A

Project on

“A study on Marketing Strategy Of Zomato”

SUBMITTED BY

Neeraj chandresh yadav

Roll No.: 116

T.Y.B.M.S. SEMESTER – VI

PROJECT GUIDE

DR. Megha Khedekar

SUBMITTED TO

UNIVERSITY OF MUMBAI

RAJASTHANI SAMMELAN’S

Ghanshyamdas Saraf College

Of Arts & Commerce

Affiliated to University of Mumbai

Reaccredited by NAAC with ‘A’ Grade

S.V. Road, Malad (West) Mumbai – 400064.

A.Y. 2021– 2022

RAJASTHANI SAMMELAN’S Ghanshyamdas Saraf College

Of Arts & Commerce

Affiliated to University of Mumbai

Reaccredited by NAAC with ‘A’ Grade

S.V. Road, Malad (West) Mumbai – 40004

A.Y 2021-2022
 CERTIFICATE

This is to certify that Ms. Neeraj chandresh yadav , Roll no: 116, has worked and duly completed his
Project Work for the degree of Bachelor of Management Studies under the Faculty of Commerce in
the subject of marketing and her/his project is entitled, “ A study of Marketing Strategy Of KFC“
under my supervision.

I further certify that the entire work has been done by the learner under my guidance and that no
part of it has been submitted previously for any Degree or Diploma of any University.

It is her own work and facts reported by her/his personal findings and investigations. Name &
Signature of:

Project Guide: Dr. Megha Khedekar. Principal: Dr. Jayant Apte

Date:

External Examiner

Date
 DECLARATION

I, the undersigned, Miss/Mr. Neeraj chandresh yadav , a student of Ghanshyamdas Saraf College of
Arts & Commerce, Malad (West) T.Y.B.M.S. SEMESTER – VI hereby declare that the work embodied
in this project work titled “ A study on Marketing strategy of KFC” , forms my own contribution to
the research work carried out under the guidance of Dr. Megha Khedekar is a result of my own
research work and has not been previously submitted to any other University for any other
Degree/Diploma to this or any other University.

Wherever reference has been made to previous works of others, it has been clearly indicated as such
and included in the bibliography.

I, hereby further declare that all information of this document has been obtained and presented in
accordance with academic rules and ethical conduct.

Name and Signature of the students

Certified by

Name and Signature of the Guiding Teacher

Sr. No. Topic Page Number

 Executive Summary

1. 1.1 Introduction to the Industry

1.2 Company Profile (all sub topics to come under this

chapter in the form of 1.2.1,1.2.2, etc)

2. Research Methodology

2.1 Statement of the Problwm

2.2 Objectives of the study

2.3 Scope of the study

2.4 Significance of the study

2.5 Hypothesis

2.6 Data Collection Method

2.7 Sampling Design

2.8 Limitations of the study

3. Literature Review

4. Data Analysis and Interpretation

5. Conclusion and Suggestions

6. Case Study/ Article (Optional)

 Bibliography/References

 Appendix
 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and the depth is so
enormous.

I would like to acknowledge the following as being idealistic channels and fresh dimensions in the
completion of this project.

I take this opportunity to thank the University of Mumbai for giving me chance to do this project.

I would like to thank my Principal Dr. Jayant Apte for providing the necessary facilities required for

completion of this project.

I take this opportunity to thank our Vice-Principal (SFD) Dr. Lipi Mukherjee and

Course Coordinator Prof. Prajna Shetty for their moral support and guidance.

I would also like to express my sincere gratitude towards Dr./Prof. Megha Khedekar whose guidance
and care made the project successful.

I would like to thank my College Library, for having provided various reference books and magazines
related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped me in the
completion of the project especially my Parents and Peers who supported me throughout my
project.
 CHAPTER NO.1 – 1.1INTRODUCTION

KFC Corporation is the largest fast-food chicken operator, developer, and franchiser

in the world. KFC, a wholly owned subsidiary of PepsiCo, Inc. until late 1997,

operates over 5,000 units in the United States, approximately 60 percent of which

are franchises. Internationally, KFC has more than 3,700 units, of which two-thirds

are also franchised. In addition to direct franchising and wholly owned operations,

the company participates in joint ventures, and continues investigating alternative

venues to gain market share in the increasingly competitive fast-food market. In late

1997 the company expected to become a wholly owned subsidiary of Tricon Global

Restaurants, Inc., to be formed from the spin off of PepsiCo's restaurant holdings.
KFC, the most famous food store for chicken lovers. Whenever we think of fried

chicken wings our brain immediately takes us to the KFC outlets. Want to know the

interesting story behind KFC? So, here is an incredible story behind the success of

KFC and the story of the founder is very interesting as well.

 
There are some entrepreneurial myths like you have to start at a very young age to become
a successful entrepreneur. But, the owner of KFC has proved this myth wrong. Once Dallas
Clayton said,  “It’s never too late to start something new, to do all those things that
you’ve been longing to do.” Now, you can see how this proverb stands perfect for the
owner of KFC
 1.2Who is the founder of KFC?

The founder of KFC is the one who is among the entrepreneurs, and who had begun

late in life and had a very inspiring life. At the age of 62 when people generally start

considering their retirement, Colonel Harland Sanders founded KFC. He was born on

9 September 1890 in Henryville, Indiana, U.S. and at the age of 90, on 16 December

1980, he died in Louisville, Kentucky.

 
When he was 5 years old, his father passed away. He had the responsibility of

feeding his family. His mother taught him how to cook at the early age of seven. So,

he did several small jobs to make a living. However, when he was around forty he ran

a restaurant in Kentucky. He had a special self-made recipe of fried chicken that was

loved by people. He wanted to make it an internationally known recipe. 

Finally, at the age of 62, he started his journey with very little money in his pocket. He

would go door to door with his chicken recipe. He was rejected several times before

he got his first franchise. So, this is the small journey of Harland Sanders towards

this huge franchise KFC. Also, Pete Harman who was an American businessman was
known for having struck a pact with Colonel Harland Sanders to open the first KFC

franchise
 1.2History of KFC (Kentucky Fried Chicken)

history of KFC in detail.

 

 Kentucky Fried Chicken, or as we know it today- KFC, started in 1952 in Utah.

 In July 1940, Harland created his unique recipe with 11 herbs and some

flavours.

 Harland Sanders had gone through a lot and finally, he revealed his secret

recipe to his friend Pete Harman.

 Pete was the operator of one of that city’s biggest restaurants and with Pete's

help, Harland opened his first KFC franchise.

 Many international restaurants wanted to buy the KFC franchise. A lot of big

investors started buying shares of KFC. 

 Even after the huge success of KFC, Sanders used to visit all the KFC

restaurants around the world.

 One of the fascinating truths that rouse each individual is that he did not have

any salesperson that promoted his Franchise. He did everything alone and his

franchise got famous. 

  Diverse franchisees began contacting him out. KFC chicken had lots of outlets

however didn't have signature outlets.

 At the point when he was 74, youthful lawyer John Y. Earthy coloured, Jr. from

Kentucky and Jack Massey meet Colonel Sanders to buy the organization.

Both comforted Colonel for a long time with the guarantee to keep up better

quality control for the franchise. 

 They likewise guarantee to never change the recipe of Colonel. It was a simple

choice for Colonel Sanders.

 He toured to every part of the nation to look for the best guidance about

selling his organization from franchisees members and business partners.

 Finally, he understood that the organization is hard to develop and control

alone. So, in 1964 he agreed to sell his organization with a proposal of $ 2

million.

 He was not at all happy with this deal as it was one of the most vital and

significant things throughout his life. 

 The new proprietor of KFC accepted that the face of Sander's was perhaps the

best resource for the "KFC brand".

 He was kept as a brand ambassador and for the role of brand ambassador

and representative, he gets a lifetime pay of about $40,000 every year.

So, that's how he became the brand ambassador of KFC. 

1.3 OVERVIEW OF KFC

Mission :
maximize profitability, improve shareholder value and deliver sustainable growth
year after year

Vision:
To be leading integrated food services group in ASEAN region delivering consistent
quality products and excellent customer

Tagline: 
Finger Lickin' Good' 

Target audience:
The target audience of KFC is the people like to eat the fried chicken. KFC's main
customers are between 4-45 years old. KFC's food people can enjoy it as an
environment for family or social gatherings. For the teenager, they like to have their
lunch or dinner outside with their friends
Logo:
1.4 Evolution of strategies used by KFC
Over the years, KFC has used a number of business strategies that have enabled
them to evolve from a one man business to a multi-billion dollar enterprise. One of
the skills that it first utilized was ensuring that one’s skills and knowledge is
invaluable. The success of a business is greatly affected by the level of expertise the
company brings in. it is obvious that the higher the level of skills and expertise, the
greater the potential of business success.

It is advisable that people set up businesses based on their own set of skills and
areas of expertise just like the founder of KFC, Colonel Harland Sanders. His
knowledge and expertise in preparing chicken meals contributed to the success and
expansion of KFC (KFC Business Strategies 2011).

