PRESENTED TO: SIR MUHAMMAD AHMED BUTT PRESENTED BY: 1- MUHAMMAD FAHAD SHAHID 2- MUHAMMAD 3- MARIA SADRUDDIN 4- BUSHRA

MUMTAZ
12/17/2012 STRATEGIC MARKETING ASSIGNMENTCUPOLA (KFC)

15,000 KFC outlets world's most Popular chicken restaurant chain

Louisville, Kentucky In 1952

DUBAI BASED MULTI NATIONAL

KFC
involved in several business business including, oil gas exploration, plastic cards, retail markets and food franchising

Pioneered by Colonel Harland Sanders

specialized Original Recipe,

Served annually in more than 80 countries and territories

CUPOLA

Holds master Franchise rights to operate KFC in Pakistan.

12/17/2012

STRATEGIC MARKETING ASSIGNMENTCUPOLA (KFC)

MARKET DRIVEN STRATEGIES

Cupola marketing strategy based on the

company , the

competitor

and customer.

What everyone in Cupola shares is drive for quality, an active team approach and a commitment to our collective success.
12/17/2012 STRATEGIC MARKETING ASSIGNMENTCUPOLA (KFC)

GENERIC (FAST FOOD)

PRODUCT TYPE (CHICKEN ITEMS)

VARIANT (ZINGER, MIGHTY ZINGER, PANINI,TWISTER, ARABIANRICE,SUB 60

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STRATEGIC MARKETING ASSIGNMENTCUPOLA (KFC)

COMPETITOR ANALYSIS
To analyze the competitor analysis they use MICHAEL PORTERS MODEL 1. CHICKEN BUNKABABS 2. HOME MADE BURGERS 3. LOCL AND NEW OUTLETS Recently KFC had replaced CHICKEN MEAT Supplier from

12/17/2012

STRATEGIC MARKETING ASSIGNMENTCUPOLA (KFC)

KFC done segmentation using demographics, Behavioral &Psychographics

But KFC main focus is on

Demographics(age and income )

and

behavioral segmentation (usage , occasion)

12/17/2012

STRATEGIC MARKETING ASSIGNMENTCUPOLA (KFC)

We target only the chicken lovers and our outlets selection are based on LSM- LOCAL STORE MANAGEMET KFC analyze the behavior of the customers and then accordingly placed the products in the outlets and pricing strategy and ambience music. KFC target mainly the families, business men and youth

12/17/2012

STRATEGIC MARKETING ASSIGNMENTCUPOLA (KFC)

Tagline of KFC is its finger licking good and its brand mantra is fun, food, festivity
For formulating this positioning statement KFC analyze point of difference and point of parity of theirs and their competitors and try to create the competitive advantage in the market. CUPOLA is very much satisfied with their strategy because they think that when the zinger comes in the mind of consumer KFC is on the top of the mind.

12/17/2012

STRATEGIC MARKETING ASSIGNMENTCUPOLA (KFC)

Pricing strategy of KFC is based on brand image and quality.

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STRATEGIC MARKETING ASSIGNMENTCUPOLA (KFC)

In KFC Product development strategy is

only product line extensions, their specialty is only in chicken as the name suggests. In chicken they create variety for kids, youth, diet conscious and family deals .

12/17/2012

STRATEGIC MARKETING ASSIGNMENTCUPOLA (KFC)

KFC do not advertise on television and moreover KFC market their products by CSR and other campaigns. Now days they are having A DAY WITH KFC program with schools. KFC is also promoting on social media like Facebook and twitter. KFC did not openly market in Pakistan because of colonel sanders as a logo which has a negative image in the mind of religious people of Pakistan.

12/17/2012

STRATEGIC MARKETING ASSIGNMENTCUPOLA (KFC)

In KFC the strategies are implemented ,controlled and

evaluated by TRACKING the sales

what they input and what they get the output.

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STRATEGIC MARKETING ASSIGNMENTCUPOLA (KFC)

After in-depth analysis of the information solicited through both primary and secondary sources and applying strategic marketing tools. Key recommendations and strategic implications are designed and the details are as below:
1.1 It is suggested that KFC should focus on ethical guidelines of the company so that it can acquire tangible benefits and strong brand image 1.2 In addition to the currently utilized sources, it is recommended that the company should use the other marketing methods like gorilla marketing and using positive aspects of KFC try to have a positive picture of colonel Sanders in the mind of religious sect. It is objectively conceived that by KFC will have better prospects and brand image 1.3 It is invariably observed that pricing and positioning strategy both are based on brand image, they should also focus on the customer willingness to pay the price and in variably lower the prices. The impact of these activities will have resultant positive results for the organization 1.4 KFC must now focus on more out of the box approach, it is observed that there is fiercer direct and indirect completion, new entrants are coming and are providing substitutes of KFC keeping in focus these issues KFC now must focus on value creation apart from brand building and quality .
STRATEGIC MARKETING ASSIGNMENTCUPOLA (KFC)

12/17/2012

REFERENCES:
MR . MUHAMMAD SAQIB (BRAND MANAGER) Strategic marketing book Our Sir GUIDANCE AND INSTRUCTIONS ON EVERY STEP www.kfcpakistan.com www.cupola.com www.wikipedia.com www.scribd.com
STRATEGIC MARKETING ASSIGNMENTCUPOLA (KFC)

12/17/2012