民以食为天 People Regard Food as Their Heaven Ancient Chinese Proverb Since the days of ancient China, food has been a very important part of life for the Chinese people. For centuries meals have created an occasion for families and friends to bond and share their finest foods. The food and ingredients are cut small and they share from multiple dishes placed in the center of the table. Although it is the food that is literally shared, laughter, toasts and, most importantly, love are also shared in this cherished bonding experience. In the past, Chinese people only regarded regular meals as food, and the attitude toward snacking was negative. It has only been within recent years that snacking outside of meals has become acceptable and part of many Chinese young adults’ lifestyles. Young adults emulate a family relationship with their friends through sharing snacks. It is no surprise that Chinese youth, raised in single-child homes, emulate this familial bonding experience with their friends during social gatherings. To young adults, friends are family and are literally referred to as “xiong di” and “jie mei”, or brothers and sisters. Snacking situations provide an opportunity for them to care for their “brothers and sisters” as well as to be cared about in return. They are building bonds, bite by bite. We think the ancient Chinese proverb “People Regard Food as Their Heaven” doesn’t literally mean that food is heaven—but rather the experience of sharing time with loved ones is a form of heaven. Recently this “heaven” of sharing time with loved ones has extended into the online world through social networks and chatting programs. Young adults are constantly connected with their “brothers and sisters” throughout the day, forging their bonds further. During these online connection times, it is also common for young adults to “munch” (mindless eating) because it reminds them of the sharing moments with friends and family. The report you are about to read details our findings from interviews with 239 young adults in China during July 2009. We were asked to explore in depth this munching behavior (mindless eating) of young adults. And what we learned wasn’t just about food, flavors and munching—we learned how vital bonding with and caring for “brothers and sisters” is in a young adults life.
Mini will be a success. It is the perfect snack for young adults, particularly female, because it is shareable, cute, fun, tastes good and comes from well-known brands. If we were going to make a product to introduce, it would be a mini. We are excited to tell you what we learned about young adults and how minis can fit in with their lives.
Context Before arriving in Shanghai, we started with a global analysis of the snack food industry and consumer trends. We also reviewed relevant existing research and information to guide our work. This helped us to develop hypotheses and questions that we explored while we were in Shanghai. Immersion Once we arrived in Shanghai, we immersed ourselves into the world of young adult snacking and munching. We went to several retail locations to observe the variety of products available and to see who was purchasing them. After we had a good understanding of the market, we targeted several locations throughout Shanghai where young adults could be found: Fudan University Huaihai Road Nanjing Road Shanghai Museum People’s Square Oriental Pearl Yu Yuan Garden Throughout these locations, we interviewed 239 young adults who gave us their stories. We discussed their lives, values, what makes them happy and how eating is a part of their life. The learning and insights from these interviews will be discussed in the following sections.
Here are some of the people we talked to. You might have already read their stories in the research report. By talking with 239 young adults, we learned that indeed both of munching and snacking behaviors clearly exist. However, the foods that they are eating for munching and snacking are very similar, and there is little difference. So this led us to the question: if the foods for munching and snacking are similar, then what is the difference between munching and snacking?There are three distinguishing characteristics that helped us differentiate munching and snacking that are centered on the consumer. The Consumer Young adults ages 15-28 fall into different phases of life and have different lifestyles. They can’t be treated as one target. A closer look must be taken into each phase of a young adult’s life and how it affects their snacking and munching behavior.
We know that there is a snacking and munching behavior, but what really makes them different? Life stage (who they are) Who are they with Daily life schedule These three things determine whether they are munching or snacking. Our point is that high school students, university students and young professionals are all different from each other, and so their behavior is different as well BUT the products they are consuming are the same. High School Students Munching behavior is very different for high school students (ages 15-18) than for other young adults. High school students in China are under a lot of pressure to prepare for college entrance examinations and spend most of their day at school or at home studying. University Students Munching behavior for university students (18-24) is heavily focused on sharing with classmates, friends and roommates. University students spend most of their day rushing to classes and studying, but enjoy the social life of dormitories and use this moment to connect with their friends. Young Professionals Munching behavior for young professionals (22-28) is centered on connecting with colleagues. Young professionals spend the majority of their day on their computers and eating with colleagues is a way for them to take a break from work and to socialize Main POINT: We are dealing with three different targets, who engage in different behavior, but whose products are the same. Products aren’t necessarily different.
This chart shows daily life of young adults and the need states they are in during the time of day. The middle section is primarily when young adults are with people, and it has the most need states. Insights: The Foods for Munching and/or Snacking As we looked at the needs and time of day, we also took a look at the foods for these times of day and needs. And munching and snacking is not as clean cut and differentiated as our original hypothesis suggested. Our original hypothesis is that there would be a distinct set of foods for munching and after we analyzed all of the interview responses, we realized that there is a lot of overlap of the actual foods that are eaten for munching and snacking.
As you can see, there aren’t any sets of foods that are primarily munching or snacking. There is a lot of overlapping of the foods in these categories. The point is that consumers don’t think to themselves “I am in need state ‘ Lonely ‘ or ‘Bored’” and only choose one thing for that need. They simply enjoy eating the same foods that are already in their consideration set out of habit or from a friend’s recommendation. Yes, there are need states, but more importantly, people don’t think like marketers. They think they will eat what they feel like, when they want to. There is not a distinct line between foods for munching and snacking, and therefore, occasion/daypart with an emotional benefit is the best approach for marketing new products and to get them into a consumers consideration set.
Purchasing The purchasing of food by young adults (or their parents) is planned in advance and well thought out. Although the actual munching behavior is “mindless”, young adults are planning for this moment to occur in advance and purchase the foods that they want for their “munching moments” out of habit or from the recommendation of friends. As discussed above, the consumers’ daily life, emotional needs and relationships will determine whether young adults are munching or snacking. These three factors also determine the purchasing behavior of the food. But the main reasons they purchase are out of habit, from the recommendation of friends or from a list they make for their parents.
Our team spent hours talking with 239 young adults from all over China. Not only did we learn about what they eat, but we learned who they truly were as individuals. And even though we heard many different stories, the same themes began to jump out at us story after story:
Only child—create their own mini family—share snacks in the way they share meals Young adults emulate a family relationship with their friends through sharing snacks. It is no surprise that Chinese youth, raised in single-child homes, emulate this familial bonding experience with their friends during social gatherings. To young adults, friends are family and are literally referred to as “xiong di” and “jie mei”, or brothers and sisters. Snacking situations provide an opportunity for them to care for their “brothers and sisters” as well as to be cared about in return. Just as food for a family meal is cut small to share, food for snacking must also be shareable. Young adults love their “brothers and sisters” and want to share with them the best tastes, packaging and brands available. And although chopsticks and a table may not be present, young adults still pass around their snacks and enjoy the conversation as everyone eats freely. Need to Give and Receive Attention Young adults want to be noticed and cared about. Eating situations provide an opportunity for them to care for friends and for them to be cared about in return. This need to give and receive attention also extends into the online and virtual world. The section “How to Reach Young Adults” provides deeper understanding on this insight and discusses the ways that young adults are connecting with each other. Food for family meal Small size Good presentation Many dishes Easy for everybody to get Food for snacking Shareable Good packaging and brand Multiple flavors Easy to pass around
Packaging matters: We found that there is no difference between the foods that are eaten alone and shared. But young adults like their shared food to have good presentation. Good presentation to young adults means high quality brand, good packaging, food that is not messy and food that is easy to share.
Males SAY They Don’t Snack All males that we interviewed said that they don’t eat outside of meals. However, as we questioned further they did admit to eating if something was put in front of them or provided by a friend. They also believed that snacking and munching was for females. “ Girls often don’t like sports and just eat snacks to kill time. They are also afraid of the sunshine and prefer to stay inside and just eat them while they are inside.” “ There is not motivation for me; I just don’t like to snack.” “ Snacking is not healthy or nutritious.” “ I don’t snack between lunch and dinner because snacks are for ladies. Men like to smoke instead.”
