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Responsibility Report

Marketing Major Project

October 9, - November 30, 2012

ACTIVITIES

TEAMMEMBE

RS

CodiaClarke

PaulaKing

Venesa

Dover

Suzanne

Francis

Andrew

Chung

Kenro

Sangs!er

"len#ord

Pi!!er

Budge! A A R A % % %

Boo!h Design A R A A A A ADesign Fieldwork R& S R R R R R R

Individual Fieldwork R& S R R R& S R R R

Co'(ile Findings % % % R& S R R %

Code)AnalzeFindings SPSS R % % % % % %

*ri!!en Re(or! Dra#! R& S A A R& S R A A

+ral Presen!a!ion R R R A R A A

Boo!h Dis(la A R A A A A A

*ri!!en Re(or! Final R& S R R R& S R R R

A((endices A % R R R % %

Pro,ec! Review S& R R R S& R R R R

!pervision Provi"e" s!pervision, s!pport # assistance

$ %nterme"iary&$ssistance $ssiste" tasks to completion

R Responsible Responsible 'or e(ec!ting t)e task

ii | P a g e



$ct!al *stimation an" +!"get

September 1 - November 30, 2012

%*N. %tem

/escription

Projecte"

%ncome

lient

*(pen"it!re

omponent

/escription

Merc)ant .

ons!ltancy ee 2,00,00000 4N%ORM

Implementationand Data

Collection

250,000.00 Uniform Shirts LP. Azar 7,0!."

#orm$lation of

ProposalAnd Assessment

"50,000.00 Lo%o Cost Screen &ech

Printin% sol$tion'

,050.00

()al$ation and

*ecommendation

"00,000.00 Uniforms Sub Total 1

Stationer+ 0,000.00 /*OR$.%ON OR

+OO.6

Comm$nication 20,000.00 ac- Dropooth *ental IPrint !5,000.00

S$stenance 50,000.00 &a/le anner ot 1ff &he Press 2,257.77

&ra)ellin% 0,000.00

Utilities 30,000.00 Decoration Sub

Total

3

Le%al #ees "50,000.00

4iscellaneo$s 50,000.00 PR*M%4M

S$%%estion Pens, 6e+ rin%s

Corporate Cl$/

7,050.00

Pla8$e

Pict$re #rame

(m-a+

9ool:orth

2,77.00

;;.00

Premiums Sub Total

1

M%*$N*O4

C$ps, Plates <&ape 4e%a 4art ",;00.00

#ood Ian=s Caterin% 3,000.00

Press 6it Litho%raphic

,050.00

ID ad%es < Crepe

Paper

Printin% Pict$re

ot 1ff &he Press

ot 1ff the press

700.00

"50.00

iii | P a g e



ot Do%s < rolls

&ra)ellin%

S$permar-et

S$zanne < Codia

",030.00

",000.00

S$/ &otal 2,500,000.00 980,00000 iscellaneous

Sub Total

.otal *(penses 1,0:,9091;Total !omponents

.otal Net %ncome 1,""3,"0#.0#

$!TU$% &'P&NS&S

Marketing Major Project - Market Researc) <!alitative; <!estionnaire

9e are final +ear mar-etin% st$dents in p$rs$it of a achelor of Science De%ree .Sc. from the

Uni)ersit+ Colle%e of the Cari//ean UCC.

As part of o$r Pro%ram re8$irement and in f$lfilment of the achelor of Science De%ree in

4ar-etin%, :e are $nderta-in% the mod$le >4ar-etin% 4a?or Pro?ect Practic$m= this #all 20"2

Septem/er@Decem/er. 9e ha)e /een as-ed to Cond$ct a mar-et research on a prod$ct offered /+ a local compan+B present findin%s, ma-e recommendations and implement chan%e acti)ities to

impro)e performance

&he %ro$p has identified al=s Man!'act!ring imite" as the compan+ and al=s .omato

>etc)!p as the prod$ct. 9e :ill /e cond$ctin% a mar-et research to (etermine t)e feasibilit* of

!al+s Tomato etc)up enterin t)e commercial )i)-en( maret.

