ACKNOWLEDGEMENT

Any attempt at any level can't be satisfactorily completed without the support and guidance of learned people.
I would like to express my immense gratitude to PROF. Deepanjan Dutta and PROF. Partha Sarkar for their constant support and motivation that has encouraged me to come up with this project. I am also thankful to my parents and family for their moral support. I also take the privilege to thank my friends and mates who have rendered their whole hearted support at all times for the successful completion of this project. I would also like to thank my institution, PAILAN SCHOOL OF INTERNATIONAL STUDIES for furnishing me to deliver my best effort through this project. I would also thank the people who encouraged me by providing their valuable views to fulfil the data required for the project.

AYAN SENGUPTA

EXECUTIVE SUMMARY
This Report is an attempt to provide a detailed analysis on the customer satisfaction in the customer relationship management and the Marketing Mix of KFC in the south Kolkata region. During the project I met more than 120 customers and came to know that, the CRM process and the Marketing Mix are the vital part of any organization. The CRM process helps in attracting and retaining the customers while the Marketing Mix or the 4ps are the four pillars of any organization. However, my survey suggests that in the turbulent, fast changing world, effective CRM process and the Marketing Mix has never been more important. The numbers of companies are increasing at a high rate; for this, the organization must have a good CRM process and the base i.e. the Marketing Mix or the 4ps must be strong enough to attract and retain its customers and give a tough competition to its competitors. The project took nearly four week for its completion and brief details about the company and its history were enclosed. It also contains conclusion and recommendation. In this project many tables, graphs and charts were used to get a clear picture of the consumer satisfaction in the Marketing Mix and the CRM process of KFC. In my survey I found that many of the customers are dissatisfied with some aspects for which an effective CRM process and the Marketing Mix is must.

TABLE OF CONTENTS
CHAPTER - 1
1.1 1.2 1.3 1.4
INTRODUCTION OBJECTIVE OF THE STUDY ABOUT CRM PROCESS ABOUT MARKETING MIX 04 05 06 09

CHAPTER - 2
INTRODUCTION OF THE ORGANIZATION 2.1.1 ABOUT KFC 2.1.2 HISTORY OF KFC 2.1.3 COMPANY PROFILE OF KFC 10 11 13

2.1

CHAPTER - 3
3.1 RESEARCH METHODOLOGIES

3.1.1 3.1.2 3.1.3 3.1.4 3.1.5 3.1.6 3.1.7 3.1.8

TYPE OF RESEARCH SOURCE OF DATA SAMPLE SIZE TIME OF RESEARCH LOCATION OF STUDY SAMPLE DESIGN SAMPLING PROCESS QUESTIONNAIRE DESIGN AND CALCULATION 3.1.9 FACTORS CONSIDERED DURING DATA COLLECTION 3.1.10 FLOW CHART OF THE PROJECT

14 14 14 14 14 15 15 15 15 16

CHAPTER - 4
40 DATA ANALYSIS 4.1 QUANTITATIVE ANALYSIS 4.2 QUALITATIVE ANALYSIS 17-27 28

CHAPTER - 5
5.1 5.2 6.0 CONCLUTION RECOMMENDATION REFERENCE 6.1 BIBLIOGRAPHY 6.2 WEBLINKS 29 30

CHAPTER 6

32

QUESTIONNAIRE

ANNEXURE-1

1.1 INTRODUCTION
A project is a scientific and systematic study of real issues on a problem with the application of management concept and skills. The study can deal with small or big issues in any division of an organisation. It can be case study where a problem has dealt with, through the process of management. The essential equipment of a project this that, it should contain scientific collection of data, analysis and interpretation of data leading to valid conclusion. The project enables the student to share the real experience in industry. My project has placed in KENTUCHY FRIED CHICKEN (KFC) for the period of Four weeks in South Kolkata. The topic of my project was A STUDY ON THE EFFECTIVENESS OF THE MARKETING MIX AND CUSTOMER RELATIONSHIP MANAGEMENT OF KFC This project report tends to give a sharp picture of the customer satisfaction level of KFC in its Marketing Mix and its Customer Relationship Management. I hope, this study can be of some help to KFC in its Marketing Mix and its Customer Relationship Management.

