KFC And Burger King Strategies Case Study Example | Topics and Well Written Essays - 2000 words

KFC And Burger King Strategies - Case Study ExampleThe companys core products are Buckets, Burgers and Twisters and Colonels nipping Strips chicken with home-style side dishes. The first Soul Food product to hit the stores was Warm Chicken Salad. The success of this salad led to new variants being developed, and more Soul Food products continue to feature on KFCs menus. . The Soul Food doctrine has also made a real impact upon KFCs retail estate, manifesting itself in all aspects of communication, from window posters to the menu boards and staff uniforms. (www.kfc.co.uk)In case of Burger King, the philosophy of One size fits all does not fit with its customers, as customisation is king for them. The target segment is core 18- to 35-year-old burger-and-fries-loving customers. To appeal to a broader customer base, it offers a renewal of food options, such as a full line of breakfast products, salads, BK VEGGIE burgers, desserts and more.This strategy involves making modifications in the product characteristics so as to stimulate sales. (Kotler, 367).KFC is committed to serving foods that meet the changing needs of its customers. Kentucky Fried Chicken (KFC) has slashed the amount of dangerous trans fats in its foods in the UK. It uses a broken in trans fat blend of cooking oil in its 713 British and Irish stores. Previously the company used a partially hydrogenated rapeseed oil. The fast food cosmic string says the switch means that all of its products will contain less than one per cent trans fat. The trans fats admit been removed without sacrificing the great taste that is the foundation of KFC brand. Trans fats occur of course in small amounts in dairy products and meat, but theyre also formed artificially when manufacturers hydrogenate liquid vegetable fat or oil. (KFC slashes trans fats on UK menus) intersection point Line ExtensionThis strategy involves adding new products or services to the existing product line (Onkvisit, Shaw, 384). Burger King ha s planned to build a chain of whacker Bars in Britain, which will sell a variety of its signature hamburgers in a hipper, more adult setting. THE barbell strategy is being used by Burger King to beef up profits, pushing higher-priced products and cheap items on the same menu. Burger King has plans to build Whopper Bars in places such as airports and opposite venues with limited space (Rushe , 2008).Product InnovationThis strategy involves introducing new products from time to time so as to cater to the changing needs of the customer. KFC and Burger King have followed this strategy.Burger King launched The Angus Steak Burger, which was differentiated based on higher quality beef, while TenderCrisp Chicken Sandwich gave BKC a product in the chicken prepare category where it was traditionally weak. KFC launched The Wrapstar with delicious ingredients for the young, busy adult who eats lunch on the go.(www.utalkmarketing.com).KFC would launch a revolutionary finger lickin new menu add -on -- Kentucky Grilled Chicken This great tasting product will help KFC continue to evolve and increase its relevance among consumers looking for nonfried menu options. Its the latest and most(prenominal) exciting of many recent menu innovations at KFC and would deliver the great flavor that the customers expect.Even the Colonels iconic bucket