KFC Branding Strategy • About KFC • Brand Strategy • KFC & Brand Pyramid • Summary
Jan 21, 2015
The birth of a Secret recipe
• Mr. Harland Sanders : Insurance sales man, Tyre sales man, gas station operator
• 1930 -‘Sander’s Court & café’ opened @ a gas station in Kentucky, Louisville
•1936 – Governor honors Sanders as Colonel
•1952 – first franchisee unit at Salt lake city, Utah.
•1960 – hard work pays : 196 franchisees in US, 400 franchisees in Canada.
1966 – KFC goes public
1969 – KFC Corp. listed on NYSE
1971 – Heublein INC acquires KFC
1982 – Heublein acquired by RJR Nabisco
1986 – PepsiCo Inc acquires RJR Nabiso, floats
Tricon Global restaurants ( YUM Brands )
2008 – Colonel with a new look.!
2009 – unveils the grilled chicken Menu
NOW:
Yum Brands, Inc. is the world's largest
restaurant company in terms of system units
with nearly 32,500 in more than 100
countries and territories.
Current Market value of the Yum Brands on
the NYSE is 9.7 Billion $.
Brand Strategy Development
Brand Vision : To be the leading
integrated food services group in the
world based on consistent quality
products and exceptional customer-
focused service.
Mission : To maximize profitability,
improve shareholder value and
deliver sustainable growth year after
year.
Brand Target : Middle class &
Upper middle class customers
Positioning : QSR
Brand Elements &
Identity System
• Overall look & Feel ( color palette, design
system )
• Brand mark & brand architecture ( Naming
scheme )
• Web home & Secondary pages
• Brochure concepts
• Signage concepts
• Identity with internal & external customers
Competitors
KFC exhibits ‘DUALITY’
Emotional Association
Functional Association Consistent brand name
Brand experience
Integrated communication strategy
Ensuring the Brand Experience for Customers
Continuous research about the Brand equity of Competitors
Summary
KFC Brand is a differentiating Identity
• Ad campaign • Logo • Spokesperson • Slogan
Unique
Continuously striving to increase the value & appeal
Improving Quality
Optimizing recourses
Sales & Profitability
References : http://www.kfc.co.in/ http://en.wikipedia.org/wiki/KFC media.wiley.com/product_data/excerpt/98/.../1841127698.pdf www.oppapers.com/subjects/kfc-brand-track-report-page2.html www.priszm.com/index.php?sub=14&id=3