Advertising

KFC's logo used from 1997 until November 2006

Despite his death in 1980, Sanders remains a key symbol of the company in its advertising and
branding. Early television advertisements for KFC regularly featured Sanders licking his fingers and
talking to the viewer about his secret recipe, and by the 1960s both the Colonel and the chain's
striped bucket had become well-known. The bucket as product placement can be seen in the hands
of both Annette Funicello and Dwayne Hickman in 1965's How to Stuff a Wild Bikini, and was also
featured prominently in the 1968 Peter Sellers vehicle, The Party. KFC itself was featured in
1980's Superman II. The Colonel made appearances as himself inJerry Lewis's The Big
Mouth (1967), Herschell Gordon Lewis' Blast-Off Girls (1967) and Al Adamson's Hell's Bloody
Devils (1970), as well as an appearance in 1968 on Rowan & Martin's Laugh-In.
Before he became a platinum-selling pop star in the 1970s, Barry Manilow sang the commercial
jingle "Get a Bucket of Chicken",
[40]
which was later included on Barry Manilow Live as part of "A Very
Strange Medley."
Throughout the mid 1980s, KFC called on Will Vinton Studios to produce a series of
humorous, claymation ads. These most often featured a cartoon-like chicken illustrating the
poor food quality of competing food chains, mentioning prolonged freezing and other negative
aspects.
[41]
TV ads also featured Foghorn Leghorn advising Henery Hawk to visit the restaurant for
better chicken.
In the 1980s, KFC was an associate sponsor for Junior Johnson's NASCAR Winston Cup
Series cars, with such drivers as Darrell Waltrip, Neil Bonnett, and Terry Labonte.
A 1982 episode of Little House on the Prairie titled "Wave of the Future" featured a character
presumed to be Col. Sanders offering Harriet Oleson a fried chicken franchise (perhaps a subliminal
advertisement for KFC), but his character was credited as "Bearded Man" for legal reasons. This
subplot was an anachronism as Sanders had not yet been born at the time the episode was set (the
late 19th century).
In 1997, KFC briefly re-entered the NASCAR Winston Cup Series as sponsor of the No.26 Darrell
Waltrip Motorsports Chevrolet with driver Rich Bickle at the Brickyard 400.


A co-branded Long John Silver'sand KFC


A co-branded KFC-Taco Bell
By the late 1990s, the stylized likeness of Colonel Sanders as the KFC logo had been modified. KFC
ads began featuring an animated version of "the Colonel" voiced by Randy Quaid with a lively and
enthusiastic attitude. He would often start out saying "The Colonel here!" and moved across the
screen with a cane in hand. The Colonel was often shown dancing, singing, and knocking on the TV
screen as he spoke to the viewer about the product.


A KFC Take-away Trailer located in Sargodha, Pakistan
The animated Colonel is uncommon today. Still using a humorous slant, the current KFC campaign
revolves mostly around customers enjoying the food. It also features a modified version of Lynyrd
Skynyrd's "Sweet Home Alabama" as the theme song for practically all its commercials, though the
restaurant actually hails from Kentucky.
In 2006, KFC claimed to have made the first logo visible from outer space, though Readymixhas had
one since 1965.
[42][43]
KFC says "It marked the official debut of a massive global re-image campaign
that will contemporize 14,000-plus KFC restaurants in over 80 countries over the next few years."
The logo was built from 65,000 one-foot-square tiles, and it took six days on site to construct in early
November. The logo was placed in the Mojave Desert near Rachel, Nevada.
[44]
It is located in the
northern section of Rachel, Nevada at 37.6460N 115.7507W, a few miles from the eastern border
of Area 51.
Many KFC locations are co-located with one or more of Yum! Brands restaurants, Long John
Silver's, Taco Bell, Pizza Hut, or A&W Restaurants. Many of these locations behave like a single
restaurant, offering a single menu with food items from both restaurants.
[45]
The first such
combination, a KFC-Taco Bell, opened in Clayton, North Carolina in 1995.
[46]



Revival of Kentucky Fried Chicken old logo
One of KFC's latest advertisements is a commercial advertising its "wicked crunch box meal". The
commercial features a fictional black metal band called "Hellvetica" performing live, the lead singer
then swallows fire. The commercial then shows the lead singer at a KFC eating the "wicked crunch
box meal" and saying "Oh man that is hot".
Commercials in the early 2000s tried to imply that the abbreviation stands for Kitchen Fresh
Chicken. In New Zealand KFC used the slogan Kiwi For Chicken during the late 2000s. In 2007, the
original, non-acronymic Kentucky Fried Chicken name was resurrected and began to reappear on
company marketing literature and food packaging, as well as some restaurant signage.
In 2010, an advertisement was shown in Australia showing a white Australian cricket fan feeling
"awkward" when surrounded by black West Indies fans, and sharing a bucket of KFC to befriend
them. The advert was criticised for apparently referencing the racial stereotype of African Americans
eating fried chicken. Though KFC stated that it was "misinterpreted by a segment of people in the
US",
[47]
the ad was later pulled from television. Australian commentators have noted that the racial
stereotype does not exist in Australia and the cricket fans in the ad are not African American, but
West Indies cricket supporters (the West Indies cricket team was playing a Test cricket series
against theAustralian cricket team at the time of the ad).
[48][49]

In 2010, Yum! signed a naming rights deal with the Louisville Arena Authority for Louisville's new
downtown arena, which opened on October 10 of that year as the KFC Yum! Center.




