Beruflich Dokumente
Kultur Dokumente
THENKAVI.E
NAVEEN.J.S
SAMUEL.M
TAMIL MANI.S
S.No.
Table of Contents
Executive Summary
Introduction
Page No.
3
6
Brand Vision
12
13
14
16
16
20
25
26
29
Brand Exploratory
43
43
45
46
Recommendation
49
Strategic Recommendation
50
Tactical Recommendations
51
Conclusion
52
References
52
Executive summary
Kentucky Fried Chicken is a Quick service restaurant spread across the world which
have positioned itself as a very tasty and freshly prepared chicken that they can eat whenever
they want at the same quality of the target customers age 5 50, Chicken products which can
be enjoyed as a family in the environment of a social gathering.
KFC emphasize at creating good memory and positive feelings towards their products.
Whenever you think of KFC you have to think of somebody. It can be your family, friends,
loved ones or somebody else, somebody to share the fun of eating and to share the taste.
KFC creates attributes around their product as a level of positioning. They highlight
the product functionality which is tasty food. KFC has a very unique recipe for their products
which is also their core competency.
The purpose of KFC is to feed the world. The brand mantra of KFC is fun, folks and
tasty. The main point of difference of KFC is Chicken. KFC brand elements are memorable,
meaningful, likable, transferable and easily adaptable across globe. The brand architecture
adopted by KFC is Branded House. KFC have strong communication with its customers by
creating creative ads and their recent marketing campaign is add HOPE campaign in motive to
eradicate hunger.
KFC have high awareness, it is most commonly recalled QSR mainly for youngsters
while they are hungry and want to eat chicken and experience fun of eating. KFC is convenient,
easy to access and gives prestigious by eating western style. KFC have loyal customers with
high repeat purchase rate are people who prefer chicken than burgers. KFC wants to add value
to the customers throughout the week instead of coupons and offers.
The brand KFC have positioned from Tasty to Freshly Prepared. Being a
processed food quick service restaurant it positions itself as freshly prepared. The problem is
customers wants to stay healthy so, KFC can only be successful if it include Healthy feature
into its positioning.
Introduction
1. Brand History & Background:
KFC stands for Kentucky Fried Chicken and was started by a budding
entrepreneur by the name Harland Sanders. It is currently a subsidiary of Yum! Brands.
1.1 The Founder
The success of KFC is the story of one mans dream of cooking that has catapulted
into making his company one of the biggest franchises in the whole world. Harland
Sanders who was born in the small town of Henryville, Indiana in the year 1890. He left
his home at the age of 12 to find some job to support his poverty stricken family after his
father passed away and he was in charge of the family.
The only skill he possessed was the cooking his mother had taught him from the
age of seven. He tried his hand at many odd jobs but couldnt stay at any place for long.
Finally in the 1930 he settled into a permanent job at the shell filling Station just outside
a small city called North Corbin. In the meantime he use to cook dishes his mother had
taught him and serve them in his storehouse which he had converted into a small eatery.
Soon his steak and country ham recipes were a big hit with the travellers who would
regularly stop by to eat at his place.
1.2 Background of KFC
Later Sanders bought a larger place nearby to accommodate the ever increasing
customers. He increased the number of dishes and included the legendary fried chicken
recipe for the first time in 1936. By the year 1937 he again expanded the hotel which now
accommodated up to 150 people at the same time. He was happy that he had become
successful at his new business but was always looking for improving his production
process and expand his customer base.
Soon he experimented on his fried chicken recipe and was able to perfect it with
the Original Recipe of 11 herbs in 1940. Soon he sold his restaurant and went on to sell
his secret Fried Chicken recipe across America. He went to many restaurateurs before his
recipe was accepted. His recipe was first franchised to Pete Harman in South Salt Lake,
Utah in 1952. To market the recipe the restaurant came up with the name Kentucky Fried
Chicken. And thus, the legendary brand of KFC was founded.