1.2 OBJECTIVE OF THE STUDY.

Customers play the most vital role in the establishment and success of any company. Among the various factors the CUSTOMER RELATIONSHIP MANAGEMENT and MARKETING MIX are the most important factor to satisfy the customer, so that it can binds the customer to attract and retain them. Taking this in mind I have set the topic of my study paper to study on the effectiveness of the CUSTOMER RELATIONSHIP MANAGEMENT process and MARKETING MIX of KFC in south Kolkata. In this respect the objectives that I have set are:-

TO DETERMINE THE CUSTOMER SATISFACTION LEVEL ON THE

CRM PROCESS OF KFC IN SOUTH KOLKATA.

TO

DETERMINE

THE

CUSTOMER

SATISFACTION

ON

THE

MARKETING MIX OF KFC ACCORDING TO ITS CUSTOMER IN SOUTH KOLKATA.

THEORETICAL CONCEPT OF CRM AND THE MARKETING MIX 1.3 CRM

Customer relationship management (CRM) is a widely-implemented strategy for managing a companys interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments. Benefits of CRM The use of a CRM system will confer several advantages to a company: Quality and efficiency Decreased in overall costs Decision support Enterprise agility

Challenges Tools and workflows can be complex, especially for large businesses. Previously these tools were generally limited to contact management: monitoring and recording interactions and communications. Software solutions then expanded to embrace deal tracking, territories, opportunities, and at the sales pipeline itself. Next came the advent of
6

tools for other client-interface business functions, as described below. These tools have been, and still are, offered as on-premises software that companies purchase and run on their own IT infrastructure. Often, implementations are fragmentedisolated initiatives by individual departments to address their own needs. Systems that start disunited usually stay that way: siloed thinking and decision processes frequently lead to separate and incompatible systems, and dysfunctional processes. Business reputation has become a growing challenge. The outcome of internal fragmentation that is observed and commented upon by customers is now visible to the rest of the world in the era of the social customer, where in the past, only employees or partners were aware of it. Addressing the fragmentation requires a shift in philosophy and mind-set within an organization so that everyone considers the impact to the customer of policy, decisions and actions. Human response at all levels of the organization can affect the customer experience for good or ill. Even one unhappy customer can deliver a body blow to a business. Types/variations Sales force automation Sales force automation (SFA) involves using software to streamline all phases of the sales process, minimizing the time that sales representatives need to spend on each phase. This allows sales representatives to pursue more clients in a shorter amount of time than would otherwise be possible. At the heart of SFA is a contact management system for tracking and recording every stage in the sales process for each prospective client, from initial contact to final disposition. Many SFA applications also include insights into opportunities, territories, sales forecasts and workflow automation, quote generation, and product knowledge. Modules for Web 2.0 e-commerce and pricing are new, emerging interests in SFA. Marketing CRM systems for marketing help the enterprise identify and target potential clients and generate leads for the sales team. A key marketing capability is tracking and measuring multichannel campaigns, including email, search, social media, telephone and direct mail. Metrics monitored include clicks, responses, leads, deals, and revenue. Alternatively,
7

Prospect Relationship Management (PRM) solutions offer to track customer behaviour and nurture them from first contact to sale, often cutting out the active sales process altogether. In a web-focused marketing CRM solution, organizations create and track specific web activities that help develop the client relationship. These activities may include such activities as free downloads, online video content, and online web presentations. Customer service and support Recognizing that service is an important factor in attracting and retaining customers, organizations are increasingly turning to technology to help them improve their clients experience while aiming to increase efficiency and minimize costs. Even so, a 2009 study revealed that only 39% of corporate executives believe their employees have the right tools and authority to solve client problems Analytics Relevant analytics capabilities are often interwoven into applications for sales, marketing, and service. These features can be complemented and augmented with links to separate, purpose-built applications for analytics and business intelligence. Sales analytics let companies monitor and understand client actions and preferences, through sales forecasting and data quality. Marketing applications generally come with predictive analytics to improve segmentation and targeting, and features for measuring the effectiveness of online, offline, and search marketing campaigns. Web analytics have evolved significantly from their starting point of merely tracking mouse clicks on Web sites. By evaluating buy signals, marketers can see which prospects are most likely to transact and also identify those who are bogged down in a sales process and need assistance. Marketing and finance personnel also use analytics to assess the value of multi-faceted programs as a whole. These types of analytics are increasing in popularity as companies demand greater visibility into the performance of call centres and other service and support channels, [4] in order to correct problems before they affect satisfaction levels. Support-focused applications typically include dashboards similar to those for sales, plus capabilities to measure and analyse response times, service quality, agent performance, and the frequency of various issues.

