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Marketing Mix of Kentucky Fried Chicken (KFC) -
December 7th, 2010
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. KFC has been a brand and operating segment, termed a concept of Yum! Brands since 1997 when that company was spun off from PepsiCo as Tricon Global Restaurants Inc.
KFC primarily sells chicken pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of grilled and roasted chicken products, side dishes and desserts. Outside North America, KFC offers beef based products such as hamburgers or kebabs, pork based products such as ribs and other regional fare.
The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952, though the idea of KFC's fried chicken actually goes back to 1930. The company adopted the abbreviated form of its name in 1991. Starting in April 2007, the company began using its original name, Kentucky Fried Chicken, for its signage, packaging and advertisements in the U.S. as part of a new corporate re-branding program; newer and remodeled restaurants will have the new logo and name while older stores will continue to use the 1980s signage. Additionally, Yum! continues to use the abbreviated name freely in its advertising.
Born and raised in Henryville, Indiana, Sanders passed through several professions in his lifetime. Sanders first served his fried chicken in 1930 in the midst of the Great Depression at a gas station he owned in North Corbin, Kentucky. The dining area was named "Sanders Court & Café" and was so successful that in 1936 Kentucky Governor Ruby Laffoon granted Sanders the title of honorary Kentucky Colonel in recognition of his contribution to the state's cuisine. The following year Sanders expanded his restaurant to 142 seats, and added a motel he bought across the street. When Sanders prepared his chicken in his original restaurant in North Corbin, he prepared the chicken in an iron skillet, which took about 30 minutes to do, too long for a restaurant operation. In 1939, Sanders altered the cooking process for his fried chicken to use a pressure fryer, resulting in a greatly reduced cooking time comparable to that of deep frying. In 1940 Sanders devised what came to be known as his Original Recipe.
The Sanders Court & Café generally served travelers, often those headed to Florida, so when the route planned in the 1950s for what would become Interstate 75 bypassed Corbin, he sold his properties and traveled the U.S. to sell his chicken to restaurant owners. The first to take him up on the offer was Pete Harman in South Salt Lake, Utah; together, they opened the first "Kentucky Fried Chicken" outlet in 1952. By the early 1960s, Kentucky Fried Chicken was sold in over 600 franchised outlets in both the United States and Canada. One of the longest-lived franchisees of the older Col. Sanders' chicken concept, as opposed to the KFC chain, was the Kenny Kings chain. The company owned many Northern Ohio diner-style restaurants, the last of which closed in 2004.
Kentucky Fried Chicken
‡ Four P's of
‡ KFC Corporation, or KFC, founded and also known as
Kentucky Fried Chicken, is a chain of fast food
restaurants based in Louisville, Kentucky. KFC is a
brand and operating segment, called a "concept" of
Yum! Brands since 1997 when that company was spun
off from PepsiCo.
‡ KFC primarily sells chicken in form of pieces, wraps,
salads and sandwiches. While its primary focus is fried
chicken, KFC also offers a line of roasted chicken
products, side dishes and desserts.
‡ The marketing mix is generally accepted
as the use and specification of the 'four Ps'
describing the strategic position of a
product in the marketplace.
Anything that can be offered to a market to
satisfy a want or need.
KFC's specialty is fried chicken served in various forms. KFC's primary product is pressure-fried pieces of chicken made with the original recipe. The other chicken offering, extra crispy, is made using a garlic marinade and double dipping the chicken in flour before deep frying in a standard
industrial kitchen type machine.
‡Geographic segmentation :
KFC has outlets internationally and sells its
products according to geographic needs of
the customer.InIndia KFC focuses how
geographically its customers demand
different products.In northIndia Chicken
is the main selling product, while in the
south the Veg. items sell more than the
In demographic segmentation, the market is divided into
groups based on an age, gender, family size, income,
occupation, religion, race and nationality.
KFC divides the market on demographic basis in this way:
‡Age is between 6-65.
‡ Gender is both males and females.
‡ Family size is 1-2, 3-4, 5+
‡Income is Rs 10,000 n above.
‡ Family lifestyle is almost all.