Please /e ass$red that neither +o$r name, nor the name of the esta/lishment :ill /e re)ealedB the

information +o$ pro)ide :ill /e held in strict confidence and :ill onl+ /e $tilized for the p$rpose

of an anal+sis.

6indl+ ta-e a fe: min$tes to complete the enclosed 8$estionnaire, :hich :ill assist $s %reatl+ in

completin% o$r achelor of Science De%ree.

*espectf$ll+,

Andre: Ch$n%, Codia Clar-e, enesa Do)er, S$zanne #rancis, Pa$la 6in%, Elenford Pitter <6enro+ San%ster

iv | P a g e



Please tic- the appropriate response s to the 8$estions /elo: and state a response :here

re8$ired.

&+pe of esta/lishmentF 6otel Resta!rant

1 o: lon% has this /$siness /een in operationG

a; 1- years b; :-10 years c; 11-1 years

"; 1:-20years e; Over 21 years

2 9hich of the follo:in% do +o$ $se in +o$r food preparation and dinin%G

a; .omato Paste b; M!star" c; .omato >etc)!p

"; Oyster a!ce

/f *ou (i( not select Tomato etc)up above, please continue at number 13.

3 o: do +o$ $se &omato 6etch$pG

a; oo" Preparation b; .able .op el' erve on"iment

c; Only on Re?!est "; .able .op %n"ivi"!ally Package"

5 o: often do +o$ $se &omato 6etch$pG

a; *very Meal b; $lmost *very Meal c; Only on Re?!est

"; Rarely

Please select the /rand of -etch$p that is $tilized in +o$r compan+

a; @race b; al=s c; N!pak "; @e""es

e; *ve '; 6i-o g; aribbean )oice ); Miracle

i; asco j; Aam @!y k; 6einB l; Ot)er bran" CCCCCCCCCC

v | P a g e



: 9hat infl$ences +o$r p$rchase of this /randG

a; .aste b; <!ality c; Price "; $ccessibility

e; +ran" oyalty '; !stomers= Pre'erence g; onvenient Packaging

7 9here do +o$ p$rchase &omato 6etch$pG

a; /irectly 'rom Man!'act!rer b; !permarket c; D)olesale

"; /istrib!tor e; Ot)er so!rce

8 Please select the closest size to that :hich +o$ :o$ld normall+ p$rchase.

a; %n"ivi"!al sac)ets b; 13 oB c; E @allon

"; 1 itre e; 2 litre '; 1 @allon g; @allon

9 o: lo+al are +o$ to the /rand selected in 8$estion 5G

a;Fery oyal b; Mo"erately oyal c; airly oyal

"; Not oyal

10 If +o$ :ere introd$ced to a /rand of &omato 6etch$p that co$ld match or s$rpass +o$r

reasons for $sin% +o$r c$rrent /rand, :o$ld +o$ s:itchG

a; Ges b; No

11 Do +o$ -no: of the /rand Cal=s &omato 6etch$pG

a; Ges b; No

%' HNoI kin"ly ansJer ?!estion 13 an" "isregar" ?!estion 12

12 a)e +o$ e)er $sed Cal=s &omato 6etch$p in +o$r /$sinessG

a; Ges b; No

13 Do +o$ e)er $se a s$/stit$te for 6etch$pG

a Ges b; No

15 9hat prod$cts do +o$ $se to s$/stit$te &omato 6etch$pK

a; 6omema"e a!ce b; )!tney c; M!star"

vi | P a g e



"; alsa e; .omato Paste '; !n /rie" .omato

g; D)ole&lice"&anne"&P!ree" .omato ); +arbe?!e a!ce

De sincerely appreciate yo! taking t)e time to complete t)is ?!estionnaire

Marketing Major Project - Market Researc) *(ploratory; %n-"ept)

%ntervieJ @!i"e

Researc) tatement

&o determine the feasi/ilit+ of Cal=s &omato 6etch$p enterin% the commercial hi%h@end mar-et.

ObjectivesL

". &o %ain /ac-%ro$nd information on the commercial hi%h@end mar-et.

2. &o introd$ce Cal=s &omato 6etch$p to the commercial hi%h@end mar-et.

