1. HISTORY OF KFC
Kentucky Fried Chicken

2. 1900-1924
Harland Sanders holds a variety of jobs
including: farm hand, streetcar
conductor, army private in Cuba,
blacksmith's helper, rail yard
fireman, insurance salesman, tire
salesman and service station
operator for Standard Oil.

3. 1930
In the midst of the depression, Harland Sanders
opens his first restaurant in the small front room
of a gas station in Corbin, Kentucky. Sanders
serves as station operator, chief cook and cashier
and names the dining area "Sanders Court & Café."

4. 1939
The Sanders Court &
Café is first listed in
Duncan Hines'
"Adventures in Good
Eating.“
Fire destroys The Sanders Court &
Café, but it is rebuilt and reopened.
The pressure cooker is introduced.
Soon thereafter Colonel Sanders
begins using it to fry his chicken to
give customers fresh chicken, faster.

5. • 1949
Birthdate of the Original Sanders marries
Recipe Claudia Price

6. 1952
The Colonel begins actively
franchising his chicken business by
traveling from town to town and
cooking batches of chicken for
restaurant owners and employees.

7. 1957
Kentucky Fried Chicken
first sold in buckets

8. 1964
Kentucky Fried Chicken has more than 600 franchised outlets in
the United States, Canada and the first overseas outlet, in
England.
Sanders sells his interest in the U.S. company for $2 million to a
group of investors headed by John Y. Brown Jr., future governor
of Kentucky. The Colonel remains a public spokesman for the
company.

9. 1966
The Kentucky Fried Chicken
Corporation goes public.

10. 1969
The Kentucky Fried Chicken
Corporation is listed on the
New York Stock Exchange.

11. December 16, 1980
Colonel Harland Sanders, who
came to symbolize quality in the
food industry, dies after being
stricken with leukemia. Flags on all
Kentucky state buildings fly at half-
staff for four days.

12. 1982
Kentucky Fried Chicken becomes a
subsidiary of R.J. Reynolds
Industries, Inc. (now RJR Nabisco,
Inc.) when Heublein, Inc. is
acquired by Reynolds.

13. 1997
PepsiCo, Inc. announces the spin-
off of its quick service restaurants -
KFC, Taco Bell and Pizza Hut - into
Tricon Global Restaurants, Inc.

14. 2002
Tricon Global Restaurants, Inc., the world's
largest restaurant company, changes its
corporate name to YUM! Brands, Inc. In
addition to KFC, the company owns A&W® All-
American Food® Restaurants, Long John
Silvers®, Pizza Hut® and Taco Bell®
restaurants.

15. 2008
The Colonel has a new look! KFC
updates one of the most
recognized, respected and beloved
brand icons with a new logo.

16. 2009
KFC introduces Kentucky
Grilled Chicken

17. 4 P’s
Product, Price, Place, Promotion
KENTUCKY FRIED CHICKEN

18. 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.

19. Promotion
• 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:
• Advertising
• Sales Promotion
• Public Relations
• Events and Experiences
• Coupons, Discounts and Bundled packages
• an organization finds most of its meanings and
survival through promotion.

20. • At KFC, Promotion is the main tool to bring all chicken lovers
attention towards its delicious one-of-a-kind.

23. KFC Mom’s Bucket Meal

24. Target Areas
• Free home delivery - They provide free home
delivery to offices & homes
• Accessibility – Resulting in several outlets to
cater to the needs of people in & around the
city.

25. • • 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

26. 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.

27. Products Of KFC

28. Chicken
• Original Recipe
-It's what made Colonel Sanders and KFC famous. He
developed the secret formula of 11 herbs and spices in the
1930's in Corbin, Kentucky, and it still defines the
irresistible flavour of KFC today.

29. • Wings
-there meaty chicken wings pieces are lightly breaded
in our special seasonings and fried to crispy perfection.
They're great for lunch, dinner, or even while you're
tailgating before the big game.

30. • Extra Crispy
- This is for anyone who believes that the crunchier and crispier
their chicken is, the better. KFC's Extra Crispy chicken is freshly
prepared with a flaky breading and then fried to a crispy golden
brown. You'll even hear the crunch as you bite through the crusty
coating and get to the mouth-watering, tender, juicy chicken.

31. KFC famous bowls
• Mashed Potato bowl
-a generous serving of our creamy mashed potatoes,
layered with sweet corn and loaded with bite-sized pieces
of crispy chicken.

32. • Rice Bowl
-This bowl is freshly prepared with layers of your KFC
favourites, including a generous serving of seasoned rice,
sweet kernel corn and bite-sized pieces of all-white meat
crispy chicken.

