KFC began expanding operations in India in 2004 by introducing a localized vegetarian menu and using Indian spices and cooking techniques. By 2014, KFC had 34 outlets in India and launched a "So Veg, So Good" menu to promote their vegetarian options. Recently, KFC innovated by having Mumbai's famous dabbawalas deliver meal boxes and launching a rechargeable "Watt a Box" meal container to drive growth in India.

2. INTRODUCTION
• KFC is the world’s No.1 chicken QSR.
• Leading in UK, Australia , South Africa, China,
USA, Malaysia and many more.
• Introduced many offerings for it’s growing
customer base in India while staying rooted in
the taste legacy of Colonel Harland Sander’s
secret recipe.
• Products are made on the motto of “Crispy
outside, juicy inside”.

3. Historical
background….
• In 1930’s Colonel Harland Sanders some
distinguished Kentucky folks licking their fingers.
• Founder of the original KFC, was born 0n
September 9, 1890.
• By 1964, Colonel had 600 franchise outlets for his
chicken across the United States and Canada.
• KFC now stretches worldwide with more than
13,000 restaurants in more than 80 countries and
territories.

6. Location
Target
market
Free home
delivery
Mobile
units
35 outlets
in the
country
Internet

12. • KFC began to expand outside of Bangalore in 2004, with a
localized menu that was the most extensive meat-free menu
across the chain's worldwide operations. It introduced a
vegetarian menu that included rice meals, wraps and side
dishes and, like McDonald's, served eggless mayonnaise and
sauces.
• Unnat Varma, marketing director of KFC India, states "The
vegetarian offerings have made the brand more relevant to a
larger section of consumers and that is necessary for KFC's
growth."

13. • KFC also began using Indian spices and cooking techniques to
localize its chicken dishes. By 2008–09, KFC operated 34 outlets
in India. In 2014, KFC launched the "So Veg, So Good" menu as
part of an India-specific promotional strategy focused on
enhancing their vegetarian range.
• The company has been up to a lot of innovation over the past few
months with the launch of the first-ever no crust, all chicken KFC
Chizza in December 2016. More recently, KFC got Mumbai's
dabbawalas to deliver its newly launched 5-in-1 Meal Boxes.
• The city's dabbawalas, famed for their efficient delivery of office
lunches, took on the role of KFC delivery men as part of an
innovative marketing campaign.

14. • They supplied specially created 5-in-1 meal boxes to some office-
goers instead of their regular dabbas.The innovation efforts have
continued with the launch of the Watt a Box, a practical new take on
the 5-in-1 Meal Box, which can also charge phones.

15. • For a product to occupy a clear, distinctive and desirable place
relative to “Competing products in the minds of target
consumer.”
• In KFC feedback is taken from the customer in order to know
the customer demands and then improvements are made in
products.
• KFC focuses on pure and fresh food in order to create a distinct
and clear position in the minds of customers KFC has a strong
brand name and they are leading the market in fried chicken.

16. KSF’s:
 Location/Number of Outlets
 Extensive Menu
 Price
 Service/Ambience
 Taste
Threshold Factors:
 Operations
 Quality Standards
KFC’S Key Success
Factors