Economic Factors i. Income: Income is an important key factor for KEF. This factor decides which class is to be targeted. In the early rise of KEF they focused on the upper class but slowly are introducing economy meals that attract the lower to middle classes. Ii. Consumption Behavior: It estimates the behavior of people, their liking and disliking towards the pricing of the products. C. Behavior Factors In behavioral aspect they segmented the market on the basis of quality, taste and price. Following are the different possible segments in this regard: taste conscious, quality conscious, class conscious, and combination of price and quality.
D. Geographic Factors On the basis of the geographical factor we have divided our market in two main segments, urban and semi urban. E. Political Factor The operations of KEF are affected by the government policies on the regulations of fast food operation. Currently government are controlling the marketing of fast food restaurant because of health concern such as cardiovascular and cholesterol issue and obesity among the young and children in the country. Governments also control the license given for open the fast food restaurant and other business regulation need to follow such as for a franchise business.
Good relationship with government in giving mutual benefits such as employment and tax is a must for the company to succeed in any foreign market. 2. 2 TARGETING A. Location Hectic lifestyle of individuals – giving them more time at work and less stress about waiting for food. Centralization of urban and sub-urban markets leading to more mid-sector people that find high-end eating joints very too expensive. Mid-sector people are always looking for change which KEF provides in their range of fast food. Quality conscious – people in urban areas are more conscious about the quality of food than rural areas.
Urban areas are more populated therefore they help with attracting higher revenues. B. Placement Outlets Due to KEF placing itself close to schools, colleges, cinemas and markets which are mostly populated by the young and those who are in a hurry, KEF enjoys a large number of footfalls every day. In addition, they also have outlets close to non-vegetarians (mostly Muslim populated areas). C. Strategy Given the competitive nature of fast food joints, KEF uses the “Push Strategy” to help them create awareness, be different, and sound attractive. . Postulating A. Products Basically the product is anything that be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. KEF is specially dealing in the chicken products; Basically, KEF has the special raspy for chicken products that is why, KEF known as a chicken specialist all over the globe. KEF target the Asia and East side because people like chicken product so they enter in the market due to the demand of their chicken products. KEF product variety of product in the chicken. B.
Channel KEF believes in first level channels in the order given: manufactures, retailers, and consumers. KEF works on the flow of good operation techniques i. E. “Good Operating Manager? leads to “Good Team Selection ?Good Services Good Targets Good. Revenues through the following internal strategies: Training; Incentive based targets; Recognition for good work; Performance based bonus; Employee benefits to keep them motivated; and Promotion. C. Promotion Promotion is the method used to inform and educate the chosen target audience about the organization and its products.
Using all the resources of promotion: Advertising; Sales Promotion; Public Relations; Events and Experiences; Coupons, Discounts and Bundled packages; and An organization finds most of its meanings and survival through promotion. At KEF, Promotion is the main tool to bring all chicken lovers attention towards its delicious one-of-a-kind product, the Fried Chicken. D. Services KEF offered free home delivery service at specific branches in specifics cities. They take at 30 min for delivery and the minimum delivery order should ARMS.
They also provided services to celebrate the birthdays of kids at home or in KEF restaurants. Now recently KEF also provide services of mobile unit of KEF. 2. 4 MARKETING STRATEGY KEF Corporation, or KEF, founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky. KEF is a brand and operating segment, called a “concept” of Yum! Brands since 1997 when that company was spun off from PepsiCo. KEF primarily sells chicken in form of pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KEF also offers a line of roasted chicken products, side dishes and desserts.
A. Marketing: Managing Profitable Customer Relationship The marketing mix is generally accepted as the use and specification of the ‘4 As’ describing the strategic position of a product in the marketplace. i. Product Anything that can be offered to a market to satisfy a want or need. Cuff’s specialty is fried chicken served in various forms. Cuff’s primary product is pressure-fried pieces of chicken made with the original recipe. The other chicken offering, extra raspy, is made using a garlic marinade and double dipping the chicken in flour before deep frying in a standard industrial kitchen type machine.
The main products of KEF still are fried chicken but KEF tried to development new products for suitability with modern situation; the menu for health. Moreover, new menu of KEF will emphasize the taste and health. Ii. Price The cost of KEF products use high pricing strategy but it’s not high overly. KEF in the country tried to enhance quality of fast food restaurants to change attitude of people that they think KEF is junk food. Iii. Place Most KEF restaurants are located in the source communities such as shopping malls, petrol station, and highway R. iv.
