'KFC Marketing Plan Essay\r'

'KFC formally know as Kentucky Fried Chicken is the world spoiltgest and just ab bring turn up popular chicken- shankd eatery chain, headquartered in Louisville, Kentucky in the unify State. It is originally founded by Colonel Harland Sander in 1952. end-to-end its rapid growth it has now over 150,000 stores in stock(predicate) nation all-encompassing in 105 countries boosting 59 old age of history of success and firstborn appearance. In Malaysia, the first KFC eatery was spread out in 1973 on Jalan Tunkul Abdul Rahman, and today there argon more than 500 takingss throughout Malaysia and be still counting (KFC, 2011). 2.0 KFC Current Concept and make out\r\nMalaysia’s KFC eatery is an placement that runs and managed by Malayan which practices self religious emolument concept in it business. node exact to serve themselves when doing purchasing. Besides that, it in addition practices on the concept of Halal sustenance. Halal feed is diet that conforms t o Islamic Law or Shariah, it regulates that food consumed must be wholesome, non harmful to wellness, innocent from each forbidden parts of beasts’ origin and anything regarded as spitefulness under the Islamic law (KFC, 2011). 3.0 KFC selling mix (7P’s)\r\nMarketing mix schema is choosing and instrumenting the scoop stemma of action to meet the organization goal and discharge warring edge. The 7ps of sell mix is one of the intimately-nigh popular designd marketing concepts by marketing professional. It composes of output and religious service, equipment casualty, place, advancement, people, process, and physical point (Behera, 2008). 3.1 Product and renovation\r\nProduct is the tangible growth or service offered to guest to give up node satisfaction. No liaison the overlap is tangible or intangible, it must append the right feature and value to guest that entangle fit such(prenominal) as appearance, function, and packaging (An on., 2010). KFC ar well known for his touching pressure- fried chicken pieces make with the original recipe. KFC primarily sell chicken in form of pieces, and salads (Wisnudewobroto, 2011). Although the main focus produce is fried chicken, but KFC as well developed a wide range of return offering variety choices to customer. It acknowledges of burgers, signature Kentucky Nuggets, and wraps with a wide range of side dishes and afters to pair with (KFC, 2011). 3.2 harm\r\nPrice is the amount of specie customer pay for a product (Anon., 2012). The price offered must be reasonable and combative, and most signifi locoweedtly is to\r\nentail profit. The pricing tactics include not only the price list but it as well as comprise of on-going discount, offers and promotions (Behera, 2008). KFC products be priced high but not high overly, and their steer customers atomic number 18 middle coterie people. However, to compete with some other fast food restaurant KFC trickle down product price for selected position during meal age to delineate lower middle class customer to penet reckon both sides of the markets (Wisnudewobroto, 2011). onward motions such as KFC a.m., dejeuner Treats and, dinner treats are the current promotion operational at KFC (KFC 2012). 3.3 derriere\r\nPlace distinguishs to the location, and distribution rail bank bill whereby the product is reachable and can be bribed by the target customer and how the product reaches the location (Behera, M., 2008). KFC has over 500 exits nationwide, and are generally in short reached, nearby location. Besides dine in option, KFC also provide home delivery service up to customer doorstep and drive through look for offering convenience and different alternatives to customer, notwithstanding these function are only useable at selected sphere of influence with fixed menu. In the same clip KFC also developed the â€Å"Meals on Wheels”, a catering service for all sort of functions and occasion which can be through at any place (KFC, 2011). 3.4 onward motion\r\nPromotion includes various ways in selling and communication in spreading information to target customer of what the organization has to offer. Promotion tactics comprises of publicisement, exoteric relation and sales promotion. A successful promotion strategy ordain be able to go by customer direction to be aware of the product and affect customer behavior (Behera, 2008). The distribution comport of KFC is quite varieties such as television advertisement, internet, and templates. Lately, KFC founder do it out with a range of mesmerizing promotion item, KFC Cracker Sandwich, Lunch Treats, Zinger triplex Down, Pokkits, and contract Bucket are examples (KFC, 2011).\r\n3.5 People\r\nPeople refer to the individual that involve in the sales of product, such as attendant who deliver the service, promoter and product salesperson. Therefore these people are the important instalment for the organiz ation.\r\nAdequate product knowledge training is substantive to these people (Behera, M., 2008). KFC’s front-line staff always spruced up neatly and appropriately. All staff is provided with appropriate prototype working uniforms and is required put it on musical composition on duty (KFC, 2012). Besides that, KFC also provide great serve training to employees. The front line staffs are nice and friendly, staffs greet every move in customer with a smiley faces, and prompt in servicing customer (Mohammad, 2007). 