Pages 6 (1506 words)
Running Head: Four Ps Four Ps [Writer’s Name] [Institute’s Name] Four Ps Introduction As of today, Kentucky Fried Chicken (KFC) is one of the most influential global brands. With a history spread over eight decades, from Colonel Sander’s original idea of fried chicken with its own secret recipe to KFC’s franchised business model under YUM brands in 2011, the company has gone on to play an important role in shaping the global fast food industry.
Discussion Marketing Mix Following is the perceived marketing mix (Perreault et al, 2010) of KFC. Product As the name suggests the product of KFC is chicken, more especially fried chicken with the secret recipe of Colonel Sanders (Pride & Ferrell, 2010). The recipe is still a trade secret and only two unnamed senior executives of the company have had access to that complete recipe which is written by pencil on a piece of paper and signed by Colonel Sanders. The company has different varieties of chicken and its menu goes on to include “fried chicken, grilled chicken, chicken sandwiches, chicken burgers, zingers, nuggets, popcorn chicken, fillers, barbecued chicken and others” (Pride & Ferrell, 2010). KFC also offers various deserts, fries, cole slaw, salad, and other ingredients. Furthermore, lately, KFC has also diversified into fish offerings, although, they make up almost negligible portion of the total revenues and sales. Quite clearly, the focus of the company has been on increasing the depth of the product line but not on increasing the width of their product lines (Pride & Ferrell, 2010). It is almost impossible to avoid the discussion of branding strategies while discussing the product mix of KFC. ...