33. • Chicken and Biscuit Bowl
- Our new bowl is a blend of mouth-watering KFC flavours and
textures all layered together. We start with our signature mashed
potatoes layered with sweet kernel corn and loaded with bite-size
pieces of crispy chicken.

34. Sandwiches
• KFC Snacker
- This is one of our most popular sandwiches. It's an all white meat
chicken strip double-breaded for extra crispy crunch and the Colonel's
signature sauce, served on a warm sesame seed bun.

35. • Double Down
- The new KFC Double Down sandwich is real. This one-of-a-kind
sandwich features two thick and juicy boneless white meat chicken
filets (Original Recipe), two pieces of bacon, two melted slices of
Monterey Jack and pepper jack cheese and Colonel's Sauce.

36. DESSERTS
• Double Chocolate chip cake
-chocolate cake, drizzled with white icing.

37. • Little Bucket Parfaits
-Available in four flavours: Fudge Brownie, Chocolate
Crème, Lemon Crème and Strawberry Shortcake

38. SIDE DISH
• Mash Potatoes and Gravy
-Whipped Mashed Potatoes with delicious brown
Gravy. They go together like the Colonel and KFC.

39. • Cole slaw
- We take cabbage, carrots, and onions and mix in a
delicious dressing for a freshly prepared side that tastes
good with any dish.

40. Product Advertisement

41. KFC DELIVERY

42. Segmentation
KENTUCKY FRIED CHICKEN

43. Demographic segmentation
• Age 6 to 65
• Gender: both male and female
• Family size 1-2, 3-4, 5+

44. Psychographic segmentation
• Upper and Middle Class
• Lifestyle not specific
• Personality: Ambitious and Authoritarian

45. Geographic segmentation
• Urban areas
• Sub urban areas
• KFC has outlets internationally and sells its
products according to geographic needs of the
customer

47. SWOT Analysis
(Strength, Weakness, Opportunity and Threat)
Kentucky Fried Chicken

48. Strength
• Brand Equity
• Ranks highest among all chicken restaurant
• Name recognition and reputation.
• Strong trademark recipe
• Very strong internationally
• Constant improvement of chicken
• Market leader in chicken foods for 50 years

49. • It has a strong distribution network such as
outlets in shopping malls, airports, etc

50. Weakness
• Inflexibility of prices makes it unaffordable to
lower class
• Unable to work out for their original ideas
• The many sales of KFC lead to a confusing
corporate direction.
• Unable to maintain sanitation and quality
standards
• Lack of knowledge of their customers

51. • Mergers with different corporations resulted
in big cultural problem for KFC
• Lacks focus on R & D.

52. Opportunity
• Changing demographic trends provides
opportunity to diversify into new products
and locations.
• Consumers are becoming health-conscious
• Increasing demand for foodstuff eaten outside
the home
• Increasing demand for foodstuff eaten outside
the home

53. Threats
• Animal Cruelty
• Health trend
• Changing customer demands
• Less variety of products a threat to the
company
• High rates may cause the customer to shift
• Increasing number of health conscious
consumers

54. • To sustain a market leadership position in the
global fast-food industry
• maintaining same standards at their
international franchises
• facing strong competition from its
competitors, such as McDonalds, Yum and
Subway.

56. Competitors

57. McDonald's Corporation is the world’s largest chain of
hamburger fast food restaurant, serving around 68 million
customers daily in 119 countries. Head quartered in the US,
the company began in 1940 as a barbeque restaurant
operated by Richard and Maurice McDonald. A McDonald's
restaurant is operated by franchise, an affiliate, or the
corporation itself.

58. Jollibee is an American-style fast-food restaurant with Filipino-
influenced dishes specializing in burgers, spaghetti, chicken and some
local Filipino dishes. In the Philippines, Jollibee serves Coca-
Cola products for its beverages; in overseas markets, the chain
serves Pepsi products.
Currently the largest fast-food chain in the country, it also has
locations in the United States, Saudi Arabia, Hong Kong,
Vietnam, Indonesia, United Arab Emirates and Brunei.

59. Mang Inasal is the Philippine's fastest growing barbeque fast food
chain, serving chicken, pork barbeque and other Filipino favorites, was
first established on December 12, 2003 in Iloilo City.
Currently, there are 445 branches nationwide and with over 10,000
employees system wide. MANG INASAL is doing its share in alleviating
the unemployment burden of the country. The presence of every MANG
INASAL in a certain area provides not only employment but also
opportunities to community members including suppliers of calamansi,
charcoal, banana leaves, vegetables, bamboo sticks, and other
ingredients.