Project Report On CONSUMER BEHAVIOUR OF KFC

Submitted in Partial Fulfillment of the requirement of Bachelor of Business Administration (BBA-GEN) Guru Gobind Singh Indraprastha University

Under the Guidance of: Submitted By:

Dr.Ashita Sharma: Varun Gupta Enrolment No.: 0110601710

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Evaluation Certificate
This is to certify that the project titled “Consumer Behavior of KFC” submitted by Varun Gupta of BBA (GEN), Semester III of Ansal Institute of Technology, Gurgaon affiliated to Guru Gobind Singh Indraprastha University, Delhi has been examined by the following examinee.

INTERNAL EXAMINER EXAMINER

EXTERNAL

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is an original work of the undersigned and has not been reproduced from any other source. which has been submitted to Guru Gobind Singh Indraprastha University.Declaration I Varun Gupta of Bachelor in Business Administration (BBA) hereby declare that the project work titled Consumer Behavior of KFC. Gurgaon (Varun Gupta) 4 . Date: Place: Ansal Institute of Technology.

I am highly indebted to Dr Ashita Sharma for her guidance and constant supervision as well as for providing necessary information regarding the project and also for her support in completing the project.ACKNOWLEDGEMENT A lot of hard work and effort has gone into this project. it would not have been possible without the kind support and help of many individuals. I would like to express my gratitude towards my parents and member of Ansal Institute of Technology for their kind co-operation and encouragement which help me in completion of this project. My thanks and appreciations also go to my colleagues in developing the project and people who have willingly helped me out with their abilities. However. I would like to extend my sincere thanks to all of them. (VARUN GUPTA) 5 .

9. 5. 6. 5 8 12 18 19 21 22 39 40 85 89 6 .OVERVIEW RESEARCH OBJECTIVES LITERATURE REVIEW METHODOLOGY OF STUDY STUDY RESULTS AND ITS INTERPRETATIONS CONCLUSION RECOMMENDATIONS QUESTIONNAIRE BIBLIOGRAPHY Page No. 8. 11.No. 2. Topic 1. 10. 4. 7.CONTENT S. 3. PREFACE INTRODUCTION INDIAN FAST FOOD INDUSTRY.

After clocking 40% growth during the past five years. driven by the massive success of its flagship brand Pizza Hut here. According to the findings of the latest online survey from ACNielsen. most notably the ill-fated launch of KFC in 1995 in Bangalore. The incidence of Fast Food consumption in urban India is accelerating much faster than most people anticipated. the urban Indian acquiring a more ‘global palette’ have catalyzed its consumption. new types of cuisines and new menu choices. The fast food business has become ever more competitive. fast food will probably find itself the default choice. eating habits are changing rapidly. This will see an increasing proportion of inhome food and beverage consumption migrating outdoors. in terms of frequency of fast food consumption. global food retailing major Yum! Restaurants International is now aiming really big in India. Of these 37% of adult Indian population do so at least once a week. with various multinational fast food chain operators expanding into new geographies daily. While eating fast food may have been uncharacteristic earlier. Changing lifestyles. This makes India one of the top 10 countries amongst the 28 surveyed. a willingness to spend and. over 70% of urban Indians consumes food from take-away restaurants once a month or more frequently. As fast food consumption moves from being an impulse led occurrence to a part of everyday life. an altered view towards out-of-home meals. The launch got mired in a controversy. Yum’s decade long affair with India went through some teething problems. almost a third of urban Indians now claim to opt for fast food even for breakfast. Riding on the consistently impressive performance of the past one decade. along with the emergence of new players. 7 . Yum wants to log in a massive eight-fold growth in the next decade.PREFACE The Fast Food phenomenon has finally come of age in India. As the rapid pace of an urban lifestyle exerts its demands. most importantly.

7 lakh people walk into KFC outlets across the country every week. And to make this possible a better understanding of KFC consumers was required. Brands have personalities that can scream quality. After preparing the questionnaire and selecting the respondents for the survey. and which are important What cross category opportunities are there How loyal are category buyers • • • The study was conducted in two phases. over 1. Knowing how consumers view your brand is critical to developing the brand through a more effective marketing and promotion strategies. and today.but the company has managed to put that behind and has been recording an impressive double digit growth since then. The study was undertaken to generate information on the lines of • • • • • • • Who is buying my brand / category Who are the heavy category buyers Why do consumers choose my brand Do consumers understand what my brand stands for How do they spend money on eating. The first phase was carried to profile customers of KFC and Mc Donald’s. KFC will be the mass brand with focus on tasty food. A major part of the India strategy is the allocation of clear roles to Pizza Hut and KFC to deliver on the vision. great taste. Questionnaire included demographic profile and behavior-based profile mainly in for of open-ended questions.out? What motivates consumer to purchase What is my brand personality perceived as and how does it compare to the competition What other categories interact with mine. Through marketing and sales techniques. real value or other attributes. it was 8 . it is possible to improve and change consumers’ perceptions of a brand. The study was conducted at KFC and McDonald’s outlets in Noida and Rajouri and covered 100 Respondents for each.

Original Recipe. It improved my understanding of various concepts and the most valuable input was the ability to integrate classroom learning with on-field learning. It was an enriching experience and I was able to learn a lot from the project. and also the need states it satisfies. the day part and occasion when it is consumed. The complete analysis and other results are included in this report. Hot & Crispy Chicken. the product as it stands for in minds of people. The most important reasons being “to catchup with friends” and “being in the area”. Zinger Burger and Chicken in a Bucket. These further helped devise a positioning strategy for each of these products so as to give them a personality of their own which will stand out in customers minds the moment they think of food. Chicken Crunch Snacker. We came to know that the present key customers are young adults either executives or students who come with friends in groups of 2 to 5. The Key findings were the Key target segment for each product.thought best to get the questionnaire filled by personally interviewing the people eatingout upon their exit from these joints. The survey was an eye opener of sorts in many respects as the agency got many valuable insights from the extensive research carried out. The fast food industry is all set to grow at a scorching pace and it is an honor to be involved with an International Player in that segment and do this project on their ad-agency’s behalf. Data also indicates that there is a high inclination of KFC consumers to also visit Mc Donald’s while very less inclination of Mc Donald’s consumers to visit KFC The second phase was carried out was an In-store exercise with a sample size of 270 respondents and focused on 6 main products of KFC and understanding of their consumers. The products were Chana Crunch Snacker. 9 . The store mainly attracts customers from limited neighboring areas. The frequency of eating out is very high among KFC consumers most of who are non-vegetarians.

in a fashion which minimizes cost. Often this food is referred to as fast food. selling hamburgers for five cents apiece. or reheated to order. In response to increasing backlash against "fast food". Many fast-food restaurants are part of restaurant chains or franchise operations.. which ship standardized foodstuffs to each restaurant from central locations. The American company White Castle is generally credited with opening the first fast-food outlet in 1921. such as stands or kiosks. shifting to the term quick service restaurant (QSR for short). Ancient Roman cities had bread-and-olive stands. the idea of ready-cooked food to go is as old as cities themselves. with unique variations from culture to culture. by contrast. East Asian cultures feature noodle shops. There are also simpler fast-food outlets.e. Modern commercial fast food. and by minimal service. is often highly processed and prepared in an industrial fashion. on a large scale with standard ingredients and standardized cooking and production methods. which may or may not provide shelter or chairs for customers History: Although fast-food restaurants are often seen as a mark of modern technological culture. i. The modern history of fast food in America is connected with the history of the hamburger. It is usually rapidly served in cartons or bags or in a plastic wrapping. lies in serving one or two basic ingredients that can be cooked in batches and served quickly on the spot. Food Preparation: The convenience of traditional street food around the world.INTRODUCTION Fast Food: A fast-food restaurant is characterized both by food which is supplied quickly after ordering. In most fast food 10 . the industry has been trying to move the public away from that term over the past five years. Flat bread and falafel are ubiquitous in the Middle East. Consumers still refer to the restaurants as fast-food restaurants despite the industry's efforts to change them The food in these restaurants is often cooked in bulk in advance and kept cold. as the earliest fast-food outlets sold hamburgers as their primary product.

Most fast food in the developing world. for example. multinational chains are considerably more expensive. In Egypt and Saudi Arabia. Additionally. This requires a high degree of food engineering. these concessions to local practice have not quashed criticism. McDonald's in India. a longtime fast-food critic) over the past decade. uses lamb rather than beef in its burgers because Hinduism traditionally forbids eating beef. uniformity and low cost. however. cooked (usually by microwave or deep-frying) or assembled in a short amount of time. all menu items are halal. the use of additives and processing techniques that substantially alter the food from its original form and reduce its nutritional value. Changes: Fast-food chains have come under fire from consumer groups (such as the Center for Science in the Public Interest. 11 . they usually are frequented because they are considered chic and somewhat glamorous and because they usually are much cleaner than local eateries Nutritional Value: Because the fast food concept relies on speed. However.operations. Many regional and local chains have developed around the world to compete with international chains and provide menu items that appeal to the unique regional tastes and habits. Multinational corporations typically modify their menus to cater to local tastes and most oversees outlets are owned by native franchisees. but is also the key to being able to deliver the order quickly to the customer and eliminate labor and equipment costs in the individual stores. multinational fast-food chains are not the only or even the primary source of fast food in most of the world. International Chains: Fast-food restaurants are popular in the United States. the source of most of its innovation. fast food products are often made with ingredients formulated to achieve a certain flavor or consistency and to preserve freshness. In the developing world. menu items are generally made from processed ingredients prepared at a central supply facility and then shipped to individual outlets where they are reheated. This process ensures quality and consistency of product. is provided by small individual mom and pop eateries.

McDonald's has announced that in March of 2006. World over. fast food is popular and commercially successful in most modern societies. customer service and novelty. e. and directly opposes laws and habits that favor fast-food choices. This movement seeks to preserve local cuisines and ingredients. and excessive consumption can lead to obesity Exploitative advertising and marketing are used. some people see these moves as a tokenistic and commercial measure. the chain will include nutritional information on the packaging of all of its products Consumer appeal: Fast-food outlets have become popular with consumers for several reasons. particularly among younger people with more varied tastes Criticisms: Because of its convenience. its predictability can be reassuring to a hungry person in a hurry or far from home. salads and fresh fruit. these companies can deliver food to consumers at a very low cost. American and American-style fast food outlets have been popular for their quality.. However. One is that through economies of scale in purchasing and producing food.g. but it is often criticized for having the following shortcomings: • • Many popular fast-food menu items are unhealthy. In addition. Among other things. Many consumers nonetheless see them as symbols of the wealth. especially directed at children (which can have an adverse effect on their eating habits and health) 12 . it strives to educate consumers' palates to prefer what it considers richer. progress and well-ordered openness of Western society and therefore become trendy attractions in many cities around the world. more varied and more nourishing tastes of fresh local ingredients harvested in season Some of the large fast-food chains are beginning to incorporate healthier alternatives in their menu.Some of the concerns have led to the rise of the so-called Slow Food movement. rather than an appropriate reaction to ethical concerns about the world ecology and people's health.

low-benefit employment model. promoting exploitative labor practices throughout the food and food service industry • Its franchising scheme (royalties) 13 .• It causes environmental damage through excessive packaging and clearing forests for animal rearing • It reduces the diversity of local cuisines • It survives on a low-wage.

