Despite his death in 1980, Sanders remains a key symbol of the company in its advertising and branding. Early television advertisements for KFC regularly featured Sanders licking his fingers and talking to the viewer about his secret recipe, and by the 1960s both the Colonel and the chain's striped bucket had become well-known. The bucket as product placement can be seen in the hands of both Annette Funicello and Dwayne Hickman in 1965's How to Stuff a Wild Bikini, and was also featured prominently in the 1968 Peter Sellers vehicle, The Party. KFC itself was featured in 1980's Superman II. The Colonel made appearances as himself inJerry Lewis's The Big Mouth (1967), Herschell Gordon Lewis' Blast-Off Girls (1967) and Al Adamson's Hell's Bloody Devils (1970), as well as an appearance in 1968 on Rowan & Martin's Laugh-In. Before he became a platinum-selling pop star in the 1970s, Barry Manilow sang the commercial jingle "Get a Bucket of Chicken", [40] which was later included on Barry Manilow Live as part of "A Very Strange Medley." Throughout the mid 1980s, KFC called on Will Vinton Studios to produce a series of humorous, claymation ads. These most often featured a cartoon-like chicken illustrating the poor food quality of competing food chains, mentioning prolonged freezing and other negative aspects. [41] TV ads also featured Foghorn Leghorn advising Henery Hawk to visit the restaurant for better chicken. In the 1980s, KFC was an associate sponsor for Junior Johnson's NASCAR Winston Cup Series cars, with such drivers as Darrell Waltrip, Neil Bonnett, and Terry Labonte. A 1982 episode of Little House on the Prairie titled "Wave of the Future" featured a character presumed to be Col. Sanders offering Harriet Oleson a fried chicken franchise (perhaps a subliminal advertisement for KFC), but his character was credited as "Bearded Man" for legal reasons. This subplot was an anachronism as Sanders had not yet been born at the time the episode was set (the late 19th century). In 1997, KFC briefly re-entered the NASCAR Winston Cup Series as sponsor of the No.26 Darrell Waltrip Motorsports Chevrolet with driver Rich Bickle at the Brickyard 400.
A co-branded Long John Silver'sand KFC
A co-branded KFC-Taco Bell By the late 1990s, the stylized likeness of Colonel Sanders as the KFC logo had been modified. KFC ads began featuring an animated version of "the Colonel" voiced by Randy Quaid with a lively and enthusiastic attitude. He would often start out saying "The Colonel here!" and moved across the screen with a cane in hand. The Colonel was often shown dancing, singing, and knocking on the TV screen as he spoke to the viewer about the product.
A KFC Take-away Trailer located in Sargodha, Pakistan The animated Colonel is uncommon today. Still using a humorous slant, the current KFC campaign revolves mostly around customers enjoying the food. It also features a modified version of Lynyrd Skynyrd's "Sweet Home Alabama" as the theme song for practically all its commercials, though the restaurant actually hails from Kentucky. In 2006, KFC claimed to have made the first logo visible from outer space, though Readymixhas had one since 1965. [42][43] KFC says "It marked the official debut of a massive global re-image campaign that will contemporize 14,000-plus KFC restaurants in over 80 countries over the next few years." The logo was built from 65,000 one-foot-square tiles, and it took six days on site to construct in early November. The logo was placed in the Mojave Desert near Rachel, Nevada. [44] It is located in the northern section of Rachel, Nevada at 37.6460N 115.7507W, a few miles from the eastern border of Area 51. Many KFC locations are co-located with one or more of Yum! Brands restaurants, Long John Silver's, Taco Bell, Pizza Hut, or A&W Restaurants. Many of these locations behave like a single restaurant, offering a single menu with food items from both restaurants. [45] The first such combination, a KFC-Taco Bell, opened in Clayton, North Carolina in 1995. [46]
Revival of Kentucky Fried Chicken old logo One of KFC's latest advertisements is a commercial advertising its "wicked crunch box meal". The commercial features a fictional black metal band called "Hellvetica" performing live, the lead singer then swallows fire. The commercial then shows the lead singer at a KFC eating the "wicked crunch box meal" and saying "Oh man that is hot". Commercials in the early 2000s tried to imply that the abbreviation stands for Kitchen Fresh Chicken. In New Zealand KFC used the slogan Kiwi For Chicken during the late 2000s. In 2007, the original, non-acronymic Kentucky Fried Chicken name was resurrected and began to reappear on company marketing literature and food packaging, as well as some restaurant signage. In 2010, an advertisement was shown in Australia showing a white Australian cricket fan feeling "awkward" when surrounded by black West Indies fans, and sharing a bucket of KFC to befriend them. The advert was criticised for apparently referencing the racial stereotype of African Americans eating fried chicken. Though KFC stated that it was "misinterpreted by a segment of people in the US", [47] the ad was later pulled from television. Australian commentators have noted that the racial stereotype does not exist in Australia and the cricket fans in the ad are not African American, but West Indies cricket supporters (the West Indies cricket team was playing a Test cricket series against theAustralian cricket team at the time of the ad). [48][49]
In 2010, Yum! signed a naming rights deal with the Louisville Arena Authority for Louisville's new downtown arena, which opened on October 10 of that year as the KFC Yum! Center.