!. &o ascertain the response to Cal=s &omato 6etch$p and determine ho: it co$ld enter the

commercial hi%h@end mar-et.. &o identif+ s$/stit$te prod$cts, that ma+ pre)ent Cal=s &omato 6etch$p from enterin% the

commercial hi%h@end mar-et.

(sta/lishmentF HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH

.$.*

". 9hat meals did +o$ tr+ the sample of Cal=s &omato 6etch$p :ithG

2. o: did +o$ li-e the taste :ith each mealG

!. o: does Cal=s &omato 6etch$p compare in taste to the c$rrent /rand of -etch$p /ein%

$sedG

. 9o$ld +o$ em/race different fla)o$rs of &omato 6etch$p e.% lemon, pine, %in%er, lime

%in%er, pineapple /acon, hot and spic+, %arlic, c$rr+ to /e $sed as dipsG

P$>$@%N@ or establis)ments t)at tice( Table top self serve

5. 9o$ld +o$ place a /ottle of Cal=s &omato 6etch$p on +o$r dinin% ta/lesG If no, :h+G

;. If the man$fact$rer co$ld c$stomize the pac-a%in% to s$it +o$, :o$ld +o$ /e interestedG(la/orate.

7. a)in% +o$r o:n /rand on a condiment can help in positionin% the compan+, enhance the

compan+=s mar-etin% dri)e and pro)ide a s$rmo$nt amo$nt of )isi/ilit+ for +o$r

/$siness. Do +o$ see )al$e in co@/randin% :ith a prod$ct s$ch as tomato -etch$pG If +es,is this an a)en$e or area of interest in, :hich +o$ :o$ld :ant to colla/orate :ith Cal=s

4an$fact$rin%G

vii | P a g e



ON4M*R

. Did cons$mers pla+ a part in the selection of the c$rrent /rand /ein% $sedG

3. 9hat is the tar%et a$dience of this esta/lishmentG

P4R6$* /*%%ON

"0. 1f all the thin%s that infl$ence the p$rchase of the c$rrent /rand of -etch$p /ein% $sed,

:hat are the top 2G

"". Do +o$ ha)e a contract$al o/li%ation to $se +o$r c$rrent /randG

"2. a)in% eperienced Cal=s &omato 6etch$p, :o$ld +o$ p$rchase it immediatel+ for +o$r

esta/lishment or :o$ld +o$ consider p$rchasin% in the near f$t$reG If no :h+G

"!. 9hat )ol$me of tomato -etch$p do +o$ $se on a monthl+ /asisG

4+.%.4.*

". Ei)en the man+ s$/stit$tes for tomato -etch$p, co$ld +o$ operate +o$r /$siness :itho$t

$sin% tomato -etch$pG

"5. 9hich meals do +o$ ser)e that cannot /e done :itho$t tomato -etch$pG o: important

are these meals to +o$r men$G

";. or non-etc)up users. 9h+ don=t +o$ $se tomato -etch$pG

"7. Do +o$ spend more on s$/stit$te prod$cts than on tomato -etch$pG

Market Researc)&easibility t!"y

*stablis)ments ontact )eet

viii | P a g e



Names $""resses .elep)one ontact

%n'ormation

ix | P a g e



" Am/rosia *esta$rant St. Andre: 37@"233 4rs. Anne &a+lor

2 Cafe de inci 4ar-et Place, ;7 Constant Sprin% *d

"0

30;@305" 4s. Alessandro

artolini! Chasers Cafe 5 elmont *oad, 6in%ston 5 30;@0;5 4s. Amanda Camp/ell

China (press &he mar-et Place

Shop 52, ;7 Constant Sprin% rd

30;@3"5@3 4rs. Irene 9on% 4r.

r$ce Chan%

5 C$dd+=s Je: 6in%ston Shoppin% Centre

; Kimm+s Erill o$se &rinidad &errace, Je: 6in%ston "@07;0 4r. Dane 9alter

7 KoKo=s Ker- Pit < 4ore "2 9aterloo *oad, 6in%ston "0 30;@"503 4s. Cla$dia Lindo

P$shpa=s *esta$rant Shop ", Jorthside Dri)e, 6in%ston ; 377@55 4s. P$shpa Latha

#rirama+es

3 *ed/ones l$es Cafe " Ar%+le *d., 6in%ston 37@;03" 4rs. ets+ 9illiams

"0 Sonias omest+le Coo-in% "7 Central A)en$e 6in%ston "0 3;@;2;77;7" 4r. Andre: Clar-e

"" Starapples 3 ope *oad, 6in%ston "0 3;@"!!

