Saxonville Sausage
1a. Montreaux Chocolate USA vs Saxonville Sausage:
Apollo Foods
Saxonville Sausage
Research Objectives
Explore dark chocolate market in the U.S.; Generate Ideas for a new dark chocolate product; New product name, packaging, positioning & distribution.
Answer the following questions: Go national with the Saxonville Italian sausage brand?; Determine the ideal name for the product; Determine the best positioning.
Research Techniques Employed
Nielson BASES Idea Screening Tests, BASES Snapshot Concept Tests; Focus Groups
Mini-pilot Groups; Focus Groups; Perceptual Maps, Brain Ladder Diagrams; Consumer exposure to 4 mock concepts; Use of a quantitative testing agency.
Sequence of Apollo and Saxonville Studies (see below for discussion of both approaches)
* Apollo used the BASES Idea Screening test to narrow down the initial 45 ideas for new product lines, generated by the marketing group, R & D and their advertising agency, to 12 ideas that posed the strongest potential with respect to the saliency and attractiveness, including several ideas that incorporated dark chocolate and fruit. This was based, not on consumer participation, but on what BASES describes as the 12 key factors that drive consumer adoption of new products.
* The first BASES Snapshot Concept test was used to narrow down the options further by asking consumers to evaluate the concepts they viewed online. Each concept presented was individualized based on the following attributes: concept images, messaging, varieties & prices. In this test, 200 consumers, per concept, were asked to review the concept online and give their feedback.
* Line-optimization Analysis was also conducted to determine the variants that should be introduced into the market. This was done to confirm the viability of the 5 variants selected as a result of the BASES Snapshot Concept test.
* Eight Focus Groups were then used to determine the optimal level of cocoa; to confirm the viable fruit flavor variants; and to better
Apollo Foods
Saxonville Sausage
Research Objectives
Explore dark chocolate market in the U.S.; Generate Ideas for a new dark chocolate product; New product name, packaging, positioning & distribution.
Answer the following questions: Go national with the Saxonville Italian sausage brand?; Determine the ideal name for the product; Determine the best positioning.
Research Techniques Employed
Nielson BASES Idea Screening Tests, BASES Snapshot Concept Tests; Focus Groups
Mini-pilot Groups; Focus Groups; Perceptual Maps, Brain Ladder Diagrams; Consumer exposure to 4 mock concepts; Use of a quantitative testing agency.
Sequence of Apollo and Saxonville Studies (see below for discussion of both approaches)
* Apollo used the BASES Idea Screening test to narrow down the initial 45 ideas for new product lines, generated by the marketing group, R & D and their advertising agency, to 12 ideas that posed the strongest potential with respect to the saliency and attractiveness, including several ideas that incorporated dark chocolate and fruit. This was based, not on consumer participation, but on what BASES describes as the 12 key factors that drive consumer adoption of new products.
* The first BASES Snapshot Concept test was used to narrow down the options further by asking consumers to evaluate the concepts they viewed online. Each concept presented was individualized based on the following attributes: concept images, messaging, varieties & prices. In this test, 200 consumers, per concept, were asked to review the concept online and give their feedback.
* Line-optimization Analysis was also conducted to determine the variants that should be introduced into the market. This was done to confirm the viability of the 5 variants selected as a result of the BASES Snapshot Concept test.
* Eight Focus Groups were then used to determine the optimal level of cocoa; to confirm the viable fruit flavor variants; and to better