Chapter:-1- INTRODUCTION OF KFC

ABOUT KFC

Kentucky fried chicken (KFC) - one of the most known fast food chains in the world started in the early 1930s by kernel sanders in the southern USA as a small franchise operation. Colonel sanders have become a well-known personality throughout thousands of KFC restaurants worldwide. Quality, service and cleanliness (QSC) represent the most critical success factors to KFCs global success. Food, fun and festivity, this is what KFC is all about. Leading the market since its inception, KFC provides the ultimate chicken meal for the chicken loving nation. Be it colonel sanders secret original recipe chicken or the hot and spicy version, every bite bring a YUM on the face. At KFC we proudly say that: KFC has more than 11,000 restaurants in more than 80countries and territories around the world. In 1971Heublein Inc, acquired KFC, soon after, conflicts erupted between the colonel and He able in management over quality control issues and restaurant.

KFC HISTORY

KFC is an internationally renowned fast food industry in the world. They have the main ambition to increase & maintain the quality in fast food industry. Their aim is to capture the fast food market. Basically they want to provide their products to anyone that is why they expanding their branches in all over the world. They want to increase their profit through giving maximum satisfaction & other better facilities to people that they want. Now after catching such a marvelous position in the International M a r k e t , KFC is introducing a new item Boneless Fried Chicken, with even more attractive and charming taste.

COMPANY OVERVIEW
The Kentucky fried chicken business he started has grown to be one of the largest retail foodservice systems in the world. And colonel sanders, a quick service restaurant p i o n e e r , h a v e b e c o m e a s y m b o l o f e n t r e p r e n e u r i a l spirit. M o r e t h a n t w o billion of the colonels finger lick in good chicken dinners are serve d annually. And not just in America. The colonels cooking is available in more than 82 countries around the world. This meant doing much of the family cooking. By the age of seven, he was a master of a score of regional dishes. At age 10, his first job w o r k i n g o n a n e a r b y f a r m f o r $ 2 a m o n t h . W h e n h e w a s 1 2 , h i s m o t h e r remarried and he left his home near Henryville, Ind., for a job on a farm in Greenwood, Ind. He held a series of jobs over the next few years, first as a15-year-old streetcar conductor in New Albany, Ind., and then as a 16-year-old private, soldiering for six months in Cuba. After that he was a rail road fireman, studied law by correspondence, practiced in justice of the peace court, sold insurance, operated an Ohio River steamboat ferry, sold tires, and Operated service station.

When he was 40, the colonel began cooking for hungry travelers who stopped at his service station in Corbin, KY. He didnt have a restaurant then, but served Folks on his own dining table in the living quarters of his service station. As more people started coming just for food he moved across the street to a motel and restaurant that seated 142 people. Over the next nine year, he perfected his secret blend of 11 herbs and spices and the basic cooking technique that is still used today.

KFC CORPORATION COMPANY PROFILE

KFC rules the roost when it comes to serving chicken. One of the world's largest fast-food chains, the company owns and franchises more than 16,200 outlets in about 100 countries. (More than 5,100 locations are in the US.) The restaurants offer the Colonel's trademark fried chicken (in both Original Recipe and Extra Crispy varieties) along with chicken sandwiches, chicken pot pies, crispy chicken strips, mashed potatoes and gravy, and potato wedges. Its locations can be found operating as free-standing units and kiosks in hightraffic areas. More than 25% of the restaurants are company-operated. KFC is a unit of fast-food franchisor YUM! Brands, which also operates Pizza Hut and Taco Bell.

Mission Statement 'Recognition: we find reasons to celebrate the achievements of others and have fun doing it,' is right up there with 'Customer Focus' and 'Belief In People.' "Recognition is everybody's responsibility," says Chicago restaurant manager Adonis Chapel. He explains that since KFC started encouraging informal recognition, things have really changed. "You keep employees longer, they are happier, they work better for you." Philosophy of KFC he CHAMPS program Champs stands for our belief that the most important thing each of us can do is to focus on the customer. It stands for our commitment to provide the best food and best experience for the best value. CHAMPS stand for the six universal areas of customer expectation Common to all cultures and all restaurants concepts.

