Description
Beginning with the situation analysis, we analyzed the market situation that KFC is facing in terms of Company/Product, Competition, and Consumers.
Research Team KFC
Final Research Plan Book
Spring 2009
Stacey Ackerman, Tom Bass, Jliette Brgieres, Brian Cash
2
Ta!le o" Contents
#$ %&er&ie' o" Research(((((((((((((((()*+
2$ Sitational Analysis Smmary(((((((((((($$),+
*$ Research - )Sr&ey+
a$ Sr&ey Plan((((((((((((((((($$$$)9+
!$ Sr&ey Sample((((((((((((((($$()##+
c$ Smmary o" Reslts((((((((((((($$$$$$)#.+
,$ Research --
a$ Research /ork %r0er((((((((((((($$)#9+
!$ Research Plan((((((((((((((((()2#+
c$ 1o0erator2s 3i0e((((((((((((((()2*+
0$ Concept Test Reslts((((((((((((($()2.+
.$ Research ---
a$ Research /ork %r0er(((((((((((($$$()*0+
!$ %&er&ie' o" Plan(((((((((((((($($$$)*2+
c$ 1o0erator2s 3i0e(((((((((((((($$$$$)*,+
0$ Copy Test Reslts(((((((((((((($($$)*4+
4$ Smmary o" Contri!tion To The Agency Team (((($$$$$),4+
5$ Re"erences((((((((((((((((((((($$),,+
3
%&er&ie' o" Research
Beginning with the situation analysis, we analyzed the market situation that KFC is
facing in terms of Company/Product, Competition, and Consumers. We proided our own
insights as to why we saw certain trends or patterns. !hen, we conducted a surey targeting
college students to understand the market. We focused on the health perceptions for consumers
of KFC, their products, their competition and competition"s products. We then conducted our
first set of focus groups that were aimed at concept testing. #fter receiing the work order from
the agency team, we prepared and conducted the interiews. !his turned out ery successful for
o$taining information for the agency team.
#fter receiing focus group feed$ack, the agency team then deeloped ads for us to test
in the nest set of focus groups. !hese copy testing focus groups were also ery successful, as the
agency team receied great feed$ack for improement.
4
KFC Sitational Analysis Smmary
A!ot KFC
• Kentucky Fried Chicken went pu$lic in %&'& and was eentually $ought $y PepsiCo. (n
%&)'.
• KFC has $een a diision of what is now *+,- Brands since %&&. and is presently one of
the world"s largest fast food chains.
• !oday the company owns and franchises more than %/,)00 outlets in more than %00
countries, 1,200 plus of which are in the +.3. !hese restaurants offer items such as their
trademark fried chicken in original recipe and e4tra crispy, chicken sandwiches, chicken
pot pies, crispy chicken strips, mashed potatoes and potato wedges.
67pansion an0 3ro'th
• KFC has put a great deal of focus into international e4pansion, particularly in China
where the market is currently home to more than 5,%00 locations.
• (n order to keep pressure on their competition and cater to their customers" changing
needs, the chain is making some additions to their menu. For the more health conscious
customers they hae introduced a line of grilled chicken sandwiches and KFC may $e
offering a $reakfast menu in the future at all their locations. # $reakfast menu was
recently introduced at their location in central 6ondon.
Sales 8istory
• KFC is the leader in the fast food chicken market with a /17 share. !hey hae had
positie sales growth for the last . years, $ut most of that success has $een international.
• (n the +.3. KFC has $een the weak link in sales for *+,- Brands. !he company
actually suffered a / percent sales loss in the +.3. offsetting what would hae $een a /
percent increase for *+,- Brands.
Pricing
• KFC is also looking to $ecome more economical $y offering nine items for $etween &&
cents and 8%.&& such as &&9cent KFC snackers, toasted wrap for 8%./& and snack $o4es of
popcorn chicken or 2 piece hot wigs for 8%.&& while continuing to offer their ), %5, %'
and 50 piece chicken meals for 8%2.'&, 8%&.&&, 85'.2& and 85&..& respectiely. !hese
prices may ary $y region.
o 6ower priced alue menus are a great opportunity for KFC to gain $ack profits
since some people hae recently said that they hae $een pricing themseles out
of the market.
A0&ertising 8istory
• (n the past, KFC has $een all a$out their fried chicken roots with campaign slogans like
finger9lickin" good and always haing Colonel 3anders as their trademark. 6ately, the
5
company has tried to create a new culture $y pushing their new :Kentucky ;rilled
Chicken< products and the fact that their chicken now has 0 grams of trans. fat.
• (n addition, they hae tried to reamp their $rand image to target younger consumers $y
replacing the traditional Colonel 3anders with an animated character and the chain"s
locations now hae $older colors and updated graphics. Plus, the company has taken the
constantly in your face approach with a market leading 15 week a year != adertising
schedule.
Pro0ct Bene"its
• !he $iggest thing that KFC has going for them and what they need to push the most is the
conenience that comes with their offerings.
• !hey hae made great strides in trying to diersify and differentiate their $rand $y
hanging onto the trademark recipes that hae made them famous, while also catering to a
new customer $ase with their healthier grilled options.
• (t offers an additional alternatie to your standard $urger >oints which are oerly
a$undant.
Target A0ience
• !ypical customers are adults ages 5191/ who are in occupations ranging from white collar
office >o$s to $lue collar construction >o$s. !he $iggest part of their customer $ase
makes $etween 810,000 and 8'0,000 dollars a year and are married with children.
• !hese customers are liing fast9paced lies in which they hae to $alance the heay
demands of work and life. #s a result of this, lunch and dinner occasions are $ecoming
shorter and the thing that has the greatest impact on their choice of food and drink
purposes is conenience.
Competition
• KFC faces competition from a num$er of fast food companies which include #r$y"s,
Boston ,arket, Burger King, Ca>un ?perating Company, Chick9fil9#, CK@ Aestaurants,
3u$way, Bairy Cueen, Dack in the Bo4, ,cBonald"s, Popeye"s, Cuiznos, 3onic Corp. and
Wendy"s.
• Chicken CompetitorsE Popeyes, Chik9fil9#, and Church"s Chicken.
• ,a>or CompetitorsE ,cBonald"s, Wendy"s, 3u$way, and Burger King.
Competiti&e Competition
• Popeye"s, Chick9fil9# and Ca>un ?perating Company"s Church"s Chicken are the only
other fast food restaurants in this intensely competitie field that offer chicken as their
primary food at compara$le prices making them the immediate competition to KFC.
6
• While other restaurants like ,cBonald"s and #r$y"s may offer chicken sandwiches and
strips and other things of that nature, they push a ariety of other items more heaily,
which generally causes consumers to iew them in an entirely different category from
restaurants like KFC.
o KFC needs to focus on their top three competitors if they hope to maintain their
dominant share of the fast food chicken market.
Competiti&e A0&ertising
• Popeye"s has positioned themseles as the 6ouisiana style chicken which promotes their
pride in their Ca>un roots.
• (n addition to Chick9fil9#"s humorous
at ,or Chikin< campaign which you freFuently
see on highway $ill$oards and != commercials, they hae tried to segment themseles
from the rest of the fast food chicken restaurants $y stressing how important customer
serice is to them.
• Church"s Chicken radio, != and print ads hae made them known as the fast food
chicken that ultimately makes your life $etter with their slogan :Full Flaor. Full Pockets.
Full 6ife.<
Social9:egal -n"lence
• :KFC suppliers cram $irds into huge waste9filled factories, $reed and drug them to grow
so large that they can"t een walk, and often $reak their wings and legs. #t slaughter, the
$irds" throats are slit and they are dropped into tanks of scalding9hot water Goften while
they are still conscious<
o KentuckyFriedCruelty.com
Pro!lems
• Known as the Hartery clogger"
o Perception is fried food
• Fried fast food has gotten a $ad name oer the last few years steering people away from
KFC.
• !o compromise for this they hae put too much emphasis on health in their adertising
making consumers een more skeptical.
• !heir prices hae $een relatiely high making some consumers feel like KFC has priced
themseles out of their market range.
%pportnities
• Pressure cooked chicken, not fried, so there are zero grams of trans fat
o #dertising opportunity to raise awareness
7
• Can $ring in a new customer $ase with their line of Kentucky ;rilled Chicken
sandwiches.
• By incorporating an eeryday alue menu with items $etween && cents and 8%.&& they
will $e iewed as economical again $y consumers.
• With the fast9paced lifestyles people lie today it is ery important to continue to
promote conenience since that is what many fast food consumers $ase their decision on.
KFC Commotion
• With the progress of social media, we can easily find out opinion and perception of the
$rand, and make improements
o !witterE
? :KFC, !wister meal with small popcorn chicken, yum, yum $ut $ad for
my tum.<
? :!he KFC ( >ust consumed definitely hit the spot, $ut ("ll no dou$t regret it
later.<
? :..is so fat, that he"s going to KFC for lunch.<
KFC$com
• //&,%00 estimated monthly +3 isitors
o /57 male, 1)7 female
o 157 make under 8'0,000
• !he people who isit KFC.com are also likely to isit these categories and sitesE
IFuantcastJ
o Commerce G Food
? !aco Ball G Cuizno"s G mywe$grocer.com G ;iant @agle
o Biscount
? Bollar !ree 3tores G Family Bollar G Bollar ;eneral G Big 6ots
o Pharmacy
? C=3 G Aite #id G Walgreen G drugstore.com
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Research -;
Sr&ey Analysis
aJ3urey Plan
$J 3urey 3ample
cJ 3ummary of 3urey Aesults
9
Sr&ey Research Plan
Client -nter&ie'
• !old the research team that their main focus was proing to the pu$lic that KFC isn"t as
unhealthy as many people perceie it to $e compared to other fast food restaurants.
Research %!<ecti&es
• We are conducting this surey to find out what people"s perceptions of the KFC $rand is
currently.
• !o compare KFC"s menu options to the menu options of their ma>or competitor"s.
Research 1etho0ology
• ,all9intercept method, it is the most conenient due to the oerwhelming student
population on campus.
• Conenience sampling, $ecause we don"t want $iased results and we will get more of a
ariety students.
• ?ur surey will consist of open ended, multiple choice, and 6ikert scale Fuestions.
• We will try to achiee our goal of 10 completed sureys throughout different campus
$uildings, and through friends and co9workers. !hese sureys will take place through the
ne4t 5 weeks.
Ta!lations an0 =ata Analysis
• !he scale and multiple choice Fuestions will $e tallied. !he open ended Fuestions will $e
categorized into positie and negatie responses with noted suggestions.
Research Reporting
• We are hoping to gather information from the sureys to $etter understand why people
think KFC is an unhealthy fast food option. While at the same time maintaining the
conenience of the fast food industry.
Time Frame
• !he surey will $e conducted within one week"s time period.
:imitations
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• We will hae a ery narrow age range I%)95/J.
• 3ince we are only using conenience sampling we will only $e a$le to surey people
located in ,organtown.
• People sometimes rush through open9ended Fuestions, or don"t answer Fuestions
truthfully.
• People may not $e familiar with all of the restaurant options on the surey.
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Sample Sr&ey
!his is a surey a$out the fast food industry. !hrough this surey we are trying to understand
what consumers like and dislike a$out the fast food industry and what can $e improed. Please
answer as honestly as possi$le. *our participation is appreciated. !hank you.
