Marketing Essentials Presentation

This presentation explores the marketing plan of KFC, including the structure and development of the plan. It discusses the various elements of a marketing plan and evaluation strategies for effectiveness.

MARKETING
ESSENTIALS

TABLE OF CONTENT
INTRODUCTION
COMPANY OVERVIEW
MARKETING PLAN
STRUCTURE AND DEVELOPMENT OF MARKETING
PLAN
CONCLUSION
REFERENCES

INTRODUCTION
Marketing is defined as the process which aims to explore
and deliver the values which satisfy the requirements of
consumers at profit. The presentation will explain the
marketing plan of KFC. It will also demonstrate the structure
and development of plan for the organization. KFC is one of
the most successfully established fast food and restaurant
chain with its head quarter in UK. The presentation will
describe the various elements of marketing plan and the
evaluation strategies which can monitor the effectiveness of
marketing plan.

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COMPANY OVERVIEW
• Kentucky fried chicken (KFC) is one of the most popular and largest fast food
chain. The organisation is famous for its fried chicken and other fast food
product range.
• The organisation has currently around 20000 restaurants all over the world and
is very popular among people.
• KFC has successfully established itself as a leading brand in different
countries and thus follow effective marketing strategies to its global business
market.

MARKETING PLAN
 It is defined as the business plan which describes the
various strategies to achieve marketing objectives of
organization.
 Marketing plan includes market research to understand the
requirements of buyers and how organization can fulfill
them at maximized profit.
 It describes the procedural steps to achieve the business
goals and objectives.

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IMPORTANCE OF MARKETING PLAN
 Marketing plan can help KFC to deliver services as per
the needs of its targeted audience. It provides the better
understanding of purchasing behavior of consumers .
 This documentation will assist KFC to identify its
resources, strengths, weakness and potential and how
organization can use them in given time frame to achieve
its business goals.

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MARKETING OBJECTIVES
 With the help of marketing plan KFC can achieve
following marketing objectives.
 Demand creation so that more customers can make
purchasing decision for KFC.
 Increase and sustain high brand value and profits.
 To hold huge market share.
 To provide quality services so that customers can be
retained for long term and consumer loyalty is achieved.

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MARKETING STRATEGIES ADOPTED
BY KFC
 Social media and email marketing
 Collaboration with other influencing brands.
 More interaction with consumers regarding quality of
products.
 Mobile applications with more security and advanced
features for order management

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ANSOFF MODEL
KFC can implement Ansoff model for analysing the growth opportunities
and associated risk with each option. This model analyses the market
through following matrix elements:
Market development: KFC can develop new market regions by exploring
its buisness to new countries or cities. The company can segment its
market on the basis of age groups or culture for repositioning of its
marketing mix elements.
Market penetration: To establish more deeper roots into market
organisation can collaborate with other similar companies and can use
customer loyalty programs such as more discoutns and quick services
to its prime users.

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CONTINUE....
Diversification: Though strategy to sale completely different products
and services is highly risky but it can bring huge profits as well. For
instance apart from food services KFC can also begin its travel
services or hotels. The existing brand name and popularity can help
company to even succedd in other services as well.
Product development: As per this strategy KFC can improve its
performance by bringing advancements in its existing products. For
example organisation can focus on improving quality of its services or
can add few more innovative products whcih are popular among
customers.

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MONITORING TOOLS AND
TECHNIQUES USED IN MARKETING
PLAN
KFC can use following monitoring and evaluation
techniques. It can help organization to analyze its current
performance so that better improvements can be made for
sustaining the future growth.
 Sales analysis: This analysis will demonstrate KFC about
its performance in terms of sales records. It will help
organization to evaluate that in which market segments its
performance is declining and which regions requires more
efforts in marketing.

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CONTINUE….
 Market share analysis: It can be define as the total sales
made by KFC in particular time duration. It will help
organization to evaluate its SWOT analysis.
 Efficiency ratio: This tool can measure the ability of KFC
to utilize its assets effectively and how efficiently it can
manage its liabilities.
 Evaluation of cost profitability: The major objective of
KFC is to earn profit.

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STRUCTURE AND
DEVELOPMENT OF MARKETING
PLAN
 Creating a short term goal such as improving quality
within 12 months.
 Marketing plan must involve competitive and SWOT
analysis, financial plans and other barriers in
implementation of strategies so that strategies can be
developed effectively.
 Marketing strategies are developed and implemented.

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MARKET SEGMENTATION
 For better outputs KFC must divide market into segments
according to characteristics of consumers.
 Different countries of world cannot have same choices and
preferences thus KFC cannot use standardize marketing
strategies all over the world.
 For instance income levels have great variations in western and
eastern countries thus KFC cannot keep same prices in these
segments. The same prices will definitely lower the profits of
organization in country which have low per capital income.

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TARGET MARKET
POSITIONING
 The targeted audience must be focused with great
marketing efforts.
 KFC can establish emotional bond with consumers so
that they always prefers organization.
 Active participation in charity functions, cultural
events, special discounts and facilities for physically
challenged persons can create impressive image of
organization among consumers.

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SITUATIONAL ANALYSIS
KFC can use SWOT analysis and evaluation of its
competitors for achieving these objectives.
SWOT analysis of KFC
 Strength: High brand value, global presence, innovations
in products
 Weakness: Quality issues, less effort on complains and
feedbacks of consumers
 Opportunity: Cost reduction, innovative products for
health conscious group as many groups avoid the junk
food offer by the organization.
 Threats: Strong competitors at global level, quality
maintenance, Domestic competitors in various
international market are significant threat for the
company. PUT IT IN A TABLE

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RESOURCE ALLOCATION
FOR KFC
KFC can use following measures to allocate resources
effectively.
 Executing resource allocation plan
 Prioritizing objectives and tasks so that resources are
distributed accordingly.
 Transparency and continuous monitoring while allocating
resources.

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CONTROL MEASURES
 Sales analysis
 Quality control
 Market research
 Feedbacks and suggestions from customers which will
describe that if KFC has implemented its marketing plan
in appropriate direction or not.
 Competitive analysis
 Budget formulation and then assessment of business
activities as per the expected budget frame.
 Market share analysis so that organization can analyze its
performance and position in market.

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CONCLUSION
From the presentation it can be concluded that marketing
plan is crucial for achieving the marketing goals.
Marketing plan analyses the various factors which can
influence the performance of organization. The
presentation has demonstrated the marketing plan for
KFC. It has also explained the various control methods
which can evaluate the effectiveness of marketing plan.

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REFERENCES
 Armstrong, G., Adam, S., and et.al., 2014. Principles of
marketing. Pearson Australia.
 Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing
research. Cengage Learning.
 Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a
student text. Sage.

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THANK YOU