Note: After reviewing this feasibility report, KFC Multan actually introduced Brownies for

the first time !herefore this pro"ect report became successful #ou can now find
Brownies in in KFC menu
EXECUTIVE SUMMARY
Restaurant business is one of the oldest known to man and to a large extent is still an
art and will remain so in future. System and practices make the job of managing a hotel
or restaurant much similar, but the human element is difficult to systemize. The field of
restaurant business is interdisciplinary. It draws up economics, psychology,
management, food technology, architecture and marketing clustered together. It is a
business of hospitality.
ultan is one of the oldest cities of !akistan and is expanding e"eryday. The trend of
the people of ultan is drifting extensi"ely towards modern means of socializing and
relaxation. !eople are getting more in"ol"ed in fast food. Therefore, we ha"e worked on
the marketing management of #$% to see how it&s affecting the lifestyle of people in this
locality.
#$%, the name re'uires no explanation. It is a chain of restaurants operating in more
than () countries with o"er *))) outlets around the world + from Shanghai to Sao !olo,
from the sand of Saudi -rabia to the side walks of .ew /ork and now in !akistan. It is
part of the Tricon restaurants internationals which is one of the most leading
multinational organizations in the world. Said to be the second most famous and largest
fast food franchise in the 0orld, .o. * brand in -sia with the market leader ship in
1apan, %hina, alaysia, Indonesia, and #orea.
In this report, we ha"e discussed the history of #$%, Its e"olution and expansion in
!akistan, #$%&s sales and promotion techni'ues, operational acti"ities and uni'ue style.
This organization&s internal and external analysis, its strengths, weaknesses,
opportunities and threats are discussed in this report.
0e ha"e proposed a new product, %hocolate 2rownies, which satisfies the #$%
customers who seek dessert in the restaurant but find none. 0e ha"e discussed its
marketing strategies and pricing policy. If this product is actually introduced, more
customers and more "alue will be attracted towards #$%.
KENTUCKY FRIED CHICKEN
$ood, fun 3 $esti"ity, this is what #$% is all leading the market since its inception, #$%
pro"ides the ultimate chicken meals for a chicken lo"ing nation. 2e it colonel sanders
secret original recipe chicken or the hot 3 spicy "ersion, e"ery bite brings a yum on our
face. -t #$% we can proudly say, 40e do chicken right5.
!erfecting its secret recipe of ** herbs and spices in *676, #$% has come a long way.
0ith o"er *),))) outlets in the world, #$% has maintained its title, for the last 8) years,
of being the chicken 9xperts. :pening the first #$% outlet in ;ulshan<e< I'bal in *66=.
#$% wore the title of being the market leader in its industry. Ser"ing delicious and
hygienic food in a relaxing en"ironment made #$% e"eryone&s fa"orite. Since then, #$%
has been constantly introducing new products and opening new restaurants for its
customers. !resently #$% is branched out in nine major cities of !akistan >#arachi,
?ahore, ;ujranwala, Sukkur 3 uree@ with more than AB outlets nation<wide.
#$%, based in ?ouis"ille, #entucky, is the worldCs most popular chicken restaurant chain
specializing in :riginal RecipeD, 9xtra %rispyE and %olonelCs %rispy StripsD chicken
with home<style sides and freshly made chicken sandwiches. Since its founding by
%olonel Farland Sanders in *6BG, #$% has been ser"ing delicious, already<prepared
complete family meals at affordable prices. #$% has more than **,))) outlets in (B
countries and territories around the world, ser"ing some ( million customers each day.
#$% fast<food chains are currently under the restaurant di"ision of !epsi %o
Incorporated. !epsi %o. is a corporation with three di"isions including be"erages, snack
foods, and restaurants. The restaurant di"ision of !epsi %o. is named as /HI 2rands
Inc. /umI Restaurants International >/RI@ is the di"ision of /umI 2rands that operates all
restaurants outside the H.S.-. /RI is !epsi %o.&s fastest growing and most profitable
di"ision. In fact, #$% makes more profit outside the H.S.-. than in the H.S.-. In G))G,
the /RI system opened a record *,)B* traditional restaurants with o"er 8,))) #$%
outlets and o"er A,))) !izza Futs.
The financial position of !epsi%o is "ery good. The corporation compares well with
industry a"erages. :perationally, they ha"e impro"ed the health en"ironment of their
employees and customers by enforcing a smoke<free policy. -lso, they ha"e increased
employee training for better ser"ice and cleaner restaurants.
TF9 FIST:R/
%olonel Farland Sanders, born September 6, *(6), acti"ely began franchising his
chicken business at the age of 8B. now, the #entucky $ried %hicken >R@ business he
started has grown to be one of the largest retail food ser"ice systems in the world. -nd
colonel sanders, a 'uick ser"ice restaurant pioneer, ha"e become a symbol of
entrepreneurial spirit. ore than two billion of the colonel&s 4finger lickin& good5, chicken
dinners are ser"ed annually. -nd not just in .orth -merica. The colonel&s cooking is
a"ailable in more than (G countries around the world.
Fe sold his interest in the HS *6() to *6(A. The %olonel remained a public spokesman
for the company. In *6=8, an independent sur"ey ranked the %olonel as the world&s
second most recognized celebrity.
Hnder the new owners, #entucky $ried %hicken %orporation grew rapidly. It went public
on arch *=, *688, and was listed on the .ew /ork Stock 9xchange on 1anuary *8,
*686. ore than 7,B)) franchised and company<owned restaurants were in worldwide
operation when Feublein Inc. ac'uired #$% %orporation on 1uly (, *6=*, for JG(B
million.
