KEY MARKETING

CONCEPTS OF
KFC
NGUYỄ N HÀ LINH
NGUYỄ N HÀ THU
GROUP 2 - IM NGUYỄ N KHÁNH LY
NGUYỄ N HUYỀ N DIỆU
TẠ THÙY ANH
OUR CONTENTS
1. INTRODUCTION OF THE COMPANY.
2. GIVE EXAMPLES OF CUSTOMERS' NEEDS, WANTS AND DEMANDS THAT
COMPANY'S CUSTOMERS DEMONSTRATE. WHAT ARE THE IMPLICATIONS
OF EACH ON THE COMPANY'S ACTIONS (NEED EMPHASIS)?
3. DISCUSS ITS MARKET, MARKET OFFERINGS, TARGET CUSTOMERS
4. DISCUSS ITS MARKETING MANAGEMENT ORIENTATION AND THE
TYPES OF RELATIONSHIP YOU HAVE WITH IT.
5. DISCUSS THE VALUE THAT THE COMPANY CREATES FOR ITS
CUSTOMERS.
6. DISCUSS THE FIVE PHASES OF INTERNATIONAL MARKETING
INVOLVEMENT IN THE CASE OF THE COMPANY.
7. HOW DOES GLOCALIZATION AFFECT THE COMPANY?

KFC 1
INTRODUCTION
ABOUT KFC

1
Founded by Colonel Harland Sanders in
the 1930s, KFC started as a roadside
restaurant in Kentucky.
Sanders' secret fried chicken recipe
became the brand's foundation,
attracting customers with its unique
flavor.
Recognizing its potential, Sanders began
franchising in the 1950s, fueling KFC's
growth across the US.

3
MISSION:

“to serve finger lickin' good food to all our customers!”

(Brown, 2020)
4
MISSION:

“ to sell food in a fast, friendly environment that appeals to

pride conscious, health minded consumers” (Jurevicius, 2021)
5
CORE VALUE:
Their food: Emphasizes quality, freshness, and innovation.

6
CORE VALUE:
Their people: "Be your best self. Make a difference. Have fun."

7
CORE VALUE:
Their service: They value exceptional service, treating every guest
like a friend to ensure their satisfaction

8
CORE VALUE:
Their restaurants: They use high-quality materials and create a
friendly, lively environment with innovative restaurant formats to
enhance the customer experience.

9
CUSTOMERS' NEEDS,
WANTS AND
DEMANDS.

2
CUSTOMERS’NEED:
Human needs are states of felt deprivation (Philip Koltet & Gary
Armstrong, Principles of Marketing, 17th Global edition)

Customers needs
are physical needs
for Food and Drinks

11
CUSTOMERS’NEED:

Implications:
Product Variety
Beverage Options

12
CUSTOMERS’ WANTS:
Wants are the form human needs take as they are shaped by culture
and individual personality. ( Philip Koltet & Gary Armstrong,
Principles of Marketing, 17th Global edition)

13
CUSTOMERS’ WANT:
Customers desire different food options.

Implication:
KFC needs to offer a
diverse menu to cater
to different tastes and
dietary preferences

14
CUSTOMERS’ WANT:

China: To appeal to local

tastes, KFC China has
introduced dishes like Pork
Ribs with Black Pepper and
Spicy Crispy Chicken

15
CUSTOMERS’WANT:

Japan: KFC Japan offers unique items like Curry Fried Chicken
and Teriyaki Burgers, combining Western fast food with
Japanese flavors.
16
CUSTOMERS’ DEMANDS:
When backed by buying power, wants become demand.
(Philip Koltet & Gary Armstrong, Principles of Marketing,
17th Global edition)

17
CUSTOMERS’ DEMANDS:
1. Customers expect reasonable prices for their food.

Implication: KFC must

balance product costs,
pricing strategies, and profit
margins to offer competitive
prices.

18
 CUSTOMERS’ DEMANDS:
2. Environmental friendly food:

Sustainable Sourcing: KFC is

increasingly sourcing
ingredients from suppliers
committed to sustainable
practices,reducing its
environmental footprint.

19
 CUSTOMERS’ DEMANDS:
2. Environmental friendly food:

Sustainable Sourcing
Packaging Reduction
Energy Efficiency

20
 CUSTOMERS’ DEMANDS:
2. Environmental friendly food:

21
CUSTOMERS’ DEMANDS:
3. Healthier food:

Grilled Chicken

22
CUSTOMERS’ DEMANDS:
3. Healthier food:

Salad and Wraps

23
 CUSTOMERS’ DEMANDS:
3. Healthier food:

Reduced Sodium and Calories:

KFC has worked to reduce sodium
and calorie content in some of its
menu items.