Another strategy that was adopted was the strategy of achieving uniqueness. Being
able to be set apart from other competitors goes a long way into improving the
growth rate of any business. This is only achieved by doing things differently. It is
therefore advised that the entrepreneur skims the market first in order to establish
what they could do that is different from their competitors and it also has to be
appealing to their customers.

The way products are produced, packaged, delivered, or even service delivery to the
customer has to be unique and different from other competitors. KFC came up with
the pressure fried chicken which set them apart from other chicken restaurants. It
also included a special blend of recipes and herbs that made their chicken taste
different from the others. Sanders became very popular in the 1930’s for using this
technique.

Persistence and focus is another strategy that KFC adopted when it started its
business. At the start of every business it is never a guarantee that the business will
be a success. It may take some time for the sales to go up and at times the business
may even experience a loss.

Persistence and focusing on what works and what doesn’t ensures that in the long
run the business becomes a success. Colonel Sanders lost his business at the age
of 65 but re-built it in ten years. This saw him opening a total of 600 franchises which
saw him earn approximately $300, 000 before tax.

Bringing in experts into your business is a good way of ensuring that the business
continues to build and grow. The experts can be partners or employees; however,
they are the most important people who will structure the business into systems that
will outlive even the founder of the business. In 1964, KFC allowed professional
managers to take over the business. This saw the business grow from a one man
business to multi-billion dollar franchise.It even expanded into the international
market and established its outlets in various foreign countries.

They believed that their products had a good market in other states other than the
United States. Not only this, but also the production rate as compared to the
consumers rate was profitable and they had little or no competition. Ironically, by
1992, KFC was collecting more revenue from the foreign markets than it was
collecting from the United States.

1.5 Push and pull strategy used by KFC

The push and pull strategy is most efficient if a producer wants to supply their stock
to stores and at the same time create a demand supply for their products. This is
particularly effective for a business that is still starting. The push strategy is whereby
the producer of the goods has to work extra hard in order to distribute their products
to retailers and wholesalers. Fast moving consumer goods can work effectively well
for the push strategy whereby the customers are ready to make purchasing
decisions.

The manufacturer can engage the retailers in promotion strategies such as face to
face selling and encouraging them to stock the product (Kotler & Armstrong 2010).
Once the product has gained a good customer base, the product can sell itself and
the pull strategy can then be in cooperated. The pull strategy is whereby the product
has gained popularity and the consumer is actively seeking for this product.

The demand for the product is so high that retailers are making orders so as to stock
their shelves and supply the customer with the product. This can only be made
possible through advertising so that the brand is visible to the consumers as well as
to the retailers. The pull strategy takes advantage of the supply-demand chain
whereby the retailers will only stock goods that the consumer is interested in buying
(Lamb, Hair & McDaniel 2008).

KFC has mostly utilized the push and pull strategy whereby it has managed to draw
customers towards their products. It is famous for its company jingle, ‘finger licking
good’. They use it to create an impact to their customers and inform them of the
product that they are selling. In their advertisements, they show person devouring a
piece of chicken and this in turn makes the customer desire to have a piece of the
KFC chicken.

Advertising is a good way of ensuring that their customers are constantly reminded
of how good their ‘finger licking’ chicken is. Coupons, entertainment, premiums and
exhibitions, have all been utilized by KFC to enhance their sales. The company has
come up with various incentives that attract its customers to buy their various
chicken products.

For instance it offers free meals to the customers after the customer has spent a
certain amount of money buying their products. A coupon is issued to the customer
who in turn will use it to get their free meal. They also offer free meal vouchers using
the print media whereby the customer cuts out the voucher and goes to one of their
outlets to collect their meals.

1.6 The 7 p’s of marketing

The seven P’s were developed as a strategy that aids to continually evaluate and re-
evaluate business activities. The seven P’s formula consists of: product, people,
price, promotion, place, packaging, and positioning. They help to ensure that a
business is on track and is achieving the maximum results possible for today’s
market place (Stephenson & Thurman 2007). The product needs to be evaluated
with the eyes of an outsider.

This can be done by acting like an outside marketing consultant brought in to

evaluate of the business is headed towards the right direction. The company chain of
restaurants specializes in fried chicken served in a variety of forms. It’s well known
for its pressure fried and crispy chicken. KFC has managed to branch out
internationally and sell its products according to the geographical needs of the
customers.

For instance, they have realized that the customer needs in North India are different
from those in the south. Those in the north prefer to eat the chicken items while
those in the south prefer to eat vegetarian items. They have therefore managed to
determine the geographical demand of their items.

In addition, it has managed to divide its customer base into different groups using a
demographic basis. For instance, it has divided the groups according to gender,
family size, age group, etc. This way, they have been able to identify the needs of
the various groups and therefore provide them with products that will satisfy them.

They have further divided their customer base into psychographic segments. This is
a division based on social class, personality, or even lifestyle. These various
categories of people have different demands and therefore KFC has managed to
distribute products that cater for each of their needs.

Pricing, which is the third P in the seven P’s, should be evaluated and re-evaluated
every now and then. The entrepreneur should ensure that the prices are just right for
the current market situation. It is advised that the prices should be readjusted every
now and then to suit the customers’ needs and the market pricing. This therefore
calls for an increase and a decrease in the prices. The entrepreneur should consider
pairing up services with the goods that they are selling.
This can be done by giving special offers and promotions accompanied with the
products being sold. In addition it would also be a good idea to spread out the pricing
of the products over a period of months or years to avoid losing customer base.
Moreover, pricing should be done according to the effort put into producing a
product. It would be considered to be more profitable to raise the price for a certain
product if the effort that goes into it is equivalent to its pricing.

Even though the percentage of customers may go down, the remaining percentage
will generate profits on every sale. Before putting a price tag on its product, KFC
looks at certain demographic factors such as age, gender, and household size.
Although it has no age limit, KFC’s largest consumer group consists of young people
regardless of their gender or gender roles.

They have also found that their biggest consumers come from whole families rather
than single households and thus they invented the ‘family meals’ offer (.Kentucky
Fried Chicken- KFC- Marketing Mix- Four Ps 2009).

When pricing their products, KFC has looked at also economic factors. The income
bracket determines which people the company will most likely target. In the
beginning, their main focus was on the upper class but as years went by its focus
shifted to include the lower and middle class families. Consumption behavior also
determines the pricing of products according to which products the customers favor
more to the least favored. Before determining the prices of their products, KFC first
of all skims the market. They do this by pricing their products to suit the upper class
before lowering their prices to accommodate the lower class category of people.
Their prices also can be relatively compared to those of their competitors. KFC has
dominated the chicken business and therefore their chicken products have a higher
selling price than other fast food restaurants.

However other products such as burgers and pizzas are sold at a lower price in
order to attract customers. When pricing their products, they also consider the
government tax and excise duty. Their prices are comparable to the products they
give to the consumers as well as their market segment (Kentucky Fried Chicken-
KFC- Marketing Mix- Four Ps 2009).

Place is the fourth P. there are many ways in which a business enterprise can sell
its products. First of all, the company may decide to sell its goods directly from its
location or disperse agents on the ground to advertise and sell to potential
customers. On the other hand, a company may utilize a variety of strategies such as
telemarketing or through catalogues and mail orders.
Either way, the company has to come up with a strategy that ensures the customer
receives essential information that will equip them with knowledge to make a buying
decision (Tracy 2004). The company must therefore ensure that the customer is able
to access these services through the strategic location of the business. KFC has
utilized this strategy fully by coming up with a variety of services that they give to
their customers.

To begin with, they came up with the free home delivery strategy whose sole
purpose was to deliver their products to homes and offices free of charge. They
ensured that their customers didn’t have to travel long distances in order to access
one of their outlets so they strategically put in place outlets around the city.

KFC also didn’t leave out individuals that led a hectic lifestyle with little time to spare
in preparing meals. It has catered well for such individuals by giving them a full meal
in just minutes. Despite their high pricing, KFC has managed to control its pricing to
suit all classes of people.

KFC has cleverly placed its outlets in highly populated areas such as the urban
areas which in turn bring in more profits for them. Schools, colleges, markets and
cinemas are usually highly populated and therefore KFC has taken advantage of this
and situated their outlets in these areas.

It utilizes the push strategy whereby it relies on its ability to sell its own products and
services. Promotional efforts such as discounts can be used to help push their
products and services through the distribution channels. This creates a sense of
awareness, autonomy and it also sound attractive to the customer.

Promotion is the fifth P in marketing. Businesses use this strategy to inform the
customer of their products and services. This directly affects the sales of the
businesses products if the promotion is done in the right way. Advertising slogans
are the most common way of promoting products and services to customers. The
way it is done will highly influence the customer’s interest.

A slight adjustment to the advertisement slogan goes a long way to improve the
company sales as the customers will always be talking about the products. It is of
important try out various ways of advertising, promoting and selling of products. The
same form of advertising may only work for a short period of time before the
customers lose interest.

Therefore to continue keeping the customer interested in the company’s products

and services, the form of advertising and promotion has to be re-evaluated from time
to time (Tracy 2004). KFC uses promotion as the main tool for informing their
customers of various offers on their chicken products. To begin with, their logo of the
smiling colonel is most likely an image that makes customers associate KFC with
chicken.

