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ID: 462075 • Letter: H
Question
http://bevideos.mhhe.com/business/video_library/0077450965/swf/Clip_09.html
You watched a video about marketing research at Kraft. How is Marketing Research being used in this case? What types of research are being performed? Discuss the steps the company used in the research process. Be specific in how this company used the research process. What factors led the company to begin marketing research (i.e., what problem or opportunity led to the research)? Why was this important? How did this company use the results of their marketing research to enact the 4 P’s for the new product?
Explanation / Answer
They ahve taken AC Nielsen as the research company who will be sharing the data and the market reaction of chips and crackers. According their study chips is growing twice than the cracker category. They focused more on the cracker category to increase the market share. They did a research and found that the chips are eaten by younger generation and crackers are eaten by the older people. Both the variety come under different flavours they are found in several varieties based on the need and demand of the market. The company first of all bifurcated clearly the section of people who likes the product and then did tasting and gave free samples and were easily diffrentiated with texture and flavour.Chips are thinner and crackeers are denser and thick. They kept the flavours as buttery and based on the feedback they did improvement in their products. Baked and tosted were the words which were used. They worked on packaging for chips and crackers.High density walkin of the customers in the retail store chose the shelves for diplaying their products.Intiatially 3 flavours were launched later they developed one mor flavour making it four. Idea concept forward planning played the key role for the success of the product.
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