%. Please name three fast food restaurants you can think ofE
I J I J I J
5. What type of item do you look for on the menu when you"re eating at a fast food
restaurantK
I J Com$o ,eal I J =alue ,enu I J ?therELLLLLLLLLLLLLLL
2. Mow often do you eat fast food in a monthK
I J neer I J once a month I J 592 times a month I J/91 times a month
I J 1N times a month
(f you do not eat fast food , skip to Fuestion 5%
/. Which fast food restaurant do you feel gies you the $est alueK
I J Burger King I J Chik9fil9# I J ,cBonald"s I J KFC
I JPopeyes I J Wendy"s I J 3u$way I J ?therELLLLLLLLL
1. Mow many times do you eat chicken per weekK
I J %95 times a week I J 29/ times a week I J /91 times a week I J 'N times a week
'. Mae you eer eaten at KFCK
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I J *es I J Oo (f no, skip to Fuestion 5%
.. (f yes, when was the last time you ate at KFCK
I J 6ast week I J 6ast month I J 6ast ' months I J 6ast year
). Mow familiar are you with KFC"s menu selectionK
I J Oot familiar I J 3omewhat familiar I J =ery Familiar
&. What would $e the main reason you choose KFCK
I J !o eat chicken I J ;ood menu selection I J Cuality of serice
I J Conenience
%0. What do you think is KFC"s strongest menu attri$uteK
I J Family alue menu I J =alue menu I J Choice of original or e4tra crispy
I J Mealthy menu items
%%. KFC is an accurate representation of 3outhern CookingE
3trongly Bisagree / 2 5 % 0 % 5 2 / 3trongly #gree
%5. Bo you iew KFC as a family restaurantK
3trongly Bisagree / 2 5 % 0 % 5 2 / 3trongly #gree
%2. When you think of KFC what comes to mindK
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I J Colonel 3anders I J Fried Chicken I J Mome style sides I J Family meals
%/. Aoughly how many KFC != or Bill$oard adertisements hae you seen within the last '
monthsK
I J 0 I J %92 I J /9' I J .9%0
%1. #re you aware of the new, healthier options aaila$le at KFCK
I J *es I J Oo I J O/#
%'. ?n what area do you $eliee KFC should focus its imageK
I J Conenience I J Family I J Mealth I J ?therELLLLLLLLLLLLLLLLLLLLL
%.. Who do you iew as KFC"s $iggest competitorK
I J ,cBonald"s I J Chik9fil9# I J Popeyes I J 3u$way
I J Burger King I J ?therELLLLLLLLLLLLLLLLL
%). Which fast food restaurant has the $est chickenK
I J KFC I J Chik9fil9# I JPopeyes I J Church"s Chicken
I J Burger King
%&. Aecently KFC introduced a $reakfast menu oerseas, would that $e something that would
appeal to youK
I J *es I J Oo I J ,ay$e
50. !o the $est of your knowledge, please write positi&e aspects a$out KFCE
14
LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL
5%. !o the $est of your knowledge, please write negati&e aspects a$out KFCE
LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL
55. #geELLLLLLLLLLLL
52. ;enderE ,ale I J Female I J
5/. Please state your ethnicityE Ii.e. White, #frican #merican, MispanicJ
LLLLLLLLLLLLLLLLLLLLLLLLLLLL
51. Class AankE
I J Freshman I J 3ophomore I J Dunior I J 3enior I J ;raduate
15
Smmary o" Reslts
(n order to figure out where KFC stood in terms of their competition, we went out to find
out how they compared to other fast food restaurants in pricing. ,ost people when asked in the
sureys said they thought ,cBonald"s had the $est alue $ecause of options like the dollar
menu. ?ur respondents put great emphasis on this saying that alue and conenience were the
two main things they typically look for when going out for fast food. When asked a$out KFC"s
pricing, many said that compared to their competitors KFC was a little oerpriced. For the most
part, they said since KFC also gies a lot of food in their meals that they would pro$a$ly get
KFC only if they were going to $e eating with a group of people as opposed to >ust for
themseles.
6
8
15
9
8
4
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We then narrowed the field down to KFC"s main competition, that $eing any place that
sells chicken. 3urprisingly, while KFC has a ma>ority share of the fast food chicken market,
most respondents felt that Chik9Fil9# had the $est chicken. When we asked respondents why
this was, many of them said that they liked the ingredients in Chik9Fil9#"s chicken $etter and that
it was healthier for you. (n fact, KFC $arely came in second with Popeye"s coming in close on
their heels at third. !he main reason for these results was $ecause KFC was iewed $y most to
$e unhealthy, unsanitary greasy chicken. While some said the fried, greasy image of the food
didn"t $other them so much, they also said it was not something they would eat on a regular
$asis. 3ome restaurants that don"t een primarily sell chicken like Burger King and Wendy"s got
otes oer KFC.
17
!he thing that many respondents did not know was that KFC does in fact offer healthier
grilled chicken. !he few people who were aware of this fact were the ones who isited the
restaurant more regularly. Aespondents said they would $e more likely to go to KFC if they
knew a$out the grilled chicken sandwiches. #nother unanimous thing that many respondents
had in common were that if KFC listed health content of their food at least at the restaurant that
would deter them less from the place $ecause they would know what they are getting into. What
we gathered from these statements is that KFC in their adertising needs to make more of an
effort to promote their healthier options, and >ust put more emphasis on health in general. !his
would help them to widen their customer $ase.
8
8
34
18
Research --;
Concept Testing
a+ Aesearch Work ?rder
!+ Aesearch Plan
c+ ,oderator"s ;uide
0+ Concept !est Aesults
19
Research II Work Order
!oE DA6 /5% Aesearch !eam
Pro>ectE @4ploratory Focus ;roup (nteriews IAesearch ((J for KFC
%!<ecti&es o" this st0y
• 6earn our target"s current perceptions of KFC food Ihealthy/unhealthyP
delicious/disgustingP e4pensie/cheap, etc.J
• Biscoer the target"s awareness of KFC"s healthy options.
• @aluate customer"s perceptions of attempts at :healthy fast food< $y all fast food
companies, most nota$ly our top three competitors.
Target
• We would like to target college students in this campaign, specifically for eents like
sports games and social eents. #lthough KFC states on their we$site that they hae no
specific target, we hae found through ,A( research that #frican #mericans are 207
more likely to isit KFC than other fast food restaurants. We would also like to e4plore
adertising options that may appeal to this demographic.
=etails
• We hae identified the following three pro$lems and three opportunities for our $rand
through the situation analysis. Please inestigate the potential impacts of the following
items on the $rand and adertisingE
• Pro!lems
o Customers perceie KFC to $e unhealthy.
o +ndefined target market
o Oegatie stereotypes
• %pportnities
o KFC can $e a healthy alternatie to the competition
o KFC has strong !op9of9,ind9#wareness in the product category
o KFC already uses uniFue ad methods Ilogo that can $e seen from spaceJ and is
open to creatie adertising.
20
!he following are our potential headline/slogan alternaties for our campaign. Please inestigate
the strengths and weaknesses of each of these alternatiesE
• KFCE # Aeal ,eal for a Good Beal.
• !rust the Colonel.
1an0atory;
• The "inal report shol0 !e 0eli&ere0 to the KFC Team !y Fe!rary 20, 2009$
• Please inform us the dates and places of two focus groups. KFC team mem$ers will
participate in the focus groups.
• ?nce the full Biscussion ;uide is deeloped, email/delier it to our group leader, 3tephanie
Masenei, so that we can reiew and modify, if necessary. Bo O?! conduct the focus groups
without our approal on the Biscussion ;uide.
21
Research Plan
%&er&ie' o" the plan
• Current perceptions of KFC.
• !he health options offered $y KFC.
• Perceptions of the attempts at :healthy fast food< $y all fast food companies, most
nota$ly KFC"s top three competitors.
• What is the most important factor inoled with consumer decision making.
%!<ecti&es o" the St0y
• #ssess the target audience"s reaction to the strategic directions of our two campaign
themes.
• @4amine what the $est online iral strategies for the :!rust the Colonel< campaign
will $e.
• @aluate the arious taglines for the se4y/health print adertisements and determine
the ideal amount of se4 appeal Ihow much is too muchKJ.
Participants
• We plan on recruiting $etween si4 and eight participants for each focus group session.
• We are going to recruit students aged %)95/ who eat fast food and are somewhat
outgoing.
• 3creener CuestionsE
• Mow old are youK
• Bo you eat fast foodK
• Bo you consider yourself actieK
• Bo you consider yourself outgoingK
• 3elected ParticipantsE
• Participants were selected on the $asis of $eing outgoing male indiiduals
who are actie and hae an opinion a$out fast9food consumption.
1o0erator2s 3i0e
• ;reeting Aemarks
• (ce$reaking
• (ntroductory Cuestions
• +nderstanding Barriers and Benefits
• Professional Beelopment
• Past fast9food e4perience
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• Mealth perceptions
• Belicious/ Bisgusting
• Pricing
• #wareness
• Concluding Cuestions
• Concluding Aemarks
Pro<ect Sche0le
• 5/5595/5)
o Conduct 3ureys
o Aecruit for Focus ;roups
? 3creen potential participants
• 2/%92/.
o Conduct Focus ;roups Ihold at 6i$rary in the eeningJ
o 3u$mit results to #gency !eam
o 3u$mit surey results
23
1o0erator2s 3i0e
3reeting Remarks
• Mello my name is LLLLLLLLLLLLLLLLLL. !hank you for participating in this focus group
with us.
-ce!reaking
• Where are you fromK
• What"s your ma>orK
• Mow many years hae you $een in schoolK
• !ell us a fun fact a$out yourseles-
-ntro0ctory >estions
• Mow often do you eat fast foodK
• Mow important is the health aspect of fast food when choosing where to eatK
?n0erstan0ing Barriers an0 Bene"its
• Mow do you feel a$out KFC chickenK
o (ts actually pressure cooked, killing germs and $acteria, speeds up the cooking
process, and contains 0 grams !rans Fat
Past "ast@"oo0 e7perience;
• Bescri$e your worst fast food e4perience.
o #ny $ad KFC e4periencesK
? Would you still go $ackK
• Why hae you chosen to go to KFC oer another fast9food restaurantK
8ealth perceptions;
• Mow do you feel after you"e eaten KFCK
• What restaurants do you think offer the $est of healthier optionsK
• Mae you eer gone to a KFC e4pecting to eat healthyK
=elicios9 =isgsting;
• Mow do you compare KFC"s food Fuality to other fast9food restaurantsK
o Who would you say has the $est Fuality fast9foodK
? Best Fuality chickenK
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Pricing;
• Mow would you compare KFC"s pricing compared to other fast9food restaurantsK
o =alue ,enuK ,eal BealsK
A'areness;
• What do you think of when you hear Hfried chicken"K
• Where would you go first when craing chickenK
o Fast9food, grocery store, etc.
Concl0ing >estions;
• What other thoughts do you hae a$out KFC and fast9food in generalK
o @la$orate
• Will you isit KFC in the futureK
Concl0ing Remarks;
• !hank you for your participation.
25
Focs 3rop # A 2 Reslts Smmary
People 'e 'ere looking "or;
• ,any of the participants are looking for healthier, cheaper, and conenient fast food with
good tasting options like com$o meals and alue menus.
• ,any of the group mem$ers felt that KFC is too e4pensie compared to other fast food
choices.
• @asy ordering and Fuick serice and drie thru windows were ery important in the eyes
of the participants.
• Participants want something they can eat when they are drunk and are looking for fast
food choices that sere late night food for cheap prices.
• Biscounts are always good. ?ne girl stated that at Wendy"s you can get a discount on
your food with a student (B. #nother guy thought that discount cards that $uild up points
Ilike 3u$wayJ were a great idea.
• Oo one wants to tipP many students like the great deals offered $ut hate to see their
saings go towards the tip.
• ;etting a good alue for their money was important and een changed their decision on
where to eat.
• !hought that places like 3u$way who sere cold cuts, had a healthier image $ecause they
were cleaner and they hae no fried foods.
• Consumers want to go to places that use healthier frying oils Ii.e. sunflower oilJ.
• #ll participants liked the idea of preparing the food in front of you Ilike 3u$wayJ $ecause
its shows cleanliness and accuracy.
/hat they see in KFC;
• ,any people said that KFC was gross, the food didn"t seem like real chicken, and that it
makes you feel fat, weighted down, sick and tired after eating it.
• ,any participants think that there is nothing healthy a$out KFC, although a few
participants commented that the food was good $ut greasy.
26
• ,any did not like the idea of eating out of a $ucket, they $elieed it to $e demeaning and
gross.
• ,ost did not know KFC"s chicken is prepared $y pressure cooking and still didn"t $eliee
it after we told them.
• # few people said that the ,organtown location is too far away and priced too high, that
it is in a $ad area and people think that it is scary to drie there at night.
• @eryone agreed that adertising the grilled chicken items is a $etter idea to promote
KFC as a healthier choice.
• KFC is iewed as specializing in >ust chicken. Moweer, een if KFC was adertised as
healthier participants said they would choose to go to Kroger oer fast food chicken when
they crae it.
• #lthough many participants said they really like the side dishes aaila$le at KFC many
thought of them as $eing coered in mayo and $utter.
• ?ne girl thought that KFC"s chicken is pumped with chemicals and hormones and mass
produced.
• 3ome participants said that KFC"s food is greasy $ut not as $ad compared to some other
fast food places.
• !he ma>ority of group mem$ers said that it was o$ious that KFC has $een trying to hae
a healthier image.
• # few people complained of e4tremely slow serice and said that they are not willing to
wait $ecause of their $usy schedules.
• ,any people said that KFC has good southern chicken and sides, especially the macaroni
and cheese and mashed potatoes.
• @eryone thought that Burger King and ,cBonald"s are >ust as unhealthy and $ut said it
is difficult to compare KFC to them $ecause of the different types of food offered.
• @eryone said that if KFC was offered in the ,ountain 6air students would $e more
likely to go more often especially if it was offered on the meal plan.
• # drink should $e included with a purchase of the com$o and family meals.
• KFC would hae to $e renamed if they wanted to $e considered healthier, $ecause when
you think KFC many automatically think Kentucky Fried Chicken.
27
Ba0 67periences 'ith all "ast "oo0 restarants;
• ?ne person mention that he had mono and when he went to Wendy"s to eat he ended up
getting sick afterwards and hasen"t gone $ack since.
• # couple people mention that they got food poisoning after eating 3u$way and Pizza hut
which caused them to $e scared to go $ack.
• !hree people mentioned that after eating at a Mardee"s on a road trip that they all got sick
simultaneously and had to make freFuent stops to use the $athroom.
• ?ne person mentioned that they thought !aco Bell and ,cBonald"s put la4aties in their
meat $ecause the meat is so $ad for you.
• ?ne person said that he took a $ite out of a chicken nugget at ,cBonald"s and found a
$one in it.
• ?ne person mentioned receiing a soup that had a film on it.
• !he make it your way slogan at Burger King is false adertising $ecause nothing is eer
made correctly.
