2. HISTORY
McDonald’s KFC
 KFC Corporation, or KFC, founded
 McDonald’s entered India
in 1996. and also known as Kentucky Fried
Chicken, is a chain of fast food
 McDonald’s India has a joint restaurants based in Louisville,
venture with Connaught Plaza Kentucky. KFC is a brand and
Restaurants and Hard Castle operating segment, called a
Restaurants. "concept" of Yum! Brands since
 Connaught Plaza Restaurants 1997 when that company was
manages operations in North spun off from PepsiCo.
India whereas Hard Castle  KFC primarily sells chicken in form
Restaurants operates of pieces, wraps, salads and
restaurants in Western India. sandwiches. While its primary
 Today it has 169 Restaurants focus is fried chicken, KFC also
across India. offers a line of roasted chicken
products, side dishe sand desserts.

3. MARKETING MIX- Mc DONALDS
PRODUCT.
 McDonalds has
intentionally kept its
product depth and
product width limited.
 Designed the product after
deeply studying the Indian
customers.
 McDonalds continuously
innovates its products
according to the changing
preferences and tastes of
its customers.

4. PRICE
 McDonald’s came up with a very
catchy punch line “Aap ke zamane
mein ,baap ke zamane ke daam”.
This was to attract the middle and
lower class consumers and the
effect can clearly be seen in the
consumer base McDonalds has
now.
 McDonalds has certain value
pricing and bundling strategies
such as happy meal, combo
meal, family meal etc to increase
overall sales volumes.
 Competitive pricing.

5. Pricing Strategy
 Value Ladder Strategy.
 In March 2004 introduced “AAP KE ZAMANE ME
BAAP KE ZAMANE KE DAAM”. In this section
prices ranged from 20 to 80, which resulted high
increase in sales volume.
 Started product bundling.
 Prices are stable because of well established low
cost chain.

6. PLACE
 The structure is simple for
McDonald's. In India the
outlets in north and east
India are run by
Connaught Plaza rest pvt
ltd and outlets in west
and south India are run by
Hard Castle Rest. Pvt ltd.
 169 outlets all over India.
 Localized the supply
channels.

7. PROMOTION
 The idea of their promotion is to
promote McDonald’s as a global
image.
 “Brand globally, advertise
locally” is the McDonald’s
promotional strategy.
 McDonald’s does its promotion
through television, hoardings
and bus shelters. They use print
ads and the television
programmes are also an
important marketing medium
for promotion.
 Intensive advertising aimed at
children.

8. Some of the most famous marketing
campaigns of McDonald’s are:
1. “You Deserve a break today, so get up and
get away- To McDonald’s”
2. “Aap ke zamane mein ,baap ke zamane ke
daam”.
3. “Food, Folks, and Fun”
4. “I’m loving it”. It is one of the most successful
ad campaigns launched in 2003.

9. CO -BRANDING
 McDonald's has major tie up’s with various
companies as their co- branding strategy.
 Coca cola
 Barbie
 Hot wheels
 Disney-pixar

10. MARKETING MIX-KFC
PRODUCT
 KFC's specialty is fried chicken served
in various forms. KFC's primary product
is pressure-fried pieces of chicken
made with the original recipe.
 Products are generated based on the
geographical locations.
 In KFC feedback is taken from the
customer in order to know the
customer demands and then
improvements are made in products.
 KFC focuses on pure and fresh food in
order to create a distinct and clear
position in the minds of customers KFC
has a strong brand name and they are
leading the market in fried chicken.

11. PRICE
 KFC globally enters the
market using market
skimming. Their
products are priced high
and target the middle to
upper class people
 Compared to its
competitors, KFC has a
monopoly in fried
chickens. Thus KFC has
an upper hand in pricing
their fried chickens.

12. PLACE
TARGET AREAS Location
 “Free home Delivery” strategy – They  Hectic lifestyle of individuals – giving
provide free home delivery to offices & them more time at work and less
homes (select countries). stress about waiting for food.
 Accessibility – Resulting in several  Commercialization of urban and sub-
outlets to cater to the needs of people urban markets leading to more mid-
in & around the city. sector people that find high-end
eating joints very to expensive.
 Hectic lifestyle – Due to the hectic
 Mid-sector people are always
lifestyle of office goings individuals the
looking for change which KFC
fast food concept saves time of
provides in their range of fast food.
preparing food and gives the customer
a full meal quickly.  Quality conscious – people in urban
areas are more conscious about the
 Economically convenient – The pricing quality of food than rural areas.
appeals to the many classes of a
 Urban areas are more populated
society.
therefore they help with attracting
 CHANNELS-1st level channel ie ; higher revenues.
Manufacturer---Retailer---Consumer.

13. Contd…
Placement of outlets
Due to KFC placing itself
close to
schools, colleges, cine
mas and markets which
are mostly populated
by the young and those
who are in a hurry, KFC
enjoys a large number
of footfalls everyday. In
addition, they also
have outlets close to
non-vegetarians
(mostly Muslim
populated areas).

14. PROMOTION.
 At KFC, Promotion is the main tool to bring all chicken lovers
attention towards its delicious one-of-a-kind product, the
Fried Chicken.
 KFC and its new company jingle, “finger lickin good” is a
frequent announcement on televisions, billboards, flyers and
radio.
 The company anthem “finger linkin good” is just a wake up call
to the consumer to remind them how good they felt the last
time they ate KFC chicken.
 Sponsorship is another tool to strengthen an organizations
image. KFC is currently the sponsor of the West Indies Cricket
Team.
 All KFC outlets offer its customers with various forms of
incentives to buy its Chicken.

15. POSITIONING
 Age: Generally there is no age
limit focus by the KFC. The
target and focus is on each and
every individual in a society. KFC
finds its largest demographic in
the young of any society.
 Gender: Both male and females
are focused by KFC, gender does
not play any role here.
 Household Size: This plays a vital
role in the demographic factor of
the KFC. Generally they target
whole families rather than single
persons. This being the reason
for their Family Meals which are
basically bundled items served
at a nominally cheaper rate.

16. CONCLUSION
 In India fast food market is strongly dominated
by these 2 brands. But when it comes to
comparing these two brands the conclusion is
that as far as market presence and brand value is
concerned McDonald's has definitely proved a
point for themselves.
 But KFC who re entered in 2003 has shown a
rapid progress and if in the coming years KFC
overtakes McDonald’s in the Indian market
share.
 But for now it’s McDonald at the top.