Description
Custom Powerpoint Presentation for Marketing Research project
MARKETING GROUP ONE Cereal Product Research Presentation
INTRODUCTION
? Angela
± In-Depth Interview, Focus Group
? Janet
± Experiment, Summary of Research Findings
? Taquenah
± Introduction, Attitude & Usage Study, Conclusion
2
5/17/2011
BRYANT
MAIN OBJECTIVE
? Conduct a Market Research program to help our client launch a successful new, healthy, fresh-fruit cereal product for the college student market.
3
5/17/2011
BRYANT
RESEARCH CONDUCTED
? Attitudes & Usage Study
? Conducted to determine product qualities and position
? In-Depth Interviews
? Conducted to refine product qualities gathered from Attitudes & Usage Study
4
5/17/2011
BRYANT
RESEARCH CONDUCTED
? Focus Group
± Conducted to obtain reactions to product attributes
? Experiment
± Conducted to resolve final concerns with key product attributes
5
5/17/2011
BRYANT
RESEARCH CONDUCTED
? Research Methods
± Define Target Market
? College Students ? Cereal Eaters (4+ times a week) ? 18-26 years of age
± Number of Interviews
? 18
6
5/17/2011
BRYANT
RESEARCH CONDUCTED
? On Campus Screener
± Used to attain target consumers
? Interview Scheduling
± On and off campus through appointments ± Throughout month of March
7
5/17/2011
BRYANT
RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
Conducted to determine target market, product qualities and product position
8
5/17/2011
BRYANT
RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
± Attitudes
? Question Example
± How strongly do you like/dislike eating on the go?
9
5/17/2011
BRYANT
RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
10
5/17/2011
BRYANT
RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
± Summary of Attitude Data
? Most respondents don t have breakfast or spend little time having breakfast ? Most respondents are indifferent to or like eating on the go ? Taste is a very important factor in deciding on cereals 11 ? Half respondants read nutrition labels
5/17/2011
BRYANT
RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
± Usage
? Question Example
± What Influences the Respondants' Decision to Buy Cereals?
12
5/17/2011
BRYANT
RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
13
5/17/2011
BRYANT
RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
± Summary of Usage Data
? Most people consider breakfast a light meal ? Split between people considering cereal both a snack & meal ? Most people consume cereal with milk ? Bananas & Strawberries, by far, are the most included 14 fruits in cereal
5/17/2011
BRYANT
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
Conducted to refine product qualities gathered from Attitudes & Usage Study
15
5/17/2011
KIM
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
± Main Results
? Fresh Fruit
± Majority Liked Adding to Cereal ± Popular Fruits Added: » Bananas, Strawberries, Other Berries
16
5/17/2011
KIM
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
± Main Results
? Organic Ingredients
± Majority Approved of Organic Ingredients ± Would Try Even If Not Concerned With Health
17
5/17/2011
KIM
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
± Main Results
? Sweetener
± Majority Approved Honey For Sweetener ± Split Between Baked In Honey or Condiment Style Honey ± (Results Given In Consideration Of Using Fruit As Sweetener)
18
5/17/2011
KIM
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
± Main Results
? Texture
± Flakes ± Crunchy (Granola Bit Style) ± Majority Wished To Maintain Cereal s Natural Form/Texture (Limitation On Unnatural Processing Of Cereal Pieces)
19
5/17/2011
KIM
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
± Main Results
? Packaging
± ± ± ± ±
5/17/2011
100% Recycled Container Favored Cardboard Container Best Suited Nutritional Info Explained On Package Individual Serving Size Transparent Package (To See Fresh Fruit)
KIM
20
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
± Main Results
? Product Names
± ± ± ± ±
5/17/2011