Reaching Young Adults Internet, TV, word of mouth, magazine, newspaper, radio and mobile are the most widely used information sources for young adults. Young adults are constantly connected to their friends using these methods, and their need to for and to give attention extends here. Internet The different life stage young adults are in also determines their usage of Internet. High school students use the Internet after school for fun or to study. University students use the Internet in no-class-daytime and largely during the night. The Internet is their most important source for information and channel of indulgence. Young professionals use the Internet during the day for work, in the evening and weekend for fun. Chatting Young adults interviewed showed similar patterns of Internet usage regardless of what stage of life they were in. Chatting with friends in QQ and/or MSN is the most common behavior mentioned. Young adults in their earlier life stages (i.e. high school) use QQ more than MSN. As they get into the more professional life stages (i.e. university students and young professionals), young adults prefer MSN more than QQ because it is allowed in the work place. However they will keep QQ to get in touch with old friends and classmates. “ I use both because some of my friends are using either QQ and others are using MSN and I want to get in touch with all of them.” : “I use MSN because QQ is banned in my working place, but MSN is not.” Movies and TV Watching movies and/or TV programs online is also popular among young adults, especially with university students. The dorms in campus are usually not furnished with TV sets so University students watch movies and TV online instead. Some free programs, such as PPStream and PPLive, and some video watching Web sites, such asToudou.com and Yuku.com, allow audiences to watch shows for free. Young adults usually watch movies and TV programs online during the night and weekends. “ While watching TV or on the computer I eat all kinds of things. Some chips because I am bored and want some movement of the mouth. There isn’t a reason why, it is just my habit. Also, when I find something that tastes good I continue to eat it.” Social Networks Online social networking is also a very important part of young adults’ life. Xiaonei.com, Facebook.com, Kaixin.com and QQ Space are commonly used among Chinese young adults. Chinese young adults pay great attention to friends and communities. They share their pictures, articles and videos, play interactive games with friends and check their friends’ status throughout the day. Quote:“It is so boring to be without Facebook, because I am addicted. We’re addicted because we are glad that we’re paid attention to by someone else.” Games A lot of the time that young adults spend on the Internet is devoted to online gaming in the evening. Males spend more time playing games online than females and prefer war games such as World of Warcraft and Counter Strike. Females prefer games on QQ and MSN such as “Happy Farm” with cute graphics. “ One of my friend’s mothers even plays ‘The Happy Farm’ game. But these games have a time limit on when you can collect other people’s crops. So she had to get up really early everyday to make sure the plants didn’t die. It was so funny! But it isn’t about the game itself. It is because you are playing with other people that makes it so fun. “ News Gathering information such as news and gossip is the fifth most popular function of Internet among young adults. Sina.com, Sohu.com and Xinhua.com are some commonly mentioned news Web sites and Douban.com is the most popular product evaluation Web site among young adults. Study Studying and research are important functions for both students and young professionals. Students and young professionals use local area networks and public search engines, such as Baidu.com and Google.com, to research for their studies and work. Blogs Sina.com is the most commonly used Web site for blogging and it contains millions of blogs not only from common citizens but also from celebrities. “ If I didn’t have my computer or phone, then I would write to express my emotions. Computers help express my emotions because I can communicate with others.” Music Music Web sites such as 9sky.com allows users listen to music online and download music for free. Shopping Shopping Web sites such as Taobao.com and Dangdang.com are widely used for online shopping among young adults. TV and Movies TV and movies were ranked as the second most widely used information source among Chinese young adults. For high school students and some young professionals, TV sets are usually available in their home. High school students watch news at dinner time with their parents. Young professionals watch news, travel programs and entertainment programs during the night and weekend. For university students and young professionals without TV sets, laptops and computers are used as a replacement for TV. Young adults watch a variety of western, Korean and Taiwan TV series. Some popular TV series include: Prison Break, Desperate Housewives, Gossip Girl and Friends. The chart below shows the breakout of popular TV shows and was created using responses from the interviews: “ The life without Internet is boring, but I could get used to it if there was TV. The life without TV is like the life without light. I would die.” Word of Mouth Chatting with friends, classmates, co-workers and families is the third most popular information source. The chat can either be face-to-face or online with QQ and MSN. Recent national and worldwide news, gossip about celebrities, fashion, food and clothing are discussed during chats. Young adults also like to talk about popular food and drinks. Product evaluation Web sites such as Douban.com and Dianping.com also play a channel for word of mouth. Word of mouth information from friends and Web sites has a strong influence over young adults’ purchase behavior. Magazines Magazines are a surprisingly large information source for Chinese young adults. Magazines related to fashion, gossip and pop stars, sports, studies, lifestyle and articles are widely read. Some of the most popular magazines include Vivi, Rayli, CoolMusic, Slam Dunk and Reader. Young adults buy magazines from newsstands and convenience stores and share them with friends. Magazines are primarily read during the late afternoon in the school library (university students) or