1.3 Early Years
From the first year itself results began to show and sales were exceeding
expectations. Soon more restaurants were waiting to sell this new recipe of Fried Chicken
in their restaurants. By 1960 nearly 200 restaurants were selling the recipe and by 1963
it had reached 600. In 1964, Sanders sold the recipe and the contract to a group of
investors for $2 million. Soon they implemented stand-alone stores which specialised in
the take home model. By the year 1967, KFC had gone on to become the sixth largest
restaurant chain by sales volume in the U.S.
KFC started off by starting stores in Canada and soon spread itself into more than
40 countries with 3000 outlets by the year 1970. KFC changed many hands before it came
under the ownership of Yum! Brands in 1997. Soon it added many more recipes into
their menu like desserts, sandwiches and drinks that would complement its bestselling
Fried Chicken recipe. In 1991, their sales had doubled and reached an estimated $6.2
billion with a total of 8,500 outlets around the world.
So Today KFC is the second largest restaurant chain in the World. It has faced
many ups and downs but has remained a crowd favourite ever since its launch. The
success of KFC is the result of endless trials and experiments that have worked in their
favour. Muktesh Pant is the current CEO of KFC. Currently, KFC has more than 15,000
restaurants in more than 125 countries around the world. Everyday it serves nearly several
million customers worldwide.
PROCESSED
FOOD
FRESH FOOD
QUICK SERVICE
FOODS
NOODLES
/
RICE
CAUSAL
DINNING FOODS
BURGER/
FRIED
CHICKEN
PIZZA
SUB
KFC comes under the product category of Quick Service foods. It is easily prepared
processed food served in snack bars and restaurants as a quick meal or to be taken away. It
serves shared meals, Individual Meals, Xtreme Meals, Sanwiches, Zinger Meals, Royal Meals,
Kids Meals, Desserts, Beverages. It offers Self Service and durning peak hours they take orders
directly coming to the customers. They also provide free pepsi to customers while they wait
long in the queue.
2.2 Brand Architecture & Portfolio
2.2.1 Brand Architecture:
KFC uses Branded House, which means KFC is the brand and all the products within
it is the subset of the primary brand KFC eg: KFC Popcorn Chicken, KFC Hot Wings, KFC
Krushers
To all of their stakeholders they are know simply as KFC. They may have different
categories/divisions (Snacks, Burgers, Toasted Wings, Box Meal, Rice Bowlz, Krushers) but
they all have to fall under the scrutiny of existing branding strategies and standards.
3) KFC Twister
Two freshly prepared, Extra Crispy white meat chicken strips with shredded iceberg
lettuce, fresh tomatoes, and pepper mayo sauce - all wrapped together in a soft, warm tortilla.
4) KFC Rice
KFCs first-ever rice meal, a delectable combination of crispy chicken fillet and fluffy
white rice with Original Recipe sauce or spicy tomato sauce. To make it more refreshing, KFC
Rice Meals come with regular NESTEA Green Tea. These all new sensations will give
everyone the energy to excel
EMOTIONAL MODIFIER
- FUN
DESCRIPTIVE MODIFIER
- FOLKS
BRAND FUNCTION
- TASTY
Brand Awareness
At early years KFC was called as Kentucky fried chicken. Due to globalization the
name got shifted to KFC being easy to adapt to other countries culture and easy to pronounce
by people across globe. The Brand name KFC is simple and easy to pronounce or spell,
familiar and meaningful and different, distinctive, and unusual can obviously improve brand
awareness. The short name KFC often facilitate recall because they are easy to encode and
store in memory.
Brand Association
Brand Awareness deals with Brand Recognition and Recallability. KFC is easy to
recognize and recall. The brand KFC is recalled by its product category called Quick Service
Restaurants and recognized by the brand elements.
3.1.2 URLs
URLs (Uniform Resource Locators) specify locations of pages on the web and are also
commonly referred to as domain names. KFC have its own specific URL https://www.kfc.com/
(World) and https://online.kfc.co.in/ (India).
