(HOD-BBA Department) (Project Guide) . Abhijeet chavan. The topic of project is “MARKETING STRATERGIES WITH REFERENCE TO KENTUCKY FRIED CHICKEN” He has successfully completed the project as per the required of university Prof Prashant Kalshetti.B. Anand Dilip Nahar is a bonafide student of this institute and has prepared and submitted this project in partial fulfillment of B.CERTIFICATE This is to certify that Mr. Prof.A course as prescribed by the university of pune .

I am also greatly thankful to the faculty members of our institute who cooperated with me and gave me their valuable time. Without his help. His thorough understanding of the subject and professional guidance was indeed of immense help to me.ACKNOWLEDGEMENT With profound sense of gratitude and regard. for his valuable guidance and the confidence he instilled in me. that helped me in the successful completion of this project report. this acknowledgement would remain incomplete without thanking the staff of KFC (camp). this project would have been a distant affair. Acknowledgement . Also. pune for their whole-hearted and kind co-operation. I express my sincere thanks to my guide and mentor Mr abhijeet chavan.

9. Recommendations 11. 1. Swot analysis Conclusion. 7. INDEX . 6. Company profile Introduction of a company Goals of Kfc History of Kfc Company overview Kfc in India The champs program Product profile Kfc original recipe Promotions Current target market Market coverage strategy Marketing strategies Research methodology Objectives Method of research Data collection techniques Sampling techniques Analysis techniques Data Analysis Competitive analysis Economic analysis of market Page NO. 4. Executive summary 2. Industry profile 3.Bibliography No.Sr. 10. 5. Questionnaires TOPICS 12. 8.


EXECUTIVE SUMMARY The project titled “MARKETING STRATERGIES WITH REFERENCE TO KENTUCKY FRIED CHICKEN” is done in Pune region. and some data was collected by interweaving kfc personnel. The primary data are collected from the customers of the kfc . Secondary data collected from internet. After meeting them and getting the information about project. . library.

working of staff members and the steps which are taken by kfc for promotion of their new launch products. -We also studied the role of directors. .  Conclusion: . managers and staff members to make its product hit in the market. . -Primary objective: to study the environment and the working of kfc and its staff. Objectives: -Main objective: to understand the marketing strategies of the kfc.WE understood the working of kfc and its environment.I got to know studied the .

INDUSTRY PROFILE Fast food industry: .

to avoid discarding unused expired product. Outlets may be stands or kiosks. The capital requirements involved in opening up a fast food restaurant are relatively low. Restaurants with much higher sit-in ratios. Pictured here are burgers from In-N-Out Burger. using strong contrasts such dry corn chips with greasy or wet toppings that will combine into a gooey mess if stored for later consumption. where customers tend to sit and have their orders brought to them in a seemingly more upscale atmosphere may be known in some areas as fast casual restaurants.A typical fast food meal in the United States consists of fries and a burger (or other main item). While any meal with low preparation time can be considered to be fast food. Precooked foods such as French fries or pizza typically must be used within a few hours. Fast food (also known as Quick Service Restaurant or QSR within the industry itself) is the term given to food that can be prepared and served very quickly. History . Similarly. which may provide no shelter or seating or fast food restaurants (also known as quick service restaurants). the food itself is often intended to be consumed quickly. The restaurant must balance availability with the expected numbers of customers. Franchise operations which are part of restaurant chains have standardized foodstuffs shipped to each restaurant from central locations. The term "fast food" was recognized in a dictionary by Merriam– Webster in 1951. or they become dried out and unpalatable. typically the term refers to food sold in a restaurant or store with preheated or precooked ingredients. and served to the customer in a packaged form for takeout/take-away.

Franchising was introduced in 1921 by A&W Root Beer. formally standardizing menus. In Ancient Rome cities had street stands that sold bread and wine. In the French-speaking nations of West Africa.Pulling wheat dough into thin strands to form lamina See also: fast food restaurant History The concept of ready-cooked food for sale is closely connected with urban development. signage and advertising. Popular Indian fast food dishes include vada pav. See also: Convenience food . which franchised its distinctive syrup. roadside stands in and around the larger cities continue to sell—as they have done for generations—a range of ready-to-eat. char-grilled meat sticks known locally as brochettes (not to be confused with the bread snack of the same name found in Europe). A fixture of East Asian cities is the noodle shop. Curb service was introduced in the late 1920s and was mobilized in the 1940s when carhops strapped on roller skates. Flatbread and falafel are today ubiquitous in the Middle East. panipuri and dahi vada. Howard Johnson's first franchised the restaurant concept in the mid-1930s. Today the United States has the largest fast food industry in the world. American fast food restaurants are located in over 100 countries.

Nearly from its inception. mashed potatoes. pitas. French fries. pizza. fast food has been designed to be eaten "on the go". fried chicken. but most also have a seating area in which customers can eat the food on the premises. Fast food outlets are take-away or take-out providers. often does not require traditional cutlery. hamburgers. Common menu items at fast food outlets include fish and chips. hot dogs. tacos. and ice cream. often with a "drive-through" service which allows customers to order and pick up food from their cars. although many fast food restaurants offer "slower" foods like chili.McDonald's first two-lane drive-through was at the Rock N Roll McDonald's in Chicago. chicken nuggets. sandwiches. and is eaten as a finger food. and salads. Cuisine .

uniformity and low cost.e. on a large scale with standard ingredients and standardized cooking and production methods. Variants Although fast food often brings to mind traditional American fast food such as hamburgers and fries. there are many other forms of fast food that enjoy widespread popularity in the West. cooked (usually by microwave or deep frying) or assembled in a short amount of time. In most fast food operations..Deep fried calamari Modern commercial fast food is often highly processed and prepared in an industrial fashion. fast food products are often made with ingredients formulated to achieve a certain flavor or consistency and to preserve freshness. i. . This process ensures a consistent level of product quality. Because of commercial emphasis on speed. in a fashion which minimizes cost. It is usually rapidly served in cartons or bags or in a plastic wrapping. and is key to being able to deliver the order quickly to the customer and eliminate labor and equipment costs in the individual stores. menu items are generally made from processed ingredients prepared at a central supply facility and then shipped to individual outlets where they are reheated.

with chains such as Papa John's.Chinese takeaways/takeout restaurants are particularly popular. It is common to combine several options in one container. rice. with filling. often with a time commitment. Pizza is a common fast food category in the United States. or meat. which has normally been fried. the food is presented as a smörgåsbord. sushi is normally cold sticky rice served with raw fish. chicken or cucumber. Menus are more limited and standardized than in traditional pizzerias. sometimes self service. Many of these restaurants offer free delivery for purchases over a minimum amount. Many types of sushi ready to eat Sushi has seen rapidly rising popularity in recent times. In some cases. and then is free to fill it with their choice of food. and pizza delivery. . A form of fast food created in Japan (where bentō is the Japanese equivalent of fast food). Most options are some form of noodles. They normally offer a wide variety of Asian food (not always Chinese). The customer chooses the size of the container they wish to buy. Domino's Pizza. and some outlets charge by weight rather than by item. is offered. The most popular kind in the West is rolls of rice in nori (dried laver). Sbarro and Pizza Hut. The filling often includes fish.

a 5% increase over 2005. Lamb shish kebab Fish and chip shops are a form of fast food popular in the United Kingdom. Australia and New Zealand. especially Europe. Business In the United States alone. New Zealand and Australia but they generally are less common in the US. consumers spent about US$110 billion on fast food in 2000 (which increased from US$6 billion in 1970).Kebab houses are a form of fast food restaurant from the Middle East. In comparison. and is served on a warmed flatbread with salad and a choice of sauce and dressing.[13] The National Restaurant Association forecasted that fast food restaurants in the U. the fullservice restaurant segment of the food industry is expected to generate Globalization . These doner kebabs are distinct from shish kebabs served on sticks. Kebab shops are also found throughout the world. Meat is shaven from a rotisserie.S. especially Turkey and Lebanon. Fish is battered and then deep fried. would reach US$142 billion in sales in 2006.

