Marketing Currents - Business and Marketing Current Events

KFC is launching wraps to attract younger consumers


During McDonald’s Q4 earnings call earlier this week, executives noted that the chain is gaining market share in chicken. KFC may have an answer for that, today announcing the launch of its Kentucky Fried Chicken Wraps. They’ll be available nationwide beginning Feb. 6.

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Discussion Questions:

  1. What is competition?
  2. What is market share?
  3. McDonald’s has gained market share in the fast food chicken market. Do you think KFC is concerned?
  4. Other than McDonald’s, what other fast food brands might represent competition to KFC?
  5. What is a Kentucky Fried Chicken Wrap?
  6. What is a target market?
  7. What is a demographic?
  8. What demographic is KFC targeting with the release of the KFC Wrap?
  9. Why do you think that demographic is important to KFC?
  10. What is price?
  11. Why is price an important component of the marketing mix?
  12. How much is KFC charging for new Wrap item?
  13. How might its target audience have influenced the decision to establish that particular price point?
  14. Based on what you learned from this story, what does KFC hope to accomplish with the launch of the new Wrap item?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.