KFC Document

The association between red, white and chicken can be only KFC for many of us.
A company originating form Corbin, Kentucy has to many countries been able to carry this association overseas
and make their presence in the food industry. Globalization and deregulation of laws helped the establishment of many such American based companies, and allowed their proliferation all over India. The Brand idea of KFC was seen to vary in the Indian subcontinent as compared to its American counterparts. The differences are seen from the market KFC serves to the ambience of their restaurants. This study makes an exploration of the Brand Identity KFC has in India. a. Establishment into the Indian Market KFC was one of the first few fast foods multinationals to enter the Indian market. The market was opened up to foreign companies, as a result of deregulation that took place in 1990. Globalization was unleashed into a country that was very attached to traditional Indian values. fate. KFC established itself in Bangalore in 1995. They chose this location because many they found a good number of people who went out to eat. They had decided on targeting the upper middle class families, and Bangalore had a good population of the target audience. The first KFC outlet was located in the shopping hub of Bangalore back in 1995. This was where their target audience was found to move around during their leisure time, thus became an apt location to gather their customers. Many anti-globalization movements were taking place by tradition-adhering groups. Similarly KFC also met the same
KFC today in India has a very polished appearance as compared to a few years ago. They have realized that the Indian market and customer, uses fast food joints not as a fast food option, but to relax and eat a burger or chicken strips, since the local restaurant brands satisfy customers need for quick food. The change KFC has shown recently in their ambience, packaging and even the menu has contributed greatly for their brand. They have introduced a series of Indianised products, the variety in the vegetarian products has also increased and they have bettered their quality. With the many changes its image is undergoing, KFC is portraying a caring image, they want to be able to cross cultures and serve good food. KFC has managed to get the upper middle class market where customers come with their friends or family for dinner. For the more westernized audience, it gives them the whole Western feel and also KFC would be a good option to get some food when shopping.
b.
Current Market Situation
Their expansion plans for 2008, they want to extend into the tire 2 and tire 3 cities. They aim at getting the more working/middle class customers. Since smaller Indian cities are being more westernized whether through media or personal experiences, KFC stands a good chance of establishing themselves even in smaller cities of the country. Further, KFC began to establish itself across all the metros along with cities like Chandigarh, Pune and Ludhiana. In 2008, KFC had a market of $12 billion dollars and was going to develop its business by inversing $2 billion and opened over 100 outlets in other cities. In 2010 KFC entered into the Vizag market and established its outlet at CMR Central at Madlipallem. However what is not seen in the statistics is KFCs struggle over the whole decade. KFC entered with steep pricing and an international menu, which led them to struggle in revenue. They were unable to understand and cater to the Indian palate. Other bands like McDonalds and Pizza Hut managed to understand the need of the market before KFC changed its strategies.
d. i.
Execution Ambience: The KFC store complies to the logo colours: bright red and with big bold lettering. A smiling face of Col.Sanders outside welcomes customers. The showcase holds promotional goods, offer displays displays of and freebies for children.
Therefore it gives out an idea of fun, and welcoming for customers passing by. The bright bold colours may make
them
stop
and reconsider their needs. For the children the
mascot and the big logo potrays a fun and exciting environment. ii. Menu: the display of their products and the variety of meals offered caters to all the customers need. From western food like burgers and fries, to more intermediate option of the chicken strip and the bucket, to Indian options of thali mean (chicken, rice and Indian curry). They also have a selection of food for the vegetarian, which is coded in green making them feel more relaxed in a nonvegetarian place. iii. Packaging: glossy sturdy packaging is what comes across. It gives and idea that the brand is not careless when it comes to service, bold dark lettering, with a more designer packaging for adults, bright variations of the same colours more animated for the children, shades of green and white for vegetarians so that they can completely dissociate themselves with the nonvegetarian packaging. Packaging materials range from burger boxes, buckets, napkins, straws, even balloons for the kids.
iv.
Restaurant
design:
The
revamped
stores
are
more
in
competition with the Pizza Hut and
McDonalds. The brand
comes across as wanting to give the customer a place to eat, rather than a fast food option. The restaurants are very polished, with polished flooring and full-length glass windows. The red couches further maintain the brands identity. Party halls are also provided at some outlets for children to have birthday parties, yet the ambience is more sophisticated so that teenagers, family groups are not left out. expressive noises eg. Mm, Yummy, Slurp etc. v. Logo: The logo adhering to the changes in its representation, has the Colonel in an apron with red, white and black colours. The logo is seen at the entrance, on the menus, the packaging etc. The new logo makes it appealing and a more friendly visual. vi. Service: the representatives are friendly and help you to relax. They even seat you at your table, for pending orders they serve you themselves. They are dresses in red and black vii. with the KFC logo. Making sure the customer remembers their brand. Advertising: KFC did not advertise on Indian television till almost 12 years after their establishment. But today their ads are on everywhere and revolve around family and kids and the quest for good fried chicken. The TV ads maintain the fun element that is associated with KFC. Their print ads are vibrant with shades of red detalis some special offers. Large glass mounted displays of their products with lettering containing
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The association between red, white and chicken can be only KFC for many of us.

Current Market Situation

and reconsider their needs. For the children the

competition with the Pizza Hut and

McDonalds. The brand

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