In India alone the fast food industry is growing by 40% a year.[20] Pizza Hut is located in 26 countries.186 restaurants located in 86 countries.8% and reached a value of 102. The Moscow restaurant is the busiest in the world.[ McDonald’s is located in 120 countries and operates 30. 800 of them located in China.[18] KFC is located in 25 countries.[19] Subway has 29.[22] .In 2006. The largest McDonald’s in the world is located in Beijing.4 billion and a volume of 80. the first international location opened in December of 1984 in Bahrain. with 100 locations in China.[ On January 31.3 billion transactions. There are numerous other fast food restaurants located all over the world. the global fast food market grew by 4.[21] Taco Bell has 278 restaurants located in 12 countries besides the United States. People's Republic of China. 1990 McDonald’s opened a restaurant in Moscow.100 restaurants in more than 65 countries. Burger King has more than 11. and broke opening day records for customers served.000 restaurants around the world.

KFC: Company Profile The fast-food chain known today as "KFC" began back in the ‘30s when Harland Sanders. (born .

KFC tends to keep their promotions running for longer periods of time. In 1956.September 9. having only four to six promotions throughout the course of the year. In 1935. Today. Fantastic Four. Russia. KFC has well over 9. He didn’t have a restaurant then. Marvel Comics (Spider-Man. United Media-BBC Worldwide/Wallace & Gromit). Saban (Masked Rider). which went public in ‘69. Wolverine). eventually changing its name and logo to KFC in ‘91.000 locations worldwide. and others (Scholastic/ Animorphs. acquired the chain in ‘86. PepsiCo. Virtually all of these have had been licensed products. Inc. Unlike many of the other fast food operations. It has only been over the past few years that the company has had a kid meal program that offered premiums. Ghostbusters). Hulk. the company incurs less . looking to Sony (Beakman’s World. In 1964 he sold the chain to a group of investors including John Y. with a store in Salt Lake City. and then was sold to Heublein Inc. The Colonel continued on as spokesman for the company. in ‘71 until his death 1980. Brown Jr. Eventually the operation grew and moved across the street to a motel and restaurant. including China. location and went on the road to enlist new franchises. Disney (Timon & Pumbaa). in recognition of his contributions to the state’s cuisine Governor Ruby Laffoon made him a Kentucky Colonel. In 1952 Pete Harman became the first Kentucky Fried Chicken franchisee. KY. 1890) began serving chicken to the patrons of his service station in Corbin. The advantage to this approach to meal premiums is twofold with pluses for both KFC and collectors. but served people on his own dining table in the living quarters of his service station. at the ripe young age of 65. On KFC’s side. and Jack Massey for $2 million. and Australia. KY. the Colonel sold the Corbin.

While this might have been conceived as a bold and unique scheme to alleviate the state’s debt. Kentucky Fried Chicken announced that it was changing its name to "KFC" and updating its packaging and logo as well to reflect a more modern look. According to outer sources. A New Era: A New Name In 1991. After a year of futile negotiations with Kentucky the company simply altered its name to KFC and timed the announcement to coincide with the introduction of its new packaging and products. marketing.actually trademarked the name of their state. as a matter of principal. the advantage is that there is more time to acquire preferred toys. Needless to say. Needless to say. it proved spectacularly unsuccessful.traffic. there was more to the name change than just a PR face-lift. the state then required any company using the word "Kentucky" for business reasons to obtain permission from the Commonwealth. While for collectors. Kentucky Fried Chicken refused to pay royalties on a name it had been using since 1953. the real reason for the name change actually dated back to 1990 when the Commonwealth of Kentucky . and operational expenses that are associated with acquiring and scheduling promotions.which was apparently mired in debt . According to the public relations info given out at the time the name change was to lure back customers to a restaurant now offering foods branded as "better for you". . and to pay licensing fees for the use of the name.

The Kentucky Derby officially changed its name to The Run for the Roses. while many seed and nursery companies which had previously offered Kentucky Bluegrass now sell "Shenendoah Bluegrass. The Dawn of Darth Maul One of the highlights of the 1999 fast food toy season was KFC’s set of Star Wars: Episode I—The Phantom Menace toys that were issued in conjunction with sister companies Pizza Hut and Taco Bell. Unfortunately for toy collectors. Still.com). not wanting to do the job half-way. they began packaging their kid meals in a colorful "laptop" container with games and trivia on the box.starwars. The three franchises not only joined forces to issue a comprehensive set of Star Wars Episode I toys.Kentucky Fried Chicken was not the only company to refuse to cow-tow to the State. All and all a very cool concept (no matter what might be said of the movie itself). so that the extreme among them could also access the very latest official Star Wars info direct from the grand poo-pah himself. about four or five years ago KFC stopped issuing toys with their kids’ meals. . and instead of a collectible item. each of the three Tricon Web sites was also linked directly to Lucas’ own Star Wars site (www. they actually linked their three Web sites (via a Star Wars hot button). so that Web surfers could easily access the company’s sister sites.

Kentucky. is the world’s most popular chicken restaurant chain. and Colonel’s Crispy Strips® chicken with home style sides and five new freshly made sandwiches. based in Louisville.Introduction of Company KFC Corporation. nearly eight million customers are served around the . specializing in Original Recipe ®. Extra Crispy TM. Every day.

selling nearly fifty years ago. the Colonel’s spirit and heritage are reflected in KFC’s brand identity – the logo features Colonel Harland Sanders. “Sunday Dinner. Customers around the globe also enjoy more than 300 other products—from a Chunky Chicken Pot Pie in the United States to a salmon sandwich in Japan. “No body’s cooking like KFC today and we are the chicken experts” . KFC’s menu everywhere includes Original Recipe® chicken—made with the same great taste Colonel Harland Sanders created more than a half-century ago.world. time-strapped families. cities. He called it. KFC specialized in chicken and they says. one of the best-recognized icons in the KFC world. Colonel Sanders invented what is now called “home meal replacement” – selling complete meals to harried. Taco Bell and Pizza Hut. KFC is teaming up with other restaurants.” Today.S. KFC continues reaching out to customers with home delivery in more than 300 restaurants in the United States and several other countries. And in quite a few U. Seven Days a Week.

g o o d q u a l i t y f o o d a n d c l e a n a t” o s p h e r e m Goals of KFC .“There is no competitor for spicy chicken which is made by KFC” M issio n sta te m e n t “ T o b e t h e l e a d e r i n w e s t e r n s t y l e qsu ircvki c e r e s t a u r a n t s t h r o u g h f r i e n d l y e s e r v i c e .

KFC . Generate consistently superior financial returns and benefits our owner and employees. Maintain a commitment to innovation for continuous improvement and grow. serving good value. with fast friendly. striving always to be the leader in the market place changes. To establish in India our position as leading WQSR (Western Quick Service Restaurant) chain. providing a pleasant dining experience. Consistently deliver superior quality and value in our products and services. Innovative chicken-based products. in a clean and convenient location.Build an organization dedicated to excellence. Consistently. At all times we must be dedicated to providing excellent and delighting customers.

They want to increase their profit Through giving maximum satisfaction & other better facilities to people that they want.KFC History KFC is an internationally renowned fast food industry in world. with even more attractive and charming taste. Basically they want to provide their products to anyone that is why they expanding their branches in all over the world. Kentucky where Colonel Sanders developed Kentucky Fried Chicken . the History The restaurant in North Corbin. They have the main ambition to increase & maintain the quality in fast food industry. Now after catching such a marvelous position in the International Market. Their aim is to capture the fast food market. KFC is introducing a new item “Boneless Fried Chicken”.

] Sanders first served his fried chicken in 1930 in the midst of the Great Depression at a gas station he owned in North Corbin. so when the route planned in the 1950s for what would become Interstate 75 bypassed Corbin. The following year Sanders expanded his restaurant to 142 seats. In 1939. to sell his chicken to restaurant owners.S.] In 1940 Sanders devised what came to be known as his Original Recipe. Indiana. Kentucky. The first to take him up on the offer was Pete Harman in South Salt Lake. and added a motel he bought across the street. Utah and since replaced by a new KFC on the same site Born and raised in Henryville. The Sanders Court & Café generally served travelers. together. Utah. situated in South Salt Lake. they opened the first "Kentucky Fried Chicken" . often those headed to Florida. he prepared the chicken in an iron skillet. too long for a restaurant operation. resulting in a greatly reduced cooking time comparable to that of deep frying. which took about 30 minutes to do. Sanders passed through several professions in his lifetime. When Sanders prepared his chicken in his original restaurant in North Corbin. Sanders altered the cooking process for his fried chicken to use a pressure fryer. he sold his properties and traveled the U.The first KFC restaurant. The dining area was named "Sanders Court & Café" and was so successful that in 1936 Kentucky Governor Ruby Laffoon granted Sanders the title of honorary Kentucky Colonel in recognition of his contribution to the state's cuisine.

