Preface

This report focus on KFC marketing strategies, its marketing environment ,

demographic factor ,marketing factors. We designed a report to provide a brief
description about its marketing mix & its major competitors in Pakistan. We also
discuss four P’s of marketing & their marketing tools.
In addition to it, this report includes a research base survey on KFC. We all have
tried our level best to fulfill all the requirements mentioned to us. Now its depend
upon the reader to read it carefully and understand what we want to
communicate. This report provides a brief knowledge about KFC in Pakistan.
Acknowledgement

In the name of Allah, the most beneficent & the Merciful.

Firstly, we all likely to thank mighty Allah who provides us knowledge, energy &
skills to get opportunities & to increase our knowledge & experience by
completing this project.

Secondly, we especially thank to our instructor Ms. RAHEELA ZULFIQAR who

guides us at every step & every aspect of this report, so that’s competed
successfully.

Finally, thanking management of KFC, for providing us with helpful knowledge

needed. After that we are able to complete this report with hard working &
cooperation.
EXECUTIVE SUMMARY

In September 2007, Ms. RAHEELA ZULFIQAR assigned us a project. We are

asked to explain how our chosen product is being marketed, and how
environmental factors, buying behavior, market segmentation, demographic
trends, target market, positioning strategies, marketing mix, market planning &
brands are relevant to their particular product. Following a massive report,
recommendations were completed & submitted on 5th of November, 2007.

The information used in the analysis of KFC came from variety of resources,
including the internet & different KFC’c outlets. The combination of these
resources provides the basic for a valid current analysis of KFC.

The major findings of KFC are as under

KFC competing the competitors & maintaining strong relationship with customers
by taking under consideration its Macro & Micro environment very efficiently.

KFC has segmented its market on the basis of segmentation variables like
demographic, psychographic, geographic & behavioral.

KFC is showing certain buying behavior. KFC is following of market penetration,

market development & product development for increase its customers. IT is
following production, marketing & social marketing strategies for increasing its
market share and growth.
1) HISTORY

 KFC (formerly known as Kentucky Fried Chicken) is the project of Gray

Mackenzie Restaurants International Ltd. Founded first by Col Harland
Sanders; KFC is known for its fried chicken.

 More than 10,000 outlets in the world.

 It was launched in 1997, Gulshan-E-Iqbal, Karachi.

 Presently in Pakistan, it is been operated by Cupola, a Dubai based

multinational company involved in several business.

 In Pakistan, currently it has 43 branches.

2) KFC VISION STATEMENT

Food, Fun & Festival, this is what KFC is all about. Leading the market
since its inception, KFC provides the ultimate chicken meals for a Chicken
Loving Nation. Be it Colonel Sanders secret original Recipe Chicken or the Hot &
Spicy Version, every bite brings a YUM on our face. At KFC we can proudly say,
“We Do Chicken right ”.
3) KFC MISSION STATEMENT

 We are committed to customer satisfaction through offering high quality

with excellent services and good value.

 We take great pride in serving each other, our customer and our
communities.

 We seek continuous improvement in all that we do.

4) KFC’s PRODUCTS

a) Core Benefit
The core benefit is “To Kill hunger”.

b) Products of KFC
KFC have three main product lines. The burgers, chicken meals
and the snacks. The category of chicken is relatively static.

c) Burgers
The category of burgers is

1. Zinger
2. Chicken Burger
3. Zinger Xtreme
4. Fish Zinger
5. SUB (60,80)
6. *Col. Filled Burger

d) Snacks
Snack family has been various products.

