BRAND AUDIT

THENKAVI.E
NAVEEN.J.S
SAMUEL.M
TAMIL MANI.S
S.No. Table of Contents Page No.

Executive Summary 2

1 Introduction 3

Brand History & Background 3

2 Brand Strategy Analysis 6

Product / Category Market Overview 6

Brand Architecture & Portfolio 7

Brand Vision 12

Brand Promise / Brand Mantra 13

Brand Target Market, Brand POD and POP 14

4 Brand Inventory Analysis 16

Brand Element Analysis 16

Product Packaging, Pricing, Sales Promotion Evaluation 20

Publicity and Public Relation 25

Brand Resonance / Brand Engagement 26

Brand Marketing Communication Campaign Analysis 29

5 Brand Exploratory 43

Brand Competitive Analysis 43

Brand Association / Brand Image 45

Brand Resonance Pyramid 46

5 Recommendation 49

Strategic Recommendation 50

Tactical Recommendations 51

6 Conclusion 52

References 52
Executive summary
Kentucky Fried Chicken is a Quick service restaurant spread across the world which
have positioned itself as a very tasty and freshly prepared chicken that they can eat whenever
they want at the same quality of the target customers age 5 – 50, Chicken products which can
be enjoyed as a family in the environment of a social gathering.

KFC emphasize at creating good memory and positive feelings towards their products.
Whenever you think of KFC you have to think of somebody. It can be your family, friends,
loved ones or somebody else, somebody to share the fun of eating and to share the taste.

KFC creates ‘attributes’ around their product as a level of positioning. They highlight
the product functionality which is “tasty” food. KFC has a very unique recipe for their products
which is also their core competency.

The purpose of KFC is to feed the world. The brand mantra of KFC is fun, folks and
tasty. The main point of difference of KFC is Chicken. KFC brand elements are memorable,
meaningful, likable, transferable and easily adaptable across globe. The brand architecture
adopted by KFC is Branded House. KFC have strong communication with its customers by
creating creative ads and their recent marketing campaign is add HOPE campaign in motive to
eradicate hunger.

KFC have high awareness, it is most commonly recalled QSR mainly for youngsters
while they are hungry and want to eat chicken and experience fun of eating. KFC is convenient,
easy to access and gives prestigious by eating western style. KFC have loyal customers with
high repeat purchase rate are people who prefer chicken than burgers. KFC wants to add value
to the customers throughout the week instead of coupons and offers.

The brand “KFC” have positioned from “Tasty” to “Freshly Prepared”. Being a
processed food quick service restaurant it positions itself as freshly prepared. The problem is
customers wants to stay healthy so, KFC can only be successful if it include Healthy feature
into its positioning.
Introduction

1. Brand History & Background:

KFC stands for ‘Kentucky Fried Chicken’ and was started by a budding
entrepreneur by the name Harland Sanders. It is currently a subsidiary of Yum! Brands.

1.1 The Founder

The success of KFC is the story of one man’s dream of cooking that has catapulted
into making his company one of the biggest franchises in the whole world. Harland
Sanders who was born in the small town of Henryville, Indiana in the year 1890. He left
his home at the age of 12 to find some job to support his poverty stricken family after his
father passed away and he was in charge of the family.

The only skill he possessed was the cooking his mother had taught him from the
age of seven. He tried his hand at many odd jobs but couldn’t stay at any place for long.
Finally in the 1930 he settled into a permanent job at the shell filling Station just outside
a small city called North Corbin. In the meantime he use to cook dishes his mother had
taught him and serve them in his storehouse which he had converted into a small eatery.
Soon his steak and country ham recipes were a big hit with the travellers who would
regularly stop by to eat at his place.

1.2 Background of KFC

Later Sanders bought a larger place nearby to accommodate the ever increasing
customers. He increased the number of dishes and included the legendary fried chicken
recipe for the first time in 1936. By the year 1937 he again expanded the hotel which now
accommodated up to 150 people at the same time. He was happy that he had become
successful at his new business but was always looking for improving his production
process and expand his customer base.

Soon he experimented on his fried chicken recipe and was able to perfect it with
the Original Recipe of 11 herbs in 1940. Soon he sold his restaurant and went on to sell
his secret Fried Chicken recipe across America. He went to many restaurateurs before his
recipe was accepted. His recipe was first franchised to Pete Harman in South Salt Lake,
Utah in 1952. To market the recipe the restaurant came up with the name ‘Kentucky Fried
Chicken’. And thus, the legendary brand of KFC was founded.

1.3 Early Years

From the first year itself results began to show and sales were exceeding
expectations. Soon more restaurants were waiting to sell this new recipe of Fried Chicken
in their restaurants. By 1960 nearly 200 restaurants were selling the recipe and by 1963
it had reached 600. In 1964, Sanders sold the recipe and the contract to a group of
investors for $2 million. Soon they implemented stand-alone stores which specialised in
the take home model. By the year 1967, KFC had gone on to become the sixth largest
restaurant chain by sales volume in the U.S.

KFC started off by starting stores in Canada and soon spread itself into more than
40 countries with 3000 outlets by the year 1970. KFC changed many hands before it came
under the ownership of ‘Yum! Brands’ in 1997. Soon it added many more recipes into
their menu like desserts, sandwiches and drinks that would complement its bestselling
Fried Chicken recipe. In 1991, their sales had doubled and reached an estimated $6.2
billion with a total of 8,500 outlets around the world.
1.4 Later Years

Throughout the 1970s and 1980s, KFC experienced mixed fortunes domestically, as it
went through a series of changes in corporate ownership with little or no experience in the
restaurant business. In the early 1970s, KFC was sold to the spirits distributor Heublein, who
were taken over by the R.J. Reynolds food and tobacco conglomerate, who sold the chain to
PepsiCo. The chain continued to expand overseas, however, and in 1987 KFC became the first
Western restaurant chain to open in China. The chain has since expanded rapidly in China,
which is now the company's single largest market. PepsiCo spun off its restaurants division as
Tricon Global Restaurants, which later changed its name to Yum! Brands.

