-- KFC --

Preparado para:

Maio, 2009

Tracking Study (Review 1)

AGENDA

Background and Objectives

Study Plan

Timing

Investments

Team

Background and Objectives

Tracking Study: KFC

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.

Study Plan

Tracking Study: KFC

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?

Study Plan

Image Study

- Awareness of Fast Food Restaurant

- Frequency of going to a Fast Food Restaurant

- Preference

- Consideration of Restaurants

- Awareness of Fast Food Restaurant

- Frequency of going to a Fast Food Restaurant

- Preference

- Consideration of Restaurants

Brand Measures

Market:

- Advertising Awareness- Slogan Awareness- Campaign Penetration

- Advertising Awareness- Slogan Awareness- Campaign Penetration

- Promotion Awareness- Promotion Awareness

- Positioning Attributes

- Positioning Penetration

- Positioning Attributes

- Positioning Penetration

Communication Measures

Marketing Actions

Positioning

Key Brands:

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:

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

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.*

Timing

Tracking Study: KFC

Timing

1st Wave:

Questionnaire:

Translate

questionnaire; pre-

testing; adjusts and

final approval

2Weeks

2Weeks

Fieldwork:

Data

collection;

Data

Processing

and weighting

Analysis:

Data

analysis and

Develop

report

Final:

Presentation of

Findings and

Copernicus

recommendation

s

Delays in approval of proposal, questionnaire and sample plan will reflect in delays in the entire process.

9Weeks

9Weeks

*

4Weeks

4Weeks

2Weeks

2Weeks

1Weeks

1Weeks

Timing

2nd and 3rd Waves:

Fieldwork:

Data

collection;

Data

Processing

and weighting

Analysis:

Data

analysis and

Develop

report

Final:

Presentation of

Findings and

Copernicus

recommendation

s

Delays in approval of proposal, questionnaire and sample plan will reflect in delays in the entire process.

7Weeks

7Weeks

*

4Weeks

4Weeks

2Weeks

2Weeks

1Weeks

1Weeks

Investments

Tracking Study: KFC

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.

*

Team

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) 2169.7274 ayokogawa@copernicusmarketing.com.br

Consultant:

Jorge Alves (11) 2169.7280 jalves@copernicusmarketing.com.br

Tracking Study: KFC

Copernicus BrasilMarketing Consulting

São Paulo / 11-2169-7272

Rio de Janeiro / 21-2522-2525

www.copernicusmarketing.com