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8/4/2019 vishal KFC


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.

8/4/2019 vishal KFC


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 %.

http://en.wikipedia.org/wiki/File:KFC_logo.svg

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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

vishal kfc

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