2. 2011 KFC CaribLA Marketing Calendar

3. Marketing Strategy: Drive transactions during weekday lunch and snack occasions among adventurous young adults who want to spice up their fast food routines with KFC’s Hot Wings. Product Benefit: Gives me a spicy jolt of flavor that livens up my standard routines! Value offer Marketing Messages: “Join the Adventure”- Spice Up Your Lunch Share the Adventure

4. COSTA RICA BARBADOS PANAMA Communication Counter cardTranslite Decal Billboard

5. KPI & Results DURING PROMOTION Panama W 1W 2W 3W 4W 5W 6 Promotion Average SSS 112114112120124120117 SST 111110 113116117113 % Mix 3%6% 5% Barbados W 1W 2W 3W 4W 5W 6 Promotion Average SSS 1039092951059697 SST 103898791989394 % Mix 8%14% 16%14%15%14% Costa- Rica W1W2W3W4W5W6 Promotion Average SSS105106107111108 SST106103108107 104106 % Mix10% 9% 9,5% PRIOR PROMOTION Panama Month 1Month 2Month 3Month 4 SSS 10097106107 SST 10098106 % Mix 0% Barbados Month 1Month 2Month 3Month 4 SSS 9610296102 SST 9810497102 % Mix 15%6%22%11% Costa -Rica Month 1Month 2Month 3Month 4 SSS 9497100 SST 105108101106 % Mix 0%

6. Promotional advertising support Barbados % of your total spendingC-R % of your total spendingPanama % of your total spending TV/ Cable 22% TV/ Cable 56% TV/ Cable 6o% Outdoors NA Outdoors 24 % Outdoors 10 % POP 10% POP 8 % POP 10 % Radio 34 % Radio 0 % Radio 10 % Digital 10 % Digital 2% Digital 10% Email Blast 33% Newspaper 8% Newspaper 0% Other ? 0 % Other ? 2 % Other ? 0 % Above the line is still the main communication media!

7. Key Learnings Highlights/what worked wellWhat would you improve? 1.Very unique from KFC, hard to copy. 2.Hot Wings is a proven Winner. 3.Hot wings as permanent in value menu 4.Customer loves it and are always happy to get it back 5.Basic snack, Today’s Young Adults love it. Women too! 6.Innovative idea with 2 flavors, mix 60% BBQ 40% Hot 7.Versatile product offering: 4, 6, 8 till 36 pieces 8.Bucket successful during big events: sport, carnival etc 9.Affordable “add on” to increase Ticket Average Price 1.Very unique from KFC, hard to copy. 2.Hot Wings is a proven Winner. 3.Hot wings as permanent in value menu 4.Customer loves it and are always happy to get it back 5.Basic snack, Today’s Young Adults love it. Women too! 6.Innovative idea with 2 flavors, mix 60% BBQ 40% Hot 7.Versatile product offering: 4, 6, 8 till 36 pieces 8.Bucket successful during big events: sport, carnival etc 9.Affordable “add on” to increase Ticket Average Price 1.Increase digital communication 2.It s an established product. Need innovation: ex. New flavors, new packaging 1.Increase digital communication 2.It s an established product. Need innovation: ex. New flavors, new packaging Promotion rating in average : How would you rate the overall success of your promotion? Between 1 to 5 stars, 1 star for lowest score, 5 stars for highest score. Promotion rating in average : How would you rate the overall success of your promotion? Between 1 to 5 stars, 1 star for lowest score, 5 stars for highest score. 4 4 5 5 6 6

8. Gracias! Thank You!