detail of kfc

1. PRESENTED BY,
SHRUTHI.R.NAIR
MBA
JIET
KENTUCKY
FRIED CHICKEN

2. EVOLUTION
 1930 – Started with “Sanders Court & Cafe” at a gas station.
 1937 - “Sanders Court & Cafe” expands the restaurant.
 1939 – Colonel Sanders develops his original recipe chicken,
contain 11 herbs and spices is still a trade secret.
 1950 - Shut down Sanders Court & Cafe and restaurant
 1952 – KFC is formed.
 1952-1997 KFC grows into National restaurant chain, many
owners and stake holders along the way.
 1959 – First Franchised.
 1960 – No. Of franchised outlets 600.
 1964 – Sold the entire KFC franchising operation.

3.  1966 – KFC went public.
 1969 – Listed on the NYSE.
 1971 – KFC was acquired by Heublein INC. For $285 million.
 1982 – Heublein & KFC Inc. Was acquired by RJ Reynolds.
 1986 – RJ Reynolds & KFC was acquired by PepsiCo for $840 million.
 1987 – KFC in China.
 1990 – Entered in Canada with brand name as “Poulet Frit
Kentucky”.
 1995 – Entry in India.
• 1997- Tricon Global Restaurants Inc. Is formed as a spin-off from
PepsiCo.
 2002 – Tricon changes its corporate name to YUM! Brands.
 2003 – PETA protest.
 2007 – KFC introduces its Zero grams Trans Fat Recipe, Start
marketing as Extra Crispy.
 2009- Enters In Nepal.

4. ABOUT KFC
 Founded by Colonel Harland Sanders in 1952.
 Is based in Louisville, Kentucky, US
 KFC is the world’s most popular chicken restaurant chain.
 More than 18,875 outlets , worldwide.
 118 countries and territories around the world.
 12 million customers each day.
 World’s second largest restaurant after Mc Donald’s.
 KFC is a part of YUM! Brands, Inc.., the world’s largest restaurant
company in terms of system restaurant.

5.  Products are made on the motto of
“Crispy outside, juicy inside”.
 KFC division is run by Cheryl Bachelder,
President and Chief Concept Officer.
 From $105 to 7.2 Billion in 50 years.

6. KFC LOGO
NEW : Red colour to make it more vibrant, a smiling face and a apron.

7. MISSION AND VISSION
VISION:-
 To be leading integrated food services group in ASEAN
region delivering consistent quality products and excellent
customer focused.
MISSION:-
 To maximize profitability, improve shareholder value and
deliver sustainable growth year after year.

8. MARKETING STRATEGY PRODUCT INNOVATION
 1980-1990: Limited menus, focus on opening new outlets.
 1990’s : Focus on increasing sales in individual restaurants by
launching new appealing products.
 2007 : 0 gram Trans-fat Chicken launched.
 2008 : “Life Tastes Better Than KFC” Campaign launched.
 Toasted Wrap introduced after consumer survey.

9. PRODUCTS
Boneless Banquet
Chilli Cheese Fries
Chizza
Snacker
Rice Bucket Meal
Fried Chicken

10. Twister Hamburgers
Double shell zinger tacos Krushers
Hot Wings

11. KFC MENU PRICES
 KFC websites will show the menu but not the prices,
because stores in different areas have different
prices.
 If you call or go by your local KFC you may be able
to get printed menu with franchise’s price.

13. KFC’S MAIN INTERNATIONAL OPERATIONS
AUSTRALIA BANGLADESHCHINA JAPAN

14. GERMANY JAMAICA INDIASINGAPORE

15. KFC’S ENTRY IN INDIA.
 KFC was the first fast food multinational to
enter India, after the economic liberalization
policy of the Indian Govt. In early 1990s.
 KFC received permission to open 30 new
outlets across the county & opened first fast
food outlet in Bangalore in June 1995 by
targeting upper middle class population.
 KFC began to expand outside of Bangalore in
2004.
 Introduced a vegetarian menu that included
rice meals, Wraps and side dishes like
MCDonald’s.
 More than 361 KFC outlets in India.
 In 2014, launched the “So Veg, So Good” menu
as part of an India-specific promotional
strategy focused on enhancing their vegetarian
range.

16. KFC VEGETARIAN
Veg Rice Bowl, Veg Twister
Veg Rockin Burger, Veg Krisper Burger.
Potato Krisper Burger , Paneer Zinger.

17. PROBLEMS
 Protest by farmers led by the Karnataka Rajya Ryote
Sangha (KRRS) & the farmers leader was
Nanjundaswamy who used the term ‘junk food’
against KFC.
 Protests by cultural & economic activists.
 Protest by PETA in the late 1990s.
 Support of celebrities in against of KFC.

