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
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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.
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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
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RESEARCH CONDUCTED
• Focus Group
– Conducted to obtain reactions to product attributes
• Experiment
– Conducted to resolve final concerns with key product attributes
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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
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RESEARCH CONDUCTED
• On Campus Screener
– Used to attain target consumers
• Interview Scheduling
– On and off campus through appointments – Throughout month of March
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RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
Conducted to determine target market, product qualities and product position
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RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
– Attitudes
• Question Example
– “How strongly do you like/dislike eating on the go?”
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RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
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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
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RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
– Usage
• Question Example
– “What Influences the Respondants' Decision to Buy Cereals?”
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RESEARCH FINDINGS
ATTITUDE & USAGE STUDY
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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
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BRYANT
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
Conducted to refine product qualities gathered from Attitudes & Usage Study
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KIM
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
– Main Results
• Fresh Fruit
– Majority Liked Adding to Cereal – Popular Fruits Added: » Bananas, Strawberries, Other Berries
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KIM
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
– Main Results
• Organic Ingredients
– Majority Approved of Organic Ingredients – Would Try Even If Not Concerned With Health
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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)
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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)
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KIM
RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
– Main Results
• Packaging
– – – – –
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100% Recycled Container Favored Cardboard Container Best Suited Nutritional Info Explained On Package Individual Serving Size Transparent Package (To See Fresh Fruit)
KIM
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RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
– Main Results
• Product Names
– – – – –
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Back to Nature Under the Sun The Garden Bowl Farmer’s Bowl Fresh & Fruity Crunchies
KIM
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RESEARCH FINDINGS
IN-DEPTH INTERVIEWS
– Main Results
• Pricing
– Organic Product: Up to $5.00 per bowl – Inorganic Product: Up to $3.00 per bowl
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KIM
RESEARCH FINDINGS
FOCUS GROUPS
Conducted to obtain reactions to Final Product Attributes from In-depth Interviews
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KIM
RESEARCH FINDINGS
FOCUS GROUPS
– Main Results
• Fresh Fruit
– Group 1 » Both Bananas & Strawberries Should be Fruits Included – Group 2 » (Same)
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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)
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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)
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KIM
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RESEARCH FINDINGS
FOCUS GROUPS
– Main Results
• Texture
– Group 1 » Crunchy (Granola Bit Style) Preferred – Group 2 » Split Between Flakes and Crunchy
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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)
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KIM
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RESEARCH FINDINGS
FOCUS GROUPS
– Main Results
• Names
– Group 1 » (Created Own Preferred Name) Fresh @$$ Fruit – Group 2 » Fresh & Fruity Crunchies
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KIM
RESEARCH FINDINGS
FOCUS GROUPS
– Main Results
• Price
– Group 1 » Under $3.00 – Group 2 » (Same)
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KIM
RESEARCH FINDINGS
EXPERIMENT
Conducted to resolve final concerns with key product attributes
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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?
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Fresh as Fruit
Word association: Image association:
Similar brand cereal:
fresh fruit, healthy, natural colorful fruit, tropical fruit, strawberries Fruit loops, Healthy cereals, Special K with strawberries, Fruity Pebbles
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
Potential stores for product:
Traders Joes, Healthy stores, and grocery stores such as Vons, Ralphs, etc
really sweet, sweet, not very sweet, tangy because of strawberries, fruity
Every major supermarket or healthy stores
really sweet, sugary, fruity like fruit loops, Captain Crunch
Predicted taste of product:
Consumers who are likely to buy the product:
Likeliness of product purchase:
20-30 middle aged, and healthy people
between 3-4
parents for kids, teenagers, healthy people
most people answered 3 and below, two people answered 4-5
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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.
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CONCLUSION
• Health was not an important concern. • Price was an important factor. • College students approved of adding fresh fruit.
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