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.Declaration I Varun Gupta of Bachelor in Business Administration (BBA) hereby declare that the project work titled Consumer Behavior of KFC. Date: Place: Ansal Institute of Technology. which has been submitted to Guru Gobind Singh Indraprastha University. Gurgaon (Varun Gupta) 4 .

(VARUN GUPTA) 5 . 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. 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.ACKNOWLEDGEMENT A lot of hard work and effort has gone into this project. 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. it would not have been possible without the kind support and help of many individuals. I would like to extend my sincere thanks to all of them.

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

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

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

It was an enriching experience and I was able to learn a lot from the project.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 products were Chana Crunch Snacker. the day part and occasion when it is consumed. The complete analysis and other results are included in this report. The frequency of eating out is very high among KFC consumers most of who are non-vegetarians. It improved my understanding of various concepts and the most valuable input was the ability to integrate classroom learning with on-field learning. 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. Hot & Crispy Chicken. 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. Chicken Crunch Snacker. and also the need states it satisfies. The store mainly attracts customers from limited neighboring areas. Zinger Burger and Chicken in a Bucket. 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. 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. the product as it stands for in minds of people. The Key findings were the Key target segment for each product. The most important reasons being “to catchup with friends” and “being in the area”. Original Recipe. 9 .

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. The American company White Castle is generally credited with opening the first fast-food outlet in 1921. It is usually rapidly served in cartons or bags or in a plastic wrapping..INTRODUCTION Fast Food: A fast-food restaurant is characterized both by food which is supplied quickly after ordering. Food Preparation: The convenience of traditional street food around the world. Modern commercial fast food. Many fast-food restaurants are part of restaurant chains or franchise operations. East Asian cultures feature noodle shops. selling hamburgers for five cents apiece. Often this food is referred to as fast food. in a fashion which minimizes cost. i. There are also simpler fast-food outlets. 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. the idea of ready-cooked food to go is as old as cities themselves. In most fast food 10 . as the earliest fast-food outlets sold hamburgers as their primary product.e. is often highly processed and prepared in an industrial fashion. In response to increasing backlash against "fast food". which ship standardized foodstuffs to each restaurant from central locations. and by minimal service. by contrast. the industry has been trying to move the public away from that term over the past five years. Ancient Roman cities had bread-and-olive stands. such as stands or kiosks. with unique variations from culture to culture. The modern history of fast food in America is connected with the history of the hamburger. Flat bread and falafel are ubiquitous in the Middle East. lies in serving one or two basic ingredients that can be cooked in batches and served quickly on the spot. on a large scale with standard ingredients and standardized cooking and production methods. shifting to the term quick service restaurant (QSR for short). or reheated to order.

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

. Among other things. especially directed at children (which can have an adverse effect on their eating habits and health) 12 . However. and directly opposes laws and habits that favor fast-food choices. 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. rather than an appropriate reaction to ethical concerns about the world ecology and people's health. salads and fresh fruit. One is that through economies of scale in purchasing and producing food. 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. This movement seeks to preserve local cuisines and ingredients. and excessive consumption can lead to obesity Exploitative advertising and marketing are used. World over. some people see these moves as a tokenistic and commercial measure. American and American-style fast food outlets have been popular for their quality. it strives to educate consumers' palates to prefer what it considers richer. customer service and novelty. these companies can deliver food to consumers at a very low cost.g. e. Many consumers nonetheless see them as symbols of the wealth. but it is often criticized for having the following shortcomings: • • Many popular fast-food menu items are unhealthy. fast food is popular and commercially successful in most modern societies. 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. In addition. progress and well-ordered openness of Western society and therefore become trendy attractions in many cities around the world. McDonald's has announced that in March of 2006.Some of the concerns have led to the rise of the so-called Slow Food movement.

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.

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

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

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

as KFC is present at only 12 locations. to tens of thousands of farmers protesting against a suspected takeover of the locally based agricultural system. over 1. But the company has managed to put that behind and has been recording an impressive double-digit growth since then. unlike Pizza Hut’s franchisee model. which indicates the beginning of the expansion spree. The Delhi outlet saw over 10. behavioral aspects and need states to fine tune the positioning strategy. KFC chickens consumed worldwide would stretch 458. This research is designed to confirm the feasibility of this fact and also find the key consumer’s demographic. especially Delhi and Mumbai. its arrival sparked immediate controversy. A major chunk of this operation will target big cities. YIR plans to add about 20 more KFC footprints from the present 12 outlets. a first in the world. ranging from local government charges that the restaurant sold carcinogenic foods laced with harmful monosodium glutamate.065 kilometres and would circle the earth at the equator 11 times. and its clear the company is ready to tweak its global positioning around tasty-chicken platform to woo Indian vegetarians.7 lakh people walk into the 12 KFC outlets across the country every week. The other significant point is KFC’s efforts too woo vegetarians in India. with the KFC Hyderabad being a case in point. Combine the inclusion of vegetarian items and with the affordability platform.claw. When India’s first KFC (Kentucky Fried Chicken) opened in 1995.000 storming into it in the first two days of opening! As a part of the growth strategy. The company plans to make it a mass brand. 17 . and today. this expansion will be company-financed to a large extend. which is in the process of getting finalized. This is just the beginning of the decade long plan for consolidating its position in here. as it wants to tap these markets first. is not going to be chicken specific but for taste. Also. The positioning.

U. In addition. Almost 50 years down the line. Among these are McVeggie burger. Ludhiana. Service. serving more than 46 million customers every day McDonald's opened its doors in India in October 1996. Ever since then. Doraha. Even their soft serves and McShakes are egg-less. McDonald’s in India is a 50-50 joint venture partnership between McDonald’s Corporation [USA] and two Indian businessmen. offering a larger variety to our vegetarian consumers. Noida Faridabad. Vadodara. Ltd. Ltd headed by Vikram Bakshi owns and operates the Northern operations. Delhi.A.000 restaurants in 100 countries. Pune. Manesar. Veg.McDonald’s Our first restaurant opened on 15th April 1955 in Des Plaines. Amit Jatia and Vikram Bakshi who share McDonald's complete commitment to Quality. McAloo Tikki burger. 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. before opening the first McDonald’s restaurant in India. Pizza McPuff and Chicken McGrill burger. 18 .S. While Connaught Plaza Restaurants Pvt.A. we are the world's largest food service system with more than 30. after which they trained extensively. Illinois. Ahmedabad. McDonald’s has opened family restaurants in Mumbai. owns and operates McDonald's restaurants in Western India. They also created eggless sandwich sauces for our vegetarian customers. Jaipur. in McDonald's restaurants in Indonesia and the U. Cleanliness and Value (QSC&V) signed their joint-venture agreements with McDonald's in April 1995. along with their Indian management team. Amit Jatia’s company Hardcastle Restaurants Pvt. they have re-formulated some of their products using spices favoured by Indians.

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. 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. KFC also entered India almost a decade ago but has remained largely dormant in its marketing activities. needs and ultimately delight him with your product. Alternate choices and expectations while eating-out. occasions of visit and key similarities and differences between KFC and McDonald’s. key customers. Once you have this knowledge. 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. Mc Donald’s entered India a decade ago and have succeeded in expanding rapidly and successfully. his perception of KFC. However it now wishes to expand its presence across various cities and step up its marketing aggression. Phase II. In that context it wants to explore Phase I. 19 .NEED FOR STUDY Knowing and understanding customer needs is at the centre of every successful business. whether it sells directly to individuals or other businesses. their demographic and behavioural profile.The manner in which people evaluate and relate to various branded QSR’s. key customers.The manner in which people choose and relate to various products at KFC. They had targeted kids & parents initially and have now moved on to popularizing their menu options and drive affordability. occasions and time of visit. their demographic and behavioural profile.

“Understanding the KFC consumer”. 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. 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.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. 20 . To be able to understand the consumer behaviour for fast food industry.