Indian customers viewed the product sold by McDonalds not 14 . when its executives started making exploratory trips. Most Indians thought McDonald's was expensive. In 1998. and yet did not lose its identity? In 1997. While McDonald's was establishing itself Domino's faced tough competition when it entered India. By 1994. The 'bland' taste of its preparations didn't go down well with the Indian palate. Meetings with agriculturists were conducted with a view to set up a supply chain.INDIAN FAST FOOD INDUSTRY. all this fructified when a 50:50 joint venture was entered between McDonald’s and Hardcastle Restaurants Pvt. The previous year. The home delivery concept that the company introduced had not yet caught on. and many didn't like the fact that it served only non-vegetarian meals. Vikram Bakshi (whose family was in real estate) entered into a JV with McDonald’s for Delhi. some international suppliers of McDonald’s had visited India to identify local partners. and opened its first restaurant in Bangalore. But they found it difficult to establish themselves. Finally. with homegrown players like Niruala's and Pizza Corner and MNCs like Pizza Hut and Wimpy's already having established themselves in the market. Globally. Besides. when it entered the Indian market. owned by Amit Jatia and his family. Similarly. Ltd. KFC has chosen to set up its own outlet in Delhi. McDonald's was facing several problems. In 1996.OVERVIEW In the mid 1990s. Domino's was in a dilemma about how it should position pizza . Pizza Hut entered in 1996.as a meal or a snack? How far should they go in indianising the pizza so that it had mass appeal. the company faced intense competition from domestic food chains. cleanliness and value) principle. However. McDonald’s began to look at the Indian market sometime in 1990. a spate of global fast food chains entered India hoping to capture a part of Indian fast food segment. McDonald's success had been built on its commitment to the QSCV (quality. service. Both partners signed the JVs in April 1995. Domino’s set up base in India by entering into a long-term franchisee agreement with the Bhartia brothers who had businesses in chemicals and fertilizers. Gaining acceptance locally and blending into the Indian culture proved difficult.

so was the case with ‘mutton’ burgers. The entry of Kentucky Fried Chicken (KFC) was greeted with protests of farmers. 15 . India was the first country to use the complete vegetable burger. This notion of value was something that could not remain unique. INDIANIZING ALL THE McDonald’s WAY It gain acceptance locally. doctors and environmentalists. and introducing variations and dishes that were not available at any McDonald's outlet anywhere in the world. was not able to do so. From the meticulous sourcing of raw materials and the elimination of beef and pork from its ‘desi’ menus to even segregating the vegetarian and non-vegetarian workers. creating the eggless mayonnaise vegetable burger. McDonald’s had to modify its menu – substituting mutton for beef in the burgers. But according to analysts. (something it had never done in any other market).as burgers per se but as fast service in a clean setting. and soon it wasn't a distinguishing feature of McDonald's anymore. the ‘family restaurant’ positioning didn’t come clearly in its communication. It wanted to position itself as a family restaurant and not as a teenage hangout. didn’t enhance its appeal. In early 1998. KFC was also thought to be expensive. KFC began to investigate whole issue more closely. Their findings revealed that KFC was perceived as a restaurant serving only chicken. McDonald’s seemed to be extremely orthodox in its approach. choosing names like McAloo and Maharaja Mac. consumers. Indian families wanted more variety. as its revenues did not pick up. and the impression that KFC had only one item on its menu. The fast food chain. Consumers saw it as a fast food joint specializing in a chicken recipe. Moreover. which initially planned to set up 30 restaurants by 1998. KFC’s failure was also partly attributed to certain drawbacks in the message it sent out to consumers about its positioning. Other fast food chains began to adopt the same 'fast and clean service' formula.

Tricon Global Restaurants. The company. so he moved across the street to a motel and 142-seater restaurant which he named "Sanders".500 in more than 100 countries and territories. the company announced it received shareholders' approval to change it's corporation name to Yum! Brands. His restaurant became so popular the state governor made Harland Saunders a Kentucky Colonel in honour of his fine contribution to state cuisine. PepsiCo. Laid head to 16 . Every day over 6. Following the owners' approval of his special KFC recipe. KFC has grown at a remarkable pace from one small roadside restaurant. In May 2002. KFC now offers great tasting meals and snacks in over 30. Long John Silvers. It was at the age of 40 working as a service station operator in Kentucky that the Colonel Harland D Sanders began to serve food to hungry travelers from his own living quarters. Taco Bell and Pizza Hut -.000 restaurants around the world. Colonel Sanders entered upon a handshake agreement. Using his last $105 Social Security cheque he set up Kentucky Fried Chicken. Inc. which owns A&W All-American Food Restaurants.the largest chain of chicken restaurants in the world. Pizza Hut and Taco Bell restaurants. announced the spin-off of its quick service restaurants -KFC. It was during this time that the Colonel devised his recipe for fried chicken using a secret blend of eleven Herbs and spices. his own chicken franchising business.into an independent restaurant company. Inc.5 million people make KFC part of their lives. travelling across the country from restaurant to restaurant cooking chicken for the owners and their employers. to an internationally renowned restaurant chain . Inc. KFC. but innovation and customer satisfaction are our passions” Since the 1950's.KFC HISTORY “Chicken is our business. is the world's largest restaurant company in terms of system units with nearly 32. Before long customers were turning up for food alone. In January 1997. which provided him with a nickel for every chicken the restaurant sold.

But the company has managed to put that behind and has been recording an impressive double-digit growth since then. This research is designed to confirm the feasibility of this fact and also find the key consumer’s demographic. The company plans to make it a mass brand. is not going to be chicken specific but for taste. with the KFC Hyderabad being a case in point. The Delhi outlet saw over 10. which is in the process of getting finalized. The other significant point is KFC’s efforts too woo vegetarians in India. ranging from local government charges that the restaurant sold carcinogenic foods laced with harmful monosodium glutamate.claw.000 storming into it in the first two days of opening! As a part of the growth strategy. unlike Pizza Hut’s franchisee model. When India’s first KFC (Kentucky Fried Chicken) opened in 1995. A major chunk of this operation will target big cities. and today. Also. This is just the beginning of the decade long plan for consolidating its position in here. its arrival sparked immediate controversy. to tens of thousands of farmers protesting against a suspected takeover of the locally based agricultural system. over 1. The positioning. as it wants to tap these markets first. especially Delhi and Mumbai. which indicates the beginning of the expansion spree.065 kilometres and would circle the earth at the equator 11 times. 17 . as KFC is present at only 12 locations. Combine the inclusion of vegetarian items and with the affordability platform. YIR plans to add about 20 more KFC footprints from the present 12 outlets. and its clear the company is ready to tweak its global positioning around tasty-chicken platform to woo Indian vegetarians. this expansion will be company-financed to a large extend. KFC chickens consumed worldwide would stretch 458. a first in the world. behavioral aspects and need states to fine tune the positioning strategy.7 lakh people walk into the 12 KFC outlets across the country every week.

Delhi. Noida Faridabad.000 restaurants in 100 countries. serving more than 46 million customers every day McDonald's opened its doors in India in October 1996. While Connaught Plaza Restaurants Pvt. Ltd.A. Ltd headed by Vikram Bakshi owns and operates the Northern operations. along with their Indian management team. offering a larger variety to our vegetarian consumers. Pune. McDonald's India has developed a special menu with vegetarian selections to suit Indian tastes and preferences and does not offer any beef or pork items in India.S. Doraha.A. Ever since then. we are the world's largest food service system with more than 30. Ludhiana. They also created eggless sandwich sauces for our vegetarian customers.S. in McDonald's restaurants in Indonesia and the U. McDonald’s has opened family restaurants in Mumbai. 18 . after which they trained extensively. U. Manesar. Illinois. Cleanliness and Value (QSC&V) signed their joint-venture agreements with McDonald's in April 1995.McDonald’s Our first restaurant opened on 15th April 1955 in Des Plaines. McAloo Tikki burger. Service. Amit Jatia and Vikram Bakshi who share McDonald's complete commitment to Quality. McDonald’s in India is a 50-50 joint venture partnership between McDonald’s Corporation [USA] and two Indian businessmen. Almost 50 years down the line. In addition. Among these are McVeggie burger. Amit Jatia’s company Hardcastle Restaurants Pvt. owns and operates McDonald's restaurants in Western India. Pizza McPuff and Chicken McGrill burger. Vadodara. Jaipur. Even their soft serves and McShakes are egg-less. Veg. Ahmedabad. they have re-formulated some of their products using spices favoured by Indians. before opening the first McDonald’s restaurant in India.

whether it sells directly to individuals or other businesses. The incidence of Fast Food consumption in urban India is accelerating much faster than most people anticipated and western quick service restaurants (QSR’s) are increasingly making their presence felt in India. However it now wishes to expand its presence across various cities and step up its marketing aggression. Mc Donald’s entered India a decade ago and have succeeded in expanding rapidly and successfully.The manner in which people choose and relate to various products at KFC. occasions and time of visit.NEED FOR STUDY Knowing and understanding customer needs is at the centre of every successful business. key customers. Phase II. you can use it to persuade potential and existing customers that buying from you is in their best interests or alter it to satisfy customer’s wants. key customers. his perception of KFC. occasions of visit and key similarities and differences between KFC and McDonald’s. 19 . Past research has also showed McDonald’s to have a high popularity amongst kids and their preferred choice when eating out. Whether is should be positioned as a snack or a meal joint and where is KFC losing out or is at an advantage. They had targeted kids & parents initially and have now moved on to popularizing their menu options and drive affordability. their demographic and behavioural profile. Alternate choices and expectations while eating-out.The manner in which people evaluate and relate to various branded QSR’s. In that context it wants to explore Phase I. their demographic and behavioural profile. needs and ultimately delight him with your product. KFC also entered India almost a decade ago but has remained largely dormant in its marketing activities. Once you have this knowledge.

20 . and which are important What cross category opportunities are there • • The same exercise is repeated in Phase II but with a focus on six products of KFC amongst KFC consumers.RESEARCH OBJECTIVES The objective of the research broadly is. “Understanding the KFC consumer”. To be able to understand the consumer behaviour for fast food industry. information in following areas need to be found out: • • • • • • • Who is buying my brand / category Who are the heavy category buyers Why do consumers choose my brand Do consumers understand what my brand stands for How do they spend money on eating.out What motivates consumer to purchase What is my brand personality perceived as and how does it compare to the competition What other categories interact with mine.

Of these 37% of the adult Indian population do so at least once a week. the world’s leading market research firm. They held placards alleging that KFC's suppliers keep chickens in overcrowded farms. 21 . expansion plan May 11. a non-government organisation. According to the findings of the latest online survey from ACNielsen.co." Jaya Simha. "KFC is the largest buyer of chicken and therefore the largest killer of chickens too. 2006 The launch of fast food major Kentucky Fried Chicken's (KFC) outlet and its announcement of countrywide expansion plan here Thursday were marked by protests against the alleged maltreatment of chicken by the company. told IANS. Activists of the People for Ethical Treatment of Animals (PETA).asp?newsID=112) (2) Protest marks KFC launch in Mumbai. in terms of frequency of fast food consumption. cite ‘Cleanliness and Hygiene’ as the clincher for brand choice Asians flock to fast food counters more frequently than their American and European counterparts • The Fast Food phenomenon has finally come of age in India.in/news. This makes India one of the top 10 countries amongst the 28 surveyed. Urban Indians now find themselves amongst the top 10 most frequent consumers of Fast Food across the globe.acnielsen. demonstrated against KFC's treatment of animals before the new restaurant in the western Mumbai suburb of Bandra. campaign and legal affairs coordinator of PeTA.LITERATURE REVIEW (1) Urban Indian Consumers amongst the Top 10 Most Frequent Eaters of Fast Food Globally • One-third of urban Indians opt for fast food even during breakfast. over 70% of urban Indians consume food from take-away restaurants once a month or more frequently. (http://www.

