Transcript Brand Image Tracker - KFC Marketing Media Library

Brand Image Tracker (BIT)
Global Summary & Comparison Charts
2Q08
2Q08 KFC Brand Awareness
Total QSR Users
Brand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 KFC Brand Awareness – Top of Mind
All Aware
Indonesia
Jamaica
Malaysia
Mexico
South Africa
Trinidad
Gap vs. McDonald’s
Win
Mauritius
Tie
Lose
Australia
Russia
Decline
Bulgaria
Canada
Costa Rica
Germany
Greece
Honduras
Hong Kong
Japan
Korea
Kuwait
New Zealand
Puerto Rico
Singapore
Taiwan
UK
No change
Change vs. Year Ago
Philippines
Improve
Brand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 KFC Brand Usage
All Aware
Note: Data in some market is scaled to 100%.
Brand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 KFC Brand Usage
Past 3 Month Users
Gap vs. McDonald’s
Win
Jamaica
Mexico
Russia
Tie
Lose
Korea
Decline
Australia
Bulgaria
Germany
Honduras
Hong Kong
Bahamas
Indonesia
Malaysia
Mauritius
South Africa
Trinidad
Kuwait
Costa Rica
New Zealand
Puerto Rico
Singapore
Taiwan
No change
Canada
Greece
Japan
Philippines
UK
Improve
Change vs. Year Ago
Brand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 KFC Visit Frequency
Past 3 Month Users – Average Visits in Past 3 Months
Bahamas
Trinidad
Jamaica
8.8
7.9
7.4
Kuwait
South Africa
6.9
6.7
6.4
Egypt
UAE
Puerto Rico
4.9
4.3
Russia
Philippines
4.1
4.0
3.8
Germany
Bulgaria
UK
3.6
3.6
Turkey
Singapore
3.4
3.3
3.2
Australia
Costa Rica
Malaysia
3.2
3.1
France
Indonesia
3.1
2.8
2.7
Hong Kong
New Zealand
Honduras
Korea
Canada
Mexico
Taiwan
Greece
Mauritius
Japan
2.5
2.5
2.4
2.3
2.2
2.2
2.1
2.1
1.9
Brand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 KFC Visit Frequency
Gap vs McDonalds - Visit Frequency
Bahamas
3.9
Egypt
Trinidad
2.5
2.3
Jamaica
2.0
UAE
1.0
Mexico
0.7
South Africa
Mauritius
0.5
0.5
Indonesia
0.5
Germany
0.4
Costa Rica
-0.1
Malaysia
Honduras
-0.2
-0.3
Bulgaria
-0.5
Russia
-0.8
Puerto Rico
-1.0
-1.1
Korea
Turkey
-1.3
New Zealand
-1.4
Philippines
-1.5
France
-1.7
-1.8
Australia
Canada
-1.9
Taiwan
-2.1
Greece
-2.4
Kuwait
-2.4
-2.5
UK
Singapore
Hong Kong
Win
Tie
Lose
-2.8
-3.3
Brand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 KFC User Frequency
Past 3 Month Users
Brand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 KFC User Loyalty
Past 3 Month Users – KFC Share*
Mauritius
Bahamas
Mexico
88%
82%
78%
Egypt
Indonesia
73%
72%
70%
South Africa
Honduras
Jamaica
69%
69%
Trinidad
UAE
69%
64%
59%
Costa Rica
Malaysia
Russia
58%
58%
Korea
Puerto Rico
56%
53%
53%
Kuwait
Greece
Bulgaria
50%
49%
Philippines
Turkey
43%
43%
43%
New Zealand
UK
Australia
42%
40%
Canada
Singapore
39%
39%
38%
France
Germany
Taiwan
Hong Kong
Japan
38%
36%
30%
24%
*KFC share of all KFC user visits to both KFC and McDonalds
Brand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 KFC User Loyalty – Change vs. Year Ago
Past 3 Month Users – KFC Share*
Mexico
Bahamas
Mauritius
9%
Puerto Rico
6%
5%
Jamaica
Indonesia
4%
Honduras
3%
3%
Singapore
Trinidad
2%
Philippines
1%
Malaysia
1%
Canada
1%
Russia
