BBQ Product Ver 1.0

7/31/2019 BBQ Product Ver 1.0

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BBQ Product Crosses Over the Lines

of Varied Tastes

Presented by,Amin M.

Rakesh B.Shreyank V.

Shivanand S.


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About Richs

Established in the year 1945 by Robert E. Rich.

Located in Buffalo, New York.

One of the largest bakery chains in the world.

Pioneers in introducing the frozen bakeryfood.


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Facts from the Case

BBQ was a regional delicacy.

Ruby, the waitress of Port- O- Rama with hersoutheast accent had more rapport with the

customers.

Vivid persona of Ruby appealing to thepeople.

Further expansion of the barbecue market inthe southeast.


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Key Issues

Very narrow market.

Regional Taste: Necessity to meet the variedtastes of people of various regions.

Frozen Vs Natural: Lack of knowledge aboutconsumer requirement.

Competitors: Five leading brands

Character Spokesperson: Ruby


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RubyIs she the right one?

Renowned personality.

Regional accent.

Public interpretation.

Knowledge about the product.

Marketing mantra- Its my product.


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Problem Statement

Launching a

frozen BBQ

product in theSoutheast where

barbeque is a

delicacy.


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5) Need for Market Research

Rich is considering to launch a new productfrozen BBQ.

The product will require a 10% market share

to break even.

Understand effectiveness of marketingcampaign.


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Product requirement and popularity

Report on the no. of consumers who prefer.Richs Southern Barbecue.

Feedback from the consumers.

Quality.

Taste.


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Richs or the OTHERS

Rating the product in comparison with otherleading brands.

F 5 5 important factors for rating the

product. Quality

Taste

Price Service

Availability


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Research Objective

To evaluate if Ruby is the best way to marketthe product.

Combination of Flavors to be used to appealall tastes in the south easts target customers

(18 to 50 years).


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Need for data collection

Four classes of Data required

Purchase intentionmeasures

o Purchase intentiono Purchase frequency

Overall productdiagnostics

o Reasons underlying the purchaseintention

o Uniqueness, differentiation

Attribute diagnosticso Data regarding specific Attributes to focus

product development

Respondent profilingvariables

o Demographic information


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Identify Data Sources

Primary Source: Supermarket Frozen foodsection. Aged between 18 to 50 years

Units of Samples: 1000 (100 samples from 10 Counties).

Secondary Source:

Research done by competitors. Sales after product launch

Sales of different flavors


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Research Design & Data Collection

Method

Project was Conclusive experimentalresearch.

Data Collection Method:

For Primary Data: Developed by outside agency

Descriptive research

Collection through mall-intercept

Prescreen for fast-food restaurant chicken eaters.

Neutral or positive respondents were invited to return to try theproduct.


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Research Design & Data Collection

Method

Different Positioning are as follows:

1. Choice white meat/chicken breast.

2. Backyard BBQ Taste.

3. Marinated Special Blend/Home-style Taste

Taste Tests:

Spicy, Tangy Italian, Wood, Smoked, Charcoal,Grilled were the various flavors combinations usedin samples for Taste Test.


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Research Instrument

Designed a well-structured questionnaire tocollect the necessary data about the conceptand the respondents.

Pre-recruit screener questions

Concept evaluation questions

Taste Test

Classification questions


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Research Instrument

Well-structured questionnaire to collect thenecessary data is attached.


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Identifying the Sample

People who had eaten BBQ at least once in thepast three months.

Both Male and Female

Aged between 18 to 50 years

Units of Samples: 1000 (100 samples from 10Counties).


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Data Collected

Description Results

Interviews 1000 (100 per county)

Consumers Pre-recruited at Super Market

Geographic locations 10

Taste tests 100

Gender % 55% Females & 45% Males

Ages 50% Aged between 18 to 3450% Aged between 35 to 50


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Analyze and Interpret the Data

Tangy Italian generated highest level ofpositive response amongst Sample audience.

Consumers rated the product very favorably in

the Taste Test Study.

Interest product trial was driven by:

Positive predisposition toward the chicken sandwich

How appetizing the product looked. Healthfulness---broiled rather than fried---appeared

to be a secondary driver.


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Present Research Findings

Richs Consumer Research Group recommended theTangy Italian" positioning.

Purchase intent was highest among: among women (the intended target market)

the 35--54 age group.

Additional studies were needed to determine Best name

Best price.

Note: Need to include Ruby and our products preference overcompetitors


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BBQ Product Ver 1.0

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