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Introduction to CRM

Every business organization depends on customers forsustenance, the question is how to create and maintain customersatisfaction. Every business communicates with their clients in manydifferent ways, especially in our technology rich and informationbased society. How we treat all of this information is where CRMplays a key role.

CRM acts as a central repository of information on your clientsand potential clients. Customer relationship management softwarehones in on the relationship. As in many publications of late on one to

one marketing, cyclical selling and counselor selling the mainstay isthe relationship and how we recognize it.

CRM tools use technology to organize information you receiveabout your customers andrecord it in an orderly manner.Online, hosted, web based CRMsoftware helps you understand

your customer needs and helpsyou recognize the processes inplace to achieve your businessgoals. Customer loyalty has a significant impact on both the top andbottom line. To maintain customer loyalty is to be informed on where

you have been and where you are going. The first step in your CRMstrategy is to take a snapshot of where you are currently. From thisbase you can design streamlined, customized and fully automated

business processes in Salesboom Cloud CRM.Just think of Cloud CRM as a tool that when you open a

customers account, you can see all the consolidated data about thataccount: contact information, account history, sales, cases, invoices,quotes, files, emails, faxes, letters, notes and any other pertinentinformation. All of this information is readily available online,anywhere the Internet is available.

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Salesboom.com harnesses the power of the Internet and placesits Cloud CRM solutions at your disposal. If you are doing businesstasks anywhere, whether it is a sales person or the CEO that needs a

crucial piece of correspondence, phone number, quarterly forecastsor a simple brochure, access is available through Salesboom.com.With the advent of these Cloud CRM tools your business becomesmore customer-centric. A customer-centric strategy is created withthe intention of increasing both your customer satisfaction, andcustomer loyalty.

CRM get the most value out of customers by tightly integratingyour sales, marketing and support efforts.

Companies need a system that manages the entire customerlife cycle: acquisition, service and maintenance. Commerce-enabledCRM applications alloworganizations to interact withcustomers through all media orchannels: telephone, Web, e-mail, face-to-face. CRM

products and services manageevery point of contact with thecustomer to ensure that eachcustomer gets the appropriate level of service and that eachcustomer gets the appropriate level of service and that no salesopportunities are lost.

Customer Relationship Management is a customer-focused

business strategy designed to optimize revenue, profitability, andcustomer loyalty. By implementing a CRM strategy, an organizationcan improve the business processes and technology solutions aroundselling, marketing and servicing functions across all customer touch-points (for example: Web, e-mail, phone, fax, in-person).

A primary objective of CRM is to provide the entireorganization with a complete, 360-degree view of the customer, nomatter where the information resides or where the customer touch-

point occurred. Today, many businesses manage different aspects of

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customer relationships with multiple information systems, whichweaken customer service and ultimate reduce total sales potential.To realize the benefits of CRM, it is important to have an integrated

solution across all customer information systems, tying together thefront and back offices for a complete view of customers in order toservice them better.

Philip Kotler, the Marketing guru now replaces 4 P's of Marketing bythe A, B, C, D, Es as follows:

Anyplace. Because anytime-anywhere shopping replaces 'place'.Companies must design integrated strategies for the

marketspace, the marketplace and marketface. Customers wantconvenience.

B-web relations drive revenues. A brand reflects relationshipcapital. Think of customers as a part of your B-web, andprospects as candidates for relationships, not as markets for

your products. B-web is synonym for Businees web or ERPWEBor e-business.

Communication works, not 'promotion'. A man in communicationis a man in business. One-way media like broadcasting can bepart of the marketing mix, but the customer decides whether -and with whom - to engage in a one-, two-, or multi-waycommunication.

Discovery of price replaces fixed 'price'. The days when firmscontrolled prices are nearly over. Supply Chain Managementwhich manages suppliers & make-to-stock manufacturing will be

replaced by Demand Chain Management which managescustomers & make-to-order manufacturing. Every make-to-order product will have different price, so it is discovered.

Experience replaces 'product'. Customers pay for experience,not products. Products must be bundled with enhanced,customized services. The automobile experience replaces theproduct, as the car becomes a platform for transportation,

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interactive entertainment, safety, doing business, and havingfun.

Value of CRM to Business:

A Customer Relationship Management strategy is designed toincrease revenue and profitability by attracting new customers,growing customer business, increasing customer satisfaction andloyalty, enabling more efficient business processes, and utilizinglower cost technologies.

The primary goal of CRM is higher revenues, not cutting costs.CRM solutions improve sales and marketing efforts and enables

organizations to provide superior service to customers. New

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customers are gained, and existing customers are retained and buymore in greater quantity. End-customers benefit by receivingsuperior customer service and getting the products and services

they want, when they want them. An enterprise that does not have aCRM strategy or use CRM applications is at a competitivedisadvantage.

Before engaging on a mission to implement a CRM strategy, it iscritical to determine what the specific objectives are and how tomeasure the return on investment. There are sobering statisticsthat over one-half of CRM implementations "fail", primarily due tolack of consensus on agreed-uponand more importantly, measurablegoals. While objectives can address specific points of poorperformance for example low sales performance or low customersatisfaction scoresit is important that they also addresssupporting the entire customer life cycle.

CRM deliverables include the following:

Consumer Portal: A Web-based merchant solution that includescapabilities for configuration and pricing and availabilitychecks, and allows consumers to buy products and services,

trigger orders, and check order status online. It is customer-centric website with e-commerce web store fronts providingone step e-tailing, bidding and auctioning solutions. It also hasConsumer Specific eRoom, Newsgroup & chat to enable crossfunctional sales guiding a reality.

