About your client: Just Chill

Just Chill (JC) is headquartered in Holland and is one of

the leaders in the food processing industry in Europe.
They sell products ranging from chilly sauce, instant
noodle, soya-sauce to fish-sauce, etc.
With the distribution in over 150 countries, many families
have been welcoming JC and its products into their
homes for more than 50 years.

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Situation
Despite the global slowdown, in 2010, their revenue
reached 120 million USD (15% increase vs. last year)
with staff totaling nearly 1,800 worldwide.

JC is currently planning to enter the Vietnamese market.

They have hired Nielsen to conduct market research
around a new concept and the results are displayed in the
next few slides

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Just Chills Product

Size: 275 ml
Price: 15.000 VND
Named after a famous rock
band: Red Hot Chili Peppers
Plastic bottle makes you
squeeze it till the last drop.
With little particles inside that
gives you the real chilly taste
than ever!

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Greggs product

Size: 250 ml
Price: 12.000 vnd
Long-established brand
Convenient cap that ensures the
hygiene after using
Plastic bottle makes you squeeze
sauce till the last drop.
Usually used in fast food chains,
restaurants, caf shop, etc.

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Chilli Farms product
Size: 300 ml
Price: 16.000 vnd
Glass bottle brings you such a
steady feeling for hands.
Produced from a famous farm
specializing in growing chilly and
pepper.
Black color associates with strong,
powerful spiciness.
Distributed widely through
supermarkets, convenient stores,
etc.

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Action Standards

In most cases, the following action standard is used to

determine whether the concept reached the performance
level the client aims for:

In order to say that the concept is acceptable it must

achieve the following:
Rank 1st among the tested samples
No gross negatives of more than 10% in the Top 3 important
Attributes (Spiciness, Consistency and Color/Appearance)
At least 60% T2Box of Purchase Intent

Copyright 2010 The Nielsen Company. Confidential and proprietary.

 Research Design

Mothers
25-35 years old
Who do we interview? Sec: ABC
Current users of Greggs or The Chilli Farm (50/50).
Brand decision makers of chilli sauce for family use

By what methodology?

Blind taste test

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Nielsen Product Testing Approach Key
Tools
Aid in decision making about
Attribute Prioritization to
whether to modify existing product?
understand which attributes to focus
Whether new formulation should
upon while developing product
be launched?
acceptable to consumers
differentiate own product

Direction for product

modification
whether the intensity of an
attribute should be increased
or decreased
Aid in decision making about
whether a Product should be
reformulated or not?
which combination of attributes to
work upon for maximum potential?

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Overall Liking

6.36.
Meanscore 6.60 6.97 6.46 6.84 7.76 6.42 6.68 6.50 9-Like
22 14 extremely
21 18 8
27 28 28 26 26
16 7
17 19 22
21 14 16
18 6
28
12 16 30 12 8
22
13 14 8 5-Neutral
9 10
14 10
8 10 8 8 4
24
21 10 18 16
20 30 3
24
24 6
4 10 18 8 12
4 2 2 2 4 4 2
1
3 2
2 2
3 4 6 2
4 4 4
1 2 2 2
1-Dislike
extremely

Total Master foods users Chilli farm users

(n=100) (n=50) (n=50)

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Unpriced Purchase Intent

- Would definitely buy

- Would buy

- Neutral

- Would not buy

- Would definitely not buy

Total Master foods users Chilli farm users

(n=100) (n=50) (n=50)

Q62/Q80/Q98: Please tell me which of these statements best describes how you feel about buying the product. 10

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 Tested Product vs. Most Often Used Brand

TB 9 16 12 12 18 12 6 14 12
T2B 32 39 29 36 42 34 36 34 34

Total Master foods users Chilli farm users

(n=100) (n=50) (n=50)
Q48/Q66/Q84: Now that you have tasted this chilli sauce/tomato sauce, tell me what is your overall opinion of this chilli
sauce/tomato sauce as compared to your most often used brand of chilli sauce/tomato sauce? 11
Base: Chilli Respondents (n=100)

Copyright 2010 The Nielsen Company. Confidential and proprietary.

