KFC, founded by Colonel Harland Sanders in 1930, is a leading fast-food chain operating over 15,000 locations globally and entered India in 1995, targeting upper-middle-class consumers. Five Star Chicken (FSC), a competitor from Thailand, offers affordable options and has expanded to 353 outlets in India, targeting middle to lower-middle-class customers. Both brands face challenges such as intense competition, changing food habits, and pricing strategies aimed at their respective market segments.

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PRESENTED BY:
DILEEP KUMAR G

2. KFC was founded by Colonel Harland
Sanders in March 20, 1930
In 1952 Sanders started franchising his
chicken business and named it as
KENTUCKY FRIED CHICKEN.
 KFC is part of Yum! Brands, Inc.
 KFC operates more than 15,000 units in
109 countries and territories around the
world.
Customers around the globe also enjoy
more than 300 other products from KFC.
First Restaurant started by
Harland Sanders

3. KFC was the first fast food multinational to
enter INDIA
KFC received permission to open 30 new
outlets across the country
KFC opened first fast food outlet in Bangalore
in June 1995 by targeting upper middle class
population.
PepsiCo planned to open 60 KFC and Pizza
Hut outlets in next 7 years in the country.
First KFC Restaurant in
Brigade road ,B’lore.

4. Five Star Chicken is the quick service
restaurant (QSR) of Thailand-based
Group-Charoen Pokphand Foods
(CP Foods).
FSC started in 1985, Present in 9
countries Thailand, Myanmar, Cambodia,
Vietnam, Laos, Malaysia, China,
Bangladesh and India.
Rated among popular food chains in Asia
with presence in nine countries and over
7,000 outlets.

5.  IN 2012 November, FSC launched our
first store in Bangalore, India.
The brand has grown to 353 outlets
across Bengaluru, Chennai, Kochi,
Hyderabad and Goa and some of the
smaller towns.
It become a strong neighbourhood brand,
with our range of chicken delicacies, both
spicy Indian, Asian and Thai Crispy
flavours, begun to offer biryani, a new
category.
 The company has tied up with Swiggy’s
to provide home delivery. With a new
processing centre, the group is also
gearing up to come out with packaged
foods.

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As the outlets of KFC are in posh area and
prices are too high (overhead expenses rent,
air-conditioning, employees),
KFC targets upper and middle classes, youth
Targeted on Non-Vegetarian

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Outlets are concentrating two Tier and
three Tier cities .
FSC targets middle and Lower middle
classes, youth by Providing Best Prices
Recently changed from Five Star Chicken
to Five Star to concentrate on both Non-
vegetarian and vegetarian .

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Their products are priced high and target the
middle to upper class people
KFC adopt the cost based price strategy.
 Pricing of the product includes the govt. tax and
excise duty
 The products are bit high priced according the
market segment and it is also comparable to the
standard of their product.

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Their products are priced low and
target the
middle to lower class people
FSC adopt the Value based price
strategy.
 The products are Low priced
according the
market segment and Their Primary
interest to get the market Share

10. Good Taste
Brand Equity
Global Experience
Trademark Recipes
Strong Customer Focus
High Price
Concentrated on Premium
Segment
Conflict between PepsiCo and
Yum Brands
Poor Reach
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11. Increase Outlets
 To Concentrate towards
middle to lower class
Shift in food Habits
e.g. Vegetarian
Health Conscious Food habits
Animal Care Activists
Intense Competition
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12.  Best Price
 Specialised spicy Indian, Asian
and Thai Crispy flavours
 Increased Outlets in Few Years
 Home Delivery
 Both Non-veg and Veg
 Quality And Taste
 Lack Of Hygienic
 Lack of Promotions
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13.  Increase In Outlets
 Global Market
 Greeting of customers
 Different Recipes
 Other Competitors
 Indian Style Of chicken
Tandoori
 Health Conscious Food habits
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