Marketing Plan Report: KFC's Family Bucket Scheme and Social Impact

This report details a comprehensive marketing plan for Kentucky Fried Chicken (KFC), focusing on the launch of a new family bucket scheme designed to address the issue of social atomization. The report begins with an executive summary and company overview, highlighting KFC's position in the fast-food industry. It then outlines the aims and objectives of the new scheme, which include bringing families together, increasing customer satisfaction, and reducing loneliness among the younger generation. A situational analysis, including PESTLE and SWOT analyses, assesses the political, economic, social, technological, legal, and environmental factors influencing the company, as well as its strengths, weaknesses, opportunities, and threats. The marketing mix (product, price, place, promotion, people, physical evidence, and process) is thoroughly examined, followed by a detailed discussion of segmentation, targeting, and positioning strategies. The report also includes a budget and a plan for control and evaluation, emphasizing the importance of continuous monitoring and adaptation to maintain the plan's effectiveness. Finally, the report provides a list of references including books and journals that were used in the preparation of the report.

Marketing Plan

INTRODUCTION
Executive summary
This report addresses the most important issue that is related to social atomization which
is a key challenge for the societies across the world. Social atomization is collection of
individual that are self-sufficient and self-interested in the society, operate as separate atom and
does not have any interest in social values and in its development.
Company Overview: Kentucky Fried Chicken is a second largest fast food restaurant chain after
McDonald in America that is specialized in fried chicken. It also offers various products such as
Sandwich, Wraps, French fries, Salad, Desert and many more thing that to its customers.
Aim: To launch a new scheme for family member offering a family bucket of 18 chicken pieces
with 2ltr cold drink and cheese dip only at 20 pounds.
Objectives:
 To bring families together and spread happiness.
 To address the issue of social atomization among youth.
 To increase customer satisfaction.
 To reduce the feeling of loneliness among the younger generation.
SITUATIONAL ANALYSIS
Pestle
The company is planning to launch a new product in its menu so before its launch had done
certain research about the internal and external factor that affect the functioning of company
(Venkatachalam, 2018).
Political factor: This refers to the policy of the government that directly impact the functioning
of the organization. Kentucky Fried Chicken has planned to launch a family bucket so it had to
consider political instability in order to attract large customers.
Economical factor: UK is facing political instability due to which the purchasing power of
customer have been reduced, the government have high debt so considering this factor the
company can set its product price and use various promotion technique to influence customers.

Social Factor: Kentucky Fried Chicken has also consideration social factor as by identify the
need of the customer that there is increase feeling of loneliness among the younger generation.
So, the company has planned to launch family bucket in its product range thus satisfying their
needs beyond their expectation.
Technological Factor: Kentucky Fried chicken has used updated technology to provide quality
services to its customers. So, this also will help the company in expanding its market share and
its profit margin.
Legal Factor: The company has followed all legal rule and regulation in launching of new
product to save itself from impose to fines and penalties.
Environmental Factor: Kentucky Fried chicken in launching of new product has ensured the
health and safety of the customers.
SWOT
It analysis and evaluate various internal and external factor that affect the functioning of
company and help in identification of various opportunities and threats.
Strength: The thing that differentiate Kentucky fried chicken from other competitor is that it is
specialized in providing in Fried Chicken (Comino and Ferretti, 2016). So, the company is able
to attract large customer due to its specialization and brand image of the company.
Weakness: The company in its menu mostly offer unhealthy food that have high calories and fat
which result in obesity and risk for health of the customers.
Opportunities: Kentucky fried chicken company can easily launch new product due to its brand
image in the market and can expand its market share.
Threats: The threat for the company is increasing competition in the market and increasing
health awareness among the people (Sarsby, 2016). So, the company should add healthy food
that has less fat in its menu to re-tend its customer.
Marketing mix
The company has use various marketing mix tools to influence the customer to purchase
their product (Grönroos, 2016).
Product: The company by identifying the needs of the customer has planned to launch new
product by offering a family bucket of 18 chicken pieces with 2ltr cold drink and cheese dip.
Price: It plays an important role in influencing the customer to make purchase so Kentucky
Fried Chicken is offering the family bucket at just 20 pounds .