1. Arabic Rice
2. Fruit Salad
3. *Corn on the cob
4. *Scoop of Walls
5. Fries
6. HOT SHOTS
7. Rice Spice

(*) These items are not available at a few restaurants.

e) Chicken Meals
Chicken meals include the different combinations of fried drum
sticks.
Features
 Different and better taste
 Hot and Spicy version of chicken
 Superior Quality

5) MARKETING ENVIRONMENT

There are certain forces, inside and outside an organization that affect
marketing management’s ability to build and maintain successful relationships
with target customers. Like all other companies, KFC also has such forces
around it; marketing environment is made up of Micro environment and Macro
environment.

a) The Micro environmental Forces

This environment includes the factors that are close to the company
and are contollable by the organization. These factors are:-

Company

KFC is the multinational company that has chain of fast food restaurants all
over the world. In Pakistan it has 40 outlets out of which, 22 are based in
Lahore, 19 are in Karachi and the remaining 8 are located in the other cities
of Pakistan. KFC is growing rapidly, by having their strong relationship with
their customers and the trust , which they have developed, in the past years,
employees are the main assets of the company, and so they are very much
concerned. The company has very organized check and balance system,
which is used for the evaluation of the employee and the individual outlet as
well.

Suppliers

As KFC cannot compromise on the quality of food they provide, so sthw

reliable suppliers are very much important to them. There are two categories
of supplies. The Dry food supply and the Frozen food supply. For the dry
food , like a ‘burger buns-‘ they have established their own warehouses and
dry-stores for the South region. Where as for the North region, they get dry
material from the vendors like ‘Dawn Bread’ . For the Frozen food ‘chicken’
they have agreement with the K&N Chicken , for supplying chicken and fish
is supplied by Thiland and spices are supplied by Dubai to all over
restaurants in Pakistan.

Cuctomers
It includes five categories.
=> Csumer Markets
KFC has large chain of consumers. According to KFC, “We are
growing only with our customer.” KFC has great environment for their
consumers and families. They are concerned about the comfort and
satisfaction of their customers. That is why 40 million on a single outlet.

Midnight deals are there for the consumers with 50 % discount, which is
being appreciated by the individuals.

 Business Market
Business markets buy good and services for further processing or
for use in their production process. In case of KFC there is no such
business market.
 Resellers
KFC is dealing in fast food, and so they don’t have any resellers as
such.
 Government Customers
 As such no govt. customer exist so far. KFC is not expecting any
govt. customer as such.
 International Customers
KFC is multinational company. They have outlets, almost in every
country. So they have international customers all over the world.
Competitors
They are classified into direct and indirect competitors.
Direct Competitors
It includes
Mc Donald’s
AFC
Subway
JFC
Indirect Competitors
It includes all other restaurants. Like Salt & Pepper, Kabana,
Village, Bundu Khan etc.
Publics
Its main types are
 Financial Public
KFC is an independent company. It has not any long-term bank
loan. For short-term loan, it relies on Standard Chartered Bank.
 Media Public
KFC spends 8 % to 9 % of its revenue on advertisements. To have
more advertisement, they are of the view to increase their
advertisement.
 Govt. Public
Taxes are always imposed by the govt. public. KFC sales tax on
each meal is 1.2 %.
 Internal Publics
The employees are greatly compensated by KFC. Employees get
regular bonuses and other benefits which are based on their
performances. Employees are assets and we reward them greatly,
KFC says. Special badges and pins are assigned to employees.
 General Public
KFC wants to know the attitude of the public about its products. So,
it always gets feedback from the customers whenever its going to
launch a new product.

Marketing Intermediaries
It includes the firms that help the company to promote, sell
and distribute its products and services.
As in KFC, the goods are manufactured according to needs and
wants of the customers and immediately served to customers on their outlets.
So no marketing intermediaries are at KFC.

b) The Macro Environmental Forces

These are not controlled by the company and are environmental
forces. It includes
Demographic Factor
KFC has designed its menu according to taste of population.
People of each age like to visit KFC. It has deals for families as well as deals
for the children. They also visit their competitors to have better idea about
changing trends and taste of people as well as their competitors. KFC
reconsider its menu and taste after every three months. KFC always
encourages feedback and suggestions from its customers.
Natural Factors
KFC always produces fresh food. The supply houses are well
prepared and well maintained for changing factors of weather. So it is not
affected by natural factors.
Technological Factor
Their machines and boilers are according to latest technology and
standards. After every six months, technical checkup is conducted and that
equipment is replaced which becomes useless. Efficient billing system is
implemented, to eliminate the redundancy and maintain the daily ledger
account.
Political Factors
It consists of laws, govt. agencies and pressure groups that
influence or limit various organizations and individuals in a given society. But
KFC has its own strong links and politics, it is not been influenced by any
external factors. No pressure groups are there inside and outside
organization to pressurize in any aspect.
Ethically there might be certain forces that have been impact on the
overall sale of KFC, for that; it has also made certain strategies and road-
maps to overcome them.
Cultural Factors
KFC is always concerned about the culture and ethical values of
the community. As, the customer are from the same community that they are
serving in, KFC takes care of ethical and moral values of the society. As
Pakistan is an Islam based country, so KFC serves Halaal food here.
6) SEGMENTATION
“ Dividing the market into distinct groups of buyers who have
distinct needs, characteristics or behavior or who have might require separate
products or marketing mix”
In case of KFC, we have considered four variables for market
segmentation which are
 Geographic segmentation
 Demographic segmentation
 Psychographic segmentation
 Behavioral segmentation