327@30"3

4s. *enae *o:e

"2 S$sie=s a-er+ < Coffee

ar

So$thdale Plaza, 6in%ston "0 3;@50!0 4s. Amanda anna

"! &he Ero% Shoppe De)on o$se, 2; ope *oad, 6%n "0 30;@7";5 4s. Patricia Po:ell

" &he &erriace *esta$rant De)on o$se, 2; ope *oad, 6%n "0 3;@5 4rs. 4achardo

"5 &rac-s and *ecords Shop ;, ;7 Constant Sprin% *d, 6%n "0 320@2! 4s. Jicola Scott

"; &r$c- Stop " 9est 6in%s o$se *oad "0 ;!"@0" 4r. Denzil la-e

6 O . *

"7 Altamont Co$rt otel " Altamont &errace, 6in%ston 5 323@37 4r. Kermain Scarlette

" Christar illa 33a ope *oad, 6in%ston ; 37@!3!!50 4s. Stennette

"3 otel #o$r Seasons *$th)en *oad, 6in%ston "0 32;@05 4r. Jorman 6haleel

20 Indies otel 5 ol/o$rn *oad, 6in%ston 5 32;@2352033 4s. Sandra 4ohamed

2" Li%$anea Cl$/ 6n$tsford o$le)ard, 6in%ston 5 32;@" 4s. Lato+a Steir

22 4a+fair otel 6in%sho$se Close, 6in%ston "0 32;@";"0 4s. Kanet a-er 2! 4edallion all otel 5! ope *oad, 6in%ston "0 327@572" 4s. Kanese Sanderson

2 Spanish Co$rt otel " St. L$cia A)en$e, 6in%ston 5 32;@0000 4s. Lato+a Elamor%an

25 &erra Jo)a All S$ite otel "7 9aterloo *oad, 6in%ston "0 32;@22""@2 Chef S:a/+

2; &he Co$rtlei%h otel <

S$ites

5 6n$tsford o$le)ard, 6in%ston 5 23@;;!3 4s. *ochell #airclo$%h

27 9+ndham 6in%ston 77 6n$tsford l)d, 6in%ston "0 32;@5!0 4s. K$lia Camp/ell

P6O.O O M%R

+4%/%N@

x | P a g e



OMM4N%.G O4.R*$6 $RO A$M$%$

xi | P a g e

Codia Clarke

Paula King

Venesa Dover

Andrew Chung

Suzanne

Francis

Kenro

Sangs!er



+R$N/*/ .$.%ON*RG

*nvelope

xii | P a g e

- Sur.i!on Road

P/+/ Bo0 1221Kings!on 12

3a'aica& *I

Phone4 1567%897%-Fa04 1567%897%-59E%'ail4 in#or'a!ion:'irc/co'*e.si!e4 www/'irh!!(s;))!wi!!er/co'www/#ace.ook/co'

http://www.mirc.org/

http://www.mirc.org/



Mrs arlton Datson

4ana%in% Director

Cal=s 4an$fact$rin% Limited Sa%icor Comple

6in%ston ";

omplimentary lip

Dit) ompliments

ample +!siness ar"

xiii | P a g e

- Sur.i!ion Road& P/+/ Bo0 1221&

Kings!on 12

Sur.i!ion Road& P/+/ Bo0 1221&

Kings!on 12



ront Reverse

ample %"enti'ication;

Presenters Name .ag

Oral Presentation ample; pecial @!est .ag ample;

xiv | P a g e

M$R>*.%N@ %/*$

an" R**$R6

ON4.$NG

.$ %/*N.%%$.%ON

@*NOR/ P%..*R

M$R>*.%N@ M$N$@*R

%/L 2:007 *PL ept 2017

$!t)oriBe" ignat!re ignat!re

Phone4 1567%897%-222%8

Fa04 1567% 897%-598

Mo.ile4 1567%5<7%8916

=IME4 1567%->1%815<

E'ail4 venesa/dover:'irc/co'*e.si!e4 www/'irc/org

h!!(s4))!wi!!er/co')'irc

www/#ace.ook/co' 'irc

Fenesa /over6ea" o' $cco!nts

!rbiton Roa"