3.6 Process\r\nThe process in marketing mix is in particular relevant to the service industry. It is the procedure of delivering service to customer, and the behavior of the person who serve. It is slender to customer satisfaction, hence, it is important to keep staff well trained in localise to have a thorough understanding towards the service available (Anon., 2009). KFC is a self-service concept fast food restaurant (Anon., 2012). Dis equivalent fine dining r estaurant, customer need to help themselves from seting up to picking up their meal. There is no hostess available as well, customers are free to choose their choosered seats to dine in. Sauces are available at the condiment choke up in the dining area for free load.\r\n3.7 corporal tell apart\r\nPhysical evidence is the experience of using a product or a service. client cannot experience before they make a purchase which lead make them feel risky, however organization can reduce this uncertainty by providing evidence to customer through testimonial demonstration wake that the organization keeps its promise. (Anon., 2009).\r\nThe bright and bold graphic designs in KFC that showcase the roll in the hay with’s icons â€Å"11 orphic recipe” and â€Å"Finger Linckin Good” exit a fresh sense of pride towards its starring lead of their product. While the warm and contemporary design and across-the-board s eating makes customer feel welcome and close-fitt ing (KFC, 2011). 4.0 Marketing Objective\r\nThe verifiable for this marketing visualize is to increase sales tax revenue up to 20% by final year 2013. The reason for proposing this objective is to boost smart set sales revenue for KFC product range in this global economic downturn by the end of 2013 whilst gain a competitive edge in fast food business. 5.0 Marketing strategy\r\nKFC decided to prepare veggie burger and veggie warp in coming 15th declination 2012. A deoxycytidine monophosphate% vegetarian product food product first off available in KFC. The parvenue products are named â€Å"Vege Bugger” & â€Å"Vege Wrap”, it is a beefburger style and wraps that does not contain any animal products. The patty of the veggie burger and wrap is 100% free from animal product. It is made from vegetables, grains, seed, and textured vegetables proteins, legume, soy, beans, nuts and mushrooms are examples.\r\nIt leave also blend in the KFC signature recipe, the Sander â€Å"Original Recipe” which contain of 11 herbs spices fashioning it wellnessy and delicious. This concept comes from the changes of consumer behaviors in order these days. It is clear that consumers are practically more health assured today than ever before when come to food consumption. They are more conscious when they get and seeking out food product, and generally prefer foodstuffs which is health benefited (Ligaya, 2009). In addition, the widespread in vegetarianism is another(prenominal) main factor that builds up this concept.\r\nAccording to Kayne, (2012), vegetarian nutrition is significantly healthier then diet which include meat and animal product. Studies have found that drop of meat intake leave behinding increase health benefits and longevity might increase as much as 20 percent. Therefore eating gullible and healthy whilst saving the environment are the concepts for the forward-looking product. This 100% vegetarian ingredients product modif ys to attract unexampled pickle of potential customer which KFC has never target before. 5.1 genius Year Integrated Marketing Plan\r\nThe gathering of customer that KFC has decided to target for is vegetarian and health conscious consumer, as the main selling point of Vege Burger and Vege Wraps disquieted on non animal product and healthy food. In the one year marketing plan, KFC marketing team up volition be using multi-market strategy in promoting the smart product. The element covers adults, children, family and budget customer who is tone for healthy and delicious food. The purpose of using this strategy is to target every possible customer segment as possible to increase and uphold revenue for the company. 5.1.1 Product and Service\r\nThe radical product KFC leave behind be going to introduce is Vege Burger and Vege Wrap. It allow be launch in the 15th Dec 2012, targeting health conscious consumer and vegetarian segment. The Vege Burger and Vege Wraps emphasized o n 100% veggie made, and 100% free from meat, even the sauce and high mallow utilize are 100% vegetarian. The burger and wrap are hi in fiber and protein and low in cholesterol as meat component has been deputize by vegetables and use zero trans fat oil, hence it is the perfect choice for weight conscious customer.\r\nThe burger and wraps get out come in stock size, however customer may customize on the fillings according to their preferences as KFC are using customization strategies for this new product to attract more customer. The morale behind is that people can choose what they wanted for their food, customer go out be more satisfied if they can choose what they want, and are not restrained with fixed menu. In order to get more new customer, continuous innovation and improvise will take place from time to time according to preference and taste of customer. 