As of 2020, there are several marketing strategies like productservice innovation, marketing investment, customer experience etc.Marketing strategy helps companies achieve business goals objectives, and marketing mix (4Ps) is the widely used framework to define the strategies.
![]() This article elaborates the product, pricing, advertising distribution strategies used by KFC. Let us start the KFC Marketing Mix Strategy: KFC Product Strategy: The product strategy and mix in KFC marketing strategy can be explained as follows. KFC is synonymous with fried chicken and it challenged the established fast food market of hamburgers. The original product is pressure fried chicken nuggets flavored with secret seasoning of 11 ingredients. Other specialties of KFC are Extra Crispy Chicken, home style sides and buttermilk biscuits. In 1990, KFC expanded its menu and offered other chicken preparations like Chicken Fillet Burgers and wraps, salads, potato fries, desserts and beverages. KFC has optimized its product offerings as per the geography and demand. KFC has over 300 different menus as a part of its marketing mix product strategy across different locations worldwide. In India they have introduced Hot and Crispy Chicken, Fiery Grilled bucket options, Chicken Zinger Burger, Rice Bowlz. In middle Eastern and Islamic countries, the chicken served is halal. For the essential components of products i.e. ![]() As it had association with PepsiCo, most of the beverages served in KFC are from Pepsi however there are exceptions in some geographies. The parent brand of KFC is on 201st position of Fortunes listing with revenue of over 13 billion. The target segment for KFC is families of young people in urban and semi urban location belonging to upper middle class or middle class. When nit entered the market, the prices were higher which were gradually reduced later on to target lower income group. The pricing of bundles is less as compared to combined price of all the products. It is especially lucrative in price sensitive markets like India. Also read KFC SWOT Analysis, STP Competitors KFC Place Distribution Strategy: Following is the distribution strategy of KFC. Later on, the international outlets were opened in Canada, UK, Mexico and Jamaica in 1960s. Today KFC is present in 125 countries worldwide with over 20,500 outlets, which shows its strong place strategy in its marketing mix. It was the first Western Restaurant to open in China in 1987 and it is still going strong there.
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