Reflection

I think this job is good and very interested that my blog is about KFC which is Global Brand. KFC have a lot of information. So, I must research information a lot until I am sometimes confuse about information which I am reading and researching heavily. I think this blog is big assignment for me. However, I glad to do this job; it is the first time and first experience for me.

Analysis advertising of KFC

KFC is Global Brand and QSR fast food; so, advertisements areseveral types but it depend on each country that KFC is communicated. For example
This advertisement is Thai TV program that KCF was used for advertisement a new product and the key word in 2008-2009 is “Life tastes better with KFC”.

Internet that KFC was use benefit for creating awareness about existing products, distribution of free coupons such as KFC opened website to service Home Delivery. This is website of KFC that there are two website whole English and Thai language; http://www.kfc.co.th/ and http://www.kfc.com/.

Key successful factors related to the product

- Quality
- Service
- pricing
- Cleanliness
- Satisfying customer needs
- Taste of food
- Public relation
- Products innovation
- Style of store

KFC’s Traditional Franchising strategy has been:
- Emphasizing standardizing
- Reducing financial risk.

KFC’s Market Entry Strategies:
- Franchising
- Licensing
- Joint-ventures

Unique selling point/Positioning

The USP of KFC is Life tastes better with KFC. Positioning of KFC is the unique taste of product that it isn’t only fried chicken but it sell service and satisfaction of customer. For example KFC design consumer insight
KFC adjusted new store for the higher expectation of consumer because they don’t want to be only quick and delicious but they want to get experience; part from, Brand as a product as a person but including the Brand as an experience together. Such as the KFC restaurant on Floor 6 of Central World was revolted a new store and image that it is modern and friendly with opening music of Beyonce which was purchased copyright from the music camp. That it show global Brand’s KFC.
Design for various groups of customers.
4-seat, approximately 160-180 seats emphasize of the diverse group of clients. That it can be calm zone for customer.
Dining Zone is a zone for customers who require a formal dining. Dining zone consist of a square table, a white lounge chair that it is benefit for family group.
Snacking Zone is a zone for customers who want a light Meal or sit waiting for an appointment to taste water, the French fried. This zone is the chair form of the Red Lounge Chair that feels relaxed and comfortable.
Big Group Dining Zone divided 2 type to support clients with fellow teen favorite, designed by students at Consumer Insight behavior often land a seat with table book bag sack. First, it designed a table and chairs Satun high white to feel like a table in Canton here. Another option is a small table and Satun. Brown placed beside the counter.
Outdoor Zone is a zone that is not in the Global Manual but created a need to own in Thailand by the nature of the Cafe Outdoor; Stainless-frame chair, backrest and seat on a wooden table. In addition, combining with wood floors that feel all the warm comfortable when we look with potted tree hazel. He set a high bell square can be found outside.
Booth Zone seats as the train bogie for Teen group and students who would like to Private Space.
However, materials made using both a table and chairs, beautiful floors will also focus on the benefits of durability and wear care.

4P’S/Marketing Mix in Thailand

Product
The main product of KFC is fried chicken that it is ordered from Charoen Pokphand Group in Thailand.
Price
The cost of KFC products use high pricing strategy but it’s not high overly. KFC in the country tried to enhance quality of fast food restaurants to change attitude of people that they think KFC is junk food.
Place
Most KFC restaurants are located in the source communities such as shopping malls, the petrol, and lodging en route.
Promotion
The promotion of KFC is quite varieties such as TV program, Internet, public relation, leatlet and etc. moreover, KFC innovate a new menu set for it is easy to order and its save money. That a special menu set also is cheaper than normal.

Target groups

Target group of KFC is teenagers and young professtionals because they all link fun, adventure, and traveling in groups, so; we are giving away prizes matching their liftstyles. Nowadays, customers of KFC increase various group whole teenager, children, family and adult for examples in the current KFC have family and children 40%, adult group 20%, teenager group 20% and etc.

