practicum project final
DESCRIPTION
Final presentation for course PracticumTRANSCRIPT
Presented by Illuminati
Dec 6, 2010
Wei Wang Peter Chang Xiaoying Ma
Group Members
Summer Liu Danwei Zhang Fanglu Cheng
AGENDA
• Secondary Research• Primary Research -Store Observation -In-Depth Interview -Surveys• Execution• Cost & Budget
Golden Memory
Reality is disappointing…
In-home Potato eating is slightly DECREASING!
Source: U.S. Potato Board
Estimated sale of fresh potato is DECREASING!
Source: U.S. Potato Board
Up!--The Way Fresh Potato Should Be
Increase purchase and consumption of fresh potatoes among consumers aged 22-30 who are living on their own.
Achieve a 10% increase in eating of fresh potatoes.
To Achieve the GOAL, we…
Understand Them…Observe Them…Talk to Them…Test among Them…
To Achieve the GOAL, we…
9 Different Grocery Stores…
48 Respondents we talked to…
425 Respondents we tested…
Live a busy life. fresh portable convenient
Target CustomersAge 22-30
Living on Their Own
Love gourmet food. (34% more likely than other adults)
Understand them: Busy life, yet enjoy gourmet.
Source: Fall 2007 and Winter 2008 adult consumer surveys, which are based on the responses of approximately 25,000 adult respondents age 18 or over conducted by Simmons Market Research Bureau, New York, NY
Age 22-30, Male & female
Understand them:Shopping behavior towards fresh potato
Source: See Appendix Page…
Talk to Them: Customer Segmentation by PotatoCooking Frequency
Potential Consumer10%Less than once a month
Occasional Customer45%Once a week to once a month
Loyal Customer45%More than once a week
Target Consumer(Age 22-30, live on their own)
Voice from Loyal Consumer
Source: Primary Research Conducted by Stuart Illuminati
Loyal Consumer
14
Elizabeth, 28, work at Frank Lloyd Home & Studio at Oak Park
Source: Primary Research Conducted by Illuminati
Potatoes are Healthy
With healthy food, I can like to live longer
I’d like to have more fun with my families and friends.
Families and friends are the value of my life
15Source: Primary Research Conducted by Stuart Illuminati
Potatoes are nutritious
I always prioritize healthy food when eating
It does good for me in the long run
I want to live longer and spend more time with the ones I love
Tim, 27, Married
Loyal Consumer
Voice from Occasional Consumers
Source: Primary Research Conducted by Stuart Illuminati
Annie, 22, UIC student
17Source: Primary Research Conducted by Stuart Illuminati
I like the texture of potatoes; they are tasty.
I’m happy when eating yummy food.
I want to enjoy my life, and indulge myself occasionally
Tasteful food makes me feel fulfilling and satisfied
Occasional Consumers
Hundreds of ways of cooking It
Some one we met at Grant Park
18Source: Primary Research Conducted by Stuart Illuminati
I can always find some potato dish my friends like
I care about my family and friends because they are my strongest bond Preparing food
for them is an excellent way to show my love
Occasional Consumers
Voice from Potential Consumers
Source: Primary Research Conducted by Stuart Illuminati
Potential Consumer
20Source: Primary Research Conducted by Stuart Illuminati
Potatoes are Nutritious
Nutrition is important for everyone
It keeps me healthy and energetic
LIFE IS THE MOST IMPORTANT TO
ME
One we met at Millennium Park
I can better enjoy my life
Delicious
Yummy
Nutritious
Enjoyable
Life fun
Sharing
Convenient
Energetic
Healthy
Fulfilling
Tasty
Consumer Insights Refinery
Natural
Source: Primary Research Conducted by Stuart Illuminati
Versatile
SharingTasty and Versatility
Nutrition Value
125Respondents
Potentials21.6%
Occasional53.6%
Reconfirm the Market
Loyal24.8%
Source: Primary Research Conducted by Stuart Illuminati
I cook for people I care for because I know it's good for them. Being healthy is important to me and also to the ones that I care about; that’s why I make home cooked fresh potatoes in many of my meals.
I feel proud of the variety of potato dishes I can make. I love finding new ways to cook them. It brings a lot of fun to my life.
1
2
Quantify Customer Insights
Source: Primary Research Conducted by Stuart Illuminati
I cook for people I care for because I know it's good for them. Being healthy is important to me and also to the ones that I care about; that’s
why I make home cooked fresh potatoes in many of my meals.