Business Partner Portal: A Web-based Partner RelationManagement Solution enable companies to distribute leads and

manage promotions outside the enterprise sales team. This

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portal is aimed at Resellers, Dealers, Distributors, Agents etc.It also has Business Partner Support eRoom, Newsgroup & Chatto share information & documents in real time.

Sales Dept. Employees Portal: A Web-based Sales ManagementSolution enables companies to do Sales & MarketingAutomation with Contact Management using Customer Register,Sales Forecast Management, Sales Order Management,Production & Material Planning Management, Available toPromise dates, Marketing events Management with calendaring.It also collects and manages Sales Calls & Sales Reports fromfield Sales Representatives. It also has Sales Support eRoom,Newsgroup & Chat to support sales function in collaborativemanner.

Customer Support Portal: A Web-based Expert System thatprovides answers to customized questions. To consumers it canprovide operation or maintenance specific answers. To FieldService Person it can provide Technical details about repairingthe product. It also has Customer Support eRoom, Newsgroup

& chat to share documents & ideas.

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Company profile

Introduction

Pizza Hut (corporately known as Pizza Hut, Inc.) is an

American restaurant chain and international franchise that offersdifferent styles of pizza along with side dishes including pastabuffalo wings, breadsticks, and garlic bread.

Pizza Hut is a subsidiary of Yum! Brands, Inc., the world'slargest restaurant company. According to its corporate website,there are more than 6,000 Pizza Hut restaurants in the UnitedStates, and more than 5,600 store locations in 94 other countries

and territories around the world.Pizza Hut is split into several different restaurant formats;

the original family-style dine-in locations; store front delivery andcarry-out locations; and hybrid locations that offer carry-out,delivery, and dine-in options. Many full-size Pizza Hut locationsoffer lunch buffet, with "all-you-can-eat" pizza, salad, bread sticks,and a special pasta. Additionally, Pizza Hut also has a number ofother business concepts that are different from the store type;

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Pizza Hut "Bistro" locations are "Red Roof"s which offer anexpanded menu and slightly more upscale options.

"Pizza Hut Express" and "The Hut" locations are fast

food restaurants. They offer a limited menu with many products notfound at traditional Pizza Huts. These type of stores are oftenpaired in a colocated location with a sibling brand such as WingStreet, KFC or Taco Bell, and are also found on college campuses,food courts, theme parks, and in stores such as Target.

Vintage "Red Roof" locations can be found throughout theUnited States, and quite a few exist in the UK and Australia. Even

so, many such locations offer delivery/carryout service. This buildingstyle was common in the late 1960s and early 1970s. The name "RedRoof" is somewhat anachronistic now, since many locations havebrown roofs. Dozens of "Red Roofs" have closed or beenrelocated/rebuilt. Many "Red Roof" branches have beer if not a fullbar, music from ajukebox, and sometimes an arcade. In the mid1980s, the company moved into other successful formats includingdelivery/carryout and the fast food "Express" model.

The oldest continuously operating Pizza Hut in the world isin Manhattan, Kansas, in a shopping and tavern district knownas Aggieville near Kansas State University.

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History

The plaque on the first Pizza Hut building which was sometimesseen on the box. It was shown from 1970 to 1985.

Pizza Hut's prototype version of a restaurant (19581961)at Wichita State University. This was only used at four prototypePizza Hut locations. There are only a few menu items on this version.

Pizza Hut was founded in 1958 by brothers Dan and Frank

Carney in their hometown of Wichita, Kansas. When a friendsuggested opening a pizza parlor, they agreed that the idea couldprove successful, and they borrowed $600 from their mother tostart a business with partner John Bender. Renting a small buildingat 503 South Bluff in downtown Wichita and purchasing secondhandequipment to make pizzas, the Carneys and Bender opened the first"Pizza Hut" restaurant; on opening night, they gave pizza away toencourage community interest. They chose the name "Pizza Hut"since the sign they purchased only had enough space for ninecharacters and spaces. Additional restaurants were opened, with thefirst franchise unit opening in 1959 in Topeka, Kansas. The originalPizza Hut building was later relocated to the Wichita StateUniversitycampus.

Dan and Frank Carney soon decided that they needed to have agood standard image. The Carney brothers contacted Wichita

architect Richard D. Burke, who designed the distinctive mansardroof shape and standardized layout, hoping to counter competitionfrom Shakey's Pizza, a chain that was expanding on the westcoast. The franchise network continued to grow through friends andbusiness associates, and by 1964 a unique standardized buildingappearance and layout was established for franchised and company-owned stores, creating a universal look that customers easilyrecognized.

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By 1972, with 314 stores nationwide, Pizza Hut went public onthe New York Stock Exchange under the stock tickersymbol NYSE: PIZ. In 1978, Pizza Hut was acquired by PepsiCo, who

later also bought KFC and Taco Bell. In 1997, the three restaurantchains were spun off into Tricon, and in 2001 joined with Long JohnSilver's and A&W Restaurants to become Yum! Brands.

The Pasta Bravo concept was acquired in 2003 from Pasta Bravo,Inc. of Aliso Viejo, Calif for $5 million to pair with Pizza Hut.