They use a company jingle, ‘finger licking good’, to create an impact to their
customers. They show a normal person devouring a piece of chicken and this in turn
makes the customer desire to have a piece of the KFC chicken pieces. This strategy
has worked effectively in India where there is the largest market for chicken lovers.

KFC uses advertisements to ensure that their customers are constantly reminded of
how good their ‘finger licking’chicken is. In order to enhance its overall image, the
company sponsors various organizations such as the cricket team which spots the
company logo on their uniforms when they go for their matches and tournaments. By
using tools such as coupons, entertainment, premiums and exhibitions, KFC has
managed to enhance its sales.

The company has come up with various incentives that attract its customers to buy
their various chicken products. For instance it offers free meals to the customers
after the customer has spent a certain amount of money buying their products. A
coupon is issued to the customer who in turn will use it to get their free meal. They
also offer free meal vouchers using the print media whereby the customer cuts out
the voucher and goes to one of their outlets to collect their meals.

The sixth P is packaging. This is how the product being sold appeals to its
customers. The packaging has to be attractive and clean. In addition, the customer
has to be impressed on the very first encounter if the company wants to retain a
good customer base. This calls for proper grooming of the hired personnel. They
have to be properly dressed for the job and offer quality services. The offices and
waiting rooms where the business is being conducted have to be thoroughly clean
and presentable.

Customers have to have a sense of trust when they make their purchase choices. It
is important for the company to do some research and know what improvements to
make on the quality of their packaging and what appeals to their customers.

KFC is famous for its packaging. It is known for using the paper bucket for its large
chicken orders and the use of a rotating bucket sign that’s used in most outlets in the
US. It is also environmentally conscious and has introduced the re-useable food
container. The plastic plates have long been replaced with the paper serving boxes
all in an effort to reduce environmental pollution.
The final P is people. A company has to know what type of people to hire and
what they can do best. The right people have to be hired to do the right job. When
trying to establish a successful business, knowing which people will perform which
tasks best is something that a company must initially consider before hiring any
personnel.

The right people may be able to propel the business into achieving maximum sales.
KFC has hired personnel that are able to deal with their customers efficiently and
ensure that their customers are satisfied. In addition, the personnel hired are
allocated positions that suit their skills and abilities.

1.7 Key challenges facing KFC

KFC sells up to 850 million chickens a year. It does this in collaboration with other
companies that slaughter and rear the chickens for them. However, KFC in
collaboration with these companies has been accused of killing the chickens
inhumanely and subjecting them to torture.

have been accused of standing by as chickens are crammed into cages resulting in
broken bones before they’re slaughtered. Animal rights organizations have
condemned these acts and this poses a problem for KFC if they intend to keep any
customers.

KFC has also faced problems with the health experts who claim that the oils used to
make the chicken consist of Tran’s fats which result in complicated health issues
such as obesity. Nutritionists and other health organizations have threatened to sue
KFC if they do not change the kind of fat that they use to make their chicken
products.

Furthermore, the company has faced protests in India where angry farmers are
against the company bringing in ‘junk food’ to a nation that greatly suffers from
malnutrition. The farmers fear that the number of growing fast food chain restaurants
could deplete the country of their livestock and lead to deterioration of agricultural
activities.

How KFC can remain relevant in the market

Consumers’ desire to have a healthier diet at KFC and the humane treatment of
chickens is one of the challenges that KFC is facing today. These issues are closely
related to the sales of the company and should therefore be addressed immediately
if the company wants to maintain its customer base.

A new marketing plan has to be designed in order to improve the overall image of
KFC and attract more customers. The marketing strategy has to address the issue of
torturing chickens and thus create solid revenue for the company.
1.8 SWOT ANALYSIS OF KFC:

KFC's Strengths
The KFC brand is owned by a large firm.

Yum! Brands, the same company that owns Taco Bell, and Pizza Hut, also owns Kentucky
Fried Chicken. Yum! Brands have the influence, power, and resources to enhance KFC as a
restaurant since they control so many other fast-food businesses.

KFC distinguishes out between Yum! Brands from other eateries. Although the attraction of
KFC's finger-licking chicken, many individuals, notably vegetarians and vegans, are
embracing KFC's vegetarian offerings. Many other companies are failing to recognize this
health-conscious customer base, providing KFC with a competitive advantage in this
industry.

Good Financial Situation

On a worldwide scale, KFC has had higher profitability. The business made a $16 billion
profit in 2015. In Europe and Russia, the brand has performed exceptionally well, which is a
significant asset for the corporation.
Secrets of the Trade

Kentucky Fried Chicken has a trade secret that may be observed in the way it is prepared.
The eleven herbs and spices formula is the company's trade secret behind its wonderful crispy
chicken meals. The recipe is unique and unknown to the general population.

Customer Satisfaction

KFC has a big and loyal following. It's due to their high-end and unique merchandise. KFC's
crispy chicken is one of the company's best-selling items, and with such a large fan
following, it's easy to forecast the company's growth and advantages.

KFC's Weaknesses
A menu with flaws.

KFC suffers from many of the same problems as other fast-food restaurants. The menu is
heavy in oil and calories, so if you would like to go over your weekly calorie limit, eat a few
portions of chicken and fries. Greasy chicken isn't going to cut it these days, given how
health-conscious the population is.

Dubious franchise system.

KFC has a franchise management system, which means that each location is run
independently. It's very uncommon for one KFC to receive positive feedback while another,
just down the main road, receives negative feedback. Such a volatile system is prone to bad
operation, manufacturing, and management qualities, all of which have an impact on how the
general public perceives the joint in question, as well as the entire brand.

Vegetarian Options are Limited

Vegetarians are important consumers for any food company nowadays. However, many KFC
locations currently cater solely to non-vegetarian clientele. This is a huge brand vulnerability
that competitors such as McDonald's and Pizza Hut are exploiting.

KFC's Opportunities
Changing the Menu for the Health-Aware Community.

With a rising number of fitness-conscious people, KFC has a big chance to change and adjust
to their demands. This includes introducing reduced-fat and low-calorie meals, baked goods,
and other healthy options and foods to their menu. In the next years, altering the menu to
encourage a healthy lifestyle will undoubtedly prove to be a big opportunity and essential
driving element.

Meals are delivered to your home.

KFC may take full use of this opportunity (it is now testing delivery services) and connect to
more customers.
Opportunities for Market Penetration.

KFC has a lot of potentials to expand its number of locations and boost its presence as many
regions rapidly transition to an urbanized lifestyle. Rapidly shifting global performance,
population growth, and urbanization are all important elements influencing the food sector
today.

New items are being added to the company's sole chicken line.

KFC might add new dishes to its menus, such as pork, steak, or just vegetarian meals, to
appeal to a broader audience and attract more customers.

KFC's Threats
Competition.
KFC might add new dishes to its menus, such as pork, steak, or just vegetarian meals, to
appeal to a broader audience and attract more customers.

Franchisee management is a disaster.

With the franchise structure, it is just a matter of time until one location ruins the brand's
general reputation. In the long term, this might represent a big threat to the brand's success.

Consciousness of Health.

Many individuals have abandoned conventional fast-food establishments as a result of health-

awareness initiatives and advertisements. With a rising number of people choosing healthy
foods to fast food, this is a danger in the future years.

Food of Good Quality.

Low-quality food is a big danger to the brand, especially with rising raw material costs and
distribution and supply issues.
1.9 PESTLE ANALYSIS OF KFC

PESTLE Analysis KFC | KFC PESTLE

Political Factors:
KFC did not utilize an acronym of their real name. The term ‘’Fried Chicken’’ coupled
negatively with the brand, that’s why they decided to change the name in order to
protect the brand image. Honestly, KFC is the only fast-food chain in the world with
unhealthy food. In comparison with Burger King and McDonald’s, they still serve
high-calorie chicken. That’s why they use a smart move by removing the word
‘’fried’’ from their brand’s name that creates a great impact on the mind of
customers. KFC also indulged in recent political drama when they mock the
McDonald’s and Donald Trump’s tweet. Some users digest it as a harmless joke but
some of the users consider it a bad joke which results in the negative publicity of the
company.

 
PESTLE Analysis KFC | KFC PESTLE
Economical Factors:
As YUM is a parent company of KFC including Taco Bell and Pizza Hut. These fast-
food chains are working well in other regions of the world but struggling in China. In
the Chinese market, most of the companies are not growing and some of them
experiencing a continuous decline in profits. The biggest problem is due to the ‘’fried
chicken’’ that they have removed from their abbreviation. But, many health-
conscious people still refused to eat some of its deals that are high in calories and
fats. KFC’s main menu mostly consists of fried chicken which is a major weakness of
the company. Fortunately, KFC is focusing on vegan items in order to attract vegan
and diet-conscious users. Recently, they have created fried chicken sandwiches.
They also created two types of vegan fried chicken such as vegan nuggets and
boneless wings. Most of the users came just to try these new offerings. In short,
these new creations proved beneficial for the company in terms social and
economically.