0%
Kuwait
0%
Japan
0%
Taiwan
0%
South Africa
-2%
UK
-2%
-4%
New Zealand
Costa Rica
-4%
Germany
-5%
-6%
Hong Kong
-7%
Australia
Bulgaria
Korea
*KFC share of all KFC user visits to both KFC and McDonalds
-8%
-10%
Brand Image Tracker Global Summary 2Q08
9-Oct-08
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2Q08 KFC Brand Equity vs. McDonald’s
All Brand Aware
100%
1
4
60%
15
20%
14
5
10
10
12
3
11
3
7
10
11
6
12
10
5
13
8
15
9
1
5
9
11
40%
10
9
8
7
10
13
8
7
Win
7
13
7
6
7
Tie
8
15
13
10
5
7
14
7
6
6
17
5
5
8
11
13
5
5
7
10
16
13
12
5
17
5
4
9
4
6
13
17
15
13
17
15
13
5
11
5
7
9
4
4
4
0%
Lose
Brand Image Tracker Global Summary 2Q08
9-Oct-08
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2Q08 KFC Brand Equity vs. Year Ago
All Brand Aware
100%
80%
60%
4
4
2
15
15
6
6
18
5
3
17
5
2
17
5
2
17
5
4
4
16
16
5
5
3
16
5
4
4
4
15
15
14
5
5
5
Improve
3
12
2
18
5
4
1
3
18
17
4
4
No change
2
4
2
17
14
4
2
19
0%
3
4
3
18
18
40%
20%
3
3
5
4
1
17
17
22
3
3
2
1
5
22
17
2
2
3
2
21
17
1
1
Decline
Brand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 KFC Brand Equity vs. McDonald’s
All Aware
Australia
Bahamas
Bulgaria
Canada
Costa Rica
Egypt
France
Germany
Honduras
Hong Kong
Indonesia
Jamaica
Japan
Korea
Kuwait
Malaysia
Mauritius
Mexico
New Zealand
Philippines
Puerto Rico
Russia
Singapore
South Africa
Taiwan
Trinidad
UAE
UK
Food Equity
Experience
Equity
Value Equity
Total Equity
Tie
Tie
Win
Tie
Win
Tie
Win
Lose
Tie
Lose
Win
Tie
Tie
Tie
Tie
Tie
Win
Win
Lose
Win
Tie
Tie
Lose
Win
Lose
Win
Win
Lose
Lose
Tie
Lose
Lose
Tie
Tie
Lose
Lose
Tie
Lose
Win
Lose
Lose
Lose
Lose
Win
Win
Win
Lose
Lose
Lose
Tie
Lose
Win
Lose
Win
Win
Lose
Lose
Lose
Tie
Lose
Tie
Tie
Tie
Tie
Tie
Lose
Win
Lose
Lose
Tie
Lose
Tie
Win
Win
Lose
Tie
Tie
Tie
Tie
Tie
Tie
Tie
Win
Lose
Lose
Tie
Tie
Lose
Win
Tie
Tie
Lose
Tie
Lose
Win
Lose
Tie
Lose
Lose
Tie
Win
Win
Lose
Tie
Tie
Tie
Lose
Win
Lose
Win
Win
Lose
Brand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 KFC Brand Equity vs. Year Ago
All Aware
Australia
Bahamas
Bulgaria
Canada
Costa Rica
Germany
Honduras
Hong Kong
Indonesia
Jamaica
Japan
Korea
Kuwait
Malaysia
Mauritius
Mexico
New Zealand
Philippines
Puerto Rico
Russia
Singapore
South Africa
Taiwan
Trinidad
UK
Food Equity
Experience
Equity
Value Equity
Total Equity
No change
No change
No change
No change
Decline
No change
Improve
No change
No change
Improve
No change
No change
No change
No change
Decline
Improve
Improve
Improve
No change
No change
No change
No change
No change
No change
No change
No change
No change
Decline
Improve
Decline
No change
Improve
No change
No change
Improve
No change
No change
No change
No change
Decline
Improve
Improve
No change
No change
No change
No change
No change
No change
No change
Decline
No change
No change
Decline
No change
No change
No change
Improve
No change
No change
No change
No change
No change
No change
No change
No change
No change
Improve
No change
No change
No change
No change
No change
No change
No change
No change
No change
No change
Decline
No change
Decline
