2. PRESENTED TO:
MR. ISHFAQ AHMAD
PRESENTED BY:
SAJEEL ZAMAN

3. KENTUCKY FRIED
CHICKEN

4. TABLE OF CONTENTS:
 History
 Mission Statement
 4P’s
 Product
 Price
 Place
 Promotion
 SWOT Analysis

5. HISTORY OF KFC:
 The Kentucky Fried Chicken was founded by
Colonel Harland Sanders (born on September 9,
1890) at the age of sixty-five. KFC is currently
one of the largest businesses of the global food
service industry and is widely known around the
world.
 Since 1950’s KFC has grown at a remarkable
pace from one road side restaurant into an
internationally renowned restaurant chain and
one of the largest chain of chicken restaurants in
the world. But none of this would have happened
if it would not been the hard working and
persistence of one man Colonel Harland Sanders.

6.  After a short span of time, customers were
turning up for food alone so he moved across the
street to a motel and 142-seater restaurant which
he named “Sander’s Court” it was during this
time that the Colonel devised his recipe for fried
chicken using a secret blend of 11 herbs and
spices the same blend of recipe is still used in
KFC allover the world and is called the “Original
Recipe”.
 KFC specialized in chicken and they says,
“No body’s cooking like KFC today and we are the
chicken experts”

7. MISSION STATEMENT:
 We are committed to customer satisfaction
through offering high quality with excellent
services and good value.
 We take great pride in serving each other, our
customer and our communities.
 We seek continuous improvement in all that we
do.

8. 4P’S OF KFC:
 PRODUCT
Our all products are different from every product
and the packaging and other products feature are
different from other. We change our products by
introducing new products but their main product
the Kentucky fried chicken is the same.
KFC provides a wide range of nutritious food
items for their beloved customers. Now a days
KFC is dealing in 8 major Product Line:

9. 1. Chicken
2. Plated meals
3. Flavors & snacks
4. KFC Famous Bowls
5. Sandwiches
6. Desserts
7. Sides
8. Salads

10. PRICE
In introduction stage KFC entered the market
using market-skimming strategy. Their products
were high price and targeted only upper class.
Gradually they trickle down focusing on the
middle class to penetrate the market. Also KFC
follows one price strategy.
Price is determined according to the rates of the
raw materials and policies of the Govt.

11. PLACE
 Distribution Channel:
KFC has only one channel of distribution i.e.
direct where the goods are transferred to the
consumer directly. KFC has no middlemen.
 Distribution:
KFC does distribution of consumer goods
directly to the consumer.
KFC also does distribution of services to the
consumer like parking, sitting, home
delivery, etc.
KFC intends to further develop its mobile
network nationwide through more such units.

12. PROMOTION:
 The logo features Colonel Harland Sanders that
is one of the best logo in the world has created its
name as a standard in the market. Today the
Colonel’s Spirit and heritage are reflected in
KFC’s brand identity.
 KFC by its advertisements derives the desire in
the customer to come and enjoy healthy food in
their favorite restaurant. They spend 2% of its
profits on advertisement.
 They use print media and most recently doing
televised marketing to promote it products. Their
advertising media involve: Newspapers,
Pamphlets, Billboards and Television.

13.  KFC has put big hoardings on the busy areas of
Pakistan and have an effective advertisement
campaign on the media in order to MOTIVATE
its customers. The colors used in advertising
are Red, White and Blue which itself is
recognition for the brand.
 KFC in its advertisements says;
“Nobody does chicken like KFC”
“We do chicken right”

14. KFC SWOT ANALYSIS
 STRENGTHS:
2. Strong Franchises all over the world.
3. KFC secret recipe of 11 herbs and species.
4. Strong trademarks recipes.
5. Ranks highest among all chicken restaurants.
6. Largest multi-branded restaurant in the world.
 WEAKNESSES:
9. Lack of knowledge abut their customers.
10. Lack of focus on Research &Development.
11. They only focus higher income level people.

15.  OPPORTUNITES:
2. They have the opportunity to expand their sweet
products.
3. They can capture more customers by decreasing
the price of their products.
4. They can open temporary outlets in peak season
in the hill stations like Naran, Kaghan, Swat,
etc.
 THREATS:
7. Increasing inflation rates directly affect menu
prices.
8. Health Trend away from fried foods.
9. Current political situation is a big threat for
KFC.