PESTLE Analysis KFC | KFC PESTLE

Social Factors:
There are several fast-food companies that struggling with several social issues.
These issues can create a bad impact on the brand and also erode the trust of the
customers. The main social issue of the KFC is its mismanagement of worker’s
wages. Some customers are also concerned about the material such as chicken and
the use of unnatural elements like hormones. Some companies expose the
mistreatment of animals which results in the boycott of these fast-food companies.
It is important for KFC to remove its unethical practices in different segments so that
people start trusting you.

Another main factor in this process is a high-calorie food. Most of the menu of KFC is
filled with this kind of food. Due to the obesity crisis, most people blamed these fast-
food chains. There is only one way to improve their image is adding vegan items to
its menu. This is the only way to attract diet-conscious eaters or consumers.

 
PESTLE Analysis KFC | KFC PESTLE
Technological Factors
Like other fast-food chains, KFC is also investing in new technologies for the
betterment of workers. By improving the working environment for workers,
customer service will automatically improve. That’s why they are hiring more tech-
savvy and young people that can use the new technology on the spot like voice-
activated tests. In Australia, KFC introduced a social media platform for employee
communication. Now, employees can share new ideas and ask questions on this
platform with each other which results in the betterment of both employees and the
company. In addition, KFC is also adopting the newest technologies for easier
ordering, kiosks, and deliveries. With this technology, you can place your order
before reaching the counter. This process makes the ordering system much easier
for consumers and they don’t need to wait in line for their turn. It is a ‘’click and
collect’’ technology which is only in Australia and observed a 20 percent increase in
profits.
 
PESTLE Analysis KFC | KFC PESTLE
Environmental Factors:
This giant fast-food chain is a big contributor to the environment. KFC’s paper
company is directly related to deforestation, which openly impacting the health of
the environment. Moreover, its unethical practices also cause the endangerment of
the wildlife and environment. Due to these reasons, most of the consumers reduce
to use KFC’s offerings. It is really important for the company to adopt eco-friendly
practices in order to win the trust of green customers. Additionally, these kinds of
practices also reduce waste and expenditure. In this way, KFC can improve its brand
name.

 
PESTLE Analysis KFC | KFC PESTLE
Legal Factors:
According to recent stats, KFC works in more than 120 countries around the globe.
In order to make their operations smooth and ninterrupted, they need to follow the
laws and regulations of each country. They should pay taxes on time and fulfill the
requirements of labor laws. Further, they also focus on the maintenance of
restaurants so that people can enjoy themselves while eating. In case of any illegal
practice or activity, they may face lawsuits and court processes that break the
company’s name and reputation in the eyes of customers globally. That’s why it is
important to fulfill the need so legal factors in each location to avoid the risk of a
nuisance.
1.10 MARKETING MIX OF KFC:

Marketing mix of KFC (7Ps of KFC)

 This is a detailed analysis of the marketing mix of KFC. It explores the 7Ps (Product, Price,
Place, Promotion, Process, People, and Physical Environment) of KFC and explains how it
uses these marketing mix techniques to grow its business. KFC is one of the largest fast food
chain restaurants in the world. It is an American company, headquartered in Louisville,
Kentucky.
Products of KFC

KFC has a wide variety of products e.g. chicken meals, vegan meals, drinks, treats, twisters,
and salads. Its chicken is freshly prepared in its restaurants everyday with close monitoring
by trained cooks. It does not use artificial colours, flavour additives or trans fats in its
products (KFC, 2021). It has been putting a lot of efforts for a long time to ensure that levels
of salt, fat, sugar and calories are low in its products. However, many people stay away from
fast food over health concerns.

As KFC operates in many countries, it understands the importance to respond to local needs.
For example, in some countries, it offers Halal food (Food approved by the Halal Food
Authority) for Muslim customers. In the UK, 130 out of over 900 of its restaurants offer
Halal food. Likewise, it offers a good number of vegan items in India. In Nigeria, it offers
jollof rice, while in Kenya, it offers ugali (a type of porridge). These examples show that
KFC is responding to the demands and needs in certain markets very well.

Prices and pricing strategy of KFC

Pricing is the next element to examine in the Marketing mix of KFC. As KFC operates
around the world, it has adopted a geographical pricing strategy i.e. prices vary from one
country to another. Likewise, it pursues competitive pricing policies to stay in line with the
prices of its competitors so that customers have little or no justification to switch to the
competitors based on the prices of the products.

Place/distribution channels of KFC

KFC has around 24,000 restaurants in over 145 countries and territories around the world. It
has a geographical structure and splits its operations into different regions i.e.  Africa, Asia &
Oceania, South America & Caribbean, Europe, Middle East, and North America. Customers
usually walk into KFC restaurants to enjoy their meals. However, some of the restaurants are
for delivery only.

By working with its partners, KFC has developed home delivery options as well. For
instance, customers in the UK can order online and get their meals delivered via Uber Eats,
Just East, and Deliveroo. Likewise, KFC works with a number of partners in the USA e.g.
Uber Eats, and DoorDash (QSR, 2020). It believes that delivery has a big potential and
therefore, took appropriate steps to avail of the opportunity.

Promotional strategies of KFC

KFC has been using its ‘Finger Lickin Good’ slogan very well for a long time. However, the
slogan was temporarily dropped to reflect the market circumstance in 2020. Likewise, one of
its adverts was banned for using a pun that sounded too much like a swear word (Knapman,
2019).

In addition to using traditional media for its advertising campaigns, KFC is also very active in
social media. For instance, 56 million people follow its official Facebook page. However, its
Instagram page has only 1.6 million followers. Likewise, its YouTube channel for UK and
Ireland has only 51 thousand subscribers.

People of KFC
KFC’s parent company Yum! Brands Inc. which operates some other brands, has around 1.5
million employees around the world. The company has invested a lot of money in technology
for the purpose of employee training and development.

KFC announced its plan to create 5,400 jobs in the UK and Ireland by the end of 2020 (BBC,
2020). It takes employees’ safety and welfare very seriously. However, it should be
mentioned that it was fined £1million after two workers burned on arms with boiling hot
gravy at a restaurant in the UK (Lightfoot, 2017).

Processes in KFC
Each KFC business function goes through a process. For example, food ordering process is
very straightforward. Customers can pop into a restaurant and order their meals. Likewise,
they can do so via the websites of KFC’s delivery partners. They can also order food via
KFC’s official website which will direct them to a delivery partner’s website.

Physical environment of KFC

KFC brought about some new interior designs in 2014. The new ‘informal and stylish’
interiors with a ‘semi open-plan kitchen’ idea in mind, were introduced in some restaurants to
make the restaurant’s internal atmosphere more family friendly. Its official website looks nice
and user-friendly as well.

We hope the article ‘Marketing mix of KFC (7Ps of KFC)’ has been useful. You may also
like reading
1.11 Marketing strategy of KFC 

World’s 2nd largest fast food chain and largest chicken restaurant on the basis of sales is KFC,
the successful brand of the parent company YUM! brand. It’s been more than 75 years since
its inception and still, KFC’s original recipe of fried chicken is satisfying the taste buds of
customers because it is finger licking good!!.

KFC with its 750000+ workforce, serves fresh delicious fried chicken to customers in nearly
18000 restaurants across the world in 120+ countries.

Segmentation, targeting, positioning 

KFC (Kentucky Fried chicken) uses demographic segmentation to serve the market as per the

customer needs & wants. The consumers of KFC are the young as well as young adults.
It used to serve the same menu all around the world which means that it was using
undifferentiated targeting strategy. However, in recent times, following McDonalds example,
KFC has started localising its menu, giving it better acceptability in the market. Moreover it
has transformed its positioning strategy from product based to value based in recent times.

KFC is strongly positioned in the minds of consumers for its Chicken menu. There are very
few outlets which serve anything in vegetarian. But when it comes to non vegetarian, KFC is
just superb. Its chicken wings, and chicken bucket is a favourite with everyone. This
excellent targeting technique is the reason that most non vegetarian lovers flock at KFC.

Competitive advantage

Original recipe of fried chicken with secret blend of 11 herbs & spices have been the driving
force for KFC from last 75 years. KFC has a broad menu with many options for customers
and now even Vegetarian food items have been added by KFC which has helped KFC in
increasing its customer base and sales volume.

Presence in developed & developing nations is helping the company in strategizing its future
growth plans as it is giving them exposure & experience which is essential element in and
fast food industry’s success.

BCG Matrix

Its Hot wings, Sandwiches and Grilled chicken are stars since majority of its sales comes
from these menu items.

Other menu items those in veg, desserts & in chicken (even burgers) are question marks since
KFC is not able to differentiate itself on these menu items from others like McDonalds or
local fast food joints.

Distribution strategy

With 18000 restaurants delivering finger licking delicious fast food across the world, KFC
has evolved itself through the years and having strong tie-ups or strategic partnership with
the supply chain partners is helping them in serving its customers in a better way.