Geographic Segmentation
“ Dividing the market into different geographical units such as
nations, states, regions, countries, cities or neighborhood.
KFC has outlets internationally and sells its products according to
geographic needs of the customer. In Pakistan, its geographic
segmentation is
Demographic Segmentation
Dividing the market into groups based on an age, gender, family
size, income, education, occupation, religion, race and nationality.
KFC divides the market on demographic basis in that way

Age 6-65
Gender Both Males and Females
Family Size 1-2, 3-4, 5+
Income Rs. 10,000 above
Occupation Not Specific
Education World Asia Not Specific
Religion Region Not Specific
Generation Not Specific
Country Pakistan
Nationality Not Specific
Family lifecycle Almost All
City Karachi and Lahore
primarily, while
other cities partially

Psychographic
Segmentation

Density Urban

Climate Not specific

Dividing a market into different groups based on social class, lifestyle or
personality characteristics.
KFC divides market on the basis of psychographic variables as

Behavioral Segmentation
“Dividing a market into groups based on consumer knowledge,
attitude, use or response to a product”
KFC divides the market on the basis of psychographic variables
as

Social Class Middle class, Upper class

and Lower class
Life Style Not Specific
Occasion Regular Occasion
Personality Authoritarians, Gregarious
Benefits Quality, Convenience, Service
and Ambitious
And Speed
User Status Potential status, ex-users, first time
user

and regular users

Loyalty Status Medium and Strong

Readiness Status Aware, informed, interested,

desirous

And intending to buy

Attitude towards Enthusiastic, Positive and

Product Indifferent
7) TARGET MARKET
“ The process of evaluating each market segment’s attractiveness
and selecting two or more segments”
As the outlets of KFC are in posh area and prices are to high, so KFC is targeting
upper class.
Target market depends upon size and growth rate of population, Company
resources and structural attractiveness of market segment.

8) MARKET POSITIONING
“Arranging for a product to occupy a clear, distinctive and desirable
place relative to competing products in the minds of target consumer.”
In KFC feedback is taken from the customer in order to know the customer
demands and then improvements are made in products.KFC focuses on pure
and fresh food in order to crate a distinct and clear position in the minds of
customers KFC has a strong brand name and they are leading the market in
fried chicken.

IX-Marketing Mix:
"Marketing mix is the set of controllable tactical marketing tools,
product, price, place promotion that the firms blend to produce the
response it wants in the target market".

Product Price
-Variety -List price
-Quality -Discount
-Features -Allowance
-Brand name -Payment
-Packages -Period
-Services -Credit
term
 Target Customer

Intended Position

Promotion Place
-Advertising -Channels
-Personal -Coverage
Selling -Assortment
-Sales -Locations
Promotion -Inventory
-Public -Transportation
relation -Logistics

Product:
Product means goods and services combination that KFC offers to the
target market. Brand name:
Brand name is the, KFC (formerly know as, Kentucky Fried
Chicken)
. KFC is a powerful brand name in the market Variety
KFC offers provide variety of products in case of size and taste. We
can categories the product as follows according to their size and taste.
1. Chicken
2. Burgers
3. Desserts and beverages
4. Snacks and side orders.
Quality:
KFC believe in providing the, "Superior Quality" to the valued
consumers.
. They use fresh ingredients and provide neat and clean
environment.
Features:
KFC is providing Different and better taste with Hot & Spicy version of
Chicken. Packaging: The packaging is used for the burgers and snacks. The
pictorial view is given below.
 Services:
KFC is providing home delivery services. • Also have some special
dinning facility for the business customers

Price:
Price is the amounts of money customers have to pay to obtain the product.

