Bba Minor Project ipu

7/24/2019 Bba Minor Project ipu

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Introduction of Company

KFC Corporation, based in Louisville, Kentucky, is the worlds most popular chicken

restaurant chain, specializing in Original Recipe , !"tra Crispy #$, and Colonels Crispy

%trips chicken with home style sides and &ive new &reshly made sandwiches' !very day,

nearly eight million customers are served around the world' KFCs menu everywhere

includes Original Recipe chicken(made with the same great taste Colonel )arland

%anders created more than a hal&*century ago' Customers around the globe also en+oy

more than -- other products(&rom a Chunky Chicken .ot .ie in the /nited %tates to a

salmon sandwich in 0apan'

KFC continues reaching out to customers with home delivery in more than --

restaurants in the /nited %tates and several other countries' 1nd in 2uite a &ew /'%' cities,

KFC is teaming up with other restaurants, #aco 3ell and .izza )ut, selling nearly &i&ty

years ago4 Colonel %anders invented what is now called 5home meal replacement6 7

selling complete meals to harried, time*strapped &amilies' )e called it, 5%unday 8inner,

%even 8ays a 9eek'6

#oday, the Colonels spirit and heritage are re&lected in KFCs brand identity 7 the logo

&eatures Colonel )arland %anders, one o& the best*recognized icons in the world'

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KFC History

KFC is an internationally renowned &ast &ood industry in the world' #hey have the main

ambition to increase ; maintain the 2uality in &ast &ood industry' #heir aim is to capture

the &ast &ood market' 3asically they want to provide their products to anyone that is why

they e"panding their branches in all over the world' #hey want to increase their pro&it

through giving ma"imum satis&action ; other better &acilities to people that they want'


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9hen the colonel was si", his &ather died' )is mother was &orced to go to work, and

young )arland had to take care o& his three year old brother and baby sister' #his meant

doing much o& the &amily cooking' 3y the age o& seven, he was a master o& a score o&

regional dishes' 1te age :-, his &irst +ob working on a nearby &arm &or B a month' 9hen

he was :B, his mother remarried and he le&t his home near )enryville, =nd', &or a +ob on a

&arm in Dreenwood, =nd' )e held a series o& +obs over the ne"t &ew years, &irst as a :A*

year*old streetcar conductor in


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introduced many o&&erings &or its growing customer base in =ndia while staying rooted in

the taste legacy o& Colonel )arland %anders secret recipe' =ts signature dishes include the

5crispy outside, +uicy inside6 )ot and Crispy Chicken, &lavor&ul and +uicy Original

Recipe chicken, the spicy, +uicy ; crunchy Iinger 3urger, #oasted #wister, Chicken

3ucket and a host o& beverages and desserts' For the vegetarians in =ndia, KFC also has

great tasting vegetarian o&&erings that include the Jeggie 3urger, Jeggie %nacker and Jeg

Rice meals' =n =ndia, KFC is growing rapidly and today has presence in :E cities with

close to A restaurants'

E


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KFC Outlets in Delhi

KFC in Central Delhi

1*:B, =nner Circle,

C., 8elhi*::---:

%tore #iming?-am to ::pm

KFC in Noida

%ector :?,


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%tore #iming:: am to :: pm

3elow


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O"#EC$I%ES OF $HE S$&D'

Ob+ectives

#o study the importance and development o& &ast*&ood industry in todays scenario'

#o understand the various $arketing %trategies which KFC has adopted to survive in

highly competitive &ast*&ood industry'

#o make a comparative study o& the ma+or players in =ndian '

#o know about the marketing strategies o& various outlets '

#o understand the competitive strength and weakness o& KFC'


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(ESE)(CH *E$HODO+O'

R!%!1RC) Research is a structured en2uiry that utilizes acceptable scienti&ic

methodology to solve problems and create new knowledge that is generally

applicable'%cienti&ic methods consist o& systematic observation, classi&ication and

interpretationo& data'1lthough we engage in such process in our daily li&e, the di&&erence

between ourcasual day* to*day generalisation and the conclusions usually recognized as

scienti&ic method lies in the degree o& &ormality, rigorousness, veri&iability and general

validity o& latter'

$HE (ESE)(CH ,(OCESS

#he research process is similar to undertaking a +ourney'

