1

History
Born and raised in Henryville, Indiana, Sanders passed through several professions in his lifetime. Sanders first served his fried chicken in 1930 in the midst of the Great Depression at a gas station he owned in North Corbin, Kentucky. The dining area was named "Sanders Court & Café" and was so successful that in 1936 Kentuck Governor Rube Lafoon granted Sanders the title of honorary Kentucky Colonel in recognition of his contribution to the state's cuisine. The following year Sanders expanded his restaurant to 142 seats, and added a motel he bought across the street. When Sanders prepared his chicken in his original restaurant in North Corbin, he prepared the chicken in an iron skillet, which took about 30 minutes to do, too long for a restaurant operation. In 1939, Sanders altered the cooking process for his fried chicken to use a pressure fryer, resulting in a greatly reduced cooking time comparable to that of deep frying.[8] In 1940 Sanders devised what came to be known as his Original Recipe. The Sanders Court & Café generally served travelers, often those headed to Florida, so when the route planned in the 1950s for what would become Interstate 75 bypassed Corbin, he sold his properties and traveled the U.S. to sell his chicken to restaurant owners. The first to take him up on the offer was Pete Harman in South Salt Lake, Utah; together, they opened the first "Kentucky Fried Chicken" outlet in 1952. By the early 1960s Kentucky Fried Chicken was sold in over 600 franchised outlets in both the United States and Canada. One of the longest-lived franchisees of the older Col. Sanders' chicken concept, as opposed to the KFC chain, was the Kenny Kings chain. The company owned many Northern Ohio diner-style restaurants, the last of which closed in 2004. Sanders sold the entire KFC franchising operation in 1964 for $2 million USD Since that time, the chain has been sold three more times: to Heublein in 1971, to R.J. Reynolds in 1982 and most recently to PepsiCo in 1986, which made it part of its Tricon Global Restaurants division, which in turn was spun off in 1997, and has now been renamed to Yum! Brands. Additionally, Colonel Sanders' nephew, Lee Cummings, took his own Kentucky Fried Chicken franchises (and a chicken recipe of his own) and converted them to his own "spin-off" restaurant chain, Lee's Famous Recipe Chicken. Today, some of the older KFC restaurants have become famous in their own right. One such restaurant is located in Marietta, Georgia. This store is notable for a 56-foot (17 m) tall sign that looks like a chicken. The sign, known locally as the Big Chicken, was built for an earlier fastfood restaurant on the site called Johnny Reb's Chick, Chuck and Shake. It is often used as a travel reference point in the Atlanta area by locals and pilots.

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The secret recipe
The Colonel's secret flavor recipe of 11 herbs and spices that creates the famous "finger lickin' well" chicken remains a trade secret. Portions of the secret spice mix are made at different locations in the United States, and the only complete, handwritten copy of the recipe is kept in a vault in corporate headquarters. On September 9, 2008, the one complete copy was temporarily moved to an undisclosed location under extremely tight security while KFC revamped the security at its headquarters. Before the move, KFC disclosed the following details about the recipe and its security arrangements: The recipe, which includes exact amounts of each component, is written in pencil on a single sheet of notebook paper and signed by Sanders. The recipe was locked in a filing cabinet with two separate combination locks. The cabinet also included vials of each of the 11 herbs and spices used. Only two executives had access to the recipe at any one time. KFC refuses to disclose the names and titles of either executive. One of the two executives said that no one had come close to guessing the contents of the secret recipe, and added that the actual recipe would include some surprises. On February 9, 2009, the secret recipe returned to KFC's Louisville headquarters in a more secure, computerized vault. In 1983, writer William Pound stone examined the recipe in his book Big Secrets. He reviewed Sanders' patent application, and advertised in college newspapers for present or former employees willing to share their knowledge. From the former he deduced that Sanders had diverged from other common fried-chicken recipes by varying the amount of oil used with the amount of chicken being cooked, and starting the cooking at a higher temperature (about 400 °F (200 °C)) for the first minute or so and then lowering it to 250 °F (120 °C) for the remainder of the cooking time. Several of Pound stone’s contacts also provided samples of the seasoning mix, and a food lab found that it consisted solely of sugar, flour, salt, black pepper and monosodium glutamate (MSG). He concluded that it was entirely possible that, in the years since Sanders sold the chain, later owners had begun skimping on the recipe to save costs. Following his buyout in 1964, Colonel Sanders himself expressed anger at such changes, saying:

That friggin' ... outfit.... They prostituted every goddamn thing I had. I had the greatest gravy in the world and those sons of bitches they dragged it out and extended it and watered it down that I'm so goddamn mad.