List Price:
KCF offer different products at different prices. The list of prices is added
in the Appendix. Discounts:
They provide special discounts to only employees.
Payment period:
Customer pays when the services are delivered to them.
Allowances and credit terms:
They provide no credit terms and allowances to customer.

Place:

Place includes company activities that make the product available to

target consumer. Channel:
There are no market intermediaries (reseller, wholesalers).They
provide product directly to the customer. Coverage:
Pakistan has been divided in to two regions
1. hi the North, KFC is serving Karachi and Hyderabad with
10
restaurants
2. hi the South, they have the large chain of 30 restaurants

Assortment:
KFC provides two types of meals in respect of size.
1. Family meal.
2. Individual meal.
Location:
 They have certain outlets per market area.
Inventory:
Warehouses for ingredients are in Dubai
Transportation:
Supplier uses their own vehicles for supplying chicken and
breads.

Promotion:
Promotion means activities that communicate the merits of the products
and persuade target consumers to buy it. Advertising:
KFC was not much concentrating on advertising but now they are
making much effort on advertising through electronic media like TV and
newspapers. They are also advertising through billboards, leaflets.
Personal Selling:
KFC use no personal selling criteria.
Public Relations
To enhance public relations certain seminar are conducted by their HR departments
and employees are trained through certain training classes. They are also giving the
concept of mobile KFC.

. X-Consumer Buying Behavior

"The buying behavior of final consumers, individuals and households,
who buy goods and services for personal consumption" Characteristics
Affecting consumer behavior
As we know that, consumers behavior is strongly influenced by cultural,
social, personal and psychological characteristics. The description is given
below.
Cultural factors:
Cultural factor have further subdivision,

Culture:
"The set of basic values perceptions, wants, and behaviors learned by a
member of society from family and other important institution"
Culture is the most basic cause of a person's wants and behavior. Being in a
culture of Pakistan, KFC is concerned about the cultural shifts of the people.
As being the market leader in the Fried chicken, KFC was the first, in making
place in the market and attract people of local culture towards their different
meals. But, at the moment, KFC has spotted the recent cultural shift, which is
the people are most concerned about their health and fitness. They are avoiding
now junk food, and relying on small snacks. In addition to that, the "Eat fresh"
phenomenon of the Subway, have highlighted the cultural shift, of people for the
healthier diet.
 Subculture:
"A group of people with shared value systems based on common
life
experiences and situation"
Subculture is group of people with shared value system
based on common life experiences and situations. As in Pakistan,
there are no any broadened subculture boundaries, so in case of
KFC; subcultures don't have any significant role. Social class:
"Relatively permanent and ordered division in a society whose
members share similar values, interests and behaviors." As we
know that, every society is composed of social classes. KFC is
targeting the middle and upper classes.
To be specific, the large segment of customers belongs to upper and
upper middle classes.
Social factors;
Social factors are also important to be addressed. Social factors
include consumer's small groups, family and social role and status.
Groups:
"Two or more people who interact to accomplish individual or
mutual
goals"
The person's behavior is influenced by many small groups. For
the marketers, reference groups are the main target markets, to
identify. For the KFC, the reference group is the upper class. They
keep on adding services to entertain the group. As being the
reference group, there are certain strategies that have been followed
by the management. As KFC has no such well established
marketing department, so, they don't have yet followed any buzz
marketing. But, the present KFC sign, the logo of Col. Harland
Sanders, is an example of having an opinion leader. Family:
Family is the most important consumer buying organization in the society.
KFC is much concerned with the concept of family. As parents are mostly
influenced by the children, so the KFC have designed small kid's meal for
them. In addition to that, the family meals are the most favorite, deal. Just to
involve the family, each member of the family, KFC has placed various deals
and meals in their hot menu. Just to provide the best service, and earn value
in return to that.