3.1.3 Logos
Logos have a long history as a means to indicate origin, ownership or association.
KFC logo represent the founder Harlan Sanders and his secret 11 spices. The logo of KFC
has evolved over the years and it communicates to customers the realness of Colonel Sanders
and the fact that he was a chef.
3.1.4 Characters
The Character of the KFC is the founder Harland Sanders. Usually brand characters are
introduced through advertising and can play a central role in ad campaigns and package designs
3.1.5 Slogans
Slogans are short phrases that communicate descriptive or persuasive information about
the brand. The brand KFC communicates to the customers in a single line about its brand as
"Finger Lickin' Good".
Early official slogans included "North America's Hospitality Dish" (19561966) and
"We fix Sunday dinner seven nights a week" from 1957 until 1968. The two slogans were
phased out in order to concentrate on the "Finger Lickin' Good" slogan. The "finger lickin'
good" slogan was trademarked in 1956. Other slogans included "It's America's Country-Good
Meal" (late 1970s) and "We Do Chicken Right" (1980s).
In 2011, the "Finger Lickin' Good " slogan was dropped in favor of "So good", to be
rolled out worldwide. In 2015, along with a revamp of their advertising, KFC returned to using
"Finger Lickin' Good". As of April 2016, KFC began using the slogan "Colonel Quality,
Guaranteed."
PRICE
Product Variation
Product Differentiation
Penetration Pricing
Product Innovation
Price Skimming
Product Elimination
PLACE
PROMOTION
Distribution Channel
Individual Communication
Direct Sales
Mass communication
Indirect Sales
Brand Management
E-Commerce
Corporate Identity
Product
Streetwise: Veg Snacker, Chicken Snacker, Snack Box, Rizo Rice, Rizo Gravy, Mini
Krusher,
Snacks: Popcorn Chicken, Hit Wings, Boneless chicken strips
Veggie Selection : Veg Snacker, Veg Zinger, Veg Strip with Salsa
Toasted Wraps
Price
Market skimming: KFC globally enters the market using market skimming. Their products are
priced high and target the middle to upper class people. Gradually they trickle down the prices
focusing on the middle to lower class people to penetrate both sides of the market.
Cost Based: KFC price their product keeping different points in view. They adopt the cost base
price strategy. Pricing of the product includes the govt. tax and excise duty and then comes the
final stage of determine the price of their product. The products are bit high priced according
the market segment and it is also comparable to the standard of their product. In the cost based
method we include the variable and fixed cost.
Place
Placement of outlets:
Due to KFC placing itself close to schools, colleges, cinemas and markets which are mostly
populated by the young and those who are in a hurry, KFC enjoys a large number of sales every
day.
KFC works on the flow of good operation techniques. Good Operating Manager leads to Good
Team Selection to Good Services to Good Targets to Good Revenues through the following
internal strategies
1.
2.
3.
4.
5.
Training
Incentive based targets
Recognition for good work
Performance based bonus
Employee benefits to keep them motivated
Promotion:
KFC always believes in keeping its outlet in premium areas as well as in malls and shopping
complexes. These KFC outlets can also carry out delivery for online orders of KFC. As a result,
KFC covers both online and offline deliveries.
Free home Delivery strategy - They provide free home delivery to offices & homes
(select countries)
Accessibility - Resulting in several outlets to cater to the needs of people in & around
the city.
Hectic lifestyle - Due to the hectic lifestyle of office goings individuals the fast food
concept saves time of preparing food and gives the customer a full meal quickly.
Promotion is the method used to inform and educate the chosen target audience about the
organization and its products. Using all the resources of promotion like Advertising, Sales,
Promotion, Public Relations, Events, Coupons, Discounts and Bundled packages. At KFC,
Promotion is the main tool to bring all chicken lovers attention towards its delicious one-of-akind product, the Fried Chicken.