The CHAMPS These are: C-Cleanliness H-Hospitality A-Accuracy M-Maintenance of Facilities P-Product Quality S-Speed of Service

CHAMPS is the philosophy to ensure that the customer has the consistent quality experience in every restaurant, everyday, on every occasions and you will be playing role in delivering CHAMPS to our customers.

MAJOR DEPARTMENT OF KFC

Marketing

Operational

Project

KFC
HRM Finance Quality Assurance

Training & Research

ORGANISATIONAL STRUCTURE & DESIGN

KFC is part of a divisional structure, which is Yum! Brands, Inc. Long John Silver's, A&W, Taco Bell, and Pizza Hut are the other divisions Offers positions to many people; good for senior executives Willing, responsive, and flexible to change and growth KFC works to bring recognition and money to Yum! Brands, Inc.

VALUES OF KFC:-

Focus all our resources to our restaurants operation because that is where we serve our customers.

Reward and respect the contributions of each individual at KFC.

Expand and update training with time and be the best we can be and more.

Be open, honest and direct in our dealings with one and other.

Commit ourselves to the highest standard to the personal and Professional integrity at all times.

Encourage new and innovative ideas because these are the key to our competitive growth.

Reward result and not simple efforts.

Dedicate ourselves to continuous growth in sales, profit and size of organization.

Work as a team.

MISSION, AIMS, OBJECTIVES & GOALS

Aims: An aim is a goal of which a business wants to achieve. For example, some businesses aim to expand whilst others aim to survive. Another aim that a business can have is selling as much as possible whilst others aim to improve the quality of their products. Mission:"we find reasons to celebrate the achievements of others and have fun doing it" The mission of the KFC is to sell food in a fast, to have a friendly environment that appeals to pride conscious, to be in a health minded consumers.

Objective:-

An objective is what a business wants to achieve but more precise targets than aim. For example an objective for a business can be to sell 1000 more products than we sold last year, sell more products than its competitors, make 20,000 more profit than the previous year.

Goals:Build an organisation dedicated to excellence. Consistently deliver superior quality and value in our products and services. Maintain a commitment to innovation for continuous improvement and growth, striving always to be the leader in ten market place changes. Generate consistently superior financial returns and benefit our owners and employees.

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KFC PRODUCT LINE

KFC product line includes all chicken based products: Chicken: 1 piece 2 pieces 5 pieces 10 pieces Burgers: Zinger burger Colonels chicken burger Colonels fillet burger Zinger jr Combos: Chicken meals Sandwich meals Family meals Desserts and beverages: Fruit salad Regular and large drink Tea Scoop of walls ice-cream Coffee

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Chapter:-2 KFC IN INDIA

14

KFC IN INDIA

KFC is the worlds No.1 Chicken QSR and has industry leading stature across many countries like UK, Australia, South Africa, China, USA, Malaysia and many more.KFC is the largest brand of Yum Restaurants, a company that owns other leading brands like Pizza Hut, Taco Bell, A&W and Long John Silver. Renowned worldwide for its finger licking good food, KFC offers its signature products in India too! KFC has introduced many offerings for its growing customer base in India while staying rooted in the taste legacy of Colonel Harland Sanders secret recipe. Its signature dishes include the crispy outside, juicy inside Hot and Crispy Chicken, flavourful and juicy Original Recipe chicken, the spicy, juicy & crunchy Zinger Burger, Toasted Twister, Chicken Bucket and a host of beverages and desserts. For the vegetarians in India, KFC also has great tasting vegetarian offerings that include the Veggie Burger

