1. Tai Pei
National Frozen Foods Survey Communications Research,
Fall 2016
Professor
Cristi Freudenrich
Research
Report
CHRISTEN LATINI
Insights into Tai Pei’s challenges,frozen food perceptions,and inspiringpurchaseand
loyalty in youngermillennials.
3. Pg. 01
Executive Brief
Executive Brief
Tai Pei is the only Asian frozen food brand in the top 5 competitors in the
market. By highlighting Tai Pei’s points of differentiation, the brand is set up for
enormous success to overtake the second ranking by Q4 2017, and first place
in the category by Q4 2018.
In a category that is forecasted to continue its decline, the frozen food industry
must develop unique, interactive ways of reaching out to younger millennials,
whose purchasing power only continues to increase.
Driven by a deep understanding of the target market, the research team
discovered several key factors to addressing the problems facing Tai Pei.
Rolling out the all-natural and preservative-free products will support and
extend the path to purchase, drawing in millennials who almost always read the
nutritional facts and look for clues on packaging regarding calorie count,
protein, and sugars.
Taste is the number one influencer of enjoying meals and making a purchase.
More grocery shoppers pick up pizza regularly than any other kind of frozen
food. This report will offer a unique perspective on how Tai Pei can utilize the
frozen pizza aisle to its advantage.
Additional insights into opportunities for our introduction to these markets
include: millennials and the potential effect of social media on brand awareness
and interaction; frozen food perceptions concerning health, quality, and taste;
the potential for personalized, customizable entrees that will inspire brand
loyalty; and above all, motivating the nation to exhibit what it means to “Tai Pei
My Way.”
Transforming
the purchaseof
a frozen single-
serve entrée
from a lonely
lastresort to a
wholesome,
customized
adventure will
redefine the
frozen food
category and
inspire brand
loyalty in
younger
consumers.
4. Pg. 02
Introduction
Introduction
The Problem:
There are several main problems facing the development of Tai Pei in 2017. Overall
frozen food sales are static or declining. The category itself is in desperate need of
innovation, and needs to spur interest from younger consumers. To draw in this
demographic, brands must cater to the desire of millennials to experience meals, not
just eat them.
The Challenge:
The lack of interest from millennials brings up serious concern for the brand as a
company, considering the demographics’ purchasing power. Transforming the
purchase of a frozen single-serve entrée from a lonely last resort to a wholesome,
customized adventure will redefine the frozen food category and inspire brand
loyalty in younger consumers.
The Study:
The research conducted by the team supports the move toward all-natural,
preservative-free products, like much research conducted by outside sources. In
consideration of the brand challenges, we collected hundreds of pages of previously
conducted research from outside sources to inform its understanding of the frozen
food market, millennials, and perceptions of single-serve entrees and Tai Pei.
The team also performed a deployment study analyzing brand distributors in six states
across the nation, comparing shelf space and SKU counts between Tai Pei and its
competitors, Lean Cuisine and Healthy Choice. A nationwide, online survey evaluated
over 800 participants on frozen food perceptions, purchase inspiration, and brand
awareness.
In addition to previous and current research, we recommend additional focus group
research on brand preferences, brand loyalty (purchase-repurchase), and new entree
considerations to continue reinventing in the space.
5. Pg. 03
Methodology
Methodology
Sample Frame:
The population of people
ages 18+ in the United States
according to the U.S. Census
Bureau is 247,813,911. We
evaluated 842 participants
through an online survey
conducted during Q4 2016.
Recruitment:
Participants for the survey were
recruited through a convenience
sampling method with the intent of
surveying equally each of the nine U.S.
regions (shown above, left). Social
media, text messages, phone calls,
emails, word-of-mouth, social apps like
GroupMe and online gaming channels
were all utilized in recruitment.