Advertising: The logo of the smiling Colonel is probably one of the most recognized faces in
the world and instantly brings the image of fried chicken to ones mind. KFC and its jingle,
finger lickin good is a frequent announcement on televisions, billboards, flyers. The concept
of showing a normal customer deeply involved in devouring his piece of chicken usually turns
on the drool factory in everybodys mouth and makes them rush to the nearest KFC. In India
where chicken lovers are plenty abound these ads featuring normal people connect instantly
and create a rush at their outlets. Using the following methods KFC spreads its message of
finger licking good chicken.
Using Reminder advertisements KFC stimulates repeat purchases of its products. The company
anthem finger linkin good is just a wakes up call to the consumer to remind them how good
they felt the last time they ate KFC chicken. Sponsorship is another tool to strengthen an
organizations image.
Sales Promotion: All KFC outlets offer its customers with various forms of incentives to buy
its Chicken. Using coupons that one can acquire after spending a particular amount over a
period of fixed time, customers can enjoy the benefits of free meals or free add-ons.
Additionally they provide meal vouchers and exciting offers in their print ads, which the
customer must cut and bring along.
KFC Pinterest
Loyalty Programme
KFC Colonel's Club Loyalty eClub Colonel's Club Freebies, Discounts, Coupons, Gifts,
Specials & Promotions:
When you join the KFC Colonel's Club Loyalty eClub you will receive coupons,
promotions, and recipes throughout the year via e-mail to use at KFC restaurants throughout
the U.S. KFC refers to its Colonel's Club eClub as "an ancient and venerated order of fried
chicken enthusiasts from across the globe."
Currently there are no signup freebies, discounts, coupons, gifts, specials, promotions
or specials offered to new KFC Colonel's Club members at signup - just a welcome letter to
your email and an invitation to "tell us a bit about yourself," but with no link provided to do
so. The purpose of most restaurant customer loyalty programs, is to show appreciation to
frequent diners and to encourage repeat visits.
This has been done very interestingly. KFC has come out with an image recognition
technology to share through a short video, the story of Pinky, Raju and Gopal symbolizing
many other children who spend hours every day in search of food.
The buckets also depict characters; using image recognition technology, customers can
visit www.addhope.in, point their camera at the characters and be directed to the stories of
Pinky, Raju and Gopal which represent the stories of underprivileged children in India.
This is what Rahul Shinde, MD, KFC India said, Hunger is a very real and big
challenge at least 3,000 children die every day from poor diet related illness. The fact that
millions of children go to bed hungry every night means that they are unable to grow, learn and
thrive. It is a critical cause to unite behind. We couldnt be happier to announce that through
the month of October, we will contribute towards fighting hunger from the sale of KFC buckets
across 300+ stores and online. By making all our buckets, add HOPE buckets and carrying
audio visual stories of hope on them, we want to call on more people to support the cause. The
more they do the more hungry children we can help feed.
add HOPE is KFCs good purpose initiative that will continue to create awareness and
raise funds through beneficiaries like World Food Program (WFP), India FoodBanking
Network (IFBN), SMILE Foundation and Responsenet associated Feeding programs
nationally. Together with these organizations, KFC aims to provide 20 million meals to
underprivileged children by 2020.
So this month, each time you order an add HOPE bucket, KFC will contribute up to
Rs.5 towards feeding a hungry child. Those who wish to contribute in another way, they can
add Rs. 5 to their bill.
KFC was featured among the top 5 socially devoted brands by Social Baker; post
sentiment grew to 93%.
Engagement rate became 3 times the industry average.
Placed among the top 5 fastest growing social media brands in the country.
Re-Colonelization
"Re-Colonelization" - a public re-commitment to quality, involving employee retraining and a
new satisfaction guarantee.
The Re-Colonelization - and the repositioning of the Colonel as a figure of authenticity at the
center of the brand - attempts to recalibrate KFC by returning to its roots.
Re-Conlonelization a public recommitment to quality involving national employee retraining
and a new satisfaction guarantee - and an endless parade of Colonel Sanders, KFC is eager to
prove it makes chicken the "hard way."