So Today KFC is the second largest restaurant chain in the World. It has faced
many ups and downs but has remained a crowd favourite ever since its launch. The
success of KFC is the result of endless trials and experiments that have worked in their
favour. Muktesh Pant is the current CEO of KFC. Currently, KFC has more than 15,000
restaurants in more than 125 countries around the world. Everyday it serves nearly several
million customers worldwide.
 2. Brand Strategy Analysis
2.1 Product / Category Market Overview
FOOD AND
BEVERAGE

FRESH FOOD PROCESSED

FOOD

QUICK SERVICE CAUSAL

FOODS DINNING FOODS

NOODLES BURGER/
/ PIZZA
FRIED SUB
RICE CHICKEN
 KFC comes under the product category of Quick Service foods. It is easily prepared
processed food served in snack bars and restaurants as a quick meal or to be taken away. It
serves shared meals, Individual Meals, Xtreme Meals, Sanwiches, Zinger Meals, Royal Meals,
Kids Meals, Desserts, Beverages. It offers Self Service and durning peak hours they take orders
directly coming to the customers. They also provide free pepsi to customers while they wait
long in the queue.

2.2 Brand Architecture & Portfolio

2.2.1 Brand Architecture:

KFC uses Branded House, which means KFC is the brand and all the products within
it is the subset of the primary brand ‘KFC’ eg: KFC Popcorn Chicken, KFC Hot Wings, KFC
Krushers

To all of their stakeholders they are know simply as “KFC”. They may have different
categories/divisions (Snacks, Burgers, Toasted Wings, Box Meal, Rice Bowlz, Krushers) but
they all have to fall under the scrutiny of existing branding strategies and standards.
2.2.2 Brand Hierarchy

A Brand hierarchy is a useful means of graphically portraying a firm’s branding strategy

by displaying the number and nature of common and distinctive brand elements across the
firm’s products expliciting ordering. Brand Hierarchy of KFC is given below.
2.2.3 Brand Portfolio

A brand portfolio includes all brands sold by the company in a product category. We
judge a brand portfolio by its ability to maximize brand equity. Any one brand in the portfolio
should not harm or decrease the equity of the others.

1) WOW

The youngsters are shown discussing how they wished they had more money so that
they could enjoy a KFC meal and beverages every day. Their prayers are answered in a visually
spectacular fashion – by the new WOW menu range starting at Rs 25.

This menu comprises a wide range of Veg and non-Veg products including some new
offerings like Potato Krisper, our first potato-based burger; Krusher Lime Soda, an all-time
favourite thirst quencher, and the crunchy and juicy Chicken Shotz amongst other products.
Within a few days of its launch, we’ve received a very encouraging response from customers.

2) Cayan Grill
Cayan might be derived from an earlier form of the word "cayanne." Regardless, Cayan
Grill chicken is marinated overnight in "southern" spices (does "southern" in Australia, mean
the same as "southern" here in the States?) and then grilled on a hot plate.

3) KFC Twister
Two freshly prepared, Extra Crispy white meat chicken strips with shredded iceberg
lettuce, fresh tomatoes, and pepper mayo sauce - all wrapped together in a soft, warm tortilla.

4) KFC Rice
KFC’s first-ever rice meal, a delectable combination of crispy chicken fillet and fluffy
white rice with Original Recipe sauce or spicy tomato sauce. To make it more refreshing, KFC
Rice Meals come with regular NESTEA Green Tea. These all new sensations will give
everyone the energy to excel
2.3 Brand Vision

As of 2013, the KFC vision statement was as follows: "To sell food in a fast,
friendly environment that appeals to price conscious, health-minded consumers."

Value:
From the heart of the U.S. to the farthest reaches of Africa, Latin America and Asia.
They are passionate about bringing the fantastic taste of their Original Recipe to as many
people on the planet as possible. With the help of incredible franchise partners around the
world, They have become one of the fastest growing retail brands, both in emerging and
developed markets alike.
KFC is a global brand with a local heart. KFC act as a part of their customers’ lives in
every corner of the world, and the more than 750,000 passionate team members who work in
KFC restaurants serve our food with pride every day. They work hard to create irresistible
tastes and experiences that delight our customers time and again. And they are committed to
serving the communities where they live and work through Add Hope—a program created to
help to end hunger through fundraising and active partnerships with the United Nations World
Food Programme and numerous local hunger organizations around the world.

Purpose:
Feed The World

Desired future environment:

add HOPE is KFC’s good purpose initiative that will continue to create awareness and
raise funds through beneficiaries like World Food Program (WFP), India Food Banking
Network (IFBN), SMILE Foundation and Responsenet associated Feeding programs
nationally. Together with these organizations, KFC aims to provide 20 million meals to
underprivileged children by 2020.
2.4 Brand Mantra
A brand mantra is a short three to five word phrase that captures the irrefutable essence
or spirit of brand positioning. The brand mantra of “KFC” helps in presenting a consistent
image to the brand. A good brand mantra should communicate what the brand is and what it is
not. A good brand mantra should have the following 3 elements:

 Emotional modifier
 Descriptive modifier
 Brand function.

The brand mantra of KFC is “GRAB A BUCKET OF CHICKEN, HAVE A BARREL OF

FUN” HTTPS://YOUTU.BE/LRCUIGYPXDG.

