Research Team KFC Final Research Plan Book

Spring 2009
Stacey Ackerman, Tom Bass, Juliette Burguieres, Brian Cash

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Table of Contents

1. 2. 3.

Overview of Research…………………………………………(3) Situational Analysis Summary………………………………..(4) Research I (Survey)
a. b. c.

Survey Plan……………………………………………....(9) Survey Sample………………………………………..…(11) Summary of Results…………………………………......(15)

4.

Research II
a. b. c. d.

Research Work Order…………………………………..(19) Research Plan……………………………………………(21) Moderator’s Guide………………………………………(23) Concept Test Results………………………………….…(25)

5.

Research III
a. b. c. d.

Research Work Order………………………………...…(30) Overview of Plan…………………………………….…...(32) Moderator’s Guide…………………………………….....(34) Copy Test Results…………………………………….…..(36)

6. 7.

Summary of Contribution To The Agency Team ………….....(46) References………………………………………………………..(44)

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Overview of Research
Beginning with the situation analysis, we analyzed the market situation that KFC is facing in terms of Company/Product, Competition, and Consumers. We provided our own insights as to why we saw certain trends or patterns. Then, we conducted a survey 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. After receiving the work order from the agency team, we prepared and conducted the interviews. This turned out very successful for obtaining information for the agency team. After receiving focus group feedback, the agency team then developed ads for us to test in the nest set of focus groups. These copy testing focus groups were also very successful, as the agency team received great feedback for improvement.

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KFC Situational Analysis Summary
About KFC • Kentucky Fried Chicken went public in 1969 and was eventually bought by PepsiCo. In 1986. • • KFC has been a division of what is now YUM! Brands since 1997 and is presently one of the world’s largest fast food chains. Today the company owns and franchises more than 14,800 outlets in more than 100 countries, 5,300 plus of which are in the U.S. These restaurants offer items such as their trademark fried chicken in original recipe and extra crispy, chicken sandwiches, chicken pot pies, crispy chicken strips, mashed potatoes and potato wedges.

Expansion and Growth • KFC has put a great deal of focus into international expansion, particularly in China where the market is currently home to more than 2,100 locations. • In 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 have introduced a line of grilled chicken sandwiches and KFC may be offering a breakfast menu in the future at all their locations. A breakfast menu was recently introduced at their location in central London.

Sales History • KFC is the leader in the fast food chicken market with a 45% share. They have had positive sales growth for the last 7 years, but most of that success has been international. • In the U.S. KFC has been the weak link in sales for YUM! Brands. The company actually suffered a 4 percent sales loss in the U.S. offsetting what would have been a 4 percent increase for YUM! Brands.

Pricing • KFC is also looking to become more economical by offering nine items for between 99 cents and $1.99 such as 99-cent KFC snackers, toasted wrap for $1.49 and snack boxes of popcorn chicken or 3 piece hot wigs for $1.99 while continuing to offer their 8, 12, 16 and 20 piece chicken meals for $13.69, $19.99, $26.39 and $29.79 respectively. These prices may vary by region. o Lower priced value menus are a great opportunity for KFC to gain back profits since some people have recently said that they have been pricing themselves out of the market. Advertising History • In the past, KFC has been all about their fried chicken roots with campaign slogans like finger-lickin’ good and always having Colonel Sanders as their trademark. Lately, the

and Burger King. It offers an additional alternative to your standard burger joints which are overly abundant. Dairy Queen. . Quiznos.5 company has tried to create a new culture by pushing their new “Kentucky Grilled Chicken” products and the fact that their chicken now has 0 grams of trans. Subway. they have tried to revamp their brand image to target younger consumers by replacing the traditional Colonel Sanders with an animated character and the chain’s locations now have bolder colors and updated graphics. • • Chicken Competitors: Popeyes.000 dollars a year and are married with children. • These customers are living fast-paced lives in which they have to balance the heavy demands of work and life. Burger King. and Church’s Chicken. • Target Audience • Typical customers are adults ages 25-54 who are in occupations ranging from white collar office jobs to blue collar construction jobs. the company has taken the constantly in your face approach with a market leading 52 week a year TV advertising schedule. Sonic Corp. fat. Competition • KFC faces competition from a number of fast food companies which include Arby’s. while also catering to a new customer base with their healthier grilled options. As a result of this. Chick-fil-A. Boston Market. Cajun Operating Company. Plus. Popeye’s. Chik-fil-A. Major Competitors: McDonald’s. • In addition. • They have made great strides in trying to diversify and differentiate their brand by hanging onto the trademark recipes that have made them famous. McDonald’s. Wendy’s. Chick-fil-A and Cajun Operating Company’s Church’s Chicken are the only other fast food restaurants in this intensely competitive field that offer chicken as their primary food at comparable prices making them the immediate competition to KFC. The biggest part of their customer base makes between $50. Product Benefits • The biggest thing that KFC has going for them and what they need to push the most is the convenience that comes with their offerings. Competitive Competition • Popeye’s. CKE Restaurants. lunch and dinner occasions are becoming shorter and the thing that has the greatest impact on their choice of food and drink purposes is convenience. Jack in the Box. Subway.000 and $60. and Wendy’s.