SurveyOutline:
A thirty-four-point online survey developed through Survey Monkey
measured respondents’ perceptions of frozen food, purchase behavior,
enjoyment of meals, and awareness and interest in Tai Pei. Ten questions
determined the demographics of our sample—gender, age, ethnicity,
household size and income, region, and level of education. The first question
determined the path the participant would take through the survey, qualifying
individuals by purchasing behavior—those who typically don’t purchase frozen
food products and those who purchase or consume these products at least
occasionally. Through Likert and semantic scales, fill-in-the-blank, open-ended,
and forced-choice options other questions on the survey asked participants to:
define frozen food in terms of flavor, convenience, nutrition; rank the
Thirty-four
questionson
an online
survey asked
participants to:
define frozen
food in terms of
flavor,
convenience,
nutrition;rank
the importance
of factors in
enjoying a
meal;
determine
likelihood of
frozen food
purchases
accordingto
various
standards;and
share basic
demographic
information.
6. Pg. 04
Methodology
importance of factors in enjoying a meal; and determine likelihood of frozen
food purchases according to various standards.
Limitations:
This was not a random sampling survey, and no level of confidence or
likelihood of reproducible results exist. Demographics of the sample are
representative of the national population within 10% points. Our sample size
was reasonably representative (within 6%) of the national gender average at
57.5% (n=457) women and 42.5% (n=340) men.
The sample was also reasonably representative of national ethnicity averages
at 72.42% (n=575) Caucasian, within 1% of the national average; 9.7% (n=78)
Hispanic or Latino, about 9% under-representative; and 9.57% (n=76) Black
or African-American, about 2.8% under-representative. Almost 72% (n=572)
of participants live in households without any children under the age of 18.
We do not consider our results to be generalizable to the greater population (N)
because of the percentage of
18- to 24-year-olds who
participated in the survey. This
age group is less than 14% of
the national population, but it is
43% (n=359) of our sample.
For the purpose of our
research, however, the major
age limitation in representation
By Ethnicity
Caucasian Black or African American
Hispanic or Latino American Indian or Alaskan Native
Asian Native Hawaiian or Pacific Islander
From multiple races
Survey Demographics byAge
18 to 24 25 to 29 30 to 34 35 to 39
40 to 44 45 to 49 50 to 54 55+
7. Pg. 05
Methodology
of the national population only serves to heighten our awareness of the brand’s
target market and their perceptions. We have determined a confidence rate of
99% with a +/- 4.5% margin of error.
Privacy
No personal information was recored by the survey that could identify
participants. IP addresses were recorded to manage potential threats of
inaccuracy, but are not available to the public. The privacy of participants was
protected by offering opt-out points throughout the survey. The participants’
responses were anonymous and cannot be traced to an individual.
8. Pg. 06
Findings
Findings
The survey revealed that almost 42% (n=351) of participants don’t typically
purchase frozen food entrées, snacks, or appetizers. Among these non-buyers,
the most positive perception of frozen food is its convenience (average of
8.21 on a 1-10 scale), and the most negative perception is how processed the
food is (average of 2.89).
Taste is a trend ranking in the top slots on many questions throughout the
survey. 99% of participants (n=422) labeled it moderately to extremely
important when considering a frozen food purchase and in their enjoyment of a
meal (n=644).
The top five qualities most likely to inspire a non-buyer to make a frozen food
purchase are:
• If it fits into my lifestyle (77% moderately to extremely likely to purchase)
(n=298)
• If it meets my daily vegetable requirements (75% moderately to
extremely likely to purchase) (n=292)
0 20 40 60 80 100 120
Taste
Who I'm eating with
What I'm eating
Trying something new
How long it takes to prepare
Moderately to Extremely Important Factors
Influence of Purchase Enjoyment of a Meal
Seventy-two
percent of
participants
(n=575) have
not tried Tai
Pei, but 63%
(n=502) are
moderately to
extremely
likely to
purchase the
all-natural,
preservative-
free product
after its
release.
9. Pg. 07
Findings
• If it meets my daily protein requirements (74% moderately to extremely
likely to purchase) (n=285)
• If a friend recommends I try it (73% moderately to extremely likely to
purchase) (n=282)
• If it has bold taste (71% moderately to extremely likely to purchase)
(n=274)
Forty percent of participants are
most likely to try frozen pizza
(n=155), but Chinese frozen foods
ranks in second place (18%, n=70).
