Professional Documents
Culture Documents
The young adults (18-25 years) and significant number in 25-35 year old, either students or
working executives who come mostly males who prefer chicken 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. There is a high inclination of KFC
consumers to also visit McDonald’s while very less inclination of McDonald’s consumers to visit
KFC.
Brand as a symbol: Col Sanders with KFC logo or Red & Blue colours/ Only Chicken
Recommendations
Build heritage story into brand communication as well as overall product experience
Positioning should revolve around providing “great tasting food”, very close to the
international positioning of “Finger Licking Good”.