Georgia. This store is notable for a 56foot (17 m) tall sign that looks like a chicken. to R. Today. which made it part of its Tricon Global Restaurants division. and has now been renamed to Yum! Brands. Colonel Sanders' nephew. One such restaurant is located in Marietta. Sanders' chicken concept. was built for an earlier fast-food restaurant on the site called Johnny Reb's Chick. The company owned many Northern Ohio diner-style restaurants.J. the chain has been sold three more times: to Heublein in 1971.outlet in 1952. . Reynolds in 1982 and most recently to PepsiCo in 1986. Sanders sold the entire KFC franchising operation in 1964 for $2 million USD Since that time. The sign. Lee Cummings. Chuck and Shake. took his own Kentucky Fried Chicken franchises (and a chicken recipe of his own) and converted them to his own "spin-off" restaurant chain. was the Kenny Kings chain. known locally as the Big Chicken. One of the longest-lived franchisees of the older Col. It is often used as a travel reference point in the Atlanta area by locals and pilots. as opposed to the KFC chain. Additionally. Lee's Famous Recipe Chicken. which in turn was spun off in 1997. some of the older KFC restaurants have become famous in their own right. the last of which closed in 2004. By the early 1960s Kentucky Fried Chicken was sold in over 600 franchised outlets in both the United States and Canada.

By the age of seven. When the colonel was six. Now. and young Harland had to take care of his three year old brother and baby sister. have become a symbol of entrepreneurial spirit. Ind. the Kentucky fried chicken business he started has grown to be one of the largest retail food service systems in the world.Company overview Colonel Harland sanders. actively began franchising his chicken business at the age of 65. his mother remarried and he left his home near Henryville. More than two billion of the colonel’s “finger lickin’ good” chicken dinners are served annually. for a job on a farm in Greenwood. Ate age 10. He held a series of . And colonel sanders. And not just in America. Ind. born September 9. a quick service restaurant pioneer. This meant doing much of the family cooking. His mother was forced to go to work.. The colonel’s cooking is available in more then 82 countries around the world. his father died. he was a master of a score of regional dishes. 1890. When he was 12. his first job working on a nearby farm for $2 a month .

Ind. KY. Taco Bell. China . operated an Ohio River steamboat ferry. he moved across the street to a motel and restaurant that seated 142 people. Australia. first as a 15-year-old streetcar conductor in New Albany. studied law by correspondence. Over the next nine year. 3.USA . sold insurance. After that he was a railroad fireman.KFC is the largest brand of Yum Restaurants. and then as a 16-year-old private. sold tires. South Africa. the colonel began cooking for hungry travelers who stopped at his service station in Corbin.1 Chicken QSR and has industry leading stature across many countries like UK. A&W and Long John Silver. soldiering for six months in Cuba. but served folks on his own dining table in the living quarters of his service station. He didn’t have a restaurant then. KFC offers its signature products in India too! KFC has introduced many offerings for its growing customer . practiced in justice of the peace court.. Malaysia and many more. As more people started coming just for food. 2. a company that owns other leading brands like Pizza Hut.jobs over the next few years. he perfected his secret blend of 11 herbs and spices and the basic cooking technique that is still used today.KFC is the world’s No. KFC India 1. and Operated service station.Renowned worldwide for it’s finger licking good food. When he was 40.

4. KFC Outlets in pune This American concept that arrived with a bang in town actually had serpentine queues outside its outlet in Kalyani Nagar. the spicy. juicy inside” Hot and Crispy Chicken. KFC also has great tasting vegetarian offerings that include the Veggie Burger. Toasted Twister. juicy & crunchy Zinger Burger. Their Chicken and Paneer Tikka Wraps are hot favourites and the Indianised veg and non-veg thali are not bad. Veggie Snacker and Veg Rice meals. In India. KFC is growing rapidly and today has presence in 11 cities with close to 50 restaurants. Its signature dishes include the “crispy outside. Veggie Feast and Chicken Crunch Snacker. A good place to celebrate your kid’s birthday and be . The ambience in both KFC outlets is lively and upbeat with some great music playing all the time. Their signature product. the Hot and Crispy Chicken was a rage in town and is still extremely popular with amche Punekars. Now they also have another outlet in Nucleus Mall. 5.base in India while staying rooted in the taste legacy of Colonel Harland Sander’s secret recipe. Ditto for the Zinger Burger. For the vegetarians in India. flavorful and juicy Original Recipe chicken. Chicken Bucket and a host of beverages and desserts.

has been quite a hit. Pune 411001 Tel: 26052373 KFC in Kalyani nagar: Mariplex Mall.1. 345/. Expand and update training with time and be the best we can be and more.indulged with food. Kalyani Nagar. Their recent addition of a bucket stuffed with 12 pieces of chicken priced at Rs. Reward and respect the contributions of each individual at KFC. . party hats. invitations cards. balloons and games. Pune 411006 . Pune Camp. Nucleus Mall. KFC in pune camp: CTS No. streamers. Tel: 32943121 Values of KFC Focus all our resources to our restaurants operation because that is where we serve our customers.

Encourage new and innovative ideas because these are the key to our competitive growth. Work as a team. Dedicate ourselves to continuous growth in sales. . honest and direct in our dealings with one and other. Reward result and not simple efforts. profit and size of organization.Be open. Commit ourselves to the highest standard to the personal and professional integrity at all times.

CHAMPS stand for the six universal areas of customer expectation common to all cultures and all restaurants concepts. It stands for our commitment to provide the best food and best experience for the best value.PHILOSOPHY OF KFC THE CHAMPS PROGRAM Champs stands for our belief that the most important thing each of us can do is to focus on the customer. .

THE CHAMPS These are: Cleanliness Hospitality Accuracy Maintenance of Facilities Product Quality Speed of Service .

CHAMPS is the philosophy to ensure that the customer has the consistent quality experience in every restaurant. While there are enough people in urban India for any . it would be extremely difficult to take over already running major fast food chains' dominancy in India or even make a significant amount of profit. PORTERS FIVE-FORCES ANALYSIS Entry For the current Indian market for fast food. everyday. on every occasions and you will be playing role in delivering CHAMPS to our customers. However. it is not difficult for a fast food restaurant to enter the market.

these are the barriers to entry for similar restaurant businesses to enter the fast-food chain market. the store is not going to lower its price because the cost of losing one customer is not very great. The suppliers. especially as individual buyers. like the buyers. have almost no bargaining power because if only one customer threatens to no longer eat at KFC. especially children who are used to going to KFC as a treat or reward from their parents or grandparents. Buyer/Supplier Bargaining Power The customers of KFC. . are not going to want to go to other restaurants they’ve never heard of. Domino's and Subway. there is already a large variety in the numerous western-style dining places in India. The brand name is already established. such as McDonald’s. KFC holds the first-mover advantage into the 'non-veg food specialty food segment' that gives them free reputation. and any new fast-food entrants would just be presenting something very similar to what’s already there. have very little bargaining power.restaurant to survive. While small Neighborhood restaurants generally have low barriers to entry. Customers. Pizza Hut. Also.

KFC. The substitute products. in that they sell. would be burgers. This is a brilliant strategy because the supplies that KFC would otherwise need to import from the U. and if the U. upon its move into India. KFC also began helping local suppliers by giving them technological support to improve their products. Pizza Hut. can now be obtained domestically. urged many of its U. Though they are competitors. Substitutes and Complements As mentioned above. there are a few major competitors in the fast-food industry in India for KFC. labor cost is extremely low because the supply of non-skilled workers great exceeds the demand for them. in this case. pizzas.S. as families could choose any one of these over fast . Traditional Indian dining. their primary products differ greatly from each other. This gives us a brilliant strategy. suppliers decide to raise their prices. Domino's and Subway. In terms of human resources. lowering the supplier bargaining power. respectively. suppliers to also extend branches into India. namely McDonald’s. and sandwiches. pizza. KFC is able to have a very tight control over its prices and expenditures. KFC created competition among its suppliers. home-cooked meals.In terms of food. burgers and fries. and sandwiches. With so little buyer and supplier bargaining powers. chicken. KFC can easily switch to the local suppliers.S.S. and grocery stores with ready-toeat foods are also substitutes. With this strategy.

a full meal at KFC ranges about Rs. 300. If the general price of fast foods goes up. Even foods from street vendors count as substitute goods. whereas a full meal at Pizza Hut can cost over Rs. For example. if KFC raised its price for chicken by a small amount. the more customers KFC will get. For example. Indian chicken lovers who may not be as accepting to pizzas (many Indian people strongly dislike the taste of cheese) are not going to switch to Pizza Hut just because the price for KFC increased.food for a meal. The drastic difference in price assures no price competition between these restaurants. The primary reason is that their core products are different. . While other fast foods serve as substitute to KFC. KFC has little rivalry with similar fast-food chains in India. In addition to that. these restaurants have such different target customers that the fluctuation of price for one restaurant is not going to affect the others. as in they sell different kinds of fast foods with very different tastes and styles. KFC’s price rises as well. These substitutes are definitely considered healthy as compared to the fast food chains. they can also serve as complements for fast foods as a whole. so tickets to these tourist spots are also complementary goods because the more people tour these attractions. Rivalry Unlike what one would expect. and the same can be said of the quantity sold of these products. which make them complements to each other. KFC also sets up stores located near popular tourist attractions. 100.