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COMPETITORS OF KFC

McDonald

KFC One of the major competitors for McDonald in the burger segment is KFC. It first came to India in 1995, where it was one of the first multinational food chains to have entered India McDonalds has a wider variety here with products starting from as low as Rs 20, while KFC has not been able to match that. KFC is still priced a little higher for the general Indian population and its strong customer segment is the cosmopolitan population which is mall going and earning or have spare money to spend, 18-30 years. While people from even small income range and lower middle class have been able to associate themselves with McDonalds. McDonalds has set up its own supply chain investing huge amount which leads to lower costs and prices. KFC beats its competitors through the revising marketing strategy at every movement but the main competitor of KFC is Mc Donald

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KFC Spicy Product

Mc Donalds

Pakistani People like spicy food rather French Fries and Burgers than boiled food

Arabian Rice and Zinger Burger

Big Mac

Free Delivery

Chargers on Home Delivery

Chicken is eaten in very community

Beef is banned is some community

Local stuff and highly qualified because Its stuff is consists of simple graduates and local stuff can better deal with customers give them training

KFC uses Top to Bottom and Bottom to Mc Donalds use Top to Bottom approach Top approach in their Management in their Management

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Chapter:- 3 MARKETING STRATEGY OF KFC

MARKETING STRATEGY
KFC Brand:-

KFC's brand identity is the logo featuring Colonel Harland Sanders, one of the bestrecognized icons in the world. It is trademarked registered brand and is distinctive, adaptable to addition to product line. It suggests something about product. It is legally protected and registered. Brand Equity and Strategy:-

The brand equity is very high as the value added by brand to the product effects the product selling. And the Brand strategy followed is that the KFC is marketing the entire output under products own brand. Pepsi and Nescafe are the complementary brands associated with KFC. Packaging Strategy:-

KFC makes its own disposable packaging. If they need promotion Pepsi contributes in improving the packaging quality. KFC does family packaging. They use paper material for packaging to avoid health hazards and environmental pollution. Labeling:KFC does brand labeling. Some of its products also have informational labels such as Halal, Veggie Burgers and Chucky Meals.

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KFC in its advertisements says :-

Nobody

does

chicken

like

KFC

We

do

chicken

right

Hence, focuses on product advertising. KFC does mass selling in order to reach its target market (as it has trickle down). KFC in its ads try to convert people to people who eat boring bland fast food over to KFC. The message conveyed in the ads is recognition for the brand. KFC does competitive advertisement with its head on competition with McDonalds. Regarding this KFC uses Pricing below competition strategy. KFC sponsors many NGOs and other social welfare organizations. They also offer different deals according to the season and occasions.

MARKETING STRATEGY OF PRODUCT ON KFC

KFC was launched here as an innovative product. KFC has got one product line but later they introduced products in the same line to product their market share. New product ideas are generated from: 1. Customer services 2. Gallops survey KFC have a quality assurance department that decides the new product innovation. Q.A department prepares screening of new ideas and product feasibility report. KFC products are tested extremely by offering trials to customers by giving them free sample. KFC adds a new product in present assortment based on: 1. Their competitors 2. Product adequate demand 3. The satisfaction of key financial criteria 4. Its compatibility with environmental standards

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SWOT ANALYSIS
A SWOT analysis may be incorporated into the strategic planning model. It groups key pieces of information into two main categories: Internal factors The strengths and weaknesses internal to the organization. External factors The opportunities and threats presented by the external environment to the organization.

Internal Factors
STRENGTHS:
Strong Brand Name, Goodwill And Reputation: The brand is recognized and trusted in

India for its quality products, price, and customer service.

Employee Loyalty: Employee Loyalty is one of the major strengths of KFC. The turnover

rate in the company is amongst the lowest in the Industry.

Customer Loyalty: KFC customer base is loyal to the KFC brand because of take out

segment of the Industry Ranks highest among all chicken restaurant chains for its Convenience and menu variety.
Located At Strategic Locations: Located at the most strategic joints all over the country in

major metros with the most posh surroundings

Effective Store Management /Cleanliness: The KFC restaurants are the ideal examples of

neat and clean atmosphere with regular and efficient employees

Competitive Marketing Strategy: Large scale promotion activities and localizing some of

its products grabbed a lions share of the value share of the market
Strong Distribution Network: Focused on building outlets in nontraditional places like

universities, shopping malls, airports, movie halls.