24
 CUSTOMERS’ DEMANDS:
3. Healthier food:

Clear Nutritional Information

25
CUSTOMERS’ DEMANDS:
3. Healthier food:

Plant-Based Options

26
MARKETS
MARKET OFERRING
TARGET CUSTOMER

3
______________________________
MARKET
Series 2
30000

25000

20000

15000

10000

5000

0
2010 2011 2012 2013 2014 2015 2016 2017 2019 2020 2021 2022 2023

29.9 THOUSAND RESTAURANTS ACROSS MORE THAN 145 COUNTRIES AND TERRITORIES.
MARKET
______________________________ Asia is the numer
1 region for KFC
____________________

__
__
__
__
__
___________________________

North America
has the 2nd
largest number
of KFC outlets
________________

29
______________________________
MARKET
Number of KFC Stores by Country

China

United States

Japan

Thailand

South Africa

United Kingdom

India

Malaysia

Australia

Indonesia

0 2000 4000 6000 8000 10000

___________OFFERINGS_______________
MARKET
Definiton:

Combination of products, services, informations, or

experiences offered to a market to sastisfy consumers
needs and wants. (Philip Kotler & Gary Armstrong,
Principle of Marketing, 17th Global Edition)

31
___________OFFERINGS_______________
MARKET
1. Main products:
Original Recipe fried chicken, made with Colonel Harland Sanders' secret
blend of 11 herbs and spices

32
___________OFFERINGS_______________
MARKET
1. Main products:
Original Recipe fried chicken, made with Colonel Harland Sanders' secret
blend of 11 herbs and spices
Customized to suit local tastes.

33
For example, KFC’s menu in China, India and Japan
___________OFFERINGS_______________
MARKET
1. Main products:
Original Recipe fried chicken, made with Colonel Harland Sanders' secret
blend of 11 herbs and spices
Customized to suit local tastes.
Over 300 localized products of KFC all over the world

KFC 34
___________OFFERINGS_______________
MARKET
2. Services:
Home Delivery: Integration with food delivery apps and in-house delivery
services.

KFC 35
___________OFFERINGS_______________
MARKET
2. Service:
Integration with food delivery apps and in-house delivery services.
Drive-Thru: Convenient option for customers on the go, often equipped with
digital menu boards and mobile ordering.

KFC 36
TARGET CUSTOMERS__________
Lifestyle: Age: 6-65
ic De
+ Busy lifestyles ph Gender: Both

m
ra
+ Social Dinners Income Level:

og

og
Psych

raph
Personality: + Middle, High-Income
+ Traditional Fast Food

ic
Lovers

Geog phic
ra

Urban and Suburban areas 37

all around the world
 MARKETING
MANAGEMENT
ORIENTATION

4
MARKETING MANAGEMENT ORIENTATION KFC

Societal Marketing
Production Concept Product Concept Marketing Concept Selling Concept
Concept

Pre-Cooked Food Signature Recipe Localized Menus Limited-Time Offers Sustainability

Initiatives
Pressure Frying Focus on Core Customer Feedback Regular promotions
Products: Original attract budget- Healthier Options
Centralized Supply Fried chicken remains Digital and Social conscious customers
Chain the best-seller Media Engagement Community and
Charitable
=> Reducing waiting => Reaching Involvement
time customers’ opinion

39
 RELATIONSHIP WITH CUSTOMERS

TRANSACTIONAL LONG-TERM COMMUNITY AND BRAND

RELATIONSHIPS PARTNERSHIPS RELATIONSHIPS

40
 5. VALUE THAT THE
COMPANY CREATES
FOR ITS CUSTOMERS
 “VALUE IS A
COMBINATION OF
PRODUCT QUALITY,
SERVICE, AND PRICE FOR
THE TARGET MARKET.”
Kotler & Kevin (2021)

42
 5.1 Product quality:
Has strict quality control
measures at every stage of the
production process.
Commitment to hygiene and
cleanliness.
Employees are required to
attend the Food Handlers
Course for training as required
by the Ministry of Health (MOH)

43
5.2 Service
Store design: Clean
handwash sink
and sauce &
drinks refill

Take-away and
order section
located near
the entrance
44
Dining area
5.2 Service
Accessibility:
KFC Vietnam has
recently become the
pioneering restaurant
brand in the industry
to actively engage in
live streaming sales on
the TikTok platform.

