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KFC 5-C Brand Analysis
 

KFC 5-C Brand Analysis

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    KFC 5-C Brand Analysis KFC 5-C Brand Analysis Presentation Transcript

    • KFC Case Study Rohit Rohan | Nigel Menzes | Kapil Sharma
    • 5C Analysis Business Ambition Articulation Consumer Insights Creative Brief
    • 5C Analysis Business Ambition Articulation Consumer Insights Creative Brief
    • Company Business Ambition Channel Effectiveness Solution Category Customer Experience Architecture Competition Customer
    • 5C Analysis | Company • KFC – Kentucky Fried Chicken • global food brand from America • popular for its chicken-based offerings for non vegetarians • history and tradition and its specialized recipes • re-entered India and became a hit with the non vegetarian masses • its positioning (and reputation), keeps vegetarians away • colours used in the imagery, • the word “Chicken”, • lack of variety for vegetarians • non vegetarian consumers : “Fried” – healthy?
    • 5C Analysis | Category • Franchise driven Indian fast food restaurant industry • growing at a rate of 15%-30% in the last five years • projected to go higher than 40% • favourable factors • rising disposable incomes • changing consumer behavior • new aspirational lifestyles • surge in the number of global and local players a nation that is particular about its food and significantly fond of home-cooked fresh food; is showing globalization and increase of new markets not witnessed in India before
    • 5C Analysis | Consumer • traditionally : road side stalls and shops + ghar ka khana • today : ‘aspirational’ about food • seeks quality food and healthy food • huge portion of vegetarians in the Indian population • health concerns + religious beliefs • also a large trend of “go green” among consumers • about 60% of the population - between 25 and 40 years old
    • 5C Analysis | Competition • McDonalds • Dominos • Pizza Hut • Subway • + Local competition
    • 5C Analysis | Competition McDonalds • in India since 1996 • one of the biggest sellers in the category Great reach and marketing + Adapted to Indian taste buds • low cost menu – widens their consumer group • Indianised products • variety and the new range of products • serve no beef or pork – and talk about it • has encouraged vegetarian users towards them Price player + Variety
    • 5C Analysis | Competition Dominos • low price menu • quick service • exciting offers • variety in vegetarian and non vegetarian offerings • “pizza delivery experts” “Pizza delivery experts” • this positioning overcomes the lack of dine-in options Targeting mainly the middle class and also the upper class families + youth
    • 5C Analysis | Competition Pizza Hut • variety – vegetarian and non vegetarian • side dishes • brand name is a big puller • still trying to adapt to the Indian taste • suffers from competition • quality related perception challenges • good reach • targeting the universal audience Excellent marketing Targeting ‘families’ from middle and upper class + All age groups
    • 5C Analysis | Competition Subway • • • • in India since 2001 more than 344 outlets in 30 cities - plans to expand to 700 by 2020 standard global menu vegetarian and local flavours Successful • • • • “Veg Specials” and “Fat Free” categories highest brand recall Veg products > “fresh”, “healthy” ‘veg-only’ outlets – with a few already in operation More reach integration of and recall local taste • vegetarian consumers feel ‘accommodated’ by other competitors • non vegetarian consumers feel that Subway products are healthy and fresh. • a brand that signifies ‘health at affordable price’ Also, of ‘healthy’ products
    • 5C Analysis | Competition Local competitors • multiple brands • of all sizes, flavours, offerings and specialties • set to grow as more players are anticipated • have become popular due to good WOM publicity • most consumers not aware of all brands – cannot differentiate • most decisions to go – and “try” these places depends on WOM
    • 5C Analysis | Channel • franchise food chain • over 223 food-outlets across 35 cities • aims to double its strength and rope in 40 more cities by 2015 • also started delivering orders • online order options • KFC outlets + presence in malls
    • 5C Analysis Business Ambition Articulation Consumer Insights Creative Brief
    • Business Ambition Articulation “To establish the brand as a healthy player with a variety of offerings for all kinds of consumers” The brand seeks to shed its image of a ‘not-sohealthy’, non vegetarian brand that ‘also thinks of vegetarians’ and come across as a brand that has a fair share of products for everyone
    • 5C Analysis Business Ambition Articulation Consumer Insights Creative Brief