at home (high school students). “ My friends and I always buy expensive magazines and then share them. They get passed around to so many friends that the magazines get lost and we have to buy more. Eventually we find them when we are packing to move out of our dorms! “ Newspaper Newspapers are the fifth most popular information source among Chinese young adults. High school students read newspapers for their studies. One example is 21 st Century , an English study newspaper. University and young professionals read more diverse newspapers that are related to their studies, industry or for entertainment. Radio Most high school and university students listen to the radio every night before going to bed to help them sleep with music and English channels being the most popular. High school students also like to listen to music on MP3 players while going to and from school each day. For young professionals, radio is primarily listened to during the morning and while commuting to and from work. Mobile Mobile phone use is extremely popular with young adults in China. It was easy to see how important mobile phones are to young adults because most of them had a mobile in their hand during our interview. Besides using their mobiles for calls and text messages, most young adults use their mobile to access the internet for QQ and games. They also like to download e-books and read them on their mobile devises. “ If I didn’t have my phone, it would be like I am losing my heart! It is ‘my precious’ [Lord of the Rings]. I can’t take my PC everywhere, but I can take my cell phone.” Celebrities Celebrities are very influential in China, particularly with high school and university students. Most young adults said they would buy something or pay attention to an advertisement if it had something to do with one of their favorite celebrities. Below is a list of the most popular celebrities listed during the interviews: China/Taiwan/HK Korea US/UK Wang Xinling DongBangShinKi Tom Cruise Zhang Shaohan Lee Jun Ki Harry Potter Xu Jinglei Kim Hyun Joong Annbaby Zhao Wei Super Junior Wentworth Miller Jing Boran Song Hae Kyo Wang Fei Liu Yu Fei Lunhai Lin Zhiyin Maggie Q Advertisements Online, magazine and TV advertisements seem to have the most influence on young adults. While many young adults say they skip or ignore advertisements, the following list details advertisements that are enjoyed: Cosmetic and Fashion Cosmetic and fashion advertisements are very appealing to all females. They enjoy reading about new trends and products. They like cosmetic advertisements to have nice colors and imagery. Celebrities Advertisements with celebrities are highly noticed by all young adults and many said that is the largest factor for them to pay attention to the advertisement. Placement Advertisements placed at the beginning or end of a magazine were said to be more noticed by young adults. TV Advertisements It is important to young adults to see an advertisement on TV for a product. Young adults associate a TV advertisement with a quality brand that can afford to advertise. “ I wouldn’t buy a product if it didn’t have advertisement on TV. This is because I don’t trust it unless I know the company has the power to do advertising.” “ I love to play games on my computer like Counter Strike and World of Warcraft. But there are a lot of ads on the platform that I use to access the games and I don’t like it. I never click on them.” Activities Young adults are extremely busy with their studies or career and have little time to pursue and enjoy hobbies. The following list details activities that young adults enjoy outside of school or work. You will notice that the majority of these activities are centered on friends and relationships and spending time with others: Shopping KTV NBA Traveling Sports (basketball, swimming, football, badminton, jogging) Hanging out with friends Playing games Eating with friends
Celebrities Celebrities are very influential in China, particularly with high school and university students. Most young adults said they would buy something or pay attention to an advertisement if it had their favorite celebrities in the ads. High school girls are more interested in Korean stars and university girls are more attracted by western stars. Korean group Dong Bang Shin Ki is the most frequently mentioned favorite by both age groups. These pictures are of the most commonly mentioned celebrities who young adults enjoy. In Korea, promotions with celebrities work very well. A great example of a “prize” is for a consumer to be invited to visit their favorite star shooting an advertisement for the product.
Summary -- So let’s summarize what we’ve learned so far: 1. Munching and snacking behavior is determined by daily life, emotional needs and relationships. Young adults are in different phases of life and can’t be treated as one target because their munching and snacking moments are different. 2. Young adults plan for mindless munching. Although the actual munching behavior is “mindless”, young adults plan for this moment to occur and purchase food out of habit or because of a friend’s recommendation. 3. Young adults like to share snacks with friends. Sharing relieves stress and provides social acceptance. Sharing moments provide an opportunity for them to care for friends and for them to be cared about. 4. Presentation of shared snacks is important. While there is little difference between the foods that are eaten alone or shared, young adults want good presentation when they share: quality brand, good packaging, food that is not messy and food that is easy to share. 5. A clear line does not exist between munching and snacking foods. There is much overlap of the actual foods that are eaten for munching and snacking. 6. Girls snack more than boys. Outside of meals, boys consistently said they don’t snack. However, in the evening they may eat something that is put in front of them or provided by a friend. 7. Connecting and hanging out with friends is vital. Young adults are extremely busy with their studies or career; however they use social networks, mobiles and chatting to constantly stay in touch throughout the day. Additionally, they spend their rare leisure time with their friends. Now that we know all about young adults, where do Kraft minis fit in the munching and snacking picture? The following section will explain how and where minis will fit with young adults’ lifestyle.
