KFC

Strategic Brand Management

KFC Brand Audit

Names Registration No.

Ayesha Tahir Awan MBA1y02181015

Khadija Fiaz MBA1y02181046

Abdul-Rehman MBA1y02181039

Anam Batool MBA1y021810

Mahnoor Zubair MBA1y02181047

Submitted to: Dr. Wasim Ahmed

FORGRADING:
C OMMENTS: M ARKS S ECURED:
Brand Audit KFC

Lahore Business School

 Brand Audit KFC

Executive Summary:

Kentucky Fried Chicken is a Quick service restaurant spread across the world which have
positioned itself as a very tasty and freshly prepared chicken that they can eat whenever they
want at the same quality of the target customers age 5 – 50, Chicken products which can be
enjoyed as a family in the environment of a social gathering. KFC emphasize at creating good
memory and positive feelings towards their products. Whenever you think of KFC you have to
think of somebody. It can be your family, friends, loved ones or somebody else, somebody to
share the fun of eating and to share the taste. KFC creates ‘attributes’ around their product as a
level of positioning. They highlight the product functionality which is “tasty” food. KFC has a
very unique recipe for their products which is also their core competency.

The purpose of KFC is to feed the world. The brand mantra of KFC is fun, folks and tasty. The
main point of difference of KFC is Chicken. KFC brand elements are memorable, meaningful,
likable, transferable and easily adaptable across globe. The brand architecture adopted by KFC is
Branded House. KFC have strong communication with its customers by creating creative ads and
their one of important marketing campaign to attract customers is adding HOPE campaign in
motive to eradicate hunger.

KFC have high awareness, it is most commonly recalled QSR (Quick service restaurant) mainly
for youngsters while they are hungry and want to eat chicken and experience fun of eating. KFC
is convenient, easy to access and gives important by eating western style. KFC have loyal
customers with high repeat purchase rate are people who prefer chicken than burgers. KFC wants
to add value to the customers throughout the week instead of coupons and offers. 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 customer’s wants to stay
healthy so, KFC can only be successful if it include Healthy feature into its positioning.

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Introduction:

Branding is not a new phenomenon during the last hundred years a lot of work has been carried
out to develop it considerably.The best brands, for example, often stand for quality, value and
product satisfaction. A brand can deliver up to four types of meaning; attributes, benefits, values
and personality.KFC was started by a budding entrepreneur by the name Harland Sanders. It is
currently a subsidiary of Yum!Brands. Yum is a corporation that operates or issues licenses to
Taco Bell, Pizza Hut, KFC Long John Silver’s and A&W restaurants in worldwide.

The founder of KFC named Colonel Harland Sanders, who was born on 9th September, 1890.
When the Colonel was six, his father died and his mother forced him to go for work, he had to
take care of his three years old brother and baby sister. He had to cook a lot for his family and by
the age of seven, he was expert in several regional dishes.

Later Sanders bought a larger place nearby to accommodate the ever increasing customers. He
increased the number of dishes and included the legendary fried chicken recipe for the first time
in 1936. By the year 1937 he again expanded the hotel which now accommodated up to 150
people at the same time. He was happy that he had become successful at his new business but
was always looking for improving his production process and expands his customer base.

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Colonel Harland Sanders founded the company as Kentucky Fried Chicken in 1952. He began
actively franchising his chicken business when he reached the age of 65, and now currently KFC
had become the largest quick service food service system in the world. More than one billion of
the Colonels “finger licking good” chicken dinner is served every year and it is not only in
America but also in more than 80 countries and territories around the world. KFC is a major
competitor in the fast food industry and known for its fried chicken and other fast food offerings.

