Marketing startegies of kfc Essay

Harland Sanders was born in 1890 and brocaded on a farm out lieu Henryville, Indiana. His father died when he was pentad age old, forcing his mother to work at a apprizening plant, and leaving her eldest son to care for his two younger siblings. After he reached 7 years of senesce, his mother taught him how to cook. After leaving the family home at the age of 12, Sanders passed through several professions, with mixed success. In 1930, he as wellk over a Shell filling station on U.S. Route 25 that outside North Corbin, a small city on the butt on of the Appalachian Mountains.It was here that he prototypical served to travelers the recipes that he had learned as a boy fried grumbler and other dishes such as steaks, rustic ham, and pancakes. Originally using his own dining room table, in 1934, he purchased the larger filling station on the other side of the road and grow to six tables By 1936, this had proved successful plenteous for Sanders to be given the honorary title of Kentucky col angiotensin-converting enzymel by Governor cerise Laffoon. The ensueing year he expanded his restaurant to 142 seats, and added a motel he purchased crosswise the street, naming it Sanders Court & Caf.Sanders was dissatisfied with the 30-minute duration it took to prepare his yellowed in an iron heat up pan, but he refused to sacrifice lumber by deep frying the product. If he pre-prepared the red jungle fowl in gather of an order, on that point was inevitably wastage. In 1939, the for the first timely commercial pressure cookers were released onto the market, predominantly designed for steaming vegetables. Sanders bought one, and modified it into a pressure fryer, which he and so used to fry scandalmongering. As well as reducing yield time to be comparable with deep frying, the new method produced flakier, moister volaille. In 1940, Sanders finalized what came to be known as his Original Recipe of 11 herbs and spices.Although he never publicly revealed t he recipe, he admitted to the use of salt and pepper, and claimed that the ingredients stand on everybodys shelf. After being recommissioned as a Kentucky colonel in 1950 by Governor Lawrence Wetherby, Sanders began to dress the part, growing a goatee and wearing a black frock coat (later switched to a white suit), a set up tie, and referring to himself as Colonel. His associates went a spacious with the title change, jokingly at first and then in earnest, according to biographer Josh Ozersky.HistoryKFC (Kentucky Fried Chicken) is a fast food restaurant chemical ambit which specializes in fried fearful and is headquartered in Louisville, Kentucky. It is the worlds second largest restaurant chain general (as measured by sales) after McDonalds, with over 18,000 outlets in 120 countries and territories as of December 2012.The keep company is a subsidiary of Yum Brands, a restaurant company which also owns the Pizza Hut and Taco Bell restaurant chains. KFC was founded by Harland Sanders, a colorful figure who began selling fried chicken from his roadside restaurant in Corbin, Kentucky, during the Great Depression. Sanders identified the potential of the restaurant franchising concept, and the first Kentucky Fried Chicken franchise assailable in Utah in 1952. KFC popularized chicken in the fast food industry, diversifying the market by contest the established dominance of the hamburger. By instigatoring himself as Colonel Sanders, Harland became a legendary figure of American cultural history, and his image remains prominent in KFC advertising. However, the companys rapid expansion saw it grow too large for Sanders to manage, and in 1964 he interchange the company to a group of investors led by John Y. Brown, Jr. and Jack C. Massey.KFC was one of the first fast food chains to expand internationally, opening outlets in England, Mexico and Jamaica by the mid-1960s. Throughout the 1970s and 1980s, KFC experienced mixed fortunes domestically, as it went th rough a series of changes in corporate ownership with little or no experience in the restaurant business. In the early 1970s, KFC was sold to the booze distributor Heublein, who were taken over by the R.J. Reynolds food and tobacco conglomerate, who sold the chain to PepsiCo. The chain continued to expand overseas however, and in 1987KFC became the first Western restaurant chain to open in China. The chain has since expanded rapidly in China, and the country is now the companys near profitable market. PepsiCo spun off its restaurants division as Tricon Global Restaurants, which later changed its nurture to Yum Brands. KFC primarily sells fried chicken pieces and variations such as chicken decorate burgers (chicken sandwiches US) and wraps, salads and side dishes such as French fries and coleslaw, desserts and soft drinks, ofttimes supplied byPepsiCo.Its most famous product is pressure fried chicken pieces, seasoned with Sanders Original Recipe of 11 herbs and spices. The exact n ature of these ingredients is unknown, and represents a nonable trade secret. Larger portions of fried chicken are served in a distinctive cardboard bucket, which has become a mite product of the chain since being introduced by franchisee Pete Harman in 1957. KFC is known for the catchword finger lickin good, which has since been replaced by Nobody does chicken like KFC and So good. sellingMarketing is the process of communicating the observe of a product or service to clients, for the purpose of selling the product or service. It is a critical business function for attracting customers. From a societal point of view, selling is the link between a societys hooey requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. It is the process of communicating the value of a product or service through positioning to customers. Marketing can be looked at as an organizational function a nd a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that also benefit the organization and its shareholders.Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value. There are five competing concepts under which organizations can choose to scarper their business the production concept, the product concept, the selling concept, the merchandising concept, and the holistic marketing concept. The four components of holistic marketing are relationship marketing, internal marketing, combine marketing, and socially responsive marketing. The set of engagements necessary for successful marketing management includes, capturing marketing insights, connecting with customers, building strong brands, shaping the market offerings, delivering and communicating value, creating long growth, and developing marketing strategies and plans.Marketing StrategiesMarketing strategy is defined by David Aaker as a process that can allow an organization to trim down its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitory advantage. Marketing strategy includes all basic and long-term activities in the electron orbit of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.Marketing Strategies of KFCKFC IS synonymous with chicken. It has to be because chicken is its flagship product. The latest they fork over on offer is the marinated hot and crispy chicken that is crrrrisp and crunchy on the outside, and soft and blue on the inside. It gives you a regular Pepsi with this at nothing more(prenominal) than just Rs. 39. just now m ake no mistake, while this is a heat across the world, and in our very own Bangalore, KFC has made sure one other thing it doesnt want to alienate the vegetarian community that gave family to the vegetarian menu. It means you can be veg and yet be at KFC.KFC offers a wide range of vegetarian products such as the tangy, lip-smacking paneer tikka wrap n roll, the veg de-lite burger, and the veg crispy burger. There are munchies such as the crisp easy veg fingers and crunchy golden fries served with tangy sauces.If you are veg and looking for a meal, you can combine the veg fingers with steaming, peppery rice and a spice curry. The mayonnaise and sauces mountt ask egg in them.Sharanita Keswani, Director, KFC Marketing, says the vegetarian menu in India came intimately when KFC found the country had about 35 per cent vegetarians, and in metros such as Delhi and Mumbai, almost 50 per cent.The non-vegetarian is the obvious target customer because, as Ms. Sharanita points out, Bangal ore and the rest of south India have over 70 per centnon-vegetarians. But she also observes that chicken is KFCs strength.KFCs vegetarian menu is almost undivided to India and is the most extensive. Most countries either do not have a vegetarian menu, and some which do, have a burger at the most. Contrary to affecting chicken sales, the presence of a vegetarian menu has made the brand more applicable to a wider cross-section of the consumer society. This is essential as we grow the brand across the country, says Ms. Sharanita.The KFC menu strategy is to balance standardisation and localisation. The localisation works in two ways to modify a standard chicken product with a different topping or sauce and to have a vegetarian menu, where necessary, along with the flagship product, chicken. The localisation exercise is undertaken in every country. The U.S. and European markets have a traditional KFC menu based on chicken burgers and wraps, while Asian markets like India have been mor e experimental and adventurous. Here, they have rice meals, wraps, and sides. The change is imperative as Asian tastes can be very different from Western ones, Ms. Sharanita observes, adding that KFC learnt very early the high take aim for vegetarian products in India.KFC has taken care to maintain safeguards on the production of its non-vegetarian products in response to observations by People For Ethical Treatment of Animals that chicken were not being treated humanely by suppliers. The debate has been on for years now and animal rights activists have prompted companies to adopt stringent measures.Pankaj Batra, Director, Marketing, Indian Sub-Continent, Yum Restaurants International, observes KFC is affiliated to the well being and humane treatment of chickens. We require all our suppliers to follow welfare guidelines developed by Yum Restaurants International, U.S.A., with ahead(p) experts on their Animal wellbeing Advisory Council. In India, we source chicken from Venkateshw ara Hatcheries Limited (Venkys), which is one of the leading and respected organised players in the poultry farming business. They also bestow chicken to several reputed hotel and restaurant chains in the country. We respect the Indian law and our guidelines completely adhereto them.Ms. Sharanita points out that while KFCs brand standard products are their strength throughout the world, KFC works around the affectionateness and gives consumers products with a familiar taste, especially important in a country like India that is home to such distinct and different food habits. any KFC outlets offer its customers with various forms of incentives to buy its Chicken. Using coupons that one can take on after spending a particular amount over a period of fixed time, customers can enjoy the benefits of informal meals or free add-ons. Additionally they provide meal vouchers and exciting offers in their print ads, which the customer must cut and bring along.KFC in IndiaThe first Indian KF C unresolved in Bangalore in June 1995.198 Protests ensued from left wing, anti-globalisation and environmental campaigners, as well as local farmers, who objected to the chain bypassing local producers.199 Many Indians were concerned about the invasion of consumerism, the loss of national self-sufficiency, and the disruption of indigenous traditions.200 The protests came to a head in August 1995, when the Bangalore outlet was repeatedly ransacked.198 KFC Bangalore demanded, and received, a police van permanently parked outside for a year.199 Rural activist M. D. Nanjundaswamy subsequently claimed KFC would adversely affect the health of the impoverished, by diverting grain from poor pot to make the more profitable animal feed.201Former environment parson Maneka Gandhi joined the anti-KFC movement.201 KFC was also accused of using illegally high amounts of monosodium glutamate (MSG) and frying its food in pork fat.202 A second store opened in Delhi, but was closed by the authori ties soon afterwards, purportedly for health reasons, but more likely to avoid a repetition of the Bangalore incident. The two stores only managed to attract a limited, affluent clientele, and KFC decided to spare the Indian market. KFC returned to India in 1999, with a new Bangalore outlet. This was the sole KFC in India until 2004, when the chain began to expand, albeit with a makeover and a range of new vegetarian dishes. As of December 2012, there were 280 KFCs in the Indian market. As well as the standard KFC offerings, the chain sells a chickpea burger and hot wings with chilli lemon sprinkles.