KFC 4P's

KFC's Marketing Mix Strategy: "Localization" was a great success
It can be said that KFC's marketing strategy is considered as KFC's 4P strategy in the marketing mix. They
used “localization” to conquer the Vietnamese market. Let's see an overview of KFC's localization
strategy.
KFC's product strategy (Product) - East and West combine perfectly

KFC's products are famous for being delicious and attractive to everyone. Referring to the product
strategy in the overall Marketing Mix strategy of KFC, it is necessary to mention the blend of 30 special
seasoning methods from 11 types of herb flavors. KFC brings to Vietnam the most original elements that
make up the success of this brand along with a professional service unmatched in Vietnam at that time.
If it comes to KFC's marketing strategy to help the brand gain a strong foothold as it is today, the first
thing to mention is its extremely unique product. KFC does not stop making a difference but also
diversifying its products in each market it enters. In addition to traditional dishes such as fried chicken,
hamburger, KFC also develops other products such as chicken rice, mixed cabbage, soft bread, shrimp
burger ... for the Vietnamese market and some other markets. In Vietnam, it can be clearly seen that the
company focuses on developing chicken rice. Because this is a dish that Vietnamese people are very
familiar with and meets the criteria of "quick-quick" with a quick but nutritious meal.
In addition to KFC's products, the company also changes the taste, size, and design to suit the cuisine of
Vietnamese consumers. In recent years, the company has developed more dishes suitable for
Vietnamese tastes such as chicken porridge, Flava Roast chicken, Egg Tart... Along with product
development, the company also focuses on product development. ensure its quality so that it is most
assured, with the period when Avian influenza is raging, the company "guarantees" to customers about
the quality of the products it provides to create a firm trust with customers. . Not stopping at the
product is fried chicken, but coupled with the KFC service that provides customers with the most
comfort, along with the VIP card policy to customers for each purchase with a 10% discount. The above
shows the customer connection with the products that KFC creates with the Vietnamese people
KFC's pricing strategy (Price) – Minimalist to suit Vietnamese spending

To create a rich menu, many choices for customers, KFC's Marketing Mix strategy also provides different
prices for consumers to have more choices. In the first days of entering the Vietnamese market when
people were still unfamiliar with fast food with a very "Western" taste, KFC applied a price strategy to
penetrate the market, using low prices to make customers happy. more familiar with the brand,
attracting more potential customers to themselves. Obviously, this campaign is effective and shows the
perseverance of KFC when in 2006, after nearly 10 years of loss, it started to be profitable and the
number of customers skyrocketed.
The next time, when KFC's competitors were more and more in Vietnam, and the company had enough
loyal customers. KFC switched to competitive pricing strategy with prices higher than its competitors but
not significantly. This is considered a leading image-making move as well as hitting the customer's
mentality "higher price means better quality".
Distribution strategy of KFC (Place) – Success with distribution channel research

On December 27, 1997, KFC came to Ho Chi Minh City and up to now the company has built a wide store
system in all regions. In 2005, KFC had 17 stores, in 2008 the number increased to 44 stores, and 1 year
later this number was 70 stores. Currently, KFC has more than 140 stores covering 3 North - Central -
South and in big cities.
KFC's distribution strategy is also reflected in the number of stores as well as distribution locations in the
KFC system. Initially, KFC often chose supermarkets or shopping centers because these locations are
often located in densely populated areas and are convenient for people to shop and enjoy KFC's fried
chicken. However, due to the growth of supermarkets or larger Mega Malls with the growth rate of KFC,
the company has chosen beautiful locations and convenient transportation to make it easier for
customers to find as well as convenient for customers. like a spacious space when shopping at KFC. The
reasonable distribution channels of KFC and the carefully researched spatial location of the brand have
created a good effect not only in big cities but also in small localities.
KFC's advertising strategy (Promotion) – Strong advertising in the media

It can be said that the strength of KFC's Marketing Mix strategy is sales and advertising communication.
The company has used different channels in Promotion such as promotion, advertising and PR activities.
Through advertising and PR activities in Vietnam, the company wants to convey information about KFC
to KFC's customers and promote its outstanding products.
It can be seen that KFC has launched TVCs to advertise its brand towards customers' perception of
foreign but "very Vietnamese" brands!. KFC wants to clarify the message in its slogan "taste on every
finger", with the irresistible delicious image of KFC fried chicken. Or most recently, the company has
implemented an effective KFC communication strategy when using sound to stimulate the taste buds.
Not stopping there, in the era of strong development of Social Media, the company is not out of the
game when using Facebook, Instagram, Twitter ... or banner ads to promote its coverage to the public.
KFC's campaigns have received a huge amount of positive feedback and interaction.
Conclusion
KFC is now witnessing and surpassing the landing of McDonald's in Vietnam as its biggest competitor in
its home country as well as in many countries. In addition, KFC took 10 years of loss to get to where it is
today, KFC's Marketing Mix strategy really has many very subtle points and the right steps, the "go
where localization" concept. maximized efficiency. Therefore, the success of KFC's marketing strategy in
the Vietnamese market is easy and the company is the only fast food company that is profitable and
holds the most market share in Vietnam in 2022.

KFC 4P's

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KFC's Marketing Mix Strategy: "Localization" was a great success

KFC's product strategy (Product) - East and West combine perfectly

KFC's pricing strategy (Price) – Minimalist to suit Vietnamese spending

Distribution strategy of KFC (Place) – Success with distribution channel research

KFC's advertising strategy (Promotion) – Strong advertising in the media

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