Product profile Current Products Kentucky fried chicken Zinger burger Crushers Game Box Twister Box master Chicken Bucket Hot wings Fries Corn on the cob Zing Kong Snacker (chicken & veggie) Veggie Feast Soft Drink .

and wings that are coated with seasonings before being grilled. is made using a garlic marinade and double dipping the chicken in flour before deep frying in a standard industrial kitchen type machine.Coleslaw Chicken Thali Veg Finger Snack Box Sundae Soft Twirl Brownie Sundae Menu items This is a list of menu items sold at KFC. drumsticks. KFC's primary product is pressure-fried pieces of chicken made with the original recipe. Kentucky Grilled Chicken – This marinated grilled chicken is targeted towards health-conscious customers. thighs. The other chicken offering. It features marinated breasts. • . Chicken • KFC's specialty is fried chicken served in various forms. extra crispy.

[25] Introduced in April 2009. and sodium than the Original Recipe fried chicken. A variety of smaller finger food products are available at KFC including chicken strips. which include a slice of cheese and a hash brown. In the UK. chopped chicken in a sauce or fried chicken strips. • Product Profile: The Fillet Tower Burger . sandwiches are referred to as "burgers". wings.It has less fat. 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). nuggets and popcorn chicken. Both of these are available as "tower" variants. calories. • KFC has two lines of sandwiches: its "regular" chicken sandwiches and its Snackers line. The Snackers line are value priced items that consist of chicken strips and various toppings. including several types of barbecue sauces and buffalo sauce. 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). These products can be ordered plain or with various sauces. They also offer potato wedges. Australia and New Zealand.

. make the Fillet Tower Burger my product of choice. topped with cheese. hash brown. The official description is precise and to-the-point. reeling off a delicious list of attributes which.. You may be thinking: TLO Hot Rods are back . so please let me explain. ketchup. a cornerstone of the modern KFC menu: A 100% chicken breast fillet coated in our Original Recipe herbs and spices. But why I hear you ask! A fair question.all served in a freshly toasted bun. the creamy mayo and the crisp hash brown. crisp lettuce and our deliciously creamy mayonnaise . I could waffle on for many paragraphs about the toasted Kaiser bun. but as avid followers of the blog I am sure you have all read DG's product profile of the Zinger Tower Burger and you are fully aware of how the ingredients and flavours combine to create one of the most (if not THE most) astounding burgers known to mankind.The Fillet Tower Burger. in my opinion.

KFB has made many entreaties to have the hot rod box meal added as a regular menu item much the way the Big Daddy meal and the boneless banquet have crept in. We were therefore delighted when this reappeared as a TLO just 6 months ago and are ecstatic to see it appear yet again at this very special time of year.Let us welcome back an old friend for his third incarnation. Their satisfying size. texture and latent heat that unleashes itself after a few chews is incredible. The genius here is the boneless element as opposed to the bony piece of chicken that usually adorns my box meal.Buffalo Toasted Twister (TLO) . KFC. We first welcomed the Hot Rods box meal roughly 18 months ago and it quickly became a modern classic and firm favourite amongst the KFB team.

Although at ten to five.99 speciality toasted twister which can be turned into a meal with regular chips and drink for a further pound. I rated this particular offering mere hours ago at the newly refurbished Festival Heights branch in Stoke. I was served an exemplary Buffalo Toasted Twister. It's simply a £2. although the Chicken and lettuce wasn't crowning the top of the wrap quite as majestically as the advertising literature has suggested (See bottom Picture). However. its demure appearance only served to pique my interest further and I unashamedly moved in for the kill and took my first . It was tightly wrapped and evenly toasted.On-Trent.Following the impressively named but in fact lacklustre "BBQ BEAST BOX" this TLO is a more modest offering. and so well outside any peak hours where one can expect the freshest products.

The Chicken was hot and fresh. . before culminating on satisfying savoury notes.bite. and a wave of sweet BBQ sauce engulfed my mouth but was quickly tempered by the sour tang of the buttermilk from the ranch dressing before a third dimension of savoury cheese flavour completed this backwards cycle that had begun sweet.

This is a good solid offering from Luis Boneless Banquet is fit for a king .

or maybe because we are too lazy (I like to think a little of both). It's great to finally see a box meal catering for the boneless meat/non-burger fan . Big daddy box meal . Myself and good friend and colleague Steve took on what can only be described as a lunchtime feast for two hungry gents. Unfortunately Steve's opinions were considered blasphemous in the presence of our lord harland. so his comments have been stricken from the record. his opinion on the meal was mostly praising.. Both opting for the Bonless Banquet. we eagerly tucked into lunch.. and this time it's the new (or not so new anymore) Boneless Banquet meal. this may be because we are too busy consuming chicken.the combination of popcorn chicken and crispy strips was a winning combination for me.. some 2 or 3 weeks ago.as I prefer to remember it. It's about time we delved into the colonel's ever changing menu. although he showed some disappointment that the beans were not Heinz branded.There seems to have been somewhat of a lul in the amount of bloggin' we have been doing recently..

These days the Big Daddy burger has secured it's own long term spot on the menu.the Big Daddy Box Meal.. I ventured to The Plaza KFC branch on Oxford Street to sample the Big Daddy. It occurred to me recently that there was an item on the KFC menu that has not received the attention it deserves. you'd think there . the team here at KFB have been somewhat lazy and lackluster of late but today I am here to break the deadlock with a post of epic proportions. It's time this bad boy had a full review! The Big Daddy burger has actually been around for quite a whiIe. Of course. I truly mean it.and when I say epic.Apologies to any avid fans out there. On first impressions. originally introduced to the menu as a TLO alongside the fillet tower and zinger tower meals. I am talking about the largest item designed for consumption by a single person .. but as part of a box meal in direct competition to the Fully Loaded and Wicked Zinger box meals.

As well as the staples (kaiser bun. you'll get the burger. hash brown.bacon. the real difference is in the burger itself. and one in particular that is found in no other item on the current menu.was little or no difference between the Big Daddy and other box meals. creamy peppered mayo and most important of all . can it earn the KFB seal of approval in terms of taste?? KF Chillers . These are the additional ingredients that have earnt this burger it's title based on sheer size. lettuce. Well. 1 small side of your choice and 1 piece of OR chicken (or 2 hot wings with the WZ). cheese slice. fries. "What makes this the socalled daddy then??" I hear you cry. The Big Daddy burger contains a few ingredients that make it stand out. ketchup) the Big Daddy also contains a slice of fresh tomato. but more importantly. OR chicken breast. Just like the FL and WZ box meals.

He then put it under a big whisk like thing which mixed it all together. Imagine my delight when he told me it was actually only £1. as it was not on the top of my to-do list.99 to pay. The young man serving me first filled the cup with what appeared to be the milk/ice cream. I opted for the Strawberry Shortcake. he immediately exclaimed “are you going to go to KFC??”.Having been pestered for some time I have reluctantly agreed when an opportunity presented itself to allow an acolyte to make a KFB submission. ed. Cookie Crush & Caramel Crunch. . and watched as it was prepared. and if I could please try one. Surprised by the excitement with which he asked his question I asked why. From here on in. (Strawberry Shortcake. I'll let her work and pictures tell the story: Upon recently informing DG that I would have an afternoon to kill in Reading. then squirted in some strawberry syrup and scooped in some shortcake. The product is known as a ‘Chiller’ and comes in four flavours.) all of a sweet variety.79 – there had apparently been some confusion in relation to the advertising. He advised me that the Reading Broad Street branch was one of those chosen to trial the new milkshake. As he was bringing it over to me I dug out my £1. Chocolate Crumble. I duly obliged.

