KFC Marketing Strategy
When a delicious fast food dish especially chicken based comes in your mind, the first name you think is always KFC. It is among the top chicken restaurants selling the best quality products worldwide. KFC is a successful brand having the highest sales in this industry. It is in operations from the last 75 years and offers the original taste with a high satisfaction rate. People love to visit this chicken restaurant worldwide to enjoy the finger-licking products at a reasonable price.
Remember, KFC has more than 750,000 workers offering delicious and tasty fried chicken to clients in more than 18000 restaurants worldwide. According to the latest reports, it has a huge network of franchises in more than 120 countries. This makes KFC is a more prominent and famous fast food restaurant for the people who love to have spicy, hot and delicious fried chickens. Business strategies and approaches of this fried chicken restaurant depend on successful KFC Marketing Strategy. Studying marketing strategies of KFC is important for the entrepreneurs and businessmen looking to have a hub in the food industry.
Segmenting, Targeting and Position:
KFC which stands for Kentucky Fried Chicken uses segmentation on a demographic basis to serve the food lovers in markets. It takes special care about the client’s food tastes and preferences. The customers at KFC are kids, young adults as well as old.
KFC uses undifferentiated targeting strategy as it has the same food menu as all other food restaurants have in the world. With the pass of time, KFC has started to create different types of menus after having competition with the McDonalds. Now they have localized menus according to the preferences of their customers and market acceptability. Previously it was using product base positioning strategy. It is also transforming the positioning strategy. KFC is now moving towards value-based positioning strategy.
Because of the top chicken menu, it is present in the minds of food lovers. A very few outlets of KFC offer vegetarian category foods. It has no comparison when it comes to discussing nonvegetarian. It is a superb opportunity to try a wide range of chicken foods. This is a big reason why most non-vegetarian people love to visit this superb fried chicken spot.
Marketing Mix: Find more about KFC’s marketing mix.
SWOT Analysis: Get more details about SWOT Analysis of KFC.
Mission: “To deliver top quality healthy chicken-based foods to consumers. KFC is determined to produce chickens in a healthy environment free from all germs. It ensures high safety, hygienic and quality features while producing fried chicken foods.”
Competitive Advantages of KFC Marketing Strategy
Studying the marketing strategy of KFC also tells about its advantages. This fried chicken restaurant is producing high-quality tasty foods from the last 75 years. It adds original and quality ingredients. It has a wide range of food choices on the menu. Whether you are a vegetarian or a non-vegetarian, you will find great tastes here. These things help KFC (Kentucky Fried Chicken) to grow its business worldwide. It is present in developed as well as developing countries. This is a plus point for the restaurant to get more fame and popularity with high sales. They create marketing plans and strategies according to the place of work. They have a unique status in the food industries of all the countries.
BCG Matrix of KFC Marketing Strategy
We can’t move forward in the marketing strategy of KFC until seeing its BCG Matrix. Grilled chicken, sandwiches, hot wings are the Stars of its menu from the very first day of work.
The Question Mark category contains food items such as dessert, chicken (Burgers) and vegetable items. The restaurant is not very successful to get a remarkable sale record on these foods. Competitors such as McDonald’s and other local food restaurants are able to create differentiation in this matter.
Distribution Strategy of KFC Marketing Strategy
As mentioned above, KFC has more than 18000 restaurants offering finger-licking quality foods worldwide. In order to meet with the customer load or pressure, they offer distribution services to ensure availability of food products according to demand. They have strategic partnerships and strong tie-ups with local supply chain services. They are using different supply chain partners to serve the customers in a perfect way.
KFC has a strong habit of making the franchises in elite areas of the city. They prefer to choose busy roads, shopping malls, entertainment areas, and even hospitals. These outlets also offer home delivery to customers booking orders online. KFC (Kentucky Fried Chicken) is among the top services dealing with online as well as offline deliveries.
Brand Equity of KFC Marketing Strategy
KFC enjoys a high status in the global brand ranking. It is 147th in this list. This positioning remains sustainable due to successful company marketing. It employs quality TOMA (Top of Mind Awareness). Localization strategy and the addition of vegetables in the menu are some effective steps to keep sustainable brand equity. These steps are very helpful for brand building in any country.
KFC also maintains the brand equity is the brand initiative strategy. This amazing strategy has a great impact on brand equity when it unites with the above-mentioned strategies. KFC (Kentucky Fried Chicken) continuously offer new products. In some cases, it doesn’t launch a new food recipe but ads something interesting with it. For example, a meal with extra cheese or mayonnaise would be attractive for the buyers. There are so many similar examples present in the brand equity strategy of this restaurant.
Competitive Analysis of KFC Marketing Strategy
KFC is a top brand but it has so many strong competitors. The top competitors of this food service are Kokoriko, McDonald’s, Kyochan and so many others. Local food companies and services also create tensions for the KFC. The scenario is different in developed countries as there are different competitors in food business taking market shares.
Subway and McDonalds are the most prominent competitors of KFC. Both offer a wide range of burgers, sandwiches, fried chicken foods, and others. Subway is a little weak in the competition but McDonald’s has similar features and statistics as KFC has in the world.
Market Analysis of KFC Marketing Strategy
Marketing strategy of KFC highly depends on market analysis. It varies from country to country. This restaurant is more famous in developed nations. This is a reason it gets more than 50 % of the revenue from these countries. Developing countries such as India, Pakistan, and China are attractive markets for KFC (Kentucky Fried Chicken) because huge growth potential is present there.
No doubt, there is low acceptance of fast food companies and services in developed markets but KFC is still getting growth. Health-conscious is a big factor in developed countries. This is why sales and growth trends in these countries are unstable. KFC takes a huge interest in standards. It is among the food services having a low negative profile.
Customer Analysis of KFC Marketing Strategy
KFC is an attractive place for everyone. It is a place where people from all age groups want to go. Whether you are a kid, a young adult or an old person, you will find something attractive on the menu. KFC is more pleasant for kids. Numerous restaurants in developed and developing markets set their playgrounds or eve play areas for the kids. This gives parents a huge opportunity to bring their kids in a healthy environment where they play and eat. For young people, KFC is a blessing. As we mentioned above, KFC has a strict policy of making its outlets in elite areas of cities. Young couples willing to have some time in a decent environment always prefer this restaurant. Enjoy the peaceful sitting arrangement with healthy foods. On the other hand, mature people who don’t like noisy places also love to choose KFC. They can have superb fried chicken dishes such as hot wings, hot shots, chicken pieces and more. Order these things with a big jug of fresh beverages.
For all these age groups, KFC is an affordable place. They can order spicy and healthy foods in a low budget. The biggest advantage of visiting this restaurant is the availability of attractive deals. KFC presents lots of interesting and valuable deals for its customers. Each deal contains a combination of preferences. For example, if you love to have hot wings with a glass of fresh Coke then there will be a deal for it. Deals are money-saving for buyers. Customers visiting KFC (Kentucky Fried Chicken) to enjoy a family meal can choose deals according to individual taste and choice. On the other hand, families can choose a big meal including several burgers, dozens of hot wings, chicken pieces and beverages.