Ron Douglas, author of the book "America's Most Wanted Recipes," also claims to have figured out KFC's secret recipe.

3

Products
Packaging: The famous paper bucket that KFC uses for its larger sized orders of chicken and has come to signify the company was originally created by Wendy's restaurants founder Dave Thomas. Thomas was originally a franchisee of the original Kentucky Fried Chicken and operated several outlets in the Columbus, Ohio area. His reasoning behind using the paper packaging was that it helped keep the chicken crispy by wicking away excess moisture. Thomas was also responsible for the creation of the famous rotating bucket sign that came to be used at most KFC locations in the US. Menu items: This is a list of menu items sold at KFC. Chicken:

KFC's specialty is fried chicken served in various forms. KFC's primary product is pressure-fried pieces of chicken made with the original recipe. The other chicken offering, extra crispy, is made using a garlic marinade and double dipping the chicken in flour before deep frying in a standard industrial kitchen type machine. Kentucky Grilled Chicken – This marinated grilled chicken is targeted towards healthconscious customers. It features marinated breasts, thighs, drumsticks, and wings that are coated with the Original Recipe seasonings before being grilled. It has less fat, calories, and sodium than the Original Recipe fried chicken. Introduced in April 2009. KFC has two lines of sandwiches: its "regular" chicken sandwiches and its Snackers line. The regular sandwiches are served on either a sesame seed or corn dusted roll and are made from either whole breast fillets (fried or roasted), chopped chicken in a sauce or fried chicken strips. The Snackers line are value priced items that consist of chicken strips and various toppings. In the UK, Australia and New Zealand, sandwiches are referred to as "burgers"; there is the chicken fillet burger (a chicken breast fillet coated in an original-recipe coating with salad garnish and mayonnaise) and a Zinger Burger (as with the former but with a spicier coating and salsa). Both of these are available as "tower" variants, which include a slice of cheese and a hash brown. A variety of smaller finger food products are available at KFC including chicken strips, wings, nuggets and popcorn chicken. These products can be ordered plain or with various sauces, including several types of barbecue sauces and buffalo sauce. They also offer potato wedges. Several pies have been made available from KFC. The Pot Pie is a savory pie made with chicken, gravy and vegetables. In the second quarter of 2006, KFC introduced its variation on Shepherd's pie called the Famous Bowl. Served in a plastic bowl, it is layered with mashed potatoes or rice, gravy, corn, popcorn chicken, and cheese, and is served with a biscuit. The bowl had been available at KFC's special test market store in Louisville since the third quarter of 2005.

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• • • •

The KFC Twister is a wrap that consists of either chicken strips or roasted chicken, tomato, lettuce and (pepper) mayonnaise wrapped in a tortilla. In Europe, the Twister is sold in two varieties: 1) the Grilled Twister (chicked strips), and 2) the Grilled Mexican twister/Spicy Toasted Twister (UK) (chicken breast supplemented by tortilla chips and salsa, UK: adds only salsa to pepper mayonnaise), KFC Fillers are a 9 in (23 cm) sub, available in four varieties over the summer period in Australia. Shish kebab – in several markets KFC sells kebabs. Kentucky Barbecued Chicken – barbecued chicken dipped in the original recipe Wrapstar is a variant of the KFC Twister, consisting of chicken strips with salsa, cheese, salad, pepper mayonnaise and other ingredients, contained in a compressed tortilla.

5

INTRODUCTION
KFC Corporation, or KFC, founded and also known as Kentucky Fried Chicken is a chain of fast food restaurants based in Louisville, Kentucky. KFC has been a brand and operating segment, called a "concept", of Yum! Brands since 1997 when that company was spun off from PepsiCo as Tricon Global Restaurants Inc. KFC primarily sells chicken pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of roasted chicken products, side dishes and desserts. Outside North America, KFC offers beef based products such as hamburgers or kebabs, pork based products such as ribs and other regional fare. The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952, though the idea of KFC's fried chicken actually goes back to 1930. The company adopted the abbreviated form of its name in 1991. Starting in April 2007, the company began using its original name, Kentucky Fried Chicken, for its signage, packaging and advertisements in the United States as part of a new corporate re-branding program; newer and remodeled restaurants will have the new logo and name while older stores will continue to use the 1980s signage. Additionally, Yum! Continues to use the abbreviated name freely in its advertising.

