GROUP

ASSIGNMENT
Course: MKT201
Group: 4
• Introduction
 1.1 Short profile of
the product

KFC is an acronym for Kentucky Fried Chicken - Kentucky

Fried Chicken, one of the brands of Yum Brands Inc (USA).
Fried and grilled chicken, with side dishes and fresh chicken
sandwiches are the main product lines at the KFC store.
Besides KFC, there are Lotteria – Korea, Mcdonald's-USA,
Jollibee – Philippines, Burger King – USA, Five Star –
Thailand,.... are famous brands for fried chicken.
1.2 TARGET
CUSTOMER AND
TARGET MARKET:
 Geographic
Segmentation
- Over 20,000 outlets all over the
world.
- More than 140 restaurants.
- Present in more than 32 major
cities / provinces across the country.
- Employ more than 3,000
employees and also create more jobs
in the supporting industry in
Vietnam.
 DEMOGRAPHIC
SEGMENTATION
- Ages: the age of 17-19.
- Income: decent and stable incomes .
- Job: Pupils, students, young people
working in the city center.
 Physograpic
segmentation
- In Psychographic Segmentation, segments
are divided on the basis of social class,
lifestyle and personality characteristics.
- Psychographic variables include: Intrest,
lifestyles, opinions,
- KFC market is tailored to satisfy the needs
of the wealthy or classy customers.
 BEHAVIOR
SEGMENTATION
Conducting a pocket survey on the causes
of the rapid growth of Lotteria and KFC,
the answer from most diners aged 17-29 is:
convenient, delicious, affordable, of which
service is considered the most standard.
That is why KFC has shown a professional
style in the staff, service style, the system
of shops evenly distributed and dense,
bringing the highest benefits to customers.
II. MARKET
RESEARCH
ABOUT
CONSUMER
BEHAVIOR
 2.1Secondary
research
- 86% of customers using Fast Food are
aged between 20 and
35

- Buzzmetrics' statistics show that KFC,

Lotteria and Jollibee are the 3 fast food
brands that generate the most discussion on
social media (excluding pizza brands)
- KFC - LOTTERIA - Jollibee
- Lauch in 1997 - Launch in 1998 - Lauch in 1996
- 140 stores - 210 stores - 100 stores
- Selection behavior : 79% - Selection behavior :17% - Selection behavior : 2%
2.2. Primary research
2.2. Primary research
2.2. Primary research
2.2. Primary research
2.2. Primary research
2.2. Primary research
2.2. Primary research
2.2. Primary research
2.2. Primary research
III. ANALYSIS ABOUT
THE CURRENT 4PS
MARKETING
STRATEGY:
1. Product (East and
West combine
perfectly)

- Lotteria is the perfect intersection of Eastern culture and

Western cuisine.
- Menu of Lotteria is diversified, presented attractively,
adapted to meet the taste needs.
- Commitment to quality assurance with fresh, safe, hygienic
raw materials, ensuring nutrition and health for customers.
2. Price
3) Place (channel, distribution, or
intermediary)
- KFC has expanded its network across the
country, in which mainly big cities with
convenient access and a high number of young
people such as supermarkets, industrial parks.
- For brand Lotteria - Korean fast food has been
speeding up investment to occupy "strategic"
positions in Ho Chi Minh City. So far, Lotteria
has 210 restaurants in more than 30 provinces /
cities.
 4. Promotion (Marketing - Promotion)

- Space: has a large area, the
interior and decoration are
youthful and modern, attracting
mainly young customers.
- With the service style of a staff
of dedicated, dynamic, and
polite, any Vietnamese or foreign
diners will receive comfort and
satisfaction
- Promotions: Lotteria rarely
promotes, handbook discounts for
many products, the Lotteria home
meal service, receive birthday
party,...
4. Promotion (Marketing -
Promotion)
- PR (Public relationship- Public Relations):
participating in the campaign "Love the
environment" to reduce products. disposable,
campaign "For a beautiful world" to help disabled
people, cancer patients.

- Advertising has an informative Website

designed quite simply, not much creatively,
information is not new to create a sense of
familiarity into the customers' hearts and least
expensive Do not advertise much on television or
other indirect communication channels.
IV.
Suggestions
1. Product
Continue to invest in
improving product
quality

Suit the taste and

culture of Việt
Nam
2. Price
- For fast food at KFC to become a
frequent choice of customers, there is
a need for a certain price adjustment.

- Combo pricing: KFC bundles different products

together and offers them to customers at a slightly
lower price.

- Developing customer information
management system using KFC
application.
3. Place
- Invest in luxury goods, choose a convenient
location located on a large, populated road,
expand the distribution system in neighboring
provinces.
- Strictly manage its distribution system from
employee selection, facilities, location, purchase,
storage, sales, ... to have uniform quality in all
stores country.
 4. Promote
- Increase ads on fan pages and
applications to quickly notify
customers.
- Create promotions on holidays and
weekends to increase customers and
profits.
- The service staff at KFC restaurants
need to be trained more
professionally and always maintain a
good service attitude even when
having problems with customers.
 Conclusion
- The fact that KFC has really attracted young people is
not only because of its convenience and luxury, but KFC
has created a new trend among young people.
- Currently, there are many competitors in the fast-food
market, so KFC needs to always change according to the
market and customers to maintain its position.
- Through the Analysis and collection of information, we
have given some suggestions to increase KFC's customer
base.
THANK YOU
FOR
LISTENING