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Influence of culture on the launch of KFC

BY:MANSOOR ALAM G-20MOHIT KUKREJA G-21MOHIT SINGHAL G-22PUSHPITA BENERJI G-36RASHMI KAUSHIK G-37

RICHA GUPTA G-38


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page 22/10/2011 Presentation

$105 to a $13 Billion Brand: KFC

The worlds most popular chicken restaurant chain wasfounded in Kentucky, Louisville state of US.

Col. Sanders started franchising his recipe door to door

financed by $105.00

Soldh

is interest to Massey & Brown for $2 million More than 11,000 outlets spanning 85 countries and

territories around the world.

Currently KFC is owned by Yum Brands, Inc. which is the

world's largest restaurant company in terms of system

units with nearly 32,500 in more than 100 countries and

territories.

Foundedby

Colonel

Harland

Sanders

in 1952


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KFCs entry in India:

KFC entered India in 1995 and has been in midst of controversies since then.

KFC opened its first fast-food outlet in Bangalore in June1995

Though the contribution from Indian market to the totalKFC turnover is a miniscule amount, they rate India as thenumber one player potential wise.

Currently KFC is enjoying a year-on-year growth of 100percent.


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KFC's specialty is fried chicken served in variousforms.

KFC's primary product is pressure-fried pieces ofchicken made with the original recipe.

They serve their primary product in various forms

according to the need of the customer. Like:

Zinger Burger

Chicken Snacker

Hot Wings

Chicken T

hali

Etc..

Product


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Products in US

The original recipe chicken remains the same but the wayit is served varies.

Like they serve chicken bowls instead of thalis. Thesechicken bowls are served along with rice or noodlesdepending on the choice of customer.

They also

have trans fat c

hicken for

healt

hconsciouspeople.

Chicken sandwiches & salads are also served.


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PRICE

Chicken Snacker Rs. 29 3 pcs. Hot Wings Rs. 35

3 pcs. Boneless Chicken Strips Rs. 75

Many combo meals Rs. 129 to Rs.159

On analysing the prices we will find thatit has priced its products according toits target customers and their cost ofliving.

Generally they target whole families

rather than single persons. This beingthe reason for theirFamily Meals whichare basically bundled items served at anominally cheaper rate.


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Place

Stores located in posh areas like shopping complex,malls & multiplexes.

Through such placement of theirstores they are ableto cater a wide variety of there target customers & allat the same place.

Given the competitive nature of fast food joints, KFCuses the Push Strategy to help them create:

Awareness

Be different

Sound attractive


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Place in US

Located mostly in Office areas so as to cater to theneeds of the working people.

Also present in strategic locations like filling stationsand highways.

Its locations can be found operating as free-standing

units and kiosks in high-traffic areas.


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Promotion

At KFC, Promotion is themain tool to bring all chickenlovers attention towards itsdeliciousone-of-a-kindproduct, theFried Chicken.

The logoof thesmiling Colonel isprobably oneof themost recognized faces in theworld and instantlybrings the imageof fried chicken toonesmind.

The company anthemfinger linkin good isjust awakeup call to the consumer to remind them howgood they felt the last time they ate KFC chicken.


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Promotion in US

In US they offer theserviceof free homedelivery aswellas the internet booking facility.

Also advertised via newspapers andpamphletswhich isnot yet practiced in India.

It usessocial networking sites and freemeal happyhours inorder topromote its brandname.


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Cultural factors in India that went against KFC:

Believed to beexpensive ..no value formoney. Wanted toposition itself as a family restaurant , not

as a teenage hangout.

Ambiencewasmissing.

Perceiveddifferences ineating habits.

Tried to target the vegetariansegment. However thisbackfired as in India having veg food cooked in a nonvegetarian kitchendoesnt comeout well with thevegetariansegment.


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Cultural factors contributing to KFCS success in India:

Reducing thepsychic distance by handling overofoperations to local peopleso that customers couldrelate to themmoreeasily.

Able to adapt to cultural differences, tastes andpreferences.Forexample keeping inmind the Indiantastes buds KFC launched a fierierZINGERBURGER.

Pricesensitivity of the twoeconomiesdrove KFC tointroducemenus that wereeasy on the consumerspocket.


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Indian School of Lickonomics

Drool 1:It takes one secret to make something unique, weuse 11.

Drool 2:

Unity is good, Diversity is better; use separate oil &utensils for vegetarian food.

Drool 3:

Morning freshness, no matterwhat time of the day

it is, freshly prepared chicken, cooked severaltimes in a day


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Drool 4:Use fresh chicken because life is already way tooprocessed.

Drool 5:

Prepare vegetarian food separately becausechicken & mutterdont get along.


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Discouraging tablemannerssince 1930

Go Ahead!!!

Lick your fingers

Thank you.

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