Nobody’s Unpredictable Análisis consolidado Tracking - 4Q 2009 -

1 Nobody’s Unpredictable Análisis consolidado Tracking - ...

Author: Arsenio Morera

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1 Nobody’s Unpredictable Análisis consolidado Tracking - 4Q 2009 -

2 Ipsos 2010 © 2010 Ipsos Sample (i) Gender Age N.S.E PanamáCosta RicaHondurasJamaica Base total entrevistados: Panamá (453); Costa Rica (555); Honduras (476); Jamaica (491); Trinidad (450); Brasil (450); Ecuador (); Perú (450). Medio AltoMedio TípicoBajo Superior

3 Ipsos 2010 © 2010 Ipsos Sample (ii) Gender Age N.S.E TrinidadBrasilEcuadorPerú Base total entrevistados: Panamá (453); Costa Rica (555); Honduras (476); Jamaica (491); Trinidad (450); Brasil (450); Ecuador (); Perú (450). Medio AltoMedio TípicoBajo Superior Sin Datos

4 Nobody’s Unpredictable BRAND HEALTH

5 Nobody’s Unpredictable Awareness

6 Ipsos 2010 © 2010 Ipsos KFC AWARENESS Top of Mind Others Unaided 58411449 No aplica 17630 ADVERTISING Base total entrevistados: Panamá (453); Costa Rica (555); Honduras (476); Jamaica (491); Trinidad (450); Brasil (450); Ecuador (); Perú (450).

14 Ipsos 2010 © 2010 Ipsos 14 Fast food brands awareness / TOP OF MIND PanamáCosta RicaHondurasJamaicaTrinidadBrasilEcuadorPerú + 35 - 44 y.o < 29 y.o Base total entrevistados: Panamá (453); Costa Rica (555); Honduras (476); Jamaica (491); Trinidad (450); Brasil (450); Ecuador (); Perú (450).

15 Ipsos 2010 © 2010 Ipsos 15 Fast food brands awareness / TOTAL AWARENESS PanamáCosta RicaHondurasJamaicaTrinidadBrasilEcuadorPerú Base total entrevistados: Panamá (453); Costa Rica (555); Honduras (476); Jamaica (491); Trinidad (450); Brasil (450); Ecuador (); Perú (450).

16 Ipsos 2010 © 2010 Ipsos 16 Fast food brands awareness / Advertising Ninguna PanamáCosta RicaHondurasJamaicaTrinidadBrasilEcuadorPerú Sin Datos Base total entrevistados: Panamá (453); Costa Rica (555); Honduras (476); Jamaica (491); Trinidad (450); Brasil (450); Ecuador (); Perú (450).

17 Nobody’s Unpredictable Brands Performance

18 Ipsos 2010 © 2010 Ipsos Familiarity with the brand Sin Datos Base total entrevistados: Panamá (453); Costa Rica (555); Honduras (476); Jamaica (491); Trinidad (450); Brasil (450); Ecuador (); Perú (450).

19 Ipsos 2010 © 2010 Ipsos PanamáCosta RicaHondurasJamaica TrinidadBrasilEcuadorPerú Frecuencia de consumo In the last monthBetween 3 – 1 MonthLess FrequentlyNever Tried 88% Probadores 12% No Probadores 65% Probadores 35% No Probadores 73% Probadores 27% No Probadores 100% Probadores 93% Probadores 7% No Probadores 28% Probadores 72% No Probadores Base total entrevistados: Panamá (453); Costa Rica (555); Honduras (476); Jamaica (491); Trinidad (450); Brasil (450); Ecuador (); Perú (450). Sin datos

20 Ipsos 2010 © 2010 Ipsos 20 PanamáCosta RicaHondurasJamaicaTrinidadBrasilEcuadorPerú Ever Tried Base total entrevistados: Panamá (453); Costa Rica (555); Honduras (476); Jamaica (491); Trinidad (450); Brasil (450); Ecuador (); Perú (450).

21 Ipsos 2010 © 2010 Ipsos 21 PanamáCosta RicaHondurasJamaicaTrinidadBrasilEcuadorPerú Past 3 month usage Base total entrevistados: Panamá (453); Costa Rica (555); Honduras (476); Jamaica (491); Trinidad (450); Brasil (450); Ecuador (); Perú (450).

