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2Q08 KFC Brand Awareness
Brand Image Tracker Global Summary 2Q089-Oct-08
84%
69%65%
60%
52% 50%
36% 33%28% 27%
23% 20% 19% 18% 18%13% 11% 10% 9% 8% 8% 6% 6% 5% 4% 3% 3% 1% 1%
16%
29%34%
40%
40%48%
61%62%
67%
61%
46%
31%
60%
44%
62%
58%58% 62%
77%
62%
45%
60%
23%
54%
31%
17%
63%
10%
25%
6%
2%8%
2% 3% 5% 4%12%
31%
49%
11%
36%
20%
26%26%
28%
15%
29%
47%
33%
71%
29%
65%
78%
28%
28%
61%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TOM Unaided Aided
Total QSR Users
2Q08 KFC Brand Awareness – Top of Mind
Indonesia
Jamaica
Malaysia
Mexico
South Africa
Trinidad
Mauritius
Australia
Russia
Bulgaria Korea
Canada Kuwait
Costa Rica New Zealand
Germany Puerto Rico
Greece Singapore
Honduras Taiwan
Hong Kong UK
Japan
Philippines
Win
Tie
Lose
Decline No change Improve
Change vs. Year Ago
Ga
p v
s.
Mc
Do
na
ld’s
All Aware
Brand Image Tracker Global Summary 2Q089-Oct-08
2Q08 KFC Brand Usage
All Aware
93%89% 87% 85% 83% 81%
77% 74%67% 66% 66% 66%
61% 59% 58% 57%53% 52% 52% 50% 47% 44%
38%
22% 21%14% 12% 12% 9%
5%
6%9% 12% 14%
13% 18%22% 25%
28%26% 27% 24%
39%36% 37% 38%
42%39% 36% 43%
41%
33% 48%
49%
25% 41%
77%
11%
32%
31%
1% 2% 1% 1% 4% 1% 1%5% 8% 7% 10%
4% 5% 5% 5%9% 12%
7%12%
23%
14%
29%
54%
45%
11%
77%
59%64%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
P3M Lapsed/Lost Never Tried
Brand Image Tracker Global Summary 2Q089-Oct-08
Note: Data in some market is scaled to 100%.
2Q08 KFC Brand Usage
Jamaica
Mexico
Russia
Bahamas
Indonesia
Malaysia
Mauritius
South Africa
Trinidad
Kuwait Costa Rica
Korea
Australia New Zealand
Bulgaria Puerto Rico
Germany Singapore
Honduras Taiwan
Hong Kong
Canada
Greece
Japan
Philippines
UK
Win
Tie
Lose
Decline No change Improve
Change vs. Year Ago
Ga
p v
s.
Mc
Do
na
ld’s
Past 3 Month Users
Brand Image Tracker Global Summary 2Q089-Oct-08
2Q08 KFC Visit Frequency
1.92.1
2.1
2.2
2.2
2.3
2.4
2.5
2.5
2.7
2.8
3.1
3.1
3.2
3.2
3.3
3.4
3.6
3.6
3.8
4.0
4.1
4.3
4.9
6.4
6.7
6.9
7.4
7.98.8
Japan
Mauritius
Greece
Taiwan
Mexico
Canada
Korea
Honduras
New Zealand
Hong Kong
Indonesia
France
Malaysia
Costa Rica
Australia
Singapore
Turkey
UK
Bulgaria
Germany
Philippines
Russia
Puerto Rico
UAE
Egypt
South Africa
Kuwait
Jamaica
Trinidad
Bahamas
Past 3 Month Users – Average Visits in Past 3 Months
Brand Image Tracker Global Summary 2Q089-Oct-08
WinTieLose
Gap vs McDonalds - Visit Frequency
-3.3-2.8
-2.5
-2.4
-2.4
-2.1
-1.9
-1.8
-1.7
-1.5
-1.4
-1.3
-1.1
-1.0
-0.2
-0.1
0.5
0.5
0.7
1.0
2.0
2.3
2.5
3.9
-0.8
0.4
0.5
-0.5
-0.3
Hong Kong
Singapore
UK
Kuwait
Greece
Taiwan
Canada
Australia
France
Philippines
New Zealand
Turkey
Korea
Puerto Rico
Russia
Bulgaria
Honduras
Malaysia
Costa Rica
Germany
Indonesia
Mauritius
South Africa
Mexico
UAE
Jamaica
Trinidad
Egypt
Bahamas
2Q08 KFC Visit Frequency
Brand Image Tracker Global Summary 2Q089-Oct-08
2Q08 KFC User Frequency
80% 79%
67%62%
58%54%
45%38% 37% 35% 32% 31% 30% 29% 27% 26% 26% 24% 23% 21% 19% 19% 18% 17% 16% 15% 13% 13% 12%
7%
13% 18%
25%32%
34%
24%
30%39% 39%
40%
35%
23%
38%50%
40%
49%
42% 47%
39%46% 45%
35%
29% 32% 34%45% 44%
49%
45%
6%3%
8% 6% 8%
22%25% 23% 24% 25%
33%
46%
28%32%
23%
34%
26%
34%30%
40%35% 36%
47%54% 52% 50%
42% 43%39%
48%
43%
0%
20%
40%
60%
80%
100%
Heavy Moderate Light
Past 3 Month Users
Brand Image Tracker Global Summary 2Q089-Oct-08
2Q08 KFC User Loyalty
24%30%
36%
38%
38%
39%
39%
40%
42%
43%
43%
43%
49%
50%
53%
53%
56%
58%
58%
59%
64%
69%
69%
69%
70%
72%
73%
78%
82%88%
Japan
Hong Kong
Taiwan
Germany
France
Singapore
Canada
Australia
UK
New Zealand
Turkey
Philippines
Bulgaria
Greece
Kuwait
Puerto Rico
Korea
Russia
Malaysia
Costa Rica
UAE
Trinidad
Jamaica
Honduras
South Africa
Indonesia
Egypt
Mexico
Bahamas
MauritiusPast 3 Month Users – KFC
Share*
*KFC share of all KFC user visits to both KFC and McDonaldsBrand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 KFC User Loyalty – Change vs. Year Ago
-10%
-8%
-7%
-6%
-5%
-4%
-4%
-2%
-2%
0%
0%
0%
0%
1%
1%
1%
2%
3%
3%
4%
5%
6%
9%
Korea
