Marketing Plan of KFC.docx - ASSIGNMENT ON Marketing Strategy of KFC in Terms of Marketing 4P\u2019s Course Title Integrated Marketing Communication Course

Marketing Plan of KFC.docx - ASSIGNMENT ON Marketing...

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ASSIGNMENT ON Marketing Strategy of KFC in Terms of Marketing 4P’s Course Title: Integrated Marketing Communication Course Code: MKT 4204 Submitted By: Rashidul Hasan 17251045 Section – A Dept. of BBA in Marketing, Faculty of Business Studies Bangladesh University of Professionals Submitted To: Md Zahedul Alam Associate Professor Department of BBA in Marketing, FBS Bangladesh University of Professionals Date: 20 July, 2020
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Introduction World’s 2 nd largest fast food chain and largest chicken restaurant on the basis of sales is KFC, the successful brand of the parent company YUM ! . It’s been more than 75 years since its inception and still, KFC’s original recipe of fried chicken is satisfying the taste buds of customers because it is finger licking good!! Segmentation, targeting, positioning in the Marketing strategy of KFC KFC (Kentucky Fried chicken) uses demographic segmentation to serve the market as per the customer needs & wants. The consumers of KFC are the young as well as young adults. It used to serve the same menu all around the world which means that it was using undifferentiated targeting strategy . However, in recent times, following McDonald’s example, KFC has started localizing its menu, giving it better acceptability in the market. Moreover it has transformed its positioning strategy from product based to value based in recent times. KFC is strongly positioned in the minds of consumers for its Chicken menu. There are very few outlets which serve anything in vegetarian. But when it comes to non-vegetarian, KFC is just superb. Its chicken wings, and chicken bucket is a favorite with everyone. This excellent targeting technique is the reason that most non vegetarian lovers flock at KFC. Marketing Mix of KFC One of the tastiest fast food chains across the country, KFC or Kentucky fried chicken has come out with products and a marketing mix which is hard to be beaten except for the likes of Mcdonalds . The marketing mix of KFC discusses the strength of KFC through its 4P’s. Product: Streetwise: Veg Snacker, Chicken Snacker, Snack Box, Rizo Rice, Rizo Gravy, Mini Krusher, Snacks: Popcorn Chicken, Hit Wings, Boneless chicken strips Veggie Selection : Veg Snacker, Veg Zinger, Veg Strip with Salsa
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Toasted Wraps
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