KFC's 7Ps Marketing Mix: A Strategic Analysis of Success Factors

This report provides an in-depth analysis of KFC's marketing strategies through the lens of the 7Ps framework: Product, Price, Place, Promotion, People, Process, and Physical Evidence. It highlights KFC's product differentiation strategy, competitive pricing tactics, and omni-channel distribution approach. The report also examines KFC's promotional efforts across various media channels, the role of its employees in customer satisfaction, and the efficiency of its online delivery process. Furthermore, it assesses the impact of KFC's physical evidence, such as packaging and website design, on customer perception. The analysis concludes by emphasizing the importance of maintaining product quality and adapting to customer needs to sustain a competitive advantage in the fast-food industry. Desklib offers a wide range of solved assignments and past papers to aid students in their studies.

Running head: 7Ps of KFC
7Ps of KFC

2
7Ps of KFC
Table of Contents
Product.......................................................................................................................................3
Price............................................................................................................................................3
Place...........................................................................................................................................3
Promotion...................................................................................................................................4
People.........................................................................................................................................4
Process........................................................................................................................................4
Physical evidence.......................................................................................................................5
Reference list..............................................................................................................................6

3
7Ps of KFC
Product
KFC is popular for the uniqueness of their products. They offer variety of taste to
their customers. Products of KFC are categorized under 5 categories. These are product lines
under the sole brand KFC. This company has focused on product differentiation. As
mentioned by Visnjic, Wiengarten & Neely (2016), innovativeness of their offers is making
them different from their competitors. Customers are getting alternatives when they are
considering a variety of KFC's products. The main strategy of KFC is to maintain the quality
of products to influence customers to buy products at a higher price. KFC believes that the
traditional design of their products is helping them to attract maximum customers towards
this company.
Price
At present, KFC follows a competitive pricing strategy because information about
competitors is available easily. KFC has many competitors in this industry, so data regarding
prices are easily available. KFC sells products at a higher price than competitors and offers
more features, which makes up the higher price. Moreover, this firm has adopted the product
bundle pricing strategy. As stated by Rao et al. (2018), product bundle strategy is a
marketing ploy, where several products are offered on sale by combining in a unit. On the
other hand, an optional pricing strategy is also used by this firm in which a price is given for
the main product and separate prices for accessory products. Delivery costs are added to the
products that are sold online.
Place
Both direct and indirect selling has been initiated by KFC. They have focused on two
different channels for selling their products. They sell products directly to their customers
from their outlet. On the other hand, customers can buy their products from their official
website as well. This company has developed an omni-channel development channel that

4
7Ps of KFC
helps its customers to access products easily through online or offline. According to
Copacino (2019), it is important to have various alternative contacts in terms of suppliers and
retailers for fast food companies. This company has more than 500 suppliers and retailers in
every country where they operate their business.
Promotion
KFC management uses several media channels for promoting its products. Different
traditional media like television, radio are used to increase its reach and attract many
potential customers. Moreover, it uses social media and online tools for advertising because
it is cheaper and beneficial because of its high use. As said by Dunlop, Freeman & Jones
(2016), social media promotion consumes fewer costs and attracts a large number of target
customers at less time. Different social media platforms like twitter, YouTube and Facebook
are used by this firm because thousands of customers like their pages. In different trade
exhibitions and events, KFC undergoes sales promotions. It has a large sales force, which
helps to conduct personal selling.
People
Employees of KFC are hard-working and they are providing their best effort to help
this company to satisfy their customers. People of the customer service department of this
company communicate with the customers to listen to their grievances and positive feedback.
People of the marketing department of this company develop innovative market strategies
and use the most popular medium of marketing to attract maximum consumers (Omer, 2018).
There are trained people in KFC who communicate with their suppliers to get the best quality
raw materials at affordable prices. KFC people of their retail outlet are well-groomed and
they help customers choose the best product of their preferences.
Process

5
7Ps of KFC
KFC has a brilliant online delivery process, in which they receive orders online
through computer systems and products from inventory are shipped accordingly. KFC makes
sure that different products of this firm are always available in retail stores. KFC refill stocks
of retailers as soon as it gets depleted. KFC provides more products to ensure that KFC
products are always accessed to customers. Moreover, KFC conducts intense market research
for understanding customer needs and gain more market opportunities. They also collect
feedback from customers at stores, through a helpline and social media pages (Kfc.com,
2019).
Physical evidence
Packages of KFC are full of red color designs to attract customers. They use their logo
in their food packages. The physical appearance of packages of this company is different
from other companies because of its uniqueness. The chicken pieces of this company look
delicious and healthy for customers. The official website of this company has been designed
with simple eye-soothing designs and colors. This website can be considered as user-friendly
and it is easier for the customers to view all of the products that are being offered by this
company.

6
7Ps of KFC
Reference list
Copacino, W. C. (2019). Supply chain management: The basics and beyond. Routledge.
Dunlop, S., Freeman, B., & Jones, S. C. (2016). Marketing to youth in the digital age: The
promotion of unhealthy products and health promoting behaviours on social media.
Media and Communication, 4(3), 35-49. Retrieved from:
https://www.cogitatiopress.com/mediaandcommunication/article/viewFile/522/522
Kfc.com (2019), About, Retrieved on 21st December 2019 from:https://www.kfc.com/
Omer, S. K. (2018). SWOT analysis: The tool of organizations stability (KFC) as a case
study. Journal of Process Management. New Technologies, 6(4), 27-34. Retrieved
from: https://scindeks-clanci.ceon.rs/data/pdf/2334-735X/2018/2334-
735X1804027O.pdf
Rao, V. R., Russell, G. J., Bhargava, H., Cooke, A., Derdenger, T., Kim, H., ... & Pracejus, J.
(2018). Emerging trends in product bundling: Investigating consumer choice and firm
behavior. Customer Needs and Solutions, 5(1-2), 107-120. Retrieved
from:https://www.researchgate.net/profile/Gary_Russell2/publication/
313875086_Emerging_Trends_in_Product_Bundling_Investigating_Consumer_Choic
e_and_Firm_Behavior/links/5b07cf74a6fdcc8c252ce476/Emerging-Trends-in-
Product-Bundling-Investigating-Consumer-Choice-and-Firm-Behavior.pdf
Visnjic, I., Wiengarten, F., & Neely, A. (2016). Only the brave: Product innovation, service
business model innovation, and their impact on performance. Journal of Product
Innovation Management, 33(1), 36-52. Retrieved
from:https://www.repository.cam.ac.uk/bitstream/handle/1810/253865/Visnjic%20et

7
7Ps of KFC
%20al%202016%20Journal%20of%20Product%20Innovation%20Management.pdf?
sequence=1