3. • REGISTERED COMPANY NAME: Cyro Industries (PTY) Ltd
• COMPANY REGISTRATION NUMBER: CO 2013/13626
• DIRECTORS: MUHAMMAD MOINUDDIN AHMAD (Motswana)
DANIEL GRACA FERREIRA (South Africa)
• COMPANY POSTAL ADDRESS: P.O. Box 1080, Gaborone, Botswana
• OPERATIONAL ADDRESS: Plot 60, Unit 1, Gaborone International Commerce Park.
• TELEPHONE NUMBER: (+267) 3907785
• FAX NUMBER: (+267) 3907789
• NATURE OF THE BUSINESS: MANUFACTURING-Expanded Maize Snacks
4. • Cyro Industries (Pty) Ltd is a registered company of Botswana under Registration Number CO
2013/13626 and incorporated on the 23rd November 2013.
• Cyro Industries is a locally based snack line manufacturer in Gaborone, the Capital city of
Botswana.
• Cyro Industries PTY LTD is new snack Manufacturing Company that has entered into the
Botswana market
• Produces high quality maize based extruded products such as puff maize chips and maize
cereal on single production line capable of producing both type of products as spiced or
caramelised.
About us
6. Ultimate Objective
To evaluate the concept maize puff chip offering against key competitors (in this instance
concept maize puff chip vs other offerings) within set or pre-determined guidelines
Assist Cyro Industry in a more strategic approach with product performance and
management thereof – assisting in quicker response times to any changes in the market
dynamics &/or sensory elements
7. 7
Executive summary
Cyro business challenge
To benchmark concept chip against key
competitors, in order to respond to any changes in
the market dynamics &/or sensory elements before
introducing the new product to deliver a consistent
experience for consumers
• To evaluate consumer preference of key
competitors within each of the various maize chip
market in Gaborone
• To benchmark concept chip against possible
competitors to determine the product fit in the
current chip market and comparison to most often
consumed chip
• To determine the most appealing maize chip
flavour profile for the establishment and
development of the new concept chip before
introduction into the market
Quantitative
• A detailed sensory diagnostic test
• Using a sequential monadic unbranded taste
evaluation. This methodology allowed for each
respondent to taste 3 products ( concept vs
Regos & Prime snacks) within 3 specific flavour
categories.
• We aim to measure specific product performance
related attributes & flavour test
Objectives
How research aims to meet objectives?
Timings
Completed by November 2014
Sample
Sample Options
Phase 1 n = 150
Phase 2 n = 150
Phase 3 n = 150
Botswana Gaborone
8. 8
Explore the potential of the product offering to introduce the
concept product into the current chip snacking repertoire in
the Botswana market
Attention: Initial reaction, overall liking and drivers for
resonance
Branding: Uniqueness for both brand and product, brand
image & product targeting
Explore product expectations & gain deeper understanding
of the difference between current chips and product offering
from concept chip. Insight into consumers ideal maize puff
chip design (pre tasting) followed by comparison of test
products to ideal design
Mix Evaluation – proposition & product objectives
Proposition
Explore consumer response to product - Attributes
consumers associate with their favorite / ideal maize puff chip
Key metrics to explore include – taste, texture and variants
(appeal, likes/ dislikes)
Establish flavour liking score compared to most often
consumed maize puff chip
Evaluate product to establish the fit between expectations
created by proposition and product taste delivered
Explore expectations for pricing - Price Sensitivity measure on
the concept and new maize puff chip offerings
Product
Research Objectives
12. Solution Outline
Scoping &
Exploration Research
Analytics &
Business
Intelligence
Recommen-
dations
Communi-
cation &
Next Steps
A program to
engage stake-
holders and identify
relevant knowledge
1 2 3 4 5
Quantitative – face to
face interviewing with
product sensory
evaluation
Analyze results and
other data sources
using a variety of
advanced statistical
tools to identify
opportunities and
generate insight
Develop core set
of conclusions and
recommendations
for your business
Provision of reporting,
cross-tab and
visualization tools.
