Chapter Nine - Research Development

8/6/2019 Chapter Nine - Research Development

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C h a p t e r N i n e : R e s e a r c h D e v e l o p m e n t

K i n d o r i J a p a n e s e I c e c r e a m

CHAPTER NINE :Research Development


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Chapter Nine: Research

Development

9.1 Marketplace Research9.1.1 Outlet visits

To gather more information about the product, I visited the two concept outlets on

separate days with some friends . From the visits, I am able to obtain a lot of information

regarding the product such as the type of ice-cream that is available, the variety of flavoursthey offer, the process of making the ice-cream and also identifying the concept of the outlets,

among other things.

Figure 2.1 Modes of packaging

Figure 9.1 Outlet at Sunway Pyramid


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Figure 9.1 Outlet at Sunway Pyramid

Figure 9.2 Outlet at Berjaya Times Square

9.1.2 Outlet concept

a. Color

Both the Kindori outlets share the same outlet properties, which is of a vibrant, cafe-

style concept. Bright red exterior and interior furnishings dominate the colour palette used for

the outlets as research has proven that red is a stimulating and appealing colour when used in

cafes and restaurants. The combination of red and pink hues makes for a strong yet relaxing

ambience. A research conducted by the Seoul International Color Expo in 2004 suggested that

92.6% people take into consideration the visual factor of a place before making purchases,while the Hanley Center research further suggests that 73% of purchasing decisions are made

in-store, so the use of colours are important to first catch the customers attention and then

pull them in.


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b. Furnishing

The target audience of Kindori are basically modern-day individuals, so the interior

furnishings and environment of the outlets are decorated with a minimalist, modern-concept

that is both comfortable and exclusive. Bar-style high chairs are for those who want to enjoy a

quick treat and are on the go, while lounge-style plush armchairs and sofas are more

engineered towards families or groups of people who prefer to relax and indulge in the ice-

creams.

Figure 9.3 The lounge


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c. Concept details

The Kindori outlets have a very engaging and detailed approach towards their

decorating style, with most of the exteriors sharing the same colour palette and the use of their

signature snow-flake ice-cream patterns on almost everything is a good way of enhancing the

brands image association with the consumers.

y The general concept of the brand :

Figure 9.4 The concept elements


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y The implementation of the basic elements on the products and outlet exteriors

Figure 9.5 The logo, signature pattern and Japanese inscription elements on the packaging


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111 Figure 9.5 The logo, signature pattern and Japanese inscription elements on the packaging

Figure 9.6 The logo and signature pattern on the exteriors


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9.1.3 Product sampling

During the initial visit to the two outlets, I purchased a few of the ice-cream products

and bought two friends along to sample them for reviewing purposes. As we were waiting for

our orders, we are able to see for ourselves the process of making the ice-cream products . The

testers then reviewed the taste, pricing and packaging of the product with positive responses.

Figure 9.7(L to R) Raspberry, Kiwi, Jackfruit @Berjaya Times Square outlet

Figure 9.8(L to R) Raspberry+Strawberry, Mango, Rockmelon @ Sunway Pyramid outlet


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9.2 Marketplace ObservationThough the capacity of customers at Kindoris outlets are still comparatively low in

comparison to more popular outlets like Baskin Robbins, there is a credible number of

individuals and families who stop by the outlets and purchased the products . From my

observation, the consumers usually comes in during peak hours like lunch time and in the late

afternoon, mostly due to the hot weather outside. Below are the findings of my observation at

each outlets in two separate days over the weekend :

Berjaya Times Square Sunway

1pm 2.30pm 4pm 5.30pm 1pm 2.30pm 4pm 5.30pm

8 individuals 10 individuals 10 individuals 15 individuals

- 3 families 4 families 3 families

9.3 Online SurveyThe online survey was conducted on the 17

thof November 2010 and closed on the 23

rd

of November 2010, or a weeks duration with a total of 50 respondents. The survey aims to

calculate the level of Kindoris brand awareness, the consumers attitude and purchasing

behaviour towards Kindori products and the comparative rate of preferences between Kindori

and its competitors.