breed and drug them to grow so large that they can’t even walk. they have tried to segment themselves from the rest of the fast food chicken restaurants by stressing how important customer service is to them.com Problems • Known as the ‘artery clogger’ o Perception is fried food • • • Fried fast food has gotten a bad name over the last few years steering people away from KFC. • In addition to Chick-fil-A’s humorous “Eat Mor Chikin” campaign which you frequently see on highway billboards and TV commercials. Competitive Advertising • Popeye’s has positioned themselves as the Louisiana style chicken which promotes their pride in their Cajun roots. Their prices have been relatively high making some consumers feel like KFC has priced themselves out of their market range. o KFC needs to focus on their top three competitors if they hope to maintain their dominant share of the fast food chicken market. and often break their wings and legs. To compromise for this they have put too much emphasis on health in their advertising making consumers even more skeptical. not fried. Church’s Chicken radio. they push a variety of other items more heavily. Full Pockets. At slaughter. Opportunities • Pressure cooked chicken. Full Life.” • Social/Legal Influence • “KFC suppliers cram birds into huge waste-filled factories. so there are zero grams of trans fat o Advertising opportunity to raise awareness . the birds’ throats are slit and they are dropped into tanks of scalding-hot water –often while they are still conscious” o KentuckyFriedCruelty. which generally causes consumers to view them in an entirely different category from restaurants like KFC.6 • While other restaurants like McDonald’s and Arby’s may offer chicken sandwiches and strips and other things of that nature. TV and print ads have made them known as the fast food chicken that ultimately makes your life better with their slogan “Full Flavor.

and make improvements o Twitter:  “KFC. By incorporating an everyday value menu with items between 99 cents and $1. that he’s going to KFC for lunch. With the fast-paced lifestyles people live today it is very important to continue to promote convenience since that is what many fast food consumers base their decision on.7 • • • Can bring in a new customer base with their line of Kentucky Grilled Chicken sandwiches. we can easily find out opinion and perception of the brand. 58% female o 52% make under $60.”  “. Twister meal with small popcorn chicken.com are also likely to visit these categories and sites: (quantcast) o Commerce – Food  Taco Ball – Quizno’s – mywebgrocer.99 they will be viewed as economical again by consumers.com . KFC Commotion • With the progress of social media.100 estimated monthly US visitors o 42% male.com • 449.. yum but bad for my tum.is so fat.”  “The KFC I just consumed definitely hit the spot. but I’ll no doubt regret it later.000 • The people who visit KFC. yum.” KFC.com – Giant Eagle o Discount  Dollar Tree Stores – Family Dollar – Dollar General – Big Lots o Pharmacy  CVS – Rite Aid – Walgreen – drugstore.

8 Research I: Survey Analysis a)Survey Plan b) Survey Sample c) Summary of Survey Results .

Research Objectives • • We are conducting this survey to find out what people’s perceptions of the KFC brand is currently. Convenience sampling.9 Survey Research Plan Client Interview • Told the research team that their main focus was proving to the public that KFC isn’t as unhealthy as many people perceive it to be compared to other fast food restaurants. because we don’t want biased results and we will get more of a variety students. multiple choice. The open ended questions will be categorized into positive and negative responses with noted suggestions. Our survey will consist of open ended. We will try to achieve our goal of 50 completed surveys throughout different campus buildings. and Likert scale questions. Research Reporting • We are hoping to gather information from the surveys to better understand why people think KFC is an unhealthy fast food option. While at the same time maintaining the convenience of the fast food industry. Research Methodology • Mall-intercept method. These surveys will take place through the next 2 weeks. and through friends and co-workers. Time Frame • The survey will be conducted within one week’s time period. it is the most convenient due to the overwhelming student population on campus. • • • Tabulations and Data Analysis • The scale and multiple choice questions will be tallied. To compare KFC’s menu options to the menu options of their major competitor’s. Limitations .

10 • • • • We will have a very narrow age range (18-24). . People may not be familiar with all of the restaurant options on the survey. or don’t answer questions truthfully. People sometimes rush through open-ended questions. Since we are only using convenience sampling we will only be able to survey people located in Morgantown.

What type of item do you look for on the menu when you’re eating at a fast food restaurant? ( ) Combo Meal ( ) Value Menu ( ) Other:_______________ 3. 1.11 Sample Survey This is a survey about the fast food industry. Your participation is appreciated. skip to question 21 4. Thank you. Which fast food restaurant do you feel gives you the best value? ( ) Burger King ( )Popeyes ( ) Chik-fil-A ( ) Wendy’s ( ) McDonald’s ( ) Subway ( ) KFC ( ) Other:_________ 5. How often do you eat fast food in a month? ( ) never ( ) once a month ( ) 2-3 times a month ( )4-5 times a month ( ) 5+ times a month If you do not eat fast food . Please name three fast food restaurants you can think of: ( ) ( ) ( ) 2. Through this survey we are trying to understand what consumers like and dislike about the fast food industry and what can be improved. Have you ever eaten at KFC? . How many times do you eat chicken per week? ( ) 1-2 times a week ( ) 3-4 times a week ( ) 4-5 times a week ( ) 6+ times a week 6. Please answer as honestly as possible.

12 ( ) Yes ( ) No If no. when was the last time you ate at KFC? ( ) Last week ( ) Last month ( ) Last 6 months ( ) Last year 8. What would be the main reason you choose KFC? ( ) To eat chicken ( ) Convenience ( ) Good menu selection ( ) Quality of service 10. When you think of KFC what comes to mind? . If yes. KFC is an accurate representation of Southern Cooking: Strongly Disagree 4 3 2 1 0 1 2 3 4 Strongly Agree 12. skip to question 21 7. Do you view KFC as a family restaurant? Strongly Disagree 4 3 2 1 0 1 2 3 4 Strongly Agree 13. What do you think is KFC’s strongest menu attribute? ( ) Family value menu ( ) Healthy menu items ( ) Value menu ( ) Choice of original or extra crispy 11. How familiar are you with KFC’s menu selection? ( ) Not familiar ( ) Somewhat familiar ( ) Very Familiar 9.