The new mantra after Yum take over is “THERE IS FAST FOOD, THEN THERE’S KFC!”
http://www.yum.com/investors/annualreport/01annualreport/pdf/TGR_p16_24.pdf

EMOTIONAL MODIFIER - FUN

DESCRIPTIVE MODIFIER - FOLKS

BRAND FUNCTION - TASTY

2.5 Brand Target Market, Brand POD and POP

2.5.1. Brand Target:

The main Target Market of KFC is College students and Working class people but
overall KFC target customers from age 5-50.

2.5.2. Brand POD:

 KFC is popular for its CHICKEN

 Differs on product line (krushers , rice bowl)

 KFC differs in packaging, KFC's famous paper bucket

 Secret Recipe of "11 herbs and spices"

 KFC website have “Nutrition Calculator” for the each respective meal

“Nutrition Calculator” customized in the KFC website https://www.kfc.com/nutrition

KFC Unique Take away Packaging

2.5.3 Brand POPs:

 Targeting Children and youth
 Positioning as “Tasty”
 Global fast food chains
 Charger Box
 Serving Beverages and fries with Burgers
 Food Quality
 Internet access
 Home delivery
 Discounts and offers
3. Brand Inventory Analysis
3.1 Brand Element Analysis

Brand Elements, sometimes called brand identities, are those trademarkable device that
service that serve to identity and differentiate the brand. The main ones are brand names, URLs,
logos, symbols, characters, slogans, jingles, packages and signage.

3.1.1 Brand Name

The brand name of KFC is “Kentucky Fried Chicken”. The name "Kentucky" is of
native American origin, Where Kentucky is a state located in the east south-central region of
the United States.

At age 40, Harland Sanders was running a service station in Kentucky, where he would
also feed hungry travelers. Sanders eventually moved his operation to a restaurant across the
street, and featured a fried chicken so notable that he was named a Kentucky colonel. Since
Sanders sold fried chicken from Kentucky, While his fried chicken sold globally it was called
as Kentucky Fried Chicken.

Location of Kentucky in USA

Brand Awareness

At early years KFC was called as Kentucky fried chicken. Due to globalization the
name got shifted to “KFC” being easy to adapt to other countries culture and easy to pronounce
by people across globe. The Brand name “KFC” is simple and easy to pronounce or spell,
familiar and meaningful and different, distinctive, and unusual can obviously improve brand
awareness. The short name “KFC” often facilitate recall because they are easy to encode and
store in memory.

Brand Association

Brand Awareness deals with Brand Recognition and Recallability. KFC is easy to
recognize and recall. The brand “KFC” is recalled by its product category called Quick Service
Restaurants and recognized by the brand elements.

3.1.2 URLs

URLs (Uniform Resource Locators) specify locations of pages on the web and are also
commonly referred to as domain names. KFC have its own specific URL https://www.kfc.com/
(World) and https://online.kfc.co.in/ (India).

3.1.3 Logos

Logos have a long history as a means to indicate origin, ownership or association.

“KFC” logo represent the founder “Harlan Sanders” and his secret 11 spices. The logo of KFC
has evolved over the years and it communicates to customers the realness of Colonel Sanders
and the fact that he was a chef.
3.1.4 Characters

The Character of the KFC is the founder Harland Sanders. Usually brand characters are
introduced through advertising and can play a central role in ad campaigns and package designs

3.1.5 Slogans

Slogans are short phrases that communicate descriptive or persuasive information about
the brand. The brand “KFC” communicates to the customers in a single line about its brand as
"Finger Lickin' Good".

Early official slogans included "North America's Hospitality Dish" (1956–1966) and
"We fix Sunday dinner seven nights a week" from 1957 until 1968. The two slogans were
phased out in order to concentrate on the "Finger Lickin' Good" slogan. The "finger lickin'
good" slogan was trademarked in 1956. Other slogans included "It's America's Country-Good
Meal" (late 1970s) and "We Do Chicken Right" (1980s).

In 2011, the "Finger Lickin' Good " slogan was dropped in favor of "So good", to be
rolled out worldwide. In 2015, along with a revamp of their advertising, KFC returned to using
"Finger Lickin' Good". As of April 2016, KFC began using the slogan "Colonel Quality,
Guaranteed."
3.1.6 Criteria for Evaluating Brand Elements

1. Memorable

The brand “KFC” is easily recognized by its logo “Sanders” and colour “Red” and it is
easily recalled by its product category of quick service restaurants. So the recognition and
recallability creates brand awareness among the customers.

2. Meaningful

The brand “KFC” is Descriptive. It conveys the general information about the function of
the product or service offered by KFC and specific information about particular attributes and
benefits of the KFC.

3. Likable

The brand “KFC” puts in fun and interesting in youth through its packaging, 5 in 1 box,
Charger box. The brand KFC have a rich visual imagery and it is aesthetically pleasing. A
memorable, meaningful and likeable set of brand elements of “KFC” offers many advantage
to the brand.

4. Transferable

The brand “KFC” is easily transferable within and across product category and adds the
brand equity for new products or in new markets. It is also transferable across geographic
boundaries and culture by providing transnational products to respective countries.

5. Adaptable

The brand “KFC” is adaptable over the period of time with the changes in consumer values
and opinion. Since the brand elements of KFC is more adaptable and flexible, it is easy to
update. The logo of KFC is given a new design to make them appear modern and relevant.