Based on the overall results, 58% of the respondents (29 people) are not aware of the

brand, which according to the survey, is largely due to lack of promotion and advertising. The

bright side is, however, the existing consumers who participated in this survey will continue to

purchase Kindori ice-creams based on their consumer experience, with a large margin of 87%.


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9.3.1 Online survey questions (posted on Facebook and personal blog)

Below are the online survey questions posted :

Part 1 : Consumer demographics

1. Gender

y Maley Female

2. Age group

y 13 - 18y 19 - 24y 25 - 30y 31 36

3. Race

y Malayy Chinesey Indiany Others, please specify : _______________

4. Educationy Secondaryy College/ Universityy Post-graduate

5. Income range (If you are working)

y RM 500 > RM1000y RM1000 > RM2000y RM2000 > RM 3000y RM 3000 >

6. Allowance range (If you are a student)

y RM 50 RM100y RM100 RM200y RM200 RM 300y RM 300 RM400y RM400 RM 500


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7. Geographical location

y Urbany Sub-urban

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Part 2 : Generalviews about ice-creamproducts

8. Are you health conscious when it comes to food?

y Yesy Noy Sometimes, when I have to.

9. How often do you consume ice-creams?

y Barelyy Dailyy Weeklyy Monthlyy Always after meals

10. Given an option, would you choose healthy ice-creams over dairy-based ice-cream?

y Yesy Noy If you answered no, why? _______________________

11.What are the factors that motivate you to purchase ice-cream?

y Tastey Variety of flavoursy Brandy Packagingy Promotions

12.Which type of ice-cream do you prefer most?y Dairy-based ice-cream (use of milk and cream as base ingredients)y Yogurt-based ice-cream (use of yogurt as base ingredients)y Blast-frozen ice-cream (use of blast-frozen fruits as base ingredients)


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13.Please rate each of these ice-cream brands below *tick once for each brand*

Love Like Neutral Dislike Never tried

Baskin Robbins

Haagen Daaz

Walls

Magnolia

Kings

New Zealand Natural

Tutti Frutti

Kindori Japanese Ice-cream

Gelato Fruity

Lecka-lecka

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Part 3 : Consumers views about Kindori Japanese Ice-cream

14. Have you heard of Kindori Japanese Ice-cream?

y Yesy No

15.If so, how did you get to know about it? (This question and the following questions beloware only for those who have heard or tried Kindori Japanese Ice-cream)

y Recommendations from friendsy Print media : Flyers, brochures, buntingsy Online media : Blogs, websitey Broadcast media : Television, radioy Environmental exhibitions : Booths, roadshows


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16. Are you aware of the health benefits of Kindori Japanese Ice-cream?

y Yesy No

17. Since when are you aware of this brand?

y Only just recentlyy A few months agoy Since it was introduced in 2007

18. How often do you purchase Kindori Japanese Ice-cream?

y Barelyy Dailyy Weeklyy Monthlyy Whenever I pass by the outlet

19.What motivates you to purchase this product? (max 3 choices)

y Tastey Pricey Variety of flavoursy Packagingy Promotiony Brand

20.What is your favourite flavour? ____________

21.What do you like about Kindori Japanese Ice-cream? _______________

22.What do you think is lacking about Kindori Japanese Ice-cream? ________________

23.What do you think can be improved about Kindori Japanese Ice-cream?

_________________

25.Please rate your overall experience of Kindori Japanese Ice-cream

26. Based on your consumer experience, would you keep on buying this product?

y Yesy No

End of survey, thank you!