According to KFC report 2009 KFC is a well-known restaurant and according to their annual
report 2009 it has been rated as 60th well-known brand of the world. KFC is not only famous in
North America but also very popular in Australia, New Zealand, Puerto Rico and China, and
now has become the most popular fast food chain of the world. KFC is a brand of Yum
Restaurant International (YRI) with more than 12,500 restaurants in 110 countries and different
regions of the world. YRI’s operational profit in the end of 2008 was more than $528 million and
opened 928 new restaurants across six countries in 2008.

KFC explains in their article that KFC always take care of their customers with the best food and
dining experience in the quick service restaurant business. KFC offers a variety of menu items
with low fat, low calorie choices, which is appropriate exercise and best solution for a healthy
lifestyle.

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How KFC evolved in Pakistan:
When KFC launched in Pakistan in 1997, urban Pakistani in Lahore and Islamabad typically ate
three to four times in a month according to At Kearney, the management consultants. In the 22
years since then, the average frequency has been doubled. However in intervening decades, KFC
has continued open new outlets in the country, evolving its strategy marketing through several
phases.

KFC 22 years in Pakistan:

According to Google, KFC entered the Pakistani market in 1997 after Abraaj Group opened up
Pakistan’s first KFC franchise in Gulshan-e-Iqbal, Karachi. KFC is it is now one of the major
fast food restaurants in Pakistan, They provide delicious foods in Pakistan, with having more
than 63 outlets throughout the country. Presently KFC is branched out in different thirteen cities
of Pakistan (Karachi, Lahore, Faisalabad, Peshawar, Sialkot, Hyderabad, Gujranwala, Islamabad,
Jhelum, Sukkahr, Sahiwal, and Murree. KFC has been introducing new products and opening
new restaurants, for its customers. In Pakistan KFC totally chicken buy from Pakistan poultry
forms and also this chicken is 100% Halal.

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Purpose of this project:

The main purpose of this project is to do brand audit of any brand, service or idea. We pick KFC
as a brand and have to do brand audit of KFC. The purpose of a brand audit is to determine how
your business is performing in the eyes of your customers. We begin by getting to the core of
what your brand is and should be by measuring the perceptions of corporate executives and
other key stakeholders. Through confidential brand audit surveys, one-on-one interviews and
small-group sessions, we will capture the brand goals, perceived brand values, and intended
brand experience. Through interviews with, we will reveal the perceptions that customers,
partners and others have about the current brand. This understanding of the actual customer
experience with your brand will help to guide the process of brand development.

 Helps you to determine the positioning of your business and to plan corrective strategies
 Empowers you to discover the strengths and weaknesses of your business
 Guides you to align your offerings more accurately with the expectations of customers
 Enables you to get up to speed with the perceptions (positive or negative) about your
business.

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Brand Strategy Analysis

Brand Service/Category

KFC comes under the product category of Quick Service foods. It is easily prepared processed
food served in snack bars and restaurants as a quick meal or to be taken away. It serves shared
meals, Individual Meals, Xtreme Meals, Sandwiches, Zinger Meals, Royal Meals, Kids Meals,
Desserts, and Beverages. It offers Self Service and durning peak hours they take orders directly
coming to the customers. They also provide free Pepsi to customers while they wait long in the
queue.

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Brand architecture and portfolio:

A Brand Architecture is an outward-component of your Brand Portfolio Strategy with the

purpose of making it easy for customers to see the links between your brands, find what they are
looking for and to understand what your company has to offer.

KFC uses Branded House, which means KFC is the brand and all the products within it is the
subset of the primary brand ‘KFC’ e.g.: 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 study of existing branding strategies and standards.

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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 explicating ordering. Brand Hierarchy of KFC is given:

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Brand Portfolio refers to an umbrella under which all the brands or brand lines of a particular
firm functions to serve the needs of different market segment.

In simple words, brand portfolio encompasses all the brands offered by a single firm for sale to
cater the needs of different groups of people

1. WOW:

The youngsters are wished they had more money so that they could enjoy a KFC meal and
beverages every day. Their prayers are answered in a visually spectacular fashion by the new
WOW menu range starting at Rs 590.

