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									NFP
                                      Research
Business Solutions for the Foodservice Industry
            Resources & Capabilities
National Food Product
Research Corporation
 318 Main Street
 West Newbury, MA 01985
 (800) 363-2144
 e-mail – jsimonson-nfp@comcast.net
  or      nfpsib@greennet.net             NFP
WHAT IS        NFP ?
• NFP is an Independent Full Service Marketing Research
  Firm dedicated to enhancing Clients’ Knowledge-Based
  Decision-Making within the Foodservice Industry.

• NFP develops Data within Appropriate Operator and
  Consumer Markets, as well as the Manufacturer, Sales
  and Distribution Channels that supply them.

• NFP improves Sales & Marketing Decision-making for
  Manufacturers, Operators and Marketers through
  Informed Analysis and Business Solutions.


• NFP is Business Solutions for Foodservice.
                                              NFP
           AREAS OF EXPERTISE
  NFP Experience Offers Benchmarked Results
• Concept Screens / Prototype Evaluations
  Product, Service, Brand & Packaging Evaluations
  In-Unit Product Testing / Controlled Test Markets
  Purchaser Studies
• Category Usage and Awareness Profiles
  Brand Usage and Awareness Studies
  Brand Equity/Power Studies
  Market Feasibility Studies
• Merchandising and POS Effectiveness Studies
  Claims Substantiation Research
  Customer Satisfaction Surveys
  Advertising Awareness Tracking
                                              NFP
          OPERATING PHILOSOPHY
Marketing Research leads to Good Business Solutions

  Clear, Focused Objectives

+ Appropriate Methodologies

+ Confidential and Efficient Service

+ Professional, Experienced Analysis

+ Conclusions and Business Recommendations

= Good Business Solutions leading to Improved
  Sales and Profits

                                             NFP
        DEDICATED RESOURCES

Focused Teams Develop Useful Market Research

• Project Teams Headed by a Principal
• Experienced In-house Research Staff
• Dedicated Telephone Research Facilities
• Dedicated Internet Research Capabilities
• Computer Operations Center
• Product Logistics/Repackaging Capabilities



                                               NFP
ANALYSIS, REPORTS & PRESENTATIONS
Effective Research
  Clear Focused Objectives
  + Effective Field Procedures
  + Meaningful Data

+ Superior Analysis
   Experience Based Crisp, Insightful Analysis
   + Up-to-date Technology
   + Clearly Communicated Results with Charts & Graphics

+ In-person Principal Presentations
  Conclusions
  + Actionable Recommendations
  + Experienced Consultative Discussion

= Actionable Business Solutions for Improved Sales and Profits
                                                       NFP
          OPERATING PRINCIPALS
 NFP Provides Business Solutions Based on Solid Market
 Research Combined with Extensive Industry Experience.

James T. Simonson             John W. Sibley
• Foodservice Marketing       • Market Research
  –   30+ years                  –   30+ years
  –   Major Corporations         –   Major Corporations
  –   Marketing Consultancy      –   Research Consultancy
  –   Manufacturer/Operator      –   Trade/Consumer
  –   Food/Non-Food              –   Food/Non-Food
  –   Business Development       –   Engineering
  –   Market Research            –   Marketing

                                              NFP
  NATIONAL FOODSERVICE PANEL™
NFP Provides Business Solutions Based on Solid Market
Research with The Professionals in Your Target Markets.
• The Panel is One of NFP’s Unique Resources
• 1000+ Pre-recruited Foodservice Operators
• 800+ Pre-recruited Operators Using the Internet
• Qualified Respondents with Menu Responsibility
• Access to Foodservice Units & Their Patrons
• Effectively Limits Non-Response Bias
• Broad Flexibility to Develop Target Market Samples
• Consistent Sampling Procedures Support Relative
  Volume Potential Estimates
• Continual Recruitment & Refreshment

                                                NFP
      NATIONAL FOODSERVICE PANEL ™
 THE PANEL AT A GLANCE

          COMMERCIAL                                   NON-COMMERCIAL

FAMILY RESTAURANTS                        120          HOSPITALS                                  110

CASUAL RESTAURANTS                              160    BUSINESS & INDUSTRY                           130

HOTELS/RESORTS                           100           COLLEGE & UNIVERSITY                              150

FINE DINING                   60                       SCHOOL DISTRICTS            30

QUICK SERVICE                 50

OTHERS                        50                       OTHERS                          50

                     0   50        100    150    200                          0   50        100    150     200




