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Born and raised in Henryville, Indiana, Sanders passed through several professions in his
lifetime. Sanders first served his fried chicken in 1930 in the midst of the Great Depression at a
gas station he owned in North Corbin, Kentucky. The dining area was named "Sanders Court &
Café" and was so successful that in 1936 Kentuck Governor Rube Lafoon granted Sanders the
title of honorary Kentucky Colonel in recognition of his contribution to the state's cuisine. The
following year Sanders expanded his restaurant to 142 seats, and added a motel he bought across
the street. When Sanders prepared his chicken in his original restaurant in North Corbin, he
prepared the chicken in an iron skillet, which took about 30 minutes to do, too long for a
restaurant operation. In 1939, Sanders altered the cooking process for his fried chicken to use a
pressure fryer, resulting in a greatly reduced cooking time comparable to that of deep frying.[8] In
1940 Sanders devised what came to be known as his Original Recipe.
The Sanders Court & Café generally served travelers, often those headed to Florida, so when the
route planned in the 1950s for what would become Interstate 75 bypassed Corbin, he sold his
properties and traveled the U.S. to sell his chicken to restaurant owners. The first to take him up
on the offer was Pete Harman in South Salt Lake, Utah; together, they opened the first
"Kentucky Fried Chicken" outlet in 1952. By the early 1960s Kentucky Fried Chicken was sold
in over 600 franchised outlets in both the United States and Canada. One of the longest-lived
franchisees of the older Col. Sanders' chicken concept, as opposed to the KFC chain, was the
Kenny Kings chain. The company owned many Northern Ohio diner-style restaurants, the last of
which closed in 2004.
Sanders sold the entire KFC franchising operation in 1964 for $2 million USD Since that time,
the chain has been sold three more times: to Heublein in 1971, to R.J. Reynolds in 1982 and
most recently to PepsiCo in 1986, which made it part of its Tricon Global Restaurants division,
which in turn was spun off in 1997, and has now been renamed to Yum! Brands. Additionally,
Colonel Sanders' nephew, Lee Cummings, took his own Kentucky Fried Chicken franchises (and
a chicken recipe of his own) and converted them to his own "spin-off" restaurant chain, Lee's
Famous Recipe Chicken.
Today, some of the older KFC restaurants have become famous in their own right. One such
restaurant is located in Marietta, Georgia. This store is notable for a 56-foot (17 m) tall sign that
looks like a chicken. The sign, known locally as the Big Chicken, was built for an earlier fast-
food restaurant on the site called Johnny Reb's Chick, Chuck and Shake. It is often used as a
travel reference point in the Atlanta area by locals and pilots.
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Products
Packaging:
The famous paper bucket that KFC uses for its larger sized orders of chicken and has come to
signify the company was originally created by Wendy's restaurants founder Dave Thomas.
Thomas was originally a franchisee of the original Kentucky Fried Chicken and operated several
outlets in the Columbus, Ohio area. His reasoning behind using the paper packaging was that it
helped keep the chicken crispy by wicking away excess moisture. Thomas was also responsible
for the creation of the famous rotating bucket sign that came to be used at most KFC locations in
the US.
Menu items:
Chicken:
• 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.
• Kentucky Grilled Chicken – This marinated grilled chicken is targeted towards health-
conscious customers. It features marinated breasts, thighs, drumsticks, and wings that are
coated with the Original Recipe seasonings before being grilled. It has less fat, calories,
and sodium than the Original Recipe fried chicken. Introduced in April 2009.
• KFC has two lines of sandwiches: its "regular" chicken sandwiches and its Snackers line.
The regular sandwiches are served on either a sesame seed or corn dusted roll and are
made from either whole breast fillets (fried or roasted), chopped chicken in a sauce or
fried chicken strips. The Snackers line are value priced items that consist of chicken
strips and various toppings. In the UK, Australia and New Zealand, sandwiches are
referred to as "burgers"; there is the chicken fillet burger (a chicken breast fillet coated in
an original-recipe coating with salad garnish and mayonnaise) and a Zinger Burger (as
with the former but with a spicier coating and salsa). Both of these are available as
"tower" variants, which include a slice of cheese and a hash brown.
• A variety of smaller finger food products are available at KFC including chicken strips,
wings, nuggets and popcorn chicken. These products can be ordered plain or with various
sauces, including several types of barbecue sauces and buffalo sauce. They also offer
potato wedges.
