4

Group Members
1 Gaurav Wagh 5 Manjeet Kori
2 Vipul Shinde 6 Sandeep Kamble
3 Swapnil Salvi 7 Akshay Gaikwad
4 Bharat Khating
 Content
• Introduction
• History
• Products
• Market Strategies
• Problems Faced in China
• Herbs And Spices
• Advertisements ,Slogans, Logos
• Swot analysis
• Conclusion
Colonel Harland David Sanders
(September 9, 1890 – December 16, 1980)
 Introduction
• Founded By Colonel Harland Sanders in 1930
• Worlds Second Largest restaurant chain
• In 1964 he sold the company to group of investors led by John
. Y . Brown , Jr and Jack C . Massey
• KFC was one of the first fast food chains to expand
internationally, throughout the 1970s and 1980s
• In 1987 KFC became the first Western restaurant business to
enter in china
• KFC ‘s original product is pressure fried chicken pieces,
seasoned with Sanders recipe of 11 herbs and spices.
• Since the early 1990s, KFC has expanded its menu to offer
chicken products.
• Annual growth for year 2013-2016 was approximately 122.5
billion
 HISTORY
• Harland sanders was born in 1890 and raised on a farm of
outside Henryville, Indiana .
• when Harland was five years old, his father died forcing his
mother to work at canning plant. this left Harland, as the oldest
son, to care for his younger siblings.
• After he reached seven years of age, his mom taught him how
to cock.
• At the age of 13 he left the family home, sanders passed
through several professions, with mixed success
• At age 40, Sanders was running a service station in Kentucky
• At the age of 65 he was retired with the amount of $105
• Later on he tried to franchise his restaurant and was rejected
1009 times .
• KFC was born after 1010 time.
 KFC Products
• KFC’s core products offering is pressure fried on – the- bone
chicken pieces seasoned with the ‘’Original Recipe” .
• It is KFC policy to discard chicken if it has not been sold
within 90 minutes, in order to ensure freshness
• The frying oil varies regionally, and versions used include
sunflower, soybean, rapeseed and palm oil.
• Popcorn chicken and much more
 Market Strategies
• The KFC market segmentation is done on following basis.
 Geographic segmentation
• Area
• Countries
 Demographic segmentation
• Age
• Income
 Psychographic segmentation
• Lifestyle
• Social class
 Behavioural segmentation
• Attitude
• Response towards particular product
S
 PROBLEM FACED IN CHINA
• KFC lost part of its market share in the recent years in China,
but their success in the Chinese market is legendary.
• KFC entered the Chinese market in 1987, and it’s now the
largest restaurant chain in the country, with a total of 4,563
restaurants. KFC controls as much as 40 percent of the Chinese
market share, while McDonalds, far and away the most popular
fast food restaurant in America, controls only 16 percent.
• KFC faced food safety investigation in china
• Consumer preferences change pretty fast in china
• Operates in high competitive environment
 Herbs and Spices
• Sander’s Original Recipe of ’11 herbs and spices’’ is one of the
most famous trade secrets in the catering history.
• A copy of the recipe, signed by Sanders, is held inside a safe
inside a Vault in KFC’s Louisville headquarters.
 Advertisement, Slogans & Logos
Advertisement
• The one status commend in all K.F.C.’s in outside Asia was a
key component of KFC advertising until his death in 1980.

• But despite his death sanders remain a 'International symbol of

hospitality.’
Slogans
• The officials slogans includes “North America Hospitality
Dish” and “We fix Sunday dinner seven nights a week” till 1967
• Until 2010 it replace in the market with “Follow your taste”
• In 2011, the “Finger lickin’ good” in favour of ‘So good’ to be
rolled out till now. And it is more holistic, applying to staff and
service.
Logos
• The first KFC logo was introduced in 1952 and featured,
“Kentucky Fried chicken” typeface and a logo of the colonel.
• It was designed by the Lippincott and Margulies corporate
identity agency.
• The final logo was designed in 1991 at new York is colonels
face, which is still use by KFC.
• The reason behind the logo is that “Communicate to customer
the realness of colonel sanders and the fact that he was a
chef”.
 Swot Analysis
• Strength:
1. Global presence
2. Strong parent company
3. Secret recipe

• Weaknesses:
1. Detrimental food menu
2. Franchise management globally is a dispute
3. Huge competition in this segments.
4. Untrustworthy suppliers
• Opportunities
1. Market expansion
2. Large youth population
3. New variety

• Threats
1. Competition
2. Changing consumer eating habits
3. Raw material prices
 CONCLUSION
• In the presentation, we mentioned that Colonel Sanders was
rejected more than 1009 times before successfully selling his
KFC recipe.
• Not only that, but we also mentioned that he’d failed at every
other career he’d tried to get into. Sanders tried and failed
miserably at all the below careers between the ages of 10 and
40. Just to show that no matter how much failure you
experience in life, there’s always still time to be successful.
For anyone reading this who thinks it’s too late to make
something of your life, start re-thinking!
It’s no secret that following your passion is the key to
happiness and success. You know it, I know it, we’ve heard all
the stories before And yet, the majority of us still don’t go
after what we want in life, before age even comes into play.
People in their 20’s don’t even pursue their passions a lot of
the time Maybe it takes a while for most to realize just how
important passion is; but the hope is that we help as many as
possible to pursue what they want early on.
• So before you start to think that you can’t achieve your
dreams, because you’re 30, 40, 50 years old… stop. You’re
never to old to achieve success in life. The lesson that you’re
past doesn’t define your future success. It doesn’t matter how
many times you’ve failed. It doesn’t matter where you were
brought up, or what happened to you earlier on in life
•
• Your past, does not determine how successful you can
become in the future.
 KFC Vision & Mission
• VISION: –
To be leading integrated food services
group in ASEAN region delivering consistent
quality products and excellent customer focused.
• MISSION :-
To maximize profitability, improve
shareholder value and deliver sustainable growth
year after year.