KFC officially known as Kentucky Fried Chicken is the universe biggest, and most popular chicken-based eating house concatenation, headquartered in Louisville, Kentucky in the United State. It is originally founded by Colonel Harland Sander in 1952. Throughout, its rapid growing it has now over 150 000 shops available nationally in 105 states hiking 59 old ages of history of success and invention. In Malaysia, the first KFC eating house was unfastened in 1973 on Jalan Tunku Abdul Rahman and today there was more than 500 mercantile establishments throughout Malaysia and was still numbering (KFC, 2011).
Malaysia’s KFC eating house is an organization that runs and managed by Malaysian which patterns self-service construct in it concern. Customer demand to function themselves when making buying. “Besides that, it patterns on the construct of Halal nutrient. Halal nutrient is nutrient that conforms to Islamic Law or Syariah, it regulates that nutrient consumed must be hygienic, non harmful to wellness, free from any out parts of animals’ beginning and anything regarded as crud under the Islamic jurisprudence (KFC, 2011)”.
Marketing Mix 7 P’s
The 7 P’s are a set of recognized marketing tactics, which you can use in any combination to satisfy customers in your target market. The 7 P’s are controllable, but subject to your internal and external marketing environments. Combining these different marketing tactics to meet your customers’ needs and wants is known as using a ‘tactical marketing mix’.
A product is seen as an item that satisfies what a consumer needs or wants. It is a tangible good or an intangible service. Intangible products are service based like the tourism industry, the hotel industry and the financial industry. Tangible products are those that have an independent physical existence. Typical examples of mass-produced, tangible objects are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system.
Every product is subject to a life-cycle including a growth phase followed by a maturity phase and, finally, an eventual period of decline as sales falls. Marketers must do careful research on how long the life cycle of the product they are marketing is likely to be and focus their attention on different challenges that arise as the product moves through each stage.
The marketer must also consider the product mix. Marketers can expand the current product mix by increasing a certain product line’s depth or by increasing the number of product lines. Marketers should consider how to position the product, how to exploit the brand, how to exploit the company’s resources and how to configure the product mix so that each product complements the other. The marketer must also consider product development strategies.
2. Monetary value/Price
The price is the amount a customer pays for the product. The price is critical as it determines the company’s profit and survival. Adjusting the price has a profound impact on the marketing strategy, and depending on the price elasticity of the product, often; it will affect the demand and sales as well. The marketer should set a price that complements the other elements of the marketing mix.
When setting a price, the marketer must be aware of the customer perceived value for the product. Three basic pricing strategies are market skimming pricing, marketing penetration pricing and neutral pricing. The ‘reference value’ (where the consumer refers to the prices of competing products) and the ‘differential value’ (the consumer’s view of this product’s attributes versus the attributes of other products) must be taken into account.
3. Topographic Point/Place
Place refers to providing the product at a place which is convenient for consumers to access. Place is synonymous with distribution. Various strategies such as intensive distribution, selective distribution, exclusive distribution and franchising can be used by the marketer to complement the other aspects of the marketing mix.
Promotions represent all the methods of communication that a marketer may use to provide information to different parties about the product. Promotion comprises elements such as advertising, public relations, personal selling and sales promotion.
Advertising covers any communication that is paid for, from cinema commercials, radio, and Internet advertisements through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word-of-mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and public relations (see ‘product’ above).
An essential ingredient to any service provision is the use of appropriate staff and people. Recruiting the right staff and training them appropriately in the delivery of their service is essential if the organization wants to obtain a form of competitive advantage. Consumers make judgments and deliver perceptions of the service based on the employees they interact with. Staff should have the appropriate interpersonal skills, aptitude, and service knowledge to provide the service that consumers are paying for. Many British organisations aim to apply for the Investors in People accreditation, which tells consumers that staff are taken care off by the company and they are trained to certain standards.
Refers to the systems used to assist the organization in delivering the service. Imagine you walk into Burger King and you order a Whopper Meal, and you get it delivered within 2 minutes. What was the process that allowed you to obtain an efficient service delivery Banks that send out Credit Cards automatically when their customers old one has expired again require an efficient process to identify expiry dates and renewal. An efficient service that replaces old credit cards will foster consumer loyalty and confidence in the company.
7. Physical Evidence
Where is the service being delivered? Physical Evidence is the element of the service mix which allows the consumer again to make judgments on the organization. If you walk into a restaurant your expectations are of a clean, friendly environment. On an aircraft, if you travel first class you expect enough room to be able to lay down!
Physical evidence is an essential ingredient of the service mix consumers will make perceptions based on their sight of the service provision which will have an impact on the organizations perceptual plan of the service.
KFC Marketing Mix 7P’s
Marketing mix scheme is taking and implementing the best class of action to run into the organization end and derive competitor border. The 7ps of marketing mix is one of the most popular used selling constructs by marketing professional. It composes of merchandise and service, monetary value, topographic point, publicity, people, procedure and physical grounds (Behera, 2008).
