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Blind Taste Test
 

Blind Taste Test

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http://www.niccotan.com/2011/04/blind-taste-test-marketing-research.html

http://www.niccotan.com/2011/04/blind-taste-test-marketing-research.html

Results of the blind taste test for two unpopular spaghetti brands in the Philippines.

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    Blind Taste Test Blind Taste Test Presentation Transcript

    • RGB316 VS DGT707
    • Marketing Background
      Birth year: 1930
      # of branches worldwide:20K+
      # of Branches in Metro Manila: 92
      # of Branches outside MM: 61
      Year founded in the Philippines: 1967
      Worldwide Presence: 109 countries
      Sister Brands: Pizza Hut, Taco Bell, A&W
      Marketing Tidbits: it is beginning to resurrect its non-acronymic branding, KENTUCKY FRIED CHICKEN since 2007
      Trivia: the secret recipe is composed of 11 different herbs and spices
    • Fast Food Industry in the Philippines
      • “Fast food” generally refers to the type of restaurants that sell quick, inexpensive take-out food.
      • During a relatively brief period of time, the fast food industry has helped to transform not only diet, but also landscape, economy, workforce, and popular culture.
      • Like every other country, the food industry has flourished very well in Philippines. The total market of the fast food segment in 2000 was over PhP 30 B.
      • Jollibee Foods Corp excluding its franchisees remains the undisputed number one brand in Philippine consumer foodservice with its brands generating almost 13% of sales among chained players.
    • And so, why KFC?!
      • Researchers agreed that it must be a quick service fast food restaurant
      • Researchers perceived KFC spaghetti is less popular
      • Considerable number of presence vs. Jollibee (600) and McDonald's (235)
      • Researchers believe that the group would immediately recognize the taste of these top two brands already, thus, futile
    • D
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    • PRODUCT ATTRIBUTESauce: COLOR
      General Conclusion: Color of KFC is perceived to be too light while Wendy’s is just right
    • PRODUCT ATTRIBUTESauce: SALTINESS
      General Conclusion: Saltiness of KFC is perceived as lacking while Wendy’s is just right
    • PRODUCT ATTRIBUTESauce: SWEETNESS
      General Conclusion: Sweetness of KFC is perceived to be lacking while Wendy’s is just right
    • PRODUCT ATTRIBUTESauce: OILINESS
      General Conclusion: Oiliness of KFC is perceived to be too oily while Wendy’s is just right
    • PRODUCT ATTRIBUTESauce: AMOUNT OF CHEESE
      General Conclusion: Amount of cheese of KFC is perceived to be just right while Wendy’s is not enough.
    • PRODUCT ATTRIBUTEMeat: TENDERNESS
      General Conclusion: Meat Tenderness of KFC is perceived to be lacking while Wendy’s is just right
    • PRODUCT ATTRIBUTEMeat: VARIANT
      General Conclusion: KFC is perceived to be lacking meat variants while Wendy’s is just right.
    • PRODUCT ATTRIBUTEMeat: AMOUNT OF MEAT
      General Conclusion: KFC is perceived to be less amount of meat while Wendy’s is just right.
    • PRODUCT ATTRIBUTEPasta: FIRMNESS
      General Conclusion: KFC’s pasta is perceived to be overcooked while Wendy’s is just right.
    • PRODUCT ATTRIBUTEPasta: STICKINESS
      General Conclusion: KFC’s pasta is perceived to be sticky while Wendy’s is doesn’t stick at all.
    • Like or Dislike?
      General Conclusion: Respondents Dislike KFC a little and like Wendy’s a little.
    • Which Product Do You Like Better?
    • RECOMMENDATIONS
      • To enhance color, researchers recommend using FD&C Red No. 40- Allura Red AC, E129 (red shade) to achieve acceptable redness
      • To enhance saltiness, salt agents are recommended to achieve acceptable saltiness
      • To enhance sweetness, cooking sugar is recommended to achieve acceptable sweetness
      • To achieve desiredlevels of oiliness, researchersrecommendusinglessoilsincebeefisoilybynaturealready
      • To achieve desiredbeeftenderness, researchersrecommendthe use of meat-tenderizingagents, such as pressurecookers
    • RECOMMENDATIONS
      • To achieve desiredmeatvariants, researchersrecommendaddinganyorall of thefollowing: hotdogs, salami, pepperoni, and hamTo achieve thedesiredamount of meat, researchersrecommendincreasingmeatquantity per serving
      • To achieve desiredfirmness, researchersrecommendcooking pasta over continuos boilingwaterfor 8-12 minutes
      • To achieve a lessstickyfeature of the pasta, researchersrecommendadding a relativeamount of oiltothewaterwherethe pasta will be cooked.