Who are we reaching out to? We are reaching out to female high school and university students that share snacks with each other as part of a bonding experience. These groups snack more than males, and expressed a higher level of interest in the form and taste of minis. Additionally, their status as students provides perfect snacking occasions every day, between and following classes. Who Female high school and university students that share snacks with each other as part of a bonding experience. Why They snack more than males They like form and taste of minis Student status provides new snacking occasion Sharing between and following classes
School life for a young woman in China is intense, with little time to relax. Days are filled with classes, exams, projects and homework. Minis are perfect for a mini break, the sharing of snacks with friends. To these young women, friends are family, and they all enjoy occasions to share with those they are close to. Food isn’t the only thing that gets shared during a mini break. Gossip, laughter, fashion tips, entertainment and complaints get shared as well.
What do we really want to happen? We want young, female high school and university students to have a unique, fun and tasty experience during and following their school days. What’s stopping that from happening? Aside from the fact that minis do not yet exist in China, these young women may not perceive minis to be different from the regular sized products – size and usage occasion. They simply might view minis the same way they view the original forms. In addition, there are many competitive products that young women already like to eat and share.
Minis provide an easy and tasty way for groups of young women to briefly escape from the pressure and demands of school through its: Convenient packaging, Bite-sized pieces, Brand
Why Believe? The sharing of food with friends emulates a family relationship, where people are trusted and loved. It is no surprise that Chinese youth, raised in single-child homes, emulate this familial bonding experience with their friends during social gatherings. Regular sized biscuits are too filling to be enjoyed in many situations. They are too awkward to share since they must be broken into pieces, creating somewhat of a mess. Minis fit perfectly into a mini break, because they taste good, and because their size and form are more convenient for sharing.
The minis should be a brand extension into existing brands. Through our interviews we found that people still go for the brand, rather than just the size of the product. What will differentiate minis from original products are the new usage occasions. As we have been discussing, the new usage occasion that we identified with young adults (female students) are the breaks between and after class. We recommend launching mini Oreos and Chips Ahoy to this target, for this new usage occasion. Y oung adults view Ritz as a “Grandpa brand” and UGUAN as “kids brand.” Based on those learning's, we don’t recommend using Mini Ritz or Mini UGUAN for this target. Our launch plan and positioning is based on Mini Oreos and Chips Ahoy only. We see Mini UGUAN and Mini Ritz having their own usage occasion and target, which would be an extension of their original brands.
Young adults emulate a family relationship with their friends through sharing snacks. It is no surprise that Chinese youth, raised in single-child homes, emulate this familial bonding experience with their friends during social gatherings. To young adults, friends are family and are literally referred to as “xiong di” and “jie mei”, or brothers and sisters. Snacking situations provide an opportunity for them to care for their “brothers and sisters” as well as to be cared about in return. They are building bonds, bit by bit. Just as food for a family meal is cut small to share, food for snacking must also be shareable. Young adults love their “brothers and sisters” and want to share with them the best tastes, packaging and brands available. And although chopsticks and a table may not be present, young adults still pass around their snacks and enjoy the conversation as everyone eats freely. And Mini Oreos and Chips Ahoy are prefect for their mini break. This ties very well into the “moments of connection” that Oreo has already established. Sharing a Mini Oreo is the act, and the benefit is bonding. And the “bite by bite” shows us more of an execution thought that there is a ritual to sharing and then bonding. It is a ritual to class breaks to open a package, pass it around and share Mini Oreos “bite by bite” to start the bonding and moments of connection.
To high school and university girls , Mini Oreos is the sharable snack that helps build bonds with “brothers and sisters” during class breaks .