No change
Improve
No change
No change
Improve
No change
No change
No change
No change
Decline
Improve
Improve
Improve
No change
No change
No change
No change
No change
No change
No change
Brand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 KFC Brand Equity - Taste
Gap vs McDonalds - Food Taste
(Brand Aware)
Mauritius
Costa Rica
South Africa
Bahamas
Japan
Bulgaria
Mexico
Trinidad
France
Australia
Philippines
Canada
UAE
Indonesia
Malaysia
Russia
Egypt
Honduras
Taiwan
Korea
New Zealand
Hong Kong
Puerto Rico
Singapore
UK
Kuwait
Jamaica
Germany
0.74
0.61
0.49
0.45
0.44
0.38
0.34
0.32
0.32
0.28
0.27
0.27
0.23
0.22
0.06
0.04
0.03
0.03
0.00
-0.01
-0.05
-0.07
-0.11
-0.15
-0.21
-0.22
-0.25
Win
Tie
Lose
-0.29
Brand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 Food Taste
All Aware
Gap vs. McDonald’s
Win
Tie
Bulgaria
Mauritius
Korea
Malaysia
Lose
Decline
Australia
Bahamas
Canada
Costa Rica
Indonesia
Japan
Mexico
South Africa
Trinidad
Philippines
Germany
Hong Kong
Puerto Rico
Taiwan
Honduras
New Zealand
Russia
Kuwait
Singapore
UK
Jamaica
No change
Improve
Change vs. Year Ago
Brand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 KFC Brand Equity - Taste
Gap vs McDonalds - Food Taste
(Past 3 Month Brand Users)
Costa Rica
Japan
Bulgaria
Philippines
Australia
Canada
Egypt
Mexico
Trinidad
Bahamas
South Africa
France
Mauritius
Indonesia
UK
Honduras
Russia
Korea
New Zealand
Taiwan
Hong Kong
Malaysia
UAE
Puerto Rico
Singapore
Jamaica
Kuwait
Germany
0.69
0.50
0.42
0.42
0.40
0.36
0.34
0.34
0.33
0.33
0.32
0.31
0.26
0.17
0.10
0.09
0.07
0.06
0.05
-0.02
-0.03
0.03
-0.03
-0.07
-0.15
-0.19
-0.47
-0.50
Win
Tie
Lose
Brand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 Food Taste
Past 3 Month Users
Gap vs. McDonald’s
Win
Mauritius
Tie
Hong Kong
Malaysia
UK
Lose
Kuwait
Decline
Australia
Bulgaria
Canada
Costa Rica
Indonesia
Japan
Mexico
Philippines
South Africa
Trinidad
Bahamas
Germany
Honduras
Korea
Puerto Rico
Singapore
Taiwan
New Zealand
Russia
Jamaica
No change
Improve
Change vs. Year Ago
Brand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 KFC Brand Equity – Value
Gap vs McDonalds - Value For Money
(Brand Aware)
0.38
Mauritius
UAE
Indonesia
0.26
0.19
0.19
0.19
0.18
0.17
Mexico
Bulgaria
South Africa
France
Costa Rica
Honduras
Trinidad
0.12
0.10
0.03
0.01
0.01
0.00
Egypt
Russia
Malaysia
Philippines
Korea
Singapore
Hong Kong
-0.08
-0.06
-0.07
-0.11
-0.17
Puerto Rico
Jamaica
Australia
Canada
Germany
Kuw ait
Bahamas
UK
NZ
Japan
-0.22
-0.25
-0.27
-0.27
-0.28
-0.30
Win
Tie
Lose
-0.35
-0.44
-0.66
Brand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 Value for the Money
All Aware
Indonesia
Mauritius
Mexico
South Africa
Gap vs. McDonald’s
Win
Tie
Costa Rica
Malaysia
Bahamas
Germany
Hong Kong
Korea
Puerto Rico
Russia
Singapore
Trinidad
Australia
Canada
Jamaica
Japan
Kuwait
UK
Lose
Decline
No change
Bulgaria
Honduras
Philippines
New Zealand
Improve
Brand Image Tracker Global Summary 2Q08
9-Oct-08
2Q08 Favorite QSR
All Aware
Brand Image Tracker Global Summary 2Q08
9-Oct-08