2. COLONEL HARLAND SANDERS,
born on September 9, 1890 is the
founder of Kentucky Fried Chicken.
When he was of six , his father died.
Due to this his mother was forced to
go to work.
This meant he had to do much of
family cooking and take care of his 3
year old sibling.
After a series of jobs, in mid 1930,
colonel sanders bought a service
station, motel and cafe at Corbin, a
town in Kentucky.
3. Colonel also sold his chicken on highway. When
highway was removed , he went to U.S by car to
cook for restaurant owners an employees.
By 1964, Colonel had 600 franchise outlets for his
chicken across U.S and Canada. The same year he
sold KFC for 2mn USD.
ON December 16, 1980 at age of 90 Colonel
sanders passed away.
His legacy continues to live with KFC restaurants all
over the world.
4. KFC, under YUM! Brand is serving in 80 countries
and territories with 13,000 restaurants.
Out of the brands owned by YUM! , KFC is the
largest brand.
5. CHAMPS stand for the six universal areas of
customer expectation common to all cultures and all
restaurants concepts.
These are:
Cleanliness
Hospitality
Accuracy
Maintenance of Facilities
Product Quality
Speed of Service
6. CHAMPS is the philosophy to ensure that the
customer has the consistent quality experience in
every restaurant, everyday, on every occasions and
you will be playing role in delivering CHAMPS to all
customers.
7. Foreign fast food companies were allowed in INDIA
only during the early 1990‟s due to the economic
liberalization policy of the government.
KFC was among the first fast food multinationals to
enter India.
First KFC store in BANGALORE in June 1995.
Reason was upper-middle class population with a
trend of families eating out.
8. Apart from Bangalore, PepsiCo planned to open 60
KFC and PIZZA HUT outlets in the country in next
seven years.
But it got embroiled in various controversies even
before starting a full-fledged business in India.
Ministers from opposition party were also vocal
about their displeasure in the Parliament.
9. • Initial success of KFC proved that Indians could
make a success of most new ventures entering
India.
• KFC faced a setback due to its boring and insipid
menu.
• The major reason was innumerable permutations
and combinations of street food.
• Another major problem was ethical issues in KFC‟s
business operations in India.
10. Regulatory authorities found that KFC‟s chicken did
not adhere to Prevention of Food Adulteration Act
,1954.
It contained three times more monosodium
glutamate(a flavor enhancing ingredient).
Also PETA , an animal rights protection organization
accused KFC of cruelty towards chicken.
PETA also released a video showing ill-treatment of
birds in kFC poultry farms.
11. • KFC also suffered a setback due to its own
strategies.
• It did not lower its product prices in its initial years.
• Also the market-segmentation strategy failed as 2
pieces of KFC chicken was about the same price of
a full tandoori chicken offered by a local Indian
restaurant.
• Thus KFC‟s status was totally ruined and they were
forced to move out of India for three years.
12. KFC re-entered India in 2003.
Changing of Strategies.
Following Rules and Regulations.
Localization of the menu.
Changing Target Segment.
14. Current Logo unveiled in 2007.
The logo is changing for only the fourth time in 50
years, and for the first time in nearly a decade.
15. The smiling Colonel is featured against a red
background that matches his red apron, with the
KFC brand name in black thick lettering under his
chin.
The new logo includes bolder colors and a more
well-defined visage of the late Kentucky Fried
Chicken founder, who will keep his classic black
bow tie, glasses and goatee.
17. KFC is rolling out its first global tagline, "so good”.
This global change is part of the efforts to make the
overall KFC experience “So Good” for its customers.
The “So Good” tagline reflects- freshly prepared food
recipe, as well as the entire experience of good food
with family and friends.
Mohammad Alwi, director of finance, KFC Holdings
Malaysia Bhd,” “So Good” will allow us to effectively
communicate our message and brand to a wider
audience”.
18. Primary objective is to take advantage of the
potential growth in other countries.
Key success factors are ever continuing cost saving
through R&D.
