Brand Architecture & Portfolio

Brand Architecture:

KFC uses Branded House, which means KFC is the brand and all the products within it is the
subset of the primary brand ‘KFC’ eg: KFC Popcorn Chicken, KFC Hot Wings, KFC
Krushers

To all of their stakeholders they are known simply as “KFC”. They may have different
categories/divisions (Snacks, Burgers, Toasted Wings, Box Meal, Rice Bowlz, Krushers) but
they all have to fall under the scrutiny of existing branding strategies and standards.
Brand Hierarchy

A Brand hierarchy is a useful means of graphically portraying a firm’s branding strategy by

displaying the number and nature of common and distinctive brand elements across the firm’s
products expliciting ordering. Brand Hierarchy of KFC is given below.

The breadth and depth of brand awareness:

The breadth of brand awareness can be increased by adding line extensions of KFC by
increasing the usage situation as consuming it as a meal with rice bowls apart from having it
as a snack. More Indian flavours can be added in KFC as line extensions to increase the range
of purchase and usage situations. For example: They introduced curry crunch, smoky grilled
and paneer zinger etc.,
The depth of brand awareness can be increased by KFC doing strong sales promotions and
campaigns which brings it to the top of mind for consumers.

Strategic Recommendation
The brand “KFC” have positioned from “Tasty” to “Freshly Prepared”. Being a processed
food quick service restaurant it positions itself as freshly prepared. The problem is customers
wants to stay healthy so, KFC can only be successful if it include Healthy feature into its
positioning. Kentucky Fried Chicken has its own uniqueness and stands alone by having
secret 11 spices. KFC is a very strong brand which fits exactly into the customers mind.

1. Healthy QSR (Quick Service Restaurant)

As customers are becoming more and more health conscious and their taste is shifting
towards healthy foods, KFC should also position them as “Healthy Fast Food chain”. They
should connect to customers with the new message and make their existing customers
conscious about health too. This way KFC can retain their existing customers and also enter
into a new market segment.

2. Product Design

KFC India should use the customization strategy for their products. The morale behind this is
that people will choose what ingredient they wanted for their products, they will do it
themselves. By doing this, the company can reduce their cost, because not much people is
needed in preparing the food at the back when they get order, all they need to do is to prepare
the food earlier, put in on places and people will do it themselves, the next thing they will do
is to calculate how much to be charged. Not only this, customer will be more satisfied if they
can choose what they want to eat, and health conscious customer can have more choices in
dining, because they are not restrained from eating things that they do not want.

3. New Product Development

By new product development KFC India can come up with New Products customized to
India. Introducing new recipe with local taste. In touching people’s heart, people will like
KFC more than any other fast food restaurants. Market share thus will be further increased.

4. Pricing

Suggested recommendation for KFC would be continue maintaining the current price of
existing products. Changes in prices will not benefit KFC because charging the products with
lower prices might lead to customers‟ perceptions that the food quality will decrease while
charging prices for the products too high might cause the customers to switch their
preferences to competitor’s quick service restaurants like Mc Donalds.

5. Advertising

Suggested recommendation for KFC would be improve advertising on the television,

newspaper, radio and internet. Moreover, KFC is highly recommended to promote their new
product advertising in public transport such as the bus walls in order to increase the
customer’s awareness about their launching new product. Also they can sponsor events
regionally in India like IPL matches , Pro kabadi league etc.,

6. Brand Architecture

Suggested to maintain same strategy of branded house. They can go for line extension and
also product extension(eg:Krushers, KFC sunscreen).

7. CSR

Since KFC is involved in killing Chicken, They must definitely engage in CSR activities
related to animals and environment.
8. Market Penetration

KFC should penetrate into the semi-urban markets. They should open their quick service
restaurants in semi – urban areas by which they can increase their coverage.

9. Celebrity endorsement

KFC brand can be endorsed by multiple celebrities from kollywood, tollywood, mollywood
according to local regions which can help consumers to easily associate with the brand apart
from starring of common people in their advertisements.

Tactical Recommendations
1. Service Delivery

KFC can go with door to door delivery of their orders so that they can improve their customer
base. Since most of the QSR have home delivery, KFC can also go for home delivery to
attack its competitors.

2. Renovating the Store

KFC stores need to be renovated. KFC stores must have something catchy that attacks the
customer’s eyes and they should have comfortable seating chairs.