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KFC Marketing Plan

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KFC Marketing Plan
Table of Content Page 1.0 KFC Background……………………………..…………………......… 3 2.0 KFC Current Concept and Practice ………...……………………...….. 3 3.0 KFC Marketing Mix (7Ps) ………………………………..……..…….. 4
3.1 Product and Service ……………….………………………………… 4
3.2 Price………………………………………………………..………… 4-5
3.3 Place…….………………………….………………………………… 5
3.4 Promotion.…………………………………………………………… 5
3.5 People……………………………………………………………..…. 6
3.6 Process……………………………………………………………….. 6
3.7 Physical Evidence……………………………………………………. 7 4.0 KFC Marketing Objective…………………………….………………… 7 5.0 Marketing Strategy………………………………………………..…….. 7-8
5.1 One Year Integrated Marketing Plan……………………..………….. 8
5.1.1 Product and Service…………………………………………….…... 8-9
5.1.2 Price…………………………………………………………….…... 9
5.1.3 Place……………………………..………………………………..... 10
5.1.4 Promotion…………………………………………………………... 10
5.1.5 People…………………………………………………………..…... 11
5.1.6 Process………………………………………………………….…... 11
5.1.7 Physical Evidence………………………………………………….. 11-12 6.0 Budget………….……………………………………………………...... 12 7.0 Control and Evaluation..……………………………………………....… 12
7.1 Operation Control …………..…………………………………..……. 12
7.2 Strategy Control …………..……………………………...……..……. 12-13
7.3 Evaluation…………………………………………………………….. 13
Appendixes
Appendix A: References……………………………………….……….… 14-16

Report on KFC
1.0 KFC Background
KFC formally known as Kentucky Fried Chicken is the world biggest and most popular chicken-based restaurant chain, headquartered in Louisville, Kentucky in the United State. It is originally founded by Colonel Harland Sander in 1952. Throughout its rapid growth it has now over 150,000 stores available nationwide in 105 countries boosting 59 years of history of success and innovation. In Malaysia, the first KFC


References: 1. Behera, M., 2008. The 7Ps of Marketing Mix. [online] Available at: [Accessed 29 November 2012] 2. Kayne, R., 2012. Has it been proven that Vegetarian Diet is Really Healthier? [online] Available at: [Accessed 5 December 2012] 3 4. KFC, 2011. Newsroom. [online] Available at: [Accessed 13 December 2012] 5 7. KFC, 2012. Colonel’s Menu. [online] Available at: [Accessed 10 December 2012] 8 9. KFC, 2012. KFC Holding (Malaysia) BHD Annual Report. [online] Available at: [Accessed 9 December 2012] 10 11. Ligaya, A., 2009. Consumer more health conscious. [online] Available at: [Accessed 13 December 2012] 12 14. Mohammad, N., A., 2007. KFC outlet with a difference. [online] Available at: [Accessed 9 December 2012] 15 16. Poh Huai Bin, 2010. KFC Zinger Double Down Burger. [online] Available at: [Accessed 13 December] 17 18. Wisnudewobroto, 2011. Kentucky Fried Chicken Marketing Strategy (English). [online] Available at: [Accessed 1 December 2012] 19
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