FPresentation File Title: KFC Chicken – Marketing Strategy Analysis
1. Introduction
Title: Welcome to Our Marketing Analysis on KFC Chicken
Speaking Point:
Hello everyone, we are Group [Number], and today we’re presenting a comprehensive marketing
strategy analysis of KFC Chicken. We’ll focus on one of their most iconic products – their
original fried chicken – and explain how KFC uses the 4Ps, customer profiling, and smart
marketing strategies to dominate the fast-food industry.
2. Product Overview
Title: The Product – KFC Fried Chicken
What is it? KFC’s signature fried chicken, seasoned with a secret blend of 11 herbs and
spices.
Features: Crispy texture, juicy interior, customizable in combos and buckets.
Benefits: Tastes delicious, satisfies cravings, shared eating experience.
Differentiation: Unique secret recipe, consistent global taste, affordable indulgence.
Speaking Point:
KFC’s chicken stands out because of its heritage, iconic flavor, and the emotional
connection it builds through shared meals. It’s more than food — it’s a social experience.
3. Customer Profile
Title: Who Eats KFC Chicken?
Demographic:
Age: 18–24 years old
Gender: All
Students and young professionals
Education: High school & university level
Psychographic:
Outgoing, trend-aware
Crave convenience, taste, and fun experiences
Interested in pop culture and value quick meals
Geographic:
Urban and suburban areas
Present in major cities like Hanoi, Ho Chi Minh, and beyond
Behavioral:
Regular fast-food consumers
Impulse buyers, attracted by deals and new products
Loyal to familiar brands
Technographic:
Use smartphones and mobile apps
Active on TikTok, Instagram, Facebook
Respond well to visual and interactive content
Speaking Point:
KFC targets young, social, and digital-savvy customers who enjoy trying new food trends
but also crave comfort and familiarity.
4. Product Strategy (P #1)
Title: Product Innovation & Uniqueness
Iconic fried chicken with signature recipe
Constant innovation with new menu items
Limited-Time Offers (LTOs) like “Double Down” and “Nashville Hot Chicken”
Regional adaptations like vegetarian options in India
Collaborations with chefs and influencers
Strong emphasis on visual branding and storytelling
Speaking Point:
KFC keeps its product fresh by listening to customer feedback and tapping into global
and local trends.
5. Price Strategy (P #2)
Title: Pricing Strategy
Affordable pricing for students and young professionals
Value meals, combo buckets, and family deals
Psychological pricing – pricing items just under whole numbers (e.g. 49,000 VND)
Discounts and loyalty rewards through app and partnerships
Factors: local income levels, competitor pricing, seasonal offers
Speaking Point:
KFC uses smart pricing that feels affordable while offering value, especially to price-
conscious young customers.
6. Place Strategy (P #3)
Title: Placement and Accessibility
Over 24,000 outlets globally
Strategically placed in malls, near schools, and business hubs
Website and mobile app allow for online orders and tracking
Third-party partnerships: GrabFood, GoFood, ShopeeFood
Exclusive deals for mobile app users
Speaking Point:
KFC makes it super easy for their target audience to grab food – whether in-store, online,
or through delivery apps.
7. Promotion Strategy (P #4)
Title: Promotion and Advertising
Traditional Media: TV ads, billboards, and radio
Digital Marketing: Social media (TikTok, Instagram, Facebook)
Influencer marketing with food bloggers
Email marketing for personalized offers
Teaser campaigns and storytelling for new product launches
Community events, giveaways, and CSR involvement
Loyalty program: “KFC Rewards” via app
Speaking Point:
KFC knows how to speak Gen Z’s language — through viral content, interactive promos,
and attention-grabbing visuals.
8. Loyalty Program & Community Engagement
Title: Building Loyalty & Community Love
KFC Rewards: Points system, app-exclusive deals
Encourages repeat visits and long-term engagement
CSR efforts: local charity, sustainability, food donations
Local events and samplings build emotional connection
Employee volunteering to support local causes
Speaking Point:
KFC doesn’t just sell chicken – it builds community relationships and earns trust through
real action.
9. Marketing Channels Summary
Title: How KFC Reaches Customers
Channel Purpose
TV & Print Broad reach and brand storytelling
Radio Regional promotions & jingle recall
Social Media Youth engagement, viral content
Mobile App Loyalty, exclusive deals, convenience
Influencer Content Authentic endorsements
In-Store Impulse buys, product education
Speaking Point:
From screens to streets, KFC is everywhere their customers are — always finding new
ways to stay top of mind.
10. Global Brand, Local Strategy
Title: Localizing the Global Giant
Menu adjusted to local tastes: vegetarian in India, halal in Middle East
Local ads with regional humor, celebrities, and language
Participation in local holidays and traditions
Local sourcing of ingredients supports communities and ensures freshness
Speaking Point:
KFC balances being a global icon with adapting to each market, so it always feels
relevant and culturally aligned.
11. Conclusion
Title: Final Thoughts
KFC’s success is built on product innovation, pricing value, smart placement, and
powerful promotions
Deep understanding of young customers (18–24)
Bold social media presence and strong loyalty rewards
Community involvement and localized strategy = long-term relevance
Speaking Point:
KFC is more than just fried chicken — it’s a case study in how to market a product with
heart, humor, and innovation.
