HCM Case Study Round 3 - Noodle - FOR STUDENT

BACKGROUND:
Brand Super - non-dried noodle is launched in the market sincec 2007, leading premium segment of instant noodle
Brand Super Spa - dried noodle is launched in 2010 to build its more loyal fans with no communication support and the pe
Therefore, in Dec 2015, Brand Super Spa is relaunched with improvement in product and design with unique communicatio
PROJECT OBJECTIVE:
Review the performance of the brand after 3 months-re-launch; whether they should continue the campaign and if yes, wh
Research respondent criteria :

Female, aged 15 years and above, ABC
Do housework
Instant noodle decision maker
Use instant noodle once/week
ABBREVIATION:
Class = Household income band
Class A (15,000,000+)
Class B (7,500,000 - 14,999,999)
Class C (4,500,000 - 7,499,999)
ment of instant noodle
unication support and the performance is not up to expecatations
gn with unique communication idea "delicious-ness", "Premium-ness" & "Freshness"
e the campaign and if yes, what areas for improvement of the brand
Volume share contribution
Ho Chi
Total (W) Minh (A) Ha Noi (B)
Non-dried noodle 1.7 2.5 1
Dried Noodle 98.2 97.5 99
Frequency of eating dried noodles

TOTAL
Ho Chi Class A Class B Class C
Total (W) Minh (A) Ha Noi (B) (A) (B) (C)
Base 113 71 42 31 56 26
Everyday/Daily (7.0) 0 0 0 0 0 0
4 - 5 times a week (5.0) 0 0 0 0 0 0
2 - 3 times a week (2.5) 9 12 4 10 8 9
Once a week (1.0) 32 39 21 26 42 19
2 - 3 times a month (0.6) 30 25 37 36 20 43
Once a month (0.3) 25 22 29 24 23 29
Less than once a month (0.1) 4 2 9 4 6 0
MEAN SCORE 0.79 0.89 0.61 0.78 0.81 0.74
i.e. Mean Score = 0.79 meaning that the mean frequency of eating dried noodles is 0.79 times per week
Frequency of eating non-dried/soup noodles
TOTAL
Ho Chi Class A Class B Class C
Total (W) Minh (A) Ha Noi (B) (A) (B) (C)
Base 113 71 42 31 56 26
Everyday/Daily (7.0) 0 0 0 0 0 0
4 - 5 times a week (5.0) 2 4 0 1 4 0
2 - 3 times a week (2.5) 17 25 4 10 17 24
Once a week (1.0) 24 27 19 16 32 14
2 - 3 times a month (0.6) 38 31 50 52 31 41
Once a month (0.3) 17 12 27 22 13 21
Less than once a month (0.1) 1 2 0 0 2 0
MEAN SCORE 1.06 1.29 0.67 0.80 1.19 1.04
i.e. Mean Score = 1.06 meaning that the mean frequency of eating non-dried noodles is 1.06 times per week
Reasons for do not use dried noodle (from qualitative study)

“Waste a lot of time to cook”
“Get bored quickly when eating”
“There's no soup when eating dry noodle”
“Hard to eat”
36 &
15-29 (A) 30-35 (C) above (D)
29 29 55
0 0 0
0 0 0
15 9 5
31 19 40
15 44 29
25 28 23
13 0 2
0.87 0.75 0.76
36 &
15-29 (A) 30-35 (C) above (D)
29 29 55
0 0 0
0 5 2
15 18 18
22 11 32
46 46 30
12 20 19
4 0 0
0.92 1.12 1.10
Data from Dec'15 to Mar'16
Brand Super Spa

(was launched in Dec'15)
TOTAL HCM HN
Intention to use 6 5 7
Trialist 6 8 5
Awareness 25 26 25
Other Brands to Benchmark
Brand Brand Standard - another