#entucky $ried %hicken became a subsidiary of R.1. Reynolds Industries, Inc. >now
R1R .abisco, Inc.@, when Reynolds ac'uired Feublein Inc. in *6(G. #$% was ac'uired
in :ctober *6(8 from R1R .abisco, Inc. by !epsi%o, Inc., for approximately J(A)
million.
In 1anuary *66=, !epsi%o, Inc. announced the spin<off of its 'uick ser"ice restaurants <<
#$%, Taco 2ell and !izza Fut << into an independent restaurant company, Tricon ;lobal
Restaurants, Inc. In ay G))G, the company announced it recei"ed shareholdersC
appro"al to change its corporation name to /umI 2rands, Inc. The company, which
owns -30 -ll<-merican $ood Restaurants, #$%, ?ong 1ohn Sil"ers, !izza Fut and
Taco 2ell restaurants, is the worldCs largest restaurant company in terms of system units
with nearly 7G,B)) in more than *)) countries and territories.
Hntil he was fatally stricken with leukemia in *6() at the age of 6), the %olonel tra"eled
GB),))) miles a year "isiting the #$% restaurants around the world.
-nd it all began with a 8B<year<old gentleman who used his J*)B Social Security check
to start a business.
KFC MILESTONES IN CORPORATE HISTORY
K *68A 1ohn /, 2rown and 1ack assey purchased #entucky $ried %hicken for HS J G
million.
K *686, %orporation listed on the .ew /ork Stock 9xchange, %olonel buys the first *))
shares.
K *6(8 #entucky $ried %hicken purchased by !epsi %o.
K *66* .ew logo is introduced, replacing #entucky $ried %hicken with #$%.
K *66G, In 1apan, #$% opens its *))) restaurant.
K *66A #$% opens its 6))) restaurant in the world in Shanghai %hina.
K *66=, Tricon ;lobal restaurant and Tricon Restaurants International >TRI@ founded on
:ctober =
th
.
THE TRICON FAMILY
K #$% is the part of Tricon, the world&s largest restaurant group with restaurants in nearly
*)) countries around the world.
K %ombined with !izza Fut and Taco 2ell, there are nearly 7),))) restaurants
worldwide.
K :ur brands each lead their categories, generating annual retail sales o"er HS J G)
billion.
K 0e feed more than *( million people e"ery day.
KFC TODAY
K Today, #$% is the world&s largest and most well known chicken restaurant chain, with
more than *),))) locations worldwide, in =( countries. #$% and its franchisees employ
more than G)),))) people worldwide.
K #$% ser"es more than A.B billion pieces of chicken annually, to approximately = million
customers a day, worldwide.
MISSION STATEMENT
4To establish in !akistan our position as the leading 0LSR >0estern Luick Ser"ice
Restaurant@ chain, ser"ing good "alue, inno"ati"e chicken<based products. %onsistently
pro"iding a pleasant dining experience, with fast friendly ser"ice, in a clean and
con"enient location. -t all times, we must be dedicated to pro"iding excellent ser"ice
and delighting customers.5
GOALS
K 2uild an organization dedicated to excellence.
K %onsistently deli"er superior 'uality, and "alue in our products and ser"ices.
K aintain a commitment to inno"ation for continuous impro"ement and growth, stri"ing
always to be the leader the market place changes.
K ;enerate consistently superior financial returns and benefit our owners and
employees.
VALUES
K $ocus all our resources to our restaurant operations because that is where we ser"e
our customers.
K Reward and respect the contributions of each indi"idual at #$%.
K 9xpand and update training with time and be the best we can be and more.
K 2e open, honest and direct in our dealings with one another.
K %ommit oursel"es to the highest standards of personal and professional integrity at all
times.
K 9ncourage new and inno"ati"e ideas because these are the key to our competiti"e
growth.
K Reward results and not simple efforts.
K Medicate oursel"es to continuous growth in sales, profit and size of organization.
K 0ork as a team.
THE CHAMPS PROGRAM
%hamps stands for the belief that the most important thing each of us can do is to focus
on the customer. It stands for #$%&s commitment to pro"ide the best food and best
experience for the best "alue.
%hamps stands for the six uni"ersal areas of customer expectation common to all
cultures and all restaurant concepts. They areN
K %leanliness
K Fospitality
K -ccuracy
K aintenance of $acilities
K !roduct Luality
K Speed of Ser"ice
%hamps is a philosophy to ensure that the customer has a consistent 'uality experience
in e"ery restaurant, e"ery day, on e"ery occasion and you will be playing a key role in
deli"ering %hamps to our customers.
EMPLOYEE CONDUCT RULES
-s an employee at the #$% restaurant, there are certain rules and regulations that the
company expects you to obser"e you to obser"e and respect. Such rules are necessary
to ensure that the rights and interests of the company and its assets are protected and a
proper learning en"ironment is maintained.
KFC IN PAKISTAN
-part from fulfilling our commitment of ser"ing delicious, fresh and hygienic food and at
the same time pro"iding our customer with the ultimate entertainment, #$% also plays in
the economics de"elopment of our country.
!resently #$% has pro"ided to o"er *G)) !akistanis, which adds up to 8)))
indi"iduals directly dependent in KFC $a%istan.
The ;o"ernment of !akistan recei"es o"er Rs.*) million per month from #$%
!akistan as direct taxes.
6BO of all food and packing material used in KFC $a%istan is procured locally,
which sums up to a purchase of o"er Rs.7B million per month.
9ach new outlet de"eloped by #$% !akistan costs approximately Rs.A) million,
which is a huge amount for our construction industry.
