Be prepared to answer questions on the source of your assumptions. You have footnotes (this one says BEA, whatever it is :)), but every source different than nielsen can be questioned, so be prepared to answer where you have taken the data from and how this has been calcuated. It's not a big deal most likely (I doubt they will ask you about it), but anyway it's your responsibility to know everything about each number on the slide and methodology that gave you this number.
Olkusznik, Grzegorz
I don't understand how the fact that 59% of consumers are preparing their meals from scratch links to the fact that they are willing to combine simplified and pre-packed ingredients. I don't say that it's not true, but you have shown data to prove only the first part, not the second. The second looks like an opinion rather than data-based fact.
Olkusznik, Grzegorz
Are you sure that this is the only reason that frosen foods market is stagnating? Maybe there are other reasons
Olkusznik, Grzegorz
What are those values expressed in? Is it in spoons? In buckets? or maybe in MM $ and MM Units ;).
Olkusznik, Grzegorz
When you put such a note be sure that you understand what exactly those companies have on offer (what products they sell, what is their competitive advantage, etc.). If I recall properly, you were able to answer this question when you presented, but be sure that you are really confident that you know the business of each of the companies you quote as an example
Olkusznik, Grzegorz
This is in thousands of dollars (M$)? If yes, then I'm a bit confused - as 5 Million dollars is a bit low for such a market as US. I think this is a mistake, and it should be MM$. This is of a secondary importance, as trend is much more interesting and important, but still, check your numbers.
Olkusznik, Grzegorz
I don't understand this comment. What confusion?
Olkusznik, Grzegorz
What's the meaning of those 32%? Is it good/bad, better/worse than in other regions? When you think about the asnwer remember that overstatement level (So how consumers answer the questions) differs between different regions and in fact 32% in North America may be much better than 62% in Latin America or Africa, as in the latter people lie more often in surveys :).
Olkusznik, Grzegorz
This is the key element here - that more and more people are buying after reading. Focus on this point.
Olkusznik, Grzegorz
This is a very rough comparison (1976 vs. 2013). Why havent' you used 10 000 BC as a base year? :p
Olkusznik, Grzegorz
One more time - be prepared to explain what "unique" means and how did you determine which company is more/less unique than others.
Olkusznik, Grzegorz
All three examples you provided are from the same "segment" - two are even from the same manufacturer. Isn't it then just a handpicking of cases that fits your story, but not really resemble the market reality? In other words, based on the info on this slide I can only tell that there are companies that sell healthy products for dieting woman that are not growing. I'm not sure though if this is true for all healthy products for dieting woman, nor that lack of differentiation is definitely something that hinders my potential (as there might be cases of manufacturers not really unique, but selling healthy products that still succeed - this I don't know, but you don't prove me wrong either).
Olkusznik, Grzegorz
Be prepared to explain this chart - why the number of dots differ between the squares, what the colors mean, what does it mean "more or less than expected" etc.. I remember that we had a discussion about it twice.
Olkusznik, Grzegorz
That's funny - as you say that younger generations buy less than expected, but at the same time the dots on the left hand side are in the green-yellow colors below the line, which would mean that youngsters are rather buying more than expected.
Olkusznik, Grzegorz
This sentence has no value at all. The fact that proportion of Millennials is growing does not mean that this group will drive changes in the frozen food. It may, but it's not a done-deal - I know that you wanted to sell this message that "Millennials are driving the change" on this and subsequent slides as well, but be prepared to be challenged as those facts that you provide are not 100% convincing and can be actually interpreted in a different way.
Olkusznik, Grzegorz
So for example, here we see that healthy attributes are equally important to every demographic group (with the exception of silents). The fact that younger are more willing to pay premium may be simply an overstatement of younger consumers (who are usually more positive in the surveys). I'm not trying to force you to change your story, but be aware that your version is not the only one that can be drawn from this chart ;).
Olkusznik, Grzegorz
Just note that the headline does not really connects with the rest of the slide - the chart says that brands that promote the sustainability grow, but we have no clue if this is due to Milennials or not.
Olkusznik, Grzegorz
This "below/above average" is based on your calculation of means of pre and post use, right? In the case there was also database rank vs. BASES database on PI (I don't have the case so I don't remember exactly the details). Be sure that you know what were those ranks for both pre and post-use.
Olkusznik, Grzegorz
why you have marked concept (pre-use) scores using the colors that reflects the change? I would assume that only post-use results should be colored (as a change vs. the pre-use).
Olkusznik, Grzegorz
Not sure if Product test revealed average PI (check the DB ranks in the case study). REmember that Pre-USe is Concept stage and Post-USe is Product stage, so be precise when you address those two, as it may happen that concept results are poor and the product is actually quite good (which was the case here I belive).