This menu comprises a wide range of Veg and non-Veg products including some new offerings
like Potato Krisper, our first potato-based burger; Krusher Lime Soda, an all-time favourite thirst
quencher, and the crunchy and juicy Chicken Shotz amongst other products. Within a few days
of its launch, KFC received a very encouraging response from customers.
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2. KFC Twister

Two freshly prepared, Extra Crispy white meat chicken strips with shredded iceberg lettuce,
fresh tomatoes, and pepper mayo sauce - all wrapped together in a soft, warm tortilla.

3. KFC Rice:

KFC’s first-ever rice meal, a delectable combination of crispy chicken fillet and fluffy white rice
with Original Recipe sauce or spicy tomato sauce. To make it more refreshing, KFC Rice Meals
come with regular NESTEA Green Tea. These all new sensations will give everyone the energy
to excel.

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Brand Mantra:

Brand mantra, is a short statement that expresses the core of what that brand represents or the
image it seeks to project. A brand mantra statement is often just two to three words. Although
formats can vary, the statement's tone is most important. A statement usually uses a series of
adjectives to describe a brand and may or may not contain the brand name.

The brand mantra of “KFC” helps in presenting a consistent image to the brand. A good brand
mantra should communicate what the brand is and what it is not. KFC brand philosophy is “Fun,
FOLKS and tasty” capture their brand essence and brand promise. Brand mantra must
economically communicate what the brand is and what is not.

A good brand mantra should have the following 3 elements:

 Emotional modifier
 Descriptive modifier
 Brand function.

The brand mantra of KFC is “GRAB A BUCKET OF CHICKEN, HAVE A BARREL OF

FUN”

The new mantra after Yum take over is “THERE IS FAST FOOD, THEN THERE’S KFC!”

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Designing the Brand Mantra of KFC:

Brand Target Market:

The main Target Market of KFC is College students and Working class people but overall KFC
target customers from age 5-50. KFC target market includes both Non-
vegetarian and vegetarian customer segments.

KFC target market is middle, upper middle and upper class. Its target includes teenagers and
young adults. The streetwise menu is specially designed to attract college going. Low pricing and
variety of menu is used by KFC to attract urban young population. Low pricing and variety of
menu is used by KFC to attract young urban population. Slogan like “KFC hai students ka
naya adda” is designed to attract student’s population of country.

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Brand Inventory:

Brand Element Analysis:

Brand Elements, sometimes called brand identities, are those trademark able device that service
that serve to identity and differentiate the brand from their competitors. The main ones are brand
names, URLs, logos, symbols, characters, slogans, jingles, packages and signage.We have to
discuss KFC brand elements as we picked KFC for brand Audit.

1. Brand Name:

The brand name of KFC is “Kentucky Fried Chicken”. The name "Kentucky" is of Native
American origin, Where Kentucky is a state located in the east south-central region of the United
States. At age 40, Harland Sanders was running a service station in Kentucky, where he would
also feed hungry travelers.

Sanders eventually moved his operation to a restaurant across the street, and featured a fried
chicken so notable that he was named a Kentucky colonel. Since Sanders sold fried chicken from
Kentucky, while his fried chicken sold globally it was called as Kentucky Fried Chicken.

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 Brand Awareness of KFC brand name:

At early years KFC was called as Kentucky fried chicken. Due to globalization the name got
shifted to “KFC” being easy to adapt to other countries culture and easy to pronounce by people
across globe. The Brand name “KFC” is simple and easy to pronounce or spell, familiar and
meaningful and different, distinctive, and unusual can obviously improve brand awareness. The
short name “KFC” often facilitates recall because they are easy to encode and store in memory.