KFC U.S. president Jason Marker announced that the chain is undergoing a process theyve
chosen to call Re-Colonelization. Not to be confused with recolonization, the term refers
to KFCs efforts to refine its cooking process and ensure customers receive Colonel-quality
fried chicken.
Extra Crispy
Unlike the Original Recipe, Extra Crispy Chicken is double breaded and open fried. This
creates a crunchier chicken, which Hochman says most Americans actually prefer compared to
the Original Recipe chicken - despite the fact that many don't realize it's an option.
https://www.youtube.com/watch?v=OmNSHVXEPE0
The ads show Hamilton as Colonel Sanders preparing Extra Crispy Chicken by hand on the
beach, in the same way it is prepared in each KFC location. It's a little detail, but, for KFC it's
part of a larger move to put the food front and center - and convince customers that the chain
serves authentic, reliable food.
Extra Crispy Chicken is fried to a golden brown. George Hamilton isn't fried to a golden brown,
but he is tanned to a golden brown was said by KFC CMO Kevin Hochman.
$20 Fill Up
KFCs Extra Crispy $20 Fill Up has 8 pieces of crunchy Extra Crispy chicken, a large cole
slaw, 4 biscuits and 2 large mashed potatoes and gravy to keep those friends feeling satisfied.
https://www.youtube.com/results?search_query=%2420+fill+up+kfc+commercial
In the ad, we see a vocally challenged man telling his friend that he should go watch a movie
with their other friends, as hell have more fun there. When the friend asks him why, he replies
that he cannot talk. However, the friend jibes him, asking then who has been chattering on for
all this time, lightening the mood.
Talking about the new campaign, Lluis Ruiz Ribot, Chief Marketing Officer, KFC
India said, Friendship has always been one of the most important and deep relationships in
the lives of the youth. At KFC, we want to inspire people to have a different take on it, by
championing diversity in friendship. We believe that the more unlike your friends are from
you, the richer the friendship is. Thats why in the new campaign we feature stories about
friends that are different, yet together.
The Friendship Bucket
Just like the ad highlights friendships between different people, the Friendship Bucket brings
together four different preparations of chicken in one massive bucket.
Get together with your buddies over the new KFC Friendship Bucket: 4 types of chicken, 1
special bucket!
The bucket contains 3 pieces of hot wings, 3 pieces of hot & crispy chicken, 3 pieces of
boneless strips and popcorn chicken. Its available across India for Rs399 plus taxes.
# 2 KFC India WOW@25 Digital Campaign
Objective
To promote the newly launched KFC WOW Menu and emphasize its price point.
Solution
KFC India WOW@25 Digital Campaign answered an oft-asked question: What KFC treats
can you get with the money in your wallet? We used Augmented Reality on smartphones and
on the web for the campaign. On scanning any currency note with the app or microsite, KFC
WOW Menu delights, based on the money, appeared on the note itself. Users also played an
entertaining quiz to win awesome prizes.
Outcome
The app acquired 35,000 downloads while the site received 1.5 lac hits. Fone Arena, The FWA,
Daily App Review, Mid-Day spotlighted the campaign. The app even stood No. 1 on the iTunes
stores Whats Hot section.
Solution
With KFC Curry Crunch, the worlds beloved KFC chicken got an Indian tadka. It captured
the tastes of the Indian palate with its indigenous flavours. To capture this vibe of Indianness,
Blink created the Currycature App on Facebook. Currycature is a portmanteau of the words
Curry and Caricature. Using the Facebook app, KFC fans created Indian caricatures by
embellishing their photos with ethnic styles and accessories thus encapsulating the diversity of
Indian culture. Eight quirky, Indian characters were illustrated to serve as backgrounds for the
Currycatures. The design also incorporated Indian elements and motifs.
Outcome
The Currycature app was a resounding success with over 17,264 Currycatures being made. It
received tremendous adulation on KFC Indias Facebook page and was applauded by many of
the leading social media blogs like Social Samosa and Lighthouse Insights.
