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Food industry

KFC

• KFC Corp. owned by YUM brands in one of the oldest(1952)

• Other restaurant under YUM Brand are Taco bell, Pizza hut, Long silver

INTRODUCTION• Founded -1930• India- 1990• Founder(s)-Harland Sander• Headquarter –Delaware ,United State• Country- 105 across world• Number of locations -17,000 (2012)

• Key people –David C.Novak, chairman and C.E.O • Revenue –US$9.2 billion (2011)• Employees -4,55,000• Website –www.kfc.com

Product

Anything that can be offered to a market to satisfy a want or need.KFC's specialty is fried chicken served in various

forms. KFC's primary product is pressure-fried pieces of chicken made with the original recipe. The other chicken offering, extra crispy, is made using a garlic marinade and double dipping the chicken in flour before deep frying in a standard industrial kitchen type machine.

Price

• Price is the any amount of money that customers have to pay while purchasing the product. More broadly, price is the sum of all the values that consumers exchange for benefits of having or using the product or services

Place• TARGET AREAS• “Free home Delivery” strategy – They provide free home

delivery to offices & homes (select countries).• Accessibility – Resulting in several outlets to cater to the

needs of people in & around the city.• Hectic lifestyle – Due to the hectic lifestyle of office

goings individuals the fast food concept saves time of preparing food and gives the customer a full meal quickly.

• Economically convenient – The pricing appeals to the many classes of a society.

1. Location– Hectic lifestyle of individuals – giving them more time at work

and less stress about waiting for food.– Commercialization of urban and sub-urban markets leading to

more mid-sector people that find high-end eating joints very to expensive.

– Mid-sector people are always looking for change which KFC provides in their range of fast food.

– Quality conscious – people in urban areas are more conscious about the quality of food than rural areas.

– Urban areas are more populated therefore they help with attracting higher revenues.

2. Placement of outlets– Due to KFC placing itself close to schools, colleges,

cinemas and markets which are mostly populated by the young and those who are in a hurry, KFC enjoys a large number of footfalls everyday. In addition, they also have outlets close to non-vegetarians (mostly Muslim populated areas).

PromotionPromotion is the method used to inform and educate the chosen target

audience about the organization and its products. Using all the resources of promotion:

• Advertising• Sales Promotion• Public Relations• Events and Experiences• Coupons, Discounts and Bundled packages• An organization finds most of its meanings and survival through

promotion.At KFC, Promotion is the main tool to bring all chicken lovers attention

towards its delicious one-of-a-kind product, the Fried Chicken.

KFC CP, Delhi• Employee -27• KFC Restaurant in Hyderabad – 10• Manager –Mr. Mallesh • Timing - 11 AM TO 11PM

Key Success Factors of kfc :

• Location/Number of Outlets• Extensive Menu• Global experience • Service/Ambience• Taste

Visible services (structure)

• Self service

• Parcel service with good packaging

• Home delivery on call

• Separate place for functions or any other events.

• WI-FI connection free for customer.

• Payment modeo Casho Master Cardo Debit Cardso Credit Card

Integrated gap model of quality of service

• First Gap:• Expected service between perceived.

• No welcoming• No response• Limited variety

• Second Gap:• Expected service between management perception

customer expectation• High price• Limited delivery area

• Third GapSpecification of service quality between actual service deliver.• No proper information about “self service”.

• Fourth GapService deliver to customers between the promise of the firm to customers about its service quality.

Recommendation

• Specially a person need For “WELCOMING”.• When customer enters into the restaurant a

waiter should give him a menu.• KFC should write “SELF SERVICE” some where.• Less price foods for the middle class people.• They need to increase delivery area.• They also need to increase variety of food.