Terms of Reference

Project Details:
Project #: 112
Company Name: KFC
Project Name: Establishing the Hero Archetype
Year of Establishment: 1997
Core Products & Services: Fried chicken
Nature of Company: Private
Official/Postal Address: Official Postal Address: 20th floor Ocean Towers block 9 scheme 5
Karachi
Company Website: https://www.kfcpakistan.com/
Number of Employees currently on board: 6000
Project Supervisor/Official: Mr. Noor Alam, Ms. Nigah-E-Hasnain
Designation/Position: Chief Marketing Officer, Asst. Brand Manager
Email Address: noor@cupola.com.pk, Nigah@cupola.com.pk
Contact Number: Noor Alam: +923008224403, Nigah-E-Hasnain: +92320 7911198
Faculty Supervisor: Ms. Sumayyah Khurshid Khan
Email Address: skkhan@iba.edu.pk
Contact Number: +92 344 2651865
Group Members: Maryam Baloch, Tooba Maniar, Shah Alam Asad
Background of the project:
KFC as a brand wishes to establish the hero archetype. Our vision is to be the most loved and
trusted fast food brand and it is important for us that our brand's perceived image is in line with
our communication.

Main objectives:
A thorough research from the consumer's end to decipher what it is that the customer will be the
most intrigued by. The outcome of the project should be such that we can implement the final
strategy to communicate with our customer and successfully establish our aspired brand image.

Areas of investigation:
Marketing Strategy

Geographic scope and location:

The brand exists nationally, across Pakistan. The research outcomes however will be restricted to
Karachi since the students are geographically constrained. But the results and implementation of
the strategy will be scaled as possible.

Methodology:

In order to gain a comprehensive understanding of KFC’s current target audience and the
perceived archetype that is established in its mind, we will conduct focus group discussions and
online surveys. We will also conduct in-depth interviews in order to gather insights about the
same. The number of focus groups and interviews conducted will rely upon the need and
feasibility.

We will initially conduct secondary research that will enable us in understanding the Hero
archetype itself, the current market landscape with respect to it and KFC’s current
communication and marketing strategies. This will be followed by thorough primary research to
assess KFC’s current standing and the probability of success of proposed and recommended
strategies. These will be backed by our findings from existing data as well as the exploratory
research conducted.

The focus groups, surveys and interviews will be consumer as well as non-consumer based in
order to gain insights pertaining to the internal as well as the external image of the brand given
both will be the focus of our project. The SPSS software will be used to analyze the results of the
surveys for which we aim to get at least 300 respondents whereas the interviews will be analyzed
thematically for deeper insights.

Once the research modules are complete, our group will devise an effective communication
strategy for KFC that will help align its perceived brand image and its desired brand image.
Timeline of activities:
Week 1-5: Secondary research on the Hero archetype, the existing TG (purchasing
behavior/digital behavior), KFC’s current communication and marketing strategies, other brands
estabilishing the Hero archetype, competitive analysis.

Week 6- 12: Primary Research on current perceptions – FGDs, in-depth interviews and surveys.

Week 12- 18: Development of Marketing and Communication strategies to reflect the Hero
archetype across various touch points.

Week 19-20: Reporting and Presentation

Project Output/Deliverables:
A thorough presentation with properly conducted research and recorded interviews wherever
possible. The results will include marketing and communication strategies backed by SPSS
results and qualitative and quantitative analysis. A well-developed communication strategy to
establish the desired "hero" archetype for the brand, such that the company’s vision is reflected
at all the various touch points.

Resources accessible/allocated to the project associates:

The students will have access to any help they require from the senior management.
They will also have access to all the tools they require for their research. They expect to be
provided with information such as statistical data about the company that is relevant to their
project. Moreover, to successfully carry out the project, they will be provided with working
space in our office.

The students will also require financial assistance on account of certain imminent expenses that
will be incurred throughout the project for transcriptions, printing, transportation and
incentivising participants to take part in our focus group discussions (perhaps through discount
vouchers or coupons) and any other such miscellaneous expenses.