1 Cooking potatoes with a meal is an economical, enjoyable, and relaxing thing to do which makes me feel happy. There are so many things you can do with potatoes.
3Quantify Customer Insights
I feel proud of the variety of potato dishes I can make. I love finding new ways to cook them. It brings a lot of fun to my life.
2 Preparing food for friends and
families is an excellent way to show my care and love for them. Being my friend deserves my affection, and I feel happy for that. I love to cook fresh potatoes and share with them.
4
Source: Primary Research Conducted by Stuart Illuminati
Cooking potatoes with a meal is an economical, enjoyable, and relaxing thing to do which makes me feel happy. There are so many things you
can do with potatoes
3 I try to live a very healthy life. Being healthy makes me live longer, and have more fun with my life. That’s why I love to cook fresh potatoes because they are natural and nutritious which help me keep healthy.
5Quantify Customer Insights
Preparing food for friends and families is an excellent way to show my care and love for them. Being my friend deserves my affection, and I
feel happy for that. I love to cook fresh potatoes and share with them.
4 It's time for me to do something for
my family and it makes me very happy to see someone that I love is happy. Family is the value of my life. I want to cook potatoes for my family because they always do that for me.
6
Source: Primary Research Conducted by Stuart Illuminati
I'd like to eat potatoes because there are so many delicious ways to prepare them. I enjoy my life and occasionally indulge my life.
7
Quantify Customer Insights
Source: Primary Research Conducted by Stuart Illuminati
Top Two Choices for Occasional Consumers …
I'd like to eat potatoes because there are so many delicious ways to prepare them. I enjoy my life and occasionally indulge my life. (25% )
Source: Primary Research Conducted by Stuart Illuminati
Top Two Choices for Occasional Consumers …
Preparing food for friends and families is an excellent way to show my care and love for them. Being my friend deserves my affection, and I feel happy for that. I love to cook fresh potatoes and share with them. (23%)
Source: Primary Research Conducted by Stuart Illuminati
What customers want are…
Sharing & Tasty
Source: Primary Research Conducted by Stuart Illuminati
Sharing Tasty
VersatileNutritiousDelicious
Positioning Statement
Source: Primary Research Conducted by Stuart Illuminati
10 Statements
Big moments with friends and family are brought by yummy fresh potatoes.
The various ways fresh potato can be cooked indulge your various tastes.
One fresh potato, millions way to prepare; billions ways to enjoy.
Fresh potato, whet your appetite, extend your happiness.
A taste of heaven: Fresh potato, perfect dish for sharing.
Savor your life with the versatile fresh potato.
You will never get bored with versatile fresh potatoes
Fresh potato-- perfect match with everything, perfect choice to serve everyone
Happy family has delicious fresh potatoes written all over it.
Eating is half the fun. With fresh potato, it's the whole package.
Source: Primary Research Conducted by Stuart Illuminati
A Taste of Heaven: Fresh potato, perfect dish for sharing! (52%)
Eating is half the fun. With fresh potato, it’s the whole package.(44%)
Source: Primary Research Conducted by Stuart Illuminati
126 RespondentsTop Two Choices:
TASTY
SHARING
FUN
Bon Appétit!
Let’s Party Potato Up!
Let’s Potato!
Source: Primary Research Conducted by Stuart Illuminati
2 31
Let’sPotato!
88% of 60 Respondents
Source: Primary Research Conducted by Stuart Illuminati
Let’s Potato!
Now…
Anyway you slice it, it’s like a party in your mouth!
Anyway you slice it, it’s like a party in your mouth!
It’s like a party in your mouth and everyone is invited.
The yummy dance is on your taste buds.
Anyway you slice it, it’s like a party in your mouth!
The yummy dance is on your taste buds.
Let’s Potato!
Let’s Potato! Various ways to reach our target customer!
Let’s Potato!
TraditionalCommunication
Plan
Let’s Potato to create demand!
TraditionalCommunication
Plan
---Magazine
---Shopping Carts
---Free Pamphlets
Newspaper or Magazine?
Target consumers
Source: Packaged Facts: Millennials in the U.S.: Trends and Opportunities Surrounding Gen-Y Adults, Oct.ober 2010
Magazine
• Sports Illustrated• Playboy• Maxim• ESPN The Magazine • Time
• People• Cosmopolitan• US Weekly• Star• Glamour
“Let’s Potato!” message is here
Not enough? See what we can do in grocery stores…
Easy-to-Make Recipe is here…
Take It Outside
Let’s Potato!