$ranchising is a relati"ely new phenomenon in !akistan, but this concept has gained
tremendous acceptance in this market as can be seen from the recent growth trends in
the market. ost of the growth in the past few years has taken place in the food
business, where the present market size for internationally franchised outlets is
estimated in excess of !ak Rupees *.G billion >HSM approximately GA million@ in terms
of annual sales. HS food outlets such as !izza Fut, #entucky $ried %hicken >#$%@,
cMonalds, T;I $riday&s, Subway, Taco aker, and .acho .ana&s are already present
in #arachi. !izza Fut, cMonalds and #$% are also present in ?ahore.
The non<food sectors such as retailing, con"enience stores, hotels and motels, courier
ser"ice, security ser"ices, and educational training centers are going to be the growth
areas of the future. HS companies dominate the franchise market in !akistan in large
part due to the fact that HS firms were the pioneers in this sector and the first to set up
their outlets in !akistan. In addition, the HS firms entered the market with a long term
commitment and pro"ided full support to their local partners. -lso, H.S firms and their
products are internationally known for their 'uality products and superior ser"ice. any
HS products such as cMonalds and #entucky $ried %hicken were well<known and
recognized in the urban areas of !akistan e"en before starting their operations in the
country.
There are no local firms offering indigenous franchise opportunities, although se"eral
!akistani entrepreneurs ha"e ac'uired master franchise for this region with the
objecti"e to re<sell the franchise to interested parties in the country. The go"ernment of
!akistan does not impose any restrictions on in"estors who wish to establish a
franchise in the country, but foreign in"estors are re'uired to inform the board of
in"estment and the state bank of !akistan, primarily for the purpose of repatriation of
franchise fee or any profits accrued.
MARKETING
TARGET MARKET OF KFC in PAKISTAN
#entucky $ried %hicken has been franchising all o"er the world for years. They ha"e
about 7),))) franchises all o"er the world. 9"er since !epsi co. has bought into the
restaurants chain the ha"e started an expansion program, which has focused not on the
increasing number of the outlets but on the increasing number of branches all o"er the
world operating in full order. #$% has been in -sia for considerable amount of while and
as it has the policy of no"elty and pioneering in branching into foreign markets it opened
its first branch in ?ahore on 1une G), *66=. It was opened in the most interacti"e area of
?ahore, 2arkat arket. 2efore opening here the #$% people conducted a research
which was known as the 42arkat arket -nalysis5. The chain has been in the expansion
mode for a few years and they branched into !akistan after researching the market of
!akistan especially ?ahore.
The reason behind targeting the ?ahore market is that they ha"e a "ery mobile food
culture. The ?ahore culture is a ready market for any new fast food franchises as the
success of #$% pro"ed, and was followed by the opening of cMonalds&s !izza Fut in
the foreign market and many other local successful fast food outlets.
!akistan supports a "ery well "ersed and "aried palate and a colored culture that
strongly supports the system. They ha"e targeted the market armed with spicy
"ariations of chicken i.e., hot 3 crispy, and hot wings that are not there in the
international market, but are specially designed for the pakistan palate. Its branch in
lahore is one of the best in asia. In lahore they targeted the most mobile culture first,
students of lahore. They focused all the areas well surrounded by educational institutes,
as where their first branch is the center of all student acti"ity. .ot only is it near institutes
like pu and ilm but also near a lot of the business complexes, thus catering to
companies as well. So kfc targeted its market "ery well in pakistan and has been
spreading with 'uite a speed since then. It has continued its aim in pioneering most of
the affluent cities of the country.
place
Some important strengths of #$%&s marketing strategy include a number of changes
they ha"e implemented in the past few years to increase customer access. #$% has
answered the fast<food consumer&s demand for a"ailability in non<traditional locations
by opening restaurants in shopping malls, airports, stadiums, amusement parks, office
buildings, and mobile units >#rug, *668@.
-s an additional outreach to their customers, #$% has initiated a home deli"ery ser"ice
in *A states >#$% *66=@. -s of $ebruary G=, *66=, #$% has more than 6,()) outlets
located in == countries >#$% *66=@.
IN MULTAN
The area selected for the building is the most affluent and trafficked area of ultan city,
%antt. It was selected due to its "isibility and easy accessibility. The %antt area is
amongst the largest shopping area of the city and the affluent shoppers fre'uent this
area. Its centralized location has added to the success of the restaurant.
The restaurant building of ultan is the largest outlet in !akistan. This outlet is catering
to the city as well as the surrounding area that includes #hanewal, uzaffargarh and
the similar small localities.
Chicky Fun Are
Railway Ser"ices %lub,
2ahawalpur Road
:pp. ultan Figh %ourt,
ultan.
!hN ***<B7G<B7G
TARGETED CUSTOMER!
In ultan the most affluent class that fre'uent #$% is the business and landlord class.
In the general customers as before the people of #$% ha"e targeted the families and
the students who are on the outlook for a 'uick bit. -nother factor is that following in the
foot steps of the trend setters, ?ahore and #arachi food trends are di"erting more and
more towards fast food e"ery day. So most of the young generation here was cra"ing
for a 'uality fast food outlet. .ow that #$% has pioneered the fast food culture
de"elopment !izza Fut and cMonald&s will follow. ost of the people here are
businessmen and their affluent families are "igilant trend followers as they are the most
influential people so pre"iously they spent their fortune in fast foods outside the city and
now they can do it in ultan #$%. Since the progress in the job sector the number of
the working women is steadily increasing in the city and so is the trend to fre'uent the
fast foods.
$ocusing on the family outing culture in ultan #$% has specially de"eloped a kids
playing pen that allows the families to ha"e a 'uality time in the restaurant. The
atmosphere here is exactly what families are looking for, so they ha"e been more
successful in attracting their target market then their predecessors. -nother weakness
of the ultanis that they ha"e targeted is the tendency towards the chicken
consumption. Since the people here are less "ege<oriented they ha"e an edge to their
product. They ha"e successfully attained their target market by only introducing F:T 3
%RIS!/ that in keeping with the people&s tastes here that are inclined towards spicy
foods.
