Case Study @ Marketing Management

Final Term (Case# 1) Spring 2020-2021 Semester

‘KFC’, the most loved and fastest growing retail chains in the world, making its
mark to serve the Bangladesh market
with new products and offerings

KFC©, a subsidiary of Yum! Brands is the world’s most popular chicken

restaurant chain specializing in OriginalRecipe©, Extra Crispy™, Kentucky
Grilled Chicken©, Extra Crispy™ Strips and Extra Crispy™ Boneless, with home-
style sides, Hot Wings™, and freshly made chicken sandwiches.
It all started in 1930, in a humble service station in Corbin, Kentucky, 40-year
old Harland Sanders began cooking for hungry travelers who stopped by for
gas, serving them his southern-style fried chicken from his very own kitchen
table. As word spread and Sanders' fame began to grow people started
travelling from far and wide just for a taste of his food. Sanders spent the next
nine years perfecting his secret blend of 11 herbs and spices, and the basic
cooking technique that's still used today.

In 1939, Colonel Harland Sanders first gave the world a taste of his most famous creation, Original Recipe
Kentucky Fried Chicken, featuring that secret blend of 11 herbs and spices. Since that time, millions of
people over the world have come to love his one of a kind ‘chicken’.

KFC serves nearly 12 million customers across the globe daily in more than 19,400 restaurants. It’s so “finger
lickin’ good” that people from far and wide love KFC. KFC is part of Yum! Brands, Inc., which is one of the
world's largest restaurant firms with over 41,000 KFC, Taco Bell and Pizza Hut restaurants around the world.
Apart from its famous brand slogan “finger lickin’ good”, the brand also maintains a slogan which is “so good!

KFC started its journey in Bangladesh on September 6, 2006. Transcom Foods Limited (TBL), as the sole
franchisee of KFC opened the doors of the first KFC restaurant in Gulshan 1. Today, KFC has grown as a
brand, winning people’s hearts and has opened 21 restaurants in 4 cities (Dhaka, Chattogram, Sylhet and
Cox’s Bazar) across Bangladesh. Apart from their own outlets, KFC’s products can also be ordered through
the online food ordering platforms such as Foodpanda, Hungrynaki, Pathao foods, Shohoz foods, Uber eats,
etc. KFC has also made an agreement with VISA, that customers making payment with any VISA card, can
avail 10% discount on all ordered items and have also launched their own website https://kfcbd.com/ and
initially to popularize the website, KFC have carried out promotions such as 10% discount through web-order
and having the facility of home delivery. KFC also carries out different promotional campaigns on
Independence and Victory Day, Holy Ramadan, Pohela Baishakh, Valentine’s Day, etc.

The biggest achievement for KFC Bangladesh is maintaining highest standards of food safety and hygiene
regime by following stringent local and international audits. Employing more than 600 people, KFC
Bangladesh committed to secure the best quality fried chicken with the best of services.

KFC Bangladesh celebrates Colonel Sanders’ Birthday:

Colonel Harland Sanders is a name directly associated with fried chicken. His secret recipe of Kentucky Fried
Chicken (KFC) still remains a secret. Col. Sander’s 129th birthday was on September 9, 2019. And this
birthday was celebrated by KFC Bangladesh with a weeklong bonanza. If anyone’s birthday was between 9
and 15 September, they would get FREE meal from KFC, after bringing along some verification!

There was also a big celebration in KFC Gulshan on the day. 30 children from Gyaner Pathshala (an initiative
for street children) came over to party with the colonel and team KFC. They came in, cut a cake (with the
Colonel, the CEO of Transcom Foods Ltd., and the KFC team present there), had a hearty meal of KFC
signature Hot & Crispy Chicken, fries etc. and had loads of fun.

“Colonel Sanders is an inspiration to all of us. He has lived and proved that if you have dreams and a passion
to make it big, age is no bar. Just go get it, making the failures steps to your success,” said Mr. Amit Dev
Thapa, CEO of Transcom Foods Limited.

Questions to Discuss: [Total Marks = 20]

1. Briefly explain the type/s of strategies can KFC have under: (3 × 2 = 6 marks)

(a) Ansoff’s Product Marketing Expansion Grid (b) Strategic Alliances (c) Brand Sponsorship
(1 x 8 = 8
marks)

2. What possible Segmentation base/s and variables can be applied by KFC to have a strong hold in the
market share in Bangladesh? Discuss the most applicable base/s and variables that the company can
initiate in segmenting their possible target market.
(1 x 6 = 6
marks)

3. Discuss with appropriate logic, which type of Marketing Concept does KFC follow in Bangladesh.
.
Some of KFC’s advertisements are given below: