NAME – ANKITA SHAW

ROLL NO. – 35, SEC – B

CASE STUDY TOPIC – KFC India boosted its Social Media Presence.

Q 1) Explain the scope for improvement in each campaign?

A: KFC is one of the global restaurant chain brands. They increased their online presence in
social media platforms like Facebook, tweeter, you tube, Instagram etc. to build their brand
awareness, increase customer engagement, raise sale of their product, receive customer
feedback, solve their grievances & to increase customer satisfaction.
They targeted youngsters to promote their products by creating various social media marketing
activities. To develop their brand engagement they involve young audience in the apps like

 Radio KFC RJ Hunt.

 Designing their own bucket campaign.
 KFC Currycature campaign.
 Wow Menu option.
Their social media engagement activities got very good response. As per me there are some
scope for improvement in each campaign as follows:

 In Radio KFC RJ Hunt campaign around 3000 people participated from 30 Indian cities.
This number of participants could increase –
 If they did more advertisements through different social media platforms other
than Facebook like Instagram, tweeter etc.
 They could also add some food vouchers offer with this activity. For e.g. the
persons need to promote KFC brand in a creative way through recording their
voice through Facebook app and the best five RJ would get a KFC food voucher
of Rs.500.

 In designing their own bucket campaign the participants came up with their colorful
creative KFC buckets. They received 5500 entries. It can be improved –
 By creating a bucket including the picture of some of the top performer
participants and serve food in that bucket for at least 1 week in the KFC branch
where the participant visit mostly.

 In KFC Currycature campaign the fans need to create caricature of themselves on

Facebook & got a chance to win an iPhone 4S, a Sony cyber-shot camera and KFC
 vouchers worth Rs.2500. This was one of the most creative contest and it got a good
response of 17000 participants. This campaign could be improved –
 By involving more participants from different social media and it could be
extended for some more time.
 Other than the gift items they could also arrange an invitation to spend one day
in the manufacturing unit it would reduce the cost of providing price to winner.

 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.