• MARKETING RESEARCH IN ACTION: KFC IN THE UK
o NEED FOR MARKETING RESEARCH
• By early 1990s, KFC had been in the UK for 30 years. Over 300 units.
• Takeout concept. Limited seating.
• Young males visit it after pub visits.
• Not too family oriented.
• Competing with local fish-and-chip joints.
• Big M starts growing. Over 500 units.
• How do you change image? How do you attract families?
• Big M is family oriented. Advertises heavily to this segment.
• Find out how to reposition the firm.
o DEFINE THE PROBLEM
• How to reposition the firm and change the "takeout image"
• How to make it more "family friendly"
• How to get UK "mums" interested enough to visit and use KFC on a regular basis to buy meals for their meals.
o ESTABLISH RESEARCH OBJECTIVES
• KFC-UK has the lowest percentage of sales in family meals (10 percent).
• In Australia, "family feast" provides 30 percent of sales. This is enough food to feed a family of four at reasonable prices.
• Could this menu be copied in the UK?
• Would "family feast" improve the overall image in the UK?
o DETERMINE THE RESEARCH DESIGN
• Secondary data
• Focus group studies
• A Cross-sectional survey of UK "mums"
• Consumer tracking studies "before" and "after" the program is introduced.
• Examine ultimate sales figures.
o IDENTFYING INFORMATION TYPES AND SOURCES
• Limited secondary data.
• Some magazine articles about fast food (Advertising Age)
• Data from KFC-Australia
• Primary Data: Focus Groups (Qualitative)
• Primary Data: A survey (Quantitative)
o DETERMINING METHODS OF ACCESSING DATA
• The data from KFC-Australia would be studied first.
• A series of focus groups would be conducted with moms with children under 12 to discuss eating habits, preferences, etc.
• A survey instrument would be designed with the help of focus group info to find out the optimal "bundle" of offering.
o DESIGN DATA COLLECTION FORMS
• Focus groups in North and South of the country.
• KFC not identified to...