They ha"e also introduced a special combo A to cater the masses in the city.
They population here is "ery price sensiti"e which has been dealt with #$% by
maintaining a regular price range all o"er !akistan. They ha"e successfully targeted the
opinion leaders, the business in the city that set the trends followed by most of the
people here.
PRODUCTS
In *66G, #$% expand their menu to include a greater "ariety of foods that are lower in
fat than fried chicken, such as :riental 0ings, !opcorn %hicken, and Foney 22L
%hicken. They also introduced a dessert menu, which pro"ided a selection of pies and
cookies. 2y the end of *66G, #$% held A6 percent of the J=.) billion HS chicken
segment of the market >#rug, *668@.
In *667, #$% offered a new rotisserie %hicken menu item. They also offered a lunch a
dinner buffet in at least G= states >#rug, *668@. In *66B, two new products were
introducedN %hunky %hicken !ot !ie and the %olonel&s %rispy Strips. In *668, #$%
introduced their Tender Roast %hicken, with projected sales of JB)) million during the
first *G months >4?ike5*66=@.
#$% uses traditional taste testing methods implemented by the %olonel approximately
A) years ago. To ensure only the highest 'uality and best tasting products for #$%, a
team of six franchisees and operators and two 4chefs5 comprise the #$% %hefs %ouncil5
who de"elop, taste, rate and e"aluate new product ideas >like *66=@. The %hefs %ouncil
members are from "arious parts of the country, representing regional taste preferences
of their customers. :nce a new product has passed inspection by the %hefs %ouncil,
#$%&s market research department conducts additional tests. 9ach week *)) people,
who represent customers, taste the newest products. If the products recei"e a good
taste rating, they are then tested in three or four cities. The %olonel&s 'uote still stands
for #$% 4If it doesn&t taste good, don&t ser"e it to the customer. >?ike, *66=@.
!roducts that #$% offer are almost same throughout !akistan, but slightly differ from
other countries but not too much.
The secret of #$%Cs world<wide success is due mainly to three key benefits < 'uality,
taste and con"enience.
#$% now offers a di"erse and interesting menu which includesN
P -rabian rice
P %heese
P %ol. %hicken burger
P %ol. $illet burger
P %appuccino
P 9spresso
P $rothe
P Fot shots
P %orn on the cob
P Minner rolls
P $ries
P Fot and crispy soup
P Fot wings
P acho&s burger
P .uggets
P achos
P ilo
P ineral water
P occacino
P Soft Mrink
P Qinger burger
- typical #$% meal consists of chicken, coleslaw and potato 3 gra"y. -ll of the
ingredients are of the highest 'uality and freshness. To ensure this, the company sets
rigorous standards for product uniformity and 'uality, which must be met by all
suppliers.
"CG M#ri$ %& KFC

INTRODUCING ch%c%'#e "RO(NIES
Right now there is no dessert in #$%&s menu. Therefore we plan to introduce %hocolate
2rownies for chocolate lo"ers. 0e expect to catch the interest of a regular loyal
customer base with its "ast selection of brownies, including not<so<traditional fla"ors.

0e will focus onR
K !ro"iding the highest 'uality product.
K %ompetiti"e pricing.
K .ew ideas and fla"ors.
K ?ocal markets, with a special focus on coffee
shop and bakery customers.
0e will sell chocolate brownies coupled with exceptional customer ser"ice in a warm
atmosphere. %ustomers can dine<in and enjoy a warm or cold be"erage to complement
their brownie. Toppings will also be a"ailable when customers dine in for children, as
well as the young at heart. 0e will also offer carry<out so customers can enjoy the treats
at their own con"enience.
Mrke# Se)*en##i%n
:ur market is di"ided into four different psychographicsN %omfort %reatures, %elebrators
and Soccer oms. They represent groups of people sharing similar beha"ior patterns
and reasons for fre'uenting #$% to get the brownies delight.
%omfort %reatures are mainly the more successful of workers who are dri"en by status
and prestige yet miss homemade comfort foods of their childhood. They may stop in on
their own or bring clients in for a brownie experience.
%elebrators fit into the "ast category of people celebrating special occasions. 2irthday,
anni"ersary, graduation, "alentineCs day, etc., families and lo"ed ones will gather at #$%
and will enjoy our chocolate brownies for a fun, tasty, and festi"e atmosphere.
Soccer oms is the title gi"en to the moms who remain busy in usual home work and
find little time for fun. #$% is a gathering place where families are welcome and feel
comfortable. SomsS can come in for after school treats with their children and. :r they
can meet up with friends for a fun day out < a little ci"ilized time stolen in the midst of a
busy day.
Tr)e# Mrke# Se)*en# S#r#e)y
0e ha"e specifically targeted segments of people with an appreciation for delicious
desserts and a need for comfort and relaxation. #$% is a ha"en for the busy 3
successful who want to treat themsel"es to something soothing and a little sinfulI It
doesnCt take a lot of time, yet is so rewarding.
These people will "alue the high 'uality product presented. :ur customers will also
appreciate the fun and fast ser"ice < whether celebrating a birthday or stopping in for a
break between shopping.
C%*+e#i#i%n n, "uyin) P##ern!
-lthough we are opening up a new product, there is no doubt that we are competing
with a "ariety of similar businesses. 0e need to compete against the ideas that dessert
is something that only follows a special dinner and neednCt be any better than a frozen
cake. 0e want e"ery day to be a reason to celebrate. -nd being able to ha"e a "ast
array of options for your fa"orite chocolaty treat is an idea that appeals to e"eryone.
