Kfc's Marketing Strategy in India

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KFC IS synonymous with chicken. It has to be because chicken is its flagship product. The latest they have on offer is the marinated hot and crispy chicken that is "crrrrisp and crunchy on the outside, and soft and juicy on the inside". It gives you a regular Pepsi with this at nothing more than just Rs. 39. But make no mistake, while this is a rage across the world, and in our very own Bangalore, KFC has made sure one other thing: it doesn't want to alienate the vegetarian community "that gave birth to the vegetarian menu". It means you can be veg and yet be at KFC.

KFC offers a wide range of vegetarian products such as the tangy, lip-smacking paneer tikka wrap 'n' roll, the veg de-lite burger, and the veg crispy burger. There are munchies such as the crisp golden veg fingers and crunchy golden fries served with tangy sauces.

If you are veg and looking for a meal, you can combine the veg fingers with steaming, peppery rice and a spice curry. The mayonnaise and sauces don't have egg in them.

Sharanita Keswani, Director, KFC Marketing, says the vegetarian menu in India came about when KFC found the country had about 35 per cent vegetarians, and in metros such as Delhi and Mumbai, almost 50 per cent.

The non-vegetarian is the obvious target customer because, as Ms. Sharanita points out, Bangalore and the rest of south India have over 70 per cent non-vegetarians. But she also observes that chicken is KFC's strength.

KFC's vegetarian menu is almost exclusive to India and is the most extensive. Most countries either do not have a vegetarian menu, and some which do, have a burger at the most. "Contrary to affecting chicken sales, the presence of a vegetarian menu has made the brand more relevant to a wider cross-section of the consumer society. This is essential as we grow the brand across the country," says Ms. Sharanita.

While the vegetarian menu has a significant presence in India owing to the country's distinct tastes, and therefore the need...
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