1. KFC Case Study
Rohit Rohan | Nigel Menzes | Kapil Sharma

2. 5C Analysis
Business Ambition Articulation
Consumer Insights
Creative Brief

3. 5C Analysis
Business Ambition Articulation
Consumer Insights
Creative Brief

4. Company
Business
Ambition
Channel
Effectiveness
Solution
Category
Customer
Experience
Architecture
Competition
Customer

5. 5C Analysis | Company
• KFC – Kentucky Fried Chicken
• global food brand from America
• popular for its chicken-based
offerings for non vegetarians
• history and tradition and its specialized recipes
• re-entered India and became a hit with the non vegetarian masses
• its positioning (and reputation), keeps vegetarians away
• colours used in the imagery,
• the word “Chicken”,
• lack of variety for vegetarians
• non vegetarian consumers : “Fried” – healthy?

6. 5C Analysis | Category
• Franchise driven Indian fast food restaurant industry
• growing at a rate of 15%-30%
in the last five years
• projected to go higher than 40%
• favourable factors
• rising disposable incomes
• changing consumer behavior
• new aspirational lifestyles
• surge in the number of global and local players
a nation that is
particular about its food
and significantly fond of
home-cooked fresh food;
is showing globalization
and increase of new
markets not witnessed
in India before

7. 5C Analysis | Consumer
• traditionally : road side stalls and shops + ghar ka khana
• today : ‘aspirational’ about food
• seeks quality food and healthy food
• huge portion of vegetarians in the Indian population
• health concerns + religious beliefs
• also a large trend of “go green” among consumers
• about 60% of the population - between 25 and 40 years old

8. 5C Analysis | Competition
• McDonalds
• Dominos
• Pizza Hut
• Subway
• + Local competition

9. 5C Analysis | Competition
McDonalds
• in India since 1996
• one of the biggest sellers in the category
Great reach
and marketing
+
Adapted to Indian
taste buds
• low cost menu – widens their consumer group
• Indianised products
• variety and the new range of products
• serve no beef or pork – and talk about it
• has encouraged vegetarian users towards them
Price player
+
Variety

10. 5C Analysis | Competition
Dominos
• low price menu
• quick service
• exciting offers
• variety in vegetarian and non vegetarian offerings
• “pizza delivery experts”
“Pizza delivery
experts”
• this positioning overcomes the lack of dine-in options
Targeting mainly the
middle class and also the
upper class families +
youth

11. 5C Analysis | Competition
Pizza Hut
• variety – vegetarian and non vegetarian
• side dishes
• brand name is a big puller
• still trying to adapt to the Indian taste
• suffers from competition
• quality related perception challenges
• good reach
• targeting the universal audience
Excellent
marketing
Targeting
‘families’ from
middle and upper
class
+
All age groups

12. 5C Analysis | Competition
Subway
•
•
•
•
in India since 2001
more than 344 outlets in 30 cities - plans to expand to 700 by 2020
standard global menu
vegetarian and local flavours
Successful
•
•
•
•
“Veg Specials” and “Fat Free” categories
highest brand recall
Veg products > “fresh”, “healthy”
‘veg-only’ outlets – with a few already in operation
More reach
integration of
and recall
local taste
• vegetarian consumers feel ‘accommodated’ by other competitors
• non vegetarian consumers feel that Subway products are healthy and fresh.
• a brand that signifies ‘health at affordable price’
Also, of
‘healthy’
products

13. 5C Analysis | Competition
Local competitors
• multiple brands
• of all sizes, flavours, offerings and specialties
• set to grow as more players are anticipated
• have become popular due to good WOM publicity
• most consumers not aware of all brands – cannot differentiate
• most decisions to go – and “try” these places depends on WOM

14. 5C Analysis | Channel
• franchise food chain
• over 223 food-outlets across 35 cities
• aims to double its strength and rope in 40 more cities by 2015
• also started delivering orders
• online order options
• KFC outlets + presence in malls

15. 5C Analysis
Business Ambition Articulation
Consumer Insights
Creative Brief

16. Business Ambition Articulation
“To establish the brand as a
healthy player with a
variety of offerings for all
kinds of consumers”
The brand seeks to shed its image of a ‘not-sohealthy’, non vegetarian brand that ‘also thinks of
vegetarians’ and come across as a brand that has
a fair share of products for everyone

17. 5C Analysis
Business Ambition Articulation
Consumer Insights
Creative Brief

18. Observations
• Store Colour theme: RED
• Service Counter:
• Offers
• Information
• Customers
• Mostly young adults
• Few families
• Most consumers had only non-veg food

19. Brand Audit
• KFC as a brand well known including its logo, colour and ad campaign
Chicken!
• Visit KFC only when roped in with non vegetarian friends
• Many people visit to KFC only for Krushers
• Lack of variety for vegetarians
Chicken!
• Associated with chicken the most
• Good Brand and good quality food
• Store has a strong smell of chicken
• A place I would go with friends
Chicken!