I am reliably informed that this is due to an ‘ops shakedown’ and I imagine that the situation will be remedied if they decide to launch it across the country. this delight was quickly dampened when I looked at the Chiller properly.However. Further. there was a slight waste of packaging in the domed lid that came on the cup. But fear not. It was served in a clear plastic cup with no branding or name on it whatsoever. . This would only be necessary if cream on the top was an option which I do not believe to be the case.

Roll the moistened chicken in the flour mixture until well coated. . Dip each piece of chicken into the milk until fully moistened.KFC Original Recipe 6 cups Crisco Shortening 1 eggs well beaten 2 cups Milk 2 cups Flour 2 teaspoons ground pepper 3 tablespoons salt 1 teaspoon MSG 1/8 teaspoon Garlic Powder 1 dash paprika 2 Frying Chickens cut into 6 pieces Place shortening into the pressure cooker and heat over medium heat to the shortening reaches 400F. In groups of four or five. combine the egg and milk. combine the remaining six dry ingredients. When pressure builds up cook for 10 minutes . drop the covered chicken pieces into the shortening and lock the lid. In a separate bowl. In a small bowl.


KFC possess a western culture because some of the Indian people are also following that culture.MARKETING STRATEGIES OF KFC There are different strategies adopted by KFC for different events. KFC are moving from Divisional Level to the District level by opening branches. They market their products on different events and in different activities as they are helping SOS village. According to KFC. . KFC is following Niche Marketing and Societal Marketing techniques. customer not depend on us. kids become the future permanents customers and we know very well that without any marketing strategy no marketing program and no product is successful because we depend upon customers.

Educational packets. were sent to thousands of schools nationwide. history and art exercises highlighting Mother’s Day. The contest encourages children to creatively express their feelings for their moms by making a homemade card and give them chance to compete for more than $10. . KFC’s “All-American salute to Mothers” national card contest has been KFC’s way of honoring moms and their families for making mother’s Day KFC’s biggest sales day of the year. KFC gives more priority to Family. including language.KFC also offer free home delivery. Marketing Since 1982.000 in cash and prizes. KFC menu consists of more than 30 products. KFC open their outlets on reachable places.

KFC known as a chicken specialist allover the glob. KFC target the Asia and east side because they observe that they people are like the chicken products. so they enter in the market due to the demand of their chicken products. PRICING 3. KFC product variety of product in the chicken. KFC is specially dealing in the chicken products. or consumption that might satisfy a want or need. Production: Basically the product is anything that be offered to a market for attention. KFC has the special raspy for chicken products that is why. acquisition. PRODUCTION 2. Basically. those products are: . PROMOTION 4. PLACEMENT 1.There are 4 P’s of Marketing: 1. use.

PRODUCTS: Original recipe® chicken Extra Tasty CrispyTM chicken Hot WingsTM pieces Tender Roast® chicken Chunky Chicken pot pie Kentucky Nuggest® Colonel’s Crispy Strips® Honey BBQ sandwich Original Recipe® Sandwich .

KFC prices of products are a bit high according to the market segment and it is also compatible to the stander of their products. Pricing: KFC during pricing their products keep the different points in the mind like they adopt the cost base price strategy. Calculation of the price under Cost Based Pricing Strategy: Total Pounds of Chicken Served in KFC Restaurant Annually = 1.914 Billion .Tender Roast® Sandwich Triple Crunch® Sandwich Triple Crunch ®Zinger® Sandwich BRAND: There are three brands of the KFC: Taco bell Pizza Hut Long john silvers 2. Pricing of the product includes the Government taxes and excise duties and then they come at final stage of determine the price of their products.

89 Billion Total Retail Sales = $8.115 + 1.9 Billion Sales Price of per Chicken Piece = Total Retail Sales / Chicken Pieces sold = $8.135 / 0. The manufacturer mark up price is calculated: Mark Up Price = Unit Cost / (1 – Desired Return on Sales) =1.115 + 6000000000 / 5890000000 = 0.51 .51 We assume that Fixed Cost is = $6000000000 Variable Cost Profit Margin is Or Mark Up Per Unit Variable Cost = $675000000 = $225000000(25% of Sales) = $675000000 / 5890000000 = $ 0.Total KFC Chicken Pieces Sold Annually = 5.75 = $1.25) = 1.115 Unit Cost = Variable Cost + Fixed Cost / Chicken pieces Sold = 0.9 Billion / $5.89 Billion =$1.135 / (1-.02 = $1.135 Now suppose manufacturer wants to earn 25% mark up on sale.

showed that the respondents were more apt to eat within KFC restaurants. 4. If you promote your product at the right time . Placement: In the case of the KFC the placement of the product is not important but the placement of the restaurant is important. Promotion: Promotion is one of the necessary plates in any form of business or in other words you can say that promotion is the key of success. The area that KFC Cavalry caters for is the residential and office area of Cavalry Grounds and Cantt. The Chinese also had much more positive impressions of KFC. These findings support a model where differences in cultural frames of reference lead consumers to actively localize the brand identity of this nominally globalized product. The restaurant is a three-story building including the basement (where the chicky play area is located). KFC also known the importance and significance of promotion so they uses the bill boards the major source of advertisement A survey of young consumers in the countries (n = 795). and spend more time doing so. Another branch the KFC opened in the Lahore is in Garden Town (opposite to Barkat Market). Brand identity impressions were correlated with overall customer satisfaction and with future patronage intentions for both groups. It is ideally located in the center of a main commercial and residential area of Lahore. than the Americans. in the main commercial zone of Cavalry Grounds near the Jinnah Flyover. as the main target market. Now we can easily . KFC also target the Faisalabad and open its branch in D ground.3. The products of the KFC is cooked at the sport and then served after that. KFC Cavalry branch opened in June 1998.

and due to international brand. and some make impulse decision as they saw it . it is the world recognized fast food restaurant all around the world. Product usage People are educated and they want variety in their diet. On the other hand people of urban areas take fast food. So. . Because the prices of the KFC products is high with comparison to the local products manufacturer who are dealing in the same kind of product in which KFC is dealing but the prices of the KFC is high due to special taste.judge that the KFC target the place for their restaurant. TARGET MARKET FOR FAST FOOD After evaluation of various segments. for the placing strategy. KFC has decided to target the market of Urban and Sub-urban Areas of india. which is well known and is in the Porsche area where the income level of the people is high then the middle class level. Purchasing process: Many people come from home to eat this. Market mix Strategy KFC will be using differentiated market coverage strategy. It means that different marketing mix will be used for different age groups. high quality. Normally people of rural areas don’t take fast food. KFC chose the well income class area for their restaurants.

Income of the people of urban areas is normally high and they can afford to purchase such products, which are slightly higher in price as compared to prevailing prices of local food in the market. People of Urban Areas are more quality conscious than the people of Rural Areas. In Urban Area there lived people from every walk of life and profit generation is easier than in Rural Areas. Population density is higher in Urban Areas as compared to Rural Areas, so the numbers of customers are more in Urban Areas. Current target market Segmentation KFC has divided the market of India into distinct groups of customers with different demands, tastes and behavior who require separate products or marketing mix. In India the niche marketing is being used for particular classes of people. They have made segments of the market on the following bases. Demographical Behavior Geographical By using these three bases they segmented the market as under.


In demographics their first segment is consisted of the income factor i.e. high income, average income and low income. BEHAVIOR In behavioral aspect they segmented the market on the basis of quality, taste and price. Following are the different possible segments in this regard. Taste conscious Quality conscious Class conscious Combination of price and quality

GEOGRAPHICAL BASIS On the basis of the geographical factor we have divided our market in three main segments. Urban areas Sub urban areas

pamphlets and through other promotion strategies . They promote their products through special packages.Promotions In India KFC not advertise their products too much because people KFC due to its reputation in other countries. They promote their products through billboard.

keychain. etc to the customers.Sales promotion For the sales promotion KFC introduced their goods like watches . .