Logo

This is the KFC’s logo, which was improved since past till present. The color sign of KFC’s logo is a white and a red that Colonel Harland Sanders wore a white suit, white shirt, and black string tie, sporting a white mustache and goatee, and carrying a cane; Sanders dressed in a way that expressed his energy and enthusiasm. In addition, a new KFC’s logo that Colonel Sanders wore a white shirt with a red stripe’s napkin which was alternate with white. Replace the classic white suit but Sanders still wore the same tie. The napkin is a symbol to show the original cooking of KFC and it is repeatability to consumers about the quality method.

How came to Thailand?

KFC was come to Thailand in 1982 by the Central Group. The first chain was in the Central Department store at Ladprao. When the KFC’s owner became PepsiCo, Inc, so; PepsiCo pulled Charoen Pokphand Group to cooperate in Thailand. Thus, the project management of company was changed and the name of company in Thailand was changed to be Yum Restaurants International (Thailand) Co., Ltd in Thailand. The current KFC are 306 chains, covering 56 provinces nationwide and the cited market share is 49% of the fast food business in all country.

Background KFC Corporation

Kentucky Fried Chicken was founded by Harland Sanders in Corbin, Kentucky. Harland Sanders was born on a small farm in Henryville, Indiana, America, in 1890. Sanders loved to cook and to invent a new recipe. One day he tested to mix eleven herbs and spices with wheat flour until he got success and he had a secret recipe for cooking chicken. Sanders opened the first facility with a 142-seat restaurant, a motel, a gas station. During the 1930s an image that would became known throughout the world began to develop. First Sanders was named an honorary Kentucky Colonel by the state’s governor; second, he developed a unique, quick method of spicing and pressure –frying chicken.
In 1950s a new road was built, most of people used another new road, so; Sander’s customers decreased. Eventually, Sanders decided to close his restaurant then he invested the first franchise in 1952 also 105 USD with the secret recipe and the method throughout America. Colonel Sanders sold 5 cent per piece chicken for copyright. Through the promise between Sanders and partner was signed by handshake.
In 1963 Sanders’s recipe was franchised to more than 600 outlets in the United States and Canada.
In 1964 Sanders sold Kentucky Fried Chicken to an investor group headed by John Y. Brown, Jr. and Nashville financier John (Jack) Massey that Colonel Sanders still was Kentucky Fried Chicken Goodwill Ambassador for helping and giving suggestion. After on 16 January, 1969 Kentucky Fried Chicken Corporation was renowned in the New York Stock Exchange that there were 3,000 chains worldwide.
In 1971 Kentucky Fried Chicken merged with Connecticut-based Heublein Inc., a specialty food and alcoholic beverage Corporation.
In 1982 R.J Reynolds Industries, Inc. (or RJR Nabisco, Inc. in the present) merged with Heublein Inc. So, Kentucky Fried Chicken was shared of R.J Reynolds Industries, Inc.
In 1986 Kentucky Fried Chicken was a big change that Soft-Drink giant PepsiCo, Inc., bought Kentucky Fried Chicken for $840 million from RJR Nabisco, Inc. Reasons cited were KFC’s superior performance and its 1980-85 increase in worldwide revenue and earnings.
In 1997 PepsiCo prepared to separate KFC, Pizza Hut, and Taco Bell to be a new Corporation under name Tricon Global Restaurants, Inc that was 30,000 chains in 100 countries worldwide.
On May in 2002 Tricon Global Restaurants, Inc. was changed Yum! Brands, Inc. till the present after the acquisition of a restaurant tries John Silver and A & W. The company is making up a food brand with 5 brands include KFC, pizza Hut, Taco elegant bell , try John Silver and A & W. is why the company changed its name to match the number of network operations at the restaurant also named Yum! This name is also called a company's stock in the New York Stock Exchange.

Relational

KFC is interesting brand for me that KFC brand is the large fast-food in the world. KFC are franchise more 3,000 chains in worldwide. Nevertheless, KFC is Global brand. Moreover, I would like to eat chicken at the KFC restaurant and I would like to have a KFC franchise owner. Thus, I would like to know how it is successful in the market and I would like to know how it comes to Thailand.