Presentation on:Kentucky Fried Chicken

Strategic Brand ManagementChitkara Business School

• Founder Harland Sanders• Born in 1890

TIMELINE

Started with “Sanders Court & Cafe” at a gas station1930

1935

The title of honorary ”Kentucky Colonel”

1937

“Sanders Court & Cafe” expands the restaurant

1939

Altered the cooking process to reduced cooking time

1940

• Devised what came to be known as his “Original Recipe”

• Contain 11 herbs and spices is still a trade secret

1952

1950

• Shut down Sanders Cafe and Restaurant

• Travels the U.S. to sell his chicken to restaurant owners

• First to take franchise offer was Pete Harman

1964

First KFC outside North America

1960

•Number of franchised outlets 600

1964

•Sold the entire KFC franchising operation

1966

•KFC went public

1969

•Listed on the NYSE

1971

KFC was acquired by Heublein Inc.

• Originally founded as a restaurant and hotel business in 1862 by Andrew Heublein

• An American producer and distributor of alcoholic beverages and food throughout the 20th century.

Andrew Heublein

First Television advertisement

1980

Colonel Harland Sanders Passes away

1980

1985

1982

•Heublein & KFC Inc. was acquired by RJ Reynolds

1985

•Nabisco was bought by R.J. Reynolds, forming RJR Nabisco

1986

•PepsiCo, Inc. acquires KFC from RJR Nabisco, Inc

Chicken Little Sandwich

1990

1987

Entered Canada with brand name as “Poulet Frit Kentucky”

1995

Entry in India

1997

2002

• Tricon changed it's corporation name to Yum! Brands, Inc

PepsiCo, Inc. announces the spin-off of its quick service restaurants KFC, Taco Bell and Pizza Hut into Tricon Global Restaurants, Inc.

2003

Start Marketing Chicken as Extra Crispy

PETA Protest

2007

About the Secret KFC Recipe?

Written in pencil on a single sheet of notebook paper and signed by Sanders

Kept locked away at the KFC headquarters in Louisville

Only two executives have the key

Company uses different suppliers for their ingredients to keep their recipe a secret

Packaging

Paper packaging helps in keeping the chicken crisp by wicking away excess moisture.

LOGO

LOGO

Changes: Red color to make it more vibrant, a Smiling face and a apron

Creative Marketing

• Filling potholes and stamping the fresh pavement with "Re-freshed by KFC”

Change in Punch lines

Old Punch line: ‘Taste you'll just love to EAT‘Have to drop the word “EAT”

As "Finger licking’ is considered as unhygienic

KFC Present Scenario

Headquarters: Louisville, Kentucky President: Harvey R. BrownleaCOO: James O'ReillyRevenue: $520.3 million USD Employees: 24,000 Parent: Yum! Brands

Brands Under Yum!

Submitted by: Sunil Rawal