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WEAKNESSES:
Lack Of Innovation And Less Investment In Rnd: KFC has not yet invested much on

R&D, and innovating new products for Indian Markets which may lead to failure of their products as they are not in line with the Indian mind set
Fewer Options Available for Vegetarians and Non Chicken Lovers: The menu is primarily

focused on a few types of chicken and thus has fewer choices available for other segments of fast food lovers and thus may fail to attract a wide range of customers.
Culture Incompatibility: KFC still finds it difficult to enter many markets mainly because

of the culture incompatibility with the local market.

Recent Drop in Sales: The brand suffered recent drop in sales in the current year after the

recessionary phase and small competitors taking away shares of their market

External factors
OPPORTUNITIES:
New Markets: With more than 70% of the markets in India being unexplored and

unorganized, KFC has a good scope of expanding its operations in the country.
Cross Culture: People are opening up to fast foods more regularly in their daily lives as

the Indian mindset is fast changing.

Large Youth Population: As the young generation are more open to fast foods and

demand it more, this is good news for the company

Boom In Organized Retail And Consumerism: with urbanization the Aspiration level of the

people especially the youth has gone to a level at which American eateries are the in thing and the Fast food chains are cashing on it by attracting more of the market to their joints.
New Variety: Company can also come up with new variety in the menu like Pizzas, garlic

breads to attract more customers

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THREATS:
Competition: Competitor companies like McDonalds, Subways, and other fast food chains

more familiar with the Indian ethos are fast catching up with the market.
Threat From Ngos And Political Organizations: Anti-KFC campaigns, such as the one

from PETA are affecting KFCs brand image in a negative way and result in direct dollar losses, as less people are consuming KFC chicken.
Saturated U.S Market: As the US markets are already saturated ,company necessarily

needs to look at offshore foreign markets to generate sales and keep up the profits.
Bulk Of The Population Is Vegetarian: India is still mostly a vegetarian dominated cultured society. This may reduce the market share of the company. Economic Crisis: With the Government facing a high fiscal deficit tax and duty hike will

result expenditures cutting on luxury food items. This is a serious threat facing KFC.

4PS OF KFC

Marketing Mix:
Marketing mix consists of 4Ps. It contains everything a firm can do to influence the demand for its product. The 4Ps are:

PRODUCT PRICE PLACE PROMOTION these marketing mixes are described in detail as under.

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PRODUCT: Product planning: Their product is classified as consumer product as it has no intermediates. It also offers specialty goods. The stock turnover of KFC is relatively high. The prices and quality of the product is always compared. Their product includes Goods (Burgers, Chicky Meals etc) and Services (cleanliness, quick service, parties, and meetings).

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. Also KFC follows one price strategy. Price is determined according to the rates of the raw materials and policies of the Govt. The political and legal forces often affect the policies of KFC and eventually results in change of prices that is due to imposing of taxes.

PLACE: Distribution Channel: KFC has only one channel of distribution i.e. direct where the goods are transferred to the consumer directly. KFC has no middlemen. Distribution of Consumer Goods and Services: KFC does distribution of consumer goods directly to the consumer. 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. It also provides a unique convenience of enjoying the delicious KFC offering anytime, anywhere, thus making fast food truly fast and convenient. It intends to further develop its mobile network nationwide through more such units.

