Use of Technology to Improve Communication:

The company has it’s own LAN network in the office and all computers are
interconnected on the LAN. E-mail and the Internet facility are provided to all
employees. There is an ongoing process to connect all the branches of KFC on the
LAN. The company plans to update its network gradually to a WAN. KFC will be the
first company to use a WAN, which will link all it’s branches throughout the country.
KFC also uses Teleconferencing and Video Conferencing in its headquarters at Singapore.
Management plans to introduce these facilities in Pakistan is the near future.

DELEGATION OF AUTHORITY

Importance of Communication in Management:

The nature of the job requires that there should be a great degree of interaction
between Area manager and the restaurant manager. The duties of all persons are
specifically defined. The Restaurant manager’s role is to ensure that all the persons
understand the nature and the purpose of their job from the Assistant restaurant
manager to the Supervisor. All the persons are effectively involved in
the communication process, which ensures that the objective of consumer
satisfaction is achieved.

The emphasis is throughout on informal communication. Every person knows the

other person personally. During rush hours, the restaurant manager helps in taking
orders from customers to delivering them in order to maintain quality. Persons are
known on first name basis; employees in the lower management call their supervisor
by their first name and are aware of all the senior persons present at KFC.

Management claims that the employees in the lower management are encouraged to
voice their genuine claims; if a full time team member feels that his grievances are not
being redressed, he or she may approach the area manager or the operations manager
easily and discuss their problems.

Presence of Teams:
An important concept prevalent at KFC is the concept of teams. The employees at the
lowest level of management are classified as full time team members and part time
team members. The idea is to develop the role of teams among the employees. Rather
then classifying them as waiters, they are called team members so that they also feel
important and part of the entire workforce.

This approach helps the company to meet its objectives and sales targets, as it is
illustrated in part IV of this report. The e-mail about Super-sub deals emphasizes the
concept of teams by appealing to the workers that they are a part of the marketing
team and it will be due to the collective effort of all the team members that the
organization will be able to achieve their super-ordinate goals.

Feedback and Idea Generation:

Management at KFC claims that different teams are formed which visit various
restaurants and obtain feedback from full time team members and part time team
members so that they are also involved in the decision making process. This
timely feedback helps to improve employee morale and increase productivity of the
entire organization.

Management also encourages idea generation among employees at all levels in the
management. The company uses effective reward systems to ensure that ideas are
presented to improve the quality of the menu and the services provided.

 Recently, KFC opened a new branch in Lahore, Defence area. The branch
was not performing well compared to the other branches in Lahore, as it
faced strong competition from the recently opened branch of Mac Donalds
in Lahore. The company identified the problem of declining sales and
called a meeting of all sales representatives to tackle the problem. The
steps taken by the management during the company were similar to that
outlined in chapter 17 of the book, “strategies for successful business and
group meetings”. The steps taken were:
 Back Ground Analysis-Reason for decline in sales due to the emergence
of strong competition from McDonalds, decline in sales, total customers
lost and impact on future profits were discussed.
  Solution Discovery– Idea generation was encouraged at this stage in the
form of brainstorming. All team members and persons in middle
management were encouraged to present their solutions and ideas. Possible
solutions were the introduction of a new combination of different meals at
reduced prices, greater advertisement, possible change of location to
encounter competition and distribution of coupons to attract more potential
customers.
 Solution Evaluation- All the solutions were discussed and possible
solutions were short-listed and discussed.
 Choice of Action- The Company decided that it would introduce new
combos to attract potential customers at reduced prices and focus on
market penetration to increase sales with the effort to change the location in
the long run.
Use of Technical Jargon:

Technical Jargon is used extensively at KFC in communication. A term used at

KFC, Zinger sales refers to the total number of Zinger burgers sold during the day. It
does not refer to the net sales made by KFC during the day. Similar jargon is used
throughout the organization in communication with employees.

FACSIMILE

Principles of Business Communication:

1. Completeness:
A message is considered to be complete in its objective if it carries the answers to the
five W’s of communication. The answer to ‘Who’ is given in the first section of the
message.

The attention is directed towards Mr. Faisal Anwar, the person specified as the one
who is intended to receive this fax message and take the appropriate actions on behalf
of the Lever Bros., the company where he is employed.

The subject line next gives the answer to ‘What’, the desired action stated in the fax
message. It is clearly stated that the KFC cannot accommodate the reduced price
promo offer of the company and thus wishes them to switch back to the regular
wrapper product, which they were supplying earlier to them. The desired action is
very specifically and categorically stated.
All the KFC outlets are to be supplied with the replaced product. So the answer to
‘Where’ is also given in the message.

Next, the answer to ‘When’ is given by stating the date with which this change in
delivery is desired to be brought into action. That is mentioned as ‘from the next
delivery date’.

However, the final ‘W’, ‘Why’ is not considered and answered. This leaves a very bad
impression upon the receiver of the message and is a very bad attempt at gaining the
desired reaction from the suppliers of the product, which after all is a ‘direct
persuasive request’. The reason as to the change in the company policy is not given
and is instead simply stated as unaccommodating situation for them.

1. Conciseness:
The language used is very basic and no big, or high-sounding words are used. All the
terms are easily understandable, which goes a long way in imparting the message
clearly and distinctly. Relevant statements, pertaining to the issue, i.e. supply of the
regular wrapper ice cream, are given only. No repetitions are made and the message is
intended to convey the message clearly the first time. The message in its appeal is
very concise and to the point.