The comfort factor plays an important role in consumer decisions about sweets. 2oth
the atmosphere and staff of #$% excels at warm 3 friendly. -t the same time, the menu
will reflect familiar fa"orites such as chocolate chunk or turtles, while there will be
fla"ors for the more ad"enturous as well, such as pistachio brownies. 0e will use the
highest 'uality product, sometimes paring the ordinary with the exotic, but we will
always present our brownies in a stylish and aesthically pleasing, but still unintimidating
manner.
Mrke#in) S#r#e)y
:ur marketing strategy will be education of the consumer and subse'uent word of
mouth. %ustomers will be reached through neighborhood ad"ertising, special
promotions, and most importantly, word of mouth.
?ocation also plays a crucial role in marketing and promotion. #$% is located in high<
traffic retail area. This area offers many incenti"es to business operating there because
of the high<end reputation and affluent residents nearby. -lso, the area is popular
amongst tourists who come to see ultan&s cantonment area, cantonment garden and
lake which is not so far, which will be most beneficial.
0e will target progressi"e and generally well<educated and affluent consumers who are
interested in high 'uality brownies experience and are dissatisfied with the limited
selection and lack of personal ser"ice found in grocery store bakeries and neighborhood
cafes and coffee shops.
PRICING OF OUR "RO(NIES
anufacturing %ost Rs. =B
BO arketing %ost Rs. A
Total %ost Rs. =6
*BO ;.S.T T*BO R9T-I? -R;I. Rs. G)
Total retail !rice Rs. --
0e are sure that our delicious chocolate brownies will attract the ultimate chocolate
lo"ers and fulfill their choco<delight. :ur affordable price makes it possible for children
and youngsters to enjoy aesthically pleasing brownies with high satisfaction and fun.
PROMOTION
In *66*, the #entucky $ried %hicken logo was changed to #$% in an effort to decrease
emphasis on the 4$ried5 element of their chicken >#rug, *668@.
In *667, #$% implemented new 4.eighborhood !rogram5 targeting company owned
restaurants in designated areas to offer ethnic menu items relati"e to the demographics
of those specific areas. Fouston, Mallas, ?os -ngeles, St. ?ouis, .ew /ork, %hicago,
!hiladephia, and 0ashington, M.%., offered side dishes to appeal exclusi"ely to the
black communities in this promotional effort. They also promoted the 4.eighborhood
!rogram5 at these locations by wearing -frican inspired uniforms >#rug, *668@. In
iami, #$% tested *7 Fispanic<oriented restaurants by offering side dishes consisting
of exican food items. These promotional efforts increased sales from B<7) percent in
the testing areas >#rug, *668@.
In 1une *668, #$% decided to bring back the 42ucket5. The bucket had been remo"ed
from their outlets in efforts to reduce costs. The cost of bringing back the bucket is
approximately JG million.
Fowe"er, the projected sales are approximately 7) million buckets through 1une *66=.
- *6(( study by -rizona State Hni"ersity re"ealed the following 4the %olonel&s mug >or
face@ and the #$% bucket were two of the three most<recognized symbols in the Hnited
States5 >42irth5 *66=@.
In Mecember *668, #$% promoted their #$% ix 3 atch bucket using the dog
4oose5 from the $razier tele"ision show. This particular ad"ertisement was aimed at
football fans during the bowl season, and continued to air through Super 2owl Sunday.
#$%&s latest promotional efforts are centered on their honey 22L Tender Roast
%hicken. %elebrities included in their efforts were based on a sur"ey of *,(*B randomly
selected people, age *( and o"er >#$% *66=@.
ADVERTISEMENT STRATEGY
F'%#in) Truck!.
#$% !akistan adopts a "ery interesting way of ad"ertisement as for as their business as
concerned that is $loating Truck. 0hen #$% !akistan&s Restaurant Support %enter
introduces a new product in !akistan they adopt this way and there $loating Trucks
tra"el through out the city at where they ha"e #$% stores. ;enerally it is a "ery effecti"e
way of ad"ertisement through which maximum of their customers are able to know
about their new products that they introduced.
In H%u!e Pu/'ici#y.
#$% !akistan has another way to ad"ertise their business is in house publicity in which
they use banners, electronic boards, broachers, etc to tell their customers about
packages, prices, product&s detail, new products and all other information that
customers want.
"y Ph%ne.
#$% !akistan stays in Touch with their potential customers by using their database.
They informed their potential customers about the new products and packages by
phone because they ha"e their phone numbers in there database.
Prin# 0 E'ec#r%nic Me,i.
Internationally #$% ad"ertise their products through electronic media also they use
world&s famous T.U channels, news papers, magazines, etc.
In#erne#.
-ll most all the #$%&s well de"eloped franchises ha"e their own websites through which
they ad"ertise their business "ery well, but they also use other websites for ad"ertising
purposes like hotmail, yahoo, google, etc.
9<mail marketing techni'ues are used by #$% to promote their business. They use their
own database to send e<mails to their "alue added customers to informed them about
new products, packages, discounts, etc and uses third parties to promote their business
through e<mail marketing.
Me,i C%1er)e.
#$% !akistan also uses common ways for ad"ertising like news papers, cable TU
networks, a big road side boards, etc.
In &%cu!.
In focus is a single page monthly news paper published by #$% !akistan which has one
side in 9nglish and other in Hrdu and a"ailable in #$% lobbies. It is for ad"ertising and
information purposes.
!riceN
4!rices of #$% products all o"er the world are almost same but slight difference in
currency exchange rates,5 manager &ameer 'ohar said. In !akistan although a"erage
people are not afford #$% prices, the potential customers of #$% ga"e a satisfied sale
at all #$% stores.
