PRODUCT & PRICING STRATEGY OF KFC EXECUTIVE SUMMARY: This project is based on analysis of marketing strategies of KFC.

This project responds to the recommendation of honorable teacher Mr. Umar Mushtaq who is our instructor for Principles of Marketing. We are thankful to him for the guidance he provided us all the way in preparation of this report. For the preparation of this project we interviewed marketing manager of KFC who provide ample information about KFC strategies. We also interviewed some customer to know their perception about KFC. We also looked for their ads & web site so we also used our personal observation as a source. We consulted different books & journals for the purpose of our analysis. KFC fast-food chains are currently under the restaurant division of PepsiCo Incorporated. PepsiCo is a corporation with three divisions including beverages, snack foods, and restaurants. PepsiCo is acquired by Yum! Brand Inc, so KFC is part of Yum! Brands, Inc., which is the world's largest restaurant system with over 32,500 KFC, A&W All-American Food,Taco Bell, Long John Silver's and Pizza Hut restaurants in more than 100 countries and territories. Yum! Brand Inc has franchised KFC in different countries for being global. In Pakistan Kapola (Pak) ltd. is the franchisee of KFC. First KFC branch in Pakistan is in Karachi Gulshan. Our project covers all the marketing strategies used by KFC regarding to price, product, promotion, positioning, market and public relation and finally we

analyze the consumer perception about KFC.Major competitor of KFC in Pakistan is McDonalds other competitors include Pizza Hut, Caf Zouke, Saltn Paper and cooper and Kettle. Market strategies deal with the perspective of market to be served. KFC has first in entry strategy regarding market entry strategy, multi market strategy regarding to market scope strategy, international market strategy regarding to market geographic strategy. As far as the level of commitment to the market is concerned they use different approaches in different perspectives like they are highly committed to customer satisfaction.

PRODUCT & PRICING STRATEGY OF KFC

Chapter:-1- INTRODUCTION OF PRODUCT & PRICING STRATEGY

PRODUCT & PRICING STRATEGY OF KFC

ABOUT KFC

Kentucky fried chicken (KFC) - one of the most known fast food chains in the world started in the early 1930s by kernel sanders in the southern USA as a small franchise operation. Colonel sanders have become a well-known personality through out thousands of KFC restaurants worldwide. Quality, service and cleanliness (QSC) represent the most critical success factors to KFCs global success. Food, fun and festivity, this is what KFC is all about. Leading the market since its inception, KFC provides the ultimate chicken meal for the chicken loving nation. Be it colonel sanders secret original recipe chicken or the hot and spicy version, every bite bring a YUM on the face. At KFC we proudly say that: KFC has more then 11,000 restaurants in more than 80countries and territories around the world. In 1971Heublein Inc, acquired KFC, soon after, conflicts erupted between the colonel and He able in management over quality control issues and restaurant.

PRODUCT & PRICING STRATEGY OF KFC

KFC HISTORY

KFC is an internationally renowned fast food industry in the world. They have the main ambition to increase & maintain the quality in fast food industry. Their aim is to capture the fast food market. Basically they want to provide their products to anyone that is why they expanding their branches in all over the world. They want to increase their profit through giving maximum satisfaction & other better facilities to people that they want. Now after catching such a marvellous position in the International M a r k e t , KFC is introducing a new item Boneless Fried Chicken, with even more attractive and charming taste.

PRODUCT & PRICING STRATEGY OF KFC

ORGANISATIONAL CHART

PRODUCT & PRICING STRATEGY OF KFC

MAJOR DEPARTMENT OF KFC

Marketing

Operational

Project

KFC
HRM Finance Quality Assurance

Training & Research

PRODUCT & PRICING STRATEGY OF KFC

ORGANISATIONAL STRUCTURE & DESIGN

KFC is part of a divisional structure, which is Yum! Brands, Inc. Long John Silver's, A&W, Taco Bell, and Pizza Hut are the other divisions Offers positions to many people; good for senior executives Willing, responsive, and flexible to change and growth KFC works to bring recognition and money to Yum! Brands, Inc.

