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YUM VALUE FOCUS GROUPS – KFC

YUM VALUE FOCUS GROUPS – KFC. Jamaica Top-Line Results October 2007. The Meaning of “Value”. The Meaning of “Value”continued…. Favourite Value Meal Names. Favourite Value Meal Tag Lines. Other Key Insights. Other Key Insights continued…. Top Line Conclusions.

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YUM VALUE FOCUS GROUPS – KFC

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  1. YUM VALUE FOCUS GROUPS – KFC Jamaica Top-Line Results October 2007

  2. The Meaning of “Value”

  3. The Meaning of “Value”continued…

  4. Favourite Value Meal Names

  5. Favourite Value Meal Tag Lines

  6. Other Key Insights

  7. Other Key Insights continued…

  8. Top Line Conclusions • VALUE = “A Belly Full” regardless of group profile. However, Women are slightly less concerned with quantity than with variety (a bunch of different sides will fill them, but in addition to a decent quantity, they also want choice and balanced meals). Parents in general are also interested in balanced meals as a part of the Value proposition. • $500 is a reasonable price point to consider for the ideal meal combo • Most popular names are: • Heavy Male KFC users = Whattadeal • Women = Real Deal • Light KFC Users = Belly Bus’ Combo • Most popular Tag Lines: • Males = Smart Choice When You’re Hungry For Value.. • Females = The Taste You’re Longing For • Other Recommendations: • Introduce the Fully Loaded Meal concept, highlighting choice of sides more prominently, along with FREE soft drink refills. • Push the Famous Bowl towards families as it is perceived to be a nutritious and balanced meal. Can also be made to be part of a combo for the family ( a variety pack – with ‘something for everyone’ in the pack) • Introduce combo meals with the choice of more than one side or one side in addition to fries.

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