kIC founded and also known as kentucky Ir|ed Ch|cken ls a chaln of fasL food resLauranLs based ln

Loulsvllle kenLucky ln Lhe unlLed SLaLes klC has been a brand and operaLlng segmenL Lermed a
nn of ?um! 8rands slnce 1997 when LhaL company was spun off from epslCo as 1rlcon Clobal
8esLauranLs lnc
klC prlmarlly sells chlcken pleces wraps salads and sandwlches Whlle lLs prlmary focus ls frled chlcken
klC also offers a llne of grllled and roasLed chlcken producLs slde dlshes and desserLs CuLslde Lhe uSA
klC offers beef based producLs such as hamburgers or kebabs pouLlne pork based producLs such as rlbs
and oLher reglonal fare
1he company was founded as kenLucky lrled Chlcken by Colonel Parland Sanders ln 1932 Lhough Lhe
ldea of klCs frled chlcken acLually goes back Lo 1930 AlLhough Sanders dled ln 1980 he remalns an
lmporLanL parL of Lhe companys brandlng and adverLlsemenLs and Colonel Sanders or 1he Colonel
ls a meLonym for Lhe company lLself 1he company adopLed klC an abbrevlaLed form of lLs name ln
1991 newer and remodeled resLauranLs wlll adopL Lhe new logo and name whlle older sLores wlll
conLlnue Lo use Lhe 1980s slgnage AddlLlonally ?um! conLlnues Lo use Lhe abbrevlaLed name freely ln
lLs adverLlslng
kIC Launch |n Ind|a
klC enLered lndla ln 1993 klC ls Lhe largesL brand of ?um 8esLauranLs a company LhaL owns oLher
leadlng brands llke lzza PuL 1aco 8ell AW and Long !ohn Sllver 8uL a conLroversy surroundlng Lhe
levels of MSC ln lLs preparaLlons and subsequenL proLesLs from farmers' groups and anlmal rlghLs
acLlvlsLs spelL Lrouble for Lhe company ulLlmaLely Lhe company had Lo shuL all buL one ouLleL ln Lhe
counLry Cnly recenLly ln 2003 lL made a quleL reenLry lnLo Lhe lndlan markeL 1hen came up wlLh Lhe
sLraLegles and menu LhaL ls deslrable by Lhe lndlan consumers And slnce 2003 lL ls expandlng
successfully lLs buslness ln lndla
McDona|d's Launch |n Ind|a
Mcuonald's flsL sLore was launched ln lndla lL was also Lhe flrsL Mcuonald's resLauranL ln Lhe world noL
servlng beef on lLs menu and Loday ls has more Lhan 160 resLauranLs across lndla no 8eef was parL of
Mcuonald's markeLlng plan 1hey were very qulck Lo adapL Lo Lhe lndlan scenarlo and developed Lhere
markeLlng sLraLegy and menu Lo please Lhe lndlan audlence And Lhey have been very successful over
Lhe years
kIC Vs McDona|d's
Mcuonald's have been very successful ln lndla 1hough klC and Mcuonald's enLered lndlan markeL ln
gap of one year (klC was flrsL Lo enLer ln lndla) buL Loday Mcuonald's have around 170 ouLleLs and klC
abouL 72 ln 13 clLles
1he conLroversy surroundlng Lhe klC have noL leL Lhem march forward and Lhey have been sLruggllng
wlLh Lhere expanslon plans Cnly recenLly Lhey have lncluded vegeLarlan food ln Lhere menu whlch
Mcuonald's managed Lo do wlLh Lhere launch ln lndla 1he delay ln adapLlng Lo lndlan cusLoms has cosL
klC a greaL deal
8uL wlLh Lhe change ln markeLlng sLraLegy and Lhere communlcaLlon revolvlng around Lhe veg menu
wlll klC manage Lo march pasL Mcuonald's?
lL we look Lhe recenL developmenLs and communlcaLlon l feel yes Lhey can klC has Lhe poLenLlal and
LhaL freshness ln Lhem whlle Mcuonald's looks very old and Llred
1he recenL adverLlsemenLs and communlcaLlon from Mcuonald's are noL funny aL all and only
manage Lo convey Lhe sorry sLaLe of creaLlve and markeLlng Leam
1he servlces of Mcuonald's have degraded Lo greaLer exLenL 1he people behlnd counLers look llke
bunch of losers made Lo sLand forclbly where as klC has LhaL freshness and employee are more
cheerful and vlbranL
1he Mcuonald's have become very crowded over Lhe years and Lhey have slLLlng arrangemenL
whlch are very cramped and you feel suffocaLed lnslde Lhe resLauranLs And lf you are slLLlng for Loo
long Lhen Lhe floor keeper glves you a very dlsgusLlng look Whereas aL klC Lhey have more space and
you feel more relaxed and noL ln hurry Lo vacaLe Lhe seaL
l don'L know abouL Lhe expanslon plans or Lhe markeLlng plans of elLher of Lhese companles buL lf l
belleve whaL l have seen and experlenced ln recenL Llmes Lhen klC has an edge over Mcuonald's Cnly
posslble deLerrenL for klC could be Lhe prlclng of Lhere producLs
lf Lhey manage Lo decrease Lhe raLes for aLleasL few of Lhere lLems on menu or lnLroduce new menu
wlLh reasonable raLes wlLhouL looslng on Lhe quallLy whlch Mcuonald's have done buL have also
compromlsed on Lhe quallLy of Lhere producLs
Cnly Llme wlll Lell whlch one Lhere Lwo fasLfood ma[or's manages Lo wln over Lhe lndlan hearLs

