Word of Mouth Impact on Krispy Kream UK Fast Food Business

This report delves into the impact of word-of-mouth (WOM) marketing within the fast-food sector, using Krispy Kream UK as a case study. It explores the significance of WOM in attracting and retaining customers, particularly in an industry with budget constraints. The report examines the concept of WOM, its positive and negative consequences, and strategies for leveraging it as a marketing tool. It analyzes the impact of both positive and negative customer experiences on brand perception and sales, highlighting the importance of message control and rapid response to negative feedback. The research incorporates both primary and secondary data collection methods to assess the effectiveness of WOM strategies, offering insights into how businesses can optimize their promotional efforts and build customer satisfaction. The report concludes by emphasizing the critical role of WOM in building a strong customer base and offers recommendations for its implementation.

Negotiate with Assessment.

Executive Summary
In this following assessment report, it is related with fast food company practise in word
to mouth practise which help to advertising product and service related with fast food company.
by United Kingdom. In further the findings that generate on problem occurs in implementing
better word to mouth strategy that if the there is bad experience through customer in during word
to mouth practise that impact can slow down the growth as well as it also make negative
impression towards market and customer.

Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................1
Background of topic...............................................................................................................1
Research Objectives:..............................................................................................................1
Research Question:.................................................................................................................1
Problem statement..................................................................................................................1
Literature Review.............................................................................................................................2
Data Collection:...............................................................................................................................4
Demonstrate about the problem which identified in areas of Word of Mouth in project related.
................................................................................................................................................4
CONCLUSION................................................................................................................................5