Super new launch after 3 months
TOTAL TOTAL
10 5
27 8
64 24
Source of awareness
TOTAL
City Class1
Ho Chi Class A Class B
Total (W) Minh (A) Ha Noi (B) (A) (B)
Base 200 100 100 81 98
Commercials in TV 42 48 36 40 38
Online commercial (on youtube/facebook) 2 2 2 1 3
Mentioned on Personal page/Facebook of Celebrity 0 0 0 1 0
Ad on newspaper/magazine 0 0 0 0 0
Heard from friends/relatives 41 34 47 39 41
Heard from retailers 32 31 33 27 32
Product sampling at supermarket 5 6 3 5 5
Advertising at cinema 0 0 0 0 0
Billboard 2 5 0 2 3
Poster/POSM at store 3 1 6 6 2
Radio 0 0 0 0 0
Product display at store 82 81 83 89 78
Other (Specify) 0 0 0 0 0
TOTAL
Class1 Age group
Class C 36 &
(C) 15-29 (A) 30-35 (C) above (D)
21 49 35 116
64 34 44 45
0 3 0 3
0 0 0 0
0 0 0 0
47 48 39 39
49 25 49 31
0 5 6 4
0 0 0 0
0 7 2 1
0 5 5 2
0 0 0 0
79 81 83 83
0 0 0 0
Reason for aware but not try
Ho Chi
Total (W) Minh (A)
Base 100 50
FLAVOUR (NET) 19 18
Get bored quickly when eating 7 6
Hard to eat 6 6
Think that it is not as tasty as TVC 5 8
Do not suit to my appetite 3 2
Less flavor 1 0
Afraid of hot-sour flavor 1 2
HABIT (NET) 45 44
Have no habit of eating mixed noodle 23 16
Like eating noodle soup 16 20
Be used to with current brand 6 6
Because I don't want to change my current brand 1 2
PRODUCT (NET) 15 12
Mixed noodle is dry 9 0
Should not use strange product/packaging 4 8
There's no soup when eating dry noodle 3 2
Get stuck in my throat easily 1 2
DO NO KNOW MUCH ABOUT PRODUCT (NET) 19 16
Do not know much about product 10 2
Do not see product sold popularly on market 2 0
Less people use it 2 4
Because this noodle is not popular 2 4
I have no need or occasion to try 1 0
Somehow do not trust the product 1 2
Have not seen TVC yet so I don't find attraction 1 2
This is new and I have not seen people using it so I don't dare to try 1 2
PRICE (NET) 6 14
High price 6 14
Reason for 1st trial
Ho Chi
Total (W) Minh (A)
Base 100 50
DEMAND (NET) (Code 1 - 20) 7 10
I want to change my appetite 6 8
Noodle at home is out of stock so I purchase to use 1 2
RECOMMENDATION (NET) (Code 21 - 40) 44 42
Recommended by friends/relatives/neighbors 21 14
Recommended by salesclerk 14 16
Recommended by suppermarket staff 6 10
Product sampling at supermarket so I use 1 2
Recommended by many people 1 0
TVC (NET) (Code 41 - 60) 21 32
TVC on TV 18 30
Interesting TVC 3 2
HABIT (NET) (Code 61 - 80) 3 4
Use red packaging previously so I continue to buy new one to see whether it is good or not 2 4
I usually eat mixed noodle of this brand so I still use although it is new packaging 1 0
DISPLAY (NET) (Code 81 - 100) 16 16
Display at store/grocery 8 6
Eye-catching display at supermarket 5 4
Has promotion when shopping at supermarket 2 4
Product is on promotion 1 2
PRODUCT (NET) 46 38
Chewy noodle strand 3 0
Noodle strand made from fresh and natural potato 2 0
Do not get bored with noodle strand when eating 1 0
Has sauce made from tomato and minced beef 3 4
Sauce is made from tomato 1 2
New product 12 14
Eye-catching product 1 2
New spaghetti noodle 1 0
Do not cause inner heat when eating 2 2
Tasty flavor 11 8
I would like to try new flavor 5 0
Suitable to my family's appetite 1 0
Reason for re-purchase
City
Ho Chi
Total (W) Minh (A)
Base 175 87
DEMAND (NET) (Code 1 - 20) 11 10