KFC gets Wheels! KFC launched its first mobile unit, which took the streets of Karachi by storm. The mobile unit has been designed to cater to the needs of those who are on the go, and have little time to stop by at a restaurant. It also provides a unique convenience of enjoying the delicious KFC offering anytime, anywhere, thus making fast food truly fast and convenient. It intends to further develop its mobile network nationwide through more such units.
PSO had made a scheme in which PSO had given the coupons of KFC having 10% off. (1 coupon was given after each purchase of 10 liters of petrol)
Advertising History
In the past, KFC has been all about their fried chicken roots with campaign sloganslike finger- lickin good and always having Colonel Sanders as their trademark.Lately, the company has tried to create a new culture by pushing their newKentu cky Grilled Chicken products and the fact that their chicken now has 0 gramsof trans. fat.
In addition, they have tried to revamp their brand image to target younger consumers by replacing the traditional Colonel Sanders with an animated characterand the chains locations now have bolder colors and updated graphics. Plus, thecompany has taken the constantly in your face approach with a market leading 52week a year TV advertising schedule
Mission statement: KFC is an internationally renowned fast food industry in the world. Theyhave the main ambition to increase & maintain the quality in fast food industry. Their aim is to capture the fast food market. Basically theywant to provide their products to anyone that is why they expendingtheir branches in all over the world.They want to increase their profit through giving maximum satisfaction& other better facilities to people that they want. Now after catching such amarvelous position in the International Market, KFC is introducing a new item Boneless Fried Chicken , with even more attractive and charming taste. VISION Our passion, as a restaurant company, is to put a YUM on people's faces around the world, satisfying customers every time they eat our food and doing it better thanany other restaurant company. Company overview :Colonel Harland sanders, born September 9, 1890,actively began franchising hischicken business at the age of 65. Now, the Kentucky fried chicken business he started has grown to be one of the largest retail food servicesystems in the world. And Colonel Sanders, a quick servicerestaurant pioneer, have become a symbol of entrepreneurial spirit. More than two billion of the colonels finger lickin good chicken dinners are served annually. And not just in America. The colonels cooking is available in more then 82 countries around theworld. When the colonel was six, his father died. His mother was forced to go towork, and young Harland had to take care of his three year old brother and babysister. This meant doing much of the family cooking. By the age of seven, he was amaster of a score of regional dishes. At age 10, his first job working on a nearby farm for $2 a month. When he was 12, his mother remarried and he left his homenear Henryville, Ind., for a job on a farm in Greenwood, Ind. He held a series of jobsover the next few years, first as a 15-year-old streetcar conductor in New Albany, Ind., and then as a 16-year-old private, soldiering for six months in Cuba. After that he was a railroad fireman, studied law by correspondence, practiced in justice of the peace court, sold insurance, operated an Ohio River steamboat ferry, sold tires,and Operated service station. When he was 40, the colonel began cooking for hungry travelers who stopped at his service station in Corbin, KY. He didnt have arestaurant then, but served folks on his own dining table in the living quarters of hisservice station. As more people started coming just for food, he moved across thestreet to a motel and restaurant that seated 142 people. Over the next nine year, he perfected his secret blend of 11 herbs and spices and the basic cooking technique that isstill used today
Market Strategies: KFC Target Market: KFC targets the young generation, as here in this countrythe young generation is more towards eating out and is more energetic. It targetsthe early single segment that is the upper class. Aggregation Strategy: KFC does not need aggressive marketing or advertising because Brand isstrong enough. Market Segmentation: Previously they were focusing on single segment that was through Niche Marketing by offering Combo Deals . Now they are focusing more on other classes as well. They are dealing in masses by introducing value deals; most recently introduced Zinger Junior . Benefits: Colonels value combo meals introduced previously were expensive and sothere were less sales but through their recent offers, they have increased the sales byoffering low prices. Purpose: Inflation highly affects the purchasing power of the customers. And here the purchasing power of many customers is low. To cover this major segment, theyhave introduced affordable meals, so that it is in reach of the masses. Want Specification: The people here need a friendly and family restaurant, which must beaffordable for them. Consumer Market Segmentation: Region: Karachi, Lahore, Rawalpindi, Faisalabad, Multan, Peshawar, Sialkot, Hyderabad and Islamabad Geographic: Lahore:
Gulberg: The main Gulberg branch is situated on M.M Alam Road, whichcovers a wide area and serves a large number of customers. This restaurant faces competition with many top Fast Food restaurants located on the sameroad. Defence: Their Defence Branch in H-Block focuses the potential customers of Defence.
Barket Market: This branch covers the area of Model Town, Johar Town, Muslim Town, Garden Town and Faisal Town. It is situated among many offices and banks.
Cavalry Ground: This branch is located in the main commercial zone of Cavalryground and mainly serves a large number of customers of cavalry ground and Cantt.
Shadman: The Shadman branch is located on Jail Road and serves potential customers.
Thokar Niaz Baig: This restaurant branch serves latent customers.
Mall Road: It serves a large commercial and business area of Mall Road.
Fortress Stadium : It also covers the large commercial and populated area