Beruflich Dokumente
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4th Edition
• Size: 275 ml
• Price: 15.000 VND
• Named after a famous rock
band: Red Hot Chili Peppers
• Plastic bottle makes you squeeze
it till the last drop.
• With little particles inside that
gives you the real chilly taste
than ever!
• Size: 250 ml
• Price: 12.000 vnd
• Long-established brand
• Convenient cap that ensures the
hygiene after using
• Plastic bottle makes you squeeze
sauce till the last drop.
• Usually used in fast food chains,
restaurants, café shop, etc.
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Screening Interviewing
Area
Assessment
Raw Dip with
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14
Mothers
25-35 years old
Who do we interview? Sec: ABC
Current users of Gregg’s or The Chilli Farm (50/50).
Brand decision makers of chilli sauce for family use
By what methodology?
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16
17
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Meanscore 6.60 6.97 6.46 6.84 7.76 6.42 6.36 6.68 6.50 9-Like
22 14 extremely
21 18 8
27 28 28 26 26
16 7
17 19 22
21 14 16
18 6
28
12 16 30 12 8
22
13 14 8 5-Neutral
9 10
14 10
8 10 8 8 4
24
21 10 18 16
20 30 3
24
24 6
4 10 18 8 12
4 2 2 2 4 4 2
1
3 2
2 2
3 4 6 2
4 4 4
1 2 2 2
1-Dislike
extremely
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- Would buy
- Neutral
Q62/Q80/Q98: Please tell me which of these statements best describes how you feel about buying the product. 20
TB 9 16 12 12 18 12 6 14 12
T2B 32 39 29 36 42 34 36 34 34
TB 21 27 24 22 32 22 20 22 26
T2B 61 71 64 64 78 60 58 64 68
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Q54-56/Q72-74/Q90-92: Just Right
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14 22 Somewhat will not get
well with food
13 14
10
2 2 Definitely will not get
well with food
5 - No throat
irritation
61 58 59 4
19 22 16
2
9 15 19
8 3 1 - Too much
3 5 3
throat irritation
Q59/Q60, Q77/78, Q95/Q96: In terms of MOUTHFEEL, how does it feel inside the mouth when you taste it and then
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swallow it…
Base: Chilli Respondents (n=100)
Taste
RawTaste
Raw
26
Q99: Now we would like you to compare 3 products that you have just evaluated. Which product do you prefer overall? 27
Please rank with 1 is the most preferred and 3 is the least preferred
Base: Chilli Respondents (n=100)
Total (n=100) Master foods users (n=50) Chilli Farm users (n=50)
Q139: Do you notice the little chilli particles in this Chilli Sauce?
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Base: Chilli Respondents (n=100)
Top Box 20
- Like it very much (Code 5) 18 16 Don't like it very
much (1.0)
Total (n=100) Chinsu users Cholimex
(n=50) users (n=50)
Q140: Thinking about the visuals and the taste of the product with little chilli particles, can you tell us how do you like ot 29
dislike the particles in the chilli sauce?
Base: Chilli Respondents (n=100)
50 60 70 80 90 100
I can feel that the particles are made from real chilli
Eating particles in chilli sauce is very new and unique to Master foods users
me (n=50)
Top 2 Box
The particles add some texture to the product
Q140: Now I’d like to read out some statements and I’d like you to say how strongly you agree or disagree with these statements,
using the same scale from 1 to 5, where 1 means strongly disagree and 5 means strongly agree
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Base: Chilli Respondents (n=100)
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Quantify
Quantitative Research
Market performance
Your brand is growing but you’re not gaining
share.......distribution is constrained….
498 Total Market +20%
415
Retail Measurement 346
Competitors +28%
200 240
288
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Our Brand +10%
• Concerning an organisation’s
– Customers
– Operating environment
– and the marketing mix
• To help Marketers make sound business decision 35
Sources & Needs Broad and Wide Defined and Clearly stated
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