 Consideration:
Although the ‘You’ attitude is not used, the message is very clear in its approach as to
who is desired to take the required action. No attempt, however is made to develop an
atmosphere where the reader is given the impression that he is being politely asked to
take the required action. Instead, the intended actions are being imposed upon him. No
reader benefit is stated, and the arguments are not supported by any facts and figures
or conclusive statement giving company policy. Only the news of not being able to
accommodate their product is given.

1. Concreteness:
No facts and figures are referred to. However, the desired action is very clear. The
statements used to impart the message are, “difficult for KFC to accommodate”,
“replace the batch”, and “supply only the desired batch”.

1. Clarity:
The message is fairly short, with very regular, day to day used words such as,
‘unavoidable circumstances’, and ‘reduced price promo’. Only two paragraphs, with
very short sentences are used. So the message is not lost mid way through and is very
clear.

1. Correctness:
The language used in the letter is very simple and easy to comprehend. However,
certain grammatical errors have been committed, that shows perhaps a lack of interest
on part of the sender of the message. The first line of the second paragraph has an
error of writing mechanics, where a comma is wrongly added. Also, in the second line
of the same paragraph, the word ‘then’ is used after the second comma, which is a
mistake. This word is inappropriate at this place. This gives the image of a careless
attitude on the part of the writer of the message and shows the level of importance
being given to the receiver of the message.

 Courtesy:
The courtesy in the message is entirely lacking. No tactful or thoughtful approach is
used in giving the bad news. The news is broken directly to the receiver. The final line
of the message brings forth a very irritating and unconcerned attitude from the sender.

Organizational Plan of the Message:

Inductive Approach to giving Bad News Messages:

The writer of the letter has tried to use the ‘indirect’ or ‘inductive’ approach in
bringing out the message to the receiver. However, as we shall see, the approach is
badly used and a very bad effort is made at adapting the basic principles that outline
this approach.
The Standard Format:
Ideally, a bad news has to be delivered with an opening of a buffer statement, or a
neutral statement that should help to reduce the negative impact of the imminent
news. Next, the explanation regarding the reasons of the action being taken must
follow, after which comes the desired action that needs to be taken. Finally, a positive
and friendly close has to be given as a show of concern to the reader.

The Practical Example:

However, the fax message does not start with any buffer, rather directly jumps on the
main idea of the message, which is requesting the supply of the regular ice cream,
instead of the new promotional product. This is stated in the very first paragraph, thus
showing the level of importance given to the main idea by the writer, rather than to
the concern of the receiver of the message.

The main idea is not supported by any facts or arguments and the decision taken by
the management is rather forcefully implied upon the receiver. No effort is taken to
build any goodwill or show reader concern or benefit. The fax does not have a
positive close. This is a very bad attempt at maintaining goodwill or professional
relationships with people whom one does business.

Direct Persuasive Request; Example of a Bad Letter:

The message is a persuasive request on part of the KFC management. The attention
grabbing statement is the actual bad news being given to the reader. No interest is
developed in the reader to build support for the desired action. Rather, the desired
decision is being enforced upon the reader without consideration to his desire to
comply with the required action. The statement of action is clear, specific and
contains all the necessary information regarding its requirements, i.e. where and when
the desired action needs to be taken.

The Sender’s Perception:

One aspect that needs to be highlighted in this argument is the approach of the sender
of the message and the cognitive framework he is exposed to while structuring this
message. We have to understand that it is entirely possible that there exists such a
relationship between the sender and receiver of the message that an informally toned
message, such as this one was sent.

Also, both could have had previous conversations after which this message was sent
and all details regarding the reasons for the action already discussed, so they were not
mentioned in this message. However, it is very clear that the tone of the message is
very harsh and the desired action is being enforced upon the receiver.

Format:

Letterhead:
The company letterhead is simply a logo of the KFC, depicting the image of Colonel
Sanders, with KFC imprinted on the bottom right of the image. The logo is at one
corner of the paper, as opposed to the standard, where the letterhead is at the top
center of the page. That should contain the company name and not the initials only,
with the address and contact numbers alongwith it. Only after this information is
given, should the company logo appear in the letterhead. However, it is a known fact
that the image of Colonel Sanders is very recognizable, and the initials ‘KFC’ have
become a standard name in itself. Hence, this combination in itself is identifiable and
forms a very attractive letterhead.

Format Details Concerning the Standard Parts:

The word ‘facsimile’ is clearly written on the top and highlighted prominently. All the
necessary information regarding the fax is mentioned as a separate part of the
message. The person’s name, intended to receive the fax, is clearly written highlighted
by the initials ‘attn:’ alongwith his company name and address.

The person sending the fax has stated his name clearly also, so that a specific and
clearly directed reply can be sent by the receiver of this fax. Names of people
receiving a copy of this fax message are also given, alongwith the date of sending this
message. Return fax number is given, while the number of pages of the fax also
stated.
Subject line is properly highlighted, but not underlined, as is normally the practice. A
clear and specific theme of the message is stated in the subject line.

The Body Format and Closing:

The format style of the letter part of the fax is modified-block, with paragraph
indentations, single line spacing and open punctuation. The right-hand margins are
justified, however the complimentary close and signature appears on the left side,
rather than the prescribed right hand side. No reference initials are included.

A polite and mild complementary close is given with the name of the person sending
the fax stated again. His designation is not given, which is contrary to the standard
accepted format.

MEMORANDUM

Memo regarding apple pie delivery

Principles of Business Communication:

1. Completeness:
The memo, to Mr. Omar Tariq of Harrys, contains a message regarding the change in
date of delivery of a dessert from their company at certain outlets of the KFC. The
message is clear in as to who the targeted person of the memo is. The receiver of the
message is being made aware of the change in plans of the launch of the product due
to the delay caused by them. This answers the second question of what the purpose of
the memo actually is.