I want to change my appetite 4 6
I want to experience new product to compare with current product 3 0
I want to use in addition too current product 2 0
Purchase to use sometime in order not to get bored when eating 2 3
TVC (NET) (Code 41 - 60) 17 17
Interesting TVC 16 13
See the girl in TVC eat appetizingly 2 3
TVC on TV 0 0
HABIT (NET) (Code 61 - 80) 2 4
My family and I are used to use this product so keep continue to use 1 1
I usually eat dried noodle 1 2
I like eating mixed noodle 0 1
PRODUCT (NET) 83 86
Noodle strand made from fresh and natural potato 21 18
Chewy noodle strand 5 2
Eye-catching noodle strand 1 0
Has sauce made from tomato and minced beef 7 14
Sauce is made from tomato 2 3
Tomato sauce has nice texture 1 0
Tomato sauce is good-looking 1 0
Has full nutrition in 1 pack 6 11
Noodle is origined from Italia 3 3
Made from natural ingredient 2 5
Safe product 2 4
New product 2 3
My family like this product 1 1
Do not cause inner heat when eating 9 14
Good for health 4 6
Not harmful to health when eating a lots 3 6
Tasty flavor 10 14
I would like to try new flavor 6 2
Suitable to my family's appetite 5 4
Delicacy of Italian style 2 4
Do not get bored when eating 2 3
Easy to eat 2 2
Spaghetti flavor of Italian style 2 3
Tomato and minced beef sauce is tasty 22 15
Tomato and minced beef sauce has right hot-sour flavor 2 0
Sauce with mined beef is tasty 2 1
TOTAL
Class A Class B Class C 36 &
Ha Noi (B) (A) (B) (C) 15-29 (A) 30-35 (C) above (D)
50 36 50 14 23 15 62
20 16 24 7 13 20 21
8 6 10 0 5 7 8
6 3 8 7 0 0 10
2 8 4 0 4 0 6
4 0 6 0 5 13 0
2 0 2 0 0 0 2
0 0 2 0 0 6 0
46 46 43 49 40 19 54
28 29 20 15 14 12 28
12 14 14 28 18 0 19
6 3 8 7 8 7 5
0 0 2 0 0 0 1
18 19 15 7 18 0 18
16 9 11 0 9 0 11
0 8 2 0 4 0 4
4 3 4 0 5 0 3
0 0 0 7 0 0 1
22 24 19 8 22 29 16
16 14 9 0 9 22 7
4 0 2 8 5 7 0
0 5 0 0 4 0 1
0 3 2 0 0 0 3
2 0 2 0 0 0 2
0 3 0 0 0 0 1
0 0 2 0 4 0 0
0 0 2 0 0 0 1
0 8 2 20 8 6 6
0 8 2 20 8 6 6
TOTAL
50 45 48 7 26 20 54
2 8 7 0 9 6 6
2 8 5 0 9 6 4
0 0 2 0 0 0 2
46 43 44 40 41 42 46
32 22 24 0 34 25 14
12 17 13 10 6 17 17
0 0 7 30 0 0 11
0 3 0 0 0 0 2
2 2 0 0 0 0 1
4 18 19 45 19 19 22
0 14 17 45 19 12 20
4 4 2 0 0 6 3
2 2 2 15 0 4 4
0 0 2 15 0 0 4
2 2 0 0 0 4 0
16 12 17 30 22 19 12
10 7 10 0 3 12 8
6 3 7 0 14 6 0
0 0 0 30 0 0 4
0 3 0 0 5 0 0
58 36 53 55 28 56 51
8 4 2 10 0 13 1
4 4 0 0 0 4 1
2 2 0 0 0 4 0
2 3 4 0 3 0 4
0 0 2 0 5 0 0
10 8 14 30 14 17 10
0 0 2 0 0 0 2
2 2 0 0 0 4 0
2 2 2 0 0 4 2
16 4 18 10 6 13 13
12 8 3 0 3 4 6
2 0 2 0 3 0 0
TOTAL
City Class1 Age group
88 72 86 17 44 33 98
11 9 9 24 12 15 9
1 4 5 0 2 0 5
6 3 0 17 8 5 0
4 3 2 0 0 5 2
0 0 2 7 0 5 1
18 14 18 24 15 19 18
18 10 18 24 12 19 16
0 4 0 0 3 0 1
0 0 0 0 0 0 0
1 2 4 0 1 1 3
1 1 2 0 0 1 2
0 0 2 0 0 0 1
0 1 0 0 1 0 0
81 85 83 76 77 80 87
25 23 19 27 20 3 28
7 8 2 2 0 7 6
2 0 0 9 0 0 2
0 3 9 10 8 9 6
0 0 3 0 1 0 2
2 3 0 0 4 0 0
2 3 0 0 4 0 0
0 3 6 10 4 7 6
2 5 2 0 0 0 5
0 0 4 3 7 0 1
0 2 2 0 0 2 3
0 2 2 0 0 5 1
1 2 0 0 0 2 1
4 9 11 3 8 7 10
2 4 5 0 4 5 4
0 4 1 3 3 0 3
5 5 13 12 4 15 10
9 4 8 0 5 12 4
5 5 4 3 2 6 5
0 1 3 0 0 0 4
1 2 2 3 4 0 2
1 1 3 0 2 3 1
0 2 2 0 3 0 1
29 23 19 32 21 14 26
3 3 0 2 1 1 2
2 3 1 0 4 1 1
Numeric Distribution of Brand Super Spa HCM+HN
Traditional trade
Dec'15 1
Jan'16 11
Feb'16 14
Mar'16 18
Stock share (%) HCM+HN