Traditional Communication
Plan
Outdoor communication
plan
---Billboards
---Public Transportation
---Bus/Train Station
“Let’s Potato!” everywhere!
Outdoor communication
plan
Let’s Potato! On the road
Let’s Potato! On the street
Let’s Potato! In bus stop
Let’s Potato! In subway station
Interactive communication
plan
Let’s Potato!
Traditional communication
plan
Outdoor communication
plan
Get their involvement on the Internet
– Banner ads on Google and Yahoo
– “Let’s Potato” Website
Interactive communication
plan
Let’s Potato! On Google
Whole year!
Hey, I saw your
potato dance today
Let’s Potato!
Source: http://www.youtube.com/watch?v=q7uyKYeGPdE
Wherever you are, Upload Your Potato Dance today—$500 Rewards to the Most Popular
Let’s Potato!
TraditionalCommunication
Plan
Interactive communication
plan
Our door communication
plan
Eventcommunication
plan
No
Yes
Incentive offers
Offers from contest
Source: Package Fact: Millennial in the U.S.: Trends and Opportunities Surrounding Gen-Y Adults. October 2010
So…“Let’s Potato!”
Event1: Participate in “Let’s Potato ” online game.
Event 2: Qualified online game winners will be invited to cooking contest .
Make it fun…
July, Aug
Event 1: “Let’s Potato! ” Online Game
Facebook “Let’s Potato” page
Youtube “Anyway You Want ” potato video
67
Click “like”…
68
Then start the game!
Event 1:
Choose a recipe/key in your secret recipe.
Play more=higher chance to enter round 2.
12 Winners will be randomly selected.
“Let’s Potato!” Online Game
Easy to play , Easy to learn
Event 2 :Cook-Off Contest
3
2
1
Contest Rules & Benefits
Rules:Key ingredient : potato
<30 minutes’ cooking time
Reward:
Whole foods/Dominick’s gift cards
No.1. $700 gift card
No. 2. $500 gift card
No. 3. $300 gift card
Song: Any Way You Want It by Glee Cast
YouTube Banner Ad
Cost & Budget
ChannelPer unit
cost/monthUnits No./each
cityContract
extent/month cost
Magazine $ 3,000 2 Sep & Oct & Nov & Dec
$ 24,000
Bus StopShelter $ 480 15 Jan & Apr $ 7,200
Bus Body Ad $ 300 15 Feb & May $4,500
Billboard $1,200 + $3,000 5 Mar & June $21,000
Shopping CartAd
$1,000 perStore 2 July & Aug &
Nov & Dec$8,000
Yahoo & Facebook &
Google$1,000 X3 12 $12,000
Cooking Contest $ 6,000
Potato Dance $500 1 4 Seasons $2,000
Top 11 cities total cost: $491,700per city: $84,700 +$40,700 to add one more city
Source: www.iesmallbusiness.com/resources/Major_Media_Types.doc
Population
Total population in top 11 cities 26,336,954
22~30 years old population In top 11 cities 1,563,098
Occasional + Loyal consumers population (75%) 1,172,324
Respondent rate(10% to 20%) for our entire campaign
117,232~234,465(10% to 20%)
10% increased sales Purchase 0.75 lbs to 1.5 lbs more fresh potatoes per week
Increase 10% sales if 20% of target consumers purchase 0.75 lbs of more fresh potatoes each week
Source: United States Census
Wrap Up
Grab Attention Create Interests
Encourage Participation Call for Action
Interested? Contact us! [email protected]
Thank you!
We are happy to answer your questions!