Back to Nature Under the Sun The Garden Bowl Farmer s Bowl Fresh & Fruity Crunchies
KIM
21
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
± Main Results
? Pricing
± Organic Product: Up to $5.00 per bowl ± Inorganic Product: Up to $3.00 per bowl
22
5/17/2011
KIM
RESEARCH FINDINGS
FOCUS GROUPS
Conducted to obtain reactions to Final Product Attributes from In-depth Interviews
23
5/17/2011
KIM
RESEARCH FINDINGS
FOCUS GROUPS
± Main Results
? Fresh Fruit
± Group 1 » Both Bananas & Strawberries Should be Fruits Included ± Group 2 » (Same)
24
5/17/2011
KIM
RESEARCH FINDINGS
FOCUS GROUPS
± Main Results
? Organic Ingredients
± Group 1 » Disapproved (Target Market Not Health Oriented) ± Group 2 » Split (Preferred Only If Price Was Kept Low)
25
5/17/2011
KIM
RESEARCH FINDINGS
FOCUS GROUPS
± Main Results
? Sweetener (Honey)
± Group 1 » Condiment Style Preferred (Option to include or not better than forcing consumer to include [baked in]) ± Group 2 » Sweetened Preferred (Previously prepared)
5/17/2011
KIM
26
RESEARCH FINDINGS
FOCUS GROUPS
± Main Results
? Texture
± Group 1 » Crunchy (Granola Bit Style) Preferred ± Group 2 » Split Between Flakes and Crunchy
27
5/17/2011
KIM
RESEARCH FINDINGS
FOCUS GROUPS
± Main Results
? Packaging
± Group 1 » Medium Serving Sized Bowl, Transparent, Make & Expiration Date, Aesthetically Pleasing Design ± Group 2 » Large Serving Sized Bowl, (Same)
5/17/2011
KIM
28
RESEARCH FINDINGS
FOCUS GROUPS
± Main Results
? Names
± Group 1 » (Created Own Preferred Name) Fresh @$$ Fruit ± Group 2 » Fresh & Fruity Crunchies
29
5/17/2011
KIM
RESEARCH FINDINGS
FOCUS GROUPS
± Main Results
? Price
± Group 1 » Under $3.00 ± Group 2 » (Same)
30
5/17/2011
KIM
RESEARCH FINDINGS
EXPERIMENT
Conducted to resolve final concerns with key product attributes
31
5/17/2011
ALMARAZ
RESEARCH FINDINGS
EXPERIMENT
± Example Questions
? What images and words came to mind with this name? ? Who do you think is likely to buy this product? ? Where do you expect to buy this product?
32
5/17/2011
ALMARAZ
Fresh as Fruit
Word association: Image association:
fresh fruit, healthy, natural colorful fruit, tropical fruit, strawberries Fruit loops, Healthy cereals, Special K with strawberries, Fruity Pebbles Traders Joes, Healthy stores, and grocery stores such as Vons, Ralphs, etc really sweet, sweet, not very sweet, tangy because of strawberries, fruity
Fresh and Fruity Crunchies
healthy, organic, crunchy berries, sticky, very sweet fruit loops, fruits, pirate boat, captain from Cap¶n Crunch Fruit loops, Special K, Fruity Pebbles and Trix, Captain Crunch, Cheerios Every major supermarket or healthy stores really sweet, sugary, fruity like fruit loops, Captain Crunch parents for kids, teenagers, healthy people most people answered 3 and below, two people answered 4-5
Similar brand cereal:
Potential stores for product:
Predicted taste of product:
Consumers who are likely to buy 20-30 middle aged, and healthy people the product: Likeliness of product purchase:
between 3-4
33
5/17/2011
ALMARAZ
SUMMARY OF RESEARCH FINDINGS
± Very few respondents are concerned about nutritional value of cereal. ± About half of the respondents do not include fruits in the cereal mainly due to the inconvenience of fruit preparation. ± Most people hold taste as a priority above all other qualities. ± Most people prefer crunchiness over sweetness (Texture over Taste). ± The most common fruits respondents add to cereal were Bananas and Strawberries. ± The success of this product relies on promotion and price rather than edible parts of the product. ± Price is the determinant factor for consumer s decision making. ± Sealed transparent packaging, including spoon, with expiration date is important. ± Larger than normal serving size. ± Overall people want a product that is quick, easy and cheap in regards to cereal.
34
5/17/2011
ALMARAZ
CONCLUSION
? Health was not an important concern. ? Price was an important factor. ? College students approved of adding fresh fruit.
