Previously : Kentucky fried chicken

PRESENTED BY:
Priteshi Patel
The reason they changed from Kentucky fried chicken to KFC was that people
got conscious when they read the word “FRIED” which gave them an impression
that its not healthy because it contains fat, so Kentucky fried chicken had to
change their trade name from KENTUCKY fried chicken to KFC. JUST TO avoid the
fatty impression.
 INTRODUCTION

KFC is the world largest and most well known chicken

restaurant, with chain in more than 10 thousand locations and
worldwide in 80 countries.
KFC and its franchised employees are more than 200 thousand
in all over the world.
KFC is part of YUM Brands Inc.
In 1997, KFC franchised with Gray Mecanza International and
started work in Pakistan.
After 10 years KFC has 45 outlets in Pakistan.
 HISTROY

At the age of 40 as an operator of a service station in Corbin,

Kentuncky,Colonel returned to his love of cooking and began to cook and serve
food to hungry travelers from his own living quarters.
The Colonel devised his recipe for fried chicken using a secret blend of 11
herbs and spices the same blend of recipe is still used in KFC all over the world
and is called the” Original Recipe”
Since 1950’s KFC gas grown at a remarkable place from one road side
restaurant into an internationally renowned restaurant chain and one of the
largest chain of chicken restaurants in the world.
The business grew larger than the Colonel could handle, so he sold it to a
group of people who formed the Kentucky Fried Chicken Corporation.
The COLONEL REMAINED KFC’s Goodwill Ambassador.
ALTHOUGH THE Colonel is no longer with us, but his philosophies of hard
working and excellent services to be the number one priority of KFC, will always
be a part of KFC tradition.
 KFC Vision Statement

Food and Fun , this is what KFC is all about. Lending the market since its inception, KFC
provides the ultimate chicken meals for a Chicken Loving Nation.

Be it Colonel Sanders secret original Recipe Chicken or the Hot and Spicy Version, every
bite brings a YUM on our face.

At KFC we can proudly say, "We Do Chicken Right”.

 KFC Mission Statement

To be the leader in western style quick service restaurants through friendly
services, good quality food and clean atmosphere.

We are committed to customer satisfaction through offering high quality with
excellent services and good value.

We take great pride in serving each other, our customer and our communities.

We seek continuous improvement in all that we do.

Products
 Services

24-hour service.
Free Delivery (111-532-532)
Online ordering.
Mobile unit.
Outdoor catering.
Branded Prepaid Coupons.
Corporate meeting, seminars & workshops at KFC
Special dinning facility for business customers.
Health calculator and health tips.
Kid play area.
 Competitive analysis

Who are my competitors?

Direct competitors:
McDonald, burger king, Subway etc.

Indirect competitors:
Base upon market share and substitute business.

How do I analyze them?

SWOT PESTLE
analysis analysis
 Swot  Analysis
Strengths :
Brand Equity
KFC secret recipe of 11 herbs and species.
Stronger Franchises all over the world.
Interactive relationship marketing.
Chains for its convenience and menu variety.
Kid play area.
Opportunity:
Growth of 18-24 age demographic
Home meal replacement market will exceed
International beef scare from mad cow and hoof and
month disease.
Updating the restaurants, balance menu.
Changing Customer lifestyle and taste.
Increase delivery service
Increase competition from local and international
outlets.
Weakness:
Lack of focus on Research and Development.
Lack of knowledge about their customers.
They only focus higher income level people.
Don’t blend with the local culture unlike Mcdonalds
Threats:
Bird Flu.
Frozen food is not good for health and despite what
so ever the standard they maintain.
Change of customer demands.
Cultural threats from Muslim worlds.
Current recession as decrease the buying power of
customers.
Law and order situation (terrorism).
Existing and new competitors.
 PESTLE Analysis

Global market
Different political infrastructures
Political Consumer taxation

high target market

Economical Low cost and more incomes

Working within many social groups

Social Increase employments

Technological Quality standard

Legislation for product

Legal Sustained logo

Quality packing
Environment Local manufactures using foreign suppliers
 BCG matrix

Three ways of success

(star-cash cow-question mark)
Continuously generate cash cows Asia
and use the cash throw by the cash
cows to invest in the question mark
that are not self-sustaining.
Star need a lot of reinvestments Europe
and as market matures, star will
USA
degenerate into cash cows and the
process will be repeated.
As for dogs, segment the markets
and nurse the dogs to health or
mange for cash. Americans
 Critical Success Factors

KFC chicken sandwich. New products are key to a company's success,

and it is critical that KFC learn to develop and introduce new products
in such a way that new consumers will be attracted to the stores.

