Marketing Plan for KFC: Analysis, Strategy, and Digital Marketing

PLAN DE MARKETING: KFC

Rodrigo Saez, Rubén Tomas,

Index

1. Analysis of the situation

2. Market analysis

3. Competitor analysis

4. D.A.F

5. Segmentation strategy and chosen positioning

6. Main elements of the marketing-mix and digital marketing

7. Analysis of the situation

   1. Market analysis

2. The company Yum! Brands, owner of the fast food chains KFC, Pizza

Hut, Taco Bell and The Habit Burger Grill closed 2020 with a net profit of 904 million dollars (755 million euros), which is equivalent to a 30% drop in profits compared to 2019, as reported this Thursday by the multinational.

3. The company’s income between January and December was 5 million

dollars (4 million euros), 1% more than the previous year as a whole. Income from the company’s restaurants rose 17%, to 1 million dollars (1 million euros), while those from franchisees fell 6%, to 2 million (2 million euros).

4. The contribution of franchisees to advertising and other services meant that Yum!

Brands revenues of 1 million dollars (1 million euros), 4% less.

5. The total sales volume of the brands, including those that register the

franchisees, was 49 million dollars (41 million euros) in 2020, 4.9% less than in 2019.

6. Yum! Brands recorded expenses in its own stores of 1 million

dollars (1 million euros), 22% more, while general and administrative costs rose 16%, up to 1 million dollars (million euros). On the other hand, the advertising expenses of the franchisees were 1 million dollars (1 million euros), 4% less, while the costs derived from managing the franchises and rentals were 145 million (121 million euros), 20% less.

7. Between October and December, the net profit of Yum! was 332 million

dollars (227 million euros), 32% less than in the fourth quarter of 2019. The company’s turnover in that period grew by 3%, to 1 million dollars (1 million euros).

8. Audience composition can reveal a site’s current market share

on various audiences. KFC: its audience is 59% male and 40% female. By age, the largest group of visitors is 25 – 34 years old. We can also emphasize that the United States is the country with the highest demand, consuming 82.87% of the market.

8. Competitor analysis

KFC has numerous competitors because almost all fast food brands, if not all, have different foods that contain chicken on their menus, whether burger

King, McDonald, but within the competition Popeyes stands out, as it is the one that has a menu that is identical to KFC, that is, it only has chicken on its menus.

Burger King McDonalds Popeyes General characteristics

We found that both have breaded chicken foods, whether they are Nuggets or hamburgers

Like Burger King, it has chicken products in burgers or nuggets.

Both establishments have a menu focused solely on chicken

It is also a product specialization strategy, according to segmentation criteria, since it develops a certain product that sells to several segments, and it is also very useful to compete in a certain sector. Ideal for initially focusing and concentrating efforts on a single customer segment. Also, the brand does not target any specific gender.

 Main target segments that the company addresses

KFC adopts different segmentation strategies. By age, KFC sells products to children, who are already suitable to eat this type of food, with a large amount of fat, attracting them through a combo which gives a toy which always attracts their attention. Although also for older people who either want to quickly eat food with a large amount of fat, or people who are more concerned about their health and want to eat something healthier, since KFC also has healthier products such as grilled breasts or salads. . By sex, there is no differentiation since it does not have any type of preference for either the male sector or the female sector. As for geographical segmentation, it does not focus on any specific place, since it has establishments all over the world, with more than 20 establishments in more than 125 countries around the world. Regarding segmentation by income, we find those people who do not need to have a large amount of income, since KFC has products that are at low prices such as the “Mega box” that has 5 products for only €5 or hamburgers that cost only €2.29, although it also has more expensive products, such as cubes that reach €30. Finally, in terms of psychographic segmentation, we find those families that accept these types of products, and decide to travel on weekends to consume them.

 Differentiation/positioning for each target segment

They achieve positioning among consumers through the level of differentiation compared to other brands since it has a unique and refreshing style.

10. Main elements of the marketing-mix and digital marketing

 Product

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