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AWARDS KFC had one the international award of quality management last year on behalf of best management. Needs Wants and Demands KFC the need wants and demands of customers simply from feed back. The need of hungry customer is to eat something. The want of a customer to eat spicy burgur. Money of pochet is only Rs 50 which his demand.so keeping the above views of customer KFC will try to launch a product having all of these characteristics.

Menu items This is a list of menu items sold at KFC. Chicken KFC's specialty is fried chicken served in various forms. KFC's primary product is pressure-fried pieces of chicken made with the original recipe. The other chicken offering, extra crispy, is made using a garlic marinade and double dipping the chicken in flour before deep frying in a standard industrial kitchen type machine. • Kentucky Grilled Chicken – This marinated grilled chicken is targeted towards health-conscious customers. It features marinated breasts, thighs, drumsticks, and wings that are coated with the Original Recipe seasonings before being grilled. It has less fat, calories, and sodium than the Original Recipe fried chicken. Introduced in April 2009. • KFC has two lines of sandwiches: its "regular" chicken sandwiches and its Snackers line. The regular sandwiches are served on either a sesame seed or corn dusted roll and are made from either whole breast fillets (fried or roasted), chopped chicken in a sauce or fried chicken strips. The Snackers line are value priced items that consist of chicken strips and various toppings. In the UK, Australia and New Zealand, sandwiches are referred to as "burgers"; there is the chicken fillet burger (a chicken breast fillet coated in an original-recipe coating with salad garnish and mayonnaise) and a Zinger Burger (as with the former but with a spicier coating and salsa). Both of these are available as "tower" variants, which include a slice of cheese and a hash brown. • A variety of smaller finger food products are available at KFC including chicken strips, wings, nuggets and popcorn chicken. These products can be ordered plain or

7

with various sauces, including several types of barbecue sauces and buffalo sauce. They also offer potato wedges. • Several pies have been made available from KFC. The Pot Pie is a savory pie made with chicken, gravy and vegetables. In the second quarter of 2006, KFC introduced its variation on Shepherd's pie called the Famous Bowl. Served in a plastic bowl, it is layered with mashed potatoes or rice, gravy, corn, popcorn chicken, and cheese, and is served with a biscuit. The bowl had been available at KFC's special test market store in Louisville since the third quarter of 2005. • The KFC Twister is a wrap that consists of either chicken strips or roasted chicken, tomato, lettuce and (pepper) mayonnaise wrapped in a tortilla. In Europe, the Twister is sold in two varieties: 1) the Grilled Twister (chicked strips), and 2) the Grilled Mexican twister/Spicy Toasted Twister (UK) (chicken breast supplemented by tortilla chips and salsa, UK: adds only salsa to pepper mayonnaise), • KFC Fillers are a 9 in (23 cm) sub, available in four varieties over the summer period in Australia. • Shish kebab – in several markets KFC sells kebabs. • Kentucky Barbecued Chicken – barbecued chicken dipped in the original recipe • Wrapstar is a variant of the KFC Twister, consisting of chicken strips with salsa, cheese, salad, pepper mayonnaise and other ingredients, contained in a compressed tortilla.

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Marketing offering:
The KFC offering fast food:

FAST FOOD:

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HOT & CRISPY:

NUGGETS:

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FAMILY FEASTS:

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PACKAGES:

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Value and Satisfaction:
Value: KFC create value in customer mind by providing them good experience Fro this purpose they work on the formula. (Food+Experience+Value=90% satisfaction) Satisfaction: KFC’s customer is 100% satisfied due to the secret working criteria. Speed of service product quality. Strategic Planning of KFC: The strategic planning of KFC is done by marketing departement KFC in Pakistan is working under COPOLA which is Dubai best. So all the strategic planning is done by COPOLA marketing department.

