Previously; Kentucky fried chicken
PRESENTED BY:
JAWARIYA SHEHZADI
Video Clip.ivr
The reason they changed from Kentucky fried chicken to KFC was that people
got conscious when they read the word “FRIED” which gave them an impression
that its not healthy because it contains fat, so Kentucky fried chicken had to
change their trade name from KENTUCKY fried chicken to KFC. JUST TO avoid the
fatty impression.
INTRODUCTION
KFC is the world largest and most well known chicken
restaurant, with chain in more than 10 thousand locations and
worldwide in 80 countries.
KFC and its franchised employees are more than 200 thousand
in all over the world.
KFC is part of YUM Brands Inc.
In 1997, KFC franchised with Gray Mecanza International and
started work in Pakistan.
After 10 years KFC has 45 outlets in Pakistan.
HISTROY
At the age of 40 as an operator of a service station in Corbin,
Kentuncky,Colonel returned to his love of cooking and began to cook and serve
food to hungry travelers from his own living quarters.
The Colonel devised his recipe for fried chicken using a secret blend of 11
herbs and spices the same blend of recipe is still used in KFC all over the world
and is called the” Original Recipe”
Since 1950’s KFC gas grown at a remarkable place from one road side
restaurant into an internationally renowned restaurant chain and one of the
largest chain of chicken restaurants in the world.
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.
ALTHOUGH THE Colonel is no longer with us, but his philosophies of hard
working and excellent services to be the number one priority of KFC, will always
be a part of KFC tradition.
KFC Vision Statement
Food and Fun , this is what KFC is all about. Lending the market since its inception, KFC
provides the ultimate chicken meals for a Chicken Loving Nation.
Be it Colonel Sanders secret original Recipe Chicken or the Hot and Spicy Version, every
bite brings a YUM on our face.
At KFC we can proudly say, "We Do Chicken Right”.
KFC Mission Statement
To be the leader in western style quick service restaurants through friendly
services, good quality food and clean atmosphere.
We are committed to customer satisfaction through offering high quality with
excellent services and good value.
We take great pride in serving each other, our customer and our communities.
We seek continuous improvement in all that we do.
Products
Services
24-hour service.
Free Delivery (111-532-532)
Online ordering.
Mobile unit.
Outdoor catering.
Branded Prepaid Coupons.
Corporate meeting, seminars & workshops at KFC
Special dinning facility for business customers.
Health calculator and health tips.
Kid play area.
Competitive analysis
Who are my competitors?
Direct competitors:
McDonald, burger king, Subway etc.
Indirect competitors:
Base upon market share and substitute business.
How do I analyze them?
SWOT PESTLE
analysis analysis
Swot Analysis
Strengths : Weakness:
Brand Equity Lack of focus on Research and Development.
KFC secret recipe of 11 herbs and species. Lack of knowledge about their customers.
Stronger Franchises all over the world. They only focus higher income level people.
Interactive relationship marketing. Don’t blend with the local culture unlike Mcdonalds
Chains for its convenience and menu variety.
Kid play area.
Opportunity: Threats:
Growth of 18-24 age demographic Bird Flu.
Home meal replacement market will exceed Frozen food is not good for health and despite what
International beef scare from mad cow and hoof and so ever the standard they maintain.
month disease. Change of customer demands.
Updating the restaurants, balance menu. Cultural threats from Muslim worlds.
Changing Customer lifestyle and taste. Current recession as decrease the buying power of
Increase delivery service customers.
Increase competition from local and international Law and order situation (terrorism).
outlets. Existing and new competitors.
PESTLE Analysis
Global market
Different political infrastructures
Political Consumer taxation
high target market
Economical Low cost and more incomes
Working within many social groups
Social Increase employments
Technological Quality standard
Legislation for product
Legal Sustained logo
Quality packing
Environment Local manufactures using foreign suppliers
BCG matrix
Three ways of success
(star-cash cow-question mark)
Continuously generate cash cows Asia
and use the cash throw by the cash
cows to invest in the question mark
that are not self-sustaining.
Star need a lot of reinvestments Europe
and as market matures, star will
USA
degenerate into cash cows and the
process will be repeated.
As for dogs, segment the markets
and nurse the dogs to health or
mange for cash. Americans
Critical Success Factors
KFC chicken sandwich. New products are key to a company's success,
and it is critical that KFC learn to develop and introduce new products
in such a way that new consumers will be attracted to the stores.