As it is a fairly new product it comes in the category of the Question Mark in the BCG Matrix. Company may decide to completely remove this product from the market if it does not do well soon and start bringing in revenue.B GM t ix C ar C p ris y B n le s oe s C ic e h kn K se ru h rs ? Vg e Ta h li C ic e h kn Bc e uk t Boston Consultancy Group (BCG) Matrix Question Mark: Currently KFC have launched a new product in the market. KFC is advertising a lot to popularize this product so there is a lot of expenditure on it. It has a low market share thus brings low revenue. They have also tried to come into the beverages market by launching its new brand of shakes called KRUSHERS. . This product is individually not bringing any profits and is a cash drain for the company.K CIn ia F d .

Although company had launched this product much earlier. this also results in low demand for this item.DOG: KFC’s Veg Thali comes under this category. STAR: . It has the highest market share amongst all the other products. It has good demand in the market and brings in huge sales revenue. it does not bring in much revenue as demand is low. The product is mostly CASH NEUTRAL. it has still failed to become a success. As KFC is known more for its non-veg food. CASH COW: KFC’s Chicken Bucket is the most successful product of the company. It has a low market share and although low on expenditure (as company does not spend on its promotion). The development and other expenses are also low and thus this product is a CASH SIRPLUS for the company.

It was released in the June 2009. Business sector is Fast food outlets & restaurants. This product is CASH NEUTRAL for the firm. The company is trying make this product a cow as well. But it also has high developmental expenditure involved. New Delhi advertising agency for KFC ZINGER BURGER (KFC Company) in INDIA. It has a high market share and brings in high revenue. The profit therefore is generally not very high brought in by this product. by reducing the expenditure Advertisement The advert titled Pool was done by OGILVY & MATHER.The star product of the company is its crispy Boneless Chicken. .

In 2007. the lead singer then swallows fire. The commercial then shows the lead singer at a KFC eating the "wicked crunch box meal" and saying "Oh man that is hot".One of KFC's latest advertisements is a commercial advertising its "wicked crunch box meal". The commercial features a fictional black metal band called "Helvetica" performing live. as well as some restaurant signage. . the original. non-acronymic Kentucky Fried Chicken name was resurrected and began to reappear on company marketing literature and food packaging.

No organization can afford to ignore there competitors.DATA ANALYSIS Competitive analysis Competitors You cannot enjoy the business without competitors. midnight offer etc. . It is very important strategy They offered different packages at different events like ramdan offer.

KFC compete there competitors by providing good services They must hired the hard selling persons to market their product in the market and motivate their employees for the sake of organizations and employees do well and they compete there competitors KFC has quality products and through these quality products they compete their competitors COMPETITIVE ADVANTAGE KFC Spicy Products Indian people like spicy products instead of boiled food McDonalds Burger and French Fries .

Arabian Rice and Zinger Burger Free Delivery Chicken is eaten by every community Local Staff and Highly Qualified because local staff can better deal with the customers KFC uses Top to Bottom and Bottom to Top Approach in Management. KFC is Co branding with Walls Big Mac Charges for home delivery Beef is banned in some community Its Staff consist of simple Graduates and give them training McDonalds Uses Top To Bottom Approach. Economic Analysis of Market A market in this context refers to a number of all actual and potential buyers of a product (Kotler et al 2003). These buyers have a need to satisfy their needs through exchange (Graphic 1). No such Case. These needs make up the demand for particular products and Graphic 1 Communication Industry (a collection of seller) Product / service Money Information Market (a collection of buyers .

services. Several components must be considered, as all these components have a direct or indirect impact on KFC’s success. Changes in the below described components over the last couple of years have led to big changes in people’s attitudes towards healthy food. It explains why Australians today want to eat healthy and nutritious-rich food in order to keep themselves healthy and that KFC must adjust their range of product and their company image to appeal to these new expectations, people have. Macro environment KFC operates in a larger macro environment of forces that creates opportunities, but also threats. (Kotler et al 2003). A company such as KFC usually cannot influence trends in the macro environment, as they affect people and organisations on a larger scale. However, KFC has to carefully examine macro environmental trends and must create competitive responses to such trends. There are six major macro environmental forces KFC has to take into account.

Micro environment

The microenvironment consists of all forces that are close to KFC, and on which KFC has an impact. They directly affect KFC’s ability to serve customers. (Kotler et al 2003). Three major components influence KFC’s micro environment:
Graphic 3 (Source: Kotler et al 2003)




Consumers Micro Environment

Because the fast food market in India is highly competitive, KFC faces a wide number of direct and indirect competitors. KFC’s main competitors are fast food chains such as McDonald’s and Domino’s, which are already well established throughout India. McDonalds’s in particular is a direct competitor, as they have already successfully introduced their Salads plus line (http://www.theage.co.in), which directly targets ‘healthy food’ conscious Indians. But, there are a number of other competitors that is also focusing on ‘chicken’ types products. All this competition makes it quite difficult for KFC to maintain or even broaden their customer base. However, with the introduction of a new and healthy product range, KFC can differentiate itself from most competitors and will gain a competitive advantage.

KFC’s customer market consists solely of the consumer market (Kotler et al 2003). KFC’s products are bought by individuals (males, females, singles, and families). Therefore, the product range KFC offer should appeal to as many people within this consumer market as possible, to ensure that the maximum amount of products can be sold. The characteristics of these individuals and a segmentation of them are discussed later in this report. Current Sales Analysis Market Share

Chicken planet. Mc Donald’s. Due to with over 50% of the market share in fast food industry KFC has recognition around the world and has been globally positioned for many years in India and to capture the market share in India adopts champs philosophy Environmental factors and opportunities . Dixie or those who may want to enter in the market of fast food restaurants.KFC has a very long history and has the most recognize able brand in chicken with over 50% of the market share. It becomes difficult for the companies like Sub way.

Political : The operations of KFC are affected by the government policies on the regulations of fast food operation. There is a continuous growth in per capita income. The GDP.965 trillion U. India’s per capita income is expected to reach 1000 dollars by the end of 2007-08 from 797 dollars in 2006-07. India has the third highest GDP in terms of purchasing power parity just ahead Japan and behind U.S. This will lead to higher buying power in the Hands of the Indian consumers. The GDP (Purchasing Power Parity) is estimated at 2. The GDP. Foreign direct investment rose in the fiscal year ended March 31 2007 to about $16 billion from just $5.real growth rate in 2007 was 8. dollars as estimated in 2008. Governments also control the license given for open the fast food restaurant and other business regulation need to follow such as for a franchise business. Currently government are controlling the marketing of fast food restaurant because of health concern such as cardiovascular and cholesterol issue and obesity among the young and children in the country. So taking into considerations .S. dollars in the year 2010. Good relationship with government in giving mutual benefits such as employment and tax is a must for the company to succeed in any foreign market. Economic: Though for last 1 year their was economic slowdown all across the globe but the sales of KFC and other fast food chains did not slow down to that extent that of other sectors in.5 billion a year earlier.S. and China.7%.per Capita (PPP) was 2700 U.

15-64 years – 63. The social trend toward fast good consumption is changing and India has seen an increase of 90% fast food consumption from the year 2002. KFC and Domino’s pizza. With the lower rates and increase technology the fast food counters are attracting youth by giving them attractive deals. Technological: The Indian fast food Industry is heating up with a lot of foreign players entering the Indian market.g.1billion people.1% and 65 years and above – 5. This increase is far greater than the increase in the BRIC nations of Brazil (20 per cent). There has also been a continuous increase in the consumption of fast food in India. For a fast food restaurant. technology does not give a very high impact on the company and it is not a significant macro . Russia (50 per cent) and China (almost 60 per cent). The technological knowhow and expertise will also enter the Indian market with an increase in competition.8%. Socio cultural: India is the second most populous nation in the world with an approximate population of over 1. This population is divided in the following age structure: 0-14 years – 31. For e. Thus this shows a positive trend for fast food industries in India.1%.2007. The only danger to it will be if there is a terrorist attack in India and the victim is KFC.the economic factors of India KFC is safe.