6. Protectability

The "Finger Lickin' Good " slogan was trademarked by KFC and so it is legally protected.
The brand “KFC” is legally protected internationally and formally registered with appropriate
legal bodies.
3.2 Product Packaging, Pricing, Sales Promotion Evaluation

3.2.1 Brand positioning

Brand positioning are based on the benefits the customer wants. The brand positioning
of the Kentucky Fried Chicken is

“Very tasty, healthy and freshly prepared chicken that they can eat whenever they want at the
same quality of the target customers age 4 – 50, Chicken products which can be enjoyed as a
family in the environment of a social gathering”

KFC emphasize at creating good memory and positive feelings towards their products.
Whenever you think of KFC you have to think of somebody. It can be your family, friends,
loved ones or somebody else, somebody to share the fun of eating and to share the taste.

KFC creates ‘attributes’ around their product as a level of positioning. They highlight the
product functionality which is “tasty” food. KFC has a very unique recipe for their products
which is also their core competency.

3.2.2 Marketing Mix

PRODUCT PRICE

Product Variation Cost Recovery Pricing

Product Differentiation Penetration Pricing

Product Innovation Price Skimming

Product Elimination

PLACE PROMOTION

Distribution Channel Individual Communication

Direct Sales Mass communication

Indirect Sales Brand Management

E-Commerce Corporate Identity

Product

 Streetwise: Veg Snacker, Chicken Snacker, Snack Box, Rizo Rice, Rizo Gravy, Mini
Krusher,
 Snacks: Popcorn Chicken, Hit Wings, Boneless chicken strips
 Veggie Selection : Veg Snacker, Veg Zinger, Veg Strip with Salsa
 Toasted Wraps
  Burger: Veg Zinger, Chicken Zinger, Tower Zinger
 Box Meal
 Chicken Delight : Fiery Grilled, Hot and Crispy, Original Recipe
 Bucket Chicken
 Signature sides: Corn on the cob, Coleslaw, Fries
 Krusher: Frappe, Iced Mochaccino, Iced Kappucino
 Desserts: Soft wirl, Choamor, Brownie Sundae

Price

Market skimming: KFC globally enters the market using market skimming. Their products are
priced high and target the middle to upper class people. Gradually they trickle down the prices
focusing on the middle to lower class people to penetrate both sides of the market.

Cost Based: KFC price their product keeping different points in view. They adopt the cost base
price strategy. Pricing of the product includes the govt. tax and excise duty and then comes the
final stage of determine the price of their product. The products are bit high priced according
the market segment and it is also comparable to the standard of their product. In the cost based
method we include the variable and fixed cost.
Place

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 sales every
day.

KFC works on the flow of good operation techniques. Good Operating Manager leads to Good
Team Selection to Good Services to Good Targets to Good Revenues through the following
internal strategies

1. Training
2. Incentive based targets
3. Recognition for good work
4. Performance based bonus
5. Employee benefits to keep them motivated
Promotion:

KFC always believes in keeping its outlet in premium areas as well as in malls and shopping
complexes. These KFC outlets can also carry out delivery for online orders of KFC. As a result,
KFC covers both – online and offline deliveries.

 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.
 Hectic lifestyle of individuals - giving them more time at work and less stress about
waiting for food.
 Commercialization - Commercialization of urban and sub-urban markets leading to
more mid-sector people that find high-end eating joints very 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.

Promotion is the method used to inform and educate the chosen target audience about the
organization and its products. Using all the resources of promotion like Advertising, Sales,
Promotion, Public Relations, Events, Coupons, Discounts and Bundled packages. At KFC,
Promotion is the main tool to bring all chicken lovers attention towards its delicious one-of-a-
kind product, the Fried Chicken.

Advertising: The logo of the smiling Colonel is probably one of the most recognized faces in
the world and instantly brings the image of fried chicken to one’s mind. KFC and its jingle,
‘finger lickin good´ is a frequent announcement on televisions, billboards, flyers. The concept
of showing a normal customer deeply involved in devouring his piece of chicken usually turns
on the drool factory in everybody’s mouth and makes them rush to the nearest KFC. In India
where chicken lovers are plenty abound these ads featuring normal people connect instantly
and create a rush at their outlets. Using the following methods KFC spreads its message of
finger licking good chicken.

Using Reminder advertisements KFC stimulates repeat purchases of its products. The company
anthem ‘finger linkin good´ is just a wakes up call to the consumer to remind them how good
they felt the last time they ate KFC chicken. Sponsorship is another tool to strengthen an
organizations image.

Sales Promotion: All KFC outlets offer its customers with various forms of incentives to buy
its Chicken. 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.
Additionally they provide meal vouchers and exciting offers in their print ads, which the
customer must cut and bring along.
3.3 Publicity and Public Relation

"Journey of Hope” is a Public Relation campaign because it is a part of "Add Hope", a series
of CSR campaigns that aims to achieve a long-term impact. In addition, this campaign helped
KFC build mutual beneficial relationship with its public. The company's reputation was greatly
enhanced, while the public gained an opportunity to reduce the hunger problem in Africa. This
means “Journey of Hope” was a strategic communication process. Then, by being involved in
CSR - one of eight PR aspects (Nguyen 2013) - KFC improved their reputation as well as
strengthened its relationship with customers. This was evidenced by the donation, represented
in the evaluation of strategy part, of customers and their involvement in the campaign.
Furthermore, this campaign met the need of society; it helped feed African children, who
suffered from famine and lacked nutrition, by providing millions of meals. Last but not least,
KFC might try to use this campaign as a tool to improve its image in the public’s eyes from the
chicken parts wasting and milk faking scandals before, or should we say, crisis management
(Nguyen 2013).
3.4 Brand Resonance / Brand Engagement

Social Media

KFC Facebook Page

KFC You Tube Page

KFC Twitter Page

KFC Instagram Page

KFC Pinterest

Loyalty Programme
KFC Colonel's Club Loyalty eClub Colonel's Club Freebies, Discounts, Coupons, Gifts,
Specials & Promotions:

When you join the KFC Colonel's Club Loyalty eClub you will receive coupons,
promotions, and recipes throughout the year via e-mail to use at KFC restaurants throughout
the U.S. KFC refers to its Colonel's Club eClub as "an ancient and venerated order of fried
chicken enthusiasts from across the globe."

