Some of the sales promotion activities used are-

Loyalty Coupon- Customers are given stamps that can be peeled off from the cup of a
regular coffee, every time they order from KFC. To promote more repeat purchases,
KFC offers customers, a free regular coffee, after they collect 3 stamps and redeem it in
the counter. It is valid till December, 2013 across all locations in Britain.

Survey Discount: On the purchase of any food in KFC, customers can fill an online
survey, that gives them 20 per cent off on the next meal, this is recurring and the benefit
for the company is that they get customer feedback, by incentivizing them. Has been
around since June, 2013.

Sales Combo and Quantity Deals: KFC is offering combo meals and quantity discounts,
by offering 10 pieces chicken, 1regular fries and a 1.5liter bottle Bargain bucket for 7.99
quid.

Free gifts: KFC have also given out free gifts along with their large meals like the Handy
Holder that has been given with their trade mark family feast. They have also, tried to
enamor the kids by giving the free toys along with their kids meal.

Freebies: have been given in the past, and there is an existing deal in the London
metropolitan area, where the customer gets free Fries, along with the voucher from the
Sun newspapeR

 CHAPTER III- Research Methodology

The research methodology is the aspect of conducting a particular research in question

to achieve or arrive at a particular solution of a problem. According to Stepenson and
Lessinger (1930), “Research is the manipulation of things or symbols for the purpose of
generalizing to extend, correct or verify knowledge aids in construction of theory or in
the practice of art”.

 Research Problem

The main research problem here is to know whether the sales promotion had any
positive impact on the sales of the KFC in the United Kingdom and to analyses any
particular sales promotion program had more benefit than the other sales promotion
programs. This would also, look at the effectiveness and the awareness of the sales
promotion and the brand in the minds of the customers.

 Objectives Of The Study

Which sales promotion strategies affect actual purchasing by the target potential
segment in relation to KFC in UK?
 Is the effect of sales promotion activities for a long term or short term with special
reference to KFC

Is the company having the ideal combination of the sales promotion schemes to achieve
the maximum benefit in the lowest costs.

 Hypothesis

Sales Promotion in KFC has a direct and a positive impact in the awareness of the
brand and improved sales of its offering in the London geographical area.

 Data Collection Method

The data collection for the research will be in the questionnaire survey form.

 Research Methods

The research will use a quantitative research methodology. The research approach is
positivist research approach in this research. In this research study, the utilisation of
primary and secondary data will be done so as to collect the relevant data which can be
further used in the data analysis part of the research study. The primary data will be
collected with the help of questionnaires which will be given to the sample of
respondents who are various customers and respondents in the industry. The
questionnaire will be made on the basis of the strategies of marketing and the
secondary data is to be collected for the accurate analysis of the research study
(Creswell, 2008).

There will be two methods to conduct research- one is to have a look at the historic
sales figures of the company, once during the time of the sales promotion and the other
not during the times of the sales promotion to know the impact of 3 different variables,
viz. sales, customer walk in and the average spending per customer.

The other method would be to have a field research, which is to interact with the
customers, and take a survey of the questions that has to be probed.

 Data Collection Sources

There are two types of the data collection sources- the primary and the secondary
sources.

The primary source of the data is directly from the customers, which is through a closed
ended questionnaire.
 The secondary source is through the information that already exists in the internet and
in the company records, like the sales figures the historic data for the walk ins etc
(McDaniel et al, 2005). This is that primary data that was already recorded earlier for the
every day analysis of the performance of a particular store or a branch or even the
entire city or borough. Also, included to the sources is a kind of similar work that was
done on the subject earlier, which will be heavily drawn from the literature sources that
are available on the net.

 Research Design

For the following research, there are the 2 variables that are required to check the
success of a particular sales promotion on the minds of the consumer; they are the
increase of the sales and the awareness and the recollection of the sales promotion to
find the effectiveness of the sales promotion in the minds of the customers. The design
of the questionnaire is to be kept closed ended to solve the problem to the point and to
get a quantitative data on the entire aspect. The research Decisions and the design are
done by taking the following points into cognizance-

 Explain what is the nature of the study and the aspect of what the study wants to obtain.
 The entire reasoning of undertaking the study.
 The study location and the number of respondents it would cover.
 The data types it would take to study.
 The sample design nature.
 The technique of how the data would be collected.
 How the data would be analysed and the final reporting of the data.

The entire analysis would be confirmatory instead ofexploratory, as the research would
confirm the effect of the sales promotion on the sales and the customer awareness of
the product. The basis of the research design would determine the entire
recommendation of the perfect mix of the sales promotion techniques that could be
used for the company to derive the maximum benefits out of the sales promotion.

According to Muaz (2013), there are 6 different ways to classify the research designs,
they are descriptive, correlation, semi experimental, experimental, review and meta
analytic. The design which we would follow would be descriptive in nature, with the case
study of KFC in the background, by performing the naturalistic observations of the
realities in the field and finally by performing the survey on the determining variables to
look at the root success factors.

 Sampling Design

The data for the questionnaire would be collected by the interaction with the customers
on their awareness of the different sales promotion activities that would be conducted,
on site, by interaction with the customers that would go into the fast food restaurant to
have their meal, the contact details (phone) would be collected with their consent and
then a call would be given to the customers after a week to judge the retention or the
awareness of the sales promotion scheme that is currently running in the KFC fast food
restaurants. Thus this research would include the judging of the customers two times.
The reason of doing the same would be the aspect of the probing the retention and thus
the effectiveness of the sales promotion on the collective mindset of the average
London customer. The questions asked would be qualitative, with the inputs from the
customers on the basis of the level of perceptions of the different types of the sales
promotion that are being used by the company in their fast food restaurant outlets.
There would also be a study on the secondary data that is available on the internet, on
the different perception rates and the effectiveness of the different strategies on the
different product offerings in the competitive sphere. Qualitative study would be done to
achieve a higher level of in depth understanding of the subject of the sales promotion
strategy and the ability of it to generate the data quickly.