PRESENTED BY

ENA VERMA INDER SINGH

The first KFC restaurant, situated in South Salt Lake, Utah and since replaced by a new KFC on the same site

The restaurant in North Corbin, Kentucky where Colonel Sanders developed Kentucky Fried Chicken

FAST FOOD

Fast food (also known as Quick Service Restaurant or QSR within the

industry itself)
term given to food that can be prepared and served very quickly any meal with low preparation time can be considered to be fast food

KFC

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 is part of YUM Brands Inc.

HISTORY
At the age of 40 as an operator of a service station in

Corbin, Kentucky Colonel returned to his love of cooking and began to cook and serve food to hungry travelers from his own living quarters. road side restaurant into an internationally renowned restaurant chain and one of the largest chain of chicken restaurants in the world

Since 1950 KFC has grown at a remarkable place from one

.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

HISTORY CONT..
KFC Corporation (KFC, founded and also known as

Kentucky Fried Chicken) is a chain of fast food restaurants based in Louisville, Kentucky in the United States.
The company was founded as Kentucky Fried Chicken by

Colonel Harland Sanders in 1952.

KFC primarily sells chicken pieces, wraps, salads and

sandwiches.

HISTORY CONT..

The company adopted the abbreviated form of its

name in 1991

In Pakistan it was launched in 1997, Gulshan-E-

Iqbal, Karachi.

Presently in Pakistan, it is been operated by

Cupola, a Dubai based multinational company involved in several business.

On the stock Exchange

KFC went on the New york stock Exchange January 19

1969. More than 3500 franchised and companyowned restaurants were in the chain when in 1971 Heublein Inc. Acquired KFC for $285 million. In October 1986 by PepsiCo Inc. for $840 million. In 1997 PepsiCo spined off KFC, Taco Bell and Pizza Hut in to an independent restaurant company the Tricon Global Restaurants Inc.

 Retail sales: Worldwide: $8.0 billion Employees Systemwide: Worldwide: 290,779 Franchised: Worldwide: 7584

MISSION STATEMENT

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

VISSION STATEMENT
Food, Fun & Festival, this is what KFC is all about.

Leading 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 & Spicy Version, every bite brings a YUM on our face. At KFC we can proudly say, We Do Chicken right .

PHILOSOPHY OF KFC

Philosophy of KFC stands on the Champs Program

CHAMPS PROGRAM
CHAMPS stand for the six universal

areas of customer expectation common to all cultures and all restaurants concepts. These are: C leanliness H ospitality A ccuracy M aintenance of Facilities P roduct Quality S peed of Service

PRODUCT OF KFC

COMPETITORS

COMPETITIVE ANALYSIS
Any Organization cannot enjoy the business without

competitors. No organization can afford to ignore their competitors. It is very important for a marketing managers to monitor the activities of there competitors, what they are doing? KFC adopted such sort of strategy that there is no competitor for spicy chicken, which is made by KFC. KFC beats its competitors through the revising marketing strategy at every movement but the main competitor of KFC is Mc Donalds.

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 efficiently.
These success techniques will lower the costs and

increase profit in the industry.

SEGMENTATION

They have made segments of the market on the following bases.

Demographical Behavior

Geographical

DEMOGRAPHICS SEGMENT

In demographics their first segment is consisted of the income factor

High income Average income

Low income.

BEHAVIOR SEGMENT

In behavioral aspect they segmented the market on the basis of quality, taste and price. Following are the different possible segments in this regard.
Taste conscious

Quality conscious
Class conscious Combination of price and quality

GEOGRAPHIC SEGMENTATION
In the basis of the geographical factor we have

divided our market in two main segments. Urban areas Sub urban areas

SWOT ANALYSIS
STRENGTH:
KFC secret recipe of 11 herbs and species

Strong Franchises all over the world

Interactive relationship marketing Chains for its convenience and menu variety Kid play area

SWOT ANALYSIS CONT..

WEAKNESS: Lack of focus on Research & Development Lack of knowledge abut their customers They only focus higher income level people KFC desserts portion is not as better as should be

SWOT ANALYSIS CONT..

OPPORTUNITY: They have the opportunity to expand their sweet products They can open temporary outlets in peak season in the hill stations like naran, kaghan, swat etc. They can capture more customers by decreasing the price of their products Updating the restaurants, balance menu Changing customer lifestyle & taste

SWOT ANALYSIS CONT..

THREATS:
Diseases like bird flu is the big threat for KFC

Change of customer demands

Existing, and new competitors Frozen food is not good for health and despite . What

so ever the standard they maintain

4PS OF MARKETING

Product
Their all products are different from every product

and the packaging and other products feature are different form other they change there products by introducing new products but their main product the Kentucky fried chicken is the same

4 PS OF MARKETING CONT..

Price
The price is not affordable by all persons in Pakistan.

Due to its large setup the price selecting are very challenging for the new product of KFC

4 PS OF MARKETING CONT..

Place
They provide free home deliveries for some specific

cities. They open their outlets in those places in the cities where people can buy products easily and without difficulties. They also introduce mobile units for delivery of their products

4 PS OF MARKETING CONT..

Promotions
In Pakistan KFC not advertise there products too

much because people KFC due to its reputation in other countries. They promote their products through special packages like Ramadan packages, mid night package. They promote there products through billboard, pamphlets and through other promotion strategies

KFC AT DIFFERENT PLACES

Bracknell
Litherland - Liverpool

Blackwood

Hengrove

FACILITY LOCATION
Factors That KFC Management Keep in Mind during Facility

Location Analysis: There are several factors that influence the Facility Location Decision. Proximity to Customers, Business Climate, Total Costs, Infrastructure, Quality of Labor, Host Community, Etc.

KFC Facility Layout:

KFC Facility Layout: Internal & External layout of KFC outlet is

attractive and charming all over the world. Ideal color schemes, pleasant lighting outlets, comfortable sitting arrangement, fully trained employees and their proper work division, State of the art interior beautification, speedy & appropriate cooking process, special club/block for kids, etc. are the chief characteristic of the KFC layout.

FACILITY LAYOUT

 Advantage of KFCs Good Layout:

Reduces bottlenecks in moving people or material. Minimizes materials-handling costs. Reduces hazards to personnel. Utilizes labor efficiently. Increases morale. Utilizes available space effectively and efficiently. Provides flexibility. Provides ease of supervision. Facilitates coordination and face-to-face communication where appropriate.

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.250. 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.

SALES PROMOTION
For sales promotion KFC has introduced different

strategies such Ramadan Package, Birthday Package, Midnight Package and many other.
Also they have introduced goods like watches,

keychain, coffee cup, T-shirt, toys e.t.c to the customers

ADVERTISEMENT
Press advertising Jang (Karachi, Lahore & Rawalpindi): The news (Karachi, Lahore & Rawalpindi): Dawn (Karachi, Lahore, Rawalpindi): Magazines

ADVERTISEMENT CONT..
Commercials Advertising on different Cable channels like Geo, Ary World, Ten Sports, Music channels, etc and also advertising on world call Cable advertising Hoardings In addition to regular hoardings, temporary hoardings for 2-3 months have also been taken.

CSR
Colonels Scholars: This program is offered to high

school senior planning to attend a public in-state college or university. Packaging & the Environment: KFC is as committed to the environment as we are to our food & customer. Animal welfare program: Yum! Brands, parent company of KFC, is committed to the humane treatment of animals.

BIBLOGRAPHY
www.kfcpakistan.com www.google.com www.scribd.com

www.wikipedia.com
http://vimeo.com/16899524