1.4 MARKETING MIX

Elements of the marketing mix are often referred to as the "Four P's":

Product - It is a tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration. Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation. To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a product from its competitors.

Price The price is the amount a customer pays for the product. The business may increase or decrease the price of product if other stores have the same product.

Place Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.

Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations.
9

Any organization, before introducing its products or services into the market; conducts a market survey. The sequence of all 'P's as above is very much important in every stage of product life cycle Introduction, Growth, Maturity and Decline.

2.1

ABOUT KFC

KFC Corporation (KFC), founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, in the United States. KFC has been a brand and operating segment, termed a concept of Yum! Brands since 1997 when that company was spun off from PepsiCo as Tricon Global Restaurants Inc. KFC primarily sells chicken pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of grilled and roasted chicken products, side dishes and desserts. Outside North America, KFC offers beef based products such as hamburgers or kebabs, pork based products such as ribs and other regional fare. The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952, though the idea of KFC's fried chicken actually goes back to 1930. Although Sanders died in 1980, he remains an important part of the company's branding and advertisements, and "Colonel Sanders" or "The Colonel" is a metonym for the company itself. The company adopted KFC, an abbreviated form of its name, in 1991. Starting in April 2007, the company began using its original name, Kentucky Fried Chicken, for its signage, packaging and advertisements in the U.S. as part of a new corporate re-branding program; newer and remodelled restaurants will have the new logo and name while older stores will continue to use the 1980s signage. Additionally, Yum! Continues to use the abbreviated name freely in its advertising.

10

2.2

HISTORY OF KFC

Born and raised in Henryville, Indiana, Sanders passed through several professions in his lifetime. Sanders first served his fried chicken in 1930 in the midst of the Great Depression at a gas station he owned in North Corbin, Kentucky. The dining area was named Sanders Court & Caf and was so successful that in 1936 Kentucky Governor Ruby Laffoon granted Sanders the title of honorary Kentucky Colonel in recognition of his contribution to the state's cuisine. The following year Sanders expanded his restaurant to 142 seats, and added a motel he bought across the street. When Sanders prepared his chicken in his original restaurant in North Corbin, he prepared the chicken in an iron skillet, which took about 30 minutes to do, too long for a restaurant operation. In 1939, Sanders altered the cooking process for his fried chicken to use a pressure fryer, resulting in a greatly reduced cooking time comparable to that of deep frying. In 1940 Sanders devised what came to be known as his Original Recipe.

The Sanders Court & Caf generally served travellers, often those headed to Florida, so when the route planned in the 1950s for what would become Interstate 75 by passed Corbin, he sold his properties and travelled the U.S. to sell his chicken to restaurant owners. The first to take him up on the offer was Pete Harman in South Salt Lake, Utah; together, they opened the first "Kentucky Fried Chicken" outlet in 1952. By the early 1960s, Kentucky Fried Chicken was sold in over 600 franchised outlets in both the United States and Canada. One of the longest-lived franchisees of the older Col. Sanders' chicken concept, as opposed to the KFC chain, was the Kenny Kings chain. The company owned many Northern Ohio diner-style restaurants, the last of which closed in 2004.

Sanders sold the entire KFC franchising operation in 1964 for $2 million USD, equal to $14,161,464 today. Since that time, the chain has been sold three more times: to Heublein
11

in 1971, to R.J. Reynolds in 1982 and most recently to PepsiCo in 1986, which made it part of its Tricon Global Restaurants division, which in turn was spun off in 1997, and has now been renamed to Yum! Brands.

In 2001, KFC started test in Austin, Texas restaurants of "Wing Works" chicken wing line sold with one of a few flavoured sauces. Also, KFC hired a consultant to develop a breakfast menu.

Additionally, Colonel Sanders' nephew, Lee Cummings, took his own Kentucky Fried Chicken franchises (and a chicken recipe of his own) and converted them to his own "spin-off" restaurant chain, Lee's Famous Recipe Chicken.

Today, some of the older KFC restaurants have become famous in their own right. One such restaurant is located in Marietta, Georgia. This store is notable for a 56-foot (17 m) tall sign that looks like a chicken. The sign, known locally as the Big Chicken, was built for an earlier fast-food restaurant on the site called Johnny Reb's Chick, Chuck and Shake. It is often used as a travel reference point in the Atlanta area by locals and pilots.

