KFC Marketing Plan: An Analysis of Marketing Strategies & Objectives

This presentation provides a comprehensive overview of KFC's marketing plan, detailing the strategies, objectives, and analysis methods employed by the fast-food giant. It begins with a company overview, highlighting KFC's global presence and popularity. The presentation then delves into the importance of a marketing plan, outlining its objectives such as demand creation, brand value enhancement, and market share dominance. Various marketing strategies adopted by KFC, including social media marketing and collaborations, are discussed. The Ansoff model is applied to analyze growth opportunities, including market development, penetration, product development, and diversification. Monitoring tools and techniques, such as sales analysis and market share analysis, are explored to evaluate the effectiveness of the marketing plan. The presentation also covers the structure and development of the plan, emphasizing market segmentation and target market positioning. SWOT analysis and resource allocation are examined to optimize performance. Finally, control measures, including quality control and competitive analysis, are outlined to ensure the plan's success. The presentation concludes that a well-crafted marketing plan is crucial for achieving marketing goals and influencing organizational performance.

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.