      Sub cell of club store buyers available
                                                                              NFP
         NFP Business Solutions in Action
• Category Usage & Attitudes Profiles Supported Clients’
  Product & Promotion Efforts
• Qualified Concept Appeal and Product Performance for New
  Product Lines Enhancing Successful Introductions.
• Provided Product/Profit Improvement Recommendations for
  R&D Work on Existing and New Products.
• Qualified and Selected the Designs for the Introductions of
  New Lines of Disposable Products.
• Compared Original Formula to New/Improved Prototypes to
  Determine Which Formula Would Yield the Strongest
  Performance in the Foodservice Market.
• Evaluated the Installation and Test Phase of New Beverage
  Dispensing Equipment Detailing Significant Operational
  Shortcomings to Be Addressed Prior to Launch.

                                                  NFP
         NFP Business Solutions in Action
• In-unit Product Tests Led to Major Chain Customers
  Adopting Clients’ Products.
• Purchaser Studies Developed Better Product Introduction
  Programs and Increased Client Profitability.
• Quantified Performance for Promotions and Recommended
  Major Changes.
• Proved to Operators that Branding Client Manufacturers’
  Products to Patrons Would Improve Quality Image and
  Increase Sales and Profit Margins.
• Helped Major Suppliers Understand and Quantify the Reasons
  for and Potential Solutions to Recent Business Losses.
• Provided the Statistical Proof to Support a Competitive
  Product Superiority Advertising Claim.
  NFP is Business Solutions for Foodservice.
                                                  NFP
     AWARENESS, USAGE AND ATTITUDES
What Brands Come To Mind When
You Think Of the This Product Category?
                                                      From What Kinds Of Suppliers Do You Currently
  Brand A                                      84
                                                      Obtain This Product Category?
  Brand B                                 68
  Brand C                               61
  Brand D                              57                     Full Line Distributor                    75

  Brand E                         40                          Specialty Distributor         20
  Brand F                        40
  Brand G                        37                           Warehouse Club              17
  Brand H                   27
  Brand I                   27                                Cash & Carry                13

  Brand J             14
                                                              Local Produce Market        13
  Brand K              17
  Brand L              14                                     Meat Purveyor           5
  Brand M             12
                                                              Grocery Store           4
  Brand N             11
  Brand O         6
                                                          0               25               50     75        100
              0        25         50     75     100
    NFP Profiles Product Usage and Attitudes to Support
    the Category Go-To-Market Strategies of Our Clients.
                                                                                                 NFP
  COMPETITIVE ACTIVITY EVALUATION
Operator has Moved “Product” Volume To A Competitive Line
Because the Competitor Has A Better Offering
                        Some                 Total
                        what Strongly        Applies

       Total Sample                      22

       Prior Users                              37

       Reduced Purchases                 8
                           0        25               50   75       100




     Which Competitor’s Line?                             What Is Better About the Offering?
                               %                                                        %
              Brand A          24                              Quality                  36

              Brand B          18                              Price                    29

              Brand C          13                              Flavor                   25

              Brand D           9                              Price/Value               5

              Brand E           7                              Brand Support             5

              Brand F           6                              Readily Available         4

NFP Demonstrates Why Competitor’s Products And/or Go-To-
Market Strategies May Be Eroding Client’s Marketplace Position.
                                                                                   NFP
ADVERTISING CLAIM SUBSTANTIATION

Product Preference
  (n = 300 Foodservice Patrons)




                                  Competitor’s   Client’s
                                    Product      Product




                                      35%           65%*



  *Statistically Significant @ 95%



NFP Provides the Statistical Proof to Support Competitive
Product Superiority Advertising Claims.                     NFP
                                        TM
                        OPTIMAL
 Operational Product Tests Integrating Measurement And Logistics is:

• A Real World Evaluation- Where the Opinions Really Count!
• It is Unique, Comprehensive and an Efficient Client Service for…
• Product/Prototype Evaluations and/or Brand/Program Testing in…
• The Appropriate Environment, among Operators in their Locations
  utilizing their Facilities and Customers.
• It tests all Appropriate Attributes including Packaging, Directions,
  Preparation, Taste/Flavor, Quality, Menu Usage, & Patron Appeal.
• It is fully supported with Product Placement Logistics
• The Client supplies Product and/or Program Samples
• NFP Does All the Work and Provides you with Business Solutions

                                                        NFP
    CONCEPT / PRODUCT DEVELOPMENT
     Qualitative Research- Focus Groups or Focus Interviews!

