Presented by Abhishek Kumar

Content
• Introduction
• Slogan
• History
• KFC in INDIA
• Problem faced in India
• Controversies In International market
• Strategy
• Present Condition in India
• Product
• Conclusion
 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 it’s 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”.

  KFC has more than 18,000 outlets in over 100 countries. Every day, more
than 12 million customers are served at KFC outlets around the world.
KFC is a subsidiary of Yum! Brands, which also owns Taco Bell and Pizza
Hut.
 Slogan
 Finger Lickin’ Good
 We do chicken right
 Life tastes better with KFC
 There’s Fast Food, Then There’s KFC
 Buy a bucket of chicken and have a
barrel of fun
 • 1890

History It all began with the dream of one

man, Colonel Harland D. Sanders.
Born on 9 September 1890.
• 1896
At 6, after Dad passed away, the
Colonel started cooking for his
family, as Mom went to work.
• 1930s
At AGE 40, The Colonel held many
different jobs before he started
cooking
 • 1939
At 50, the Colonel perfected his
Continue… Original Recipe chicken with his
secret blend of 11 herbs and spices
• 1950s
Colonel Sanders travelled across
U.S. and Canada by car, restaurant to
restaurant, franchising his chicken
business at age 65.
• 1952
He reached celebrity status in 1952,
when he decided to franchise his
famous Kentucky Fried Chicken
recipe blends of 11 herbs and spices
to the rest of America.
 Continue…
• 1964
The company's rapid expansion made it too large for Sanders
to manage, so in 1964 he sold the company to a group of
investors led by John Y. Brown, Jr. and Jack C. Massey.
• 1980
Sanders died due to pneumonia at the age of 90.By branding
himself as "Colonel Sanders", Harland became a prominent
figure of American cultural history, and his image remains
widely used in KFC advertising.
 KFC’s Entry in India
• KFC was the first fast food multinational to enter INDIA ,
after the economic liberalization policy of the Indian Govt. in
early 1990s.

• KFC received permission to open 30 new outlets across the

country & Opened first fast food outlet in Bangalore in June
1995 by targeting upper middle class population.
Problem Faced in Indian Market
• KFC first entered the Indian market, there were a lot of protests,
and the Bangalore outlet was repeatedly ran-sacked. Many Indians
were worried that the western culture would seep into the Indian
roots, leading to the dilution of indigenous traditions.
• Another KFC outlet was opened in Delhi in the same year but the
combined revenue of both the outlets was not sufficient to
continue the KFC business in India.
• KFC didn’t gained the popularity is because anti-KFC movements
that accused KFC of using illegally high amount of mono-sodium
glutamate, which are harmful to health. Also, the anti-KFC
movements claimed that KFC sold food that was cooked and fried
in pork fat. Because of these KFC had to abandon Indian market.
 Controversies in International Market
• Since the beginning of the 21st century, fast food has been criticized for
its animal welfare record, its links to obesity and its environmental
impact.
• Since 2003, People for the Ethical Treatment of Animals (PETA) has
protested KFC's choice of poultry suppliers worldwide.
• In May 2012, Greenpeace accused KFC of sourcing paper pulp for its
food packaging from Indonesian rainforest wood . Independent forensic
tests showed that some packaging contained more than 50 percent mixed
tropical hardwood fiber, sourced from Asia Pulp & Paper .
• December 2012, the chain was criticized in China when it was discovered
that a number of KFC suppliers had been using growth hormones and an
excessive amount of antibiotics on its poultry in ways that violated
Chinese law
 Strategy
Quality And Variety Of The Products–
•The products made in KFC go through a series of quality checks to retain its
customers and the good name of the company.
•KFC sells varieties of preparation in chicken like chicken wings, chicken
popcorn, Chicken burger, chicken rice bowls, chicken strips, and many more.
•The company is present in and around the world they have a different menu for
different countries to satisfy the taste buds of the people and be familiar with
their tongue.
•The signature item of KFC being its chicken is present in every store in every
county and all these chicken preparation are made with the secret recipe which
KFC has been preserving all these years.
•KFC is the best in its quality control which starts from the very beginning while
choosing the raw materials in the manufacturing factories, the cleanliness,
nutritional factors, and the process of making even the delivery to the outlets is
kept under a constant check.
•These factors become an important marker for KFC to survive in the market.
 Price–
• KFC being a global company has different prices depending on the
geographical location of its stores. The targeted customers of KFC being the
middle and upper-middle class.
• Hence, price their products accordingly. There are different methods and
factors responsible for KFC’S pricing strategy that they use for its products
and its variants.
• KFC uses the method of Optional an attempt to increase the amount
customers spend once they start to buy at their stores. This is to increase the
overall price of the product and the service at KFC.
• Hence, customers can buy the items already present in their menu and can
then can also choose from the menu, like drinks or desserts which go well
with the chicken preparation that they previously purchased.
• This results in customers paying for the main item and also for the add-ons
which increases their sales.
• KFC also has different buckets that the customers can choose from and also
combos that are priced moderately and customers are encouraged to buy the
product.
Online Presence
Of KFC–
With the advent of
technology and mobile
phones with the internet
lives of people has become
easier and fast.
KFC to expand its business
and take over the market
by the storm made its very
own website where the
customers could online
purchase the food and the
products will be online
delivered at the customer’s
doorstep.
 Present Condition in India

• KFC India operates 380 stores, Subsidiary of Yum! Brands, a restaurant

company that also owns the Pizza Hut and Taco Bell chains.
• The KFC menu is increasingly throwing up a number of vegetarian items
such as Veg Zinger, Veg Snacker and Veg ZingKong. It would appear that
KFC, synonymous with chicken across the world, is turning 'vegetarian'
in India. In recent months, the brand has followed the launch of a non-
veg product with a veg equivalent (Example: Zingkong boxes).
• KFC now plans to simultaneously unleash veg and non-veg items in the
Indian eating-out marketplace, according to Tarun Lal, general manager
at KFC India.
Product
 Upcoming product

The new KFC Chicken Sandwich features a quarter-pound,

all-white meat filet, crispy, thick pickles, a buttery brioche bun
and the perfect amount of the Colonel's real mayo or spicy
sauce.
 Conclusion
• We can understand from the case that every business
organization should understand the importance of
ethics by understanding the culture, regulatory &
ecological issues in different countries.
Thank You