KFC first entered India in the early 1990s after economic liberalization, opening its first restaurant in Bangalore in 1995. While KFC saw success as the first major fast food chain in India, targeting upper middle class consumers, they also faced criticism and protests from nationalist, farmers, and animal rights groups who saw them as a threat to local business and culture. KFC continues to operate over 100 restaurants in India today, focusing on metropolitan areas and utilizing strategies like geographic, demographic, and psychographic segmentation to target consumers.

1. KFC IN INDIA

2. BACKGROUND OF KFC
• 1.KFC is based in corbin,kentucky,U.S and is the world’s
most popular chicken restaurant chain.
• 2.founded by colonel harland sanders in the early
1930s by cooking & serving food for hungry travellers.
• 3.in 1952 sanders started franchising his chicken
business & named it as KENTUCKY FRIED CHICKEN
• KFC is part of yum! Brands,inc.the world’s largest
restaurant company in terms of system restaurants,
with more than 36000 locations around the world.

3. Continu………
• 1. KFC operates more than 15000 units in 109
countries and territories around the world.
• 2 every day, more than 12 million customers
are served at KFC restaurants.
• 3.KFC is world famous for its original recipe
fried chicken- made with the same secret
blend of 11 herbs and spices.
• 4.customers around the globe also enjoy
more than 300 other products- from KFC.

4. CONTINUE………
• 1 the company is ranked 239 on the fortune
500 list,with revenue in excess of $10 billion
in 2008.

5. KFC’s Entry in INDIA
• 1.KFC.was the first fast food multinational to
enter INDIA, after the economic liberalization
policy of the indian govt.in early 1990s.
• 2.KFC received permission to open 30 new
outlets across the country.
• 3.KFC opened first fast food outlet in banglore in
june 1995 by targeting upper middle class
population.
• 4. pepsi Co. planned to open 60 KFC and pizza hut
outlets in next 7 yrs in the country.

6. ISSUES
• 1.Govt.was criticized for granting permission
to multinational food giant.
• 2.threat to domestic business.
• 3. nationalists feared a cultural invasion.
• 4.Nutritionists highlighted the high rates of
obesity, hypertension, heart disease and
cancers.
• 5.monosodium glutamate (MSG) controversy

7. PROBLEM FOR KFC
• 1.protests by angry farmers led by the
karnataka rajya ryota sangha.(KRRS).
• 2 protests by ecologist.
• 3. protests by PETA.support of celebrities in
against of KFC.
• 4.non-conformity with food products
regulations.

8. KFC
SWOT
ANALYSIS

9. STRENGTH
• 1.World’s largest restaurrant company in terms of
system restaurants,operates more than 15,000
units in 109 countries and territories around the
world.
• 2.KFC is world famous for its original recipe fried
chicken- made with the same secret blend of 11
herbs and spices.
• 3.ranks highest among all chicken restaurant
chain for its convenience and menu variety.
• 4 Generate $1B each year

10. WEAKNESS
• 1. LACK OF KNOWLEDGE ABOUT THEIR
CUSTOMERS.
• 2. LACK OF FOCUS ON R&D.
• 3.MSG FLAVOUR IN CHICKEN.

11. OPPORTUNITY
• 1. RETAIL BOOM IN INDAI
• 2. INDIANS YOUTH ARE ADOPTING WESTERN
CULTURE
• 3. INDIAN ECONOMY.
• 4 METROPOLITAN RAPID DEVELIPMENT

12. THREATS
• 1.INDIAN RECIPIES LIKE TANDOORI CHICKEN
• 2.PETA AND KRRS LIKE ORGANIZATIONS.
• 3. POLITICAL PARTIES PROTESTING FOR JUNK
FOOD.
• 4. PROTEST SUPPORT FROM FAMOUS
PERSONALITIES LIKE ANIL KUMBLE, ADITI
GOVITHRIKAR , JOHN ABRAHAM ETC.

13. PESTEL ANALYSIS
• 1.POLITICAL
• 2.ECONOMIC
• 3. SOCIAL
• 4. TECHNOLOGICAL
• 5.ENVIRONMENTAL
• 6. LEGAL

14. MARKETING CONCEPTS
• NEEDS—a consumer needs food
• WANTS--- they want chicken or other non veg
• DEMANDS—but they demands KFC’s fried
chicken

15. TARGET MARKETS
• 1.AS the outlets of KFC are in posh area and
prices are too high (overhead expenses-rent,
air –conditioning , employees),
• 2. KFC targets upper and middle classes
,youth
• 3. target market depends upon size and
growth rate of population,

16. MARKET SEGMENTATION
• 1.Geographic segmentation: in india KFC focuses
how geograpgically its customers demand
different products.
• 2.Demographic segmentation: in demographic
segmentation, the market is divided into groups
based on an age , gender, family size, income,
occupation, religion, race and nationality.
• 3.psychographic segmentation: in this
segmentation ,the market is divided into middle
class &upper class.

17. PRICING STRATAGY
• 1.their products are priced high and target the
middle to upper class people.
• 2KFC adopt the cost base price strategy.
• 3. pricing of the product includes the govt.tax and
excise duty.
• 4 the products are bit high priced according the
market segment and it is also comparable to the
standard of their product.
• In the cost based method we include the variable
and fixed cost

18. PROMOTION
• 1.ADVERTISING
• 2 SALE PROMOTION
• 3 PUBLIC RELATION
• 4. EVENTS AND EXPERIENCES
• 5. COUPONS, DISCOUNTS AND BUNDLED
PACKAGES

19. COMPETITION
• 1.We can compare the price of their products
with mcdonald, dominoes,and pizza hut.
• 2 if the competitior provides the same product at
a lower price then the organization usually lower
the price of its product too.
• 3. in the case of kfc,fried chicken is its main
selling point and controls a monopoly ovar the
indian fast food market (only with fried chicken)
• 4 . It prices its burgers ,french fries and soft
beverages with relation to its competitors.

20. SOCIAL MARKETING
• # TWITTER
• # GOOGLE+
• facebook

21. RECOMMENDATIONS
• * the company should be able to use an ethical
management strategy that will uplift the image of
the company.
• 2. uses of marketing knowledge ,concepts and
techniques as well as with the social consequences
of marketing policies, decisions, and actions.
• 3. every business organization should understand
the importance the culture,regulatory & ecological
issues in different countries.

22. Thank you