Dec’15
Brand Super Spa 0.1
Brand Standard 0.6
Promotion awareness
Total (W)
Base 200
Buy 10 packages of Super Spa, get a porcelain plate 6
Buy full box of Super Spa, get 50,000 VND discount and a lucky ticket 1
Buy 5 packages of Super Spa, get a bottle ofchilli sauce 7
Don't know 86
Where to buy dried noodle
Total (W)
Base 227
Supermarket 83
Grocery store 83
Convenient store 12
Wet market 16
Vendor/street eatery 0
Where to buy non-dried noodle
Total (W)
Base 227
Supermarket 79
Grocery store 85
Convenient store 12
Wet market 19
Vendor/street eatery 0
Modern trade
20
46
60
72
Jan’16 Feb’16 Mar’16

0.9 0.9 1.2
0.4 0.3 0.3
TOTAL
Ho Chi Minh (A) Ha Noi (B) (A) (B) (C) 15-29 (A) 30-35 (C) above (D)
100 100 81 98 21 49 35 116
6 6 7 5 12 6 17 4
1 2 0 2 0 0 0 2
6 8 8 7 7 14 9 4
88 84 86 87 82 82 74 91
TOTAL
130 97 79 111 37 57 49 121
81 87 83 81 89 84 85 82
79 89 76 85 85 86 78 83
16 5 1 12 21 23 5 9
18 12 14 21 7 15 25 12
0 0 0 0 0 0 0 0
TOTAL
130 97 79 111 37 57 49 121
82 72 78 77 82 80 75 79
81 92 86 84 85 85 86 85
16 5 2 12 21 23 5 9
20 18 15 26 10 19 35 12
0 0 0 0 0 0 0 0
Product safisfaction after trial
Total (W)
Base 100
Extremely dissatisfy (1.0) 0
Slightly dissatisfy (2.0) 0
Neither dissatisfy nor satisfy (3.0) 2
Slightly satisfy (4.0) 19
Extremely satisfy (5.0) 78
COUNT 100
Top Box (Score at 5.0) 78