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. a non-government organisation. over 70% of urban Indians consume food from take-away restaurants once a month or more frequently.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.acnielsen. They held placards alleging that KFC's suppliers keep chickens in overcrowded farms. Of these 37% of the adult Indian population do so at least once a week.asp?newsID=112) (2) Protest marks KFC launch in Mumbai. the world’s leading market research firm. "KFC is the largest buyer of chicken and therefore the largest killer of chickens too. 21 ." Jaya Simha. demonstrated against KFC's treatment of animals before the new restaurant in the western Mumbai suburb of Bandra. This makes India one of the top 10 countries amongst the 28 surveyed. (http://www.co. According to the findings of the latest online survey from ACNielsen. in terms of frequency of fast food consumption. Urban Indians now find themselves amongst the top 10 most frequent consumers of Fast Food across the globe. Activists of the People for Ethical Treatment of Animals (PETA).in/news. 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. campaign and legal affairs coordinator of PeTA. expansion plan May 11.

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

Secondary data – Collected from documents of the company. consumers of specifically these products are chosen are interviewed. Interviewing customers who have just eaten at these outlets Sample comprised the head of the group • Collection and tabulation of all data 23 . • 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. products and other differencing features through researches done for KFC Bangalore Studying KFC brand identity.PROCESS/METHODOLOGY OF STUDY MODUS OPERANDI • • • • Knowing KFC and understanding its problems since its entry in India Identification of customers. magazines and online resources. Past MR by various reputed organizations. 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. Emotional.

Six products of KFC. Rajouri garden and a sample size of 270 respondents was covered in total. to 11 p. Noida.m. 24 .Date was collected from two outlets of KFC at Noida Sector 18 and City Square Mall.m. Original Recipe Zinger Burger had 50 respondents each and Chicken in a Bucket had 30 respondents. Hence we followed random sampling.• • • 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. Chicken Crunch Snacker. Rajouri garden and a sample size of 100 respondents was covered.Data was collected from two outlets of KFC at Noida Sector 18 and City Square Mall. Hot & Crispy Chicken. For Phase I.Chana Crunch Snacker. People coming out of these outlets after eating were questioned using a structured questionnaire. so that it has a fair reflection on its findings and was directed at people who had visited the outlet before. For Phase II. Similarly 100 respondents were interviewed at two locations of McDonald’s outlets at Sector 18 and Center Stage Mall. The research also tried covering the entire day’s timings from 11 a.

(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.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 1.2G 5E 2 5A. of M a le s N Figure 1.I I. 25 .1b KFC consumers show a male skew vis-à-vis Mc Donald’s which has an even distribution.2a Figure 1. But the point to be noted here is that in case of Mc Donald’s. o f F e m a le s o . 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 .2b Age distribution of Respondents shows both KFC & Mc Donald’s being dominated by the age group of 18-25 or the Young Adults. o f F em ales o.STUDY RESULTS AND ITS INTERPRETATIONS PHASE.1a Figure 1. The next group is between 25-35 years again for both fast food joints. o f M a le s N 38% 62% N o . 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.

KFC clearly is the preferred choice of youth & young adults. Apart from single combos and bucket we also have duet meals.3b Mc Donald’s has dominance in the working segment primarily driven by families. 26 . Figure 1.(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. 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 . (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.3a Figure 1.

5b For Mc Donald’s and KFC the highest percentage of Respondents coming to these outlets are with friends followed by families.(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 .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. 27 . 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.5a Figure 1.

89 72.6b While Mc Donald’s seem to find appeal to all three segments.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 1.4% of Mc Donald’s consumers (including all people accompanying the respondents) are non-vegetarian showing a clear liking of nonvegetarians for KFC food 28 . (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 1.7a AVG Bill Value Mc Donald's 67.85 KFC 97.(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 . KFC seems to be losing out on mixed groups.6a Figure 1.

AVG Bill Value KFC M Donald's c INR 0.00 67.00 97.00 INR 50.85 INR 100.7b 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 .89 Figure 1.8a For both stores appeal is limited to primary to <10km of store radius.00 INR 150.