A0ience;
• ,any people would prepare their food at home if they were looking to eat healthy instead
of going to a fast food restaurant.
• ?ne person said that he looks for no trans fats when he is choosing what fast food
restaurant he is going to eat at.
• ?erall 3u$way is iewed as the healthiest fast food option.
• # few people mentioned that they thought that it is okay to eat fast food as long as you
e4ercise after.
• ,any participants hae seen the commercials adertising the new way ,cBonald"s made
their chicken strips and coninced many to choose ,cBonald"s oer other options.
• Pop@yes is iewed as making $etter chicken compared to many other fast food options.
• !wo people preferred to make their own food and said that een if fast food were
healthier they still wouldn"t $e a more popular option for them.
• !aco Bell, Wendy"s, and Chick9Fil9# were all iewed as hae $etter Fuality meat
compared to KFC.
28
• #$out half of the participants said they would choose Chik9fil9# oer KFC.
/hen they "on0 ot a!ot the calories;
• ,ost people agreed that KFC should adertise their lower calories compared to
competitors and that if they knew this $eforehand it might hae changed where they
would hae chosen to eat.
• ?thers $elieed that calories aren"t the only information people should $e concerned
a$out when they eat fast food.
• @eryone agreed that all fast food places should hae la$els on their food so that people
can know what they are eating.
29
Research ---;
Copy Testing
a+ Aesearch Work ?rder
!+ ?eriew of Plan
c+ ,oderator"s ;uide
0+ Copy !est Aesults
30
Research --- /ork %r0er
Copy Testing
!oE #B= /5% Aesearch !eam
Pro>ectE Creatie !esting Focus ;roups for KFC.
%!<ecti&es o" the St0y
• #ssess the target audience"s reaction to the strategic directions of our two campaign
themes.
• @4amine what the $est online iral strategies for the :!rust the Colonel< campaign will
$e.
• @aluate the arious taglines for the se4y/health print adertisements and determine the
ideal amount of se4 appeal Ihow much is too muchKJ.
Target
• KFC"s targets in this campaign are male, %)95/, and are current college students.
=etails
• #ttached, you will find our rough creatie materials. Before we produce the actual
adertising materials, we"d like to test $oth creatie strategies to see how our potential
customers would react in terms of the following Iplease ealuate !oth campaign
strategies with these criteriaJE
%J MeadlineE
9 ,emora$ilityE (s it memora$leK
9 6ikingE Bo they like it or notK Why and on what senseK
9 #ssociated messageE What comes to their mind firstK
9 ,essage fluencyE Bo they understand what it means Fuickly and accuratelyK
9 BenefitE Boes it delier the Iproduct or $randJ $enefit we want to delierK
5J Body copyE
9 ,emora$ilityE (s it memora$leK
9 6ikingE Bo they like it or notK Why and on what senseK
9 ,essage fluencyE Bo they understand what it means Fuickly and accuratelyK
9 BenefitE Boes it delier the Iproduct or $randJ $enefit we want to delierK
9 6engthE (s it too long or shortK
2J ;raphics/$ackground/situationE
9 6ikingE Bo they like graphics/$ackground/situationK Why and on what senseK
9 ConsistencyE (s it consistent I;raphics/$ackground/situationJ with KFCK
9 !argetE Boes it reflect the target lifestylesK Boes it hae a possi$ility to alienate the
mainstream customers or core target customersK
9 FluencyE Bo they understand the graphics/$ackground/situation Fuickly and
accuratelyK
/J Potential Pro$lemsE #re they seeing any potential pro$lems in the adsK
1J Potential strengthsE What the strengths of the adsK
31
1an0atory
• The "inal report shol0 !e 0eli&ere0 to the Agency Team !y Fri0ay, April #0.
• Please inform us the dates and places of the two F;s. #gency !eam mem$ers W(66
participate in the F;s.
• ?nce the full Biscussion ;uide is deeloped, send it to our team leader so that we
can reiew and modify, if necessary. Bo O?! conduct the F;s without our approal on
the Biscussion ;uide and do O?! conduct the F;s without our presence. *ou will $e
penalized $y the instructor if you do.
32
Research Plan 2
Copy Testing
%&er&ie'9 %!<ecti&es
• #ssess the target audience"s reaction to the strategic directions of our two campaign
themes.
• @4amine what the $est online iral strategies for the :!rust the Colonel< campaign
will $e.
• @aluate the arious taglines for the se4y/health print adertisements and determine
the ideal amount of se4 appeal Ihow much is too muchKJ.
• Focus ;roupsE
o Focus ;roup %E !ues I//.J .pm 9Bowntown 6i$rary
o Focus ;roup 5E Wed I//)J )E%1pm 9Bowntown 6i$rary
Participants
• We plan on recruiting $etween si4 and eight participants for each focus group session.
• We are going to recruit students aged %)95/ who eat fast food and are somewhat
outgoing.
• 3creener Cuestions
• Mow old are youK
• Bo you eat fast foodK
• Which one do you $eliee $est descri$es youK I3hy, ?utgoingQJ
1o0erator2s 3i0e
• ;reeting Aemarks
• (ce$reaking I%0minJ
• Meadline I50minJ
• Body Copy I50minJ
• ;raphics/ Background/ 3ituation I50minJ
• Potential Pro$lems I%1minJ
• Potential 3trengths I%1minJ
• Conclusion I%0minJ
Pro<ect Sche0le
• 2/209//'
o Beelop Aesearch Plan
o Construct ,oderator"s ;uide
o @sta$lish Focus ;roup !imes
33
o Aecruit for Focus ;roups
? 3creen potential participants
• //.
o Conduct Focus ;roup 9%
o #nalyze Aesults
• //)
o Conduct Focus ;roup 95
o #nalyze Aesults
• //&
o @aluate Aesults
o Complete Client Aeport
o 3u$mit Aeport
34
1o0erator2s 3i0e 2
Copy Testing
3reeting Remarks
• Mello my name is LLLLLLLLLLLLLLLLLL. !hank you for participating in this focus group
with us.
-ce!reaking I%0minJ
• Where are you fromK
• What"s your ma>orK
• Mow many years hae you $een in schoolK
• What are your plans for the holiday weekendK
• !ell us a fun fact a$out yourseles-
-ntro0ctory >estions I%0minJ
• Mow often do you see adertisements in print or on teleision for KFCK
• Mow do you feel a$out these adsK
• Bo they seem to represent KFC in a positie lightK
• #fter seeing one of these ads, hae you eer $een persuaded to actually go to KFCK
8ea0line; I50minJ
• Present headlines to participants
o Bo you think that if you saw this headline $etween % and 1 times that you would $e
a$le to remem$er what it said and what adertisement it went withK
o Bo you like the headlineK Why or why notK Was it catchyK Was it $oringK
o What comes to your mind when you see this headlineK
o Boes this headline come across clearly and Fuick to the pointK Bo you understand
what the ad is trying to communicate through this headlineK
o What do you think this headline is offeringK Bo you think this headline is an accurate
representation of the selling $enefit the rest of the ad has to offerK
Bo0y Copy; I50minJ
• @4plain to participants what H$ody copy" is
• Present $ody copy to participants
35
o Would you remem$er where this $ody copy came from if you saw this ad $etween %
and 1 timesK
o Bo you like this $ody copyK Why, or why notK
o Bo you think the $ody copy correlates well with the headlineK Boes it make senseK (s
it Fuick and easy to read and understandK
o Boes the $ody copy help you to understand the $enefit that this ad is offeringK
o Bo you think the $ody copy should $e longer or shorterK WhyK
3raphics9 Backgron09 Sitation; I50minJ
• Present ads to participants
o Bo you like the graphics on this adK WhyK Bo the graphics fit well together with the
headline and $ody copyK WhyK
o Bo you think that this ad is consistent with other adertisements you hae seen for
KFCK
o Knowing that the target is male college students ages %)95/, do you think this ad
would appeal to them and target their lifestylesK Bo you think that $ecause our target
is so narrowly defined that these ads may possi$ly alienate KFC"s mainstream
customers and core target customersK
o Bo you understand what the graphics are trying to say to you Fuickly and accuratelyK
Potential Pro!lems; I%1minJ
o Bo you see any potential pro$lems with this adK What do you think could $e
improed and whyK
Potential Strengths; I%1minJ
o What do you think are the greatest strengths for this ad and whyK
Conclsion; I%0minJ
o (s there anything further anyone would like to add a$out any of the issues we"e
already discussed, that you feel you"e not had a chance to sayK We really appreciate
your participation in this focus group. !hank you all for coming.
36
Focs 3rop Copy Testing #
“Trust the Colonel” Campaign
(ntroduction
8o' o"ten 0o yo see a0&ertisements in print or on tele&ision "or KFCB
• ,any people agreed that they were regularly e4posed to KFC adertisements.
• @eryone said that they saw mostly teleision adertisements, and most participants
could not recall eer seeing a print adertisement for KFC.
• !he commercial most participants could recall was the KFC :Chef in @ery Kitchen< ad.
8o' 0o yo "eel a!ot these a0sB
• !he groups felt that these commercials did not make KFC look good $ecause they are
known for haing greasy fried chicken.
• # few people agreed that KFC"s teleision ads were memora$le, $ut less effectie than
other fast food restaurant campaigns.
• @eryone agreed that KFC commercials tend to $e more geared towards family meals,
rather than college students.
• 3ome participants felt that the commercials were a lie, claiming they hae neer seen a
:chef< in uniform at a KFC, and that the food neer looks as appetizing when you $uy it
as it does on teleision.
=o these a0s seem to represent KFC in a positi&e lightB
• ,any people agreed that the KFC ads do represent KFC in a positie light, $ecause they
put in their commercials only what they hae to offer.
• ?ther disagreed saying that it appears like KFC is trying to represent themseles in a
positie light, $ut their $ad $rand image is not helping their cause.
A"ter seeing any o" KFC2s a0s, ha&e yo e&er !een persa0e0 to actally go to KFCB
• !he groups were pretty split $etween yes and no. !he people who said no claimed it was
$ecause they still hae an unhealthy perception of KFC. !he people who said yes claimed
the only pro$lem with going to KFC after seeing the ads was that their location was too
far away.
Meadline
37
=o yo think that i" yo sa' these hea0lines !et'een # an0 . times that yo 'ol0 !e a!le
to remem!er 'hat they sai0 an0 'hat a0&ertisements they 'ent 'ithB
• !he ma>ority agreed that they would remem$er the headline, $ecause the colonel is a
familiar image representing KFC.
=o yo like these hea0linesB /hy or 'hy notB /ere they catchyB /ere they !oringB
• ,any participants felt that all the headlines for this campaign were catchy, a few thought
it was funny, and others said it did not make them want to eat their food.
• !he ma>ority did not fully understand what the headline meant until we e4plained it to
them.
• # few people Fuestioned why they should :!rust !he Colonel<, it made them a $it
confused, these people thought they could get the same point across with a $etter not as
:intimidating< headline.
/hat comes to min0 'hen yo see these hea0linesB
• !he people who understood the history $ehind the ad with 3talin on it said that it made
them feel like he was in charge, and strong9minded, made them think it might $e okay to
trust him.
• !he headline for the 3wirl ad was interpreted as :trippy< and :hypnotizing<.
=o these hea0lines come across clearly an0 Cick to the pointB
• For the most part the headlines came across clearly to group participants.
• 3ome people mentioned that healthy options and the :reolution< made sense together.
• ,em$ers felt that through these headlines, KFC was trying to position itself as $etter
than other fast food choices.
/hat 0o yo think these hea0lines are o""eringB
• ,any people agreed that these headlines were offering different and new options offered
$y KFC, $ut didn"t e4actly understand what a$out KFC they are supposed to $e
:trusting<.
• ?thers understood that $y :trusting the colonel< KFC wanted their customers to
understand that they were offering healthier options and that they should feel confident in
trusting the company and food $eing sered to them.
38
Body Copy
=o yo think that yo 'ol0 !e a!le to remem!er 'here the !o0y copy came "rom i" yo
sa' these a0s !et'een #@. timesB
• 3ome said they would remem$er the copy if they saw it enough times, $ut others said the
copy was not that memora$le.
=o yo like this !o0y copyB /hy or 'hy notB
• ,ost participants said that the $ody copy was good $ecause it fits well with the theme
and $enefits of the ad, although they did mention that the $ody copy could $e $etter.
• ?thers said that the $ody copy on the ad with 3talin on it did not stand out $ecause they
were more focused on the graphics in the ad.
=o yo think the !o0y copy correlates 'ell 'ith the hea0linesB
• @eryone did say that the $ody copy did correlate well with the headlines $ecause the
headlines had a catchy theme.
=oes the !o0y copy help yo to n0erstan0 the !ene"it that these a0s are o""eringB
• ,any participants agreed that the $enefit of the ads were much $etter understood once
they put the headlines and $ody copy together.
• # few people pointed out that $ecause the focuses of the ads were $ased around a
:reolution< they understood that KFC meant new healthier food items.
=o yo think the !o0y copy shol0 !e longer or shorterB /hyB
• !here were no focus group mem$ers that thought the $ody copy should $e made shorter
or longer. !hey all said that it was >ust long enough to get the point across, and short
enough that people would actually $e willing to read it.
