PRESENTED TO
SIR KAMIL YOUSUF
PRESENTED BY
MARINA KHAN
ALINA SHAH
MEHWISH ALI AKBER
ALMAS AMIR ALI
SHAHNAZ KHURSHEED
HYPOTHESIS
IS KFC IS THE MARKET LEADER IN FAST
FOOD INDUSTRY
The first KFC restaurant, situated in South Salt Lake, Utah and
since replaced by a new KFC on the same site
The restaurant in North Corbin, Kentucky where Colonel
Sanders developed Kentucky Fried Chicken
FAST FOOD
Fast food (also known as Quick Service Restaurant or QSR within the
industry itself)
term given to food that can be prepared and served very quickly
any meal with low preparation time can be considered to be fast food
KFC
INTRODUCTION
KFC is the world largest and most well known chicken
restaurant, with chain in more than 10 thousand locations
and worldwide in 80 countries.
.KFC is part of YUM Brands Inc.
In 1997, KFC franchised with Gray Mecanza International
and started work in Pakistan
After 10 years KFC has 45 outlets in Pakistan.
HISTORY
At the age of 40 as an operator of a service station in
Corbin, Kentucky Colonel returned to his love of cooking
and began to cook and serve food to hungry travelers from
his own living quarters.
Since 1950 KFC has grown at a remarkable place from one
road side restaurant into an internationally renowned
restaurant chain and one of the largest chain of chicken
restaurants in the world
.The business grew larger than the Colonel could handle, so
he sold it to a group of people who formed the Kentucky
Fried Chicken Corporation
HISTORY CONT..
KFC Corporation (KFC, founded and also known as
Kentucky Fried Chicken) is a chain of fast food
restaurants based in Louisville, Kentucky in the United
States.
The company was founded as Kentucky Fried Chicken by
Colonel Harland Sanders in 1952.
KFC primarily sells chicken pieces, wraps, salads and
sandwiches.
HISTORY CONT..
The company adopted the abbreviated form of its
name in 1991
In Pakistan it was launched in 1997, Gulshan-E-
Iqbal, Karachi.
Presently in Pakistan, it is been operated by
Cupola, a Dubai based multinational company
involved in several business.
MISSION STATEMENT
“To be the leader in western style quick
service restaurants through friendly
service, good quality food and clean
atmosphere”
VISSION STATEMENT
Food, Fun & Festival, this is what KFC is all about.
Leading the market since its inception
KFC provides the ultimate chicken meals for a
Chicken Loving Nation.
Be it Colonel Sanders secret original Recipe Chicken
or the Hot & Spicy Version, every bite brings a YUM
on our face. At KFC we can proudly say,
“We Do Chicken right ”.
PHILOSOPHY OF KFC
Philosophy of KFC stands on “the Champs Program”
CHAMPS PROGRAM
CHAMPS stand for the six universal
areas of customer expectation common
to all cultures and all restaurants
concepts. These are:
C leanliness
H ospitality
A ccuracy
M aintenance of Facilities
P roduct Quality
S peed of Service
PRODUCT OF KFC
COMPETITORS
COMPETITIVE ANALYSIS
Any Organization cannot enjoy the business without
competitors.
No organization can afford to ignore their competitors.
It is very important for a marketing managers to monitor
the activities of there competitors, what they are doing?
KFC adopted such sort of strategy that there is no
competitor for spicy chicken, which is made by KFC.
KFC beats its competitors through the revising marketing
strategy at every movement but the main competitor of
KFC is Mc Donald’s.
COMPANY STRATEGY
Primary objective is to take advantage of the
potential growth in other countries, to establish a
strong position and to develop their image. Key
success factors are ever continuing cost saving
through R&D, innovation and use of new technology
to work efficiently.
These success techniques will lower the costs and
increase profit in the industry.
SEGMENTATION
They have made segments of the market on the
following bases.
Demographical
Behavior
Geographical
DEMOGRAPHICS SEGMENT
In demographics their first segment is consisted of the
income factor
High income
Average income
Low income.
BEHAVIOR SEGMENT
In behavioral aspect they segmented the market on the
basis of quality, taste and price. Following are the
different possible segments in this regard.
Taste conscious
Quality conscious
Class conscious
Combination of price and quality
GEOGRAPHIC SEGMENTATION
In the basis of the geographical factor we have
divided our market in two main segments.
