Customer Satisfaction Towards The Services Of Kfc Marketing Essay

August 18, 2017 Marketing

Introduction of KFC Company

KFC Corporation, based in Louisville, Kentucky, is the universe ‘s most popular poulet eating house concatenation, specialising in Original Recipe, Extra Crispy, and Colonel ‘s Crispy Strips poulet with place manner sides and five new newly made sandwiches. Every twenty-four hours, about eight million clients are served around the universe. KFC ‘s bill of fare everyplace includes Original RecipeA® chicken-made with the same great gustatory sensation Colonel Harland Sanders created more than a half-century ago. Customers around the Earth besides enjoy more than 300 other products-from a Chunky Chicken Pot Pie in the United States to a salmon sandwich in Japan.

KFC continues making out to clients with place bringing in more than 300 eating houses in the United States and several other states. And in rather a few U.S. metropoliss, KFC is teaming up with other eating houses, Taco Bell and Pizza Hut, selling about fifty old ages ago ; Colonel Sanders invented what is now called “ place repast replacing ” – selling complete repasts to harass, time-strapped households. He called it, “ Sunday Dinner, Seven Days a Week. ”

KFC specialized in poulet and they says,

“ No organic structure ‘s cookery like KFC today and we are the poulet experts ”

KFC ” There is no rival for spicy poulet which is made by KFC ”

Introducing New Product and Services

Mission statement

“ To be the leader in western manner speedy service eating houses through friendly service, good quality nutrient and clean ambiance ”

Goals of KFC

Build an organisation dedicated to excellence.

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Systematically deliver superior quality and value in our merchandises and services.

Keep a committedness to invention for uninterrupted betterment and grow, endeavoring ever to be the leader in the market topographic point alterations.

Generate systematically superior fiscal returns and benefits our proprietor and employees.

To set up in India our place as prima WQSR ( Western Quick Service Restaurant ) concatenation, functioning good value. Advanced chicken-based merchandises. Systematically, supplying a pleasant dining experience, with fast friendly, in a clean and convenient location. At all times we must be dedicated to supplying first-class and pleasing clients

KFC India

KFC is the universe ‘s No.1 Chicken QSR and has industry taking stature across many states like UK, Australia, South Africa, China, USA, Malaysia and many more.

KFC is the largest trade name of Yum Restaurants, a company that owns other taking trade names like Pizza Hut, Taco Bell, A & A ; W and Long John Silver. Renowned worldwide for it ‘s finger creaming good nutrient, KFC offers its signature merchandises in India excessively! KFC has introduced many offerings for its turning client base in India while remaining rooted in the gustatory sensation bequest of Colonel Harland Sander ‘s secret formula. Its signature dishes include the “ crispy exterior, juicy inside ” Hot and Crispy Chicken, flavourful and juicy Original Recipe poulet, the spicy, juicy & A ; crunchy Zinger Burger, Toasted Twister, Chicken Bucket and a host of drinks and sweets. For the vegetarians in India, KFC besides has great savoring vegetarian offerings that include the Veggie Burger, Veggie Snacker and Veg Rice repasts. In India, KFC is turning quickly and today has presence in 11 metropoliss with close to 50 eating houses.

Valuess of KFC

Focus all our resources to our eating houses operation because that is where we serve our clients.

Reward and esteem the parts of each person at KFC.

Expand and update preparation with clip and be the best we can be and more.

Be unfastened, honest and direct in our traffics with one and other.

Commit ourselves to the highest criterion to the personal and professional unity at all times.

Promote new and advanced thoughts because these are the key to our competitory growing.

Reward consequence and non simple attempts.

Dedicate ourselves to uninterrupted growing in gross revenues, net income and size of organisation.

Work as a squad.

Doctrine OF KFC

The CHAMPS Program

Champs stands for our belief that the most of import thing each of us can make is to concentrate on the client. It stands for our committedness to supply the best nutrient and best experience for the best value.

CHAMPS base for the six cosmopolitan countries of client outlook common to all civilizations and all eating houses constructs.


These are:


Cordial reception


Care of Facilities

Product Quality

Speed of Service

CHAMPS is the doctrine to guarantee that the client has the consistent quality experience in every eating house, mundane, on every occasions and you will be playing function in presenting CHAMPS to our clients.

Situational Analysis

Current Merchandises

Kentucky fried poulet

Zinger Burger



Chicken Bucket

Hot wings

French friess

Corn on the hazelnut

Zing Kong

Snacker ( chicken & amp ; vegetable )

Veggie Feast

Soft Drink

Chicken Thali

Veg Finger

Snack Box

Ice-cream sundae

Soft Twirl

Current mark market


KFC has divided the market of India into distinguishable groups of clients with different demands, gustatory sensations and behaviour who require separate merchandises or selling mix.

In India the niche selling is being used for peculiar categories of people.

They have made sections of the market on the undermentioned bases.