VALUES OF KFC:-

Focus all our resources to our restaurants operation because that is where we serve our customers. Reward and respect the contributions of each individual at KFC. Expand and update training with time and be the best we can be and more. Be open, honest and direct in our dealings with one and other. Commit ourselves to the highest standard to the personal and professional integrity at all times. Encourage new and innovative ideas because these are the key to our competitive growth. Reward result and not simple efforts. Dedicate ourselves to continuous growth in sales, profit and size of organization. Work as a team.

PRODUCT & PRICING STRATEGY OF KFC MISSION, AIMS, OBJECTIVES & GOALS

Aims: An aim is a goal of which a business wants to achieve. For example, some businesses aim to expand whilst others aim to survive. Another aim that a business can have is selling as much as possible whilst others aim to improve the quality of their products. Mission:"we find reasons to celebrate the achievements of others and have fun doing it" The mission of the KFC is to sell food in a fast ,to have a friendly environment that appeals to pride conscious, to be in a health minded consumers.

PRODUCT & PRICING STRATEGY OF KFC Objective:-

An objective is what a business wants to achieve but more precise targets than aim. For example an objective for a business can be to sell 1000 more products than we sold last year, sell more products than its competitors, make 20,000 more profit than the previous year.

Goals:Build an organisation dedicated to excellance. Consistently deliver superior quality and value in our products and services. Maintain a commitment to innovation for continuous improvement and growth, striving always to be the leader in tne market place changes. Generate consistently superior financial returns and benefit our owners and employees.

PRODUCT & PRICING STRATEGY OF KFC

KFC PRODUCT LINE

KFC product line includes all chicken based products: Chicken: 1 pieces 2 pieces 5 pieces 10 pieces Burgers: Zinger burger Colonels chicken burger Colonels fillet burger Zinger jr Combos: Chicken meals Sandwich meals Family meals Desserts and beverages: Fruit salad Regular and large drink Tea Scoop of walls ice-cream Coffee

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PRODUCT & PRICING STRATEGY OF KFC

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PRODUCT & PRICING STRATEGY OF KFC

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PRODUCT & PRICING STRATEGY OF KFC

SWOT ANALYSIS
The SWOT analysis includes the strengths, weaknesses, opportunities and threats faced by KFC in Pakistan. These all are described in detail as under:

Strengths: It is the oldest and finest in Business having a high Goodwill. It does not have any Core competitor in chicken serving. They have a large Number of Outlets at prime locations in Pakistan. They serves variety of items under single menu. They are successful in maintaining their loyal customers. It has an incentive of being a Multinational Organization e.g. economies of scale, government incentives etc.

Weaknesses: Its major weakness id the presence of Multinational competitors in the market e.g. McDonalds(specialized not in chicken serving but in burgers) and the other weakness faced by KFC is the imported raw material which usually rise their prime cost. Opportunities: The opportunities are the cheap and easy availability of labor. The increase consumption of fast food has increased the market size of KFC. As the consumer usually prefer All under one roof, therefore, in order to increase their sales turnover they can increase or add the served items.

Threats: The threats faced by KFC are the entrance of many new competitors into the market that may be local or international brands. And being in Pakistan, there is high political instability/uncertainty involved.

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PRODUCT & PRICING STRATEGY OF KFC

Chapter:-3- KFC IN INDIA

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PRODUCT & PRICING STRATEGY OF KFC

KFC IN INDIA
KFC is the worlds No.1 Chicken QSR and has industry leading stature across many countries like UK, Australia, South Africa, China, USA, Malaysia and many more.KFC is the largest brand of Yum Restaurants, a company that owns other leading brands like Pizza Hut, Taco Bell, A&W and Long John Silver. Renowned worldwide for its finger licking good food, KFC offers its signature products in India too! KFC has introduced many offerings for its growing customer base in India while staying rooted in the taste legacy of Colonel Harland Sanders secret recipe. Its signature dishes include the crispy outside, juicy inside Hot and Crispy Chicken, flavourful and juicy Original Recipe chicken, the spicy, juicy & crunchy Zinger Burger, Toasted Twister, Chicken Bucket and a host of beverages and desserts. For the vegetarians in India, KFC also has great tasting vegetarian offerings that include the Veggie Burger