 Pleasantness of aroma

TB 21 27 24 22 32 22 20 22 26
T2B 61 71 64 64 78 60 58 64 68

Total Master foods users Chilli farm users

(n=100) (n=50) (n=50)
Q49/Q67/Q85: How would you rate the pleasantness of the aroma of this product for yourself?
12
Base: Chilli Respondents (n=100)

Copyright 2010 The Nielsen Company. Confidential and proprietary.

 Just right score

Color/Appearance Consistency Spiciness

JustRight
Just Scores
RightScores

Base: Chilli Respondents (n=100)

13
Q54-56/Q72-74/Q90-92: Just Right

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 Just Right Mean Scores Summary
JUST RIGHT SCORES Meanscore Deviation from Ideal Score (3.0)

Q54-56/Q72-74/Q90-92: Just Right

14
Base: Chilli Respondents (n=100)

Copyright 2010 The Nielsen Company. Confidential and proprietary.

 Mouth feel with French fries Total Level
Definitely will get well
30 30 29 with food

Somewhat will get

well with food
30
41 38
Neither

25
14 22 Somewhat will not get
well with food
13 14
10
2 2 Definitely will not get
well with food

5 - No throat
irritation

61 58 59 4

19 22 16
2
9 15 19
8 3 1 - Too much
3 5 3
throat irritation

Q59/Q60, Q77/78, Q95/Q96: In terms of MOUTHFEEL, how does it feel inside the mouth when you taste it and then
15
swallow it
Base: Chilli Respondents (n=100)

Copyright 2010 The Nielsen Company. Confidential and proprietary.

 Pleasantness of Aftertaste

Taste
RawTaste
Raw

Total (n=100) Master foods users Chilli farm users

(n=50) (n=50)
fries/
Frenchfries/
rolls
springrolls
With French
spring
With

16

Total (n=100) Master foods users Chilli farm users

(n=50) (n=50)
Copyright 2010 The Nielsen Company. Confidential and proprietary.
Base: Chilli Respondents (n=100) Q58/61, Q76/79, Q94/97: How would you rate the pleasantness of aftertaste of this product?
 Forced Choice Ranking Most Preferred

Total (n=100) Master foods users Chilli Farm users

(n=50) (n=50)
More Preferred

Q99: Now we would like you to compare 3 products that you have just evaluated. Which product do you prefer overall? 17
Please rank with 1 is the most preferred and 3 is the least preferred
Base: Chilli Respondents (n=100)

Copyright 2010 The Nielsen Company. Confidential and proprietary.

 Little Chilly Particles Recognition

Total (n=100) Master foods users (n=50) Chilli Farm users (n=50)

Yes, I have seen and can

feel them in my mouth

Yes, I can feel them in my

mouth but can't see them

I can only see but can't

taste them

No, I can't see or taste them

Q139: Do you notice the little chilli particles in this Chilli Sauce?
18
Base: Chilli Respondents (n=100)

Copyright 2010 The Nielsen Company. Confidential and proprietary.

 Little Particles Liking
Meanscore 3.56 3.60 3.52
4 4 4
Like it very much
11 10 12 (5.0)

28 Like it a little (4.0)

28 28

Neither like or dislike

(3.0)
39 38
40
Don't like it a little
(2.0)

Top Box 20
- Like it very much (Code 5) 18 16 Don't like it very
much (1.0)
Total (n=100) Chinsu users Cholimex
(n=50) users (n=50)

Q140: Thinking about the visuals and the taste of the product with little chilli particles, can you tell us how do you like ot 19
dislike the particles in the chilli sauce?
Base: Chilli Respondents (n=100)

Copyright 2010 The Nielsen Company. Confidential and proprietary.

 Statement Agreement Little chilly particles

50 60 70 80 90 100

I can feel that the particles are made from real chilli

Make me think that the product is natural

Total (n=100)

Eating particles in chilli sauce is very new and unique to Master foods users
me (n=50)

Chilli Farm users

I like the product even more with the particles (n=50)

Top 2 Box
The particles add some texture to the product

Q140: Now Id like to read out some statements and Id like you to say how strongly you agree or disagree with these statements,
using the same scale from 1 to 5, where 1 means strongly disagree and 5 means strongly agree
20
Base: Chilli Respondents (n=100)

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Price Sensitivity Measurement

Marginal Optimum Indifference Marginal

Cheap price point price point Expensive
Price Price

21

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