Kfc Marketing Strategy in Mauritius

KENTUCKY FRIED CHICKEN INTRODUCTION KFC Corporation, ground in Louisville, Kentucky, is the worlds about popular chicken restaurant chain, specializing in Original Recipe, Extra Crispy, Kentucky Grilled Chicken and Original Recipe Strips with home-style sides, Honey BBQ Wings, and impudently made chicken sandwiches. Every day, more than 12 million customers are served at KFC restaurants in 109 countries and territories somewhat the world. KFC operates more than 5,200 restaurants in the United States and more than 15,000 units around the world. KFC is world famous for its Original Recipe fried chicken .KFC is made with the secret blend of 11 herbs and spices Colonel Harland Sanders perfected more than a half-century past. Customers around the human race as well as enjoy more than 300 former(a) proceedss from Kentucky kfc primarily sells chicken in forms of pieces ,wraps salad and sandwitches. While its direct focus is fried chicken it also provides a line of roaster chicken products side dishes and desserts. PickNEat (KFC) is a front runner when it opens its first outlet in Curepipe in 1983. Thanks to KFC, eating out becomes accessible to intimately anybody.Convivial atmosphere, unique tasty recipes based on genuine chicken cuts prepared on the spot, quality and hygiene This promise made thirty years ago to consumers has been kept. With fourteen outlets around the island, KFC outlets have become today the preferred eating spots of Mauritians, living and amusement spots for families and young great deal particularly. KFC Mission KFC heap Read more http//www. ukessays. com/essays/business/strategies-for-the-mauritius- degenerate-food-market-business-essay. phpixzz2QWwSUPMF It is the beginning of a refreshing era that the warm food industry has gradually breakthrough the Mauritius lifestyle.Due to the globalisation process, many fast food franchises are now available in Mauritius. Whether these fast foods have revolutionised Mauritius, today these pr oducts form part of our lifestyle and culture. People rely on their convenience to enhance their lives and productivity. But in the fast and increasing competitive business environment of today, the right marketing approach is necessary to compete with competitors. The ability to start out effective marketing strategy which enable the firm to become more responsive and adaptable to the market will perhaps more than ever before, grade the winners from the losers.The rational of developing marketing strategies is to respond to the increasing high demand in fast food and to eventually sum up the market share of Kentucky deep-fried Chicken. Themarketing mixdeals with the way in which a business uses expenditure, product, distribution and promotionto market and sell its product. The marketing mix is often referred to as the cardinal Ps since the most important elements of marketing are concerned with Product the product (or service) that the customer supports Price how much the cus tomer pays for the product domicile how the product is distributed to the customerPromotion how the customer is found and persuaded to buy the product . PRODUCT product are flings that a marketer offer ups to the nates audience to satisfy their needs and deprivation In Mauritius, KFC products are manufactured within international norms and quality to provide the maximum satisfaction to its customers. The products sold are Halal guaranteed. Thus whatever someones belief and culture, he or she can eat KFC products. Thorough study of the product line has been conducted to meet up the different tastes and habits of different state in Mauritius.In Mauritius, Chicken Delights product mix consists of five product lines, namely fried chicken, Chips, burgers, salads and soft drinks. Read more http//www. ukessays. com/essays/business/strategies-for-the-mauritius-fast-food-market-business-essay. phpixzz2QWwib0Kp KFCs primary product ispressure-friedpieces of chicken made with the Origina l Recipe seasoning mix. It is marinated, dipped in a flour and egg based mixture, and breaded with flour before existence fried geographic segmentation kfc has outlets internationally and sells its products according to geographic need of the customers.In Mauritius kfc has 14 outlets. it focus customer demand . Most of the restaurants are found nest big shopping centers e. g riverside riviere du rempart and La croizette in grand baie and 2 outlets are found at port louis. demographic segmentation Demographic segmentationconsists of dividing the market into groups based on variables such as age, gender family surface, income, occupation, education, religion, race and nationality kfc segments market on demographic basis in this way Age-chidren,teenagers family size 1-2,3-4,5+ family lifestyles income market bureauing fc constantly perform market research to acquire information about the tastes and lifestyles to meliorate its marketing strategies to better compete with its rivals such as MacDonald and nando. It uses the terms as whats fresh? , Fresh is part of everything we do, its so estimable. . PRICE The amount of money that customers have to pay while buying the product. in other words the amount that kfc charge for its product. pricing policy when kfc first started its business in Mauritius it adopted a skimming price policy. because it had competitive advantage it target the middle to upper class people.However, the advantage tends not to be sustainable. The high price attracts other new competitors and the price inevitably fall due to increase supply Competitors. in mauritius kfc has two major competitor namely the Macdonald and the Nandos. The kfc price can be compared with the price of its substitutes . if the competitor provide the same product with raze price then kfc also must lower its price. There is perfect competition thus kfc must always accept the market price for its products. Costs. kfc price its product keeping different points in view . They adopt cost based price strategy. ricing product includes includes overheads such as research and development, investment in equipment, people and technology, as well as direct costs, such as raw materials and ingredients. Thus product is priced according to standard of product and segments. In the cost based we include both fixed and variable costs. .Customers. The business needs to consider what its customers expectations will be. For example, customers may be prepared to pay more for a product that is unique or produced in an ethical and sustainable manner. This would place it as a premium brand above its competitors.Kfc maintain its market