Advertisements Online, magazine and TV advertisements seem to have the most influence on young adults. While many young adults say they skip or ignore advertisements, the following list details advertisements that are enjoyed: Cosmetic and Fashion Cosmetic and fashion advertisements are very appealing to all females. They enjoy reading about new trends and products. They like cosmetic advertisements to have nice colors and imagery. Celebrities Advertisements with celebrities are highly noticed by all young adults and many said that is the largest factor for them to pay attention to the advertisement. Placement Advertisements placed at the beginning or end of a magazine were said to be more noticed by young adults. TV Advertisements It is important to young adults to see an advertisement on TV for a product. Young adults associate a TV advertisement with a quality brand that can afford to advertise. “ I wouldn’t buy a product if it didn’t have advertisement on TV. This is because I don’t trust it unless I know the company has the power to do advertising.” “ I love to play games on my computer like Counter Strike and World of Warcraft. But there are a lot of ads on the platform that I use to access the games and I don’t like it. I never click on them.” Celebrities Celebrities are very influential in China, particularly with high school and university students. Most young adults said they would buy something or pay attention to an advertisement if it had something to do with one of their favorite celebrities. Below is a list of the most popular celebrities listed during the interviews: for it. An advertisement to them means that the company produces a quality product because they can afford to advertise.
First day of launch, Google uses mini oreos/chips ahoy instead of the “OO”. Provide link to main “Mini You & Me” Web site
“ Mini You&Me” Web site is central place for young adults to share dancing videos and funny pictures with each other. It has two 2 primary functions: 1) Viral video and 2) Photo Contest. 1. This is an example of a viral video where young adults can upload headshots of themselves and three other friends. The faces are then transplanted onto the bodies of dancing minis. The videos are made on our “Mini YOU&ME” site and can be downloaded to their xiaonei and QQ accounts and sent to friends. 2. User-generated online photo contest. Viewers submit photos of their own pictures, with them and a package of Minis on our “Mini YOU&ME” Web site. We want pictures of the craziest and most creative ways to eat minis with friends. A winning finalist is chosen by viewers through an online voting system The winner and up to 4 friends win a trip to Shanghai to spend the day on a Mini commercial photo shoot with a celebrity.
QQ allows the user to see whether friends are online or not. Allows user to invite friends to a game competition---. Haoduoyu has done a great job of using the a famous racing car games a method to get consumer involvement. It is still a very new idea for a company to do something like this, and minis need to be present on this gaming platform. QQ games are great because young adults are actually sharing time together while they are chatting online. These games need to have an end, as the user only plays while they are chatting online while their friends are present.
Young adults are addicted to Xiaonei. They use it to get in touch with friends through out the day. Recently not only young adults but also celebrities and organizations opened their Xiaonei account(See pictures on the right side). They get millions of visits and comments during the first several days. What Minis can do better is use its account not only as a place to publish news but also interact with visitors. Link to the website that allows young adults play games and download gifts to send to their friends.
Several people told us that it isn’t about the games on Xiaonei, it is the fact that they can do something to their friends. These games need to be continuous where young adults can spend 5 minutes at a time, several times a day to check on what has happened with their “mini planet”.
Similar to how Oreo launched its newly formulated Oreos in 2007, ambassadors can help spread the word about minis on major university campuses. We want this to happen before the products are on the shelves so that it creates a buzz that they and their friends have something that no one else has. Ambassadors are chosen at several universities to share minis with their friends during or after school. In order to generate a buzz, the ambassadors will tell friends that minis are not available yet, and it is exclusive for them to enjoy first.
For the launch of Mini Oreo/Chips Ahoy, we will have a Mini Cooper wrapped to resemble the respective brand. Much in the same way racecars are in United States to display sponsors. We will park the car(s) in front of selected Universities/Schools during the morning hours before classes and at events sponsored by Kraft Foods China/Oreo. The Audiovisual equipment will be running “Mini You & Me” videos that customers can make and upload as part of the Mini-Experience. The samples of Mini’s will be for promotional purposes and given out away as people pass by. The size of the pack is to be 25 grams.
In store giveaway of “mini” cell phone charms with purchase of Minis. Why: Young adults (especially females) will want to try minis because they are smaller, cuter versions of familiar biscuits they enjoy. They will be more tempted to buy if an appealing freebie is attached. This will increase trial of the mini product. It will also help with brand awareness when teens use the mini cell phone charms when their friends see their new mobile charm and ask about it. By having a friend’s photo or group photo inside the charm, it can also act as another common bond friends can share with each other. How: In-store promotions can be held especially on weekends, when young women are more likely to be shopping and stocking up on snacks for the week. A cute charm in the shape of a Mini can generate excitement to buy, and the use of the premium will be a great conversation starter in bringing people together and creating awareness about the new mini product line, while also allowing the premium to be personalized.