 Brand Association:

Brand Awareness deals with Brand Recognition and Recall ability. KFC is easy to recognize and
recall. The brand “KFC” is recalled by its product category called Quick Service Restaurants and
recognized by the brand elements. The name KFC is famous, recognizable and cannot be
mistaken with any other company. From the very first moment it is spotted we know what it
stands for. The big red name is always easily noticeable and its bright colors attract our attention
instantly.

Why KFC change its name to KFC?

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The reason they changed from Kentucky fried chicken to KFC was that people got conscious
when they read the word ‘’FRIED’’ which gave them an impression that it’s not healthy because
it contains fat, so Kentucky fried chicken had to change their trade name from KENTUCKY
fried chicken to KFC. JUST TO avoid the fatty impression. And one of main reason was that
KFC is easily recognize and able to recall and pronounce for customers.

2. URLs

In the era of internet contact with every company and finding information about it, if it cannot be
performed personally, is most likely to happen by using internet. KFC offers very extended
website, where all information needed can be found, and if not, there is a place to ask them. KFC
website promotes the brand very well. The appearance suggests that KFC know how to make
everything smooth and well connected. The domain KFC.com is easily recalled since it is no
different from brand name. Even though making a typo can result in going to different website,
KFC is monitoring carefully the web for unauthorized use of their brand.

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URLs (Uniform Resource Locators) specify locations of pages on the web and are also
commonly referred to as domain names.

KFC have its own specific URL https://www.kfc.com/ (World) and in Pakistan
https://www.kfcpakistan.com/.

3. Logos:

Logos have a long history as a means to indicate origin, ownership or association. “KFC” logo
represents the founder “Harlan Sanders” and his secret 11 spices. The logo of KFC has
evolved over the years and it communicates to customers the realness of Colonel Sanders and the
fact that he was a chef. The logo KFC use is strongly connected to the brand name. KFC logo
distinctive smooth shape looks the same as the one in the name

. This kind of smart connotation increases memorability and recognition of the brand. The direct
connection between those two leaves no room for a mistake. Easiness on putting it on any
product offered or in any form of advertisement invented, is an important brand building
element. Having such a simple, and on the other hand, so distinctive in shape and color logo
allow legal protection that does not need any other special effort.

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 KFC keeps everything youthful

 Logo is combination of red and white both colors attract customers
 Vibrant colors used-red, induce feelings of freshness and cheer up customers.

4. Characters:

Brand Character such as tonality, typography, color palette, and all the
related brand expressions create an emotional connection with the consumers that result in the
affinity towards the brand and the long-lasting consumer loyalty. The Character of the KFC is
the founder Harland Sanders. Usually brand characters are introduced through advertising and
can play a central role in ad campaigns and package designs

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5. Slogans:

Slogans are short phrases that communicate descriptive or persuasive information about the
brand. The brand “KFC” communicates to the customers in a single line about its brand as

“Finger Lickin Good”

Early official slogans included "North America's Hospitality Dish"(1956–1966) and "We fix
Sunday dinner seven nights a week"from 1957 until 1968. The two slogans were phased out in
order to concentrate on the "Finger Lickin' So Good" slogan. The "finger lickin' good" slogan
was trademarked in 1956. Other slogans included "It's America's Country-Good Meal"(late
1970s) and "We Do Chicken Right" (1980s).

In 2011, the "Finger Lickin' Good “slogan was dropped in favor of "So good", to be rolled out
worldwide. In 2015, along with a revamp of their advertising, KFC returned to using "Finger
Lickin' Good". As of April 2016, KFC began using the slogan "Colonel Quality Guaranteed."

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6. Packaging:

Another brand element of KFC is packaging. Always with the logo and slogan, specific for
different items. When having product in hands it cannot be mistaken with any the product of the
competitor. By having packages with colors, logo and brand specific appearance we feel that
after making the purchase we are still connected with the restaurant. However the packaging is
changing together with brand sponsoring or associations. The elements of the cups are different,
so does the cardboards, nonetheless the changes are always minor and product bought at KFC
cannot be mistaken with any other.

