Customer Satisfaction Towards The Services Of Kfc Marketing Essay

Introduction of KFC Company

KFC Corporation, based in Louisville, Kentucky, is the world’s most popular chicken restaurant chain, specializing in Original Recipe , Extra Crispy , and Colonel’s Crispy Strips chicken with home style sides and five new freshly made sandwiches. Every day, nearly eight million customers are served around the world. KFC’s menu everywhere includes Original Recipe® chicken-made with the same great taste Colonel Harland Sanders created more than a half-century ago. Customers around the globe also enjoy more than 300 other products-from a Chunky Chicken Pot Pie in the United States to a salmon sandwich in Japan.

KFC continues reaching out to customers with home delivery in more than 300 restaurants in the United States and several other countries. And in quite a few U.S. cities, KFC is teaming up with other restaurants, Taco Bell and Pizza Hut, selling nearly fifty years ago; Colonel Sanders invented what is now called “home meal replacement” – selling complete meals to harried, time-strapped families. He called it, “Sunday Dinner, Seven Days a Week.”

KFC specialized in chicken and they says,

“No body’s cooking like KFC today and we are the chicken experts”

KFC”There is no competitor for spicy chicken which is made by KFC”

Introducing New Product and Services

Mission statement

“To be the leader in western style quick service restaurants through friendly service, good quality food and clean atmosphere”

Goals of KFC

Build an organization dedicated to excellence.

Consistently deliver superior quality and value in our products and services.

Maintain a commitment to innovation for continuous improvement and grow, striving always to be the leader in the market place changes.

Generate consistently superior financial returns and benefits our owner and employees.

To establish in India our position as leading WQSR (Western Quick Service Restaurant) chain, serving good value. Innovative chicken-based products. Consistently, providing a pleasant dining experience, with fast friendly, in a clean and convenient location. At all times we must be dedicated to providing excellent and delighting customers

KFC India

KFC is the world’s No.1 Chicken QSR and has industry leading stature across many countries like UK, Australia, South Africa, China,USA, Malaysia and many more.

KFC is the largest brand of Yum Restaurants, a company that owns other leading brands like Pizza Hut, Taco Bell, A&W and Long John Silver. Renowned worldwide for it’s finger licking good food, KFC offers its signature products in India too! KFC has introduced many offerings for its growing customer base in India while staying rooted in the taste legacy of Colonel Harland Sander’s secret recipe. Its signature dishes include the “crispy outside, juicy inside” Hot and Crispy Chicken, flavorful and juicy Original Recipe chicken, the spicy, juicy & crunchy Zinger Burger, Toasted Twister, Chicken Bucket and a host of beverages and desserts. For the vegetarians in India, KFC also has great tasting vegetarian offerings that include the Veggie Burger, Veggie Snacker and Veg Rice meals. In India, KFC is growing rapidly and today has presence in 11 cities with close to 50 restaurants.

Values of KFC

Focus all our resources to our restaurants operation because that is where we serve our customers.

Reward and respect the contributions of each individual at KFC.

Expand and update training with time and be the best we can be and more.

Be open, honest and direct in our dealings with one and other.

Commit ourselves to the highest standard to the personal and professional integrity at all times.

Encourage new and innovative ideas because these are the key to our competitive growth.

Reward result and not simple efforts.

Dedicate ourselves to continuous growth in sales, profit and size of organization.

Work as a team.

PHILOSOPHY OF KFC

The CHAMPS Program

Champs stands for our belief that the most important thing each of us can do is to focus on the customer. It stands for our commitment to provide the best food and best experience for the best value.

CHAMPS stand for the six universal areas of customer expectation common to all cultures and all restaurants concepts.

THE CHAMPS

These are:

Cleanliness

Hospitality

Accuracy

Maintenance of Facilities

Product Quality

Speed of Service

CHAMPS is the philosophy to ensure that the customer has the consistent quality experience in every restaurant, everyday, on every occasions and you will be playing role in delivering CHAMPS to our customers.

Situational Analysis

Current Products

Kentucky fried chicken

Zinger burger

Krushers

Twister

Chicken Bucket

Hot wings

Fries

Corn on the cob

Zing Kong

Snacker(chicken & veggie)

Veggie Feast

Soft Drink

Chicken Thali

Veg Finger

Snack Box

Sundae

Soft Twirl

Current target market

Segmentation

KFC has divided the market of India into distinct groups of customers with different demands, tastes and behavior who require separate products or marketing mix.

In India the niche marketing is being used for particular classes of people.

They have made segments of the market on the following bases.

Demographical

Behavior

Geographical

By using these three bases they segmented the market as under.