Bulgaria
Australia
Hong Kong
Germany
Costa Rica
New Zealand
UK
South Africa
Taiwan
Japan
Kuwait
Russia
Canada
Malaysia
Philippines
Trinidad
Singapore
Honduras
Indonesia
Jamaica
Puerto Rico
Mauritius
Bahamas
Mexico
Past 3 Month Users – KFC Share*
*KFC share of all KFC user visits to both KFC and McDonaldsBrand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 KFC Brand Equity vs. McDonald’s
1514
12 11 11 1010
9 99
8 8 7 7 7 7 7 6 5 5 5 5 5 4 4 4 4 4
11
1010 13
10 128 15
13
13
10
5
13 13 13
10
5
14 17 1713
12
5
1715
13
117
14 5
3
7 6 53
5
1
9
15
7 7 6
11
16
86 5
810
17
79
6
1315
0%
20%
40%
60%
80%
100%
Win Tie Lose
All Brand Aware
Brand Image Tracker Global Summary 2Q089-Oct-08
2Q08 KFC Brand Equity vs. Year Ago
All Brand Aware
6 6 5 5 5 5 5 5 5 5 5 5 54 4 4 4 4
3 3 3 3 3 2 2 2 1 1
15 15 18 17 17 1716 16 16 15 15 14
12 18 1817 17 14
1918 18
17 1722 22
1721 17
4 42 3 2 2
4 4 3 4 4 4 32 1
3 2 2 24 3
5 4
1 1
53 2
0%
20%
40%
60%
80%
100%
Improve No change Decline
Brand Image Tracker Global Summary 2Q089-Oct-08
2Q08 KFC Brand Equity vs. McDonald’sAll Aware
Brand Image Tracker Global Summary 2Q089-Oct-08
Food EquityExperience
Equity Value Equity Total Equity
Australia Tie Lose Lose LoseBahamas Tie Tie Lose TieBulgaria Win Lose Tie TieCanada Tie Lose Lose LoseCosta Rica Win Tie Tie WinEgypt Tie Tie Tie TieFrance Win Lose Tie TieGermany Lose Lose Tie LoseHonduras Tie Tie Tie TieHong Kong Lose Lose Lose LoseIndonesia Win Win Win WinJamaica Tie Lose Lose LoseJapan Tie Lose Lose TieKorea Tie Lose Tie LoseKuwait Tie Lose Lose LoseMalaysia Tie Win Tie TieMauritius Win Win Win WinMexico Win Win Win WinNew Zealand Lose Lose Lose LosePhilippines Win Lose Tie TiePuerto Rico Tie Lose Tie TieRussia Tie Tie Tie TieSingapore Lose Lose Tie LoseSouth Africa Win Win Tie WinTaiwan Lose Lose Tie LoseTrinidad Win Win Tie WinUAE Win Win Win WinUK Lose Lose Lose Lose
2Q08 KFC Brand Equity vs. Year AgoAll Aware
Brand Image Tracker Global Summary 2Q089-Oct-08
Food EquityExperience
Equity Value Equity Total Equity
Australia No change No change No change No changeBahamas No change No change No change No changeBulgaria No change Decline Decline DeclineCanada No change Improve No change No changeCosta Rica Decline Decline No change DeclineGermany No change No change No change No changeHonduras Improve Improve Improve ImproveHong Kong No change No change No change No changeIndonesia No change No change No change No changeJamaica Improve Improve No change ImproveJapan No change No change No change No changeKorea No change No change No change No changeKuwait No change No change No change No changeMalaysia No change No change No change No changeMauritius Decline Decline No change DeclineMexico Improve Improve No change ImproveNew Zealand Improve Improve Improve ImprovePhilippines Improve No change No change ImprovePuerto Rico No change No change No change No changeRussia No change No change No change No changeSingapore No change No change No change No changeSouth Africa No change No change No change No changeTaiwan No change No change No change No changeTrinidad No change No change No change No changeUK No change Decline No change No change
WinTieLose
Gap vs McDonalds - Food Taste(Brand Aware)
0.74
0.61
0.49
0.45
0.44
0.38
0.34
0.32
0.32
0.28
0.27
0.27
0.23
0.22
0.060.04
0.03
0.03
-0.01
-0.05
-0.07
-0.11
-0.15
-0.21
-0.22
-0.25-0.29
0.00
Mauritius
Costa Rica
South Africa
Bahamas
Japan
Bulgaria
Mexico
Trinidad
France
Australia
Philippines
Canada
UAE
Indonesia
Malaysia
Russia
Egypt
Honduras
Taiwan
Korea
New Zealand
Hong Kong
Puerto Rico
Singapore
UK
Kuwait
Jamaica
Germany
2Q08 KFC Brand Equity - Taste
Brand Image Tracker Global Summary 2Q089-Oct-08
2Q08 Food Taste
Bulgaria
Mauritius
Australia Japan
Bahamas Mexico
Canada South Africa
Costa Rica Trinidad
Indonesia
Philippines
Korea
Malaysia
Germany
Hong Kong
Puerto Rico
Taiwan
Honduras
New Zealand
Russia
Kuwait
Singapore
UK
Jamaica
Win
Tie
Lose
Decline No change Improve
Change vs. Year Ago
Ga
p v
s.