Presented by Illuminati
Appendix
1. Store Observation
2. In Depth Interview
3. Quantify Consumer Insights
4. Quantify Positioning Statements
5. Campaign Test
6. Budget & Cost
7. Top 11 Cities in the U.S.
1. Store Observation
• Objective: Observe Target Consumer’s Purchasing Behavior
• Checked Jewel Osco, Dominick’s, Whole Foods from Sep. 13th to Sep. 20th
Dominick’s• Location: 1 N Halsted St, Chicago, IL; 255 East Grand Avenue,
Chicago, IL; 1340 South Canal Street, Chicago, IL• Ethnography time: September 3rd Friday 2:40pm-4:00pm;
5:00-5:30 pm
• Types and prices of potatoes:
In bulk
Potato russet X-LG
Potato red gourmet
3.49 for 1.5lb
0.99/lb
Target Age How to choose
Preference Amount Other stuff
Female 22-30 Potato first Russet In bulk, 2 Veges, sauce
Couple 22-30 Price first Red potato In bulk, 4 Veges
Couple 22-30 Potato first Russet In bulk, 1 Veges
Couple 22-30 Price first Russet In bulk, 2 Veges
Male 22-30 Potato first Russet In bulk, 2 Veges
Male 22-30 Potato first Russet In bulk, 2 Veges
Male >30 Potato first Russet In bulk, 3 Veges
Male with kid
>30 Potato first Russet In bulk, 1 Veges
Customer Profile
Dominick’s
In bag
Yukon Gold potatoes
Red potatoes
Safeway russet potatoes
4.99 for 10lb
3.39 for 3lb, 4.49 for 5lb
3.49 for 3lb
Types and prices of potatoes:
Dominick’s
Fingerling
Melissa’s potatoes ruby
Fingerling potatoes
Gold Mini potatoes
3.99/bag 1lb
3.99/bag 1lb
3.99/bag 1.5lb
Types and prices of potatoes:
Jewel-Osco
• Location: 1224 South Wabash, Chicago, IL; 1340 South Canal Street, Chicago, IL; 443 East 34Th Street, Chicago, IL
• Ethnography time: September 3rd Friday 6:00-8:00pm
Customer ProfileTarget Age How to
choosePreference Amount Other stuff
Female 22-30 Potato first Red 5 pounds Snacks
Female 22-30 Potato first Red 5 pounds Snacks
Female 22-30 Potato first Russet in bulk Snacks and dairy
Female 22-30 Potato first Russet in bulk Snacks and dairy
Female 22-30 Potato first Russet in bulk N/A
Female 22-30 Potato first Russet in bulk N/A
Female with family
22-30 Potato first Red 5 pounds Snacks and dairy
Female with family
22-30 Potato first Red 5 pounds Snacks and dairy
Female with family
22-30 Potato first Russet In bulk Snacks and dairy
Jewel-Osco
In bag
Baby red and golden potato
Organic russet
Russet 1.99 for 5lb
4.49 for 10lb
3.99 for 1.5lb
Red potatoes 4.99 for 5lb
Jewel-Osco• Types and prices of potatoes:
In bulk
Red potato
Russet 0.79/lb
0.99 /lb
Fingerling potatoes 4.99 for 1.5lb
Whole Food’s• Location: 230 South Wabash Avenue, Chicago, IL; 1101 S. Canal
St, Suite 107, Chicago, IL; 30 West Huron St, Chicago, IL• Ethnography time: September 14th 5:00-6:00pm, September
16th, 6:00-7:00pm
• Types and prices of potatoes:
In bulk
Organic red potatoes
Russet1.49/lb
1.49 /lb
Whole Food’s
In bag
California Russet potatoes
California red potatoes
Organic red roaster potatoes
3.99 for 5lb
5.99 for 5lb
4.99 for 5lb
California Yukon Gold
5.99 for 5lb
Types and prices of potatoes:
Target Age How to choose
Preference Amount Other stuff
Female 22-30 Potato first Russet In bulk, 2 Veges,
Couple 22-30 Price first Red potato In bulk, 1 Veges
Female 22-30 Price first Russet In bulk, 1 Veges
Female 22-30 Potato first Red potato In bulk, 2 Veges
Male 22-30 Potato first Russet In bulk, 2 Veges
Male 22-30 Potato first Russet In bulk, 2 Veges
Female >30 Potato first Russet In bulk, 3 Veges
Male >30 Potato first Russet In bulk, 1 Veges
Whole Food’sCustomer Profile
2. In Depth Interview
• Objective: Explore Consumer Insight• Date: October 19-22,2010• Location: Lincoln Park Grant Park Millennium Park Starbucks MTCC meeting room
• Methods: Video, audio, notes• Respondents: 40
Demographically Information
Demographically Information
Demographically Information
Fresh Potato Cooking Frequency
More than once a weekOnce a week2-3 times a monthOnce a monthLess than once a month
25% more than once a week
20% once a week
25% 2-3 times a month
20% once a month
10% less than once a month
Consumer Segmentation
•More than once a week
•Once a week (45%)
Loyal customers
•2-3 times a month
•Once a month (45%)
Occasional customers
•Less than once a month (10%)
Potential customers
3. Quantifying Consumer Insight
• Objective: Measure market size; quantify consumer insight
• Location: Lincoln Park Grant Park Millennium Park Union Station
• Time: October 26 to 28, 2010• Respondents:125• How : Survey
Sample
Demographic Information
Demographic Information
Demographic Information
Demographic Information
Overall Result
No. 1: 1%; No. 2: 9%; No. 3: 10%; No. 4: 32%; No. 5: 27%; No. 6: 11%; No. 7: 26%
Result for Loyal consumer
• Respondent number: 31
0
2
4
6
8
10
12
A B C D E F G
Number
1 2 3 4 5 6 7
4: 35.48%7: 16.12%
Occasional consumer
• Respondent number:67
0
2
4
6
8
10
12
14
16
18
A B C D E F G
Number
1 2 3 4 5 6 7
4: 25.37%7: 23.88%
Potential consumer
• Respondent numbers:27
0
1
2
3
4
5
6
7
A B C D E F G
Number
1 2 3 4 5 6 7
1: 18.51%5: 22.22%
4. Quantify Positioning Statements• Research Purpose: To choose the most preferred statements
• Time: Nov. 3th to Nov. 5th
• Location: Union Station Ogville Transportation Center MTCC at IIT Main Campus
• Respondents: 126
• How: Survey
Positioning Statement SampleThank you very much for your interests.