45
5.2 Service
Staff: Are well-trained through comprehensive training programs.

“Our formula for success is to put

our people capability first and
satisfied customers and
profitability will follow. For this
reason, we believe that our people
are our greatest competitive
advantage.”

KFC RTO handbook in

Australia 46
 5.3 Price
KFC aims to offer menu items
at prices that are competitive
with other fast-food chains.
-> KFC is higher but still within
the general price range of the
fast-food market.

KFC 47
5.3 Price

However, you have various options

when choosing this combo.

48
 5.3 Price
With just a 2.000VND
difference, customers will
feel more satisfied because
they have more options to
choose from.
-> Company's value is high
since customers are still
willing to pay a higher price
to use the products.

KFC 49
 5.3 Price
Offers weekly promotions,
discounts on special days,
and collaborates with e-
commerce platforms for
exclusive deals,...

KFC 50
 I LOVE YOU, COLONEL
5.4 Additional value SANDERS! A FINGER
LICKIN’ GOOD DATING
SIMULATOR
Customers receive much
value from the company
as listed above. This
ensures that their needs
are well taken care of,
leading to an increased of A SPOTIFY
customer satisfaction PLAYLIST THAT
REFERENCED
(Emotional value).
THE BRAND IN
SONGS

KFC 51
 I LOVE YOU, COLONEL
5.4 Additional value SANDERS! A FINGER
LICKIN’ GOOD DATING
Use the brand image to SIMULATOR (2019)
create exciting and unique
marketing campaigns.
These campaigns help KFC
attract the curiosity and
interest of many people,
A SPOTIFY
PLAYLIST THAT
ensuring that the brand
REFERENCED
remains memorable to THE BRAND IN
everyone. SONGS

KFC 52
5.4 Additional value
KFC COLLECTION: A SERIES OF UNIQUE
PRODUCTS WITH A FRIED CHICKEN
SCENT

TURN CHICKEN
BUCKETS INTO
FASHIONABLE
HATS.

53
 6. INTERNATIONAL
MARKETING
INVOLVEMENT

KFC 54
 6. INTERNATIONAL MARKETING INVOLVEMENT

NO DIRECT INFREQUENT REGULAR GLOBAL

FOREIGN FOREIGN FOREIGN INTERNATIONAL
MARKETING MARKETING MARKETING
MARKETING MARKETING

PHASE 1 PHASE 2 PHASE 3 PHASE 4 PHASE 5

KFC 55
6. INTERNATIONAL MARKETING INVOLVEMENT
PHASE 1: NO DIRECT FOREIGN MARKETING
The company's focus was entirely on
the domestic U.S. market.

No direct involvement in
international markets.

Marketing strategies, operations, and

logistics: domestically focused.

56
6. INTERNATIONAL MARKETING INVOLVEMENT
PHASE 2: INFREQUENT FOREIGN MARKETING

KFC's involvement in international

markets was minimal and sporadic.

Dealing with excess inventory.

Responding to specific requests.

57
6. INTERNATIONAL MARKETING INVOLVEMENT
PHASE 3: REGULAR FOREIGN MARKETING
Developed a more consistent approach
to international marketing.

Started to actively seek out

international opportunities.

Began exporting its products and

establishing franchises in key
international markets.
58
6. INTERNATIONAL MARKETING INVOLVEMENT
PHASE 4: INTERNATIONAL MARKETING
KFC developed a dedicated
international marketing strategy

Established regional headquarters to

manage its international operations

KFC adapted its menu to cater to local

tastes and preferences

59
6. INTERNATIONAL MARKETING INVOLVEMENT
PHASE 5: GLOBAL MARKETING
Globally integrated while still allowing
for local customization.

Leverages its global brand identity

while also respecting and adapting to
local cultures and preferences.

Utilizing global branding with localized

adaptations .
60
 7. HOW DOES
GLOCALIZATION
AFFECT KFC?

KFC
7. HOW DOES GLOCALIZATION AFFECT KFC?

DEFINITION OF GLOCALIZATION

A product or service that is

developed and distributed
globally but also adjusted to
accommodate consumers in a
local market.