Opportunities The greatest opportunity facing KFC is in the international
arena where the company has already proven itself successful.
Where some fast food operators have only recently begun expanding into
the international market.
KFC has participated as a multinational corporation for several decades.
As a result, the company is familiar with the logistical and quality problems.
KFC demonstrated that it can work with host countries and businesses
within the host country to develop a strategy which works.
Core Competence(s)
Ever since KFC started, they have only and only emphasized on
chicken, so people from all over the world take KFC as chicken
expert!!!!!!
Marketing Strategy
Company strategy
Segmentation
Target Market
4 P’s
Company Strategy
Primary objective is to take advantage of the potential growth in other countries, to
establish a strong position and to develop their image. Key success factors are ever
continuing cost saving through R&D, innovation and use of new technology to work
effienctly.
These success techniques will lower the costs and increase profit in the industry.
Segmentation
geographic segmentation:
KFC has outlets internationally and sells products according to geographic needs of the
customer.
Demographic segmentation:
The market is divided into groups based on a
1.age (6 to 65)
2.gender is both males and females.
3.family size is 1-2,3-4,5+
4. income is $125 and above.
Psychographic segmentation:
Dividing a market into different groups based.
Social class-upper and middle class
Personality is ambitious and authoritarian
Behavior segmentation:
- taste conscious
- quality conscious
- class
Target Market
“The process of evaluating each market segment’s attractiveness and selecting two
and more segments”
KFC Targets the “HUNGER”, and we know there is no compromise when it comes
to “HUNGER”
Product
Price
Variety List price
Quality Discount
Features Allowance
Packages Payment
Services Period
Brand name
Marketing
Mix
Place
Channels
Promotion
Locations Advertising
Transportation Sales promotion
Logistics Public relation
Assortment
Internet
Product
Product means goods and services that KFC offers to the target audience.
Brand name is the KFC (Kentucky Fried Chicken)
Variety of products in taste and size
1.chicken
2. salads
3.desserts
4.snaks
5.sandwiches
6.burgers
7.side
KFC believe in providing the Superior Quality to the valued consumers by using fresh
ingredients and provide neat and clean environment.
Features of KFC is providing different and better taste with hot and Spicy version of
chicken.
Packaging is used for the burgers and snacks.
KFC is providing services of home delivery, 24-hour, online ordering, mobile unit,
outdoor catering, kid play area.
Price
Price is the amounts of money customers have to pay to obtain the product.
KFC offer different products at different list prices.
KFC provide special discounts to only employees and special customers.
Payment period , customer pays when the services are delivered to them.
Allowances are provided to employees.
Pricing Strategy: KFC pricing the products by keep the different points in the
mind ,adopt cost base price strategy.
Place
Place includes all company activities that make the product available to target consumers.
KFC adopt direct channel, product directly to customers.
Assortment ,KFC provides two type of meals in respect of size
1.Family meal
2.Individual meal
Location , KFC have outlets per market area in all the world.
Free home delivery
KFC uses the Push Strategy, to create
- Awareness
- Be different
- Sound attractive
Promotion
Promotion means activities that come merits of communicate the products and
persuade target consumers to buy it.
to enhance public relation the compains, seminars and employee training
classes.
KFC is the sponsor of various cricket clubs playing
20-20 cricket, AS the 20-20 cricket provides
excitement and fun, the message KFC is trying to
convey along with sponsoring is
“MAXIMUM ENJOYMENT IN MINIMUM TIME”.
As KFC is a fast food chain.
Nobody does chicken like KFC
Bill boards News papers
Posters
Advertising
Internet
banners
TV ads
Transit ads
Leaflets
Sale promotion, KFC uses the following tools to further enhance its sales.
Exhibition
Coupons
Sales
promotion
Entertainments
Recommendation
Even though KFC has define the target market but Still they need to redefine.
KFC has to improve their Research and Development .
KFC to look need of the customers like health conscious .
They only focus higher income level people.
Lack of specific open space like McDonald
Unlike McDonalds they don’t blend with the
local cultural when it comes to int’l marketing.
Conclusion
Focus of their strategy should be according to the different countries .
Because They provide Markets which have high growth rate on the other
Hand.KFC had difficult times with their previous name, but they came up
well in the End, which gives an indication that it is in the market to STAY!!!!!
Advertisements
KFC Malaysia -Best Friends- 2009 Commercial.flv
KFC Australia,,, - Video.flv
Thank
You
