Presented by:-

EKTA

3rd sem,batch-30

IMD, New Delhi

WELCOME TO KFC

Integrated Marketing Communication

Road Map

• Introduction about KFC• Mission• Company profile• Annual report• Communication channels KFC:-

• Consistency of KFC’s communication

Personal selling Sales promotion Advertising News report CSR of KFC

Introduction • KFC is based in Louisville, Kentucky, and is the world’s

most popular chicken restaurant chain.

• Founded by Colonel Harland Sanders in 1952.

• More than 11,000 outlets in 85 countries

• 8 million customers each day.

• Yum! Brands is run by David Novak,

Chairman & CEO

• KFC Division is run by Cheryl Bachelder,

President and Chief Concept Officer

Changing Logos of KFC

KFC Products

Fried ChickenSandwiches

Twister Shish Kabab

Hamburgers Chili Cheese Fries Boneless Banquet

MISSION

To sell food in a fast, friendly environment that appeals to pride conscious, health minded consumers

Company Profile

• In 1986, KFC was acquired by PepsiCo, • PepsiCo presently runs:-

Taco Bell, Pizza Hut KFC

Annual report

Financial Highlights:-

(In millions, except for per share amounts)

Year-end 2009 2008

Company sales $ 9,413 $ 9,843

Franchise and license fees and income $ 1,423 $ 1,461

Total revenues $ 10,836 $ 11,304

Operating profit $ 1,590 $ 1,517

Net income $ 1,071 $ 964

Diluted earnings per common share $ 2.22 $ 1.96

Cash flows provided by operating activities $ 1,404 $ 1,521

Average Sales per System Unit :- 

(In thousands)

Year-end 2009 2008 2007 2006 2005 5-year growth

KFC $ 960 $ 967 $ 994 $ 977 $ 954 1%

Pizza Hut 786 854 825 794 810 –

Taco Bell 1,229 1,241 1,120 1,176 1,168 3%

 

Communication tools

• An organization finds most of its meanings and survival through promotion.

• At KFC, Promotion is the main tool to bring all chicken lovers attention towards its delicious one-of-a-kind product, the Fried Chicken.

Personal selling• KFC do not use any type of personal selling

method.

Sales promotionKFC uses the following tools to enhance its sales:-

Premiums- offer its customers with various forms of incentives to buy its Chicken.

Exhibitions- meal vouchers and exciting offers in their print ads.,

Coupons- of free meals or free add-ons.

Advertisement

• KFC and its new company jingle, ³finger lcikin good´ is a frequent announcement on televisions, billboards, flyers and radio.

• Using Reminder advertisements KFC stimulates repeat purchases of its products.

• Sponsorship is another tool to strengthen an organizations image. KFC is currently the sponsor of the Australian Cricket Team and the colonel logo can be seen on their uniforms throughout the matches.

Print Advertisement

Here is a picture of the monstrous logo:- “6,000 red, 14,000 white, 12,000 eggshell, 5,000 beige and 28,000 black” tiles.

Pretty impressive

Online Advertisement

News reports

• December 17, 2010 By 2011, KFC will reduce its use of foam by 62% and total plastic use by 17%.

• December 17, 2010 KFC on Thursday announced the opening of its 100th store in Bangalore and said it planned to touch 500 stores by 2015.

• December 16, 2010 Yum! Brands Issues 2010 Corporate Social Responsibility Report: “Serving the World”; Provides Updates on the Company's Global Social, Environmental and Economic Goals

• December 15, 2010 Yum! Brands’ World Hunger Relief Raises Record.

• September 21, 2010 Yum! Brands Foundation Underwrites Peace Garden Initiative as Extension of its World Hunger Relief Effort

• September 03, 2010 KFC India Receives Recognition in Top Food Service Brands.

CSR of KFC

SOCIAL DIVERSITY

SOCIAL DIVERSITY

ENVIRONMENT FRIENDLY

ANIMAL WALFARE

Consistency of KFC’s communication

• KFC is very much consistent in its communication process, they are using advertisement media a lot, like

-print media,-web media,-television media,-• They are also very much involves in news reports. • KFC is always engage in doing social works and also

very much concerned about the promotions.• KFC is also doing sales promotion regularly, but not so

much involved personal selling.

Moral appeal:

‘Save Water, Save Life’

THANK

YOU