12

2.3 COMPANY PROFILE

The fast-food chain known today as "KFC" began back in the 30s when Harland Sanders, (born September 9, 1890) began serving chicken to the patrons of his service station in Corbin, KY. He didnt have a restaurant then, but served people on his own dining table in the living quarters of his service station. Eventually the operation grew and moved across the street to a motel and restaurant. In 1935, in recognition of his contributions to the states cuisine Governor Ruby Laffoon made him a Kentucky Colonel. In 1952 Pete Harman became the first Kentucky Fried Chicken franchisee, with a store in Salt Lake City. In 1956, at the ripe young age of 65, the Colonel sold the Corbin, KY, location and went on the road to enlist new franchises. In 1964 he sold the chain to a group of investors including John Y. Brown Jr. and Jack Massey for $2 million. The Colonel
13

continued on as spokesman for the company, which went public in 69, and then was sold to Heublein Inc. in 71 until his death 1980. PepsiCo, Inc. acquired the chain in 86, eventually changing its name and logo to KFC in 91. Today, KFC has well over 9,000 locations worldwide, including China, Russia, and Australia. It has only been over the past few years that the company has had a kid meal program that offered premiums. Virtually all of these have had been licensed products, looking to Sony (Beakmans World, Ghostbusters); Marvel Comics (Spider-Man, Hulk, Fantastic Four, Wolverine); Disney (Timon & Pumbaa); Saban (Masked Rider); and others (Scholastic/ Animorphs; United Media-BBC Worldwide/Wallace & Gromit). Unlike many of the other fast food operations, KFC tends to keep their promotions running for longer periods of time, having only four to six promotions throughout the course of the year. The advantage to this approach to meal premiums is twofold with pluses for both KFC and collectors. On KFCs side, the company incurs less traffic, marketing, and operational expenses that are associated with acquiring and scheduling promotions.

3.0

STUDY METHODOLOGY

Introduction to Research MethodologyResearch Methodology comprises defining and redefining the problem, formulating hypothesis or suggesting solution, collecting, organizing and evaluating the data, making deduction and reaching to conclusions and determines whether the formulated hypothesis is right or wrong. Research Methodology is a way to solve research in study and solving research problems along with logic behind them are defined through research methodology. Thus while talking about research methodologies we are not only talking of research methods but also consider the logic behind the methods.
3.1 TYPE OF RESEARCH 14

The research was based on a consumer marketing research. The research was done to check the satisfaction level of the consumer. 3.2 SOURCE OF DATA PRIMARY DATA The primary data was collected from the mass people of south Kolkata through questionnaire. SECONDARY DATA The secondary data were collected from different books, magazines, and internet.

3.3 SAMPLE SIZE. The total sample size of the survey is 120.

3.4 TIME OF RESEARCH The research was done during the month of March.

3.5 LOCATION OF RESEARCH The research was done in various parts of South Kolkata like KFC outlet South City Mall, Behala, Thakurpukur, Kabordanga etc.

3.6 SAMPLE DESIGN AND CALCULATION

The sample was uniformly design including both men and women of all ages except the children. To obtain the sample size the formula n = ( z2 pq ) / e2 was used.(for infinite set)

Putting the value z=1.96, p=(1/2)=0.5, q=(1-1/2)=0.5 and e=0.05 (taking 5%) The value of sample size = 384.16 = 384 Which is valid where n0 is the sample size, Z2 is the abscissa of the normal curve that cuts off an area at the tails (1 - equals the desired confidence level, e.g., 95%), e is the desired level of precision, p is the estimated proportion of an attribute that is present in the population, and q is 1-p. The value for Z is found in statistical tables which contain the area under the normal curve

15

The total number of questionnaire supplied were 385 out of which 120 were filled properly. Therefore the total sample size of the project was 120.

3.7 SAMPLING PROCESS

The sampling was simple random process where the samples were taken randomly.

3.8 QUESTIONNAIRE DESIGN The questionnaires were set in Structured non disguised method. It consists of close ended, ranking, multiple, dichotomous types of questions.