22 Ipsos 2010 © 2010 Ipsos Visit of frequency in the last 3 months (mean) Mean Panamá 5,16 Costa Rica 3,60 Honduras 2,55 Jamaica 10,00 Trinidad 6,90 Brasil Ecuador 4,80 Perú 3,40 Mean Panamá 3,43 Costa Rica 3,19 Honduras 2,39 Jamaica 7,50 Trinidad 3,33 Brasil - Ecuador - Perú 2,80 Mean Panamá 4,98 Costa Rica 4,33 Honduras 2,29 Jamaica - Trinidad - Brasil - Ecuador 3,50 Perú 3,16 Mean Panamá 2,75 Costa Rica 4,30 Honduras - Jamaica - Trinidad - Brasil - Ecuador - Perú - Mean Panamá 2,62 Costa Rica 2,89 Honduras 2,40 Jamaica 11,40 Trinidad - Brasil - Ecuador 2,90 Perú 2,44 Base total entrevistados: Panamá (453); Costa Rica (555); Honduras (476); Jamaica (491); Trinidad (450); Brasil (450); Ecuador (); Perú (450).

23 Ipsos 2010 © 2010 Ipsos 23 PanamáCosta RicaHondurasJamaicaTrinidadBrasilEcuadorPerú Past 4 weeks usage Sin Datos Base total entrevistados: Panamá (453); Costa Rica (555); Honduras (476); Jamaica (491); Trinidad (450); Brasil (450); Ecuador (); Perú (450).

24 Ipsos 2010 © 2010 Ipsos Visit of frequency in the last 4 weeks (mean) Mean Panamá 3,09 Costa Rica 1,90 Honduras 1,65 Jamaica - Trinidad - Brasil 2,19 Ecuador - Perú 1,53 Mean Panamá 2,31 Costa Rica 1,83 Honduras 1,52 Jamaica - Trinidad - Brasil - Ecuador - Perú 1,36 Mean Panamá 3,21 Costa Rica 2,96 Honduras 1,44 Jamaica - Trinidad - Brasil 2,42 Ecuador - Perú 1,52 Mean Panamá - Costa Rica 2,14 Honduras - Jamaica - Trinidad - Brasil - Ecuador - Perú - Mean Panamá 2,39 Costa Rica 2,11 Honduras 1,45 Jamaica - Trinidad - Brasil - Ecuador - Perú 1,57 Base total entrevistados: Panamá (453); Costa Rica (555); Honduras (476); Jamaica (491); Trinidad (450); Brasil (450); Ecuador (); Perú (450).

25 Ipsos 2010 © 2010 Ipsos Refuse to consume -71--1-2 211----1 -3------ 144--1-2 2131----1 Ninguna853268--93-83 PanamáCosta RicaHondurasJamaicaTrinidadBrasilEcuadorPerú Base total entrevistados: Panamá (453); Costa Rica (555); Honduras (476); Jamaica (491); Trinidad (450); Brasil (450); Ecuador (); Perú (450).

26 Ipsos 2010 © 2010 Ipsos PanamáCosta RicaHondurasJamaica TrinidadBrasilEcuadorPerú Market Share Base total entrevistados: Panamá (453); Costa Rica (555); Honduras (476); Jamaica (491); Trinidad (450); Brasil (450); Ecuador (); Perú (450).

27 Ipsos 2010 © 2010 Ipsos Market Share detallado Panama Costa RicaHondurasJamaicaTrinidadBrasilEcuadorPeru McDonald´s36%32%4% 45%26%10% Pizza Hut8%12%22%3%7% 10% KFC39%19%7%11%55%7%47%18% Burger King 10%18%9% 10% Others16%11%10%48%5% 19% Taco Bell 16% Campero 10% Popeyes 9% Wendys 8% Pollos El Hondureno 6% Island Grill 11% Mother's 5% Juici Patties 13% Mario's 10% Church's 5% Royal Castle 18% Bob´s 20% Habib's 22% Giraffas 5% Norkys 23% Bembos 11% Rockys 11% Pollo Gus 17%

28 Ipsos 2010 © 2010 Ipsos Summary key information Panama Costa Rica HondurasJamaicaTrinidadBrazilEcuadorPeru TOM46%16%4%29%62%2%65%30% Total Unaided94%96%87%100%99%24%95%100% Advertising58%41%14%49%s/d1%76%30% Ever Tried 88%65%73%100%91%28%88%93% Past 3 Month (%) 73%45%24%56%81%13%86%54% Past 3 Month (media) 5,163,602,55106,9s/d4,83,4 Past 4 Week (%) 64%31%12%40%s/d10%74%34% Past 4 Week(media) 3,091,91,65s/d 2,19s/d1,53 Refuse -7%1%-- -2% Mkt. Share 39%19%7%11%55%7%47%18%