(IANS) 22 . With around 2. Ludhiana and Hyderabad.000 customers already being handled per outlet every day in the country. whose flagship brand is KFC. KFC. company officials view India as a key strategic market with immense potential for future growth. It is one of the five brands of YRI including. he said the reason was that the company always looked to maintain its presence in the most important business location of any city. By the year-end we will have anywhere between 25-28 outlets." said Sandeep Kohli. Pizza Hut. KFC's presence in Mumbai is an important step in extending the brand's presence in India. Taco Bell. KFC." Kohli said. Chandigarh. "By what we have experienced till now.2 billion. managing director (Indian subcontinent) of "Yum! Restaurants International" (YRI).300 restaurants in more than 80 countries serving eight million customers everyday."Ideally we would like the world to turn vegetarian. Speaking about the long delay in entering the Mumbai market. Kohli said. our customers have had the best of experiences with us. two in Pune and one each in Mumbai. now has 15 outlets including five in Bangalore. With global sales of $13." Simha said. KFC today has more than 12. three in Delhi. the world's largest chicken restaurant chain. "We were waiting for the right location all this while. A&W and Long John Silver's. which opened its first restaurant in Bangalore in 1995. Kolkata. "We plan to expand to wherever our customers are and there is no limit to our expansion. Thursday also announced its expansion plan to have up to 28 outlets in the country by the end of 2006. But the least KFC can do is keep the chicken comfortable till they are killed." Kohli clarified.

Emotional. products and other differencing features through researches done for KFC Bangalore Studying KFC brand identity. • Research environment – Outside KFC and Mc Donald’s outlets for Phase I and In-store KFC for Phase II • • Areas chosen for study: Noida Sector 18 and Rajouri Garden Sample is chosen at random for phase I and for phase II. Experiential and Positioning Aspect of KFC and KFC Ad-cept finding Designing a questionnaire that incorporates all factors which have a say directly or indirectly in a consumer’s decision (A sample of the questionnaire is attached with the report) • • • Sampling – A statistical approach to decision making Sample size chosen – 200 consumers for Phase I and 270 for phase II Proposed time for completion of the project – 8 weeks Data sources: Primary data – Consumer’s responses to their answers to questions in questionnaire. Secondary data – Collected from documents of the company.PROCESS/METHODOLOGY OF STUDY MODUS OPERANDI • • • • Knowing KFC and understanding its problems since its entry in India Identification of customers. Interviewing customers who have just eaten at these outlets Sample comprised the head of the group • Collection and tabulation of all data 23 . magazines and online resources. Past MR by various reputed organizations. consumers of specifically these products are chosen are interviewed.

The research also tried covering the entire day’s timings from 11 a. Hence we followed random sampling. to 11 p. For Phase II.Data was collected from two outlets of KFC at Noida Sector 18 and City Square Mall.m. Six products of KFC.• • • Analysis and data interpretations Drawing inferences from the sample statistics Presentation of result RESEARCH METHODOLOGY We followed the non-probability sampling method as no well-defined databases or lists were available (sampling frame) for our target population from which we could randomly pick up sample elements.m. Similarly 100 respondents were interviewed at two locations of McDonald’s outlets at Sector 18 and Center Stage Mall. Rajouri garden and a sample size of 270 respondents was covered in total.Date was collected from two outlets of KFC at Noida Sector 18 and City Square Mall. People coming out of these outlets after eating were questioned using a structured questionnaire. 24 . so that it has a fair reflection on its findings and was directed at people who had visited the outlet before. For Phase I.Chana Crunch Snacker. Noida. Hot & Crispy Chicken. Chicken Crunch Snacker. Rajouri garden and a sample size of 100 respondents was covered. Original Recipe Zinger Burger had 50 respondents each and Chicken in a Bucket had 30 respondents.

o f F e m a le s o . o f F em ales o. But the point to be noted here is that in case of Mc Donald’s.I I.STUDY RESULTS AND ITS INTERPRETATIONS PHASE.1b KFC consumers show a male skew vis-à-vis Mc Donald’s which has an even distribution. DEMOGRAPHIC PROFILE OF RESPONDENTS (1) SEX PROFILE OF RESPONDENTS M c D o n a ld 's R e s p o n d e n ts S e x R a tio K F C R e s p o n d e n t's S e x R a tio 44% 56% N o .2a Figure 1. o f M a le s N 38% 62% N o .2b Age distribution of Respondents shows both KFC & Mc Donald’s being dominated by the age group of 18-25 or the Young Adults. 25 .3G 5E A b o v e 3 5 4 8% A G E B elow 18 A G E 18-25 A G E 25-35 A G E A bove 35 Figure 1.1a Figure 1. (2) AGE DISTRIBUTION OF RESPONDENTS A G E W IS E D IS T R IB U T I O N O F K F C C O N S U M E R S 10% 19% 13% AG E W IS E DIS TRIBUT IO N O F M c DO NAL D's CO NS UM ERS 12% 8% 32% 58% A G E B e l oAwG 1E 8 1 8A. a major segment from these age groups are also coming with kids and usually the decision makers are the kids themselves which is not the case with KFC. The next group is between 25-35 years again for both fast food joints. of M a le s N Figure 1.2G 5E 2 5A.

26 .3b Mc Donald’s has dominance in the working segment primarily driven by families. H o u s e w if e W o r k in g 14% 8% S T U D E N T ( S c h o oSl)T U D E N T ( C o lle g S T U D E N T ( P o s t G r a d ) e) R e td . Figure 1. Apart from single combos and bucket we also have duet meals.3a Figure 1. (4) NUMBER OF PEOPLE IN THE GROUP N u m b e r o f p e o p l e i n th e K F C R e sp o n d e n t's G r o u p N u m b e r o f p e o p le in t h e M c D o n a l d ' s R e s p o n d e n t ' s G r o u p 3% 43% 11% 14% 4% 43% N o o f Pe o p le in th e g r o u p = 1 N o o f Pe o p le in th e g r o u p = 2 47% 35% N o o f Pe o p le in th e g r o u p = 3 to 5 o o f Pe o p le in th e g r o u p = M o r e th a n 5 N N o o f P e o p le in t h e g r o u po = o1 f P e o p le in th e g r o u p = 2 N N o o f P e o p le in t h e g r o u po = o3 ftoP5e o p le in th e g r o u p = M o r e t h a n 5 N Large families show a preference for Mc Donald’s whereas KFC has more nucleus audience profile.(3) OCCUPATION OF RESPONDENTS OCCUPATION OF KFC RESP ONDENTS O C C U P A T IO N O F M c D O N A L D ' s R E S P O N D E N T S 1% 40% 10% 23% 51% 0% 11% 16% 8% STUDENT(Sc hool) Housew if e STUDENT(College) Working 18% STUDENT(Pos t Grad) Retd. KFC clearly is the preferred choice of youth & young adults.

5a Figure 1.M c D O N A L D 's F R IE N D F A M IL Y O L L E G U E S O N E S C AL 10% 9% 13% 5% 18% 63% 28% 54% Figure 1.5b For Mc Donald’s and KFC the highest percentage of Respondents coming to these outlets are with friends followed by families. But KFC has 9% more respondents coming with friends than Mc Donald’s while Mc Donald’s has a 10% more respondents coming with families than KFC.(5) NATURE OF GROUPS N A T U R E O F G R O U P -K F C F R IE N D S F A M IL Y C O L L E G U E S L O N E A N A T U R E O F G R O U P S . 27 .

4% of Mc Donald’s consumers (including all people accompanying the respondents) are non-vegetarian showing a clear liking of nonvegetarians for KFC food 28 .85 KFC 97.6b While Mc Donald’s seem to find appeal to all three segments. KFC seems to be losing out on mixed groups.(6)FOOD PREFERENCE OF EXISTING CONSUMER GROUPS KF C C O N SUM ERS M c D O N A L D 'S C O N S U M E R S 26% 12% 36% O n ly Ve g O n ly N o n -Ve g Mixe d 26% O n ly V e g O n ly N o n .7a AVG Bill Value Mc Donald's 67.89 72. (7) INDIVIDUAL VEG/NONVEG SPLIT VE G/NONVEG SPLIT KFC-TOTAL 77 202 Mc D-TOTAL 0 50 147 100 150 VE Split G 200 215 250 300 350 400 Non veg split Figure 1.4% of KFC consumers (including all people accompanying the respondents) are non-vegetarian while only 59. We may have to give some support to our vegetarian products.V e g M ixe d 62% 38% Figure 1.6a Figure 1.

85 INR 100.AVG Bill Value KFC M Donald's c INR 0.8a For both stores appeal is limited to primary to <10km of store radius.00 67.89 Figure 1.00 97.00 INR 50.00 INR 150.7b Mc Donald’s focus on low unit price of its products & perceptions as a snack place seems to negatively rub off on average amount spent (8) AREA DISTRIBUTION OF CONSUMERS FROM RESPECTIVE OUTLET Mc Donald's-Area Distribution 8% 2% 12% 4% 10% NORTH W EST SOUTH CENTRAL OTHERS EAST(Ex cluding Noida) NOIDA 28% 64% NOIDA 36% Figure 1. Indicates we need to focus most of our marketing activities within this area 29 .

0% 1% 18% KFC(Noida)-Area Distribution 42% 72% NOIDA 31% 1% 7% N R O TH W ST E SO TH U C N AL E TR O ES TH R E AST(E xcluding N oida) N ID O A Figure 1. However a significant number of people from south Delhi (having their office in the area) Area Distribution. 6% 2% KFC-Rajouri-Area Distribution 26% 52% 42% RAJOURI 10% EAST OTHERS SOUTH WEST(Excluding Rajouri) 2% NORTH CENTRAL RAJOURI 12% Figure 1.8b Appeal primary limited to <10 km radius of store.8c Primarily appeal limited to west Delhi.An overview  All these outlets attract most of their present consumers from nearby areas especially so for the Noida outlets of both Mc Donald’s and KFC 30 .

2. BEHAVIORAL PROFILE OF CONSUMERS (1) NUMBER OF VISITS TO THE OUTLET M c D o n a ld 's KFC 1 s t t im e2 -3 t im e s4 -6 t im e s6 + t im e s 11 % 13% 1s t tim e 2-3 tim es 4-6 tim es 6+ tim es 20 % 43 % 59 % 17% 21% 16 % Figure 2.1a Figure 2.  With a large number of restaurants and fast-food joints or food courts coming up in various new malls there is a probability of shifting of consumers to nearer joints. There are already a large number of fast food outlets in the area including specialty chicken restaurants in Noida Sector 18 that have a huge consumer base.1b Sharp difference in translating initial 2-3 visits to most visited fast food outlet. However this needs to be validated over time as KFC is a newer outlet compared to McDonald’s in Noida 31 . However this needs to be validated over time as KFC is a newer outlet compared to McDonald’s in Noida Sharp difference in translating initial 2-3 visits to most visited fast food outlet.

54% W i t h i n t h e l a s t 1 5 d 1a 5y sd a y s t o 1 m o n t h 1 -2 m o n th s M o re th a n 3 m o n th s a g o Figure 2.3b Significant number of McDonald’s consumers is not aware of KFC (refer to figure 2.3a Figure 2.(2) Comparison of number of times visit to KFC Noida & Rajouri C M A S N O N M E O TIM S V IT TO K O P R IO F U BR F E IS FC N ID & R J U I O A AO R 1 % 00 8% 0 6% 0 4% 0 2% 0 0 % 1 tim st e 2 tim s -3 e KFC o -N ida 4 tim s -6 e K -R jou FC a ri 1 0 2 5 11 4 6+ tim es 1 0 1 8 5 17 Figure 2.3b) 32 .2 Maximum consumers of KFC Noida have visited the outlet just 2-3 times.3a) while a large number also aware of KFC but never visited (refer to figure 2. where as KFC Rajouri has maximum consumers in 2-3 times and an almost equal number in more than 6 times visit which is in alignment with the fact that KFC Rajouri is an older outlet than Noida. (3) Mc DONALD’S CONSUMER’S awareness of KFC L a s t T im e v is ite d K F C (M c D o n a ld 's C o n s u m e r s ) 100% 50% 0% 33 29 38 A w a re b u t N o t V is ite d K F C A w a re & V is ite d KFC 11.0% . 46% 0. 0% N o t A w a re o f A r e y o u a w a r e o fF C K KFC? 13.