3.9 DATA COLLECTION AND FACTORS CONSIDERED DURING DATA COLLECTION The factors considered during data collection are:
The data were collected both from male and female. The data were collected both from the KFC outlet (KFC, SOUTH CITY MALL) and

from outside also. The data were collected keeping in mind that the customers are not biased. Children were avoided while collecting the data. Questionnaire were set keeping in mind that the consumer get ease to answer it.

3.10 FLOW CHART OF THE PROCESS

Parameters

Days planned to complete the project(days)

Days required to complete it (days)

Topic selection Objective selection and questionnaire design

02 05
16

02 04

Data collection Analysis Formatting Conclusion and recommendation Checking Printing and binding

07 04 03 02 02 01

14 03 04 01 02 02

Series 1 showing the planned time and Series 2 shows the time taken to complete it.

17

4.1 QUANTITATIVE ANALYSIS

Q.1 DO YOU KNOW KFC?

TABLE NO 1 OPINION YES NO NO. OF OPINION 104 16 PERCENTAGE 87 13

FIGURE NO 1

COMMENT: In the survey it was seen that the most of the people know KFC. It was also seen that mostly the people of higher or middle class could recognise KFC but the people of the lower class hardly know about it. About 87% of the sample size knows KFC and the rest 13% hardly knows it. The graphical representation is shown below:ANALYSIS From the graph it is clear that most of the people of south Kolkata know KFC, which reflects KFC has a good promotion.

Q.2

How do you know KFC?

TABLE NO 2
18

SOURCE PRINT MEDIA TV RADIO FRIENDS RELATIVES OTHERS

NO. OF PEOPLE 59 1 37 23

PERCENTAGE 49 1 31 19

Fig no 2

Comments: Most of the mass knows KFC through the print media as 49% of the total sample size agreed to it. And the rest distributed their opinion as 1% says TV & Radio 31% says Friends & relatives and the rest 19 % say Others. So it is clear that the print media relatively succeeded to hold KFC on its customers.

ANALYSIS From the graph it is clear that KFC has a good promotional base through print media.

19

Q.3

Do the representative of KFC are co-operative?

TABLE NO 3 QUALITY VERY CO-OPERATIVE CO-OPERATIVE AVERAGE NON CO-OPERATIVE VERY NON CO-OPERATIVE NO. OF PEOPLE 76 22 16 5 1 PERCENTAGE 63 19 13 4 1

Fig no 3

COMMENTS: Most of the people who know KFC and had been there agree that the representatives are very co-operative. 63% says the representatives are very cooperative,19% says they are co-operative, 13% says they are average, 4% says they are not co-operative and the rest 1 % says they are very non co-operative. So it is clear that in the field of representation KFC has a good track record. The graphical representation is shown below :ANALYSIS From the graph it is clear that the employees are very co-operative in KFC.

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Q.4

Rate their ability to establish relation with you?

TABLE NO 4 QUALITY VERY GOOD GOOD AVERAGE BELOW AVERAGE BAD NO. OF PEOPLE 23 71 16 8 2 PERCENTAGE 19 59 13 7 2

Fig no 4

COMMENT: According to the survey most of the people agreed that at KFC they had a good relation throughout their visits. 19% people said that they had a very good relation, 59% believed that they were good, 13% said they were average, 7% believed that they were below average and 2% said they were bad in establishing any relation with its customers.

ANALYSIS From the graph it is clear that the employees of KFC are good in creating relationship with its customers.

21

Q.5

Some of them are handicapped. Does it help to create an emotional bond?

TABLE NO 5 OPINION YES NO DOESNT BOTHER NO. OF PEOPLE 82 11 27 PERCENTAGE 68 9 23

Fig no 5

COMMENT: There was a mixed reaction in this particular question. But most of them think YES it creates an emotional bond as 68% supports it, 9% thinks NO it does not help and the rest 23% doesnt bother about it.

ANALYSIS From the graph it is clear that the step for employing handicapped employees does creates an emotional bond, which helps in a CRM process.

22

Q.6

How do you like KFC products?

TABLE NO 6

QUALITY VERY GOOD GOOD AVERAGE BELOW AVERAGE BAD

NO. OF PEOPLE 81 32 7 0 0

PERCENTAGE 67 27 6 0 0

Fig no 6

COMMENT: The most satisfying part of KFC is its product its unique and mouth-watering to most of its customers. 67% of the mass says the products of KFC were very good, 27% says its good and the rest 6% says its average. The best part is that in the survey none said that the product of KFC is below average or its bad. ANALYSIS From the graph it is clear that the product of KFC is definitely liked by its customers.