KFC always had been critics for world environmentalist. once KFC want to introduce whale burger causing uproar because whales are endangered species. supply chain management system to manage its supply. potatoes and chicken. In America. Our world is getting concern on environment issue and business operating here should not just care for profit. Before using paper packaging. Vegetarian environmentalist criticizes the fast-food giant for cruelty to animals and slaughtering. This is because high consumption of beef causing the green house effect by methane gasses coming from the cow’s ranch. Implementation of technology can make the management more effective and cost saving in the long term. Environmental: As one of world largest consumer of beef. Large-scale plantation has effect the environment and lost of green forest opening for plantation activities. but careful usage of world resources for sustainable . easy payment and ordering systems for its customers and wireless internet technology. For example in inventory system. However KFC should be looking to competitors innovation and improve itself in term of integrating technology in managing its operation. Imagine millions of people purchase from fast food operator and how is the impact to world environment by throwing away those hard to recycle packaging. This will also make customer happy if cost savings results in price reduction or promotional campaign discount which will benefits them from time to time. KFC once had been criticized for being insensitive to pollution because of using ne based packaging for its food products.environment variables.

development and care for environment safety and health for our future generation. tax requirement. weakness. Critics and concern from all public or activist should be review and support if necessary to ensure we play our social responsibility better. business registration. The legal requirement is important because the offenders will be fined or have their business prohibited from operating which can be disastrous SWOT ANALYSIS SWOT analysis mean strength. Other legal requirement that the business owner should follow as stipulated in laws are such as operating hours. labor and employment laws and quality & environment certification (such as ISO) in which the outlet has been certified. opportunities and threats and the SWOT analysis of KFC are: STRENGTHS . For example is the Halal certification that becomes a concern to Muslim consumers. there are many regulations and procedures that KFC should follow. KFC should protect its integrity and consumer confidence by ensuring all materials and process are as claimed or must followed. Legal factors: As a certified fast food operator.

Employee Loyalty: Employee Loyalty is one of the major strengths of KFC. price. KFC has continued to dominate the dinner and take out segment of the Industry. It therefore has a good head start and enjoys a good chance of becoming a leader in Indian fast food industry. a 10-years drop of 15 percent. The turnover rate in the company is amongst the lowest in the industry. . The brand is recognized and trusted in India for its quality products.Goodwill and reputation: The company certainly has earned a good name and reputation by its previous products and services in the market. and customer service. It is even more recognized in other markets outside India. to less than 56 percent in 2009. where the company is among the leading fast food giants. Customer Loyalty: Despite gain by Boston Market and Chick-fill A. Ranks highest among all chicken restaurant chains for its convenience and menu variety . It generates $1B revenue each year. KFC share of Chicken Segment sales fell from 71 percent 1999. KFC customer base remained loyal to the KFC brand because of its unique taste. WEAKNESSES KFC was losing market share as other Chicken chain increased sales at a faster rate. Huge competition in this segment.

This may lead to failure of their products as they are not in line with the Indian mind set. Cross Culture: Generally there is a good acceptance of American culture of fast food in India. This may prove fatal for the company. KFC has a good scope of expanding its operations in the country. this is a good news for the company. peoples taste and preferences and their likes and dislikes. With more than 70% of the markets in india being unexplored and un organised. People are opening up to fast foods more regularly in their daily lives and not just keeping it a once in a month affair. More than 60% of the population is under the age of 30yrs. . Large Youth population: India has a very large share of youth population a compared to other countries. KFC has not yet invested much on R&D. As the young generation are more open to fast foods and demand it more. OPPURTUNITIES New Markets: Globalisation has opened doors for new markets for the company. Thus Indian mindset is fast changing. This may reduce the market share of the company. South India is especially very much so.India is still mostly a vegetarian dominated cultured society. the developing countries like India and China promises a good market and generation of demand in the future. As the developed markets are mostly saturated. and innovating new products for Indian Markets.

THREATS Competition: Competitor companies like McDonalds are fast catching up with the market. garlic breads to attract more customers. Currently. . Anti-KFC campaigns. As the US markets are already saturated and leave no or little scope for growth. such as the one from PETA are affecting KFC’s brand image in a negative way and result in direct dollar losses. as less people are consuming KFC chicken Saturated US Market: Now KFC cannot rely on just its home market to generate sales. accounted for 15 percent of the sales of the nation’s top 100 restaurant chains.New variety: Company can also come up with new variety in the menu like Pizzas. KFC is under massive attacks from animal organisations. company necessarily needs to look at offshore foreign markets to generate sales and keep up the profits. questioning the way KFC’s suppliers are threatening the chicken. McDonald’s with sales of more than 19 billion in 1999. before they got slaughtered. Organizations’ like PETA People for Ethnic Treatment for Animals have given a bad name to the company which may prove disastrous to the image of the firm.


Research is a powerful investigation. It may be understood as a science of studying how research is done scientifically. it seeks to find explanation to unexplained phenomenon. it corrects the misconceived ideas. Research in common parlance refers to search for knowledge. When we talk of research methodology we not only talk of research methods but we also consider the logic behind the methods we use in context of our research study and explain why we are using a particular method or technique and why we are not using other so that research results are capable of being evaluated. . The simple meaning of research is to search for facts answers to questions and solutions to problems. It clarifies the doubts.Research Methodology Research Methodology is a way to systematically solve the research problem.

. collecting. Research emphasizes the development of generalization of principles or theories that will help in predicting future occurrences. In this project the researcher has tried to do the same by having a systematic study of all the activities of the business. making deductions and researching conclusions and at last carefully testing the conclusion to determine whether they fit the formulating hypothesis. 2. formulating hypothesis or suggested solutions. It aims at advancement of knowledge. Research is directed towards the solution of a problem. Clover and Balsley defines research as the process of systematically obtaining accurate answers to significant and pertinent questions by the use of the scientific method gathering and interpreting information. Each step must be so planned that it leads to the next step. A systematic approach is essential in good research. Clifford Woody defines research as the process which includes defining and redefining problems. Hence the project was carried out in a systematic manner by interviewing right from the manufacturer to the end customer. organizing and evaluating data.Research is a systematic and re-defined technique of thinking. Features of research:- 1.

Research is an Endeavour to discover. Experimental Research 8. Applied Research 3. 5. develop. Quantitative Research 10.3. Qualitative Research . 4. Historical Research 5. Exploratory Research 6. Research is based upon observable experiences or empirical evidence. Some of them are: 1. Fundamental Research 2. Comparative Research 7. Descriptive Research 4. It is an intellectual process always searching for truth. Research involves gathering new data from primary or firsthand source or using existing data for a new purpose. Types of research There are various types of research. and verify knowledge. Evaluation Research 9.

and qualities.In this project the research is of exploratory type. attitudes. There are various methods of collecting primary data. Types of data Primary data Primary data are those which are collected afresh and for the first time and thus happen to be original in character. which. Primary sources of data mean first hand sources or original sources at the hands of a researcher that is not collected previously. Primary data is the powerful source to understand opinions. This gives rise to several hypotheses which have given us define conclusions. interview method. questionnaire method. schedules and internet. The important ones are observation method. when tested for validity. .

Secondary data Secondary data means data that are already available. .In this project the method used for data collection are schedules and questionnaire. A schedule is something where a questionnaire is filled by an interviewer face to face with the respondent and the questionnaire is filled by a respondent himself. In this research various sources secondary data primarily the kfc web site where there was complete information about the industry. right from the process to the required legalities. were used.e. This gave accurate and first hand information as there was a dialogue between the researcher and the respondent. i. or unpublished data. When the researcher utilizes secondary data. they refer to the data which have second time. then he has to look into various sources which may either be published data.

A sample as the name implies. is a smaller representative of a large whole. Sample design is determined before the data is collected. Research design is a logical and systematic planning and directing a piece of research. . Thus research design is a logical and systematic plan prepared for directing a research study.Research Design Young says. A sample design is definite plan for obtaining a sample from a sampling frame. It specifies the objective of the study the methodology and techniques to be adopted for achieving the objectives. the researcher would adopt in selecting items for the samples from which the inferences of people are drawn. It refers ti the technique or the technique or the procedure.

The survey was conduct at various places in an around Pune. of stars of stars in the sky. The universe can be finite or Infinite. Sample Size . listeners of specific radio are example of infinite universe. Type of universe:- The first step in developing any sample design is to clearly define the set of objectives. Sampling unit may be geographical one. flat. or it maybe an individual. We’re as the no. or a construction unit such as house.While developing a sample design the researcher must pay attention to the following points:- 1. such as state. numbers of workers in a factory are examples of finite universe. or it may be a social unit such as family. In our case sample unit were individuals 3. etc. the population of a city. 2. Sampling Unit A decision has to be taken concerning a sampling unit before selecting a sample. school. club. district etc. technically called the universe. The researcher will have to be decide one or more such units that he has to select for his study. etc. In this project the was limited to the Pune region.

accuracy and the efficiency of sample results depends upon the actual methods in used. of items to be selected from universe to constituted a sample the size of sample should be optimum. Budgetary Constraints The researcher has to keep in mind the cost considerations by preparing the sample design. representation. Our Sample Size was one hundred samples. Sampling Procedure Finally the researcher must decide about the type of sample he will used that is he must decide upon the technique or procedure to be used in selecting the item for the sample.This refers to the no. A study of different methods of sampling is necessary because the precision. SAMPLING METHODS It refers to the procedure of selecting sample and not its compositions. Parameters of Interest In determining the sample design one must consider the question of the specific population parameters which are of interest. reliability and flexibility. He should select the sample design in such a way that for a given sample size and for a given cost the sample design has smaller sampling errors. 4. 6. An optimum sample is one which fulfils the requirements of efficiency. 5. .