Which fast food restaurant has the best chicken? ( ) KFC ( ) Burger King ( ) Chik-fil-A ( )Popeyes ( ) Church’s Chicken 19. On what area do you believe KFC should focus its image? ( ) Convenience ( ) Family ( ) Health ( ) Other:_____________________ 17. Recently KFC introduced a breakfast menu overseas.13 ( ) Colonel Sanders ( ) Fried Chicken ( ) Home style sides ( ) Family meals 14. Are you aware of the new. To the best of your knowledge. Who do you view as KFC’s biggest competitor? ( ) McDonald’s ( ) Burger King ( ) Chik-fil-A ( ) Popeyes ( ) Subway ( ) Other:_________________ 18. please write positive aspects about KFC: . would that be something that would appeal to you? ( ) Yes ( ) No ( ) Maybe 20. Roughly how many KFC TV or Billboard advertisements have you seen within the last 6 months? ( )0 ( ) 1-3 ( ) 4-6 ( ) 7-10 15. healthier options available at KFC? ( ) Yes ( ) No ( ) N/A 16.

please write negative aspects about KFC: _______________________________________________________________________ _ 22. To the best of your knowledge. Age:____________ 23. White.e.14 _______________________________________________________________________ _ 21. Class Rank: ( ) Freshman ( ) Sophomore ( ) Junior ( ) Senior ( ) Graduate . Gender: Male ( ) Female ( ) 24. African American. Please state your ethnicity: (i. Hispanic) ____________________________ 25.

15 Summary of Results 15 8 6 9 8 4 In order to figure out where KFC stood in terms of their competition. When asked about KFC’s pricing. Our respondents put great emphasis on this saying that value and convenience were the two main things they typically look for when going out for fast food. many said that compared to their competitors KFC was a little overpriced. For the most part. Most people when asked in the surveys said they thought McDonald’s had the best value because of options like the dollar menu. they said since KFC also gives a lot of food in their meals that they would probably get . we went out to find out how they compared to other fast food restaurants in pricing.

many of them said that they liked the ingredients in Chik-Fil-A’s chicken better and that it was healthier for you. most respondents felt that Chik-Fil-A had the best chicken. When we asked respondents why this was. In fact. Surprisingly. they also said it was not something they would eat on a regular . while KFC has a majority share of the fast food chicken market. The main reason for these results was because KFC was viewed by most to be unhealthy.16 KFC only if they were going to be eating with a group of people as opposed to just for themselves. While some said the fried. We then narrowed the field down to KFC’s main competition. KFC barely came in second with Popeye’s coming in close on their heels at third. unsanitary greasy chicken. greasy image of the food didn’t bother them so much. that being any place that sells chicken.

and just put more emphasis on health in general.17 basis. . Respondents said they would be more likely to go to KFC if they knew about the grilled chicken sandwiches. This would help them to widen their customer base. Some restaurants that don’t even primarily sell chicken like Burger King and Wendy’s got votes over KFC. Another 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 because they would know what they are getting into. The few people who were aware of this fact were the ones who visited the restaurant more regularly. What we gathered from these statements is that KFC in their advertising needs to make more of an effort to promote their healthier options. 8 34 8 The thing that many respondents did not know was that KFC does in fact offer healthier grilled chicken.

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19 Research II: Concept Testing a) Research Work Order b) Research Plan c) Moderator’s Guide d) Concept Test Results .

) of KFC food (healthy/unhealthy. Although KFC states on their website that they have no specific target. Discover the target’s awareness of KFC’s healthy options. Details • We have identified the following three problems and three opportunities for our brand through the situation analysis. We would like to target college students in this campaign. We would also like to explore advertising options that may appeal to this demographic. Evaluate customer’s perceptions of attempts at “healthy fast food” by all fast food companies. Please investigate the potential impacts of the following items on the brand and advertising: Problems • o Customers perceive KFC to be unhealthy. we have found through MRI research that African Americans are 30% more likely to visit KFC than other fast food restaurants. etc. most notably our top three competitors.20 Research II Work Order To: JRL 421 Research Team Project: Exploratory Focus Group Interviews (Research II) for KFC Objectives of this study • • • Target • Learn our target’s current perceptions delicious/disgusting. . specifically for events like sports games and social events. o Undefined target market o Negative stereotypes • Opportunities o KFC can be a healthy alternative to the competition o KFC has strong Top-of-Mind-Awareness in the product category o KFC already uses unique ad methods (logo that can be seen from space) and is open to creative advertising. expensive/cheap.

Please inform us the dates and places of two focus groups. participate in the focus groups. Please investigate the strengths and weaknesses of each of these alternatives: • KFC: A Real Meal for a Good Deal. email/deliver it to our group leader.21 The following are our potential headline/slogan alternatives for our campaign. if necessary. . Stephanie Hasenei. so that we can review and modify. 2009. Do NOT conduct the focus groups without our approval on the Discussion Guide. KFC team members will Once the full Discussion Guide is developed. • Mandatory: • • • The final report should be delivered to the KFC Team by February 20. Trust the Colonel.

