KFC, or Kentucky fried chicken, is a fast-food restaurant chain founded by Colonel Harland Sanders in 1952 in Louisville, Kentucky. KFC has 27000 restaurants across 145 countries. It also 8 lakh employees.
KFC is loved for its fried chicken which has a recipe of 11 herbs and spices, a secret combination which gives KFC’s fried chicken its flavors. Besides fried chicken and burgers, there are other dishes like chicken sandwiches, chicken tenders, popcorn chicken, coleslaw, mashed potatoes and soft drinks served in its outlets.
Table of Contents
Marketing mix of KFC (4Ps)
KFC or Kentucky fried chicken has a strong marketing mix that is hard to be beaten except for the likes of Mcdonald’s. In this article, we discuss the products, price, place, and promotion of KFC which has made it a strong brand in the QSR industry. Known to be the biggest rival of Mcdonald’s, KFC is rising in leaps and bounds. The marketing mix of KFC discusses the strength of KFC through its 4Ps.
Product Strategy of KFC
KFC’s product strategy is focused on offering high-quality fried chicken to its customers. Most of its menu is chicken based though the company does adapt to local markets. KFC also has a variety of beverages and sides accompanying its burgers. An advantage of KFC is it uses high quality cooking techniques and delivers consistent and delicious products.
KFC is known to be innovative because it keeps bringing new products to its menu which the consumers prefer. Chicken tenders, plant-based chicken alternatives, chicken sandwiches are some of the examples. But its most focus is on its Chicken based burgers and fried chicken dishes.
KFC is consistent int its taste and quality which has made its products one of the most favored in the fast food infustry. The company uses a standardized measure of production which is why its taste and quality is consistent across its worldwide locations.
The best product strategy run by KFC is glocalization – wherein it has global outlets but localizes the menu to the local customers. This therefore results in higher adoption of the product and more footfalls of customers to its outlets.
The products list of KFC is
- Original recipe of KFC fried chicken: This is the signature KFC product which has crispy fried chicken.
- 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
A full product of KFC products can be found in this link.
Pricing Strategy of KFC
As there is a lot of competition in the fast food market, KFC uses value-based pricing. It keeps its prices based on the value it offers to the customers. KFC tries to provide a complete meal to its customers at a low price point.
KFC offers high quality products to customers in a price which the customer is willing to pay and finds affordable. One of the reasons KFC has been able to survive against the likes of McDonalds, Dominos and other fast foods chain is its consistent pricing which is matched with its value offering.
Besides value-based pricing, KFC also uses bundled pricing wherein it bundles multiple products in a single bundle and makes it cheaper then individually buying each product.
KFC also uses promotional pricing from time to time to attract new customers as well as retain the older ones. There are many limited-time discounts that are given to customers or discounts on newly launched products so that customers get accustomed to the taste of the products. This therefore leads the push of existing products and adoption of new products from KFC.
KFC’s pricing strategy can be summarized as a competitive and value-based pricing which gives high quality and tasty food to its customers.
Place Strategy of KFC
KFC’s place strategy focuses on having its products easily accessible to all customers around the world. Being in the QSR (Quick service restaurants) business, KFC’s place strategy is very important for the brand to grow. This is why KFC uses a combination of a franchise model and company-owned locations. This helps the brand deliver the products very fast to the customers.
- Worldwide presence: KFC has 27000 restaurants across 145 countries. It has a presence in urban as well as rural areas.
- Franchise Model: KFC operates mainly through a franchise model. This helps the company expand faster and be present in all growing locations.
- Company-owned locations: KFC has fewer company-owned locations but it does have such outlets which are present in urban and semi-urban areas.
- Online presence: KFC has online ordering systems in place and is tied up with multiple delivery platforms and delivers all its products via online ordering to your home or workplace. The rise in online ordering has helped the brand increase its own revenue.
The presence of franchise locations, online ordering and delivery, and a wide network of retail setups allow the company to deliver its products very fast to the customers. Its own focus on quality ensures that customers get a good KFC experience worldwide.
Promotional Strategy of KFC
KFC uses a combination of advertising and promotional strategies. In Advertising, it uses television, print, outdoor and digital advertising to capture customers attention and promote its products and brands.
KFC does promotional activities by offering add-ons to the existing menu, gift coupons, T-shirts, Kids meal etc. KFC’s sales promotions is regularly ongoing because it helps capture the market share for the brand. KFC also does various sponsorships. Example it had a sponsorship of sky sports events. Such sponsorships help KFC increase brand visibility.
KFC is also present on all Social media and uses facebook, twitter and other social media platforms to share its latest products and reach new audiences. There is also a loyalty program launched by KFC known as Colonel’s club. The users are given reward points on each purchase.
Also read
Liked this post? Check out the complete series on Marketing Mix
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.
Thanks for the info
can you write some marketing articles about Srilankan companies
Please name the companies.
can you explain what marketing concept that KFC uses? :)
It uses the Customer concept of marketing. You can search the same via the search bar on top.
I watched a tv ad just now. Wanted to try the product as well. However I no longer buy kfc as the product quality is very inconsistent. Most often dry.
I’m making this for dinner tonight I’ll let you know how it turns out. But I looks good anyways.
Harold Burton