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KFC Festive Feast Post Analysis

KFC Festive Feast Post Analysis . Share the Magic of the Season Promotion Summary (vs. Prior year). 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: Festive Feast Product Mix:

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KFC Festive Feast Post Analysis

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  1. KFC Festive Feast Post Analysis

  2. Share the Magic of the Season Promotion Summary (vs. Prior year) 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: Festive Feast Product Mix: W7 reached up to: 20.7% with a trend of 14% & 15% Megas: 45% Weekly Units: 15,000 Panama: SSSG Index vs. PY 112 SSTG vs. PY index 107 Weekly Units: 3.146 Stores Remodeling contributed to the results Dessert: Rum Cake and cake packaging contributed to good results Ecuador: Learning Board Jamaica: Learning Board Learning Board

  3. Share the Magic of the Season “ECUADOR” Drive ticket average during the Holiday season by meeting our Families and Friends desire to get together and celebrate a special occasion • 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 • WHAT: Festive Feast/ Mega Navidad • 13pc of Chicken • 2 Large fries • Price: $15.99 • Build your own bucket with : Hot wings , Popcorn Chicken, e • 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 WHEN: 6 weeks Peak sales performance December 24th Sales during weekend dinner time

  4. Share the Magic of the Season “JAMAICA” Drive ticket average during the Holiday season by meeting our Families and Friends desire to get together and celebrate a special occasion • 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. • 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 • 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. WHEN: 4 weeks Sales during weekend dinner time

  5. Share the Magic of the Season “Price Point" PRICE POINT

  6. Share the Magic of the Season “POP” PERU JAMAICA WORLD HUNGER CAMPAIGN Mega Navidad Buena Onda’s incomes contributed to relieve hunger in Perú through Buena Onda Program from Unicef tr TRINIDAD

  7. Share the Magic of the Season “POP” NASSAU ECUADOR DOM REP SURINAME BARBADOS PANAMA COSTA RICA GUATEMALA

  8. Next Promotions W1 Low-End Value Innovation W1 Hi-End Value W2 Seafood Satisfy a craving and don’t spend too much today We have spent too much / Need to save Try something different from their habitual lunch meal

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