Currently there are no signup freebies, discounts, coupons, gifts, specials, promotions
or specials offered to new KFC Colonel's Club members at signup - just a welcome letter to
your email and an invitation to "tell us a bit about yourself," but with no link provided to do
so. The purpose of most restaurant customer loyalty programs, is to show appreciation to
frequent diners and to encourage repeat visits.
3.5 Brand Marketing Communication Campaign Analysis

Generally KFC build a website called a store locator. KFC present across many cities
in India. There’s probably near to you.

add HOPE Campaign:

KFC definitely eradicates hunger. Now, it has gone one step ahead with the intent to
help the poor by eradicating hunger from their lives. Well, to cut it short, KFC India has
announced that it will be contributing up to Rs.5 from the sale of every bucket, through the
month of October. The contributions will be made from sales across its 300+ stores and online
ordering. To build greater awareness and engagement, the iconic KFC buckets have been
rebranded as “addHOPE” buckets, available in stores beginning 10th October.

This has been done very interestingly. KFC has come out with an image recognition
technology to share through a short video, the story of Pinky, Raju and Gopal symbolizing
many other children who spend hours every day in search of food.

The buckets also depict characters; using image recognition technology, customers can
visit www.addhope.in, point their camera at the characters and be directed to the stories of
Pinky, Raju and Gopal which represent the stories of underprivileged children in India.

This is what Rahul Shinde, MD, KFC India said, “Hunger is a very real and big
challenge – at least 3,000 children die every day from poor diet related illness. The fact that
millions of children go to bed hungry every night means that they are unable to grow, learn and
thrive. It is a critical cause to unite behind. We couldn’t be happier to announce that through
the month of October, we will contribute towards fighting hunger from the sale of KFC buckets
across 300+ stores and online. By making all our buckets, add HOPE™ buckets and carrying
audio visual stories of hope on them, we want to call on more people to support the cause. The
more they do the more hungry children we can help feed.”
add HOPE is KFC’s good purpose initiative that will continue to create awareness and
raise funds through beneficiaries like World Food Program (WFP), India FoodBanking
Network (IFBN), SMILE Foundation and Responsenet associated Feeding programs
nationally. Together with these organizations, KFC aims to provide 20 million meals to
underprivileged children by 2020.
So this month, each time you order an add HOPE™ bucket, KFC will contribute up to
Rs.5 towards feeding a hungry child. Those who wish to contribute in another way, they can
add Rs. 5 to their bill.
KFC Social Media Marketing

https://www.youtube.com/watch?v=lZsVORnp0kI

With the age of internet revolution prevailing in the Indian market and the Indian youth
becoming more net-savvy, famous global restaurant chain brands like KFC have been
increasing their presence on social media platforms. In India, KFC is the number one restaurant
brand on social media. Agency which KFC India used is Blink Solution.

Objective:

The objective of the entire social media campaign that revolved around apps like
the Radio KFC RJ Hunt, Design your own bucket campaign, Currycature and Wow Menu
option, is to appeal to and target young audience who are their target groups and also to develop
brand engagement with this segment. Ultimately the objective was to increase the sale of KFC
products in India.

Execution:

Radio KFC RJ Hunt was basically a campaign to promote KFC along with KFC in – house
radio channel. 3000 people from around 30 Indian cities participated in the competition. With
the Facebook app, fans recorded their voices over the internet and were provided analog radio
experience.

Design Your Own Bucket was another fabulous campaign where the participants had to
come up with creative and colourful KFC buckets. It received 5500 entries. Not only that, KFC
also leveraged the occasion when cricket legend Sachin Tendulkar retired. They also
conducted bucket entries with Sachin’s picture on the KFC bucket on the day he retired.

Cuurycature was another creative campaign where participants could choose either male
or female characters which were wacky, have an ethnic Indian touch to them and then upload
their pictures.

The next was the Wow Menu Option on a INR 500 note. This app allowed users to scan
currency notes of 500 denomination which would then suggest various food menus that could
be purchased within this budget.

Results

 KFC was featured among the top 5 socially devoted brands by Social Baker; post
sentiment grew to 93%.
 Engagement rate became 3 times the industry average.
 Placed among the top 5 fastest growing social media brands in the country.
KFC health Conscious

KFC has been aggressively expanding its offerings by introducing new products like grilled
options for health conscious consumers and a range of beverages that so far its competition
has not been able to offer, helping the brand fast gain popularity among Indian consumers.
Thus, with KFC gearing up for deeper and more meaningful connection with consumers.

Re-Colonelization
"Re-Colonelization" - a public re-commitment to quality, involving employee retraining and a
new satisfaction guarantee.

The Re-Colonelization - and the repositioning of the Colonel as a figure of authenticity at the
center of the brand - attempts to recalibrate KFC by returning to its roots.

Re-Conlonelization a public recommitment to quality involving national employee retraining

and a new satisfaction guarantee - and an endless parade of Colonel Sanders, KFC is eager to
prove it makes chicken the "hard way."