Products:

In America, Pizza Hut sells "Stuffed Crust" pizza, with the

outermost edge wrapped around a cylinder of mozzarella cheese;"Hand-Tossed," more like traditional pizzeria crusts; "Thin 'NCrispy", a thin, crisp dough which was Pizza Hut's original style;"Dippin' Strips pizza", a pizza cut into small strips that can bedipped into a number of sauces; and "The Edge pizza," where thetoppings nearly reach to the edge of the pizza. There was alsoformerly a crust that was not as thick as Pizza Hut's pan pizza, andnot as thin as its thin crust. This crust was used on the Full HouseXL pizza and discontinued in 2007. There are regional differences inthe products and bases sold.

Pizza Hut experiments with new products frequently, with lesssuccessful ones being discontinued. These include the initiallypopular two-foot by one-foot square cut pizza Bigfoot, the 16" BigNew Yorker, made with a sweet sauce, the Chicago DishPizza and Sicilian pizza, the latter also offered in 2006 as LasagnaPizza. Other products Pizza Hut has offered are the "P'zone," whichwas invented by Ben Wyatt (Parks and Recreation) and is Pizza Hut'sversion of the calzone; the Cheesy Bites pizza, similar to theStuffed Crust pizza except the crust has been divided into 28 bite-sized pieces that can be pulled apart; and the Insider pizza, where alayer of cheese is in between two layers of dough. Another limitedtime offer was a Double Deep pizza with double the toppings and

50% more cheese, with the crust wrapped over the top to hold in all

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the toppings. In 1985 Pizza Hut introduced the Priazzo, a two-crusted Italian pie that resembled a deep-dish pizza. Varietiesincluded Priazzo Milano, a blend of Italian sausage, pepperoni, beef,

pork fillings, a hint of bacon, mozzarella and cheddar cheese; PriazzoFlorentine, a light blend of five cheeses with ham and a touch ofspinach, and Priazzo Roma, stuffed with pepperoni, mushrooms,Italian sausage, pork filling, onions, mozzarella and cheddar cheese.The double-crusted pie was topped with a layer of tomato sauce andmelted cheese. The Priazzo was introduced by a $15 millionadvertising campaign, but proved too labor-intensive and wasremoved from the menu several years later.

Depending on the individual restaurant size, Pizza Huts alsomay offer pasta dinners such as spaghetti and Cavatini a mixtureof Cavatelli (shells), Rotini (spirals), and Rotelle (wheels).

Pizza Hut Bistro concept location located in Indianapolis.A new,upscale concept was unveiled in 2004, called Pizza Hut Italian Bistro.Unveiled at fifty locations nationwide, the Bistro is similar to atraditional Pizza Hut, except that new, Italian themed dishes are

offered, such as penne pasta, chicken pomodoro, toasted sandwichesand other foods. Instead of black, white, and red, Bistro locationsfeature a burgundy and tan motif. Pizza Hut Bistros still serve thechain's traditional pizzas and sides as well. In some cases, Pizza Huthas replaced a "Red Roof" location with the new concept.

Pizza Hut on May 9, 2008, created and sold in Seattle, Denver,and Dallas, "The Natural", featuring organic ingredients. This was

discontinued on October 27, 2009 in the Dallas market. It has sincelaunched a nationwide advertising campaign. Also in 2008, Pizza Hutcreated their biggest pizza ever, the Panormous Pizza.

A small Pizza Hut offering takeaway and delivery onlyin Bramley, Leeds, UK.

Pizza Hut introduced stuffed pan pizza on August 23, 2009. Unlike aregular stuffed crust pizza, cheese is not inside the crust, just

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pressed into the pan crust. Pizza Hut introduced the Big Italy, apizza that is almost two feet long on August 22, 2010.

In 2010, Pizza Hut came under fire when its supplier of palm

oil, Sinar Mas, was exposed to be illegally slashing and burning theParadise Forests of Indonesia to plant palm oil plantations.

Long-time/former Pizza Hut logo (19671999). Many olderlocations started with an earlier 1965 logo but were soon upgraded.Some locations still use this logo.

Pizza Hut's very first ad was "Putt Putt to Pizza Hut". Itstarts with a man apparently ordering take-out and driving his 1965

Mustang JR to Pizza Hut, while some of the townspeople startchasing him. He picks up his pizza and goes to his house, when all ofthe people who were chasing him start eating all the pizza exceptthe man who ordered it. Frustrated, he calls Pizza Hut again.

Until early 2007, Pizza Hut's main advertising slogan was"Gather 'round the good stuff", and was "Now You're Eating!" from2008 to 2009. The advertising slogan is currently "Your Favorites.

Your Pizza Hut." Pizza Hut does not have an official internationalmascot, but at one time, there were commercials in the UnitedStates called 'The Pizza Head Show.' These commercials ran from1993 to 1997 and were based loosely on the Mr. Bill shortsfromSaturday Night Livein the 1970s. The ads featured a slice ofpizza with a face made out of toppings called 'Pizza Head'. In the1970s Pizza Hut used the signature red roof with a jolly man named"Pizza Hut Pete". Pete was on the bags, cups, balloons and handpuppets for the kids. In Australia during the Mid to late 1990s, theadvertising mascot was a delivery boy named Dougie, with boyishgood looks who, upon delivering pizza to his father, would hear thecatchphrase "Here's a tip: be good to your mother". Adding to theimpact of these advertisements, the role of Dougie was played byfamous Australian soap opera and police drama actor DiarmidHeidenreich.

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Pizza Hut sponsored the 1989 film Back to the Future Part II,and offered a free pair of futuristic sunglasses, known as "SolarShades", with the purchase of Pizza Hut pizza. Pizza Hut also

engaged in product placementwithin the film itself, having afuturistic version of their logo with their trademarked red hutprinted on the side of amylar dehydrated pizza wrapper in the McFlyfamily dinner scene, and appear on a storefront in Hill Valley in the

year 2015.

