PRESENTED BY:

MEHAK BHARDWAJ
MANISH MALHOTRA
SWATI RAWAT
KULPREET KAUR

CONTENTS
Environment Analysis: Mehak
Value Chain Analysis: Manish
Ansoff Matrix: Manish
BCG Matrix: Swati
STP: Swati
Impact of consumer behaviour on brands

strategy: Swati
Products Strategy: Kulpreet
Brands positioning strategies:Kulpreet
PLC: Mehak

ENVIROMENTAL
ANALYSIS

MICRO
ENVIROMENT

MACRO
ENVIROMENT

MICRO ENVIROMENT:

The micro enviroment

Consist of all the forces
that are close to KFC
The three major

Components influence
KFC Enviroment are
Suppliers
Competitors
Market intermediaries

COMPANY

COMPETITORS

KFC

MARKET
INTERMEDIARIES

SUPPLIERS :

> Suppliers are those people who are

responsible for supplying necessary inputs

to the organization and ensure the smooth
flow of production.

COMPETITORS :

> Competitors can be called the close rivals

and in order to survive the competition one

has to keep a close look in the market and
formulate its policies and strategies as
such to face the competition

MARKETING INTERMEDIARIES :

> Marketing intermediaries aid the company

in promoting, selling and distribution of the

goods and services to its final users.
Therefore, marketing intermediaries are
vital link between the business and the
consumers.

MACRO ENVIROMENT

ECONOMIC
FACTOR

SOCIAL
FACTOR

POLITICAL
FACTOR

KFC

TECHNOLOGICAL
FACTOR

ECONOMIC FACTORS :

>Economic factors includes economic

conditions and economic policies that
together constitutes the economic
environment. These includes growth rate,
inflation, restrictive trade practices etc.
Which have a considerable impact on the
business.
SOCIAL FACTORS :

>Social factors includes the society as a

whole alongside its preferences and
priorities like the buying and consumption
pattern, beliefs of people their purchasing
power, educational background etc.

POLITICAL FACTORS :

>The political factors are related to the

management of public affairs and their
impact on the business. It is important
tohave a political stability to maintain
stability in the trade.
TECHNOLOGICAL FACTORS :

>Latest technologies helps in improving

the marketability of the product plus
makes it more consumer friendly.
Therefore, it is important for a business to
keep a pace with the changing
technologies in order to survive in the long

ANSOFFS PRODUCT MARKET EXPANSION GRID

KFC SUPPLY CHAIN

SUPPLY CHAIN MANAGEMENT

KFC has a very simple supply chain. As theoperations are on a relatively small
scale, all theoperations are performed by the company (i.e. Cupola) itself. The supply
chain process can besummed up as a 3 step process:
Step 1:
Raw materials procured from various suppliers and stored at two warehouses; the
normal-storageand the cold-storage. Details are discussed later.
Step 2:
All product preparation is done at the branch except for the marination of chicken
and sold tocustomers at the branch itself or delivered at thedesired locations.
Step 3:
Warehouses replenish each branch accordingto their requirement (usually three
times a week)using companys own vehicles and drivers uponthe request of the
branch manage

STORAGE AND INVENTORY MANAGEMENT

Chicken

Inventory of chicken is for 15 days. The storage area for

chicken is not in the warehouse itselfbut in a separate cold
storage area built right beside the warehouse in each
region.Before marinating, the chicken is stored in an organized
form in six separate cold storage rooms whose area is around
45 to 50 square feet, having a height of around 7 feet. The
chicken is stored in the same baskets which it comesin and
stays there till its turn for marinating . Marination is done in a
separate roomin the same cold storage facility where
thechicken is firstwashed and mixed with the herbs and spices
it needs. The mixture is fed into a machine knownasTumbler
which marinates it. After this is done the chicken is re packed
into labeled clear storage room again in organised form.

