kfc kentucky fried chicken
Post on 13-Sep-2014
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Contains the details about KFC, how it expanded about its logo and marketingTRANSCRIPT
Presentation on:Kentucky Fried Chicken
Strategic Brand ManagementChitkara Business School
• Founder Harland Sanders• Born in 1890
TIMELINE
Started with “Sanders Court & Cafe” at a gas station1930
1935
The title of honorary ”Kentucky Colonel”
1937
“Sanders Court & Cafe” expands the restaurant
1939
Altered the cooking process to reduced cooking time
1940
• Devised what came to be known as his “Original Recipe”
• Contain 11 herbs and spices is still a trade secret
1952
1950
• Shut down Sanders Cafe and Restaurant
• Travels the U.S. to sell his chicken to restaurant owners
• First to take franchise offer was Pete Harman
1964
First KFC outside North America
1960
•Number of franchised outlets 600
1964
•Sold the entire KFC franchising operation
1966
•KFC went public
1969
•Listed on the NYSE
1971
KFC was acquired by Heublein Inc.
• Originally founded as a restaurant and hotel business in 1862 by Andrew Heublein
• An American producer and distributor of alcoholic beverages and food throughout the 20th century.
Andrew Heublein
First Television advertisement
1980
Colonel Harland Sanders Passes away
1980
1985
1982
•Heublein & KFC Inc. was acquired by RJ Reynolds
1985
•Nabisco was bought by R.J. Reynolds, forming RJR Nabisco
1986
•PepsiCo, Inc. acquires KFC from RJR Nabisco, Inc
Chicken Little Sandwich
1990
1987
Entered Canada with brand name as “Poulet Frit Kentucky”
1995
Entry in India
1997
2002
• Tricon changed it's corporation name to Yum! Brands, Inc
PepsiCo, Inc. announces the spin-off of its quick service restaurants KFC, Taco Bell and Pizza Hut into Tricon Global Restaurants, Inc.
2003
Start Marketing Chicken as Extra Crispy
PETA Protest
2007
About the Secret KFC Recipe?
Written in pencil on a single sheet of notebook paper and signed by Sanders
Kept locked away at the KFC headquarters in Louisville
Only two executives have the key
Company uses different suppliers for their ingredients to keep their recipe a secret
Packaging
Paper packaging helps in keeping the chicken crisp by wicking away excess moisture.
LOGO
LOGO
Changes: Red color to make it more vibrant, a Smiling face and a apron
Creative Marketing
• Filling potholes and stamping the fresh pavement with "Re-freshed by KFC”
Change in Punch lines
Old Punch line: ‘Taste you'll just love to EAT‘Have to drop the word “EAT”
As "Finger licking’ is considered as unhygienic
KFC Present Scenario
Headquarters: Louisville, Kentucky President: Harvey R. BrownleaCOO: James O'ReillyRevenue: $520.3 million USD Employees: 24,000 Parent: Yum! Brands
Brands Under Yum!
Submitted by: Sunil Rawal