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The Nielsen Case Competition

4th Edition

Preliminary Round Case Study


HCMC

Nielsen Case Competition


Competition Guide

• Read everything carefully


• Determine who should review what?
Allocate responsibilities amongst team
wisely
• Look at notes beneath slide for
explanations
• Don’t understand something? Try the
appendix or Google search
• Use details (charts, etc.) to support
your recommendations
• Not all information in the case study
may be useful – it’s up to you to decide!
• The key is to understand the story, all
the slides put together tell a story

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Rules Reminder
• You have 20 hours for final case, no
outside help is allowed, other than your 4
team members and the internet
• All work must be original
• Presentations should be in Microsoft
PowerPoint format
• All communications should be in English
• Teams have no more than 15 minutes to
present to judges (we will cut the time at
exactly 15 minutes, no exceptions) followed
by 10 minutes Q&A
• Feel free to use other supporting sources
via internet or library

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Background

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


About your client: Just Chill

• Just Chill (JC) is headquartered in Holland and is one of


the leaders in the food processing industry in Europe.
• They sell products ranging from chilly sauce, instant
noodle, soya-sauce to fish-sauce, etc.
• With the distribution in over 150 countries, many families
have been welcoming JC and its products into their
homes for more than 50 years.

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Situation
• Despite the global slowdown, in 2010, their revenue
reached 120 million USD (15% increase vs. last year)
with staff totaling nearly 1,800 worldwide.

• JC is currently planning to enter the Vietnamese market.


They have hired Nielsen to conduct market research
around a new concept and the results are displayed in the
next few slides

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Just Chill’s Product

• Size: 275 ml
• Price: 15.000 VND
• Named after a famous rock
band: Red Hot Chili Peppers
• Plastic bottle makes you squeeze
it till the last drop.
• With little particles inside that
gives you the real chilly taste
than ever!

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Competitor
Products

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Gregg’s product

• Size: 250 ml
• Price: 12.000 vnd
• Long-established brand
• Convenient cap that ensures the
hygiene after using
• Plastic bottle makes you squeeze
sauce till the last drop.
• Usually used in fast food chains,
restaurants, café shop, etc.

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Chilli Farm’s product
• Size: 300 ml
• Price: 16.000 vnd
• Glass bottle brings you such a
steady feeling for hands.
• Produced from a famous farm
specializing in growing chilly and
pepper.
• Black color associates with strong,
powerful spiciness.
• Distributed widely through
supermarkets, convenient stores,
etc.

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Your role
• You are a Nielsen consultant
• You have been brought on as you have
strong expertise in concept/product launches
in Vietnam
• Carefully read through the report for JC
• Review the concept that has been tested and
determine whether it should be launched
– Why or Why not?
– Develop recommendations for entering
Vietnam market successfully [be able to
support your recommendations]
• In case the concept isn’t recommend for
launch, directions for further development
must be given as part of the analysis.

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Project Test Methodology

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Interview Flow

Screening Interviewing
Area

Assessment
Raw Dip with

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Action Standards

• In most cases, the following action standard is used to


determine whether the concept reached the performance
level the client aims for:

• In order to say that the concept is acceptable it must


achieve the following:
– Rank 1st among the tested samples
– No gross negatives of more than 10% in the Top 3 important
Attributes (Spiciness, Consistency and Color/Appearance)
– At least 60% T2Box of Purchase Intent

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Research Design

Mothers
25-35 years old
Who do we interview? Sec: ABC
Current users of Gregg’s or The Chilli Farm (50/50).
Brand decision makers of chilli sauce for family use

By what methodology?

Blind taste test

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Nielsen Product Testing
Approach

16

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Nielsen Product Testing Approach – Key
Tools
Aid in decision making about
Attribute Prioritization to
► whether to modify existing product?
► understand which attributes to focus
► Whether new formulation should be
upon while developing product
launched?
acceptable to consumers
► differentiate own product

Direction for product


modification
► whether the intensity of an
attribute should be increased
or decreased
Aid in decision making about
► whether a Product should be
reformulated or not?
► which combination of attributes to
work upon for maximum potential?

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Detailed Findings

18

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Overall Liking

Meanscore 6.60 6.97 6.46 6.84 7.76 6.42 6.36 6.68 6.50 9-Like
22 14 extremely
21 18 8
27 28 28 26 26
16 7
17 19 22
21 14 16
18 6
28
12 16 30 12 8
22
13 14 8 5-Neutral
9 10
14 10
8 10 8 8 4
24
21 10 18 16
20 30 3
24
24 6
4 10 18 8 12
4 2 2 2 4 4 2
1
3 2
2 2
3 4 6 2
4 4 4
1 2 2 2
1-Dislike
extremely

Total Master foods users Chilli farm users


(n=100) (n=50) (n=50)

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Unpriced Purchase Intent

- Would definitely buy

- Would buy

- Neutral

- Would not buy

- Would definitely not buy

Total Master foods users Chilli farm users


(n=100) (n=50) (n=50)

Q62/Q80/Q98: Please tell me which of these statements best describes how you feel about buying the product. 20

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Tested Product vs. Most Often Used Brand

TB 9 16 12 12 18 12 6 14 12
T2B 32 39 29 36 42 34 36 34 34

Total Master foods users Chilli farm users


(n=100) (n=50) (n=50)
Q48/Q66/Q84: Now that you have tasted this chilli sauce/tomato sauce, tell me what is your overall opinion of this chilli
sauce/tomato sauce as compared to your most often used brand of chilli sauce/tomato sauce? 21
Base: Chilli Respondents (n=100)