The four outlets, where the product is to be launched are clearly mentioned and named
so as to leave no doubt about where the affect of the delay is being felt. The dates are
also very clearly stated when the product will be launched after the delay. However,
the reason of the delay is not stated as it is mentioned earlier in the memo that a
discussion has already taken place between the two concerned people, so its
mentioning in the actual memo is not required.

1. Conciseness:
The terminology and the language of the memo is very clear, simple and has no wordy
expressions, which has made the message very understandable and easy to
comprehend. The statements used are very relevant to the issue, which is shifting of
the date of the launch of the product. After that, intimation is given to the receiver of
the message about the necessary arrangements that they desire to make in order to
accommodate this change.

 Consideration:
The memo is focussed on the action that the KFC now has to take in order to
accommodate the change in the delivery date of the product. So the emphasis is more
on ‘we’, rather than ‘you’. Reader benefit is not given, as this is simply to inform the
reader about the change caused due a fault of them. However, the memo is structured
in a very polite tone with the reader being kindly asked to make the necessary
adjustments in his own plans regarding the change in plans of launch.

1. Concreteness:
The memo is bare of any facts or specific figures, as this is simply a notification of
change in plans of launch. However, the dates of change have been very clearly stated
so that the necessary arrangements can be made.

1. Clarity:
The structure of the sentences is very short and they are formatted on a very clear
format. The message is easily readable and understandable as it conveys all the
information alongwith the desired response in a lucid manner.

1. Correctness:
Grammatically and structurally, the language and the format of the message are very
correct. The memo shows that the sender has been careful in preparing the message
and shows the value he sets of the people he is coming into contact with.
  Courtesy:
The tone of the message shows reader concern. Even though it is clear from the
message that the receiver of the message is at fault that has caused his company the
delay and has had to make the necessary adjustments regarding the launch of the
product, the tone of the message is very faint and friendly. The memo is ending with a
statement where the sender is actually politely requesting the receiver to make the
required changes and adjustments.

Informative Specific Purpose:

Purpose and Format:

The memo is being sent with the purpose to bring to the knowledge of the recipient
the change in the date of the launch of the product, so that the necessary adjustments
can be made within time. The memo is formatted on the plan of a specific purpose,
which in this case is to inform the management at the Harrys of the change.

The Title:
The title of the message is gives the idea about the theme of the subject contained in
the message. The reader can gauge from it the intended thought that sender is sending
through this message. The explanation follows later, however the purpose of the title
is simply to give an idea about the thought contained in the message. In this memo,
we can see that the subject line states the title as ‘Apple Pie Delivery’, which prepares
the reader for what might follow in the actual body of the message.

The General Purpose:

The general purpose is the macro or the overall purpose of the message. It contains in
it the overall idea that the message will be serving. It prepares the reader to identify
and relate his mindset with the possible news that will follow later in the message. In
this case, the purpose of the message is clearly to inform.

The Specific Purpose:

The specific purpose or the micro or exact purpose is the actual idea or theme of the
message. It states the reason of the message clearly and to the point, so that the reader
is able to take the appropriate action desired in the message. This memo has a specific
purpose stated in the body as “ a decision to launch the product from the 16 of March,
th

99 onwards”. The desired action is stated politely in the only line of the second
paragraph, where the management at the company receiving the memo is advised to
made adjustments to their arrangements, regarding their commitments with this
launch.
Memo regarding petrol entitlement

Principles of Business Communication:

1. Completeness:
This is an example of interdepartmental memo, which is being sent to the company
head, requesting an increase in the petrol entitlement of the marketing department,
where it is actually required. The sender has the company head, i.e. the country
manager as his target and identified him to take the desired course of action, when
earlier he had made a similar request to the then country head on the same issue, that
was turned down.

The sender requires that his petrol entitlement be increased which is a direct request to
the head of the organization. The desired action is very clearly stated with a reference
to a similar earlier request. He feels that his request is valid and should be
accommodated. The marketing department is also identified as the area that is to gain
the benefit out of this entitlement. The date of the action desired is not given as it is
upto the discretion of the head to accept the request. However, date of an earlier such
request is clearly given, to add credibility to his claim. The reason for the request, i.e.
the use of the vehicle of the department for the company use, is stated alongwith a
reference of the whole office, who see the vehicle running. This certainly adds
credibility to the claims of the manager for the increase in petrol entitlement.

1. Conciseness:
The arguments used and the actual request is very specific and to the point, without
the use of high sounding words. Only relevant statements are used where the emphasis
is on specific facts of dates and the quantity of raise desired. This helps to keep the
message focussed and the theme of the message becomes very clear and actionable.
  Consideration:
The message is giving a very distinct ‘I’ attitude as the sender bases the desired action
upon certain claims. Reader benefit is not a major issue in the memo, however it is
highlighted through an argument that the vehicle is used in the amount that entitles it
to have more fuel allocation than before. The vehicle is running for the marketing
department of the company. Integrity is built by naming the person earlier approached
with the same issue, who had turned it down, and a reference to the office personnel
who see the vehicle being used in the manner claimed.

1. Concreteness:
Very specifically, the dates of earlier requests alongwith the quantity of petrol
allocated, and desired are stated so that the response time is reduced, and the message
is made more believable. Words and expressions that show a sense of swift and
positive action are used. These include statements like, “wish to place on record” and
“granted with immediate effect”.

