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ANIMESH PHILLIPANIMESH PHILLIP

KENTUCKY FRIED CHICKENKENTUCKY FRIED CHICKEN

CONTENTSCONTENTS

INTRODUCTIONINTRODUCTION BACKGROUNDBACKGROUND WHAT IS IT EXACTLYWHAT IS IT EXACTLY KFC IN INDIAKFC IN INDIA WHO WAS THE FOUNDERWHO WAS THE FOUNDER EXPANSIONEXPANSION MARKETING STRATEGYMARKETING STRATEGY

INTRODUCTIONINTRODUCTION

Kentucky Fried Chicken (KFC) operates in 74 Kentucky Fried Chicken (KFC) operates in 74 countries and territories throughout the world. It was founded countries and territories throughout the world. It was founded in Corbin, Kentucky by Colonel Harland D. Sanders.in Corbin, Kentucky by Colonel Harland D. Sanders.

KFC is part of Yum! Brands, Inc., the world’s largest KFC is part of Yum! Brands, Inc., the world’s largest restaurant company in terms of system restaurants, with more restaurant company in terms of system restaurants, with more than 36,000 locations around the world. The company is than 36,000 locations around the world. The company is ranked # 239 on the Fortune 500 list with revenues in excess ranked # 239 on the Fortune 500 list with revenues in excess of $11 billion in 2008. of $11 billion in 2008.

BACKGROUND

Harland sanders was the founder of KFC. In 1936, Kentucky Governor Ruby Laffoon makes Harland Sanders an honorary Kentucky Colonel in recognition of his contribution to the state’s cuisine. The Sanders Court & Café in the year 1937, expands the restaurants to142 seats.

In 1939, Sanders Court & Café first listed in Duncan Hines” Adventures in Good Eating”. Fire destroyed the Sanders Café but it was rebuilt and reopened. In that same year pressure cooker was introduced, soon there after Colonel Sanders began using to fry chicken to give customers fresh chicken faster.

1940 is considers as the birth date of the Original Recipe of Kentucky Fried Chicken. In 1952, The Colonel begins actively franchising his chicken business by traveling from town to town and cooking batches of chicken for restaurant owners and employees virtually broke. He decides to go on the road to sell his Secret Recipe to restaurants.

In 1966 the Kentucky Fried Chicken Corporation goes public. In 1979, KFC cooks up 2.7 billion pieces of chicken. There are approximately 6,000 KFC restaurants worldwide with sales of more than $2 billion.

Colonel Harland Sanders, who came to symbolize quality in the food industry, dies after being stricken with leukemia, in 16th December 1980.

Every day, more than 12 million customers are served at KFC restaurants in 109 countries and territories around the world.

What is it exactly?What is it exactly?

In 1986 KFC was acquired by PepsiCo, Inc. from R.J.R Nabisco, Inc. In 1986 KFC was acquired by PepsiCo, Inc. from R.J.R Nabisco, Inc. In the year 1997 PepsiCo, Inc. announces it as quick restaurants. In the year 1997 PepsiCo, Inc. announces it as quick restaurants.

KFC is part of Yum! Brands, Inc., the world's largest restaurant KFC is part of Yum! Brands, Inc., the world's largest restaurant company in terms of system restaurants, with more than 36,000 company in terms of system restaurants, with more than 36,000 locations around the world. The company is ranked #239 on the locations around the world. The company is ranked #239 on the Fortune 500 List, with revenues in excess of $11 billion in 2008. Fortune 500 List, with revenues in excess of $11 billion in 2008.

In 2007, KFC proudly introduces a new recipe that keeps the In 2007, KFC proudly introduces a new recipe that keeps the Colonel's 11 herbs and spices and finger-lickin' flavor, but contains Colonel's 11 herbs and spices and finger-lickin' flavor, but contains

Zero Grams of Trans Fat per serving thanks to new cooking oil.Zero Grams of Trans Fat per serving thanks to new cooking oil. . KFC is world famous for its Original Recipe fried chicken -- made . KFC is world famous for its Original Recipe fried chicken -- made

with the same secret blend of 11 herbs and spices Colonel Harland with the same secret blend of 11 herbs and spices Colonel Harland

Sanders perfected more than a half-century ago.Sanders perfected more than a half-century ago.

