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KFC Brand Status

KFC Brand Status. We have a strong brand, with opportunity to grow and consolidate its leadership. The strong competitive environment, composed mainly by MCD , BK, Subway could threaten the potential growth or even our leader status in the future.

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KFC Brand Status

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  1. KFC Brand Status • We have a strong brand, with opportunity to grow and consolidate its leadership. • The strong competitive environment, composed mainly by MCD, BK, Subway could threaten the potential growth or even our leader status in the future. • The way to fight our competitors is by behaving as a Mega Brand … • with second set mentality! Source: BIT Q409 and Last available of 2008. Competitors: MCD (PAN, CR, EC), BK (Jam, Hon), Royal C. (T&T)

  2. Path To Breakthrough – Are we delivering the Brand Promise? • Tracking the 5’ps from BIT New Questionnaire + Easy to eat on the go + Best Chicken - Menu and Bev. variety + Clean place - Complete meal + Nice employees - Delivery Service It is critical that your market is running the NEW BIT! + Good Price + good eat for less • These key measures show us how FamiliarDiscovery is being created/evolving. • Adjust our calendar and communication strategy • Have a more targeted message, aimed to deliver the brand promise more effectively. • Gain alignment and understanding on how we can have regional launches that impact the 5P’s - Healthy lifestyle Source: NEW BIT Questionnaire. Ratings are in a scale from 1 (minimum) to 5 (maximum).

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