1. Clarity:
The sender has made an obvious attempt at keeping the message very clear and easily
understandable, so that his argument is taken a careful note of. The memo seems to be
a good example of a clear and precise message, where the example of an earlier failed
request is used to build on the point of the sender. Sentences used are short, and the
message is not lost through the memo. It can easily be identified.

1. Correctness:
The level of the language used is informal, however, certain expressions such as
‘sanctioned’ and ‘vehicle’ might be termed as formal, as they could have been
replaced by the daily used words ‘granted’ and ‘car’. This shows the level of concern
and hierachial difference between the sender and receiver of the message. The facts
and dates seem to be clearly verified as they are categorically stated as references. The
writing mechanics are not violated at any stage of the message and the memo is
seemingly drafted with due attention given.

 Courtesy:
The sender has taken the approach of being really tactful with the issue, by first
stating his claim due to an earlier request that was turned down when the others were
granted their requests. That was at a time when the department actually needed the
entitlement due to the use of the vehicle, a fact known to the whole office. This
however is stated very thoughtfully, so that the receiver is not irritated by the request.

Persuasive Request within the Organization:

Main Idea:
The memo is structured on the format of a Direct-Request Plan, where the main idea
of the message is delivered in the beginning. The request is supported by valid and
authentic claims, with an example of an earlier request, to add credibility, which was
actually rejected.

Support for Request:

The writer is supporting his case by giving specific facts and dates. The exact amount
of change desired is written clearly in mathematical terminology, so that confusion is
at a minimum. The date and name of the person earlier requested are also mentioned
for further verification.

Tone of the Message:

Very implicit and direct tone is used in the message where the reader is getting the
information very precisely, for eg. statements like “it was not done”, “the only
department that was not sanctioned” and “granted with immediate effect”. This shows
the level of understanding and relationship between the two people, the atmosphere
seems to be very informal and open.

Courteous Close with Motivation to take Action:

The close is courteous with due consideration given to the official status of the person
who is receiving the memo. The urge to get the desired action implemented has been
put forward in a very polite and caring manner, so that the tone of the request at no
time is threatening, rather that of appealing.
Memo regarding corn re-launch

Principles of Business Communication:

1. Completeness:
Another example of an interdepartmental memo, the sender is asking the receiver to
insure the availability of the corns at the outlets for sale. The person intended to make
sure of this arrangement is mentioned at the top of the memo, so that no confusion
remains as to who is responsible to carry out this task. The sender is very specific in
the action he desires to be taken, i.e. to make the corns available at all the outlets
alongwith the relevant instructions to the restaurant managers and cashiers.

The memo very clearly states that all the outlets need to be supplied with corns from
the warehouse. The target of where the action is desired is directed to the receiver
very specifically. The letter is giving a very informal appeal, in that abbreviations and
casual statements are being used. The issue of when the action is desired is an
example of this where the sender simply says ‘ASAP’, duly highlighted for emphasis.
The reason for this action is also implied in that the corns had run out in the
warehouse, but since now the corns are available again, they need to be moved to the
outlets.

1. Conciseness:
The memo is very concise in its approach with the intended action stated very clearly
in as little words as possible. No repetitions are made and the idea is stated clearly the
first time with only the relevant statements requiring the desired action stated
implicitly.

 Consideration:
The memo is simply an order from the sender requiring the desired action according
to the company policy and requirements. The reader is also an employee of the same
organization and thus does not need to be shown his interest in doing his job.

1. Concreteness:
The memo is very clear in its objective and has the desired impact upon the receiver
of the message. It does not require specific facts to convince the reader to comply with
the requirements of the company he works for. However, the message is very strong
and concrete in its structure as it includes only the desired action with a sense of great
urgency.

1. Clarity:
The whole message is composed of simply two sentences that are very specific and
objective in their approach. All the terms used are very common and create no doubt
or questions in the mind of the reader. Hence, there is no barrier to the intended
meaning coming out of the message.

1. Correctness:
The tone of this message is very informal and there seems to be a great deal of
understanding between the reader and sender of the message, as the terminologies
used are very direct and could not be used between two people who do not share the
same background. Abbreviations, ‘RM’ and words ‘menu scripts’ and ‘menuboards’
are very inter-organizational words. The language level and correctness is maintained
in the message.

 Courtesy:
A level of openness seems to exist between the sender and receiver of the memo.
Hence, a very open, carefree and direct attitude is visible in the tone of the message.
However, there is nothing in the memo to suggest that the reader should get offended
due to lack of courtesy on part of the sender, as the intention is only to inform about
the availability of the product in the warehouse, so that the desired action can be
taken.

Format of the Memorandum:

The Prescribed Format:
A standard memorandum in the top section contains the information regarding who
the memo is being sent to, who is sending it, the subject, date and a telephone number
for a possible reply. The next section is the actual message or the body of the
memorandum.

In the body, no indentations are given and the letter starts from the same margin as the
information stated above. Finally the reference initials must follow the body of the
memo. Copy notations, such as ‘CC’ or ‘BCC’ must be included between the ‘TO’
and ‘FROM’ at the top of the page.

The Unsought for parts of the Memo:

However, items that do not form the part of a memorandum are the inside address,
salutations, complimentary close and a full signature, as the name of the sender is
already mentioned at the top of the message.

Letterhead and Stationery Specifications:

The actual paper on which the memo is written must follow a standard format also.
The word ‘Memorandum’ needs to be imprinted clearly at the top center of the paper,
with the company name at the top right corner, without the address.