(4) Variation of awareness about KFC among McDonald’s consumers with their age V ria no A a n s a o t K Ca o gM a tio f w re e s b u F m n C n u e w th ir A o s m rs ith e 5 0 4 0 3 0 2 0 1 0 Figure 2.5a The KFC consumer is young and an ‘eat out freak’.4 1 3 Awareness of KFC is highest among 18-25 year old consumers followed by 25-35 years old. Comparatively Mc Donald’s more popular amongst a mature audience with a comparatively passive eating out behavior 33 . 3 5 (5) Fast food eating out frequency FAST FOOD EATING OUT FREQUENCY 4 6 5 5 1 KFC 0 13 4 83 A EB lo 1 G e w 8 12 12 3 40% 50% 60% 70% 80% 90% 100% A E1 -2 G 8 5 A a oKC w re f F A G 60 0% 10% 20% 30% One or more times a week Less than once a month Once a fortnight No Response Once a month Figure 2.

M c D O N A L D 's .6b When consumers are alone there is no difference in their eating-out frequency for Mc Donald’s or KFC consumers.F R IE N D S 5% 6% 45% 44% O ne o r m o re t im e s a w e e k O nc e a m o n t h O n c e a fo rtn ig h t L es s th a n o n c e a m o n t h 10% K F C .6d When with friends 87% of KFC Respondents tend to visit the outlet One or more times a week where as in case of Mc Donald’s only 45% of Respondent’s with friends visit One or more times a week and almost an equal percentage(44%) visit Mc Donald’s once in a fortnight.F R IE N D S 0% 3% 87% O n e o r m o re t im e s a w e e k O nc e a m onth O n c e a fo rtn ig h t Le s s t h a n o nc e a m o n t h Figure 2.A L O N E 80% 80% K FC .6a Figure 2.(6) NATURE OF GROUP VIS-À-VIS FREQUENCY OF EATING OUT M c D O N A L D 's .6c Figure 2.ALO NE 0% 20% 0% 0% 20% 0% O n e o r m o re t i m e s a w e eOk n c e a fo r t n ig h t O n c e a m o n th L e s s th a n o n c e a m o n th O n e o r m o r e t i m e s aO wn ec e k a f o r t n i g h t O n c e a m o n th L e s s t h a n o n c e a m o n th Figure 2. 34 .

W OR K C O LLEAGU ES 0% 23% 69% O n e o r m o r e t i mO ensc e a efoe rOt nn ig e t a mL oe ns tsh t h a n o n c e a m o n t h a w k ch 100% O n e o r m o r e t O n ec se aa wf oOr etnnkci ge h at m eo sn st h t h a n o n c e a m o n t h im e L Figure 2.F A M IL Y K F C .F A M IL Y 0% 0% 5% 21% 36% 25% 18% O n e o r m o re tim e s a w e e k O n c e a m o n th 95% O n c e a fo rt n igh t L e s s th a n o nc e a m o nth O n e o r m o re tim e s a w e e kc e a fo r tn ig hO n c e a m o n th e s s th a n o n c e a m o n th On t L Figure 2. “A 35 . in all four categories of “Nature of Groups” for both Mc Donald’s & KFC  Mc Donald’s consumers have a more varied frequency distribution than KFC consumers who have a higher and concentrated frequency of eating-out hence.6h All Work Colleagues eating out at KFC had an eating-out frequency of One or more times a week while only 69% Mc Donald’s consumers have the same frequency Overview:  Majority of consumers have a frequency of eating out “One or more times a week”.M c D O N A L D 's .6e Figure 2. M c D O N A L D 's .6f Mc Donald’s consumers coming with family are more varied in their frequency of eating out than KFC consumers 95% of which eat-out One or more times a week at any fast-food outlet.W O R K C O L L E A G U E S 8 %0 % K FC .6g Figure 2.

while for KFC consumers (18%) it was ‘lunch’. 7) REASON FOR EATING OUT R E A S O N S F O R E A T IN G A T M c D O N A L D ' S R E A S O N S F O R E A T IN G A T K F C A n o c c a t io n t o c e2 b ra t e le I w o r k in t h is a r e a & h e n c e d e c i d e d t o 11 c o m e h e re W a n t e d a b r e a k fr o m h o 5 e fo o d m F o r S n a c k ( B r u n c h9) F o r lu n c h A n o c c a tio n to c e le b r a te 1 1 I w o r k i n t h is a r e a & h e n c e d e c i d e d t o 1 c o m e h e re W a n t e d a b r e a k fr o m h o m e 1 fo o d 0 F o r S n a c k (B ru n c h ) F o r lu n c h 11 11 18 W a n t e d a n e n jo y a b l e o u t i n g w i t h 1 3 i l y fa m W a n t e d t o g e t t o g e t h e r w i t h fr i e n d s I w a s in t h is a r e a & h e n c e d e c i d e d t o e a t 13 h e re W a n t e d a n e n jo y a b le o u t i n g 6 it h fa m ily w 30 W a n t e d t o g e t t o g e t h e r w it h fr i e n d s I w a s in t h is a r e a & h e n c e d e c id e d t o e a t 5 h e re 44 0 5 10 15 20 25 30 35 0 10 20 30 40 50 Figure 2. more so in case of KFC(44%) than Mc Donald’s(28%).7a Figure 2. 36 .7a KFC suggests a more planned outing compared to McDonalds which scores highly on quick fix too Overview:  “Wanted to get together with friends” is the single most important reason for both.greater opportunity to convert these eat-outs of existing KFC consumers at various fast-food outlets to visits to KFC”.  The second most important reason for Mc Donald’s consumers (13%) is “I was in this area & hence decided to come here” and “Wanted an enjoyable outing with family”.

8a  For Friends & Family the experience of getting together and enjoying while eating out is the major reason for consumers to visit Mc Donald’s  For Work Colleagues & when Alone reason shifts to food for as either a break from home food or lunch 37 .(8) REASON FOR EATING OUT VIS-À-VIS THE NATURE OF GROUP Mc Donald’s R SN FRAN OT I H EPCONTRO E OS O ET G UW R ET F A E F A I T S U G U OTE EP NET OMDNL' R P F HR OD S F c OA s O S N D A oc to t n ca no i cl b t e r e ea 1 1 Iwr i t i a a o nh r k s e & e c dc e h ne ei d d t c m hr oo e e e 1 8 Wt d b a aear k n e fo h m f o r m o eod 2 Fr o Sak r nh nc( uc ) B 7 4 2 Frl nh o uc 1 6 2 Wt d n aea n e j yb otn n ale u g o i w fm it a i h ly 1 2 1 W t do e a e t gt n t gt e w oe r i h h t fi ns red 2 1 2 6 1 1 6 5 1 0 5 AO LN E Iwsi t is r a a nh a e & e c dc e hne eidd t e thr oa e e 1 0 FI NS R D E 1 5 FM Y AI L 2 0 CL EU O GS L E 2 5 3 0 Figure 2.

8b  The same trend is observed among consumers visiting KFC emphasizing the universality of consumer’s need vis-à-vis the nature of group they eating out with.  For consumers who are alone or with work colleagues. comfort. 38 . filling. Hence depending upon the nature of group the reason for eating out changes and two important constituents that emerge are the food itself and secondly the experience of eating out at the outlet KFC RAOS O ET G U W H EPC O NT R O T E ES N F R AI OT I RSET F AUE F H N T GOP F H RSODNS F F RU O T E EP NET O K C A o c to t n c a no i c l ba e rt e e Iw r i t i ae & okn h r a s h ne ei e t e c d c do d c mh r o e ee W t d bek o a e a r a fr m n h mfo d oe o 2 3 6 2 4 1 3 4 2 4 3 3 FrSa kB n h o nc( r c ) u Frl nh o uc 8 W t d n n yb a e a ej al n o e o tn wh m u g i fa iy i t l 6 1 1 2 3 0 AOE LN 5 1 0 F I NS R D E 1 5 2 0 F MY AI L 2 5 3 0 C LE US OL GE 3 5 4 0 4 5 W t do e a e t gt n t gt e wh i ns o e r i fre d h t Iw si t i ae & a nh r a s hn e e i e t e t ec dc d o a d hr ee 2 4 0 Figure 2. enjoyment. and nutrition or its affordability  For families and friends the experience of eating at the outlet like the ambience. and variety along with value for money assumes equal importance along with the good food. it’s the food and hence its attributes like taste.

e. 27% of all named outlets  Pizza Hut is followed by Taste Of India(8%) and Karims(7%)  KFC constitutes only 4% of all named outlets 39 .(9) OTHER FAST-FOOD OUTLETS CONSUMERS VISIT O H RF S -F O O T E SM D N L 'S T E A T O D U L T c O AD C N U E SV IT O S M R IS 3% 2 2% 7 3 % 3 % 3 % 8 % 4 % 4 % T s OI d a te f n ia Nu s ir la Rs r n e tua ts 4 % 5 % Kr s aim Dm o o in s OH R TES 7 % P z Ht iz a u KC F C féJ in a o ts H ld a a ir m O t ik Figure 2. with 47 Responses i.9a  Pizza Hut is the often named Other fast-food outlet by Mc Donald’s consumers.

with 43 Responses i.8b  Mc Donald’s is the often named Other fast-food outlet by KFC consumers. 31% of all named outlets  This is followed by Pizza Hut(26%) followed by Café Joints(10%) This indicates that there is a high inclination of KFC consumers to also visit McDonald’s while very less inclination of Mc Donald’s consumers to visit KFC 40 .e.O H RF S F O O T E SK CC N U E S T E AT O D UL T F O S M R V IT IS 2 % 2 % 5 % 6 % 8 % 1 0% 2 6% 2 % 8 % 3 1% MD c L ca o l T steo In ia a f d P izzaH t u R sta ra ts e u n O e th rs C féJ in a o ts N la iru s Dm o o in s Sb a uwy Figure 2.

There is a high inclination of KFC consumers to also visit Mc Donald’s while very less inclination of Mc Donald’s consumers to visit KFC.comparatively much higher than McDonald’s Rs 68/.CONCLUSION: Key Target Segment: The young adults (18-25 years) and significant number in 25-35 year old. Product Scope: Fast food/ New/ Different/American/ Alienness of taste Use/User: Enjoyable break/ togetherness/ Young adults Brand as a person: Spirited/ Cool/ Young Brand as a symbol: Col Sanders with KFC logo or Red & Blue colours/ Only Chicken Brand as organization: American MNC Main Competitor: McDonald’s 41 . The most important reason for frequently the outlets more than once in a week is catching up with friends and the average spending per consumer at KFC is Rs 98/. either students or working executives who come mostly males who are nonvegetarian and reside in neighboring areas of the respective outlets and have visited the outlets before too. Comparatively McDonald’s has a significant consumer base that comprises of vegetarians and families.

