KFC is the world’s No.1 Chicken QSR.

Leading in UK, Australia, South Africa, China,USA, Malaysia and many more.

Introduced many offerings for its growing customer base in India while staying rooted in the taste legacy of Colonel Harland Sander’s secret recipe.

Products are made on the motto of“Crispy outside, juicy inside” .

In India, KFC is growing rapidly and today has presence in 21 cities with close to 107 restaurants.

INTRODUCTION ……

HISTORICAL

BACKGROUND……

In 1930’s Colonel Harland Sanders some distinguished Kentucky folks licking’ their fingers.

Founder of the original Kentucky Fried Chicken, was born on September 9, 1890.

By 1964, Colonel had 600 franchise outlets for his chicken across the United States and Canada.

KFC now stretches worldwide with more than 13,000 restaurants in more than 80 countries and territories

PROBLEMS FACED…… Why doesn't KFC use healthier

oil?: the oil does have dangerous trans-fatty acids.

Is KFC's food really that unhealthy?: a three-piece extra-crispy combo meal contains as much as 15 g of Trans fat--more than a person should ingest in a week.

What are other chains doing?: the Cheesecake Factory is doing so already, McDonald's backpedaled on a promise to cut Trans fats and says it's studying alternative oils, as is Burger King.

What's so bad about trans fat?: It

KFC entered India in 1995,

The regulatory authorities found that

KFC's chickens did not adhere to the

Prevention of Food Adulteration

Act, 1954

KFC faced severe protests by People

for Ethical Treatment of Animals

(PETA), an animal rights protection

organization.

PETA accused KFC of cruelty towards

chickens and released a video tape

showing the ill-treatment of birds in

KFC's poultry farms

PROBLEMS FACED IN

INDIA…..

RE-ENTRY OF KFC……

The company had to shut all but

one outlet in the country.

Recently in 2003 it made a quiet

re-entry into the Indian market.

Came up with the strategies and

menu that is desirable by the

Indian consumers.

Mission statement

“To be the leader in western

style quick service restaurants

through friendly service, good

qualit food and clean

atmosphere ”

GOALS OF KFC….. Build an organization dedicated to

excellence.

Deliver superior quality and value in

our products and services.

Maintain a commitment to innovation

Generate consistently superior

financial returns and benefits our

owner and employees.

Establish in India our position as

leading WQSR (Western Quick

Service Restaurant) chain, serving

good value.

STRENGHTS…. KFC's secret recipe: the "secret

recipe" was the initial home

replacement strategy.

Name recognition and reputation: the

KFC logo was the only one which

significantly enhance the brand's

image

Conflicting cultures of KFC and Pepsi

Co.

Turnover in top management.

Recent contractual disputes with

franchisees in the United States.

OPPORTUNITIES…..

New Markets: Globalisation has

opened doors for new markets for

the company

Cross Culture: Generally there is a

good acceptance of American culture

of fast food in India

Large Youth population: India has a

very large share of youth population

a compared to other countries.

New variety: Company can also

come up with new variety in the

menu likePizzas, garlic breads to

attract more customers.

THREATS…. Competition: Competitor companies

like McDonalds are fast catching up

with the market.

Organizations like PETA People for

Ethnic Treatment for Animals have

given a bad name to the company

Saturated US Market: Now KFC

cannot rely on just its home market to

generate sales. As the US markets

are already saturated and leave no or

little scope for growth,

PROBLEMS….

No defined target market.

Saturation of the U.S. Market.

Health Conscious Consumers.

Increased Start Up Costs.

PRODUCTS OF KFC….

THANK YOU…….