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PROMOTION: The logo features Colonel Harland Sanders that is one of the best logo in the world has created its name as a standard in the market. Today the Colonels Spirit and heritage are reflected in KFCs brand identity. KFC by its advertisements derives the desire in the customer to come and enjoy healthy food in their favorite restaurant. They 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. KFC does both the primary demand advertising (Become a Chicken Fanatic) and the selective demand advertising (e.g. Zinger Meal). In its advertising it give informative messages like Keep the city Clean. KFC does institutional advertising to stimulate demand. When KFC offers new products then it does product advertising. KFCs ads act as counteracts which means to drive the customer to KFC i.e. 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. KFC has put big hoardings on the busy areas of Pakistan and have an effective advertisement campaign on the media in order to motivate its customers. The colors used in advertising are Red, White and blue which itself is recognition for the brand.KFC have joint sale promotions with different companies like HP, Philips, Value Meals, Pepsi-Cola. And most recently with ARY Gold digital and World Call Internet services. Also KFC Proud Partners are Del Monte, Mulligan, Shan and Peek Freaks (EBM). PSO had made a scheme in which PSO had given the coupons of KFC having 10% off. (1 coupon was given after each purchase of 10 liters of petrol)

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KFC AS A MARKET LEADER

It has covered 80% of the market share in fast food industry KFC has recognition around the world and has been globally positioned for many years in Pakistan and to capture the market share in Pakistan adopts champs philosophy. Strategic Planning is the process of developing and maintaining a strategic fit between the organizational goals, capabilities and its changing marketing opportunities and is done by KFC in a well defined manner. Strategic planning sets the stage for the rest of the planning in the firm. KFC is looking that how much its current strategies are beneficial for them. Although these are good and profitable but dynamic changes in environment are requiring identifying the attractive opportunities. That is the reason that they are expanding their market size by focusing on sub urban areas and targeting middle class people by providing them differentiated products at a fair price. They are opening their new mobile outlets in there potentional markets. KFC is also going to increase its sweet dishes to avail the opportunity available for them.

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KFC IN A GROWING MARKET

The market of KFC is increasing day by day. Being a food market it is always considered in a growing market because it increases continually with the population. Their growth is continuously increasing and if they want to be a leader, they have to develop a strategy which is predominantly a market expansion strategy and in this way they will not lose their leadership. It has greatly increased their market share in Pakistan by following different strategies that may be regarding their products, prices, placement or promotions. They have been following the strategies for market expansion by targeting the new users of the product, describing the new uses of the product and by showing them more usage of the product.

MERGERS AND ACQUISITIONS

PepsiCo, Inc. Management Acquired KFC for $841 million in 1986 KFC with

New franchise contract Reduced staff Replaced KFC managers with their own

Refranchising Strategy Relatively slow growth rate 1992-1997 Due to selling company-owned restaurants back to franchisees Company-owned Easier to control Higher levels of investment with low returns 1993 PepsiCo concerned with Coca Colas return

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PEST ANALYSIS Political:

The operations of KFC are affected by the government policies on the regulations of fast food operation because of health concern and also control the license given for open the fast food restaurant and other business regulation such as franchise business. Good relationship with government in giving mutual benefits such as employment and tax is a must for the company to succeed in any foreign market.

Economic:
Though for last 1 year there was economic slowdown all across the globe but the sales of KFC and other fast food chains did not slow down to that extent that of other sectors in. There is a continuous growth in per capita income; which will lead to higher buying power in the Hands of the Indian consumers.

Socio cultural:
India is the second most populous nation in the world with an approximate population of over 1.1billion people. There has also been a continuous increase in the consumption of fast food in India. Thus this shows a positive trend for fast food industries in India.

Technological:
The Indian fast food Industry is heating up with a lot of foreign players entering the Indian market. KFC should be looking to competitors innovation and improve itself in term of integrating technology in managing its operation. For example in inventory system, supply chain management system to manage its supply, easy payment and ordering systems for its customers and wireless internet technology.

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ENVIORMENTAL FACTORS & OPPERCHUNITIES: Political :

The operations of KFC are affected by the government policies on the regulations of fast food operation. Currently government are controlling the marketing of fast food restaurant because of health concern such as cardiovascular and cholesterol issue and obesity among the young and children in the country.

Governments also control the license given for open the fast food restaurant and other business regulation need to follow such as for a franchise business. Good relationship with government in giving mutual benefits such as employment and tax is a must for the company to succeed in any foreign market.

