Marketing Essentials: KFC vs McDonald's

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Part 1................................................................................................................................................3
Part 2................................................................................................................................................8
Overview of the company............................................................................................................8
Marketing objectives:..................................................................................................................9
Segmentation and Targeting........................................................................................................9
Allocation of resources..............................................................................................................10
Evaluation and monitoring........................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is an essential function for all type of businesses to promote its products and
services and also create a positive relationship with audience (Blythe and Martin, 2019). With
the help of marketing organization can create, communicate and deliver the value for its
customers and the clients. KFC is a fast food restaurant having second position in the restaurants
chain globally. There are number of competitors in the market for KFC. This report will evaluate
the comparison ways for KFC and its competitors to make use of marketing mix 7Ps to reach the
common goal. Further more marketing plan for KFC is developed keep in mind the marketing
mix.
Part 1
Marketing mix: The marketing mix are the combination and collection of activities as well as
tactics which are being used by the company to promote its commodity in the market. This is set
of techniques and tools that KFC uses to achieve the marketing objectives. Marketing plays a
vital role in success of every company by developing the strength and avoiding the weaknesses.
With this practise the KFC can easily compete in the market and develop internally and working
of all the department are efficient (Capon and Singh, 2018). The marketing 7 P's explanation of
KFC and its competitors are given below:
Marketing Mix 7P's KFC McDonald's
Product: This is an
element which have
ability to satisfy need and
desire of any individual
in this both type of
product are involved
tangible or intangible
KFC is one of the most popular fast
food provider in the market. They
are having number of different
varieties of its product range.
Basically their main product is fried
chicken having more the 11
ingredient in it. They are offering
McDonald's is on the most the
biggest competitor of KFC all
times. They are offering a
larger number of fast food
products such as food
products, cheeseburgers, filer-
o-fish, different type of

(Saidani and Sudiarditha,
2019).
varieties of chicken which is crispy
chicken, chicken fillet, burgers,
wraps and many more. KFC is
providing its product as per the
geographical areas and the demand
in that area. They are also done
association with large organization
to enhance the profit and awareness
about the product to the customers.
chicken sandwiches, wraps and
French fries. The company is
selling number of secondary
product such as salads,
oatmeal, soft drinks of coffee
and desert products. They are
recently announced to new
product to higher level of
nutrient. They are mostly be
perceived as unhealthy and not
good for health.
Price: The price element
in the marketing mix
defined as the amount
which is being charge
against the sale of per
unit of the product or
services offered by the
company to the
customers. This is the
variable which implicate
the revenue and also
communicate about the
value of the brand.
The KFC menu is offered its
product at very affordable prices,
and they also use different pricing
strategies to compete in various
markets. In the year 2013 the
annual sales of KFC had reached up
to $23 by targeting youth
generation all over urban and
nearby areas. When they entered
the market at that time the pricing
was comparatively higher so to
attract its customers they use price
penetration approach to target
lower class segment for the society.
KFC is currently using differential
pricing to its customers when they
purchase bundle of product
together.
The McDonald's is using cost
leadership style, so they are
offering their products at
competitive prices. When the
prices of its competitors drops
then automatically their
products prices are also
reduces. With this their
existing customers retain with
the company, and they are able
to focus on the new customers
in the market (SOFICĂ and
Cosma, 2018).
Promotion: covered in