"ContentsExecutive Summary ........................................................................................................................ 2Introduction ..................................................................................................................................... 3Service Marketing Mix ................................................................................................................... 4Conclusion .................................................................................................................................... 10Recommendation......................................................................................................................... 10References……………………………………………………………………………………….111 Executive SummaryAs a result of the increasing homogeneity in the product offerings, it is the service offerings ofthe companies that is playing a differentiating role in today?s market scenario. In case of twocompeting service companies, it is not the product but the service quality that differentiates thetwo brands from each other. So the marketers these days, can leverage on these service offeringsas differentiating factor and sell it as a brand to the consumers.This report talks about the service marketing strategies that KFC Australia has implemented andwhat their ramifications have been. Also the reasons behind implementation of these strategiesand the how they would help the company achieve its long term goals. This report also studiesimportant role that building relationships with the customer plays in the long term profitability ofthe company and how the customer trust leads to repeat sales and positive word of mouth. Wealso study how good service marketing can play an intrinsic role in customer retention for thecompany.2 IntroductionKentucky Fried Chicken is a chain of fast food restaurants based out of Louisville, Kentucky inUS. It?s a brand of the fast food giant Yum! Foods, since 1997, prior to that the company was anoperating segment of Pepsico. KFC sells chicken products that are in the pieces form, wraps,salads and sandwiches. Although the primary focus of KFC is into selling fried chicken, howeverit also offers a variety of roasted chicken products along with other side dishes and desertofferings.KFC does a market demographic segmentation of its market. The company has divided itsmarket demographically in the following way.? Customers between the age group between 6-65? Gender is both male and female? Family size can be 1-2, 3-4 or 5+? Average monthly income of above 300 dollarsKFC has found out in its research of the market that its customers mainly belong to the Upperand Middle class strata of the society who have anindependent life style. Also the company putsa great deal of effort in standardizing its supply chain and making it highly integrated. This is thereason why a KFC product in Melbourne would be having the same taste as the one you taste inSydney. So its customers know what to expect when they enter a KFC store.(Fernando,Sengupta, 2007)3 "