Marketing Research pt.2 - Cult Yogourt
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Transcript of Marketing Research pt.2 - Cult Yogourt
NATHANIEL BAOAKANKSA CHAUBALMICHELLE LI
ANDERS BJELLACHRISTINA CHENJANE TAN
ABOUT THE COMPANY
Founded in 2013 by two McGill graduates and couple
Eloise and Adam
Montreal-based
Food &
Flavor
Brand&
Fermentation
You deserve well cultured yogurt.“ ”
ABOUT THE COMPANY
LOCALLY PRODUCED
QUEBEC MILK
GOURMET FLAVOURS
EUROPEAN GLASS JARS
Pure NaturePlum Star AniseVanilla ChaiCaramel Sea SaltKey Lime Tart
Strawberry BergamotCafe CardamomMaple PecanApricot Lavender
DISTRIBUTION CHANNELS
Restaurant: DiabolissimoDeliveryCatering – Yogurt Bar
140 mL (4.75 oz) glass jars with foil seals: $3.25
TARGET MARKET
TARGET CHANNELS
(wholesale) (retail)
(18-34) (18-49) (health-conscious) (eco-friendly)
Organic & Greek yogurt saw growth
in past 10 years
Organic dairy market+7% per year
Fragmented market= Low barriers to entry
COMPETITORSENVIRONMENT
RESEARCH OBJECTIVES
ChannelWhere should Cult sell their yogurt?
ProductWhat type of products are consumers interested in?How can packaging be modified to appeal to more consumers?
PromotionHow to get consumers to know about Cult Yogurt?
8 female, younger demographics (18-24)
8 female, older demographic (25-34)
12 males, younger demographics (18-24)
Two in-depth interviews: • Female age 20• Female age 27
1.
2.
3.
4.
FOCUS GROUP: DETAILS
FOCUS GROUP: DETAILS
Introduction
General snacking habits
Yogurt purchasing behavior
Introduce Cult
Blind taste test: Cult vs. Liberté (plain-flavor Greek)
Cult flavor sampling (plum star-anise)
Packaging observations
Pricing feedback
Placement suggestion & intention to purchase Cult
FINDINGS: TASTE
Creamier, thicker, more consistent.
Less sour than Liberté.
Strange cheese aftertaste.
Women overall preferred Cult, while men were split.
Plain Flavor
Changed participants’ perception dramatically.
Younger demographics generally preferred flavors.
Older women were more indifferent.
Cult with Plum Star-Anise Flavor
FINDINGS: PACKAGING
Very favorable towards the glass look.BUT concerns about breakage/sealability.
Logo was universally praised.
Most groups liked the one liter jar option as it saved money.BUT concerns about expiration date.
FINDINGS: INTENTION TO PURCHASE
Channel Suggestions
High-end cafés
Niche grocery stores
Farmer’s market
Artisanal or pre-made food section of supermarkets.
Intention to purchase
A spontaneous purchase product.
Willingness to pay decrease significantly if placed in supermarket.
Very drawn to the aesthetics.
FINDINGS: PROMOTION
Brand awareness is currently very low, despite social media presence.
Very narrow distribution.
Favorable towards the eco friendly, locally produced vibe.BUT not enough to persuade purchase.
RECOMMENDATIONS: CONSUMER PREFERENCE
Offer a parfait option.
Introduction of a “green” individual serving (recycled, more lightweight, less breakable) for grocery stores.
Include the nutritional facts on the packaging.✔
✔
✔
RECOMMENDATIONS: DISTRIBUTION
✔
✔Increase distribution channels to include more retail outlets that align with Cult’s image.
High-end cafesOrganic/fair trade establishment
Consumer’s willingness to pay increase when it’s placed next to equal/higher priced items
RECOMMENDATIONS: PROMOTION
✔
✔ Continue leveraging social media.Instagram campaign once their product is out in retail.
Advertise their “Yogurt Bar” - voted “Wedding Trend of the Year”Push it for events (i.e. wedding, festivals, conferences)Free sampling at image-relevant locations
Thank you