Place: The company outlet are located mostly in metro cities where the customer purchasing
power is high so that they can easily afford the products.
Promotional: The company has strong presence at social sites and promote its products by use
of hoarding, online adv. and print. It has strong product portfolio and brand image that will help
in easily launch of new product in the market.
People: The employee of the company are highly knowledgable and have excellent skill thus
provide quality services to its customers.
Physical evidence: The company target market is youth so it is place its outlets in mall or near
schools to encourage younger generation (Fine, 2017). KFC outlet are well-equipped, it has
sufficient light, the packaging of the product and its delivery to the customer is also good.
Process: The company follow well-defined and systematic process in its various outlet to
maintain the quality of its product and increase its loyalty.
Segmentation, Target, Positioning
Segmentation: Kentucky Fried Chicken has segmentation on the basis of demographic, Psycho
graphic and behavioural (Dibb, 2017). The company is planning to launch family bucket so in its
launching it has consideration the age of the society, their behaviour or their preference of the
individuals in the society, their lifestyles etc. On the basis of age company catered needs of all
aged group people to satisfy the needs of all family member. It has also considered lifestyles and
behaviour and thus include fried chicken, cheese dip and cold drink combo offer in its deal. It
has also considered the income of people and there by is able to set competition price of its
product.
Target: The company target younger generation for launching of new product as they are
suffering the problem of social atomization and launching of family bucket will resolve this issue
effectively. Company has not only targeted young generation but has considered all aged group
people such as children, elder in the family. Thus, company by launching of combo offer is able
to target all aged group customer and at the same time address the issue of social atomization.
Positioning: The company has positioning its product in the heart of the customer by satisfying
their needs beyond their expectation and offering family bucket at affordable price (French,
2017). As company offer quality product and is specialized in fried chicken that help it to expand
or increase its market share. The brand image and its unique quality of product has helped it in
promotion of new launched product effectively. In this way it had also resolved the problem of

social atomization by bringing together families, creating feeling of belonging and increasing
customer loyalty.
Budget: The budget for Marketing plan is estimated to be approximately 5000 pounds.
Control and evaluation
Kentucky Fried chicken company has to continuously evaluate and analysis its marketing
plan as the customers preference and tastes changes continuously. There are various internal and
external factors that are dynamic in nature so to meet such changes the company should update
its marketing plan. Company should also use measure to control in case of deviation of
marketing strategies so the objectives of the company are achieved. The company on the basis of
its evaluation use corrective measure in order to expand its market share. Thus, evaluation and
control of marketing plan will lead to both self-sustaining and increases potential of marketing
plan to be long term.

REFERENCES
Books and Journals
Comino, E. and Ferretti, V., 2016. Indicators-based spatial SWOT analysis: Supporting the
strategic planning and management of complex territorial systems. Ecological
Indicators. 60. pp.1104-1117.
Dibb, S., 2017. Changing times for social marketing segmentation. In Segmentation in Social
Marketing. (pp. 41-59). Springer, Singapore.
Fine, S. H., 2017. Introduction to social marketing. In Marketing the Public Sector. (pp. 1-12).
Routledge.
French, J., 2017. The importance of segmentation in social marketing strategy. In Segmentation
in social marketing. (pp. 25-40). Springer, Singapore.
Grönroos, C., 2016. Modern Marketing–and. Marketing in Evolution: Essays in Honour of
Michael J. Baker. p.14.
Sarsby, A., 2016. SWOT analysis. Lulu. com.
Venkatachalam, A. M., 2018. Identifying dynamics of growth in a competitive and transitioning
lighting industry using PESTLE and SWOT analysis.