For a research +ourney there are two important decisions to make*

:M 9hat you want to &ind out about or what research 2uestions NproblemsM you want to4

BM )ow to go about &inding their answers'

#here are practical steps through which you must pass in your research +ourney in order

to &ind answers to your research 2uestions' #he path to &inding answers to your research

2uestions constitutes research methodology'1t each operational step in the research

process you are re2uired to choose &rom a

multiplicity o& methods, procedures and models o& research methodology which will

help you to best achieve your ob+ectives'

#his is where your knowledge base o& research methodology plays a crucial role'

%teps in Research .rocess

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:' Formulating the Research .roblem

B' !"tensive Literature Review

' 8eveloping the ob+ectives

E' .reparing the Research 8esign including %ample 8esign

A' Collecting the 8ata

@' 1nalysis o& 8ata

' Deneralisation and =nterpretation

?' .reparation o& the Report or .resentation o& Results*Formal write ups o&

conclusions reached'

*ethods of Data Collection- #here are two types o& data

,rimary Data( collected &or the &irst time

Secondary Data(those which have already been collected

and analysed by someone else'

*ethods of ,rimary Data Collection

O"SE(%)$ION *E$HOD-

Commonly used in behavioural sciences =t is the gathering o& primary data by

investigators own direct observation o& relevant people, actions and situations without

asking &rom the respondent'

$ypes of O.servation-

:' %tructured 7 &or descriptive research

B' /nstructured(&or e"ploratory research

' .articipant Observation

E'


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A' 8isguised observation

S&(%E' *E$HOD

1pproach most suited &or gathering descriptive in&ormation'

Structured Surveys use &ormal lists o& 2uestions asked o& all respondents in the same

way'

&nstructured Surveys let the interviewer probe respondents and guide the interview

according to their answers'

Survey research may .e Direct or Indirect'

CON$)C$ *E$HODS

Information may be collected by

Mail

Telephone

Personal interview

*ail /uestionnaires

1dvantages

*can be used to collect large amounts o& in&ormation at a low cost per respondent'

*respondents may give more honest answers to personal 2uestions on a mail2uestionnaire

*no interviewer is involved to bias the respondents answers'

*convenient &or respondents who can answer when they have time

* good way to reach people who o&ten travel

Limitations

*not &le"ible

*take longer to complete than telephone or personal interview

*response rate is o&ten very low

* researcher has no control over who answers'

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$elephone Interviewin!

* 2uick method

* more &le"ible as interviewer can e"plain 2uestions not understood by therespondent

* depending on respondents answer they can skip some Gs and probe more on others

* allows greater sample control

* response rate tends to be higher than mail

8rawbacks

*Cost per respondent higher

*%ome people may not want to discuss personal Gs with interviewer

*=nterviewers manner o& speaking may a&&ect the respondents answers

*8i&&erent interviewers may interpret and record response in a variety o& ways

*under time pressure ,data may be entered without actually interviewing

,ersonal Interviewin!-

=t is very &le"ible and can be used to collect large amounts o& in&ormation' #rained

interviewers are can hold the respondents attention and are available to clari&y di&&icult

2uestions' #hey can guide interviews, e"plore issues, and probe as the situation re2uires'

.ersonal interview can be used in any type o& 2uestionnaire and can be conducted &airly

2uickly' =nterviewers can also show actual products, advertisements, packages and

observe and

record their reactions and behaviour'

DE$E(*ININ S)*,+E DESIN

Researchers usually draw conclusions about large groups by taking a sample

1 %ample is a segment o& the population selected to represent the population as a

::


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whole'

=deally, the sample should be representative and allow the researcher to make accurate

estimates o& the thoughts and behaviour o& the larger population'

$ypes of Samples

,ro.a.ility samples

%imple random sample !very member o& the population has a known and e2ual

chance o& being selected'

%trati&ied random sample .opulation is divided into mutually e"clusive groups such

as age groups and randomsamples are drawn &rom each group'

ClusterNareaMsample #he population is divided into mutually e"clusive groups such

as blocks, and the researcher draws a sample o& the group to interview'

Nonpro.a.ility samples

Convenience sample #he researcher selects the easiest population members &rom

which to obtain in&ormation'

0udgment sample #he researcher uses hisher +udgement to select population

members who are good prospects &or accurate in&ormation'

Guota sample #he researcher &inds and interviews a prescribed number o&

people in each o& several categories'

