americana case

8/3/2019 Americana Case

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GENERAL FOODS AMERICANARECIPE VEGETABLE(A)


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Background Product: Vegetable Combinations + Sauce + Topping

Test Market was done earlier, but shelved

Green Giant turns the heat with a similar line called

Taste America. General Foods Americana Recipe Vegetables

Division to launch 6 varieties of the product


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Deciding Criteria : Name Select Names with greatest breadth of appeal

Avoidance Duplicates

Choose names which are most different and

appealing Names are to be chosen on Location. What are

the names to be chosen?


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Sample

Sample Size:

o 400 Category and Non-Category Users

o 100 To check for similarity

o Scale: Definitely will buy definitely will not buy

50%50%

Sample Composition

Category Users

Non-CategoryUsers


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Name Selection Pennsylvania Dutch Sauce

Wisconsin Cheese Country Sauce

New England Sauce

Western Style Texas ranch

Southern Style


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Part B

Americana Vegetables


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Methodology 1900 respondents were selected.

Test done on rotational basis ( All were tested onall the 6 styles).

The research measured the following: Purchaseinterest, Expected price, Likes and dislikes,perception on the concepts main point, overall-rating, usage frequency, concept fulfillment.

Pre-trial and post-trial evaluation was done.


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Which versions of the line are to be put intoproduction? What are the changes (if any) to bemade in those versions?

Based on Exhibit 10 and 11, line products which fulfilltwo constraints maybe chosen for production.Concept fulfillment >= 62%

Total Favorable >= 65%

This in a sense would ensure that the products thatare launched initially are liked by a majority of the

target group by ensuring a minimum cut-off level inboth these key parameters. So, three products qualify: Southern 447

Southern 497

Southern 500


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SUGGESTIONS

Southern(Code: #500)

None

Southern Style (Code: #447)

Take off Onion taste as only 5% like the taste and

remove spinach as many dont like it. Improvement should be made on the cooking style as it

takes longer time.

Amount per package and amount per serving should be

increased.

Southern (Code: #497)

Remove Zucchini as only very few prefer it.


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How to promote the line by using the lineconcept or by featuring a single line member?Which attributes to recommend featuring in the

copy

taste, variety, convenience, topping,regional themes etc.

Attributes to be used to promote taste, variety,theme, speed of preparation, amount per serving.

Line concept promotion-


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What would be the apt pricing for the product?

Exhibit 9 reveals that the average expected price ofthe Definitely Will Buy is 49cents. 58% of the DWBwill afford this price

As per exhibit 13,

Southern 500 48 c

Southern 447 49 c

Southern 497 48 c

We recommend 49cents for all the product.


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THANK YOU!


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GROUP MEMEBERS:

Hampton

Immaculate Divya

Jacqueline

Jesu Rathinam

Jhon Alphonse

Ronald Riju

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