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Top Performers during Holiday promotion: Costa Rica: SSSG Index vs. PY 141 SSTG vs. PY index 150...

Date post: 17-Dec-2015
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KFC Festive Feast Post Analysis
Transcript
Page 1: Top Performers during Holiday promotion: Costa Rica: SSSG Index vs. PY 141 SSTG vs. PY index 150 Product Mix: Festive Feast 4.66%, Megas 31.66% Peru:

KFC Festive Feast Post Analysis

Page 2: Top Performers during Holiday promotion: Costa Rica: SSSG Index vs. PY 141 SSTG vs. PY index 150 Product Mix: Festive Feast 4.66%, Megas 31.66% Peru:

Top Performers during Holiday promotion:

Costa Rica: SSSG Index vs. PY 141SSTG vs. PY index 150Product Mix: Festive Feast 4.66% , Megas 31.66%Peru:Festive Feast Product Mix: W7 reached up to: 20.7% with a trend of 14% & 15%Megas: 45%Weekly Units: 15,000Panama:SSSG Index vs. PY 112SSTG vs. PY index 107Weekly Units: 3.146Stores Remodeling contributed to the resultsDessert: Rum Cake and cake packaging contributed to good resultsEcuador: Learning BoardJamaica: Learning BoardLearning Board

Share the Magic of the Season Promotion Summary (vs. Prior year)

Page 3: Top Performers during Holiday promotion: Costa Rica: SSSG Index vs. PY 141 SSTG vs. PY index 150 Product Mix: Festive Feast 4.66%, Megas 31.66% Peru:

Share the Magic of the Season “ECUADOR”

WHEN: 6 weeks Peak sales performance December 24th Sales during weekend dinner time

WHAT: Festive Feast/ Mega Navidad• 13pc of Chicken• 2 Large fries• Price: $15.99• Build your own bucket with : Hot wings , Popcorn Chicken, e

Drive ticket average during the Holiday season by meeting our Families and Friends desire to get together and celebrate a special occasion

SUMMARY:• SSTG Index: 109• Product Mix: 8.68%• Food and Paper: 43%• Average of units sold per week: 10,000• Sold 15,000 units + in the category

Learnings:• Promotion drove strong top-line sales and transactions vs current trend• Consumer loves the opportunity to build their own bucket• Mix of single items : Avgr sales mix 600 units •with Festive Feast to 3,000 units. • Pechugones: from 200 units to 600 units. Strips: from 150 to 300 50% increase

Page 4: Top Performers during Holiday promotion: Costa Rica: SSSG Index vs. PY 141 SSTG vs. PY index 150 Product Mix: Festive Feast 4.66%, Megas 31.66% Peru:

Share the Magic of the Season “JAMAICA”

WHEN: 4 weeks Sales during weekend dinner time

WHAT: Festive Feast/ Mega Navidad• 9 pieces chicken • 1 Family sized fries, 4 biscuits, 3 corn cobbettes • 1 2L Pepsi • Free Christmas Cake 6 people

Drive ticket average during the Holiday season by meeting our Families and Friends desire to get together and celebrate a special occasion

SUMMARY:• Product Mix: 8.68%• Aggressive price point: “Best Deal” $21.62 was perceived as GREAT DEAL.• Impact Large Pack Layer – People trading up from the 6pc combo more than double the 9pc combo units• Free Christmas driver of sales.• Offering last year was $2,995 or $33.65 so the new price point was warmly received.

Learnings:• The “magic price point” hit the price point that consumers were demanding. • Consumer reaction of “Better value for money”….”KFC finally has a good deal”• In regards to competitive analysis – Jamaica was perceived to have a better offer than competition. • Facebook page was ideal to check for actual consumers feedback• Closest competitor was $23.25• Only positive month in sales for entire 2010.

Page 5: Top Performers during Holiday promotion: Costa Rica: SSSG Index vs. PY 141 SSTG vs. PY index 150 Product Mix: Festive Feast 4.66%, Megas 31.66% Peru:

MARKET Offer # of Pieces Price Point Competitor $Jamaica 9 pcs 21.62$ Island Grill 23.25$ Ecuador 13 pcs 15.99$ Campero 12.87$

Barbados 8 pcs 29.98$ Not competitor NAPeru 8 pcs 17.80$ Norkis 16.46$

Panama 8 pcs 13.99$ Mc Donalds 10.99$ Trinidad 8,10&12pcs 20.00$ BK (Lowest $) 18.80$ Nassau 8 pcs 20.99$ Dominos 24.99$

Costa Rica 8 pcs 20.93$ Mc Donalds 18.94$ Suriname 15pcs 26.60$ Naskip NAGuatemala Big Box 5.50$ Campero (8pcs) 14.42$

Chile 6pcs 20.44$ Pizza Hut 22.48$ Dom Rep 8pcs 17.33$ NADom Rep Big Box

9 pc

s

13 p

cs

8 pc

s

8 pc

s

8,10

&12

pcs

8 pc

s

8 pc

s

15pc

s

6pcs

Jamaica Ecuador Barbados Panama Trinidad Nassau Costa RicaSuriname Chile

51.36% 43% 44% 46.25%25.20%

35.70% 35.40%44.78% 39.00%

Food and Paper Cost %

PRICE POINT

Share the Magic of the Season “Price Point"

Page 6: Top Performers during Holiday promotion: Costa Rica: SSSG Index vs. PY 141 SSTG vs. PY index 150 Product Mix: Festive Feast 4.66%, Megas 31.66% Peru:

tr

Share the Magic of the Season “POP”

PERU

WORLD HUNGER CAMPAIGNMega Navidad Buena Onda’s

incomes contributed to relievehunger in Perú through

Buena Onda Program from Unicef

JAMAICA

TRIN

IDAD

Page 7: Top Performers during Holiday promotion: Costa Rica: SSSG Index vs. PY 141 SSTG vs. PY index 150 Product Mix: Festive Feast 4.66%, Megas 31.66% Peru:

Share the Magic of the Season “POP”

SURINAMEECUADORNASSAU DOM REP BARBADOS

GUATEMALAPANAMA COSTA RICA

Page 8: Top Performers during Holiday promotion: Costa Rica: SSSG Index vs. PY 141 SSTG vs. PY index 150 Product Mix: Festive Feast 4.66%, Megas 31.66% Peru:

Next Promotions

We have spent too much / Need to save

W1Hi-End Value

Satisfy a craving and don’t spend too much today

W1Low-End Value

Innovation

Try something different from their habitual lunch meal

W2Seafood


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