Research community brazil
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1) A group of students created a concept for a Brazilian ketchup market by conducting research and getting consumer feedback. 2) Their initial concept was "Heinz's Laje Light", a ketchup with Brazilian jalapeno peppers marketed towards a healthy lifestyle. 3) After getting feedback from Brazilian consumers that questioned focusing on weight loss and preferred local flavors, the students adapted their concept to "Heinz's Laje", a spicy ketchup emphasizing traditional Brazilian taste.
![Interpretation of the consumers feedback
油
thanks to this questions, new insights were gathered
油
Now add the ketchup, to taste a
spice popular in Brazil, oh yes
Heinz is top William
Samira Today we find many options for
light products
Guilherme
Yes, much improvement.
Heinz with a different flavor ... [I am] not thinking about losing weight,
Raphael but the taste for the pleasure
it gives accompanied by a heaping
of potatoes frits and snacks
Carlos
Do not buy it because it is light
Mark
I do not think [it is] nice to focus on losing
Heinz has quality in
weight, you should focus on flavor, [it] ends
product and packaging
up being misleading Mark
Samira
GROUP
2](https://image.slidesharecdn.com/researchcommunitybrazil-130310053128-phpapp01/85/Research-community-brazil-15-320.jpg)
Research community brazil
- 1. THE STORY OF A GROUP OF STUDENTS CREATING A CONCEPT FOR THE BRAZILIAN MARKET FROM Final presentation Research and Metrics Group 2
- 2. Content 油 Setting the scene: from desk findings to hypothesis Explaining the concept board Interpretation of the consumers feedback Our final concept board Take aways and key learnings 油 油 GROUP 2
- 3. Setting the scene: from desk findings to hypothesis 油 Once upon a time we were sitting at a desk 油 油 油 GROUP 2
- 4. Setting the scene: research pointed out that 油 端錫 Brazil is pro-western 油 端錫 Brazilians demand Brazilian flavors and lifestyles 油 端錫 Brazilians want to be healthy and sexy 端錫 Brazilians are family oriented and optimistic 端錫 Brazil has a young and wealthy emerging C-class GROUP 2
- 5. Setting the scene: from desk findings to hypothesis 油 but we want more insights in the Brazilian market 油 油 so we asked Elizangela Ce Marketing Director at Projepar. (Sao Jose Dos Pinhais, Parana, Brazil) GROUP 2
- 6. Setting the scene: from desk findings to hypothesis 1. When you go to a shop, what are the three most important decision criteria to buy a product or brand? Others dont have it, so I want it. The attendant is very kind. The price is good. 2. Describe your daily lifestyle in five keywords. Routine, hobbies, health, family and friends. 3. If you had the same product made by a local or global brand, which product would you choose and why? I prefer a global brand because its usually better. I like Brazilian brands as well. But when you compare, I like the products abroad much better. There is abroad also more choice and variety . GROUP 2
- 7. Setting the scene: our hypothesis 油 Global Brands that want to be successful in Brazil have to target the huge, emerging class C by a brand idea based on Brazilian flavors & lifestyle 油 GROUP 2
- 8. The concept board 油 based on our insights 油 Heinzs Laje Light The Ketchup that parties slimmer. A GLOBAL BRAND A BRAZILIAN LIFESTYLE A BRAZILIAN FLAVOUR GROUP 2
- 9. Explaining the concept board 油 we were pretty sure Heinz Ketchup Laje Light was a good concept 油 GROUP 2
- 10. Explaining the concept board 油 because our proposition was: ≒ real Brazilian jalape単o peppers ≒ between low cost and premium ketchups GROUP 2
- 11. Explaining the concept board 油 but we had also other reasons to believe in our concept: ≒ the peppers speed the metabolism and burns calories. ≒ it is a ketchup without added sugars. ≒ global brand with a local twist: Laje refers to a barbecue on the roof in the favelas. GROUP 2
- 12. Explaining the concept board 油 . Therefore our headline was: The ketchup should inspire the social urbans to stay slim, without stopping their busy party lifestyle. 油 GROUP 2
- 13. Interpretation of the consumers feedback 油 online flight to Brazil and discussion about Heinz Ketchup Laje Light with real Brazilian consumers 油 GROUP 2
- 14. Interpretation of the consumers feedback 油 we wanted to know three things of the Brazilian consumers 油 油. 油 1. What do brands in your country do to convince and attract consumers who prefer a healthy lifestyle? . 油 2. If you buy ketchup, what are the three most important decision criteria to choose for a specific brand? . 油 3. What would you change on our Heinz Ketchup Laje Light to make it better for Brazilian people? . 油 GROUP 2
- 15. Interpretation of the consumers feedback 油 thanks to this questions, new insights were gathered 油 Now add the ketchup, to taste a spice popular in Brazil, oh yes Heinz is top William Samira Today we find many options for light products Guilherme Yes, much improvement. Heinz with a different flavor ... [I am] not thinking about losing weight, Raphael but the taste for the pleasure it gives accompanied by a heaping of potatoes frits and snacks Carlos Do not buy it because it is light Mark I do not think [it is] nice to focus on losing Heinz has quality in weight, you should focus on flavor, [it] ends product and packaging up being misleading Mark Samira GROUP 2
- 16. Interpretation of the consumers feedback 油 in general 油 端錫 Heinz is seen as a global brand 端錫 It is perceived as a qualityful brand because of the taste & the package 端錫 Brazilian taste (jalape単o) of our Heinz Ketchup Laje Light was evaluated very positive 端錫 Light is seen as misleading because ketchup is associated with unhealthy food GROUP 2
- 17. Final concept board 油 so we start thinking again and integrated the consumers feedback into a new concept GROUP 2
- 18. Final concept board 油 based on the consumers feedback 油 Heinzs Laje PROPOSITION Spicy Ketchup. Tasteful Laje. Ketchup with traditional Brazilian jalape単o peppers Same quality, different taste REASONS TO A GLOBAL BRAND BELIEVE It is a global brand. The name refers A BRAZILIAN LIFESTYLE to a typical Brazilian barbecue party on a roof, among friends and family A BRAZILIAN FLAVOUR HEADLINE Spicy ketchup for a tasteful Laje. GROUP 2
- 19. Conclusion 油 so what did we do? We integrated the feedback into a new concept: Heinz Laje Spicy ketchup. Tasteful Laje. Next step : lets travel online and ask Brazilians Our first concept was Heinz Ketchup Laje Light The Ketchup that parties slimmer. . 油 Lets get starteddesk Research about Brazil. 油 GROUP 2
- 20. Take aways and key learnings 油 .. And what did we learn 1 Research as much you can. 2 Be real. 3 Be local. 4 Be authentic. 5 Listen to and engage with the consumer. Be Heinz. GROUP 2
- 21. and last but not least 油 GROUP 2