Merchandise is the touchable merchandise or service offered to client to supply client satisfaction. There is no affair that merchandise is touchable or intangible. It must supply the right characteristic and value to client that include aspect such as visual aspect, map, and packaging (Anon, 2010). KFC are good known for his signature pressure-fried poulet pieces made with the original formula. KFC chiefly sell chicken in a signifier of pieces and salads (Wisnudewobroto, 2011). Although, the chief focal point merchandise is a fried poulet, but KFC developed a broad scope of merchandise offering assortment picks to client. It includes of Burgers, signature Kentucky Nuggets and wraps with a broad scope of side dishes and sweet to partner off with (KFC, 2011).
2. Monetary Value/Price
Monetary value is a sum of money client wage for a merchandise (Anon, 2012). The monetary value offered must be sensible and competitors and most significantly is to entail net income. The pricing tactics include non-merely the monetary value list, but it comprises ongoing price reduction, offers, and publicities (Behera, 2008). KFC merchandises are priced high but non high excessively and their mark clients are in-between category people. “However, to vie with other fast nutrient eating house KFC trickle down merchandise monetary value for selected point during a mealtime to pull lower centre of category client to perforate both sides of the markets (Wisnudewobroto, 2011)”. Promotions such as KFC a.m., Lunch Treats and dinner dainties are the current publicity available at KFC (KFC, 2012).
3. Topographic Point/Place
Topographic point refers to the location and distribution channel whereby the merchandise is approachable and can be purchased by the mark client and how the merchandise reaches the location (Behera. M., 2008). KFC has over 500 mercantile establishments countrywide and are large and easy reached in nearby location. “Besides, dine in option, KFC provide place bringing service up to client door sill and thrust through antagonistic offering convenience and different options to client; nevertheless, these services are merely available at selected country with a fixed bill of fare. In the same clip KFC developed the “Meals on Wheels”, a catering service for all kind of maps and juncture which can be done at any topographic point (KFC, 2011).”
Promotion includes assorted ways in merchandising and communicating in distributing information to aim client of what the organization has to offer. Promotion tactics comprises advertisement, public relation and gross revenues’ publicity. A successful publicity scheme can pull client attending to be cognizant of the merchandise and affect client behavior (Behera, 2008). The distribution channel of KFC is quite assortments such as telecasting advertisement. Cyberspace and templates. Recently, KFC have come out with a scope of attractive publicity point. “KFC Cracker Sandwich, Lunch Treats, Zinger Double Down, Pokkits and Bargain Bucket are illustrations (KFC. 2011)”.
People refer to the person that involve in the gross revenues of merchandise such as attender who deliver the service, booster, and merchandise sales representative. “Therefore, these people are the of import component for the organization. Adequate merchandise cognition preparation is indispensable to these people (Behera. M., 2008)”. “KFC’s front-line staff ever dressed neatly and suitably. All staff is provided with appropriate criterion working uniforms and is required to be put it on while on responsibility (KFC. 2012)”. “Besides that, KFC besides provide a great serve developing to employees. The front line staffs are nice and friendly, staffs greet every walk in a client with a smiley faces and prompt in serving client (Mohammad. 2007)”.
The procedure in marketing mix is particularly relevant to the service industry. It is the process of presenting service to client, and the behavior of the individual who serve. It is critical to client satisfaction. Hence, it is of import to maintain staff good trained to hold a thorough apprehension towards the service available (Anon, 2009). KFC is a self-service construct fast nutrient eating house (Anon, 2012). Dislike all right dining eating house, client demand to assist themselves from telling up to picking up their repast. There is no hostess available every bit good clients are free to take their preferable seats to dine in. Sauces are available at the condiment saloon in the dining country for free burden.
7. Physical Evidence
Physical grounds are the experience of utilizing a merchandise or service. Customer cannot see before they make a purchase which will do them experience hazardous; nevertheless, organization can cut down this uncertainness by supplying grounds to client through testimonial presentation demoing that the organization keeps its promise. (Anon, 2009). The bright and bold in writing designs in KFC that showcase the company’s icons “11 secret recipe” and “Finger Linckin Good” pass on a fresh sense of pride towards its starring consequence of their merchandise. While the warm and modern-day design and broad seating makes client experience welcome and cozy (KFC, 2011).
Last, concluding rating will be carry out to reexamine respond and remark from a client towards KFC. Customer feedback will be majorly focused on remark through questionnaire, client forum and feedback signifier. Besides that, KFC will inquire for real-life remarks where feedbacks were warranted. Customer will be asked to spread out their feedback and how would they wish to hold the occupation done or handled. Looking at the service from client point of position would supply a better apprehension on what client truly necessitate. In addition, directing mystery shopper can assist to supervise the quality of client service and nutrient furnished. Appraisal can be carried out by reexamining the service degree provided by front-line staff, a nutrient criterion and outlet environment.
Therefore, assist the direction to measure the overall public presentation of a mercantile establishment. Feedbacks compiled will be filter by direction selecting whichever is utile to the company and job will be brought to attending harmonizing to badness so that appropriate remedial action can be taken. KFC will guarantee follow up on every client to see whether the solution has helped the client and will besides keep client database so that company can direct regular questionnaires and have new sentiment and thoughts from a client for future betterment. Every feedback from client is valuable; hence, little gift like hard currency verifiers will be given to thanks client for giving helpful tips and as a sense of regard to promote ongoing unfastened communicating from a client in the future.
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