Top 2 Boxes (Score above 4.0) 98
Bottom 2 Boxes (Score below 2.0) 0
MEAN SCORE 4.76
i.e. Mean Score = 4.76 meaning that after trying product, people gave a mean score of statisfaction at 4.76/5.0
Similarity between Super & Super Spa
Total (W)
Base 69
NOODLE STRAND (NET) 69
The same chewiness 41
Both made from fresh potato 31
The same attractiveness for both 8
The same crunchiness for both 5
SAUCE (NET) 48
Has tomato and minced beef sauce 14
Tasty sauce 9
Sauce has right sour-sweet flavor 7
Sauce has right hot-sour flavor 6
Rich flavor of sauce 5
Has red sauce 4
Sauce has right sour flavor 2
Has beef flavor sauce 2
TASTY (NET) 6
Right taste 6
GENERAL (NET) 27
Both are mixed/dried noodle 9
The same saltiness 4
The same sourness 4
The same fatness 4
The same sweetiness 3
Has the same flavor 2
Rich flavor 2
Do not get bored when eating 2
0
Difference between Super & Super Spa
Total (W)
Base 69
SAUCE (NET) 13
Sauce (green packaging) is more delicious 5
Green packaging sauce has right taste 4
Green packaging noodle has nicer aroma of beef 4
Color of sauce packet in green packaging is redder than the red one 2
GENERAL FLAVOR (NET) 6
Hot-sour flavor 2
Green packaging product has richer flavor 2
Green packaging flavor is more attractive 1
Green packaging product has nicer flavor 1
NOODLE STRAND (NET) 6
Product in green package has chewier noodle strand 5
Green package has crunchier noodle strand 2
Noodle strand in green packaging is more delicious 1
PACKAGING (NET) 25
Different packaging color 18
Different designs on packaging 5
DK/NA 53
Product evaluation Among those have tried Super Spa
The chewiness of
noodle strand
Base 100
Too little in my view (1.0) 0
Slightly little in my view (2.0) 0
Right amount in my view (3.0) 100
Slighly much in my view (4.0) 0
Too much in my view (5.0) 0
TOTAL
Class A Class B Class C
Ho Chi Minh (A) Ha Noi (B) (A) (B) (C) 15-29 (A) 30-35 (C) 36 & above (D)
50 50 45 48 7 26 20 54
0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0
4 0 0 5 0 5 6 0
20 18 23 17 15 28 10 18
76 82 77 78 85 67 83 82
100 100 100 100 100 100 100 100
76 82 77 78 85 67 83 82
96 100 100 95 100 95 94 100
0 0 0 0 0 0 0 0
4.72 4.82 4.77 4.73 4.85 4.63 4.77 4.82
TOTAL
32 37 32 34 3 16 15 38
56 86 64 78 37 56 69 75
37 46 39 47 0 28 25 53
19 46 25 35 37 28 44 26
3 14 5 11 0 0 11 9
0 11 8 2 0 5 6 4
59 32 44 48 75 44 42 52
22 3 16 9 37 15 14 13
6 14 10 9 0 0 6 15
12 0 8 7 0 8 0 9
3 11 9 5 0 5 0 9
9 0 4 7 0 0 8 6
6 0 0 4 37 0 0 6
0 5 5 0 0 5 0 2
3 0 0 0 37 0 0 3
9 3 3 11 0 0 0 12
9 3 3 11 0 0 0 12
31 22 30 25 25 33 25 25
12 5 18 0 25 15 11 6
3 5 3 6 0 5 0 5
3 5 3 6 0 5 6 3
6 0 0 7 0 0 0 6
3 3 0 6 0 5 0 3
3 0 0 4 0 8 0 0
3 0 0 4 0 0 0 3
3 0 0 4 0 0 0 3
0 0 0 0 0 0 0 0
TOTAL
32 37 32 34 3 16 15 38
12 14 10 14 25 5 19 14
0 11 3 5 25 5 6 4
6 0 4 4 0 0 8 3
6 0 4 4 0 0 8 3
3 0 0 4 0 0 0 3
3 11 8 6 0 10 14 2
0 5 5 0 0 0 6 2
3 0 0 4 0 0 8 0
0 3 3 0 0 5 0 0
0 3 0 2 0 5 0 0
3 11 5 8 0 0 6 9
0 11 5 5 0 0 6 6
3 0 0 4 0 0 0 3
0 3 3 0 0 0 6 0
25 24 32 20 0 46 14 20
22 14 27 12 0 41 14 11
3 8 3 8 0 5 0 7
56 49 47 56 75 49 47 57
e have tried Super Spa

The
The The The The
distensibil
The crunchiness The smoothness of saltiness sweetness sourness spiciness The fatness of
ity of
of noodle strand noodle strand of of of of plate/bowl
noodle
plate/bowl plate/bowl plate/bowl plate/bowl
strand
100 100 100 100 100 100 100 100