Economic:
Though for last 1 year there was economic slowdown all across the globe but the sales of KFC and other fast food chains did not slow down to that extent that of other sectors in. The GDP (Purchasing Power Parity) is estimated at 2.965 trillion U.S. dollars in the year 2010. The GDP- per Capita (PPP) was 2700 U.S. dollars as estimated in 2008. The GDP- real growth rate in 2007 was 8.7%. Pakistan has the third highest GDP in terms of purchasing power parity just ahead Japan and behind U.S. and China. Foreign direct investment rose in the fiscal year ended March 31 2007 to about $16 billion from just $5.5 billion a year earlier. There is a continuous growth in per capita income; Pakistans per capita income is expected to reach 1000 dollars by the end of 2007-08 from 797 dollars in 2006-07. This will lead to higher buying power in the Hands of the Pakistani consumers. So taking into considerations the economic factors of Pakistan KFC is safe. The only danger to it will be if there is a terrorist attack in Pakistan and the victim is KFC.

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Socio cultural:
Pakistans population is divided in the following age structure: 0-14 years 31.8%, 15-64 years 63.1% and 65 years and above 5.1%. There has also been a continuous increase in the consumption of fast food in Pakistan. The social trend toward fast good consumption is changing and Pakistan has seen an increase of 90% fast food consumption from the year 2002- 2007. This increase is far greater than the increase in the BRIC nations of Brazil (20 per cent), Russia (50 per cent) and China (almost 60 per cent). Thus this shows a positive trend industries in Pakistan. for fast food

Technological:
The Pakistani fast food Industry is heating up with a lot of foreign players entering the Pak market. The technological knowhow and expertise will also enter the Pak market with an increase in competition. With the lower rates and increase technology the fast food counters are attracting youth by giving them attractive deals. For e.g. KFC and Dominos pizza. For a fast food restaurant, technology does not give a very high impact on the company and it is not a significant macro environment variables.

However KFC should be looking to competitors innovation and improve itself in term of integrating technology in managing its operation. For example in inventory system, supply chain management system to manage its supply, easy payment and ordering systems for its customers and wireless internet technology. Implementation of technology can make the management more effective and cost saving in the long term. This will also make customer happy if cost savings results in price reduction or promotional campaign discount which will benefits them from time to time.

Environmental:
As one of world largest consumer of beef, potatoes and chicken, KFC always had been critics for world environmentalist. This is because high consumption of beef causing the green house effect by methane gasses coming from the cows ranch.

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Large-scale plantation has effect the environment and lots of green forest opening for plantation activities. Vegetarian environmentalist criticizes the fast-food giant for cruelty to animals and slaughtering.

In America, once KFC want to introduce whale burger causing uproar because whales are endangered species. Before using paper packaging, KFC once had been criticized for being insensitive to pollution because of using ne based packaging for its food products. Imagine millions of people purchase from fast food operator and how is the impact to world environment by throwing away those hard to recycle packaging.

Our world is getting concern on environment issue and business operating here should not just care for profit, but careful usage of world resources for sustainable development and care for environment safety and health for our future generation. Critics and concern from all public or activist should be review and support if necessary to ensure we play our social responsibility better.

Legal factors:
As a certified fast food operator, there are many regulations and procedures that KFC should follow. For example is the Halal certification that becomes a concern to Muslim consumers. KFC should protect its integrity and consumer confidence by ensuring all materials and process are as claimed or must followed. Other legal requirement that the business owner should follow as stipulated in laws are such as operating hours, business registration, tax requirement, labor and .employment laws and quality & environment certification (such as ISO) in which the outlet has been certified. The legal requirement is important because the offenders will be fined or have their business prohibited from operating which can be disastrous.