Olkusznik, Grzegorz
Here, the headline is actually wrong having in mind the context of the slide. When you presented you have positioned it correctly - that taste perceptions after-use are much stronger, and that a lof of consumers had taste-related concerns even before trying. STill, there is no single indication on this slide that improving taste can impact either value or uniqueness. A side comment - what is the key insight coming from this slide (and the fact that Post-Use PI is stronger than pre-use) is that product actually performs well and has good taste perceptions, but it's the concept (so the idea/communication/packaging that consumers see before buying) that does not convince them they will be dealing with something tasty. Therefore concept should be improved rather than the product itself (you can sell the same product under many different ideas, right). And most likely changing the concept, increasing the taste expectations will have impact on uniqueness and value (but without further analysis we cannot say it for sure).
Olkusznik, Grzegorz
The same comment on Uniqueness and Value - we don't know if this change will impact both measures. STill, the reco is good - definitely this is something that needs to be addressed.
Olkusznik, Grzegorz
This one is actually very funny - improvement in value should be done by improving the value. Very insightful ;).
Olkusznik, Grzegorz
What's the source for this chart?
Olkusznik, Grzegorz
what is the span of this growth? This is for sure not yearly growth.
Olkusznik, Grzegorz
Remember to metnion that this flavors selection is based both on OVC analysis as well as on your judgement.
Olkusznik, Grzegorz
As I told you already, your estimation has some flaws (although congratulations for the intelectual curiosity and bravery to run such a forward-thinking scenarios). Here for example, your sales estimation grows with the price not only in value but also in units (which contradicts the reality): for 4.5$ you estimate sales value of 6.6MM $ (which gives 1.46 MM Units), for 5.49$ you estimate 8.9 MM$ (1.62 MM Units, so 10% more than with the lower price). This contradicts common sense, market reality and even the economic theory (unless we are talking about potatoes in Scotland).
Olkusznik, Grzegorz
I won't comment on the exact figures - as this is your job to justify it. Even if the values are wrong, you are safe if you show the logic behind calculations.
Olkusznik, Grzegorz
Where those ROIs are coming from (as I see Team Analysis)?
Olkusznik, Grzegorz
You are aware that prime time means also prime costs, right?
Olkusznik, Grzegorz
Durign the presentation you claimed that those calculations are based on Case Study. They look a bit odd though (30 sec being 3 times more efficient).
Olkusznik, Grzegorz
Remember that this is not Purchase Intent, but some kind of an alternative measure. In other words, it will not boost your overall sales 4 times, but will be only 4 times more effective on those who buy because of the ad (which is minority).
Olkusznik, Grzegorz
Here, be careful how you position it. As it looks like you suggest focusing on everything: TV, Digital, Trade... This is a frozen food not a Coca-Cola, they cannot afford everything.
• Comet is interested in expanding its business by launching a new line of Comet-branded frozen prepared meals in the US.
Comet Meals would be the first 100% sustainable frozen food option.Comet currently does not have any prepared foods in grocery stores.
• Comet would like to make Half Foods its exclusive retail partner.The deal would involve a commitment from Half Foods to sell Comet Meals in all of its US stores during the first year of its proposed partnership.
• Half Foods are hesitant about signing this deal with Comet, given the competitive landscape of the frozen food category and the current US economic environment.
• The Head of Business Intelligence has asked Comet to prove that the proposed partnership is a worthwhile opportunity for Half Foods
As the Nielsen Associates working with Comet you’ve been asked to prepare a presentation that addresses the following questions:
• Should Comet launch the planned Ready Meals Range and, if so, are there any learnings to optimise their launch?
• As part of the launch optimisation Comet have a couple of specific question that they would also like to have answered (see slides 57 & 69).
• Is Half Foods the correct Retailer to partner with for this launch?
• What are the key arguments to take to Half Foods (or another potential partner) that will persuade them to sign this deal with Comet?
Comet come to Nielsen to understand the potential of their Ready Meals range, and also to prove that Half Foods are a well suited partner for this deal.
Business Issue: Nielsen’s Solution Your team have collated the data from Nielsen’s relevant Practice Areas, which has been ordered as follows:
- General Industry Trends and Insights- Nielsen Global Insights- Frozen Foods Category Trends and Insights- Consumer Evaluation of Comet’s New Product Idea- Marketing Effectiveness Insights & Learnings
The four Appendix sections of this file present Nielsen’s findings from each portion of the project solution mentioned above.
Your task for this case study is to analyze and develop insights and client-focused recommendations from these findings.
Introducing Comet Meals Cashew Chicken with Soba Noodles
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Comet Meals
Cashew Chicken with Soba
Noodles
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the Earth Right
America’s 1st
100% Sustainable
Frozen Entree
Comet Meals
Cashew Chicken
with Soba Noodles
New Comet Meals, an original creation of the prestigious Comet Restaurant Group, is the first ever line of 100% sustainable frozen meals.
From the recyclable container to the wind power used by our farmers to grow and harvest the ingredients, everything about this new line of meals will make you and the earth smile.
Try the first variety of this exquisite new line: Cashew Chicken with Soba Noodles, simmered in a light Sauce with crisp, delicate vegetables.
Delicious. Wholesome. Nutritious.
$6.49 per pack
Available exclusively at Half Foods Markets
Business Issue: Description of First Product To Be Offered in the Comet Meals Line