• • We are going to recruit students aged 18-24 who eat fast food and are somewhat outgoing.22 Research Plan Overview of the plan • Current perceptions of KFC. • Moderator’s Guide • Greeting Remarks • Icebreaking • Introductory Questions • Understanding Barriers and Benefits • Professional Development • Past fast-food experience • Health perceptions . Evaluate the various taglines for the sexy/health print advertisements and determine the ideal amount of sex appeal (how much is too much?). most notably KFC’s top three competitors. Perceptions of the attempts at “healthy fast food” by all fast food companies. • • Examine what the best online viral strategies for the “Trust the Colonel” campaign will be. • • The health options offered by KFC. • What is the most important factor involved with consumer decision making. Participants • We plan on recruiting between six and eight participants for each focus group session. Screener Questions: • How old are you? • Do you eat fast food? • Do you consider yourself active? • Do you consider yourself outgoing? Selected Participants: • Participants were selected on the basis of being outgoing male individuals who are active and have an opinion about fast-food consumption. Objectives of the Study • Assess the target audience’s reaction to the strategic directions of our two campaign themes.

23 • Delicious/ Disgusting • Pricing • Awareness • Concluding Questions • Concluding Remarks Project Schedule • 2/22-2/28 o Conduct Surveys o Recruit for Focus Groups  Screen potential participants 3/1-3/7 o Conduct Focus Groups (hold at Library in the evening) o Submit results to Agency Team o Submit survey results • .

o Any bad KFC experiences?  Would you still go back? • Why have you chosen to go to KFC over another fast-food restaurant? Health perceptions: • How do you feel after you’ve eaten KFC? • • What restaurants do you think offer the best of healthier options? Have you ever gone to a KFC expecting to eat healthy? Delicious/ Disgusting: • How do you compare KFC’s food quality to other fast-food restaurants? o Who would you say has the best quality fast-food?  Best quality chicken? Pricing: . speeds up the cooking process. Thank you for participating in this focus group with us. Icebreaking • Where are you from? • • • What’s your major? How many years have you been in school? Tell us a fun fact about yourselves! Introductory Questions • How often do you eat fast food? • How important is the health aspect of fast food when choosing where to eat? Understanding Barriers and Benefits • How do you feel about KFC chicken? o Its actually pressure cooked. and contains 0 grams Trans Fat Past fast-food experience: • Describe your worst fast food experience. killing germs and bacteria.24 Moderator’s Guide Greeting Remarks • Hello my name is __________________.

grocery store. Concluding Questions: • What other thoughts do you have about KFC and fast-food in general? o Elaborate • Will you visit KFC in the future? Concluding Remarks: • Thank you for your participation.25 • How would you compare KFC’s pricing compared to other fast-food restaurants? o Value Menu? Meal Deals? Awareness: • What do you think of when you hear ‘fried chicken’? • Where would you go first when craving chicken? o Fast-food. etc. .

All participants liked the idea of preparing the food in front of you (like Subway) because its shows cleanliness and accuracy. although a few participants commented that the food was good but greasy. many students like the great deals offered but hate to see their savings go towards the tip.e. and convenient fast food with good tasting options like combo meals and value menus. One girl stated that at Wendy’s you can get a discount on your food with a student ID. • • .26 Focus Group 1 & 2 Results Summary People we were looking for: • Many of the participants are looking for healthier. Consumers want to go to places that use healthier frying oils (i. had a healthier image because they were cleaner and they have no fried foods. the food didn’t seem like real chicken. sunflower oil). cheaper. No one wants to tip. Getting a good value for their money was important and even changed their decision on where to eat. Many did not like the idea of eating out of a bucket. Easy ordering and quick service and drive thru windows were very important in the eyes of the participants. • • • • • • • • • What they see in KFC: • Many people said that KFC was gross. Discounts are always good. Participants want something they can eat when they are drunk and are looking for fast food choices that serve late night food for cheap prices. Thought that places like Subway who serve cold cuts. weighted down. and that it makes you feel fat. Many of the group members felt that KFC is too expensive compared to other fast food choices. Another guy thought that discount cards that build up points (like Subway) were a great idea. they believed it to be demeaning and gross. sick and tired after eating it. Many participants think that there is nothing healthy about KFC.

especially the macaroni and cheese and mashed potatoes. Many people said that KFC has good southern chicken and sides. The majority of group members said that it was obvious that KFC has been trying to have a healthier image. However. that it is in a bad area and people think that it is scary to drive there at night. Although many participants said they really like the side dishes available at KFC many thought of them as being covered in mayo and butter. A drink should be included with a purchase of the combo and family meals. KFC is viewed as specializing in just chicken. One girl thought that KFC’s chicken is pumped with chemicals and hormones and mass produced. A few people said that the Morgantown location is too far away and priced too high. Everyone thought that Burger King and McDonald’s are just as unhealthy and but said it is difficult to compare KFC to them because of the different types of food offered. . Everyone agreed that advertising the grilled chicken items is a better idea to promote KFC as a healthier choice. • • • • • • • • • • • • Bad Experiences with all fast food restaurants: • One 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 back since.27 • • Most did not know KFC’s chicken is prepared by pressure cooking and still didn’t believe it after we told them. KFC would have to be renamed if they wanted to be considered healthier. even if KFC was advertised as healthier participants said they would choose to go to Kroger over fast food chicken when they crave it. Some participants said that KFC’s food is greasy but not as bad compared to some other fast food places. because when you think KFC many automatically think Kentucky Fried Chicken. A few people complained of extremely slow service and said that they are not willing to wait because of their busy schedules. Everyone said that if KFC was offered in the Mountain Lair students would be more likely to go more often especially if it was offered on the meal plan.