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9.3.2 Survey results

y Part 1 : Consumers DemographicsQuestion 1 Gender

Question 2 Age group

44%

56%

QUESTION 1

Male Female

0%

65%

28%

7%

QUESTION 2

13 -18 19 -24 25 - 30 31 - 36


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Question 3 Race/ Ethnicity

Question 4 Education

72%

21%

7%

QUESTION 3

Malay Chinese Indian

2%

86%

12%

QUESTION

4Secondary College/ University Post-graduate


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Question 5 Occupation

Question 6 Income range (If you are working)

82%

18%

0%

QUESTION 5

Student Working Unemployed

53%

18%

7%

10%

12%

QUESTION 6RM 500 and below RM 500 - RM1000 RM1000 - RM1500

RM1500 - RM2000 RM2000 - RM2500 RM2500 - RM 3000


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Question 7 Allowance range (If you are a student)

Question 8 Geographical location

48%

17%

6%

9%

11%

9%

QUESTION 7

RM 50 and below RM 50 - RM100 RM100 - RM200

RM200 - RM 300 RM 300 - RM400 RM400 - RM 500

72%

28%

QUESTION 8

Urban Sub-urban


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y Part 2 : General views on ice-cream.

Question 9 Are you health conscious when it come to food?

The question above investigates the number of respondents who are health conscious when it

comes to food. The results show that 58% of the respondents care about what they eat only if

they have to, 30% are conscious about what they consume and another 12% are not concerned

at all.

30%

12%

58%

QUESTION 9

Yes No Sometimes, when I have to.


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Question 10 How often do you consume ice-cream?

The question above investigates the frequency of ice-cream consumption among the

respondents. The chart shows that 40% consume ice-cream weekly, 26% consume on a monthly

basis, with 32% barely eating ice-cream and another 2% taking in ice-cream daily.

80%

20%

40%

26%

QUESTION 10

Barely Daily Weekly Monthly


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Question 11 Given an option, would you choose healthy ice-cream over dairy-based ice-

cream?

The question above investigates the choices made by the respondents over choosing healthy-

ice-cream instead of dairy-based ice-cream. The results show a very positive view, with a

dominant 80% of respondents gearing to eat healthy, while the other 20% remains loyal to

dairy-based ice-cream.

80%

20%

QUESTION 11

Yes No


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Question 12 What are the factors that motivate you to purchase ice-cream?

The question above investigates the factors that influence the respondents choice in

purchasing ice-cream. The results of the pie chart reveal that 32% find taste as the most

important factor, followed by 21% who look at the pricing, 19% find a variety of flavours the

most appealing motivation, 14% are brand conscious while 9% and 5% of the respondents find

the packaging and promotion influential in their purchases.

32%

19%

21%

9%

5%

14%

QUESTION 12

Taste Variety of flavours Price Packaging Promotion Brand


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Question 13 Which type of ice-cream do you prefer most?

The question above investigates the respondents preferences in the types of ice-cream

available in the market. The result reveals that 44% are sticking to dairy-based ice-cream, 36%

prefers yogurt-based ice-cream while blast-frozen ice-creams comes in last, acquiring only 20%

of the whole percentage. The dominance of dairy-based ice-cream indicates that healthy ice-

cream have yet to make a huge impact on the purchasing patterns of the consumers.

44%

36%

20%

QUESTION 13

Dairy-based Yogurt-based Blast-frozen


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Question 14 Please rate each of these ice-cream brands

QUESTION 14

The question above investigates the rate of the respondents preferences towards various ice-

cream brands in the market. The result reveals that 60% of the respondents have yet to try

Kindori Japanese Ice-cream, which also amounts as the highest percentage in that category,

largely due to the lack of promotion that results in low brand awareness.

Based on the graph, Haagen Daaz precedes other brands as the most preferred ice-cream

confectionary, with a 40% percentage over Kindoris 20% and Baskin Robbins catching up close

behind the former with a 38% percentage. It appears that the high level of preference towards

these two major brands of ice-cream shows that dairy-based ice-cream are the dominant

shareholders in the ice-cream market, indicating that aside from taste, big-budget advertising

and promotions do leave a big impact on the consumers purchasing choices.

0 10 20 30 40 50 60 70

Magnolia

Walls

Haagen Daaz

Baskin Robbins

Kings

Kindori Japanese Ice-cream

Tutti Fruti

New Zealand Natural

Lecka lecka

Gelato Fruity

Never tried

Dislike

Neutral

Like

Love


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y Part 3 : Consumers views about Kindori Japanese Ice-cream

Question 15 Have you heard of Kindori Japanese Ice-cream?