%alues of KFC

:B


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Focus all our resources to our restaurants operation because that is where we

serve our customers'

Reward and respect the contributions o& each individual at KFC'

!"pand and update training with time and be the best we can be and more'

3e open, honest and direct in our dealings with one and other'

Commit ourselves to the highest standard to the personal and pro&essional

integrity at all times'

!ncourage new and innovative ideas because these are the key to our competitive

growth'

Reward result and not simple e&&orts'

8edicate ourselves to continuous growth in sales, pro&it and size o& organization'

9ork as a team'

*ission statement

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0 $o . e t he l ea de r i n w es te rn s ty le 1 ui c 2 s er vi ce r es ta ur an ts t hr ou !h f ri en dl y

service 3 !ood 1uality food and clean atmosphere4

oals of KFC

3uild an organization dedicated to e"cellence'

Consistently deliver superior 2uality and value in our products and services'

$aintain a commitment to innovation &or continuous improvement and grow,

striving always to be the leader in the market place changes'

Denerate consistently superior &inancial returns and bene&its our owner and

employees'

#o establish in =ndia our position as leading 9G%R N9estern Guick %ervice RestaurantM

chain, serving good value' =nnovative chicken*based products' Consistently, providing a

pleasant dining e"perience, with &ast &riendly, in a clean and convenient location' 1t all

times we must be dedicated to providing e"cellent and delighting customers'

,HI+OSO,H' OF KFC

:E


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$he CH)*,S ,ro!ram

Champs stands &or our belie& that the most important thing each o& us can do is to &ocus

on the customer' =t stands &or our commitment to provide the best &ood and best

e"perience &or the best value'

C)1$.% stand &or the si" universal areas o& customer e"pectation common to all

cultures and all restaurants concepts'

$HE CH)*,S

#hese are

Cleanliness

Hospitality

)ccuracy

*aintenance o& Facilities

,roduct Guality

Speed o& %ervice

CH)*,S is the philosophy to ensure that the customer has the consistent 2uality

e"perience in every restaurant, everyday, on every occasions and you will be playing role

in delivering C)1$.% to our customers'

KFC Ori!inal (ecipe

:A


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@ cups Crisco %hortening

: eggs well beaten

B cups $ilk

B cups Flour

B teaspoons ground pepper

tablespoons salt

: teaspoon $%D

:? teaspoon Darlic .owder

: dash paprika

B Frying Chickens cut into @ pieces

.lace shortening into the pressure cooker and heat over medium heat to the shortening

reaches E--F' =n a small bowl, combine the egg and milk' =n a separate bowl, combine

the remaining si" dry ingredients' 8ip each piece o& chicken into the milk until &ully

moistened' Roll the moistened chicken in the &lour mi"ture until well coated' =n groups o&

&our or &ive, drop the covered chicken pieces into the shortening and lock the lid' 9hen

pressure builds up cook &or :- minutes'

Situational )nalysis

Current .roducts

Kentucky &ried chicken

Iinger burger

:@


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Krushers

Dame3o"

#wister

3o"master

Chicken 3ucket

)ot wings

Fries

Corn on the cob

Iing Kong

%nackerNchicken ; veggieM

Jeggie Feast

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,O($E(5S FI%E FO(CE )N)+'SIS

Entry

For the current =ndian market &or &ast &ood, it is not di&&icult &or a &ast &ood restaurant to

enter the market' )owever, it would be e"tremely di&&icult to take over already running

ma+or &ast &ood chainsP dominancy in =ndia or even make a signi&icant amount o& pro&it'

9hile there are enough people in urban =ndia &or any restaurant to survive, KFC holds the

&irst*mover advantage into the Pnon*veg &ood specialty &ood segmentP that gives them &ree

reputation' Customers, especially children who are used to going to KFC as a treat or

reward &rom their parents or grandparents, are not going to want to go to other restaurants

theyve never heard o&' #he brand name is already established' 1lso, there is already a

large variety in the numerous western*style dining places in =ndia, such as

$c8onalds, .izza )ut, 8ominoPs and %ubway, and any new &ast*&ood entrants would

+ust be presenting something very similar to whats already there' 9hile small


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technological support to improve their products' #his is a brilliant strategy because the

supplies that KFC would otherwise need to import &rom the

/'%' can now be obtained domestically, and i& the /'%' suppliers decide to raise their

prices, KFC can easily switch to the local suppliers' #his gives us a brilliant strategy'

