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Introduction of Company
Every day, more than 12 million customers are served at KFCrestaurants in 109 countries and territories around the world. KFCoperates more than 5,200 restaurants in the United States and more than15,000 units around the world. KFC is world famous for its Original
Recipe® fried chicken -- made with the same secret blend of 11 herbsand spices Colonel Harland Sanders perfected more than a half-centuryago. Customers around the globe also enjoy more than 300 otherproducts -- from Kentucky Grilled Chicken in the United States to asalmon sandwich in Japan.
KFC is part of Yum! Brands, Inc., the world's largest restaurantcompany in terms of system restaurants, with more than 36,000locations around the world. The company is ranked #239 on the Fortune500 List, with revenues in excess of $11 billion in 2008.
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Introduction of Company
Company is a part of Yum! Brands, Inc. (Yum Brands). Yum Brandsincludes: KFC U.S. Properties, Inc., Taco Bell Corp. , Pizza Hut, Inc. , Long
John Silvers, Inc. , A&W Restaurants, Inc. , Wing Street, LLC , and YumRestaurants International, Inc.KFC is constantly looking for menu items that fit the majority of ourcustomers' needs.Fried chicken and Grilled chicken.Corn on the Cob - Super Sweet Corn VarietyCole Slaw - Made with salad dressing, not mayonnaisePotato Wedges - Fried in same vegetable shortening as chicken, so couldcontain traces of chicken fat.
Fresh-Baked Biscuit; Cornbread - Contains dairy productsPasta (or Macaroni) Salad - Contains eggs, but no meat or dairyGarden SaladThree-Bean Salad - No meat, dairy or eggsSeasoned RicePotato Salad - Contains eggs.
Desserts in 42 flavors.
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KFC IN INDIA.
Renowned worldwide for it’s finger licking good food, KFC offers itssignature products in India too! KFC has introduced many offerings forits growing customer base in India while staying rooted in the tastelegacy of Colonel Harland Sander’s secret recipe. Its signature dishes
include the “crispy outside, juicy inside” Hot and Crispy Chicken,flavorful and juicy Original Recipe chicken, the spicy, juicy & crunchyZinger Burger, Toasted Twister, Chicken Bucket and a host of beveragesand desserts. For the vegetarians in India, KFC also has great tastingvegetarian offerings that include the Veggie Burger, Veggie Snacker and
Veg Rice meals. In India, KFC is growing rapidly and today has presencein 13 cities with close to 72 restaurants.
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History of KFC
At the age of 40 as an operator of a service station in Corbin,Kentucky, Colonel Harland Sanders returned to his love ofcooking and began to cook and serve food to hungry travelersfrom his own living quarters.
The Colonel devised his recipe for fried chicken using a secretblend of 11 herbs and spices the same blend of recipe is still usedin KFC all over the world and is called the “Original Recipe”.
Since 1950’s KFC has grown at a remarkable pace from one roadside restaurant into an internationally renowned restaurant chainand one of the largest chain of chicken restaurants in the world.
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History of KFC
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.
The Colonel remained KFC’s Goodwill Ambassador.
The Colonel died in 1980, at the age of 90
Although the Colonel is no longer with us, but his philosophies ofhard working and excellent service to be the number one priority of
KFC, will always be a part of KFC tradition.
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MANAGEMENT
• David C. NovakChairman, Chief Executive Officerand President Jonathan D. Blum
Senior Vice President, Public Affairs
• Anne P. ByerleinChief People Officer
• Christian L. CampbellSenior Vice President, General Counsel,Secretary and Chief Franchise Policy
Officer
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MANAGEMENT
• Richard T. CarucciChief Financial Officer
• Emil J. Brolick
Chief Operating Officer
• Ted F. KnopfSenior Vice President, Finance and
Corporate Controller• Timothy P. Jerzyk
Senior Vice President, Investor Relations
and Treasurer
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SLOGAN of KFC
KFC specialized in chicken and they says,
“No body’s cooking like KFC today and we are thechicken experts”
“There is no competitor for spicy chicken which is madeby KFC”
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Mission Statement
“To be the leader in western
style quick service
restaurants through friendly
service, good quality food
and clean atmosphere”
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Philosophy of KFC
Philosophy of KFC stands on “the Champs Program”
C leanliness
H ospitality
A ccuracy
M aintenance of Facilities
P roduct Quality
S peed of Service
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Competitive Analysis KFC McDonalds
Spicy and non veg products. Burger and French Fries.
Grill and fried chicken and ZingerBurger
Big Mac and Chicken mc nuggets.
60% of the revenues generated from
non veg menu items.
Only 46% of the revenues from non veg
menu items.
Chicken is eaten by large number ofcommunities in World.
