Marketing Mix of KFC

One of the tastiest fast food chains across the country, KFC or Kentucky fried chicken has come out with products and a marketing mix which is hard to be beaten except for the likes of Mcdonalds. Known to be the biggest rival of Microsoft, KFC is rising in leaps and bounds. The marketing mix of KFC discusses the strength of KFC through its 4P’s.

Product

  • Streetwise: Veg Snacker, Chicken Snacker, Snack Box, Rizo Rice, Rizo Gravy, Mini Krusher,
  • Snacks: Popcorn Chicken, Hit Wings, Boneless chicken strips
  • Veggie Selection : Veg Snacker, Veg Zinger, Veg Strip with Salsa
  • Toasted Wraps
  • Burger: Veg Zinger, Chicken Zinger, Tower Zinger
  • Box Meal
  • Chicken Delight : Fiery Grilled, Hot and Crispy, Original Recipe
  • Bucket Chicken
  • Signature sides: Corn on the cob,  Coleslaw, Fries
  • Krusher: Frappe, Iced Mochaccino, Iced Kappucino
  • Desserts: Soft wirl, Choamor, Brownie Sundae 

Price

KFC follows both optional pricing and mixed bundling pricing. A consumer can buy dishes from the basic menu and go for add-ons (Optional pricing) and there are combo offers which comprise a mix of items. The pricing of products ranges approximately from 25 Rs. to ~675 Rs. KFC has variety of options in each category, For e.g.: In Bucket, there are menus with 8pcs, 12pcs and also 12pcs variety bucket(Hot & Crispy Original Recipe and Chicken Strips).

Place

KFC initially opened its outlets in metros and Tier I cities, now it has gradually moved to Tier II cities where the buying power is one the rise due to rapid urbanization. KFC has its outlets in all major cities and has overtaken Pizza Hut in Quick service restaurants. By the year 2015, KFC is expected to have 500 outlets in India.

Promotion

KFC does promotional activities by offering add-ons to the existing menu, gift coupons, T-shirts, Kids meal etc. KFC promotes its products through LCD displays kept inside its outlets which promotes their products and kindles desires among consumer. India being the country with largest youth population has favored the growth of KFC and it has become the fastest growing fast food chain in India pushing aside McDonalds’ and Pizza Hut.

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About Arun Kumar

I am an assistant professor of Marketing in SMOT school of business, Chennai. An entrepreneur by heart, and a marketing enthusiast by nature, i love talking about marketing and analyzing businesses. Get in touch with me on Facebook or mail to arun_3971@yahoo.co.in

Comments

  1. Dianne Audette says:

    I really object to the KFC commercials where the customer accuses the sales person of hitting on his wife. Perhaps you do not know how many men do this in real life. I was a victim of this kind of abuse for many years until my husband died earlier this year. He had no basis for his suspicions, but it is really hard on the victims emotional health, and these commercials really upset me. I hope you will find another way of advertising your product. Thank you.

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