RECOMMENDATIONS: In the established markets like Australia and the United Kingdom.Outlet wise Chana Snacker 21 29 50 Crunch Chicken Snacker 25 25 50 Crunch Noida Rajouri Total Sample Covered 42 . • Positioning should revolve around providing “great tasting food”. people have good idea what a KFC Chicken is. Folks in India need an introduction to the brand. • Ambience and value of money to be emphasized Phase II (1) CHANA CRUNCH SNACKER VS CHICKEN CRUNCH SNACKER Sample Covered. • • • Build heritage story into brand communication as well as overall product experience Extend KFC experience beyond just chicken Vegetarian offering to be communicated on equal footing with chicken rather than as “also runs”. very close to the international positioning of “Finger Licking Good”.

2 9 3 0 .2 4 2 5 .2 4 2 5 .3 9 4 0 a n d a b o v e 1 8 o r b e lo 1 9 .(1.1a Figure 1.2 9 3 0 .3 9 4 0 a n d a b o v e w Figure 1.2b 43 .2a Figure 1.1)GENDER C HANA C RUNC H SNAC K E R F e m a le 32% C H IC K E N C R U N C H S N A C K E R F e m a le 26% M a le 68% M a le 74% Figure 1.1b (1.2) AGE 10% 14% 20% C h ic k e n C r u n c h S n a c k e r 16% 14% 10% C ha na C run c h S n a c k e r 14% 46% 14% 42% 1 8 o r b e lo w1 9 .

44 .4a Chana Snacker 2.4b Crunch Chicken Snacker 2.4) NUMBER OF PEOPLE IN THE GROUP Chana C run ch Snacker 50 40 30 20 10 0 One Tw o T h re e Fo u r F ive M o r e th a n 5 C h ic k e n C r u n c h S n a c k e r 60 50 40 30 20 10 0 One Tw o T h re e F o u r F ive Mo re th a n 5 42 22 14 8 6 8 50 18 14 8 2 8 Figure 1.3b A significantly higher percentage of SEC A2 & B1 is coming to eat Chicken Crunch Snacker which is not seen in Chana Crunch Snacker (1.(1.58 Crunch Average Group Size Could indicate that the Chana Crunch Snacker is driven to KFC mostly because of his group & not choice.3a Figure 1.3) SEC C hana Crunch Snacker SEC A1 SEC A2 SEC B1 SEC B2 78% 0% 22% 6% 0% C h ic k e n C r u n c h S n a c k e r SEC A1 32% 62% SEC A2 SEC B1 SEC B2 Figure 1.84 Figure 1.

6a Figure 1.5b C h ic k e n C r u n c h S n a c k e r 6 % 4 %2 % 20% 42% 14% 2 % 6 %0 % 50% 26% S tu d e n t B u s in e s s m a n H o u s e W ife E x e c u tiv e /O ffic e r S e lf E m p lo y e d P r o fe s s io n a l O th e r s 28% S tu d e n t B u s in e s s m a n H o u s e W ife E x e c u tiv e /O ffic e r S e lf E m p lo y e d P r o fe s s io n a l O th e r s Figure 1.6) OCCUPATION C ha na C runch S na ck er Figure 1.6b 45 .(1.5) EDUCATION C ha na C runch S na ck er 14% 14% C h ic k e n C r u n c h S n a c k e r 34% 28% 16% 18% 38% S c h o o l u p t o 1 2 th S o m e C o lle g e b u t n o t g r a d u a t e G r a d u a te / P G G e n e r a G r a d u a t e /P G P r o fe s s io n a l l 38% S c h o o l u p to 1 2 th S o m e C o lle g e b u t n o t g r a d u a t e G r a d u a t e / P G G e n e r aG r a d u a t e / P G P r o f e s s io n a l l Figure 1.5a (1.

(1.7) DAY PART (%)

C H AN A C R U N C H S N AC K E R
100% 90% 80% 70%
(1.8) GROUP TYPE
8% 8%

10

16

9

8

7

60% 5 0 %4 0 % 4 10 % % 2 30% 20%
16% 6% 20% 6%

C ha na C ru nc h S n a c k e r

52
C h ic k e n C r u n c h S n a c k e r

6

5

32%

52%

4

F r ie n d sW o r k C o lle a g F e s ilyC o u p leA lo n e uam

F r ie n d sW o r k C o lle a gF uaems ilyC o u p leA lo n e

3

20
Figure 1.8b

2

Figure 1.8a

10% 0% 1 1 a m-1 p m
46

12
1 p m-3 p m

1

(1.9) NUMBER OF VISITS EARLIER
C h a na C ru nc h S na c k e r

C h ic k e n C r u n c h S n a c k e r

38%

32%
4 4%
3 - 4 tim es 4 + times

18%
1 - 2 times

28%
1 - 2 tim e s

40%
3 - 4 tim e s 4 + tim e s

Figure 1.9a

Figure 1.9b

(1.10) What else has been ordered along with the Snacker
WITH CHANA CRUNCH SNACKER
Any Other Coleslaw Ice cream/ sundae Bread Salad Snacker Burger Thali French fries Soft Drink 0% 20% 40% 60%

W IT H C H IC K E N C R U N C H S N A C K E R
A n y O th e r 1 8 % C o le s la 2 % w

26% 2% 14% 0% 0% 2% 2% 12% 58% 78%
80% 100%

Ic e c r e a m / s u n d a1e8 % B r e a d0 % S a la d 4 % S n a c k e r% 0 B u rg e r 8 % T h a li F r e n c h fr i e s S o ft D ri n k

14% 54% 84%

0 % 2 0 % 4 0 % 6 0 % 8 0 %1 0 0 %

47

Figure 1.10a (1.11) REASON FOR VISITING KFC
R A O F RV IT GK C E S N O IS IN F 6 7 5
(C a aC u chS a hn r n n cker )

Figure 1.10b

0

2

1 1 1 1 8

0

2

4

6

8

1 0

1 2

A S fter hopping C atching up w friends ith Indulge/ T reat m lf/ourselves to great food yse B reakfromhom food e

W L ork unch Q km (on the go) uic eal C brating specia occasions/e ele l vents W a specific type of food ant

Figure 1.11a
R A O F RVS I GK C E S N O I IT N F
6 3 1 6 1 6 1 2 3 3 0 2 4 6 8 1 0 1 2 1 4 1 6 1 8
(C ickenC n Sn ck h ru ch a er)

A S fter hopping C atching u w friends p ith Indulge/ T m reat yself/ourselves to great food B reakfrom hom food e

W L nch ork u Q uickm (on the go) eal C elebratingspecial occasions/events W a specific type offood ant

Figure 1.11b

48

13b Overall 56% people choose burger (Figure 1.13a Figure 1.13b) 49 .12a Chana Snacker 7 8 2 8 5 4 1 5 2 0 1 6 1 0 Crunch Chicken Snacker 0 0 0 1 1 5 8 13 5 6 2 5 3 1 Crunch Chana Crunch Snacker Veg Thali Veg Fingers Veggie Feast Paneer Tikka Wrap n Roll Chicken Crunch Snacker Chicken Thali Hot & Crispy Chicken Original Recipe Chicken Crispy Chicken Strips Chicken Tikka Wrap n Roll Zinger burger Colonel burger Bucket Of Chicken (1.13) Which dish would you eat if their was no KFC C H A N A C R U N C H C O N S U M ER 's A LT E R N A T E D IS H CHICKEN CRUNCH CONS UMER's ALTERNATE DIS H 6% 30% 6% 6% 4% 12% 6% 28% 8% 4% 28% 14% H o me F o o d M c V eggie B urge r B urge r 38% O the rs M c A lo o Tik k i B urge r C hick en M c G rill 10% Pizza Hom e Food Chicken Mc Grill Fillet-O -Fish Chicken Veg Burger Chicken Burger O thers Figure 1.(1.13a) and Overall only 38% people choose a burger (Figure 1.12) Which main dish was ordered during last visit? Table 1.

15a 50 Figure 1.(1.15b .14) WHERE WOULD YOU GO IN CASE THERE WAS NO KFC? A L T E R N A T E E A T IN G J O IN T (C h a n a C r u n c h C o n s u m e r s ) A L T E R N A T E E A T IN G J O IN T (C h ic k e n C ru n c h S n a c k e r) 18% 6% 8% 6% 4% 58% M c D o n a ld 's CCD P izz a H u t T a s t e O f In d ia Sa g ar R a tn a O t h e rs 4% 10% 4% 16% M c D o n a ld 's K a rim s Home P izza H u t 12% 4% 50% Y o C h in a Dab bas O t h e rs Figure 1.14a Chana Crunch Snacker Chicken Crunch Snacker 32.64% 8.14b (1.15) EXPECTATION FROM SNACKER Chana Crunch Snacker C hic ke n C runc h S na c ke r D isco ver a new taste 0% 0% 4% Discover a new taste Pick myself up (Positive energy/uplift mood) Share with others Quick fix meal 0% 0% 27% 31% 43% 53% 0% 0% P ick myse lf up (P o sitive energy/uplift mo o d ) S hare w ith o thers Q uick fix m eal Saving time (by not cooking) Reward myself/ others Specific food taste 34% 0% 8% S aving time (b y no t co o king) R ew a rd myse lf/ others S p ecific fo o d taste Figure 1.14a Figure 1.14) Vegetarians as a percentage of total number of consumers Table 1.53% (1.

16) Why is this dish apt for this occasion? C hic k e n C runc h S na c k e r Chana Crunch Snacker Ot h e rs 9 2 12 2 4 4 9 8 2 4 6 8 10 12 0 W a n t e d t o h a v e v e g e t a ria n to d a y N o c h o ic e in v e g e t a ria 0 n O n ly b e c a u s e o f c h ic ke n Lig h t Va lu e fo r mo n e y New tas te T rie d b e fo re & like d W a n te d t o e xp e rime n t Go o d T a s t e Others W anted to h ave vegetarian today No choice in veg etarian Only becaus e of chicken Light Value for money New tas te Tried before & liked W anted to experiment Good Tas te 0 1 2 3 4 5 9 6 6 0 7 2 2 5 5 6 7 8 8 9 0 Figure 1. 51 .16b Light & Wanted to experiment are two most important reasons for eating a snacker.15a) and Specific food taste is an important reason for chicken crunch snacker which reflects its liking (Figure 1.15b) (1.16a Figure 1.Quick fix meal (on the go) is the most important reason for Chana Crunch Snacker (Figure 1.

3) Age 52 .2 (2.2) Gender GENDER Female 32% Male 68% Figure 2.1 Noida Rajouri Total Sample Covered 22 9 31 (2.Outlet wise Table 2.1) Sample Covered.(2) BUCKET OF CHICKEN (2.

4 (2.5) EDUCATION E UAI N D C TO 1% 3 3% 8 2% 3 2% 6 School upto 12th G raduate/PG G eneral Som College but not graduate e G raduate/PG Professional Figure 2.A E(% G ) 1% 3 1% 6 1% 9 18 or bel ow 1 -24 9 2 9 5-2 1% 6 3% 6 3 9 0-3 40 an abo e d v Figure 2.5 53 .3 (2.4) SEC 0% 32% 0% SEC (% ) SEC A1 SEC A2 68% SEC B1 SEC B2 Figure 2.

7) GROUP SIZE N UM B E R O F P E O P LE IN T HE G R O UP 50% 40% 30% 20% 10% 0% 39% 29% 13% 10% M o re th an 5 10% 0% On e Two T h ree Fo u r Fiv e Figure 2.6) OCCUPATION OC PT N C UAI O 1% 6 0 % 3 % 4% 2 3% 9 S dn tu e t B si e a u n ssm n Hu W o se i fe E e u v /O c r x c ti e ffi e S l E p y P fes n l ef mlo ed ro sio a Oe th rs Figure 2.(2.87 54 .7 Average Group Size 3.6 Majority of BOC consumers are Students followed by Executives/Officers (2.