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Chapter:- 4 DATA INTERPRETATION AND ANALYSIS

33

DATA ANALYSIS
While carrying out the survey, I chose male and female customers of different age groups. The following diagrams show the target audience and their age groups. Analyzing the market and adopting different strategies in different market segments are the core objective and goal for "KFC" and by taking corrective actions where necessary made their business as successful as no one else. To conclude, one can determine that market segmentation is one of the core marketing tools or strategies a business should consider properly as different segments have variable tastes and preferences. A glance on product portfolio of "KFC" catering to the tastes of different customer's age group: "KFC" has adopted the strategy to cater to the tastes and preferences of different segments of the vast market in the UK, so it offers a variety of product range to different customer age group. Below are some popular products that are being served in the INDIAN market.

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Q1) the different age group of the customer of KFC (for bucket meal only) a. 15-19 (teens) c. 20-49(older family with kids) b. 20-29 (young adults) d. 30-49(older family)

35

30

25

20

15

10

0 teens young adults) young family older family older adults

Interpretation: Age distribution of Respondents shows both KFC

b e i n g dominated by the age group of 18-25 i.e. teens or the Young Adults. The next group is between 35-45 years again for both fast food joints which is also for older family. But the point to be noted here is th at in case of KFC bucket meal, a major segment from these a ge groups are also coming with older adults which is contributed significantly i n t h e K F C b u c k e t m e a l a n d u s u a l l y t h e d e c i s i o n m a k e r s a r e t h e k i d s t h e m s e l v e s which is not the case with KFC.

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Q.2) which day part most of the customer coming to eat bucket meal so it is easy to differentiate demand and supply? a. morning snack c. evening snack
40 35 30 25 20 15 10 5 0 sancks% lunch% dinner%

b. Lunch d. Dinner

Interpretation:

This graph depicted the demand and supply variation of the KFC bucket meal whereas after shopping most customer came in KFC for snacks so KFC may plan their product portfolio according to the KFC. Also craving and relive is the making difference of the company

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Q 3) Accompanied by: a. friends d. Spouse b. family d. others

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% friends faimily spouse others

Interpretation:

K F C h a s d o m i n a n c e i n t h e w o r k i n g s e gm e n t p r i m a r i l y d r i v e n b y families. KFC clearly is the preferred choice of youth & young adults. For KFC the highest percentage of Respondents coming to these outlets are with friends followed by families. KFC has 9% more respondents coming with friends than the other meals like zinger etc. has a 10% more respondents coming with families than KFC.

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Q 4) Do you think KFC started Home Delivery Service is good thing? a. Yes b. No c. Cant say

70%

KFC Home Delivery

60%

50%

40%

30%

20%

10%

0% yes no cant say

Interpretation:

K F C h a s d o m i n a n c e i n t h e w o r k i n g s e gm e n t p r i m a r i l y d r i v e n b y families. KFC clearly is the preferred choice of youth & young adults. For KFC the highest percentage of Respondents coming to these outlets say YES to service of HOME DELIVERY started by KFC. 38

Q 5) How does the KFCs prestige affect your decision? a. Very much b. Normal c. Very little

Sales
15%

VERY MUCH NORMAL VERY LITTLE

20% 65%

Interpretation: People think the prestige of KFC is very good thats why most number of people i.e. about 65 percent of people think the prestige of KFC affect their decision.

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Q 6) How often do you come to KFC? a. Every 3 days b. Once a week c. Once a month

Sales

30%

45%
Every 3 days Once a Week Oncea Month

25%

Interpretation: Most of people like to come to KFC often in 3 days i.e. about 45 percent. 30 percent people come after a month to KFC 25 percent people comes a week after to KFC

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Q 7) What do you think about the price here? a. Very expensive b. Expensive but still payable c. Reasonable d. Cheap

Price
70% 60% 50% 40% 30% 20% 10% 0% Very Expensive Expensive but still payble Reasonable Cheap

Interpretation: Most of the people think that KFC have reasonable prices in INDIA that they can afford for their daily use. 25 percent of people think the prices are expensive but still they can pay once a month.

