You are on page 1of 27


Brands Building the KFC Global Brand

Micky Pant YRI Chief Marketing Officer

KFC International – Strong ’06 Performance

5% SSS Growth Nearly 300 More Traditional Restaurants

France India Japan Germany Russia YTD 17% 9% 8% 7% 6% 5% 5% 4% 4% 1% Flat -1% N/A Note: YTD same-store-sales growth above are estimates.K.BYA Update Solid sales growth across the world. with renewed strength recently South Africa Middle East Netherlands Europe FBU Mexico Asia FBU Australia U. including results from both company and franchise restaurants .

Australia – Contemporary Store Design Has Added to Brand Strength .

U.K. Asset Base Has Improved .

France — Record Unit Volumes Provide Model for W Europe .

S Africa — Clear Brand Leader with Very Contemporary Asset Base .

India – Intend to Capitalize on Explosive Retail Growth .

KFC India Poised for Long-Term Brand Leadership Now in 9 cities across the country Growing sales momentum Plan to invest significant marketing dollars in 2007 Chennai .

KFC — Contemporary Look and Feel in International Markets Indonesia Pakistan Japan Bahrain Abu Dhabi .

Strategy for Continued BYA Growth Clear Brand Positioning Menu vision that creates “Global Brand with a Local Heart” Rich pipeline of new ideas Build Global Brand Stature that keeps brand young and vibrant .

. . Vs. . . . Principal Global Competitor in Taste Attributes % Markets where KFC Beats Principal Competitor 100% 80% 60% 40% 20% 0% Win Tie Lose Taste Dinner Quality Complete Meal .KFC Has Competitive Edge .

No place understands that more or does it better than KFC. it’s all about tasty. finger lickin’ good food and the sheer pleasure of eating it. .Focused on Our “Taste” Heritage Globally When you add it all up.

Local Adaptation of Global “Taste” Theme UK Australia Canada France South Africa Malaysia CaribLA Asia/India MENA “Its Finger Licking Good!”™ “You’ve got Great Taste” “Can’t beat the Taste” “The Taste Lives Here” “Taste the Difference” .

Local Execution Combined with Global Essence Maximizes Creativity TASTE .

•Better calendars •Better calendars “There’s nothing like the irresistible taste of KFC.” •Better Menu Boards •Better Menu Boards •Enhanced Food Photography •Enhanced Food Photography •Clear Pipeline Direction •Clear Pipeline Direction •Easier to spot best practice •Easier to spot best practice •Beginning to Translate to store •Beginning to Translate to store décor and packaging décor and packaging . •Focused Product Dev.Unified Taste Positioning Around the World Has Helped Give KFC a Solid Focus for Brand Building Strategies and Tactics “Taste” at the core •Focused advertising •Focused advertising •Improved food footage •Improved food footage •Consistent tagline & VO •Consistent tagline & VO •Focused Product Dev. Only KFC is real chicken made with the Colonel’s Secret Recipe.

served on a cornmeal dusted bun with Tartar sauce. modena real Raspberry Sundae. layered with sweet corn.This Has Produced Big Ideas for Future Growth Boneless Original Recipe .boneless white and dark meat fillets with OR marinade & breading Boxed Meal – Taking a traditional lunch time sandwich and elevating it into a lunch/dinner meal proposition Hot Rods – whole muscle chicken pieces in spicy marinade and breading on a skewer Summer Drinks Coffee sundae.tender real fish fillet. coated in 11 Herbs & Spices and fried golden brown to seal in the flavors. home-style gravy and shredded cheddar cheese. . bite size pieces of crispy chicken. Veggie Bucket . marinated and breaded in Hot and Spicy flavor. Hot & Spicy Fish Sandwich .fresh vegetables. cyan Aloe Juice and a Yoghurt Drink Famous Bowls –mashed potatoes.

but deliberately generating positive spin . more welcoming Phased execution approach being developed carefully.Move to the New Logo Punctuates “Taste” Old Logo New Logo Youthful energy Apron to signal his passion for great tasting food Friendlier.

Global PR Event Announced It to the World! .

) Phased introduction across YRI starting Q1 2007 . (Text is localized.World Class Packaging with New Colonel Logo All YRI markets involved in design brief and selection Design is flexible to local market needs.

2. Easier Navigation 2.KFC Menu Boards Are Being Upgraded Using Industry Best Practice 1. Harmonized Color Palette Larger Food Shots Scientific Layout Consolidated Prices New Menu 1. 4. Clear sub-branding Example: MENA . Enhanced Taste Appeal 3. 3.

India Twenty-20 Cricket.Started Stature-Building Activities for KFC with Global Sports Initiatives NBA Europe Live in France ICC Champions Trophy. Australia .

YRI Key Strength — Ability to Understand Local Culture and Advertise Accordingly South African TV Advertising examples We successfully market to multiple market segments. The needs and aspirations of different social groups are widely different. Local management has developed deep insights into local culture. .

Clear Brand Strategy for KFC and 2006 Results Point to “Finger Lickin’ Good” Future 1. Brand Stature Using our global scale . Global Brand Essence Great Taste 2. Menu Vision Global brand with a local heart 3. Brand Image and Assets Contemporary And Youthful 4.

Pizza Hut – Same Marketing Principles Are Delivering Successful Growth Clear Global Brand Positioning (Sharing Great Times) Exploit rapidly growing Home Service opportunity worldwide Menu Vision that creates “Global Brand with a Local Heart” Build Great Restaurants that keep the brand contemporary and vibrant .

Pizza Hut – Broad Menu Principles Allow for Creative Local Adaptation Cheesy Bites Cheese Burst Shawarma Pizza .

Continual Asset Improvement Keeps Brand Contemporary and Vibrant .