However a significant number of people from south Delhi (having their office in the area) Area Distribution.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 .8c Primarily appeal limited to west Delhi.8b Appeal primary limited to <10 km radius of store.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. 6% 2% KFC-Rajouri-Area Distribution 26% 52% 42% RAJOURI 10% EAST OTHERS SOUTH WEST(Excluding Rajouri) 2% NORTH CENTRAL RAJOURI 12% Figure 1.

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. 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. 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.1b Sharp difference in translating initial 2-3 visits to most visited fast food outlet.  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. 2.1a Figure 2. However this needs to be validated over time as KFC is a newer outlet compared to McDonald’s in Noida 31 .

0% .(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. 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. 46% 0.3b) 32 . 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? 13.3a) while a large number also aware of KFC but never visited (refer to figure 2.3a Figure 2.3b Significant number of McDonald’s consumers is not aware of KFC (refer to figure 2.2 Maximum consumers of KFC Noida have visited the outlet just 2-3 times.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. (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.

Comparatively Mc Donald’s more popular amongst a mature audience with a comparatively passive eating out behavior 33 .4 1 3 Awareness of KFC is highest among 18-25 year old consumers followed by 25-35 years old.(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. 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 2.5a The KFC consumer is young and an ‘eat out freak’.

6a Figure 2. 34 .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 .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.A L O N E 80% 80% K FC .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 2.6b When consumers are alone there is no difference in their eating-out frequency for Mc Donald’s or KFC consumers.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. M c D O N A L D 's .6c Figure 2.(6) NATURE OF GROUP VIS-À-VIS FREQUENCY OF EATING OUT M c D O N A L D 's .

W O R K C O L L E A G U E S 8 %0 % K FC .F A M IL Y K F C .M c D O N A L D 's .6e Figure 2.6h 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”.6g Figure 2. M c D O N A L D 's . 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. “A 35 .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.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 2.6f 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.

while for KFC consumers (18%) it was ‘lunch’.  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”.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. 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 2.7a Figure 2. more so in case of KFC(44%) than Mc Donald’s(28%). 36 .greater opportunity to convert these eat-outs of existing KFC consumers at various fast-food outlets to visits to KFC”.

(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 2.8a  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 .

it’s the food and hence its attributes like taste.  For consumers who are alone or with work colleagues. and variety along with value for money assumes equal importance along with the good food. 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. comfort. 38 . filling.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. and nutrition or its affordability  For families and friends the experience of eating at the outlet like the ambience.

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.e. with 47 Responses i.9a  Pizza Hut is the often named Other fast-food outlet by Mc Donald’s consumers.

with 43 Responses i.e. 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 .8b  Mc Donald’s is the often named Other fast-food outlet by KFC consumers.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/. Comparatively McDonald’s has a significant consumer base that comprises of vegetarians and families. 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. 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/.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 .

• Positioning should revolve around providing “great tasting food”. • • • 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”.RECOMMENDATIONS: In the established markets like Australia and the United Kingdom. Folks in India need an introduction to the brand. people have good idea what a KFC Chicken is.Outlet wise Chana Snacker 21 29 50 Crunch Chicken Snacker 25 25 50 Crunch Noida Rajouri Total Sample Covered 42 . very close to the international positioning of “Finger Licking Good”. • Ambience and value of money to be emphasized Phase II (1) CHANA CRUNCH SNACKER VS CHICKEN CRUNCH SNACKER Sample Covered.

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 .2a Figure 1.2 9 3 0 .2 4 2 5 .1b (1.(1.2 9 3 0 .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 1.3 9 4 0 a n d a b o v e w Figure 1.2b 43 .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 .1a Figure 1.

84 Figure 1.4a Chana Snacker 2.3a Figure 1.58 Crunch Average Group Size Could indicate that the Chana Crunch Snacker is driven to KFC mostly because of his group & not choice.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 1.4b Crunch Chicken Snacker 2.(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. 44 .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.