QUALITY ASSURANCE BY KFC

There are multiple ways by which KFC

assures the quality of its products.Some of
the oneswhich were disclosed to us were:
Surprise visits to branches
Planned visits to branches
Rigorous raw material inspection
Customer feedback

SEGMENTATION
GEOGRAPHIC
SEGMENTATION
KFC MENU OUTSIDE
INDIA

KFC MENU IN INDIA

SEGMENTATION
DEMOGRAPHIC
SEGMENTATION:

SEGMENTATION
PSYCHOGRAPHIC
SEGMENTATION
1. Social class- Upper and
1. Social class- Upper and

Middle class.
2. Lifestyle is not specific.
3. Personality .

SEGMENTATION
BEHAVIORAL SEGMENTATION

Taste Conscious
Quality Conscious
Class
Combination of
Product and
Quality

TARGET MARKET
1. LOCATIO

HECTIC LIFESTYLE
OF INDIVIDUALS

COMMERCIALISATIO
N

MID-SECTOR PEOPLE

URBAN AREAS ARE

MORE POPULATED

TARGET MARKET
2. PLACEMENT OF OUTLETS

KFC placed itself close to schools,

colleges, cinemas as a result KFC
enjoys a large number of footfalls
everyday.
In addition, they have outlets
close to non-vegetarians .for ex
saket outlet (Muslim populated
areas).

SAKET STORE

INDIAN MARKET
An important thing to
note is that Indian Fast
food market is
Fundamentally different.
Fast food joints: considered as

cheap sources of taking break

from home cooked food .
Favourable factors:
Increasing nuclear
families,particularly in urban India
Exposure to global media and
Western cuisine ;increasing
number of women joining the
workforce

POSITIONING
The KFC LOGO
Providing quality products with distinct

taste at the possible lowest price.

Leading player in the Fried Chicken.
Use of Red color in its Arena.
Tag Line I AM A STUDENT OF
LICKONOMICS

POINT OF PARITY V/S POINT OF

DIFFERENCE
POINT OF PARITY
It is a food joint similar to Mc Donalds, provides

almost the same product

as that of Mc Donalds.
It provides product at just Rs. 25 , just like Mc
Donalds.

POINT OF DIFFERENCE

Its distinct taste.

Provides variety of non-veg & veg products. For
ex : bucket chicken,
rice bowl etc.
It provides non-veg burger @ just Rs. 35 unlike Mc
Donalds
BRAND MANTRA: ITS FINGER LICKING GOOD

IMPACT OF CONSUMER BEHAVIOUR

ON BRANDS STRATEGY

Social Factors:
FAMILY
KFC have made its ambience fit for
family outings
REFERENCE GROUPS
Primary, secondary groups
influence
ROLE & STATUS
KFC is generally for upper & middle
class

IMPACT OF CONSUMER BEHAVIOUR

ON BRANDS STRATEGY

Cultural
Factors:

FUNDAMENTAL
DETERMINANTS

Wants & behaviour

SUBCULTURES
Nationalities, religions,
racial groups

IMPACT OF CONSUMER BEHAVIOUR

ON BRANDS STRATEGY

Personal

Factors:

AGE & LIFE CYCLE

OCCUPATION & CIRCUMSTANCES

PRODUCT STRATEGY
Competes on several basis

incl.product,cost,franchising.
Secret recipe of 11 herbs & spices.
Hire professionals for product development.
100% pure pcs of chicken
Trained cooks prepare it fresh throughout
the day at every restaurant.

Use of sunflower oil.

Successful salt reduction programme
Provide quality assurance

POSITIONING OF KFC
USP of kfc is life tastes better with kfc.
Unique taste of product.
It isnt only fried chicken but also self

service & customer satisfaction.

Designed for various groups of customers .
New menu is focusing on taste & health.

KEY SUCCESSFUL FACTORS

Taste
Cleanliness
Quality
Service
Satisfying customer needs
Product innovation
Pricing

PRODUCT LIFE
CYCLE

INTRODUCTION :

> A period of slow sales growth as the

product is introduced in the market. Profits
are non-existent because of the heavy
expenses of product introduction.
GROWTH :

> A period of rapid market acceptance and

substantial profit improvement.

MATURITY :
a slowdown in sales growth because the

product has achieved acceptance by most

potential buyers. Profits stabilize or decline
because of increased competition
DECLINE :

> Sales show a downward drift and profit

erode.

K
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