KFC (Kentucky Fried

Chicken)

Introduction
Kentucky Fried Chicken (KFC)- one of the most known
fast food chains in the world started in the early
1930's by Kernel Sanders in the Southern USA as a
small franchise operation.
Quality, service and cleanliness (QSC) represents the
most critical success factors to KFC's global success
KFC has more than 11,000 restaurants in more than
80 countries and territories around the World.
KFC is part of Yum! Brands, Inc
KFC was acquired by PepsiCo in 1986; it had grown
to approximately 6,600 units in 55 countries

Mission & Vision

Mission
To sell food in a fast, friendly environment
that appeals to pride conscious, health
minded consumers
Vision
To be the leading integrated food services
group in the Asia Pacific region based on
consistent quality products and exceptional
customer-focused service.

KFC in Pakistan:
Presently KFC is branched out in thirteen cities
of Pakistan (Karachi, Lahore, Rawalpindi,
Faisalabad, Multan, Peshawar, Sialkot,
Hyderabad, Islamabad, Gujranwala, jehlum,
sukkur and Murree) with 45 outlets nation-wide.
The first KFC outlet was opened in Gulshan-eIqbal, Karachi in 1997.
In Pakistan totally Chicken buy from Pakistani
Poultry Forms, and also this Chicken is 100%
Halal.

Marketing Mix:
It contains everything a firm can do to
influence the demand for its product.
The 4Ps are:
PRODUCT
PRICE
PLACE
PROMOTION

PRODUCT:
Product planning:

Their product is classified as

consumer product as it has no
intermediates. It also offers specialty
goods.
product includes Goods (Burgers,
Chicky Meals etc) and Services
(cleanliness, quick service, parties,
and meetings).

Product Line:
KFC product line includes all chicken based products.

Burgers: burger category includes the Zinger Burger, Colonels

Chicken Burger, Colonels Fillet Burger, SUB60 and 80, and Zinger
Jr. They have also introduces a Fish zinger burger.
Chicken Pieces: Includes different number of chicken pieces like
1 piece, 2,5 and 10 pieces chicken
Combos: Includes Chicken Meals, Sandwich Meals and Family
Meals.
Desserts & Beverages: Includes Fruit Salad, Regular & Large
Drink, Regular & Large Mineral Water, Tea, Scoop of Walls Ice
cream and Coffee.
Snacks & Side Orders:
Arabian Rice, 5 & 10 Pieces Hot wings, Dinner Roll, Regular &
Large Fries, Hot Shots, and Corn on the Cob, Hot & Crispy Soup
and the Cole Slaw.

Product Mix strategies:

The product mix strategies are in relation to:
Competitors:
KFC has a head-on competition with
McDonalds
Locally in Pakistan KFC face a close
competition with the local brands like AFC
(Al-Baik Fried Chicken), Fried Chicks, Dixy
Chicks etc which are producing more or less
the same product as KFC.

 Attributes:
The brand KFC is so strong that it is the attribute
itself.
Quality:
KFC products are based on high quality and
prices.
Product Mix Expansion and Contraction:
KFC keeps on modifying their product through
line extension and other methodologies. Line
Extension is being done through introducing new
meals offers. The alteration of existing products is
also done and this function is performed by the
Quality Assurance department. expansion
contraction is also being dealt with as when the
new deals or offers are not sold as expected, Q.A.
department contracts the previous offers and
introduces new offers.

Product Branding, Packaging

and Labeling:
Brand Name: KFC
Color: Red, white
Symbol: Colonel
Harland Sanders
picture and KFC
written with it.
Master Brand: The
brand itself is so
dominant, that it
immediately comes
in mind.

PRICE:
In introduction stage KFC entered the
market using market-skimming strategy.
Their products were high price and
targeted only upper class.
Gradually they trickle down focusing on
the middle class to penetrate the market.
KFC follows one price strategy. Price is
determined according to the rates of the
raw materials and policies of the Govt.

PLACE:
Distribution of Consumer Goods and
Services:
KFC does distribution of consumer goods directly
to the consumer. KFC has no middlemen. It also
does distribution of services to the consumer like
parking, sitting, home delivery, etc. KFC does
intensive distribution on its outlets. (All and
everything on every outlet).
KFC gets Wheels!
KFC launched its first mobile unit, which took the
streets of Karachi by storm. The mobile unit has
been designed to cater to the needs of those who
are on the go, and have little time to stop by at a
restaurant. Enjoying the delicious KFC offering
anytime, anywhere

PROMOTION:
KFC spend 2% of its profits on advertisement.
They use print media and most recently doing
televised marketing to promote it products.
Their advertising media involve: Newspapers,
Pamphlets, Billboards and Television.
It uses pull advertising strategy. They also
provide wit the key chains, watches, bags, tee-shirts
etc. to its customers with the purchase of different
meals as a part of their promotional activities.
They also provide with certain midnight packages,
birthday packages and lot more.

Supply chain
management in kFC :

The main three

consideration in KFC supply
chain management are
Managing Product
Information flow
Funds flow

Managing product
Raw material :
Chicken,
vegetables,
cheese, etc
KFC has no any logistics partner as all the
distribution of materials are done by
individual suppliers after assuring quality
at individual level, and KFC head office
also has its own distribution channel

Information flow :
Communication channels : KFC
uses email and
telecommunication channel
forcommunicating with KFC
head office and suppliers like
Reliance, More, and Venkys.

Funds flow :
Funds Flows i.e. the money
payment to suppliers and other
debtors are done through a bank
account. Each and every KFC
outlet has its own bank account
and the payments of each outlet
is done by Head office through
these bankaccount on a
monthly bases.

Conclusion:
KFC is a very strong chain of fast food
restaurants with more than 10,000 restaurants
all over the world.
KFC is providing employment to 1200
Pakistanis an around 6000 Pakistanis
dependent on KFC. They are paying Rs. 10
million to government of Pakistan as direct
taxes.
KFC is doing well in Pakistan and keeps following
its marketing strategies as a market leader and
segmenting the market into different variables
and increasing their market share. KFC is leading
in Fried Chicken. It gives quality, variety and
fresh meals as of its competitors.

References
http://kelley_keith.tripod.com/mgmnt5313.html
http://
www.scribd.com/doc/52353635/18/DISTRIBUT8IO
N-CHANNEL
http://
www.beliscity.com/m596/kfc/brand.pakistan.html
http://www.fatsecret.com/calories-nutrition/kfc
http://
www.scribd.com/doc/15657169/KFC-Marketing-Plan
-for-Pa
sba.pdx.edu/faculty/melliep/339/QualityMgmtKFC
.pdf
www.kfc.com.my/about-halal.php
www.kfcfranchise.com/process
-fried-chicken-business.php