COMPETITORS
0orldwide #$%&s major competitors cMonalds, but there are no direct competitors of
#$% in ultan but there are some indirect competitors like ?asani $ried %hicken >?$%@.
#3.&s U-?H9 %FI%#9. !?-.T
The main suppliers company is K0N2!. Their slogan is The %hicken praised at #$% is
raised at K0N2!.
0hen the chicken business for the #$% people became o"erloaded and they wanted to
maintain the 'uality of their chicken so the -rtal group set up a plant producing 'uality
chicken called. # 3 . "alue chicken in Raiwand by the name of -rtal International plant.
Since they ha"e been producing good chicken catering to the demands of all the best
'uality restaurants in !akistan.
FOOD SAFETY
KFC French &rie! C%*+%!i#i%n
!otatoes, Tran&s fat free oil dextrose.
Se!%nin)!
Ori)in' Reci+e.
Salt, herbs and spices, garlic powder.
Mi'k n, E)).
.on fat milk, dried whey and dried egg whites.
H%# n, S+icy.
%: starch, sodium bicarbonate, sodium, aluminum phosphate, Mextrose, modified
cornstarch, extracti"es of turmeric.
SHORTENING.
!ure "egetable oil >soybean@.
CHICKEN AND ITS PRODUCTS
?ocally produced and processed chicken, Supplied in frozen form.
*))O Falal.
KFC NUTRITIONAL INFORMATION

Ser1in)
!i3e
C'%rie!T%#' &# Ch%'e!#eer%' CHO Pr%#ein
Ori)i%n' Reci+e4(in) A=>g@ *AB>g@ 6>g@ 8)>mg@ B>g@ **>g@
Ori)i%n' Reci+e4"re!# *8*>g@ 7=)>g *6>g@ *AB>mg@ **>g@ A)>g@
Ori)in' Reci+e4
Dru*!#ick
B6>g@ *A)>g@ (>g@ =B>mg@ A>g@ *A>g@
Ori)in' Reci+e4Thi)h *G8>g@ 78)>g@ GB>g@ *8B>g@ *G>g@ GG>g@
H%# 0 S+icy4(in) B7>g@ *()>g@ **>g@ 8)>g@ 6>g@ **>g@
H%# 0 S+icy4"re!# *=6>g@ AB)>g@ G=>g@ *7)>mg@ G)>g@ 77>g@
H%# 0 S+icy4Dru*!#ick 8)>g@ *A)>g@ 6>g@ 8B>mg@ A>g@ *7>g@
H%# 0 S+icy4Thi)h *G(>g@ 76)>g@ G(>g@ *GB>mg@ *A>g@ GG>g@
Ori)in' Reci+e4Fi''e# G)8>g@ AB)>g@ G=>g@ 8)>mg@ GG>g@ G6>g@
5in)er "ur)er GA8>g@ 8A)>g@ A)>g@ A)B>mg@ 7(>g@ 7G>g@
H%# (in)! *AA>g@ A8)>g@ 7)>g@ *GB>mg@ GG>g@ GB>g@
C%rn %n #he C%/ 67 (G>g@ 6)>g@ ).B>g@ )>mg@ *6>g@ G>g@
French Frie! *))>g@ *78>g@ 7.=>g@ *>mg@ G7.7>g@ G.7>g@
DELIVERY METHODS
Se'& Ser1ice
#$% stores offer self ser"ice to sell their products means customers go at counter and
purchase products pay for it, no in"ol"ement of waiters and if customers want to eat at
#$% store they sit at lobbies one for common people other for only families otherwise.
H%*e ,e'i1ery
It is a way of buying #$% products without going at #$% stores. -ll #$% stores in
!akistan offer $ree Fome Meli"ery ser"ice within just 7) minutes. :rders are recei"ed
at #$% stores only through telephone. They want only address at which their team
members supply that order and he recei"ed a payment for that product.
Tke 8y
Take away process means customer buy #$% products from counter pay for it and go
away, it means he didn&t want to sit in #$% lobby to eat. It is possible that customers
who use Take -way method of buying #$% products are enjoying #$% products at other
places like home or picnic spots.
A# !#%re
ost of the #$% buyers want to eat #$% products in lobbies of #$% stores because a
"ery entertaining atmosphere is pro"ided by the #$% management in lobbies especially
for children.
Dri1e Thru
Mri"e Thru is the method of buying products used at almost all #$% stores in !akistan.
In it when customer is in "ehicle like cars, jeep, bike, etc go at #$% store and purchase
without coming out of his "ehicle, he dri"e up to dri"e thru counter pay for product and
at next counter collect his product and go away. It is the facility in which customer is
able to buy product without spending too much time at store.
C#erin)
%atering is a process in which #$% team cook and ser"e their products at a place
where u want like at house, office, etc. for example some people wants to gi"e to eat to
their guest a #$% products at his marriage or birthday function he can do this "ery well
by using a special facility offered by all #$% stores in !akistan.
PAYMENT METHODS
C!h
It is the most popular and widely used method of payment when we are going to sell or
buy something, Irrespecti"e of its some drawbacks such as security risks, its bulky
"olume, and time consuming counting process.
-t all #$% stores in !akistan %ash is the main and normally used method of payment
when customers buying products at #$% stores.
Cre,i# Cr,!
-lmost all the stores of #$% !akistan accept almost all types of credit cards such as
aster, Uisa, etc. as for as #$% ultan as concerned they start accepting %redit %ards
within G or 7 weeks, 4Restaurant anager5 said.
De/i# cr,!
-ll the stores of #$% !akistan accept debit cards and they made 'uick transaction by
their access machine which is directly linked with respecti"e banks such as uslim
%ommercial 2ank, Hnited 2ank ?imited, Fabib 2ank ?imited, eezan 2ank, -2.
