1. Carlos Eduardo López Yepez
MARKETING MIX CASE STUDY
KFC is a high growth company within the fast food industry. They offer the famous
spice cooked chicken dishes in order to adapt to the customer preferences according to the
four P’s marketing mix. In the case of Product, they not only the chicken based product but
offers a variety of complementary products like Soda, French fries, desserts, salads in order
to serve the different types of demand according to the wants of the customers located in
the different sectors that they are located in a determined city.
They also care about maintain the quality level of their products and services
recruiting suitable people to provide an excellent customer service. In other words they care
for their customers so their employees will attend you any requirement with good will and a
smile on their faces. At last; they try to attract any kind of customers whether children or
adults adapting their products to the different customers’ ages. Thus; we can observe that
one of the offered products is called Chicky Lunch which is a little box with chicken based
dishes in a box and it is basically for kids.
In the case of Price; the second element of the marketing mix; they really care about
their customers satisfaction. Therefore, they offer a variety of combos that provides to the
customers the possibility to acquire a satisfying and delicious food according to their
income level. So, we could found dishes and combos of different prices like a Ponte Pilas
which is rice, chicken and stew’s dish just for $1.75 or a Megaburger for $1.99; which are
fully accessible prices to any Ecuadorean pocket.
2. In third place; the Promotion aspect is really aggressive. Thus, we can observe a
KFC ad almost everywhere; since the door of a public transportation bus until a bathroom
in a shopping center. The idea that the company drives is to link their products with a basic
need of man and performs three times a day as is eating. So they bombard the customer’s
mind with the message that KFC could kill the hunger of the customer opportunely.
Finally, in the case of Place; they care to being located in strategic points which
represents a quick access for their customers to their products. Therefore; it can be
observed a KFC local in most of the Gas Stations within Guayaquil. The idea is to being
near the customers opportunely. Besides they not only provide a useful location but a high
relaxing environment with air conditioning, nice music, comfortable seats and good
attention from the employees. The objective is to provide an unforgettable experience so
the customer will return to their locals by their own will.
In order to make reference to the Ambient Mix; which is a useful opportunity to
reach customers; the company must handle it with great care. Because it must remembered
that there is a thin line between attracting the customers and saturate them with
information. Therefore the ambient mix must be used in strategic places or media; so the
customer could receive the information in a opportune way and it could be assimilated for it
in a good mode.
A company as well as using the marketing mix must drive the Place aspect very
carefully so they could reach the customers and satisfy their needs in an opportune way.
Like KFC is located in any gas station which are places where people in Guayaquil go to
acquire a product like food, soda, etc; the company must identify which are the places that
3. the customers assist more often and locate their products there without forgetting to provide
and efficient customer services combined with high-quality products.
The Companies use the marketing mix as a useful process that allows them to
determine the customer needs and create useful products which could satisfy them. Not
only investing in high level of quality but getting that the customer feel that the paid price
is not just for the received product but for the importance they have for the company and
the good service and experience provided in order to attend their wants and preferences. In
other words; the company must successfully transmit the value given to the created
products to the customers so they could feel this value as it was it owns.