Kfc Marketing Mix in India
KFC Corporation, or KFC, founded and also known asKentucky Fried Chicken, is a chain of fast foodrestaurants based in Louisville, Kentucky. KFC is abrand and operating segment, called a "concept" of Yum! Brands since 1997 when that company was spunoff from PepsiCo.KFC primarily sells chicken in form of pieces, wraps,salads and sandwiches. While its primary focus is friedchicken, KFC also offers a line of roasted chickenproducts, side dishes and desserts.
The marketing mix is generally acceptedas the use and specification of the 'four Ps 'describing the strategic position of aproduct in the marketplace.ProductPricePlacePromotion
Product
Anything that can be offered to a market tosatisfy a want or need.KFC 's specialty is fried chicken served in variousforms. KFC 's primary product is pressure-friedpieces of chicken made with the original recipe.The other chicken offering, extra crispy, is madeusing a garlic marinade and double dipping thechicken in flour before deep frying in a standardindustrial kitchen type machine
Segmentation
Geographic segmentation:KFC has outlets internationally and sells itsproducts according to geographic needs of the customer.
In India KFC focuses howgeographically its customers demanddifferent products.
In north India Chickenis the main selling product, while in thesouth the Veg. items sell more than thechicken.
Segmentation
Demographic Segmentation
In demographic segmentation, the market is divided intogroups based on an age, gender, family size, income,occupation, religion, race and nationality.KFC divides the market on demographic basis in this way:
Age is between 6-65.Gender is both males and females.Family size is 1-2, 3-4, 5+
Income is Rs 10,000 n above.Family lifestyle is almost all
Segmentation
Psychographic segmentation
Dividing a market into different groups based on social class, lifestyle,or personality characteristics is called psychographic segmentation.KFC divides market on the basis of
The marketing mix is generally acceptedas the use and specification of the 'four Ps 'describing the strategic position of aproduct in the marketplace.ProductPricePlacePromotion
Product
Anything that can be offered to a market tosatisfy a want or need.KFC 's specialty is fried chicken served in variousforms. KFC 's primary product is pressure-friedpieces of chicken made with the original recipe.The other chicken offering, extra crispy, is madeusing a garlic marinade and double dipping thechicken in flour before deep frying in a standardindustrial kitchen type machine
Segmentation
Geographic segmentation:KFC has outlets internationally and sells itsproducts according to geographic needs of the customer.
In India KFC focuses howgeographically its customers demanddifferent products.
In north India Chickenis the main selling product, while in thesouth the Veg. items sell more than thechicken.
Segmentation
Demographic Segmentation
In demographic segmentation, the market is divided intogroups based on an age, gender, family size, income,occupation, religion, race and nationality.KFC divides the market on demographic basis in this way:
Age is between 6-65.Gender is both males and females.Family size is 1-2, 3-4, 5+
Income is Rs 10,000 n above.Family lifestyle is almost all
Segmentation
Psychographic segmentation
Dividing a market into different groups based on social class, lifestyle,or personality characteristics is called psychographic segmentation.KFC divides market on the basis of