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KFC - CONSUMER BEHAVIOUR

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by

Mohit Gupta

on 18 August 2015

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Transcript of KFC - CONSUMER BEHAVIOUR

Genre: Fast Food
Founder: Harland Sanders
Headquarters: Louisville, Kentucky
Locations: 18,875
Parent: Yum Brands
Revenue: USD 23Billion

Non-Veg:
Chicken snacker, Hot wings , Pop corn chicken, Chicken zinger, Chicken rockin’ burger,
Chicken twister wrap, Hot ‘N’ crispy, Fiery grilled chicken, KFC rice bowls chicken, and Boneless strips

Veg:
Potato krisper, Corn cupz, Veg strips, fries, Paneer zinger burger, Veg rockin’ burger, Veg twister wrap, and KFC rice bowls Veg

Beverages:
Kold Coffee and Krushers

Desserts:
Brownie sundae, soft serve cone and cream ball
Reference group
SOCIAL FACTORS
KFC
CONSUMER BEHAVIOUR

Initial insights:
Vegetarians generally did not relate to KFC
Amongst vegetarians, the color red signified non-vegetarianism
Initial advertising discouraged vegetarian consumers
Introduction of a vegetarian menu and subsequent promotion of the same helped resolve the above issues to a great extent
To highlight its
non - fried items :-

1. Broiled Chicken
2. Grilled Chicken
3. Chicken Salad Sandwich
& many more.......

switched from Palm oil to
Rapeseed oil
Decreased fat by 25%
Say NO to "FRIED"

Target audience is between
6-65 years of age - There is no focus on specific age brackets. However, KFC finds its largest demographic in the lower age groups.
Males & females
All lifestyles
Taste conscious
Quality consious
Hectic lifestyle- Due to hectic lifestyles, fast food concept saves time quickly, enabling consumers to have complete meals in a short period of time.
KFC outlets strategically located near schools, colleges, cinemas and markets.
KFC is perceived as a restaurant serving only chicken but Indian families obviously wanted more varieties
Religion in India and their own beliefs forced KFC to come up with products specific for Indian people
“Family restaurant” in addition to a “teenage hangout”
Price Sensitivity
Language & Local People
"'Finger lickin' good' is very good but it's very food-centric," says Martin Shuker, chief executive of KFC UK and Ireland.
'So Good' is still about the food but it also effectively communicates the breadth of different things about the brand

Personal Factors
Personal Factors(contd)
Cultural Factors
Products of KFC in India
So
INDIAN
,
So
GOOD
REFERENCES
http://www.kfc.co.in/

http://en.wikipedia.org/wiki/KFC#India

http://timesofindia.indiatimes.com/business/india-business/KFC-creates-a-veg-menu-for-India/articleshow/33518834.cms

http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/8335439/KFC-abandons-finger-lickin-good-slogan-in-a-bid-to-boost-its-image.html

http://www.yumcsr.com/people/specially-able-restaurants.asp
Social Factors
FAMILY
The traditions followed by family are carried forward in children
KFC is suitable in every stage of life like single married couple and also those who have children can use this product.
They target whole families rather than single persons - reason for their ‘Family Meals’ which are basically bundled items served at a nominally cheaper rate
Consumer Options
Where to go ?


REFERENCE GROUPS

As the consumption pattern changes, person who was not fond of KFC may change according to eating habits of his\her group members

ROLES & STATUS

This product is used in every level of social class like upper, middle class

In the early rise of KFC they focused on the upper class but slowly they started introducing economy meals that attract the lower to middle classes

Due to KFC placing itself close to schools, colleges, cinemas and markets which are mostly populated by the young and those who are brand conscious, KFC enjoys a large number of footfalls everyday

Evaluation of alternatives
Hygiene
Cleanliness
Variety
Prices
Accessibility
Quality
Take away

Visit the restaurant
Postpurchase satisfaction – increase/decrease frequency of visit
KFC
Yum! India opened the division’s first specially-abled KFC restaurant in 2008 and has since expanded to 16 speech and hearing impaired stores in nine cities employing over 300 hearing and speech impaired team members. The Yum! India team plans to continue developing specially-abled restaurants with a goal of employing 1,000 speech and hearing-impaired employees by 2015.
In March 2013, the Yum! India team received the Presidential award from India’s President Pranab Mukherjee for their outstanding performance as an employer of people with disabilities.
Social Factors(contd)
Thank you
Full transcript