29 Ipsos 2010 © 2010 Ipsos Summary key information - Panamá KFCMC DONALD’SPIZZA HUTBURGER KING TOM46%39%5% Total Unaided94% 57%45% Advertising58%72%33%16% Ever Tried 88%86%59%45% Past 3 Month (%) 73%67%28%13% Past 3 Month (media) 5,164,983,432,62 Past 4 Week (%) 64%5718%7% Past 4 Week(media) 3,093,212,312,39 Refuse -1%2% Mkt. Share 39%45%8%-

30 Ipsos 2010 © 2010 Ipsos Summary key information – Costa Rica KFC MC DONALD’S PIZZA HUT BURGER KING TACO BELL TOM16%47%13%14%6% Total Unaided96%88%56%65%50% Advertising41%61%37%40%35% Ever Tried 65%86%52%55%54% Past 3 Month (%) 45%64%34%30%33% Past 3 Month (media) 3,604,333,192,894,30 Past 4 Week (%) 31%45%23%18%24% Past 4 Week(media) 1,92,961,832,112,14 Refuse 7%4%1%13%3% Mkt. Share 19%32%12%10%16%

31 Ipsos 2010 © 2010 Ipsos Summary key information - Honduras KFCPIZZA HUT BURGER KING CAMPEROPOPEYE’SCHURCH’S TOM4%25% 10% 6% Total Unaided87%86%80%64%65%51% Advertising14%39%33%23%22% Ever Tried 73%98%92%88%89%81% Past 3 Month (%) 24%75%60%37% 24% Past 3 Month (media) 2,552,392,402,162,052,16 Past 4 Week (%) 12%46%35%17%16%11% Past 4 Week(media) 1,651,521,451,411,381,66 Refuse 1% 3%1%3% Mkt. Share 7%22%18%10%9%6%

32 Ipsos 2010 © 2010 Ipsos Summary key information - Perú KFCPIZZA HUT MC DONALD’S BEMBO’SNORKY’SROCKY’S TOM30%16%8%12%22%5% Total Unaided100%46%36%40%56%29% Advertising30%12%11% 6%2% Ever Tried 93%85%88%82%98%82% Past 3 Month (%) 54%35%31%32%67%38% Past 3 Month (media) 3,42,803,163,433,512,88 Past 4 Week (%) 34%19% 18%46%22% Past 4 Week(media) 1,531,361,521,691,661,47 Refuse 2%1%2% 1%2% Mkt. Share 18%10% 11%23%11%

33 Ipsos 2010 © 2010 Ipsos Summary key information - Jamaica KFCPIZZA HUTBURGER KING TOM29%4%13% Total Unaided100%73%88% Advertising49%43%7% Ever Tried100%76%95% Past 3 Month (%) 56%21%38% Past 3 Month (media) 107,5011,40 Past 4 Week (%) 40%-34% Past 4 Week(media) s/d-- Refuse --- Mkt. Share 11%3%9%

34 Ipsos 2010 © 2010 Ipsos Summary key information - Ecuador KFCMC DONALD’SBURGER KINGPOLLOS GUS TOM65%17%3% Total Unaided95%71%27%45% Advertising76%57%19%32% Ever Tried 88%43%9%83% Past 3 Month (%) 86%68%31%48% Past 3 Month (media) 4,803,02,702,90 Past 4 Week (%) 74%48%19%29% Past 4 Week(media) s/d Refuse - Mkt. Share 47%26%19%17%

35 Ipsos 2010 © 2010 Ipsos Summary key information - Trinidad KFCPIZZA HUTROYAL CASTLE TOM62%2%8% Total Unaided99%60%82% Advertisings/d Ever Tried 91%44%68% Past 3 Month (%) 81%19%38% Past 3 Month (media) 6,93,504,90 Past 4 Week (%) s/d Past 4 Week(media) s/d Refuse - Mkt. Share 55%7%18%

36 Ipsos 2010 © 2010 Ipsos Summary key information - Brasil KFCMC DONALD’SBOB’SHABIB’S TOM2%71%10%8% Total Unaided24%91%62%34% Advertising1%42%12%8% Ever Tried 28%99%95%91% Past 3 Month (%) 13%68%38%37% Past 3 Month (media) s/d Past 4 Week (%) 10%60%23% Past 4 Week(media) 2,19 1,772,79 Refuse 1% 2% Mkt. Share 7%45%20%22%