;raphics
=o yo like the graphics on these a0sB /hyB =o the graphics "it together 'ell 'ith the
hea0line an0 !o0y copyB /hyB
• For the 3talin ad people said that with eerything put together it did make sense.
• For the 3wirl ad, people said it was a little scary, $ut the graphics definitely caught their
attention. !hey mentioned that hypnotizing does not fit well with :trusting< the colonel.
39
=o yo think that these a0s are consistent 'ith other a0&ertisements yo ha&e seen "or
KFCB
• ,any people said the set of ads shown were different from KFC ads they had seen in the
past, $ut in a good way.
Kno'ing the target is male college st0ents ages #D@2,, 0o yo think that these a0s 'ol0
appeal to them an0 target their li"estylesB =o yo think that !ecase or target is so
narro'ly 0e"ine0 that these a0s may possi!ly alienate KFC2s mainstream cstomers an0
core target cstomersB
• !hey said the ads did a good >o$ of reaching the %)95/ year old male college student
demographic, $ut at the same time they don"t think KFC will alienate their current older
customer $ase.
• # few mentioned placement of the ads. 3ome said that the 3talin ad would make a great
$ill$oard, although they thought that it may not change their target"s perception of KFC.
For the 3wirl ad eeryone agreed the $est place for it would $e in a magazine.
=o yo n0erstan0 'hat the graphics are trying to say to yo Cickly an0 accratelyB
• For the 3talin ad a few people misunderstood it, other agreed that not eeryone will get
the idea, and some people may een find the ad offensie.
• For the 3wirl ad, most liked the graphics $ut said it was a $it misleading $ecause they
feel like KFC is trying to hypnotize them into $elieing something that may not $e real.
?ther mentioned that it was great eye9catcher.
Potential Pro$lems
=o yo see any potential pro!lems 'ith these a0sB /hat 0o yo think col0 !e impro&e0
an0 'hyB
• !he 3talin ad they felt was kind of intimidating, a few people mentioned changing the
picture to someone more recogniza$le for the target like ,artin 6uther King.
Potential 3trengths
/hat 0o yo think are the greatest strengths "or these a0s an0 'hyB
• With $oth ads many agreed that they really like the new :!rust !he Colonel< campaign
slogan.
• !he 3talin ad they said had good composition and was simple to understand, $ut only if
you knew that the picture was of 3talin.
40
• !he 3wirl ad was thought to $e all around good, participants mentioned the use of colors
to gra$ their attention, and that this ad would definitely stand out from all the clutter.
41
Focs 3rop Copy Testing 2
‘Heavyweights’ Campaign
(ntroduction
8o' o"ten 0o yo see a0&ertisements in print or on tele&ision "or KFCB
• ,any people agreed that they were regularly e4posed to KFC adertisements.
• @eryone said that they saw mostly teleision adertisements, and most participants
could not recall eer seeing a print adertisement for KFC.
• !he commercial most participants could recall was the KFC :Chef in @ery Kitchen< ad.
8o' 0o yo "eel a!ot these a0sB
• !he groups felt that these commercials did not make KFC look good $ecause they are
known for haing greasy fried chicken.
• # few people agreed that KFC"s teleision ads were memora$le, $ut less effectie than
other fast food restaurant campaigns.
• @eryone agreed that KFC commercials tend to $e more geared towards family meals,
rather than college students.
• 3ome participants felt that the commercials were a lie, claiming they hae neer seen a
:chef< in uniform at a KFC, and that the food neer looks as appetizing when you $uy it
as it does on teleision.
=o these a0s seem to represent KFC in a positi&e lightB
• ,any people agreed that the KFC ads do represent KFC in a positie light, $ecause they
put in their commercials only what they hae to offer.
• ?ther disagreed saying that it appears like KFC is trying to represent themseles in a
positie light, $ut their $ad $rand image is not helping their cause.
A"ter seeing any o" KFC2s a0s, ha&e yo e&er !een persa0e0 to actally go to KFCB
• !he groups were pretty split $etween yes and no. !he people who said no claimed it was
$ecause they still hae an unhealthy perception of KFC. !he people who said yes claimed
42
the only pro$lem with going to KFC after seeing the ads was that their location was too
far away.
Meadline
=o yo think that i" yo sa' these hea0lines !et'een # an0 . times that yo 'ol0 !e a!le
to remem!er 'hat they sai0 an0 'hat a0&ertisements they 'ent 'ithB
• @eryone agreed that if they saw these ads $etween % and 1 times that they would
definitely remem$er these headlines.
=o yo like these hea0linesB /hy or 'hy notB /ere they catchyB /ere they !oringB
• !he ma>ority of the participants agreed that these headlines were funny and made them
laugh, and that the headline was also ery intriguing, $ecause it makes you want to know
more.
• # few people mentioned that it could $e perceied two different ways. ?ne way is that
the actual fast food chain could $e considered the heayweightP the other is that the
calorie count would $e the heayweight.
• !he only pro$lem a few people had with the headlines is that they seemed too small,
many suggested making the headline $igger and up higher on the ad.
/hat comes to min0 'hen yo see these hea0linesB
• ,any of the participants thought of heayweights as $eing the winner in most fights, $ut
here it is the opposite and they thought that aspect made the ads uniFue.
• # few people mentioned that after seeing this headline it made them feel $ad a$out their
eating ha$its.
=o these hea0lines come across clearly an0 Cick to the pointB
• @eryone agreed that without the graphics in these ads the headline would make no
sense, $ut $ecause the graphics were the first thing they saw they Fuickly understood
what the headline meant.
/hat 0o yo think these hea0lines are o""eringB
• !he participants said that the headlines weren"t necessarily offering any type of $enefit to
the consumer until they actually saw the pictures and $ody copy. ?nce eerything was
43
put together they understood that KFC was offering healthier options oer their
competitors.
Body Copy
=o yo think that yo 'ol0 !e a!le to remem!er 'here the !o0y copy came "rom i" yo
sa' these a0s !et'een #@. timesB
• @eryone agreed that they would remem$er the $ody copy $ecause it contained facts that
most people don"t know.
=o yo like this !o0y copyB /hy or 'hy notB
• #ll of the participants really like the $ody copy $ecause it did a really good >o$ of selling
the headline and surprising the reader with honest competition.
• ,any agreed that after seeing these ads their choice of fast food restaurants and meal
choices would certainly $e affected. !he ones who did not agree gae reasons like the
KFC here is too far away, or they might >ust order a different item from the competitor.
=o yo think the !o0y copy correlates 'ell 'ith the hea0linesB
• ?nce eeryone put $o4ing and the idea of competition together they all agreed that the
headlines correlated well with the $ody copy.
=oes the !o0y copy help yo to n0erstan0 the !ene"it that these a0s are o""eringB
• !he ma>ority agreed that they liked how you could go online to see een more health
comparisons and that the calorie counts didn"t >ust stop at one or two items.
• 3ome participants mentioned that the $enefit was o$ious when you took the time to
actually read the ad.
• ?ne person mentioned that the ariety of competition food was good and that the $urgers
could $e more targeted towards males and salads towards women.
=o yo think the !o0y copy shol0 !e longer or shorterB /hyB
• @eryone agreed that the $ody copy was >ust long enough to get you interested enough to
go online and iew more comparisons, $ut short enough to get the point across for that
comparison.
• ?ne person mentioned that if they added any more nutrition facts people may not
understand what all of that kind of stuff means, haing the $ig three things that ordinary
people look for is fine.
44
;raphics
=o yo like the graphics on these a0sB /hyB =o the graphics "it together 'ell 'ith the
hea0line an0 !o0y copyB /hyB
• !he groups were split $etween the graphics, some liked the idea $ut thought the picture
of the chicken made it look really unappetizing. # few people also mentioned that they
did not understand why there was smoke around the food.
• @eryone agreed that without the graphics the headline and $ody copy may not make
sense.
• # few people also mentioned that the $ackground was too dark and some people may not
understand what $o4ing has to do with fast food.
• When looking at the ad and all of the components of it eeryone agreed that the ads were
ery straightforward and didn"t hae anything that was unnecessary e4cept for the smoke
around the food.
=o yo think that these a0s are consistent 'ith other a0&ertisements yo ha&e seen "or
KFCB
• @eryone said that these ads were consistent $ut different from the other adertisements
that KFC has promoted, $ut that it was in a good way.
Kno'ing the target is male college st0ents ages #D@2,, 0o yo think that these a0s 'ol0
appeal to them an0 target their li"estylesB =o yo think that !ecase or target is so
narro'ly 0e"ine0 that these a0s may possi!ly alienate KFC2s mainstream cstomers an0
core target cstomersB
• !he $oys in the focus groups said that the salad ad would not appeal to them, $ut that the
$urger ones would. ?n the other hand they did mention that the salad ad would $e good
for KFC"s other target customers.
=o yo n0erstan0 'hat the graphics are trying to say to yo Cickly an0 accratelyB
• @eryone agreed that they Fuickly understood what the food represented and why it was
included in the ads.
Potential Pro$lems
=o yo see any potential pro!lems 'ith these a0sB /hat 0o yo think col0 !e impro&e0
an0 'hyB
45
• !here were a $unch of suggestions made for these ads including adding logos or
company mascots for KFC and the competitors $ecause people thought these items would
$e more familiar.
• People thought they should lighten the $ackground and use more colors that are
consistent with KFC Ired, $lack, and whiteJ.
• Changing the picture of the chicken, or using other menu items from KFC as well, like
comparing a KFC salad with a Wendy"s salad or a KFC sandwich with a competitor"s
chicken sandwich. # few participants also mentioned adding side dishes since that is
another thing KFC has a leg up on compared to the competition.
Potential 3trengths
/hat 0o yo think are the greatest strengths "or these a0s an0 'hyB
• !he information the ad is presenting is a good strength for these ads, along with the
honest competition.
• !he calorie comparison $eing show side $y side is also a good attention gra$$er.
• Being a$le to go online and find out more information was a good idea.
• ?ne person suggested doing short teleision spots multiple times throughout a teleision
show so that the ads are constantly $eing refreshed in people"s minds.
46
Contri!tion to Agency Team
When we sureyed fifty willing particpants within the target demographic we were a$le
to proide helpful information to the agency team a$out which direction they should angle their
campaign for KFC. !hrough the fee$ack we receied in the sureys we were a$le to guide the
agency team towards an appropriate target, and what would $est suit their wants and needs from
KFC.
From these suggestions and after receiing the work order for our first set of focus groups
we were a$le to conduct two sessions with college students within their target demographic to
proide them with an een more accurate insight into what their target is looking for when it
comes to fast food. #fter conducting these two focus groups we su$mitted a summary of what
the particpants had to say, with regards to how they perciee KFC as compared to the rest of the
fast food industry. 3oon after the agency team receied our summary they were then a$le to
$egin putting together a concept for their campaign and were a$le to $egin work on their print
adertisements for which we would use in the ne4t set of focus group sessions.
We conducted two copy testing sessions to see how the particpants representing the
agency team"s target demographic felt a$out $oth the !rust !he Colonel and the Meayweights
campaigns. ?ur team was then a$le to proide feed$ack to the agency team to help them
improe the effectieness of their ads. #fter conducting these focus groups, we su$mitted
another summary to the agency team so they could re9ealuate their adertisements and their
campaign.
?erall, our research has showed the agency team what aspects the target audience liked
and disliked a$out their campaign and more specifically a$out their print adertisements. ?ne of
the $iggest contri$utions from these results to the agency team was that the particpants reacted
47
more faora$ly to the Meaywights campaign rather than the !rust !he Colonel campaign. !he
agency team was then a$le to focus on >ust one campaign rather than $oth, and hae it $etter
suited for their target. #nother concensus among the copy testing participants was that the
graphics needed to $e changed to look more appealing, and more recogniza$le. With the help
from our research team we were a$le to proide the agency team with enough information for
their campaign $y using a ariety of research methods allowing them to $e a$le to edit and
finalize their print adertisments for their final campaign.
48
Re"erences
%. :#D3 #ssociates Catering ,enu #nd Pricing.< . Fe$. 500&
httpE//www.a>skfc.com/menu.html
5. 6ockyer, 3arah. :*um eyes R0& turnaround for +.3. $usiness, cites sales re$ound at KFC
as reason.< Oation"s Aestaurant Oews. I500)J Oew *ork #B(/(nform. . Fe$. 500&
httpE//proFuest.umi.com.www.li$pro4y.wu.edu
2. Charles, ;emma. :KFC takes a seat at the $reakfast ta$le.< ,arketing. I500)J 6ondon
#B(/(nform. . Fe$. 500& httpE//proFuest.umi.com.www.li$pro4y.wu.edu
/. :KFC Corporation ?eriew.< ' Fe$. 500&
httpE//premium.hooers.com.www.li$pro4y.wu.edu
1. :KFC Corporation Competition.< ' Fe$. 500&
httpE//premium.hooers.com.www.li$pro4y.wu.edu
'. :KFCE focusing on conenience instead of oerstating health.< Batamonitor. . Fe$.
500& httpE//www.e$scohost.com
.. www.mriplus.com
). www.kfc.com
&. www.chickfila.com
%0. www.churchs.com
doc_480405946.doc
Beginning with the situation analysis, we analyzed the market situation that KFC is facing in terms of Company/Product, Competition, and Consumers.