0 0 0 0 0 0 0 0
0 0 0 0 0 1 1 2
100 97 97 98 94 96 97 96
0 3 3 2 6 3 2 1
0 0 0 0 0 0 0 1
Brand imagery - Super Spa
TOTAL
Base 200 100 100 81 98
Premium brand 54 56 53 54 51
The brand I trust 46 55 36 47 47
The brand for me 41 41 41 48 36
The brand for my family 40 41 38 47 34
Come in the flavor I like 35 39 31 36 38
Have sour and spicy flavor being suitable to my taste 35 42 28 38 34
Come in flavors my family like 33 36 30 38 30
Have many flavors to choose 26 33 20 29 23
Chewy noodle strand 46 48 44 50 41
Do not get bored when eating 38 46 30 44 35
Delicious sauce/flavoring powder packet 43 49 38 44 43
Have noodle strand made from potato 56 64 47 57 53
Safe for health 55 58 51 57 51
Do not cause inner heat 45 61 30 50 42
Products contain nutrient 50 54 46 52 46
Brand has interesting advertising 50 58 41 47 48
Brand has attractive promotion 19 24 15 23 17
Good value for money 42 48 36 43 42
Loved brand by children 31 36 26 37 26
None of above 36 28 45 35 41
TVC Overall liking

Base: All Respondents
TOTAL
Base 349 174 175 118 173
Dislike a lot (1.0) 0 0 0 0 0
Slightly dislike (2.0) 0 0 0 0 0
Neither like or dislike (3.0) 8 4 12 8 8
Slightly like (4.0) 61 65 56 66 55
Like a lot (5.0) 31 31 32 26 37
Top Box (Score at 5.0) 31 31 32 26 37

Top 2 Boxes (Score above 4.0) 92 96 88 92 92
Bottom 2 Boxes (Score below 2.0) 0 0 0 0 0
MEAN SCORE 4.23 4.27 4.20 4.18 4.28
i.e. Mean Score = 4.23 meaning that after seeing the TVC, people gave a mean score of liking at 4.23/5.0
TVC Credibility
TOTAL
Base 349 174 175 118 173
Completely unbelievable (1.0) 0 0 0 0 0
Somehow unbelievable (2.0) 0 0 0 0 0
Neutral (3.0) 8 8 7 7 9
Somehow believable (4.0) 71 69 73 75 66
Completely believable (5.0) 21 22 20 17 25
Top Box (Score at 5.0) 21 22 20 17 25

MEAN SCORE 4.14 4.14 4.14 4.10 4.15
i.e. Mean Score = 4.23 meaning that after seeing the TVC, people gave a mean score of credibility at 4.23/5.0
TVC Uniqueness
TOTAL
Base 349 174 175 118 173
Not at all unique (1.0) 0 0 0 0 0
Slightly not unique (2.0) 0 0 0 0 0
Somewhat unique (3.0) 8 6 9 10 7
Very unique (4.0) 67 63 70 58 67
Extremely unique (5.0) 26 31 22 32 25
Top Box (Score at 5.0) 26 31 22 32 25

MEAN SCORE 4.18 4.24 4.13 4.22 4.18
i.e. Mean Score = 4.18 meaning that after seeing the TVC, people gave a mean score of uniqueness at 4.18/5.0
TVC Relevancy
Base: All Respondents
TOTAL
Base 349 174 175 118 173
Completely irrelevant (1.0) 1 0 1 0 0
Somewhat irrelevant (2.0) 2 0 3 2 2
Neutral (3.0) 26 28 24 22 27
Somewhat relevant (4.0) 54 55 53 55 52
Completely relevant (5.0) 18 17 19 22 19
Top Box (Score at 5.0) 18 17 19 22 19
MEAN SCORE 3.87 3.90 3.85 3.96 3.87
i.e. Mean Score = 3.87 meaning that after seeing the TVC, people gave a mean score of relavancy at 3.87/5.0
Purchase intention after watching TVC

TOTAL
Base 349 174 175 118 173
Definitely would not buy (1.0) 0 0 0 0 0
Probably would not buy (2.0) 4 4 3 5 4
Might or might not buy (3.0) 10 12 8 12 10
Probably would buy (4.0) 58 52 64 61 55
Definitely would buy (5.0) 28 32 25 22 32
Top Box (Score at 5.0) 28 32 25 22 32

