GROUP MEMBERS

 Aditi

 Calvin

 Kevin D’Silva 25

 Ravesh

 Rohit
 FLOW OF PRESENTATION

 INTRODUCTION
 PRODUCT
 PRICE
 PROMOTION
 PHYSICAL EVIDENCE
 PLACE
 PEOPLE
 PROCESS
INTRODUCTION
 ABOUT KFC
 9/9/1890, Harland Sanders is born just outside Henryville, Indiana.
 1930, KFC was founded by Harland Sanders .
 1952, it started giving its franchisees.
 1960, 190 KFC franchisees and 400 franchise units in the U.S. and Canada.
 1969, the Kentucky Fried Chicken Corporation is listed on the New York
Stock Exchange.
 1982, Kentucky Fried Chicken becomes a subsidiary of R.J. Reynolds
Industries, Inc. (now RJR Nabisco, Inc.).
 1986, PepsiCo, Inc. acquires KFC from RJR Nabisco, Inc.
 1995, KFC entered into the Indian market and it opened its first retail out
lets in Bangalore.
CULTURAL FACTORS CONTRIBUTING TO
KFC’s “SUCCESS” IN INDIA

 Reducing the psychic distance by handling over of operations to

local people so that customers could relate to them more easily.

 Able to adapt to cultural differences, tastes and preferences. For

example keeping in mind the Indian tastes buds KFC launched a
fierier “ZINGER BURGER”.

 Got an edge since chicken is a staple dish and is taken more

frequently in Asian countries.
 The target customer of KFC [upper, middle and above] are
health conscious and hence to cater to their interest Kentucky
fried Chicken changed its name to KFC.

 Price sensitivity of the two economies drove KFC to introduce

menus that were easy on the consumer’s pocket.
HUMAN RESOURCE
HIERARCHY IN KFC
Area manager

Restaurant GM

Assistant manager

Trainee Managers

Customer Service Team Members

Food Service Team Members

 SWOT ANALYSIS
 Strengths  Brand equity
 KFC secret recipe of 11 herbs and
spices
 Very strong internationally
 Strong franchisees all over the
world
 Interactive relationship marketing
 Ranks highest among all chicken
restaurants
 Menu variety
 Weaknesses
 Lack of relationship building with
the employees

 Lack of focus on R & D

 They focus only high income

group customers
 Opportunities  They have opportunity to open
their sweet products and also to
increase the varieties in the veg
food items
 They can open more outlets to
get maximum market share
 They can open their temporary
outlets at hill station during peak
times
 They can capture more customer
by decreasing the price for their
products
 Threats  Increasing inflation rates directly
affects menu prices
 Supermarkets and new
competitors
 Health trend away from fried
foods
 Changing customer demand
 Some international events badly
affected the market of KFC in
Pakistan like IRAQ and AFGHAN
war.
 Current political situation is a big
threat for KFC
 Diseases like bird flu is the big
threat for KFC
 OBJECTIVES OF KFC
 Build an organization dedicated to excellence.

 Consistently deliver superior quality and value in our products.

 Maintain a commitment to innovation for continuous improvement and

grow, striving always to be the leader in the market place changes.

 Generate consistently superior financial returns and benefits our owner

and employees
 ISSUES OF KFC
 EVERY CHICKEN TESTED

 K & N’s state-of-the-art Quality Assurance Lab monitors the entire

integration process from livestock to feed and on to preparation of ready-
to-cook and cooked products.

 EVERY CHICKEN CERTIFIED

 K & N’s ensures food safety by implementing the international HACCP

(Food Safety System) and enjoy the unique privilege of being the first and
only HACCP certified company is Pakistan producing chicken and
chicken products.
 RECIPE OF KFC

 Place shortening into the

pressure cooker and heat over
 6 cups Crisco Shortening medium heat to the shortening
 1 eggs well beaten reaches 400F. In a small bowl,
combine the egg and milk. In a
 2 cups Milk separate bowl, combine the
 2 cups Flour remaining six dry ingredients. Dip
each piece of chicken into the
 2 teaspoons ground pepper milk until fully moistened. Roll
 3 tablespoons salt the moistened chicken in the
flour mixture until well coated. In
 1 teaspoon MSG groups of four or five, drop the
 1/8 teaspoon Garlic Powder covered chicken pieces into the
shortening and lock the lid. When
 1 dash paprika pressure builds up cook for 10
 2 Frying Chickens cut into 6 pieces minutes.
 SEGMENTATION
 Demographical
 In demographics their first segment is consisted of the income factor i.e.
high income, average income and low income.