The 1990 NES game Teenage Mutant Ninja Turtles II: TheArcade Game, came with a coupon for a free pizza. The game wasfilled with Pizza Hut advertising (the first ever console video gamewith product placement) and pizza that would refill the character'slife.

In 1994, Donald Trump and ex-wife Ivana Trump starred in acommercial. The ending of the commercial showed Ivana Trumpasking for the last slice, to which Donald replied, "Actually dear,

you're only entitled to half", a play on the couple's recent divorce.

In 1995, Ringo Starr starred in a Pizza Hut commercial whichalso featured The Monkees. Rush Limbaugh also starred in a PizzaHut commercial the same year, where he boasts that "nobody ismore right than me," yet he states that for the first time he will dosomething wrong, which was to participate in Pizza Hut's then"eating pizza crust first" campaign regarding their stuffed crustpizzas.

Talk show host Jonathan Ross, co-starred in an ad with

American model, Caprice Bourret. They were used to advertise thestuffed crust pizza, with Jonathan Ross saying "Stuffed Cwust", towhich is a play on Jonathan's pronunciation of 'R's.

Another UK ad shows British Formula One driver DamonHill visit a Pizza Hut restaurant and order a pizza, with famous F1commentator Murray Walker visiting with him, and narrating asthough it was a Formula One race. As Hill is about to finish his meal,

Walker, in a play on Hill's 1994 & 1995 seasons where he was runner

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up in the Formula One World Championship both won by MichaelSchumacher, shouts "And Hill finishes second, again!" at which Hillgrabs Walker by his shirt and shakes him angrily, Walker

proclaiming, in his usual tones, "He's lost it! He's out of control!"Following England's defeat to Germany on penalties in the semi-

finals of Euro 96, Gareth Southgate, Stuart Pearce and ChrisWaddle featured in an advert. The advert shows Southgate wearinga paper bag over his head in shame as he was the one, who missedthe crucial penalty against the Germans. Waddle and Pearce, whoboth missed penalty kicks in Italia 90 are ridiculing him, emphasisingthe word 'miss' at every opportunity. After Southgate finishes hispizza he takes off his paper bag, heads for the door and bangs hishead against the wall. Pearce responds with, "this time he's hit thepost".

In 1997, former Soviet UnionPremierMikhailGorbachev starred in a Pizza Hut commercial to raise money for thePerestroyka Archives. In recent years, Pizza Hut has had variouscelebrity spokespeople, including Jessica Simpson, the Muppets,

and Damon Hill and Murray Walker. Recent commercials have QueenLatifah providing the voiceover. Also in 1997, Pizza Hut, reunited"greatest of all time boxer" Muhammad Ali with trainer AngeloDundee in a sentimental made for Super Bowl commercial.

In 1999 The Sega developed Dreamcast game, Crazy Taxi,Pizza Hut was one of the locations that players were able to drive toand drop off customers. However, in the 2010 re-release of the

game for Xbox Live and PlayStation Network, all of the productplacement, including the Pizza Hut locations were removed.

Pizza Hut sponsored the first space pizza delivery in 2001 tothe International Space Station (ISS), and paid for their logo toappear on a Russian Proton rocket in 2000, which launched theRussianZvezda module.

January 2003 saw Pizza Hut's Advert's Slogan Called "Eat.

Laugh. Share." the Commercials are Created By Head Gear

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Animation as of January 2007 the New Commercial we called The "4For All" At The End of the "Excitement" Commercial. Hew Open andCloses the Pizza Hut Box to reveal an Underwater while saying "Se

puede tener un Pizza Pan" The Subtitles with a the words "Can youHave a Pan Pizza" in it Early 2007 saw Pizza Hut move into severalmore interactive ways of marketing to the consumer. Utilizing mobilephone SMS technology and their MyHut ordering site, they airedseveral television commercials (commencing just before the SuperBowl) containing hidden words that viewers could type into theirphones to receive coupons. Other innovative efforts included their"MySpace Ted" campaign, which took advantage of the popularity of

social networking, and the burgeoning user-submission marketingmovement via their Vice President of Pizza contest.

As of October 2009, Pizza Hut is advertising its WingStreetbrand on a nationwide basis, having met its internal requirement of80% of stores having the product available.

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Strategy Used

1) Customer details: Pizza hut management keepsrecords of the customers. They store every detail like

name, address, date of birth, anniversary dates, etc.

Whenever the customer calls in pizza hut for home

delivery for the first time the number of the customer is

automatically recorded into the database. The call assistant asks

other details and is stored into the database as well. So when the

same customer calls again, then his data is automatically retrieved

as the assistant enters the customers mobile number. So the

order is directly sent and customer is not required to repeat the

address.

2) 30 mins delivery: Pizza hut

promises to deliver pizza within 30minutes of the order but within a projected area i.e. pizza hut has

an boundary of delivery where they can deliver the pizza within

30 mins but if the area is out of reach then they inform the

customer about the desired time. But the time allotted by the

pizza hut manager is the limit and within which they have to

deliver the order and if order is not able to deliver in time then

the order is considered to be free i.e. customer do not have to

pay anything for that order.

3) Offers: Various offers are offen available for

the customers. For example buy 1 pizza and get

50% off on second pizza or buy a large pizza and

get soft drink free. These kind of offers are only

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7) Party packages: Pizza hut also give

away party packages. They help in

organising a party and help to make the day

memorable for the customer. They have

huge discounts for the customer. They also

provide with a cake as a complimentary. Party packages are worth

and results into huge savings with a grand celebration.