# 4 KFC india and blink digital launch a power packed plate of hope campaign to fight
hunger
KFC India has launched add HOPE - an initiative to fight hunger in the country, at an event in
Hyderabad. The program is now being amplified through KFC's digital and social media
channels.
To help contribute towards fighting hunger in India, Blink Digital added another leg to KFC's
add HOPE with the 'Plate of Hope' digital campaign.
# 5 KFC, meanwhile has been at the forefront of several unique initiatives a few months
ago it tied up with Mumbais dabbawalas to promote its five-in one boxes
# 7 KFC India Promotes Krushers With Fan Generated Facebook Graphic Novel And
Interactive YouTube Channel
A look at the social media efforts by KFC India for Krushers promotions - Facebook app
where fans can create their own graphic novel and an interactive YouTube channel to
experience the Krushers effect.
KFC seems to be on a social media ride in the country. With cool digital campaigns that are
youthful and appealing to the social savvy teenager, the quick service restaurant brand is on
its way to being social. Adding to the bevy of digitally driven campaigns by KFC is the new
app on its Facebook page where fans can create their own graphic novel and be the superhero
too. Also, an interactive video on the brands YouTube channel lets viewers experience the
effect of having a KFC Krusher.
There are cool incentives too the best graphic entry for each novel will win an Xbox 360, in
addition to daily prizes of KFC vouchers worth Rs. 500 and a printed edition of their graphic
novel. So go on, make your very own graphic novel using your own photos and dialogues.
4. Brand Exploratory
4.1 Brand Competitive Analysis
You cannot enjoy the business without competitors. No organization can afford to
ignore their competitors. It is very important for a marketing managers to monitor the activities
of their competitors, what they are doing? KFC adopted such sort of strategy that there is no
competitor for spicy chicken, which is made by KFC. Always KFC beats its competitors
through the revising marketing strategy at every movement but the main competitor of KFC is
Mc Donalds.
1. Mc Donalds is the direct competitor for KFC since because they also offer burger
with chicken but at low cost. Subway in the way of offering subs with chicken
becomes competitor for KFC.
2. Pizza hut and Dominos also becomes competitor for KFC. Even recently Dominos
had come up with burger pizza which is the threat for KFC
3. Starbucks after emerging into India, Its major competitor was Caf Coffee Day but
Starbucks become a competitor to KFC because both offers Beverages
Salience:
1.
2.
3.
4.
Performance:
1. Characteristics and Features:
Differs on product line (krushers , rice bowl)
KFC differs in packaging, KFC's famous paper bucket.
Serving Beverages and fries with Burgers
Internet access
Home delivery
Discounts and offers
2. Price:
Moderate pricing
Discounts on Wednesday
3. Service:
Quick Service Restaurants
Self Service
4. Style and Design:
KFC differs in packaging, KFC's famous paper bucket.
KFC do unique paper packaging for take away.
Imagery:
1. User Profile: Kids and Youngsters
2. User Situation: hungry and want to eat chicken
3. Personality: Fun of eating and to share the taste with friends
Judgements:
1. Quality: Good Quality
2. Consideration: Better Service
3. Superiority: Convenient
Feelings:
1. Convenient
2. Cozy
3. Prestigious by eating western food
Resonance
1. Loyalty
Loyal customers with high repeat purchase rate are the people who prefer chicken than
burgers
Customers have both Attitudinal and behavioural Loyalty
2. Attachment
Customers love the brand KFC
Customers feel the brand KFC is special to them
Whenever customers thinks of Chicken They remember KFC
3. Community
KFC have social media community like Facebook and twitter
4. Engagement
Customers who like KFC follows the brand closely
Customers like to visit KFC website
5. Recommendations
Judging KFCs growth Strategy
KFC India puts chicken back in the centre of the menu and posts 13% rise in sales said Rahul
Shinde, MD on October 13, 2016.
