Marketing

Journal
Marketing Mix
Strategy Analysis
of Kentucky Fried
Chicken
Kendari
Mario Kabosu-
 Introduction
Founded by: Harland Sanders (often referred
to as Colonel Sanders) in the 1930s.
Originally started as a service station in
Corbin, Kentucky, where Sanders began serving
his famous fried chicken recipe to travelers.
1952: First KFC franchise opened in Salt Lake
City, Utah.
MARKETING
MI X

Marketing strategy ( marketing strategy ) is a plan that

allows companies to optimize the use of its resources to
achieve marketing and corporate goals. The KFC
company uses a marketing mix which includes the 4Ps,
namely product , price , place , promotion .
 Core product : KFC’s core product is its
signature fried chicken, known for its unique
blend of 11 herbs and spices in the “Original
Recipe.”
Menu
variety
Limited-time offers and regional items : KFC
Product regularly introduces limited-time offers and
seasonal promotions to keep its menu fresh and
appealing.
Innovation : KFC is known for experimenting
with new products and flavors to maintain
customer interest and stay ahead of market
trends.
 Value for money : KFC focuses on providing
value for money to its customers by offering a
variety of meal options at different price
points.
Price bundling : KFC often utilizes price bundling
Pric strategies, combining multiple items into a meal
deal and offering a discount compared to
e purchasing the items separately.
Geographic pricing variation : KFC adjusts its
prices based on different markets’ cost
structures and economic conditions.
 Physical location : KFC strategically selects
locations that maximize visibility and foot
traffic, such as shopping malls, city centers,
transportation hubs, and busy commercial
districts.
Plac Drive-thru and delivery services : KFC offers
drive-thru services at many locations, allowing
e customers to conveniently pick up their orders
without leaving their cars. KFC also make-up
with third-party platforms, and developing its
online ordering systems to make its products
more accessible.
 Digital Presence : KFC leverages digital
channels like its website and mobile apps to
provide a seamless customer experience. These
Plac platforms allow customers to browse the menu,

e place orders for pickup or delivery, and access

promotional offers.
 Digital and social media marketing : KFC
maintains a strong presence on social media
platforms like Facebook, Instagram, Twitter,
and YouTube, sharing engaging
content,
promotional offers, and news about its

Promotion products and initiatives.

Public relations and events : KFC engages in
public relations activities to maintain a positive
brand image and generate media coverage.
Advertising : KFC invests in advertising through
various channels, such as television, radio, print,
outdoor billboards, and digital platforms.
 Limited-time offers and promotions: KFC
frequently introduces limited-time offers and
promotions to create excitement around its
products and encourage customer visits.
Loyalty programs and customer incentives: KFC

Promotion offers loyalty programs and customer

incentives to reward repeat customers and
foster brand loyalty.
In-store promotions and merchandising: KFC
utilizes in-store promotions and merchandising
techniques to create an appealing atmosphere
and draw attention to its products.
Than
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