How did KFC a failure in the Indian market and how did they overcome it by introducing the different strategies

1. INDIANISATION
OF KFC

2. KFC AT A GLANCE
(KFC
)
Kentucky Fried Chicken
specializes in fried chicken.
2nd largest restaurant chain after
McDonald’s.
Established in 1952, now has around 22621
outlets in 150 countries.
Slogans like “So good”, “It’s finger lickin’
good!” with standard red, white and black
colours visible in all stores.

3. KFC IN INDIAN MARKET
First launched in 1995, relaunched in 2004.
Adopted a unique strategy to draw in local
customers by expanding their vegetarian menu
options.
Taking advantage of Indian market, KFC launched
Watt-A-Box.

4. ISRAEL
KFC chicken is
traditionally coated
with milk powder,
violating rules
against mixing meat
with dairy. So, KFC
Israel developed a
milk-flavored soy
powder to be used as
a substitute.
JAPAN
Serves dark meat and
rice bowls.
DIFFERENT
KFC FOR
DIFFERENT
COUNTRIES
INDIA
Veg-zinger, veg-rice
bowl, veg-strip.

5. CHALLENGES
1.Competition: While the existing market is already cutthroat, there’s an increase in new
competitors with an increase in the demand for fast food.
2.Changing Consumer Eating habits: Health awareness campaigns are making people
explore everything that they eat which is causing problems for fast food chains.
3.Raw Material prices: Rise in the raw material prices affect the whole industry, KFC too
gets affected like all othercompanies.
4.Rise in viruses and flu: Increase in number of diseases, directly affects the sale of
poultry animals sincepeople reduce their consumption during these outbreaks.

6. Future
Direction
Introduce combos
7day menu combo pack can be introduced with categories like
veg, non veg, healthy etc. as people prefer specialized menu.
Rise in health conscious population
Changing lifestyles and rising health issues have made the
consumers health conscious. Designing a menu to meet this
demand could prove to be beneficial.

7. Thank
You!