Perhaps taking a nod from its American counterpart, KFC India plans to gear its new marketing and pricing strategy toward college students.
According to Food & Beverage News, this plan entails offering more affordable products to better compete with rival McDonald’s. This will be done with a new menu called “Streetwise,” featuring items priced between Rs 25 (about 55 cents) and Rs 100 (about $2.20) at all 108 units in India.
Current prices at KFC range between Rs 65 (about $1.43) and Rs 500 (about $11.02).
The company has launched a new TV commercial to promote the menu.
Dhruv Kaul, KFC India’s director of marketing, told FBN that the company is aiming at the college crowd with the new menu and hopes to project itself as a youthful brand.
The menu’s launch comes in the middle of the chain’s aggressive expansion plans in the country, which includes a 500-unit goal by 2015. There are currently a few more than 100 KFC units in India.
Late last year, KFC U.S. launched a marketing initiative also geared toward the college crowd. The campaign featured college co-ed brand ambassadors, also known as "human billboards," to sport sweatpants featuring the KFC Double Down logo on their backside.