Personal factors
A buyer’s decision is also influenced by personal characteristics such
as, the buyer's age and life cycle stage, occupation, economic situation and
personality and self-concept. Age and life-cycle stage
Mostly, KFC is concerned about serving the youth, but... they also
have influence on the older people of the families as well. Simply, they
 have covered each segment of the family, and life cycle as, human
cant
live without food. And, KFC menu have all the variety for entertaining any
segment/person of the family.
Occupation:
Occupation is a secondary factor for the KFC. As students, are
the main streams, so occupation of the consumer doesn't matter as such.
Again, food is necessity of every human, so people belonging to upper and
upper middle social classes are being the target market, without any
classification on the basis of occupation. Lifestyle:
"A person's pattern of living as expressed in his or her activities,
interests, and opinions."
The marketers always addressed the consumer interests, activities
and opinions. How consumer spends their time and money is the primary
concern. KFC have served the customers, by providing them soothing and
comfortable environment. The primary concern is the Innovators, for the
KFC. The lifestyle also includes the way of using the technology, the
internet. KFC have placed a well designed and well maintained website, to
capture the interest and attention of the consumers. Personality and self
concept:
"The unique psychological characteristics that lead to relatively consistent and
lasting responses to one's own environment" KFC have addressed the
concept of brand-personality very efficiently. The visual color, of their
advertisements and franchise is red. It out-flowing the concept of excitement.
Particularly, for the youth the brand color is very much amusing. That's what
the KFC have done to target the self-concept of consumers. The "Zinger
Burger", is also an effort to attract their valued customers. Psychological
factor
Psychological factor are important to know, if the company wants to know
about the behavior of their customers. Psychological factor include further
four concepts. Motivation
The concept of motivation is been efficiently focused by the KFC.
Factors towards motivating the consumers include many factors. The good
customer service, provided at the restaurant, the soothing environment of the
restaurant, the attractive discount deals, and at the top, the best food
provided are the main sources of creating motivation for consumers

'' The process by which people select, organize, and interpret

information to form a meaningful picture of the world"
The perception is the next process. The perception is created
from environment, the interlinked factors, that are been described above.
The best customer service ensures, to leave good impact on the minds of the
consumers.
The perception is been mainly manipulated by the advertisements, that are
normally triggered at different phases and conveying the feeling of Hot
interactive deals. Learning
"Changes in an individual's behavior arising from experience"
Learning is one of the sensitive factors. As the change in
behavior occur at this stage. KFC is most concerned, about their well and
effective service to their customers. To provide the best taste, the town and
the worth remembering environment, at their outlets.
XI-Types of Buying Behavior:

There are four types of buying behavior

1. Complex buying behavior.
"Consumer buying behavior in situations characterized by high
consumer involvement in a purchase and significant perceived
difference among brands"

2. Dissonance- reducing buying behavior.

"Consumer buying behavior in situations characterized by high
involvement but few perceived difference among brands"

3. Habitual Buying behavior.

"Consumer buying behavior in situations characterized by low
consumer involvement in a purchase and few significant perceived
brands difference"

4. Variety-seeking behavior:
"Consumer buying behavior in situations characterized by low
consumer involvement in a purchase and significant perceived
brands difference"

High Involvement Low Involvement

Complex Buying Variety-seeking

Behavior Behavior Significant
Diff. b/w
Brands

Dissonance- Habitual Buying

reducing behavior Behavior Few Diff.
B/w Brands

Decision Behavior Shown by KFC

The buying decision process is quite complex, in case of KFC being
a fast
food restaurant. The involvement could be high and low as well. But let take it
generally, the behavior could be complex buying behavior and dissonance
reducing buying behavior.
Dissonance- reducing buying behavior
If we see KFC among the competitors, that provide fried chicken,
Like Fri-Chick, then the behavior will be dissonance reducing.
Complex buying behavior
If, we take McDonald and Subway, then there is a clears difference
In the taste, as well as in the meals and deals. It could be complex behavior.
xn-Product or Market Expansion Grid:
"A portfolio planning tool for identifying company growth
opportunities through market penetration, market
development,
product development or diversification."
Market Penetration:
"A strategy for company growth by increasing sales of
current
products to current market segments without changing the product."
They are providing areas for birthday party celebrations to
attract more and more customers Market Development:
"A strategy for company growth by identifying and developing new
market segments for current company product."
KFC is following market development strategy as it is increasing its
outlets in different cities. They are trying to cover major market segments
in order to get more market share. Product Development:

"A strategy for company growth by offering modified or new

products to current market segment"
KFC is following product development strategy as well. It has added different
new. products in its menu.