Urban areas
Sub urban areas
SWOT ANALYSIS
STRENGTH:
KFC secret recipe of 11 herbs and species
Strong Franchises all over the world
Interactive relationship marketing
Chains for its convenience and menu variety
Kid play area
SWOT ANALYSIS CONT..
WEAKNESS:
Lack of focus on Research & Development
Lack of knowledge abut their customers
They only focus higher income level people
KFC desserts portion is not as better as should be
SWOT ANALYSIS CONT..
OPPORTUNITY:
They have the opportunity to expand their sweet
products
They can open temporary outlets in peak season in
the hill stations like naran, kaghan, swat etc.
They can capture more customers by decreasing the
price of their products
Updating the restaurants, balance menu
Changing customer lifestyle & taste
SWOT ANALYSIS CONT..
THREATS:
Diseases like bird flu is the big threat for KFC
Change of customer demands
Existing, and new competitors
Frozen food is not good for health and despite . What
so ever the standard they maintain
4P’S OF MARKETING
Product
Their all products are different from every product
and the packaging and other products feature are
different form other they change there products by
introducing new products but their main product the
Kentucky fried chicken is the same
4 P’S OF MARKETING CONT..
Price
The price is not affordable by all persons in Pakistan.
Due to its large setup the price selecting are very
challenging for the new product of KFC
4 P’S OF MARKETING CONT..
Place
They provide free home deliveries for some specific
cities. They open their outlets in those places in the
cities where people can buy products easily and
without difficulties. They also introduce mobile units
for delivery of their products
4 P’S OF MARKETING CONT..
Promotions
In Pakistan KFC not advertise there products too
much because people KFC due to its reputation in
other countries. They promote their products
through special packages like Ramadan packages,
mid night package. They promote there products
through billboard, pamphlets and through other
promotion strategies
SERVICES
KFC offered free home delivery service at specific
branches in specifics cities.
They take at 30 min for delivery and the minimum
delivery order should Rs.250.
They also provided services to celebrate the
birthdays of kids at there home or in KFC
restaurants.
Now recently KFC also provide services of mobile
unit of KFC.
SALES PROMOTION
For sales promotion KFC has introduced different
strategies such Ramadan Package, Birthday Package,
Midnight Package and many other.
Also they have introduced goods like watches,
keychain, coffee cup, T-shirt, toys e.t.c to the
customers
ADVERTISEMENT
Press advertising
Jang (Karachi, Lahore & Rawalpindi):
The news (Karachi, Lahore & Rawalpindi):
Dawn (Karachi, Lahore, Rawalpindi):
Magazines
ADVERTISEMENT CONT..
Commercials
Advertising on different Cable channels like Geo,
Ary World, Ten Sports, Music channels, etc and also
advertising on world call Cable advertising
Hoardings
In addition to regular hoardings, temporary
hoardings for 2-3 months have also been taken.
CSR
Colonel’s Scholars: This program is offered to high
school senior planning to attend a public in-state
college or university.
Packaging & the Environment: KFC is as committed
to the environment as we are to our food & customer.
Animal welfare program: Yum! Brands, parent
company of KFC, is committed to the humane
treatment of animals.
BIBLOGRAPHY
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QUESTIONNAIRE
ANALYSIS
Age group
Your profession
1. What is fast food for you?
2. What you prefer most?
3. Which is healthier?
4. Why you eat fast food?
5. Do you think all fast food providing hygienic food?
6. How often do you eat fast food?
7. With whom you visit fast food restaurant mostly?
8. If you consider eating fast food frequently is not advisable, then what other
factor would still convince you to eat it?
9. An average how much would you expect to pay for fast food?
10. In your thinking which fast food restaurant is providing good food?
11. How do you come to know about KFC?
12. Is KFC giving better services then others?
13. Is KFC giving good food then others?
14. What attract most to people about KFC?
15. How do you feel about KFC food?
16. How long do you have to wait for your food in KFC?
17. Are you satisfy with KFC delivery timing?
18. If KFC increase its price then you still go KFC or switch to other
restaurant?
19. What do you prefer the most?
20. Do you satisfy with deals of KFC?
21. Is KFC giving variety of food?
22. Does KFC offer new products on demand of their customers & on
changing taste of their customer?
23. What do you think KFC customers are?
24. What do you think about the price of KFC?
25. Does the logo attracts you?
26. Does KFC perform social responsibility (CSR)?
27. Who is the biggest competitor of KFC?
CONCLUSION
According to our research our hypothesis proved
right that KFC is the market leader in Pakistan fast
food industry
