A regional confectionery manufacturer planned to expand its business by entering neighboring markets. This required studying the market potential, the quality of service at retail outlets using the "secret shopper" method, and assessing the level of awareness of the brand and its product line.
For this purpose, street surveys were organized in eight of the region's largest populated areas. Interviewers followed clear algorithms and solved different problems. One group asked respondents about the level of recognition of the manufacturer's name, while the other analyzed the popularity of the brand's top products.
Spontaneous brand recognition
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The main questions were:
Do survey respondents mention qatar email list the customer's company name among leading local food brands?
Do respondents include branded products in the list of spontaneously mentioned confectionery products? Respondents were asked to indicate familiar names of manufacturers in several product categories: chocolate candies sold by weight, fruit marshmallows in gift packaging, chocolate-covered marmalade, and so on (six categories in total).
The study showed that in large cities (over 100,000 residents), brand recognition was higher. 47% of respondents mentioned the company among local food brands.
Most often, respondents named fruit marshmallows (along with federal-level brands “Udarnitsa”, “Sharmel” and “Belevskiy”), one type of chocolate candies sold by weight (along with “Kara-Kum”, “Maska” and “Snickers” and “Mars” bars).
Other categories of the customer's products were mentioned less frequently or not at all.
Based on the brand recognition data, a strategy was developed to strengthen the presence of lesser-known product names.
The marketing department included less popular brands in active promotion programs and special campaigns.