KFC

KFC, also known as Kentucky Fried Chicken, is an American fast food

restaurant chain headquartered in Louisville Kentucky that specializes
in fried chicken . It is the world's second-largest restaurant chain (as
measured by sales) after McDonald’s , with 22,621 locations globally
in 136 countries as of December 2018. The chain is a subsidiary of
Yum! Brands , a restaurant company that also owns the Pizza
Hut, Taco Bell and WingStreet chains.
7Ps OF KFC

(1)PRODUCT: KFC offers different product prepositions. KFC serving are

complete set of meals with drink and side dishes , they have craving that suit
the taste buds of the market, a side from wide variety of options they also
serve bucket which the target market needs, when they decide to take out
food for take home. Further , KFC serving is fast and reliable.

(2)PRICE: Major products of KFC ranges from PHP 1200-PHP59 from different
category though the pricing of KFC are higher than other fast food chain , with
the combination of products and services. An extra offer that makes them
more competitive would be the salad fries, potato and coleslaw, brownies,
cheesecake and mousse.
Contd.

(3) PLACE: KFC initially opened its outlets in metros and Tier I cities, now it has
gradually moved to Tier II cities where the buying power is one the rise due to rapid
urbanization. KFC has its outlets in all major cities and has overtaken Pizza Hut in
Quick service restaurants. Places where KFC is available would be near schools and
offices hence the passerby could locate the store for a take orders.
(4) PROMOTION: KFC does promotional activities by offering add-ons to the
existing menu, gift coupons, T-shirts, Kids meal etc. KFC promotes its products
through LCD displays kept inside its outlets which promotes their products. India
being the country with largest youth population has favored the growth of KFC and
it has become the fastest growing fast food chain in India pushing aside
McDonalds’ and Pizza Hut.
Contd.

(5) PEOPLE: The people involved in providing services to the customers. The
staff working in the outlets are trained by the company itself. They are
provided with certain guidelines to communicate with the customers.
(6)PHYSICAL EVIDENCE: This refers to the physical environment of the outlets
where the customers visit. The interiors are made according to the certain
standards given by the parent company. This also helps in creating positive
influence on the customer satisfaction. There is use of good technology
equipment.
(7)PROCESS: The process starts when the customers visit the outlet. It also
involves if the customers order the products online. The easier and convenient
the process it will lead to greater customer.
Pricing Strategy of KFC

 Market Skimming: KFC globally enters the market using market skimming.
Their products are priced high and target the middle to upper class people.
Gradually they trickle down the prices focusing on the middle to lower class
people to penetrate both sides of the market.
Problems Faced By KFC In India

The case highlights the ethical issues involved in Kentucky Fried Chicken’s(KFC)
business operations in India. KFC entered in India in 1995 and has been in midst
of controversies since then. The regulatory authorities found that KFC’s
chickens did not adhere to the Prevention of Food Adulteration Act, 1954.
chickens contained nearly three times more monosodium glutamate(
popularly known as MSG, a flavor enhancing ingredient) as allowed by the
act. Since the late 1990s KFC faced severe protests by People for Ethical
Treatment of Animals(PETA), an animal rights protection act. PETA accused
KFC of cruelty towards chickens and released a video tape showing the ill-
treatment of birds in KFC’s poultry farms. However, undeterred by the protests
by PETA and other animal rights organizations. KFC planned a massive
expansion program in India.
Gap Model of KFC
Blue Print of KFC