kfcs Market|ng Strategy In Ind|a
klC lS synonymous wlLh chlcken lL has Lo be because chlcken ls lLs flagshlp producL 1he laLesL Lhey
have on offer ls Lhe marlnaLed hoL and crlspy chlcken LhaL ls crrrrlsp and crunchy on Lhe ouLslde and
sofL and [ulcy on Lhe lnslde lL glves you a regular epsl wlLh Lhls aL noLhlng more Lhan [usL 8s 39 8uL
make no mlsLake whlle Lhls ls a rage across Lhe world and ln our very own 8angalore klC has made
sure one oLher Lhlng lL doesnL wanL Lo allenaLe Lhe vegeLarlan communlLy LhaL gave blrLh Lo Lhe
vegeLarlan menu lL means you can be veg and yeL be aL klC

klC offers a wlde range of vegeLarlan producLs such as Lhe Langy llpsmacklng paneer Llkka wrap n roll
Lhe veg dellLe burger and Lhe veg crlspy burger 1here are munchles such as Lhe crlsp golden veg
flngers and crunchy golden frles served wlLh Langy sauces

lf you are veg and looklng for a meal you can comblne Lhe veg flngers wlLh sLeamlng peppery rlce and a
splce curry 1he mayonnalse and sauces donL have egg ln Lhem

SharanlLa keswanl ulrecLor klC MarkeLlng says Lhe vegeLarlan menu ln lndla came abouL when klC
found Lhe counLry had abouL 33 per cenL vegeLarlans and ln meLros such as uelhl and Mumbal almosL
30 per cenL

1he nonvegeLarlan ls Lhe obvlous LargeL cusLomer because as Ms SharanlLa polnLs ouL 8angalore and
Lhe resL of souLh lndla have over 70 per cenL nonvegeLarlans 8uL she also observes LhaL chlcken ls klCs
sLrengLh

klCs vegeLarlan menu ls almosL excluslve Lo lndla and ls Lhe mosL exLenslve MosL counLrles elLher do
noL have a vegeLarlan menu and some whlch do have a burger aL Lhe mosL ConLrary Lo affecLlng
chlcken sales Lhe presence of a vegeLarlan menu has made Lhe brand more relevanL Lo a wlder cross
secLlon of Lhe consumer socleLy 1hls ls essenLlal as we grow Lhe brand across Lhe counLry says Ms
SharanlLa