KFC IN INDIAKFC IN INDIA

Kentucky Fried Chicken popularly known as KFC started its Indian operations in Bangalore circa 1995. KFC at that time was on a worldwide expansion spree, with India being its next market for setting up a string of outlets. Oct 30, 1995 - "We are proud to be here," said Sandeep Kohli, managing director of KFC India Holdings Pvt. Ltd. "The people of Delhi will be served the same ... Kohli said KFC, a unit of PepsiCo Inc. of Purchase, NY, remains committed to opening 30 restaurants in India over the next few year

Its image preceded its entry and protests erupted, with the local government accusing KFC of selling carcinogenic food and

a large number of farmers fearing the takeover of the local agricultural system. People for Ethical Treatment of Animals (PETA) joined the protests over KFC's treatment of its chickens.

Conflicts:-

Mar 6, 2008 - KOLKATA: KFC, the world's largest chicken restaurant brand, is targeting 100 quick-service restaurants in India by 2010-end. ... This apart, KFC will also be aggressively expanding its menu in India by rolling out some 10-15 products over the next two to three years.Jun 4, 2009 - NEW DELHI: Alleging abusive treatment of chickens by Kentucky Fried Chicken (KFC) in India, animal rights group PETA Thursday distributed balloons ... In a statement, PETA India said they had written many letters asking KFC executives to stop the abuse but the pleas fell on deaf years. ...

KFC and Domino's in Kolkata, India

Protesters demonstrating outside a KFC restaurant

In India, KFC has not established itself in any large way as opposed to another Yum! brand-name restaurant, Pizza Hut, which is prevalent in most Indian cities. It has outlets in Chandigarh, Pune, New Delhi,Lucknow, Mumbai, Hyderabad, Bangalore, Kolkata and Chennai. The success of the Mumbai restaurant led KFC to introduce the hot and spicy chicken flavor which is more acceptable to the Indian palate. More recently, KFC has opened outlets in Vashi, Navi Mumbai.

Who Was The FounderWho Was The Founder

The person who was known for the The person who was known for the great work of KFC was Harland great work of KFC was Harland Sanders.Sanders.

Harland Sanders was born Harland Sanders was born just outside Henryville, Indiana on just outside Henryville, Indiana on 99thth October 1890.Sanders married October 1890.Sanders married Claudia Price in 1949.He started his Claudia Price in 1949.He started his first restaurant in the small front first restaurant in the small front room of a gas station on Corbin, room of a gas station on Corbin, Kentucky. Sanders serves as a Kentucky. Sanders serves as a station operator, chief cook and station operator, chief cook and cashier and names the dinning area cashier and names the dinning area “Sanders Court & Café”.“Sanders Court & Café”.

The restaurant in North Corbin, Kentucky where Colonel Sanders developed Kentucky Fried Chicken

When it was established?When it was established?

In 1939 the Sanders Court & Cafes first listed in Duncan Hines' "Adventures in Good Eating." Pressure cooker was introduced, Soon thereafter Colonel Sanders begins using it to fry his chicken to give customers fresh chicken, faster.

The ORIGINAL RECIPE of KFC came in 1940. Sanders began actively franchising his Chicken business by traveling from town to town.

EXPANSIONEXPANSION In 1937 Harland Sanders Court & Café a In 1937 Harland Sanders Court & Café a motel and expands the restaurants to 142 seats.motel and expands the restaurants to 142 seats.

The Colonel begins actively franchising his The Colonel begins actively franchising his chicken business by traveling from town to town chicken business by traveling from town to town and cooking batches of chicken for restaurant and cooking batches of chicken for restaurant owners and employees.owners and employees. In 1960 the Colonel's hard work on the road In 1960 the Colonel's hard work on the road begins to pay off and there are 190 KFC begins to pay off and there are 190 KFC franchisees and 400 franchise units in the U.S. franchisees and 400 franchise units in the U.S. and Canada.and Canada.

In 1964 Kentucky Fried Chicken has more than In 1964 Kentucky Fried Chicken has more than 600 franchised outlets in the United States, 600 franchised outlets in the United States, Canada and the first overseas outlet, in England. Canada and the first overseas outlet, in England.

After the death of Harland Sanders, KFC was After the death of Harland Sanders, KFC was acquired by PepsiCo, Inc. from R.J.R. Nabisco, acquired by PepsiCo, Inc. from R.J.R. Nabisco, Inc. and was considered as quick restaurant is a Inc. and was considered as quick restaurant is a part of Yum Brands, Inc.part of Yum Brands, Inc.

MMARKETINGARKETING S STRATEGYTRATEGY

• Kentucky Fried Chicken (owned by the same people who own Taco Bell and Pizza Hut) has just changed their logo. The new logo still features Colonel Sanders, but looks just a bit more updated than the 1997 version. The colours have been tweaked from “straight red” to a more maroon or brick red (possibly to catch new customers) and the lines of the logo are a lot simpler than the any of the previous logos.