8) Ambience: Pizza hut has a very comfortable ambience. They

have very attractive interiors and a cool place tohangout for youngsters. Ambience plays a very

important role.

9) Mobile updates and apps: Pizza hut

frequently keeps the customers in touch with their

new menus or discounts, they always update the customer through

sms, so that the customer cannot miss any

opportunity.

10)Free home delivery service: Pizza hut

also give away free home deliveries. They

assure to give the pizza in desired time as well

as not charging any amount over it.

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Module used

As Pizza hut is an F&B restaurant, so module required is Sales

order Module. This module is required by each and every restaurant

as they mostly deal with selling and purchasing goods from the

customers. Following is the sales module.

Sales Module In CRM:

Generating revenue from new and existing customers is an

important task for companies. Sage CRM empowers organisations to

sell more effectively and efficiently. Sales executives have a single

point of access for calendars, accounts, reports, pipeline

management, contacts and call lists; all of which ensure that they

are producing more revenue per sales hour.

With Sage CRM, the sales team can manage and action all their

activities from the interactive dashboard. This intuitive and

interactive workspace enables the sales team to monitor their

opportunities and pipeline, manage their calendar and tasks, and

identify powerful networking opportunities from LinkedIn, all from

this customisable workspace.

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Easy-to-use analytical tools help your sales team to identify

latent sales opportunities which exist within your customer

database, and then create cross-sell and up-sell propositions

accordingly. Automated workflow and pipeline management eliminateunnecessary paperwork and ensure that sales teams are optimising

their sales processes and adhering to company-specific sales stages.

This means that opportunities will be progressed as quickly and

as efficiently as possible. The interactive dashboard provides at-a-

glance information to sales executives and managers on performance

at any point in time. Integration with back-office applications

provides sales staff with access to both financial and non-financial

data, for a complete 360 degree view of their customers which is

displayed on the dashboard for ease of reference. Sage CRM

provides the sales team with the ability to work from a mobile device

regardless of where they are located. This ensures that they have

fast, up-to-date access to critical customer data especially for

those that are often out on the road. Sage CRM supports onlineaccess to the system from iPhone, Blackberry and Windows mobile

devices and has been optimised for the iPhone.

The dashboard also display feeds from websites such as news

monitoring which will keep them up-to-date with published news on

their business and on their competitors. Users can also link to

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LinkedIn and other social networking sites to identify networking

opportunities with customers and prospects.

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Improves transparency in the sales pipeline.

Offers exception monitoring/alerts. Enables corrective action against variance earlier in the sales

cycle.

Enhances sales forecast accuracy.

Enables quarterly sales performance monitoring.

Optimises sales resource against high potential opportunities.

Accelerates opportunity development.

Leads to improved win/loss ratio. Leads to shortened sales cycles.

Increases prospect-to-customer conversion rate.

Delivers metrics on most valuable customers.

Reporting and analytics features to identify customer trends

and profiles.

Enables more effective identification of new market

opportunities.

Maximises cross- and up-sell opportunities.

Reduces sales training and administration costs.

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Cases

Case on Mc Donalds

McDonald's Corporation is the world'slargest chain of hamburgerfast foodrestaurants, serving around 68 millioncustomers daily in 119countries. Headquartered in the UnitedStates, the company began in 1940 as a

barbecue restaurant operated by the eponymous Richard andMaurice McDonald; in 1948 they reorganized their business as ahamburger stand using production line principles. Businessman RayKroc joined the company as a franchise agent in 1955. Hesubsequently purchased the chain from the McDonald brothers andoversaw its worldwide growth.

A McDonald's restaurant is operated by a franchisee,

an affiliate, or the corporation itself. The corporation's revenuescome from the rent, royalties and fees paid by the franchisees, aswell as sales in company-operated restaurants. McDonald's revenuesgrew 27 percent over the three years ending in 2007 to $22.8billion, and 9 percent growth in operating income to $3.9 billion.

McDonald's primarily hamburgers, cheeseburgers, chicken,french fries, breakfast items, soft drinks, shakes and desserts. In

response to changing consumer tastes, the company has expanded itsmenu to include salads, wraps, smoothies and fruit.

History

The business began in 1940, with a restaurant opened bybrothers Richard and Maurice McDonald in San Bernardino,California. Their introduction of the "Speedee Service System" in1948 furthered the principles of the modern fast-foodrestaurant that the White Castle hamburger chain had already putinto practice more than two decades earlier. The original mascot of

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McDonald's was a man with a chef's hat on top of a hamburgershaped head whose name was "Speedee." Speedee was eventuallyreplaced with Ronald McDonald by 1967 when the company first filed

a U.S. trademark on a clown shaped man having puffed out costumelegs.

McDonald's first filed for a U.S. trademark on the name"McDonald's" on May 4, 1961, with the description "Drive-InRestaurant Services," which continues to be renewed through theend of December 2009. In the same year, on September 13, 1961,the company filed a logo trademark on an overlapping, double arched"M" symbol. The overlapping double arched "M" symbol logo wastemporarily disfavoured by September 6, 1962, when a trademarkwas filed for a single arch, shaped over many of the earlyMcDonald's restaurants in the early years. Although the "GoldenArches" appeared in various forms, the present form as a letter "M"did not appear until November 18, 1968, when the company appliedfor a U.S. trademark.

McDonald's corporate logo used from 1968 to 2006. It still

exists at some restaurants.