Research Team KFC
Final Research Plan Book
Spring 2009
Stacey Ackerman, Tom Bass, Jliette Brgieres, Brian Cash
2
Ta!le o" Contents
#$ %&er&ie' o" Research(((((((((((((((()*+
2$ Sitational Analysis Smmary(((((((((((($$),+
*$ Research - )Sr&ey+
a$ Sr&ey Plan((((((((((((((((($$$$)9+
!$ Sr&ey Sample((((((((((((((($$()##+
c$ Smmary o" Reslts((((((((((((($$$$$$)#.+
,$ Research --
a$ Research /ork %r0er((((((((((((($$)#9+
!$ Research Plan((((((((((((((((()2#+
c$ 1o0erator2s 3i0e((((((((((((((()2*+
0$ Concept Test Reslts((((((((((((($()2.+
.$ Research ---
a$ Research /ork %r0er(((((((((((($$$()*0+
!$ %&er&ie' o" Plan(((((((((((((($($$$)*2+
c$ 1o0erator2s 3i0e(((((((((((((($$$$$)*,+
0$ Copy Test Reslts(((((((((((((($($$)*4+
4$ Smmary o" Contri!tion To The Agency Team (((($$$$$),4+
5$ Re"erences((((((((((((((((((((($$),,+
3
%&er&ie' o" Research
Beginning with the situation analysis, we analyzed the market situation that KFC is
facing in terms of Company/Product, Competition, and Consumers. We proided our own
insights as to why we saw certain trends or patterns. !hen, we conducted a surey targeting
college students to understand the market. We focused on the health perceptions for consumers
of KFC, their products, their competition and competition"s products. We then conducted our
first set of focus groups that were aimed at concept testing. #fter receiing the work order from
the agency team, we prepared and conducted the interiews. !his turned out ery successful for
o$taining information for the agency team.
#fter receiing focus group feed$ack, the agency team then deeloped ads for us to test
in the nest set of focus groups. !hese copy testing focus groups were also ery successful, as the
agency team receied great feed$ack for improement.
4
KFC Sitational Analysis Smmary
A!ot KFC
• Kentucky Fried Chicken went pu$lic in %&'& and was eentually $ought $y PepsiCo. (n
%&)'.
• KFC has $een a diision of what is now *+,- Brands since %&&. and is presently one of
the world"s largest fast food chains.
• !oday the company owns and franchises more than %/,)00 outlets in more than %00
countries, 1,200 plus of which are in the +.3. !hese restaurants offer items such as their
trademark fried chicken in original recipe and e4tra crispy, chicken sandwiches, chicken
pot pies, crispy chicken strips, mashed potatoes and potato wedges.
67pansion an0 3ro'th
• KFC has put a great deal of focus into international e4pansion, particularly in China
where the market is currently home to more than 5,%00 locations.
• (n order to keep pressure on their competition and cater to their customers" changing
needs, the chain is making some additions to their menu. For the more health conscious
customers they hae introduced a line of grilled chicken sandwiches and KFC may $e
offering a $reakfast menu in the future at all their locations. # $reakfast menu was
recently introduced at their location in central 6ondon.
Sales 8istory
• KFC is the leader in the fast food chicken market with a /17 share. !hey hae had
positie sales growth for the last . years, $ut most of that success has $een international.
• (n the +.3. KFC has $een the weak link in sales for *+,- Brands. !he company
actually suffered a / percent sales loss in the +.3. offsetting what would hae $een a /
percent increase for *+,- Brands.
Pricing
• KFC is also looking to $ecome more economical $y offering nine items for $etween &&
cents and 8%.&& such as &&9cent KFC snackers, toasted wrap for 8%./& and snack $o4es of
popcorn chicken or 2 piece hot wigs for 8%.&& while continuing to offer their ), %5, %'
and 50 piece chicken meals for 8%2.'&, 8%&.&&, 85'.2& and 85&..& respectiely. !hese
prices may ary $y region.
o 6ower priced alue menus are a great opportunity for KFC to gain $ack profits
since some people hae recently said that they hae $een pricing themseles out
of the market.
A0&ertising 8istory
• (n the past, KFC has $een all a$out their fried chicken roots with campaign slogans like
finger9lickin" good and always haing Colonel 3anders as their trademark. 6ately, the
5
company has tried to create a new culture $y pushing their new :Kentucky ;rilled
Chicken< products and the fact that their chicken now has 0 grams of trans. fat.
• (n addition, they hae tried to reamp their $rand image to target younger consumers $y
replacing the traditional Colonel 3anders with an animated character and the chain"s
locations now hae $older colors and updated graphics. Plus, the company has taken the
constantly in your face approach with a market leading 15 week a year != adertising
schedule.
Pro0ct Bene"its
• !he $iggest thing that KFC has going for them and what they need to push the most is the
conenience that comes with their offerings.
• !hey hae made great strides in trying to diersify and differentiate their $rand $y
hanging onto the trademark recipes that hae made them famous, while also catering to a
new customer $ase with their healthier grilled options.
• (t offers an additional alternatie to your standard $urger >oints which are oerly
a$undant.
Target A0ience
• !ypical customers are adults ages 5191/ who are in occupations ranging from white collar
office >o$s to $lue collar construction >o$s. !he $iggest part of their customer $ase
makes $etween 810,000 and 8'0,000 dollars a year and are married with children.
• !hese customers are liing fast9paced lies in which they hae to $alance the heay
demands of work and life. #s a result of this, lunch and dinner occasions are $ecoming
shorter and the thing that has the greatest impact on their choice of food and drink
purposes is conenience.
Competition
• KFC faces competition from a num$er of fast food companies which include #r$y"s,
Boston ,arket, Burger King, Ca>un ?perating Company, Chick9fil9#, CK@ Aestaurants,
3u$way, Bairy Cueen, Dack in the Bo4, ,cBonald"s, Popeye"s, Cuiznos, 3onic Corp. and
Wendy"s.
• Chicken CompetitorsE Popeyes, Chik9fil9#, and Church"s Chicken.
• ,a>or CompetitorsE ,cBonald"s, Wendy"s, 3u$way, and Burger King.
Competiti&e Competition
• Popeye"s, Chick9fil9# and Ca>un ?perating Company"s Church"s Chicken are the only
other fast food restaurants in this intensely competitie field that offer chicken as their
primary food at compara$le prices making them the immediate competition to KFC.
6
• While other restaurants like ,cBonald"s and #r$y"s may offer chicken sandwiches and
strips and other things of that nature, they push a ariety of other items more heaily,
which generally causes consumers to iew them in an entirely different category from
restaurants like KFC.
o KFC needs to focus on their top three competitors if they hope to maintain their
dominant share of the fast food chicken market.
Competiti&e A0&ertising
• Popeye"s has positioned themseles as the 6ouisiana style chicken which promotes their
pride in their Ca>un roots.
• (n addition to Chick9fil9#"s humorous
at ,or Chikin< campaign which you freFuentlysee on highway $ill$oards and != commercials, they hae tried to segment themseles
from the rest of the fast food chicken restaurants $y stressing how important customer
serice is to them.
• Church"s Chicken radio, != and print ads hae made them known as the fast food
chicken that ultimately makes your life $etter with their slogan :Full Flaor. Full Pockets.
Full 6ife.<
Social9:egal -n"lence
• :KFC suppliers cram $irds into huge waste9filled factories, $reed and drug them to grow
so large that they can"t een walk, and often $reak their wings and legs. #t slaughter, the
$irds" throats are slit and they are dropped into tanks of scalding9hot water Goften while
they are still conscious<
o KentuckyFriedCruelty.com
Pro!lems
• Known as the Hartery clogger"
o Perception is fried food
• Fried fast food has gotten a $ad name oer the last few years steering people away from
KFC.
• !o compromise for this they hae put too much emphasis on health in their adertising
making consumers een more skeptical.
• !heir prices hae $een relatiely high making some consumers feel like KFC has priced
themseles out of their market range.
%pportnities
• Pressure cooked chicken, not fried, so there are zero grams of trans fat
o #dertising opportunity to raise awareness
7
• Can $ring in a new customer $ase with their line of Kentucky ;rilled Chicken
sandwiches.
• By incorporating an eeryday alue menu with items $etween && cents and 8%.&& they
will $e iewed as economical again $y consumers.
• With the fast9paced lifestyles people lie today it is ery important to continue to
promote conenience since that is what many fast food consumers $ase their decision on.
KFC Commotion
• With the progress of social media, we can easily find out opinion and perception of the
$rand, and make improements
o !witterE
? :KFC, !wister meal with small popcorn chicken, yum, yum $ut $ad for
my tum.<
? :!he KFC ( >ust consumed definitely hit the spot, $ut ("ll no dou$t regret it
later.<
? :..is so fat, that he"s going to KFC for lunch.<
KFC$com
• //&,%00 estimated monthly +3 isitors
o /57 male, 1)7 female
o 157 make under 8'0,000
• !he people who isit KFC.com are also likely to isit these categories and sitesE
IFuantcastJ
o Commerce G Food
? !aco Ball G Cuizno"s G mywe$grocer.com G ;iant @agle
o Biscount
? Bollar !ree 3tores G Family Bollar G Bollar ;eneral G Big 6ots
o Pharmacy
? C=3 G Aite #id G Walgreen G drugstore.com
8
Research -;
Sr&ey Analysis
aJ3urey Plan
$J 3urey 3ample
cJ 3ummary of 3urey Aesults
9
Sr&ey Research Plan
Client -nter&ie'
• !old the research team that their main focus was proing to the pu$lic that KFC isn"t as
unhealthy as many people perceie it to $e compared to other fast food restaurants.
Research %!<ecti&es
• We are conducting this surey to find out what people"s perceptions of the KFC $rand is
currently.
• !o compare KFC"s menu options to the menu options of their ma>or competitor"s.
Research 1etho0ology
• ,all9intercept method, it is the most conenient due to the oerwhelming student
population on campus.
• Conenience sampling, $ecause we don"t want $iased results and we will get more of a
ariety students.
• ?ur surey will consist of open ended, multiple choice, and 6ikert scale Fuestions.
• We will try to achiee our goal of 10 completed sureys throughout different campus
$uildings, and through friends and co9workers. !hese sureys will take place through the
ne4t 5 weeks.
Ta!lations an0 =ata Analysis
• !he scale and multiple choice Fuestions will $e tallied. !he open ended Fuestions will $e
categorized into positie and negatie responses with noted suggestions.
Research Reporting
• We are hoping to gather information from the sureys to $etter understand why people
think KFC is an unhealthy fast food option. While at the same time maintaining the
conenience of the fast food industry.
Time Frame
• !he surey will $e conducted within one week"s time period.
:imitations
10
• We will hae a ery narrow age range I%)95/J.
• 3ince we are only using conenience sampling we will only $e a$le to surey people
located in ,organtown.
• People sometimes rush through open9ended Fuestions, or don"t answer Fuestions
truthfully.
• People may not $e familiar with all of the restaurant options on the surey.
11
Sample Sr&ey
!his is a surey a$out the fast food industry. !hrough this surey we are trying to understand
what consumers like and dislike a$out the fast food industry and what can $e improed. Please
answer as honestly as possi$le. *our participation is appreciated. !hank you.