Whlle Lhe vegeLarlan menu has a slgnlflcanL presence ln lndla owlng Lo Lhe counLrys dlsLlncL LasLes and
Lherefore Lhe need















Monday September 03 2007
kentucky Ir|ed Ch|cken Vs McDona|ds 8urgers
1he young generaLlon of lndla has drlfLed Lowards [unk food agalnsL Lhe LradlLlonal lndlan homemade
food eople have sLarLed Lo llve a fasL Lrack llfe so much so Lo LhaL Lhey prefer golng Lo Lhe [unk foodles
resLauranL and plck up a qulck grab ln [usL few mlnuLes lnsLead of maklng lunch/dlnner aL home and
easLlng 2 Lo 3 hrs preparlng lL

lL all sLarLed wlLh Lhe lnvenLlon of Mcuonald's ln lnulA [unk food has become more popular beLween
Lhe young youLh as Mcuonald's launched lLs branch ln mosL of Lhe ma[or clLles of lnluA Along wlLh
Mcuonald's many oLher [unk food brands sLarLed Lhelr buslnesses here

Cne of a dlrecL compeLlLlon Lo Lhe evergreen buslness of Mcuonald's LhaL recenLly launched here ln
Mumbal ls kenLucky lrled Chlcken 9commonly known as klC) whlch ls famous for lLs frled chlcken

1hough nonveg lovers can have a fesL ln klC Lhe vLC lovers are sldellned and are noL Laken of LhaL
much care Lhere ls no varleLy for Lhe veggles here ln klC as much as Lhey have ln Mcuonald's ln MC
uonald's you geL a wlde varleLy of cholces for boLh vLC and nCnvLC lovers

When lL comes Lo CuallLy klC ls far behlnd from MC uonald's Lhey really need Lo malnLaln Lhelr
quallLy sLandards well lf Lhey wanL Lo rlse up Lhe ladder and compeLe wlLh Mcuonald's

resenLaLlon skllls also maLLers and no one can really beaL MC uonald's for LhaL Lhey have Lhese
dlfferenL offers from Llme Lo Llme Lhey have speclal offers for 12 monLhs of Lhe year for klddles Lhey
glve away free Loys eLc all Lhls ls really requlred lf you wanL Lo wln away Lhe masses klC does noL offer
any of Lhose resenLaLlon skllls aL klC are really poor

So my advlce Lo klC would be pay more aLLenLlon Lo people managemenL communlcaLlon skllls have
a complalnL box or feedback survey done whlch wlll help you know where and whaL are you lacklng
behlnd aL LrusL me lL wlll really help you a greaL deal!
osLed by SLella aL 1249 M
Labels burger [unk food kenLucky klC mcdonalds mumbal sLella roy
4 comments

!ack Mann sald
lnLeresLlng posL

!ack
1233 M

lace Wallace sald
8y Lhe way lve read several of your arLlcles and you do an admlrable [ob of communlcaLlng ln a
second language

l have some advlce buL please remember LhaL l do noL work as a [ournallsL and you may noL
flnd my commenLs useful or wlse

l would encourage you Lo dlg deeper for your sLorles so your readers wlll beneflL from Lhe
lnformaLlon only you can provlde Can you flnd sources? ln some of your arLlcles l flnd Lhe klnd
of research l would expecL from one of my sLudenLs and l expecL more from a [ournallsL

lor example ln your AugusL 7 arLlcle on geLLlng a hlgh salary you could have spoken Lo a couple
of company presldenLs and asked Lhem Lo glve some advlce you could add Lo your column noL
only do dlrecL quoLaLlons show LhaL youve puL ln some exLra efforL Lo produce your work lL
shows LhaL you have a source for your lnformaLlon LhaL mosL of us do noL have and we may
respecL your oplnlons more as a resulL

nexL l would ask you wheLher you wanL Lo glve only ob[ecLlve reporLs lf you do noL wanL Lo be
parL of your sLory you should Lry Lo sLop uslng l ln your work ?our arLlcle on Shaklra read
more llke lL was by a fan because you wroLe ln Lhe flrsL person