-R: 2ank, etc.
Cu!#%*er In#erc#i%n
-ll the #$% stores ha"e "ery good customer interaction with their customers because
they know the worldwide accepted rule of 2G% type of business that is
9Cu!#%*er i! #he Kin):
So that&s why they regularly get a feedback from the customer and remain be in touch
with their potential customers also.
-ll #$% stores are "ery efficient in sense of getting feedback from the customers they
use %omment %ards to get feedback about their product and ser"ices and also an
information about the customers that they use later to be in touch with their potential
customers. 2y using %omment %ards all the #$% stores collect information about the
customers and maintain a database using all the information. They compile that
%omment %ards "ery carefully and collect the information about the good and bad sides
of their stores, point out them and send that information to Fead :ffice #arachi and
higher management take decisions on the behalf of that information collected by using
%omment %ards for the betterment of #$% !akistan.
PEST ANALYSIS
P%'i#ic' Fc#%r!
Mue to political stability in !akistan, these days all businesses are flourishing and
same is the case with #$%.
-s there are huger chances of in"estment these days, so #$% is following
;R:0TF STR-T9;/ all o"er the country and targeting B) outlets in !akistan,
also searching place for another #$% outlet in ultan.
2ut some areas like !eshawar has political unrest due to - and their policies
are affecting #$% being an -merican organization.
Ec%n%*ic' Fc#%r!
Socio<economic trends are mostly encouraging with increases in disposable
income, more working women, increase in hoteling and increases in tourism all
positi"e signs for the catering market.
There are also catering sectors, such as restaurants and takeaway food, which
are now a part of the regular eating habits of a majority of adults.
The increasing purchasing power of people is affecting #$% sales positi"ely.
Taxes are regularly paid
In summer #$% has more sales than in other season because #$% pro"ides a
good chilled en"ironment and Qenzibar like restaurants charge for air
conditioners.
S%ci' Fc#%r!
In !akistan #$% is playing a "ery acti"e role for education sector. It has in"ested
much for inauguration of schools in different areas of !akistan e.g in #arachi it as
made a school for disabled children.
-lso throughout !akistan it is funding for libraries.
Monating much to .;:&s for less fortunate people.
-t the start of #$% in ultan a mega function with meal was gi"en to S:S kids.
%hicky $und Raising i.e getting second handed books etc. from different schools
and distributing them among less fortunate students is also done through
different campaigns.
$or the most recent incident of Tsunami #$% arranged concerts in #arachi in
which singers like -li Qafar, Fadi'a, Faroon etc. were in"ited and all the amount
collected from such type of concerts was donated to Tsunami "ictims.
ajor e"ents are special focus of #$% e.g other&s day, $ather&s
day,Ualentines&s day, 9id days etc. and they offer different packages too.
Self Ser"iceN
Cu+%' Cre! F%un,#i%n
%upola %ares $oundation is a non<profit, registered organization and a charitable wing
of %upola. 0e aim to help the underpri"ileged children by gi"ing them 'uality education
thereby making an attempt to raise the literacy rate of !akistan which is externally low
by world standards characterized by low enrolment in primary and secondary school,
high drop out rates and an o"er all poor 'uality of education. %upola realizes the need
for education and intends to build this need at the grass root le"el. :ur "ision is
supported by prominent personality of the country who are also amongst the board of
directors of the foundationN
K !rof. Manishmand, Mean 3 Mirector I2-
K r. Saifuddin Qoomkawala, %hairman 9$H
K r. Tari' #irmani, %hairman !I-
K Syed Salahuddin Fyder, %.9.:. %entury G*
K r. 0a'ar F Siddi'ue, 9xecuti"e Mirector -braaj capital
K r. Rafi' Rangoonwala, %.9.:. %upola !akistan
These are indi"iduals belonging to different corporate sectors and are already engaged
in "arious forms of community support ser"ices and welfare acti"ities.
Techn%'%)ic' Fc#%r!
#$% is going to adopt the deli"ery system of !izza Fut.
2uying new e'uipments.
The latest tech ac'uired is always get appro"ed by go"ernment.
#$% new H-. no. is ***<B7G<B7G
9ach and e"ery e'uipment is licensed.
#$% Tri<state anagement uses ?inux.
#$% !akistan plan to become online, because the usage of internet and credit
cards increases. So people using internet can buy #$% products online, because
it is a "ery cheap and effecti"e way of buy products Mepartment of information
technology of #$% !akistan is working on it and in future hopefully #$% stores
become online.
In#ern' C%**unic#i%n
Internally all the #$% !akistan stores communicate regularly for the betterment of
organization. #$% !akistan has a !aper ?ess en"ironment in the organization. They
use Telephone and 9<mail facilities to remain in contact with their Fead :ffice #arachi to
plan strategies, share ideas and get instruction to maintain and impro"e the business
because these two ways of communication are "ery fast an "ery cheap as for as e<mail
as concerned, they ha"e no traditional way to communicate like time consuming
traditional mail system.
P%S !y!#e*.
!:S >point of sale@ is the physical location at which goods are sold to customers. -
point<of<sale >!:S@ software terminal is a computer replacement for a cash register.
ore sophisticated than traditional cash registers, a !:S >point of sale@ software
system includes the ability to track customer orders, process credit cards, and manage
in"entory.
-t all #$% stores in !akistan !-R Technology %orporation&s !oint of Sale system is
used including both software and hardware.
!-R pro"ide the tools that #$% !akistan need to increase order accuracy, impro"e
speed<of<ser"ice and raise customer satisfaction le"els with software solutions that can
span the entire enterprise < from the front counter to the back office and beyond to
integrate the total organization.
!-R uses reliable MellD hardware to run its 2ack :ffice %omputer to unleash the power
of business.