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Pleasantness of aroma

TB 21 27 24 22 32 22 20 22 26
T2B 61 71 64 64 78 60 58 64 68

Total Master foods users Chilli farm users


(n=100) (n=50) (n=50)
Q49/Q67/Q85: How would you rate the pleasantness of the aroma of this product for yourself?
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Base: Chilli Respondents (n=100)

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Just right score

Color/Appearance Consistency Spiciness


JustRight
Just Scores
RightScores

Base: Chilli Respondents (n=100)

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Q54-56/Q72-74/Q90-92: Just Right

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Just Right Mean Scores Summary
JUST RIGHT SCORES – Meanscore Deviation from Ideal Score (3.0)

Q54-56/Q72-74/Q90-92: Just Right


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Base: Chilli Respondents (n=100)

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Mouth feel with French fries – Total Level
Definitely will get well
30 30 29 with food

Somewhat will get


well with food
30
41 38
Neither

25
14 22 Somewhat will not get
well with food
13 14
10
2 2 Definitely will not get
well with food

5 - No throat
irritation

61 58 59 4

19 22 16
2
9 15 19
8 3 1 - Too much
3 5 3
throat irritation

Q59/Q60, Q77/78, Q95/Q96: In terms of MOUTHFEEL, how does it feel inside the mouth when you taste it and then
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swallow it…
Base: Chilli Respondents (n=100)

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Pleasantness of Aftertaste

Taste
RawTaste
Raw

Total (n=100) Master foods users Chilli farm users


(n=50) (n=50)
fries/
French fries/
rolls
springrolls
With French
spring
With

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Total (n=100) Master foods users Chilli farm users


(n=50) (n=50)
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Base: Chilli Respondents (n=100) Q58/61, Q76/79, Q94/97: How would you rate the pleasantness of aftertaste of this product?
Forced Choice Ranking – Most Preferred

Total (n=100) Master foods users Chilli Farm users


(n=50) (n=50)
More Preferred

Q99: Now we would like you to compare 3 products that you have just evaluated. Which product do you prefer overall? 27
Please rank with 1 is the most preferred and 3 is the least preferred
Base: Chilli Respondents (n=100)

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Little Chilly Particles Recognition

Total (n=100) Master foods users (n=50) Chilli Farm users (n=50)

Yes, I have seen and can


feel them in my mouth

Yes, I can feel them in my


mouth but can't see them

I can only see but can't


taste them

No, I can't see or taste them

Q139: Do you notice the little chilli particles in this Chilli Sauce?
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Base: Chilli Respondents (n=100)

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Little Particles Liking
Meanscore 3.56 3.60 3.52
4 4 4
Like it very much
11 10 12 (5.0)

28 Like it a little (4.0)


28 28

Neither like or dislike


(3.0)
39 38
40
Don't like it a little
(2.0)

Top Box 20
- Like it very much (Code 5) 18 16 Don't like it very
much (1.0)
Total (n=100) Chinsu users Cholimex
(n=50) users (n=50)

Q140: Thinking about the visuals and the taste of the product with little chilli particles, can you tell us how do you like ot 29
dislike the particles in the chilli sauce?
Base: Chilli Respondents (n=100)

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Statement Agreement – Little chilly particles

50 60 70 80 90 100

I can feel that the particles are made from real chilli

Make me think that the product is natural


Total (n=100)

Eating particles in chilli sauce is very new and unique to Master foods users
me (n=50)

Chilli Farm users


I like the product even more with the particles (n=50)

Top 2 Box
The particles add some texture to the product

Q140: Now I’d like to read out some statements and I’d like you to say how strongly you agree or disagree with these statements,
using the same scale from 1 to 5, where 1 means strongly disagree and 5 means strongly agree
30
Base: Chilli Respondents (n=100)

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Price Sensitivity Measurement

Marginal Optimum Indifference Marginal


Cheap price point price point Expensive
Price Price

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Appendix

32

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Notes
• Vietnamese tend to be high raters when it comes to
research similar to concept tests

• Top 2 Box (T2B) score: this refers to combination of the


top 2 positive answers, for example:

33

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Nielsen Vietnam Services
Understanding what, when and why their
Qualitative Research consumption rules change, is crucial to act
promptly and effectively

Quantify

Quantitative Research

Market performance
Your brand is growing but you’re not gaining
share.......distribution is constrained….
498 Total Market +20%
415
Retail Measurement 346
Competitors +28%
200 240
288
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Our Brand +10%

1995 1996 1997 1998 1999 2000

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


What is Market Research?
• What comes to your head when you hear “Market
Research”?

• Systematic and objective process of gathering and


analyzing data

• Converting this into actionable information.

• Concerning an organisation’s
– Customers
– Operating environment
– and the marketing mix
• To help Marketers make sound business decision 35

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


The differences in Qual & Quant
Much depends on the study objectives ...

Qualitative Research Quantitative Research

Focuses on small number of Deals with large number of


respondents and establishes respondents with the aim of
Focus underlying reasons for establishing the proportion of
behavior/ appeal people who have the type of
behavior/ habits identified from
the qualitative stage

Focus group discussion Door to door Telephone interviews


In-depth interviews Central location
Method Observation studies Observation studies
Online interviews
Mail interviews
Accompanied shopping Mystery shopping
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Business to Business
In-home visits

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


What Are the Key Differences?
Qualitative Quantitative
Objectives Exploratory Specific – Action Oriented

Sources & Needs Broad and Wide Defined and Clearly stated

Data Collection Open and Flexible Closed and Structured Quest.

Sample Small Size Representative Size

Analysis Informal Formal

Recommendations Suggestions Recommendations

Hows & Whys? How Many?%? 37

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www.facebook.com/nielsenvietnam

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