KFC always believes in keeping its outlet in premium areas as well as in malls and shopping
complexes. These KFC outlets can also carry out delivery for online orders of KFC. As a
result, KFC covers both – online and offline deliveries.

Brand equity

KFC is currently ranked 147 in the global brand ranking table. Sustained positive brand
positioning has helped the company in creating top of mind awareness (TOMA) . With its
introduction of Veg-menu and localisation strategy, it is now catering to the left-out segment
which will help in its brand building.
Another factor which strongly helps KFC is its continuous branding initiatives with above the
line as well as below the line marketing tactics.

Competitive analysis

KFC is facing strong competition from McDonalds, kokoriko, kyochan and many other local
& national fast food companies. Also the local fast food joints are giving head on competition
to KFC in the developing nations. In developed nations the different fast food outlets are
eating up each other’s market share.

One of the major competitors of KFC is McDonalds and Subway. Both of them are in the
burger category and where McDonalds offers burgers, Subway offers sandwiches. Subway is
yet to reach its complete distribution potential but KFC and McDonalds are constantly at
loggerheads with their vast global presence.

Market analysis

Although more than 50% of its sales come from Developed nations but those markets have
stagnant growth rate and developing nations like India, China and many others have big
potential for KFC.

The market is still growing but fast food chains have low acceptance in developed markets.
Developed nations are becoming more health conscious, it’s only developing nations which
will share the market dynamics.

Customer analysis

Customer of KFC are the people from different age group, all who want to satisfy their taste
buds with the finger licking delicious chicken menu. Most of the customers can be defined as
youngsters or young adults who can shell out a minimum amount of money to have a
delicious meal.
1.13 SOCIAL MEDIA STRATEGY
Facebook:-

Facebook is a leading social media platform and an effective channel for marketing
your business. The leading social media network offers a large audience of around 2
billions from all around the world. It also offers several effective tools that business
can use to promote their product and service portfolio. Apart from connecting with
users and engaging them, the brands can use Facebook features for discussion and
communication. KFC has a large base of followers which is close to 53 million. The
brand uses Facebook for running regular promotional campaigns. KFC publishes
regular posts on Facebook. However, the number of posts remains limited to just a
few each week. It shares promotional content with its loyal followers. Each of these
posts receives hundreds to thousands of Likes. Some videos have received millions
of views which proves both the reach of Facebook and the popularity of the KFC
brand. One of the videos KFC shared on KFC India page has received around 16
million views. The KFC app has more than 400 K monthly users. Overall, KFC has
achieved an impressive level of engagement. Consumers put forth their delight or
complaints openly. KFC uses Facebook for feedback and customer service as well.

Twitter:-

Twitter is also a great social media platform with effective marketing tools and
features which allow you to share multimedia content with ease. Brands use it for
running promotional content and sharing images, videos and more promotional
material. It is an impressive channel for real time marketing and connecting with
your followers. KFC has got around 1.3 million followers on Twitter. KFC is quite a
famous brand. However, it does not tweet so regularly from social media channels
and uses it rather for weekly promotions. The engagement level is impressive. Each
tweets receives hundreds of likes and several shares, retweets and responses.
However, KFC is a famous brand and remans in news. It is also why the brand is
discussed widely across the social media platforms

Instagram:

Instagram is a good channel for promoting your brand through multimedia content.
The network offers features that are best for sharing promotional content and
discussions. Insta is good for running promotional campaigns because apart from a
large audience, the platform offers tools for easy sharing and discussions. The
company has a nice large group of followers on Instagram. There are around 1.3
million following the company on Insta. It is quite good in terms of engaging and
discussions. The number of responses and likes KFC receives is generally higher on
Insta.  KFC has made around 600 posts on Insta including images and videos. Each
of the videos has received views in thousands. 

Linked In:

Linked In is also great social media brand that offers a large audience of
professionals. The channel offers features for branding, marketing and discussion
as well as an opportunity to promote your work culture and business strategy. Apart
from growing your audience and engaging your users, you can use Linked In to
showcase your company’s vision and values. KFC has around 48 K followers and
uses its account to promote its work culture. However, its level of activity on Linked
In is nearly nil. The company has made only three posts on Linked In. It can use
Linked In to engage users on topics like food quality, work life, supply chain
management, CSR and sustainability.

YouTube:- 

Video marketing is now an indispensable part of the marketing strategies of most

QSR brands. All of them use YouTube for video marketing and to promote their
products and brand. KFC has several channels on YouTube which are dedicated to
different markets. The company has around 400K followers on YouTube. It has
posted around 50 videos on YouTube. The brand has engaged its followers well
using YouTube. KFC has used promotional and educational videos for marketing and
to allow users space for discussion. Most of these videos have achieved hundreds
of thousands of videos and some in millions.
1.14 Business Model of KFC
KFC’s management cannot oversee all the operations of its outlets over the world by
sitting in one city. Thus, KFC adopted the Franchise Model as its Business Model
just like the other fast food restaurant joint did.
The franchise model is used when the parent company has a unique product and he
gives permission through means of licenses to others to use his logo, brand name,
operating methods, etc. An agreement needs to be signed where the franchisee
agrees to strictly adhere to the conditions laid down by the parent company. 
Let us now see step by step the different pasts under the business model of KFC.
Business Model of KFC – Value Proposition
Let us see the below-listed value proposition of KFC:
1. High-Quality food
As their tagline says “Nobody does chicken like KFC”. KFC makes sure that the
quality is not compromised in any manner in any franchise all over the world. All the
raw material goes through thorough quality checks. The food is always clean and
fresh and prepared from scratch by the cooks in the kitchen. 
2. Prices
KFC makes sure that most of its items can be afforded by the fast-food eating
population. However, the prices vary from location to location due to import duties,
etc. They also have Super Meals, Buddy Meals, and Combo Meals that can fit in
your budget and value for money. 
3. Ambiance and staff
KFC ensures that the vibe of the restaurant is very family-friendly. The layout, the
decor, the music all help to create a lively and upbeat environment that does not
make you want to leave and instead makes you want to spend more time with your
loved ones. 
4. Variety of options 
KFC is constantly trying to come up with new and innovative ways to serve its
customers’ needs. Although KFC specializes in non-vegetarian food, it makes sure
to add a couple of items that cater to its vegetarian audience too. They try to come
up with new dishes that satisfy the local tastes of the people of that location keeping
its original roots intact. Eg. Tandoori Chicken Zinger in India, Scoff EE Cup in the
UK, Porridge in China.  
5. Brand name and loyalty
KFC is very popular and known worldwide for its food and services. It has created a
long-standing loyalty from individual customers and families. Its iconic recipes make
you want to go back again and again 
Let us now see the different key partners of KFC.
Business Model of KFC – Key Partners
Handling such a huge business is not an easy job. One needs constant support on
various fronts from the people specialized in that field so that the business operates
smoothly and efficiently. The partners that make up the heart of the KFC Business
Model are: 
1. Franchise Partners 
Franchise partners are very crucial in KFC’s success. Since they operate the
restaurants they can make or break the brand image and identity. Thus, KFC shall
make sure that it gives franchising licenses to only those food companies and private
business owners whom they trust and they feel will be able to abide by the standards
and rules. 
2. Suppliers and Vendors 
These partners supply the restaurants with raw materials, ingredients, equipment,
and all those things that are necessary for the operating and day-to-day functioning
of the business. It is crucial to tying up with only those suppliers that can provide
good quality goods and services. 
3. Marketing Partners 
KFC needs to tie up with influencers on social media, celebrities, sports teams,
commercial brands, advertising agencies, and other organizations that help to create
a desire for the product, pique the interest of the customers, generate leads, and
eventually lead to a sale. 
4. Delivery and Distribution Partners 
KFC needs constant support from its logistics partners, delivery agencies, home
delivery services, etc that will help to streamline the process and enhance the
customer experience. 
Let us now see the revenue model of KFC.
Business Model of KFC – Revenue Model
KFC earns most of its revenue from the sale of food and drinks to its customers
(both online and in-store). It also earns from its franchise agreement through its
licensing fees. As of 2020, it earned around US$ 27.9 billion worth of revenue.
Let us now see the cost structure of KFC.
Business Model of KFC – Cost Structure
KFC’s pricing cannot be the same in every country. The price depends on various
factors like- 
1. the cost of equipment, raw material, and ingredients
2. operational costs, occupancy costs, 
3. payments to its various partners 
4. advertising costs, marketing costs, etc. 
Let us now see the customer segments and marketing strategy of KFC.
Business Model of KFC – Customer Segments and Marketing
Strategy
KFC targets three main customer segments. 
1. The Individual Customer- this customer is usually a working person who just
wants something filling but it shall be quick, affordable, and accessible. 
2. Families- KFC is a very family-friendly place. The staff too is trained in such a
way that will make families feel at home. There is also a separate play area
for young children and small toys in the meals. 
3. Group Events- Be it a birthday party, an office get-together, or any
celebration, KFC is your ultimate go-to destination. 
Sander’s picture is still used today for marketing purposes. It is considered to be
KFC’s international symbol of hospitality. 
Let us now see the competitor analysis of KFC.
Business Model of KFC – Competitors
1. McDonald’s
KFC’s strongest competitor is the big M whom no business joint has beaten to date.
McD’s affordable pricing, more food options, marketing strategies, a larger number of
outlets, and presence have set it apart from the rest.

