2. KFC was founded by Colonel Harland
Sanders in March 20, 1930
In 1952 Sanders started franchising his
chicken business and named it as
KENTUCKY FRIED CHICKEN.
KFC is part of Yum! Brands, Inc.
KFC operates more than 15,000 units in
109 countries and territories around the
world.
Customers around the globe also enjoy
more than 300 other products from KFC.
First Restaurant started by
Harland Sanders
3. KFC was the first fast food multinational to
enter INDIA
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.
PepsiCo planned to open 60 KFC and Pizza
Hut outlets in next 7 years in the country.
First KFC Restaurant in
Brigade road ,B’lore.
4. Five Star Chicken is the quick service
restaurant (QSR) of Thailand-based
Group-Charoen Pokphand Foods
(CP Foods).
FSC started in 1985, Present in 9
countries Thailand, Myanmar, Cambodia,
Vietnam, Laos, Malaysia, China,
Bangladesh and India.
Rated among popular food chains in Asia
with presence in nine countries and over
7,000 outlets.
5. IN 2012 November, FSC launched our
first store in Bangalore, India.
The brand has grown to 353 outlets
across Bengaluru, Chennai, Kochi,
Hyderabad and Goa and some of the
smaller towns.
It become a strong neighbourhood brand,
with our range of chicken delicacies, both
spicy Indian, Asian and Thai Crispy
flavours, begun to offer biryani, a new
category.
The company has tied up with Swiggy’s
to provide home delivery. With a new
processing centre, the group is also
gearing up to come out with packaged
foods.
6. *
As the outlets of KFC are in posh area and
prices are too high (overhead expenses rent,
air-conditioning, employees),
KFC targets upper and middle classes, youth
Targeted on Non-Vegetarian
7. *
Outlets are concentrating two Tier and
three Tier cities .
FSC targets middle and Lower middle
classes, youth by Providing Best Prices
Recently changed from Five Star Chicken
to Five Star to concentrate on both Non-
vegetarian and vegetarian .
8. *
Their products are priced high and target the
middle to upper class people
KFC adopt the cost based price strategy.
Pricing of the product includes the govt. tax and
excise duty
The products are bit high priced according the
market segment and it is also comparable to the
standard of their product.
9. *
Their products are priced low and
target the
middle to lower class people
FSC adopt the Value based price
strategy.
The products are Low priced
according the
market segment and Their Primary
interest to get the market Share
10. Good Taste
Brand Equity
Global Experience
Trademark Recipes
Strong Customer Focus
High Price
Concentrated on Premium
Segment
Conflict between PepsiCo and
Yum Brands
Poor Reach
*
11. Increase Outlets
To Concentrate towards
middle to lower class
Shift in food Habits
e.g. Vegetarian
Health Conscious Food habits
Animal Care Activists
Intense Competition
*
12. Best Price
Specialised spicy Indian, Asian
and Thai Crispy flavours
Increased Outlets in Few Years
Home Delivery
Both Non-veg and Veg
Quality And Taste
Lack Of Hygienic
Lack of Promotions
*
13. Increase In Outlets
Global Market
Greeting of customers
Different Recipes
Other Competitors
Indian Style Of chicken
Tandoori
Health Conscious Food habits
*