KFC

Product selection template

1. Product
KFC is a fast food restaurant chain which specialises in fried chicken.
Connect and customer- KFC increased its connect with the customers by introducing
vegetarian items in its menu which changed the conception that KFC serves only
chicken. And in this way kfc is tailoring its strategy to suit local preferences in india
Competition- KFC biggest competitor is mcdonalds. Their rivalry is famous for
copying menus to opening restaurants in close proximity. Kfc including burgers in its
menu and mcdonalds having fried chicken in its menu tells it all.
2. Price
Connect and customer- india is a price sensitive market and it was not long that kfc
understood this. By introducing low priced burgers and small variants of other
offerings made more customers to flow in to try kfc.
Competition- same as other things kfc and mcdonalds have been close in offering
low priced items in their menu which proves their effort to attract the customer
3. Place
Connect and customer- when kfc entered in Gujarat to open its first store, they
introduced majority of vegetarian menu so as to cater the vegetarian dominant state
like Gujarat.
Competition- same as kfc others were also doing the same by offering more
vegetarian items. Subway offered special jain counter so as to serve the jain majority
population in the locality.
4. Promotion
As fried chicken is their signature product, they promote it the most and have
introduced spicier versions of their recipes to suit Indian tastes.
5. Pace
Kfc has been using digital media and technology to help promote their new product
launches to the target customers. During the launch of smoky grilled chicken, they
launched KFO campaign where the packaging box was made to convert into a flying
drone. Many youngsters involved in the campaign increasing the footfall in the
restaurants and also trying out the new smoky grilled chicken.

Glocalisation template

PESTEL vs 5P’s

1. Political
Product- kfc was protested by many communities for using high amount of msg in its
product. it had to shut down its operation when it first launched in india in 1995 due
to protests and inoperability.
Place- it opened its first restaurant in Bangalore, but due to constant protest from
the local parties and communities they had to shut down.
2. Economical
Product- Kfc is the third largest fast food chain in india and has been able to gain the
popularity among the non vegetarian customers with its signature product.
 Price- its products are priced on higher side, but due to its signature fried chicken it
has able to attract customers.
3. Social
Product- PETA protested against kfc and accused them of cruelty against chickens
and their ill treatments. Also other organisations protested against them for high
content of msg in their chicken. But tackling all the protest they planned a massive
expansion plan.