Rahul Shinde, managing director at KFC India, attributes the fast food chains turnaround
after eight quarters of slump largely to a revival of its business strategy over the last 12-15
months when it shut 30 stores, tweaked its menu to bring focus back on chicken, and
consolidated operations with the help of its partners. In September last year, a consortium of
four private equity funds led by Samara Capital bought out over 300 stores of Pizza Hut and
KFC both owned by the worlds largest restaurant company Yum Brands that were earlier split
up between various small independent franchisee partners. Samara formed a new entity,
Sapphire Foods, under which these outlets were consolidated. KFC posted 13% increase in
sales for the July-September quarter in India, perhaps the highest among western style quick
service-restaurants.
But novelty of western fast foods is waning. What are you doing to get consumers
interested?
Rahul Shinde replied, what we needed is to give consumers reasons to come back to KFC. The
one big change has been that we have brought chicken back to the forefront thats what we
have been famous for across the world. That has been one of our biggest catalysts over the past
12-15 months. Innovation, formats and flavours, conversation. All that is now centered on
chicken and weve got a lot more serious about it than we were in 2014 and early 2015. Nearly
three-fourths of our menu is now based on chicken. Weve also dialled up our focus on meals.
To go after chicken in a big way, we had to make choices. We have rationalised our menu and
delisted
some
egg-based
products
and
the
paneer
zinger.
Consumers are cutting back on or downsizing discretionary spending; why is KFC not
visible on promotions to bring in volumes?
Rahul Shinde replied, we dont want to offer value based on a coupon or a text message which
the consumer got that morning. We took a decision that we are not going to engage in any type
of couponing or buy one, get one free offers. Instead, the focus has been to offer value to
consumers through the week, not linked to coupons or free offers, so that the expectation of the
consumers
from
us
is
consistent.
country in a meaningful way. We are not necessarily pegging a number in terms of how many
restaurants we want physically. But were looking at how we want to continue growing the
brand without slowing the pace down. Its a tough forecast to make.
5.1 Strategic Recommendation
The brand KFC have positioned from Tasty to Freshly Prepared. Being a
processed food quick service restaurant it positions itself as freshly prepared. The problem is
customers wants to stay healthy so, KFC can only be successful if it include Healthy feature
into its positioning. Kentucky Fried Chicken has its own uniqueness and stands alone by having
secret 11 spies. KFC is a very strong brand which fits exactly into the customers mind.
1. Healthy QSR
As customers are becoming more and more health conscious and their taste is shifting towards
healthy foods, KFC should also position them as Healthy Fast Food chain. They should
connect to customers with the new message and make their existing customers conscious about
health too. This way KFC can retain their existing customers and also enter into a new market
segment.
2. Product Design
KFC India should use the customization strategy for their products. The morale behind this is
that people will choose what ingredient they wanted for their products, they will do it
themselves. By doing this, the company can reduce their cost, because not much people is
needed in preparing the food at the back when they get order, all they need to do is to prepare
the food earlier, put in on places and people will do it themselves, the next thing theywill do is
to calculate how much to be charged. Not only this, customer will be more satisfied if they can
choose what they want to eat, and health conscious customer can have more choices in dining,
because they are not restrained from eating things that they do not want.
3. New Product Development
By new product development KFC India can come up with New Products customized to India.
Introducing new recipe with local taste. In touching peoples heart, people will like KFC more
than any other fast food restaurants. Market share thus will be further increased.
4. Pricing for existing products maintain
Suggested recommendation for KFC would be continue maintaining the current price of
existing products. Changes in prices will not benefit KFC because charging the products with
lower prices might lead to customers perceptions that the food quality will decrease while
charging prices for the products too high might cause the customers to switch their preferences
to competitors quick service restaurants like Mc Donald.
5. Advertising
Suggested recommendation for KFC would be continue maintaining advertising on the
television, newspaper, radio and internet. Moreover, KFC is highly recommended to promote
their new product advertising in public transport such as the bus walls in order to increase the
customers awareness about their launching new product.
6. .Brand Architecture
Suggested to maintain same strategy of branded house. They can go for line extension and also
product extension(eg:Krushers, KFC sunscreen).