35
5/17/2011
BRYANT
doc_179187807.ppt
Custom Powerpoint Presentation for Marketing Research project
MARKETING GROUP ONE Cereal Product Research Presentation
INTRODUCTION
? Angela
± In-Depth Interview, Focus Group
? Janet
± Experiment, Summary of Research Findings
? Taquenah
± Introduction, Attitude & Usage Study, Conclusion
2
5/17/2011
BRYANT
MAIN OBJECTIVE
? Conduct a Market Research program to help our client launch a successful new, healthy, fresh-fruit cereal product for the college student market.
3
5/17/2011
BRYANT
RESEARCH CONDUCTED
? Attitudes & Usage Study
? Conducted to determine product qualities and position
? In-Depth Interviews
? Conducted to refine product qualities gathered from Attitudes & Usage Study
4
5/17/2011
BRYANT
RESEARCH CONDUCTED
? Focus Group
± Conducted to obtain reactions to product attributes
? Experiment
± Conducted to resolve final concerns with key product attributes
5
5/17/2011
BRYANT
RESEARCH CONDUCTED
? Research Methods
± Define Target Market
? College Students ? Cereal Eaters (4+ times a week) ? 18-26 years of age
± Number of Interviews
? 18
6
5/17/2011
BRYANT
RESEARCH CONDUCTED
? On Campus Screener
± Used to attain target consumers
? Interview Scheduling
± On and off campus through appointments ± Throughout month of March
7
5/17/2011
BRYANT
RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
Conducted to determine target market, product qualities and product position
8
5/17/2011
BRYANT
RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
± Attitudes
? Question Example
± How strongly do you like/dislike eating on the go?
9
5/17/2011
BRYANT
RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
10
5/17/2011
BRYANT
RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
± Summary of Attitude Data
? Most respondents don t have breakfast or spend little time having breakfast ? Most respondents are indifferent to or like eating on the go ? Taste is a very important factor in deciding on cereals 11 ? Half respondants read nutrition labels
5/17/2011
BRYANT
RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
± Usage
? Question Example
± What Influences the Respondants' Decision to Buy Cereals?
12
5/17/2011
BRYANT
RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
13
5/17/2011
BRYANT
RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
± Summary of Usage Data
? Most people consider breakfast a light meal ? Split between people considering cereal both a snack & meal ? Most people consume cereal with milk ? Bananas & Strawberries, by far, are the most included 14 fruits in cereal
5/17/2011
BRYANT
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
Conducted to refine product qualities gathered from Attitudes & Usage Study
15
5/17/2011
KIM
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
± Main Results
? Fresh Fruit
± Majority Liked Adding to Cereal ± Popular Fruits Added: » Bananas, Strawberries, Other Berries
16
5/17/2011
KIM
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
± Main Results
? Organic Ingredients
± Majority Approved of Organic Ingredients ± Would Try Even If Not Concerned With Health
17
5/17/2011
KIM
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
± Main Results
? Sweetener
± Majority Approved Honey For Sweetener ± Split Between Baked In Honey or Condiment Style Honey ± (Results Given In Consideration Of Using Fruit As Sweetener)
18
5/17/2011
KIM
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
± Main Results
? Texture
± Flakes ± Crunchy (Granola Bit Style) ± Majority Wished To Maintain Cereal s Natural Form/Texture (Limitation On Unnatural Processing Of Cereal Pieces)
19
5/17/2011
KIM
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
± Main Results
? Packaging
± ± ± ± ±
5/17/2011
100% Recycled Container Favored Cardboard Container Best Suited Nutritional Info Explained On Package Individual Serving Size Transparent Package (To See Fresh Fruit)
KIM
20
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
± Main Results
? Product Names
± ± ± ± ±
5/17/2011