• Several pies have been made available from KFC. The Pot Pie is a savory pie made with
chicken, gravy and vegetables. In the second quarter of 2006, KFC introduced its
variation on Shepherd's pie called the Famous Bowl. Served in a plastic bowl, it is
layered with mashed potatoes or rice, gravy, corn, popcorn chicken, and cheese, and is
served with a biscuit. The bowl had been available at KFC's special test market store in
Louisville since the third quarter of 2005.
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• The KFC Twister is a wrap that consists of either chicken strips or roasted chicken,
tomato, lettuce and (pepper) mayonnaise wrapped in a tortilla. In Europe, the Twister is
sold in two varieties: 1) the Grilled Twister (chicked strips), and 2) the Grilled Mexican
twister/Spicy Toasted Twister (UK) (chicken breast supplemented by tortilla chips and
salsa, UK: adds only salsa to pepper mayonnaise),
• KFC Fillers are a 9 in (23 cm) sub, available in four varieties over the summer period in
Australia.
• Shish kebab – in several markets KFC sells kebabs.
• Kentucky Barbecued Chicken – barbecued chicken dipped in the original recipe
• Wrapstar is a variant of the KFC Twister, consisting of chicken strips with salsa, cheese,
salad, pepper mayonnaise and other ingredients, contained in a compressed tortilla.
5
INTRODUCTION
KFC Corporation, or KFC, founded and also known as Kentucky Fried Chicken is a chain of fast
food restaurants based in Louisville, Kentucky. KFC has been a brand and operating segment,
called a "concept", of Yum! Brands since 1997 when that company was spun off from PepsiCo
as Tricon Global Restaurants Inc.
KFC primarily sells chicken pieces, wraps, salads and sandwiches. While its primary focus is
fried chicken, KFC also offers a line of roasted chicken products, side dishes and desserts.
Outside North America, KFC offers beef based products such as hamburgers or kebabs, pork
based products such as ribs and other regional fare.
The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952,
though the idea of KFC's fried chicken actually goes back to 1930. The company adopted the
abbreviated form of its name in 1991. Starting in April 2007, the company began using its
original name, Kentucky Fried Chicken, for its signage, packaging and advertisements in the
United States as part of a new corporate re-branding program; newer and remodeled restaurants
will have the new logo and name while older stores will continue to use the 1980s signage.
Additionally, Yum! Continues to use the abbreviated name freely in its advertising.
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AWARDS
KFC had one the international award of quality management last year on behalf of best
management.
KFC the need wants and demands of customers simply from feed back.
The need of hungry customer is to eat something. The want of a customer to eat spicy burgur.
Money of pochet is only Rs 50 which his demand.so keeping the above views of customer KFC
will try to launch a product having all of these characteristics.
Menu items
Chicken
• 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.
• Kentucky Grilled Chicken – This marinated grilled chicken is targeted towards
health-conscious customers. It features marinated breasts, thighs, drumsticks, and
wings that are coated with the Original Recipe seasonings before being grilled. It
has less fat, calories, and sodium than the Original Recipe fried chicken.
Introduced in April 2009.
• KFC has two lines of sandwiches: its "regular" chicken sandwiches and its
Snackers line. The regular sandwiches are served on either a sesame seed or corn
dusted roll and are made from either whole breast fillets (fried or roasted), chopped
chicken in a sauce or fried chicken strips. The Snackers line are value priced items
that consist of chicken strips and various toppings. In the UK, Australia and New
Zealand, sandwiches are referred to as "burgers"; there is the chicken fillet burger (a
chicken breast fillet coated in an original-recipe coating with salad garnish and
mayonnaise) and a Zinger Burger (as with the former but with a spicier coating and
salsa). Both of these are available as "tower" variants, which include a slice of
cheese and a hash brown.
• A variety of smaller finger food products are available at KFC including chicken
strips, wings, nuggets and popcorn chicken. These products can be ordered plain or
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with various sauces, including several types of barbecue sauces and buffalo sauce.
They also offer potato wedges.
• Several pies have been made available from KFC. The Pot Pie is a savory pie
made with chicken, gravy and vegetables. In the second quarter of 2006, KFC
introduced its variation on Shepherd's pie called the Famous Bowl. Served in a
plastic bowl, it is layered with mashed potatoes or rice, gravy, corn, popcorn
chicken, and cheese, and is served with a biscuit. The bowl had been available at
KFC's special test market store in Louisville since the third quarter of 2005.