INTRODUCTION
Background of topic
Negotiate Assessment is one of specific instance towards formative assessment in which within
assessor through an individual being assessed are expected to better interact on exchanges views.
It is variety of form which have having key elements in common. The organisation point of view
Word of Mouth is consider as in essential aspect on firm competencies to retain and attract the
customer. Moreover in fast food industry, word of mouth leads a crucial role of because which
may unknown through particular service in fast food restaurant(Chong, 2021). In this report the
overall aims and objective is determine implication about Word of Mouth where it either
enhance positive and neither negative outcomes. The report is selected Krispy Kream UK for
further assessment purpose on which project plan execute.
Aims:
“To impact of positive and negative consequences of the word of mouth in fast food industry in
United Kingdom. A case study on Krispy Kream UK.
Research Objectives:
 To examine the concept of Word of Mouth in business sector.
 To access about impact of word of mouth in fast food Krispy Kream UK.
 To determine the strategies for word of mouth in marketing promotion tools.
Research Question:
 What is the concept of Word of Mouth in business?
 How to access the impact of word of mouth in fast food industry.
 What can be strategies to implement within word to mouth as marketing promotional
tools.
Problem statement
Word of mouth is one of first-born promotion technique and many firms are using it for longer
period of time ( Zhao and et.al, 2021). A fast food industry with having limited budget on which
to use Word of Mouth as promotional tools. Therefore, consumer word of mouth is majorly
analysis towards firm capability for better acquire for retain potential clients. Since the word of
mouth is mainly depend through better consumer attitude and perception this may have positive
and negative on fast food delivery,
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Literature Review
a) To examine the concept of Word of Mouth in business sector.
According to the Michal Grover, 2021. Word of Mouth is marketing (WOMM) is also refers as
Word of mouth promotion or advertising which is part of social media marketing process which
is important towards business for make their product and service within better awareness within
market place for attract customer. In perspective of Krispy Kream company UK is fast food
venture that enhance to provide optimum solution for promote their product and services.
Traditionally, word of mouth marketing was spread through one individual person to another
based on recommendation. The word of mouth marketing describe where it targeted efforts
naturally occurring instances where it users about to enhance major satisfaction with brand. In
today the concept of word of mouth marketing having different ways to accommodate are:
Customer loyalty is plays an important role if the product and services are procure their
satisfaction ehanced . Creating quality of Buzz: it is great have budget that enhance proper sales
funnels, but the only way to create a genuine buzz about towards brand and provide message
through offline and online portals for making them aware product and service. It has been
determined that WOM is an ideal tool of promotion for Krispy Kream with their limited budget.
Moreover, it has been found that WOM is an essential tool for the fast food industry for its
publicity to the consumer who are unaware or not consume their services earlier ( Bisschop and
et.al, 2021)
b) To access about impact of word of mouth in fast food industry.
As per the opinion of Zack Lazzari, 2018. The process of Work of mouth is differently from
general pass of media. When a person is having directly leaves about bad review or spread
negative information directly, the audience is more likely to encourage towards information.
Any first hand information is immediately more credible in where companies are used to
positive testimonials case studies and review or sales tools through a reason. Through any
positive reason there is impact of Word of Mouth in Krispy Kream company UK can attract
as many as customer within better form fast food product and service promotes within
increase of conversion potential. There is negative word of mouth that having adverse
market effect such as: Farming the fire is most critical strategy of negative information
which can escalate towards elaborate stories than reality. The ability about quickly
communicate which enhance negative comments through social media and different digital
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outlets also amplifies about effects. The information which spread that enhance rapidly
within having single post towards spiral out of control within effective manner. Mapping of
Effects: The negative word of mouth is evident that cash register. According to Spiegel
Researcher centre, those who have viewed within better negative market get remark on
social media on projected sales and potentially which may cost within large company
million of dollars. The Upside: on the basis of negative word of mouth which has immediate
effect on business where it does not to be last. By offering the opportunity for better
experience which can mitigate negatively and it may improve further spending patterns. This
is one of especially true when the individual not for further change after new experience on
social media channel ( Verwoerd, Klaassen and Regeer, 2021)
c) To determine the strategies for word of mouth in marketing promotion tools.
As per opinion of Analia Madalina Pop, 2021. There two types of Word of Mouth
marketing, Organise: Word of Mouth occur when your brand already has an extended
customer base, which is satisfied with product and services. In context of Krispy Kream
company where to offer fast food services share positive experiences with other people.
Target Campaigns: this is created to marketers to quicken Word of Mouth marketing
through marketing among their customer. Through better social media Facebook, Instagram,
twitter, LinkedIn etc. As the Krispy Kream company can create better strategy to focus on
better Word of Mouth Offer better quality of product or service, It can create stress about
how important is to offer better customer only to provide product and service. But the
marketing team need to determine that if the product is not specifcy the human need which
they expected, it can prevent series of frustration and negative reviews. To create own
website, as it seamlessly must be visually appealing as it one of the key deciding factor for
customer upon purchase. A study to show by 23% of customer who had a positive
experiences told another ten people about it. The benefit of free promotion and more
revenue with more publicity. On the other hand negative consequences of WOM were
dependent on the individual perception. However, customer with negative experience can
spread negative sentinmens about the firm, thus this will discourage the other potential
consumer from trying the product and services.
Data Collection:
There are two types of data collection which suitable towards this relatable project plan:
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 Primary Source of data collection: This source of data is emphasis about the collection
of original data in which one of data are collected first hand through research is having
purpose to conduct project within effective manner. The data collection can be scrutinise
through own research method as it enhance quite expensive and better time consuming as
well as survey, questionnaire and own efforts to generate source for data collection
 Secondary data collection sources: According to this data, the process of collection
about information is through from another researcher documentation, books, internet and
other third part source ( Halupa, 2021). This practise is mainly used by research because
