Company Background Of Kentucky Fried Chicken

1283 Words6 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

More about Company Background Of Kentucky Fried Chicken

Open Document