 Opportunities The greatest opportunity facing KFC is in the international

arena where the company has already proven itself successful.

 Where some fast food operators have only recently begun expanding into
the international market.

 KFC has participated as a multinational corporation for several decades.

As a result, the company is familiar with the logistical and quality problems.

KFC demonstrated that it can work with host countries and businesses
within the host country to develop a strategy which works.  
 Core Competence(s)

Ever since KFC started, they have only and only emphasized on
chicken, so people from all over the world take KFC as chicken
expert!!!!!!
 Marketing Strategy

Company strategy

Segmentation

Target Market

4 P’s
 Company Strategy

Primary objective is to take advantage of the potential growth in other countries, to

establish a strong position and to develop their image. Key success factors are ever
continuing cost saving through R&D, innovation and use of new technology to work
effienctly.

These success techniques will lower the costs and increase profit in the industry.
 Segmentation

geographic segmentation:
KFC has outlets internationally and sells products according to geographic needs of the
customer.

Demographic segmentation:
The market is divided into groups based on a
1.age (6 to 65)
2.gender is both males and females.
3.family size is 1-2,3-4,5+
4. income is $125 and above.

 Psychographic segmentation:
Dividing a market into different groups based.
Social class-upper and middle class
Personality is ambitious and authoritarian
Behavior segmentation:
- taste conscious
- quality conscious
- class
 Target Market

“The process of evaluating each market segment’s attractiveness and selecting two
and more segments”

KFC Targets the “HUNGER”, and we know there is no compromise when it comes
to “HUNGER”
 Product
Price
Variety List price
Quality Discount
Features Allowance
Packages Payment
Services Period
Brand name

Marketing
Mix
Place
Channels
Promotion

Locations Advertising

Transportation Sales promotion

Logistics Public relation

Assortment

Internet
 Product

Product means goods and services that KFC offers to the target audience.

Brand name is the KFC (Kentucky Fried Chicken)

Variety of products in taste and size
1.chicken
2. salads
3.desserts
4.snaks
5.sandwiches
6.burgers
7.side
KFC believe in providing the Superior Quality to the valued consumers by using fresh
ingredients and provide neat and clean environment.
 Features of KFC is providing different and better taste with hot and Spicy version of
chicken.
Packaging is used for the burgers and snacks.

KFC is providing services of home delivery, 24-hour, online ordering, mobile unit,
outdoor catering, kid play area.
 Price

Price is the amounts of money customers have to pay to obtain the product.

KFC offer different products at different list prices.

KFC provide special discounts to only employees and special customers.
Payment period , customer pays when the services are delivered to them.
Allowances are provided to employees.

 Pricing Strategy: KFC pricing the products by keep the different points in the
mind ,adopt cost base price strategy.
 Place

Place includes all company activities that make the product available to target consumers.

KFC adopt direct channel, product directly to customers.

Assortment ,KFC provides two type of meals in respect of size
1.Family meal
2.Individual meal
Location , KFC have outlets per market area in all the world.
Free home delivery

KFC uses the Push Strategy, to create

- Awareness
- Be different
- Sound attractive
 Promotion

Promotion means activities that come merits of communicate the products and
persuade target consumers to buy it.

 to enhance public relation the compains, seminars and employee training

classes.

KFC is the sponsor of various cricket clubs playing

20-20 cricket, AS the 20-20 cricket provides
excitement and fun, the message KFC is trying to
convey along with sponsoring is
“MAXIMUM ENJOYMENT IN MINIMUM TIME”.
As KFC is a fast food chain.
 Nobody does chicken like KFC

Bill boards News papers

Posters

Advertising
Internet
banners

TV ads

Transit ads
Leaflets
Sale promotion, KFC uses the following tools to further enhance its sales.

Exhibition

Coupons

Sales
promotion

Entertainments
 Recommendation

Even though KFC has define the target market but Still they need to redefine.
KFC has to improve their Research and Development .
KFC to look need of the customers like health conscious .
They only focus higher income level people.
Lack of specific open space like McDonald
Unlike McDonalds they don’t blend with the
local cultural when it comes to int’l marketing.
 Conclusion

Focus of their strategy should be according to the different countries .

Because They provide Markets which have high growth rate on the other
Hand.KFC had difficult times with their previous name, but they came up
well in the End, which gives an indication that it is in the market to STAY!!!!!
Advertisements

KFC Malaysia -Best Friends- 2009 Commercial.flv

KFC Australia,,, - Video.flv

Thank
You