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Case
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Reference no. 506-016-1
Subject category: Marketing
Published by: IBS Research Center
Published in: 2006

Abstract

In 2004, Yum! Brands Inc, the world''s largest restaurant company, generated a revenue of $9 billion. It operated under well-known brand names, like Pizza Hut, KFC, Taco Bell, Long John Silver''s and A&W Restaurants. In order to provide variety and convenience to customers, Yum! introduced multiple brands under a single roof. This concept was known as ''multibranding''. By combining diverse brands in a single outlet through multibranding, Yum! also expected to maximise capacity utilisation and offset the rising real estate costs in the US. The case, while discussing the multibranding strategy of Yum!, also focuses on the challenges faced by the company and its initiatives to be a ''multibrand power'' in the industry.
Location:
Other setting(s):
2005

About

Abstract

In 2004, Yum! Brands Inc, the world''s largest restaurant company, generated a revenue of $9 billion. It operated under well-known brand names, like Pizza Hut, KFC, Taco Bell, Long John Silver''s and A&W Restaurants. In order to provide variety and convenience to customers, Yum! introduced multiple brands under a single roof. This concept was known as ''multibranding''. By combining diverse brands in a single outlet through multibranding, Yum! also expected to maximise capacity utilisation and offset the rising real estate costs in the US. The case, while discussing the multibranding strategy of Yum!, also focuses on the challenges faced by the company and its initiatives to be a ''multibrand power'' in the industry.

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Location:
Other setting(s):
2005

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