%. Please name three fast food restaurants you can think ofE
I J I J I J
5. What type of item do you look for on the menu when you"re eating at a fast food
restaurantK
I J Com$o ,eal I J =alue ,enu I J ?therELLLLLLLLLLLLLLL
2. Mow often do you eat fast food in a monthK
I J neer I J once a month I J 592 times a month I J/91 times a month
I J 1N times a month
(f you do not eat fast food , skip to Fuestion 5%
/. Which fast food restaurant do you feel gies you the $est alueK
I J Burger King I J Chik9fil9# I J ,cBonald"s I J KFC
I JPopeyes I J Wendy"s I J 3u$way I J ?therELLLLLLLLL
1. Mow many times do you eat chicken per weekK
I J %95 times a week I J 29/ times a week I J /91 times a week I J 'N times a week
'. Mae you eer eaten at KFCK
12
I J *es I J Oo (f no, skip to Fuestion 5%
.. (f yes, when was the last time you ate at KFCK
I J 6ast week I J 6ast month I J 6ast ' months I J 6ast year
). Mow familiar are you with KFC"s menu selectionK
I J Oot familiar I J 3omewhat familiar I J =ery Familiar
&. What would $e the main reason you choose KFCK
I J !o eat chicken I J ;ood menu selection I J Cuality of serice
I J Conenience
%0. What do you think is KFC"s strongest menu attri$uteK
I J Family alue menu I J =alue menu I J Choice of original or e4tra crispy
I J Mealthy menu items
%%. KFC is an accurate representation of 3outhern CookingE
3trongly Bisagree / 2 5 % 0 % 5 2 / 3trongly #gree
%5. Bo you iew KFC as a family restaurantK
3trongly Bisagree / 2 5 % 0 % 5 2 / 3trongly #gree
%2. When you think of KFC what comes to mindK
13
I J Colonel 3anders I J Fried Chicken I J Mome style sides I J Family meals
%/. Aoughly how many KFC != or Bill$oard adertisements hae you seen within the last '
monthsK
I J 0 I J %92 I J /9' I J .9%0
%1. #re you aware of the new, healthier options aaila$le at KFCK
I J *es I J Oo I J O/#
%'. ?n what area do you $eliee KFC should focus its imageK
I J Conenience I J Family I J Mealth I J ?therELLLLLLLLLLLLLLLLLLLLL
%.. Who do you iew as KFC"s $iggest competitorK
I J ,cBonald"s I J Chik9fil9# I J Popeyes I J 3u$way
I J Burger King I J ?therELLLLLLLLLLLLLLLLL
%). Which fast food restaurant has the $est chickenK
I J KFC I J Chik9fil9# I JPopeyes I J Church"s Chicken
I J Burger King
%&. Aecently KFC introduced a $reakfast menu oerseas, would that $e something that would
appeal to youK
I J *es I J Oo I J ,ay$e
50. !o the $est of your knowledge, please write positi&e aspects a$out KFCE
14
LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL
5%. !o the $est of your knowledge, please write negati&e aspects a$out KFCE
LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL
55. #geELLLLLLLLLLLL
52. ;enderE ,ale I J Female I J
5/. Please state your ethnicityE Ii.e. White, #frican #merican, MispanicJ
LLLLLLLLLLLLLLLLLLLLLLLLLLLL
51. Class AankE
I J Freshman I J 3ophomore I J Dunior I J 3enior I J ;raduate
15
Smmary o" Reslts
(n order to figure out where KFC stood in terms of their competition, we went out to find
out how they compared to other fast food restaurants in pricing. ,ost people when asked in the
sureys said they thought ,cBonald"s had the $est alue $ecause of options like the dollar
menu. ?ur respondents put great emphasis on this saying that alue and conenience were the
two main things they typically look for when going out for fast food. When asked a$out KFC"s
pricing, many said that compared to their competitors KFC was a little oerpriced. For the most
part, they said since KFC also gies a lot of food in their meals that they would pro$a$ly get
KFC only if they were going to $e eating with a group of people as opposed to >ust for
themseles.
6
8
15
9
8
4
16
We then narrowed the field down to KFC"s main competition, that $eing any place that
sells chicken. 3urprisingly, while KFC has a ma>ority share of the fast food chicken market,
most respondents felt that Chik9Fil9# had the $est chicken. When we asked respondents why
this was, many of them said that they liked the ingredients in Chik9Fil9#"s chicken $etter and that
it was healthier for you. (n fact, KFC $arely came in second with Popeye"s coming in close on
their heels at third. !he main reason for these results was $ecause KFC was iewed $y most to
$e unhealthy, unsanitary greasy chicken. While some said the fried, greasy image of the food
didn"t $other them so much, they also said it was not something they would eat on a regular
$asis. 3ome restaurants that don"t een primarily sell chicken like Burger King and Wendy"s got
otes oer KFC.
17
!he thing that many respondents did not know was that KFC does in fact offer healthier
grilled chicken. !he few people who were aware of this fact were the ones who isited the
restaurant more regularly. Aespondents said they would $e more likely to go to KFC if they
knew a$out the grilled chicken sandwiches. #nother unanimous thing that many respondents
had in common were that if KFC listed health content of their food at least at the restaurant that
would deter them less from the place $ecause they would know what they are getting into. What
we gathered from these statements is that KFC in their adertising needs to make more of an
effort to promote their healthier options, and >ust put more emphasis on health in general. !his
would help them to widen their customer $ase.
8
8
34
18
Research --;
Concept Testing
a+ Aesearch Work ?rder
!+ Aesearch Plan
c+ ,oderator"s ;uide
0+ Concept !est Aesults
19
Research II Work Order
!oE DA6 /5% Aesearch !eam
Pro>ectE @4ploratory Focus ;roup (nteriews IAesearch ((J for KFC
%!<ecti&es o" this st0y
• 6earn our target"s current perceptions of KFC food Ihealthy/unhealthyP
delicious/disgustingP e4pensie/cheap, etc.J
• Biscoer the target"s awareness of KFC"s healthy options.
• @aluate customer"s perceptions of attempts at :healthy fast food< $y all fast food
companies, most nota$ly our top three competitors.
Target
• We would like to target college students in this campaign, specifically for eents like
sports games and social eents. #lthough KFC states on their we$site that they hae no
specific target, we hae found through ,A( research that #frican #mericans are 207
more likely to isit KFC than other fast food restaurants. We would also like to e4plore
adertising options that may appeal to this demographic.
=etails
• We hae identified the following three pro$lems and three opportunities for our $rand
through the situation analysis. Please inestigate the potential impacts of the following
items on the $rand and adertisingE
• Pro!lems
o Customers perceie KFC to $e unhealthy.
o +ndefined target market
o Oegatie stereotypes
• %pportnities
o KFC can $e a healthy alternatie to the competition
o KFC has strong !op9of9,ind9#wareness in the product category
o KFC already uses uniFue ad methods Ilogo that can $e seen from spaceJ and is
open to creatie adertising.
20
!he following are our potential headline/slogan alternaties for our campaign. Please inestigate
the strengths and weaknesses of each of these alternatiesE
• KFCE # Aeal ,eal for a Good Beal.
• !rust the Colonel.
1an0atory;
• The "inal report shol0 !e 0eli&ere0 to the KFC Team !y Fe!rary 20, 2009$
• Please inform us the dates and places of two focus groups. KFC team mem$ers will
participate in the focus groups.
• ?nce the full Biscussion ;uide is deeloped, email/delier it to our group leader, 3tephanie
Masenei, so that we can reiew and modify, if necessary. Bo O?! conduct the focus groups
without our approal on the Biscussion ;uide.
21
Research Plan
%&er&ie' o" the plan
• Current perceptions of KFC.
• !he health options offered $y KFC.
• Perceptions of the attempts at :healthy fast food< $y all fast food companies, most
nota$ly KFC"s top three competitors.
• What is the most important factor inoled with consumer decision making.
%!<ecti&es o" the St0y
• #ssess the target audience"s reaction to the strategic directions of our two campaign
themes.
• @4amine what the $est online iral strategies for the :!rust the Colonel< campaign
will $e.
• @aluate the arious taglines for the se4y/health print adertisements and determine
the ideal amount of se4 appeal Ihow much is too muchKJ.
Participants
• We plan on recruiting $etween si4 and eight participants for each focus group session.
• We are going to recruit students aged %)95/ who eat fast food and are somewhat
outgoing.
• 3creener CuestionsE
• Mow old are youK
• Bo you eat fast foodK
• Bo you consider yourself actieK
• Bo you consider yourself outgoingK
• 3elected ParticipantsE
• Participants were selected on the $asis of $eing outgoing male indiiduals
who are actie and hae an opinion a$out fast9food consumption.
1o0erator2s 3i0e
• ;reeting Aemarks
• (ce$reaking
• (ntroductory Cuestions
• +nderstanding Barriers and Benefits
• Professional Beelopment
• Past fast9food e4perience
22
• Mealth perceptions
• Belicious/ Bisgusting
• Pricing
• #wareness
• Concluding Cuestions
• Concluding Aemarks
Pro<ect Sche0le
• 5/5595/5)
o Conduct 3ureys
o Aecruit for Focus ;roups
? 3creen potential participants
• 2/%92/.
o Conduct Focus ;roups Ihold at 6i$rary in the eeningJ
o 3u$mit results to #gency !eam
o 3u$mit surey results
23
1o0erator2s 3i0e
3reeting Remarks
• Mello my name is LLLLLLLLLLLLLLLLLL. !hank you for participating in this focus group
with us.
-ce!reaking
• Where are you fromK
• What"s your ma>orK
• Mow many years hae you $een in schoolK
• !ell us a fun fact a$out yourseles-
-ntro0ctory >estions
• Mow often do you eat fast foodK
• Mow important is the health aspect of fast food when choosing where to eatK
?n0erstan0ing Barriers an0 Bene"its
• Mow do you feel a$out KFC chickenK
o (ts actually pressure cooked, killing germs and $acteria, speeds up the cooking
process, and contains 0 grams !rans Fat
Past "ast@"oo0 e7perience;
• Bescri$e your worst fast food e4perience.
o #ny $ad KFC e4periencesK
? Would you still go $ackK
• Why hae you chosen to go to KFC oer another fast9food restaurantK
8ealth perceptions;
• Mow do you feel after you"e eaten KFCK
• What restaurants do you think offer the $est of healthier optionsK
• Mae you eer gone to a KFC e4pecting to eat healthyK
=elicios9 =isgsting;
• Mow do you compare KFC"s food Fuality to other fast9food restaurantsK
o Who would you say has the $est Fuality fast9foodK
? Best Fuality chickenK
24
Pricing;
• Mow would you compare KFC"s pricing compared to other fast9food restaurantsK
o =alue ,enuK ,eal BealsK
A'areness;
• What do you think of when you hear Hfried chicken"K
• Where would you go first when craing chickenK
o Fast9food, grocery store, etc.
Concl0ing >estions;
• What other thoughts do you hae a$out KFC and fast9food in generalK
o @la$orate
• Will you isit KFC in the futureK
Concl0ing Remarks;
• !hank you for your participation.
25
Focs 3rop # A 2 Reslts Smmary
People 'e 'ere looking "or;
• ,any of the participants are looking for healthier, cheaper, and conenient fast food with
good tasting options like com$o meals and alue menus.
• ,any of the group mem$ers felt that KFC is too e4pensie compared to other fast food
choices.
• @asy ordering and Fuick serice and drie thru windows were ery important in the eyes
of the participants.
• Participants want something they can eat when they are drunk and are looking for fast
food choices that sere late night food for cheap prices.
• Biscounts are always good. ?ne girl stated that at Wendy"s you can get a discount on
your food with a student (B. #nother guy thought that discount cards that $uild up points
Ilike 3u$wayJ were a great idea.
• Oo one wants to tipP many students like the great deals offered $ut hate to see their
saings go towards the tip.
• ;etting a good alue for their money was important and een changed their decision on
where to eat.
• !hought that places like 3u$way who sere cold cuts, had a healthier image $ecause they
were cleaner and they hae no fried foods.
• Consumers want to go to places that use healthier frying oils Ii.e. sunflower oilJ.
• #ll participants liked the idea of preparing the food in front of you Ilike 3u$wayJ $ecause
its shows cleanliness and accuracy.
/hat they see in KFC;
• ,any people said that KFC was gross, the food didn"t seem like real chicken, and that it
makes you feel fat, weighted down, sick and tired after eating it.
• ,any participants think that there is nothing healthy a$out KFC, although a few
participants commented that the food was good $ut greasy.
26
• ,any did not like the idea of eating out of a $ucket, they $elieed it to $e demeaning and
gross.
• ,ost did not know KFC"s chicken is prepared $y pressure cooking and still didn"t $eliee
it after we told them.
• # few people said that the ,organtown location is too far away and priced too high, that
it is in a $ad area and people think that it is scary to drie there at night.
• @eryone agreed that adertising the grilled chicken items is a $etter idea to promote
KFC as a healthier choice.
• KFC is iewed as specializing in >ust chicken. Moweer, een if KFC was adertised as
healthier participants said they would choose to go to Kroger oer fast food chicken when
they crae it.
• #lthough many participants said they really like the side dishes aaila$le at KFC many
thought of them as $eing coered in mayo and $utter.
• ?ne girl thought that KFC"s chicken is pumped with chemicals and hormones and mass
produced.
• 3ome participants said that KFC"s food is greasy $ut not as $ad compared to some other
fast food places.
• !he ma>ority of group mem$ers said that it was o$ious that KFC has $een trying to hae
a healthier image.
• # few people complained of e4tremely slow serice and said that they are not willing to
wait $ecause of their $usy schedules.
• ,any people said that KFC has good southern chicken and sides, especially the macaroni
and cheese and mashed potatoes.
• @eryone thought that Burger King and ,cBonald"s are >ust as unhealthy and $ut said it
is difficult to compare KFC to them $ecause of the different types of food offered.
• @eryone said that if KFC was offered in the ,ountain 6air students would $e more
likely to go more often especially if it was offered on the meal plan.
• # drink should $e included with a purchase of the com$o and family meals.
• KFC would hae to $e renamed if they wanted to $e considered healthier, $ecause when
you think KFC many automatically think Kentucky Fried Chicken.
27
Ba0 67periences 'ith all "ast "oo0 restarants;
• ?ne person mention that he had mono and when he went to Wendy"s to eat he ended up
getting sick afterwards and hasen"t gone $ack since.
• # couple people mention that they got food poisoning after eating 3u$way and Pizza hut
which caused them to $e scared to go $ack.
• !hree people mentioned that after eating at a Mardee"s on a road trip that they all got sick
simultaneously and had to make freFuent stops to use the $athroom.
• ?ne person mentioned that they thought !aco Bell and ,cBonald"s put la4aties in their
meat $ecause the meat is so $ad for you.
• ?ne person said that he took a $ite out of a chicken nugget at ,cBonald"s and found a
$one in it.
• ?ne person mentioned receiing a soup that had a film on it.
• !he make it your way slogan at Burger King is false adertising $ecause nothing is eer
made correctly.