MEAN SCORE 4.11 4.11 4.12 4.00 4.14
i.e. Mean Score = 4.11 meaning that after seeing the TVC, people gave a mean score of intention to buy at 4.11/5.0
TVC Visibility
TOTAL
Base 349 174 175 118 173
I have definitely not seen this (1.0) 20 20 21 25 23
I might not have seen this (2.0) 28 25 30 31 22
Not sure (3.0) 19 16 23 13 21
I might have seen this (4.0) 26 30 22 20 27
I have definitely seen this (5.0) 7 9 5 11 6
Top Box (Score at 5.0) 7 9 5 11 6

Message recall
TOTAL
Base 349 174 175 118 173
Delicious potato noodle strand 68 56 78 64 68
Fresh spaghetti sauce flavor with tomato and minced beef 64 75 54 65 61
Delicacy in Italian style 77 79 75 71 77
Freshness in Italian style 59 56 62 48 63
Noodle strand made from potato 63 68 57 60 60
Fresh potato noodle strand 33 33 33 28 33
Fresh delicacy can't be refused 23 23 24 18 24
Reasons for purchase intention after watching TVC

TOTAL
Base 349 174 175 118 173
DEMAND (NET) (Code 21 - 40) 29 25 33 28 25
Want to try mixed noodle flavor 22 15 28 22 16
I want to try to change my family's appetite, including me 3 4 2 2 2
I purchase to eat sometimes in order to not get bored 2 4 0 2 1
Want to try to make comparison with current product 1 0 2 0 2
Because I'm used to use this product 1 2 0 0 2
TVC (NET) (Code 41 - 100) 6 6 6 3 7
The noodle is attractive when I watch TVC 4 3 4 2 4
I see the girl eating so I 1 0 2 0 1
PRODUCT (NET) (Code 101 - 500) 57 61 54 58 60
I see that product is tasty and attractive 6 8 5 8 8
Made from natural ingredient 4 6 2 2 5
This noodle has enough nutrition, such as tomato, minced 3 6 0 3 4
My family and I like eating this brand 3 3 3 2 3
I watch TVC and see noodle strand made from fresh potat 24 23 25 24 23
Delicious noodle strand 10 2 17 10 8
Chewy noodle strand 4 3 5 3 3
Fresh noodle strand 2 1 2 2 1
Delicious and attractive tomato and miced beef sauce 12 13 11 14 12
Sauce is from tomato and minced beef 3 2 3 6 2
TVC show that mixed noodle product has attractive and f 2 0 3 3 0
Has tomato and minced beef sauce that is suitable to my f 2 0 3 3 1
Sauce seems to have rich flavor 1 2 1 1 1
TOTAL
Class C Class AB Class C 36 &
(C) (A) (C) 15-29 (A) 30-35 (C) above (D)
21 179 21 49 35 116
69 52 69 57 70 49
37 47 37 49 58 41
41 41 41 40 49 39
41 39 41 36 50 38
20 37 20 37 41 33
32 36 32 36 37 34
32 33 32 34 44 30
32 26 32 24 24 28
52 45 52 52 53 41
28 39 28 31 58 35
43 43 43 47 36 44
62 55 62 53 65 54
63 53 63 54 65 52
42 46 42 44 46 45
59 49 59 55 46 49
64 47 64 49 53 49
14 20 14 20 22 18
43 42 43 51 51 36
33 31 33 21 37 34
23 38 23 32 29 40
TOTAL
(C) (A) (C) 15-29 (A) 30-35 (C) above (D)
58 291 58 83 71 195
0 0 0 0 0 0
0 0 0 0 0 0
7 8 7 6 4 10
67 59 67 59 57 63
26 33 26 35 40 27
NORM - Market Average to benchmark
26 33 26 35 40 27 15
93 92 93 94 96 90 70
0 0 0 0 0 0 4
4.19 4.25 4.19 4.29 4.36 4.16
TOTAL