Diversification:
"A strategy for company growth through starting up or acquiring
businesses outside the company's current products and markets" As
KFC is selling similar products with certain modification in menus only
so it is not showing diversification.

Existing Products

Product Development
Existing markets

Market
development

New Market

XIII-Growth Share Matrix

“ A portfolio analysis method that evaluates the company’s strategic
business units
in terms of its market share. SBU s are classified as star, cash cow,
question mark or dogs.”
Using Boston Consulting Group (BCG) approach, a company classified its SBUs or products
According to growth share matrix.
Vertical axis: market growth rate provides a measure of market attractiveness.
Horizontal axis: relative market share serves as a measure of company strength in the
Market.
Products of KFC
We will like only those products of KFC which are their main products. These are

Zinger
Zinger Xtreme
Chicken Burger
Fish Burger
Sub (60,80)
Chicken Pieces
Arabian Rice
Fruit Salad
HOT SHOTS
Rice Spice
Stars
Stars are high-growth. High share businesses or products
In KFC, stars are
1. Zinger
2. Zinger Xtreme
3. Sub(60,80)

KFC is investing high to finance their rapid growth. The products in star have lose their m
competitors.
Question Mark
Question mark is high-growth but low share businesses or products.
1. Fish Burgers
2. Arabian Rice
3. HOT SHOTS
Cash Cow
Cash Cows are low-growth, high-share businesses or products
1. Chicken Burger
2. Chicken Pieces
Dog
Dogs are low-growth, low-share businesses or products
1. Fruit Salad
2. Rice Spice

From above, its clear that KFC has 3 stars, 3 question marks, 2 cash sow and 2 dog products in
stars.

XIV-MARKETING STRATEGIES
There are five alternatives concept under which organizations design and carry out their marketi
• Production concept
 • Product concept
• Selling concept
• Marketing concept
• Societal concept

Production concept:
"The idea that consumers will favor the product that are available and highly affordabl
As for as KFC is concerned it is not following the production concept as the outlets of KFC are i
class and hence their prices are also high.

Product concept:
"The idea that consumers will favor products that offers most in quality, performance, an
as it is making improvements in products Features
KFC is providing different and better taste. It is providing hot &Spicy version of Chicken and p
Quality Level
Quality level plays a vital role is, in providing the satisfaction and giving the value to th
quality and so, believe in providing the, Superior Quality to the valued consumers.

K F C F R E N C H F R IE S C O M P O S IT IO N
P o ta to e s , p a r tia lly h y d ro g e n a te d s o y b e a n o il, d e x tr o s e .

S E A S O N IN G S
O r ig in a l R e cSipa elt,: h e rb s a n d s p ic e s , g a rlic p o w d e r.
M ilk a n d ENg og n: fa t d r y m ilk , d r ie d w h e y a n d d rie d e g g w h ite s .
H o t a n d S pCicoyrn: s ta rc h , s o d iu m b ic a rb o n a te , s o d iu m , a lu m in u m p h o s p h a te , D e x tro s e
M o d ifie d c o rn s ta rc h , e x tra c tiv e s o f tu rm e ric .
S H O R T E N INP Gu re : v e g e ta b le o il (s o y b e a n ).

C H IC K E N A N D IT S P R O D U C T S
L o c a lly p ro d u c e d a n d p ro c e s s e d c h ic k e n . S u p p lie d in fro z e n fo rm .
1 0 0 %H a /a /.
Figure 7

Selling Concept;
"The idea that consumers will not buy enough of the firm's products unless
it undertakes a large scale selling and promotion effort"
Mostly the firms practice the selling concept when they face
overcapacity. As KFC provides fresh foods according to the needs of
customers and earn profit through customer satisfaction, so it does not follow
selling concept.