20. Insights
• Vegetarians feel neglected and out of place at KFC
• The Red colour theme reinforces non-vegetarianism and
violence against animals among vegetarianism
• Advertising had dissuaded vegetarians from even visiting KFC
• Vegetarian variety in food menu and its promotion can be
the main driving factor for drawing vegetarians
• KFC is a youthful, exuberant brand.
• Fragrance of KFC store should be more neutral.

21. 5C Analysis
Brand Ambition Articulation
Consumer Insights
Creative Brief

22. Why is this brief here?
To reposition the brand to target – and not just include vegetarian consumers while maintaining the core image of
KFC engaging the entire Indian market.
The vegetarian Indian feels left out among his/her non
vegetarian friends.
Right from the point where the discussion for going out to
eat – “kisko kisko veg khana hai aur kisko kisko non veg?” –
there is a divide – in the consumers and in the
options
KFC needs to address this and reduce the distance that the
vegetarians feel from the brand
sooooGOOD!
But, VEG?

23. What do we want people to
DO as a result of this
communication?
We want to eliminate any inhibitions which vegetarian consumers have with
respect to eating at KFC and want them to want to eat at KFC over their
competitors the next time they step out.
We want them to explore options available at KFC and keep treating it as an
aspirational hangout that is not just for non vegetarians.
Just like consumers “try new things” while buying from other categories, we
want them to come and try our range of “green, healthy and fun” vegetarian
offerings

24. How do we expect
communications to
work towards achieving this?
The communication should change the mind-set of vegetarian people
towards the brand KFC.
By adding ‘green’ aspects to the communications along with elaboration on
the variety in the menu specifically for vegetarians, we want the consumers
- especially vegetarians - to be perceived as thoroughly satisfied and spoilt
for choice after eating at KFC.
We want to create an aspirational feeling with respect to the brand and
quality of food served at KFC to differentiate it from the present ‘just
another fast food outlet’.
We can
elaborate on a
previous
campaign by
KFC, KFC being
an ‘adda’ for
college
Students - where
KFC is the ‘adda’
for everyone
(especially
vegetarians),
catering to each
type of taste bud

25. Whom are we trying to
influence?
Youth and young families, mainly vegetarians. – both college going and
young professionals
People who love hanging out with friends.
He/she has a diverse group of friends and “talks” to them across
media
They often feel left out due to the lower number of options (with
respect to Veg food) available to them.

26. Young + others
Health
conscious
Aware about
brands
Hangs out
with friends
Tech savvy
Talks on
social media
Not only
But also

27. What are we trying to
convey?
Why not explore the newer
offerings as well?
Come
and try
the new
KFC!
varieties of KFC’s veg
The variety and quality of food at KFC is healthy and
green with variety of products for all taste buds – not
worth a try but much more.
just
Which is
greener,
healthier and
more vegfriendly

28. What will help people
KNOW this?
“KFC.Green”
Having an elaborate – and exclusive - menu highlighting
the vegetarian options available to consumers.
The use of green and yellow colour tone will help the people
to establish a connection between the brand and ‘being
healthy and fresh’ also, in the consumer’s mind.
A product range that promises equal, at-par treatment with
the non-vegetarian counterparts – as in the consumers and
the products as well.
Balanced
pitch
Proposition of
health/fun/variety
Not just veg

29. What will help people FEEL this?
People are always motivated by the ‘try
new’ factor – from phones
to clothes to vehicles, but when it comes to food it doesn’t work that
Drop the
“Veg” tag
from
products
way as they are restricted to vegetarian food which doesn’t provide
that much new varieties as given for non-veg.
The emphasis on the quality of food in KFC and using the brands
history of innovation with recipes can change this perception of the
brand among people.
Exclusive
dining
zones (?)

30. Thank You