Run interactive action
planning sessions to
develop strategy
13. 5
Kick off meeting
Delivery of stimulus material
Delivery of concept product for sensory evaluation
Research tool design
• Questionnaire
Approval of research tools
1 2 3 4 5
1 2 3 4
1
3
2
4
5
Kick off
Key Steps
15. 1 2 3 4 5
Methodology – Key steps
Respondents will be recruited according to specific screening criteria. In the
recruitment respondents’ current purchasing and usage behaviour will be determined,
as well as their demographic profile.
Surveying of tests (exposed to product), respondents will be interviewed to evaluate
three products to be tested.
Easy & quick deployment incorporate both sensory and flavour test insights
Our methodology combines sensory taste test and flavour test with survey based diagnostics in three phases:
1. Hawkers shop shelf and a sensory evaluation on competitors products to determine benchmarks
2. End user (consumers) shop shelf and a sensory evaluations on competitors products to determine benchmarks
3. End users (consumers) and a control group of hawkers sensory evaluation on concept product
1 2 3
Recruit
Survey
Analyze
Methodology – key steps
16. Recruitment
Including current consumption
behaviour
Specific Sensory Diagnostics
Evaluation
(overall liking, appearance, colour,
aroma, flavour, texture, bar size,
aftertaste etc)
Future purchase behaviour
(concept chip vs current most often
used chip)
Purchase Intention
Quantitative research design
The Goal
Interviewing face to face with questionnaires comprising of the product sensory test are an ideal method to obtain
insights.
Face to face interviewing allows for respondents to taste the products and interviewers are able to record
spontaneous results and first impressions in a more controlled environment. Face to face interviewing has a high
response rate and interviews can be conducted from different locations.
We recommend using a sequential monadic concept evaluation.
This sequential monadic approach allows for:
• Each product to be equally rotated providing each product an equal chance of being evaluated first
• The product to be evaluated in random order.
• The respondents to test two or more products comparing them and providing a preference rating.
Face to face interviews are the best way to optimally answer objectives
Research Methodology
17. Demographics
• Gender
• 60% - Females
• 40% - Males
• Age:
• 50% - 18 – 34 years
• 50% - 35 – 49 years
• Race:
• 100% - Black
Overall sample
considerations
• Heavy user of chips and
consumes maize chips at
least once a week
• Hawkers - sellers of maize
puff chips
Sample considerations1
The method of sampling will be focusing on purposive sampling
2. Target markets and sample sizes
1 2 3 4 5
1 2 3
Target markets and sample size
Usership break down
• 33% prime snack users
• 33% Regos users
• 33% Redos users
Target Sample
Overview
Usership1 2 3
18. Questionnaire Coverage Insight required from each Question Area
Current purchasing Capture information sources and include sufficient attributes to clearly identify which information sources
are most important in making the purchase decision
Usage behaviour Ascertain what is the current usage behaviour and why, identifying the relative importance of factors
driving brand choice
Sensory taste evaluation Used to measure appeal of specific sensory diagnostics such as product appearance, aroma, taste,
texture and freshness
Preference of the products Used to understand what drives palette preference in Botswana
Purchase intention Measure satisfaction after tasting the product (taste, texture and freshness ), as well as understanding
any barriers to success of entry, also model against purchase intent
To ensure the study is focused and streamlined it is imperative every question delivers insight
1 2 3 4 5
1 2 3
3. QUESTIONNAIRE COVERAGE
Questionnaire coverage
19. Research Analytics
Recommen-
dations
Communi-
cation &
Next Steps
2 3 4 5
Scoping &
Exploration
1
Analyze results and
other data sources
using a variety of
advanced statistical
tools to identify
opportunities and
generate insight
SOLUTION OUTLINE
Solution Outline
20. Benefits
Helping you to make informed business decisions
• By “connecting all the dots” across the
customer journey, we can provide a
truly holistic view of the lifetime
relationship that customers can have
with your brand
• More granular information
= deeper insights
= more informed decision-making
• Identify key opportunities across
multiple touchpoints
• We can model future scenarios and
predict how consumers will react to
new products and brands
Our aim is to provide you with the business intelligence that you need to make better
business decisions. Generating intelligence comes from analyzing and making sense of a
wide variety of data sources, not just survey data.
