Mini Case Code : CLIM023
Publication date : 2005
Subject : International Marketing
Industry : Fast Food Service
Length : 03 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
Yum! Brands Inc, restaurant company, Tricon Global Restaurants, Kentucky Fried Chicken (KFC), Long John Silver's, Pizza Hut, Taco Bell, A&W All American Food, multi-branding, multi-brand restaurant, single brand restaurant, quick-service food industry, multiple brands, brand combination
* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.
The multi-branding strategy of Yum!Brands, a US-based restaurant company, forms the theme of this caselet. It shows how the company gained a competitive edge by having multiple brands under its umbrella. It also analyzes the advantages and disadvantages of the multi-branding strategy.
Questions for Discussion:
1. Do you think Yum! Brands is right in adopting the multi-branding strategy? Justify your answer.
2. The drop in the popularity of KFC, one of the brands owned by Yum! Brands Inc., had an impact on the company. So do you think Yum! Brands Inc. is carrying certain risk due to the multi-branding strategy it adopted? Justify your answer.
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