NAME – NAMAN BAID

SECTION A

ROLL NUMBER-
1681074

TOPIC: CASE STUDY

ON KFC
 ABOUT KFC

KFC, also known as Kentucky Fried Chicken, is an

American fast food restaurant chain headquartered
in Louisville, Kentucky, that specializes in fried chicken.
It is the world's second-largest restaurant chain (as
measured by sales) after McDonald's, with 22,621
locations globally in 136 countries as of December
2018. The chain is a subsidiary of Yum! Brands, a
restaurant company that also owns the Pizza Hut, Taco
Bell and WingStreet chains.

KFC Hot Wings and fries

KFC was founded by Colonel Harland Sanders, an
entrepreneur who began selling fried chicken from his
roadside restaurant in Corbin, Kentucky, during
the Great Depression. Sanders identified the potential of
the restaurant franchising concept, and the first
"Kentucky Fried Chicken" franchise opened in Utah in
1952. KFC popularized chicken in the fast food industry,
diversifying the market by challenging the established
dominance of the hamburger. By branding himself as
"Colonel Sanders", Harland became a prominent figure
of American cultural history, and his image remains
widely used in KFC advertising to this day. However, the
company's rapid expansion overwhelmed the aging
Sanders, and he sold it to a group of investors led
by John Y. Brown Jr. and Jack C. Massey in 1964.
KFC was one of the first American fast food chains to
expand internationally, opening outlets in Canada,
the United Kingdom, Mexico, and Jamaicaby the mid-
1960s. Throughout the 1970s and 1980s, it experienced
mixed fortunes domestically, as it went through a series
of changes in corporate ownership with little or no
experience in the restaurant business. In the early
1970s, KFC was sold to the spirits distributor Heublein,
which was taken over by the R.J. Reynolds food
and tobacco conglomerate; that company sold the chain
to PepsiCo. The chain continued to expand overseas,
however, and in 1987, it became the first Western
restaurant chain to open in China. It has since expanded
rapidly in China, which is now the company's single
largest market. PepsiCo spun off its restaurants division
as Tricon Global Restaurants, which later changed its
name to Yum! Brands.
KFC's original product is pressure-fried chicken pieces,
seasoned with Sanders' recipe of 11 herbs and spices.
The constituents of the recipe represent a notable trade
secret. Larger portions of fried chicken are served in a
cardboard "bucket", which has become a well-known
feature of the chain since it was first introduced by
franchisee Pete Harman in 1957. Since the early 1990s,
KFC has expanded its menu to offer other chicken
products such as chicken fillet sandwiches and wraps,
as well as salads and side dishes such as French
fries and coleslaw, desserts, and soft drinks; the latter
often supplied by PepsiCo. KFC is known for
its slogans "It's Finger Lickin' Good!", "Nobody does
chicken like KFC" and "So good".

Q1). Explain the scope for improvement in

each campaign?

Answer: As we know social samosa is amongst the best

social media case study and had boosted its social
media presence in the country. Their target was the
young audience as the youth in more into fast bites. The
youth is active on social media and it is the best platform
to capture them so they developed apps like Radio KFC
RJ Hunt, designing their own bucket campaign,
Currycature and wow menu option.

Coming back to the question, the scope for

improvement in each campaign are as follows :-
A) Radio KFC RJ Hunt Campaign : It was a good
move as 3000 people around 30 Indian cities have
participated. The responses could have increased
if they would organise RJ hunt in their stores as
well. The should also provide some promo codes
after the completion of their voices. There are many
other social networking sites like Instagram,
Snapchat and Twitter to whom they could reach.

B)KFC Currycature Campaign : Since the campaign is

to market KFC’s new Indian curry, there could have
been more prominent integration of their product. The
 product is promoted very subtly. Users might just play
and leave and not know about the dish at all.

C)Design your own bucket Campaign : The buckets

should have their names and views on their
favourite product. This would have been a strong
way to give reviews and feedbacks about dishes.
They can also add a small tag line to their favourite
product. This generates awareness about the range
of products.

D)wow menu option :

Wow menu option on Rs.500 note is an app allowed the
users to scan their 500 note and a suggested list of item
to be purchased within that particular budget would
appear. It became the no. 1 app on iTunes app store on
F&D category. It can be improved

 By making the use of variety of currency notes like

of Rs.2000, Rs. 200 notes etc.

 It can be promoted through various mass media

advertisements as promotional campaign
Q 2) Explain the most positive and negative
aspect of this campaign.

A: The positive aspects of this campaign are –

 Boosts KFC’s brand loyalty – This campaign
helps to build relationship with the customers
through social media which increases their brand
loyalty.
 It helps to reach out bigger audience – The
social media campaign helps to connect with large
no. of audience. As through this campaign their
Facebook page traffic increase from 6.2% to 93.8%.
It is an ideal way to create brand awareness and
stay in contact with the customers. They can also
share their business news & events through
different social media campaigns.
 Social media creates word of mouth – Word of
mouth is a very effective marketing tool. The more
customer participation in social media leads to
share their personal experience &
recommendations about KFC products many
people see the online reviews before purchasing a
new product or visit at a restaurant.
 Social media campaign is economical – Social
media marketing is becoming a best way of
advertisement, publicity & brand awareness. This
type of campaign increase more customer
engagement, generate more views and increase
publicity all at one cost. So it saves the cost of
 advertisement through hoarding, media, newspaper
etc. which are very costly.
 Customer feedback & resolving grievances –
The social media engagement helps to connect with
customers easily, get their feedback on the food
items of KFC, ambience of the restaurant, they get
many suggestions from the customers. Customer
feedback is very important to increase the business
growth. The customers can also share their
negative views and grievances which can easily
solve by communicating with them & response fast
to their complaint. It is helps to reconnect with the
customers who lost to its competitors.
 Omni Channel customer service – In today’s
generation customers choose social media as the
main source to interact with brand to get instant
attention. This types of campaign engage most
customers who reach out to KFC through different
social media channels such as Facebook, Twitter,
and Instagram etc.

The negative aspects are very few in this kind of social

media campaign. If KFC maintain the quality of the food
items then they will get good review of customers.
 But in case there is some decrease in the quality
then the negative views spread fast through social
media which put bad impact on their brand and
hence on sales growth.
 Sometimes rumors spread through social media
very rapidly which also put a negative impact on its
sales growth. This rumors can also be rectified by
communicating with the customers through social
media.