This document provides information about KFC (Kentucky Fried Chicken) group 11's project. It discusses: - The founding and headquarters of KFC - KFC's operations in India including introducing vegetarian options to cater to local preferences - KFC's menu categories in India including vegetarian dishes, chicken dishes, desserts, and drinks - How KFC segments and targets its market in India through geographic, demographic, psychographic and behavioral segmentation - KFC's strategies around product, positioning, store design, communication, customer service and supply chain management.

1. GROUP 11
VIBHUM SRIVASTAVA(134)
PARDEEP JINDAL(169)
SAURABH AHUJA(130)
KARAN KARAMCHANDANI(45)

2. Introduction
Founded •Sanders Court & Cafe:1930 in North Corbin,
Kentucky
•First franchise:1952 in Salt Lake City, Utah
Founder Harland Sanders
Headquarters 1441 Gardiner Lane, Louisville, Kentucky, United
States (Operational Headquarters)
Number of locations 18,875 (2013)

3. Introduction
KFC abbreviated as Kentucky Fried Chicken is a fast food restaurant chain that specializes
in fried chicken and is headquartered in Louisville, Kentucky, in the United States.
It is the world's second largest restaurant chain (as measured by sales) after McDonald's, with
18,875 outlets in 118 countries and territories as of December 2013.
The company is a subsidiary of Yum! Brands, a restaurant company that also owns the Pizza
Hut and Taco Bell chains.
Mission statement
“To be the leader in western style quick service restaurants through friendly service, good
quality food and clean atmosphere ”

4. KFC in India
KFC opened its first Indian outlet, a two-storey outlet in Bangalore in June 1995.
In December 2013, there were 361 KFC outlets in India.
As well as the standard KFC offerings, the chain sells a chickpea burger, a paneer burger, hot
wings with chilli lemon sprinkles and other country-specific products.
KFC began to expand outside of Bangalore in 2004,with a localized menu that was the most
extensive meat-free menu across the chain's worldwide operations. It introduced a vegetarian
menu that included rice meals, wraps and side dishes like McDonald's.
In 2014, KFC launched the "So Veg, So Good" menu as part of an India-specific promotional
strategy focused on enhancing their vegetarian range.

5. KFC Veg
Paneer Zinger
Veg Twister
Potato Krisper Burger
Veg Strips
Veg Rockin' Burger and
Veg Rice Bowl
KFC has always been known worldwide for having “finger-lickin’ good” chicken fillets and burgers but
lately it has been giving in to India’s fondness for vegetarianism. Similar to MacDonald’s, KFC has
placed vegetarian items on its menu to cater to customers.
The company has not only introduced new products under its veg range, it has also tweaked its global
tagline "So good" to "So veg, so good" to show its commitment towards the category

6. KFC Chicken
2 pc Hot ‘N’ Crispy
4 pc Hot 'N' Crispy™ - Treat your taste buds to spicy, crunchy, juicy chicken that sets your taste
buds alight.
2 pc Fiery Grilled
4 pc Fiery Grilled - Marinated and seasoned with a blend of herbs and spices, and then grilled
to perfection, Fiery Grilled Chicken is spicy, juicy and truly irresistible.

7. Desserts
KFC provides different kinds of desserts so as to compete with its competitors and to attract all
kinds of customers through providing different products apart from its core products.
Brownie Sundae - a delicious hot brownie, topped with vanilla ice- cream and chocolate sauce!
2 Soft Serves
Kream Ball™ Strawberry - A fabulous dessert that looks good and tastes even better. Kream
Ball is a delightful combination.
Kream Ball™ Chocolate
Kream Ball™ Mango

8. Krushers

9. Toasted Wraps
CHICKEN TWISTER VEG TWISTER
Chicken rocks in a hot new role! Taste the
freshness of tomatoes, lettuce and pepper
mayo. Savour the warm, toasty tortilla. Relish
your favorite finger-licking chicken with a twist
Crispy Veggies covered in a creamy sauce and
crunchy onions, wrapped in a warm toasted
tortilla

10. SEGMENTATION
GEOGRAPHIC
SEGMENTATION KFC MENU IN INDIAKFC MENU OUTSIDE INDIA
Metro & Tier II cities

11. SEGMENTATION
DEMOGRAPHIC SEGMENTATION:
1. Age: Customers
from all age group
2.Gender : Both
Males & Females
3.Psychographic:
People who have a
busy life style and
are influenced by
western culture
4. Income group: A,
B and C income
group

12. SEGMENTATION
PSYCHOGRAPHIC
SEGMENTATION1. Social class- Upper and Middle class.
2. Lifestyle is not specific.
3. Personality .

