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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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  • L
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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.