Back to Nature Under the Sun The Garden Bowl Farmer s Bowl Fresh & Fruity Crunchies
KIM
21
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
± Main Results
? Pricing
± Organic Product: Up to $5.00 per bowl ± Inorganic Product: Up to $3.00 per bowl
22
5/17/2011
KIM
RESEARCH FINDINGS
FOCUS GROUPS
Conducted to obtain reactions to Final Product Attributes from In-depth Interviews
23
5/17/2011
KIM
RESEARCH FINDINGS
FOCUS GROUPS
± Main Results
? Fresh Fruit
± Group 1 » Both Bananas & Strawberries Should be Fruits Included ± Group 2 » (Same)
24
5/17/2011
KIM
RESEARCH FINDINGS
FOCUS GROUPS
± Main Results
? Organic Ingredients
± Group 1 » Disapproved (Target Market Not Health Oriented) ± Group 2 » Split (Preferred Only If Price Was Kept Low)
25
5/17/2011
KIM
RESEARCH FINDINGS
FOCUS GROUPS
± Main Results
? Sweetener (Honey)
± Group 1 » Condiment Style Preferred (Option to include or not better than forcing consumer to include [baked in]) ± Group 2 » Sweetened Preferred (Previously prepared)
5/17/2011
KIM
26
RESEARCH FINDINGS
FOCUS GROUPS
± Main Results
? Texture
± Group 1 » Crunchy (Granola Bit Style) Preferred ± Group 2 » Split Between Flakes and Crunchy
27
5/17/2011
KIM
RESEARCH FINDINGS
FOCUS GROUPS
± Main Results
? Packaging
± Group 1 » Medium Serving Sized Bowl, Transparent, Make & Expiration Date, Aesthetically Pleasing Design ± Group 2 » Large Serving Sized Bowl, (Same)
5/17/2011
KIM
28
RESEARCH FINDINGS
FOCUS GROUPS
± Main Results
? Names
± Group 1 » (Created Own Preferred Name) Fresh @$$ Fruit ± Group 2 » Fresh & Fruity Crunchies
29
5/17/2011
KIM
RESEARCH FINDINGS
FOCUS GROUPS
± Main Results
? Price
± Group 1 » Under $3.00 ± Group 2 » (Same)
30
5/17/2011
KIM
RESEARCH FINDINGS
EXPERIMENT
Conducted to resolve final concerns with key product attributes
31
5/17/2011
ALMARAZ
RESEARCH FINDINGS
EXPERIMENT
± Example Questions
? What images and words came to mind with this name? ? Who do you think is likely to buy this product? ? Where do you expect to buy this product?
32
5/17/2011
ALMARAZ
Fresh as Fruit
Word association: Image association:
fresh fruit, healthy, natural colorful fruit, tropical fruit, strawberries Fruit loops, Healthy cereals, Special K with strawberries, Fruity Pebbles Traders Joes, Healthy stores, and grocery stores such as Vons, Ralphs, etc really sweet, sweet, not very sweet, tangy because of strawberries, fruity
Fresh and Fruity Crunchies
healthy, organic, crunchy berries, sticky, very sweet fruit loops, fruits, pirate boat, captain from Cap¶n Crunch Fruit loops, Special K, Fruity Pebbles and Trix, Captain Crunch, Cheerios Every major supermarket or healthy stores really sweet, sugary, fruity like fruit loops, Captain Crunch parents for kids, teenagers, healthy people most people answered 3 and below, two people answered 4-5
Similar brand cereal:
Potential stores for product:
Predicted taste of product:
Consumers who are likely to buy 20-30 middle aged, and healthy people the product: Likeliness of product purchase:
between 3-4
33
5/17/2011
ALMARAZ
SUMMARY OF RESEARCH FINDINGS
± Very few respondents are concerned about nutritional value of cereal. ± About half of the respondents do not include fruits in the cereal mainly due to the inconvenience of fruit preparation. ± Most people hold taste as a priority above all other qualities. ± Most people prefer crunchiness over sweetness (Texture over Taste). ± The most common fruits respondents add to cereal were Bananas and Strawberries. ± The success of this product relies on promotion and price rather than edible parts of the product. ± Price is the determinant factor for consumer s decision making. ± Sealed transparent packaging, including spoon, with expiration date is important. ± Larger than normal serving size. ± Overall people want a product that is quick, easy and cheap in regards to cereal.
34
5/17/2011
ALMARAZ
CONCLUSION
? Health was not an important concern. ? Price was an important factor. ? College students approved of adding fresh fruit.
35
5/17/2011
BRYANT
doc_179187807.ppt