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Company Background

Company Background . KFC founded by Colonel Harland Sanders in 1952 is now owned by YUM brands and is one of the most popular chicken and food restaurant in the world.

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Company Background

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  1. Company Background • KFC founded by Colonel Harland Sanders in 1952 is now owned by YUM brands and is one of the most popular chicken and food restaurant in the world. • KFC primarily sells chicken pieces, salads, wraps, drinks. While its main focus is fried chicken, KFC also offers a line of other products suiting to local palate. • Example : grilled chicken, Veg snacker. Etc • In India KFC opened in 1995 and are lagging behind in terms of sales and reach vis-à-vis chains like Mcdonalds and Dominos. • KFC opened its first outlet in Bangalore in 1995 by targeting upper middle class population.

  2. SWOT ANALYSIS STRENGTHS : • World’s largest restaurant company in terms of system restaurants, operates more than 15,000 units in 109 countries and territories around the world. • In 2011 KFC opened 101 new Restaurants in India. • It has the first movers advantage in India as the first brand to introduce fried chicken

  3. Weakness : • Lack of knowledge about their customers • Inconsistent quality of service at many outlets • Missing flavor of spices in the chicken • Opportunity: • India is essentially a young nation, 65% of the population is below 35 years of age. Urbanization and economic growth has led to increase in consumerism. • Fast-paced lives has to led to increase for conviencefood.

  4. Threats : • Competitors like Pizza Hut, Mcdonalds and domino’s • Indian recipes like Tandoori chicken.

  5. BEST SELLING PRODUCTS Zinger Burger Chicken bucket Zing Kong Box Krushers Chicken popcorn Hot Wings Fiery Grilled

  6. PRICING In the early rise of KFC they focused on the upper class but slowly are introducing economy needs. It prices its burgers, French fries and soft beverages with relation to its competitors. The chicken buckets are priced Rs 141, 247, 517,719 respectively. Zing Kong Box Rs 149, chicken burger Rs 65, veg rice meals Rs 99.

  7. PROMOTION • Advertising- KFC’s tagline “ finger licking good “ has made people learn that its related to good taste. The Logo of smiling Colonel instantly brings the image of KFC to ones mind. • Active on Social media- recently held a exciting contest on facebook called Design your own bucket and win Iphone, Samsung galaxy note and Sony PSP. • Coupons, Discounts and Bundled packages

  8. For Sales Promotion KFC introduced their goods like watches, Mugs, keychain, t-shirts etc.

  9. Target Market • The main target segment of KFC are young adults in the age group of 18 to 25. College students and young working adults. • Upper middle class • Loves to socialize, outgoing, carefree. • Hardcore non-vegetarian • These Costumers are living a fast-paced lives in which they have to balance the heavy demands of work and life. As a result of this, lunch and dinner occasions are becoming shorter and the thing that has the greatest impact on their choice of food and dinner purpose is convience.

  10. Client Board

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