A0ience;
• ,any people would prepare their food at home if they were looking to eat healthy instead
of going to a fast food restaurant.
• ?ne person said that he looks for no trans fats when he is choosing what fast food
restaurant he is going to eat at.
• ?erall 3u$way is iewed as the healthiest fast food option.
• # few people mentioned that they thought that it is okay to eat fast food as long as you
e4ercise after.
• ,any participants hae seen the commercials adertising the new way ,cBonald"s made
their chicken strips and coninced many to choose ,cBonald"s oer other options.
• Pop@yes is iewed as making $etter chicken compared to many other fast food options.
• !wo people preferred to make their own food and said that een if fast food were
healthier they still wouldn"t $e a more popular option for them.
• !aco Bell, Wendy"s, and Chick9Fil9# were all iewed as hae $etter Fuality meat
compared to KFC.
28
• #$out half of the participants said they would choose Chik9fil9# oer KFC.
/hen they "on0 ot a!ot the calories;
• ,ost people agreed that KFC should adertise their lower calories compared to
competitors and that if they knew this $eforehand it might hae changed where they
would hae chosen to eat.
• ?thers $elieed that calories aren"t the only information people should $e concerned
a$out when they eat fast food.
• @eryone agreed that all fast food places should hae la$els on their food so that people
can know what they are eating.
29
Research ---;
Copy Testing
a+ Aesearch Work ?rder
!+ ?eriew of Plan
c+ ,oderator"s ;uide
0+ Copy !est Aesults
30
Research --- /ork %r0er
Copy Testing
!oE #B= /5% Aesearch !eam
Pro>ectE Creatie !esting Focus ;roups for KFC.
%!<ecti&es o" the St0y
• #ssess the target audience"s reaction to the strategic directions of our two campaign
themes.
• @4amine what the $est online iral strategies for the :!rust the Colonel< campaign will
$e.
• @aluate the arious taglines for the se4y/health print adertisements and determine the
ideal amount of se4 appeal Ihow much is too muchKJ.
Target
• KFC"s targets in this campaign are male, %)95/, and are current college students.
=etails
• #ttached, you will find our rough creatie materials. Before we produce the actual
adertising materials, we"d like to test $oth creatie strategies to see how our potential
customers would react in terms of the following Iplease ealuate !oth campaign
strategies with these criteriaJE
%J MeadlineE
9 ,emora$ilityE (s it memora$leK
9 6ikingE Bo they like it or notK Why and on what senseK
9 #ssociated messageE What comes to their mind firstK
9 ,essage fluencyE Bo they understand what it means Fuickly and accuratelyK
9 BenefitE Boes it delier the Iproduct or $randJ $enefit we want to delierK
5J Body copyE
9 ,emora$ilityE (s it memora$leK
9 6ikingE Bo they like it or notK Why and on what senseK
9 ,essage fluencyE Bo they understand what it means Fuickly and accuratelyK
9 BenefitE Boes it delier the Iproduct or $randJ $enefit we want to delierK
9 6engthE (s it too long or shortK
2J ;raphics/$ackground/situationE
9 6ikingE Bo they like graphics/$ackground/situationK Why and on what senseK
9 ConsistencyE (s it consistent I;raphics/$ackground/situationJ with KFCK
9 !argetE Boes it reflect the target lifestylesK Boes it hae a possi$ility to alienate the
mainstream customers or core target customersK
9 FluencyE Bo they understand the graphics/$ackground/situation Fuickly and
accuratelyK
/J Potential Pro$lemsE #re they seeing any potential pro$lems in the adsK
1J Potential strengthsE What the strengths of the adsK
31
1an0atory
• The "inal report shol0 !e 0eli&ere0 to the Agency Team !y Fri0ay, April #0.
• Please inform us the dates and places of the two F;s. #gency !eam mem$ers W(66
participate in the F;s.
• ?nce the full Biscussion ;uide is deeloped, send it to our team leader so that we
can reiew and modify, if necessary. Bo O?! conduct the F;s without our approal on
the Biscussion ;uide and do O?! conduct the F;s without our presence. *ou will $e
penalized $y the instructor if you do.
32
Research Plan 2
Copy Testing
%&er&ie'9 %!<ecti&es
• #ssess the target audience"s reaction to the strategic directions of our two campaign
themes.
• @4amine what the $est online iral strategies for the :!rust the Colonel< campaign
will $e.
• @aluate the arious taglines for the se4y/health print adertisements and determine
the ideal amount of se4 appeal Ihow much is too muchKJ.
• Focus ;roupsE
o Focus ;roup %E !ues I//.J .pm 9Bowntown 6i$rary
o Focus ;roup 5E Wed I//)J )E%1pm 9Bowntown 6i$rary
Participants
• We plan on recruiting $etween si4 and eight participants for each focus group session.
• We are going to recruit students aged %)95/ who eat fast food and are somewhat
outgoing.
• 3creener Cuestions
• Mow old are youK
• Bo you eat fast foodK
• Which one do you $eliee $est descri$es youK I3hy, ?utgoingQJ
1o0erator2s 3i0e
• ;reeting Aemarks
• (ce$reaking I%0minJ
• Meadline I50minJ
• Body Copy I50minJ
• ;raphics/ Background/ 3ituation I50minJ
• Potential Pro$lems I%1minJ
• Potential 3trengths I%1minJ
• Conclusion I%0minJ
Pro<ect Sche0le
• 2/209//'
o Beelop Aesearch Plan
o Construct ,oderator"s ;uide
o @sta$lish Focus ;roup !imes
33
o Aecruit for Focus ;roups
? 3creen potential participants
• //.
o Conduct Focus ;roup 9%
o #nalyze Aesults
• //)
o Conduct Focus ;roup 95
o #nalyze Aesults
• //&
o @aluate Aesults
o Complete Client Aeport
o 3u$mit Aeport
34
1o0erator2s 3i0e 2
Copy Testing
3reeting Remarks
• Mello my name is LLLLLLLLLLLLLLLLLL. !hank you for participating in this focus group
with us.
-ce!reaking I%0minJ
• Where are you fromK
• What"s your ma>orK
• Mow many years hae you $een in schoolK
• What are your plans for the holiday weekendK
• !ell us a fun fact a$out yourseles-
-ntro0ctory >estions I%0minJ
• Mow often do you see adertisements in print or on teleision for KFCK
• Mow do you feel a$out these adsK
• Bo they seem to represent KFC in a positie lightK
• #fter seeing one of these ads, hae you eer $een persuaded to actually go to KFCK
8ea0line; I50minJ
• Present headlines to participants
o Bo you think that if you saw this headline $etween % and 1 times that you would $e
a$le to remem$er what it said and what adertisement it went withK
o Bo you like the headlineK Why or why notK Was it catchyK Was it $oringK
o What comes to your mind when you see this headlineK
o Boes this headline come across clearly and Fuick to the pointK Bo you understand
what the ad is trying to communicate through this headlineK
o What do you think this headline is offeringK Bo you think this headline is an accurate
representation of the selling $enefit the rest of the ad has to offerK
Bo0y Copy; I50minJ
• @4plain to participants what H$ody copy" is
• Present $ody copy to participants
35
o Would you remem$er where this $ody copy came from if you saw this ad $etween %
and 1 timesK
o Bo you like this $ody copyK Why, or why notK
o Bo you think the $ody copy correlates well with the headlineK Boes it make senseK (s
it Fuick and easy to read and understandK
o Boes the $ody copy help you to understand the $enefit that this ad is offeringK
o Bo you think the $ody copy should $e longer or shorterK WhyK
3raphics9 Backgron09 Sitation; I50minJ
• Present ads to participants
o Bo you like the graphics on this adK WhyK Bo the graphics fit well together with the
headline and $ody copyK WhyK
o Bo you think that this ad is consistent with other adertisements you hae seen for
KFCK
o Knowing that the target is male college students ages %)95/, do you think this ad
would appeal to them and target their lifestylesK Bo you think that $ecause our target
is so narrowly defined that these ads may possi$ly alienate KFC"s mainstream
customers and core target customersK
o Bo you understand what the graphics are trying to say to you Fuickly and accuratelyK
Potential Pro!lems; I%1minJ
o Bo you see any potential pro$lems with this adK What do you think could $e
improed and whyK
Potential Strengths; I%1minJ
o What do you think are the greatest strengths for this ad and whyK
Conclsion; I%0minJ
o (s there anything further anyone would like to add a$out any of the issues we"e
already discussed, that you feel you"e not had a chance to sayK We really appreciate
your participation in this focus group. !hank you all for coming.
36
Focs 3rop Copy Testing #
“Trust the Colonel” Campaign
(ntroduction
8o' o"ten 0o yo see a0&ertisements in print or on tele&ision "or KFCB
• ,any people agreed that they were regularly e4posed to KFC adertisements.
• @eryone said that they saw mostly teleision adertisements, and most participants
could not recall eer seeing a print adertisement for KFC.
• !he commercial most participants could recall was the KFC :Chef in @ery Kitchen< ad.
8o' 0o yo "eel a!ot these a0sB
• !he groups felt that these commercials did not make KFC look good $ecause they are
known for haing greasy fried chicken.
• # few people agreed that KFC"s teleision ads were memora$le, $ut less effectie than
other fast food restaurant campaigns.
• @eryone agreed that KFC commercials tend to $e more geared towards family meals,
rather than college students.
• 3ome participants felt that the commercials were a lie, claiming they hae neer seen a
:chef< in uniform at a KFC, and that the food neer looks as appetizing when you $uy it
as it does on teleision.
=o these a0s seem to represent KFC in a positi&e lightB
• ,any people agreed that the KFC ads do represent KFC in a positie light, $ecause they
put in their commercials only what they hae to offer.
• ?ther disagreed saying that it appears like KFC is trying to represent themseles in a
positie light, $ut their $ad $rand image is not helping their cause.
A"ter seeing any o" KFC2s a0s, ha&e yo e&er !een persa0e0 to actally go to KFCB
• !he groups were pretty split $etween yes and no. !he people who said no claimed it was
$ecause they still hae an unhealthy perception of KFC. !he people who said yes claimed
the only pro$lem with going to KFC after seeing the ads was that their location was too
far away.
Meadline
37
=o yo think that i" yo sa' these hea0lines !et'een # an0 . times that yo 'ol0 !e a!le
to remem!er 'hat they sai0 an0 'hat a0&ertisements they 'ent 'ithB
• !he ma>ority agreed that they would remem$er the headline, $ecause the colonel is a
familiar image representing KFC.
=o yo like these hea0linesB /hy or 'hy notB /ere they catchyB /ere they !oringB
• ,any participants felt that all the headlines for this campaign were catchy, a few thought
it was funny, and others said it did not make them want to eat their food.
• !he ma>ority did not fully understand what the headline meant until we e4plained it to
them.
• # few people Fuestioned why they should :!rust !he Colonel<, it made them a $it
confused, these people thought they could get the same point across with a $etter not as
:intimidating< headline.
/hat comes to min0 'hen yo see these hea0linesB
• !he people who understood the history $ehind the ad with 3talin on it said that it made
them feel like he was in charge, and strong9minded, made them think it might $e okay to
trust him.
• !he headline for the 3wirl ad was interpreted as :trippy< and :hypnotizing<.
=o these hea0lines come across clearly an0 Cick to the pointB
• For the most part the headlines came across clearly to group participants.
• 3ome people mentioned that healthy options and the :reolution< made sense together.
• ,em$ers felt that through these headlines, KFC was trying to position itself as $etter
than other fast food choices.
/hat 0o yo think these hea0lines are o""eringB
• ,any people agreed that these headlines were offering different and new options offered
$y KFC, $ut didn"t e4actly understand what a$out KFC they are supposed to $e
:trusting<.
• ?thers understood that $y :trusting the colonel< KFC wanted their customers to
understand that they were offering healthier options and that they should feel confident in
trusting the company and food $eing sered to them.
38
Body Copy
=o yo think that yo 'ol0 !e a!le to remem!er 'here the !o0y copy came "rom i" yo
sa' these a0s !et'een #@. timesB
• 3ome said they would remem$er the copy if they saw it enough times, $ut others said the
copy was not that memora$le.
=o yo like this !o0y copyB /hy or 'hy notB
• ,ost participants said that the $ody copy was good $ecause it fits well with the theme
and $enefits of the ad, although they did mention that the $ody copy could $e $etter.
• ?thers said that the $ody copy on the ad with 3talin on it did not stand out $ecause they
were more focused on the graphics in the ad.
=o yo think the !o0y copy correlates 'ell 'ith the hea0linesB
• @eryone did say that the $ody copy did correlate well with the headlines $ecause the
headlines had a catchy theme.
=oes the !o0y copy help yo to n0erstan0 the !ene"it that these a0s are o""eringB
• ,any participants agreed that the $enefit of the ads were much $etter understood once
they put the headlines and $ody copy together.
• # few people pointed out that $ecause the focuses of the ads were $ased around a
:reolution< they understood that KFC meant new healthier food items.
=o yo think the !o0y copy shol0 !e longer or shorterB /hyB
• !here were no focus group mem$ers that thought the $ody copy should $e made shorter
or longer. !hey all said that it was >ust long enough to get the point across, and short
enough that people would actually $e willing to read it.