13. SEGMENTATION
BEHAVIORAL SEGMENTATION
Taste Conscious
Quality Conscious
Class
Combination of Product
Quality

14. TARGET MARKET
PLACEMENT OF OUTLETS
• KFC placed itself close to schools, colleges,
cinemas as a result KFC enjoys a large
number of footfalls everyday.
• In addition, they have outlets close to
non-vegetarians .

15. Product Strategy
Competes on several basis includes product, cost, franchising.
Secret recipe of 11 herbs & spices.
Hire professionals for product development.
100% pure pieces of chicken
Trained cooks prepare it fresh throughout the day at every restaurant.
Use of sunflower oil.
Successful salt reduction programme
Provide quality assurance.

16. Positioning of KFC
USP of KFC is life tastes better with KFC.
Unique taste of product.
It isn’t only fried chicken but also self service & customer satisfaction.
Designed for various groups of customers .
New menu is focusing on taste & health.

17. The Customer Journey - Entry

18. The customer journey- Approach & Decision

19. The Customer Journey - Exit

20. Store Design at KFC
What they look at…??
Exterior
Store Front Entrances , Display window ,
Visibility , Adjoining stores
Interior Atmospherics
Flooring , Lightning , Personal , Cleanliness ,
Wall , Washroom ,Aisles ,Temperature ,
Sitting areas , Music

21. Red Colored walls- The most pulling color to attract customers.
Dim lightning environment- To make the inner environment calm.
They focus on large counters- To avoid long queues
Visual Entry - To have clear view of outside
Use of Couches- To give the feel of “At Home” to customers
Hanging Lamps- Presenting themselves in more refined way e.g.- low-energy LED bulbs
Special care to maintain perfect ambience and noise free environment.
Often their location is decided based on local information from where maximum sales can be
made.
Many a times co located with other QSR.

22. Re-inventing themselves……
Kentucky Fried Chicken was experiencing lagging sales and realized the need to reinvent itself.
To give customers an informal and stylish setting, featuring butcher's block and timber plank
kitchen tables, low-hanging copper light fixtures loose furniture.
 KFC's first ever semi open-plan kitchen will also enable diners to see their food being hand-
prepared.

24. Communication Mix
In order to focus large chunk of customers they usually do – TVC’s Advertising.
ADVERTISING-The logo of the smiling Colonel is probably one of the most recognized faces in the
world
However , they also do- Coupons, Discounts and Bundled packages.
Using coupons that one can acquire after spending a particular amount over a period of fixed time,
customers can enjoy the benefits of free meals or free add-ons.
Also they communicate via- facebook (official page) & Twitter so as to tell customers about their
new product.

25. They keep announcing about their new product on regular basis
They have partnered with freecharge.in for promotion.

27. Deaf People at KFC

28. Customer Service Management
For maintaining effective customer relationship , KFC has employed layers of staff from-
Assistant Managers
Restaurant General
Managers
Trainee Managers
Area Managers

29. They have to provide high quality chicken to their customers.
They also maintain temperature and appearance of product they offer.
They also provide consistency and speed in their operations.
They hire professional interviewing service to survey customers.
They receive complaints via complaint cards available at each KFC outlet.
A KFC representative responds to each complaint vis call or letter or email.
They also hire consulting firm to evaluate various beneficial and loss causing attributes.

30. They usually reach up & pull things down that are needed to fill customer order.
A KFC Gift Card is a fresh new way to say happy birthday, congratulations or even thanks for a great
effort.
You can check your card balance online .
The card, which works on a points system, allows users to accumulate points and redeem freebies
at KFC stores and thorough its interactive sit
On various occasions they come up with different types of offers like Combo pack, exclusive deals,
more meal per meal, extra per order etc.

31. Demand forecasting
Projection is made for all days of the week based on previous weeks.
Average of previous six Mondays to forecast coming Mondays demand.
Highly perishable items are supplied everyday, frozen goods and beverages are replenished
once a week.

32. Logistics
Raw materials are supplied to each store in temperature controlled trucks.
Specifications check on arrival – accept/reject.
Rejected goods are mentioned in invoice.
Rejected raw material is replaced within 48 hours.

33. Storage
Stored at particular required temperatures at store.
Maintenance committee takes care of inventory at each store.
Items are kept in numbered rows (a1,a2,a3).
Usage pattern-FIFO.
Wastage – 1.5-2% of total sales due to loss in transportation and handling, storage, cooking
yield, etc.
Farm to fork period is 9 days.

34. THANK YOU