Ready meals vs. Pot Noodle

Résumé du document

The aim of this report is to understand and analyze the consumer behaviour towards two products of two major brands which operate in a same sector.

First of all, we chose the food industry in the specific market of "ready meals"; we immediately thought about Pot Noodles from Unilever, to compare it to ready meals Health Living from Tesco. Let us explain how our report will be submitted.

First, we are going to explain step by step our research development; Starting with the theoretical description of the research methodology, we will continue by giving details on secondary research and then on primary research.
Subsequently, we will present you the market, the positioning of both brands on it and the trends expected. After that, we will use the qualitative and quantitative data and the results of the research will be used as the basis of our future analysis. This will permit to found our recommendations for a particular marketing strategy to our brands.The origin of our secondary data is on the one part, Regents college databases (Data monitor, euro monitor, market line) and main books as Consumer Behavior from Kanuk and Shiffman. In support of primary research, teams' members realized interview and created questionnaires.

Extraits

[...] Ready meals vs. Pot Noodle Table of contents Outlines II/ Objectives III/ Research development Research methodology Secondary research Primary research a. Qualitative research b. Quantitative research IV/ The market: Industry overlook and future trends on the market Qualitative and quantitative data Quantitative data _ Survey Qualitative data _ Questionnaires a. How we built those questionnaires b. Product A versus product B VI/ Recommendations VII/Appendices VIII/ Bibliography Outlines The aim of this report is to understand and analyze the consumer behaviour towards two products of two major brands which operate in a same sector. [...]

[...] Do you feel full after eating a Pot Noodles? Do you think Pot Noodles have more calories than ‘home-cooked meals'? Why? Do you think Pot Noodles have a high value for money? Why? We show a picture of Pot Noodles to the audience. - What do you think about this product? - Does it ‘open your appetite'? - How can it be improved? Tesco healthy living products 10) What type of Tesco healthy living products? Do you feel full after eating it ? [...]

[...] We show a picture of Pot Noodles to the audience. 10) What do you think about this product? 11) Does it ‘open your appetite'? 12) How can it be improved? Tesco healthy living products 13) What type of Tesco healthy living products? Do you feel full after eating it ? 14) Do you think Tesco healthy living products have more calories than ‘home-cooked meals'? Why? 15) Do you think Tesco healthy living products have a high value for money? Why? [...]

[...] As some consumers try to recreate Asian meals at home, demand for plain or chilled noodles is also rising; nevertheless they remain of only marginal importance in terms of total market size. Noodles' main importance keeps lying within the snack food market. That is why noodles are a comparatively well-established product in particular in the UK, the country with the arguably most developed snacking culture in Europe[12]. The instant noodles sales success is more due to the advertising strategy but also to the popularity of one single brand, to be exact Unilever's Pot Noodle. The brand strategy is to target 16-24 year old male audience. [...]

[...] The research allows us to identify the companies' strategy and positioning. In one hand, Unilever with Noodles” is trying to remain the leader on the noodles market. By introducing a cheap, quick and easy to prepare ‘ready meal' Unilever has satisfied a need of hungry that allow consumer to gain time and don't cook. On the other hand, Tesco with “Tesco Healthy Living” is satisfying the need of hungry by offering a healthy and complete (chill meals) meal at a reasonable price. [...]