Comprehensive Marketing Plan for KFC: Strategies and Analysis

This marketing plan for KFC identifies key issues such as its dependence on fast-food marketing, the need for better vegetarian options, and social impact concerns. It details the marketing mix (Product, Price, Place, Promotion) focusing on a "Kids' Burger Meal" targeting children through strategic pricing, placement in supermarkets, and promotions involving Disney characters. The plan also differentiates between B2B and B2C marketing strategies, highlighting KFC's approach to both consumer and business markets, and contrasts international and domestic marketing approaches, considering local guidelines and customer preferences. The plan emphasizes cultural and social considerations in international marketing, referencing academic sources to support its analysis.

TASK 2

A MARKETING PLAN
The issues identified in the marketing analysis of KFC are:
KFC is highly depended on fast food marketing.
The organization can introduce better vegetarian
products.
The company has social impact from consumer groups on
health related issues.

The marketing mix in marketing
products and services
PRODUCT PRICE PLACE PROMOTION
“Kids' Burger Meal”
which should target
on child’s taste such
as sweet taste, low
chilly and salt, nice
colours, attractive
carvings etc.
KFC has done the
survey and researches
on this product.
Which results into
setting of product’s
prices to target family
as well.
KFC should focus on
the branches in Hyper
and Supermarkets as
well as convenient
stores at prominent
locations within the
store.
For children, KFC
should conduct the
promotion campaign
with the Disney Walt
cartoon characters and
music. Also, outdoor
promotions which
should target kid
schools and day care
centres can also prove
effective and fruitful.

• The other marketing mix for the KFC are:
People: Employees of KFC should undergo service trainings
for children. They should be friendly with them while
serving them meal.
Process: KFC should keep some fast moving food item in
stocks so that children may not suffer from late delivery of
services.
Physical Evidence: KFC can display cartoons on televisions
Cont.

The differences between B2B v/s B2C
KFC is offering its products to various markets i.e. consumers market and
the business markets. KFC is giving more importance to the B2C.
Marketing to B2B Marketing to B2C
KFC is dealing with all the big
restaurants for their fast foods
products and services.
The company is gaining more
profits from B2B because they
are purchasing products in
bulk.
Here, prices are high with good
quality.
There are high discounts on the
products with less investment.
In B2C, customers include
young children, family,
professionals and youths.
KFC makes their products
according to tastes and
preferences of the customers.
Prices are moderate and low
with good quality of the
products.
They offer vouchers and
discount coupons with the use
of new advertisements to
attract customers.

Differentiation between International
marketing to Domestic marketing
INTERNATIONAL MARKETING DOMESTIC MARKETING
Should know the local government
guidelines.
Product lines also matters, here, tastes and
preferences include vegetarian need and
others but customers avoid fish and pork
in their products.
The prices of the products are low as
compared to the domestic market because
to attract more customers and set up their
business.
Should know the local areas where
products can be sold.
Here, product line is all about tastes and
preferences like chicken, pork, fish etc.
The prices of the domestic marketing are
little high because there are already loyal
customers to the organisation. So to attract
more, they are focussing on new and
innovative products and services.
KFC is considering international marketing as a social and cultural
approaches for implementing a marketing strategy to market abroad.

REFERENCES
Pahl, N. and Richter, A., 2009. Retail Marketing. Excel Books India.
Madsen, T. K., and et.al., 2015. The Market Orientation of Domestic
and International New Ventures. Shaoming.
Zou., Hui, X. and Linda, H, S., Entrepreneurship in International
Marketing. Advances in International Marketing. 25. pp.21-44.
Huang, R. and Sarigöllü, E., 2012. How brand awareness relates to
market outcome, brand equity, and the marketing mix. Journal of
Business Research. 65(1). pp.92-99.

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