1 / 5

Examples of KFC Festive Feast 2010 Post Analysis

Examples of KFC Festive Feast 2010 Post Analysis. Share the Magic of the Season Participant Markets. NASSAU. DOM REP. ECUADOR. SURINAME. BARBADOS. TRINIDAD. PERU. GUATEMALA. JAMAICA. COSTA RICA. PANAMA. Share the Magic of the Season “ECUADOR”.

tate
Download Presentation

Examples of KFC Festive Feast 2010 Post Analysis

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Examples of KFC Festive Feast 2010 Post Analysis

  2. Share the Magic of the SeasonParticipant Markets NASSAU DOM REP ECUADOR SURINAME BARBADOS TRINIDAD PERU GUATEMALA JAMAICA COSTA RICA PANAMA

  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 • HOW: • Festive Feast 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 • Peak sales performance December 24th WHEN: 6 weeks

  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” • Perceived to have a better offer than competition. • Closest competitor was $23.25 • Facebook page was ideal to check for actual consumers feedback • 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 • Aggressive price point: “Best Deal” $21.62 was perceived as GREAT DEAL vs PY $33.65 • HOW: • SSS Index vs. PY 101 • Product Mix: 8.68% • Food and Paper: 51.36% • 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 $33.65 so the new price point was warmly received. WHEN: 4 weeks

  5. ThankYou! Gracias!

More Related