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PRODUCT & PRICING STRATEGY OF KFC

COMPANY OVERVIEW
The Kentucky fried chicken business he started has grown to be one of the largest retail foodservice systems in the world. And colonel sanders, a quick service restaurant p i o n e e r , have become a symbol of

entrepreneurial spirit. More than t w o billion of the colonels finger lick in good

chicken dinners are serve d annually. And not just in America. The colonels cooking is available in more then 82 countries around the world. This meant doing much of the family cooking. By the age of seven, he was a master of a score of regional dishes. At age 10, his first job w o r k i n g o n a n e a r b y f a r m f o r $ 2 a m o n t h . When he was 12, his m o t h e r remarried and he left his home near

Henryville, Ind., for a job on a farm in Greenwood, Ind. He held a series of jobs over the next few years, first as a 15-year-old streetcar conductor in New Albany, Ind., and then as a 16-year-old private, soldiering for six months in Cuba. After that he was a rail road fireman, studied law by

correspondence, practiced in justice of the peace court, sold insurance, operated an Ohio River steamboat ferry, sold tires, and Operated service station.

When he was 40, the colonel began cooking for hungry travellers who stopped at his service station in Corbin, KY. He didnt have a restaurant then, but served folks on his own dining table in the living quarters of his service station. As more people started coming just for food he moved across the street to a motel and restaurant that seated 142 people. Over the next nine year, he perfected his secret blend of 11 herbs and spices and the basic cooking technique that is still used today.

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PRODUCT & PRICING STRATEGY OF KFC

KFC CORPORATION COMPANY PROFILE

KFC rules the roost when it comes to serving chicken. One of the world's largest fast-food chains, the company owns and franchises more than 16,200 outlets in about 100 countries. (More than 5,100 locations are in the US.) The restaurants offer the Colonel's trademark fried chicken (in both Original Recipe and Extra Crispy varieties) along with chicken sandwiches, chicken pot pies, crispy chicken strips, mashed potatoes and gravy, and potato wedges. Its locations can be found operating as free-standing units and kiosks in hightraffic areas. More than 25% of the restaurants are company-operated. KFC is a unit of fast-food franchisor YUM! Brands, which also operates Pizza Hut and Taco Bell.

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PRODUCT & PRICING STRATEGY OF KFC Mission Statement

'Recognition: we find reasons to celebrate the achievements of others and have fun doing it,' is right up there with 'Customer Focus' and 'Belief In People.' "Recognition is everybody's responsibility," says Chicago restaurant manager Adonis Chapel. He explains that since KFC started encouraging informal recognition, things have really changed. "You keep employees longer, they are happier, they work better for you."

Philosophy of KFC he CHAMPS program Champs stands for our belief that the most important thing each of us can do is to focus on the customer. It stands for our commitment to provide the best food and best experience for the best value. CHAMPS stand for the six universal areas of customer expectation common to all cultures and all restaurants concepts.

The CHAMPS These are: C-Cleanliness H-Hospitality A-Accuracy M-Maintenance of Facilities P-Product Quality S-Speed of Service

CHAMPS is the philosophy to ensure that the customer has the consistent quality experience in every restaurant, everyday, on every occasions and you will be playing role in delivering CHAMPS to our customers.

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PRODUCT & PRICING STRATEGY OF KFC

COMPETITORS OF KFC

McDonald

KFCOne of the major competitors for McDonald in the burger segment is KFC. It first came to India in 1995, where it was one of the first multinational food chains to have entered India McDonalds has a wider variety here with products starting from as low as Rs 20, while KFC has not been able to match that. KFC is still priced a little higher for the general Indian population and its strong customer segment is the cosmopolitan population which is mall going and earning or have spare money to spend, 18-30 years. While people from even small income range and lower middle class have been able to associate themselves with McDonalds. McDonalds has set up its own supply chain investing huge amount which leads to lower costs and prices.

