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SUBMITTED BY:

BHOOMIKA SEHGAL
BBA IV SEM.
About Colonel Harland Sanders

Colonel Harland Sanders

OCCUPATION: Chef

BIRTH DATE: September 09, 1890

DEATH DATE: December 16, 1980

PLACE OF BIRTH: Henryville, Indiana

PLACE OF DEATH: Louisville, Kentucky

ORIGINALLY: Harland Sanders
From the age of 10 he held numerous jobs
farmer
streetcar conductor
railroad fireman
insurance salesman
He Used to cook at home
Because.
He lost his father and mother used to go out for work
Started with Sanders Court & Cafe at a gas station

1930
1935
The title of honorary
Kentucky Colonel
1937
Sanders Court & Cafe
expands the restaurant
1939
Altered the cooking process to reduced cooking time
1940
Devised what came to be known
as his Original Recipe

Contain 11 herbs and spices is still
a trade secret
1952
1950
Shut down Sanders Cafe and
Restaurant
Travels the U.S. to sell his
chicken to restaurant owners
First to take franchise offer
was Pete Harman

1964
First KFC outside
North America
1960
Number of franchised
outlets 600
1964
Sold the entire
KFC franchising operation
1966
KFC went public
1969
Listed on the NYSE
1971
KFC was acquired by
Colonel Harland Sanders Passes away
1980
1985
Chicken Little Sandwich
1990
1987
Entered Canada with brand
name as Poulet Frit Kentucky
1995
Entry in India
1997
2002
Tricon changed it's corporation name to Yum! Brands, Inc
PepsiCo, Inc. announces the
spin-off of its quick service
restaurants
KFC, Taco Bell and Pizza Hut
into Tricon Global Restaurants,
Inc.
2009
Enters Nepal, its
first restaurant in
Durbar marga.
KFC, founded and also known as Kentucky Fried Chicken, is a chain
of fast food restaurants based in Louisville, Kentucky, in the United
States. KFC has been a brand and operating segment, termed
a concept of Yum! Brands since 1997 when that company was spun
off from PepsiCo as Tricon Global Restaurants Inc.
KFC primarily sells chicken pieces, wraps, salads and sandwiches.
While its primary focus is fried chicken, KFC also offers a line of
grilled and roasted chicken products, side dishes and desserts.
Outside the USA, KFC offers beef based products such
as hamburgers or kebabs, pork based products such as ribs and
other regional fare.



MARKETING STRATEGIES OF KFC
According to KFC, 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,
customer not depend on us.
KFC is following Niche Marketing and Societal Marketing techniques.
KFC possess a western culture because some of the Indian people are also
following that culture.
KFC are moving from Divisional Level to the District level by opening
branches
KFC also offer free home delivery.
KFC open their outlets on reachable places.
KFC menu consists of more than 30 products.
KFC gives more priority to Family.
KFC has significantly spiced up its recipes in India. The
hot and spicy wings it serves here are the spiciest in
the world, among KFC restaurants.
The other key to KFCs success in India is in pricing. In
order to appeal to the young customer, one who is
more likely to crave fried chicken than a tandoori, KFC
has significantly dropped prices. This year, it introduced
a Street Wise menuburgers, drinks, chicken wings etc
which sell for Rs 25 (50 cents). This is targeted directly
at college students and the advertisements are entirely
in youth lingo.













KFC IN INDIA!
KFC is the largest brand of Yum Restaurants, a
company that owns other leading brands like Pizza
Hut, Taco Bell, A&W and Long John Silver. Renowned
worldwide for its finger licking good
food, KFC offers its signature products in India too! In
India, KFC is growing rapidly and today has presence
in 21 cities with close to 107 restaurants.


Target market
Geography: India Metros and Tier II Cities
Demography: Urban people of both genders
aged between 15 to 45 years of age.
Income Group: A,B and C income groups.
Psychographic: People who have a busy
lifestyle and are influenced by western culture

KFC was the first fast food multinational to enter
INDIA , after the economic liberalization policy of
the Indian Govt. in early 1990s.
KFC received permission to open 30 new outlets
across the country
KFC opened first fast food outlet in Bangalore in
June 1995 by targeting upper middle class
population.

KFCs Entry to
India
Indian market !!!
First Indian kfc was opened in Bangalore in
1995.
Due to protests it had to be closed down.
After 4 years in 1999 kfc returned to India
opening its sole outlet in banglore which
remained as the only outlet in India till 2004.
But by 2012 kfc had a total of 280 outlets.

Emerging market..
The company continues to grow across Asia.
KFC Holdings is the franchisee of over 640 KFC
restaurants in Malaysia, Singapore, Brunei,
Cambodia and India and is publicly quoted on
the Bursa Malaysia
In 2012, KFC operated 577 restaurants across
36 countries in the Caribbean and Latin America
region. The first outlets in the region opened in
Puerto Rico and Panama by the late 1960s. KFC
has become the largest fast food chain in
Ecuador since opening in 1975, and is one of
KFC's largest markets in the region with 95
restaurants.

SWOT ANALYSIS
Strengths
Delicious and well liked recipes.
Strongest category among nearest
competitors.
Well Global Penetration.
Well recognised brand logo.
Strong Cash Flow via franchisee and license
fee.

Weakness
Most KFC items have close substitutes in
market.
No product innovations.
Lack of control in joint venture arrangements.
Inconsistent quality of service in many outlets.
Opportunities
Undeveloped markets in many countries.
Increased 18-25 age group.
Increasing trends to take meal out of homes.
Threats
Other cheap alternatives available.
Bird flu.
Cannibalization of own products.
Changing health trends of customers.
High calorie food.


Problems faced by KFC in India

KFC restaurant shut in India after worm complaint

Authorities in the Indian state of Kerala have shut
down a restaurant of fast-food giant KFC after a
customer complained that he had been served a
chicken meal containing live worms




KFC apologises over caterpillar in
burger

KFC restaurant shut in India after worm complaint

Authorities in the Indian state of Kerala have
shut down a restaurant of fast-food giant KFC
after a customer complained that he had been
served a chicken meal containing live worms

A fast food company has apologized to a family
who found a caterpillar in a burger after buying
a takeaway meal on 11
th
feb 2014.
Global fast food giant KFC launches a
cheap potato burger exclusively for
India just as rival McDonald's had
done earlier.