LSBM101: An Analysis of KFC Marketing Principles and Practices Report

This report provides an analysis of KFC's marketing principles and practices, focusing on how the company applies various marketing concepts. It begins with an introduction to KFC and its products, followed by definitions of key marketing concepts such as production, product, sales, marketing, and societal marketing. The report examines how KFC utilizes these concepts to build its brand reputation and attract customers, including strategies related to product quality, online presence, promotional activities, and social media engagement. The conclusion summarizes the importance of marketing principles and practices for KFC's success, and recommendations are provided for further improvement, such as appointing skilled chefs, using customized strategies, and maintaining advertising efforts. The report references various books and journals to support its findings.

Marketing principles and practices.

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Introducing KFC and its products...............................................................................................3
Define key marketing concept....................................................................................................3
CONCLUSION................................................................................................................................5
RECOMMENDATION...................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The marketing is the best principle which are agreed upon various marketing ideas for
companies use for an effective marketing strategy. This is highly built on product promotional
strategies for effective promotion of goods and services at market place. The present report is
based on the “KFC” which is the world popular chicken restaurant chain. This operates more
than 5200 restaurants in country. The report will covers marketing concept and its importance for
business to use that in effective manner. Here is going to discuss product and services of
company for build reputation and build strategy of taste.
MAIN BODY
Introducing KFC and its products.
KFC is an Americana fast food restaurant chain which is commanded on March 20, 1930.
The company is provided the best quality of product and services to customers in effective
manner (The History of KFC: Their Past and the Tech Building Their Future, 2019). This creates
more effectiveness for business in order to gain higher competitive advantage. Thus, in that
perspective marketing concept is examined by products to serves its customer with the best
quality.
Define key marketing concept.
Marketing concept is related with the philosophy a business uses for identifying and fulfil
the needs of customers (THE FIVE MARKETING CONCEPTS EXPLAINED, 2017). It is the
process of satisfying the needs and wants of customers by achieving goals and objectives of
company in effective manner. Marketing concepts are divided into five aspects are production,
product, sales, marketing and societal marketing concept. Those are discussed for KFC are as
followed:
Production concept:
Production is one of the most important and effective part of company in which
companies are studies about products in imposed on procedure of production. This help to KFC
for using the best quality of raw material for produce good and tasty food items. This creates
more effectiveness for business of KFC. After loosing image in market management is decided
to build new taste of product for attracting more customers and youngster (Genoveva and Siam,
2017). In case of KFC, production is linked with quality of chicken which are used for produce

food product. In that company need to use the best quality of chicken for attract youngster by
new taste of food.
Product concept:
Product is another important aspects which is used for add new product in their menu for
attract more customers. In that companies are make proper focus on products which are serves by
kFC to their customers. In respect of KFC, the innovation is based on producing and introducing
new product in their menu by using quality chicken online (Rahman, 2019). Through that
customers are able to check menu of KFC online as well as order it. This done with promotion of
product on online platform. This help to gain higher competitive advantage for KFC.
Selling concept:
Selling concept have focus on making an actual sales of product and services. Regardless
quality of product or needs of customers. This highlight customers buy product of companies. In
context of KFC, the company is offers various discounts and offers on their products for attract
more customers in effective manner. This creates more effectiveness for business because
customers are preferred quality of chicken at lower price (Randhir and et.al., 2016). For these
Illustration 1: Marketing concept
(Source: THE FIVE MARKETING CONCEPTS
EXPLAINED, 2017)

aspects, KFC is carrying attractive slogan “Finger Linkin' Good” which is created wonderful
taste of food products. The company is offers the best quality of new product at market place for
attracting more customers in effective manner.
Marketing concept:
Marketing is an important factor which is creates more effectiveness for business. This
help to make proper focus on promotional activities of company. With the help of this KFC is
able to promote products at marketplace. In respect of KFC, company is advertisement on TV for
giving updates to customers as well as offers sales promotion by providing sample products. This
help to attract more customers (Harrington, Ottenbacher and Fauser, 2017). With the help of this
customers are highly attracted with company and its products and services in effective manner.
Societal marketing concept:
This marketing concept is highly related with social media marketing in that KFC is
target to customers according to their needs and wants. In case of KFC, company is hire team for
manage their social media platform and reach to large customer base regarding the services
which they are offering. The company is also used the best social media apps for promoting
products and services of company in effective manner (Latasha and et.al., 2016). This is very
important and effective because now days youngsters are updated through social media. They are
check new updates about product and services with Facebook and other sites on which company
updates information. With the help of this company is able to build positive customer
relationship with customers and also able to take decisions after needs and wants in food line
sectors.
CONCLUSION
From the above study it had been concluded that the marketing principles and practices
has very important and effective part of company. That helped to promote products and services
at market place by using and building best marketing strategy. KFC has considered to be one
best food chain services and products provider. The company has also provide fair price to their
customers. The elements of marketing concept which has identified strengths and weaknesses of
KFC. That had provided heir customers for enhance their interest at large scale. Societal concept,
company used best digital platform to reach large customers base. As per that customers are used
online services and get updates about products and services of customers.

RECOMMENDATION
From the above report, the aspects which is concluded to KFC in respect of food service
provider by adding new taste in products for attract more customers towards company. KFC
should appoint skilled and best chafe for produce the best quality of food products and services.
The should used customized strategy for their products (Voronov and Chasovskikh, 2018). This
help to attract more youngsters towards company for increase sales of products and services at
market place inn effective manner. The should use lower price of products which is also attracted
more customers towards companies. The suggested recommendation for KFC would be
maintained their advertising on TV, newspaper. Moreover. KFC is highly recommended
promoting their new products advertising in the public transports.

REFERENCES
Books and Journals
Genoveva, G. and Siam, S. T., 2017. Analysis of marketing strategy and competitive advantage.
Journal of Economic & Management Perspectives. 11(1). pp.1571-1579.
Harrington, R. J., Ottenbacher, M. C. and Fauser, S., 2017. QSR brand value: Marketing mix
dimensions among McDonald’s, KFC, Burger King, Subway and Starbucks.
International Journal of Contemporary Hospitality Management. 29(1). pp.551-570.
Latasha, K. and et.al., 2016, January. Analyzing the Impact of Sensory Marketing on Consumers
A Case Study of KFC. In Proceesings of the International Conference on Tourism,
Hospitality and Marketing (IC16 Mauritius Conference) (pp. 21-23).
Rahman, M. M., 2019. Cultural Differences, Strengths, Weaknesses and Challenges of Kentucky
Fried Chicken (KFC)–A Comparison between and United Kingdom (UK) Malaysia.
Global Journal of Management And Business Research.
Randhir, R. and et.al., 2016. Analyzing the impact of sensory marketing on consumers: A case
study of KFC. Journal of US-China Public Administration. 13(4). pp.278-292.
Voronov, M. P. and Chasovskikh, V. P., 2018. Influence of social communications on changes in
marketing concept. European Proceedings of Social and Behavioural Sciences. 35.
pp.1404-1414.
ONLINE
THE FIVE MARKETING CONCEPTS EXPLAINED. 2017. Online. Available through:
<https://oxidian.ch/en/the-five-marketing-concepts-explained/>
The History of KFC: Their Past and the Tech Building Their Future. 2019. Online. Available
through: <https://interestingengineering.com/the-history-of-kfc-their-past-and-the-tech-
building-their-future>