>ingston 10

+ur Services

? I'(le'en!& Develo( and Manage Marke!ing

S!ra!eg

? Manage !he Marke!ing Planning Process

? Marke! Planning

? Direc! Marke!ing Ca'(aigns

? Adver!ising and Pu.lic Rela!ions

? Develo( Cor(ora!e Iden!i!

? Branding



ample %nvitation

You are cordially Invited

to

A Marketing Major Practicum

Oral Presentation

at the

University College of the Caribbean

1 !orthington Avenue" #ingston $

at %&''a&m& (riday )ovember *'" +'1+

RSVP: Kenroy Sangster 396-2657

xv | P a g e

PRESE@TER4 A@DRE*C@"

SPECIA="EST

c)ool-+ase" /!mmy ompany, 4niversity ollege o' t)e

aribbean



ample Pens # >ey Ring

+roc)!re



M%R P6O.O @$*RG No1

xvii | P a g e



xviii | P a g e



.6* .*$M

xix | P a g e



M%R P)oto @allery No 2 PR$.%4M PR**N.$.%ON;

xx | P a g e

Boo!h Se!(



P)oto=s ont="

xxi | P a g e

Ano!her I'age o# !he Boo!h

Codia& Paula Venesa

%

Cals Food Ten!



Analsis o# !he Research

Ke!chu( sage in !he Co''ercial Food Service Indus!r

4I*C :as interested infindin% o$t :hether Cal=s

co$ld enter the

commercial food ser)ice

ind$str+ $sin% different

pac-a%in% s$ch as

indi)id$al sachets or

/randed ta/le top

xxii | P a g e

The Tea'

Across the sample %ro$ps, "3M of thesta/lishments $se -etch$p

ecl$si)el+ for food preparation. 7M

of the esta/lishments onl+ $se -etch

at the re8$est of their c$stomers. 1f

the 7M :ho $se -etch$p in more th

one :a+ #i%.2, the ma?orit+, 0M $

-etch$p in food preparation and as a

ta/le top self ser)e condiment.



containers. It :as fo$nd that onl+ "5M of the sample %ro$p $se indi)id$al sachets #i%. !.".

Despite almost 50M of respondents $sin% ta/le top -etch$p containers, none of them $sed

/randed containers. &he o)er:helmin% response amon% the st$died %ro$p :as that /randed

foods add no )al$e or presti%e to their prod$ct, that there :as no e)idence that c$stomers %i)e

consideration to in@store /randed foodsB that c$stomers and potential clients epect to eperience

8$alit+ food ser)ice, not to /e o)er:helmed /+ /randin%.

#i%. ! #i%.!."

1ne of the -e+ indicators in determinin% the feasi/ilit+ of a ne: mar-et is the size of the mar-et.

&he /elo: chart #i%. indicates the fre8$enc+ :ith :hich the commercial food ser)ice ind$str+

sample %ro$p p$rchase tomato

-etch$p and the 8$antities the+

/$+ o)er a month.

Almost 50M of the respondents

$se tomato -etch$p :ith almost

e)er+ meal. A noticea/le !;M

$se it onl+ on re8$est or $se it

rarel+.

Fig.4

xxiii | P a g e

Establishments that place ketchup in table top containers

No Yes

P e r c e n t

60

50

40

30

20

10

0

Establishments that use Indivisually packaged etchup

!o"es

P e r c e n t

100

#0

60

40

20

0

$o% &'ten (omato etchup is )sed

*arely

&nly on *e+uest

,lmost Every -eal

Every -eal

P

e

r c e

n

t

60

50

40

30

20

10

0



Fig. 5

1)er 70M of the mar-et st$died /$+s -etch$p in " %allon containers and $se on a)era%e 7

%allons per month.

