KFC is the world's largest chicken fast food restaurant chain. It originated in the 1930s in Kentucky founded by Colonel Harland Sanders. KFC now has over 13,000 locations globally. In India, KFC faced regulatory issues and protests over its treatment of chickens but re-entered the market in 2003 with a new strategy tailored to Indian consumers. While KFC benefits from brand recognition, it faces threats of competition and concerns over unhealthy oils and saturated markets.

2. INTRODUCTION ……
 KFC is the world’s No.1 Chicken
QSR.
 Leading in UK, Australia, South
Africa, China,USA, Malaysia and
many more.
 Introduced many offerings for its
growing customer base in India
while staying rooted in the taste
legacy of Colonel Harland
Sander’s secret recipe.
 Products are made on the motto
of“Crispy outside, juicy inside” .
 In India, KFC is growing rapidly
and today has presence in 21

3. HISTORICAL
BACKGROUND……
 In 1930’s Colonel Harland Sanders
some distinguished Kentucky folks
licking’ their fingers.
 Founder of the original Kentucky Fried
Chicken, was born on September
9, 1890.
 By 1964, Colonel had 600 franchise
outlets for his chicken across the
United States and Canada.
 KFC now stretches worldwide with
more than 13,000 restaurants in more
than 80 countries and territories

4. PROBLEMS FACED……
 Why doesn't KFC use healthier
oil?: the oil does have dangerous
trans-fatty acids.
 Is KFC's food really that
unhealthy?: a three-piece extra-
crispy combo meal contains as
much as 15 g of Trans fat--more
than a person should ingest in a
week.
 What are other chains doing?: the
Cheesecake Factory is doing so
already, McDonald's backpedaled
on a promise to cut Trans fats and
says it's studying alternative
oils, as is Burger King.

5. PROBLEMS FACED IN
INDIA…..
 KFC entered India in 1995,
 The regulatory authorities found that
KFC's chickens did not adhere to the
Prevention of Food Adulteration
Act, 1954
 KFC faced severe protests by People
for Ethical Treatment of Animals
(PETA), an animal rights protection
organization.
 PETA accused KFC of cruelty towards
chickens and released a video tape
showing the ill-treatment of birds in
KFC's poultry farms

6. RE-ENTRY OF KFC……
 The company had to shut all but
one outlet in the country.
 Recently in 2003 it made a quiet
re-entry into the Indian market.
 Came up with the strategies and
menu that is desirable by the
Indian consumers.
Mission statement
“To be the leader in western
style quick service restaurants
through friendly service, good
qualit food and clean
atmosphere ”

7. GOALS OF KFC…..
 Build an organization dedicated to
excellence.
 Deliver superior quality and value in
our products and services.
 Maintain a commitment to innovation
 Generate consistently superior
financial returns and benefits our
owner and employees.
 Establish in India our position as
leading WQSR (Western Quick
Service Restaurant) chain, serving
good value.

8. STRENGHTS….
 KFC's secret recipe: the "secret
recipe" was the initial home
replacement strategy.
 Name recognition and reputation: the
KFC logo was the only one which
significantly enhance the brand's
image
 Conflicting cultures of KFC and Pepsi
Co.
 Turnover in top management.
 Recent contractual disputes with
franchisees in the United States.

9. OPPORTUNITIES…..
 New Markets: Globalisation has
opened doors for new markets for
the company
 Cross Culture: Generally there is a
good acceptance of American culture
of fast food in India
 Large Youth population: India has a
very large share of youth population
a compared to other countries.
 New variety: Company can also
come up with new variety in the
menu likePizzas, garlic breads to
attract more customers.

10. THREATS….
 Competition: Competitor companies
like McDonalds are fast catching up
with the market.
 Organizations like PETA People for
Ethnic Treatment for Animals have
given a bad name to the company
 Saturated US Market: Now KFC
cannot rely on just its home market to
generate sales. As the US markets
are already saturated and leave no or
little scope for growth,

11. PROBLEMS….
 No defined target market.
 Saturation of the U.S. Market.
 Health Conscious Consumers.
 Increased Start Up Costs.

12. PRODUCTS OF KFC….

13. THANK YOU…….