KFC gets Wheels!
KFC launched its first mobile unit, which took the streets of Karachi by storm.
The mobile unit has been designed to cater to the needs of those who are on
the go, and have little time to stop by at a restaurant. It also provides a
unique convenience of enjoying the delicious KFC offering anytime, anywhere,
thus making fast food truly fast and convenient.
It intends to further develop its mobile network nationwide through more such
units.

PSO had made a scheme in which PSO had given the coupons of KFC having
10% off. (1 coupon was given after each purchase of 10 liters of petrol)





Advertising History

In the past, KFC has been all about their fried chicken roots with
campaign sloganslike finger-
lickin good and always having Colonel Sanders as their trademark.Lately,
the company has tried to create a new culture by pushing their newKentu
cky Grilled Chicken products and the fact that their chicken now has 0
gramsof trans. fat.

In addition, they have tried to revamp their brand image to target younger
consumers by replacing the traditional Colonel Sanders with an animated
characterand the chains locations now have bolder colors and updated
graphics. Plus, thecompany has taken the constantly in your face approach
with a market leading 52week a year TV advertising schedule



Mission statement:
KFC is an internationally renowned fast food industry in the
world. Theyhave the main ambition to increase & maintain the
quality in fast food industry. Their aim is to capture the fast food
market. Basically theywant to provide their products to
anyone that is why they expendingtheir branches in all over the
world.They want to increase their profit through giving
maximum satisfaction& other better facilities to people that they
want. Now after catching such amarvelous position in the
International Market, KFC is introducing a new item
Boneless Fried Chicken
, with even more attractive and charming taste.
VISION
Our passion, as a restaurant company, is to put a YUM on
people's faces around the world, satisfying customers every time
they eat our food and doing it better thanany other restaurant
company.
Company overview
:Colonel Harland sanders, born September 9, 1890,actively
began franchising hischicken business at the age of 65. Now, the
Kentucky fried chicken business
he started has grown to be one of the largest retail food
servicesystems in the world. And Colonel Sanders, a quick
servicerestaurant pioneer, have become a symbol of
entrepreneurial spirit. More than two billion of the colonels
finger lickin good chicken dinners are served annually. And not
just in America. The colonels cooking is available in more then 82
countries around theworld. When the colonel was six, his father
died. His mother was forced to go towork, and young Harland had
to take care of his three year old brother and babysister. This
meant doing much of the family cooking. By the age of seven, he
was amaster of a score of regional dishes. At age 10, his first job
working on a nearby farm for $2 a month. When he was 12,
his mother remarried and he left his homenear Henryville, Ind.,
for a job on a farm in Greenwood, Ind. He held a series of jobsover
the next few years, first as a 15-year-old streetcar conductor in
New Albany, Ind., and then as a 16-year-old private, soldiering for
six months in Cuba. After that he was a railroad fireman, studied
law by correspondence, practiced in justice of the peace court,
sold insurance, operated an Ohio River steamboat ferry, sold
tires,and Operated service station. When he was 40, the colonel
began cooking for hungry travelers who stopped at his service
station in Corbin, KY. He didnt have arestaurant then, but served
folks on his own dining table in the living quarters of hisservice
station. As more people started coming just for food, he moved
across thestreet to a motel and restaurant that seated 142 people.
Over the next nine year, he perfected his secret blend of 11 herbs
and spices and the basic cooking technique that isstill used today


Market Strategies:
KFC Target Market:
KFC targets the young generation, as here in this countrythe
young generation is more towards eating out and is more
energetic. It targetsthe early single segment that is the upper
class.
Aggregation Strategy:
KFC does not need aggressive marketing or advertising because
Brand isstrong enough.
Market Segmentation:
Previously they were focusing on single segment that was
through Niche Marketing by offering
Combo Deals
. Now they are focusing more on other classes as well. They are
dealing in masses by introducing value deals; most recently
introduced
Zinger Junior
.
Benefits:
Colonels value combo meals introduced previously were
expensive and sothere were less sales but through their recent
offers, they have increased the sales byoffering low prices.
Purpose:
Inflation highly affects the purchasing power of the customers.
And here the purchasing power of many customers is low. To
cover this major segment, theyhave introduced affordable meals,
so that it is in reach of the masses.
Want Specification:
The people here need a friendly and family restaurant, which
must beaffordable for them.
Consumer Market Segmentation: Region:
Karachi, Lahore, Rawalpindi, Faisalabad, Multan, Peshawar,
Sialkot, Hyderabad and Islamabad
Geographic: Lahore:

Gulberg:
The main Gulberg branch is situated on M.M Alam Road,
whichcovers a wide area and serves a large number of
customers. This restaurant faces competition with many top
Fast Food restaurants located on the sameroad.
Defence:
Their Defence Branch in H-Block focuses the potential customers
of Defence.

Barket Market:
This branch covers the area of Model Town, Johar
Town, Muslim Town, Garden Town and Faisal Town. It is
situated among many offices and banks.

Cavalry Ground:
This branch is located in the main commercial zone of
Cavalryground and mainly serves a large number of customers
of cavalry ground and Cantt.

Shadman:
The Shadman branch is located on Jail Road and
serves potential customers.

Thokar Niaz Baig:
This restaurant branch serves latent customers.

Mall Road:
It serves a large commercial and business area of Mall Road.

Fortress Stadium
:
It also covers the large commercial and populated area