• To develop a preliminary understanding of potential operator response to;
         Concepts
         Packaging
         Products/product Prototypes
         Positioning Alternatives
         Business Model Alternatives
         Marketing Communications
• Lay a groundwork for follow-on Quantitative Research
         Language              Existing Levels of Understanding
         Issues                Attributes and Characteristics
         Potential Uses        Price/Value Relationships
         Menu Applications     Ingredients and Directions


                                                            NFP
     CONCEPT / PRODUCT DEVELOPMENT
     Qualitative Research- Benefits!
• Generate hypotheses about a marketing circumstance
• Group dynamics as respondents stimulate each other, this phase can be a
  highly productive idea breeder
• A more direct participation by the marketer(Client), in the case of
  observed group sessions
• Provides the flexibility to deal with contingencies; reacting to the reactions
• Results are fairly easy to understand and are available quickly
• Determines Foodservice Operators’ Perceptions, Language, and Issues in
  Preparation for any Quantitative Research.
   NFP Provides You with Professional Operators Discussing Your Business
    and Offers Recommendations for Next Steps.


                                                                NFP
                               CONCEPT SCREEN
     Concept Purchase Interest
                               PRODUCT      PRODUCT            PRODUCT
                                 “A”          “B”                “C”

                         100
          TOP TWO BOX
          PERCENT
                         75
                                 60
Definitely Buy
                         50
Probably Buy                                    25
                     P   25
                                                                  18
Might/               E
Might Not Buy        R
                          0
                     C
                     E
Probably Not Buy     N
                         -25
                     T
Definitely Not Buy               -25
                         -50                    -38
                                                                  -50
                         -75




    NFP Quantifies Operator Purchase Interest in New Product
    Concepts leading to Improved Client Product Offerings.
                                                                NFP
                         CONCEPT / PRODUCT TEST
Product Purchase Interest
                                                                        COMMERCIAL
                                                                        NON-COMMERCIAL

                   75


                                  54
                   50

                                       35

                   25    18
 Definitely                                   25   28
 Would Buy
                              9
 Probably
 Would Buy
                    0
 Might/Might Not
 Buy

 Probably
                                                             -3
 Would Not Buy
                   -25

                                                                  -28
                   -50


NFP Quantifies and Demonstrates Business Segment Purchase
Interest in New Products, Ensuring Well-Targeted Sales Efforts.
                                                                  NFP
                    CONCEPT / PRODUCT TEST
                                                                                                Market Clusters
“New Concepts”                                                             Probably Would Buy                           Definitely Would Buy
Concept Formats
                                                  The                     We                                                      Breakfast                 Down
Purchase Interest         Total                   Food                   Love                          At the                      At the                    &
                        Sample                   Factory             Prepared Food                    “Plant”                       Ritz                    Dirty
                         (300)                     (55)                   (65)                          (80)                        (55)                    (45)
                              Top 2                     Top 2                    Top 2                         Top 2                        Top 2                   Top 2
                              Box %                     Box %                    Box %                         Box %                        Box %                   Box %


   Format “A”                      44                    31                           47                                 54                       48                31



   Format “B”                      41                     35                           53                               45                  30                      32



   Format “C”                      34                   28                            41                                39                        49           12



   Format “D”                 32                               42                     46                      18                            33                      28

                    0    25   50        75   0     25     50    75     0    25   50        75     0      25        50        75    0   25    50    75   0      25    50   75


   NFP Analysis Examines How Product Category Based Clusters
   May React Very Differently to Product Offerings Compared to
   Traditional Business Segments.                                                                                                           NFP
                   CONCEPT / PRODUCT TEST
New Product SKU Management
Flavor Interest                                        Percent That Would Be Very Or Somewhat Interested
                                            Top 2      In One Or More Items In the Line
             Somewhat        Very
                                            Box %


