Beruflich Dokumente
Kultur Dokumente
MEHAK BHARDWAJ
MANISH MALHOTRA
SWATI RAWAT
KULPREET KAUR
CONTENTS
Environment Analysis: Mehak
Value Chain Analysis: Manish
Ansoff Matrix: Manish
BCG Matrix: Swati
STP: Swati
Impact of consumer behaviour on brands
strategy: Swati
Products Strategy: Kulpreet
Brands positioning strategies:Kulpreet
PLC: Mehak
ENVIROMENTAL
ANALYSIS
MICRO
ENVIROMENT
MACRO
ENVIROMENT
MICRO ENVIROMENT:
Components influence
KFC Enviroment are
Suppliers
Competitors
Market intermediaries
COMPANY
COMPETITORS
KFC
MARKET
INTERMEDIARIES
SUPPLIERS :
COMPETITORS :
MARKETING INTERMEDIARIES :
MACRO ENVIROMENT
ECONOMIC
FACTOR
SOCIAL
FACTOR
POLITICAL
FACTOR
KFC
TECHNOLOGICAL
FACTOR
ECONOMIC FACTORS :
POLITICAL FACTORS :
KFC has a very simple supply chain. As theoperations are on a relatively small
scale, all theoperations are performed by the company (i.e. Cupola) itself. The supply
chain process can besummed up as a 3 step process:
Step 1:
Raw materials procured from various suppliers and stored at two warehouses; the
normal-storageand the cold-storage. Details are discussed later.
Step 2:
All product preparation is done at the branch except for the marination of chicken
and sold tocustomers at the branch itself or delivered at thedesired locations.
Step 3:
Warehouses replenish each branch accordingto their requirement (usually three
times a week)using companys own vehicles and drivers uponthe request of the
branch manage
SEGMENTATION
GEOGRAPHIC
SEGMENTATION
KFC MENU OUTSIDE
INDIA
SEGMENTATION
DEMOGRAPHIC
SEGMENTATION:
SEGMENTATION
PSYCHOGRAPHIC
SEGMENTATION
1. Social class- Upper and
1. Social class- Upper and
Middle class.
2. Lifestyle is not specific.
3. Personality .
SEGMENTATION
BEHAVIORAL SEGMENTATION
Taste Conscious
Quality Conscious
Class
Combination of
Product and
Quality
TARGET MARKET
1. LOCATIO
HECTIC LIFESTYLE
OF INDIVIDUALS
COMMERCIALISATIO
N
MID-SECTOR PEOPLE
TARGET MARKET
2. PLACEMENT OF OUTLETS
SAKET STORE
INDIAN MARKET
An important thing to
note is that Indian Fast
food market is
Fundamentally different.
Fast food joints: considered as
POSITIONING
The KFC LOGO
Providing quality products with distinct
POINT OF DIFFERENCE
Social Factors:
FAMILY
KFC have made its ambience fit for
family outings
REFERENCE GROUPS
Primary, secondary groups
influence
ROLE & STATUS
KFC is generally for upper & middle
class
Cultural
Factors:
FUNDAMENTAL
DETERMINANTS
Personal
Factors:
PRODUCT STRATEGY
Competes on several basis
incl.product,cost,franchising.
Secret recipe of 11 herbs & spices.
Hire professionals for product development.
100% pure pcs of chicken
Trained cooks prepare it fresh throughout
the day at every restaurant.
POSITIONING OF KFC
USP of kfc is life tastes better with kfc.
Unique taste of product.
It isnt only fried chicken but also self
PRODUCT LIFE
CYCLE
INTRODUCTION :
MATURITY :
a slowdown in sales growth because the
K
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