9) Number of times visited earlier Nme O TmsV i e E r e u b r f i e i t d ali r s 1% 9 4% 9 3% 2 1-2 tim es 3-4 tim es 4+ tim es Figure 2. (2.9 Almost half of BOC Consumers have visited the outlet more than 4 times 55 .8 Almost half of COB consumers are groups of FRIENDS followed by families.(2.8) Generally Bucket of Chicken is ordered when the group size is larger G O PT P R U YE 3 0 % % 2% 9 4% 9 1% 9 Friends Work Colleagues Family Couple Alone Figure 2.

10 18 24 (2.10) DAY PART (%) 100% 80% 60% Figure 2.11 1 pm-3 1 % pm-11p 07 1% 6 Be d ra S la a d 0 % 6 % 0 % Soft Drink & French Fries are the most ordered along with the main dish 56 S akr nce .11) What else has been ordered along with the main dish? 40% 20% 0% 18 62 % 3 % V g ieFe st eg a H t&C isp C ic e o r y h kn 11am-1le w pm C pm o sla 3 pm-7 Ic c e msu d e e ra / na Figure 2.(2.

12) REASONS FOR VISITING KFC R A OS O V I I G F E S N F R I T KC S N W ta pcfctp of o a s eii ye f od n B a fo hmf o r kr mo eod e Cl b tn s ei loc soseet e r i g pca c ai n/ vn ea s (2.(2.13 6 53% 3% Chicken Crunch Snacker Hot & Crispy Chicken 57 Chicke Origina .13) MAIN DISH ORDERED ON LAST VISIT I dl eTetme/ u e e t g a nu / r a y l or l so r t g sf sv e fo od Qi k el( nh g) u m o te o c a Wk uc o L nh r AeS op g 10% f 6% pi tr h n C cD Hi R E a g p t Ds M It hnS whfied E O L S VS ANi Iu Or nR D N A T I 3% 0 % 5 13% Figure 2.

15 58 .15) WHERE WOULD YOU EAT IN CASE THERE WAS NO KFC? 1% 0 A T R A EE TN J I T L E N T A I G ON 6 % 1% 0 1% 3 6 % 6 % 6 % 2% 6 M D n l 's c o ad K ri s am Pz aHt iz u Nrua i ls Chicken Mc Grill Chicken Sandwich 3% 3 Hm oe Y Ci a o hn Oe th rs Chicken Burger Manchurian Hom Food e Figure 2.(2.14 Chicken Burger & Chicken Mc Grill together also account for 26% which equal to the number of people opting for any other Chicken Dish 1% 0 3 % (2.14) WHAT WOULD YOU EAT IN CASE THERE WAS NO KFC? A T R A I EC OC O DS L E N TV H I E F I H 1% 3 1% 3 Figure 2.

(2.16 (2.17) Why is this dish apt for this occasion BUCKET IS APT FOR T HIS O 6 9 Figure 2.17 6 3 6 59 .16) Which of the following best describes what you were looking for in the Bucket Of Chicken 1% 8 9 % 4% 5 9 % 0 % 1% 8 0 % Pick m self u (Po e en y p m o ) y p sitiv erg /u lift o d Q ick fix m u eal R ard m self/ o ers ew y th D v a n taste isco er ew S are w o ers h ith th S in tim (b n t co k g av g e y o o in ) S ecific fo d taste p o Figure 2.

2) GENDER GENDER Female 28% Male 72% Figure 3.Outlet wise Noida Rajouri Total Sample Covered 35 15 50 (3.1) Sample Covered.2 60 .(3) ZINGER BURGER (3.

3) AGE DISTRIBUTION AE G 8 % 1% 2 1% 6 2% 6 3% 8 1 -2 9 4 2 -2 5 9 3 -3 0 9 4 an ab v 0 d oe 1 o bl w 8 r eo Figure 3.4) SEC SC E 2 % 0 % 3% 4 6% 4 SEC A1 SEC A2 SEC B1 SEC B2 Figure 3. 61 .(3.4 Insignificant penetration in SEC B1 & B2 for Zinger Burger.3 The age group of 19-24 years comprises 38% of Zinger Burger Consumers followed by 25-29 years of age group (26%) (3.

6) EDUCATION EDU TIO CA N 3% 0 1% 4 1% 2 4% 4 School upto 12th G raduate/PGG eneral Som College but not graduate e G raduate/PG Professional Figure 3.5) GROUP SIZE NME O POL I T E R U U BR F E PEN H G OP 7 0 6 0 5 0 4 0 3 0 2 0 1 0 0 Oe n To w Tr e h e Fu or Fv ie Mr t a oe hn 5 6 0 1 6 8 8 2 6 Figure 3.5 60% of Zinger Consumers come in groups of “Two’s” (3.6 62 .(3.

7 Majority of Zinger consumers are Students followed by Executives/Officers similar to Bucket Consumers (3.8 63 .8) GROUP TYPE GROUP TYPE 2% 20% 10% 40% Friends Work Colleagues Family Couple 28% Alone Figure 3.7) OCCUPATION OC PT N C U A IO 14% 0% 8% 0% 40% 38% Student Businessm an House Wife Executive/Officer Self Em ployed Professional Others Figure 3.(3.

9) DAY PART (%) 100% 80% 60% 40% 20% 0% 10 48 34 8 1 pm-3 pm 7 pm-11pm 11am-1 pm 3 pm-7 pm Figure 3.(3.9 Zinger has highest “snack presence” and also a significant number of customers at lunch (3.10) NUMBER OF TIMES VISITED EARLIER N M ERO TIM V ITEDEA LIER U B F ES IS R 42% 34% 24% 1-2 tim es 3-4 tim es 4+ tim es Figure 3.10 42% of Zinger Burger Consumers are moderate or heavy consumers who have visited the outlet more than 4 times 64 .

(3.11) What else has been ordered along with the main dish? WITH ZINGER BURGE Crispy Chick St en rips Original Recipe Chick en Hot&Crispy Chick en Coleslaw 6% 10% 30% 2% Soft Drink & French Fries are again the most obvious Ordered with Zinger (main dish) Ice cream sundae / 2% (3.12) REASON FOR VISITING KFC Bread 2% Salad Snack er REASONS FOR VISITI Burger 0% 6 % 1% 8 Thali 0% 2% 0% 1% 0 French f ries Sof Drink t Figure 3.12 2 % 65 .

(3.13) MAIN DISH ORDERED ON LAST VISIT MAIN DISH ORDERED 4% 8% product too (3.14) What would you eat if there was no KFC? A LTERN TE CH ICE D H A O IS 28% 14% 2% 6% Zinger Burger Consumers seem to be very loyal to the product & obviously like the 12% 6 2 60% Pizza Chicken Mc Grill Chicken Burger Fillet-O-Fish 4% 6% 12% 10% 4% 22% Chicken Sandwich Home Food Others Figure 3.14 For 36% Zinger burger consumer Burger itself is the alternate choice in case there was no KFC 66 .

IT REFLECTS THE FACT THAT PEOPLE ARE GETTING BORED OF THE USUAL (Read Mc Donald’s) 1% 0 0 % 2% 0 67 0 % 1% 0 .(3.15) Where would you go if there was no KFC? A LTERN ATE EATIN J O T G IN 20% 4% 6% 6% 44% Mc Donald's Pizza Hut Home Yo China Karims Nirulas Subway 6% 4% 10% Others (3.16 Zinger Burger is attracting people who want to experiment and discover a new taste.16) Which of the following best describes what you were looking for in the Zinger Burger E P C A IO F O Z G X E T T N R M IN 2% 0 Figure 3.

Outlet wise V lu f r mn y a eo o e Noida Rajouri Total Sample Covered 4 % C is y rp 6 % Original Recipe 29 21 50 N wt se ife n t se e a t /Df re t a t T db f r &lik d rie eoe e Wne t e p rimn a t do x e e t G o T se o d at 1% 0 8 % 1 0 % 68 5 % 1% 0 1% 5 2 .1) Sample Covered.1 Hot & Crispy 27 23 50 S ic py O lyb c u eo c ic e n ea s f h k n Lh ig t (4.(3.17) WHY IS THIS DISH APT FOR THIS OCCASION ZN E B R E I A TF RT I O C S I G R U G RS P O H C A S R c me d db f n s e o mn e y rie d Fillin g (4) HOT & CRISPY VS ORIGINAL RECIPE 6 % 8 % 2 % 6 % 2 % Table 4.

2a Figure 4.3a Figure 4.29 30 .2) GENDER O R IG IN A L R E C IP E F e m a le 12% F e m a le 22% H O T & C R IS P Y M a le 88% M a le 78% Figure 4.39 40 and ab ove 1 8 o r b e lo w 1 9 .3 9 4 0 a nd a b o ve Figure 4.24 25.3) AGE H O T & C R IS P Y 24% 8% 16% O R IG IN A L R E C IP E 12% 20% 10% 28% 24% 22% 36% 18 o r below 1 9.3b 36% OR Consumers are in 19-24 age group than 24% H&C Consumers 69 .2 4 2 5 .2b (4.(4.2 9 3 0 .

5a Figure 4.4) SEC H O T & C R IS P Y 16% 2% 2% 6% 4% ORIGINAL RECIPE 34% 56% 80% SEC A1 SEC A 2 SEC B1 SEC B2 SEC A1 SEC A2 SEC B1 SEC B2 Figure 4.(4.5) NUMBER OF PEOPLE IN A GROUP (%) H O T & C R IS PY 60 50 40 30 20 10 0 54 18 16 6 4 2 70 60 50 40 30 20 10 0 O R IG IN A L R E C I P E 62 16 16 0 0 F iv e 6 M o re tha n 5 O ne T w o T hre e F our F iv e M o r e th a n 5 O ne T w o T hre e F ou r Figure 4.4a Figure 4.4b (4.5b 70 .

(4.6) EDUCATION
H O T & C R IS P Y
28% 10%

O R IG IN A L R E C IP E
30% 14% 16%

12% 50%
S c h o o l u p to 1 2 th S o m e C o lle g e b u t n o t g r a d u a te
S c h o o l u p t o 1 2 th

40%
S o m e C o lle g e b u t n o t g r a d u a t e

G r a d u a t e /P G G e n e r a l G r a d u a te /P G P r o f e s s io n a l

G r a d u a te /P G G e n e r a lG r a d u a t e / P G P r o f e s s io n a l

Figure 4.6a

Figure 4.6b

(4.7) OCCUPATION
H O T & C R IS P Y
6% 8% 0% 28%

O R IG IN A L R E C IP E
6% 6% 0% 16%

28% 30% S tud e nt B usine ssm a n H o us e W ife E xe c utive /O ffic e r S e lf E m p lo ye d P ro fe ss io na l O the rs

36%

36% Exe cutive/O fficer S elf Emplo ye d P ro fessio na l O thers

S tud ent B usinessma n H o use W ife

Figure 4.7a

Figure 4.7b

71

(4.8) GROUP TYPE
H O T & C R IS P Y
O R IG IN A L R E C IP E

14% 10%

24%

24%

0%

14%

30%

22%

30%

32%

F rie nd s W o rk C o llea guesF a mily C o up le A lo ne

F riends W ork C olle ague s Fa m ily C ouple A lone

Figure 4.8a Table 4.8c Average Group Size

Figure 4.8b

Hot & Crispy 2.3

Original Recipe 2.28

(4.9) DAY PART (%)
HOT & CRISPY
100% 80% 60% 40% 20% 0% 11am-1 pm 3 pm-7 pm 30 56 4

O IG A R IPE R IN L EC
100% 80% 60% 40% 20% 0%
18

14

66

10
1 pm-3 pm 7 pm-11pm

2
1 pm-3 pm 7 pm-11pm

11am-1 pm 3 pm-7 pm

Figure 4.9a

Figure 4.9b

Both have significant snack presence significantly more so in case of OR. H&C is more customers during lunch while OR has more customers at dinner time

72

(4.10) NUMBER OF VISITS TO THE OUTLET EARLIER
HO T & C R IS P Y
28 %
50%

O R IG IN AL R E C IP E
22%

5 2%
28%

2 0% 1-2 times 3-4 times 4+ times
1-2 times 3-4 times 4+ times

Figure 4.10a

Figure 4.10b

New Customers of KFC are attracted by H&C later they try OR and eventually settle according to their taste & liking, higher percentage settling for H&C (52%) than OR (50%) (4.11) What else has been ordered along with the main dish?

