Comparison of Marketing of Burger King, KFC, Pizza Hut - Assignment Example

Kentucky Fried Chicken (KFC) is one of the leading fast-food chain restaurants, which has used marketing concepts for business expansion and meeting the needs of customers. In this respect, the restaurant has segmented its food menu with a variety of food products in order to attract an adequate number of customers. KFC is the first fast-food restaurant format, which has offered varied chicken recipes. In the initial stage, KFC offered different chicken items, which appeal to non-vegetarian people.

In addition, to gain vegetarian people towards KFC restaurants, the management has launched a new veg menu. Therefore, one of the Unique Selling Propositions (USPs) of KFC is to serve tasty food at an affordable price. In this context, KFC has offered all sorts of fast food items in an economical price range to maintain its USP and its sustainability in the global market. Therefore, KFC has created a benchmark in the fast-food industry. Notably, KFC has launched various fast food items with adequate nutrition value and ingredients.

Respectively, the restaurant with the assistance of price, variety of food products, ingredients, and nutrition value has been effective in positioning its products in the worldwide market segments. For instance, KFC has launched food products ranging from breakfast and lunch or dinner to meet the needs of global customers. In this regard, ‘Box meal’, ‘Group meal’, ‘Krushers’ and ‘Share a Bucket’ among others are offered in the worldwide market segments to create an appeal amid every customer irrespective of age and financial background (KFC, 2014; Mike & Slocum, 2003).

At the time of segmentation, companies target their customers based on different variables that include geographic, demographic, psychographic, and benefits sought. Burger King, KFC, and Pizza hut have targeted its customers under different segmentation variables.Under geographic variables, different factors are considered such as nations, regions, states, countries, climate, population density, neighborhoods.