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Criteria for evaluating brand Elements

1. Memorable:

How easily do consumers recall and recognize the brand element, and when at both
purchase and consumption? Brand elements that help achieve a high level of brand
awareness or attention to the brand, in turn facilitate the recognition and recall of a brand
during purchase or consumption.

The brand “KFC” is easily recognized by its logo “Sanders” and color “Red” and it is
easily recalled by its product category of quick service restaurants. So the recognition and
recall ability creates brand awareness among the customers.

Recall Red Color

Recognize Sanders

2. Meaningful:

Marketer needs to ensure that brand elements are descriptive and suggesting something about
the product category of the brand. This is important to develop awareness and recognition for the
brand in a particular product category.
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Secondly, the brand elements also need to have a persuasive meaning and suggest something
about the particular benefits and attributes of the brand. This is necessary for defining the
positioning of the brand in a particular category.

The brand “KFC” is Descriptive. It conveys the general information about the function of the
product or service offered by KFC and specific information about particular attributes and
benefits of the KFC.

3. Likable:

Brand Elements need to be inherently fun & interesting. They also need to be visually rich &
aesthetically pleasing and appealing to the target customers.

The brand “KFC” puts in fun and interesting in youth through its packaging, 5 in 1 box, and
Charger box. The brand KFC has a rich visual imagery and it is aesthetically pleasing. A
memorable, meaningful and likeable set of brand elements of “KFC” offers many advantages to
the brand.

Fun and interesting and 5 Meal in 1 box/ Charger

rich imagery Box

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4. Transferable:

Can the brand element introduce new products in the same or different categories? Does it
add to brand equity across geographic boundaries and market segments?

The brand “KFC” is easily transferable within and across product category and adds the brand
equity for new products or in new markets. It is also transferable across geographic boundaries
and culture by providing transnational products to respective countries.

5. Adaptable:

How adaptable and updatable is the brand element?

Consumer perceptions, opinions & preferences keep changing over time. Generally, the more
flexible the brand element, the easier it is to update from time to time to synchronize with
consumers preferences and trends. Logos and characters can be given a (slightly) new look &
feel to make them appear more modern and relevant.

The brand “KFC” is adaptable over the period of time with the changes in consumer values and
opinion. Since the brand elements of KFC are more adaptable and flexible, it is easy to update.
The logo of KFC is given a new design to make them appear modern and relevant.

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Adaptable and Update Change with the period of time and

according to advancement

6. Protectable:

How legally protectable is the brand element? How competitively protectable?

It should be protectable legally and competitively. Brand elements need to be chosen in such a
way, that they can be internationally protected legally, legally registered with legal bodies.

The "Finger Lickin' Good” slogan was trademarked by KFC and so it is legally protected. The
brand “KFC” is legally protected internationally and formally registered with appropriate legal
bodies.

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Attributes of service:

Product/Service (pricing, communications, Sales Promotion, distribution policies, other relevant

marketing activities).

 Brand Positioning:

Brand positioning is based on the benefits the customer wants. The brand
positioning of the Kentucky Fried Chicken is:

Position as QSR restaurants

KFC positioned itself as the place of Fun and gossips along finger licking food. Whenever it
comes to fried chicken the name KFC come in the minds of customers. So, KFC has positioned
itself as a QSR restaurant which serves best fried chicken in worldwide, and customers enjoy it
with their friends and families.

KFC focuses on pure & fresh food in order to create a distinct & clear position in the minds of
customers KFC has a strong brand name & they are leading the marketing in fried chicken.

KFC emphasize at creating good memory and positive feelings towards their
products. Whenever you think of KFC you have to think of somebody. It can be
your family, friends, loved ones or somebody else, somebody to share the fun of
eating and to share the taste.

KFC creates ‘attributes’ around their product as a level of positioning. They

highlight the product functionality which is “tasty” food. KFC has a very unique
recipe for their products which is also their core competency.