 Behavior
 Taste conscious
 Quality conscious
 Class conscious
 Combination of price and quality

 Geographical
 Urban areas
 Sub urban areas
 TARGET MARKET
 They targeted upper middle class people in urban and semi urban areas.
 People are educated and they want variety in their diet.
 Normally people of rural areas don’t take fast food.
 Income of the people of urban areas is normally high and they can afford
to purchase such products, which are slightly higher in price as compared
to prevailing prices of local food in the market.
 People of Urban Areas are more quality conscious than the people of
Rural Areas.
 Population density is higher in Urban Areas as compared to Rural Areas, so
the numbers of customers are more in Urban Areas.
 CSR ACTIVITIES BY
KFC
Lots of CRS activities done in Pakistan-
 Educating the young people and children
 Distributing toys, books and clothes to the children
 Jail visit along with chicky(KFC’s children mascot)
 Faryad – an environmental campaign

KFC’s world wide CSR activities-

 Colonel’s scholarship for students
 Animal’s welfare programs
 Social diversification

KFC’s CSR activities in India-

 KFC take the initiative of keeping hearing impaired staff at its restaurants.
PRODUCT
 PRODUCTS

 KFC offers its signature products in India too! KFC has

introduced many offerings for its growing customer base in
India while staying rooted in the taste legacy of Colonel
Harland Sander’s secret recipe. Its signature dishes include
the “crispy outside, juicy inside” Hot and Crispy Chicken,
flavorful and juicy Original Recipe chicken, the spicy, juicy &
crunchy Zinger Burger, Toasted Twister, Chicken Bucket and a
host of beverages and desserts. For the vegetarians in India,
KFC also has great tasting vegetarian offerings that include the
Veggie Burger, Veggie Snacker and Veg Rice meals
 SERVICES
 KFC offered free home delivery service at specific branches in specifics
cities. They take at 30 min for delivery and the minimum delivery order
should Rs.200. They also provided services to celebrate the birthdays of
kids at there home or in KFC restaurants. Now recently KFC also provide
services of mobile unit of KFC
PRICE
 PRICE
 Pricing Strategy

 ‡Market skimming:
– KFC globally enters the market using market skimming. Their products
are priced high and target the middle to upper class people. Gradually
they trickle down the prices focusing on the middle to lower class
people to penetrate both sides of the market.
 Cost Based

 ‡ KFC price their product keeping different points in view. They adopt the
cost base price strategy. Pricing of the product includes the govt. tax and
excise duty and then comes the final stage of determine the price of their
product.

 Bundling
PROMOTIONS
 KFC ADVERTISING

 Agency: O & M (2007)

 Brand Ambassadors: None

 Budget: 8 – 10 Cr.

 Logo: Smiling Colonel

 Tagline: Finger lickin good…

 TELEVISION
 New product ads

 Reminder ads

 Ads includes ads like:

 The Recipes
 Chicken bucket
 Scream
 Hot wings
 Date
 Krusher
 Murlidharan ad
 Veg zinger burger (latest)
 PRINT
 Newspapers (Mid – Day, Times of India, Mumbai Mirror).

 Magazines
 ONLINE

 Website

 Facebook

 Twitter
 OUTDOOR
 Hoarding at prime locations.
POINT OF PURCHASE
 SALES PROMOTION

 MTV roadies

 CSR Activities

 Coupons

 Discounts
PHYSICAL EVIDENCE
PHYSICAL EVIDENCE
PLACE
 PLACE
 In India, KFC is growing rapidly and today has presence in 14 cities with
close to 78 restaurants.

 KFC has outlets mainly in areas targeting the upper middle class segment.

 It has outlets mainly in malls.

PEOPLE
 PEOPLE
 Yum! University - global support for the education and
institutionalization of key Yum! leadership programs

 Management Team Training - six to eight weeks training for key

restaurant personnel

 Multibrand training depends on your level of previous quick-service

restaurant (QSR) experience
 Graduate Recruitment Program - give Graduates broad experience across
the business in real jobs, through various departments

 Employment opportunities to neighborhood residents

 All employees from managerial level onwards receive training in various
departments including operations, billing etc

 Employees empowered limited to Rs. 500

PROCESS
 PROCESS
 Vendors – centralized

 3 Franchises operational in India

DELIVERY PROCESS
THANK YOU