Strawberry                                  70         Strawberry            Strawberry            Strawberry
                                                       Blueberry
                                                                    85%      Blueberry             Blueberry
                                                                                          89%                   94%
                                                                             Raspberry             Raspberry
Blueberry                          55                  Strawberry                                  Banana
                                                       Raspberry
                                                                    83%
                                                                             Strawberry
Raspberry                         48                   Strawberry            Blueberry
                                                                    78%                   92%
                                                       Banana                Banana
Banana                            45                   Strawberry
                                                                    72%
                                                       Kiwi                  Strawberry
Peach                    35                                                  Raspberry    86%
                                                       Blueberry             Peach
                                                       Raspberry
                                                                    60%
Kiwi                    23


              0   25         50        75        100
    NFP Quantifies Flavor Purchase Interest and Recommends
    the Best Combination of Flavors for Successful New Product
    Launches with Limited SKU Proliferation.                                               NFP
           NEW PRODUCT EVALUATION
HOW LIKELY WOULD YOU BE TO BUY
THIS PRODUCT FOR YOUR OPERATION?
           Definitely
                        Probably
           would buy
                        would buy
     50
              38                    Might or
                           29       Might not buy

     25

 P
 E
 R
 C    0                                 20
 E                                                                    1
 N
 T                                                     12
     -25
                                                    Probably        Definitely
                                                    would not buy   would not buy
     -50




NFP Quantifies and Profiles the Appeal of New Flavors or
Varieties Leading to Successful Introductions in Foodservice.
                                                                           NFP
              NEW PRODUCT EVALUATION
Compared to Other Similar Products
               Much
               Better
                         Somewhat
                         Better       About
         50     42
                                      the
                           30         Same

         25

   P
   E
   R
   C
   E
         0
                                       20
   N
   T
                                                                 1
                                                    7
        -25

                                                 Somewhat        Much
                                                 Worse           Worse

        -50




 NFP Quantifies and Communicates the Appeal of New Flavors
 or Varieties leading to Successful Foodservice Introductions.
                                                                  NFP
                  NEW PRODUCT EVALUATION
Feature Importance In Selecting
Suppliers For Specific Product Type
                                                        Very       Extremely                            Top2
                                                      Important    Important                           Box %

Overall Quality                                                                                         93
Taste / Flavor                                                                                         92
Product Is Consistent Every Time                                                                       92
Increases Customer Traffic/Repeat Visits                                                           86
Good Value For the Money                                                                      85
Readily Available                                                                            82
Enhances Our Operation’s Image                                                               82
Fits Into My Kitchen Operation                                                              74
Distributor Has Good Customer Service                                                     65
Is A Brand Name I Trust                                                              60
Products Developed Specifically For Foodservice                            43
Provides Consumer Marketing Support                                      38

                                                  0          25     50          75               100
                                                                  PERCENT


    NFP Quantifies Product Attribute Importance for Client
    Offerings Enhancing Products and Go-To-Market Strategies.
                                                                                           NFP
                   OPERATOR PRODUCT TEST
 Product Attributes
     TOP TWO BOX (VERY GOOD            & EXCELLENT       Positions Combined)


PRODUCT "A"                                                                PRODUCT "B"
  (n = 100)                                                                  (n = 100)


              27                        OVERALL TASTE                               62

         20                    SPICING/SEASONING OVERALL                          53

                   38                  OVERALL QUALITY                                      58
                                 PRODUCT INTEGRITY ON
              32                 THAWING & HEATING                                       53

                         65     EASE OF USE/PREPARATION                                                 71

                    42                 HOLDING QUALITY                                        51

              30               BEING A UNIQUE PRODUCT                                  42

                    45        APPEARANCE OF THE PRODUCT                                            46

               35                      PRODUCT QUALITY                                   40
 0                  50           100                                   0                      50             100



 NFP Qualifies Product Appeal and Performance of Products
 Leading to Successful Foodservice Introductions.                                      NFP
           OPERATOR PRODUCT TEST
Product Diagnostics
                                            SALTINESS




                                      FLAVOR STRENGTH



                                      AMOUNT OF ONION



                                            SPICE LEVEL


            0               25                      50                 75                100




                 Much Too    A Little Too     Just About   Not Quite        Not At All
                 Much        Much             Right        Enough           Enough




NFP Provides Product Improvement Recommendations to
R&D on New Product Prototypes and on Existing Products.
                                                                                 NFP
         FOODSERVICE TEST MARKETS
NFP Works with Appropriate Valuable Information Sources (Properly
Screened and Recruited Operators and Their Patrons) to Evaluate
Products, Promotions, or Communications in the Real World Setting.