9ith this strategy, KFC created competition among its suppliers, lowering the supplier

bargaining power' =n terms o& human

resources, labor cost is e"tremely low because the supply o& non*skilled workers great

e"ceeds the demand &or them' 9ith so little buyer and supplier bargaining powers, KFC

is able to have a very tight control over its prices and e"penditures'

Su.stitutes and Complements

1s mentioned above, there are a &ew ma+or competitors in the &ast*&ood industry

in =ndia &or KFC, namely $c8onalds, .izza )ut, 8ominoPs and %ubway' #he substitute

products, in this case, would be burgers, pizza, and sandwiches' #hough they are

competitors, their primary products di&&er greatly &rom each other, in that they sell,

chicken, burgers and &ries, pizzas, and sandwiches, respectively' #raditional

=ndian dining, home*cooked meals, and grocery stores with ready*to*eat &oods are also

substitutes, as &amilies could choose any one o& these over &ast &ood &or a meal' #hese

substitutes are de&initely considered healthy as compared to the &ast &ood chains' !ven

&oods &rom street vendors count as substitute goods'

9hile other &ast &oods serve as substitute to KFC, they can also serve as complements &or

&ast &oods as a whole' =& the general price o& &ast &oods goes up,KFCs price rises as well,

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and the same can be said o& the 2uantity sold o& these products, which make them

complements to each other' KFC also sets up stores located near popular tourist

attractions, so tickets to these tourist spots are also complementary goods because the

more people tour these attractions, the more customers KFC will get'

(ivalry

/nlike what one would e"pect, KFC has little rivalry with similar &ast*&ood chains in

=ndia' #he primary reason is that their core products are di&&erent, as in they sell di&&erent

kinds o& &ast &oods with very di&&erent tastes and styles' For e"ample, i& KFC raised its

price &or chicken by a small amount, =ndian chicken lovers who may not be as accepting

to pizzas Nmany =ndian people strongly dislike the taste o& cheeseM are not going to switch

to .izza )ut +ust because the price &or KFC increased' =n addition to that, these

restaurants have such di&&erent target customers that the &luctuation o& price

Current tar!et mar2et

Se!mentation

KFC has divided the market o& =ndia into distinct groups o& customers with di&&erent

demands, tastes and behavior who re2uire separate products or marketing mi"'

=n =ndia the niche marketing is being used &or particular classes o& people'

#hey have made segments o& the market on the &ollowing bases'

8emographical

3ehavior

Deographical

B-


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3y using these three bases they segmented the market as under'

DE*O(),HIC)+ ")SIS

=n demographics their &irst segment is consisted o& the income &actor i'e' high income,

average income and low income'

"EH)%IO(

=n behavioral aspect they segmented the market on the basis o& 2uality, taste and price'

Following are the di&&erent possible segments in this regard'

#aste conscious

Guality conscious

Class conscious

Combination o& price and 2uality

EO(),HIC)+ ")SIS

On the basis o& the geographical &actor we have divided our market in three main

segments'

/rban areas

%ub urban areas

B:


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,rofile criteria-

78 Dender KFC is &or each gender both male and &emale'

98 Income-!veryone can use the KFCservice upper and middle class '

:8 )!e-age limitation &or using this product above :A

;8 Occupation-3y pro&ession also everyone can use this product means businessman

student workers and other peoples'

8 +ifestyle-#his product is used in every level o& social class like upper, middle class'

?8 )ttitude -9hen the customers once buy this product a&ter that they can use the

product continuously'

@8 ,urchasin! decision-O&ten KFC changes the purchasing decision o& customers

because o& its good attributes'

7A8 eo!raphic re!ion-Deographically KFC is used in every part o& the country as well

as all over the world'

778 ,roduct positionin!