We used three criteria in determining what products in the Kraft brand portfolio would most likely be able to meet the munching behavior of young-adults in China: A product that is not already in China (new and exciting) The snack must be hand-to-mouth Already available in multiple flavors best summarized as salty, savory and/or spicy The product must not be as filling as a biscuit or cracker After reviewing Kraft’s global brand portfolio, we believe that at least one of the three products here would be most successful in meeting the munching behavior of Chinese young-adults. We believe these products to be ideally situated to address the munching needs of Chinese young adults because they meet all three criteria .
The Mini Cup makes it easy for young-women to share their mini’s with friends by simply passing the cup amongst their friends. Sharing their minis is simply a matter of sitting the cup of mini’s in the middle of a group of friends and sharing at will. There is a concern over the quantity provided both ion terms of perception, as it relates to the packaging, and overall quantity. We feel be putting a smaller bag inside the cup the target will feel deceived because of the disparity between the size of the cup and the amount included within the bag. The second concern is that the quantity on mini’s contained within the cup is not enough for an individual let alone sharing with friends. Our research gave us no indication for dual-usage, that is we didn't find a situation where the consumer would use the packaging in a manner that was described to us. Also, many young adults are price sensitive and the cups premium pricing may influence their purchasing decisions.
Because we are treating Mini Oreos as a brand extension, we think it could easily do something similar to Kit Kat. Although all KitKat branded materials are red and white, these “Lucky Littles” have been packaged using shades of the blooming cherry blossoms. Consumers then c ount the pieces how many are white, and how many are pink and go to the brand website and type the results to see their fortune based on the color proportions. Kit Kat’s corporate colors are Red and white, but this packaging differentiates this fun product for its target. We think Mini Oreos or Chips Ahoy could also do this. Its target is young women, and they LOVE cute packaging. This also reinforces the goal of friendship and sharing. It could also incorporate a game into the packaging to add more interactivity. Additionally, it reinforces that this new product is used for a different occasion than regular Oreos.
Pocky came out with a limited run of six packages dubbed the &quot;Adult Relaxation Masterpiece Gallery,&quot; each featuring the work of a famous painter(Van Gogh, Klimt, Manet, Monet and two by Renoir) and a bit of history text to illuminate the apparently culture-hungry adults and younger consumers who use the boxes afterwards as bedroom decorations. In addition to the intended target of office women and housewives, it was found that younger consumers were purchasing the product as well, using the boxes as bedroom decorations or desktop pen/pencil holders. Frito Lay went with a more traditional snack package when they released Caffeine Snacks in the Japanese market. The Caramel Macchiato and Green Tea Latte flavor corn chips pack two cups of coffee's worth of caffeine into each bag. Dars Chocolate believes that their product is best enjoyed at 22 degrees Celsius. To assure that consumers know what temperature the product is at all times, the company attached temperature-sensitive stickers to their packages. At around 22 degrees, the label dot is a deep pink. Below 19 degrees, it reads purple, and above 25 degrees, it appears light pink. The new technology creates a PR opportunity along with a reason to buy, especially amongst teens and kids who will likely use the package as a conversation starter or as a toy.
Mini Oreos Launch Strategy for China
You Are WHY You Eat <ul><li>Shaydon Armstrong </li></ul><ul><li>Rachel Han </li></ul><ul><li>Andrea Kibler </li></ul><ul><li>Chunqing Lu </li></ul><ul><li>Elizabeth Wortley </li></ul>d
Segmented Behavior High School Students University Students Young Professionals
Daily Life and Need Before Dinner Early Morning During Class/Work Class/Work Break Evening Pressure Release Social Acceptance Social Connections Concentration Hungry Hungry Bored Lonely Snacking Munching Before Bed
Overlap of Foods Before Dinner Early Morning During Class/Work Class/Work Break Evening Before Bed Snacking Munching
Purchasing Behavior <ul><li>Habit </li></ul><ul><li>Friend recommendation </li></ul><ul><li>List made for parents </li></ul>
Emulation of Family Relationships <ul><li>Family Meal </li></ul><ul><li>Sharing with Friends </li></ul>
<ul><li>Shared food must have good presentation: </li></ul><ul><ul><ul><li>high quality brand </li></ul></ul></ul><ul><ul><ul><li>good packaging </li></ul></ul></ul><ul><ul><ul><li>good taste </li></ul></ul></ul><ul><ul><ul><li>- not messy </li></ul></ul></ul><ul><ul><ul><li>- easy to share </li></ul></ul></ul>Presentation Matters “ When I am eating alone, a bag will be okay. But when I am sharing with my friends, I want it to be in a box so it looks nice.”