;raphics
=o yo like the graphics on these a0sB /hyB =o the graphics "it together 'ell 'ith the
hea0line an0 !o0y copyB /hyB
• For the 3talin ad people said that with eerything put together it did make sense.
• For the 3wirl ad, people said it was a little scary, $ut the graphics definitely caught their
attention. !hey mentioned that hypnotizing does not fit well with :trusting< the colonel.
39
=o yo think that these a0s are consistent 'ith other a0&ertisements yo ha&e seen "or
KFCB
• ,any people said the set of ads shown were different from KFC ads they had seen in the
past, $ut in a good way.
Kno'ing the target is male college st0ents ages #D@2,, 0o yo think that these a0s 'ol0
appeal to them an0 target their li"estylesB =o yo think that !ecase or target is so
narro'ly 0e"ine0 that these a0s may possi!ly alienate KFC2s mainstream cstomers an0
core target cstomersB
• !hey said the ads did a good >o$ of reaching the %)95/ year old male college student
demographic, $ut at the same time they don"t think KFC will alienate their current older
customer $ase.
• # few mentioned placement of the ads. 3ome said that the 3talin ad would make a great
$ill$oard, although they thought that it may not change their target"s perception of KFC.
For the 3wirl ad eeryone agreed the $est place for it would $e in a magazine.
=o yo n0erstan0 'hat the graphics are trying to say to yo Cickly an0 accratelyB
• For the 3talin ad a few people misunderstood it, other agreed that not eeryone will get
the idea, and some people may een find the ad offensie.
• For the 3wirl ad, most liked the graphics $ut said it was a $it misleading $ecause they
feel like KFC is trying to hypnotize them into $elieing something that may not $e real.
?ther mentioned that it was great eye9catcher.
Potential Pro$lems
=o yo see any potential pro!lems 'ith these a0sB /hat 0o yo think col0 !e impro&e0
an0 'hyB
• !he 3talin ad they felt was kind of intimidating, a few people mentioned changing the
picture to someone more recogniza$le for the target like ,artin 6uther King.
Potential 3trengths
/hat 0o yo think are the greatest strengths "or these a0s an0 'hyB
• With $oth ads many agreed that they really like the new :!rust !he Colonel< campaign
slogan.
• !he 3talin ad they said had good composition and was simple to understand, $ut only if
you knew that the picture was of 3talin.
40
• !he 3wirl ad was thought to $e all around good, participants mentioned the use of colors
to gra$ their attention, and that this ad would definitely stand out from all the clutter.
41
Focs 3rop Copy Testing 2
‘Heavyweights’ Campaign
(ntroduction
8o' o"ten 0o yo see a0&ertisements in print or on tele&ision "or KFCB
• ,any people agreed that they were regularly e4posed to KFC adertisements.
• @eryone said that they saw mostly teleision adertisements, and most participants
could not recall eer seeing a print adertisement for KFC.
• !he commercial most participants could recall was the KFC :Chef in @ery Kitchen< ad.
8o' 0o yo "eel a!ot these a0sB
• !he groups felt that these commercials did not make KFC look good $ecause they are
known for haing greasy fried chicken.
• # few people agreed that KFC"s teleision ads were memora$le, $ut less effectie than
other fast food restaurant campaigns.
• @eryone agreed that KFC commercials tend to $e more geared towards family meals,
rather than college students.
• 3ome participants felt that the commercials were a lie, claiming they hae neer seen a
:chef< in uniform at a KFC, and that the food neer looks as appetizing when you $uy it
as it does on teleision.
=o these a0s seem to represent KFC in a positi&e lightB
• ,any people agreed that the KFC ads do represent KFC in a positie light, $ecause they
put in their commercials only what they hae to offer.
• ?ther disagreed saying that it appears like KFC is trying to represent themseles in a
positie light, $ut their $ad $rand image is not helping their cause.
A"ter seeing any o" KFC2s a0s, ha&e yo e&er !een persa0e0 to actally go to KFCB
• !he groups were pretty split $etween yes and no. !he people who said no claimed it was
$ecause they still hae an unhealthy perception of KFC. !he people who said yes claimed
42
the only pro$lem with going to KFC after seeing the ads was that their location was too
far away.
Meadline
=o yo think that i" yo sa' these hea0lines !et'een # an0 . times that yo 'ol0 !e a!le
to remem!er 'hat they sai0 an0 'hat a0&ertisements they 'ent 'ithB
• @eryone agreed that if they saw these ads $etween % and 1 times that they would
definitely remem$er these headlines.
=o yo like these hea0linesB /hy or 'hy notB /ere they catchyB /ere they !oringB
• !he ma>ority of the participants agreed that these headlines were funny and made them
laugh, and that the headline was also ery intriguing, $ecause it makes you want to know
more.
• # few people mentioned that it could $e perceied two different ways. ?ne way is that
the actual fast food chain could $e considered the heayweightP the other is that the
calorie count would $e the heayweight.
• !he only pro$lem a few people had with the headlines is that they seemed too small,
many suggested making the headline $igger and up higher on the ad.
/hat comes to min0 'hen yo see these hea0linesB
• ,any of the participants thought of heayweights as $eing the winner in most fights, $ut
here it is the opposite and they thought that aspect made the ads uniFue.
• # few people mentioned that after seeing this headline it made them feel $ad a$out their
eating ha$its.
=o these hea0lines come across clearly an0 Cick to the pointB
• @eryone agreed that without the graphics in these ads the headline would make no
sense, $ut $ecause the graphics were the first thing they saw they Fuickly understood
what the headline meant.
/hat 0o yo think these hea0lines are o""eringB
• !he participants said that the headlines weren"t necessarily offering any type of $enefit to
the consumer until they actually saw the pictures and $ody copy. ?nce eerything was
43
put together they understood that KFC was offering healthier options oer their
competitors.
Body Copy
=o yo think that yo 'ol0 !e a!le to remem!er 'here the !o0y copy came "rom i" yo
sa' these a0s !et'een #@. timesB
• @eryone agreed that they would remem$er the $ody copy $ecause it contained facts that
most people don"t know.
=o yo like this !o0y copyB /hy or 'hy notB
• #ll of the participants really like the $ody copy $ecause it did a really good >o$ of selling
the headline and surprising the reader with honest competition.
• ,any agreed that after seeing these ads their choice of fast food restaurants and meal
choices would certainly $e affected. !he ones who did not agree gae reasons like the
KFC here is too far away, or they might >ust order a different item from the competitor.
=o yo think the !o0y copy correlates 'ell 'ith the hea0linesB
• ?nce eeryone put $o4ing and the idea of competition together they all agreed that the
headlines correlated well with the $ody copy.
=oes the !o0y copy help yo to n0erstan0 the !ene"it that these a0s are o""eringB
• !he ma>ority agreed that they liked how you could go online to see een more health
comparisons and that the calorie counts didn"t >ust stop at one or two items.
• 3ome participants mentioned that the $enefit was o$ious when you took the time to
actually read the ad.
• ?ne person mentioned that the ariety of competition food was good and that the $urgers
could $e more targeted towards males and salads towards women.
=o yo think the !o0y copy shol0 !e longer or shorterB /hyB
• @eryone agreed that the $ody copy was >ust long enough to get you interested enough to
go online and iew more comparisons, $ut short enough to get the point across for that
comparison.
• ?ne person mentioned that if they added any more nutrition facts people may not
understand what all of that kind of stuff means, haing the $ig three things that ordinary
people look for is fine.
44
;raphics
=o yo like the graphics on these a0sB /hyB =o the graphics "it together 'ell 'ith the
hea0line an0 !o0y copyB /hyB
• !he groups were split $etween the graphics, some liked the idea $ut thought the picture
of the chicken made it look really unappetizing. # few people also mentioned that they
did not understand why there was smoke around the food.
• @eryone agreed that without the graphics the headline and $ody copy may not make
sense.
• # few people also mentioned that the $ackground was too dark and some people may not
understand what $o4ing has to do with fast food.
• When looking at the ad and all of the components of it eeryone agreed that the ads were
ery straightforward and didn"t hae anything that was unnecessary e4cept for the smoke
around the food.
=o yo think that these a0s are consistent 'ith other a0&ertisements yo ha&e seen "or
KFCB
• @eryone said that these ads were consistent $ut different from the other adertisements
that KFC has promoted, $ut that it was in a good way.
Kno'ing the target is male college st0ents ages #D@2,, 0o yo think that these a0s 'ol0
appeal to them an0 target their li"estylesB =o yo think that !ecase or target is so
narro'ly 0e"ine0 that these a0s may possi!ly alienate KFC2s mainstream cstomers an0
core target cstomersB
• !he $oys in the focus groups said that the salad ad would not appeal to them, $ut that the
$urger ones would. ?n the other hand they did mention that the salad ad would $e good
for KFC"s other target customers.
=o yo n0erstan0 'hat the graphics are trying to say to yo Cickly an0 accratelyB
• @eryone agreed that they Fuickly understood what the food represented and why it was
included in the ads.
Potential Pro$lems
=o yo see any potential pro!lems 'ith these a0sB /hat 0o yo think col0 !e impro&e0
an0 'hyB
45
• !here were a $unch of suggestions made for these ads including adding logos or
company mascots for KFC and the competitors $ecause people thought these items would
$e more familiar.
• People thought they should lighten the $ackground and use more colors that are
consistent with KFC Ired, $lack, and whiteJ.
• Changing the picture of the chicken, or using other menu items from KFC as well, like
comparing a KFC salad with a Wendy"s salad or a KFC sandwich with a competitor"s
chicken sandwich. # few participants also mentioned adding side dishes since that is
another thing KFC has a leg up on compared to the competition.
Potential 3trengths
/hat 0o yo think are the greatest strengths "or these a0s an0 'hyB
• !he information the ad is presenting is a good strength for these ads, along with the
honest competition.
• !he calorie comparison $eing show side $y side is also a good attention gra$$er.
• Being a$le to go online and find out more information was a good idea.
• ?ne person suggested doing short teleision spots multiple times throughout a teleision
show so that the ads are constantly $eing refreshed in people"s minds.
46
Contri!tion to Agency Team
When we sureyed fifty willing particpants within the target demographic we were a$le
to proide helpful information to the agency team a$out which direction they should angle their
campaign for KFC. !hrough the fee$ack we receied in the sureys we were a$le to guide the
agency team towards an appropriate target, and what would $est suit their wants and needs from
KFC.
From these suggestions and after receiing the work order for our first set of focus groups
we were a$le to conduct two sessions with college students within their target demographic to
proide them with an een more accurate insight into what their target is looking for when it
comes to fast food. #fter conducting these two focus groups we su$mitted a summary of what
the particpants had to say, with regards to how they perciee KFC as compared to the rest of the
fast food industry. 3oon after the agency team receied our summary they were then a$le to
$egin putting together a concept for their campaign and were a$le to $egin work on their print
adertisements for which we would use in the ne4t set of focus group sessions.
We conducted two copy testing sessions to see how the particpants representing the
agency team"s target demographic felt a$out $oth the !rust !he Colonel and the Meayweights
campaigns. ?ur team was then a$le to proide feed$ack to the agency team to help them
improe the effectieness of their ads. #fter conducting these focus groups, we su$mitted
another summary to the agency team so they could re9ealuate their adertisements and their
campaign.
?erall, our research has showed the agency team what aspects the target audience liked
and disliked a$out their campaign and more specifically a$out their print adertisements. ?ne of
the $iggest contri$utions from these results to the agency team was that the particpants reacted
47
more faora$ly to the Meaywights campaign rather than the !rust !he Colonel campaign. !he
agency team was then a$le to focus on >ust one campaign rather than $oth, and hae it $etter
suited for their target. #nother concensus among the copy testing participants was that the
graphics needed to $e changed to look more appealing, and more recogniza$le. With the help
from our research team we were a$le to proide the agency team with enough information for
their campaign $y using a ariety of research methods allowing them to $e a$le to edit and
finalize their print adertisments for their final campaign.
48
Re"erences
%. :#D3 #ssociates Catering ,enu #nd Pricing.< . Fe$. 500&
httpE//www.a>skfc.com/menu.html
5. 6ockyer, 3arah. :*um eyes R0& turnaround for +.3. $usiness, cites sales re$ound at KFC
as reason.< Oation"s Aestaurant Oews. I500)J Oew *ork #B(/(nform. . Fe$. 500&
httpE//proFuest.umi.com.www.li$pro4y.wu.edu
2. Charles, ;emma. :KFC takes a seat at the $reakfast ta$le.< ,arketing. I500)J 6ondon
#B(/(nform. . Fe$. 500& httpE//proFuest.umi.com.www.li$pro4y.wu.edu
/. :KFC Corporation ?eriew.< ' Fe$. 500&
httpE//premium.hooers.com.www.li$pro4y.wu.edu
1. :KFC Corporation Competition.< ' Fe$. 500&
httpE//premium.hooers.com.www.li$pro4y.wu.edu
'. :KFCE focusing on conenience instead of oerstating health.< Batamonitor. . Fe$.
500& httpE//www.e$scohost.com
.. www.mriplus.com
). www.kfc.com
&. www.chickfila.com
%0. www.churchs.com
doc_480405946.doc