Overview of kfc brand
- 1. PRESENTED BY SWARNA LAKSHMI MBA 1ST YEAR KFC BRAND REVIEW
- 2. KENTUCKY FRIED CHICKEN FEELS FINGER LICKIN' GOOD This Photo by Unknown author is licensed under CC BY-NC-ND.
- 3. HISTORY Herland sanders, founder of the original Kentuchy Fried Chicken, born in 1890 After a series of jobs in mid 1930'sat the age of 40,colonel sanders bought a service station, motel and cafĂ© at Corbin, a town in Kentucky. He began serving meals to travelers on dining table in the living quarters of his service station because he didnât have a restaurant
- 4. Introduction to Kentucky Fried Chicken Sanders began experimenting with different seasoning to flavour his chicken which travelers loved and for which he soon became famous . He then moved across the streets to motel and restaurantwith seated 142 people. During next nine years he developed his secret recipe of 11 herbs and spices and basic cooking techniques which is still used today.
- 5. INTELLUECTUAL PROPERTY RIGHTS Trade secrets, together with patents, trade-marks, and copyrights, are one of the four main types of intellectual property. Trade secrets are never made public. The initials 'K-F-C' and image of COLONEL HARLAND SANDERS are both trademarks registered by KFC corporation with the USPTO. Kfc also owns numerous copyrights. Television ads in which the character appears, and even photographs of the actual Col. Harland sanders all are protected by copy rights.
- 6. KFC'S ENTRY IN INDIA Kfc was the first fast food multinatinational to enter in india,after the economic liberalization policy of the india government in early 1990's Kfc received permission to open 30 new outlets across the country and opened first fast food outlet in bangalore in june 1995 targeting upper middle class population
- 7. FRANCHISING KFC generates its revenue through the different franchisees it has opened up in the different countries. Each franchise will pay a fee based on turnover to the master franchisor. In other words, each franchise is actually an independent business but follows the method of operation of the franchise. The franchisor will provide the model help and other items as they deem necessary KFC has set certain guardrails for all its franchisees covering the degree of quality and store cleanliness they have to maintainso as to run their store under their brand name .
- 8. SWOT ANALYSIS STRENGTHS Global presence Strong parent company Veg and non veg offerings Secret recipe WEAKNESSES Unhealthy fats Managing franchisees OPPORTUNITIES Market expansion Specializing into vegetarian menu Rise in health conscious population THREATS Competition Changing consumer eating habits Raw material prices Clousure of current franchisees
- 9. WHY KFC SO SUCCESSFUL?? KFC popularized chicken in the fast food industry. The company revamp its packaging , decor, uniforms. Improving restaurant operations. Introducing value items. Providing healthier menu options. KFC adapts its menu internationally to suit regional tastes. KFC has coupon deals than other fast food restaurants.
- 10. OTHER FACTORS KFC Uses an undifferentiated targeting strategy as it has the same food menu as all other food restaurants have in the world. With pass of time, KFC has started to create different types of menus after having a competition with McDonald's. For example , Buckets and combo packs especially Wednesday sale .
- 11. Thank you This Photo by Unknown author is licensed under CC BY-SA-NC.