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INTRODUCTION OF KFC:
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History of KFC:
1939
Colonel Harland D. Sanders perfects secret blend of 11 herbs and
spices in Corbin, Ky., and restaurant.
1952
Pete Harman insalt Lake City becomes the first Kentucky Fried
Chicken franchises.
1956
colonel Sanders sells Corbin, Ky., restaurant and goes on the road to
enlist new franchisees. The Colonel signs his first international
franchisee in Canada.
1964
Kentucky Fried Chicken sold to the group of investors including
John Y. Brown Jr., and Jack Massy for $2 million.
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1969
Kentucky Fried Chicken listed on New York Stock Exchange. Colonel
Sanders buys first 100 shares.
1971
Kentucky Fried Chicken acquired by the Hwublien Inc.
1980
colonel Sanders dies and is buried in Louisville’s Cave Hill cemetery.
1982
Kentucky Fried Chicken has becomes a of R.J.Reynolds industries
when Heublein Inc. is acquired by RJR (now RJR Nabisco, Inc.).
1986
Kentucky Fried Chicken becomes a subsidiary of PepsiCo, Inc. for
$840 million. Grand opening of Colonel Sanders Technical Center in
the Louisville, KY.
1987
Kentucky Fried Chicken opens first Western style quick service
restaurant in China.
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1991
a new logo is introduced to emphasize chicken variety – replacing
“Kentucky Fried Chicken”with “ KFC”.
1993
KFC adds non-fried chicken to menus in the U.S. and Australia.
1994
KFC officially opens its 9,000th restaurants in the world – in
Shanghai, China – and announces a $200 million investment over the
next four years for the 200 restaurants in 48 Chinese cities.
1995
KFC introduce Colonel’s Cristy Strips® and smashes Guinness
record with “ World Largest Pot Pie” in New York city to introduce
Chinky Chicken Pot Pie. Opens first restaurant in Moscow.
1996
KFC introduces Tender Roast® chicken pieces and brings back one
of the world most recognized packages -- the bucket.
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1997
Kentucky Fried Chicken introduce Honey BBQ- flavored Tender
Roast® Spicy Buffalo Crispy Strips TM and chicken TwisterTM –
chicken and veggies “ like a meal all wrapped up and ready to go”.
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KFC in Pakistan:
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MISSION STATEMENT:
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DEPARTMENTS:
Marketing Department
Finance Department
Operation Department
HRM Department
Quality Control Department
FUNCTIONS OF DEPARTMENTS:
Marketing department:
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FINANCE DEPARTMENT:
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OPERATION DEPARTMENT:
• Cooking
• Cleanliness
• Administration of restaurant.
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HRM DEPARTMENT:
• Interviewing applicants
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The duty of this department is check the raw material that whether it
is according to the standard or not. Department check the quality
each and every step till the final product. Because according to the
Marketing Manager of KFC the early detection of defective part of
process can save the cost of further work on the product.
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OBJECTIVE OF MARKETING
DEPARTMENT IN KFC:
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TARGET MARKET
Youngsters
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COMPETITORS
Macdonald’s
Subway
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FRENCH FRIES
ZINGER BURGER
COLONEL’S CHICKEN BURGER
NUGGETS
TWISTER
HOT WINGS
ARABIC RICE
CORN OF THE COB
DINNER ROLL
FRUIT SALAD
CHOCOLATE MOUSSE
CHICKEN PCs.-ORIGINIONAL RECIPE/ HOT & CRISPY
COLD DRINKS
MINERAL WATER
COLONEL’S SUNDAE
COLONEL’S PREMIUM CONE
RASS BHARA
TEA
COFFEE
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MARKETING MIX
KFC blends all these four P’s of marketing mix in a very organized
manners, which helps the organization in satisfying the customers
demand as well as achieving the mission of the organization.
Product.
Pricing Structure.
Place / Distribution system.
Promotional activities.
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SELECTED PRODUCT
PRICE:
Prices of Chicken PCs. and all the other products of KFC are
set by the Head Office by adopting the proper method. According to
Marketing Manager price of any product is equal to the cost plus
desirable profit. According to the marketing manager of KFC that the
pricing strategies of organization are different in the different
countries due to different exchange rate, inflation, and different tax
polices in the different countries.
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PLACEMENT:
The Chicken PCs. and all the other products of KFC are available at
all the 18 restaurants in Pakistan.