1hls becomes mosL dangerous ln conLroverslal sLorles llke Lhe one you wroLe abouL San[ay uuLL
lf you add l Lo Lhe sLory people wlll no longer see lL as a falr and balanced descrlpLlon of Lhe
slLuaLlon Cnly by remalnlng deLached can you be ob[ecLlve

Cn Lhe oLher hand you could have used LhaL sLory Lo wrlLe an edlLorlal Clve your oplnlon and
back lL up wlLh as much powerful evldence as you can 1ry Lo convlnce us one way or Lhe oLher

As a challenge Lhen wrlLe an edlLorlal Lo convlnce readers of Lhe opposlLe oplnlon

Lven ln Lhls case you should Lry Lo avold l sLaLemenLs l Lhlnk San[ay uuLL ls lnnocenL
because wlll noL be as powerful as saylng San[ay uuLL ls lnnocenL because

llnally l would suggesL LhaL you Lake advanLage of your advanLages ?oure a developlng wrlLer
who wanLs Lo be a [ournallsL and Lo geL lnLo LhaL dlfflculL and compeLlLlve fleld youll need
someLhlng LhaL glves you an edge over oLhers

Lxperlence and professlonal wrlLlng sLandards are usually Lhe quallflcaLlons asplrlng [ournallsLs
need ln order Lo land a [ob and you fall shorL ln boLh aL Lhe momenL ?oure obvlously worklng
on your wrlLlng sLyle and you have Lhls blog for experlence boLh of whlch are good ldeas LhaL
wlll address Lhose needs

1o speed Lhlngs up however you mlghL conslder Laklng advanLage of your beauLy Lo geL lnLo
Lhe fleld lnsLead of sLarLlng as a [ournallsL why noL geL your fooL ln Lhe door by geLLlng a [ob as
a reporLer? ?oure sLunnlng and Lhe camera would love you ?oud geL conLacLs and experlence
whlle you conLlnue Lo lmprove your wrlLlng

As a bald man lm a llLLle unhappy when aLLracLlve people use Lhelr looks Lo geL ahead 8uL lL
would be rldlculous Lo deny LhaL lL happens qulLe ofLen CLhers are uslng LhaL advanLage Lo geL
lnLo Lhe fleld you have chosen

Many beauLlful people sLarL ouL ln news by aLLendlng concerLs and blrLhday parLles and glvlng
shorL cuLe and unlmporLanL reporLs aL Lhe end of Lhe news hour LvenLually lf youre serlous
abouL your career youll geL more and more serlous sLorles and you can make Lhe LranslLlon Lo
belng a 1v or prlnL [ournallsL

Soledad C8rlen for example ls one of Lhe mosL beauLlful people on Amerlcan 1v news She
once had a program segmenL as Lhe Sun MlcrosysLems lnfogal and now shes Lhe anchor of
Cnns Amerlcan Mornlng She probably goL her chance because of her looks buL she has used
her LalenL Lo geL respecL and she could now geL any [ob she wanLs

8esL of luck SLella 8oy ?ouve chosen a career LhaL wlll requlre you Lo work Lremendously hard
and l hope LhaL youll flnd lL a rewardlng cholce
322 AM