Males SAY They Don’t Snack <ul><li>“ Girls often don’t like sports and just eat snacks to kill time. They are also afraid of the sunshine and prefer to stay inside and just eat them while they are inside.” </li></ul><ul><li> “ There is not motivation for me; I just don’t like to snack.” </li></ul><ul><li>“ Why eat when you are not hungry?” </li></ul>
Summary Munching and snacking behavior is determined by daily life, emotional needs and relationships Young adults emulate a family relationship though sharing foods with friends Presentation of shared snacks is important A clear line does not exist between munching and snacking foods Girls snack more than boys Connecting and hanging out with friends in real life and online are both vital Young adults plan for the mindless munching moments by purchasing food in advance
So Where do Minis Fit? d <ul><li>Positioning </li></ul><ul><ul><li>- Target </li></ul></ul><ul><ul><li>- Insight </li></ul></ul><ul><ul><li>- Barriers </li></ul></ul><ul><ul><li>- Equity </li></ul></ul><ul><ul><li>Why Believe </li></ul></ul><ul><ul><li>Minis as a Brand Extension </li></ul></ul><ul><ul><li>Brand Idea </li></ul></ul><ul><ul><li>Positioning Statement </li></ul></ul><ul><li>Launch Plan </li></ul>
Media Advertisements <ul><li>Goal: To build awareness of minis as a new product. </li></ul><ul><ul><li>TV </li></ul></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>Magazines </li></ul></ul><ul><ul><li>Celebrities </li></ul></ul>
<ul><li>Goal: To engage consumers with the brand while building bonds with their friends. </li></ul>Social Media Framework
Mini You & Me Web Site 1. User-Generated Videos 2. Online Photo Contest
QQ Games <ul><li>Friends bond through competitions </li></ul><ul><li>Engagement with brand in fun way </li></ul><ul><li>Example: Haoduoyu </li></ul><ul><ul><li>Partnered with famous racing game </li></ul></ul><ul><ul><li>Incentive to purchase product </li></ul></ul>
Xiaonei Account <ul><li>Friends bond through sharing news, pictures and videos </li></ul><ul><li>Minis should be a friend in Xiaonei </li></ul><ul><li>Link to Mini You & Me Web site </li></ul>Example: <ul><li>Celebrities and organizations </li></ul><ul><ul><li>- News </li></ul></ul><ul><ul><li>- Pictures </li></ul></ul><ul><ul><li>- Announcement </li></ul></ul>
Xiaonei Game <ul><li>Friends bond through helping or disturbing others </li></ul><ul><li>Short time engagement </li></ul><ul><li>Everyday participation </li></ul><ul><li>Example: Happy Farm </li></ul>
Word of Mouth <ul><li>Mini Ambassadors </li></ul>Goal: To build awareness and trust of minis through a friend.
Public Relations Event Goal: To build awareness and drive traffic to social media sites for young adults to share funny photos and videos. Mini Oreo/Chips Ahoy Cooper Wrap Cargo Display
In-Store Promotion <ul><li>Photo Frame Mobile Charms </li></ul>Goal: To extend friendship bonds after consumption of product.
<ul><li>Mini Oreo Cup </li></ul><ul><li>Easy to share </li></ul><ul><li>Concerns over quantity </li></ul><ul><li>Maybe no dual usage </li></ul><ul><li>Consumer price sensitivity </li></ul>Packaging
<ul><li>Nestle Japan Kit Kat Lucky Littles </li></ul>Packaging: Design <ul><li>Benchmark </li></ul><ul><li>Friendship and Sharing Reinforced with Fun Packaging </li></ul>
Packaging Benchmarks <ul><li>"Caffeine Snacks" from Frito Lay Japan </li></ul><ul><li> </li></ul><ul><li>“ Crush” Premium Pocky for Adults </li></ul><ul><li>DARS Chocolate: Temperature check stickers </li></ul>