KFC Target Market3 | P a g e
Bhanu Priya Gupta Lesson Number – 08055000 Student ID # - 89904457[email protected]Geography: India – Metros and Tier II cities.Demography:Urban people of both genders aged between 15 to 45 years of age.Income Group:A, B and C segment of people.Psychographic:People who have a busy lifestyle and are influenced by western culture.Strategic Group Data-CompetitorsIndian Demographic StatisticsChallenge for KFC has been to stay true to its products yet still create a menu that appeals to a wide consumer base in India. It is estimated that half the Indian population is vegetarian, according to the Food and Agricultural Association of the United Nations. The other half alsolives a vegetarian lifestyle for about 90 days in the year.The new campaign launched by KFC India is called "So Veg, So Good," and it touts menu options that are 100 percent vegetarian. It has proven to be one of the most successful campaigns of 2014 in India, according to Yum! KFC provides a modern twist on a centuries-long tradition of inexpensive but flavorful street food.As people become more educated about food hygiene, Indian consumers are slowly moving away from food kiosks and turning to cleaner options such as international fast-food restaurants like KFC. KFC wanted to create safe, localized food that resembled – in taste, look and price –traditional Indian street food, but with higher quality produce and higher hygiene standards. Consumers and experts say fast food comes with the added benefit of being a sign of social success.4 | P a g e
Bhanu Priya Gupta Lesson Number – 08055000 Student ID # - 89904457[email protected]Overall, India is expected to surge ahead of the U.S. and China to become the largest consumer population in the world by 2030, adding that the majority will fall into KFC's under-30 target population.Works CitedSources / References:KFC appealing to Indian marketThird-Ranked KFC in winning the Fast Food Battle in India5 | P a g e
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- Fall '17