  • Operator Evaluations
     Sales Effects, Quality, POS, Appropriateness, and Consumer Response


  • Sales Data
     Item Sales, Item Incidence, Category Sales, and Total Unit Sales


  • Consumer Evaluations
     Usage, Attitudes, Quality, Appropriateness, and Repeat Purchase



                                                            NFP
                 PURCHASER STUDIES
NFP Works with Operators to Evaluate New/Existing Products,
Introductory Programs, and Projected Success/Redevelopment
Criteria.

 • Awareness and Trial
   -Aware of Product, Source of Awareness
   -Trial, Method
   -Purchase (Reject/Adopt), Drivers , and Reasons

 • Product Success
   -Sales Effects, Quality, Appropriateness,
   -Consumer Response/Satisfaction
   -Repeat Purchase (Actual/Intent)

 • Menu Considerations
   -Usage, Regular/Special Item, Applications, and Dayparts

                                                          NFP
COMPETITIVE PRODUCTS EVALUATION
PREFERENCE VS. PRODUCT “A”
            Greatly Prefer to
            Product “A”
                             Somewhat Prefer
                              to Product“A”
      50
                 47
                                38

      25                                       No
                                               Preference
 P
 E
 R                                                 4
 C     0
 E
 N
 T                                                               3
                                                            Somewhat Prefer
                                                                                   8
      -25
                                                            Product “A”
                                                                              Greatly Prefer
                                                                              Product “A”

      -50




 NFP Quantifies, Redefines Attributes, and Recommends the
 Best Formulas for Successful New Product Launches.
                                                                                       NFP
     PATRON PRODUCT EVALUATION
Overall Opinion Of This Menu Item

   Like It Extremely                                             26

   Like It Very Much                                                  31
   Like It Moderately                                  17
   Like It Slightly                           6

   Neither Like Nor Dislike                       10
   Dislike It Slightly                        6

   Dislike It Moderately              1

   Dislike It Very Much                   3

   Dislike It Extremely           0
                              0                             25              50


NFP Evaluates Food Items with Patrons in Foodservice
Locations and Recommends Menu Improvements.                                NFP
                  TEST MARKET EVALUATION
Impression of the Quality Image of This Restaurant
                                                                     CONTROL
                                          49
                  50
                                                                     TEST UNITS


                                     25
                  25
                                               41
                                18                   24
                            7
 MUCH HIGHER
 SOMEWHAT
 HIGHER            0-

 ABOUT THE SAME
                                                                             -2
 SOMEWHAT
 LOWER                                                          -7     -9
 MUCH LOWER       -25   -                                 -18



                  -50


   NFP conducts in-unit product use tests that lead to
   major customers adopting our clients’ products.              NFP
                                        PROMOTION EVALUATION
How Would You Rate the Success of the Promotion       How Would You Say This Promotion Compared to What
In Your Operation? Would You Say It Was...            You Had Expected Prior To Participation?
(n = 100)
      Top 2 Box Percent                                            Top 2 Box Percent
                              100
                                          73                                             100
                                                                                               52

                              75
                                                     Much Better Than Expected           75         28
 Extremely Successful
                                               42
                                                     Somewhat Better Than Expected                  24
 Very Successful          P   50
                                                                                  P      50

                          E                                                       E
                                               31
                          R   25
                                                                                  R      25
 Somewhat Successful                                 About As Expected                              40
                          C                                                       C
                                               15
                          E    0                                                  E       0
 Not Very Successful                                 Somewhat Worse Than Expected N                  -4
                          N
                                                -8                                                   -4
 Not At All Successful    T   -25        -12    -4   Much Worse Than Expected     T      -25   -8
                              -50                                                        -50




How Appropriate Did the Promotion Turn Out            How Likely Would You Be To Participate In Promotions
To Be for Your Operation?                             Like This In the Future? Would You Say...
      Top 2 Box Percent        100        88                       Top 2 Box Percent           88
                                                                                         100

                                75
                                               56                                                   76
 Very Appropriate                                                                        75

                                50                   Very Likely
                          P                                                          P   50


                          E
                                25                                                   E
 Somewhat Appropriate                          32                                    R   25
                          R                          Somewhat Likely
                                    0                                                C              12
                          C
 Not Very Appropriate                          -8    Might Or Might Not              E               8
                          E                                                               0
                                               -4    Very Unlikely                   N              -4
 Not At All Appropriate   N    -25

                          T              -12                                         T   -25
                                                                                               -4
                               -50

                                                                                         -50



       NFP Assesses and Quantifies the Value and
       Appropriateness of Promotions.                                                               NFP
                                        PROMOTION EVALUATION
                                                         How Interested Do You Think Your
How Did Your Patrons React                               Patrons Would Be In Having Other                                       How Did Your Waitstaff React
To the Promotion Overall?                                Promotions Of This Type In the Future?                                 To the Promotion Overall?