The standard size of the letter is 81/2 by 11 inches. The paper is ideally white in color,
especially ones attached to the laser printers. The paper must have atleast 25% cotton
content which prevents the paper turning yellow through time.

The Practical Example:

The example of the memos from the KFC shows some deviations from the standards
mentioned above. The paper format is slightly different from the one specified. The
company name is replaced by its logo, which is a very identifiable image also.
However, the major deviation is that the word ‘Memo’ is used and even that at the top
left corner of the paper. It is clearly visible and readable nevertheless.
The paper used is bright white, with the printing done on a laser printer, according to
the laid down specifications. The paper quality is good, with a high cotton content, as
the paper gives a very crispy feel. The size of the letter part of the memo is adjusted to
the regular specifications of 81/2 by 11.

The Specific Information Section:

This is the section that contains the information regarding the receiver and sender of
the message alongwith other details of the memo. The person intended to receive the
memo is very clearly mentioned and is referred to as ‘To’. Also, the persons sending
the memo have stated their names very distinctly right after the name of the receiver.

The subject line is made visible by highlighting it so that it is easily readable.

However, according to the standard format, the subject line is the last line, just before
the body of the memorandum, a suggestion not followed in the examples under
discussion. The dates of sending the memos are also given, as stated in the standard
format.

The copy notation is the final writing in the top section whereas it should have been
adjusted between the sender’s and receiver’s name as mentioned in the standard
memo format.

The Body Text:

Next, the body of the memo follows the standard memo format in that no salutations
are included at the start of the body. The start of the body should be atleast three line
spacings below the top section.

However, the memos in discussion show a discrepancy from the standard, as only two
line spacings are given. Also, the paragraphs should be separated by two line
spacings, but here this condition is also not adhered to. No complimentary close is to
be given, so yet another deviation is seen as the close is with the word; ‘Regards’ in
all three examples.
Name of the person sending the message is not to be mentioned after the close, only
otherwise if it is not stated at the top. In these cases on the contrary we see that the
name is given both at the start, and then towards the end as well. No reference initials
are included in the message, which could only mean that the memos have no
references, otherwise their inclusion is a must.

E-MAIL MESSAGES

Purpose:

E-mail is used today as a major tool in bringing down the distances between people
working together, as co-workers, or as reference groups to each other. At the KFC,
the emphasis has always been to bring down the channels of communication to speed
up the decision taking and implementation process, so that the customers get the most
value of the money spent at their outlets.

E-mails can be very effective in bringing all the people working at the KFC closer, so
that now, the people sitting at the headquarters in one corner of Karachi can be in
direct and immediate contact with an outlet that is hundreds of miles away, in another
city.

The purpose of an e-mail message, or any message, cannot however be served if it is

not effectively delivered. A look at an actual example from the company will reveal
how effective the KFC management has been in implementing the new technology
effectively.
Principles of Business Communication:

1. Completeness:
A message is deemed complete in all aspects if it is successful in imparting the
desired meaning to the receiver and gains the intended response from him. This can
only be achieved if all the necessary and relevant questions are answered, and the
reader is left in no doubt as to what the message implied.

Who:
We see from the first e-mail message, dated September 23, that the message is just
about complete in delivering the intended meaning. The message is e-mailed to all the
restaurant managers, so the people who are intended to take the desired action are
clearly specified.

What:
The purpose of the e-mail is to notify all the RM’s about the new Chicky Premium
Offer, so that they can prepare to test sell the mugs as they arrive at their respective
outlets. The sender is very clear in giving the details of all the procedure that has to be
undertaken to make the mugs available for sale. Also, specific directions are given as
to what needs to be done in case the consignment of inventory exceeds the actual
number of sales in a certain period.

Where:
The RM’s of all the specified outlets are directed very specifically about the product
launch through mentioning each outlets name separately, so that no one is left in any
doubt about his role is the process of this marketing campaign. As the outlets are
where the customers come, so naturally they are targeted as the obvious choice to
launch the test sale run.

When:
The exact time frame of the intended operation of the trial run is specified, after which
the data of sales would be analyzed. However, the dates have been wrongly stated.
Whereas the starting date is given as the first of October, the date of the actual supply
of the inventory to the outlets is given as the 28 of the same month, rather than of the
th
current month, i.e. of September. The total time frame of the whole operation is listed
as forty days, so there does not seem any reason, apart from the slight misstatement,
for the respective RM’s to be misled on the dates issue.

Why:
There seems to be a very informal and open attitude being depicted in the mail. The
sender obviously has no reservations in sharing the company policy with the RM’s
and has given the entire plan of operations regarding this campaign, to the managers.
The ideas are supported by clear facts and figures, however the exact reasons for the
launch are not stated.

How:
Another important factor that must be considered in any message is how the desired
actions need to be brought about. The message again is very clear, specific and
contains all the information that is required by the RM’s regarding the procedures of
the launch. Details of how the delivery to each outlet, in Karachi and outside Karachi,
are included, alongwith information regarding the exact time frame of the offer. The
sale price of each unit is also stated as well as information regarding how the
campaign is going to be marketed.

1. Conciseness:
Although the message is rather long and drags on due to the number of details
included, it is necessary to understand that such details were important in delivering a
complete message. Hence, a certain extent of conciseness is sacrificed at the expense
of a complete message. However, we do see that no large statements are used, nor any
wordy expressions are employed to get the message through. The terms are all
appropriate, well used and no repetitions are made in the message.

