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-- 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 [email protected]
VP:
Patricia Cerqueira (21) 2522.2525 [email protected]
Director:
Adriana Yokogawa (11) 2169.7274 [email protected]
Consultant:
Jorge Alves (11) 2169.7280 [email protected]
Tracking Study: KFC
Copernicus BrasilMarketing Consulting
São Paulo / 11-2169-7272
Rio de Janeiro / 21-2522-2525
www.copernicusmarketing.com