Post on 03-Apr-2018
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PRESENTED TO:
MR. ISHFAQ AHMAD
PRESENTED BY:
SAJEEL ZAMAN
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KENTUCKY FRIED CHICKEN
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TABLE OF CONTENTS:
History
Mission Statement
4Ps
Product Price
Place
Promotion
SWOT Analysis
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HISTORY OF KFC:
The Kentucky Fried Chicken was founded byColonel Harland Sanders (born on September 9,1890) at the age of sixty-five. KFC is currently oneof the largest businesses of the global food service
industry and is widely known around the world.
Since 1950s KFC has grown at a remarkable pacefrom one road side restaurant into an internationallyrenowned restaurant chain and one of the largestchain of chicken restaurants in the world. But noneof this would have happened if it would not beenthe hard working and persistence of one manColonel Harland Sanders.
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After a short span of time, customers were turningup for food alone so he moved across the street to
a motel and 142-seater restaurant which he named
Sanders Court it was during this time that the
Colonel devised his recipe for fried chicken using asecret blend of 11 herbs and spices the same blend
of recipe is still used in KFC allover the world and is
called the Original Recipe.
KFC specialized in chicken and they says,
No bodys cooking like KFC today and we are the
chicken experts
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4PS OF KFC:
PRODUCTOur all products are different from every product
and the packaging and other products feature are
different from other. We change our products byintroducing new products but their main product the
Kentucky fried chicken is the same.
KFC provides a wide range of nutritious food itemsfor their beloved customers. Now a days KFC is
dealing in 8 major Product Line:
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1. Chicken
2. Plated meals
3. Flavors & snacks
4. KFC Famous Bowls
5.
Sandwiches6. Desserts
7. Sides
8. Salads
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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.
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PLACE
Distribution Channel:
KFC has only one channel of distribution i.e.direct where the goods are transferred to theconsumer directly. KFC has no middlemen.
Distribution:
KFC does distribution of consumer goodsdirectly to the consumer.
KFC also does distribution of services to theconsumer like parking, sitting, home delivery,etc.
KFC intends to further develop its mobilenetwork nationwide through more such units.
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PROMOTION:
The logo features Colonel Harland Sanders that isone 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
favorite restaurant. They spend 2% of its profits on
advertisement.
They use print media and most recently doingtelevised marketing to promote it products. Their
advertising media involve: Newspapers, Pamphlets,
Billboards and Television.
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KFC has put big hoardings on the busy areas of
Pakistan and have an effective advertisementcampaign 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 in its advertisements says;
Nobody does chicken like KFC
We do chicken right
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KFC SWOT ANALYSIS STRENGTHS:1. Strong Franchises all over the world.
2. KFC secret recipe of 11 herbs and species.
3. Strong trademarks recipes.
4. Ranks highest among all chicken restaurants.
5. Largest multi-branded restaurant in the world.
WEAKNESSES:
1. Lack of knowledge abut their customers.
2. Lack of focus on Research &Development.
3. They only focus higher income level people.
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OPPORTUNITES:
1. They have the opportunity to expand their sweet
products.2. They can capture more customers by decreasing
the price of their products.
3. They can open temporary outlets in peak season in
the hill stations like Naran, Kaghan, Swat, etc.
THREATS:
1. Increasing inflation rates directly affect menu
prices.2. Health Trend away from fried foods.
3. Current political situation is a big threat for KFC.
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