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Kfc Ppt - Enjoy
INDIA STRATEGY TERM PAPER PRESENTATION

Presented By: Aparna Priyadarshini MBA 2010,Date: 12th April 2010 Asian Institute of Management,Manila

1

Company Background
KFC Corp, owned by YUM brands is one of the oldest(1952) and most popular chicken and food restaurant in the world. Other restaurants under YUM brands are Taco Bell, Pizza hut, Long John Silver’s and A&W KFC primarily sells chicken pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of other meat products suiting to local palate. In India they opened in 1995 and are lagging behind in terms of sales and reach vis-à-vis chains like McDonalds and Dominos

2

Target Market
Geography: India Metros and Tier II Cities Demography: Urban people of both genders aged between 15 to 45 years of age. Income Group: A, B and C segment of people. Psychographic: People who have a busy lifestyle and are influenced by western culture
An important thing to note is that Indian Fast food market is fundamentally different-Eating at home remains very much ingrained in Indian culture. Fast food joints or QSRs are one of the cheap sources of taking a break from home cooked food and eating out. The growth in nuclear families, particularly in urban India, exposure to global media and Western cuisine and an increasing number of women joining the workforce are responsible for changing this trend.
3

DataStrategic Group Data-Competitors

Others 33%

Mc Donalds 35% Mc Donalds KFC Dominos Pizza KFC Dominos Pizza 15% 10% Café Coffee Day Others

Café Coffee Day 7%

In India the fast food joints also compete against the other Quick Service Restaurants like Pizza Hut(same company as KFC) and dominos.
4

PESTLE ANALYSIS
Political: India is liberally opening doors for international fast food joints Positive Economic: An ever growing middle class with increasing purchasing power Positive

Social: Women are moving out of kitchen to offices. A lot of Indians


References: www.wikipedia.org www.kfc.com www.yum.com www.datamonitor.com www.ebscohost.com 26
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