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Kfc brand strategy pyramid


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These slides were part of my 'Branding & Product Management ' final presentation @ IIPM Hyderabad

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Kfc brand strategy pyramid

  1. 1. KFC Branding Strategy• About KFC• Brand Strategy• KFC & Brand Pyramid• Summary
  2. 2. 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.
  3. 3. 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 $.
  4. 4. Brand Strategy Kfc.combrandpositioning
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. References :