1} Probability Sampling. 2} Non probability Sampling.Sampling method can be classified into. .

of respondents 32 15 41 12 .TOPIC Which fast food outlet you visit often TABLE Fast food outlets Mc donalds Pizza hut Kfc Domino No.

of respondents 23 10 . TOPIC How do you come to know about KFC TABLE Options Advertisement on newspaper/magazine Internet No. It was found that a considerable number respondent wear also visiting fast food and mc Donalds comparatively.GRAPH INTERPRETATION: Most of the respondents were visiting kfc fast food outlet.

Family/friends Banner People working for kfc Leaflets Others 35 15 02 09 06 GRAPH .

friends and colleagues.As people come to know more through their family.INTERPRETATION: As per the results we come to know that people are aware of anything through the above variants . of respondents 10 . TOPIC Who do you often go with TABLE Go with Alone No.

Family Friends Others GRAPH

38 49 3

INTERPRETATION: This is analysis has been made from responses of all the respondent customers of various groups. It has been found that most of the people go in group of friends.

TOPIC How does the location, in general, affect your decision of choosing a restaurant or a shop? TABLE

Decision Strongly A little Not affect

No. of respondents 55 25 20


INTERPRETATION: Most of the people strongly affected to the location. Some are affected little and some are not affected.


What factors of location affect your decision? TABLE Location Near house On the way Near shopping center Near traffic signal No. of respondents 18 38 34 10



TOPIC What do you think about the parking area at KFC TABLE Response Good Normal Bad No. of respondents 30 38 32 GRAPH . It was found that a considerable number respondent wear also selecting location like shopping center also.Most of the respondents were selecting on the way location.

40% 35% 30% 25% %of R pondents 20% es 15% 10% 5% 0% 30% 38% 32% good norm al bad dec ion is INTERPRETATION: As per the response of respondents it comes to know that the parking facility provided by kfc is not satisfied to people TOPIC How does the KFC’s brand image affect your decision TABLE Decision Very much Normal Very little No. of respondents 45 36 19 .

GRAPH INTERPRETATION: As per the research the brand image affects the product to hit in the market. TOPIC Do you like the logo TABLE Satisfied Yes No No. of respondents 78 22 .

GRAPH: INTERPRETATION: As per the results many people like the logo of kfc. of respondents 16 32 49 3 . TOPIC How often do you come to KFC TABLE Period Every 3 days Once a week Once a month Other option No.

GRAPH INTERPRETATION: As per the results many people often to go monthly as compare to others periods. TOPIC What do you think about the price here TABLE .

Options Very expensive Expensive but payable Reasonable Cheap No. of respondents 22 30 39 9 GRAPH INTERPRETATION: .

TOPIC How do you feel about KFC's food? TABLE Options Delicious Good Normal Not good GRAPH No.As per the price concern people doesn’t affect due to this what they want is good quality of food and service. . of respondents 72 16 09 03 INTERPRETATION: We come to know that people love the food of kfc on the bases of their freshness and quality.

Every Chicken Certified HACCP – K & N’s ensures food safety by implementing the international HACP (Food Safety System) and enjoy the unique privilege of being the first and only HACCP certified company is India producing chicken and chicken products.Product Issues General description: Features: Quality Control Over Ingredients Every Chicken Tested K & N’s state-of-the-art Quality Assurance Lab monitors the entire integration process from livestock to feed and on to preparation of ready-to-cook and cooked products. . Free from diseases and bacteria. drug residues and other contaminants.

Recycled Paper All our clamshells and chicken boxes contain as much recycled material as it is legally allowed. By law we are required to have virgin fibre board in any part of the packaging that is in contact with food.Packaging We are asked as many questions on our packaging as our products by our customers. This ensures that any wood cut for paper production is replaced with new plantings. KFC are enthusiastically complying with the new environmental directives on recovery and recycling of packaging waste. Environmental concerns Over and above ensuring our packaging is supplied via recycled or renewable resources. . The packaging for KFC products is chosen according to performance against three key criteria: Heat Retention Moisture removal Grease absorption The packaging material and carton design are all adapted to maximize performance against these three criteria. Any virgin fibre comes from board suppliers who use pulp bought from managed forest in Scandinavia.

products. showed that the respondents were more apt to eat within KFC restaurants. presentations. and spend more time doing so.Litter We at KFC UKI are aware of our responsibilities to the Management of Litter and all our packaging carries the ‘Keep your Country Tidy’ signs Branding This research measured and compared the brand identity of Kentucky Fried Chicken (KFC) in India. than the Americans.properties. The Chinese also had much more positive impressions of KFC. Brand identity impressions were correlated with overall customer satisfaction and with future patronage intentions for both groups. . Brand identity was defined as the customer impressions of four different KFC identity elements . A survey of young consumers in the countries (n = 795). These findings support a model where differences in cultural frames of reference lead consumers to actively localize the brand identity of this nominally globalized product. and publications.


It was found that people who already had their trust and satisfaction on the services provided by kfc. attention is given to the satisfaction of consumers. New people who don’t tested food of kfc. Because of the survey some people came to know about kfc. As the fast food industry is highly fast service oriented industry. Most of the people were interested in home delivery service provided by kfc. people doesn’t want to test it. 6. 2. 5. . 7. they were egger to test it. 4. they want quality and good service. 3. It was discovered that people does not consider what is value of food they consume. All age group people were interested in testing the new product which is launched by kfc.CONCLUSION 1. 8. The some products of kfc where highly expensive so.

Recommendation .

cleanliness and fast service should be maintained by kfc managers properly. 1. 3. 4.It is recommended that there are only two –three outlets in pune region due to this there is no much more awareness in people.After doing the research I have collectively given the following recommendation for growth of the kfc fast food chain. It was found that old people were more interested rather than new one in testing new product launched by kfc. It was found that kfc provides more non-veg food as compare to veg due to this the veg customers is distracted. 2. The quality. It was found that awareness of kfc was less as comparison with other fast food restaurant in pune. For example: Mc Donald’s have more outlets then kfc in pune region. .




Advertisement on newspaper/magazine 2. Which fast food outlet you visit often? a.mc Donald b. Your occupation ………………………………… 3. Banner 5. Internet 3. Family/friends/ colleagues 4. Age………… 2. kfc d. People working for KFC 6.Questionnaire 1. Others……………… . pizza hut c. dominos 4. Leaflets 7. How do you come to know about KFC? 1. Why do you choose KFC instead of other restaurants for junk food? ………………………………………………………………………… ……………………………………… 5.

Near the traffic signals so that it’s easy to be recognized. Alone 2. A little 3. 2. Family 3. in general. Who do you often go with 1. Near shopping centre 4. Others……………. affect your decision of choosing a restaurant or a shop? 1. . How does the location.6. Near your house 2. What factors of location affect your decision? 1. On the way to work or school 3. Friends/ Colleagues 4. Strongly 2. Not affect 3.

What do you think about the parking area at KFC? 1. How often do you come to KFC 1. Good 2. Once a week 3. (if yes. Very little 6. Normal 3.. Every 3 days 2.No…………….4. please specify your reasons) …………………………………………………………………………………… ……………… 7. specify your reasons) …………………………………………………………………. How does the KFC’s brand image affect your decision 1. Very much 2.. Normal 3. Other options…………………. . 5. Once a month 4. Do you like the logo? Yes…………. Bad (Please.

Expensive but still payable 3. Cheap 9. Good 3. How do you feel about KFC's food? 1. Reasonable 4. Very expensive 2. Normal 4. The KFC’s package is made by paper. Delicious 2. What do you think about this? ……………………………………………………………………………… 10. Not Good 16.8. What are your suggestions for improving KFC's service quality? (If any) ……………………………………………………………………………………… ……………………………………………………………………………………… . What do you think about the price here? 1.