Trn!c#i%n Rec%r,
#$% !akistan uses a complete package of !oint of Sale system to keep record of e"ery
transaction occur. -ll #$% !akistan stores nationwide use !oS and at the closing time
of the store they send a complete transactional record of that day by using !oS through
internet. 2ecause of this head office maintain their accounts "ery well and take 'uick
decision on the behalf of these records.
S(OT ANALYSIS
STRENGHTS
K Luality of products.
K ?eader in almost e"ery market.
K $inger licking taste as the other international fast food restaurants in !akistan doesn&t
ha"e that kind of speciality in $ried %hickens.
(EAKNESSES
K There is some weakness in the field of #$% menu as it ser"es only chicken related
products but its competitors like pizza hut and c Monald&s offer "egetable and cow
meat based food also.
K Mue to huge expansion by growth strategy there is much pressure on management
department in terms of FR etc.
OPPORTUNITIES
K #$% plays an important role in increasing employment rate of a country as it hires
persons from local place to fill its staff. So this gains public attention and generates
good will of the organization.
K $inancially #$% is going "ery stable and sound organization so still it has much
opportunity of opening new outlets in different areas of !akistan and the rest of the
world by rein"esting its profits.
THREATS
K !rosperity of #$% with in a gi"en region depends upon its economic condition of the
country so if some thing bad happens to it, it can be troublesome for #$%.
K #$% recipe is still a secret, and if some one gets this secret then this can play ha"oc
with this organization.
K -merican in"asion into tribal areas of !akistan is also a threat for #$%, due to arousal
of anti<-merican sentiments it can lead towards rejection of #$%.
CONCLUSION
:n the whole #$% is the name of trust for the customers because there is no
compromise on the 'uality of the food. #$% fully concentrate on the 'uality of food
that&s why it is the hall mark of excellence among the customers. The supplier of #$% is
#3.&s $oods >!"t@ ?td. They ha"e good and fully furnished places for %hicks to grow
and finally to pro"ide there "alued customers.
2y following such practices, #$% is pro"iding a just and e'uitable en"ironment for work
and through its di"ersity programs, gi"ing back to the community at "arious le"els.
Moing business internationally means taking stock of the local population and molding
your menus and work practices to suit local tastes, laws and regulations.
The best maxim here isN
Think G'%/''y; Ac# L%c''y<
RECOMMENDATIONS
K The FR department of #$% is definitely doing its job well as according to #ufahl 3
-goglia >G))7@, the company has the lowest turno"er rate in the fast food industry.
Fowe"er, when a company reaches the pinnacle of success with regards to any aspect,
it has to try e"en harder to stay there and maintain its position. Fence, #$% should try
to keep up the good work and maintain the le"el of commendable workforce
de"elopment practices.
K #$% is -merican firm so it can face sensiti"ity in this case. 2ecause of rude -merican
attitude towards uslims countries, people 4can5 reject them.
K They should start some acti"ities that help them in turning their anti<Islamic image in
the minds of their target customers.
K The website of #$% is not well de"eloped so sophisticated information and well
designed data is not a"ailable on the net, as mentioned abo"e the I.T. department of
#$% !akistan has a close look on this area so it is good sign for the internet users to
buy online and get information they need.
K usic selection is good but usually they keep music "olume so high that it starts
interrupting entertainment. They also do not change music on customer choice.
K %ounter ser"ice system is acceptable in HS- but not in 9urope and -sia. In ultan,
#$% stand as trend setter >due to no competition@ so this factor does not do any harm to
their profit but it is disliked by BO people.
K Their pricing strategy is out of "ision. They charge Rs.*)B, Rs.*7B etc figures. It is a
blunder from the side of marketer that if customer is willing to pay or can pay more and
marketer is charging them less. So they are blowing high O of re"enue in air just
because of fake pricing strategy.
K -s #$% stands in ST-R position in portfolio matrix so they should adopt stability
strategy at least for some period of time but still they are adopting further growth
strategy and increasing their le"el of operations so the same case can happen with #$%
which happened to % Monald&s.
REFERENCES
P Shir'ey Le1er! < %ustomer Relationship 9xecuti"e, #$%, ultan
(e/ Link!.
P www.kfc.com
P www.kfcpakistan.com
P www.yum.com
P www.marketingmaniacs.com
P www.google.com
P www.yahoo.com
P www.pepsiworld.com
P www.en'uirer.comVeditionsVG))GV)(VG*VtemWkfcWgreatWamerican.html
P findarticles.comVpVarticlesVmiWm7*6)VisWn(W"GBVaiW*)A)7AA=
P www.buzzle.comVeditorialsVA<7)<G))B<8677=.asp
P "msd.comVcontentVkentucky<fried<chicken<)
P www.roadsideamerica.comVstoryV=)G*
P www.kfc.co.ukVour<menuVtoasted<twisterVtoasted<salsa<twisterV
P www.webmd.comVdietVnewsVG))8*)7)Vkfc<to<fry<chicken<without<trans<fats
Pweb.archi"e.orgVwebVG))8*GGA**AAA=VhttpNVVwww.kfc.comVaboutVpressreleasesV***A)
8.asp
P www.foxnews.comVstoryV),G677,GG67)(,)).html
P www.kfc.co.ukVabout<kfc
P
news.bbc.co.ukVmobileVbbcWnewsVenglandVnwylVnorthVnorthWyorkshireV88AV88A*(Vstory8
8A*(*6.shtmlXl
P www.cnn.comVG))7V2HSI.9SSV*)V*=Vanderson.kfcVindex.html
P www.kentuckyfriedcruelty.comVu<underco"er.asp
P www.guardian.co.ukVnewsVG))BVoctVG(Vfood.lifeandhealth