it is tend to be flexible process to utilise for quality of data information scrutinise.
From above two data collection there is use of Secondary Data collection as it opted for
analysing the problem statement and it also would used to enhance better project plan regarding
with fast food company perspective.
Demonstrate about the problem which identified in areas of Word of Mouth in project related.
As the major problem is arises when Word of Mouth in project in fast food company refer
Krispy Kream within UK. Some of issues which every business person get faces by getting better
promotional strategies for their product and services. It is marketing where as it enhance more
importance about every business. Word of mouth is one of flexible practise of advertising and
promotional tools for product and services ( Schmidt and Ockenfels, 2021). Due to advertising
trends to be welcome form better marketing about business because it does not cut into
marketing budget. Some of the problem which arise to conduct better Word to Mouth process:
 Lack of message control: When there is proper business creates within an advertisement
then the business help to control or handle quality of marketing message. It sends to
prospects and customer: In word of mouth marketing the customer which help to control
message to better convey other through personal experience. But if the message is not
correct manner then it would create inappropriate image in customer mind on that note
they would have perception to seek product and service, In perspective of Krispy Kream
company their marketing have to suffer for pitching their product to customer as well as
market within better manner.
 Lasting Negative effect: According towards entrepreneur, where the word of mouth that
enhance marketing on which credible form of forms of advertising because a customer
reputation is at stake and when it talk to positively and negatively about the product
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( Kesselheim, Hwang and Avorn, 2021).The practical guide to brand promotion which
enhance sates negative effect on advertising. This can cause company towards their
experience about decline a sales and damage the company brand.
 Spread: This is an advantage about word to mouth for promotion product and service
with message which can spread quickly manner. At this disadvantages when there a
customer who having bad experience or feedback related with similar product. This may
can repeat business towards to their customer ( Fyke and et.al, 2021)Many of companies
are use to enhance word to mouth advertising through better participating on social
network. The marketing 24 hours says that having impact on social media networking
group towards clos knit messages goes out
CONCLUSION
From the above report it has been concluded that the concept of word of mouth is very
much crucial for every organisation as it helps in attracting more customer base. In relation
to the fast food industry it was seen that all customers need to know what kind of service
they will actually get. With respect to this it has been analysed that there are both positive as
well as negative concepts been aligned to them. It is considered as a very effective strategy
for organizations because with the help of word of mouth customers get better satisfaction
than any other form of strategy. It provides benefit to companies in relation with
promotional aspects due to which they lead to more publicity. Word of mouth strategy is
essential and effective for companies and they should implement it because it would help
them in building up better customer satisfaction base rather than relying only on the same
strategies. It is essential for companies to use different ways and methods through which
they can achieve success and lead to growth sector. Though each strategy has their own
positive aspects but at the same point of time it involves certain negative aspects also
because it totally depends on the perception of individuals because if any customer don’t get
satisfied than they will show some negative results also.
RECOMMENDATIONS
It has been recommended to Krispy Kream Company that they should focus more on online
promotions as it would help their company to enhance their growth level and in accordance
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with that only build up more customer satisfaction. They should implement the strategy of
word of mouth as it is an efficient way that company can implement. It is recommended to
that they should focus more on promoting each product only because as per present situation
each individual is indulged into new technologies and are focusing on online aspects. With
the help of online promotions and word of mouth strategy Krispy Kream Company would be
able to enhance their growth level and at the same point of time it will be able to achieve all
their goals and objectives. For every organisation it is very important that everything gets
managed efficiently and it is only possible if proper strategies are used. So, it is
recommended to Krispy Kream Company that they should make use of all their strategies in
a good way. It was also been recommended that Krispy Kream company should indulge into
such strategies which will be beneficial for them in future. As it is completely in the hands
of organizations that how will they deal in terms of competitors. As per current situation all
individuals remain active on social media so with respect to this they should implement the
method of doing online promotions so that each person get to know about their products.
With the help of this bond with all audiences gets increased and also enhances the way of
customer loyalty. While doing online promotions true information should be provided so
that better customer satisfaction can be build up
REFERENCES
Books and Journals
Chong, S.W., 2021. Reconsidering student feedback literacy from an ecological
perspective. Assessment & Evaluation in Higher Education, 46(1), pp.92-104.
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Zhao, C., and et.al, 2021. A comparative study of state-of-the-art driving strategies for
autonomous vehicles. Accident Analysis & Prevention, 150, p.105937.
Bisschops, R., and et.al, 2021. Overcoming the barriers to dissemination and implementation of
quality measures for gastrointestinal endoscopy: European Society of Gastrointestinal
Endoscopy (ESGE) and United European Gastroenterology (UEG) position statement. UEG
Journal, 9(1), pp.120-126.
Verwoerd, L., Klaassen, P. and Regeer, B.J., 2021. How to normalize reflexive evaluation?
Navigating between legitimacy and integrity. Evaluation, 27(2), pp.229-250.
Halupa, C., 2021. Reaching “Creating” in Bloom's Taxonomy: The Merging of Heutagogy and
Technology in Online Learning. In Research Anthology on Developing Critical Thinking Skills
in Students (pp. 15-35). IGI Global.
Schmidt, K.M. and Ockenfels, A., 2021. Focusing climate negotiations on a uniform common
commitment can promote cooperation. Proceedings of the National Academy of
Sciences, 118(11).
Kesselheim, A.S., Hwang, T.J. and Avorn, J., 2021. Paying for prescription drugs in the new
administration. JAMA, 325(9), pp.819-820.
Fyke, H., and et.al, 2021. Compliance requires communication and cooperation. Lab
Animal, 50(1), pp.3-4.
ONLINE
Grover, 2021, Word of mouth marketing : How to create a strategy for social media Buzz and
skyrocket referral sales
[Online] Available Through:
<https://www.bigcommerce.co.uk/blog/word-of-mouth-marketing/#word-of-mouth-marketing-
statistics>
ONLINE
Pop, 2021, How to build a powerful strategy around word of mouth marketing
[Online] Available Through:
https://blog.creatopy.com/word-of-mouth-marketing-strategy/
ONLINE
Lazzari, 2018, Impact of negative word of mouth
[Online] Avaiable Through:
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https://yourbusiness.azcentral.com/impact-negative-word-mouth-9567.html
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