&o retest the $sef$lness and

importance of -etch$p to the

commercial food ser)ice ind$str+

mar-et, respondents :ere as-ed if

the+ co$ld r$n their /$siness on

-etch$p s$/stit$tes eliminatin%

-etch$p and :hich meals from their

men$s co$ld not /e done :itho$t

-etch$p. A solid !7M ofesta/lishments declared that the+ $se

s$/stit$tes for -etch$p #i%.;.

Secondar+ research sho:s that

/$sinesses :ill $se s$/stit$tes in the interim :hile the+ are o$t of a prod$ct, some /eca$se the+

ma+ /e less epensi)e, some /eca$se of chan%in% c$stomer preferences, /eca$se the+ %i)e /etter

res$lts than the prod$cts intended to satisf+ the need, amon% other reasons.

Eood for -etch$p man$fact$rers is the fact that o)er 53M of the sample said the+ do not $se

-etch$p s$/stit$tes.

&he respondents declared chic-en dishes, fries, pasta, ?er- meats, fries and sa$ces as meals :hich

co$ld not /e prepared ser)ed :itho$t tomato -etch$p. &hese responses mirrored the percenta%e

of respondents :ho did not $se s$/stit$tes.

Amon% the sample %ro$p, the most pop$lar s$/stit$tes are tomato paste and homemade sa$ces,

/ar/e8$e sa$ce. #reshcanned tomatoes :ere fo$nd to /e $sed to a lesser etent.

xxiv | P a g e

.i/e o' etchup ought by the onsumer ood .ervice -arket

ig

21

4

4

3

111

04

Individual .achets

Individual .achets

2 7itre

135o/ 1 8allon

1 8allon

9hether .ubstitutes are )sed 'or (omato etchup

34

5:3

340

!o *esponse

!o

"es

Fig/7



Amon% the respondents the Erace /rand of -etch$p is the most pop$lar, :ith 5M $sin% that

/rand ecl$si)el+B see #i%. 7 and &a/le " /elo:. A f$rther 27M $se the Erace /rand alon% :ith

other /rands. &he onl+ other /rands :ith ecl$si)e $sers amon% this mar-et :ere Cal=s &omato

6etch$p and Lasco 6etch$p, :ith !.;M each.

Fac!ors !ha! Aec! Ke!chu( sage in !he Co''ercial Food

Service 'arke!

9ithin the mar-et, /$+ers appear to prefer p$rchasin% -etch$p directl+ from the man$fact$rer.

$+in% from distri/$tors is a close second follo:ed /+ p$rchases from the s$permar-et.

As can /e seen in #i%. and 3, there is a fair le)el of lo+alt+ to the /rands /een $sed. 9henas-ed to descri/e their le)el of lo+alt+, a c$m$lati)e 3;M responded a/o)e the lo:est :ei%hted

response of not lo+al i.e. onl+ a mere M of respondents :ere o$t@ri%htl+ not lo+al to the /rand

s of -etch$ps the+ /$+.

xxv | P a g e

15 556 556 556

1 3 3 5:3

1 3 3 630

2 4 4 04

6 222 222 :26

2 4 4 1000

2 1000 1000

8race

al;s

7asco

&ther 7ocal brand <s=

8race > other rands

!o *esponse

(otal

?alid

re+uency Percent

?alid

Percent

umulativ

e Percent

Brand (s) of ketchup currently used by

establishents



rand 7oyalty

ig

!ot 7oyalairly 7oyal-oderately 7oyal?ery 7oyal

P e r c e n t

60

50

40

30

20

10

0

&a/le 2

&he most pop$lar reasons for s$pportin% the partic$lar /rands :ere 8$alit+ and tasteB /randlo+alt+ :hich :as at s$ch a hi%h rate did not factor in the top fo$r responses.

&o eliminate possi/le interferin% reasons for this hi%h le)el of lo+alt+, respondents :ere as-ed

:hether the+ had an+ contract$al o/li%ations to $se a partic$lar /rand of -etch$p. 22M

responded +es. Actin% on the ass$mption that this is the sin%le reason these respondents remain

lo+al, this :o$ld lo:er the impact of the 3;M /rand lo+alt+ to a fair 7M.

xxvi | P a g e

Brand Loyalty

# 2:6 2:6 2:6

13 4#1 4#1 #

5 1#5 1#5 :63

1 3 3 1000

2 1000 1000

?ery 7oyal

-oderately 7oyal

airly 7oyal

!ot 7oyal

(otal

?alid

re+uency Percent

?alid

Percent

umulativ

e Percent

Fi . !