18. SEGMANTATION:
 GEOGRAPHIC : KFC MENU OUTSIDE INDIA , KFC MENU INSIDE INDIA ( METRO
& TIER II CITIES).
 DEMOGRAPHIC SEGMANTATION:
1) Age: Customers from all age groups.
2) Gender: Both Males & Females.
3) Income group: A,B and C income groups.
 PSYCHOGRAPHIC: Upper & Middle class, Life style is not specific, Personality.
 BEHAVIORAL: Taste Conscious, Quality Conscious , Class, Combination of
Product.
TARGET MARKET:
PLACEMENT OF OUTLETS:
Placed itself close to schools, colleges, theatres, techno parks.
They have outlets close to non-vegetarians.

19. PRODUCT STRATEGY
 Secret recipe of 11 herbs & spices.
 Competes on several basis includes product, cost, franchising.
 Hire professionals for product development.
 100% pure pieces of chicken.
 Use of sunflower oil.
 Trained cooks prepare it fresh throughout the day at every
restaurant.
 Provide quality assurance.
 Successful salt reduction programme.

20. SECRET RECIPE
1 TEASPOON GROUND OREGANO
1 TEAPOON CHILLI POWDER
1 TEASPOON GROUND SAGE
1 TAESPOON DRIED BASIL
1 TEASPOON DRIED MARJORAM
1 TEASPOON PEPPER
2 TEASPOON SALT
2 TABLESPOONS PAPRIKA
1 TEASPOON OINON SALT
1 TEASPOON GARLIC POWDER
2 TABLESPOONA ACCENT

21. POSITIONING OF KFC
 USP of KFC is life tastes better with KFC.
 Unique taste of products.
 Designed for various group of customers.
 New menu is focusing on taste & health.
 It isn’t only fried chicken but also self services & customer
satisfaction.

22. STORE DESIGN
 Red Coloured Walls: The most pulling colour to attract customers.
 Dim Lighting Environment: To make the inner environment calm.
 Focus On Large Counters: To avoid long queues.
 Visual Entry: To have clear view of outside.
 Use Of Couches: To give the feel AT HOME to customers.
 Hanging Lamps: Presenting themselves in most refined way.
 Special care to maintain perfect ambience and noise free
environment.
 Often their location is decided based on local information from
where maximum sales can be made.

24. COMMUNICATION
 Usually do Advertising.
 ADVRTISING: The logo of the
smiling face of Colonel is probably
one of the most recognized faces in
the world.
 They also do Coupons, Discounts
and Bundled packages.
 Using Coupons that one can
acquire after spending a particular
amount over a period of fixed times,
customers can enjoy the benefits of
free meals or free add-ons.
 They communicate via- facebook,
Twitter.

25. ADVERTISEMENT

26. LOGISTICS
 Raw materials are supplied to each store in
temperature controlled trucks.
 Specifications check on arrival- accept/ reject.
 Rejected goods are mentioned in invoice.
 Rejected raw materials is replaced within 48 hours.

27. STORAGE
 Stored at particular required temperatures.
 Maintenance committee takes care of inventory at
each store.
 Items are kept in numbered rows (a1,a2,a3).
 Usage Pattern – FIFO.
 Wastage – 1.5-2% of total sales due to loss in
transportation and handling , storage, cooking, yield
etc...
 Farm to fork period is 9 days.

28. SWOT ANALYSIS
STRENGTH
 Understand the importance of ethics in business.
 Understand the culture, regulatory & ecological issues.
 Examine the reasons for protests of PETA.
 Identify solutions for KFC’S problems in India.
 Large no: of outlets at prime locations.
 Serves variety of outlets at prime location.
WEAKNESS
 Non ethical business practice.
 PETA protest.
 KRRS protest.
 MSG flavour in chicken.
 Presence of multinational competitors in the market.

29. THREATS
 MSG Chicken flavour.
 PETA like organisations.
 Political parties protesting for junk food.
 Protest support from famous personalities like ANIL KUMBLE,
JOHN ABRAHAM etc...
 Entrance of new competitors into the market.
OPPORTUNITY
 Retail boom in India.
 Indians youth are adopting western culture.
 Indian economy.
 Cosmopolitan rapid development.
 Cheap and easy availability of labour.
 Consumer prefer “All under one roof “.

30. Pseudo-Event
 April 27th was ÜNFry Day”.
 KFC offered 2 free pieces of Kentucky Grilled Chicken to all
consumers.
 This Pseudo-event received nationwide publicity

31. Kfc.co.in
 Find the meals from the KFC online stores you want to order.
 Go to mycouponpromotion.in to find the available KFC offers.
Clovia Coupons, Musafir Coupons, Floweraura Coupons,
Prettysecrets Coupons.
SIGNUP AT KFC WEBSITE APPLY COUPON PROVIDED BY
MYCOUPONPROMOTION.IN

32. COMPETITORS