Beef is banned in some communities.
Local Staff and Highly Qualified
because local staff can better dealwith the customers
Its Staff consist of simple Graduates
and give them training
KFC uses Top to Bottom and Bottom toTop Approach in Management.
McDonalds Uses Top To BottomApproach.
KFC is Co branding with Walls No such Case.
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KFC SWOT Analysis
Strengths
Brand Equity
KFC secret recipe of 11 herbs and species
Very strong internationally
Strong Franchises all over the world
Interactive relationship marketing
Ranks highest among all chicken restaurants
Chains for its convenience and menu variety
Largest multi-branded restaurant in the world
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KFC SWOT Analysis
Weaknesses
Lack of knowledge about their customers
Lack of relationship building with employees, customers and
suppliers
Lack of focus on Research & Development
KFC desserts portion is not as better as should be
They only focus higher income level people .
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KFC SWOT Analysis
Opportunities
They have the opportunity to expand their sweet products
They can open more outlets to get maximum market share
They can open outlets in developing countries like India, China and
Brazil.
They can capture more customers by decreasing the price of their
products
Updating their restaurants, Balanced menu, customer focus and Increase
delivery service
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KFC SWOT Analysis
Threats
Rated 83 out of 100 in terms of competitiveness
Increasing inflation rates directly affect menu prices
Supermarkets and new competitors
Health Trend away from fried foods
Changing customer demands
Current political situation is a big threat for KFCDiseases like bird flu is the big threat for KFC
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The major threat for KFC is PETA.
KFC suppliers cram birds into huge waste-filled factories, breed anddrug them to grow so large that they can’t even walk, and often breaktheir wings and legs. At slaughter, the birds’ throats are slit and theyare dropped into tanks of scalding-hot water—often while they are stillconscious. It would be illegal for KFC to abuse dogs, cats, pigs, or cowsin these ways.KFC’s own animal welfare advisors have asked the company to takesteps to eliminate these abuses, but KFC refuses to do so. Manyadvisors have now resigned in frustration.Please join Pamela Anderson, Sir Paul McCartney, His Holiness theDalai Lama, The Rev. Al Sharpton, and countless other kind people
worldwide by not eating at KFC.
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Quality Assurance Certificate
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TARGET MARKET FORFAST FOOD
People are educated and they want variety in their diet.
Normally people of rural areas don’t take fast food.
Income of the people of urban areas is normally high and they can affordto purchase such products, which are slightly higher in price as compared to
prevailing prices of local food in the market.
People of Urban Areas are more quality conscious than the people of Rural
Areas.
Population density is higher in Urban Areas as compared to Rural Areas,
so the numbers of customers are more in Urban Areas.
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4P’s Of Marketing
Product
They change their products by introducing newproducts but their main product the Kentucky friedchicken is the same. That product is the valuableproduct.
Price
The price is not affordable by all persons in India.Due to its large setup the price selecting are verychallenging for the new product of KFC. Since last 3years, they slashed their mainstream products with
40 %.
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4P’s Of Marketing
Place They open their outlets in those places in the citieswhere people can buy products easily and without
difficulties. They also introduce mobile units fordelivery of their products
Promotions
In India, KFC not advertise there products toomuch due to its reputation in other countries. Theypromote their products through special packageslike KFC Bucket, zinger burger with coke, etc.
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BRIEF ANALSYIS ONPRICE.
KFC price their product keeping differentpoints in view. They adopt the cost baseprice strategy. Pricing of the product includesthe govt. tax and excise duty and then comesthe final stage of determine the price of theirproduct. The products are bit high pricedaccording the market segment and it is also
comparable to the standard of their product.In the cost based method we include thevariable and fixed cost.
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Brief analysis on Product
Anything that can be offered to a market to
satisfy a want or need.
KFC's specialty is fried chicken served in variousforms. KFC's primary product is pressure-friedpieces of chicken made with the original recipe.The other chicken offering, extra crispy, is made
using a garlic marinade and double dipping thechicken in flour before deep frying in a standard
industrial kitchen type machine.
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CHANNEL PROCESS
KFC works on the flow of good operation techniques i.e.
“Good Operating Manager→ leads to “Good Team Selection →GoodServices→ Good Targets→ Good Revenues through the following internalstrategies:
Training Incentive based targets
Recognition for good work
Performance based bonus
Employee benefits to keep them motivated
Promotion
Their target markets are metro, tier 1 and tier 2 cities.
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PROMOTION STRATEGY
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KFC uses the following tools to furtherenhance its sales..
• Exhibits
• Coupons• Entertainment
REBRANDING
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OUTLET OF KFC IN
NEW YORK CITY. USA.
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Kentucky Fried Chicken
Finger lick' in good