Company Background Of Kentucky Fried Chicken

1283 Words Mar 18th, 2015 6 Pages
 COMPANY BACKGROUND:
Kentucky Fried Chicken is a fast food restaurant chain that specialises in fried chicken. The company is a subsidiary of Yum Brands, which is a restaurant company that also owns the Pizza Hut. It is considered to be world’s second restaurant chain with approximately 19000 outlets in 118 countries.
 SEGMENTATION, TARGETING AND POSITIONING:

• SEGMENTATION:
GEOGRAPHIC City: Metro, tier I and Tier II cities
DEMOGRAPHIC Age: 15 to 45
Gender: Male & Female
Income: Middle and Upper middle class income group
SOCIO- ECONOMIC CLASSIFICATION: A1, A2, B1, B2
PSYCHOGRAPHIC: Lifestyle: Outdoor oriented
Personality: Mostly influenced by western culture
BEHAVIORAL: Occasions: Regular, Special
Customer status: Core customers, fringe market
Attitude towards product: positive

TARGETING:
KFC has targeted itself for mid-sector customers of urban areas. It is located near to schools, colleges, malls as a result KFC enjoys a large number of footfalls every day. Also KFC is preferred by those core customers who enjoys quality and taste of KFC as compared to its competitors
POSITIONING:
• Logo: Red color which signifies color of meat and smiling face of colonel with red background and apron displays dynamism and depth.
• Providing quality products with distinct taste at the possible lowest price.
• Leading player in the Fried Chicken.
• In 2011, the "finger lickin ' good" slogan was dropped in favour of "So good,”
• USP - Unique taste of product
• Designed for…

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