The question above investigates the brand awareness level of Kindori Japanese Ice-cream

among the respondents. Not surprisingly, more than half of the respondents which makes up

for 58% have never heard of Kindori even though it has been almost 3 years since its been in

the market. Lack of mass media utilization is the main culprit in this matter as consumers are

prone to lean towards brands that are well-known and established as well as those with ahistory of good advertising campaigns.On the bright side though, the margin between these

two percentages are not that far apart with consumers who are aware of the brand tagging

close behind with a 42% percentage.

42%

58%

QUESTION 15

Yes No


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Question 16 If so, how did you get to know about it? (This question and the following

questions below are only for those who have heard or tried Kindori Japanese Ice-cream)

The question above investigates the methods in which the respondents got to know of Kindori.

It appears that the promotion of the brand depends heavily on recommendations from peers as

it makes up for 52% of the percentage, whereas 26% found out about the brand through the

print media, in which is also the brands main advertising strategy. Following next are sources

from the online media and environmental exhibitions, which consist of13% and 9%

respectively.

26%

0%

13%

9%

52%

QUESTION 16

Print Media BroadcastMedia

Online Media Environmental exhibitions

Recommendations from friends


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Question 17 Are you aware of the health benefits of Kindori?

The question above investigates whether the respondents are aware of the benefits of Kindori

Japanese Ice-cream.64% of the respondents are well aware of the healthy benefits of the ice-

cream where as 36% are not. This high percentage of health awareness indicates a good

leverage for the Kindori brand to be positioned as the key player in healthy ice-cream retailing.

64%

36%

QUESTION 17Yes No


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Question 18 Since when are you aware of this brand?

The question above investigates the respondents point of awareness of the brand. A large

percentage of the respondents have only heard of the brand recently, which makes up for 73%

of the pie, while 20% found about the brand a few months back . The least percentage of only

7% are those who were aware of the brands existence since its introduction in the market in

late 2007.With only minimal promotional activities being carried out, it is hard for the brand to

reach a strategic level of awareness among consumers.

73%

20%

7%

QUESTION 18Only just recently A few months ago Since its introduction in 2007


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Question 19 How often do you purchase Kindori Japanese Ice-cream?

The question above investigates the respondents purchasing pattern of Kindori Japanese Ice-

cream. From the results, it seems that the appeal of the outlets plays a big role in influencing

most of the respondents decision to purchase the products, with a 49% percentage. The lack of

motivation to buy the products may have resulted in 43% of the respondents barely purchasing

the ice-cream at all, with weekly and monthly buys standing at 4% each respectively.

43%

0%

4%4%

49%

QUESTION 19

Barely Daily Weekly Monthly Everytime I pass by the outlet


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Question 20What motivates you to buy Kindori Japanese Ice-cream?

The question above investigates the motivation that influences the respondents to purchase

Kindori Ice-cream. It appears that taste rates high in the consumers purchasing decision, which

accounts for 43%. This figure, if it were obtained from a larger-scale survey conducted on a

wider audience, could erase misconceptions about healthy ice-cream having less taste

compared to other types of ice-cream. Next in line is the promotion of the products, which

makes up for 22% of the percentage, telling us that consumers are attracted to promotions that

provides them with value for money buys such as 2+1 promotions and discounts.Meanwhile,

21% of the respondents regard price as their motivation, with 11% looking at the brand and

packaging with a mere 3% being the least factor that motivates purchasing decisions.

21%

3%

22%

11%

43%

QUESTION 20

Price Packaging Promotion Brand Taste


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Question 21 What is your favourite flavour?(Text question)

The question above investigates respondents favourite ice-cream flavour of the brand.Mango

dominates the chart with 40% in favour of the flavour. Next is Raspberry with 20%, followed by

Strawberry and Jackfruit, with a 16% and 10% percentage respectively.Other flavours share

almost equal amount of percentage. It is important to look into consumers preferences in

flavours as future promotions of a particular flavour could be targeted at those who like them.This also helps in finding which flavours are the least popular among consumers so that losses

could be avoided by minimalizing the stock of that particular fruit.

