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KFC to bolster marketing strategy to target college goers
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Tuesday, 15 February, 2011, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Fast food retail chain KFC said it was gearing up to tap the country's college going crowd by offering products at a more affordable price range, as it looked to take on rival McDonald's.
"We are aiming at the college goers with our new menu called ''Streetwise''. With this, we are targeting the youth to project ourselves as a youthful brand," KFC India director (marketing) Dhruv Kaul said.
The company said the new menu will be priced between Rs 25 and Rs 100 and will be available across all the 108 stores in the country.
"With 'Streetwise,' we are offering a range of signature KFC products at affordable prices," he added. At present, KFC offered its products with prices ranging between Rs 65 and Rs 500.
According to industry experts, KFC's Streetwise will be competing against McDonald's, which had been heavily promoted as an affordable youth brand offering products with prices starting from
Rs 20.
KFC said it had also launched a new television commercial as part of the promotional activities for the new offering.
Besides, the chain, which was the official restaurant partner of the ICC, was also gearing up to launch a special range for the World Cup.
"The KFC Fan Bucket has been designed with sporty, funky, cricket graphics. This special offer will be valid only during the World Cup February 19 to April 2, 2011," the company said.
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