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.(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 1.6b 45 .6a 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) 49 .13a Figure 1.12a 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 (1.12) Which main dish was ordered during last visit? Table 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 1.13b Overall 56% people choose burger (Figure 1.

53% (1.64% 8.14b (1.(1.14) Vegetarians as a percentage of total number of consumers Table 1.15a 50 Figure 1.15b .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 Chana Crunch Snacker Chicken Crunch Snacker 32.14a Figure 1.14) 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.

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.Quick fix meal (on the go) is the most important reason for Chana Crunch Snacker (Figure 1.16a Figure 1.15a) and Specific food taste is an important reason for chicken crunch snacker which reflects its liking (Figure 1.15b) (1.16b Light & Wanted to experiment are two most important reasons for eating a snacker. 51 .

2 (2.1 Noida Rajouri Total Sample Covered 22 9 31 (2.Outlet wise Table 2.(2) BUCKET OF CHICKEN (2.3) Age 52 .1) Sample Covered.2) Gender GENDER Female 32% Male 68% Figure 2.

3 (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 2.4) SEC 0% 32% 0% SEC (% ) SEC A1 SEC A2 68% SEC B1 SEC B2 Figure 2.4 (2.5 53 .

6 Majority of BOC consumers are Students followed by Executives/Officers (2.(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 2.87 54 .7 Average Group Size 3.

9 Almost half of BOC Consumers have visited the outlet more than 4 times 55 .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 2.8 Almost half of COB consumers are groups of FRIENDS followed by families.(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.

(2.11) 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 2.10 18 24 (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 .10) DAY PART (%) 100% 80% 60% Figure 2.

(2.13) 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 2.12) 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 (2.13 6 53% 3% Chicken Crunch Snacker Hot & Crispy Chicken 57 Chicke Origina .

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.(2.15 58 .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.

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.(2.17) Why is this dish apt for this occasion BUCKET IS APT FOR T HIS O 6 9 Figure 2.16 (2.17 6 3 6 59 .

(3) ZINGER BURGER (3.2) GENDER GENDER Female 28% Male 72% Figure 3.2 60 .1) Sample Covered.Outlet wise Noida Rajouri Total Sample Covered 35 15 50 (3.

4 Insignificant penetration in SEC B1 & B2 for Zinger Burger.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.(3.3 The age group of 19-24 years comprises 38% of Zinger Burger Consumers followed by 25-29 years of age group (26%) (3. 61 .4) SEC SC E 2 % 0 % 3% 4 6% 4 SEC A1 SEC A2 SEC B1 SEC B2 Figure 3.

6 62 .5 60% of Zinger Consumers come in groups of “Two’s” (3.(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 3.6) 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.

8 63 .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 3.8) GROUP TYPE GROUP TYPE 2% 20% 10% 40% Friends Work Colleagues Family Couple 28% Alone Figure 3.(3.7 Majority of Zinger consumers are Students followed by Executives/Officers similar to Bucket Consumers (3.

10 42% of Zinger Burger Consumers are moderate or heavy consumers who have visited the outlet more than 4 times 64 .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.(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 3.9 Zinger has highest “snack presence” and also a significant number of customers at lunch (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.(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 .

(3.14) 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 .13) MAIN DISH ORDERED ON LAST VISIT MAIN DISH ORDERED 4% 8% product too (3.

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 3.15) 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. 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.

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 .(3.1 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 (4.17) 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 4.1) Sample Covered.

24 25.3 9 4 0 a nd a b o ve Figure 4.2 4 2 5 .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 9.2 9 3 0 .3a Figure 4.39 40 and ab ove 1 8 o r b e lo w 1 9 .(4.2b (4.3b 36% OR Consumers are in 19-24 age group than 24% H&C Consumers 69 .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 4.2a Figure 4.29 30 .

4a Figure 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 4.4b (4.5a Figure 4.5b 70 .(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.

(4.6) 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 .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 4.13a Figure 4.12a (4.(4.13) 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 4.12) 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.

14b (4.(4.14) 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 4.14a Figure 4.15b 75 .15a 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.