One person mentioned receiving a soup that had a film on it. Wendy’s. Two people preferred to make their own food and said that even if fast food were healthier they still wouldn’t be a more popular option for them. The make it your way slogan at Burger King is false advertising because nothing is ever made correctly. One person said that he looks for no trans fats when he is choosing what fast food restaurant he is going to eat at. Many participants have seen the commercials advertising the new way McDonald’s made their chicken strips and convinced many to choose McDonald’s over other options. PopEyes is viewed as making better chicken compared to many other fast food options.28 • • A couple people mention that they got food poisoning after eating Subway and Pizza hut which caused them to be scared to go back. One person mentioned that they thought Taco Bell and McDonald’s put laxatives in their meat because the meat is so bad for you. Taco Bell. Overall Subway is viewed as the healthiest fast food option. Three people mentioned that after eating at a Hardee’s on a road trip that they all got sick simultaneously and had to make frequent stops to use the bathroom. About half of the participants said they would choose Chik-fil-A over KFC. and Chick-Fil-A were all viewed as have better quality meat compared to KFC. • • • • Audience: • Many people would prepare their food at home if they were looking to eat healthy instead of going to a fast food restaurant. • • • • • • • • When they found out about the calories: . One person said that he took a bite out of a chicken nugget at McDonald’s and found a bone in it. A few people mentioned that they thought that it is okay to eat fast food as long as you exercise after.

Others believed that calories aren’t the only information people should be concerned about when they eat fast food.29 • Most people agreed that KFC should advertise their lower calories compared to competitors and that if they knew this beforehand it might have changed where they would have chosen to eat. • • . Everyone agreed that all fast food places should have labels on their food so that people can know what they are eating.

30 Research III: Copy Testing a) Research Work Order b) Overview of Plan c) Moderator’s Guide d) Copy Test Results .

Message fluency: Do they understand what it means quickly and accurately? .Liking: Do they like it or not? Why and on what sense? .Liking: Do they like it or not? Why and on what sense? . 18-24. Before we produce the actual advertising materials. Objectives of the Study • Assess the target audience’s reaction to the strategic directions of our two campaign themes.Benefit: Does it deliver the (product or brand) benefit we want to deliver? . • Examine what the best online viral strategies for the “Trust the Colonel” campaign will be.Benefit: Does it deliver the (product or brand) benefit we want to deliver? 2) Body copy: . and are current college students.Associated message: What comes to their mind first? . Details • Attached. • Evaluate the various taglines for the sexy/health print advertisements and determine the ideal amount of sex appeal (how much is too much?).Fluency: Do they understand the graphics/background/situation quickly and accurately? 4) Potential Problems: Are they seeing any potential problems in the ads? 5) Potential strengths: What the strengths of the ads? . Target • KFC’s targets in this campaign are male.Consistency: Is it consistent (Graphics/background/situation) with KFC? . we’d like to test both creative strategies to see how our potential customers would react in terms of the following (please evaluate both campaign strategies with these criteria): 1) Headline: .Liking: Do they like graphics/background/situation? Why and on what sense? .Memorability: Is it memorable? .Target: Does it reflect the target lifestyles? Does it have a possibility to alienate the mainstream customers or core target customers? .Length: Is it too long or short? 3) Graphics/background/situation: .Memorability: Is it memorable? . you will find our rough creative materials.31 Research III Work Order Copy Testing To: ADV 421 Research Team Project: Creative Testing Focus Groups for KFC.Message fluency: Do they understand what it means quickly and accurately? .

You will be penalized by the instructor if you do. Do NOT conduct the FGs without our approval on the Discussion Guide and do NOT conduct the FGs without our presence. April 10. send it to our team leader so that we can review and modify. Agency Team members WILL participate in the FGs. • Once the full Discussion Guide is developed.32 Mandatory • The final report should be delivered to the Agency Team by Friday. if necessary. • Please inform us the dates and places of the two FGs. .

Screener Questions • How old are you? • Do you eat fast food? • Which one do you believe best describes you? (Shy.33 Research Plan 2 Copy Testing Overview/ Objectives • Assess the target audience’s reaction to the strategic directions of our two campaign themes. • • • Examine what the best online viral strategies for the “Trust the Colonel” campaign will be. Focus Groups: o Focus Group 1: Tues (4/7) 7pm -Downtown Library o Focus Group 2: Wed (4/8) 8:15pm -Downtown Library Participants • We plan on recruiting between six and eight participants for each focus group session. Outgoing…) Moderator’s Guide • Greeting Remarks • Icebreaking (10min) • Headline (20min) • Body Copy (20min) • Graphics/ Background/ Situation (20min) • Potential Problems (15min) • Potential Strengths (15min) • Conclusion (10min) Project Schedule • 3/30-4/6 o Develop Research Plan o Construct Moderator’s Guide o Establish Focus Group Times o Recruit for Focus Groups . • • We are going to recruit students aged 18-24 who eat fast food and are somewhat outgoing. Evaluate the various taglines for the sexy/health print advertisements and determine the ideal amount of sex appeal (how much is too much?).