KFC U.S. president Jason Marker announced that the chain is undergoing a process they’ve
chosen to call “Re-Colonelization.” Not to be confused with “recolonization,” the term refers
to KFC’s efforts to refine its cooking process and ensure customers receive “Colonel-quality”
fried chicken.
Extra Crispy

Unlike the Original Recipe, Extra Crispy Chicken is double breaded and open fried. This
creates a crunchier chicken, which Hochman says most Americans actually prefer compared to
the Original Recipe chicken - despite the fact that many don't realize it's an option.

https://www.youtube.com/watch?v=OmNSHVXEPE0

The ads show Hamilton as Colonel Sanders preparing Extra Crispy Chicken by hand on the
beach, in the same way it is prepared in each KFC location. It's a little detail, but, for KFC it's
part of a larger move to put the food front and center - and convince customers that the chain
serves authentic, reliable food.

Extra Crispy Chicken is fried to a golden brown. George Hamilton isn't fried to a golden brown,
but he is tanned to a golden brown was said by KFC CMO Kevin Hochman.
Sun screen Lotion

The KFC chicken chain is giving away 3,000 free bottles of Col. Sanders’ Extra Crispy
Sunscreen. US residents can receive the SPF 30 by visiting ExtraCrispySunscreen.com, Which
smell like fried chicken. The sunscreen follows the June 2016 launch of an ad campaign starring
George Hamilton as the “Extra Crispy Colonel,” promoting the chain’s Extra Crispy Chicken.
https://www.youtube.com/watch?v=NVuNcDOZGlA

$20 Fill Up

KFC’s Extra Crispy $20 Fill Up has 8 pieces of crunchy Extra Crispy chicken, a large cole
slaw, 4 biscuits and 2 large mashed potatoes and gravy to keep those friends feeling satisfied.

https://www.youtube.com/results?search_query=%2420+fill+up+kfc+commercial
KFC recent campaigns

# 1 KFC India Ties Up With Uber To Celebrate Unlikely Friendships

On Friendship’s Day KFC India tied up with Uber to bring some fun to Uber users who
choose to UberPool on Sunday. When they got into the UberPool cars (which allow you to ride
with strangers to divide fare costs), they found internet star Mallika Dua waiting for them with
a bucket of chicken.

Campaign for cost of friendship

To celebrate the launch of their new ‘Friendship Bucket’ of chicken, KFC India has put
together a TVC featuring the bucket, which is titled ‘Unlikely Friendships’

Cost of friendship ad

Conceptualized by Oglivy & Mather and produced by Curious Films, the ad features two
customers in a KFC restaurant having a conversation over a Friendship Bucket.

In the ad, we see a vocally challenged man telling his friend that he should go watch a movie
with their other friends, as he’ll have more fun there. When the friend asks him why, he replies
that he cannot talk. However, the friend jibes him, asking then who has been chattering on for
all this time, lightening the mood.
Talking about the new campaign, Lluis Ruiz Ribot, Chief Marketing Officer, KFC
India said, “Friendship has always been one of the most important and deep relationships in
the lives of the youth. At KFC, we want to inspire people to have a different take on it, by
championing diversity in friendship. We believe that the more unlike your friends are from
you, the richer the friendship is. That’s why in the new campaign we feature stories about
friends that are different, yet together.”

The Friendship Bucket

Just like the ad highlights friendships between different people, the Friendship Bucket brings
together four different preparations of chicken in one massive bucket.

Get together with your buddies over the new KFC Friendship Bucket: 4 types of chicken, 1
special bucket!

The bucket contains 3 pieces of hot wings, 3 pieces of hot & crispy chicken, 3 pieces of
boneless strips and popcorn chicken. It’s available across India for Rs399 plus taxes.

# 2 KFC India WOW@25 Digital Campaign

Objective
To promote the newly launched KFC WOW Menu and emphasize its price point.
Solution
KFC India WOW@25 Digital Campaign answered an oft-asked question: What KFC treats
can you get with the money in your wallet? We used Augmented Reality on smartphones and
on the web for the campaign. On scanning any currency note with the app or microsite, KFC
WOW Menu delights, based on the money, appeared on the note itself. Users also played an
entertaining quiz to win awesome prizes.
Outcome
The app acquired 35,000 downloads while the site received 1.5 lac hits. Fone Arena, The FWA,
Daily App Review, Mid-Day spotlighted the campaign. The app even stood No. 1 on the iTunes
store’s What’s Hot section.

# 3 KFC India Curry Crunch Campaign

Objective
To create an interactive digital campaign that launched KFC India’s new flavour Curry
Crunch– Chicken with Indian tadka.
Solution
With KFC Curry Crunch, the world’s beloved KFC chicken got an Indian tadka. It captured
the tastes of the Indian palate with its indigenous flavours. To capture this vibe of Indianness,
Blink created the Currycature App on Facebook. Currycature is a portmanteau of the words
‘Curry’ and ‘Caricature’. Using the Facebook app, KFC fans created Indian caricatures by
embellishing their photos with ethnic styles and accessories thus encapsulating the diversity of
Indian culture. Eight quirky, Indian characters were illustrated to serve as backgrounds for the
Currycatures. The design also incorporated Indian elements and motifs.
Outcome
The Currycature app was a resounding success with over 17,264 Currycatures being made. It
received tremendous adulation on KFC India’s Facebook page and was applauded by many of
the leading social media blogs like Social Samosa and Lighthouse Insights.

# 4 KFC india and blink digital launch a power packed “plate of hope” campaign to fight
hunger

KFC India has launched add HOPE - an initiative to fight hunger in the country, at an event in
Hyderabad. The program is now being amplified through KFC's digital and social media
channels.

To help contribute towards fighting hunger in India, Blink Digital added another leg to KFC's
add HOPE with the 'Plate of Hope' digital campaign.
Launching an exclusive website, consumers will have a chance to contribute through an
interactive online session. For every plate created on the website, KFC will feed a hungry
child.