How often do you cook fresh potatoes?oOnce a week or more than once a weekoFrom once a week to once a monthoLess than once a week
Please circle three statements that are most appealing to you:
oBig moments with friends and family are brought by yummy fresh potatoes. oThe various ways fresh potato can be cooked indulge your various tastes.oOne fresh potato, millions way to prepare; billions ways to enjoy. oFresh potato, whet your appetite, extend your happiness.oA Taste of Heaven: Fresh potato, perfect dish for sharing.oSavor your life with the versatile fresh potato. oYou will never get bored with versatile fresh potatoes oFresh potato-- perfect match with everything, perfect choice to serve everyoneoHappy family has delicious fresh potatoes written all over it.oEating is half the fun. With fresh potato, it's the whole package.
Loyal Customers: 31%Occasional Customers: 41%Potential Customers: 27%
Total Respondents: 126
5. Campaign Test
Purpose: Choose the most appealing campaign messageTest Time: Nov. 10th, 2010Test Location: IIT Campus Ogiville Transportation Center Union StationRespondents: 60How: Same pictures, different taglinesResults: Let’s Potato!----88%Let’s Party, Potato Up!---5%Bon Appétit! ----7%
Campaign Test Samples
Campaign Test Samples
6. Budget & Cost
Channel Cost
Magazine $12,000
Outdoor billboard $36,700(per city)
Online $12,000+ $6,000
Total $66,700 For the first city, add $36,700 per city
Source: www.iesmallbusiness.com/resources/Major_Media_Types.doc
Time LineJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Magazine
Bus Stop Shelter
Bus Outside
Billboard
Shopping Cart
Online Ad
Online Game
Source: www.iesmallbusiness.com/resources/Major_Media_Types.doc
Budget-Magazine
• Magazines - $1,200 to $5,000 per month or per issue (depends on ad size and demographics)
Per unit cost/month Magazine
No.Contract
extent/month
cost
$3,000 2 4 $24,000
Source: www.iesmallbusiness.com/resources/Major_Media_Types.doc
Budget-Outdoor BillboardPer unit
cost/monthUnits
No./each city
Contract extent/mon
thcost
Bus stop shatter $480 15 2 $7,200
Bus outside $300 15 2 $4,500
billboard $1200+$3,000 5 2 $21,000
Shopping Cart Ad
$1000/per store 2 4 $8,000
Total $40,700
Source: www.iesmallbusiness.com/resources/Major_Media_Types.doc
Budget-Online Ad/Online Game Website Per unit
cost/monthContract
extent/month cost
Yahoo $1000 4 $4,000
Facebook $1000 4 $4,000
Google $1000 4 $4,000Potato Dance $500 4 $2.000
Total $14,000
Online Game cost
Conduct Fee $4,500
Reward $1,500
Total $6,000
Source: www.iesmallbusiness.com/resources/Major_Media_Types.doc
Cities Population Rank
New York, N.Y. 8,391,881 1
Los Angeles, Calif. 3,831,868 2
Chicago, Ill. 2,851,268 3
Houston, Tex. 2,257,926 4
Phoenix, Ariz. 1,601,587 5
Philadelphia, Pa. 1,547,297 6
San Antonio, Tex. 1,373,668 7
San Diego, Calif. 1,306,301 8
Dallas, Tex. 1,299,543 9
San Jose, Calif. 964,695 10
Detroit, Mich. 910,920 11
7. Top 10 Cities in United States
Source: Unites States Census
Thank you!
By Illuminati