Marketing Mix Essay

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Marketing Mix Paper MKT/421 June 5, 2012 Craig Clark Marketing Mix Paper To achieve marketing objectives the strategy must include different elements of the marketing mix. The elements of the marketing mix which are product, place, price, and promotion will be explained. KFC will be used to describe how each one of the elements of the marketing mix affects the, marketing strategy, tactics, and development. KFC and the 4 Ps KFC primary purpose is to sell chicken in the form of pieces of chicken, salads, sandwiches, and wraps. KFC originally started out selling fried chicken, however as time goes on and America began its healthier eating habits, KFC market strategist came up with a line of roasted chicken, and grilled chicken products. KFC also offers side dishes and desserts. KFC went to great lengths to create a standard set of food items so that the taste is the same whether you are eating chicken in Los Angeles or in China. KFC realized that there is significant amount of savings in standardizing; however, being able to adapt to any environment ensures success. The slogan “think global, act local” was embraced by KFC. Product Product is anything that can be offered to a market to satisfy a want or need. Product includes the appearance, packaging, functionality, quality, warranty, and brand of the product. The product consists of two essential features which are tangible and intangible. Tangible products are products that customers can smell, taste, see, and feel, like a 2 piece chicken dinner with coleslaw. Intangible products are products that can not be touched or seen, but are never the less very important to the business such as: computer programs, and domain names. KFC's specialty is and has always been fried chicken served in several forms made with the original owner (Colonel Sanders) secret recipe, and with

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