Customer perceive this product as a uni2ue product that other are not giving '

)ttitudes

#he attitudes o& the public is very good people like our this new product like others'

BB


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,urchasin! process

$any people come &rom home to eat this , and some make impulse decision as they saw

it '

*ar2et Covera!e Strate!y

KFC will be using di&&erentiated market coverage strategy' =t means that di&&erent

marketing mi" will be used &or di&&erent age groups'

B


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$)(E$ *)(KE$ FO( F)S$ FOOD

1&ter evaluation o& various segments, KFC has decided to target the market o& /rban

and %ub*urban 1reas o& .akistan'

,roduct usa!e

.eople are educated and they want variety in their diet'


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components must be considered, as all these components have a direct or indirect impact

on KFCs success'

Changes in the below described

components over the last couple o& years

have led to big changes in peoples

attitudes towards healthy &ood' =t e"plains

why 1ustralians today want to eat healthy and nutritious*rich &ood in order to keep

themselves healthy and that KFC must ad+ust their range o'

$acro environment

KFC operates in a larger macro environment o& &orces that creates opportunities, but also

threats' NKotler M 1 company such as KFC usually cannot in&luence trends in the macro

environment, as they a&&ect people and organisations on a larger scale'

)owever, KFC has to care&ully e"amine macro environmental trends and must create

competitive responses to such trends' #here are si" ma+or macro environmental &orces

KFC has to take into account'

$icro environment

B@

Industry(a collection

of seller)

Market(a collection

of buyersMoney

Product / service

Information

Communication

Graphic 1


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range KFC o&&er should appeal to as many people within this consumer market as

possible, to ensure that the

ma"imum amount o& products can be sold' #he characteristics o& these individuals and a

segmentation o& them are discussed later in this report'

Stren!ths and wea2ness of competitor

S trengths ? products, 1ttractive Outlets, )uge $arketing, 3udget, $ore entertainment

&or kids

W eaknesses %ame type o& $enu,


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#here has also been a continuous increase in the consumption o& &ast &ood in =ndia' #he

social trend toward &ast good consumption is changing and =ndia has seen an increase o&

>-S &ast &ood consumption &rom the year B--* B-:B' #his increase is &ar greater than

the increase in the 3R=C nations o& 3razil NB- per centM, Russia NA- per centM and China

Nalmost @- per centM' #hus this shows a positive trend &or &ast &ood industries in =ndia'

$echnolo!ical-

#he =ndian &ast &ood =ndustry is heating up with a lot o& &oreign players entering the

=ndian market' #he technological knowhow and e"pertise will also enter the =ndian

market with an increase in competition' 9ith the lower rates and increase technology the

&ast &ood counters are attracting youth by giving them attractive deals' For e'g' KFC and

8ominos pizza' For a &ast &ood restaurant, technology does not give a very high impact

on the company and it is not a signi&icant macro environment variables' )owever KFC

should be looking to competitors innovation and improve itsel& in term o& integrating

technology in managing its operation' For e"ample in inventory system, supply chain

management system to manage its supply, easy payment and ordering systems &or its

customers and wireless internet technology' =mplementation o& technology can make the

management more e&&ective and cost saving in the long term' #his will also make

customer happy i& cost savings results in price reduction or promotional campaign

discount which will bene&its them &rom time to time'

Environmental-

1s one o& world largest consumer o& bee&, potatoes and chicken, KFC always had been

critics &or world environmentalist' #his is because high consumption o& bee& causing the

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certi&ied' #he legal re2uirement is important because the o&&enders will be &ined or have

their business prohibited &rom operating which can be disastrous'

"oston Consultancy roup "C *atri

/uestion *ar2-


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Currently KFC have launched a new product in the market' #hey have also tried to come

into the beverages market by launching its new brand o& shakes called KR/%)!R%' 1s it

is a &airly new product it comes in the category o& the Guestion $ark in the 3CD $atri"'

=t has a low market share thus brings low revenue' KFC is advertising a lot to popularize

this product so there is a lot o& e"penditure on it' #his product is individually not bringing

any pro&its and is a cash drain &or the company' Company may decide to completely

remove this product &rom the market i& it does not do well soon and start bringing in

revenue'

DO-

KFCs Jeg #hali comes under this category' 1lthough company had launched this

product much earlier, it has still &ailed to become a success' 1s KFC is known more &or

its non*veg &ood, this also results in low demand &or this item' =t has a low market share

and although low on e"penditure Nas company does not spend on its promotionM, it does

not bring in much revenue as demand is low' #he product is mostly C1%)

market share amongst all the other products' =t has good demand in the market and brings

in huge sales revenue'

S$)(-

#he star product o& the company is its crispy 3oneless Chicken' =t has a high market

share and brings in high revenue' 3ut it also has high developmental e"penditure

E


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involved' #he pro&it there&ore is generally not very high brought in by this product' #his

product is C1%)