34  • 4/7 Screen potential participants o Conduct Focus Group -1 o Analyze Results 4/8 o Conduct Focus Group -2 o Analyze Results 4/9 o Evaluate Results o Complete Client Report o Submit Report • • .

have you ever been persuaded to actually go to KFC? Headline: (20min) • Present headlines to participants o Do you think that if you saw this headline between 1 and 5 times that you would be able to remember what it said and what advertisement it went with? o Do you like the headline? Why or why not? Was it catchy? Was it boring? o What comes to your mind when you see this headline? o Does this headline come across clearly and quick to the point? Do you understand what the ad is trying to communicate through this headline? o What do you think this headline is offering? Do you think this headline is an accurate representation of the selling benefit the rest of the ad has to offer? Body Copy: (20min) • Explain to participants what ‘body copy’ is • Present body copy to participants . Thank you for participating in this focus group with us. Icebreaking (10min) • Where are you from? • What’s your major? • How many years have you been in school? • What are your plans for the holiday weekend? • Tell us a fun fact about yourselves! Introductory Questions (10min) • How often do you see advertisements in print or on television for KFC? • • • How do you feel about these ads? Do they seem to represent KFC in a positive light? After seeing one of these ads.35 Moderator’s Guide 2 Copy Testing Greeting Remarks • Hello my name is __________________.

.36 o Would you remember where this body copy came from if you saw this ad between 1 and 5 times? o Do you like this body copy? Why. Thank you all for coming. do you think this ad would appeal to them and target their lifestyles? Do you think that because our target is so narrowly defined that these ads may possibly alienate KFC’s mainstream customers and core target customers? o Do you understand what the graphics are trying to say to you quickly and accurately? Potential Problems: (15min) o Do you see any potential problems with this ad? What do you think could be improved and why? Potential Strengths: (15min) o What do you think are the greatest strengths for this ad and why? Conclusion: (10min) o Is there anything further anyone would like to add about any of the issues we’ve already discussed. that you feel you’ve not had a chance to say? We really appreciate your participation in this focus group. or why not? o Do you think the body copy correlates well with the headline? Does it make sense? Is it quick and easy to read and understand? o Does the body copy help you to understand the benefit that this ad is offering? o Do you think the body copy should be longer or shorter? Why? Graphics/ Background/ Situation: (20min) • Present ads to participants o Do you like the graphics on this ad? Why? Do the graphics fit well together with the headline and body copy? Why? o Do you think that this ad is consistent with other advertisements you have seen for KFC? o Knowing that the target is male college students ages 18-24.

A few people agreed that KFC’s television ads were memorable. because they put in their commercials only what they have to offer. • • • Do these ads seem to represent KFC in a positive light? • • Many people agreed that the KFC ads do represent KFC in a positive light. and most participants could not recall ever seeing a print advertisement for KFC. Some participants felt that the commercials were a lie. but their bad brand image is not helping their cause. Everyone agreed that KFC commercials tend to be more geared towards family meals. and that the food never looks as appetizing when you buy it as it does on television. but less effective than other fast food restaurant campaigns. After seeing any of KFC’s ads. claiming they have never seen a “chef” in uniform at a KFC. The people who said yes claimed the only problem with going to KFC after seeing the ads was that their location was too far away. rather than college students. How do you feel about these ads? • The groups felt that these commercials did not make KFC look good because they are known for having greasy fried chicken. Other disagreed saying that it appears like KFC is trying to represent themselves in a positive light. The people who said no claimed it was because they still have an unhealthy perception of KFC. have you ever been persuaded to actually go to KFC? • The groups were pretty split between yes and no.37 Focus Group Copy Testing 1 “Trust the Colonel” Campaign Introduction How often do you see advertisements in print or on television for KFC? • • • Many people agreed that they were regularly exposed to KFC advertisements. Everyone said that they saw mostly television advertisements. Headline . The commercial most participants could recall was the KFC “Chef in Every Kitchen” ad.

made them think it might be okay to trust him. The headline for the Swirl ad was interpreted as “trippy” and “hypnotizing”. Do you like these headlines? Why or why not? Were they catchy? Were they boring? • • • Many participants felt that all the headlines for this campaign were catchy. Members felt that through these headlines. a few thought it was funny. but didn’t exactly understand what about KFC they are supposed to be “trusting”. because the colonel is a familiar image representing KFC. Others understood that by “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 being served to them. A few people questioned why they should “Trust The Colonel”. What comes to mind when you see these headlines? • The people who understood the history behind the ad with Stalin on it said that it made them feel like he was in charge. these people thought they could get the same point across with a better not as “intimidating” headline. • . • Do these headlines come across clearly and quick to the point? • • • For the most part the headlines came across clearly to group participants. and strong-minded. What do you think these headlines are offering? • Many people agreed that these headlines were offering different and new options offered by KFC. The majority did not fully understand what the headline meant until we explained it to them. it made them a bit confused.38 Do you think that if you saw these headlines between 1 and 5 times that you would be able to remember what they said and what advertisements they went with? • The majority agreed that they would remember the headline. KFC was trying to position itself as better than other fast food choices. Some people mentioned that healthy options and the “revolution” made sense together. and others said it did not make them want to eat their food.

but the graphics definitely caught their attention. Do you think the body copy correlates well with the headlines? • Everyone did say that the body copy did correlate well with the headlines because the headlines had a catchy theme. . Graphics Do you like the graphics on these ads? Why? Do the graphics fit together well with the headline and body copy? Why? • • For the Stalin ad people said that with everything put together it did make sense. but others said the copy was not that memorable. They mentioned that hypnotizing does not fit well with “trusting” the colonel. people said it was a little scary. Do you like this body copy? Why or why not? • • Most participants said that the body copy was good because it fits well with the theme and benefits of the ad. and short enough that people would actually be willing to read it. A few people pointed out that because the focuses of the ads were based around a “revolution” they understood that KFC meant new healthier food items. Does the body copy help you to understand the benefit that these ads are offering? • • Many participants agreed that the benefit of the ads were much better understood once they put the headlines and body copy together. Do you think the body copy should be longer or shorter? Why? • There were no focus group members that thought the body copy should be made shorter or longer. They all said that it was just long enough to get the point across. For the Swirl ad.39 Body Copy Do you think that you would be able to remember where the body copy came from if you saw these ads between 1-5 times? • Some said they would remember the copy if they saw it enough times. although they did mention that the body copy could be better. Others said that the body copy on the ad with Stalin on it did not stand out because they were more focused on the graphics in the ad.

