A CASE STUDY ON

Presented By :Manish Ranjan Singh BVDU, IMED, Pune MBA (General)

CONTENTS
Key Facts about KFC KFC Product Diversification Entry into Indian Market SWOT Analysis
Strength Weakness Opportunities Threat

Question & Answers

KENTUCKY FRIED CHICKEN

Key Facts about Kentucky Fried Chicken

It is a chain of fast food restaurant based in Louisville, Kentucky, United States. First outlet was started in 1952 by Colonel Harland Sanders KFC is the largest brand of Yum Restaurants, which also owns other leading brands like Pizza Hut Taco Bell A&W Long John Silver
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KENTUCKY FRIED CHICKEN

KFC primarily sells chicken pieces, wraps, salads & sandwiches Main product of KFC is Fried Chicken but it also offers a line of grilled and roasted chicken products, side dishes and desserts Outside USA, KFC offers beef based products such as hamburgers or kebabs, poutine & pork based products It also serves fish recipes in Southeast Asian Market

KFC PRODUCT DIVERSIFICATION

Chicken Products

Beef Products

KFC

Pork Products

Fish Products

KFC offers these products according to the Market segmentation

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Entry Into Indian Market

KFC has been introduced in Indian Market in 1995 Currently it has outlets in 21 cities with close total to 107 restaurants KFC targets to have 500 outlets in India, by 2015 irrespective of growing competition and slowing economy KFC in India is trying to explore new market by introducing Vegetarian products KFC came out with Veg Zinger and Veggie Snacker KFC sold about 10,000 units of Veg Zinger within 10 days of its launch which explains KFC detailed research and marketing strategy
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SWOT ANALYSIS
Strength :
Brand Power Quality Products Detailed research Hygiene condition Value and cleanliness of Products Diversification of products according to market segmentation

SWOT ANALYSIS
Weakness :
Pricing policy high Target customer is mainly middle & high classes Its outlets are mostly in posh areas

SWOT ANALYSIS
Opportunities :
Most of markets are still un-explored KFC is among the first to introduce fast food restaurants in these section KFC positioning is very strong in market Metropolitan Rapid Development

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SWOT ANALYSIS
Threats:
Market competition from other fast food restaurants like McDonalds, Dominos, Subway etc. Struggling to capture new market i.e- Vegetarians which comprise one-third of the population

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QUESTIONS & ANSWERS

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Suggest the criteria for segmentation of KFC in India Market

Geographic segmentation
KFC has outlets internationally and sells its products according to geographic needs of the customer. In India KFC focuses how geographically its customers demand different products. In north India Chicken is the main selling product, while in the south the Veg. items sell more than the chicken.

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 Demographic Segmentation In demographic segmentation, the market is divided into groups based on an age, gender, family size, income, occupation, religion, race and nationality.
Age is between 6-65. Gender is both males and females. Family size is 1-2, 3-4, 5+ Income is Rs 10,000 n above. Family lifestyle is almost all.

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 Psychographic segmentation
Dividing a market into different groups based on social class, lifestyle, or personality characteristics is called psychographic segmentation. KFC divides market on the basis of psychographic variables like:
Social class- Upper and Middle class. Lifestyle is not specific. Personality is ambitious and authoritarian

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Suggest Innovated Product as they can add to their menu for Indian Consumers
Chicken Tikka/Kabab Filafil Burger All In one Veggie Fried Potato Wings Veggie Burger with Cheese

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Design the positioning strategies for KFC in India

KFC should focus on the following for better positioning in Indian market:

feedback should be taken from the customer in order to know the customer demands and then improvements are made in products India consist of large no. of middle and lower class people, hence pricing should be done accordingly
Pre-mindset of the people about KFC in India should be changed with promotions and advertisements Free home delivery strategy would help in strong positioning in India
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