KFC uses its attributes to Position its Product To occupy a clear distinctive

Kfc uses its attributes to position its product to

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KFC uses its attributes to Position its Product. To occupy a clear, distinctive and desirable place relative to competing products KFC, works on target consumer. In order to know the customer demands and improvements required, KFC takes feedback from the customers. KFCpoisons against competitors by focusing on pure and fresh food to create a distinct and clear position in the minds of KFC customers. Since KFC has a strong brand name and are the leaders in fried chicken market, therefore it takes the help of this strength to position the products.The KFC strategy is that it positions itself in local markets as a pleasant, bright, air conditionedrestaurants with casual atmosphere. KFC targets families and young consumers which means positioning the products to “three generation” from middle and upper middle income segments.Against competitors KFC positions itself with high quality, hygienic and affordable fast food products in an assortment of complete meals. It differentiate itself by highlighting that the chicken is prepared through unique secrets recipes in variety of traditions to suit diverse taste and eating occasions. It is also highlighted that meals are made more appetizing by supplementing with fresh, tasty side dishes and rich home style dessert.KFC has differentiated its products on various grounds such as on the basis of Food, fun & Festivity, providing several alternatives of its special recipe in the form of chicken meals. It alsooffers a variety of deals to differentiate its products from its competitors. Further from the products it offers, KFC differentiates itself on the basis of the experience it provides: the right place, the right chicken, and the right celebration! Consequently the emphasis on ‘we do chicken right’ KFC also differentiates its service in the form of the take away, dine-in experience, and KFC on Wheels (scribd.com). In this way KFC has positioned and differentiated itself from the competitor like Macdonald, King Burger, and Subway.9
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