These success techniques lowers the costs and
increase the profit of the company.
19. ADVERTISING TECHNIQUE
KFC advertised very rarely on Indian television till
almost 12 years after their establishment.
The TV ads maintain the fun element that is
associated with KFC. Their print ads are vibrant with
shades of red detailing special offers.
The concept of showing a normal customer deeply
involved in devouring his piece of chicken usually
turns on the drool factory in everybody‟s mouth and
makes them rush to the nearest KFC.
21. KFC is geared up to tap the country's Youth
crowd.
KFC has launched their new menu ''Streetwise'„
aiming at the college goers.
With “Streetwise”, KFC is offering a range of
signature KFC products at affordable prices.
KFC has also launched several new television
commercial as part of the promotional activities for
the new offering.
22. KFC‟s earlier menu consisted of Chicken Wings and
Wraps which were too alien for Indian taste buds.
Hence, KFC localized its brand by introducing the
Veggie Options to its menu that included rice
meals, wraps and side dishes that was desirable to
the Indian consumers .
Also, it stuck to eggless mayonnaise and sauces.
23. Even its trademark chicken dishes were given a
local flavor with the use of Indian spices and
cooking techniques.
The recently launched Veg Zinger burger is at par
with its chicken counterpart.
Also, KFC has changed its target audience. From
Higher Income group to Middle Income Youth.
While they have localized the menu according to the
Indian Taste they haven‟t forgotten their originality
that is resides in Chicken.
24. KFC has made segmentation on the following basis:
Demographical
Psychographic
Geographic
25. DEMOGRAPHIC PSYCHOGRAPHIC
Age: is between 6-65. BEHAVIOR
However, they generally try
to attract younger age • Taste conscious
groups.
• Quality conscious
Income Group: First it was
Upper class but it now has • Combination of price and
changed to middle class. quality
Gender, occupation,
religion, race & nationality:
Have no significance to
KFC.
26. GEOGRAPHIC
KFC has outlets internationally and sells its products
according to geographic needs of the customer.
In India KFC focuses how geographically its
customers demand different products.
In north India Chicken is the main selling
product, while in the south the Veg. items sell more
than the chicken.
27. KFC holds the position of a youth based brand with
its youthful, lively ambience of stores and the
friendly service.
KFC positions itself as a youthful, quick service
restaurant brand that serves unique, great tasting
food and beverages.
The focus of our brand strategy is to highlight this
across all our communication, menu offerings and
the experience that is delivered .
28. STRENGTHS WEAKNESS
Strong brand name and Innovation cycle is too long-
Identity. KFC misses first mover
advantage.
Strong trademarks recipes Lack of knowledge about
their customers
Very strong Internationally Lack of focus on R&D.
UK, Middle East, Thailand, Misses top of the mind
China, Japan, Korea, advantage.
Mexico No quick Service.
29. OPPORTUNITIES THREATS
Increasing no. of Changing customer
restaurants demands.
Balanced menu Change in Market Stability.
Health Trend away from
Home delivery service fried foods.
31. It adapted to Indian ways quickly. First no-beef no-
pork serving menu.
Affordability has been the cornerstone of
McDonald‟s strategy.
McDonald‟s web-based delivery model is based on
serving the customer quickly.
Target Audience is well-placed.
32. KFC should introduce more on healthy serving items in
its menu.
KFC should start web service and home delivery service.
It should advertise more so as to increase top of the
mind awareness.
KFC should tie up with major events.
KFC should tools such as coupons and premiums to
further enhance its sales.
33. India is one of the fastest growing markets for KFC.
Yum! Plans to expand KFC outlets in three formats
high street location, malls and food courts, drive-
throughs.
It plans to increase its presence from 115 stores in
21 cities now to 500 stores in 75 cities by 2015.
34. The vegetarian offerings have made the brand
more relevant to a larger section of consumers
and that has playing a huge role in KFC's
growth.
Though currently India market accounts for a
very small part in KFC's global business, it is
slowly and steadily growing.