pushpita kfc
Transcript of pushpita kfc
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Influence of culture on the launch of KFC
BY:MANSOOR ALAM G-20MOHIT KUKREJA G-21MOHIT SINGHAL G-22PUSHPITA BENERJI G-36RASHMI KAUSHIK G-37
RICHA GUPTA G-38
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page 22/10/2011 Presentation
$105 to a $13 Billion Brand: KFC
The worlds most popular chicken restaurant chain wasfounded in Kentucky, Louisville state of US.
Col. Sanders started franchising his recipe door to door
financed by $105.00
Soldh
is interest to Massey & Brown for $2 million More than 11,000 outlets spanning 85 countries and
territories around the world.
Currently KFC is owned by Yum Brands, Inc. which is the
world's largest restaurant company in terms of system
units with nearly 32,500 in more than 100 countries and
territories.
Foundedby
Colonel
Harland
Sanders
in 1952
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page 32/10/2011 Presentation
KFCs entry in India:
KFC entered India in 1995 and has been in midst of controversies since then.
KFC opened its first fast-food outlet in Bangalore in June1995
Though the contribution from Indian market to the totalKFC turnover is a miniscule amount, they rate India as thenumber one player potential wise.
Currently KFC is enjoying a year-on-year growth of 100percent.
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page 52/10/2011 Presentation
KFC's specialty is fried chicken served in variousforms.
KFC's primary product is pressure-fried pieces ofchicken made with the original recipe.
They serve their primary product in various forms
according to the need of the customer. Like:
Zinger Burger
Chicken Snacker
Hot Wings
Chicken T
hali
Etc..
Product
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page 62/10/2011 Presentation
Products in US
The original recipe chicken remains the same but the wayit is served varies.
Like they serve chicken bowls instead of thalis. Thesechicken bowls are served along with rice or noodlesdepending on the choice of customer.
They also
have trans fat c
hicken for
healt
hconsciouspeople.
Chicken sandwiches & salads are also served.
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page 72/10/2011 Presentation
PRICE
Chicken Snacker Rs. 29 3 pcs. Hot Wings Rs. 35
3 pcs. Boneless Chicken Strips Rs. 75
Many combo meals Rs. 129 to Rs.159
On analysing the prices we will find thatit has priced its products according toits target customers and their cost ofliving.
Generally they target whole families
rather than single persons. This beingthe reason for theirFamily Meals whichare basically bundled items served at anominally cheaper rate.
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page 92/10/2011 Presentation
Place
Stores located in posh areas like shopping complex,malls & multiplexes.
Through such placement of theirstores they are ableto cater a wide variety of there target customers & allat the same place.
Given the competitive nature of fast food joints, KFCuses the Push Strategy to help them create:
Awareness
Be different
Sound attractive
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page 102/10/2011 Presentation
Place in US
Located mostly in Office areas so as to cater to theneeds of the working people.
Also present in strategic locations like filling stationsand highways.
Its locations can be found operating as free-standing
units and kiosks in high-traffic areas.
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page 112/10/2011 Presentation
Promotion
At KFC, Promotion is themain tool to bring all chickenlovers attention towards itsdeliciousone-of-a-kindproduct, theFried Chicken.
The logoof thesmiling Colonel isprobably oneof themost recognized faces in theworld and instantlybrings the imageof fried chicken toonesmind.
The company anthemfinger linkin good isjust awakeup call to the consumer to remind them howgood they felt the last time they ate KFC chicken.
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page 122/10/2011 Presentation
Promotion in US
In US they offer theserviceof free homedelivery aswellas the internet booking facility.
Also advertised via newspapers andpamphletswhich isnot yet practiced in India.
It usessocial networking sites and freemeal happyhours inorder topromote its brandname.
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page 132/10/2011 Presentation
Cultural factors in India that went against KFC:
Believed to beexpensive ..no value formoney. Wanted toposition itself as a family restaurant , not
as a teenage hangout.
Ambiencewasmissing.
Perceiveddifferences ineating habits.
Tried to target the vegetariansegment. However thisbackfired as in India having veg food cooked in a nonvegetarian kitchendoesnt comeout well with thevegetariansegment.
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page 142/10/2011 Presentation
Cultural factors contributing to KFCS success in India:
Reducing thepsychic distance by handling overofoperations to local peopleso that customers couldrelate to themmoreeasily.
Able to adapt to cultural differences, tastes andpreferences.Forexample keeping inmind the Indiantastes buds KFC launched a fierierZINGERBURGER.
Pricesensitivity of the twoeconomiesdrove KFC tointroducemenus that wereeasy on the consumerspocket.
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page 152/10/2011 Presentation
Indian School of Lickonomics
Drool 1:It takes one secret to make something unique, weuse 11.
Drool 2:
Unity is good, Diversity is better; use separate oil &utensils for vegetarian food.
Drool 3:
Morning freshness, no matterwhat time of the day
it is, freshly prepared chicken, cooked severaltimes in a day
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Drool 4:Use fresh chicken because life is already way tooprocessed.
Drool 5:
Prepare vegetarian food separately becausechicken & mutterdont get along.
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page 172/10/2011 Presentation
Discouraging tablemannerssince 1930
Go Ahead!!!
Lick your fingers
Thank you.