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.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 4.16a Figure 4.16b 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% (4.17b Mc Donald’s is the clear alternate choice for majority of KFC Consumers 76 .O .(4.17a Figure 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.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 .

18) Vegetarians as a percentage of total number of consumers (who accompanied H&C or OR consumers) Table 4.18 Hot & Crispy Original Recipe (4.(4..19b 0 0 5 6 .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..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..45% 6.

A2 2.84 Grad/PG General Student/Executive. Light CHICKEN CRUNCH SNACKER 19-24 A1.(5) FINDING OF PHASE II.m Friends/Family 1-2 times Soft Drink. French Fries Quick meal (on the go).58 Grad/PG General Student/Executive.m.m.1 CHANA CRUNCH SNACKER & CHICKEN CRUNCH SNACKER CHANA CRUNCH SNACKER 19-24 A1 2.m Friends/Family 1-2 times Soft Drink. to 7p. Day Part: Snack time (3p. officer 3p.) 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 Light. Catching up with friends Veg Thali & Veggie Feast Burger (Aloo Tikki Burger) McDonald’s Quick meal.m. – 7p. French Fries Quick meal (on the go). New & Unique taste . 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. 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. to 7p. officer 3p. Discover a new taste Wanted to experiment. Catching up with friends H&C Burger McDonald’s Quick meal.SNAPSHOT: 5.

mainly students and vegetarian consumers accompanying a group which is a matter of concern. 25-29 A1. uniqueness.2. officer Age SEC Average Group Size Education Occupation Day Part 3p. young. to 7p. Grad/PG General Student/Executive. Enjoyable break/ togetherness of friends & family However its target segment is quiet limited to young adults. 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.A2 3. Value for money.m.Occasion: Catching up with friends over a snack or a Quick Meal with family and friends Positioning: Fast-food. exciting. Chicken (26%) Alternate eating-joint McDonald’s 79 .m Group Type Friends (49%) Number of visits More than 4 times What else has been ordered along with the Soft Drink. lightness. CHICKEN in a BUCKET CHICKEN in a BUCKET 19-24.87 Grad/PG Professional. French Fries main dish Indulge treat myself/others to Reason great food Main Dish ordered last time H&C Alternate dish Burger (26%) .

Tried and liked before Product: Filing.) 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.m. – 7p. Enjoyable break/ togetherness of friends. Heritage Key target customers: 19-24 and 25-29 year students and executives belonging to SEC A1 and SEC A2. 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.m. Crispy & Crunchy. Value for money. Crispy & Crunchy. 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 story However its target segment is quiet limited to young adults. Uniqueness. Moderate to heavy visitors Day Part: Snack time (3p. Taste . exciting.Expectations for the dish Why is this apt for this occasion Discover a new taste Good Taste. uniqueness. young. filling.

m. Uniqueness Concept of a big chicken piece in a burger. Crispy & Crunchy Key target customers: 19-24 and 25-29 year students and executives belonging to SEC A1 and SEC A2. Work Colleagues More than 4 times Soft Drink. 5. 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. 25-29 (26%) A1.).58 Grad/PG Professional Student/Executive.m. 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”. – 7p. ZINGER BURGER Zinger Burger 19-24 (36%) . Moderate to heavy visitors Day Part: Highest Snack time (3p. however meal time (lunch & dinner) presence significant too 81 .3. officer 3p.m.(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%).m Friends . Taste. Innovative.A2 2. to 7p.

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.4. A2 (34%) 2.30 Grad/PG General Executive. Crispy & Crunchy.m (66%) Friends. Work Colleagues More than 4 times Soft Drink.m (56%) Family. HOT & CRISPY and ORIGINAL RECIPE HOT & CRISY 25-29 A1 (80%) 2. to 7p. Burger After Shopping H&C (42%). Officer(36%).m. 5. to 7p. (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.28 Grad/PG General Executive. Businessmen(28%) 3p. filling. Businessmen(36%) 3p. Officer(30%).m. French Fries Indulge/Treat myself/others to great food H&C (34%). 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. interesting palate unique to KFC. 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 . Work Colleagues More than 4 times Soft Drink. ORIGINAL RECIPE 19-24 A1(56%). young.

