Introduction of Company

KFC is the world largest and most well

known chicken restaurant, with chains in
more than 10 thousand locations,
worldwide in 80 countries.
John Y Brown and Jerry Messy purchased
KFC for USA for $2 million in 1964 that
time KFC become a corporation.
 Introduction of Company

After five years, Colonel buys first 100 shares of KFC. In

1986, Pepsi Company purchased KFC. Pepsi company
changed the logo from Kentucky fried chicken to KFC in
1991 and then in 1992 KFC 1000th restaurant opened in
Japan and in 1994 9000th restaurant in china.
KFC is the part of Yum! Brands.
In 1997, KFC franchised with Gray Mecanza International
and started to work in Pakistan. Rawalpindi branch started
work in 1999 and in Islamabad in August 2002 and now in
Pakistan; there are 63 outlets nation-wide.
 Philosophy of KFC

Philosophy of KFC stands

on the Champs Program
whereas the philosophy of
McDonald is on People.
 The Champs Program

C leanliness
H ospitality
A ccuracy
M aintenance of Facilities
P roduct Quality
S peed of Service
 Current Products Review

Mighty Zinger - Zinger burger

Fish zinger burger - Col. Fillet burger
Salsa twister - Machos burger
Chicken burger - Cheese
Sub 60 - twister
Nuggets - Hot wings
Fries - Corn on the cob
 Current Products Review

Arabian spice - Chicken mania

Dinner rolls - Crispy chicken chunks
Hot and crispy soup - Soft Drink
Cola slaw - Scope of wall
Fruit salad - Mineral /water
Espresso - Cappuccino
Milo - Frothe
 Competitive Analysis

KFC McDonalds
Spicy Products Burger and French Fries
Pakistani people like spicy products instead of boiled
food
Arabian Rice and Zinger Burger Big Mac

Free Delivery Free delivery

Chicken is eaten by every community Beef is banned in some community

Local Staff and Highly Qualified because local staff can Its Staff consist of simple Graduates and give them
better deal with the customers training

KFC uses Top to Bottom and Bottom to Top Approach in McDonalds Uses Top To Bottom Approach.
Management.

KFC is Co branding with Walls No such Case.

 KFC SWOT Analysis

Strengths
Brand Equity
KFC secret recipe of 11 herbs and species
Very strong internationally
Strong Franchises all over the world
Interactive relationship marketing
Strong trademarks recipes
Ranks highest among all chicken restaurants
Chains for its convenience and menu variety
Largest multi-branded restaurant in the world
 KFC SWOT Analysis

Weaknesses

Lack of relationship building with employees,

customers and suppliers
Lack of focus on Research &Development
KFC desserts portion is not as better as should be
They only focus higher income level people .
 KFC SWOT Analysis

Opportunities
They have the opportunity to expand their sweet products
They can open more outlets to get maximum market
share
They can open temporary outlets in peak season in the
hill stations like naran, kaghan, swat etc.
They can capture more customers by decreasing the price
of their products
Updating their restaurants, Balanced menu, customer
focus and Increase delivery service
 KFC SWOT Analysis

Threats
Rated 83 out of 100 in terms of competitiveness
Increasing inflation rates directly affect menu prices
Supermarkets and new competitors
Health Trend away from fried foods
Changing customer demands
Some international events badly affected the market of KFC in Pakistan
like IRAQ and AFGHAN war and we know KFC is American based.
Therefore, it creates a great impact on the performance of KFC. During
the war the sale of sale KFC decrease more then 25%
Current political situation is a big threat for KFC
Diseases like bird flu is the big threat for KFC
 Values of KFC

Focusing all resources to the restaurants operation because that is where we

serve our customers.
Reward and respect the contributions of each individual at KFC.
Expand and update training with time and be the best we can be and more.
Be open, honest and direct in our dealings with one and other.
Commit ourselves to the highest standard to the personal and professional
integrity at all times.
Encourage new and innovative ideas because these are the key to our
competitive growth.
Dedicate ourselves to continuous growth in sales, profit and size of
organization.
Work as a team.
 7ps Of Services Marketing

Product

Their all products are different from every product

and the packaging and other products feature are
different from other they change their products by
introducing new products but their main product
the Kentucky fried chicken is the same
 7ps Of Services Marketing

Price

The price is not affordable by all persons in

Pakistan. Due to its large setup the price selecting
are very challenging for the new product of KFC
 7ps Of Services Marketing

Place

They provide free home deliveries for some

specific cities. They open their outlets in those
places in the cities where people can buy products
easily and without difficulties. They also
introduce mobile units for delivery of their
products
 7ps Of Services Marketing

Promotions

In Pakistan KFC not advertise their products too much

because people KFC due to its reputation in other
countries. They promote their products through special
packages like Ramadan packages, mid night package.
They promote their products through billboard,
pamphlets and through other promotion strategies.
 7ps Of Services Marketing

Physical Evidence

KFC Real evidence, material

evidence or physical evidence is any material
object, introduced in a trial, intended to prove a
fact in issue based on its demonstrable physical
characteristics. Physical evidence can conceivably
include all or part of any object.
 7ps Of Services Marketing

People

Employee

Customers
 7ps Of Services Marketing

Process

Order Collection
- Via Sale Counter Menu Given Noting Oder
- Via Phone

Order Delivery
- Self Service Preparing Food Collecting Charges
- Home Delivery
Thank
You