Kfc Marketing Strategy in Mauritius

2103 Words Apr 9th, 2013 9 Pages
KENTUCKY FRIED CHICKEN

INTRODUCTION
KFC Corporation, based in Louisville, Kentucky, is the world’s most 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 freshly made chicken sandwiches.
Every day, more than 12 million customers are served at KFC restaurants in 109 countries and territories around 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
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In Mauritius kfc has 14 outlets. it focus customer demand .Most of the restaurants are found near 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 segmentation consists of dividing the market into groups based on variables such as age, gender family size, 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 positioning kfc constantly perform market research to acquire information about the tastes and lifestyles to improve its marketing strategies to better compete with its rivals such as MacDonald and nando. It uses the terms as what's fresh?, Fresh is part of everything we do, it's so good.
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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

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