7. CSR
Since KFC is involved in killing Chicken, They must definitely engage in CSR activities related
to animals and environment.
8. Market Penetration
KFC should penetrate into the semi-urban markets. They should open their quick service
restaurants in semi urban areas by which they can increase their coverage.
5.2 Tactical Recommendations
1. Service Delivery
KFC can go with door to door delivery of their orders so that they can improve their customer
base. Since most of the QSR have home delivery, KFC can also go for home delivery to attack
its competitors.
2. Renovating the Store
KFC stores need to be renovated. KFC stores must have something catchy that attacks the
customers eyes and they should have comfortable seating chairs.
6. Conclusion
The Brand Audit is performed for the brand KFC which is a subsidiary of Yum and
recommendations are listed. KFC have create strong brand knowledge and brand association
in the mind of the customers. The brand KFC have positioned from Tasty to Freshly
Prepared. Being a processed food quick service restaurant it positions itself as freshly
prepared. The problem is customers wants to stay healthy so, KFC can only be successful if it
include Healthy feature into its positioning. Kentucky Fried Chicken has its own uniqueness
and stands alone by having secret 11 spies. KFC is a very strong brand which fits exactly into
the customers mind as long as KFC focus on chicken.
Reference
https://online.kfc.co.in/
http://kfc.co.in/menuwow.php
http://kfc.co.in/Promotions.php
https://www.youtube.com/user/KFCinIndia
http://economictimes.indiatimes.com/topic/KFC
https://www.facebook.com/KFCIndia/?fref=ts
https://www.instagram.com/kfc/?hl=en
https://www.instagram.com/kfcindia/
https://www.linkedin.com/company/kfc
https://www.youtube.com/watch?v=OmNSHVXEPE0
https://twitter.com/KFC_India?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5E
author
https://www.youtube.com/watch?v=NVuNcDOZGlA
http://hubpages.com/business/PR-Campaign-of-KFC
https://www.thebalance.com/kfc-loyalty-e-club-coupons-2892077
http://phylonetworks.blogspot.in/2014_12_01_archive.html
https://www.zomato.com/ncr/kfc-sector-38-noida/reviews
http://kentuckyfriedbloggin.blogspot.in/
http://www.mouthshut.com/product-reviews/Kentucky-Fried-Chicken-reviews-925009819
https://www.glassdoor.co.in/Reviews/KFC-Reviews-E7860.htm
http://lighthouseinsights.in/kfc-india-curry-cature-facebook-campaign.html/
http://lighthouseinsights.in/kfc-india-krushers-social-media-campaign.html/
http://cargocollective.com/alexandrepias/KFC-ID
http://indiatoday.intoday.in/story/mumbai-dabbawalas-kfc-campaign-mealboxes/1/629611.html
http://www.campaignbriefasia.com/2016/05/kfc-india-and-blink-digital-la.html
http://kfcwow25.com/
https://www.youtube.com/user/KFCinIndia
https://www.hungryforever.com/kfc-india-rolls-out-ad-for-its-new-friendship-bucket-withfour-types-of-chicken/
https://www.youtube.com/watch?v=Ml2cd2qwIpI
http://www.campaignindia.in/video/kfc-sparks-hope-for-hungry-children-to-contribute-partof-sale-proceeds/430549
http://www.campaignindia.in/video/kfc-celebrates-differences-that-make-friendship-speciallaunches-friendship-buc/427640
http://www.slideshare.net/rakeshbansal882/mcdonalds-vs-kfc-45012235
http://www.espncricinfo.com/magazine/content/story/523649.html
http://www.kfc.co.nz/whats-new/kfc-%E2%80%93-official-restaurant-of-the-icc-cricketworld/
http://www.iol.co.za/sport/cricket/csa-kfc-to-continue-t20-partnership-1986865
http://www.business-standard.com/article/companies/kfc-is-west-indies-champions-trophysponsor-106100300051_1.html