KFC
(Kentucky Fried Chicken) is a fast food restaurant chain that specializes in
fried chicken and is headquartered in Louisville, Kentucky, in the United
States. It is the world’s second largest restaurant chain measured by sales in
2013. The company is a subsidiary of Yum! This company also owns the Pizza Hut
and Taco Bell chains. KFC was founded by Harland sanders, an entrepreneur who
begun selling fried chicken his roadside restaurant in Corbin, Kentucky. KFC
was one of the fast food chains to expand internationally, opening outlets in Canada,
the United Kingdom, Mexico, and Jamaica by the mid-1960s. At present moment KFC
has over 18,000 outlets in 118 countries and territories.
Brand Positioning
KFC has
different kinds of food products on their menu. They mainly sell fried chicken,
burger and drinks in their numerous chain stores in different countries. They follow
the same recipe to maintain the quality of the food products in all the restaurants.
Brand positioning statement of KFC is their slogan which is “its finger lickin’
good!” This states that customers perceive KFC food products to be very testy. KFC
offers customers freshly produced foods that they can eat wherever they want at
the same quality. KFC food products have a very reasonable pricing in most of
the places. But their pricing differs from country to country. Target customers
of KFC have an age group of 4-50 years.
KFC position them as a brand who’s food Products of can be enjoyed as a family or in an environment of social gathering. They emphasize at creating good memory and positive feelings towards their products. Whenever you think of KFC you have to think of somebody. It can be your family, friends, loved ones or somebody else, somebody to share the fun of eating and to share the teste. This is the target of KFC. Their unique recipe makes the taste and memories attach to the eating, unforgettable. KFC creates ‘attributes’ around their product as a level of positioning. They highlight the product functionality which is “tasty” food. KFC has a very unique recipe for their products which is also their core competency. KFC often launches different new products as a pod. McDonald is a major competitor of KFC.
KFC position them as a brand who’s food Products of can be enjoyed as a family or in an environment of social gathering. They emphasize at creating good memory and positive feelings towards their products. Whenever you think of KFC you have to think of somebody. It can be your family, friends, loved ones or somebody else, somebody to share the fun of eating and to share the teste. This is the target of KFC. Their unique recipe makes the taste and memories attach to the eating, unforgettable. KFC creates ‘attributes’ around their product as a level of positioning. They highlight the product functionality which is “tasty” food. KFC has a very unique recipe for their products which is also their core competency. KFC often launches different new products as a pod. McDonald is a major competitor of KFC.
KFC’s
current positioning is very effective but not diversified. They should adopt to
new changes to dominate the market.
Sharing is Fun!
Repositioning strategy:
KFC
currently has the image of selling fried chicken. But recently they are facing trouble
from several groups as they are protesting against KFC claiming that their
products are oily which is making young generations obese.
As customers
are becoming more and more health concourse and their taste is shifting towards
healthy foods, KFC should also position them as “Healthy Fast Food chain”. They
should connect to customers with the new message and make their existing
customers conscious about health too. This way KFC can retain their existing
customers and also enter into a new market segment.
They can also introduce
a new vegetarian menu along with healthy non-vegetarian one. They have the
brand image and capability to enter into those market segment.References:
1) About kfc, article on 'KFC' retrieved from,http://en.wikipedia.org/wiki/KFC2) "Yum's Global Restaurant system". Yum! Brands(April 7, 2014).
3) "KFC-Kentucky Fried Chicken" article retrieved from, http://www.cargillsceylon.com/OurBusinesses/KFC.aspx.
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