(C) (A) (C) 15-29 (A) 30-35 (C) above (D)
58 291 58 83 71 195
0 0 0 0 0 0
0 0 0 0 0 0
4 9 4 6 4 10
77 70 77 67 76 71
19 22 19 27 20 19
19 22 19 27 20 19
96 91 96 94 96 90
0 0 0 0 0 0
4.15 4.13 4.15 4.21 4.17 4.10
TOTAL
(C) (A) (C) 15-29 (A) 30-35 (C) above (D)
58 291 58 83 71 195
0 0 0 0 0 0
0 0 0 0 0 0
5 8 5 5 4 10
76 64 76 68 71 64
19 28 19 27 25 26
19 28 19 27 25 26
95 92 95 95 96 90
0 0 0 0 0 0
4.14 4.20 4.14 4.21 4.21 4.16
TOTAL
(C) (A) (C) 15-29 (A) 30-35 (C) above (D)
58 291 58 83 71 195
2 0 2 0 0 1
0 2 0 0 0 3
27 25 27 31 15 28
59 53 59 47 65 53
11 20 11 23 20 15
11 20 11 23 20 15
70 73 70 69 85 68
2 2 2 0 0 4
3.77 3.90 3.77 3.92 4.05 3.78
TOTAL
(C) (A) (C) 15-29 (A) 30-35 (C) above (D)
58 291 58 83 71 195
0 0 0 0 0 0
1 4 1 7 1 3
7 11 7 10 7 11
63 57 63 48 52 65
30 28 30 35 40 21
30 28 30 35 40 21
92 85 92 83 92 86
1 4 1 7 1 3
4.21 4.09 4.21 4.10 4.32 4.04
TOTAL
(C) (A) (C) 15-29 (A) 30-35 (C) above (D)
58 291 58 83 71 195
7 24 7 23 19 19
36 25 36 22 19 34
24 18 24 27 30 12
31 25 31 19 28 28
3 8 3 9 5 7
NORM - Market Average to benchmark
3 8 3 9 5 7 28
33 33 33 28 32 35 78
42 49 42 45 38 53 4
TOTAL
(C) (A) (C) 15-29 (A) 30-35 (C) above (D)
58 291 58 83 71 195
72 66 72 69 61 70
69 63 69 72 48 67
84 75 84 78 83 74
66 57 66 65 68 54
73 60 73 73 57 61
40 31 40 40 19 35
28 22 28 23 12 28
TOTAL
(C) (A) (C) 15-29 (A) 30-35 (C) above (D)
58 291 58 83 71 195
41 26 41 24 33 30
33 19 33 17 25 22
7 2 7 5 1 3
3 1 3 0 2 2
1 1 1 1 0 2
0 1 0 1 1 1
8 5 8 9 6 4
5 3 5 6 4 2
2 1 2 0 2 1
48 60 48 62 55 56
1 8 1 9 7 5
3 4 3 7 2 3
0 4 0 3 7 1
3 3 3 2 6 2
26 23 26 23 20 26
15 9 15 8 8 12
7 3 7 5 4 4
2 1 2 2 0 2
11 12 11 11 12 12
1 3 1 3 3 3
4 1 4 0 3 2
0 2 0 4 0 1
2 1 2 2 1 1

HCM Case Study Round 3 - Noodle - FOR STUDENT

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HCM Case Study Round 3 - Noodle - FOR STUDENT

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BACKGROUND:

Research respondent criteria :

Frequency of eating dried noodles

Frequency of eating non-dried/soup noodles

Reasons for do not use dried noodle (from qualitative study)

Brand Super Spa

Brand Brand Standard - another

Reason for 1st trial

Reason for re-purchase

Stock share (%) HCM+HN

Where to buy dried noodle

Where to buy non-dried noodle

Jan’16 Feb’16 Mar’16

Top Box (Score at 5.0) 78

Similarity between Super & Super Spa

Difference between Super & Super Spa

Product evaluation Among those have tried Super Spa

e have tried Super Spa

100 100 100 100 100 100 100 100

TVC Overall liking

Top Box (Score at 5.0) 31 31 32 26 37

Top Box (Score at 5.0) 21 22 20 17 25

Top Box (Score at 5.0) 26 31 22 32 25

Purchase intention after watching TVC

Top Box (Score at 5.0) 28 32 25 22 32

Top Box (Score at 5.0) 7 9 5 11 6

Reasons for purchase intention after watching TVC

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