                                                                                                                                                                      78
  % Total Favorable                     88                Top 2 Box Percent                                                    % Total Favorable
                  100                                                              100
                                                                                                 84
                                                  31                                                                           Highly Favorable           100

Highly Favorable       75                                Very Interested           75
                                                                                                            60                                                             34
                                                                                                                                                          75
                                                                                                                               Very Favorable
Very Favorable     P 50                                                        P   50
                                                                                                                                                      P
                   E                              44                           E                                               Somewhat Favorable     E   50               33
                   R 25                                                        R   25
                                                                                                                                                      R
                                                  13     Somewhat Interested   C                            24                 Neutral
Somewhat Favorable C                                                                                                                                  C   25               11
                   E 0                             8                           E    0                                                                 E
Neutral                                           -4
                   N                                     Not Very Interested   N                            -16                                       N                    22
Very Unfavorable   T -25                -4                                     T   -25           -16                                                  T
                                                                                                                                                           0



                                                                                                                                                          -25
                       -50                                                         -50


                                                                                                                                                          -50

Were There Any Changes In the Dollar
Sales Of the Promoted Product During
the Period Of the Promotion?         Was This Sales Change An Increase Or Decrease?

           YES                               65%
                                                                    Increase                                                 100%
                                                                                                                                                  Average Dollar Sales
           NO                     21%                                                                                                                     Increase
                                                                                                                                                                18%
Don’t Know                   14%                                   Decrease                  0
                   0         25    50        75    100                                   0       25    50         75   100




              NFP Quantifies and Communicates the
              Sales Effects of Promotions.                                                                                                 NFP
              BRAND POWER STUDIES
NFP Works with Operators and Consumers to Provide a
Framework for Developing / Enhancing Marketing Strategies
and Assessing Brand Success Over Time.

 OBJECTIVES
  • Establish a consistent approach to brand value measurement.

        Profile the value of foodservice brands among …
         Foodservice Operators
         Foodservice Consumers

 • Profile competitive brands in appropriate category groups.


                                                     NFP
              BRAND POWER STUDIES
NFP Works with Operators and Consumers to Provide a
Framework for Developing / Enhancing Marketing Strategies
and Assessing Brand Success Over Time.

METHODOLOGY
• Measurement of brand values on common set of attributes among
  operators and consumers.
       1000 Consumer Interviews (Self-Completed)
               In-Home Usage
               Brand Values
               Influence On Establishment Image
               Influence On Visit Frequency
               Willingness To Pay More (for Brand)

       300 Operator Interviews Broad Business Segment Representation
               Functionality
               Brand Strength
               Perceived Patron Strength
               Price/Value
               Value Beyond Product
                                                                NFP
                 BRAND POWER STUDIES
 BRAND VALUE - Strategic Framework
         High


                                                Foodservice
                      Differentiators            Market
                                                 Leaders
 VALUE TO
 OPERATOR


                                                  Consumer
                        Generics
                                                   Brands

          Low
                                                                  High
                Low           CONSUMER LEVERAGE
NFP Recommends Strategies to Take Advantage of Brand Strengths.   NFP
  CUSTOMER SATISFACTION TRACKING
Percent Rating xxxx 8, 9, 10, on 10 Point Scale
                                        Fall 2000                     Fall 2001                    Fall 2002

Overall Product Quality                                      85                       86                           86


Consistent Quality                                           90                           90                           90


Responsive Customer Service                       50                            55                                65


Sales Representation                                    70                           70                           65


Fair Pricing                                                 86                           85                           82


Offers Up-to-Date Varieties                  30                                 50                           56

                                    0   25   50    75    100      0   25   50   75    100      0   25   50   75    100


                                                                      PERCENT

    NFP Tracks Client’s Change in Product Offerings and Go-To-
    Market Strategies as a Measure of Management Objectives.
                                                                                               NFP
    NFP RESEARCH OMNIBUS STUDIES
NFP Provides to Clients Inexpensive Insight into Competitor’s Product
Offerings and/or Go-To-Market Strategies to Enhance Business Solutions.

