Blind Taste Test

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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

  1. 1. RGB316 VS DGT707<br />
  2. 2. Marketing Background<br />Birth year: 1930<br /># of branches worldwide:20K+<br /># of Branches in Metro Manila: 92<br /># of Branches outside MM: 61<br />Year founded in the Philippines: 1967<br />Worldwide Presence: 109 countries<br />Sister Brands: Pizza Hut, Taco Bell, A&W<br />Marketing Tidbits: it is beginning to resurrect its non-acronymic branding, KENTUCKY FRIED CHICKEN since 2007<br />Trivia: the secret recipe is composed of 11 different herbs and spices<br />
  3. 3. Fast Food Industry in the Philippines<br /><ul><li>“Fast food” generally refers to the type of restaurants that sell quick, inexpensive take-out food.
  4. 4. 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.
  5. 5. 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.
  6. 6. 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.</li></li></ul><li>And so, why KFC?!<br /><ul><li>Researchers agreed that it must be a quick service fast food restaurant
  7. 7. Researchers perceived KFC spaghetti is less popular
  8. 8. Considerable number of presence vs. Jollibee (600) and McDonald's (235)
  9. 9. Researchers believe that the group would immediately recognize the taste of these top two brands already, thus, futile</li></li></ul><li>D<br />I<br />S<br />L<br />I<br />K<br />E<br />S<br />
  10. 10. L<br />I<br />K<br />E<br />S<br />
  11. 11. PRODUCT ATTRIBUTESauce: COLOR<br />General Conclusion: Color of KFC is perceived to be too light while Wendy’s is just right<br />
  12. 12. PRODUCT ATTRIBUTESauce: SALTINESS<br />General Conclusion: Saltiness of KFC is perceived as lacking while Wendy’s is just right<br />
  13. 13. PRODUCT ATTRIBUTESauce: SWEETNESS<br />General Conclusion: Sweetness of KFC is perceived to be lacking while Wendy’s is just right<br />
  14. 14. PRODUCT ATTRIBUTESauce: OILINESS<br />General Conclusion: Oiliness of KFC is perceived to be too oily while Wendy’s is just right<br />
  15. 15. PRODUCT ATTRIBUTESauce: AMOUNT OF CHEESE<br />General Conclusion: Amount of cheese of KFC is perceived to be just right while Wendy’s is not enough. <br />
  16. 16. PRODUCT ATTRIBUTEMeat: TENDERNESS<br />General Conclusion: Meat Tenderness of KFC is perceived to be lacking while Wendy’s is just right<br />
  17. 17. PRODUCT ATTRIBUTEMeat: VARIANT<br />General Conclusion: KFC is perceived to be lacking meat variants while Wendy’s is just right.<br />
  18. 18. PRODUCT ATTRIBUTEMeat: AMOUNT OF MEAT<br />General Conclusion: KFC is perceived to be less amount of meat while Wendy’s is just right.<br />
  19. 19. PRODUCT ATTRIBUTEPasta: FIRMNESS<br />General Conclusion: KFC’s pasta is perceived to be overcooked while Wendy’s is just right.<br />
  20. 20. PRODUCT ATTRIBUTEPasta: STICKINESS<br />General Conclusion: KFC’s pasta is perceived to be sticky while Wendy’s is doesn’t stick at all.<br />
  21. 21. Like or Dislike?<br />General Conclusion: Respondents Dislike KFC a little and like Wendy’s a little. <br />
  22. 22. Which Product Do You Like Better?<br />
  23. 23. RECOMMENDATIONS<br /><ul><li>To enhance color, researchers recommend using FD&C Red No. 40- Allura Red AC, E129 (red shade) to achieve acceptable redness
  24. 24. To enhance saltiness, salt agents are recommended to achieve acceptable saltiness
  25. 25. To enhance sweetness, cooking sugar is recommended to achieve acceptable sweetness
  26. 26. To achieve desiredlevels of oiliness, researchersrecommendusinglessoilsincebeefisoilybynaturealready
  27. 27. To achieve desiredbeeftenderness, researchersrecommendthe use of meat-tenderizingagents, such as pressurecookers</li></li></ul><li>RECOMMENDATIONS<br /><ul><li>To achieve desiredmeatvariants, researchersrecommendaddinganyorall of thefollowing: hotdogs, salami, pepperoni, and hamTo achieve thedesiredamount of meat, researchersrecommendincreasingmeatquantity per serving
  28. 28. To achieve desiredfirmness, researchersrecommendcooking pasta over continuos boilingwaterfor 8-12 minutes
  29. 29. To achieve a lessstickyfeature of the pasta, researchersrecommendadding a relativeamount of oiltothewaterwherethe pasta will be cooked.</li>

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