Pizza is also the most consistently
bought frozen food—52% of
participants who buy a frozen food
on every trip to the grocery store
choose pizza.
On the 1-10 scale, frequent buyers’ most positive perceptions of frozen food
are its convenience (average of 8.50), and its fullness of flavor (average of
5.43).
Over half (77%) of participants (n=329) make their frozen food purchases
spontaneously, without a list or a previously decided brand or flavor.
Eighty-two percent of participants (n=665) typically check the nutrition labels
on foods. They are specifically looking for:
• calories (71%, n=467)
• sugars(69%, n=452)
• and protein (54%, n=356)
Most Likely to Try
Chinese Mexican
Italian (not pizza) Pizza
Breakfast
10. Pg. 08
Insights
Insights
Based on the results of our study, Tai Pei’s differentiation from other frozen food
brands will play a key role in generating awareness. A high percentage of the
population who has never tried Tai Pei offers an opportunity to develop brand
awareness by catering to positive perceptions and challenging negative ones. The
survey indicates that non-buyers and buyers alike consider frozen foods to be highly
convenient, an aspect of Tai Pei that should be highlighted.
With our new roll-out, Tai Pei entrees that are all-natural and free of preservatives and
additives will help challenge non-buyers’ perception of over-processed frozen foods
and inspire interest. By illustrating how Tai Pei can fit into various lifestyles, and
emphasizing its bold flavor and many selections, the brand can begin to cultivate
desire in the target market for the product.
Consumers’ spontaneous purchasing behavior offers an opportunity to influence
purchase decisions right in the grocery store. Regular frozen food buyers’ consistent
purchase of frozen pizza indicates two paths to resolution: either utilize the pizza
frozen food aisle to advertise Tai Pei, or, develop a Tai Pei-branded pizza.
Considering Tai Pei’s lucrative venture into Asian-style burritos, expanding the cross-
cultural Asian-style option into pizzas is the logical next step for the company.
Adjustments and Challenges:
The National Frozen Foods Survey could have been improved by focusing on the
target market—by attempting to survey an accurate sample indicative of the greater
population, the results were rendered ungeneralizable.
While Lean Cuisine and Healthy Choice are Tai Pei’s top competitors, some research
should have been conducted on similar Asian-style brands like Kahiki, to develop an
understanding of potential threats.
Finally, the survey should have included a few questions regarding social media and
participants’ perceptions of the influence they may have on brand awareness, product
interest, and purchasing decisions. These insights would have further informed the
team’s approach to developing the brand’s advertising campaign.
11. Pg. 09
Recommendations
Recommendations
Tai Pei’s challenge is to build brand awareness among young millennials, and to
initiate excitement and ingenuity in the frozen food market. It is our recommendation
that Tai Pei utilize the insights revealed by the National Frozen Foods Survey in social
media and advertisements. This demographic of the population seeks to visualize
themselves within situations presented in ads, videos, tweets, and insta-posts. These
interactions should highlight the bold taste and versatility of the many different
available selections from Tai Pei, and emphasize how convenient the entrees are to
prepare.
Further, we recommend that Tai Pei initiate nutrition-focused packaging that
illustrates the all-natural ingredients and nutritional value of each product. Offering an
Asian-style pizza gets Tai Pei into the most-visited frozen food aisle in the grocery
store, and allows for the development of brand recognition among consistent
consumers. Tai Pei should have an entrée selection in every section of the frozen food
aisles: single serve; Mexican; pizza; appetizers and snacks—rendering the brand
several steps ahead of its competitors and bringing a fresh perspective on the
potential of the category.
12. Pg. 10
References
References
COMPARATIVE DEMOGRAPHIC ESTIMATES (2016). 2015 American
Community Survey 1-Year Estimates. American Census Bureau.
Retrieved from:
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xh
tml?pid=ACS_15_1YR_CP05&prodType=table
National Frozen Foods Survey 2016
NSAC17 Background Info Tai Pei
Tai Pei Case Study 2016
