Made By:

GULAM GAUS
VISHAL PATEL
ABHISHEK KUMAR
PARTH GURJAR
 INTRODUCTION
 KFC is the world’s No.1 chicken QSR.
 Leading in UK, Australia , South Africa,
China, USA, Malaysia and many more.
 Introduced many offerings for it’s growing
customer base in India while staying rooted
in the taste legacy of Colonel Harland
Sander’s secret recipe.
 Products are made on the motto of “Crispy
outside, juicy inside”.
Historical background….
 In 1930’s Colonel Harland Sanders
some distinguished Kentucky folks
licking their fingers.
 Founder of the original KFC, was
born 0n September 9, 1890.
 By 1964, Colonel had 600 franchise
outlets for his chicken across the
United States and Canada.
 KFC now stretches worldwide with
more than 13,000 restaurants in
more than 80 countries and
territories.
To sell food in a fast, friendly environment
that appeals to pride conscious, health
minded consumers.
 MARKET SEGMENTATION

 Geographic segmentation

 Demographic segmentation

 psychographic segmentation
• For a product to occupy a clear, distinctive and desirable place relative to
“Competing products in the minds of target consumer.”

• In KFC feedback is taken from the customer in order to know the customer
demands and then improvements are made in products.

• KFC focuses on pure and fresh food in order to create a distinct and clear
position in the minds of customers KFC has a strong brand name and they are
leading the market in fried chicken.
 KFC’S Key Success Factors
KSF’s:
 Location/Number
of Outlets
 Extensive Menu
 Price
 Service/Ambience
 Taste

Threshold Factors:
 Operations
 Quality Standards
 35 outlets
Target Free home Mobile
Location in the Internet
market delivery units
country
• Their products are priced
high and target the middle to
upper class people

• KFC adopted the Cost-based

Pricing strategy

• Pricing of the product

includes the govt. tax and
excise duty

• The products are bit high

priced according the market
segment and it is also
comparable to the standard
of their product

• In the cost based method we

include the variable and
fixed cost.
Specifications KFC Mc Donald’s
Core Target Group Youth Kids
Pricing Strategy Cost-based EDLP
Pricing
USP Differentiation Pricing + Value
through variants Provided
in product range