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PRODUCT & PRICING STRATEGY OF KFC

Chapter:-4- PRODUCT & PRICING STRATEGY OF KFC

4PS OF KFC

Marketing Mix:
Marketing mix consists of 4Ps. It contains everything a firm can do to influence the demand for its product. The 4Ps are:

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PRODUCT & PRICING STRATEGY OF KFC PRODUCT PRICE PLACE PROMOTION these marketing mixes are described in detail as under.

PRODUCT: Product planning: Their product is classified as consumer product as it has no intermediates. It also offers specialty goods. The stock turn over of KFC is relatively high. The prices and quality of the product is always compared. Their product includes Goods (Burgers, Chicky Meals etc) and Services (cleanliness, quick service, parties, and meetings).

PRICE: In introduction stage KFC entered the market using market-skimming strategy. Their products were high price and targeted only upper class. Gradually they trickle down focusing on the middle class to penetrate the market. Also KFC follows one price strategy. Price is determined according to the rates of the raw materials and policies of the Govt. The political and legal forces often affect the policies of KFC and eventually results in change of prices that is due to imposing of taxes.

PLACE: Distribution Channel: KFC has only one channel of distribution i.e. direct where the goods are transferred to the consumer directly. KFC has no middlemen. Distribution of Consumer Goods and Services:

KFC does distribution of consumer goods directly to the consumer. It also does distribution of services to the consumer like parking, sitting, home delivery, etc. KFC does intensive distribution on its outlets. (All and everything on every outlet). KFC gets Wheels! KFC launched its first mobile unit, which took the streets of Karachi by storm. The mobile unit has been designed to cater to the needs of those who are on the go, and have little time to stop by at a restaurant. It also provides a

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PRODUCT & PRICING STRATEGY OF KFC unique convenience of enjoying the delicious KFC offering anytime, anywhere, thus making fast food truly fast and convenient. It intends to further develop its mobile network nationwide through more such units.

PROMOTION: The logo features Colonel Harland Sanders that is one of the best logo in the world has created its name as a standard in the market. Today the Colonels Spirit and heritage are reflected in KFCs brand identity. KFC by its advertisements derives the desire in the customer to come and enjoy healthy food in their favourite restaurant. They spend 2% of its profits on advertisement. They use print media and most recently doing televised marketing to promote it products. Their advertising media involve: Newspapers, Pamphlets, Billboards and Television. KFC does both the primary demand advertising (Become a Chicken Fanatic) and the selective demand advertising (e.g. Zinger Meal). In its advertising it give informative messages like Keep the city Clean. KFC does institutional advertising to stimulate demand. When KFC offers new products then it does product advertising. KFCs ads act as counteracts which means to drive the customer to KFC i.e. it uses pull advertising strategy. They also provide wit the key chains, watches, bags, tee-shirts etc. to its customers with the purchase of different meals as a part of their promotional activities. They also provide with certain midnight packages, birthday packages and lot more.

KFC has put big hoardings on the busy areas of Pakistan and have an effective advertisement campaign on the media in order to motivate its customers. The colors used in advertising are Red, White and blue which itself is recognition for the brand.KFC have joint sale promotions with different companies like HP, Philips, Value Meals, Pepsi-Cola. And most recently with ARY Gold digital and World Call Internet services. Also KFC Proud Partners are Del Monte, Mulligan, Shan and Peek Freaks (EBM).

PSO had made a scheme in which PSO had given the coupons of KFC having 10% off. (1 coupon was given after each purchase of 10 litters of petrol)

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PRODUCT & PRICING STRATEGY OF KFC

KFC AS A MARKET LEADER

It has covered 80% of the market share in fast food industry KFC has recognition around the world and has been globally positioned for many years in Pakistan and to capture the market share in Pakistan adopts champs philosophy. Strategic Planning is the process of developing and maintaining a strategic fit between the organizational goals, capabilities and its changing marketing opportunities and is done by KFC in a well defined manner.

