MARKETING STRATEGY

IN INDIA
KFC

Presented
By-
VIBHOR AGARWAL
BBA 2nd c
 BACKGROUND OF KFC
KFC is based in Corbin, Kentucky, U.S. and is the worlds
most popular chicken restaurant chain.
Founded by Colonel Harland Sanders in in the early
1930s by cooking & serving food for hungry travellers.
In 1952 Sanders started franchising his chicken business
& named it as KENTUCKY FRIED CHICKEN.
KFC is part of Yum! Brands, Inc., the world's largest
restaurant company in terms of system restaurants, with
more than 36,000 locations around the world.
KFC operates more than 15,000 units in 109 countries and
territories around the world.
 CONTINUE..
Every day, more than 12 million customers are
served at KFC restaurants.
KFC is world famous for its Original Recipe fried
chicken -- made with the same secret blend of 11
herbs and spices
Customers around the globe also enjoy more than
300 other products -- from KFC
The company is ranked #239 on the Fortune 500
List, with revenues in excess of $11 billion in 2008.
 KFCs Entry in INDIA
KFC was the first fast food multinational to enter
INDIA , after the economic liberalization policy of
the Indian Govt. in early 1990s.
KFC received permission to open 30 new outlets
across the country
KFC opened first fast food outlet in Bangalore in
June 1995 by targeting upper middle class
population.
PepsiCo planned to open 60 KFC and Pizza Hut
outlets in next 7 yrs in the country.
 ISSUES
Govt. was criticized for granting permission to
multinational food giant
Nutritionists highlighted the high rates of
obesity, hypertension, heart disease and
cancers
Monosodium Glutamate (MSG) controversy
 KFC

SWOT ANALYSIS
 STRENGTH
Worlds largest restaurant company in terms of
system restaurants, operates more than 15,000 units
in 109 countries and territories around the world.
KFC is world famous for its Original Recipe fried
chicken -- made with the same secret blend of 11
herbs and spices
Ranks highest among all chicken restaurant chains
for its convenience and menu variety.
Generate $1B each year
 WEAKNESS

LACK OF KNOWLEDGE ABOUT THEIR CUSTOMERS.

LACK OF FOCUS ON R&D.

MSG FLAVOUR IN CHICKEN.

NO PRODUCT INNOVATION.
 OPPORTUNITY
RETAIL BOOM IN INDIA

INDIANS YOUTH ARE ADOPTING

WESTERN CULTURE

INCREASING TRENDS TO TAKE MEAL OUT

OF HOMES.
 THREATS
HIGH CALORIE FOOD.

CHANGING HEALTH TENDS OF CUSTOMERS.

POLITICAL PARTIES PROTESTING FOR JUNK

FOOD

PROTEST SUPPORT FROM FAMOUS

PERSONALITIES LIKE ANIL KUMBLE,ADITI
GOVITHRIKAR,JOHN ABRAHAM ETC
 MARKETING CONCEPTS

NEEDS a consumer needs food

WANTS they want chicken or other non-veg
DEMANDS but they demands KFCs fried
chicken
 TARGET MARKETS
As the outlets of KFC are in posh area
and prices are too high (overhead
expenses-rent, air-conditioning,
employees),
KFC targets upper and middle
classes, youth
Target market depends upon size and
growth rate of population.
 MARKET SEGMENTATION
Geographic segmentation : In India KFC
focuses how geographically its customers
demand different products.
Demographic Segmentation: In
demographic segmentation, the market is
divided into groups based on an age, gender,
family size, income, occupation, religion, race
and nationality.
Psychographic segmentation: in this
segmentation ,the market is divided into
middle class & upper class
 MARKETING
STRATEGY
Kfc gives more priority to family.
Kfc menu consist of more than 30 products.
Kfc open their outlets on reachable places.
Kfc offers free home delivery.
Kfc posses a western culture because some
of the Indian people are also following
their culture.
Kfc following societal marketing techniques.
 PRICING STRATAGY
Their products are priced high and target the middle to
upper class people
KFC adopt the cost base price strategy.
Pricing of the product includes the govt. tax and excise
duty
The products are bit high priced according the market
segment and it is also comparable to the standard of
their product.
In the cost based method we include the variable and
fixed cost.
 PROMOTION
Advertising
Sales Promotion
Public Relations
Events and Experiences
Coupons, Discounts and Bundled
packages
 SOCIAL MARKETING

Face book
Twitter
Google+
 COMPETITION
We can compare the price of their products with
McDonald, dominoes and pizza hut.
If the competitor provides the same product at a lower
price then the organization usually lowers the price of
its product too.
In the case of kfc, fried chicken is its main selling
point and controls a monopoly over the Indian fast
food market (only with fried chicken).
It prices its burgers, French fries and soft beverages
with relation to its competitors.
THANK YOU