37 Nobody’s Unpredictable Brand power

45 Nobody’s Unpredictable Brand Image

46 Tracking 2010 © 2009 Ipsos Attribute evaluation PLACE The restaurants are clean The restaurants are conveniantly located The restaurants are warm and welcoming The restaurants are modern and up to date PRODUCT They have great tasting food They have a wide variety of menu choices They always have something new or interesting to try The food is freshly prepared throughout the day It is a good place to get a complete meal They have food that is easy to eat on the go They have healthier menu choices They use the freshest ingredients They have a good range of beverages They have high quality food They have the best tasting chicken Is a good place for a snack or drink between meals PEOPLE The staff is friendly PRICE They provide good value for money You can eat inexpensively there PROMOTION They promote healthier lifestyles PanamáCosta RicaHonduras Perú

47 Tracking 2010 © 2009 Ipsos Attribute evaluation PLACE The restaurants are clean The restaurants are conveniantly located The restaurants are warm and welcoming The restaurants are modern and up to date It’s a great way to share good times with others PRODUCT They have great tasting food They have a wide variety of menu choices They always have something new or interesting to try The food is freshly prepared throughout the day It is a good place to get a complete meal They have food that is easy to eat on the go They have healthier menu choices They use the freshest ingredients They have a good range of beverages They have high quality food They have the best pizzas Is a good place for a snack or drink between meals It is a good place for weekday lunch PEOPLE The staff is friendly PRICE They provide good value for money You can eat inexpensively there PROMOTION They promote healthier lifestyles PanamáHonduras Perú

48 Tracking 2010 © 2009 Ipsos Attribute evaluation - Perú PLACE The restaurants are clean The restaurants are conveniantly located The restaurants are warm and welcoming The restaurants are modern and up to date PRODUCT They have great tasting food They have a wide variety of menu choices They always have something new or interesting to try The food is freshly prepared throughout the day It is a good place to get a complete meal They have food that is easy to eat on the go They have healthier menu choices They use the freshest ingredients They have a good range of beverages They have high quality food They have the best tasting chicken Is a good place for a snack or drink between meals PEOPLE The staff is friendly PRICE They provide good value for money You can eat inexpensively there PROMOTION They promote healthier lifestyles

49 Tracking 2010 © 2009 Ipsos Attribute evaluation - Honduras PLACE The restaurants are clean The restaurants are conveniantly located The restaurants are warm and welcoming The restaurants are modern and up to date Is a place kids like to go to PRODUCT They have great tasting food They have a wide variety of menu choices They always have something new or interesting to try The food is freshly prepared throughout the day It is a good place to get a complete meal They have food that is easy to eat on the go They have healthier menu choices They use the freshest ingredients They have a good range of beverages They have high quality food They have the best tasting chicken Is a good place for a snack or drink between meals Food is deliver hot They have food kids like PEOPLE The staff is friendly They always deliver on time PRICE They provide good value for money You can eat inexpensively there PROMOTION They promote healthier lifestyles

50 Tracking 2010 © 2009 Ipsos Attribute evaluation - Panamá PLACE The restaurants are clean The restaurants are conveniantly located The restaurants are warm and welcoming The restaurants are modern and up to date Is a place kids like to go to PRODUCT They have great tasting food They have a wide variety of menu choices They always have something new or interesting to try The food is freshly prepared throughout the day It is a good place to get a complete meal They have food that is easy to eat on the go They have healthier menu choices They use the freshest ingredients They have a good range of beverages They have high quality food They have the best tasting chicken Is a good place for a snack or drink between meals They have good options for breakfast Food is deliver hot They have a fast and easy way to order online They have food kids like PEOPLE The staff is friendly Delivery experts They always deliver on time PRICE They provide good value for money You can eat inexpensively there PROMOTION They promote healthier lifestyles

51 Tracking 2010 © 2009 Ipsos Attribute evaluation – Costa Rica PLACE The restaurants are clean The restaurants are conveniantly located The restaurants are warm and welcoming The restaurants are modern and up to date Is a place kids like to go to PRODUCT They have great tasting food They have a wide variety of menu choices They always have something new or interesting to try The food is freshly prepared throughout the day It is a good place to get a complete meal They have food that is easy to eat on the go They have healthier menu choices They use the freshest ingredients They have a good range of beverages They have high quality food They have the best tasting chicken Is a good place for a snack or drink between meals They have good options for breakfast They have food kids like PEOPLE The staff is friendly PRICE They provide good value for money You can eat inexpensively there PROMOTION They promote healthier lifestyles

52 Nobody’s Unpredictable Brand Personality

Nobody’s Unpredictable Análisis consolidado Tracking - 4Q 2009 -

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