2. Subway

Subway is known for its fresh sandwiches. Subway has the largest number of outlets
in the world thereby contributing to additional sources of revenue.
3. Burger king

and Burger King- popular for its burgers. Burger King spends a huge amount of
money on advertising and marketing campaigns. It is also the 4th largest fast-food
chain in the world.

4. Starbucks

The entry of Starbucks has changed the way the world drinks coffee and has
impressively made it to the 2nd position in the Worldwide Fast- Food market. Thus
this makes it a tough competitor on its ladder in reaching the top of the fast-food
chain.
1.15 Growth and Success Factors of KFC
KFC quite early realized that time means money. KFC serves its customer fast, saving their
time which encourages consumer to come to its services again and again. Retention of
customer is higher in KFC and it is one of the major reasons behind the success of KFC.

Along with that technology has also contributed towards the success of KFC. Colonel
Sanders knew the importance of pressure cooker only after few weeks of its introduction.

Pressure cooker makes it possible to boil the liquid at higher temperature then normal boiling
point. Therefore killing the germs, making the food last longer and retaining the nutrient, thus
making the food tastier.

 
The “Original Recipe” made by Colonel Sanders is the USP of KFC. It is the most important
factory behind KFC success story. No other fast food company has unique taste of chicken
that KFC has. KFC is popular all around the globe for its taste.

The main reason for Success and growth of KFC is due to the franchise system in which it
operates. In a franchise system, everything is documented and there are strict rules for
running the business. For example:

 The chicken must be cooked in a pressure cooker and left for 15 minutes
  The size of each of the chicken parts must at least 8 cm wide and weight 300 grams
 The chicken must be marinated overnight
 The age of the chicken must be between 60-70 days
This long list of standard operating procedures is actually the key to KFC success story and
for the franchise. The long list is actually an accumulated wisdom and know-how the
franchise system has developed after a few decades of operation.

Present Status of KFC

Kentucky Fried Chicken (KFC) is a very well-known restaurant in the
world. BusinessWeek rated KFC at number 60 as the world most well-known brand
(McDonalds at number 9 and Nescafe, 23). The story behind the success of KFC is truly
inspirational.
KFC is running successfully with its franchise in 123 countries as of 2015 and it is the
world’s second-largest restaurant chain (as measured by sales) after McDonald’s, with almost
20,000 locations globally. KFC is valued at $15131 only behind McDonald’s, Starbucks
and Subway in fast food chain
CHAPTER:2 – RESEARCH METHODOLOGY
Research can be defined as a scientific and systematic search of gathering relevant
information related to a specific topic. The research is considered as an art of scientific
investigation. According to Clifford Woody, the research comprises defining and redefining
problems, formulating hypothesis or suggested solutions; collecting, organizing and
evaluating data; making deductions and reaching conclusions; and at last, carefully testing
the conclusions to determine whether they fit the formulating hypothesis. In simple words,
research is referred to as the search for knowledge by framing objectives and following
systematic method of solving the problems to determine the solution for the research. The
systematic approach of generalizing the results and formulating theory is also called as
research.

Research methodology refers to the way of solving research problem systematically.

The research methodology depicts the methods to be followed in the research
activities starting from investigation to presentation. It includes research design,
sampling framework, sources of data, collection of data, framework of analysis and
limitations.

2.1 STATEMENT OF THE PROBLEM

To find out the reasons of success of marketing strategy of kfc ,compared to other
fast food shop.
2.2 OBJECTIVE OF THE STUDY

(1) To know the marketing strategy applied by kfc.

(2) To understand and realize the needs and wants of consumers and how kfc
will fulfill them.
(3) To identify the various principles of the marketing mix of kfc
(4) To analyse the marketing mix of kfc
(5) To explore marketing enhancementtechniques of kfc
 2.3 VALUES OF KFC:

The Colonel’s values aren’t a marketing gimmick. They’re alive and well inside our walls—
in our food, our people, our service, and our restaurants.

THE COLONEL’S VALUES ARE STILL VERY MUCH ALIVE AND WELL INSIDE
OUR BRAND AND YOU CAN SEE THOSE VALUES COME TO LIFE IN OUR
FOOD, OUR PEOPLE, OUR SERVICE, AND OUR RESTAURANTS.

OUR HOUSE RULES

We have three very simple house rules:

Be your best self. Make a difference. Have fun.

OUR SERVICE VALUES

At KFC, we have a passion for food, and serve it with pride. We believe that you should
come to work as the best version of yourself and treat every guest like a friend. And it’s our
job to ensure that every guest leaves happy.
OUR FOOD

Our food is always craveable. We are the original fried chicken experts, and everything we
do celebrates our passion for serving finger lickin’ good food. Whether it’s a spin on our
world-famous iconic recipes, innovative ways to serve fried chicken, or new menu items
inspired by our original roots, everything we make must be uniquely KFC. We’re proud to
serve wholesome, abundant, hot meals the way they should be served—made with high-
quality fresh chicken, freshly prepared by real cooks in our kitchens.

OUR RESTAURANTS

We’re not about novelty for novelty’s sake. We have deep roots and we have an original
founder. We cook our chicken from scratch and our restaurants celebrate that story. We use
natural, high-quality materials and have all the conveniences to make our guests feel
welcome and comfortable. From our table designs to the sounds in our restaurants, we create
a friendly and lively place that makes you want to stay and enjoy your time with friends or
family. We are always evolving in the name of chicken, from innovating new ways to order
to creating exciting new restaurant formats, we are not afraid to constantly try new things that
make it easier to enjoy our chicken.
 2.4 HYPOTHESIS

A hypothesis is a preliminary or tentative explanation or postulate by the researcher of what

the researcher considers the outcome of an investigation will be. It is an informed/ educated
guess. It indicates the expectations of the researcher regarding certain variables. It is the most
specific way in which an answer to a problem can be stated. Research hypothesis are the
specific testable predictions made about the independent and dependent variables in the
study. Hypothesis is couched in terms of the particular independent and dependent variables
that are going to be used in the study.

For my study hypothesis will be;

1. Ho: “KFC is the best fast food outlet”.

H1: “KFC is not the best fast food outlet ”.

2. Ho: “KFC marketing strategy is the best compared to other competitors”.

H1: “ KFC marketing strategy is not the best compared to other competitors”.

2.5 DATA COLLECTION METHODS

Data is one the vital aspects of any research studies. The success of any project survey
depends heavily on the data collection and analysis. It is necessary that data collected is a
reliable data in order to achieve the research objectives. Every research is based on the data
which is analyzed and interpreted to get information. There are two sources of data. Primary
data collection applies surveys, questionnaires, experiments or direct observations. Secondary
data collection may be conducted by collecting information from a diverse source of
documents or electronically stored information. In this research paper, two data collection
will be used which is primary data and secondary data collection.

1. PRIMARY DATA:

Primary data of the study was collected by means of questionnaire and survey by individuals
to know the number of participants that are using the banking technology. Primary data are
the data which are accumulated by the people, students, or working people. Primary data
means the original data that have been collected specially for the purpose in mind. This type
of data is generally a fresh and collected for the first time.

48 | P a g e

It is useful for current studies as well as for future studies. The collection data tool that has
been chosen in this study is questionnaire. Primary data is very time saving data. This data
does not need the long method of study like the secondary data. It is very simple and easy
method of collecting data.

2. SECONDARY DATA:
Secondary data of the study is collected from Websites, Journals, Periodicals and books.
Secondary data are the data that have been already collected by and readily available from
other sources. Such data are cheaper and more quickly to obtainable than the primary data
and also may be available when primary data cannot be obtained at all.

Secondary data refers to data that is collected by someone other than the user. Common
sources of secondary data for social science include censuses, information collected by
government departments, organizational records and data that was originally collected for
other research purposes.

The researchers will find the secondary data when it is not possible to the collect primary
data. We can acquire secondary data based on the research that can be gained after go
through certain sources such as indicated sources that have been printed or not. Basically,
secondary data provides the research to understand more about the topic and give clearer
perspective and view on the current study.

Apart from these other methods for collecting data include are:

1. QUANTITATIVE DATA COLLECTION METHODS:

Quantitative data collection methods are based in mathematical calculations in various

formats. Methods of quantitative data collection and analysis include questionnaires with
closed ended questions, methods of correlation and regression, mean, mode and median and
others.

Quantitative methods are cheaper to apply and they can be applied within shorter duration of
time compared to qualitative methods. Moreover, due to a high level of standardization of
quantitative methods, it is easy to make comparisons of findings.

2. QUALITATIVE RESEARCH METHODS:

Qualitative research methods, do not involve numbers or mathematical calculations.