Taste .) 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. Chicken Specialist. Enjoyable break from work or shopping.m.m.Moderate to heavy visitors Day Part: Snack time (3p. uniqueness. Chicken (20%) McDonald’s Discover a new taste. International Taste & standard and Heritage story 83 . Specific food taste Wanted to experiment Product: Uniqueness. Crispy & Crunchy. Crispy & Crunchy. Heritage Key target customers: 25-29 year executives and businessmen belonging to SEC A1. Chicken (12%) McDonald’s Specific food taste Tried liked before and Burger (56%). – 7p.Alternate dish Alternate eating-joint Expectations for the dish Why is this apt apt for this occasion FOR HOT & CRISPY: OR(12%) Burger (54%).

uniqueness.Heritage story and Enjoyable break H&C and OR H&C is actually attracting people and it is the trial dish.) 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. Taste . “Variety Meal”. Secret formulae of 11 herbs. Recommendations: (1) Its observed that a piece of H&C is included in “Chicken Thali”. While OR is only available as a separate dish which implies there is no trial 84 .m.FOR ORIGINAL RECIPE: Product: Uniqueness. as the filling in “Zinger Burger and also has a “Chicken in a Bucket” option. New taste . 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. Heritage Key target customers: 19-24 year executives and businessmen belonging to SEC A1 and A2.m.Tender & Juicy.Moderate to heavy visitors Day Part: Snack time (3p. International Taste & standard . “2 in 1 Meal”. Chicken Specialist. – 7p. Tender & Juicy. Adventurous .

Chilly. (2) More variations of Chicken Dishes (Roasted or Grilled. (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 . Tamarind etc) to enhance taste and give more options to customers.by a consumers taking any of these other dishes. 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. All these meals should also have an option with OR and should be asked while ordering. Mint.

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.OVER ALL POSITIONING: Nature favors extremes The same is true in marketing. 86 . different taste. The best chance for success is to position your brand as far from the leader as possible. Build your position too close to the leader & they will crowd you out. For example Coke is marketed as authentic & red while Pepsi is choice of a new generation & blue. So even though Mc Donald’s is undoubtedly the most important competitor of KFC.

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 .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. in the group Nature group of Are you aware of KFC? Visited KFC No.APPENDIX . of times visit to the outlet Last time you visited the outlet Other fast food outlets you visit For Mc Donald's consumers No.

Q1.Unskilled Skilled worker Petty trader Shop owner Businessman/Industrialist No. Which of the following best describes your visit to KFC today? First visit Visited earlier Proceed to Q2 if coded 2 in Q1. our food and your suggestions to improve your eating experience here. How many times you have visited earlier? 1-2 times 3-4 times 4+ times 1 2 3 1 2 88 . else terminate Q2. 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. 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.

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. 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 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 .

What would you have eaten on this occasion? (Instead of what you referred in Q3) _______________________________________________________________________ Where? ________________________________________________________________________ Q8.Share with others Quick fix meal Saving time (by not cooking) Reward myself/ others Specific food taste 3 4 5 6 7 Q6. 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 . You just had _________________ (Refer to Q3). Imagine if there was no KFC. What in your current dish made it a perfect choice for ________________________occasion (quote from Q5) This dish (__________________________) was apt for ___________________(occasion) because____________________________________________________________________ Q7.

kfc.google.ETJEC.wikipedia. NEW MILLENNIUM EDITION 2000.WALKER FUNDAMENTAL OF MANAGEMENT.com www.J. BRUCE J. SECOND EDITION.com www. WILLIAM STANTON. NAMAKUMARI MARKETING MANAGEMENT.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. 91 . MARKETING MANAGEMENT.BIBLIOGRAPHY Web Sites www. • • V.com www.S RAMASWAMY AND S.ask. MICHALL J.

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