"KFC is committed to supporting the hunger initiative and this may mark the start of many to
follow in India. These statistics are of concern and we request people to spare their time to
make a change! We are quite pleased with the way Blink Digital has created a simple yet call
to action website that integrates what we stand for and for what they can do!"

Speaking about the campaign, Dooj Ramchandani, Co-Founder & Creative Director, Blink
Digital, said, "KFC has been a great client to not only work with but also a partner who
understands and is willing to push the envelope with constructive action and thought. We
wanted to make a difference...be bold and marry the brand ethos to actual consumer action.
The entire initiative is very simple for a smartphone or desktop user to contribute to. We do
hope people share this and create their own Plate of Hope for a better tomorrow in India!"

KFC's add HOPE aims at creating awareness and raising funds to provide meals to India's
underprivileged children through World Food Program (WFP), Akshaya Patra Foundation and
India FoodBanking Network (IFBN). Together with these organizations, KFC aims to provide
20 million meals to underprivileged children by 2020.

# 5 KFC, meanwhile has been at the forefront of several unique initiatives – a few months
ago it tied up with Mumbai’s dabbawalas to promote its five-in one boxes
# 7 KFC India Promotes Krushers With Fan Generated Facebook Graphic Novel And
Interactive YouTube Channel

A look at the social media efforts by KFC India for Krushers promotions - Facebook app
where fans can create their own graphic novel and an interactive YouTube channel to
experience the Krushers effect.

KFC seems to be on a social media ride in the country. With cool digital campaigns that are
youthful and appealing to the social savvy teenager, the quick service restaurant brand is on
its way to being social. Adding to the bevy of digitally driven campaigns by KFC is the new
app on its Facebook page where fans can create their own graphic novel and be the superhero
too. Also, an interactive video on the brand’s YouTube channel lets viewers experience the
effect of having a KFC Krusher.

There are cool incentives too – the best graphic entry for each novel will win an Xbox 360, in
addition to daily prizes of KFC vouchers worth Rs. 500 and a printed edition of their graphic
novel. So go on, make your very own graphic novel using your own photos and dialogues.

KFC’s Event Sponsorship

KFC sponsorship to T20

KFC is West Indies' Champions Trophy sponsor

KFC official restaurant of the ICC Cricket World Cup 2015

4. Brand Exploratory
4.1 Brand Competitive Analysis

You cannot enjoy the business without competitors. No organization can afford to
ignore their competitors. It is very important for a marketing managers to monitor the activities
of their competitors, what they are doing? KFC adopted such sort of strategy that there is no
competitor for spicy chicken, which is made by KFC. Always KFC beats its competitors
through the revising marketing strategy at every movement but the main competitor of KFC is
Mc Donald’s.

1. Mc Donald’s is the direct competitor for KFC since because they also offer burger
with chicken but at low cost. Subway in the way of offering subs with chicken
becomes competitor for KFC.
2. Pizza hut and Dominos also becomes competitor for KFC. Even recently Dominos
had come up with burger pizza which is the threat for KFC
3. Starbucks after emerging into India, Its major competitor was Café Coffee Day but
Starbucks become a competitor to KFC because both offers Beverages
Market Share Of Major Players in India (2013)
4.2 Brand Association / Brand Image

Perceptual Map among customers states it as Junk or fun food for both kids and adult.
Perceptual Map also states KFC as high value proposition product for high price.
 4.3 Brand Resonance Pyramid

Brand Resonance Pyramid of KFC:

Loyal customers with high repeat purchase

rate are the people who prefer chicken than
burgers
KFC is considered to be good
and convenient place to eat KFC is a QSR which is
quality chicken. Consumers convenient, easy to access,
usually are satisfied about the Healthy and gives prestigious
level of service and the price by eating in western style
they are paying

KFC sells chicken, For Youngsters while

Burger wraps, salads they are hungry and
across cities with want to eat chicken
convenience unique and experience fun of
packaging and eating and to share
moderate price the taste with friends

High Awareness: Most

commonly recalled
Chicken Quick Service
Restaurant

Salience:

1. Product Category: Chicken Quick Service Restaurant

2. Customers recognize KFC brand by their brand elements
3. Customers recall KFC brand as Chicken Quick Service Restaurant
4. Need satisfied is food
Performance:

1. Characteristics and Features:

 Differs on product line (krushers , rice bowl)

 KFC differs in packaging, KFC's famous paper bucket.
 Serving Beverages and fries with Burgers
 Internet access
 Home delivery
 Discounts and offers

2. Price:

 Moderate pricing
 Discounts on Wednesday

3. Service:

 Quick Service Restaurants

 Self Service

4. Style and Design:

 KFC differs in packaging, KFC's famous paper bucket.

 KFC do unique paper packaging for take away.

Imagery:

1. User Profile: Kids and Youngsters

2. User Situation: hungry and want to eat chicken
3. Personality: Fun of eating and to share the taste with friends

Judgements:

1. Quality: Good Quality

2. Consideration: Better Service
3. Superiority: Convenient
Feelings:

1. Convenient
2. Cozy
3. Prestigious by eating western food

Resonance

1. Loyalty

 Loyal customers with high repeat purchase rate are the people who prefer chicken than
burgers
 Customers have both Attitudinal and behavioural Loyalty

2. Attachment

 Customers love the brand KFC

 Customers feel the brand KFC is special to them
 Whenever customers thinks of Chicken They remember KFC
3. Community

 KFC have social media community like Facebook and twitter

4. Engagement

 Customers who like KFC follows the brand closely

 Customers like to visit KFC website
5. Recommendations
Judging KFC’s growth Strategy

KFC India puts chicken back in the centre of the menu and posts 13% rise in sales said Rahul
Shinde, MD on October 13, 2016.

