GROUP 11

VIBHUM SRIVASTAVA(134)

PARDEEP J INDAL(169)

SAURABH AHUJA(130)

KARAN KARAMCHANDANI(45)

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)

IntroductionKFC 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 ”

KFC in IndiaKFC 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.

KFC VegPaneer 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

KFC Chicken2 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.

DessertsKFC 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

Krushers

Toasted WrapsCHICKEN 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

SEGMENTATION

GEOGRAPHIC

SEGMENTATIONKFC MENU IN INDIAKFC MENU OUTSIDE INDIA

Metro & Tier II cities

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

SEGMENTATION

PSYCHOGRAPHIC

SEGMENTATION1. Social class- Upper and Middle class. 2. Lifestyle is not specific. 3. Personality .

SEGMENTATION

BEHAVIORAL SEGMENTATION

Taste ConsciousQuality ConsciousClassCombination of ProductQuality

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 .

Product StrategyCompetes 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.

Positioning of KFCUSP 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.

The Customer Journey - Entry

The customer journey- Approach & Decision

The Customer Journey - Exit

Store Design at KFCWhat 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

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.

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.

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.

They keep announcing about their new product on regular basis

They have partnered with freecharge.in for promotion.

Deaf People at KFC

Customer Service ManagementFor maintaining effective customer relationship , KFC has employed layers of staff from-

Assistant Managers

Restaurant General Managers

Trainee Managers

Area Managers

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.

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.

Demand forecastingProjection 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.

LogisticsRaw 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.

StorageStored 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.

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