Strategic planning sets the stage for the rest of the planning in the firm. KFC is looking that how much its current strategies are beneficial for them. Although these are good and profitable but dynamic changes in environment are requiring identifying the attractive opportunities. That is the reason that they are expanding there market size by focusing on sub urban areas and targeting middle class people by providing them differentiated products at a fair price. They are opening their new mobile outlets in there potentional markets. KFC is also going to increase its sweet dishes to avail the opportunity available for them.

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PRODUCT & PRICING STRATEGY OF KFC

MARKETING STRATEGY

KFC Brand:-

KFC's brand identity is the logo featuring Colonel Harland Sanders, one of the bestrecognized icons in the world. It is trademarked registered brand and is distinctive, adaptable to addition to product line. It suggests something about product. It is legally protected and registered.

Brand Equity and Strategy:-

The brand equity is very high as the value added by brand to the product effects the product selling. And the Brand strategy followed is that the KFC is marketing the entire output under products own brand. Pepsi and Nescafe are the complementary brands associated with KFC.

Packaging Strategy:-

KFC makes its own disposable packaging. If they need promotion Pepsi contributes in improving the packaging quality. KFC does family packaging. They use paper material for packaging to avoid health hazards and environmental pollution.

Labeling:-

KFC does brand labeling. Some of its products also have informational labels such as Halal, Veggie Burgers and Chucky Meals.

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PRODUCT & PRICING STRATEGY OF KFC

KFC in its advertisements says :-

Nobody

does

chicken

like

KFC

We

do

chicken

right

Hence, focuses on product advertising. KFC does mass selling in order to reach its target market (as it has trickle down). KFC in its ads try to convert people to people who eat boring bland fast food over to KFC.

The message conveyed in the ads is recognition for the brand. KFC does competitive advertisement with its head on competition with McDonalds. Regarding this KFC uses Pricing below competition strategy. KFC sponsors many NGOs and other social welfare organizations. They also offer different deals according to the season and occasions.

MARKETING STRATEGY OF PRODUCT ON KFC

KFC was launched here as an innovative product. KFC has got one product line but later they introduced products in the same line to product their market share. New product ideas are generated from: 1. Customer services 2. Gallops survey

KFC have a quality assurance department that decides the new product innovation. Q.A department prepares screening of new ideas and product feasibility report.

KFC products are tested extremely by offering trials to customers by giving them free sample.

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PRODUCT & PRICING STRATEGY OF KFC KFC adds a new product in present assortment based on: 1. Their competitors 2. Product adequate demand 3. The satisfaction of key financial criteria 4. Its compatibility with environmental standards

KFC IN A GROWING MARKET

The market of KFC is increasing day by day. Being a food market it is always considered in a growing market because it increases continually with the population. Their growth is continuously increasing and if they want to be a leader, they have to develop a strategy which is predominantly a market expansion strategy and in this way they will not lose their leadership. It has greatly increased their market share in Pakistan by following different strategies that may be regarding their products, prices, placement or promotions. They have been following the strategies for market expansion by targeting the new users of the product, describing the new uses of the product and by showing them more usage of the product.

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PRODUCT & PRICING STRATEGY OF KFC

Chapter:-5- DATA INTERPRETATION AND ANALYSIS

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PRODUCT & PRICING STRATEGY OF KFC

DATA ANALYSIS
While carrying out the survey, I chose 15 male and 15 female customers of different age groups. The following diagrams show the target audience and their age groups. his figure shows 15 male and 15 female customers were interviewed in all.

Analysing the market and adopting different strategies in different market segments are the core objective and goal for "KFC" and by taking corrective actions where necessary made their business as successful as no one else. To conclude, one can determine that market segmentation is one of the core marketing tools or strategies a business should consider properly as different segments have variable tastes and preferences. A glance on product portfolio of "KFC" catering to the tastes of different customer's age group: "KFC" has adopted the strategy to cater to the tastes and preferences of different segments of the vast market in the UK, so it offers a variety of product range to different customer age group. Below are some popular products that are being served in the INDIAN market.

