Analysis Of KFC

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Fast food is the food that requires little preparation before being served. Kentucky Fried Chicken also known as KFC is one of the most innovation and leading fast food restaurant among fast food giants.This essay provides an analysis of the marketing news story which published in February.25.2015, about edible coffee cup which is also called Scoff-ee cup by KFC. This new cup greets plenty of the trends bedevilling the food business today such as product innovation, social responsibility and environmental friendliness. "This type of edible packaging is definitely aligned with the global consumer mind-set in terms of sustainability and simplifying their life," said Shilpa Rosenberry, senior director of global consumer strategy at Daymon Worldwide.…show more content…
Drucker. Nowadays, people are very concern about saving the environment and thus many companies are exploring new ideas to save the environment at all cost. “Thinking differently can generate a new offering that creates or changes a category” Strategic-Market-Management, Aaker. As such, KFC recognised the problem of usage of plastic coffee cups and joint partnership with food scientists The Robin Collective to come out with the brilliant idea of edible cup manufactured from biscuit, clothed in sugar paper and wadded with a layer of glorious white chocolate.

KFC uses segmentation method to targets it consumers from Britain due to geographical and behavioural determinants.“In the UK, we drink approximately 70 million cups of coffee per day” - Mintel Coffee UK 2008 Report. “In 2012 the estimated turnover for coffee shops was £5.8 billion” - Allegra Strategies UK Retail Coffee Shop Market Report Dec 2012. “We have become a nation of coffee lovers and even coffee geeks” said Jeffery Young of UK coffee week. In this way, KFC has successfully target their first generation B2C consumers and as well as addresses on corporate social
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