The present corporation dates its founding to the opening ofa franchised restaurant by Ray Kroc, in Des Plaines, Illinois, on April15, 1955, the ninth McDonald's restaurant overall. Kroc laterpurchased the McDonald brothers' equity in the company and led itsworldwide expansion, and the company became listed on the publicstock markets in 1965. Kroc was also noted for aggressive business

practices, compelling the McDonald brothers to leave the fast foodindustry. The McDonald brothers and Kroc feuded over control ofthe business, as documented in both Kroc's autobiography and in theMcDonald brothers' autobiography. The site of the McDonaldbrothers' original restaurant is now a monument.

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Facts and figures

By 1993, McDonald's had sold more than 100 billionhamburgers. The once-ubiquitous restaurant signs that boasted the

number of sales, such as this one in Harlem, were left at "99 billion"as there was only space for two digits.

McDonald's restaurants are found in 119 countriesandterritories around the world and serve 58 million customers eachday. McDonald's operates over 31,000 restaurants worldwide,employing more than 1.5 million people. The company also operatesother restaurant brands, such as Piles Caf.

Focusing on its core brand, McDonald's began divesting itselfof other chains it had acquired during the 1990s. The companyowned a majority stake in Chipotle Mexican Grill until October 2006,when McDonald's fully divested from Chipotle through a stockexchange. Until December 2003, it also owned Donatos Pizza. OnAugust 27, 2007, McDonald's sold Boston Market to Sun CapitalPartners.

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Case on KFC

Revival of Kentucky Fried Chicken old logo

KFC, founded and also known as Kentucky Fried Chicken, is achain of fast food restaurants based in Louisville, Kentucky, UnitedStates. KFC has been a brand and operating segment, termed

a conceptof Yum! Brands since 1997 when that company was spunoff from PepsiCo as Tricon Global Restaurants Inc.

KFC primarily sells chicken pieces , wraps, salads andsandwiches. While its primary focus is fried chicken, KFC also offersa line of grilled and roasted chicken products, side dishes anddesserts. Outside the USA, KFC offers beef based products suchas hamburgers or kebabs, poutine, pork based products such as ribs

and other regional fare.The company was founded as Kentucky Fried Chicken

by ColonelHarland Sanders in 1952, though the idea of KFC's friedchicken actually goes back to 1930. Although Sanders died in 1980,he remains an important part of the company's branding andadvertisements, and "Colonel Sanders" or "The Colonel" isa metonym for the company itself. The company adopted KFC, an

abbreviated form of its name, in 1991. Starting in April 2007, thecompany began using its original name, Kentucky Fried Chicken, forits signage, packaging and advertisements in the U.S. as part of anew corporate re-branding program; Newer and remodeledrestaurants will adopt the new logo and name, while older stores willcontinue to use the 1980s signage. Additionally, Yum! continues touse the abbreviated name freely in its advertising.

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History

Born and raised in Henryville, Indiana, Sanders passed through

several professions in his lifetime. Sanders first served his friedchicken in 1930 in the midst of the Great Depression at a gasstation he owned in North Corbin, Kentucky. The dining area wasnamed Sanders Court & Caf and was so successful that in1935 Kentucky GovernorRuby Laffoon granted Sanders the title ofhonorary Kentucky Colonelin recognition of his contribution to thestate's cuisine. The following year Sanders expanded his restaurant

to 142 seats, and added a motel he bought across the street. WhenSanders prepared his chicken in his original restaurant in NorthCorbin, he prepared the chicken in an iron skillet, which took about30 minutes to do, too long for a restaurant operation. In 1939,Sanders altered the cooking process for his fried chicken to usea pressure fryer, resulting in a greatly reduced cooking timecomparable to that of deep frying. In 1940 Sanders devised whatcame to be known as his Original Recipe.

The Sanders Court & Caf generally served travelers, oftenthose headed to Florida, so when the route planned in the 1950s forwhat would become Interstate 75 bypassed Corbin, he sold hisproperties and traveled the U.S. to sell his chicken to restaurantowners. The first to take him up on the offer was PeteHarman in South Salt Lake, Utah; together, they opened the first"Kentucky Fried Chicken" outlet in 1952. By the early 1960s,

Kentucky Fried Chicken was sold in over 600 franchised outlets inboth the United States and Canada. One of the longest-livedfranchisees of the older Col. Sanders' chicken concept, as opposedto the KFC chain, was the Kenny Kings chain. The company ownedmany Northern Ohio diner-style restaurants, the last of whichclosed in 2004.

Sanders sold the entire KFC franchising operation in 1964 for$2million USD, equal to $14,161,464 today. Since that time, thechain has been sold three more times: to Heublein in 1971, to R.J.

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Reynolds in 1982 and most recently to PepsiCo in 1986, which made itpart of its Tricon Global Restaurants division, which in turn was spunoff in 1997, and has now been renamed to Yum! Brands.

In 2001, KFC started tests in Austin, Texas restaurants of "WingWorks" chicken wing line sold with one of a few flavored sauces.Also, KFC hired a consultant to develop a breakfast menu.