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PRODUCT & PRICING STRATEGY OF KFC

Q1) the different age group of the customer of KFC (for bucket meal only) a. 15-19 (teens) c. 20-49(older family with kids) b. 20-29 (young adults) d. 30-49(older family)

35 30 25 20 15 10 5 0 teens young adults)young family older family older adults Series 1 Column1 Column2

Interpretation: Age distribution of Respondents shows both KFC

b e i n g dominated by the age group of 18-25 i.e. teens or the Young Adults. The next group is between 35-45 years again for both fast food joints which is also for older family. But the point to be noted here is that in case of KFC bucket meal, a major segment from these a ge groups are also coming with older adults which is contributed significantly i n t h e K F C b u c k e t m e a l a n d u s u a l l y t h e d e c i s i o n m a k e r s a r e t h e k i d s t h e m s e l v e s which is not the case with KFC.50

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PRODUCT & PRICING STRATEGY OF KFC

Q.2) which day part most of the customer coming to eat bucket meal so it is easy to differentiate demand and supply? a. morning snack c. evening snack
40 35 30 25 20 15 10 5 0 sancks% lunch% dinner%

b. lunch d. dinner

Interpretation:

This graph depicted the demand and supply variation of the KFC bucket meal whereas after shopping most customer came in KFC for snacks so KFC may plan their product portfolio according to the KFC. Also craving and relive is the making difference of the company

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PRODUCT & PRICING STRATEGY OF KFC Q 3) Accompanied by: a. friends c. family e. others
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% friends colleagues faimily spouse others Series 1

b. Colleagues d. Spouse

Interpretation:

K F C h a s d o m i n a n c e i n t h e wo r k i n g s e g m e n t p r i m a r i l y d r i ve n b y families. KFC clearly is the preferred choice of youth & young adults. For KFC the highest percentage of Respondents coming to these outlets are with friends followed by families. KFC has 9% more respondents coming with friends than the other meals like zinger etc. has a 10% more respondents coming with families than KFC.

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PRODUCT & PRICING STRATEGY OF KFC Q 4) Do you think KFC started Home Delivery Service is good thing ? a. Yes b. No c. Cant say
70 60 50 40 30 20 10 0 yes no cant say Series 1

Series 1

Interpretation:

K F C h a s d o m i n a n c e i n t h e wo r k i n g s e g m e n t p r i m a r i l y d r i ve n b y families. KFC clearly is the preferred choice of youth & young adults. For KFC the highest percentage of Respondents coming to these outlets say YES to service of HOME DELIVERY started by KFC.

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PRODUCT & PRICING STRATEGY OF KFC Q 5) How does the KFCs prestige affect your decision? a. Very much b. Normal c. Very little

Sales

VERY MUCH NORMAL VERY LITTLE

Interpretation: People think the prestige of KFC is very good thats why most number of people i.e. about 65 percent of people think the prestige of KFC affect their decision.

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PRODUCT & PRICING STRATEGY OF KFC Q 6) How often do you come to KFC? a. Every 3 days b. Once a week c. Once a month

Sales

Every 3 days Once a Week Oncea Month

Interpretation: Most of people like to come to KFC often in 3 days i.e. about 45 percent. 30 percent people come after a month to KFC 25 percent people comes a week after to KFC.

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PRODUCT & PRICING STRATEGY OF KFC Q 7) What do you think about the price here? a. Very expensive b. Expensive but still payable c. Reasonable d. Cheap

Series 1
60 50 40 30 20 10 0 Very Expensive Expensive but still payble Reasonable Cheap Series 1

Interpretation: Most of the people think that KFC have reasonable prices in INDIA that they can affort for their daily use. 25 percent of people think the prices are expensive but still they can pay once a month.

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PRODUCT & PRICING STRATEGY OF KFC Q 8) How do you feel about KFC's food? a. Delicious b. Good c. Normal d. Not Good

Series 1
40 35 30 25 20 15 10 5 0 Delicious Good Normal Not Good Series 1

Interpretation:

The taste of KFC product is delicious as like all time said by the peoles of all generation there is no one who said the taste of KFC is not good.

