Hot WingsPost Analysis

November 2011

Aug Sep Oct Nov Mar Apr May

Back to School Holidays

Young Adults

Toasted

2011 KFC CaribLA

Q1 Q2 Q3 Q4

Jan Feb Dec

W6 W7

Jun Jul

W1 Post Christmas

W2 Lent

Master Brand

Families / Groups

Value

Whattadeal

Hi-End Value (3-4 People)

Seafood Big Box

Seafood

Signature Shrimp / Fish

Sandwich

Itwist Phase II New Flavors

Value Innovation

Box Master Big Box

Xmas Big Box

Box Master

Value Menu Entry Price

Whattadeal

Value Meals Combos

Sandwiches Big Box

Hot Wings Big Box

Whattadeal

Thematic COB

COB Individual Meals

Double Down Hot Wings

Snackables Sandwiches

W3 Spring Summer

W4 W5 Vacations

Thematic COB

COB Family Meals

Thematic COB

So Good 360 Launch

Festive Feast

Xmas Mega Meal

Hi End Groups Wings Bucket

Snack Bucket

In Store Prepared… That’s why KFC Taste So

Good

Thematic Campaign

2011 KFC CaribLA Marketing Calendar

Marketing Strategy:

Drive transactions during weekday lunch and snack occasions among adventurous young adults who want to spice up their fast food routines with KFC’s Hot Wings.

Product Benefit:

Gives me a spicy jolt of flavor that livens up my standard routines!

Value offer

Marketing Messages:• “Join the Adventure”- Spice Up Your Lunch• Share the Adventure

COSTA RICA BARBADOS PANAMA

Communication

Counter card Translite Decal

Billboard

KPI & Results

DURING PROMOTION

Panama W 1 W 2 W 3 W 4 W 5 W 6

Promotion Average

SSS 112 114 112 120 124 120 117SST 111 110 110 113 116 117 113% Mix 3% 6% 6% 5% 5% 5% 5%

BarbadosW 1 W 2 W 3 W 4 W 5 W 6

Promotion Average

SSS 103 90 92 95 105 96 97SST 103 89 87 91 98 93 94% Mix 8% 14% 14% 16% 14% 15% 14%

Costa-Rica

W1 W2 W3 W4 W5 W6 PromotionAverage

SSS 105 106 107 111 108 108 108

SST 106 103 108 107 107 104 106

% Mix 10% 10% 9% 9% 9% 9% 9,5%

PRIOR PROMOTION

Panama Month 1 Month 2 Month 3 Month 4

SSS 100 97 106 107SST 100 98 106 106% Mix 0% 0% 0% 0%

BarbadosMonth 1 Month 2 Month 3 Month 4

SSS 96 102 96 102SST 98 104 97 102% Mix 15% 6% 22% 11%

Costa -RicaMonth 1 Month 2 Month 3 Month 4

SSS 94 97 100 100

SST 105 108 101 106

% Mix 0% 0% 0% 0%

Promotional advertising support

Barbados

% of your total

spending C-R% of your total

spending Panama

% of your total

spending

TV/ Cable 22% TV/ Cable 56% TV/ Cable 6o%

Outdoors NA Outdoors 24 % Outdoors 10 %

POP 10% POP 8 % POP 10 %

Radio 34 % Radio 0 % Radio 10 %

Digital 10 % Digital 2% Digital 10%

Email Blast 33% Newspaper 8% Newspaper 0%

Other ? 0 % Other ? 2 % Other ? 0 %

Above the line is still the main communication media!

Key Learnings

Highlights/what worked well What would you improve?1. Very unique from KFC, hard to copy.

2. Hot Wings is a proven Winner.

3. Hot wings as permanent in value menu

4. Customer loves it and are always happy to get it back

5. Basic snack, Today’s Young Adults love it. Women too!

6. Innovative idea with 2 flavors, mix 60% BBQ 40% Hot

7. Versatile product offering: 4, 6, 8 till 36 pieces

8. Bucket successful during big events: sport, carnival etc

9. Affordable “add on” to increase Ticket Average Price

1. Increase digital communication

2. It s an established product. Need innovation: ex.

New flavors , new packaging

Promotion rating in average :

How would you rate the overall success of your promotion? Between 1 to 5 stars, 1 star for lowest score, 5 stars for highest score.

4 5

6

Gracias!

Thank You!