Académique Documents
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ACKNOWLEDGEMENT
January 4, 2010
Cecos University (IMIS)
Table of content
Conclusion ************************************* 22
Executive summary
Procurement Issues
KFC in Pakistan
KFC first time came to Pakistan in 1997 and were the title
of being the market leader in its industry. Opening the first
KFC outlet in Karachi Gulshan-e- Iqbal Serving delicious
and hygienic food in a relaxing environment made KFC
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Now lets look to the marketing mix of KFC that how they
implement the four Ps of marketing mix.
Marketing mix
The marketing mix is generally accepted as the use and
specification of the ‘four Ps’ describing the strategic
position of a product in the market place.
• Their competitors
Chicken:
o 1 piece
o 2 pieces
o 5 pieces
o 10 pieces
Burgers:
o Zinger Burger
o Colonel’s Chicken Burger
o Colonel’s Fillet Burger
o Zinger Jr.
Combos:
o Chicken Meals
o Sandwich Meals
o Family Meals
o Fruit Salad
o Regular & Large Drink
o Regular & Large Mineral Water
o Tea
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o Arabian Rice
o 5 & 10 Pieces Hot wings
o Dinner Roll
o Regular & Large Fries
o Hot Shots
o Corn on the Cob
o Hot & Crispy Soup
• Competitors:
• Attributes:
• Line Extension:
Functional modification:
Quality modification:
Contraction
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Brand of KFC
Product packaging
Conclusion
Price competition
KFC has a unique pricing strategy that falls solely on their many
product lines. Their Value Meals fall into the category of
Product Line Pricing. “Where there is a range of product or
services the pricing reflect the benefits of parts of the range.”
For example, you can order a Two Cheeseburger Value meal
that comes with a medium drink and fries. You can Super Size
this meal to get a large drink and large fries for a little more
money or you can go with another value meal that might include
different items for different price.
Penetration Pricing:
When KFC first began to break into the coffee market, they ran
a large marketing campaign in order to gain some market share
in the industry. For a limited time frame, you could get a free
small coffee every morning from 4-7am. This was to promote
their new coffee partnership with Green Mountain Coffee and
helped spread the word that KFC was now offering coffee.
=1.135 / (1-.25)
= 1.135 / 0.75
= $1.51
Conclusion
this refers to how the product gets to the customer; for example,
point-of-sale placement or retailing. This third P has also
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KFC distribution
Target areas
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Placement of outlets
CHANNEL PROCESS
Conclusion
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o Advertising
o Sales Promotion
o Public Relations
o Events and Experiences
o Coupons, Discounts and Bundled packages
Advertising
Sponsorship
Sales Promotion
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Quality assurance
Conclusion
References:
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