script for presentation

2. PRODUCT DEVELOPMENT:
The creation of products with new or different characteristics that offer new or additional benefits to the customer.
Product development may involve modification of an existing product or its presentation, or formulation of an
entirely new product that satisfies a newly defined customer want.
REASONS OF NEW PRODUCT DEVELOPMENT:
There are number of reasons for new product development but the most important can be following.
CONSUMER DEMAND:
The needs of consumer continuously change with time. Companies develop newer products and services to address
their changing needs. Fulfilling consumer demand is essential to gain strong base of potential customers. Strong base
of potential customers determines the future of companies.
EARNING PROFIT:
The second reason that Companies should be in continuous process to develop newer products in regular intervals is
to improve their sales rate and productivity and then increase their profit which is ultimate goal of any organization.
COMPETITION:
Companies strive to introduce newer products in market with the focus to attain target market and lead the
industry. With the advancement in technology, majority of companies are emerging with products with superior
features. Consumers are prone towards accepting products that would facilitate them with the latest benefit. Such
an attitude encourages high competition within the industry. Needless to say innovative and quality products are
developed in such a competitive scenario.
FACTORS OF NEW PRODUCT DEVELOPMENT:
Businesses must determine certain factors before developing a new product. Some of these factors are
1. Adequate Market Demand:
It should be considering before developing new product that is should be according to market demand. For this
purposes organizations conduct market research and analyses what actually customer wants.
2. Market structure:
The new product should be fit in with the company's current market structure and position.
3. Production structure:
New product should be according to company's current production line and production structure.
4. Within company's resources:
Before developing a new product company should analyses that it has all necessary resources which are required for
the development of product such as money, labor, machinery etc.
INTRODUCTION AND BACKGROUND OF KFC:
Kentucky Fried Chicken is one of the leading fast food Franchise concepts of today; present in a variety of countries
around the world and has been proficient to launch a renowned International reputation in multiple continents.

3. Starting in the United States in the 1930s, it has grown to become a true multi-domestic company. KFC has focused
on foreign markets since the 1960s and has initiated a new challenge today in conquering Asia.
KFC, known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky. The Kentucky
Fried Chicken® was founded by Colonel Harland Sanders (born on September 9, 1890) at the age of sixty-five KFC® is
currently one of the largest businesses of the global food service industry and is widely known around the world as
the face of Colonel Sanders. Every year, over a billionKFC® chicken dinners are served featuring the Colonel’s “finger
licking good” special recipe. The Colonel had spread his industry to more than 118 countries and territories globally‟
WITH MOTO “crispy outside, juicy inside"
VISSION STATEMENT:
“To be leading integrated food services group in ASEAN region delivering consistent quality products and excellent
customer focused”
MISSION STATEMENT:
“To sell food in a fast, friendly environment that appeals to pride conscious, health minded consumers”
KFC ORGANOGRAM:
INTRODUCING CHOCOLATE BROWNIE:
A brownie is a square, baked, chocolate dessert. Brownies come in a variety of forms. The brownie was developed in
the United States at the end of the 19th century and popularized in the U.S.
Right now there is no dessert in KFC’s menu. Therefore, we plan to introduce Chocolate Brownies for
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4. chocolate lovers. We expect to catch the interest of a regular loyal customer base with its vast selection of
brownies, including not-so-traditional flavors.
We will focus on…
· Providing the highest quality product.
· Competitive pricing.
· New ideas and flavors.
· Local markets, with a special focus on coffee shop and bakery customers.
We will sell chocolate brownies coupled with exceptional customer service in a warm atmosphere.
Customers can dine-in and enjoy a warm or cold beverage to complement their brownie. Toppings
will also be available when customers dine in for children, as well as the young at heart. We will also
offer carry-out so customers can enjoy the treats at their own convenience.
THE PRODUCT DEVELOPMENT PROCESS:
KFC Brownies is a crucial process for a business' success. The process begins with generating an idea and defining a
concept, and finishes with the product's introduction to the market.
Key stages of the product development process
The process can be divided into eight key stages:
1. Idea generation – brainstorming and coming up with innovative new ideas. It can also be obtained from basic
research using SWOT analysis. It can be generated by: customer suggestions. Employees and coworker suggestion.
Competitors product.
2. Idea screening - screening out any ideas not worth taking forward. It involves internal and external evaluation of
new product ideas as like brownies.
3. Business analysis – In this step we identity the brownies feature and its marketing strategy and makes financial
projection.KFC forecasting its cost and profit margin.
4.Concept development and testing – In this step KFC made a prototype brownie for consumer and laboratory test.
Concept testing present the consumer with a proposed Brownies at this early stage of development.
5. Market testing - modifying the product or service according to customer, manufacturer and support organizations’
feedback. This involves deciding the best timing and process for piloting your new product or service.
6. Commercialization –It is positioning and launching the Brownies with full scale regarding production and marketing.
It is also determining the pricing of brownies.
MARKETING STRATEGY:
We have specifically targeted segments of people with an appreciation for delicious desserts and a need
for comfort and relaxation. KFC is a haven for the busy & successful who want to treat themselves to
something soothing and a little sinful! It doesn't take a lot of time, yet is so rewarding.
These people will value the high quality product presented. Our customers will also appreciate the fun and
fast service - whether celebrating a birthday or stopping in for a break between shopping.
COMPETITION AND BUYING PATTERNS:

