would have been a distant affair.

His thorough understanding of the subject and professional guidance was indeed of immense help to me.

Also, this acknowledgement would remain incomplete without thanking the staff of KFC(RAJOURIGARDEN), New Delhi for their whole-hearted and kind co-operation.

I am also greatly thankful to the faculty members of our institute who co-operated with me and gave me their valuable time.


Introduction of

KFC Corporation, based in Louisville, Kentucky, is the world's most popular chicken restaurant chain, specializing in Original Recipe ®, Extra Crispy ™ , and Colonel's Crispy Strips® chicken with home style sides and five new freshly made sandwiches. Every day, nearly eight million customers are served around the world. KFC' s menu everywhere includes Original Recipe® chicken-made with the same great taste Colonel Harland Sanders created more than a half-century ago. Customers around the globe also enjoy more than 300 other products-from a Chunky Chicken Pot Pie in the United States to a salmon sandwich in Japan.

KFC continues reaching out to customers with home delivery in more than

300 restaurants in the United States and several other countries. And in quite a few U.S. cities, KFC is teaming up with other restaurants, Taco Bell and Pizza Hut, selling nearly fifty years ago; Colonel Sanders invented what is now called "home meal replacement" - selling complete meals to harried, time-strapped families. He called it, "Sunday Dinner, Seven Days a Week."

Today, the Colonel's spirit and heritage are reflected in KFC's brand identity - the logo features Colonel Harland Sanders, one of the best­ recognized icons in the world.
KFC specialized in chicken and they says,

"No body's cooking like KFC today and we the chicken experts"

"Thereis no competitor for spicy chicken whic made by KFC"

Introducing New Product

Pricing Issues


Manufacturing cost RS.I00/-

5% marketing cost (PER UNIT) RS.5/- Total cost RS.I05/- 15% G.S.T +15% RETAIL MARGIN RS.25/-

Total retail Price RS.140/-

Manufacturing cost RS.140/-

5% marketing cost (PER UNIT) RS.25/- Total cost RS.165/- 15% G.S.T +15% RETAIL MARGIN RS.55/-

Total retail Price RS.220/-
Mission statement

" T 0 beth e Ie a d e r inw est ern sty Ie ~tr icit e
restaurantsthroughfriendly service, goodq u a litj food and clean atmosp'here

Goals ofKFC

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