marketing homework
200MKT Moderator’s discussion guide/topics list
Introduction
We are gathered here today to discuss snacks and particularly chocolate. We are looking for your experience of eating these products and would be grateful if you would taste them for us during the discussion. We will also to get you to write a few things down as well.
(Ask for names and where they are from)
What chocolates do you eat?
What brands have you eaten in the last 2 weeks?
When did you eat these brands?
Can you describe the last chocolate you ate?
What are the main reasons that you buy your favourite brand?
Any particular attributes you look for?
(PROMPT IF NEEDED – attributes e.g. sugar, size, low calories)
Have you ever eaten rice cakes?
What do you think we mean by a rice cake?
Describe its appearance attributes (get participants to write down & draw the product)
What do you think of the idea of a milk chocolate rice cake?
https://www.youtube.com/watch?v=vGGSXSMvbzY (1:19)
https://www.youtube.com/watch?v=tySlZ0y4Hvg (1:30)
BLIND TASTE
Have you eaten something like this before, if so when?
What are your views on the chocolate/rice combination?
How does it differ from the normal chocolate you eat?
What do you think of the shape?
Does it appear healthy?
When would you eat this?
Would you buy singularly? In multi-packs?
SHOW PACKAGING
Have you heard of the brand before?
What are your views on: Gluten-free; Wheat-free; Genetically Modified-free (see label) (1)
Does it appear healthy?
How much would you expect the pack to cost? (2)
(For info, RSP £1.40 in Tesco)
Who do they see as the target market?
Any difference by gender? (3)
SHOW WEBSITE OF COMPANY
http://www.natures-store.co.uk/
Their perceptions of the company?
-ask to write/draw on a piece of paper, max 10 words
FINISH
Close/summarise/thank
References
Mintel (2014) Cakes and cake bars mentions the opportunities for low fat, wheat free, gluten free products
Daneshku, S. (2015) Healthy organic food sales buck industry trend. Financial Times, 24 February. Waitrose’s biggest sales are in organic chocolates and snacks
http://www.ft.com/cms/s/0/c9cd66a2-bb9f-11e4-aa71-00144feab7de.html#axzz3yd5tCABh
Mintel (2015) The ethical food consumer, June notes concern over the cost of organic food and consumers becoming sceptical about low-fat claims
Mintel (2015) Biscuits, cookies and crackers, April report observes how rice cakes are more popular among women, 37% had eaten BCC in the past month, compared with 29% males.
Note the synthesis above
This is drawing together different sources of information and comparing and contrasting them.
In seminar 2 we touched on this when we mentioned the view that packaging influences people’s taste. If we did a Google scholar search we would probably be able to find a number of academic papers that support the Bititsios, (2012) findings on orange juice containers. We might also find some that disagree.
In the above discussion guide we attempt to do this above by using Mintel reports, the FT website and our own research. If you do this in academic work you get HIGH marks, because it is a skill, in that you show you can find information, understand it and compare it with other sources.
Questions
As a class look at the Sherriffs Foods Ltd website, they are the parent company (http://www.sherriffsfoods.co.uk/). Also take a look at Nature’s Store (http://natures-store.co.uk/index.html).What is their brand strategy regarding rice cakes?
Are there any problems regarding “brand building” of the nature’s store name?
What is the purpose of a research brief?
Why are we using focus groups here?
Let us use this research as an example to design a poster, see template on the Moodle page