KFC 62
 KFC’S GLOCALIZATION STRATEGIES:
ADAPTING MARKETING STRATEGIES FOR
DIFFERENT CULTURES
Cultural nuances can significantly impact consumer
behavior
-> KFC tailors its marketing messages, menu offerings,
store designs to suit local preferences.
-> Helped KFC position itself - a brand that understands
and respects the customs and tastes of diverse
communities.

KFC 63
KFC’S GLOCALIZATION STRATEGIES:
ADJUSTING THE MENU TO FIT LOCAL TASTES
AND CULTURES
KFC tailor their promotions to
resonate with specific markets by
incorporating local flavors,
traditions, and celebrities.

64
INDIA
Vegetarian Options: KFC introduced a separate
menu featuring vegetarian options to cater to local
dietary preferences.

Spice Level Customization: KFC allows customers

to customize the spice level of their food.

Religious Certifications: KFC obtained vegetarian

and halal certifications from recognized Indian
organizations -> build trust among customers

KFC INDIA 65
 CHINA
Menu Adaptation: Introducing unique menu items that
incorporated elements of Chinese cuisine while maintaining
KFC’s core identity.

Embracing Festivals: During Lunar New Year, KFC introduced

special limited-time menu items and promotions that are
specifically tailored for the festive season.

=> KFC's commitment to embracing local traditions. The global

brand has emphasized adaptability and localization.

KFC CHINA 66
 THANK YOU
FOR LISTENING
KFC 67
 REFERENCES
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statement-analysis/
2. Interesting Engineering. (2023, September 29). The history of KFC: Their past and the tech building their
future.https://interestingengineering.com/culture/the-history-of-kfc-their-past-and-the-tech-building-their-future
3. Global KFC. (n.d.). Our values. https://global.kfc.com/our-values/
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nho-chien-luoc-gia-combo/
5. Innovating Canada. (2023, April 19). From sourcing to packaging, KFC is leading the way in
sustainability.https://www.innovatingcanada.ca/industry/from-sourcing-to-packaging-kfc-is-leading-the-way-in-
sustainability/
6. Gerencia de Edificios. (2017, August 30). KFC implemented energy-saving
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plan.html
7. AusFood News. (2014, March 10). KFC to ‘encourage customers’ to reduce salt
intake.https://www.ausfoodnews.com.au/2014/03/10/kfc-to-
8. Plant Based News. (n.d.). KFC vegan menu. https://plantbasednews.org/lifestyle/food/kfc-vegan-menu/
9. KFC New Zealand. (n.d.). Nutrition. https://kfc.co.nz/nutrition
10. Course Sidekick. (2023). 549736. https://www.coursesidekick.com/business/549736
 REFERENCES
11. Brand Credential. (n.d.). KFC marketing strategy: A comprehensive analysis. Brand Credential. Retrieved November 11,
2023, from https://www.brandcredential.com/post/kfc-marketing-strategy-a-comprehensive-analysis
12. Digital Agency Network. (n.d.). KFC marketing strategy and advertising campaigns. Digital Agency Network. From
https://digitalagencynetwork.com/kfc-marketing-strategy-and-advertising-campaigns/
13. Language Intelligence. (2023, May 19). Global brands that nailed localization in different markets (Part 2: KFC).
https://www.languageintelligence.com/post/global-brands-that-nailed-localization-in-different-markets-part-2-kfc
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from https://shyamfuture.com/kfcs-marketing-strategy-actions-that-led-to-kfcs-success/
15. Unstop. (2023, May 17). What is glocalization? KFC’s glocalization strategy:
https://www.languageintelligence.com/post/global-brands-that-nailed-localization-in-different-markets-part-2-kfc
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17.Rahul Ahul (2024) - KFC Marketing Strategy 2024: A Case Study
https://www.simplilearn.com/tutorials/marketing-case-studies-tutorial/kfc-marketing-strategy-case-study
18. DFREIGHT (2023) - An Insight into KFC’s Supply Chain Strategy
https://dfreight.org/blog/an-insight-into-kfc-supply-chain-strategy/
PEER’S EVALUATION
GROUP MEMBERS

EVALUATORS Nguyễ n Huyề n

Nguyễ n Hà Thu Nguyễ n Khánh Ly Nguyễ n Hà Linh Tạ Thùy Anh
Diệu
(11215537) (11213234) (11213234) (11210746)
(11211325)

Nguyễ n Hà Thu
4 4 4 4
(11215537)

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4 4 4 4
(11213597)

Nguyễ n Hà Linh
4 4 4 4
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4 4 4 4
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Nguyễ n Huyề n Diệu

4 4 4 4
(11211325)