 Consideration:
An obvious attempt is made at making the readers the targets of the message. The
‘you’ attitude is emphasized upon and the managers are given due importance that
makes them feel part of the team responsible to bring through this project
successfully. All the positive and pleasant facts are emphasized and clearly stated so
that the managers are made aware of the benefits that would come out of the project.
Even the expected sales figures are given so that respective restaurant managers can
gauge their performances against those expected by the headquarters.
 1. Concreteness:
The product specifications, time and dates, price and expected sales figures, all are
stated very clearly and distinctly so as to build the credibility and develop a serious
tone in the message. The readers are urged to work towards making the product a
success through the use of action seeking statements, like “lets get some big sales”.
The impact of the message is one of encouraging the managers to work harder for the
collective goal of the organization.

1. Clarity:
The sentence structure is very effective and readability of the message is good. The
vocabulary and statements used are very common and effective and impart the
intended meaning onto the reader very effectively. The message is made clearer
through the use of short statements that contain numbers and figures so it is easier to
comprehend the message given in the mail.

1. Correctness:
Acceptable writing mechanics and the right level of language is maintained
throughout the message. No grammatical errors or vocabulary misstatements are done
and the message is complete in its language functions. All the facts stated seem to be
properly verified as they are being given as standards to measure the current
performances. Also, other details regarding the time frame of the intended response is
given with due consideration to the amount of work that is required to be put into
making the product a success.

 Courtesy:
The sender is very aware of the situation the respective restaurant managers are
facing, and thus is considerate in his approach. The news of the product launch is
brought onto the readers immediately, however later, consideration is shown by
stating all the possible facts and figures alongwith the entire process of going about
bringing the product to the customers. No expressions that show feelings of lack of
concern are used, and the sender has made an attempt to bring in the mood of
friendship and concern to the readers. At no time is the impression of enforcing the
launch given, yet a compliance is taken from the reader by sharing with them the
whole process of bringing the product into the market. The closing is friendly, and
imploring, and the readers’ consent is desired for in the message.
Preparing an Effective Business Message:

Steps to planning Effective Messages:

1. Purpose of the Message

The purpose of the message is the first thing that the writer of the message must
identify, so that he is able to transfer the relevant information to the sender. The e-
mail message under discussion clearly states its purpose, which is the launch of the
new product at all the outlets of the KFC. The sender has delivered the message in an
effective manner and clearly outlined what the desired action from the RM’s is, in
response to this message.

Informative Specific Purposes:

The general purpose in the message is to inform the respective restaurant managers
of the new launch. However, the specific purpose that is stated in the message is
“launching their new Chicky Premium from 1 October, 1999”.
st

2. Audience Analysis
The sender of the message has a clear idea of the people who will be receiving his
mail. He is aware of their qualifications, the posts they hold, and their respective
positions in the level of importance of their outlets, i.e. outlets generating the most
sales to the least.

The language used is very specific and clear in its approach and the sender
understands that the receivers will grasp the entire message that is stated in the mail.
All the restaurant managers are identified as such, and are mentioned repeatedly in the
mail, showing the level of importance being given to them, which is high.

3. Ideas to be Included
The message is implicitly stating the launch of a new product. For this all the
necessary information needs to be given to all the restaurant managers so that they can
be better equipped to deal with the prospects of the new product. For this purpose, the
sender of the mail has included in the mail all necessary information such as that
related to the availability of the inventory at each outlet, the mode of marketing and
channels used for it, the complete product specifications, so that the RM’s can identify
with each type of product upon its arrival. The sales price of the merchandise, along
with the expected sales figures for the stipulated time frame are also mentioned.

4. Collect Facts to Back Ideas

The sender has gathered all the necessary facts and figures to support his ideas that he
has presented in the mail. The expected sales forecasts based on the performances of
another related product are given, so that the respective restaurant managers can
match their actual performances based on these forecasts. Each respective branch
figures are given which a careful analysis put in the preparation of the report. Also,
facts related to the sales prices and marketing through ads in newspapers are given
that lends further credibility to the seriousness of the issue.

5. Outline- Organize the Message

An effective message is only completed when it gives an organized and planned look.
If the reader starts to grasp the basic idea from the message himself and gets lost
through the message, then the purpose of the message is lost. However, we see in this
mail that the writer has organized the message very carefully and included
information in a manner that is logical, chronological and each fact is supported by
the relevant figures.

The paragraphs are set appropriately, with short sentences and each paragraph has
only one thought and idea included in it so that the main theme of the message is not
lost at any stage. The section containing the figures is properly broken down into
respective headings, and each outlet is given a separate line to make it distinct in its
purpose. Finally, the mail ends with a considerate close, followed by the name of the
sender, so that a complete and authentic look is given to the message.

Organizational Plan:

The general format of any message is required to be in a manner that conveys the
message and idea effectively to the reader. For this purpose various techniques are
employed, one of which is the AIDA plan.
This starts of with an attention grabbing statement followed by information that
arouses a sense of interest in the reader. The reader looks for information that shows
what benefit lies in the request for him. Next, the desire in the reader is created to urge
him to take the indicated action that is given in the letter. In the final part of the
message, the reader is urged to actually go ahead and take the action that was
indicated previously.

1. Attention:
The sender of the mail recognizes the importance of the information that he is sending
as well as the urgency with which the desired action needs to be taken. The very first
line of the mail states very explicitly what the whole issue is and is a very direct
approach at gaining the attention of the reader. Obviously, as soon as the restaurant
managers read the first line, they are riveted on the letter for the remaining part as the
launch a new product is considered a very important event.

2. Interest:
The remaining part of the mail builds up the reader interest by stating how each
respective branch can actively participate to make the product a success. By giving the
expected sales figures for the new product, an atmosphere of competition and urgency
is created among the various restaurant managers, who now have a target to achieve.
Hence, their interest now directly lies with their performances.