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oodwill and reputation #he company certainly has earned a good name and

reputation by its previous products and services in the market' =t is even more

recognised in other markets outside =ndia, where the company is among the

leading &ast &ood giants' #he brand is recognised and trusted in =ndia &or its

2uality products, price, and customer service' =t there&ore has a good head start

and en+oys a good chance o& becoming a leader in =ndian &ast &ood industry'

Employee +oyalty !mployee Loyalty is one o& the ma+or strengths o& KFC' #he

turnover rate in the company is amongst the lowest in the industry'

Customer +oyalty 8espite gain by 3oston $arket and Chick*&ill 1, KFC

customer base remained loyal to the KFC brand because o& its uni2ue taste'

KFC has continued to dominate the dinner and take out segment o& the

=ndustry'

(an2s hi!hest amon! all chic2en restaurant chains &or its convenience

and menu variety' =t generates :3 revenue each year'

WE)KNESSES

KFC was losin! mar2et share as other Chicken chain increased sales at a

&aster rate'

@


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+ar!e 'outh population =ndia has a very large share o& youth population a

compared to other countries' $ore than @-S o& the population is under the age o&

-yrs' 1s the young generation are more open to &ast &oods and demand it more,

this is a good news &or the company' New variety- Company can also come up with new variety in the menu like

.izzas, garlic breads to attract more customers'

$H(E)$S

Competition-Competitor companies like $c8onalds are &ast catching up

with the market'$c8onalds with sales o& more than :> billion in :>>>,

accounted &or :A percent o& the sales o& the nations top :-- restaurant chains'

Organisations like .!#1 .eople &or !thnic #reatment &or 1nimals have given

a bad name to the company which may prove disastrous to the image o& the

&irm' Currently, KFC is under massive attacks &rom animal organisations,

2uestioning the way KFCs suppliers are threatening the chicken, be&ore they

got slaughtered' 1nti*KFC campaigns, such as the one &rom .!#1 are

a&&ecting KFCs brand image in a negative way and result in direct dollar

losses, as less people are consuming KFC chicken

Saturated &S *ar2et


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scope &or growth, company necessarily needs to look at o&&shore &oreign

markets to generate sales and keep up the pro&its'

*)(KE$IN S$()$EIES OF KFC

>


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#here are di&&erent strategies adopted by KFC &or di&&erent events' #hey market their

products on di&&erent events and in di&&erent activities as they are helping %O% village'

1ccording to KFC, kids become the &uture permanents customers and we know very well

that without any marketing strategy no marketing program and no product is success&ul

because we depend upon customers, customer not depend on us'

KFC is &ollowing ?B, KFCs 51ll*1merican salute to $others6 national card contest has been

KFCs way o& honoring moms and their &amilies &or making mothers 8ay KFCs biggest

sales day o& the year' #he contest encourages children to creatively e"press their &eelings

E-


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Original recipe chicken

!"tra #asty Crispy#$chicken

)ot 9ings#$pieces

#ender Roast chicken

Chunky Chicken pot pie

Kentucky


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KFC during pricing their products keep the di&&erent points in the mind like they adopt

the cost base price strategy' .ricing o& the product includes the Dovernment ta"es and

e"cise duties and then they come at &inal stage o& determine the price o& their products'

KFC prices o& products are a bit high according to the market segment and it is also

compatible to the stander o& their products'

Calculation o& the price under Cost 3ased .ricing %trategy

$otal ,ounds of Chic2en Served in KFC (estaurant )nnually T :'>:E 3illion

$otal KFC Chic2en ,ieces Sold )nnuallyT A'?> 3illion

$otal (etail SalesT ?'> 3illion

Sales ,rice of per Chic2en ,iece T #otal Retail %ales Chicken .ieces sold

T ?'> 3illion A'?> 3illion

T:'A:

9e assume that Fi"ed Cost is T @---------

%aria.le Cost T @A------

,rofit *ar!inis Or $ark /p T BBA------NBAS o& %alesM

.er /nit Jariable Cost T @A------ A?>-------

T -'::A

E


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&nit CostT Jariable Cost U Fi"ed Cost Chicken pieces %old

T -'::A U @--------- A?>-------

T -'::A U :'-B

T :':A


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international brand, it is the world recognized &ast &ood restaurant all around the world'

%o, &or the placing strategy, KFC chose the well income class area &or their restaurants'

,roduct Issues

eneral description-

Features-

/uality Control Over In!redients

Every Chic2en $ested

K ;


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,ac2a!in!