Qualitative research is closely associated with words, sounds, feelings, emotions, colors and
other elements that are non- quantifiable. Qualitative studies aim to ensure greater level of
depth of understanding and qualitative data collection methods include interviews,
questionnaires with open ended questions, focus groups, observations, game or role playing,
case studies etc. Qualitative research relies on data obtained by the researcher from first-hand
observation, interviews, questionnaires, focus groups, participant-observation, recordings
made in natural settings, documents, and artifacts.
Data collected

The questionnaire was sent to the respondents and their responses were recorded. A total of
100 responses are recorded in this study.

1. Primary data- a set of 17 questions (questionnaire) was prepared to conduct a survey

to study the marketing strategy of kfc by asking people regarding their experience,
perception and eating food at kfc outlet.

2. Secondary data- information was collected from different website, internet, book,
newspapers and journals etc.

Sampling design

Sampling may be defined as the collection of some part of an aggregate or totally is made. In
other words, it is a process of obtaining information about an entire population by examining
only a part of it.

Sampling design

Simple random sampling method was used for the collection of answers from the
respondents.

Sample size

This study was conducted among both youngsters and adults. A sample of 104 respondents
was selected using convenient sampling. They all were common people from different
backgrounds and occupation. A set of 17 questions were sent to these samples and their
responses are collected.

Limitations of the study

1. The answers to the questionnaires largely depends upon the mindset of the
respondents.

2. Respondent opinion may not be free or might have given biased answers which might
have an impact on the findings of the studies.

3. The sample size was limited to 104.

4. The respondents may not have answered the question truthfully.

5. The sample size is small for the accurate study of the customer.
 CHAPTER :3 LITERATURE REVIEW

MEANING :

A Literature Review is "a systematic, explicit, and reproducible method for

identifying, evaluating, and
synthesizing the existing body of completed and recorded work produced by
researchers, scholars,
andpractitioners." Writing aliterature review involves finding relevant
publications (such as books and journalarticles), critically analyzing them, and
explaining what you found.

The aims of the Literature review are much more than a mere survey of the
information that Results in a listof items representing some literature on the
area of study. It is understood that the understood literaturereview is more of
a ‘research facilitator’, because it influences the research at many stages of
lifedevelopment, from its inception to the conclusions. The literature review
provides a conceptual frameworkto be built in which facts, findings and
relationships of this research study can be placed and it helps torefine and to
introduce ideas that are relevant to the scope of the study. It should also be
noted that theliterature examined lrelates to studies done in other countries,
and it can be used because it relates to the study undertaken.
Literature review:

Rohit sakpal (2015):

Studied the food industry on a basis of fast food and analysis. KFC an American based fast
food company. KFC was a very popular chicken specialised food product company and a
very successful. In inietial years it was a word of mouth marketing and now it has concurred
7Cs of marketing and now in recent years social media marketing. The writer states in their
review; in factor of choice is characteristically broad in world, owing to the willingness of the
British to adapt to new styles of eating and drinking from all over the world. Kentucky
chicken, Japanese sushi and Spanish tapas have joined the more traditional curry houses and
French or Italian restaurants found in most British towns. However, the most traditional
British venue - the local pub or hotel - still has the highest sector share of formal, sit-down
restaurant meals. These results do not include the fast food such as burgers and fried chicken.
On the other hand, other distinct concepts include pizza, curry and roadside restaurants. So
the mere existance of KFC is a big achievement to be appreciated.
CHAPTER NO.4 – DATA ANALYSIS AND INTERPRETATION
4.1 INTRODUCTION:
Data analysis is the process of inspecting, cleaning, transforming and modelling data
with the objective of discovering useful information’s, arriving at conclusion. The
data collected include review of persons aresatisfied with their banks banking
technology. Analysis is made only from the information collected through
Questionnaire no other data or information is taken into consideration for the
purpose.

Data are collected from a variety of sources. The requirements may be

communicated by analysts to custodians of the data; such as, Information
Technology personnel within an organization. The data may also be collected from
sensors in the environment, including traffic cameras, satellites, recording devices,
etc. It may also be obtained through interviews, downloads from online sources, or
reading documentation. Data, when initially obtained, must be processed or
organized for analysis. For instance, these may involve placing data into rows and
columns in a table format (known as structured data for further analysis, often
through the use of spreadsheet or statistical software)
4.1 DATA ANALYSIS AND INTERPRETATION

Gender

96 response

 Information on the gender of respondents

In my survey conducted, the data collected on the basis of gender was
follows:

(1) 54.40% respondents belonged to the male category.

(2) 45.60% respondents belonged to the female category.

INTERPRETATION
54 .40% are male majority and female are 45.60%.
Gender Number of Percentage
respondents
Male 51 54.40%
Female 45 45.60%
  Information on the age of respondents
Age
96 respondents
in the survey conducted, the data collected on the basis of age
of the respondents are as follows:

(1) 33.7% of the respondents were below the age of 20 yrs.

(2) 54.8% majority of the respondents belonged to the age group of 21-30 yrs.
(3) 5.8% of the respondents belonged in the age group of 31-40yrs.
(4) 5.8% of the respondents belonged to the age group of above 40 yrs.

INTERPRETATION :
54.8% of the respondents belonged in the age group 21-30 yrs is the majority
group as more younger.

Data analysis

Age Number of Percentage

respondents
Below 20 yrs 26 33.7%
21-30 64 54.4%
31-40 3 5.8%
Above 40 3 5.8
  Information of people who like fast food

in the survey conducted, the data collected on the basis of

people who like fast food of the respondents are as follows:
(1) 90.8% of the respondents belonged people who like fast food.
(2) 11.2% of the respondents belonged people who don't like fast food

INTERPRETATION :
90.8 of the respondents majority like fast food and 11.2 % don't like fast food

Number of Percentage
respondents
People like fast food 89 90.2%
People don't like fast 11 11.8%
food


  Information of which kind of fast food people buy more often
in the survey conducted, the data collected on the basis of which kind
of fast food people who buy more often of the respondents are as
follows:
(1) 37.5% of the respondents belonged people who buy burger more often.
(2) 53.1% of the respondents belonged people who buy pizza more often.
(3) 27.1% of the respondents belonged people who buy sandwich more often

INTERPRETATION :
53.1% of the respondents belonged people who buy pizza more often majority
and 27.1% of the respondents belonged people who buy sandwich more often .

Fast food Number of Percentage

respondents
Burger 36 37.5%
Pizza 51 53.1%
Sandwich 26 27.1%
  Information of People who like kfc products.
in the survey conducted, the data collected on the basis of people who
kfc products of the respondents are as follows:

(1) 76.5% of the respondents belonged people who like kfc products
(2) 23.5% of the respondents belonged people who don't like kfc products

INTERPRETATION :
76.5% of the respondents people who like kfc products majority and 23.5 % of the
respondents people who don't like kfc products.

Number of Percentage
respondents
Yes 75 76.5%
No 23 23.5%
  Information how often do you visit kfc.
in the survey conducted, the data collected on the basis of how often
people visit kfc of the respondents are as follows:
(1) 69.2% of the respondents belonged people who visit kfc occasionally.
(2) 18.7% of the respondents belonged people who visit kfc monthly.
(3) 18.7% of the respondents belonged people who visit kfc weekly.

INTERPRETATION :
69.2% of the respondents belonged people who visit kfc occasionally is
majority and 18.7% of the respondents belonged people who visit kfc
monthly or weekly

How often people Number of Percentage

visit kfc respondents
Occasionally 63 69.2%
Monthly 17 18.7%
Weekly 17 18.7%
  Information of do you recommended to your friends and family to
visit kfc.
in the survey conducted, the data collected on the basis do you
recommended to your family friends to visit kfc of the respondents
are as follows:
(1) 77.3 % of the respondents belonged people who recommended their
family and friends to visit kfc.
(2) 27.8% of the respondents belonged people who not recommended
their family and friends to visit kfc

INTERPRETATION
77.3of the respondents belonged people who recommended their family and
friends to visit kfc majority and 27.8% not recommended their family and
friends.

People recommended Number of Percentage

their family and respondents
friends
Yes 75 77.3
No 27 27.8
  Information of People who find kfc products reasonable or not.
in the survey conducted, the data collected on the basis people find
kfc products reasonable or not.of the respondents are as follows:
(1) 45.4% of the respondents belonged people who find kfc products
reasonable.
(2) 57.7% of the respondents belonged people who find kfc products not
reasonable.

INTERPRETATION:
57.7% of the respondents belonged people who not find kfc products not
reasonable majority and 45.4% who find kfc products .
People find kfc Number of Percentage
products respondents
reasonable
Yes 44 45.4%
No 56 57.7%
  Information of People think kfc provide best fast food or not
in the survey conducted, the data collected on the basis people think
kfc provide best fast food or not.of the respondents are as follows:
(1) 59.4% of the respondents belonged people who think kfc provide best
fast food.
(2) 45.9% of the respondents belonged people who think kfc not provide
best fast food.

INTERPRETATION
59.4% of the respondents belonged people who think kfc provide best
fast food majority and 45.9% of people don't think kfc provide best fast
food.