uev sald
SLella
l can agree wlLh you LhaL Lhe people who llke veggles probably geL a raw deal aL klC as
compared Lo Mc uonalds l also Lhlnk LhaL lndegenlslng Lhe menu was a good ldea by Mcuonald
8uL one musL keep ln mlnd LhaL Lhe success of Lhese franchlses ls based on dupllcablllLy 1haL
means you expecL an ldenLlcal experlence aL any of Lhe franchlses lrrespecLlve of Lhe locaLlon
wheLher lL be new ?ork or Mumbal Can you lmaglne a klC wlLhouL frled chlcken? no because
LhaL ls Lhe brand ldenLlLy Slmllarly Mcuonalds ls symbollzed by ls synonymous wlLh Lhe
Mc8urger LhaL ls a red meaL burger paLLy l can undersLand Lhem replaclng Lhe beef for muLLon
due Lo rellglous senLlmenLs When Lhey flrsL opened shop ln lndla Lhelr Mc8urger (muLLon) and
double Mac were probably Lhe besL lLems So naLurally l was scandallzed when lL was dropped
from Lhe menu ln lndla CaLerlng Lo varled cllenLele ls flne buL LhaL does noL mean Lhey should
sacrlflce Lhelr ldenLlLy and frankly l see no apparenL advanLage ln Laklng such a declslon

uevasls
403 M

Anonymous sald
Seelng Lhese klnd of posLs remlnds me of [usL how Lechnology Lruly ls everpresenL ln Lhls day
and age and l Lhlnk lL ls safe Lo say LhaL we have passed Lhe polnL of no reLurn ln our
relaLlonshlp wlLh Lechnology

l donL mean Lhls ln a bad way of course! SocleLal concerns aslde l [usL hope LhaL as memory
becomes less expenslve Lhe posslblllLy of copylng our memorles onLo a dlglLal medlum becomes
a Lrue reallLy lLs a fanLasy LhaL l daydream abouL every once ln a whlle
klC SWC1 AnAL?SlS

SLrengLhs
r
8rand LqulLy
r
2nd Cnly Lo Mcuonald's ln lorelgn Sales
$330M
r
SLrong Cash llows
r
CeneraLe $18 each year
r
very sLrong lnLernaLlonally
uk Mlddle LasL 1halland Chlna !apan
korea Mexlco
r
SLrong lranchlse and Llcense lee revenues
for cash flow
r
lnLeracLlve relaLlonshlp markeLlng
r
SLrong Lrademarks reclpes
r
8anks hlghesL among all chlcken resLauranL
chalns for lLs convenlence and menu varleLy
r
LargesL mulLlbranded resLauranL ln Lhe world
100 klC and lzza PuL combos 600 klC
and 1aco 8ell combos
Weaknesses
r
8ecenL drop ln sales for klC
r
lalled Lo rank ln Lop 20 ln growLh ln
2000
r
Same SLore sales decllned
r
Lack of polnL of scale scannlng sysLem
r
AdmlLLed lnablllLy Lo provlde quallLy
servlce
r
Lack of knowledge abuL Lhelr cusLomers
r
Lack of relaLlonshlp bulldlng wlLh
employees cusLomers and suppllers le
Chlckflla
r
CuesLlon of over franchlslng leads Lo
loss of conLrol and quallLy
r
Lack of focus on 8u
CpporLunlLles
r
CrowLh of 1824 age demographlc
r
lncrease ln uS medlan lncome
r
lnLernaLlonal beef scare from madcow
and hoof and mouLh dlsease
r
Pome Meal 8eplacemenL MarkeL wlll
exceed an esLlmaLed $377 bllllon by
2020
r
1argeLlng Lo growlng eLhnlc markeLs
Aslan Amerlcan and Plspanlc
r
new Leadershlp
r
uomesLlc markeLs
r
updaLlng resLauranLs
r
8alanced menu
r
CusLomer focus
r
lncrease dellvery servlce

1hreaLs
r
8aLed 83 ouL of 100 ln Lerms of
compeLlLlveness
r
lncreaslng wage raLes dlrecLly affecL
menu prlces
r
83 annual employee Lurnover for fasL
food markeL
r
SupermarkeLs and new compeLlLors
LhreaLen PM8 markeL
r
lnLernaLlonal Lxchange 8aLes
r
PealLh 1rend away from frled foods
r
Changlng cusLomer demands
r
CuallLy of Servlce locus