3. Desire:
By giving every possible detail regarding the launch of the product, a desire and sense
of being involved in the forming phase of the product is being created by the sender of
the message. Every minute detail, from how each outlet gets the inventory to the
pricing of the product and the possible means of advertising the product by the print
media and banners, is carefully worded so that the reader can develop a bond with the
whole team that is working to make this product a success.

4. Action:
Finally, the sender of the message will give a final word that impresses upon the
reader to actually go out and perform the action. The sender in this case is ending his
mail on a very friendly and encouraging mood, where the reader is urged to go all out
to ensure that the product gets the best promotion and the highest level of sales can be
achieved.

Format of the E-Mail:

The software, MS Outlook is used by the company to send and receive e-mails. The
standard format of any e-mail message must contain the name of the sender of the
mail, the person intended to receive the mail, alongwith the date the mail was sent.
Also of importance is the copy notation, i.e. which other people are receiving the
same message. Finally, and most importantly, the subject line is a must in any e-mail
message.

Next part of the e-mail is the actual body or the text of the mail. It is started with the
appropriate salutation, followed by a clear and distinct message. However, in most
practical cases, it is seen that the tone of the message is very informal and most terms
of respect are entirely ignored. This happens only when the relationship between the
sender and receiver is of that nature that they can accept such informal attitude, this
however is not recommended at any level of communication on the professional level.
The e-mail ends with a warm complementary close in most cases, however the tone
can vary according to the degree of affinity between the two people.

An Example from the Outlook Mailbox:

We see that all the required information, regarding the sender and receiver of the
message is given in the top part of the paper. Obviously, no letterhead is used because
the correspondence takes place through the computer terminals, and only as an
addition the printout of the mail is taken.

The names of the receiver and sender of the mail are clearly mentioned at the top,
while a long list of people who got the same message is also given out. The date of
sending the mail is properly stated also, while the last part of the main menu, the
subject line is also made very prominent.
The actual mail starts of with a mild salutation, also stating the intended people that
would be receiving the message. The full block style with closed punctuation and left-
justified format is used to write the actual body of the mail. Single line spacings
between paragraphs is given and no indentations are made. The complimentary close
is a single line below the last line of the mail alongwith the name of the person who is
sending the mail.

Communication with Customers

Communication is incomplete with out proper feedback. KFC uses a variety of

methods to communicate its products to the customers and clients. The major
channels of communication used are:

 Advertisements
 Banners
 Posters
 Billboards
 Suggestion form
 Association with other organizations

Comment Card:

The most important type of feedback that can be obtained from the customer is by
asking his opinion on the services offered at KFC.

Goodwill message
The purpose is to build goodwill with the customers and obtain desired feedback from
them. The question “How often do you visit KFC?” gives an indication of the
frequency and the number of visits of the customer. Other questions like “What would
make you visit us more frequently and “ what additional facilities and/ or menu items
would you like to see added?” encourages the customer to give his suggestion and
creates goodwill for KFC among the customers.
RANK OF PREFERENCES
The choices available to the customer range from Excellent to Poor. This provides the
customer an opportunity to rank his preferences on a wide scale. The choices to be
evaluated range from Quality of food, Store Cleanliness, Friendly service, Value for
money and Overall experience.

This message is concise in its appearance, as the purpose is to obtain feedback from
the customer and as to rank his preferences in certain order.

Positive, Friendly Closing

The ending question shows the clear statement of action desired by asking the
customer for suggestions in serving them better. This also illustrates willingness to
help further by asking for changes and suggests room for improvement. Indicating to
the customer that he/she should drop the acrd in the comment box shows desired
action. Reader benefit is illustrated by asking the customer about his name, address,
and profession.

KFC MENU:

The menu displays the prices of the various combinations offered by KFC. The
combinations are shown visually on the menu card, which are very tempting and
appetizing for the consumer. The various options available are:

 Chicken-Original and hot and crispy

 Snacks
 Side Orders
 Desserts
 Drinks

KFC’s Double Deal:

The menu fulfills the informative function by announcing a double deal of 2 Masala
burgers and 2 Register Pepsi. The same deal is also offered for 2 Colonel’s Subs and 2
Reg. Pepsis. The offer is valid only for KFC, Gulshan-e-Iqbal. The offer is a limited
one with the purpose of increasing sales of KFC, Gulshan-e-Iqbal.

Introduction of Zinger Junior:

Appearance
The appearance of the message is attractive. The hand holding the New Zinger Junior
illustrates the appetizing appeal for the new product. The way in which Zinger Junior
has been written with flames appearing from top entices the customer to try out the
new product and looks very appealing. The background is very vibrant and radiant.

Message Content
The message fulfills the informative function by informing the consumers of the new
product. This was used in the different branches of KFC and created awareness of the
new product.

POSTERS:

Chicky Meal Poster:

The poster was designed to promote the chicky meal combination among the age
group of different kids.

Appearance
The poster is attractive and offers free chicky in action magnets on different
combinations of chicky meals. Every week, a free chicky magnet is being given with
the purchase of Chicky meal combo 1 or 2.

The poster shows a chicken in four different ways wearing the KFC cap backwards.
Time for a break suggests relaxation. Relaxing Now a Days suggests a casual attitude.
Just teasing man shows a carefree and a jovial nature. The love of my life is a cute
magnet that suggests childish infatuation.