Advertising

KFC's logo used from 1997 until November 2006

Despite his death in 1980, Sanders remains a key symbol of thecompany in its advertising and branding. Early televisionadvertisements for KFC regularly featured Sanders licking hisfingers and talking to the viewer about his secret recipe, and by the1960s both the Colonel and the chain's striped bucket had becomewell-known. The bucket as product placement can be seen in thehands of both Annette Funicello and Dwayne Hickman in 1965's Howto Stuff a Wild Bikini, and was also featured prominently in the1968 Peter Sellers vehicle, The Party. KFC itself was featured in1980's Superman II. The Colonel made appearances as himselfin Jerry Lewis's The Big Mouth(1967), Herschell GordonLewis' Blast-Off Girls(1967) and Al Adamson's Hell's Bloody

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Devils(1970), as well as an appearance in 1968 on Rowan & Martin'sLaugh-In.

Before he became a platinum-selling pop star in the

1970s, Barry Manilow sang the commercial jingle "Get a Bucket ofChicken", which was later included on Barry Manilow Live as part of"A Very Strange Medley."

Throughout the mid 1980s, KFC called on Will Vinton Studios toproduce a series of humorous, claymation ads. These most oftenfeatured a cartoon-like chicken illustrating the poor food quality ofcompeting food chains, mentioning prolonged freezing and other

negative aspects. TV ads also featuredFoghornLeghorn advising Henery Hawk to visit the restaurant for betterchicken.

In the 1980s, KFC was an associate sponsor for JuniorJohnson's NASCARWinston Cup Series cars, with such driversas Darrell Waltrip, Neil Bonnett, andTerry Labonte.

A 1982 episode of Little House on the Prairietitled "Wave of

the Future" featured a character presumed to be Col. Sandersoffering Harriet Oleson a fried chicken franchise (perhaps asubliminal advertisement for KFC), but his character was credited as"Bearded Man" for legal reasons. This subplot was an anachronism asSanders had not yet been born at the time the episode was set (thelate 19th century).

In 1997, KFC briefly re-entered the NASCAR Winston CupSeries as sponsor of the No.26 Darrell WaltripMotorsportsChevrolet with driver Rich Bickle at theBrickyard 400.

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A co-branded Long John Silver's and KFC

By the late 1990s, the stylized likeness of Colonel Sanders asthe KFC logo had been modified. KFC ads began featuring an

animated version of "the Colonel" voiced by Randy Quaid with a livelyand enthusiastic attitude. He would often start out saying "TheColonel here!" and moved across the screen with a cane in hand. TheColonel was often shown dancing, singing, and knocking on the TVscreen as he spoke to the viewer about the product.

A KFC Take-away Trailer located inSargodha, Pakistan

The animated Colonel is uncommon today. Still using a humorous

slant, the current KFC campaign revolves mostly around customersenjoying the food. It also features a modified version of LynyrdSkynyrd's "Sweet Home Alabama" as the theme song for practicallyall its commercials, though the restaurant actually hails fromKentucky.

In 2006, KFC claimed to have made the first logo visiblefrom outer space, though Readymix has had one since 1965. KFC says

"It marked the official debut of a massive global re-image campaignthat will contemporize 14,000-plus KFC restaurants in over 80countries over the next few years." The logo was built from 65,000one-foot-square tiles, and it took six days on site to construct inearly November. The logo was placed in the MojaveDesert near Rachel, Nevada. It is located in the northern sectionof Rachel, Nevada at a few miles from the eastern border of Area51.

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Many KFC locations are co-located with one or more of Yum!Brands restaurants, Long John Silver's, Taco Bell, Pizza Hut,or A&W Restaurants. Many of these locations behave like a single

restaurant, offering a single menu with food items from bothrestaurants.

One of KFC's latest advertisements is a commercial advertisingits "wicked crunch box meal". The commercial features afictional black metal band called "Hellvetica" performing live, thelead singer then swallows fire. The commercial then shows the leadsinger at a KFC eating the "wicked crunch box meal" and saying "Ohman that is hot".

Commercials in the early 2000s tried to imply that theabbreviation stands for Kitchen Fresh Chicken. In 2007, the original,non-acronymic Kentucky Fried Chickenname was resurrected andbegan to reappear on company marketing literature and foodpackaging, as well as some restaurant signage.

In 2010, an advertisement was shown in Australia showing anAustralian cricket fan giving West Indies fans KFC chicken to keepthem quiet. The ad sparked a debate over racism in the ad,suggesting that all black people eat fried chicken. Fried chicken waseaten by black slaves because it was cheap and easy to make. ThoughKFC stated that it was "misinterpreted by a segment of people in theUS",the ad was later pulled from TV. However, several Australiancommentators have expressed the opinion that the ad is not racist,because this is not a racial stereotype in Australia and the cricket

fans in the ad are not African American, but West Indies cricketsupporters (the West Indies cricket team was playing a Testcricket series against the Australian cricket team at the time of thead).

Also in 2010, Yum! signed a naming rights deal with the LouisvilleArena Authority for Louisville's new downtown arena, which openedon October 10 of that year as the KFC Yum! Center.

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Trademark disputes

In 1971, Sanders sued Heublein Inc., KFC's parent company at thetime, over the alleged misuse of his image in promoting products hehad not helped develop. In 1975, Heublein Inc. unsuccessfully suedSanders for libel after he publicly referred to their gravy as"sludge" with a "wallpaper taste". In May 2007, KFC (Great Britain)requested that Tan Hill Inn, in the Yorkshire Dales, NorthYorkshire, United Kingdom refrain from using the term 'Family

Feast' to describe its Christmas menu, although this problem wasquickly resolved with the pub being allowed to continue use of theterm.