DISTRIBUTION OF RESTAURANTS:
The first restaurant of KFC was opened in Karachi. After this KFC
opened its restaurants in Lahore at Defense, Cavalry Ground, and
Barket Market. At this time there are 18 restaurants in all the
Pakistan. But the question is that why the KFC chose Defence area
for opening the restaurant. The Marketing Manger of KFC gives us
answer that before opening a new restaurant in any where our
organization conduct a research to evaluate customers need, people
buying power and customer expectations from KFC and to find out
what current and potential competitors are doing in that area.
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You can say that Defence is the area of the upper upper and upper
middle class. In this area there are many up standard private
universities like LUMS, ILM, etc. and collages, offices, posh shopping
centers and the population itself is a good market for the fast food.
Therefore KFC Defence attracts the students, children, families and
visitors of that area.
On the other hand KFC in Karachi too has strong reason and
argument about slecting the site of Nipa, Churungi, Gulshan Karachi.
It is a strong education and family oriented middle class area. Most of
families living are joint family system. Therefor this restaurant attracts
the large number of the customers. The area is inhibited by the
several million peaceful people who want to take their children out but
there are not place this purpose. KFC provide this facility in that area
and people are pleasure with us.
PROMOTION:
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ADVERTISING:
Advertising is non-personal communication of information usually
for a persuasive in nature about product services or ideas through the
identified sponsors through the various media.
Advertising perform the communication, education and marketing
function it tells people about the benefits of products or services and
educate them how they can make their life and time better off.
In KFC advertising are performed by the marketing department.
The advertising are used by the management of KFC and rational
behind it is that the organization consider that it has a market
segment. So advertisement will have a great waste reach and their
advertising cost per consumer or the customer will high enough. So
advertising is not very appropriate tool of promotion mix for them.
However regardless of heavy or low use of the advertisement, the
advertisement of the organization serves for the two purposes and
various with respect to advertisement conducted by the central body
and that advertisement activities are:
• About the multinational chain of KFC.
• The local body conduct advertisement about some packages
which serves the functions of educating the people how they can
make their time more pleasurable.
TELEVISION ADVERTISEMENT:
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PRINT MEDIA:
They give the desirable information in the print ads to the target
market in order to inform the customers about the benefit of their
products.
Whenever they introduced new products they give ads on print media
at regular intervals. So that the customer is informed about the new
product. For their matured products they give ads with different gaps
in the newspapers. The newspapers they use are:
The news
Dawn
Jung
OUT DOOR ADVERTISEMENT
In order to remain in the mind of customer KFC used out door
advertisement i.e.
Billboards
Banners
Posters
PERSONAL SELLILNG:
Personal selling is the special form of the interpersonal
communication. Their goal is to bring its prospects attention that will
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satisfy a need and that will elicit a response, hopefully in the form of
purchase.
Personal selling is highly effective when target market is narrow one
and you need to convince the prospect in order to induce an action
from him. But this technique demands higher degree of considerbility.
The sales force of KFC needs to know about their products and that
of competitors, must allocate the customers with potential, discover
their needs, developing the sales presentation directly striking at the
needs of the customers, and after close the salesmen the must go for
follow up.
KFC Marketing Management considers it as one of its
most important tool. The management says that it is the tool, which
helped them to develop and persuade their customers at the
beginning of their operation. The Marketing Manager of KFC says
that it’s a very powerful way to promote the products.
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PUBLIC RELATION:
It is communication efforts that are designed to
favorably influence attitudes toward an organization, its products and
policies. KFC is not just a quality food restaurant, but also a socially
conscious corporate citizen. It has been equally involved in promoting
and funding several community welfare projects through aggregate
KFC revenue. TCF (The Citizen Foundation) is a professionally
managed, non-profit organization with the aim to provide
underprivileged children with basic and formal education and to
contribute toward increasing the literacy rate in Pakistan. KFC has
collaboration with the TCF to further the main objectives with
dedication and professionalism by opening school in Pakistan.
Another social venture is the Children’s Hospitals. KFC strongly
believes in humanitarian issues and is devoted to the cause of
helping impoverished children. It has using its increasingly popular
mascot Chichy to provide the children of NICH (National Institute Of
Child Health) and SOS villages of Pakistan with lively entertainment
and toys and contributing toward their development. KFC also helped
the different NGO’s (Non Governmental Organization). According to
the marketing manager of KFC that organization do all this to fulfill
the social responsibility and create a good image in the market.
KFC ensures steady international standards of quality base on the
basic ingredient of perfection in technology, financial acumen, and
trained management – all aimed at making its customers satisfied
and satisfied to the highest degree.
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