Desired Action
The desired action to be taken is evident from the message used in the poster which
suggests to the customer that they should act on the message and buy the combination
of either chicky meal 1 or 2. The scheme proved to be very effective and the company
had to order the stock of magnets many times to replenish the inventories in face of
strong demand.

Free Water Bottle poster:

Analysis
The free water bottle poster fulfills the persuasive message being conveyed by the
KFC. The emphasis is on the free water bottle being given by KFC for a limited time
period of one month.

Design
The poster illustrates the traditional Chicky Symbol used by KFC on a water bottle.
The water bottle itself is quite handy to use and was introduces during June so that the
children could take water or any other liquid with them to school. The bottle shows
the chicky drinking water from the bottle, with the traditional KFC logo at the bottom.

Zinger Mania Poster:

Zinger burgers are one of the most popular products introduces by KFC. This
promotional scheme was intended to boost the sales of Zinger burgers by offering 4
Zinger burgers in the price of three.
Message Content
The poster fulfills the informative and the persuasive function of communication. It
informs the customer of the new scheme by the name of Zinger Mania initiated by
KFC and encourages the customer to act quickly and take advantage of the limited
time offer.

Appearance
The Poster illustrates the 3 Zinger burgers in an appetizing style. The way in which
“Zinger Mania” is written suggests flames leaping out. The offer to save Rs.90 by
taking advantage of the limited offer is tempting and encourages the customer to take
the desired action. It also illustrates reader benefit, which in this case is the customer
by showing him that he will benefit from the offer and save money.

KFC’s Bucket Poster:

Appearance
Th poster illustrates the launch of KFC bucket. The occasion is festive as KFC targets
the Eid occasion. The emphasis is on the traditional family values and the culture
prevalent in Pakistan. This is an ongoing part of the marketing activities undertaken
by KFC to promote its products.

Contents
The poster targets many variables. The main emphasis is on the free chicky bag given
by KFC. The main appealing features highlighted in the poster are:

 5 Liter Pepsi
 2 Special Cakes from Harry
 FREE Reusable Plastic bucket
The reader benefits highlighted in this poster appeal the customer to take the desired
action quickly and purchase the product. The poster illustrates the traditional Chicky
symbol holding the free bag given by the KFC and illustrates a very attractive offer.
LIVE CASE STUDY

e Consequences of Breakdown in Communication within an Organization:

The Situation:
The Management at the KFC prides itself at involving all employees in the process of
decision making and values their participation at every level for intelligent ideas. The
employees and executives, all are encouraged to come up with newer and more
intelligent ways to attract customers and enhance customer loyalty for their product.
For this purpose, various employee motivation schemes and incentives are offered to
the people working at the KFC to gain the most from their expertise. Just like all other
aspects of managing a successful enterprise, like customer relations, quality control,
marketing and finance, and media relations, the contributions from the employees
have to be encouraged. The attitude of the KFC towards their employees is claimed to
be one of great mutual understanding and trust. However, the actual practices carried
out are contrary to the claims of the management.

The example under study is when an unnamed restaurant manager of an outlet at

Defence tried to enforce the company policy, not only was he humiliated publicly by
the persons present there at that time but also the attitude of the management was one
of reprimanding the manager by seeking from him an explanation for his behavior.
Certain youths at the named branch indulged in smoking in an area that was
prohibited for smoking. First, the lower restaurant staff approached them to refrain
from the behavior, and upon their incessant non-compliance, the restaurant manager
came out to explain the company policy regarding their actions. The youth retaliated
and beat up the restaurant manager.

Instead for getting praise for his efforts to enforce the organization’s policy, the
restaurant manager was called up to explain his actions and was later transferred to
another branch, from where he was later fired. That same restaurant manager now
holds another senior post at another firm from where he is earning twice as much in
earnings, and more importantly, is satisfied of his current position as opposed to his
previous job held a the KFC.

The Reasons
The decision of the management is very biased towards their own employee, just so
that they can project a more customer-oriented image to the public. Knowingly that
the fault of the whole incident lied with the youth, the restaurant manager was held
responsible for the whole situation, actions that speak louder than their claims of
employee benefits and relationships.

One obvious reason for this the breakdown in the communication process between the
management and the restaurant manager. The management has made no attempt at
finding the facts and rather in a very hasty move, directly called the RM for
explanation. The viewpoint of the RM even then is not accepted as is obvious from his
immediate transference from the branch where the incident occurred. The obvious
attempt here is to communicate with the customers and project to them a very
concerned image for them, this even at the expense of a very senior person of their
own organization.

The RM is not allowed to get through his point, which was enforcing the very
company policy that the managers in the head office are managing. Where as the
manual has complete instructions regarding the smoking issue inside the restaurant,
the management is more concerned of its image rather than being knowledgeable
about the clauses in the manual. Another communication fault on their part that has
actually been highlighted through their behavior is their inefficiency in managing the
information that goes outside the organization, especially managing crisis
communication. The worst thing that can be given to the media is the ‘closed door’
attitude, i.e. no comments. This was exactly that was done by the management when
the press media got involved to question the approach taken by the management. Even
the other employees in the organization were not informed of the entire episode in its
true form, and so a situation of distrust was built up amongst the various employees
working at the KFC.

Conclusion
The summation of the case study is simply a point that emphasizes the importance of
keeping open minds while dealing with issues that involve both customers and
employees. Communications media should be open and the employees must feel
secure that they would get heard when they take a stand for their organization. Each
individual should in fact be encouraged to come forward with his own views and ideas
and the layers of management should not be a hindrance in the way of lower level
employees. The top management has to understand that after all, employees of an
organization are as important to it than are its customers.