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-- KFC --

-- KFC --. Tracking Study (Review 1). Preparado para:. Maio, 2009. AGENDA. Background and Objectives Study Plan Timing Investments Team. Tracking Study: KFC. Background and Objectives. Background and Objectives.

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-- KFC --

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  1. -- KFC -- Tracking Study (Review 1) Preparado para: Maio, 2009

  2. AGENDA • Background and Objectives • Study Plan • Timing • Investments • Team

  3. Tracking Study: KFC Background and Objectives

  4. Background and Objectives KFC currently conducts a global tracking study to monitor it’s fast-food business. Now, in 2009, KFC felt the necessity of to monitor this same information in the Brazil market. We understand that this orientation must come from a rigorous analysis of the fast food market taking into consideration not only this study’s outputs, but also all the already available sources of information in other countries. In this approach, we observed all the major points of contact between the company and the market.

  5. Tracking Study: KFC Study Plan

  6. Study Plan Considering our objectives of the study we propose an Image Study that will track KFC’s image, positioning and advertising in Brazil: • We will evaluate KFC and it’s main competitors in Rio de Janeiro, looking at key marketing areas, including brand, communication, promotion and positioning. This information will answer some important questions: • What is KFC’s and competitor’s current positioning? • How are these brands doing in terms of awareness, consumption, preference and consideration? • How are these brands perceived in terms of key marketing actions (promotions) and communication (advertising and slogans)? • How each brand is evaluated in terms of positioning?

  7. Study Plan Image Study • Market: • Awareness of Fast Food Restaurant • Frequency of going to a Fast Food Restaurant • Preference • Consideration of Restaurants Brand Measures • Key Brands: • Advertising Awareness • Slogan Awareness • Campaign Penetration Communication Measures • Promotion Awareness Marketing Actions • Positioning Attributes • Positioning Penetration Positioning

  8. Screener: Consumers that go to a fast food restaurant at least once a month and are not KFC rejectors • Gender: Men (50%) x Women (50%) • Social Class: A, B e C • Age: 16 to 60 years • Market: Rio de Janeiro Profile defined by client following global traking. Sample Plan For this Image Study, we will consider the same sample criteria KFC has been using, in order to allow comparison among different markets. Therefore, we will conduct 3 waves of 100 interviews each (for a total of 300 interviews), using face-to-face methodology. Interviews will be approximately 35 minute in length. And sample will be broken down as follows: *

  9. Tracking Study: KFC Timing

  10. Timing 1st Wave: 2Weeks 4Weeks 2Weeks 1Weeks Fieldwork: • Data collection; • Data Processing and weighting Analysis: • Data analysis and Develop report Final: Presentation of Findings and Copernicus recommendations Questionnaire: Translate questionnaire; pre-testing; adjusts and final approval 9 Weeks * Delays in approval of proposal, questionnaire and sample plan will reflect in delays in the entire process.

  11. Timing 2nd and 3rd Waves: 4Weeks 2Weeks 1Weeks Fieldwork: • Data collection; • Data Processing and weighting Analysis: • Data analysis and Develop report Final: Presentation of Findings and Copernicus recommendations 7 Weeks * Delays in approval of proposal, questionnaire and sample plan will reflect in delays in the entire process.

  12. Tracking Study: KFC Investments

  13. Investments • Investments ( 100 interviews,with quotas for KFC in Rio de Janeiro) • Total / each wave: R$ 22.150,00 * • Note : • These costs include Copernicus fees for planning and managing the field, analysis of data and presentations and the Field costs. • Costs refers only to sample specifications included in this proposal. Any changes in the study structure will change costs and timing. • These costs does not include additional printing costs • Payment plan: 30% on project approval; 30% when fieldwork is completed and 40% on final presentation • This proposal is valid for 30 days.

  14. Tracking Study: KFC Team

  15. Tracking Study: KFC Team: President: Alberto Cerqueira (11) 2169.7272 acerqueira@copernicusmarketing.com.br VP: Patricia Cerqueira (21) 2522.2525 pcerqueira@copernicusmarketing.com.br Director: Adriana Yokogawa (11) 2169.7274ayokogawa@copernicusmarketing.com.br Consultant: Jorge Alves (11) 2169.7280 jalves@copernicusmarketing.com.br

  16. Copernicus Brasil Marketing Consulting São Paulo / 11-2169-7272 Rio de Janeiro / 21-2522-2525 www.copernicusmarketing.com

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