Brand of Ketchup Used * Brand of Ketchup Used Under Contract

Crosstabulation

ount

1 1

2 13 15

1 1

1 1

1 1

1 1

1 1

1 1

1 1

1 1

2 2

1 13 24 2

al;s

8race

8race al;s !upak

8eddes $ein/

8race Eve $ein/

8race 8eddes

8race $ein/ &ther rand

8race @am 8uy

8race &ther rand

7asco

-iracle &ther rand

!o *esponse

&ther rand

rand o'

etchup)sed

(otal

"es !o

rand o' etchup )sed

)nder ontract

(otal

&a/le !

.%itching urrent rand 'or etter Product

ig :

34

111

#52

!o *esponse

!o

"es

In -eepin% :ith the o/?ecti)es, respondents :ere as-ed if the+ :o$ld /e interested in fla)ored

-etch$p, "M responded in the affirmati)e. &his sho:s that of the 7M :ho are :illin% to s:itch

for /etter tomato -etch$p, there is a stron% representation of $sers :ho :o$ld accept )ariet+.

xxvii | P a g e

Interestin%l+, despite the hi%h le)el of lo+alt+,

:hen as-ed if a prod$ct that co$ld match or

s$rpass their c$rrent /rand :o$ld lead them to

s:itch, 5M said +es #i%.3. &his s$%%ests

that there is a stron%er inclination to s:itch

than there is o)erall lo+alt+. &he !0M >)er+

lo+al= response #i%. also indicates that theErace /rand, despite /ein% most pop$lar, does

not en?o+ a matchin% le)el of lo+alt+. &here

:as no noticea/le relationship /et:een the

n$m/er of +ears in /$siness and the le)el of

lo+alt+.



As part of the eploration of opport$nities for Cal=s, respondents :ere as-ed :hether the+ :o$ld

/e interested in fla)ored -etch$p dips. 6etch$p dips are pop$lar in some mar-ets /$t thecommercial food ser)ice mar-et of 6in%ston < St. Andre: :ere split on this iss$e as 53M said

the+ :o$ld not /e interested in fla)ored -etch$p dips.

R es(onse !o Cals Ke!chu(

1f the sample %ro$p onl+ "M 527 did not -no: of the Cal=s /rand of -etch$p, of the 2M

:ho :ere familiar :ith the /rand, onl+ "5M, had $sed it in their commercial esta/lishments.

In the taste test eec$ted, most respondents sampled the -etch$p :ith meats, in sa$ces and :ith

#rench fries. 9hen as-ed to compare to their c$rrent /rand, none of the respondents ran-ed it

a/o)e their c$rrent /rand /$t onl+ a/o$t !7M %a)e a completel+ $nfa)ora/le response to the

prod$ct. &he ma?orit+ said the prod$ct is %ood /$t is sli%htl+ tan%+ and co$ld /e s:eeter for $se

in sa$ces and as a salad dressin%. 1nl+ a similar !7M said the+ :o$ld not consider /$+in% the

-etch$p in its c$rrent form at this point in time.

al=s P)oto @allery

%mages o' al=s .omato >etc)!p pro"!ction line

xxviii | P a g e

9hether establishments kne% o' alAs (omato

etchup

Bid "ou no% &' al;s rand &' etchup

!o"es

30

20

10

0

Establishments that have used alAs (omato etchup

$ave "ou Ever )sed al;s (omato etchup

In "our usiness

!o *esponse!o"es

30

20

10

0

" o u n t

"

o u n t



Pro"!ction sta'' 'illing ketc)!p bottles to t)e rear o' t)e p)oto

ine sta'' loa"ing mac)ine Jit) 10 oB empty bottles

P)otograp) s)oJing all t)e siBes t)at are available

xxix | P a g e



.)e +ran"

appendices final presentation.doc

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