23

Q.7

Let the pocket speak for the price of KFC product.

TABLE NO 7 PRICE VERY HIGH HIGH AVERAGE LOW VERY LOW NO. OF PEOPLE 20 58 40 2 0 PERCENTAGE 17 48 33 2 0

Fig no 7

COMMENT: Unlike from the previous this was the most dis-satisfying part of the survey. Most of the customers acknowledged that the price factor for the products of KFC is high. 17% says the price of its product is very high, 48% says its high, 33% says its average and only 2% says its low but none said that the price of KFC products are very low.

ANALYSIS From the graph it is clear that price of KFC is a factor which holds back the customers.

24

Q.8

Where do you find KFC outlets?

TABLE NO 8 DISTANCE VERY FAR FAR MODERATE NEAR VERY NEAR NO. OF PEOPLE 23 26 52 14 5 PERCENTAGE 19 22 43 12 4

Fig no 8

COMMENT: Most of the people said that the outlets of KFC are not so far not so near from their reach. 19% said its very far, 22% said its far, 43% said its moderate, 12% said its near and 4% said that the outlets are very near. ANALYSIS From the graph it is clear that distribution of KFC is moderate.

25

Q.9

For which class of people is KFC?

TABLE NO 9 CLASS HIGH UPPER MIDDLE LOWER MIDDLE LOW NO. OF PEOPLE 65 41 14 0 PERCENTAGE 54 34 12 0

Fig no 9

COMMENT: In the survey it was clear that most of the people think the target market of KFC is the high class to the upper middle class. 54% of people thinks its for the high class, 34% of people thinks its for the upper middle, 12% thinks its for the lower middle and 0% think its for low class. ANALYSIS From the graph it is clear that most of the people things KFC products are for the high class and the upper middle class.

26

Q.10 Which quality you like in a KFC outlet. TABLE NO 10 QUALITY CLEANLINESS QUICK SERVICE PACKAGING ALL NONE NO. OF PEOPLE 29 27 23 40 1 PERCENTAGE 24 23 19 33 1

Fig no 10

COMMENTS: During the survey it was seen that when the mass was asked about the quality they like in a KFC outlet 24% said that the Cleanliness was preferred by them, 23% identified Quick service, 19% suggested Packaging, 33% liked All qualities and 1% didnt like any quality in a KFC outlet. ANALYSIS From the graph it is clear that people like the service provided by the employees of KFC and its process.

Q.11

How would you rate KFC in its Brand image.

TABLE NO 11
OPINION VERY HIGH 27 NO. OF PEOPLE 59

PERCENTAGE 49

HIGH AVERAGE LOW VERY LOW

34 26 1 0

28 22 1 0

Fig no 11

COMMENT: Most of the people said that KFC has a high Brand Image as 49% agrees to it, 28% says it has a very high brand image, 22% said its average, 1% says its low and none said that KFC has a very low brand image. ANALYSIS From the graph it is clear that KFC enjoys a high brand image among its customers.

28

Q. 12 Does KFC products reaches your heart or Does the tag line Finger licking is good justifies its product? TABLE NO 12

OPINION YES NO CANT SAY

NO. OF PEOPLE 87 2 31

PERCENTAGE 73 2 25

Fig no 12

COMMENTS: Most of the customers feel that the tag line used by KFC justifies as 73% agrees to yes only 2% dont think so and 25% still needs time to think. ANALYSIS: From the graph it is clear that the customer of KFC goes with their tag line.

4.2
SWOT ANALYSIS

QUALITATIVE ANALYSIS

29

SWOT

analysis is

strategic

planning

method involved

used in

to

evaluate in

the Strengths, Weaknesses, Opportunities,

and Threats

a project or

a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favourable and unfavourable to achieve that objective

Strengths: characteristics of the business or team that give it an advantage over others in the industry.

Weaknesses: are characteristics that place the firm at a disadvantage relative to others.

Opportunities: external chances to make greater sales or profits in the environment.

Threats: external elements in the environment that could cause trouble for the business.

SWOT ANALYSIS OF KFC

Internal factors : Strengths: Its unique product which the people like the most and its service

provided to the customers.

Weaknesses: Its price for which the people holds themselves.

