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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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