Key Marketing Concepts and Effectiveness: KFC Example

This report explores the key marketing concepts and their effectiveness using KFC as an example. It discusses the production, product, marketing, selling, and societal marketing concepts and how KFC applies them to achieve success, particularly with the launch of KFC Finger-lickin' good. The report concludes with a recommendation for KFC to improve their effectiveness by applying marketing orientation.

Marketing Principles &
Practice
1

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Define the key marketing concepts and comment on their effectiveness using KFC as an
example........................................................................................................................................3
Recommendation.........................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6
2

INTRODUCTION
Marketing is considered as wider procedures which includes research, product design and
formation, promotion and consumer services. So, it is important for firm to apply effective
principles and practices of marketing (French and Russell-Bennett, 2015). As per the scenario,
the undertaken company in this report is KFC Corporation; it is a well known chicken restaurant
chain which is based in Lousville, Kentucky. More it operates above 5000 restaurant in U.S and
more than 15,000 across the world. The main objective of this report is to determine that how a
firm apply the marketing concepts effectively and efficiently.
MAIN BODY
Define the key marketing concepts and comment on their effectiveness using KFC as an
example.
Marketing concept is defining as philosophy which entity has to determine the
requirements of its clients as well as then develops decisions for satisfying those requirements in
more effective than competition. Marketing Management Orientation is considered as the various
marketing concepts which concentrate upon several techniques for creating, producing and
marketing product to potential consumers. It mainly include five concepts such as production,
product, marketing, selling and societal marketing. All these concepts are formed as per the
market requirements. So, as KFC Corporation is a well known brand it also may applies the
various concepts of marketing which help them to become success mostly during the launch of
KFC Finger-lickin' good. There all key concepts of marketing are discussed below:
Figure 1. Concepts of Marketing
(Source: Concepts of Marketing, 2020)
3

 Production concept: This is considered as one of the earliest marketing concept in which
firm concentrates upon their production procedures efficiency. Therefore, respective
concept is initiated at the mind of 1950’s and obeys the Says law which explains that
supply develops demand into market. This is to produce goods at cheaper rate for
making it available to large people. It concentrate upon the quantity not products quality.
For example: KFC Corporation may apply is marketing concepts at the time of
introducing KFC Finger-lickin' good as it helps them to produce its product at cheaper
rate so that more number of individual can have it. So, this enhances their production.
 Product concept: The main idea behind product concept is to produce product at cheaper
prices as consumer do not want to pay more amount for goods or services. The
organisation which mostly used this type of marketing concept into product
manufacturing in bulk quantity as they gain more profitability out of economies of scale.
Herein, marketers do not focus on the customer requirements and desire. It main concern
is to produce more goods quantity matter quality does not matter. For example: KFC
Corporation can apply respective concept as this helps them in producing the product at
cheaper rate and also in bulk quantity.
 Marketing concepts: This is concept is considered as customer oriented. As in this
consumer are puts into centre point of marketing method for identifying their wants as
well as requirements then try to accomplish that in more effectively in comparison to
competitors (Mason, Kjellberg and Hagberg, 2015). Herein, marketer opinion is that
clients are always right and their requirements must be given more priority. For example:
KFC corporations may apply this type of marketing concepts as it assists them in getting
knowledge about the customer’s needs and wants so if are launching the KFC Finger-
lickin' good, they can perform market analysis for accomplishing their requirement in
effective and efficient way.
 Selling concepts: This is an essential marketing concepts which means that to sell the
firm’s product by larger scale marketing as well as promotional activities, this does not
consider either they accomplish the requirements of consumers or not. The management
focused upon respective concepts as it is helpful to complete sales transaction as they
think that once the product is sold then their job is completed. Moreover, it is considered
4

as very risky strategy as it is based upon a very weak idea that firm have to sell whatever
they are producing, rather than fulfilling customer needs. For example: KFC Corporation
can apply this type of marketing concept as it assists them to sell their products like KFC
Finger-lickin' good through large scale marketing and promotional activities. Moreover,
this is also helpful for them to accomplish sales transactions.
 Societal marketing concept: The main idea of societal marketing concept is mainly
based upon welfare of society as questions upon the marketing concept strategy. What
client required, it do not mean that will be effective for them for longer duration (Saadia,
2018). What firm want as well as what is appropriate for them and society as a whole. So,
the main intent of respective concepts is to realise firm that they has some environmental
and social accountability which is more important than its profitability and sales
objectives. For example: KFC Corporation can apply societal marketing concept as it
helps them to accomplish their responsibility in respect of society and environmental
effectively and efficiently.
Recommendation
So, from the above analysis it has been recommended that KFC can improve their
effectiveness by the application of the marketing orientation as this helps them to understand the
needs and wants of customer as well as fulfil them in more effective and efficient manner in
respect of their competitors. Therefore, they understand the taste of consumers and develop as
product such as KFC Finger-lickin' good and devise flavour some recipes into their product
which people like the most into that as well as become the brand hero.
CONCLUSION
As per the above report, it has been concluded that there are mainly five key marketing
concepts such as product, production, selling, marketing and societal. Moreover, the production,
sell and product concept has become obsolete into various areas, it only exist in few field only.
So, most of the firm prefer to apply marketing concepts and societal concept as it helps them to
meet client’s needs as well as they should accomplish the societal and environmental
responsibility in effective and efficient way.
5

REFERENCES
Books and Journals
French, J. and Russell-Bennett, R., 2015. A hierarchical model of social marketing. Journal of
Social Marketing.
Mason, K., Kjellberg, H. and Hagberg, J., 2015. Exploring the performativity of marketing:
theories, practices and devices.
Saadia, K. H., 2018. Green Marketing Practices of Petroleum Companies in Arab
Countries. International Journal of Information and Electronics Engineering. 8(4).
Online
Concepts of Marketing. 2020 [Online]. Available Online.<
https://www.marketing91.com/concepts-of-marketing/>
6

7