External factors : Opportunities: To open new outlets and to balance its promotion. Threats: Must be aware of other economic fast food chains competitors like

Mc Donalds, Caf Coffee Day etc.

CONCLUSION
30

From the survey done in the CUSTOMER RELATIONSHIP MANAGEMENT of KFC it was found that KFC holds a good relation with its customers for which the customers of KFC are satisfied as a whole. From the survey it was also concluded that MARKETING MIX it was found that KFC has a good as well as bad aspect according to its consumers. The unique product quality of KFC attracts its customer and thus creates a relationship and liked by the customer. On the other hand the price of KFC products disappoints its customers as its a bit high, according to the survey. In the survey it was also seen that the place or the distribution of KFC outlets are moderate, in other words the customer doesnt find difficult nor easy to be in a KFC outlet. At last the promotion. KFC enjoys a good brand image thus doesnt look for too much of promotions. Still some promotional advertisements hook up in the medias. From the survey it was also seen that both marketing mix and the CRM process play the most vital role in the establishment of any company. It may be also concluded that both MARKETING MIX and the CRM process are inter linked with each other as if anyone of the two get imbalanced it puts an effect on the other. The company with a good MARKETING MIX must have a good CRM process and vice versa for an effective trade.

31

RECOMMENDATION

I feel proud to overcast my recommendations and suggestions, although there are not much to recommend but few which I think would help KFC to dominate in CRM process are:-

KFC should try to low down its price so that it doesnt be heavy on its customers.
KFC should try to open more outlets so that it is convenient for its customers. KFC may go for promotional offer to hold its customers despite of its high price. KFC should not compromise on its unique product quality in order to low down the

price. KFC must hold up its reputation in providing good service to its customers. KFC must also look ahead in its special qualities like cleanliness, quick service, etc.

32

REFERENCE
BIBILOGRAPHY

Books :

Philip Kotler-Second Impression,2007,Part 3Chapter 5 pg no.129,Part 1 Chapter 1,pg no. 16 Poonam Gandhi-2nd Edition Chapter 4, Re-Published

in 2007,Chapter 11,pg no. 313

MAGAZINES:

INDIA TODAY-June edition.2010 BUSINESS WORLD-February edition.2011

WEBLINKS

Internet : http://www.google.com

http://www.wikipedia.com ;
http://en.wikipedia.org/wiki/KFC http://www.google.co.in/#hl=en&source=hp&biw=1138&bih =555&q=kfc+india&aq=1&aqi=g10&aql=&oq=KFC&fp=bdd 9097c9b58ade7 http://www.google.co.in/search?hl=en&q=kfc %20india&um=1&ie=UTF8&tbm=isch&source=og&sa=N&tab=wi&biw=1138&bih=55 5

33

ANNEXURE -I
QUESTIONNAIRE

In the appropriate ( ) as you think

1) DO YOU KNOW KFC? Yes ( ) Print media ( ) Others ( ) 3) Do the representative are co-operative? Very co-operative ( ) Not co-operative ( ) Co-operative ( ) Very non co-operative ( ) Average ( ) No ( ) TV Radio ( ) Friends ,Relatives ( ) 2) How do you know KFC?

4) Rate their ability to establish relation (CRM) with you?

Very good ( ) Yes ( ) Very good ( ) Very high ( ) Very low ( )

Good ( ) No ( ) Good ( ) High ( )

Average ( ) Below average ( ) Dont bother ( ) Average ( ) Below average ( ) Average ( ) Low ( )

Bad ( )

5) Some of them are handicapped. Does it help to create an emotional bond? 6) How do you like KFC products? Bad ( ) 7) Let the pocket speak for the price of KFC products

8) Where do you find KFC outlets? Very far ( ) Very near ( ) 9) Does KFC products reaches your heart or Does the tag line Finger licking is good justifies its product?
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Far ( )

Moderate ( )

Near ( )

Yes ( ) High ( )

No ( ) Middle ( )

Cant say ( ) Low ( )

10) For which class of people is KFC

11) Which quality you like in a KFC outlet Cleanliness ( ) None ( ) 12) How would you rate KFC in its Brand image Very high ( ) Very low ( ) NAME: AGE:.. SEX: CONTACT NO: .. ADDRESS: .. High ( ) Average ( ) Low ( ) Quick service ( ) Packaging ( ) All ( )

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