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Ninad Patil

Ninad Patil. 17106B1004. finger lickin good. OVERVIEW. Introduction. KFC - Kentucky Fried Chicken Headquartered in Louisville, Kentucky KFC was founded by Colonel Harland Sanders one of the first American fast food chains to expand internationally

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Ninad Patil

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  1. NinadPatil 17106B1004

  2. finger lickin good OVERVIEW

  3. Introduction • KFC - Kentucky Fried Chicken • Headquartered in Louisville, Kentucky • KFC was founded by Colonel Harland Sanders • one of the first American fast food chains to expand internationally • China is now the company's single largest market • pressure-fried chicken pieces, seasoned with Sanders' recipe of 11 herbs and spices • Larger portions of fried chicken are served in a cardboard "bucket", which has become a well-known feature

  4. History • In 1930, Harland Sanders first served to travelers the fried chicken • In July 1940, Sanders finalized what came to be known as his "Original Recipe" of 11 herbs and spices • Harman trademarked the phrase "It's finger lickin' good“ • Introduction of Bucket Meal in 1957 • By 1963 there were 600 KFC restaurants

  5. Operation • By December 2013, there were 18,875 KFC outlets in 118 countries • 4,563 outlets in China, 4,491 in the United States, and 9,821 across the rest of the world • operated in non-traditional locations such as filling stations, convenience stores, theme parks and colleges • KFC was the first foreign fast food restaurant chain to enter India in 1990s • For Indian market KFC added Veg Zinger, Veg Rice Bowlz, and Veg Strips

  6. Porters Five Forces • Competitive Rivalry – High • Threat of New Entrants – Medium • Bargaining Power of Suppliers – Low • Bargaining Power of Buyers – High • Threat of Substitutes – High

  7. MARKETING STRATEGIES

  8. Introduction Headquartered in the United States, the company began in 1940 Earlier it was a barbecue restaurant Operated by Richard and Maurice McDonald McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries hamburgers, cheeseburgers, chicken, French fries, breakfast items, soft drinks, milkshakes, fish, wraps, smoothies and desserts India was the first country in the McDonald's system where it served non-beef and non-pork products McAlooTikki, Filet-O-Fish, Spicy Range, Chicken McGrill, McVeggie, Veg Pizza McPuff, Chicken Mcnuggets, Fries, Wraps, Soft Serve and refreshing beverages such as Ice Tea & Cold Coffee

  9. STPD SEGMENTATION POSITIONING • Happy Meal with Toys • WIFI facilities and good ambience • Price • Age is the main parameter • Fast-food category TARGETING DIFFERENTIATION • Children • youth • young urban family • Affordable place to eat • outlet atmosphere and mild background music

  10. Marketing Mix PROMOTION PLACE • Hygienic atmosphere • Good ambience • Internet facilities • Services • Advertising • Special offers • Combos • Taglines PEOPLE Target Market PRICE • Customer • Front line employees • Middle level managers • Front line manager • happy meal • combo meal • family meal • happy price menu PRODUCT • Packaging • Desirability • Looks

  11. Ansoff’s product market growth matrix New product Existing product Market penetration Product development • In 1975, the first McDonalds opened at Hong Kong • McDonalds frequently markets new burgers Existing market Diversification Market development • happy price menu, beverages including milk shakes and cold coffees • to answer the KFC they came up with chicken Mc-Nuggets • McDonalds opened two hotels in Switzerland, at Zurich and Lully i.e "Golden Arch Hotels" new market

  12. STRENGTH OPPORTUNITY • Good innovation and product development • Loyal staff and strong management team • Very strong brand name • Large target group • Strong global presence • “Going green” • Mc-Cafe coffee shop • Low cost menu • Use of CRM, database marketing WEAKNESS THREATS • product development • Price • Ignoring breakfast from the menu • High Staff Turnover including management • fast food industry is becoming an increasingly competitive sector • Focus by consumers on nutrition and healthier lifestyles

  13. CSR Activities

  14. AIDS awareness program Lifeline express Social Sustainability Greenfection Environmental Sustainability Healthcare events Pollution control Energy saving control

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