DEMOGRAPHICAL BASIS

In demographics their first segment is consisted of the income factor i.e. high income, average income and low income.

BEHAVIOR

In behavioral aspect they segmented the market on the basis of quality, taste and price. Following are the different possible segments in this regard.

Taste conscious

Quality conscious

Class conscious

Combination of price and quality

GEOGRAPHICAL BASIS

On the basis of the geographical factor we have divided our market in three main segments.

Urban areas

Sub urban areas

Product positioning

Customer perceive this product as a unique product that other are not giving .

Attitudes

The attitudes of the public is very good people like our this new product like others.

Purchasing process:

Many people come from home to eat this , and some make impulse decision as they saw it .

Market Coverage Strategy

KFC will be using differentiated market coverage strategy. It means that different marketing mix will be used for different age groups.

Product usage

People are educated and they want variety in their diet.

Normally people of rural areas don’t take fast food. On the other hand people of urban areas take fast food.

Income of the people of urban areas is normally high and they can afford to purchase such products, which are slightly higher in price as compared to prevailing prices of local food in the market.

People of Urban Areas are more quality conscious than the people of Rural Areas.

In Urban Area there lived people from every walk of life and profit generation is easier than in Rural Areas.

Population density is higher in Urban Areas as compared to Rural Areas, so the number of customers are more in Urban Areas.

competitors

Because the fast food market in India is highly competitive, KFC faces a wide number of direct and indirect competitors. KFC’s main competitors are fast food chains such as McDonald’s and Domino’s, which are already well established throughout India.

McDonalds’s in particular is a direct competitor, as they have already successfully introduced their Salads plus line , which directly targets ‘healthy food’ conscious Indians. But, there are a number of other competitors that is also focusing on ‘chicken’ types products. All this competition makes it quite difficult for KFC to maintain or even broaden their customer base. However, with the introduction of a new and healthy product range, KFC can differentiate itself from most competitors and will gain a competitive advantage.

Customers

KFC’s customer market consists solely of the consumer market . KFC’s products are bought by individuals (males, females, singles, and families). Therefore, the product range KFC offer should appeal to as many people within this consumer market as possible, to ensure that the maximum amount of products can be sold. The characteristics of these individuals and a segmentation of them are discussed later in this report.

MARKETING STRATEGIES OF KFC

KFC possess a western culture because some of the Indian people are also following that culture.

KFC are moving from Divisional Level to the District level by opening branches

KFC also offer free home delivery.

KFC open their outlets on reachable places.

KFC menu consists of more than 30 products.

KFC gives more priority to Family.

Findings and interpretation

From the research of my project by filling the questionnaire I got so many findings regarding the customer satisfaction towards the KFC services provided.

Most of the customers are highly satisfied with the ambience of the KFC

They love to spend timings there.

Visit to the KFC for the Nonveg. Person is quite often as compare to the Veg person.

They generally visit with their friend and families.

65% of the customer visit to the KFC because they never find such Services anywhere, 10% visit because they come here for the value, 15% because come here for its Services delicacies, 10% its preparations and its variety of services.

85% of the customers are quite happy with the staff regards rest 15% are average to low categaory.

Customer Expectations from KFC services

QUESTIONNARE

NAME:- OCCUPATION:-_

AGE:- CONTACT:-

Are you a vegetarian/non-vegetarian?

A) Vegetarian

B) Non-Vegetarian

C) Occasionally Non-Vegetarian

2. How often do you visit here?

A) Daily

B) Once a week

C) Once a month

D) At leisure

Who generally accompanies you?

A) Family

B) Friends

C) Alone

D) Does it really matter?

How much do spend on an average per visit?

A) Below Rs 100

B) Rs 500 to Rs 1000

C) Above Rs 1000

Do you think the Services is indigenous to the place?

Rank scale of 4(1st preference) —4 (last)

A) Yes, I can’t find such Services anywhere

B) No, But I come here for the value

C) I come here for its Services delicacies

D) For its preparations and its variety of services

6. What do you think about the hygiene of the place?

A) Satisfactory

B) Needs attention

C) Very poor Indeed

7. How do you find the staff?

A) Friendly

B) Indifferent

C) Rude

8. Which product you like most?

Kentucky fried chicken

Zinger burger Krushers Twister Chicken Bucket

Hot wings Fries Corn on the cob Zing Kong

Snacker(chicken & veggie) Chicken Thali

Veg Finger Snack Box Sundae Soft Twirl

9. Given a preference which of these would you choose?

A) Mc Donalds

B) KFC

C) Subway

D) Other

10. do you think that the quality of kfc Services is better than local food product?

a) yes

b) no

10. If any suggestion____________________________________________________

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thank you………..