• The KFC Twister is a wrap that consists of either chicken strips or roasted
chicken, tomato, lettuce and (pepper) mayonnaise wrapped in a tortilla. In Europe,
the Twister is sold in two varieties: 1) the Grilled Twister (chicked strips), and 2)
the Grilled Mexican twister/Spicy Toasted Twister (UK) (chicken breast
supplemented by tortilla chips and salsa, UK: adds only salsa to pepper
mayonnaise),
• KFC Fillers are a 9 in (23 cm) sub, available in four varieties over the summer
period in Australia.
• Shish kebab – in several markets KFC sells kebabs.
• Kentucky Barbecued Chicken – barbecued chicken dipped in the original recipe
• Wrapstar is a variant of the KFC Twister, consisting of chicken strips with salsa,
cheese, salad, pepper mayonnaise and other ingredients, contained in a compressed
tortilla.
8
Marketing offering:
The KFC offering fast food:
FAST FOOD:
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NUGGETS:
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FAMILY FEASTS:
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PACKAGES:
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(Food+Experience+Value=90% satisfaction)
Satisfaction:
Mission Statement:
We find reasons to celebrate the achievements of others and have fun doing
it “Customer Focus” and belief on Public.
Objective:
KFC is a profit oriented company so the main objective is to earn the profit
by offering a good product.
Goals:
Providing good quality product to the customer and they satisfy their
customer. The main goal of KFC to the perpetual succession and maximize
the profit.
Business portpholio:
KFC analyzes their current situation by making. Statements with time to time
as according to the servey in ABBOTTABAD branch.
The sale is quite high in the summer one crore per statement and financial
record weekly because of high sale.
• Product
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• Price
• Place
• Promotion
Product:
KFC planning related to the product is done after realizing the need wants
demand and feedback of customer. They can launch their product easily and
earned huduge profit.
Price:
KFC sets the price of that product by keeping their competitor in mind. They
apply competitor based pricing approach.
Place:
Promotion:
I-g
• Printed media
• News Paper
• Salesman
Fuctional Strategies:
KFC seeing the current functional strategies from their competitors and
secrete person visits.
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1.Marketing Process
Market Place:
KFC select the market place where the customer or more affordable it means
that they select their market place.
I-g
• Banks
• Universities
• Multinational companies
• Hospitals
Positioning:
KFC set the best position of his product in the customer mind and provide
best quality of product on their customer satisfaction.
Profitable Relationship:
I-e
• Hospitality
• Product Quality
• Speed of service
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Working environment
Macro Working of Nature of KFC:
KFC is working in 70 different countries through out the world with 11000
branchies, so its environment is MACRO.
The KFC working environment is Macro because it is working through out the
world.
Marketing Research:
• Questionnaire
• Feed back
KFC researcher goes to the market and collect facts and figures another
method of KFC’s marketing research is that KFC send a secrete person to
the competitors environment who examine their working criteria.In this way
they gain info from the market.
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PRODUCT STRATEGIES
KFC follow four types of strategies related to their product
I-e
• Introduction
• Growth
• Maturity
• Decline
2.Services Strategies:
• Service quality
• Service productivity
KFC has differentiated its service from the rest in the way that KFC is giving
the home delivery service in just 30 minutes.
KFC manages its service quality through sending a secret person to the
competitors’ outlets who examine their service quality and report to the KFC
management.
Pricing Approach:
• McDonald’s
• K&N’s
• AFC
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CONCLUSION
It is concluded that working nature of KFC is of such kind that they.
Always give first priority to their customers, which make them distinct
from the rest
The proof of success is that KFC is flourishing quickly as they have 10000
branches through out the world.
KFC promises that it is the sole company that gives good experience to
the customers.
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CORE COMPETENCES
The core competences which distinguish them from others are
• Champs
• Quality product
STRONG COMPETITOR
The strong competitor of KFC in the market is McDonalds. According to the
report.
SUGGESTIONS
It is suggested that KFC now a days is totally depending up on NUGGETS
verities so I think that they must innovate and launched new product along
with NUGGETS to stay or compete in the market for the longer period.
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BIBLOGRAPHY
www.KFC.com
www.KFCindia.com