Rahul Shinde, managing director at KFC India, attributes the fast food chain’s turnaround
after eight quarters of slump largely to a revival of its business strategy over the last 12-15
months when it shut 30 stores, tweaked its menu to bring focus back on chicken, and
consolidated operations with the help of its partners. In September last year, a consortium of
four private equity funds led by Samara Capital bought out over 300 stores of Pizza Hut and
KFC both owned by the world’s largest restaurant company Yum Brands that were earlier split
up between various small independent franchisee partners. Samara formed a new entity,
Sapphire Foods, under which these outlets were consolidated. KFC posted 13% increase in
sales for the July-September quarter in India, perhaps the highest among western style quick
service-restaurants.

But novelty of western fast foods is waning. What are you doing to get consumers
interested?

Rahul Shinde replied, what we needed is to give consumers reasons to come back to KFC. The
one big change has been that we have brought chicken back to the forefront that’s what we
have been famous for across the world. That has been one of our biggest catalysts over the past
12-15 months. Innovation, formats and flavours, conversation. All that is now centered on
chicken and we’ve got a lot more serious about it than we were in 2014 and early 2015. Nearly
three-fourths of our menu is now based on chicken. We’ve also dialled up our focus on meals.
To go after chicken in a big way, we had to make choices. We have rationalised our menu and
delisted some egg-based products and the paneer zinger.

Consumers are cutting back on or downsizing discretionary spending; why is KFC not
visible on promotions to bring in volumes?

Rahul Shinde replied, we don’t want to offer value based on a coupon or a text message which
the consumer got that morning. We took a decision that we are not going to engage in any type
of couponing or ‘buy one, get one free’ offers. Instead, the focus has been to offer value to
consumers through the week, not linked to coupons or free offers, so that the expectation of the
consumers from us is consistent.

Will you maintain or scale down expansion targets?

Rahul Shinde replied, Over the last 10 years, we’ve had solid expansion. We remain bullish for
the next 10 years as well. We’re taking a long-term view on how we establish the brand in the
country in a meaningful way. We are not necessarily pegging a number in terms of how many
restaurants we want physically. But we’re looking at how we want to continue growing the
brand without slowing the pace down. It’s a tough forecast to make.

5.1 Strategic Recommendation

The brand “KFC” have positioned from “Tasty” to “Freshly Prepared”. Being a
processed food quick service restaurant it positions itself as freshly prepared. The problem is
customers wants to stay healthy so, KFC can only be successful if it include Healthy feature
into its positioning. Kentucky Fried Chicken has its own uniqueness and stands alone by having
secret 11 spies. KFC is a very strong brand which fits exactly into the customers mind.

1. Healthy QSR

As customers are becoming more and more health conscious and their taste is shifting towards
healthy foods, KFC should also position them as “Healthy Fast Food chain”. They should
connect to customers with the new message and make their existing customers conscious about
health too. This way KFC can retain their existing customers and also enter into a new market
segment.

2. Product Design

KFC India should use the customization strategy for their products. The morale behind this is
that people will choose what ingredient they wanted for their products, they will do it
themselves. By doing this, the company can reduce their cost, because not much people is
needed in preparing the food at the back when they get order, all they need to do is to prepare
the food earlier, put in on places and people will do it themselves, the next thing theywill do is
to calculate how much to be charged. Not only this, customer will be more satisfied if they can
choose what they want to eat, and health conscious customer can have more choices in dining,
because they are not restrained from eating things that they do not want.

3. New Product Development

By new product development KFC India can come up with New Products customized to India.
Introducing new recipe with local taste. In touching people’s heart, people will like KFC more
than any other fast food restaurants. Market share thus will be further increased.

4. Pricing for existing products – maintain

Suggested recommendation for KFC would be continue maintaining the current price of
existing products. Changes in prices will not benefit KFC because charging the products with
lower prices might lead to customers‟ perceptions that the food quality will decrease while
charging prices for the products too high might cause the customers to switch their preferences
to competitor’s quick service restaurants like Mc Donald.
5. Advertising

Suggested recommendation for KFC would be continue maintaining advertising on the

television, newspaper, radio and internet. Moreover, KFC is highly recommended to promote
their new product advertising in public transport such as the bus walls in order to increase the
customer’s awareness about their launching new product.

6. .Brand Architecture

Suggested to maintain same strategy of branded house. They can go for line extension and also
product extension(eg:Krushers, KFC sunscreen).

7. CSR

Since KFC is involved in killing Chicken, They must definitely engage in CSR activities related
to animals and environment.

8. Market Penetration

KFC should penetrate into the semi-urban markets. They should open their quick service
restaurants in semi – urban areas by which they can increase their coverage.

5.2 Tactical Recommendations

1. Service Delivery

KFC can go with door to door delivery of their orders so that they can improve their customer
base. Since most of the QSR have home delivery, KFC can also go for home delivery to attack
its competitors.

2. Renovating the Store

KFC stores need to be renovated. KFC stores must have something catchy that attacks the
customer’s eyes and they should have comfortable seating chairs.
6. Conclusion
The Brand Audit is performed for the brand “KFC” which is a subsidiary of Yum and
recommendations are listed. KFC have create strong brand knowledge and brand association
in the mind of the customers. The brand “KFC” have positioned from “Tasty” to “Freshly
Prepared”. Being a processed food quick service restaurant it positions itself as freshly
prepared. The problem is customers wants to stay healthy so, KFC can only be successful if it
include Healthy feature into its positioning. Kentucky Fried Chicken has its own uniqueness
and stands alone by having secret 11 spies. KFC is a very strong brand which fits exactly into
the customers mind as long as KFC focus on chicken.

Reference

https://online.kfc.co.in/

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