-- KFC -- Preparado para: Maio, 2009 Tracking Study (Review 1)

AGENDA  Background and Objectives  Study Plan  Timing  Investments  Team

Background and Objectives Tracking Study: KFC

Background and Objectives KFC currently conducts a global tracking study to monitor it’s fast-food business. Now, in 2009, KFC felt the necessity of to monitor this same information in the Brazil market. We understand that this orientation must come from a rigorous analysis of the fast food market taking into consideration not only this study’s outputs, but also all the already available sources of information in other countries. In this approach, we observed all the major points of contact between the company and the market.

Study Plan Tracking Study: KFC

Study Plan Considering our objectives of the study we propose an Image Study that will track KFC’s image, positioning and advertising in Brazil: We will evaluate KFC and it’s main competitors in Rio de Janeiro, looking at key marketing areas, including brand, communication, promotion and positioning. This information will answer some important questions: What is KFC’s and competitor’s current positioning? How are these brands doing in terms of awareness, consumption, preference and consideration? How are these brands perceived in terms of key marketing actions (promotions) and communication (advertising and slogans)? How each brand is evaluated in terms of positioning?

Study Plan Image Study -Awareness of Fast Food Restaurant -Frequency of going to a Fast Food Restaurant -Preference -Consideration of Restaurants -Awareness of Fast Food Restaurant -Frequency of going to a Fast Food Restaurant -Preference -Consideration of Restaurants Brand Measures Market: -Advertising Awareness -Slogan Awareness -Campaign Penetration -Advertising Awareness -Slogan Awareness -Campaign Penetration -Promotion Awareness -Positioning Attributes -Positioning Penetration -Positioning Attributes -Positioning Penetration Communication Measures Marketing Actions Positioning Key Brands:

Sample Plan For this Image Study, we will consider the same sample criteria KFC has been using, in order to allow comparison among different markets. Therefore, we will conduct 3 waves of 100 interviews each (for a total of 300 interviews), using face-to-face methodology. Interviews will be approximately 35 minute in length. And sample will be broken down as follows: Screener: Consumers that go to a fast food restaurant at least once a month and are not KFC rejectors Gender: Men (50%) x Women (50%) Social Class: A, B e C Age: 16 to 60 years Market: Rio de Janeiro Screener: Consumers that go to a fast food restaurant at least once a month and are not KFC rejectors Gender: Men (50%) x Women (50%) Social Class: A, B e C Age: 16 to 60 years Market: Rio de Janeiro Profile defined by client following global traking. *

Timing Tracking Study: KFC

Timing 1 st Wave: Questionnaire: Translate questionnaire; pre- testing; adjusts and final approval 2 Weeks Fieldwork: Data collection; Data Processing and weighting Analysis: Data analysis and Develop report Final: Presentation of Findings and Copernicus recommendations Delays in approval of proposal, questionnaire and sample plan will reflect in delays in the entire process. 9 Weeks 9 Weeks * 4 Weeks 2 Weeks 1 Weeks

Timing 2 nd and 3 rd Waves: Fieldwork: Data collection; Data Processing and weighting Analysis: Data analysis and Develop report Final: Presentation of Findings and Copernicus recommendations Delays in approval of proposal, questionnaire and sample plan will reflect in delays in the entire process. 7 Weeks 7 Weeks * 4 Weeks 2 Weeks 1 Weeks

Investments Tracking Study: KFC

Investments Investments ( 100 interviews, with quotas for KFC in Rio de Janeiro) Total / each wave:R$ ,00 Note : These costs include Copernicus fees for planning and managing the field, analysis of data and presentations and the Field costs. Costs refers only to sample specifications included in this proposal. Any changes in the study structure will change costs and timing. These costs does not include additional printing costs Payment plan: 30% on project approval; 30% when fieldwork is completed and 40% on final presentation This proposal is valid for 30 days. *

Team Tracking Study: KFC

Team: President: Alberto Cerqueira (11) VP: Patricia Cerqueira (21) Director: Adriana Yokogawa(11) Consultant: Jorge Alves(11) Tracking Study: KFC

Copernicus Brasil Marketing Consulting São Paulo / Rio de Janeiro /