…...With ORIGINAL RECIPE
Chicken Tikka W rap n Roll Crispy Chicken Strips Original Recipe Veggie Feast Coleslaw Ice cream/ sundae 73 Bread

4% 4% 6% 2% 6% 20% 2%

Pan

13b 74 .13) Which main dish was ordered during last visit? M A IN D IS H O R D E R E D O N L A S T V IS IT (H & C ) Figure 4.12a (4.12) REASONS FOR VISITING KFC H O T & C R IS P Y 7 2 3 5 8 9 6 4 6 8 10 0 A fter Sh o p p in g Ca tch in g u p w it h frien d s Bre ak fro m h o me foo d R E AS O N F O R VIS IT IN G KF C (O R ) 6 2 4 10 6 9 7 6 10 0 2 A ft e r S h o p p in g C a t c h in g u p w it h frie n d s B r e a k fro m h o m e fo o d W o rk L u n c h Q u ic k m e a l (o n t h e g o ) W a n t a s p e c if ic t y p e o f fo o d 2 4 6 W o rk Lu n c h 8 10 Qu ic k me al (o n t h e g o ) W an t a s p ec ific ty p e o f fo o d In d u lg e / T re a t m y s e lf/ o u rs e lv e sC teolegbreaat tinf g os d e c ia l o c c a s io n s / e v e n t s r o p In d u lg e/ T rea t my s e lf/o u rs elv es t o g re at Ce o d ra tin g s p e cia l o cc as io n s /ev e n ts fo le b Figure 4.12b M A IN D IS H O R D E R E D O N L A S T V IS IT (O R ) 6% 20% 6% 4% 2% 2% 13% 20% 42% 2% 4% 4% 6% 12% 34% 23% V e g gie F e a s t C h ic k e n C ru n c h S na c k e r C hic k e n T h a li H o t & C ris p y C h ic k e n O rig ina l R e c ip e C h ic k e n C risp y C h ic k e n S trip s Z in ge r b u r ge r C ha na C runc h S na c ke r C hic ke n C runc h S na c ke r O r igina l R e c ipe C hic ke n Z inge r burge r B uc ke t O f C hic ke n P a ne e r T ikka W ra p n R oll H ot & C ris py C hic ke n C ris py C hic ke n S trips C olone l burge r Figure 4.(4.13a Figure 4.

14b (4.15a Figure 4.(4.15b 75 .14) REASON FOR VISITING KFC H O T & C R IS P Y 7 2 3 5 8 9 6 4 6 8 10 0 2 4 6 W o rk L u n c h Q u ic k m e a l (o n th e g o ) W a n t a s p e c ific t y p e o f fo o d O R IG IN A L R E C IP E 6 2 4 10 9 6 10 6 7 0 2 A ft e r S h o p p in g C a t c h in g u p w it h f rie n d s B re a k fr o m h o m e f o o d W o rk L u n c h Q u ic k m e a l ( o n t h e g o ) W a n t a s p e c ific t y p e o f fo o d 8 10 A fte r S h o p p in g C a tc h in g u p w ith frie n d s B re a k fro m h o m e fo o d I n d u lg e / T re a t m y s e lf / o u rs e lv eC etle bg ra taint g sopde c ia l o c c a s io n s / e v e n t s s o re fo In d u lg e / T re a t m y s e lf/ o u rs e lv e s to gC e a t bfo otin g s p e c ia l o c c a s io n s /e v e n ts re le ra d Figure 4.15) Which of the following best describes what you are looking for? E X P E C T A T IO N F R O M T H E H O T & C R IS P Y 0% 0% 36% E X P E C T A T IO N F R O M O R I G I N A L R E C I P E 14% 43% 29% 29% 14% D is c o v e r a n e w ta s te S h a r e w it h o th e r s S p e c if ic f o o d t a s t e 0% 7% 7% 14% 7% 0% P ic k m y s e lf u p ( P o s itiv e e n e r g y /u p lif t m o o d ) Q u ic k f ix m e a l D is c o v e r a n e w t a s t e S h a re w it h o t h e r s S a v in g t im e (b y n o t c o o k in g ) S p e c if ic fo o d t a s t e P ic k m y s e lf u p (P o s it iv e e n e rg y / u p lift m o o d ) Q u ic k f ix m e a l R e w a r d m y s e lf/ o t h e r s S a v in g tim e ( b y n o t c o o k in g )R e w a r d m y s e lf / o t h e r s Figure 4.14a Figure 4.

F is h P iz z a C h ic k e n B u t t e r C h ic k e n C h ic k e n P la tte r S a n d w ic h H om e Food O th e r s 6% 2% 10% 4% 6% 4% 8% 4% 20% 20% 16% A L T E R N A T E C H O IC E D IS H (O R ) C h ic k e n M c G r ill C h ic k e n B u rg e r M c V e g g ie B ur g e r F ille t.O .17b Mc Donald’s is the clear alternate choice for majority of KFC Consumers 76 .F is h P izza C h ic k e n B utte r C h ic k e n C h ic k e n P la tte r S a n d w ic h Home Food O th e rs 14% 6% 4% 6% Figure 4.O .16b H&C: Burgers together comprise 54% as the alternate choice while a chicken dish is only 14% OR: Burgers together comprise 56% as the alternate choice while a chicken dish is only 20% (4.17) Where would you have eaten on this occasion if there was no KFC? A L T E R N A T E E A T IN G J O IN T (H & C ) M c D o na ld 's 34% P izza H ut 40% H o me Y o C hina 4% 2% 0% 12% 8% D abbas S ub w a y O the rs 30% 52% 4% 6% 4% 4% 0% A L T E R N A T IV E E A T IN G J O IN T (O R ) Mc D o na ld 's P izza H ut H ome Y o C hina D ab b a s S ub w a y O the rs Figure 4.17a Figure 4.(4.16) What would you have eaten on this occasion if there was no KFC? A L T E R N A T IV E C H O IC E O F D IS H (H & C ) C h ic k e n M c G r ill 24% 18% 12% 4% 2% 6% 4% C h ic k e n B u r g e r M c V e g g ie B urger F ille t.16a Figure 4.

..18) Vegetarians as a percentage of total number of consumers (who accompanied H&C or OR consumers) Table 4.45% 6.(4.19) Why is this Dish apt for this occasion? 3. s W anted to 5 7 Good Taste Oe th rs Tn e edr F g illin J ic u y S ic pFigure y O ly b c u eo c ic e n eas f h kn L h ig t V lu fo mn y a e r oe C 77 ris y p N w ta te e s 0 2 2 4 3 3 3 3 6 8 0 4.14% H&C Is Apt For This Occasio Others 7 Tender 0 Filling 0 Juicy 0 2 Spicy Only because of 2 3 Light Value for money 0 7 Crispy New taste 2 Tried before Oliked p F rT is O a nB u &RI A t o h cc sio eca se.18 Hot & Crispy Original Recipe (4..19b 0 0 5 6 .

58 Grad/PG General Student/Executive.1 CHANA CRUNCH SNACKER & CHICKEN CRUNCH SNACKER CHANA CRUNCH SNACKER 19-24 A1 2. Discover a new taste Light.84 Grad/PG General Student/Executive.m. Catching up with friends Veg Thali & Veggie Feast Burger (Aloo Tikki Burger) McDonald’s Quick meal. French Fries Quick meal (on the go). officer 3p. New & Unique taste .m.(5) FINDING OF PHASE II. to 7p. officer 3p. Day Part: Snack time (3p. French Fries Quick meal (on the go).m.A2 2.m.SNAPSHOT: 5.m Friends/Family 1-2 times Soft Drink.) Need State: (a) Quick Meal on the go (b) A new exciting taste at affordable price (c) Convenient place to interact with friends & de-stress 78 . Discover a new taste Wanted to experiment. Wanted to experiment AGE SEC Average Group Size Education Occupation Day Part Group Type Number of visits What else has been ordered along with the main dish Reason Main Dish ordered last time Alternate dish Alternate eating-joint Expectations for the dish Why is this apt apt for this occasion Product: Light. Catching up with friends H&C Burger McDonald’s Quick meal. Light CHICKEN CRUNCH SNACKER 19-24 A1. – 7p. to 7p. Affordable Key target customers: 19-24 year students and executives belonging to SEC A1 and also SEC A2 in case of Chicken Crunch Snacker.m Friends/Family 1-2 times Soft Drink.

Value for money.87 Grad/PG Professional. uniqueness. Grad/PG General Student/Executive.m Group Type Friends (49%) Number of visits More than 4 times What else has been ordered along with the Soft Drink. officer Age SEC Average Group Size Education Occupation Day Part 3p. mainly students and vegetarian consumers accompanying a group which is a matter of concern. CHICKEN in a BUCKET CHICKEN in a BUCKET 19-24. lightness. young.A2 3. 25-29 A1.2. Enjoyable break/ togetherness of friends & family However its target segment is quiet limited to young adults.Occasion: Catching up with friends over a snack or a Quick Meal with family and friends Positioning: Fast-food.m. Recommendation: (1) Adding a few more variations in snacker especially Chana Crunch on the lines of “Aloo McTikki Burger” & “McVeggie Burger” of McDonald’s which are very popular (2) Adding a new range of light sandwiches that KFC already has in other countries 5. Chicken (26%) Alternate eating-joint McDonald’s 79 . French Fries main dish Indulge treat myself/others to Reason great food Main Dish ordered last time H&C Alternate dish Burger (26%) . to 7p. exciting.

Enjoyable break/ togetherness of friends. filling. Value for money. – 7p. Heritage story However its target segment is quiet limited to young adults. Tried and liked before Product: Filing. exciting. the Makhani Curry is not very appealing to customers and needs to be changed when Combo-ed with COB else it spoils the experience of Eating COB too 80 . Heritage Key target customers: 19-24 and 25-29 year students and executives belonging to SEC A1 and SEC A2. young. uniqueness. Uniqueness. Crispy & Crunchy. Moderate to heavy visitors Day Part: Snack time (3p.m.Expectations for the dish Why is this apt for this occasion Discover a new taste Good Taste. Crispy & Crunchy. mainly students and vegetarian consumers accompanying a group which is a matter of concern Recommendations: (1) To increase its popularity in groups of families and in higher age groups it can be Combo-ed with Bread or with Veggie Pulao+ Curry since at lunch or dinner this combination gives a more “Filling-Meal-Appeal” (2) Although Chicken Thali is a good affordable meal. Taste .m.) Need State: (a) Filling meal (b) Indulge/treat myself/others to great food (c) A new unique taste (d) Convenient place to interact with friends & de-stress Occasion: Enjoyable togetherness of friends over a meal or treating them for special occasions with great food Positioning: Fast-food.