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Q 8) How do you feel about KFC's food? a. Delicious b. Good c. Normal d. Not Good

KFC's Food
40% 35% 30% 25% 20% 15% 10% 5% 0% Delicious Good Normal Not Good

Interpretation:

The taste of KFC product is delicious as like all time said by the peoples of all generation there is no one who said the taste of KFC is not good.

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Q 9) Do you like KFC most or Mc Donalds? a) Yes b) No

Sales
35%

Yes No

65%

Interpretation: As per my survey 65 percent people like Mc Donalds more than KFC because of the pricing strategy and customer satisfaction of Mc Donalds is more than KFC.

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Chapter: - 5 RECOMMENDATION

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RECOMMENDATIONS

KFC is a market leader in providing Fried chicken. As KFC, so it is competing with the prominent market signs like pizza hut, McDonalds. N its product category, it is doing really well but they need improvements in their hot menu. They should also make their menu dynamic, by introducing new meals after certain period of time. New items should be introduced by varying the taste. They should also try the local desi taste addressing the desi food lovers, thus it will help to increase their market share. The prices of KFC are reasonable as compared with other fast food restaurants. But as price is always a primary concern for the customer, therefore, they should adopt certain strategy to attract the customers. And it can only be done by lowering the prices. It could be by introducing some discount packages for families, employees, students or regular customers. The membership card can be used to provide certain extra value to the customer.AS far as placement of the products is concerned, it is an important factor, for a company to increase its market share, by targeting the right customer. KFC needs to have more outlets, at commercial areas. It will help to target the actual as well as the potential customers. Mobile outlets may be an effective addition as well. KFC has large customer equity, but being a market symbol, a company should strive for having more actual customers. KFC should work for having more solid marketing departments. They should organize and run the proper advertisement campaign. It would definitely be an incremental factor for their sales. They can also use the brand promotions. They can set up the promotional campaigns. All they need is an effective marketing department to facilitate the promotional activities.

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Chapter: - 6 CONCLUSION

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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. 95% of its food and packaging material used in KFC produced in Pakistan locally which sums up to the purchase of 35 million per month. Each new outlet developed by KFC in Pakistan spends 40 million rupees, thats a massive amount for this industry.

From all of the above detailed discussion about KFC in Pakistan, it is really clear that KFC and Pakistan are growing together. 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.

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BIBLIOGRAPHY
Books:PRINCIPLES OF MARKETING by PHILIP KOTTLER & GREY ARMSTRONG

References 1. www.wikipedia.org 2. www.kfc.com 3. www.yum.com 4. www.datamonitor.com 5. www.ebscohost.com 26 6. Krug, Jeffrey, Kentucky Fried Chicken and the Global Fast-Food Industry in 1998. Marketing Management Case Analysis 2005. 7. www.answers.com/topic/kfc-corporation 8. www.mfa.org.my/?franchise_article:the-secret-of-kentucky-fried-chicken-kfcsuccess 9. ww.yumfranchises.com/about_yum.asp
10. www.scribd.com/doc/2021691/Kfc-Swot-Analysis 11. www.csgstrategies.com/search-pest-analysis-of-kfc.asp

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ANNEXURE
QUESTIONNAIRE:Q1) the different age group of the customer of KFC (for bucket meal only) a. 15-19 (teens) c. 20-49(older family with kids) b. 20-29 (young adults) d. 30-49(older family)

Q.2) which day part most of the customer coming to eat bucket meal so it is easy to differentiate demand and supply? a. morning snack c. evening snack b. lunch d. dinner

Q 3) Accompanied by: a. friends c. family e. others b. Colleagues d. Spouse

Q 4) Do you think KFC started Home Delivery Service is good thing? a. Yes b. No c. Cant say

Q 5) How does the KFCs prestige affect your decision? a. Very much b. Normal c. Very little

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Q 6) How often do you come to KFC? d. a. Every 3 days e. b. Once a week f. c. Once a month

Q 7) What do you think about the price here? a. Very expensive b. Expensive but still payable c. Reasonable d. Cheap Q 8) How do you feel about KFC's food? a. Delicious b. Good c. Normal d. Not Good

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