Kfc Marketing Activity Report
KFC Marketing Activity Report
1. Target market: KFC targets upper and middle classes. Typical customers are adults ages 25-54 who are in occupations ranging from white collar office jobs to blue collar construction jobs. The biggest part of their customer base makes between $50,000 and $60,000 dollars a year and are married with children.
2. Positioning: 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 create 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.
3. Customers: Same as target market
4. Products and services offered: Anything that can be offered to a market to satisfy a want or need. KFC’s specialty is fried chicken served in various forms. KFC’s primary product is pressure-fried pieces of chicken made with the original recipe. The other chicken offering, extra crispy, is made using a garlic marinade and double dipping the chicken in flour before deep frying in a standard industrial kitchen type machine. The main products of KFC still are fried chicken but KFC tried to development new products for suitability with modern situation; the menu for health. Moreover, new menu of KFC will emphasize the taste and health.
5. Pricing strategy: Market skimming: KFC globally enters the market using market skimming. Their products are priced high and target the middle to upper class people. Gradually they trickle down the prices focusing on the middle to lower class people to penetrate both sides of the market. 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 than the organization usually lowers the price of its product too. In the case
1. Target market: KFC targets upper and middle classes. Typical customers are adults ages 25-54 who are in occupations ranging from white collar office jobs to blue collar construction jobs. The biggest part of their customer base makes between $50,000 and $60,000 dollars a year and are married with children.
2. Positioning: 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 create 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.
3. Customers: Same as target market
4. Products and services offered: Anything that can be offered to a market to satisfy a want or need. KFC’s specialty is fried chicken served in various forms. KFC’s primary product is pressure-fried pieces of chicken made with the original recipe. The other chicken offering, extra crispy, is made using a garlic marinade and double dipping the chicken in flour before deep frying in a standard industrial kitchen type machine. The main products of KFC still are fried chicken but KFC tried to development new products for suitability with modern situation; the menu for health. Moreover, new menu of KFC will emphasize the taste and health.
5. Pricing strategy: Market skimming: KFC globally enters the market using market skimming. Their products are priced high and target the middle to upper class people. Gradually they trickle down the prices focusing on the middle to lower class people to penetrate both sides of the market. 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 than the organization usually lowers the price of its product too. In the case