).58 Grad/PG Professional Student/Executive.3.m. Taste. ZINGER BURGER Zinger Burger 19-24 (36%) . Grilled Chicken which are dry or semi-dry since there is a large number of potential customers there who are ready to experiment the Indian Chicken Dish with a different taste but are a little wary of trying a “Complete American Food”. however meal time (lunch & dinner) presence significant too 81 . officer 3p.m. to 7p. Uniqueness Concept of a big chicken piece in a burger. Work Colleagues More than 4 times Soft Drink. 5. 25-29 (26%) A1.(3) KFC at present has just the fried chicken while that is a new taste that’s attracting Indian customers however in sync with the Indian palate it should come out with Roasted. French Fries & H&C Work Lunch & Want Specific type of food Zinger Burger Burger (36%) McDonald’s Discover a new taste Tried and liked before (34%). Innovative. – 7p.m. Crispy & Crunchy Key target customers: 19-24 and 25-29 year students and executives belonging to SEC A1 and SEC A2.A2 2.m Friends . Moderate to heavy visitors Day Part: Highest Snack time (3p. Good Taste (18%) Age SEC Average Group Size Education Occupation Day Part Group Type Number of visits What else has been ordered along with the main dish Reason Main Dish ordered last time Alternate dish Alternate eating-joint Expectations for the dish Why is this apt for this occasion Product: Filing.

young. Work Colleagues More than 4 times Soft Drink. ORIGINAL RECIPE 19-24 A1(56%). Businessmen(28%) 3p. HOT & CRISPY and ORIGINAL RECIPE HOT & CRISY 25-29 A1 (80%) 2.m (66%) Friends. A2 (34%) 2.30 Grad/PG General Executive. Businessmen(36%) 3p.Need State: (a) Filling lunch (b) Specific food taste (c) A unique riveting taste (d) Convenient place to interact with friends & de-stress Occasion: Work lunch & Craving for a specific taste Positioning: Fast-food. (2) There is a divided opinion on whether the chicken piece in Zinger Burger be of the present big size or smaller pieces assorted together to make it easier to eat.4. to 7p.28 Grad/PG General Executive. to 7p. Crispy & Crunchy. Surprising break from other burgers (McDonald’s) The only areas that need probing is: (1) The Crispiness of the burger is not as much as claimed. filling.m. Burger After Shopping H&C (42%). interesting palate unique to KFC.m. French Fries Indulge/Treat myself/others to great food H&C (34%).m (56%) Family. Work Colleagues More than 4 times Soft Drink. OR (23%) Age SEC Average Group Size Education Occupation Day Part Group Type Number of visits What else has been ordered along with the main dish Reason Main Dish ordered last time 82 . Officer(30%). Officer(36%). 5.

Alternate dish Alternate eating-joint Expectations for the dish Why is this apt apt for this occasion FOR HOT & CRISPY: OR(12%) Burger (54%). Enjoyable break from work or shopping. Crispy & Crunchy. Chicken Specialist. Chicken (12%) McDonald’s Specific food taste Tried liked before and Burger (56%). International Taste & standard and Heritage story 83 .m.) Need State: (a) Snacking (b) Specific food taste that's new unique & riveting (d) Convenient place to relax with family and work colleagues & de-stress Occasion: After Shopping for families and Work-lunch for Colleagues Positioning: Fast-food. Crispy & Crunchy. Specific food taste Wanted to experiment Product: Uniqueness.m. – 7p. uniqueness. Chicken (20%) McDonald’s Discover a new taste.Moderate to heavy visitors Day Part: Snack time (3p. Taste . Heritage Key target customers: 25-29 year executives and businessmen belonging to SEC A1.

FOR ORIGINAL RECIPE: Product: Uniqueness. “Variety Meal”. uniqueness.m. Taste .Heritage story and Enjoyable break H&C and OR H&C is actually attracting people and it is the trial dish.Moderate to heavy visitors Day Part: Snack time (3p.) Need State: (a) Snacking (b) Discover a new taste & A specific food taste (d) Indulge/Treat myself/others to great food with friends and work colleagues & take a break from normal boring food Occasion: Enjoyable togetherness with friends over a great tasting snack and Worklunch for Colleagues Positioning: Fast-food.m. While OR is only available as a separate dish which implies there is no trial 84 . Chicken Specialist. Adventurous . as the filling in “Zinger Burger and also has a “Chicken in a Bucket” option. Heritage Key target customers: 19-24 year executives and businessmen belonging to SEC A1 and A2. “2 in 1 Meal”. Recommendations: (1) Its observed that a piece of H&C is included in “Chicken Thali”.Tender & Juicy. Secret formulae of 11 herbs. Tender & Juicy. OR is experimented after few visits especially by a younger age group from both SEC A1 & A2 that is more adventurous and are visiting KFC with a friends while families are generally settling for H&C which is tried before & liked dish. International Taste & standard . – 7p. New taste .

by a consumers taking any of these other dishes. Chilly. Tamarind etc) to enhance taste and give more options to customers. (6) Comments by consumers of KFC NOIDA  A very strong pungent smell (of frying of Chicken)  Plates given were cracked  French fries are not good/not fresh  Curry given with Chicken Thali is awful  Wrong orders were served by helper  Chicken piece in the Zinger Burger is one single big piece which makes it uncomfortable to eat  The Chicken Tikka Wrap ‘n’ Roll has a bone in its tikka  Lack of variety in the menu & Standardization of products at different outlets RAJOURI  No fizz in the Soft Drink  The Burgers is soft & starts breaking after some time  They have only one type of ketchup (tomato)  Lack of variety in the menu & Standardization of products at different outlets 85 . Mint. Dry or Semi-Dry) should be introduced since lack of variety was a common complain by customers besides these could be served with salad and ketchup of different types (Tomato. (2) More variations of Chicken Dishes (Roasted or Grilled. All these meals should also have an option with OR and should be asked while ordering.

OVER ALL POSITIONING: Nature favors extremes The same is true in marketing. The best chance for success is to position your brand as far from the leader as possible. For example Coke is marketed as authentic & red while Pepsi is choice of a new generation & blue. Build your position too close to the leader & they will crowd you out. 86 . So even though Mc Donald’s is undoubtedly the most important competitor of KFC. KFC should try being as different as it can because although consumers may be looking for the same dish called burger but clearly want a completely new. different taste.

of times visited KFC Last time visited KFC Fast food eating out frequency Reaso ns for eating out Day Sex Age Address Occupation APPENDIX D.QUESTIONNAIRE (PHASE I) Respondent's Details Respondent's Name Personal Veg / Non veg split Tota l bill valu e No. of people in the group: _______________Veg/ Non Veg split: _____________________ Education & Occupation of the person who contributes maximum to the household: 87 . in the group Nature group of Are you aware of KFC? Visited KFC No. of times visit to the outlet Last time you visited the outlet Other fast food outlets you visit For Mc Donald's consumers No.APPENDIX .QUESTINNAIRE (PHASE-II) Market Visit Questionnaire (In-store) Name: ________________________________Sex: M / F Address:___________________________________________________________________ Age: (a) 18 or below (b) 19-24 (c) 25-29 (d) 30-39 (e) 40 and above Occupation: (a) Student (b) Executive/Officer (c) Businessmen (d) Self Employed Professional (e) House Wife (f) Others(Specify) Education: (a) School up to 12th (b) Some College but not graduate (c) Graduate/PG General (d) Graduate/PG Professional Group Type: (a) Friends (b) Family (c) Work Colleagues (d) Bf/Gf ___________ (e) Alone (f) Others(Specify) No.

How many times you have visited earlier? 1-2 times 3-4 times 4+ times 1 2 3 1 2 88 . of employees None 1-9 10+ Selfemployed professional Clerical/Salesman Supervisory level Officer/Executive (Junior) Officer/Executive(Middle /Sr) Illiterate School upto 4 yrs E2 E2 E2 E1 E2 D D D D C B1 D D D C B1 C B2 B1 D D D C B1 School upto 5-9 yrs E1 D D C B2 B2 A2 D D C C B1 SSC/ HSC D C C B2 B1 B1 A2 B2 C C B2 B1 Some college but not grad D C C B1 A2 A2 A1 B1 B2 B2 B1 A2 Graduate / PG (Gen) D B2 B2 A2 A2 A1 A1 A2 B1 B1 A2 A1 Graduate/ PG (Prof) D B2 B2 A2 A1 A1 A1 A1 B1 A2 A2 A1 Hi.Unskilled Skilled worker Petty trader Shop owner Businessman/Industrialist No. I would be grateful if you can spare a few minutes for the same. I am here to ask you a few things about your eating preferences. else terminate Q2. Which of the following best describes your visit to KFC today? First visit Visited earlier Proceed to Q2 if coded 2 in Q1. Q1. our food and your suggestions to improve your eating experience here.

Which of the following best describes what you are looking for in the dish ordered by you at KFC? Discover a new taste Pick myself up (Positive energy/uplift mood) 1 2 89 . Which of the following reasons best describes your current visit to KFC? After Shopping Work Lunch Catching up with friends Quick meal (on the go) Indulge/ Treat myself/ourselves to great food Celebrating special occasions/events Break from home food Want a specific type of food 1 2 3 4 5 6 7 8 Q5 (b).Now let’s discuss what you have eaten here today Q3. Which of the following did you order along with your main dish? Soft Drink French fries Thali Burger Snacker Salad Bread Ice cream/ sundae Coleslaw Any Other (Please mention) 1 2 3 4 5 6 7 8 9 10 Q5 (a). Which of the following best describes the main dish you had here today? Veg Chana Crunch Snacker Veg Thali Veg Fingers Veggie Feast Paneer Tikka Wrap n Roll Code 1 2 3 4 5 Non Veg Chicken Crunch Snacker Chicken Thali Hot & Crispy Chicken Original Recipe Chicken Crispy Chicken Strips Chicken Tikka Wrap n Roll Zinger burger Colonel burger Bucket Of Chicken Code 6 7 8 9 10 11 12 13 14 Q4.

What would you have eaten on this occasion? (Instead of what you referred in Q3) _______________________________________________________________________ Where? ________________________________________________________________________ Q8. You just had _________________ (Refer to Q3). Imagine if there was no KFC. Which of the following main dish you had on your last visit to KFC? Veg Chana Crunch Snacker Veg Thali Veg Fingers Veggie Feast Paneer Tikka Wrap n Roll Code 1 2 3 4 5 Non Veg Chicken Crunch Snacker Chicken Thali Hot & Crispy Chicken Original Recipe Chicken Crispy Chicken Strips Chicken Tikka Wrap n Roll Zinger burger Colonel burger Bucket Of Chicken Code 6 7 8 9 10 11 12 13 14 90 .Share with others Quick fix meal Saving time (by not cooking) Reward myself/ others Specific food taste 3 4 5 6 7 Q6. What in your current dish made it a perfect choice for ________________________occasion (quote from Q5) This dish (__________________________) was apt for ___________________(occasion) because____________________________________________________________________ Q7.

J.ask.com Class Notes is referred Magazines India Today Business Today The week Outlook Express Newspapers The Times of India The Hindustan Times The Economic Times Books: PHILIP KOTLER.google.WALKER FUNDAMENTAL OF MANAGEMENT. BRUCE J.BIBLIOGRAPHY Web Sites www. MICHALL J. 91 . SECOND EDITION.com www.S RAMASWAMY AND S. WILLIAM STANTON.kfc.ETJEC.wikipedia.com www. • • V. NEW MILLENNIUM EDITION 2000.com www. NAMAKUMARI MARKETING MANAGEMENT. MARKETING MANAGEMENT.

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