Mc
Do
na
ld’s
All Aware
Brand Image Tracker Global Summary 2Q089-Oct-08
Gap vs McDonalds - Food Taste(Past 3 Month Brand Users)
0.69
0.50
0.42
0.42
0.40
0.36
0.34
0.34
0.33
0.33
0.32
0.31
0.26
0.17
0.100.09
0.07
0.06
0.05
-0.02
-0.03
-0.07
-0.15
-0.19
-0.47-0.50
-0.03
0.03
Costa Rica
Japan
Bulgaria
Philippines
Australia
Canada
Egypt
Mexico
Trinidad
Bahamas
South Africa
France
Mauritius
Indonesia
UK
Honduras
Russia
Korea
New Zealand
Taiwan
Hong Kong
Malaysia
UAE
Puerto Rico
Singapore
Jamaica
Kuwait
Germany
WinTieLose
2Q08 KFC Brand Equity - Taste
Brand Image Tracker Global Summary 2Q089-Oct-08
2Q08 Food Taste
Mauritius
Australia Japan
Bulgaria Mexico
Canada Philippines
Costa Rica South Africa
Indonesia Trinidad
Hong Kong
Malaysia
UK
Bahamas
Germany
Honduras
Korea
Puerto Rico
Singapore
Taiwan
New Zealand
Russia
Kuwait Jamaica
Win
Tie
Lose
Decline No change Improve
Change vs. Year Ago
Ga
p v
s.
Mc
Do
na
ld’s
Past 3 Month Users
Brand Image Tracker Global Summary 2Q089-Oct-08
Gap vs McDonalds - Value For Money(Brand Aware)
0.38
0.26
0.19
0.19
0.19
0.18
0.17
0.12
0.10
0.03
0.01
0.01
-0.06
-0.07
-0.11
-0.17
-0.22
-0.25
-0.27
-0.27
-0.28
-0.30
-0.35
-0.44-0.66
-0.08
0.00
Mauritius
UAE
Indonesia
Mexico
Bulgaria
South Africa
France
Costa Rica
Honduras
Trinidad
Egypt
Russia
Malaysia
Philippines
Korea
Singapore
Hong Kong
Puerto Rico
Jamaica
Australia
Canada
Germany
Kuw ait
Bahamas
UK
NZ
Japan
WinTieLose
2Q08 KFC Brand Equity – Value
Brand Image Tracker Global Summary 2Q089-Oct-08
2Q08 Value for the Money
All Aware
Indonesia
Mauritius
Mexico
South Africa
Bulgaria
Costa Rica
Malaysia
Bahamas Puerto Rico
Germany Russia
Hong Kong Singapore
Korea Trinidad
Honduras
Philippines
Australia
Canada
Jamaica
Japan
Kuwait
UK
New Zealand
Win
Tie
Lose
Decline No change Improve
Ga
p v
s.
Mc
Do
na
ld’s
Brand Image Tracker Global Summary 2Q089-Oct-08
2Q08 Favorite QSR
66% 64%
56%
48% 46% 45% 44%
33%26%
22% 21% 20% 18% 15% 15% 15% 15%10% 9% 8% 8% 7% 5% 5% 5% 5% 3% 3%
4%
23%
23%
9% 11% 15%
3% 26%
6%
50%
8%16%
41%
19%16% 13%
26% 38%
9% 11%
30%
17%
9%15%
8%
38%
9%3%
30%
12%
21%
43% 43% 40% 41%
69%
28%
71%64%
42%
65%70% 72%
59%53%
82% 81%
62%
76%
86%80%
87%
58%
89%94%
53%
0%
20%
40%
60%
80%
100%
KFC MCD Other
All Aware
Brand Image Tracker Global Summary 2Q089-Oct-08