Principles of Marketing
Final Term: Case Study # 3
Spring 2021-2022 Semester
Name of Student: ……………………………………………………………
Section: C
Marks: 10
ID Number: …………………….
'KFC' the most loved and fastest-growing retail chains in the world, making its mark to
serve the Bangladesh market with new products and offerings
KFC©, a subsidiary of Yum! Brands is the world's most popular chicken restaurant chain
specializing in OriginalRecipe©, Extra Crispy™, Kentucky Grilled Chicken©, Extra Crispy™
Strips, and Extra Crispy™ Boneless, with home-style sides, Hot Wings™, and freshly made
chicken sandwiches.
It all started in 1930, in a humble service station in Corbin, Kentucky, 40-year old Harland
Sanders began cooking for hungry travelers who stopped by for gas, serving them his
southern-style fried chicken from his very own kitchen table. As word spread and Sanders'
fame began to grow, people started travelling from far and wide to taste his food. Sanders
spent the next nine years perfecting his secret blend of 11 herbs and spices and the basic
cooking technique still used today.
In 1939, Colonel Harland Sanders first gave the world a taste of his most famous creation, Original Recipe Kentucky Fried
Chicken, featuring that secret blend of 11 herbs and spices. Since that time, millions of people worldwide have come to love
his one of a kind' chicken'.
KFC serves nearly 12 million customers across the globe daily in more than 19,400 restaurants. It's so "finger-lickin' good" that
people from far and wide love KFC. KFC is part of Yum! Brands, Inc., which is one of the world's largest restaurant firms with
over 41,000 KFC, Taco Bell, and Pizza Hut restaurants around the world. Apart from its famous brand slogan "finger-lickin'
good," the brand also maintains a "so good " slogan!
KFC started its journey in Bangladesh on September 6, 2006. Transcom Foods Limited (TBL), as the sole franchisee of KFC,
opened the doors of the first KFC restaurant in Gulshan 1. Today, KFC has grown as a brand, winning people's hearts, and has
opened 21 restaurants in 4 cities (Dhaka, Chattogram, Sylhet, and Cox's Bazar) across Bangladesh. Apart from their outlets,
KFC's products can also be ordered through online food ordering platforms such as Foodpanda, Hungrynaki, Pathao foods,
Shohoz foods, Uber eats, etc. KFC has also made an agreement with VISA that customers making the payment with any VISA
card can avail 10% discount on all ordered items. They have also launched their website https://kfcbd.com/ and initially, to
popularize the website, KFC has carried out promotions such as 10% discount through web-order and having the facility of
home delivery. KFC also carries out different promotional campaigns on Independence and Victory Day, Holy Ramadan, Pohela
Baishakh, Valentine's Day, etc.
The most significant achievement for KFC Bangladesh is maintaining the highest food safety and hygiene regime standards by
following stringent local and international audits. Employing more than 600 people, KFC Bangladesh committed to secure the
best quality fried chicken with the best services.
KFC Bangladesh celebrates Colonel Sanders' birthday
Colonel Harland Sanders is a name directly associated with fried chicken. His secret recipe of Kentucky Fried Chicken (KFC)
remains a secret. Col. Sander's 129th birthday was on September 9, 2019. And this birthday was celebrated by KFC Bangladesh
with a weeklong bonanza. If anyone's birthday were between 9 and 15 September, they would get a FREE meal from KFC,
after bringing some verification!
There was also a big celebration in KFC Gulshan on the day. Thirty children from Gyaner Pathshala (an initiative for street
children) came over to party with the Colonel and team KFC. They came in, cut a cake (with the Colonel, the CEO of Transcom
Foods Ltd., and the KFC team present there), had a hearty meal of KFC signature Hot & Crispy Chicken, fries, etc., and had
loads of fun.
"Colonel Sanders is an inspiration to all of us. He has lived and proved that if you have dreams and a passion for making it
big, age is no bar. Just go get it, making the failures steps to your success," said Mr. Amit Dev Thapa, CEO of Transcom Foods
Limited.
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Some of KFC's Advertisements regarding Health Safety during the ongoing COVID-19 Pandemic
Situation.
Due to the recent pandemic of Corona Virus effect in Bangladesh, KFC brings Contactless Delivery-great taste delivered
with trust. Throughout the order to the delivery process, they ensure 100% safe handling with dedicated trained team
members.
By following the cashless prepayment methods like Cards and bKash, customers can also avoid contact during delivery
at the customer's doorstep.
Also, for further assurance, customers can check out the safety measures that Team KFC follows in their delivery
operations:
▪ All the team members and riders undergo regular temperature checks and follow the sanitation protocol of "20
seconds hand wash" every 30 minutes.
▪ All riders wear a mask all through the delivery process, including riding and delivering at the customer doorstep
▪ All riders wear hand gloves while delivering at customer doorstep
▪ Last but not least, they sanitize their Delivery bike, Delivery Boxes, and Delivery Bags right before their riders departs
for delivering orders
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Some of KFC's advertisements are given below:
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Questions for Discussion:
1.
In reference to Chapter # 1, discuss the what factor/s of the “What can be Marketed?” do you think can be
applied by Transcom Foods Limited to market the “KFC” brand in the Bangladesh market? Explain the most
applicable strategy/ies that can be related with the brand “KFC”.
[3 marks]
Answer:
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2.
Briefly explain the 4ps of Marketing (Product, Price, Place, and Promotion) of ‘KFC’ ‘from the Bangladesh market
perspective. [Reference: Chapter 2]
[4 marks]
Answer:
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3.
What type of Buying Decision Behavior do you think will be applicable for the consumers for purchasing such
type of consumer goods from KFC? And how? [Reference: Chapter 5]
[3 marks]
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---End of
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