Some said that the Stalin ad would make a great billboard. Potential Strengths What do you think are the greatest strengths for these ads and why? • • With both ads many agreed that they really like the new “Trust The Colonel” campaign slogan. • Do you understand what the graphics are trying to say to you quickly and accurately? • • For the Stalin ad a few people misunderstood it. Potential Problems Do you see any potential problems with these ads? What do you think could be improved and why? • The Stalin ad they felt was kind of intimidating. For the Swirl ad. but only if you knew that the picture was of Stalin. . most liked the graphics but said it was a bit misleading because they feel like KFC is trying to hypnotize them into believing something that may not be real. A few mentioned placement of the ads. Other mentioned that it was great eye-catcher. do you think that these ads would appeal to them and target their lifestyles? Do you think that because our target is so narrowly defined that these ads may possibly alienate KFC’s mainstream customers and core target customers? • They said the ads did a good job of reaching the 18-24 year old male college student demographic. other agreed that not everyone will get the idea. and some people may even find the ad offensive. The Stalin ad they said had good composition and was simple to understand. a few people mentioned changing the picture to someone more recognizable for the target like Martin Luther King. although they thought that it may not change their target’s perception of KFC. but in a good way.40 Do you think that these ads are consistent with other advertisements you have seen for KFC? • Many people said the set of ads shown were different from KFC ads they had seen in the past. For the Swirl ad everyone agreed the best place for it would be in a magazine. Knowing the target is male college students ages 18-24. but at the same time they don’t think KFC will alienate their current older customer base.

41 • The Swirl ad was thought to be all around good. . and that this ad would definitely stand out from all the clutter. participants mentioned the use of colors to grab their attention.

claiming they have never seen a “chef” in uniform at a KFC. How do you feel about these ads? • • The groups felt that these commercials did not make KFC look good because they are known for having greasy fried chicken. After seeing any of KFC’s ads. and that the food never looks as appetizing when you buy it as it does on television. Do these ads seem to represent KFC in a positive light? • • Many people agreed that the KFC ads do represent KFC in a positive light. A few people agreed that KFC’s television ads were memorable. and most participants could not recall ever seeing a print advertisement for KFC. The people who said no claimed it was because they still have an unhealthy perception of KFC. Some participants felt that the commercials were a lie.42 Focus Group Copy Testing 2 ‘Heavyweights’ Campaign Introduction How often do you see advertisements in print or on television for KFC? • • • Many people agreed that they were regularly exposed to KFC advertisements. • • Everyone agreed that KFC commercials tend to be more geared towards family meals. but less effective than other fast food restaurant campaigns. because they put in their commercials only what they have to offer. rather than college students. Everyone said that they saw mostly television advertisements. but their bad brand image is not helping their cause. have you ever been persuaded to actually go to KFC? • The groups were pretty split between yes and no. The commercial most participants could recall was the KFC “Chef in Every Kitchen” ad. The people who said yes claimed . Other disagreed saying that it appears like KFC is trying to represent themselves in a positive light.

and that the headline was also very intriguing. A few people mentioned that after seeing this headline it made them feel bad about their eating habits. Do these headlines come across clearly and quick to the point? • Everyone agreed that without the graphics in these ads the headline would make no sense. • • What comes to mind when you see these headlines? • • Many of the participants thought of heavyweights as being the winner in most fights. Headline Do you think that if you saw these headlines between 1 and 5 times that you would be able to remember what they said and what advertisements they went with? • Everyone agreed that if they saw these ads between 1 and 5 times that they would definitely remember these headlines. Do you like these headlines? Why or why not? Were they catchy? Were they boring? • The majority of the participants agreed that these headlines were funny and made them laugh. What do you think these headlines are offering? • The participants said that the headlines weren’t necessarily offering any type of benefit to the consumer until they actually saw the pictures and body copy. The only problem a few people had with the headlines is that they seemed too small. because it makes you want to know more. A few people mentioned that it could be perceived two different ways. One way is that the actual fast food chain could be considered the heavyweight. many suggested making the headline bigger and up higher on the ad. the other is that the calorie count would be the heavyweight. but here it is the opposite and they thought that aspect made the ads unique.43 the only problem with going to KFC after seeing the ads was that their location was too far away. but because the graphics were the first thing they saw they quickly understood what the headline meant. Once everything was .

44 put together they understood that KFC was offering healthier options over their competitors. The ones who did not agree gave reasons like the KFC here is too far away. One person mentioned that the variety of competition food was good and that the burgers could be more targeted towards males and salads towards women. Do you like this body copy? Why or why not? • • All of the participants really like the body copy because it did a really good job of selling the headline and surprising the reader with honest competition. Do you think the body copy should be longer or shorter? Why? • Everyone agreed that the body copy was just long enough to get you interested enough to go online and view more comparisons. having the big three things that ordinary people look for is fine. Does the body copy help you to understand the benefit that these ads are offering? • • • The majority agreed that they liked how you could go online to see even more health comparisons and that the calorie counts didn’t just stop at one or two items. or they might just order a different item from the competitor. Many agreed that after seeing these ads their choice of fast food restaurants and meal choices would certainly be affected. Body Copy Do you think that you would be able to remember where the body copy came from if you saw these ads between 1-5 times? • Everyone agreed that they would remember the body copy because it contained facts that most people don’t know. Do you think the body copy correlates well with the headlines? • Once everyone put boxing and the idea of competition together they all agreed that the headlines correlated well with the body copy. One person mentioned that if they added any more nutrition facts people may not understand what all of that kind of stuff means. but short enough to get the point across for that comparison. • . Some participants mentioned that the benefit was obvious when you took the time to actually read the ad.