 • Quarterly Self-administered Surveys
 • Large Quantitative Sampling of the NFP Panel
 • Inexpensive, Limited Depth Snapshot
 • Clear, Concise Visual Reports
 • Specific Topics with Client Specific Interest
     -   Attitude/Usage Studies
     -   Brand Equity/Power Tracking/Mapping
     -   Concept Screens
     -   Other Client Topics
 • Selected Topics with Broad Industry Interest

                                                         NFP
           BRAND EQUITY PROFILE
  Perceptual Map


       * A Trusted Manufacturer                                                       BRAND ”E"
              E

                                          Recipe/Menu Support                  5
                                              7                   F
                                                                  H
                                                                           *
                                                                           G

                     3
                                     A
                                                      J
                                                      C                   *4Innovative Products
                             BRAND "A"                                  D
                                                                               * Promotional Support
                                                              2
                    Merchandising Support                         6
                                          *                   B                 * Knowledgeable Sales Staff
                         Highest Quality Products     *
                  Excellent Customer Service              *                 BRAND "D"
                                    I
                                 Broad Product line
                                                  1       *             BRAND "C"
                                                                      * Price / Value Leader
                                             Consumer Brand Strength
                                         *
                                                                  BRAND "B"

NFP Recommends Product Offerings and/or Go-To-Market
Strategies to Take Advantage of Client’s Competitive
Strengths and Correct Important Weaknesses.                                                      NFP
       CATEGORY LEADERS’ PERFORMANCE
OVERALL PRODUCT QUALITY                                    BROAD PRODUCT LINE

     Specific Product Category   Selected Categories*            Specific Product Category            Selected Categories*
                                 Market     Leading                                                    Market         Leading
 Client’s Brand Competitors      Leader     Competitors        Client’s Brand Competitors              Leader         Competitors
10
         8.2      8.5              8.9                    10
                                                                                                         8.4
                                                                    8           7.7
                                             7.5                                                                      7.1

 5                                                        5




 0                                                        0




INNOVATIVE LEADER                                          BUSINESS BUILDING ASSISTANCE
     Specific Product Category   Selected Categories*      Specific Product Category                 Selected Categories*
                                 Market     Leading                                                   Market         Leading
 Client’s Brand Competitors      Leader     Competitors   Client’s Brand Competitors                  Leader         Competitors

10                                                        10
                                   8.6                             8.1                                   7.8
         7.6      7.3                                                           7.5
                                             6.7                                                                      6.1

 5                                                        5




 0                                                        0



                                                                        *Selected Categories are from Soup to Nuts
       NFP Demonstrates to Clients the Need to Improve
       Product Offerings and/or Go-To-Market Strategies to
       Ensure Future Foodservice Marketplace Leadership.                                       NFP
                NFP Business Solutions in Action
•   Category Usage & Attitudes Profiles Supported Clients’ Product & Promotion Efforts
•   Qualified Concept Appeal and Taste Test Performance for Several New Product Lines Leading to
    Successful Introductions in the Foodservice Market.
•   Provided Product Improvement Recommendations for R&D Work on Existing and New Products.
•   Qualified and Selected the Designs for the Introductions of New Lines of Disposable Products.
•   Compared Original Formula to Improved Prototypes to Determine Which Formula Would Yield the
    Strongest Performance in the Foodservice Market.
•   Evaluated the Installation Test Phase of a New Beverage Dispensing Equipment Line Detailing
    Significant Operational Shortcomings to Be Addressed Prior to Launch.
•   In-unit Product Tests Led to Major Chain Customers Adopting Clients’ Products.
•   Quantified Performance for Several Promotions and Recommended Major Changes.
•   Proved to Operators that Branding Client Manufacturers’ Products to Patrons Would Improve
    Quality Image and Increase Sales and Profit Margins.
•   Helped Major Suppliers Understand and Quantify the Reasons for and Potential Solutions to Recent
    Business Losses.
•   Provided the Statistical Proof to Support a Competitive Product Superiority Advertising Claim.

    NFP is Ready to Provide Business Solutions for your Sales, and Profits!
    How can NFP be of Service?
                                                                                 NFP

								
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