K F C P P T B Y A D I

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its about the strategy adopted by KFC for its business

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K F C P P T B Y A D I

  1. 1. PRESENTATION ON KENTUCKY FRIED CHICKEN PRESENTED BY ADITYA GUPTA
  2. 2. ABOUT KFC <ul><li>Founded in Corbin, Kentucky by Colonel Harland D. Sanders. </li></ul><ul><li>In 1966 they took KFC public and the company was listed on the </li></ul><ul><li>New York Stock Exchange. </li></ul><ul><li>KFC was acquired by PepsiCo in 1986 </li></ul><ul><li>In 1997 PepsiCo spun off its restaurant businesses (Pizza Hut, </li></ul><ul><li>Taco Bell and KFC) into a new company called Tricon Global </li></ul><ul><li>Restaurants, Inc </li></ul><ul><li>They had about 55% of the US chicken restaurant market and </li></ul><ul><li>they operated more than 10 800 restaurants in 85 countries </li></ul>
  3. 3. MENU <ul><li>KFC's specialty is fried chicken served in various forms </li></ul><ul><li>KFC has two lines of sandwiches: its &quot;regular&quot; chicken </li></ul><ul><li>sandwiches and its Snackers line. </li></ul><ul><li>A variety of smaller finger food products are available at KFC </li></ul><ul><li>including chicken strips, wings, nuggets and popcorn chicken </li></ul><ul><li>Several pies have been made available from KFC. </li></ul><ul><li>The KFC Twister is a wrap that consists of either chicken strips or </li></ul><ul><li>roasted chicken, tomato, cheese, lettuce and mayonnaise </li></ul><ul><li>wrapped in a tortilla . </li></ul><ul><li>Shish kebab - in several markets KFC sells kebabs </li></ul><ul><li>KFC may sell hamburgers , pork ribs or fish. </li></ul><ul><li>Three types of salads (which can be topped with roasted or fried chicken) are available at KFC: Caesar, house, and BLT salads. </li></ul><ul><li>Zinger Burger - A regular sized burger </li></ul>
  4. 5. GLOBAL SUCCESS <ul><li>Understanding the psychic difference </li></ul><ul><li>Frequent revitalisation </li></ul><ul><li>Altering the positioning acccording to the scenario </li></ul><ul><li>Policy of Getting close to customers </li></ul><ul><li>Good reputation among the customers & Strong brand </li></ul><ul><li>name. </li></ul><ul><li>Competitive advantages such as patents in fried chicken. </li></ul><ul><li>Isomorphism of each outlet, which standardize the processes </li></ul><ul><li>of operation and quality of product, strong culture </li></ul>
  5. 6. Let us look at the competitive advantage that KFC may have over competitors. Yes Yes Yes Yes Yes Size & Capital Yes Yes Yes Yes Yes Chicken Taste No Yes No Yes Yes Store Management Yes Yes Yes Yes Yes Art of operating Yes Yes Yes Yes Yes Reputation & Brand name Sustainable Advantage Hard to Substitute Hard to Copy Valuable Rare Resource
  6. 7. CULTURAL FACTORS AND SUCCESS <ul><li>Chicken is a staple dish in Asian countries </li></ul><ul><li>Changing menu </li></ul><ul><li>Difference in eating habits </li></ul><ul><li>Difference in lifestyle of population </li></ul>
  7. 8. KFC IN INDIA <ul><li>The Bangalore outlet was opened in June 1995 </li></ul><ul><li>Protest from farmers and doctors </li></ul><ul><li>People for Ethical Treatment of Animals(PETA) joined the </li></ul><ul><li>protests over KFC's treatment of its chickens </li></ul><ul><li>People perception </li></ul><ul><li>Expensiveness of KFC </li></ul><ul><li>Fault in communication </li></ul>
  8. 9. <ul><li>The restaurant chain formerly known as &quot;Kentucky Fried </li></ul><ul><li>Chicken&quot; changed its name to KFC to eliminate the word </li></ul><ul><li>&quot;fried&quot; from its title. </li></ul><ul><li>Updated its packaging and logo with a more modern, </li></ul><ul><li>sleeker look </li></ul><ul><li>The new title and image were designed to lure back </li></ul><ul><li>customers to a restaurant now offering foods branded as </li></ul><ul><li>&quot;better for you,&quot; </li></ul><ul><li>Eliminating all mention of the word &quot;chicken&quot; from their </li></ul><ul><li>menu and advertisements. </li></ul><ul><li>In November 2006, KFC and the State of Kentucky finally </li></ul><ul><li>reached an undisclosed settlement over the former's use of </li></ul><ul><li>the trademarked word &quot;Kentucky,&quot; and the restaurant </li></ul><ul><li>chain announced it would be resuming its former name of </li></ul><ul><li>&quot;Kentucky Fried Chicken.&quot; </li></ul>CHANGING NAME

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