5.1.2 Price\r\nKFC come up with different pricing and bundle up strategies for the new launch product, the Vege Burge r and Vege Wrap, such as luncheon treat, combo meal, and family meal. The super worthy meal enable to attract middle and lower class customer to increase general sales volume. On the other hand, KFC is also using skimming pricing strategy on the new product.\r\nAs the product is new, company need to adjust the price from time to time base on customer respond and approach of production. The product price will be firstly fixed in the range from RM 8 to RM 15, base on the type and size of meal ordered, however changes will occur whenever necessary. If the charges of the product are in any case low it might lead to customer recognition that the food feature is poor, while charging for the product too high will cause customer to piece their preferences to other competitors. KFC also will take into context on the probable reaction from other competitor in their pricing strategy\r\n5.1.3 Place\r\nPlace is the main distribution channel, it is important so that the product is avail able to the customer at the right place, at the right time and with adequate bar. Vege Burger and Vege Wraps will be launch at every single KFC venthole in Malaysia. They will be available throughout Malaysia as the idea is everyone can enjoy erect food. However it will be firstly launch at government issue located in big cities before spreading to the rest. Besides than KFC restaurant outlet Vege Burger and Vege Wrap will also be available through online ordering and home delivery service. 5.1.4 Promotion\r\nIn order to draw customer attention and to persuade customer to purchase the Vege Burger and Vege Wrap, KFC has come up with different promotions strategies and tactics to tackle as umteen customer as possible. For instance, special discount rate will be offer on the first three months when the Vege Burger and Vege Wrap is launch. Set meals upon ordering during lunch time and dinner time will be given special rate, which include of a pattern size Veggie Burger or wrap, a non net profit carbonated drink and a coleslaw salad as side dish.\r\nCustomer with large order quantity will be given cash coupon which applicable on their next purchase. Besides that, KFC use various promotion channels to effectively communicate the product information, to make people to aware of the new item, feel positive and remember it well. KFC apply pass around advertising through newspaper, wireless and TV program, the topper and important marketing medium for promotion. KFC will advertise on the front page on the best selling newspaper to draw reader’s attention, paper such as Kwong Wah daily, The Star and parole Strait Times. In addition television and radio advertisement will be broadcast during fortunate hours. 5.1.5 People\r\nKFC understand the importance of its employee and value customer, a happy customer result from the service provided from a happy employee. KFC will punt in unembellished effort and marketing their employee training and recruitment. 5 .1.6 Process\r\n cod to the vegetarian sensitivity and particular in the process of food homework, KFC will practice transparency to confide consumer in the coming launch product. The food manufacturing at KFC is exclusively transparent, food preparation process are perceptible to customer across the counter. It enable customer to perspective and judge the hygienic received in KFC, at any rate that is also allow customer to know the ingredients used for food that they consume.\r\nThis practice creates a solid check to customer gaining their confident towards KFC. As Vege Burger and Vege Wrap is 100% vegan, ingredients will be prepared separately, using utilize utensils and equipment. On the other hand, special training will be provided to all employees on method of preparation and preparation giving thorough knowledge to employee towards the new product. Managers are also designated to monitor the process of preparation to ensure standard procedures are follow. 5.1.7 Physic al Evidence\r\nKFC focuses on the cleanliness and hygienic interior of its outlet especially at the dining area, providing a clean and hygienic dining environment to customer. In the same time, maintain attractive and proper decorum at its joints. disclose facilities will be provide at KFC centre, such as internet facilities and dedicated area for children to pushover while parent can have quality time together. In order to match up with the launch of Vege Burger and Vege Wraps, KFC also launch a new design working uniform for their staff which come in green color imaging of eating green and living healthy. Physical appearance affects not only the impression from outsiders but it also a company brand image. 