5. Although we are opening up a new product, there is no doubt that we are competing with a variety of
similar businesses. We need to compete against the ideas that dessert is something that only follows a
special dinner and needn't be any better than a frozen cake. We want every day to be a reason to
celebrate. And being able to have a vast array of options for your favorite chocolaty treat is an idea that
appeals to everyone.
The comfort factor plays an important role in consumer decisions about sweets. Both the atmosphere and
staff of KFC excels at warm & friendly. At the same time, the menu will reflect familiar favorites such as
chocolate chunk or turtles, while there will be flavors for the more adventurous as well, such as pistachio
brownies. We will use the highest quality product; sometimes paring the ordinary with the exotic, but we
will always present our brownies in a stylish and ethically pleasing, but still unintimidating manner.
PROMOTION:
Promotion is the method used to inform and educate the chosen target audience about the organization
and its products. Using all the resources of promotion:
Advertising: we promote our product through print media, electronic media, and social media). Sales
Promotion, Public Relations, Events and Experiences, Coupons, Discounts and Bundled packages, value
packages.
An organization finds most of its meanings and survival through promotion.
At KFC, Promotion is the main tool to bring all chicken lovers attention towards its delicious one-of-a-kind
product, the Fried Chicken.
CONCLUSION:
Product development, is the life-blood of companies, it drives growth and profit margin of company.
Implementation of a NPD process with stages has helped businesses focus their New Product investment
on the most potentially rewarding projects. It has shortened the time between idea and revenue by
orchestrating the complex set of activities required for the commercial success of new products.

6. Although we are opening up a new product, there is no doubt that we are competing with a variety of
similar businesses. We need to compete against the ideas that dessert is something that only follows a
special dinner and needn't be any better than a frozen cake. We want every day to be a reason to
celebrate. And being able to have a vast array of options for your favorite chocolaty treat is an idea that
appeals to everyone.
The comfort factor plays an important role in consumer decisions about sweets. Both the atmosphere and
staff of KFC excels at warm & friendly. At the same time, the menu will reflect familiar favorites such as
chocolate chunk or turtles, while there will be flavors for the more adventurous as well, such as pistachio
brownies. We will use the highest quality product; sometimes paring the ordinary with the exotic, but we
will always present our brownies in a stylish and ethically pleasing, but still unintimidating manner.
PROMOTION:
Promotion is the method used to inform and educate the chosen target audience about the organization
and its products. Using all the resources of promotion:
Advertising: we promote our product through print media, electronic media, and social media). Sales
Promotion, Public Relations, Events and Experiences, Coupons, Discounts and Bundled packages, value
packages.
An organization finds most of its meanings and survival through promotion.
At KFC, Promotion is the main tool to bring all chicken lovers attention towards its delicious one-of-a-kind
product, the Fried Chicken.
CONCLUSION:
Product development, is the life-blood of companies, it drives growth and profit margin of company.
Implementation of a NPD process with stages has helped businesses focus their New Product investment
on the most potentially rewarding projects. It has shortened the time between idea and revenue by
orchestrating the complex set of activities required for the commercial success of new products.