Do you understand what the graphics are trying to say to you quickly and accurately? • Everyone agreed that they quickly understood what the food represented and why it was included in the ads. When looking at the ad and all of the components of it everyone agreed that the ads were very straightforward and didn’t have anything that was unnecessary except for the smoke around the food.45 Graphics Do you like the graphics on these ads? Why? Do the graphics fit together well with the headline and body copy? Why? • The groups were split between the graphics. but that it was in a good way. • • • Do you think that these ads are consistent with other advertisements you have seen for KFC? • Everyone said that these ads were consistent but different from the other advertisements that KFC has promoted. do you think that these ads would appeal to them and target their lifestyles? Do you think that because our target is so narrowly defined that these ads may possibly alienate KFC’s mainstream customers and core target customers? • The boys in the focus groups said that the salad ad would not appeal to them. A few people also mentioned that they did not understand why there was smoke around the food. Potential Problems Do you see any potential problems with these ads? What do you think could be improved and why? . some liked the idea but thought the picture of the chicken made it look really unappetizing. A few people also mentioned that the background was too dark and some people may not understand what boxing has to do with fast food. Everyone agreed that without the graphics the headline and body copy may not make sense. but that the burger ones would. On the other hand they did mention that the salad ad would be good for KFC’s other target customers. Knowing the target is male college students ages 18-24.

The calorie comparison being show side by side is also a good attention grabber. Changing the picture of the chicken. along with the honest competition. and white). Being able to go online and find out more information was a good idea. One person suggested doing short television spots multiple times throughout a television show so that the ads are constantly being refreshed in people’s minds. People thought they should lighten the background and use more colors that are consistent with KFC (red. A few participants also mentioned adding side dishes since that is another thing KFC has a leg up on compared to the competition. .46 • There were a bunch of suggestions made for these ads including adding logos or company mascots for KFC and the competitors because people thought these items would be more familiar. or using other menu items from KFC as well. • • Potential Strengths What do you think are the greatest strengths for these ads and why? • • • • The information the ad is presenting is a good strength for these ads. black. like comparing a KFC salad with a Wendy’s salad or a KFC sandwich with a competitor’s chicken sandwich.

One of the biggest contributions from these results to the agency team was that the particpants reacted . From these suggestions and after receiving the work order for our first set of focus groups we were able to conduct two sessions with college students within their target demographic to provide them with an even more accurate insight into what their target is looking for when it comes to fast food. Through the feeback we received in the surveys we were able to guide the agency team towards an appropriate target. After conducting these focus groups. and what would best suit their wants and needs from KFC. with regards to how they percieve KFC as compared to the rest of the fast food industry. After conducting these two focus groups we submitted a summary of what the particpants had to say. We conducted two copy testing sessions to see how the particpants representing the agency team’s target demographic felt about both the Trust The Colonel and the Heavyweights campaigns. we submitted another summary to the agency team so they could re-evaluate their advertisements and their campaign. Overall. Our team was then able to provide feedback to the agency team to help them improve the effectiveness of their ads. Soon after the agency team received our summary they were then able to begin putting together a concept for their campaign and were able to begin work on their print advertisements for which we would use in the next set of focus group sessions. our research has showed the agency team what aspects the target audience liked and disliked about their campaign and more specifically about their print advertisements.47 Contribution to Agency Team When we surveyed fifty willing particpants within the target demographic we were able to provide helpful information to the agency team about which direction they should angle their campaign for KFC.

and have it better suited for their target. Another concensus among the copy testing participants was that the graphics needed to be changed to look more appealing. With the help from our research team we were able to provide the agency team with enough information for their campaign by using a variety of research methods allowing them to be able to edit and finalize their print advertisments for their final campaign. and more recognizable.48 more favorably to the Heavywights campaign rather than the Trust The Colonel campaign. . The agency team was then able to focus on just one campaign rather than both.

edu 3. www. “KFC Corporation Overview.wvu.edu 6.com.html 2. “AJS Associates Catering Menu And Pricing. business. 2009 http://premium.com.edu 5.hoovers.S.www. 7 Feb.wvu. 2009 http://premium.com 8.wvu. 2009 http://proquest.libproxy. Lockyer.” Datamonitor. Sarah. Gemma.com.” Marketing.libproxy.www.churchs. cites sales rebound at KFC as reason. 2009 http://www. 2009 http://proquest. (2008) London ABI/Inform. 7 Feb.libproxy.hoovers.ebscohost.com/menu. “KFC Corporation Competition. www.” 6 Feb.com 10.libproxy. 2009 http://www.com .www.umi. www.ajskfc.umi.” Nation’s Restaurant News.49 References 1.edu 4. 7 Feb. “KFC takes a seat at the breakfast table.com.mriplus.com 7. www. (2008) New York ABI/Inform. “KFC: focusing on convenience instead of overstating health.” 6 Feb. Charles.www.wvu.chickfila.” 7 Feb.kfc. “Yum eyes '09 turnaround for U.com 9.

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