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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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