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Mission Statement:
We find reasons to celebrate the achievements of others and have fun doing it “Customer Focus” and belief on Public. Adonis Chapel explain the since KFC started encouraging informal recognization.
Objective and Goals Objective:

KFC is a profit oriented company so the main objective is to earn the profit by offering a good product. Main objective of KFC is to satisfy the customer. Goals: Providing good quality product to the customer and they satisfy their customer. The main goal of KFC to the perpetual succession and maximize the profit. Business portpholio: KFC analyzes their current situation by making. Statements with time to time as according to the servey in ABBOTTABAD branch. The sale is quite high in the summer one crore per statement and financial record weekly because of high sale. They also analyze their portpholio by the help of BOSTON approach. • Stars = family feasts, nuggets. • Cash cows = zinger fish, rice & spice. • Question mark = chicken burger. • Dogs = corn on the cob. The KFC plains its marketing by simple keeping 4Ps in mind • Product

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• Price • Place • Promotion

Product: KFC planning related to the product is done after realizing the need wants demand and feedback of customer. They can launch their product easily and earned huduge profit. Price: KFC sets the price of that product by keeping their competitor in mind. They apply competitor based pricing approach. Place: They will organized channel of transportataion.For carrying out raw material in ABBOTTABAD branch chicken transported by K&Ns Company in ABBOTTABAD. Promotion: KFC spends 60% of their mark up on promotional activities through heavy advertisement. I-g • Printed media • News Paper • Salesman Fuctional Strategies: KFC seeing the current functional strategies from their competitors and secrete person visits.

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1.Marketing Process
Market Place: KFC select the market place where the customer or more affordable it means that they select their market place.
I-g • Banks • Universities • Multinational companies • Hospitals

Customer Driven Marketing Strategies: KFC segments its markets on the bases of consumer market segmentation on the bases of geographic seg, demo graphic seg, Positioning: KFC set the best position of his product in the customer mind and provide best quality of product on their customer satisfaction. Profitable Relationship: A profitable relation with customer can only be created by giving them quality and satisfaction. I-e • • • Hospitality Product Quality Speed of service

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Working environment
Macro Working of Nature of KFC: KFC is working in 70 different countries through out the world with 11000 branchies, so its environment is MACRO. The KFC working environment is Macro because it is working through out the world. Marketing Research: KFC marketing research is totally based on • Questionnaire • Feed back KFC researcher goes to the market and collect facts and figures another method of KFC’s marketing research is that KFC send a secrete person to the competitors environment who examine their working criteria.In this way they gain info from the market.

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PRODUCT STRATEGIES
KFC follow four types of strategies related to their product I-e • Introduction • Growth • Maturity • Decline 2.Services Strategies: KFC fallows the following service strategies i-e • Service differentiating strategy • Service quality • Service productivity Service Differentiating Strategy: KFC has differentiated its service from the rest in the way that KFC is giving the home delivery service in just 30 minutes. Service Quality Strategy: KFC manages its service quality through sending a secret person to the competitors’ outlets who examine their service quality and report to the KFC management. Service Productivity Strategy: As the quality improves definitely the number of customer’s increases so large numbers of customers are required at that time there is a possibility that the new hired sales person can decrease the set quality from protecting it the KFC has a good training system in this way the service quality along with the productivity stay sefe.

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Pricing Approach: KFC pricing approach is based on competition in the market because they have strong competitors in the market i-e • McDonald’s • K&N’s • AFC

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CONCLUSION
It is concluded that working nature of KFC is of such kind that they. Always give first priority to their customers, which make them distinct from the rest Therefore, that is why the customers are increasing day by day. The proof of success is that KFC is flourishing quickly as they have 10000 branches through out the world. KFC promises that it is the sole company that gives good experience to the customers.

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PERSONAL VIEWS ABOUT KFC
I think the working of KFC is satisfactory. I like the CHAMPS principle most which they are following. Moreover they are giving quality product. As there present profit is 21500000 per month. I think they will definitely double it because of their increasing popularity.

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CORE COMPETENCES
The core competences which distinguish them from others are • Champs • Quality product • Award winning in 2009 STRONG COMPETITORS.

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STRONG COMPETITOR
The strong competitor of KFC in the market is McDonalds. According to the report.

KFC Vs McDonald in India
The fast food market in India has become very competitive with the existence of both Asian restaurants.KFC and McDonald’s are many other restaurants, including some domestic brands of Chinese fast food that copies the Asian service model .Consumer in India are giving importance to food service, environment, price, convenience, brand and promotion in evaluating fast food restaurants. There are some similarities and differences between KFC and McDonald’s in India.

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SUGGESTIONS
It is suggested that KFC now a days is totally depending up on NUGGETS verities so I think that they must innovate and launched new product along with NUGGETS to stay or compete in the market for the longer period.

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BIBLOGRAPHY
www.KFC.com www.KFCindia.com

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