The birth of a Secret recipe • Mr. Harland Sanders : Insurance sales man, Tyre sales man, gas station operator • 1930 -‘Sander’s Court & café’ opened @ a gas station in Kentucky, Louisville •1936 – Governor honors Sanders as Colonel •1952 – first franchisee unit at Salt lake city, Utah. •1960 – hard work pays : 196 franchisees in US, 400 franchisees in Canada.
1966 – KFC goes public1969 – KFC Corp. listed on NYSE1971 – Heublein INC acquires KFC1982 – Heublein acquired by RJR Nabisco1986 – PepsiCo Inc acquires RJR Nabiso, floatsTricon Global restaurants ( YUM Brands )2008 – Colonel with a new look.! NOW: Yum Brands, Inc. is the worlds largest restaurant company in terms of system units2009 – unveils the grilled chicken Menu with nearly 32,500 in more than 100 countries and territories. Current Market value of the Yum Brands on the NYSE is 9.7 Billion $.
Brand Strategy Development Brand Vision : To be the leading integrated food services group in the world based on consistent quality products and exceptional customer- focused service. Mission : To maximize profitability, improve shareholder value and deliver sustainable growth year after year. Brand Target : Middle class & Upper middle class customers Positioning : QSR
Brand Elements &Identity System• Overall look & Feel ( color palette, designsystem )• Brand mark & brand architecture ( Namingscheme )• Web home & Secondary pages Competitors• Brochure concepts• Signage concepts• Identity with internal & external customers
Emotional AssociationKFC exhibits ‘DUALITY’ Functional Association Consistent brand name Brand experience Integrated communication strategy Ensuring the Brand Experience for Customers Continuous research about the Brand equity of Competitors
Summary KFC Brand is a differentiating Identity• Ad campaign• Logo Unique• Spokesperson• Slogan Continuously striving to increase the value & appeal Improving Quality Optimizing recourses Sales & Profitability