BRAND PERCEPTION:

BRAND SCAN: KFC

1. PRODUCT
Look: Usually light brown in colour. The pieces are floured or battered and then pressure fried.
The breading adds a crisp coating or crust to the exterior of the chicken. Generally the chicken is
cut at the joints, and the bones and skin are left intact. The look differ as per the variety of the
item. KFC Hot Wings feature wing sections of chicken lightly breaded in seasonings and deep-
fried until crisp. Whereas Popcorn Chicken is consists of small, "bite-sized" pieces.

Taste: The food is freshly prepared using only the highest quality ingredients and thus tastes
absolutely delicious and picante.

Smell: Seasoned with Sanders' recipe of 11 herbs and spices. The aroma of it's signature sauces
and mayonnaise is also common.

Feel: Solic and crispy chunks of chicken.

Packaging: Larger portions of fried chicken are served in a red cardboard bucket, along with
spoons, forks and tissue papers. All the board and Plastic packaging are recyclable and Food Safe.

Price: Approximately around Rs. 500 for 2 people. The menu prices are now inclusive of GST.

Recipe:

1. Preheat fryer to 350°F. Thoroughly mix together all the spice mix ingredients.

2. Combine spice mix with flour, brown sugar and salt.

3. Dip chicken pieces in egg white to lightly coat them, then transfer to flour mixture. Turn a few
times and make sure the flour mix is really stuck to the chicken. Repeat with all the chicken
pieces.

4. Let chicken pieces rest for 5 minutes so crust has a chance to dry a bit.

5. Fry chicken in batches. Breasts and wings should take 12-14 minutes, and legs and thighs will
need a few more minutes. Chicken pieces are done when a meat thermometer inserted into the
thickest part reads 165°F.

6. Let chicken drain on a few paper towels when it comes out of the fryer. Serve hot.

Marketing: In India KFC do not advertise it's products that aggressively because people
recognise KFC due to its reputation in other countries. They promote their products through
special packages. They promote their products through billboard, pamphlets and other
widespread media channels like print and television. KFC by its advertisements derives the
desire in the customer to come and savour the food.

2. IMAGE
Usage: All days of the week. An upsurge in consumption during weekends.

User: People from Upper and upper-middle socio-economic background within the age range of
18 to 44 years.

Lifestyle: Sumptuous and a moderately ample lifestyle.

Personality: Ambitious, self-confident and extrovert.

Benefits Desired: Taste and value for money.

Icon:
Idea: To sell food in a fast, friendly environment that appeals to price conscious, health-minded
consumers.

Slogan: Need to change mood? KFC is 'so good'.

Celebrity: This brand doesn't endorse any influencer marketing.

Share of mind: KFC is considered one of the best chicken brands and potential of having huge
mind share of people. It is one of the most successful food chains worldwide, in places like India
and throughout Asia, it is huge. Worldwide, it's one of the biggest, and still has a lot of room for
growth.

3. CUSTOMER
Current users: High-schoolers, college and university students and young professionals.
Non-users: Senior citizens and kids below 5 years.

Frequency: On days of exclusive deals and offers, during after-office hours and weekends.

Mass: Young people within the age of 23-32.

4. VISUAL
Logo: The KFC logo signifies the founder of KFC, Colonel Sanders. The text is written in a
combination of bold and italic.

Color: The colour is predominantly red and white, and features light beige to represent The
Colonel's skin tone.

Urban/Rural: Mostly in cities, but these days, also present in suburbs.

Website: https://online.kfc.co.in

Showroom: The first KFC outlet in India was opened in Bangalore in June 1995 and from 30
outlets, the number has grown to 296 today.

5. GOODWILL
KFC has been able to:

1. Build an organization dedicated to excellence.

2. Consistently deliver superior quality and value in the products and services.

3. Maintain a commitment to innovation for continuous improvement and grow, striving always
to be the leader in the market place changes.

4. Generate consistently superior financial returns and benefits it's owner and employees.

To establish in India the position as leading WQSR (Western Quick Service Restaurant) chain,
serving good value. Innovative chicken-based products. Consistently, providing a pleasant dining
experience, with fast friendly, in a clean and convenient location.

KFC is the world’s No.1 Chicken QSR and has industry leading stature across many countries like
UK, Australia, South Africa, China,USA, Malaysia and many more.

KFC is the largest brand of Yum Restaurants, a company that owns other leading brands like Pizza
Hut, Taco Bell, A&W and Long John Silver. Renowned worldwide for it’s finger licking good food,
KFC offers its signature products in India too! KFC has introduced many offerings for its growing
customer base in India while staying rooted in the taste legacy of Colonel Harland Sander’s
secret recipe.

The staffs are very well mannered and assist their customers select their food by knowing their
preference.

KFC is innovative across it's media campaigns maintains healthy and stable media relationship.
6. CHANNEL
Repeat purchace: People keep coming back to KFC because of the unrivalled flavorsome taste.

Special offer: Every Wednesdays and on festive seasons. Discount coupons for users of apps like
LBB and little.

Internet: Mostly PPC and display ads.