Use of sample taste test groups to monitor taste trends and preferences.
Weekly group monitoring is used to judge competitiveness versus other chains
Weekly monitoring is used to generate 6 month overall market reports.
Market research team accepts product test requests and market sampling from buyers in various product categories.
Focus shifting to new product concepts and new marketing approaches.
Recognition of weakened marketing strength in light of 'new product' barrage, thus a shift to relationship marketing.
Relationship marketing is focused on building loyalty with customers through enjoyable shopping and service experiences.
Movement to lower producer development costs by aiming for low-cost prototypes and cost-down production methods.
With fewer highly successful products in the market, shifting towards meeting and satisfying consumer needs in terms of gratification.
Market research and analysis works in line with product development teams through a system whereby:
A theme is developed (i.e. development around seasoning).
An idea is developed from monitor group analysis (i.e. easy Chinese food prepared seasoning such as mabo-tofu).
The idea is assessed through market testing.
A concept is developed with use of monitor group analysis (i.e. cost & positioning, image, taste preferences, market analysis).
The concept is assessed through market testing.
A prototype is developed in partnership with producers.
Producer assemblies and taste test groups assess prototypes.
Market experience shows that the image is best for hand-made bentos (boxed lunches) because of the health and safety image they hold.
Onigiri (rice balls) have the strongest image since they are healthy, safe, low-calorie, easy to use, have good flavor, and are a good value.
It is important to identify which market segment or niche has the best potential for said product, or to identify opportunities for new product development to meet a need that is not currently being satisfied.
The critical point in product development is speed and timing, making accurate and timely market research and analysis a vital component.
This information is maintained by: Gail Atkinson
Last Revised/Reviewed September 22, 1999