Marketing Concept;
"The marketing management philosophy that holds that achieving
organizational goals depends on knowing the needs and wants of
target markets and delivering the desired satisfactions better than the
competitors"
 KFC is following market concept as it is focusing on the customer and
making improvements in the menus according to the need and wants of the
customer. It has added in its menus as fish zinger, salad, Arabian rice etc
according to the demands of the customer.

Societal Marketing Concept;

"A principle of enlightened marketing that holds that a company should make
good marketing decisions by considering consumers wants the company's
requirements, consumer's long-run interest, and society long-run interest"
Like KFC Mall Road Branch is giving employment to disables only, so its
based on societal marketing concept.

Society
Human welfare

Societal
marketin
g
concept

Consumers Company
Want satisfactions Profits
Figure 8 Three considerations underlying the societal marketing
concept

KFC is following societal marketing concept as it is considering company's

profits, consumer wants, and society's interests.
Consumers:
KFC is making their customer satisfied by providing them high
quality fresh food. Company:
KFC is earning profit as well through customer satisfactions. Its sales
grew by 10% in the current years and it has about 60% market share in local
market in fried chicken. Society:
hi Pakistan KFC is working for the human welfare also. They are
providing funds to different schools and training institutes for the education of
special children.
Faryad is the environmental campaign started by KFC. The main Project of Faryad
is tree plantation, creating awareness and cleaning the environment and traffic rules
and regulation.

KFC Pakistan periodically visits the under privileged children along with chick to
entertain them. Free food and gifts are provided
 KFC is also collecting donations to kill hunger for UNO at Pakistan

Analysis & Recommendations

Analysis:

KFC is market leader in providing Fried Chicken. As KFC is addressing Fast Food, so it
is competing with the prominent market signs, like Pizza Hut and McDonalds.

Product: KFC is doing well so far. It needs improvement in their Hot-Menu. They
should make their menu dynamic, by introducing new meals_ after certain period of
time. New items should be introduced, by varying the taste. Like, pizza hut has come
up
with "Chapli Kabab Pizza"___addressing the local taste; KFC should go for such
innovation, in order to increase their market share.

Price__of KFC is reasonable, if compared with other fast food restaurants. But as,
price
is always the primary concern for consumers; so KFC should adopt certain strategy to
attract the consumers. Its not only by lowering their prices. It could be by, introducing
discount packages, for families, employees, students and regular customers. The
membership cards can be used to, provide certain extra value to the consumers.

Placement is very important factor, for a company to increase its market share, by
targeting the right consumers. KFC need to have more outlets, at commercial areas. It
will help in targeting the actual customers and potential customers as well. Mobile
outlets can be effective addition as well.

Promotion: KFC has a large customer equity, but being a market symbol, a company
should strive for having more actual customers. KFC should work for, having a solid
marketing department. They should organize and run advertisement campaigns. It
would certainly be, incremental factor for their sale. Different modes of advertisements
can be used for, triggering the community. KFC could use brand promoters. KFC can
setup, promotional campaigns. All what is needed is a well established marketing
department, in order to facilitate effective, promotions.

Conclusion

KFC is providing employment to 1200 Pakistanis which adds up to 6000

Pakistanis directly dependant on KFC.

KFC paying Rs.10 million to Govt. of Pakistan as direct taxes.

95% of its food and packing material is used in KFC Pakistan is produced locally
which sums up to purchase of 35 million per month.
 Each new outlet developed by KFC Pakistan spends 40 million rupees that’s a
massive amount for this industry.

From above analysis, it’s clear that KFC and Pakistan are growing together. So
KFC is doing well at Pakistan. KFC is also following marketing strategies,
segmenting the market to segmentation variables and increasing their market
share. KFC is leading in Fried Chicken. It gives quality, variety and fresh meal as
of its competitors.

References

1. WWW.KFC.COM
2. WWW.KFCPAKISTAN.COM
3. NAVEED IQBAL, BUSINESS UNIT MANAGER, KFC, MALL ROAD, LAHORE.
4. PRINCIPLES OF MARKETING by PHILIP KOTTLER & GREY ARMSTRONG
 Project of Marketing

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