KFC’S MARKETING STRATEGY

DECISION ON PRODUCTS
Advantages
 Product idea: fried chicken, derived from the inventor's passion for cooking
with 11 unique spices.
 Realistic products

 Products: Chicken is always hot, fragrant and crunchy

 Packaging: Liposorbent, non-toxic MT, characteristic red color.
 Characteristics: Variety of types
 It might change.
 Multiple servings.
Disadvantages
 Effected by the pandemic outbreak.
 Fast food is not really popular in some countries, attracting only a part of
young people.

Supplementary products

 Enthusiastic and open-minded staffs

 KFC's motto of creating trust.

DECISION ON PRICE.
Advantages

 The first year of using low prices to attract market share ---> When
there are enough loyal customers, prices will increase.
==►Right policy.
 Incorporate multiple discounted meals.
 KFC accepts low prices to compete with competitors and attract customers.
 KFC has a combined pricing strategy to differentiate their products.

Disadvantages
 KFC has the lower valuation than their competitors for 7 years.
The prices of KFC products are not really suitable for people's income in some
countries like Vietnam, A, etc(/etˈsedərə/). The prices are quite high.
==►KFC's pricing policy does not have a choice of customers.

DISTRIBUTION STRATEGY.
Advantages
 Building a chain of fastfood chain stores.
 Select store location of the at big building, supermarket, shopping mall.
 Focused in on a densely populated place and active customers.

Disadvantages
  Based on a high cost franchise strategy.
 Only available in big cities, has not yet penetrated retail provincial markets.
==► The distribution network does not meet the needs of consumers.

PROMOTION STRATEGY.
 Attractive promotion.
 Attractive slogan that excites consumers "It's Finger licking Good".

STRATEGY OF THE MANUFACTURER.

KFC's advertising strategy is to focus on building brand image, creating

a distrust to educating consumers a new but famous way of eating in
the world, which is – the Fastfood way. KFC not only promotes on
electronic media such as TV, internet, newpapers, but also organizes
outdoor advertisements such as panels, posters, signs, leaflets ...

PUBLIC RELATIONS (PR)

 Charity activities.
 Annual activities.

To promote their brand, KFC set up a volunteer team KFC Team to

participate in charity activities, help unlucky children, etc. Sponsor sports
tournaments.