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


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


In behavioural facet they segmented the market on the footing of quality, gustatory sensation and monetary value. Following are the different possible sections in this respect.

Taste witting

Quality witting

Class witting

Combination of monetary value and quality

Geographic BASIS

On the footing of the geographical factor we have divided our market in three chief sections.

Urban countries

Sub urban countries

Merchandise placement

Customer perceive this merchandise as a alone merchandise that other are non giving.


The attitudes of the populace is really good people like our this new merchandise like others.

Buying procedure:

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

Market Coverage Strategy

KFC will be utilizing differentiated market coverage scheme. It means that different selling mix will be used for different age groups.

Merchandise use

Peoples are educated and they want assortment in their diet.

Normally people of rural countries do n’t take fast nutrient. On the other manus people of urban countries take fast nutrient.

Income of the people of urban countries is usually high and they can afford to buy such merchandises, which are somewhat higher in monetary value as compared to predominating monetary values of local nutrient in the market.

Peoples of Urban Areas are more quality witting than the people of Rural Areas.

In Urban Area at that place lived people from every walk of life and net income coevals is easier than in Rural Areas.

Population denseness is higher in Urban Areas as compared to Rural Areas, so the figure of clients are more in Urban Areas.


Because the fast nutrient market in India is extremely competitory, KFC faces a broad figure of direct and indirect rivals. KFC ‘s chief rivals are fast nutrient ironss such as McDonald ‘s and Domino ‘s, which are already good established throughout India.

McDonalds ‘s in peculiar is a direct rival, as they have already successfully introduced their Salads plus line, which straight targets ‘healthy nutrient ‘ witting Indians. But, there are a figure of other rivals that is besides concentrating on ‘chicken ‘ types merchandises. All this competition makes it rather hard for KFC to keep or even broaden their client base. However, with the debut of a new and healthy merchandise scope, KFC can distinguish itself from most rivals and will derive a competitory advantage.


KFC ‘s client market consists entirely of the consumer market. KFC ‘s merchandises are bought by persons ( males, females, singles, and households ) . Therefore, the merchandise scope KFC offer should appeal to as many people within this consumer market as possible, to guarantee that the maximal sum of merchandises can be sold. The features of these persons and a cleavage of them are discussed subsequently in this study.


KFC possess a western civilization because some of the Indian people are besides following that civilization.

KFC are traveling from Divisional Level to the District degree by opening subdivisions

KFC besides offer free place bringing.

KFC open their mercantile establishments on approachable topographic points.

KFC bill of fare consists of more than 30 merchandises.

KFC gives more precedence to Family.

Findingss and reading

From the research of my undertaking by make fulling the questionnaire I got so many findings sing the client satisfaction towards the KFC services provided.

Most of the clients are extremely satisfied with the atmosphere of the KFC

They love to pass timings at that place.

Visit to the KFC for the Nonveg. Person is rather frequently as comparison to the Veg individual.

They by and large visit with their friend and households.

65 % of the client visit to the KFC because they ne’er find such Servicess anyplace, 10 % visit because they come here for the value, 15 % because semen here for its Services daintinesss, 10 % its readyings and its assortment of services.

85 % of the clients are rather happy with the staff regards rest 15 % are mean to low categaory.

Customer Expectations from KFC services


Name: – Occupation: -_

Age: – Contact: –

Are you a vegetarian/non-vegetarian?

A ) Vegetarian

B ) Non-Vegetarian

C ) Occasionally Non-Vegetarian

2. How frequently do you see here?

A ) Daily

B ) Once a hebdomad

C ) Once a month

D ) At leisure

Who by and large accompanies you?

A ) Family

B ) Friends

C ) Entirely

D ) Does it truly matter?

How much do pass on an mean per visit?

A ) Below Rs 100

B ) Rs 500 to Rs 1000

C ) Above Rs 1000

Do you believe the Services is autochthonal to the topographic point?

Rank graduated table of 4 ( 1st penchant ) — -4 ( last )

A ) Yes, I ca n’t happen such Servicess anyplace

B ) No, But I come here for the value

C ) I come here for its Services daintinesss

D ) For its readyings and its assortment of services

6. What do you believe about the hygiene of the topographic point?

A ) Satisfactory

B ) Needs attending

C ) Very hapless Indeed

7. How do you happen the staff?

A ) Friendly

B ) Indifferent

C ) Rude

8. Which merchandise you like most?

Kentucky fried poulet

Zinger Burger Krushers Twister Chicken Bucket

Hot wings Fries Corn on the hazelnut Zing Kong

Snacker ( chicken & amp ; vegetable ) Chicken Thali

Veg Finger Snack Box Sundae Soft Twirl

9. Given a penchant which of these would you take?

A ) Mc Donalds


C ) Subway

D ) Other

10. do you believe that the quality of kfc Services is better than local nutrient merchandise?

a ) yes

B ) no

10. If any suggestion____________________________________________________


thank youaˆ¦aˆ¦aˆ¦..


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