20%

3%

40%

10%

16%

1%

4%3%

1%

1%1%

QUESTION 21

Raspberry Chocolate Mango Jackfruit

Strawberry Vanilla Apple Red Bean

Original Matcha Grape


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Question 22What do you like about Kindori Japanese Ice-cream? (Text question)

The question above investigates the respondents feedback towards the product and what is

the most appealing characteristic of the product. The results reveal that 50% of the

respondents like it because its a healthy product, 23% likes the natural taste of the ice-cream,

10% finds the fresh ingredients used a bonus, while 8% likes the variety of flavours that Kindori

offers.

The brand makes up for 8%

of the percentage while2%

of the respondents seem to havezero liking towards the product. In light of health and taste being the top most reasons of what

the consumers like about Kindori, it shows that even though branding plays a role in the

establishment of a brand, values such as health benefits and good taste are also key factors

that will encourage purchases and brand loyalty.

50%

10%

8%

6%

23%

2%

QUESTION 22

Healthy Fresh ingredients Variety of flavours

Brand Naturalness of taste Nothing


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Question 23 What do you think is lacking about Kindori Japanese Ice-cream? (Text question)

The question above investigates the factors respondents think are the setbacks faced by

Kindori. As indicated through other results from other questions in this survey, lack of

promotion and small-scale advertising strategies are the leading factors that contribute to

Kindoris slow progress in the ice-cream market, with 72% of respondents voicing this.

Following next is the availability issue of the products. Kindoris ice-cream product is unsuitable

to be sold at hypermarkets and grocery stores due to its soft-serve nature.10% find that the

number of outlets are definitely not enough to cater to a growing fan base of the product, as

they have to travel to the only two outlets available to purchase them.6% find the product

lacking in taste while 2% of the respondents remain satisfied with Kindori.

72%

10%

10%

6%

2%

QUESTION 23

Promotion and advertising Availability Few outlets Taste No comments


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Question 25 Please rate your overall experience of Kindori Japanese Ice-cream

The question above investigates the respondents overall experience of consuming ice-cream

products by Kindori.On a scale of a 1 to 5 rating, the results reveal that the highest rating for

Kindori is 3, which accounts for 48% of the respondents deeming the product as satisfactory. A

considerable number of respondents rate the products as good, which is denoted by 26% while

17% rate it as excellent and 9% seems to find it unsatisfactory.

0%

9%

48%

26%

17%

QUESTION 24

1 2 3 4 5


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Question 26 Based on your consumer experience, will you keep on buying Kindori Japanese

Ice-cream?

The question above investigates the respondents brand loyalty towards the product based on

the consumer experience. Nearly all of them responded positively towards the brand with a

convincing 87% percentage, which indicates that the brand is moving towards capturing a loyal

consumer base that could grow into larger capacities if efforts on promotion and advertising

are doubled in order to remain relevant in the competitive ice-cream market.

87%

13%

QUESTION 25

Yes No


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9.3.2 Survey conclusion

Based on the results of the survey, it is clear that effective marketing strategy as well as

intensive promotioning and creative advertising are the major factors that are lacking in

Kindoris efforts to increase its brand awareness. Though the results indicate a credible amount

of positive feedbacks, there is still much to be done to maximize the products penetration in

the market as this will ultimately increase product value.On another note, health benefits and

taste are the primary concern of consumers when purchasing the product, which indicates that

Kindori has successfully envisioned its tagline of providing A Natural Fruity Indulgence to

consumers.


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9.4 InterviewDuring the initial process of calling up the company, I was referred toMr Albert Wong,

who is the OperationsManager of KindoriMalaysia. I posted the required questions to gather

as much information as possible through Facebook at Kindoris private Fanpage site. A proper

meeting was then scheduled a week later.Most of the questions I posted were answered by

the very co-operate Mr Albert during the scheduled meeting at one of Kindoris outlet located

at Berjaya Times Square.

1. Initial interview through Facebook


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2. Second interview at Kindoris Berjaya Times Square outlet

Chapter Nine - Research Development

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