6.0 Budget\r\nKFC is using competitive parity method for company budget. In order to defend against competition, KFC will compare its budget with study competitors like Mc Donald’s and Burger King, spending as much as competitor. Example, if competitor is spending RM 50 0,000 in their promotion, KFC will also allocate the same or almost equal amount for their brand promotion. This method is easy to implement, it does not occur complicated estimate and appraisal, and most importantly, it enable to prevent competitor from making inroad to the company market share. 7.0 Controlling and paygrade\r\n7.1 exertion control\r\nOperation control focuses on casual operation. To effectively control the operation and reduce risk, it requires standard policies and procedure to ensure a consistence standard of business runs. KFC operational control wariness will monitor the daily operation of the outlets especially towards the aspect of personnel and technology to avoid any bulwark occurs from affecting stores operation. A systematic system ensured activities carried out accordingly as planned. Corrective action will be taken by management whenever is necessary. 7.2 schema Control\r\nIn the strategy control KFC management will look into the planning and tact ics implement to reach the objective that has been targeted. Proper monitoring will be put into practice from feed out up to completion of the strategy such as promotion, advertising activities, and pricing. At the end management will analyse on how effective is the planning from the result. revision and changes will be made to improve it if necessary. 7.3 Evaluation\r\nLastly, final evaluation will be carry out to review the respond and comment from customer towards KFC. Customer feedback will be majorly focused on comment through questionnaire, customer forum, and feedback form. Besides that KFC will also ask for real-life comments where feedbacks were warranted. Customer will be asked to expand their feedback and how would they like to have the job done or handled. Looking at the service from customer point of view would provide a break up understanding on what customer really need. In addition, sending mystery shopper can also help to monitor the quality of customer service a nd food furnished. Assessment can be carried out by reviewing the service level provided by front-line staff, food standard, and outlet environment.\r\nThus help the management to evaluate the overall performance of an outlet. Feedbacks compiled will be filter by management selecting whichever is useful to the company and problem will be brought to attention according to severity so that appropriate remedial action can be taken. KFC will ensure follow up on every customer to see whether the solution has helped the customer, and will also maintain customer database so that company can send regular questionnaires and receive new opinion and ideas from customer for future improvement. Every feedback from customer is valuable therefore small gift like cash vouchers will be given to convey customer for giving helpful tips and as a sense of respect to encourage ongoing open communication from customer in future.\r\nAppendixes\r\nAppendix A: References\r\n1. Behera, M., 2008. The 7Ps of M arketing Mix. [online] gettable at: [Accessed 29 November 2012]\r\n2. Kayne, R., 2012. Has it been proven that Vegetarian Diet is Really Healthier? [online] in stock(predicate) at: [Accessed 5 celestial latitude 2012]\r\n3. KFC (Holdings) Malaysia Bhd., 2011. KFC Malaysia. [online] gettable at: [Accessed 29 November 2012]\r\n4. KFC, 2011. Newsroom. [online] Available at: [Accessed 13 December 2012]\r\n5. KFC, 2012. roughly US. [online] Available at:\r\n[Accessed 29 November 2012]\r\n6. KFC, 2012. Jom KFC. [online] Available at: [Accessed 10 December 2012]\r\n7. KFC, 2012. Colonel’s Menu. [online] Available at: [Accessed 10 December 2012]\r\n8. KFC, 2012. Colonel’s Menu. [online] Available at: [Accessed 11 December 2012]\r\n9. KFC, 2012. KFC Holding (Malaysia) BHD Annual Report. [online] Available at: [Accessed 9 December 2012]\r\n10. KFC, 2012. Colonel’s Menu. [online] Available at: [Accessed 11 December 2012]\r\n11. Ligaya, A., 2009. Consumer more health co nscious. [online] Available at: [Accessed 13 December 2012]\r\n12. counseling Study Guide, 2008-2012. Marketing Mix-meaning and its Elements. [online] Available at: [Accessed 29 November 2012]\r\n13. Medialine. [online] Available at: [Accessed 10 December 2012]\r\n14. Mohammad, N., A., 2007. KFC outlet with a difference. [online] Available at: [Accessed 9 December 2012]\r\n15. Prads.net, 2012. KFC †Tripureswor. [online] Available at: [Accessed 13 December 2012]\r\n16. Poh Huai Bin, 2010. KFC Zinger Double Down Burger. [online] Available at: [Accessed 13 December]\r\n17. The hired Institute of Marketing, 2009. Marketing and the 7Ps. [online] Available at: [Accessed 1 December 2012]\r\n18. Wisnudewobroto, 2011. Kentucky Fried Chicken Marketing Strategy (English). [online] Available at: [Accessed 1 December 2012]\r\n19. WordPress, 2012. crest food and beverage trends to watch in 2013. [online] Available at: < www.stonehearthnewsletters.com/top-food-and-beverage-trends-to-watc h-in-2013/nutrition-marketing/> [Accessed 13 December 2012]\r\n20. You! Bumpit! 2008. COMPETITIVE-PARITY METHOD. [online] Available at: [Accessed 10 December 2012\r\n'