Kfc provide best fast Number of Percentage

food respondents
Yes 57 59.4%
No 44 45.9%
  Information of People think kfc provide neat and clean
environment or not.
in the survey conducted, the data collected on the basis people think
kfc provide neat or clean environment or not. the respondents are as
follows:
(1) 56.7% of respondents belonged people who agreed that kfc provided neat
and clean environment.
(2) 15.5% of respondents belonged people who strongly agreed that kfc
provided neat and clean environment.
(3) 15.5% of respondents belonged people who neutral that kfc provided neat
and clean environment.
(4) 6.1 of respondents belonged people who strongly disagreed that kfc
provided neat and clean environment.
(5) 6.1 % respondents belonged people who disagreed that kfc provided neat
and clean environment.

INTERPRETATION
 56.7% of respondents belonged people who that kfc provided neat and clean
environment majority and6.1% of people who strongly disagreed that kfc
provided neat and clean environment.

People who think Number of Percentage

kfc provided respondents
neat and clean
environment
Agree 49 56.7%
Strongly agree 15 15.5%
Neutral 15 15.5%
Disagree 9 6.5%
Strongly disagree 9 6.5%
 information of the People who think dine out performance of kfc
is good.
in the survey conducted, the data collected on the basis people think
dine out performance of kfc is good or not. the respondents are as
follows:
(1) 6.2% of respondents belonged people who strongly disagreed with kfc
dine out performance is good.
(2) 11.3% of respondents belonged people who disagree with with kfc dine
out performance is good.
(3) 23.7% of respondents belonged people who neutral with kfc dine out
performance is good.
(4) 49.5% of respondents belonged people who agree with kfc dine out
performance is good.
(5) 12.4% of respondents belonged people who strongly agree with kfc
dine out performance is good.

INTERPRETATION
49.5% of respondents belonged people who agree with kfc dine out
performance is good majority and 6.2% strongly disagreed that kfc dine out
performance is good
People who think Number of Percentage
kfc dine out respondents
performance is
good
Strongly agree 6 6.2%
Agree 11 11.3%
Neutral 23 23.7%
Disagree 48 49.5%
Strongly disagree 12 12.4%
  Information of people who think kfc staff take care of customers
in the survey conducted, the data collected on the basis
people think staff take care of its customers. . the
respondents are as follows:
(1) 3.1% of respondents belonged people who strongly disagreed that kfc
staff take care of its customers.
(2) 10.3% of respondents belonged people who disagreed that kfc staff take
care of its customers.
(3) 24.7% of respondents belonged people who think neutral that staff take
care of its customers.
(4) 53.6%of respondents belonged people who agree that kfc staff take care
of its customers.
(5) 12.4% of respondents belonged people who strongly agree that kfc staff
take care of its customers.

INTERPRETATION
53.6% of respondents belonged people who agree that kfc staff take care of its
customers majority 3.1% strongly disagreed that kfc staff take care of its
customers.

People who think Number of Percentage

kfc staff take respondents
care of its
customers
Strongly agree 3 3.1%
Agree 10 10.3%
Neutral 24 24.7%
Disagree 52 53.6%
Strongly disagree 12 12.4%
  Information of People how often they visit kfc

 .Information of people who think kfc staff take care of customers

in the survey conducted, the data collected on the basis how

often people visit kfc . the respondents are as follows:
(1) 58.1 % respondents belonged people who visit kfc with friends
(2) 28% of respondents belonged people who visit kfc with family
(3) 14% of respondents belonged people who visit kfc alone.

INTERPRETATION
58.1% of respondents belonged people who visit kfc with friends majority and
14% people visit kfc alone.

How often people Number of Percentage

visit kfc with respondents
Friends 47 58.1%
Family 33 28%
Alone 13 14%
  Information of People think that waiting time in kfc
minimum to take the deal.
in the survey conducted, the data collected on the basis People
think that waiting time in kfc minimum to take the deal . the
respondents are as follows:
(1) 43.6% of respondents belonged people who agree that kfc waiting time
minimum to take the deal.
(2) 33% of respondents belonged people who neutral think that waiting
time minimum to take the deal.
(3) 17% of respondents belonged people who disagree that kfc waiting
time minimum to take the deal.
(4) 6% of respondents belonged people who strongly disagreed kfc waiting
time minimum to take the deal.
(5) 4% of respondents belonged people who strongly agreed that kfc
waiting time minimum to take the deal.

INTERPRETATION
43.6% of respondents belonged people who agree kfc waiting time minimum
to take the deal majority and 4% people strongly agree that kfc waiting time
minimum to take the deal.

People who think Number of Percentage

kfc waiting time respondents
minimum to take
the deal
Strongly agree 40 43.6%
Agree 15 17%
Neutral 30 33%
Disagree 5 6%
Strongly disagree 4 4%
  Information of what People feel about kfc food
in the survey conducted, the data collected on the basis
how people feel about kfc products the respondents are
as follows:
(1) 55.8% of respondents belonged people who feel kfc food is good.
(2) 29.5% of respondents belonged people who feel kfc food is delicious.
(3) 8% of respondents belonged people who feel kfc food is normal.
(4) 7% of respondents belonged people who feel kfc food is not good.

INTERPRETATION
55.8% of respondents belonged people who feel kfc food is good
majority and 7% of people who feel kfc food is not good

How people feel Number of Percentage

about kfc respondents
products
Good 52 55.8%
Delicious 29 29.5%
Normal 8 8%
Not Good 6 7%
  Information of does location of kfc affected People
consumption.
in the survey conducted, the data collected on the basis does
location of kfc affected people consumption. the respondents
are as follows:

(1) 68.4% of respondents belonged people who think that location of kfc
affected people consumption.
(2) 31.6% of respondents belonged people who think doesn't think that
location of kfc affected people consumption.

INTERPRETATION
68.4% of respondents belonged people who think that location of kfc
affected people consumption majority and 31.6 % of people don't think
that location of kfc affected people consumption .

Location of kfc Number of Percentage

affected people respondents
consumption
Yes 66 68.4%
No 29 31.6%
 4.2 TESTING OF HYPOTHESIS

The hypothesis included are

Ho: kfc has good products

Hi: kfc has not good products.

 Information of what People feel about kfc food

in the survey conducted, the data collected on the basis
how people feel about kfc products the respondents are
as follows:
(5) 55.8% of respondents belonged people who feel kfc food is good.
(6) 29.5% of respondents belonged people who feel kfc food is delicious.
(7) 8% of respondents belonged people who feel kfc food is normal.
(8) 7% of respondents belonged people who feel kfc food is not good.

INTERPRETATION
55.8% of respondents belonged people who feel kfc food is good
majority and 7% of people who feel kfc food is not good

How people feel Number of Percentage

about kfc respondents
products
Good 52 55.8%
Delicious 29 29.5%
Normal 8 8%
Not Good 6 7%
  Information of people who like fast food

in the survey conducted, the data collected on the basis of

people who like fast food of the respondents are as follows:
(1) 90.8% of the respondents belonged people who like fast food.
(2) 11.2% of the respondents belonged people who don't like fast food

INTERPRETATION :
90.8 of the respondents majority like fast food and 11.2 % don't like fast food

Number of Percentage
respondents
People like fast food 89 90.2%
People don't like fast 11 11.8%
food
 Chapter -5 findings, conclusion and suggestions
5.1 findings
1. A survey was conducted among youngsters and adults to see what was their
opinion on kfc with the help of sample size of 104.
2. 54 % of male and 46 % of female has given the answers of questionnaire.
3. The majority of age respondents are from the age group of 21-30 yrs
4. With help we know majority of people like fast food.
5. In the survey we know that most people buy fast food as pizza more and then
burger and then sandwich.
6. The majority of people like kfc products
7. With the help of this we know that most people visit kfc occasionally, normally
people visit kfc monthly and very few people visit kfc weekly
8. Majority of the people recommended kfc to there family and friends.
9. In the survey majority of the people not found kfc price reasonable.
10. Majority of the people think that kfc providing best fast food
11. In the survey most of people think kfc providing neat and clean environment.
12. In the survey we know that most of the people think kfc dine out performance
is good .
13. With the survey we know that most people agreed that kfc staff take care of
it's customer.
14. In the survey we know that most of the people visit kfc with there friends and
medium level of visit kfc with there family.and very few visit kfc alone.
15. With the help of survey we know that most people agreed that kfc waiting
time in kfc minimum to take the deal.
16. In the survey most of people think kfc food is good
17. With the help of survey we know that most people think location of kfc
affected it's consumption.
 Suggestions

1.Increasing demand for healthier food.While demand for healthier

food increases, KFC could introduce more healthy food choices in its menu
and reverse its weakness into strength.
.
2. Home meal delivery. KFC could fully exploit (it test deliver services
now) this opportunity and reach more customers.

3.Introducing new products to its only chicken range. KFC could

introduce new meals to its menu and offer pork, beef or only vegetarian
meals, which would target wider consumer group and would result in more
costumers.

4.KFC should decrease their products price or introduce new products

at affordable prices so everyone are able to buy kfc products .

5.KFC increase outlet so it can help them improve their sales .

6.KFC increase there expense on advertising then so many

people know about kfc and that help them to make good position on fast
food products.