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PRODUCT & PRICING STRATEGY OF KFC

Chapter: - 6-RECOMMENDATION

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PRODUCT & PRICING STRATEGY OF KFC RECOMMENDATIONS

KFC is a market leader in providing Fried chicken. As KFC, so it is competing with the prominent market signs like pizza hut, McDonalds. N its product category, it is doing really well but they need improvements in their hot menu. They should also make their menu dynamic, by introducing new meals after certain period of time. New items should be introduced by varying the taste. They should also try the local desi taste addressing the desi food lovers, thus it will help to increase their market share. The prices of KFC are reasonable as compared with other fast food restaurants. But as price is always a primary concern for the customer, therefore, they should adopt certain strategy to attract the customers. And it can only be done by lowering the prices. It could be by introducing some discount packages for families, employees, students or regular customers. The membership card can be used to provide certain extra value to the customer.AS far as placement of the products is concerned, it is an important factor, for a company to increase its market share, by targeting the right customer. KFC needs to have more outlets, at commercial areas. It will help to target the actual as well as the potential customers. Mobile outlets may be an effective addition as well. KFC has large customer equity, but being a market symbol, a company should strive for having more actual customers. KFC should work for having more solid marketing departments. They should organize and run the proper advertisement campaign. It would definitely be an incremental factor for their sales. They can also use the brand promotions. They can set up the promotional campaigns. All they need is an effective marketing department to facilitate the promotional activities.

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PRODUCT & PRICING STRATEGY OF KFC

Chapter: - 7- CONCLUSION

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PRODUCT & PRICING STRATEGY OF KFC

CONCLUSION

KFC is a very strong chain of fast food restaurants with more than 10,000 restaurants all over the world. KFC is providing employment to 1200 Pakistanis an around 6000 Pakistanis dependent on KFC. They are paying Rs. 10 million to government of Pakistan as direct taxes. 95% of its food and packaging material used in KFC produced in Pakistan locally which sums up to the purchase of 35 million per month. Each new outlet developed by KFC in Pakistan spends 40 million rupees, thats a massive amount for this industry. From all of the above detailed discussion about KFC in Pakistan, it is really clear that KFC and Pakistan are growing together. KFC is doing well in Pakistan and keeps following its marketing strategies as a market leader and segmenting the market into different variables and increasing their market share. KFC is leading in Fried Chicken. It gives quality, variety and fresh meals as of its competitors.

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PRODUCT & PRICING STRATEGY OF KFC ANNEXURE QUESTIONNAIRE:Q1) the different age group of the customer of KFC (for bucket meal only) a. 15-19 (teens) c. 20-49(older family with kids) b. 20-29 (young adults) d. 30-49(older family)

Q.2) which day part most of the customer coming to eat bucket meal so it is easy to differentiate demand and supply? a. morning snack c. evening snack b. lunch d. dinner

Q 3) Accompanied by: a. friends c. family e. others b. Colleagues d. Spouse

Q 4) Do you think KFC started Home Delivery Service is good thing? a. Yes b. No c. Cant say

Q 5) How does the KFCs prestige affect your decision? a. Very much b. Normal c. Very little

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PRODUCT & PRICING STRATEGY OF KFC Q 6) How often do you come to KFC? d. a. Every 3 days e. b. Once a week f. c. Once a month

Q 7) What do you think about the price here? a. Very expensive b. Expensive but still payable c. Reasonable d. Cheap Q 8) How do you feel about KFC's food? a. Delicious b. Good c. Normal d. Not Good

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PRODUCT & PRICING STRATEGY OF KFC BIBLIOGRAPHY

References

http://www.scribd.com/doc/6546600/Questionnaire

http://foodcourt.pk/index.php?option=com_wrapper&Itemid=113

http://www.kfc.com/contact/

http://www.pueblo.gsa.gov/

http://www.kfcpakistan.com/

1. PRINCIPLES OF MARKETING by PHILIP KOTTLER & GREY ARMSTRONG

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