Introduction KFC Corporation, or KFC, founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants

based in Louisville, Kentucky. KFC is a brand and operating segment, called a "concept" of Yum! Brands since 1997 when that company was spun off from PepsiCo. KFC primarily sells chicken in form of pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of roasted chicken products, side dishes and desserts. Marketing Mix The marketing mix is a business tool used in marketing products. The marketing mix is often crucial when determining a product or brand's unique selling point (the unique quality that differentiates a product from its competitors), and is often synonymous with the four Ps:
1. 2. 3. 4.

Price Product Promotion Place.

Product Product is anything that can be offered to a market to satisfy a want or need. KFC's specialty is fried chicken served in various forms. KFC's primary product is pressure-fried pieces of chicken made with the original recipe. The other chicken offering, extra crispy, is made using a garlic marinade and double dipping the chicken in flour before deep frying in a standard industrial kitchen type machine. Product Levels at KFC Core Products KFC is providing a chicken that is Finger Licken Good, along with a fun a place for the world family, to enjoy a thoroughly satisfying eating experience.KFC promises high quality food at a high quality place, at a relatively high price. Hot great tasting chicken meals Great value for the consumers money Efficiency and quality Clean and comfortable restaurant

Service in a friendly and courteous manner All product served in KFC outlets in the Pakistan areHalal High quality control ,measures Champs which stands for Cleanliness Hospitality Ambience Maintenance Pleasure Service

Actual Product KFC is famous for its original recipe, which is a blend of 11 herbs and spices, which gives it flavor everyone is crazy about. The colonels original recipe was served in his first restaurant in the 50s and is still unique to KFC to this day. To prepare the prigonal recipe succulent whole portion of chicken are taken and delicately seasoned with Colonels secret recipe of eleven herbs and species and is cooked under pressure. The pressure-cooking results in tender, juicy and irresistible fried chicken. The developer of this recipe, the colonel was always adding one thing or other to this recipe, so he came up with the new famous hot and crispy chicken, which was cooked under pressure to seal in the chicken s original taste and flavor. crispy on the outside, juicy n tender inside the hot and crispy chicken is marinated in especial seasoning and is double breaded to gave it golden brown crunchy crust.

Augmented Product KFC has augmented its products by adding take away services birthday party arrangements for the children, and special kids fun and play area at their outlets.

Product differentiation strategy A production can b differentiated due to its features, performance, durability, style

Features Generate more customer satisfaction per rupees of cost than KFC is likely to retain it. Features are characteristics that supplement the products basic functionality. Most products can be used with varying features. Each feature at KFC has an additional chance of capturing the fancy additional buyers. For each potential feature KFC calculate customer versus its cost

SWOT Analysis:

Strengths & Weakness of KFC The major strength possessed by KFC competitors is considerably their lower prices as compared to their expected and anticipated skyrocketing prices. Despite of this they have existed in the local markets for years therefore knowing peoples tastes and whims. Taking of Weakness KFC enjoys an unmatched imaged enjoyed worldwide. Since it is a Franchise quality assurance is ensured. They are overconfident about their customers being loyal to them.KFC branches are in major area so it should increase its network area and should open in other cities of Pakistan. MARKET SEGMENT PROFILE Lets have a complete view of how KFC segments its market using all the different variables. KFC is interested in attracting dinners (segmenting variable: user status) who like eating out as reaction, as a habit, dont like home cooked food or they dont have any one to cook at home (segmentation variable: attitude) Among those who eat out as a recreation people with higher income and can afford to dine out frequently (segmentation variable: income). So over all KFC decides to get people with a high income, positive attitude towards life, and they like to eat out frequently as a source of recreation. This could be one segment of KFCs market.

KFCs management believes 7 Ps rather than 4, product, price, promotion, place, people (customers), physical evidence (environment) & public of the organization. For them product promotion & their customers & physical environment are more important & rest of strategies are to support these core strategies. MARKET SEGMENTATION: Major segments are basically those areas where the demand is higher than the other area. There are so many people who take this meal weekly and those who take less often are always there as well. KFC has not segmented a lot in Pakistan. Most of their products are for youth and affordable for most of the population. Demographic Segmentation In demographic segmentation, the market is divided into groups 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

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 ambitious and authoritarian

MARKET TARGETING:

KFC commercials basically based on young generations, so, the young generation is the target market of KFC because they want to represent KFC with youth and energy but they also consider about the old people they take then as a co-target market. MARKET POSITIONING: Fortunately KFC position in the peoples mind in Pakistan is not up to its standard. People are often used to say in ignorance that they are having Mc Donalds. That has to be change in order to get the same reputation which it posses in the world.

