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 McDonaldâ€™s. This will be done with a new menu called â€œStreetwise,â€ 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 Indiaâ€™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 menuâ€™s launch comes in the middle of the chainâ€™s aggressive expansion plans in the country, which includes a 500-unit goal by 2015.