Marketing of services Assignment On

KFC- Kentucky Fried Chicken

Submitted By: ManishaSaraf B-2 RubinaParwez B-3 SunitaKumari B-7 KareenaChaudhary B-12

History
KFC (Kentucky Fried Chicken) is the world's largest chain of fried chicken fast food restaurants, headquartered in Louisville, Kentucky in the United States. An "American icon", is the second largest restaurant chain after McDonald's, with over 17,000 outlets in 105 countries and territories (December 2011). It was founded by Colonel Harland Sanders, who began selling fried chicken from his roadside restaurant inCorbin, Kentucky during the Great Depression. Colonel Sanders was an early pioneer of the restaurant franchising concept, with the first "Kentucky Fried Chicken" franchise opening in Utah in the early 1950s. Its rapid expansion saw it grow too large for Sanders to manage, and he eventually sold the company to a group of investors. Despite this, his image was still used as branding, and he worked as a goodwill ambassador for the company until shortly before his death. Throughout the 1970s and 1980s, KFC had mixed success at home as it went through a series of corporate owners who had little or no experience in the restaurant business, although it continued to expand in overseas markets. In the early 1970s, KFC was sold to the spirits firmHeublein, who were taken over by the R.J. Reynolds conglomerate, who sold the chain to PepsiCo. PepsiCo spun off its restaurants division (also including Pizza Hut and Taco Bell), as Tricon Global Restaurants, which later changed its name to Yum! Brands. KFC's two major single markets are in its home country and China, which together contain around half of its outlets. The chain primarily sells fried chicken pieces and variations such as chicken burgers (chicken sandwiches [US]) and wraps, as well as side dishes such as frenchfriesand coleslaw, desserts and soft drinks, often supplied by PepsiCo. Its most famous product is pressure fried chicken pieces, seasoned with Sanders' "Original Recipe" of 11 herbs and spices. The exact nature of these ingredients are unknown, and represent a notable trade secret. KFC is famous for the slogan "finger lickin' good", which has since been replaced by "So good". KFC has been especially hard hit by negative publicity as the target for much of PETA's anti animal cruelty campaigning, although KFC executives have protested that the chain is unfairly singled out for criticism. The chain has also been accused of contributing to the destructionof the world's rainforests with unsustainably sourced cardboard and paper packaging.

KFC (India) started: 1996 Number of products 35-50 Price range Rs 25-300 Most popular product: Zinger burgers Customers per day per outlet 2,000+ Average spend Rs 100-150 per head

KFC hai students ka naya adda.

Repositioning of KFC
Repositioning started with brand icon Colonel Saunders makeover making him look slightly younger and dressing red apron Red apron connects him with kitchen where he started the battle of taste.

Visual aspects
Red and white palletes, star images and artistic styled graphics Everything has the Kentucky Fried Chicken signature on it and that's important in building the brand Designers raised ceiling heights and enlarged the windows, to create warmth and make the space inviting. Lights are usually bright yellow colored which create a happy atmosphere

Youthfulness of Brand
Youthful dcor- bright red color, graffiti on walls Latest english tracks Prices that suit college students- Streetwise, Rs.25/piece Variety in menu

1. fried chicken buckets, 2. Small snacks for the price conscious, 3. grilled chicken for the health conscious, 4. Zing Kong Boxes for people on the go Located in malls, popular markets and near large offices catchment areas for the young crowds that throng it.

Spatial Layout
Customers are encouraged to linger with a variety of seating choices, including a banquet table and counter and booth seating Restaurants have booths, large tables, counter tops with high stools, and an elevated area -no matter what the group size, seating arrangement is adequate Environment that speaks to the brand's founding attributes of comfort, ease and conversation

Signs and Symbols

KFC keeps everything youthful Logo is combination of red, white and black- both colors attract youth Bold logo and visible from distance Easy recall Vibrant colors used-red, orange, yellow induce feelings of freshness and cheer up the customers

Artefacts

Service Redesign

Kids Section
Introduction of new zone for the kids, birthday parties. Special gifts and toys can be given to kids Arranging some contest and games to attract children

Vegetarians
It only focuses to non-veg customers, so more varieties should be added in the veg menu. Red color of walls is usually associated with non-veg but its not always non-veggies who visit KFC

Other colors like green, blue, purple can be used to convey vegetarianism Aroma of chicken is quite uncomfortable for pure vegetarians Also KFC needs to alter their prices- Value Pricing strategy of Mc. Donalds Pleasant scents in seating area should be sprayed Music played inside should be more soothing-apart from english music they can even play latest bollywood songs