toaster pastry ppt
DESCRIPTION
Consumer Behaviour ProjectTRANSCRIPT
Toaster Pastries
Aiyer Ravi Kumar
Prem Anand
Rajiv Vijayan
Saravanan Packiam
Alan D’ Souza
The Man, The Plot, The Product
To launch a Jelly or Fruit filled Pastry to his company’s line of packages cookies and bakery items.
Gunther Schmidt
German Eating Habits
Frühstück (Breakfast) Mittagessen (Lunch)
Kaffee und Kuchen (Coffee and Cake)
Abendbrot (Dinner)
Norms and Habitual Behaviours
Pastries were taken as a snack along with coffee.
It was common to go shopping everyday for that day’s provision.
German households are predominantly all equipped with toasters
Demographic Characteristics
Population
Young adults who are not averse to prepackaged, time-saving food items.
Target Segment
70 million living in the Federal Republic of
Germany
Competitors for pastries
Apple Pie
Ice Cream
Apple Strudel
SWOT Analysis
Strengths:
Distribution Network High Brand
Awareness Reputation for quality
Weakness: Inadequate market
perception
Threats: German law covering
promotion is stringent Comparative
advertising is illegal. A significant problem of
association with similar desserts has to be overcome.
SWOT Analysis (Cont’d)
Opportunities Prepackaged dinners and desserts are gaining market
share in terms of total food sales. Their exists no prepackaged dessert item which could
be used for breakfast. Innovation for the German palate – Pastries with
Frosting and Jelly-filling Trend toward health-consciousness (pastries
containing fresh fruits) Whole meal grain gaining popularity (dietic pasteries) German household has atleast one television and one
radio (advertising)
Factors affecting the success of the product Brand Name Consumer Loyalty is vital in order to gain market
share Products advertising support efforts
To overcome the perception that only bread can be placed in toaster
To show the ease with which toaster pastry can be prepared
Market penetration through television, newspapers and homemaking magazines
In-store promotions (to increase product awareness)
Sampling Survey
Western part of Germany Sample of 20 people Age group between 12 – 52 Factors Considered
Taste (Positive -12, Neutral – 4, Negative – 4)
Package (Package graphics were distracting)
Price (less than $3 US per box was acceptable)
Marketing Strategy
Disruptive Strategy will be used (as the product is not in evoked set and it is a nominal decision making product)
Classical Conditioning will be used initially to launch the product
Vicarious Model will be used later to promote the product.
Marketing Measures
Arrange High-Profile Launch Events Let Customers Know About the Product Make Use of Advertising Use Sales Promotions Use Direct Marketing Communicate at the Point of Sale Make Use of the Press Use Web Site to Highlight the Product
Customer Survey Questionnaire
How long have you been purchasing our products? Ist Timer 2 months to less than 6 months 6 months to less than 1 years 2 years to less than 3 years 3 years or more
How often do you have a snack break in a day?
Customer Survey Questionnaire
How would you rate the taste of our Toaster PastryPop Torte?
Excellent Good Satisfactory Don’t like nor dislike Yuck Other
Customer Survey Questionnaire
How do you rate Pop Torte on the following attributes?
Customer Survey Questionnaire
How likely would you choose to enjoy Pop Torte over conventional pre-packaged dessert for breakfast?
Unlikely Somewhat likely Neutral Likely Highly Likely
Customer Survey Questionnaire
Would you consider Pop Torte a healthy alternative to conventional gelatin/cream filled pastry? Very likely Somewhat likely Neutral Somewhat unlikely Very unlikely
Customer Survey Questionnaire
How do we rate in comparison to other companies that offer the similar products?
Much higher Somewhat higher Same Somewhat lower Much lower Don’t know
Customer Survey Questionnaire
Which of the following categories describes your age?
Younger than 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 or older Prefer not to answer
Customer Survey Questionnaire