1 2 3 4 5
We will collect, combine and analyze multiple sources of data to help you better
understand how to influence consumers across multiple touchpoints.
Helping you make informed decisions
21. Solution Outline
Scoping &
Exploration Research
Analytics &
Business
Intelligence
Recommen-
dations
Communi-
cation &
Next Steps
Develop core set
of conclusions and
recommendations
for your business
Solution Outline
22. Building a Story
from the Data
Identifying
Opportunities &
Possible Solutions
Putting Data
into Context
Providing Key
Recommendations
Turning business intelligence into key recommendations for your business. Key
steps
Starting from a big picture
perspective, we will take
into account competitors
strategic objectives and
any KPIs they have in
place helping you to
benchmark
The “Scoping &
Exploration” phase will
have helped us to identify
key challenges that need
to be addressed,
as well as potential
opportunities
We’ll identify relevant
themes/trends by analy-
zing the data, both positive
and negative, and
combining with other
knowledge
We’ll identify several
opportunities for your
concept brand and provide
evidence for each
We’ll bring in in best
practices from competitors
to help us identify possible
strengths opportunities
weaknesses and threats
We’ll recommend what
actions you should take
based on the business
intelligence we have
gleaned
1 2 3 4
1 2 3 4 5
1 2 3 4
Turning business intelligence into key recommendations
for your business. Key steps
23. Scoping &
Exploration
Solution Outline
Research
Analytics &
Business
Intelligence
Recommen-
dations
Communi-
cation &
Next Steps
Provision of reporting,
cross-tab and
visualization tools.
Run interactive action
planning sessions to
develop strategy
1 2 3 4 5
Solution Outline
24. Benefits
Communicating the “story” effectively
• Viewing all insights and “connecting the dots” will
enhance your ability to make quicker and more informed
business decisions
• Communicate the stories that really matter to your
business in more efficient and high impact ways
• Tailoring deliverables ensures greater engagement
increasing the likelihood that those finding will be acted
upon
We fully understand the need to provide
• Visually stimulating output that will help to communicate
the “story” to clients quickly and in more accessible ways
• Analysis tools that will enable you to manipulate the
data yourself (SPSS with data)
1 2 3 4 5
Next steps
26. Project timetable – approximately 13 weeks to completion
W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13
Scoping &
exploration
Research
Analytics
Visualization &
comms
Planning
Key Milestones
Stakeholder interviews
Knowledge review
Design Fieldwork
Identify
core tools
Statistical analysis
Identify require-
ment & plan
Deliver all visuals
and comms
Outline project plan Detailed project plan Review progress Interim results Final results
Kick-off
Fieldwork
Project timetable
27. 4 Core fieldwork
Core fieldwork
stage phase 1 and 2
Key milestones of project
Sep Oct
1 Scoping phase
Briefing on research
process design and
implementation review
2 Core fieldwork
Core fieldwork
stage phase 1 and 2
3 Key deliverables
Delivery of topline
reports
Aug2013 Nov
5 Key deliverables
Delivery of final report
Timings
28. Client & researcher Notes
• Input to questionnaire design
• Timely sign off of all field material e.g. questionnaires and diaries (as per the
timing plan)
• Any print materials input at least 7 working days before field is due to start
• Draft reports feedback
• Final presentation attendance
Client
Requirements
The Goal
• Questionnaires and sample design
• Personal briefing by research executives
• Fieldwork
• Face to face presentation
Researcher
Deliverables