9e are asked as many 2uestions on our packaging as our products by our customers' #he

packaging &or KFC products is chosen according to per&ormance against three key

criteria

)eat Retention

$oisture removal

Drease absorption

#he packaging material and carton design are all adapted to ma"imise per&ormance

against these three criteria'

(ecycled ,aper

1ll our clamshells and chicken bo"es contain as much recycled material as it is legally

allowed' 3y law we are re2uired to have virgin &ibre board in any part o& the packaging

that is in contact with &ood' 1ny virgin &ibre comes &rom board suppliers who use pulp

bought &rom managed &orest in %candinavia' #his ensures that any wood cut &or paper

production is replaced with new plantings'

Environmental concerns

Over and above ensuring our packaging is supplied via recycled or renewable resources4

E


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KFC are enthusiastically complying with the new environmental directives on recovery

and recycling o& packaging waste'

+itter

9e at KFC /K= are aware o& our responsibilities to the $anagement o& Litter and all our

packaging carries the Keep your Country #idy signs

"randin!

#his research measured and compared the brand identity o& Kentucky Fried Chicken

NKFCM in =ndia' 3rand identity was de&ined as the customer impressions o& &our di&&erent

KFC identity elements * properties, products, presentations, and publications' 1 survey o&

young consumers in the countries Nn T >AM, showed that the respondents were more apt

to eat within KFC restaurants, and spend more time doing so, than the 1mericans' #he

Chinese also had much more positive impressions o& KFC' 3rand identity impressions

were correlated with overall customer satis&action and with &uture patronage intentions

&or both groups' #hese &indings support a model where di&&erences in cultural &rames o&

re&erence lead consumers to actively localize the brand identity o& this nominally

globalized product'

E?


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78 $ic2 'our Choice

,erfec

t

).ove

)vera!e

)vera!e "elow

)vera!e

,oor

Food /uality

Food $emperature

Waitin! $ime

*enu "oard

Sittin! )rran!ement

(estaurant $emperature

*usic

(estaurant Cleanliness

Overall Eperience

98 When will you .e .ac2


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9e did a survey on KFC on people with age group o& mostly B-*BAyrs' $ostly all were

open to non*veg &ood, and &ollowing were the results' 1s seen below KFC has shown a

good report on all the micro &actors that we considered'

012345

5 Perfect , 1 Poor

9e also asked 2uestions on whether they would like KFC to start homedelivery

services

!" #e$nitely

Ma%es &o di'erence

&( not re)*ired

0 20 40 +0 0 100

Percenta-e

9e also in2uired 5How close is the nearest KFC outlet from your house

AB


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.ithin 1/m +0

bove 5/m 5

Would you li2e to order at home or Dine in

2+12,13013213413+1

A


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CONC+&SION

=t is clear &rom the above report that a high number o& people actually like to order &rom

their home or workplace rather than coming' #his may be due to more convienence, time

shortage or +ust not willing to come and dine' Certainly the home delivery market is huge

and KFC can take well advantage o& the situation' is clear &rom the above report that a

high number o& people actually like to order &rom their home or workplace rather than

coming' #his may be due to more convienence, time shortage or +ust not willing to come

and dine' Certainly the home delivery market is huge and KFC can take well advantage

o& the situationis clear &rom the above report that a high number o& people actually like to

order &rom their home or workplace rather than coming' #his may be due to more

AE


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convienence, time shortage or +ust not willing to come and dine' Certainly the home

delivery market is huge and KFC can take well advantage o& the situation#his may be

due to more convienence, time shortage or +ust not willing to come and dine' Certainly

the home delivery market is huge and KFC can take well advantage o& the situationn as

possible and capitalise on the opportunity' KFC e"pects a rise in the orders by at least

B-S by starting this service'

$herefore3 to conclude we would say that KFC should definitely have a home

delivery service8

"I"+IO(),H'

: $agazines

1M !CO


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M 3ook

1M .hilip kotler study o& market

E'KFC R10O/R= D1R8!

Bba Minor Project ipu

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