Overskrift. Qualitative research for the sales concept: Ready Meals for Children. For at redigere teksttypografien i masteren

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Gwendolyn Shauna Horn
5 years ago
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1 Overskrift Qualitative research for the sales concept: Ready Meals for Children For at redigere teksttypografien i masteren Birgir Birgisson Product Manager / Industrial Designer Færch Plast A/S

2 Programme Short Presentation of Færch F Plast A/S Sales Concepts Ready Meals for Children /bhe

kundens consumer forretning convenience hygiejne our

3 Mission Statement (Why are we here?) Packaging that cares! Packaging that cares! We care about: We care about: forbruger lethed kundens consumer forretning convenience hygiejne our customers business kvalitet hygiene miljø quality environment Totaliteten gør forskellen! The totality makes the difference! Menu /bhe

4 Key figures 2007 Turnover: 122 mill (DKK 905,6 mill.) EBIT: 13,4 mill. (DKK 99,6 mill.) Employees: 488 persons Output: 1,6 billion trays Extrusion: tonnes Export: 86% of total production Annual growth approx % /bhe

5 Production Facility in Czech Republic Investment: Approx. 26,8 mill. Employees: Operation: January /bhe

6 Primary Product Areas Ready Meals Fresh Meat Cold Food -HEAT/it - MICROWAVE/it and Snacks 70% of turnover 20% of turnover 10% of turnover Market Share Market Share UK: 60% North: 28% Europe: 50% Denmark: 67% /bhe

7 Primary Markets North United Kingdom & Ireland Central Europe South /bhe

Innovation innovative within focus areas add

development of technology, materials and

possibilities promote environmental issues

consumer information Our product development

8 Innovation innovative within focus areas add value and convenience integrated development development of technology, materials and tools identify and present product possibilities promote environmental issues increase knowledge and utility value through consumer information Our product development must be proactive and create value for our customers /bhe

9 Innovation New materials New designs New product areas /bhe

10 Sales Concepts /bhe

11 Salad Concept Healthy snack Salad bowl Mix-it-yourself /bhe

12 Ambient Concept /bhe

13 Ready Meals for Children /bhe

14 Ready Meals for Children Because Children like appealing packaging! Childrens opinions count! Children do consume Ready-Meals /bhe

Target groups - School ages ½-2 yr 2-5 yr 5-10 yr 10-15 yr Daycare,

15 Target groups - School ages ½-2 yr 2-5 yr 5-10 yr yr Daycare, Kindergarten Kindergarten, Pre-school Elementary school Secondary school /bhe

16 Target groups - Toys ½-2 yr Focus on developing the sences (Vision, Touch, Sound) 2-5 yr Focus on skills & emotion (Mobility, Memory, Desires) 5-10 yr Focus on social structures (Rules, Systems, Role-play) yr Focus on stories / own ideas (Creativity, Combinations, Convenience m.m.) /bhe

17 Target groups /bhe

18 Target groups Abilities/Desires Curious Motoric skills Depends on caretaker ½-2 yr 2-5 yr 5-10 yr yr /bhe

19 Target groups Abilities/Desires Curious Motoric skills Depends on caretaker Self-confident Impulsiv Exploring ½-2 yr 2-5 yr 5-10 yr yr /bhe

20 Target groups Abilities/Desires Curious Motoric skills Depends on caretaker Self-confident Impulsiv Exploring Social structures Wants more responsibility ½-2 yr 2-5 yr 5-10 yr yr /bhe

21 Target groups Abilities/Desires Curious Motoric skills Depends on caretaker Self-confident Impulsiv Exploring Independant Able to handle more responsibility Social structures Wants more responsibility ½-2 yr 2-5 yr 5-10 yr yr /bhe

Target groups Parents Concerns about ingredients/ additives Curious Very busy Motoric schedule skills Depends on caretaker Limited budget Self-confident Impulsiv Exploring Environmental concerns

22 Target groups Parents Concerns about ingredients/ additives Curious Very busy Motoric schedule skills Depends on caretaker Limited budget Self-confident Impulsiv Exploring Environmental concerns Independant Able Brandto handle more consciencious responsibility Concerns about food safety Perceives ready meals in general as low quality food Social structures Wants more responsibility Wants to establish good food traditions ½-2 yr 2-5 yr 5-10 yr yr /bhe

23 Interviews / Shopruns Shopruns and qualitative interviews were done in the UK and Sweden /bhe

24 Interviews Preparation Unable to observe subjects in use situation Carried out on neutral ground Subjects were not briefed beforehand Subject diversity (different lifestyles) Approx. 30 minutes pr. subject List of prepared indirect questions (in-situ information was pursued) /bhe

25 Interviews Selected quotes /bhe

26 Interviews Selected quotes Consumer comments: Food should be easy to prepare, also for stay-at-home parents. In many households, the children eat different food and not at the same time, as the parents. - The kids will eat when they get home, and I will often join them or eat later when my husband comes home /bhe

27 Interviews Selected quotes Consumer comments: Food should be easy to prepare, also for stay-at-home parents. In many households, the children eat different food and not at the same time, as the parents. - The kids will eat when they get home, and I will often join them or eat later when my husband comes home. The consumer wants to be able to make his/her own choices. - We have no special preferences when it comes to ethnic food, we d rather pick what we like from each style, and combine them in our own way /bhe

28 Interviews Selected quotes Consumer comments: Food should be easy to prepare, also for stay-at-home parents. In many households, the children eat different food and not at the same time, as the parents. - The kids will eat when they get home, and I will often join them or eat later when my husband comes home. The consumer wants to be able to make his/her own choices. - We have no special preferences when it comes to ethnic food, we d rather pick what we like from each style, and combine them in our own way. Many consumers don t mind a little effort. - Choosing wether to have rice or potatoes, chicken or turkey, asian or european vegetable mix is worth having to walk 2 or 3 aisles in the supermarket /bhe

Interviews - Summary Consumer Interviews Convenience is the most important quality. Recognition of known and trusted brands is very important.

29 Interviews - Summary Consumer Interviews Convenience is the most important quality. Recognition of known and trusted brands is very important. Relevant and precise nutritional information is essential. Guiding young (and insecure) parents is important. The modern-day busy family needs new ways to establish food traditions. Chilled Ready-Meals are rapidly gaining market shares /bhe

30 Interviews - Summary Consumer Interviews Convenience is the most important quality. Recognition of known and trusted brands is very important. Relevant and precise nutritional information is essential. Guiding young (and insecure) parents is important. The modern-day busy family needs new ways to establish food traditions. Most Ready-Meals are frozen (Access to chilled shelf-space in the supermarkets is limited) /bhe

31 Research summary Design opportunities Consumer Lifestyle Eating at different times Personal preference in food Convenience is key Consumer Desires Establish food traditions Children take active part in preparing the meal (Children participate when shopping) /bhe

32 Visit us at /bhe

STRETCHING YOUR FOOD $ Leader Lesson

STRETCHING YOUR FOOD $ Leader Lesson YOUR BEST MONEY SAVING TIP Discuss your best money saving tips for grocery shopping with the 3-4 people around you Everyone decide which is the best tip and share it