Tutorial 6 E-Learning (Ritz)

1.      Why did Kraft want to do marketing research on Ritz?

They wanted to launch a Ritz Toasted Chip in extension of their Ritz Cracker Brand – to understand what would be the best product to create and introduce to the market, to expand their product into a new category to add incremented volume to the brand.

2.      Who did they work with for marketing research?

AC Nielsen

3.      What are the differences between a chip and a cracker?

·        Both industries were growing twice as fast.

·        Crackers tend to be eaten by older people (older imagery) than chips (younger, more fun, more exciting & intensely favourful)

·        Crackers eaten in winter, Chips eaten in summer.

·        Difference in texture and flavour – Chips more irregular, thin, crispy. Crackers are more dense, cake-like.

4.      What did the Ritz name stand for in terms of food quality?

Ritz products is known to be buttery in flavour

5.      What tool did Ritz used to carry out market research?

Focus group – talk to consumers about the product (descriptive language)

6.      What were two words they found consumers were particular with?

‘Baked’ not as appealing as ‘Toasted’

7.      Where did they finally put their product, Ritz toasted chips and why?

Put their product that in the area where they were already in (Cracker isle). They already had a major presence in the cracker/ cookie isle. It is difficult to put a single new product in the section of the store where they did not have any presence.

8.      What type of packaging did they use for their product?

Bag, since many consumers associate bags with chips. They developed bags that could stand on shelves, with big, bold prints, that are more chip-like in feel. Helps set their Ritz toasted chips apart from their Ritz crackers on the shelves around them.

9.      How many flavours did they have for the product? 

3 flavours during their initial launch – Original, Cheddar, Sour Cream & Onion

10.   Were they successful?

Yes, results were better than expected

11.   What was the next flavour launched? 

4^th flavour – Southwestern Ranch

12.   What other flavours came after this?

A Wheat Thin Toasted Chips product line – Multi grain

13.   What benefits did market research bring about for the product and the company?

Market research played a central role in Ritz Toasted Chip, from the beginning in terms of the idea, the concept behind it, understanding the differences between where they were from a cracker standpoint to where they needed to go. It informed the design of the product and package, and even where they should place the product in-store. It resulted in a huge success in the marketplace.

14.   Name the person and indicate his title interviewed in the video.

Jim Nyce – Senior Vice President, Consumer Insight and Strategy

xoxo
Team 3

Tutorial 9 E-Learning (Mini USA)

How market research is important for Mini USA and what benefits have it brought for them?

Marketing research is important for Mini USA because:

1)    It helps them to determine their target market

a.     Enable to tailor their marketing communications to appeal to their perspective buyers in an interesting way.

b.    To understand the different demographics of the market, they brought their cars out to find out the public’s view of their cars. They realised that their target market share the same traits – individuals who enjoy personal success, tech-savy, know exactly what they want and they want it ASAP.

c.     This helps them determine the right marketing message and channels to bring across their offerings to consumers. This led to an increase in customers’ responses.

2)    It helps them determine what their competitors are doing

a.     They learnt from their competitors focus on “Driving”; however, Mini USA revamped that culture into “Motoring” to differentiate themselves from their competition.

b.    Mini USA focused on “Motoring” into their integrated marketing strategies such as into their:

                                                         i.     Book of Motoring

                                                         ii.     Magazine and print ads

                                                         iii.     Campaign

3)    Understand what their customers want

a.     They provided customization and personalization, calling is YOU-ify

b.    This increase customer satisfaction, creating more customer loyalty and retention.

Benefits:

1)    During their prelaunch campaign, 150,000 people registered

2)    Huge increase in sales

3)    Customer loyalty and Retention

xoxo
Team 3