Kfc Management

Topics: Brand, Pizza Hut, Brand management Pages: 6 (855 words) Published: January 17, 2013
Yum! Brands Building the KFC Global Brand

Micky Pant YRI Chief Marketing Officer

KFC International – Strong ’06 Performance

5% SSS Growth Nearly 300 More Traditional Restaurants

BYA Update
Solid sales growth across the world, with renewed strength recently South Africa Middle East Netherlands Europe FBU Mexico Asia FBU Australia U.K. France India Japan Germany Russia YTD 17% 9% 8% 7% 6% 5% 5% 4% 4% 1% Flat -1% N/A

Note: YTD same-store-sales growth above are estimates, including results from both company and franchise restaurants

Australia – Contemporary Store Design Has Added to Brand Strength

U.K. Asset Base Has Improved

France — Record Unit Volumes Provide Model for W Europe

S Africa — Clear Brand Leader with Very Contemporary Asset Base

India – Intend to Capitalize on Explosive Retail Growth

KFC India Poised for Long-Term Brand Leadership
Now in 9 cities across the country Growing sales momentum Plan to invest significant marketing dollars in 2007


KFC — Contemporary Look and Feel in International Markets


Pakistan Japan

Bahrain Abu Dhabi

Strategy for Continued BYA Growth
Clear Brand Positioning Menu vision that creates “Global Brand with a Local Heart” Rich pipeline of new ideas Build Global Brand Stature that keeps brand young and vibrant

KFC Has Competitive Edge . . .
. . . Vs. Principal Global Competitor in Taste Attributes % Markets where KFC Beats Principal Competitor 100% 80% 60% 40% 20% 0%


Tie Lose
Taste Dinner Quality Complete Meal

Focused on Our “Taste” Heritage Globally

When you add it all up, it’s all about tasty, finger lickin’ good food and the sheer pleasure of eating it. No place understands that more or does it better than KFC.

Local Adaptation of Global “Taste” Theme
UK Australia Canada France South Africa Malaysia CaribLA Asia/India MENA “Its Finger Licking Good!”™ “You’ve got Great Taste” “Can’t beat the Taste” “The Taste Lives Here” “Taste the Difference”

Local Execution Combined with Global Essence Maximizes Creativity


Unified Taste Positioning Around the World Has Helped Give KFC a Solid Focus for Brand Building Strategies and Tactics “Taste” at the core
•Focused advertising •Focused advertising •Improved food footage •Improved food footage •Consistent tagline & VO •Consistent tagline & VO

•Focused Product Dev. •Focused Product Dev. •Better calendars •Better calendars

“There’s nothing like the irresistible taste of KFC. Only KFC is real chicken made with the Colonel’s Secret Recipe.”

•Better Menu Boards •Better Menu Boards •Enhanced Food Photography •Enhanced Food Photography

•Clear Pipeline Direction •Clear Pipeline Direction •Easier to spot best practice •Easier to spot best practice

•Beginning to Translate to store •Beginning to Translate to store décor and packaging décor and packaging

This Has Produced Big Ideas for Future Growth

Boneless Original Recipe - boneless white
and dark meat fillets with OR marinade & breading

Boxed Meal – Taking a traditional
lunch time sandwich and elevating it into a lunch/dinner meal proposition

Hot Rods – whole muscle chicken pieces in spicy marinade and breading on a skewer

Summer Drinks Coffee sundae, modena real
Raspberry Sundae, cyan Aloe Juice and a Yoghurt Drink

Famous Bowls –mashed potatoes, layered with sweet corn, bite size pieces of crispy chicken, home-style gravy and shredded cheddar cheese.

Hot & Spicy Fish Sandwich - tender real fish
fillet, marinated and breaded in Hot and Spicy flavor, served on a cornmeal dusted bun with Tartar sauce.

Veggie Bucket - fresh vegetables, coated in 11 Herbs & Spices and fried golden brown to seal in the flavors.

Move to the New Logo Punctuates “Taste”

Old Logo

New Logo

Youthful energy Apron to signal his passion for great tasting food Friendlier, more welcoming Phased execution approach being developed carefully, but deliberately...
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