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Marketing 4p’s:

Basically the product is anything that be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or need.

KFC is specially dealing in the chicken products; Basically, KFC has the special recipe for
chicken products that is why, KFC known as a chicken specialist all over the globe. 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. KFC product variety of
product in the chicken.

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KFC was launched here as an innovative product. KFC has got one product line but later they
introduced products in the same line to protect their market share. New product ideas are
generated from:

 Customer services (comments cards)

 Gallops survey (mystery shoppers)

KFC have a Quality Assurance department that decides the new product innovation. Q.A.
department prepares screening of new ideas and product’s feasibility report. This department
does the technical evaluation (whether it is practical to produce the new product or not). KFC’s
products are tested externally by offering trials to customers by giving them free samples.

KFC’s products are tested externally by offering trials to customers by giving them free samples.
KFC adds a new product in its present assortment based on

 Their competitors
 Product’s adequate demand
 The satisfaction of key financial criteria
 Its compatibility with environmental standard

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KFC Product Line:

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Price is the any amount of money that customers have to pay while purchasing the product.

In introduction stage KFC entered the market using Market-skimming strategy. There products
were high price and targeted only upper class. Gradually they trickle down focusing on middle
class penetrate the market. Also KFC follow one price strategies. Price is determined according
to the rate of raw material and government policies. The political and legal forces also effect of
KFC result changes in price that is due to impose of tax.

Place includes company activities that make the product available to target consumer. This third
P has also sometimes been called Placement, referring to the channel by which a product or
service is sold online vs. retail , which geographic region or industry, to which segment (young
adults, families, business people), etc. also referring to how the environment in which the
product is sold in can affect sales.

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KFC distribution policies:

KFC has only one channel of distribution like direct where the goods are transferred to the
consumer directly. KFC has no middlemen.

Distribution of goods and services:

 KFC does distribution of consumer goods directly to the consumer.

 KFC also does distribution of services to the consumer like parking, sitting, home
delivery, etc.

Target areas:

o Free home Delivery” strategy: They provide free home delivery to offices & homes at
all Pakistan.
o Accessibility Resulting in several outlets to cater to the needs of people in & around the
city.
o Hectic lifestyle Due to the hectic lifestyle of office goings individuals the fast food
concept saves time of preparing food and gives the customer a full meal quickly.
o Hectic lifestyle of individuals giving them more time at work and less stress about
waiting for food.
o Quality conscious people in urban areas are more conscious about the quality of food
than rural areas.
o Urban areas are more populated therefore they help with attracting higher revenues.

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Placement of outlets:

Due to KFC placing itself close to schools, colleges, cinemas and markets which are mostly
populated by the young and those who are in a hurry, KFC enjoys a large number of footfalls
every day. In addition, they also have outlets close to non-vegetarians (mostly Muslim populated
areas).

Conclusion:

 KFC deals in internal market.

 Target only city areas.
 Slow delivery system in some areas.
 KFC has well equipped sitting.
 KFC has no intermediaries.
 Well trained staff with expert supervisors.
 Seeking customer’s response for quality.
 KFC has no entertainment in some franchises.
 Quality conscious people are the main target of KFC.

Promotion is the method used to inform and educate the chosen target audience about the
organization and its products.

KFC promotion strategy:

KFC always believes in keeping its outlet in premium areas as well as in malls and shopping
complexes. These KFC outlets can also carry out delivery for online orders of KFC. As a result,
KFC covers both – online and offline deliveries.

They promote their products through special packages. They promote their products through
billboard, pamphlets andthrough other promotion strategies.

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KFC promotion sources:

o Advertising

o Sales Promotion

o Public Relations

o Events and Experiences

o Coupons, Discounts and Bundled packages

At KFC, Promotion is the main tool to bring all chicken lovers attention towards its delicious
one-of-a- kind product, the Fried Chicken

Sales promotion:

For the sales promotion KFC introduced their goods likewatches, keychain, etc. to the customers.

