KFC Marketing Strategy || Marketing Strategy of KFC
Updated on 31st May 2023
When a delicious fast food dish, especially a chicken-based one, comes to your mind, the first name you think of 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 has been in operation for the last 75 years and offers the original taste with a high satisfaction rate. People love to visit these chicken restaurants worldwide to enjoy finger-licking products at a reasonable price.
Remember, KFC has more than 750,000 workers offering clients delicious and tasty fried chicken 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 a more prominent and famous fast-food restaurant for people who love to have spicy, hot, and delicious fried chicken. This fried chicken restaurant’s business strategies and approaches depend on a successful KFC Marketing Strategy. Studying the marketing strategies of KFC is important for entrepreneurs and businessmen looking to have a hub in the food industry.
According to brand value Restaurants 2023 Ranking, KFC stands in 3rd position worldwide.
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 an undifferentiated targeting strategy as it has the same food menu as all other food restaurants in the world. With the passing of time, KFC has started to create different types of menus after competition with McDonald’s. They now have localized menus according to their customer’s preferences and market acceptability. Previously it was using product base positioning strategy. It is also transforming the positioning strategy. KFC is now moving towards a value-based positioning strategy.
Because of the top chicken menu, it is present in the minds of food lovers. Very few outlets of KFC offer vegetarian category foods. It has no comparison when it comes to discussing nonvegetarians. 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 the 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 has been producing high-quality tasty foods for 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 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, and hot wings are the Stars of its menu from the very first day of work.
The Question Mark category contains food items such as desserts, chicken (Burgers), and vegetables. The restaurant is not very successful to get a remarkable sale record for 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 the customer load or pressure, they offer distribution services to ensure the 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 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 on 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 brand equity in the brand initiative strategy. This amazing strategy greatly impacts brand equity when it unites with the above-mentioned strategies. KFC (Kentucky Fried Chicken) continuously offers new products. In some cases, it doesn’t launch a new food recipe but adds something interesting to it. For example, a meal with extra cheese or mayonnaise would be attractive for the buyers. So many similar examples are present in this restaurant’s brand equity strategy.
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 KFC. The scenario is different in developed countries as different competitors in the food business are 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
The 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 the reason it gets more than 50 % of the revenue from these countries. Developing countries such as India, Pakistan, and China are attractive KFC (Kentucky Fried Chicken) markets because of huge growth potential.
Undoubtedly, fast food companies and services in developed markets have low acceptance, but KFC is still growing. 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 even play areas for the kids. This allows parents to bring their kids into 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, hotshots, 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 on 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 hot wings with a glass of fresh Coke, 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.
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