PRODUCT Product is any thing that is offered in the market for the sale the product KFC is offering is it special chicken. Fried Chicken is famous for its chicken, which is a blend of 11 herbs and species, which gives it the flavor every one is crazy about it.

PRODUCT POSITIONING STRATEGY Positioning is the act of designing the companys offer so that it occupies a distinct and valued poisoned in the target consumers need. Positioning shouldnt be just a part of your strategy. It should be backbone of your business plan. Positioning has got its fair share of press in the past few years. But if you actually tried to achieve a position in the market place; you know that the gulf between theory and practice can be distressingly wide. In service industry you are not just positioning your products rather your organization. Beauty is in the eye of beholder and in the case of marketing the beholder is the customer so the customer is the ultimate judge of what you are presenting. Six approaches to positioning may be distinguished 1. Positioning by attributes. 2. Positioning by price / quality 3. Positioning with respect to use and application 4. Positioning by product user 5. Positioning with respect to product class 6. Positioning with respect to competitors

KFCS POSITIONING STRATEGIES KFC promote a High quality poison for its products. It produces high quality products, charges a high price, distributes through high-class dealers and advertises in English newspapers with a high circulation. Kentucky Fried Chicken is communicating through physical signs and ques that people use to judge quality. For KFC management the image their customers carry in their mind is the important factor. That is why for them the product quality, which is almost standardized all of the world except little differences because of local requirements & the promotion are very critical factors. They people which are their customer and the physical evidence, the environment customers get in KFC are the forces that KFCs image in the customer minds that is why they are always trying to bring positive changes in the environment so that every time their customer enter KFC, can feel the difference. They think that through continuous efforts they have developed such a brand image in their customers mind that their customers have become brand loyal. In other words they have good brand equity.

PRODUCT SCOPE STRATEGY Product scope strategy deals with the perspective of the product mix of a company (i.e., the number of product lines and items in each line). KFC has the following product line and number of products in each line,

PRODUCT LINE CHICKEN 1 Piece 5 Pieces 10 Pieces

BURGERS Mighty Zinger

Zinger Xtreme Fish Zinger Zinger Burger Twister Col. Chicken. Burger Spicy Sub

SNACKS & SIDE ORDERS Nuggets 6 pcs. Nuggets 15 pcs. Regular Fries Corn on the cob Arabian Rice Dinner Roll Hot Shots Cheese

DESSERTS & BEVERAGES Regular Drink Scoop of Walls Large Drink Mineral Water Reg. Mineral Water Lg. Coffee Tea

PRODUCT DESIGN STRATEGY There are 3 types of product design strategies. 1. Customized product 2. Standard product 3. Standard product with modifications A business unit may offer a standard or customized design product for each individual customer. Basic products of KFC are standardized throughout the world. To have a standardized product the ingredients have to be the same in all outlets, which is a very difficult job but KFC is successful in doing so. The ingredients basically consist of healthy chicken, 11 different herbs and species, cheese, mayonnaise, salad, buns, potatoes for fries etc. Basic secret recipe comes from the head office in U.S, the rest of the things are obtained from the local market. Distribution Channel

A distribution channel consists of a set of people and firms involved in the transfer of a title to a product as a product moves from producer to the ultimate consumer. The type of distribution channel KFC uses is called middleman involved in it.

KFC is using the firm sponsored retailer franchiser. This franchise buys all the ingredients it uses and fulfils all other requirements of the franchiser. This practice is adopted to have product upto the standards of the international KFC chain.

KFC believes in first level channels in the order given below: Manufacturers Retailers Consumers

Franchise System

Franchise system involves a continuing relationship in which a parent is the parent company provides the right o use its trademark and management assistance in return for payments from a franchisee. Which is the owner of an individual business unit? This combination of franchiser and franchise is called franchisee. The KFC franchiser provides merchandises, raw material .

Marketing logistics Marketing logistics involve planning, implementing and controlling physical flow of the finished goods. The, major logistic functions include order processing, warehousing, inventory management and transportation.

Order Processing The orders at KFC are taken from customers in person who are standing in queue. These orders go to the kitchen where it takes hardly 30.45 secs to deliver it. The mount paid by the consumer as the bull of his order is charged before the order is delivered. Whenever a KFC outlet has to give a approximate estimate about the quantity of the secret recipe would need in the coming year. This order processed and then necessary action is taken to fulfil these orders.