Animal rights

Protesters demonstratingoutside a KFC restaurant in RoyalOak, Michigan

Since 2003, animalrights and welfare organizations, led by People for the EthicalTreatment of Animals (PETA), have been protesting KFCs treatmentof the animals used for its products. These groups claim that therecommendations of the KFC Animal Welfare Advisory Council have

been ignored. Adele Douglass, a former member of the council, saidin an SEC filing reported on by the Chicago Times, that KFC "neverhad any meetings. They never asked any advice, and then they toutedto the press that they had this animal-welfare advisory committee. Ifelt like I was being used."

KFC responded by saying the chickens used in its products arebought from suppliers like Perdue Farms, Tyson Foods, and Pilgrim's

Pride, and that these suppliers are routinely monitored for animal

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welfare violations. Several PETA undercover investigations andvideos of these and other KFC suppliers purporting to show chickensbeing beaten, ripped apart, and thrown against walls contradict KFCs

claims. PETA has criticised some of the practices of chickenbreeders, such as beak trimming and overcrowding, but KFC says itssuppliers meets UK legal requirements. The Department forEnvironment, Food and Rural Affairs recommends a maximumstocking density of 34 kgaround 30 chickensper square metre,and say that in circumstances where beak trimming needs to becarried out to prevent the birds injuring each other, only one thirdof the beak should be trimmed "measured from the tip towards the

entrance of the nostrils". PETA states that they have held morethan 12,000 demonstrations at KFC outlets since 2003 because ofthis alleged mistreatment of chickens by KFC suppliers.

In June 2008, KFC Canada agreed to PETA's demands forbetter welfare standards, including favoring suppliers whouse controlled-atmosphere killing (CAK) of chickens, and otherwelfare standards as well as introducing a vegan sandwich at 65% of

its outlets. PETA has called off its campaign against KFC Canada, butcontinues to demonstrate against KFC elsewhere in the world.

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Advantages & Disadvantages

Advantages

1. Significant cost savings. With a CRM system thecompany makes their customers partners, not just business objects.

Customers are offered themselves to bring their offers and access

to sufficient information which to allow them to decide whether to

purchase a product or service, thus the company will reduce its staff

to serve this activity.

2. Better customer service. Full details regarding therelationship with the customer are centralized. This greatlyfacilitates the work of the department service with clients becausethey have the necessary information. You should not be asking thecustomer the same questions again. The company will be able toexpect customers new needs prior to foresee and to work to meetthem.3. Better satisfaction of the customer. The customer

feels more like part of the company rather than an object of tradeor marketing activities, and this leads to better service andanticipation of needs. The customer will be more pleased with theproducts and services that are offered. That is why the companymust seek the products and services that are offering to be of highquality and at a good level and price and most importantly the userto search for them.

4. Customer retention. If the company has chosen the rightCRM system, the customer will become more loyal and will continueto search for the company again and again.5. More new deals. Each new customer will tell about you tosome people that eventually will become clients of your company. Acompany needs to remember that it can rely only on loyal customers those who will choose the company because they are happy with theprice, quality, advertising and service.

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6. Better profits. The more new deals signed by the companyon lower prices the greater the profits will be.7. Exchange and sharing of information. Once a

company realizes that customer relations are implemented at manydifferent levels in the organization, it begins to assess the need forexchange of available information between different structuralunits. CRM is just the tool that allows informed decisions and controlof all different levels.

Disadvantages

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Constant Maintenance : CRM requires additional workinputting data. This can become menial and repetitive. Employeesmust input a large amount of data at the outset, and the database

requires continual maintenance, which takes up company resources.Difficult to Work With : Learning CRM requires training.Workers may complain about its complexity, and your company willhave to use resources teaching workers how to use it.Dehumanization : Many CRM processes require human thought,not mechanized reaction. The dehumanization of these processes canlower their effectiveness. While CRM can certainly prove useful, itstill takes a human brain to create optimal website designs, analyze

and apply the data, and build loyalty with the customer. Often,business managers who invest in CRM expect it to take care of theircustomers magically and dramatically increase their revenue, but ittakes human resources to make CRM run effectively.Integration :CRM can prove difficult to integrate with othersystems. If a certain CRM system is not compatible with your othersystems, such as your email or accounting systems, your CRM systemwill not be effective.Cost and Profit:CRM is not always profitable. The overheadneeded for CRM can become extremely large, since you must pay forits setup, maintenance and, often, server. CRM has a different valuefor each business; the assumptions underlying CRM systems may notapply to all businesses. For example, some businesses may not profitfrom having more loyal customers but rather from having a largervolume of customers.

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Summary of Pizza Hut

History

1958 Frank and Dan Carney open the first

Pizza Hut in Wichita, Kansas

1972 - 1000 restaurants are open throughout

the USA

1973 - Pizza Hut went international.

1977 - PepsiCo bought Pizza Hut.

1982 - JV between PepsiCo and Whitbread

1997 - Pepsi Moved aside for Drinks and

Tricon Global Came into motion.

2002 - Tricon Global became YUM! Brands Inc.

2006 WB sold their share of the JV to Yum!

2008 - Bought Godfather's Pizza in Ireland

with 28 stores.

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Introduction

Type: Wholly owned Subsidiary

Founded: Wichita, Kansas, USA, 1958

Headquarter: Addison, Texas, USA

Founder: Dan and Frank Carney

CEO: David C. Novak

Slogan: NOW YOU ARE EATING

Employees: 300,000+

Parent: Yum! Brands since 1997

Website: http://www.pizzahut.com

http://www.pizzahut.co.in

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FAQ

1. What type of CRMis used in pizza hut?

2. What is the module used in pizza hut?

3. Benefits of CRM in pizza hut?

4. Turnover of pizza hut after implementing CRM?