    • Observations • Store Colour theme: RED • Service Counter: • Offers • Information • Customers • Mostly young adults • Few families • Most consumers had only non-veg food
    • Brand Audit • KFC as a brand well known including its logo, colour and ad campaign Chicken! • Visit KFC only when roped in with non vegetarian friends • Many people visit to KFC only for Krushers • Lack of variety for vegetarians Chicken! • Associated with chicken the most • Good Brand and good quality food • Store has a strong smell of chicken • A place I would go with friends Chicken!
    • Insights • Vegetarians feel neglected and out of place at KFC • The Red colour theme reinforces non-vegetarianism and violence against animals among vegetarianism • Advertising had dissuaded vegetarians from even visiting KFC • Vegetarian variety in food menu and its promotion can be the main driving factor for drawing vegetarians • KFC is a youthful, exuberant brand. • Fragrance of KFC store should be more neutral.
    • 5C Analysis Brand Ambition Articulation Consumer Insights Creative Brief
    • Why is this brief here? To reposition the brand to target – and not just include vegetarian consumers while maintaining the core image of KFC engaging the entire Indian market. The vegetarian Indian feels left out among his/her non vegetarian friends. Right from the point where the discussion for going out to eat – “kisko kisko veg khana hai aur kisko kisko non veg?” – there is a divide – in the consumers and in the options KFC needs to address this and reduce the distance that the vegetarians feel from the brand sooooGOOD! But, VEG?
    • What do we want people to DO as a result of this communication? We want to eliminate any inhibitions which vegetarian consumers have with respect to eating at KFC and want them to want to eat at KFC over their competitors the next time they step out. We want them to explore options available at KFC and keep treating it as an aspirational hangout that is not just for non vegetarians. Just like consumers “try new things” while buying from other categories, we want them to come and try our range of “green, healthy and fun” vegetarian offerings
    • How do we expect communications to work towards achieving this? The communication should change the mind-set of vegetarian people towards the brand KFC. By adding ‘green’ aspects to the communications along with elaboration on the variety in the menu specifically for vegetarians, we want the consumers - especially vegetarians - to be perceived as thoroughly satisfied and spoilt for choice after eating at KFC. We want to create an aspirational feeling with respect to the brand and quality of food served at KFC to differentiate it from the present ‘just another fast food outlet’. We can elaborate on a previous campaign by KFC, KFC being an ‘adda’ for college Students - where KFC is the ‘adda’ for everyone (especially vegetarians), catering to each type of taste bud
    • Whom are we trying to influence? Youth and young families, mainly vegetarians. – both college going and young professionals People who love hanging out with friends. He/she has a diverse group of friends and “talks” to them across media They often feel left out due to the lower number of options (with respect to Veg food) available to them.
    • Young + others Health conscious Aware about brands Hangs out with friends Tech savvy Talks on social media Not only But also
    • What are we trying to convey? Why not explore the newer offerings as well? Come and try the new KFC! varieties of KFC’s veg The variety and quality of food at KFC is healthy and green with variety of products for all taste buds – not worth a try but much more. just Which is greener, healthier and more vegfriendly
    • What will help people KNOW this? “KFC.Green” Having an elaborate – and exclusive - menu highlighting the vegetarian options available to consumers. The use of green and yellow colour tone will help the people to establish a connection between the brand and ‘being healthy and fresh’ also, in the consumer’s mind. A product range that promises equal, at-par treatment with the non-vegetarian counterparts – as in the consumers and the products as well. Balanced pitch Proposition of health/fun/variety Not just veg
    • What will help people FEEL this? People are always motivated by the ‘try new’ factor – from phones to clothes to vehicles, but when it comes to food it doesn’t work that Drop the “Veg” tag from products way as they are restricted to vegetarian food which doesn’t provide that much new varieties as given for non-veg. The emphasis on the quality of food in KFC and using the brands history of innovation with recipes can change this perception of the brand among people. Exclusive dining zones (?)
    • Thank You