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Advertising: The logo of the smiling Colonel is probably one of the most recognized faces in the
world and instantly brings the image of fried chicken to one’s mind. KFC and its jingle, ‘finger
lickin good´ is a frequent announcement on televisions, billboards, flyers. The concept of
showing a normal customer deeply involved in devouring his piece of chicken usually turns on
the drool factory in everybody’s mouth and makes them rush to the nearest KFC

Coupons, Discounts and Bundled packages: All KFC outlets offer its customers with various
forms of incentives to buy its Chicken. Using coupons that one can acquire after spending a
particular amount over a period of fixed time, customers can enjoy the benefits of free meals or
free add-ons. Additionally they provide meal vouchers and exciting offers in their print ads,
which the customer must cut and bring along.

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Publicity and Public Relation: "Journey of Hope” is a Public Relation campaign because it is a
part of "Add Hope", a series of CSR campaigns that aims to achieve a long-term impact. In
addition, this campaign helped KFC build mutual beneficial relationship with its public. The
company's reputation was greatly enhanced, while the public gained an opportunity to reduce the
hunger problem in Africa. This means “Journey of Hope” was a strategic communication
process. KFC improved their reputation as well as strengthened its relationship with customers.

KFC might try to use this campaign as a tool to improve its image in the public’s eyes from the
chicken parts wasting and milk faking scandals before, or should we say, crisis management
(Nguyen 2013).

Points of difference and points of Parity:

The most important steps in developing a positioning strategy are to establish the pod and pop.
These should be done by establishing the competitive frames of reference by defining the
customer target markets and the nature of competition associated with each target, they can
define the appropriate points-of-difference and points-of-parity associations for positioning.

KFC POP:

 Targeting Children and youth

 Positioning as “Tasty”
 Global fast food chains
 Charger Box
 Serving Beverages and fries with Burgers
 Food Quality
 Internet access
 Home delivery
 Discounts and offers

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POINTS-OF-DIFFERENCE (PODs):

POD is attributes or benefits consumers strongly associate with a brand, positively evaluate, and
believe they could not find to the same extent with a competitive brand.

KFC POD:

 KFC is popular for its CHICKEN

 Differs on product line (krushers, rice bowl)
 KFC differs in packaging, KFC's famous paper bucket
 Secret Recipe of "11 herbs and spices"
 KFC website have “Nutrition Calculator” for the each respective meal.

“Nutrition Calculator” customized in the KFC website https://www.kfc.com/nutrition

Lahore Business School

 Brand Audit KFC

KFC Unique Take away Packaging:

Analysis of KFC POP and POD with competitor:

Point of Parity:

 They are both fast food restaurants, they both have chicken items.
 Both are hazards to health. Found to be oily and fatty. Have been criticized by the people
about it and is a public debate.
 Both are global fast food chains.
 Both originated and develop in USA.

Lahore Business School

 Brand Audit KFC

Point of difference:

McDonald's serves beef KFC serves chicken

McDonalds doesn’t serve chicken wings, and Kfc doesn’t serve breakfast, Kfc doesn’t serve
they serve breakfast. hamburgers

Whereas the rate of Macdonald's is very low Cost of KFC is high

McDonald's offers more variety including KFC is focused almost entirely on chicken ,
chicken, McDonald's trademark is the golden KFC's is the bucket of chicken
arch
MCD is a considerably larger company by
revenue and number of locations.

n the 2007 rankings of QSR brands by sales, While KFC slipped from 7 to 8.
McD remained at number one

McDonald's is a privately held and independent KFC is a division of Yum brands which also
company. owns Long John Silvers, Taco Bell, and
others
McDonald’s has always been independent. KFC was formerly owned by PepsiCo before
the spinoff to Yum.

Lahore Business School

Brand Audit KFC

Lahore Business School