research to obtain information toidentify and define marketing opprtunities. PLACE KFC in figures* 500 employees 10,000 customers daily 14 outlets HACCP National Quality Award * 2011 Figures Sooo good PR0MOTION Promotion is the method apply to inform and educate the chosen target audience about the organization and its products. KFC u sing reminder advertisements which stimulates repeat purchases of its product. The slogan Its finger linkin good like a reminder to remind consumer how good they felt last time when ate KFC. KFC use friendship as a tool of promotion tool due to sponsor can increase image of keep company.Currently, KFC sponsor in the Australian Cricket Team. Sales promotion is one of the tactics to put forward product KFC. KFC use coupons, entertainment, exhibits to increase it sales. The logo of the smiling Colonel is probably one of the most recognized faces in the world and instantly brings the image of fried chicken to ones mind. -KFC and its new company jingle, finger lcikin good? is a frequent announcement on televisions, billboards, flyers and radio. The concept of showing a normal customer deeply involved in devouring his piece of chicken usually turns on the drool factory in everybodys mouth and makes them rush to the nearest KFC.In CANADA where chicken lovers are plenteousness abound the se ads featuring normal people connect instantly and create a rush at their outlets. Using the following methods KFC spreads its contentedness of finger licking good chicken. Promotion Read more http//www. ukessays. com/essays/marketing/the-concept-of-the-marketing-mix-marketing-essay. phpixzz2QYVBewzgPromotion is the main tool to bring all the chickenlovers attention towards its delicious one of a kind productfried chicken. They try to promote their product through radio,television,billboards,flyers.Kfc try to sponsor events in order to strengthen their company image. KFC Mauritius has launched its new website KFC Mauritius recently launched their website which is available at www. kfc. mu. This new website is great news show for KFC-lovers (99. 5% of the Mauritian cosmos) around Mauritius as it has a lot of useful information, including menus, store locations, and a whole load of finger-lickin crap. It also has a games section, which is a extensive waste of space. romotion KFC does promotional activities by offering add-ons to the existing menu, gift coupons, T-shirts, Kids meal etc.KFC promotes its products through LCD displays kept inside its outlets which promotes their products and kindles desires among consumer. India being the country with largest youth population has favored the growth of KFC and it has become the fastest growing fast food chain in India pushing aside McDonalds and Pizza Hut. Conclusion KFC- STRENGTH- It is a very famous fast food chain outlet that started fromLouisville Kentucky. It has been known to be a leader in the chicken restaurantsegment with annual sale of more than a billion dollars.It has more than 50% of the market share in fast food industry& new entrants are finding it very fractious to capture its share. It has gained enormous recognition as a reputable brand forfast food & has globally positioned itself well in industry. It has a high global brand image compared to its othercompetitors. It has a strong presence ov er its competitors with its primaryproduct fried chicken. It has strong location,store management,motivated work force& franchises. It has a strong distribution network such as outlets in shoppingmalls,airports etc. WEAKNESSES-Kfc is not innovative because it serves only the chickenproducts to the customers. It doesn? t offer any new or differentiated products. It felt after the market was offering new products because itwas doubling other fast food chains to remain competitive. Its merger with different corporations resulted in big culturalproblem for kfc employees such as merger with pepsico. The company is only focusing on few locations & is ignoring tocheck standards at franchises in different countries. Kfc is facing problems to maintain the higher standards of hygienic food & is being charged in different countries due topoor standards of hygiene food.Some of the examples are as follows- In 2007 a kfc outlet in newyork city was initiated to be ratinfected. In 2009 a kfc store in London was also charged with 1 foodhygiene fines. A court case in 2010 exposed poor hygiene at a kfc store inSydney,Australia. OPPORTUNITIES- ever-changing demographics trends provides opportunity todiversify into new products & locations. Increasing demand for foodstuff eaten outside the home. Expand globally to capture the untapped markets & increasethe revenue. The company can take advantage of Nafta(North American freetrade agreement). Expansion for the latin American markets.Consumers are becoming health conscious so they decided tointroduce new products line for this segment. To be environmently responsible because it will improve thepublic image of kfc & will help it to increase its revenue. To diversify into other fast foods & meals. To open more outlets in metro to increase their presence Its soGood is a message that is embedded in all aspects of KFC marketing mix. Not only are the products designed to look and taste good, they are produced from Original Recipe of 11 her bs and spices in a way that addresses peoples concerns about issues such as health and the origins of their food.This helps to ensure that remains KFC a trusted brand. THREATS- Kfc is facing strong competition from its competitors,such asMcdonalds,yum,subway & pizza hut. It is also facing competition from local restaurants in differentcountries of the world. The company is facing problem in maintaining same standardsat their international franchises. To sustain a market leadership position in the global fast foodindustry. Other players are turning to new menu offerings,locations . Increase in number of health conscious consumers. Saturated fast food industry in the us market. RECOMMENDATIONSKFC-If kfc could increase company own restaurants,whichenables it to control quality,services & restaurantcleanliness therefore more capital is needed. Kfc need to make sure that their restaurants offer adiversified menu. To provide their customers with quality food,excellentservice & restaurant cleanliness. Kfc should always listen to their customers & try follownew trends on market in order to satisfy theircustomers. The company should try to develope new products thatcustomers neediness in order to increase their financialperformance & value. 4 and not because its the trendy new thing to talk about in restaurants. The