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FRUITTELLA JELLIES. RESEARCH REPORT, Warsaw, december 2013. Preparation : Quantitative report Qualitative toplines Kinga Soczewka Joanna Paśnik Jacek Krzeszewski Katarzyna Backiel . Business perspective.

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Fruittella jellies

FRUITTELLA JELLIES

RESEARCH REPORT, Warsaw, december 2013

Preparation:

Quantitative reportQualitative toplines

Kinga Soczewka Joanna Paśnik

Jacek Krzeszewski Katarzyna Backiel


Business perspective
Business perspective

The jellies segment is the only constantly growing segment in the confectionery category. The competition is fierce and there are a number of considerable players in the running.

Business task:

  • To identify the sources of problems with falling sales and to take actions aimed at reversing the trend and using the market growth dynamics through an offer which appeals to the consumers (except for a price reduction, which is impossible due to the product margins).

    Business objective:

  • To optimise the jellies range in terms of the packaging, the product type and the SKU quantity.

    Anticipated applications of the research findings:

  • Learnings concerning the current packaging

  • Evaluation of the new packaging

  • Should any of the SKUs receive a negative evaluation, we can replace it with one that is desirable to the consumers and in line with their expectations.


Research objectives
Research objectives

To analyse the jelliesmarket in Poland and to optimise the Fruittella portfolio.

The research objective was to analyse the jellies market in Poland, with particular consideration of the Fruittella brand.

  • To identify the role of the packaging and of the product itself as the possible factors affecting sales

  • To learn the consumers’ opinions about the packaging and the jellies range of the Fruittella brand versus the competitors

  • To establish the consumers’ preferences concerning the product alone – the colour, the shape, the flavour, and the crucial factors in choosing a specific product

    The research was also intended to answer questions concerning the awareness of individual brands of jellies and their images in the eyes of the consumers.

    An analysis of the price flexibility of Fruittella jellies was also conducted.


Methodology and samle
Methodology and samle

The research comprised two stages:

Qualitative research: FGI with mothers

Quantitative research: online survey with 20-50 y/o women

Qualitative research*: 4 FGI

Mothers of children aged 4-9

Regular buyers of jellies

Location: Warsaw (2 FGI), Siedlce (2 FGI)

Fieldwork timing: 6 and 9 December 2013

Quantitative research: N=350

Women aged 20-50

Buy jellies for themselves or their children

Location: whole country

Timing: December 2013

* See details of the qualitative sample selection on the following slide



Summary the jelly market in poland
Summary – the jelly market in Poland

Nearly half of the women aged 20-50 declare that they buy jellies.

Most often it is especially mothers of children aged 3-6 with secondary education who use the category.

Jellies do not have a large group of heavy users, e.g. in comparison to chocolate or chewing gum.

Jelly consumption also entails frequent purchases of confectioneries from other categories.

The most crucial factor which determines the choice of jellies is their flavour, which should be intense, distinct, non-artificial and naturally fruity.

This factor is followed by the price and the brand in order of importance.

Another important factor which rationalises the choice of jellies is the content of vitamins and fruit juices – naturalness.

A vast majority of the respondents buy only packaged jellies. The primary places of purchase include supermarkets, hypermarkets and discounters.

Jellies are bought on impulse when major shopping is done. Therefore, their presence and visibility on the shelf are essential.

Children have a considerable impact on the choice of jellies, and so it is important for the packaging to catch their eye, to trigger their interest and to engage them emotionally.


Summary market leaders in the category
Summary – market leaders in the category

The second largest brand is Śmiejżelki – commonly liked, known and bought.

Śmiejżelki has the image of a brand which combines a fruity flavour, health (vitamins) and plenty of positive energy, especially on the part of children (liked by children, a guarantee of fun).

The unquestionable leader on the Polish jellies market is the Haribo brand. This brand is decidedly the strongest and the most liked, as well as having the image of a leader.

Haribo is the archetype of the category, and as many as ¾ of the respondents spontaneously indicate the brand as the first one. Haribo is a synonym of the highest quality and an outstanding taste.


Summary other brands
Summary – other brands

The Fruittella brand is quite well-known (also in other categories), but it performs poorly in terms of triggering trial.

As the main reasons why they do not use it, the respondents indicate the lack of awareness and availability in shops.

Reservations concerning the form emerge only in the flavour test (qualitative research).

The Fruittella brand image is based on naturalness, a fruity taste and health. At the moment, the consumers take an indifferent emotional approach to the brand.

Both Jutrzenka brands – Akuku! and Miśki – enjoy quite a strong position (exceeding Fruittella).

Their position is based mainly on a more affordable price.

Akuku! is a liked brand, while Miśki has a group of loyal users.

Neither of them has a clear image.

Zozole and Frugo awareness and use indexes are close to those of Fruittella.

Frugo is a brand which introduces new products.

Neither is addressed to small children really.

The LIDL brand (Sugarland) is poorly known due to its limited distribution, but it does have a group of loyal users.


Summary fruittella packaging and price
Summary – Fruittella packaging and price

Fruittella packs were evaluated similarly to Haribo, while Śmiejżelki packaging was very polarising.

However, Fruittella packaging alone does not generate a high purchase intent , and cannot defend itself in the context of the packs which are supported by the strongest brands in the category (a brand which is powerful in the category stands behind the packaging of Haribo jellies).

Compared to the competitors, Fruittella packaging has the most shortcomings: the content is not visible and the colour is (too) red.

Fruittella packaging the most strongly communicates that the product is addressed to children. The packs effectively convey fruitiness (which is consistent with the image) and diverse shapes.

However, it also triggers the most negative associations (boring, too red).

The packs fail to communicate naturalness, which is Fruittella’s differentiating factor, and which may support the decision to buy this particular product.

The Fruittella brand fails to justify the high product price.

For Fruittella, the optimal price should amount to PLN 3.25-3.75, while Haribo can afford prices which are higher by ca. PLN 0.50-0.75. For Śmiejżelki , the respondents are willing to pay even PLN 1 more.


Summary flavours
Summary – flavours

The consumers’ flavour preferences can be split into four territories:

Flavour mixes (fruit, exotic fruit)

Non-standard (sour, Coca-Cola)

Classic fruit (strawberry, raspberry, lemon)

Exotic fruit (pineapple, banana) – the least popular

When building the portfolio, it is advisable to cover all the four territories in order to maximise the reach.

The most eagerly bought flavours of jellies include:

Fruit mix

Sour

Coca-Cola

When addressing a product to children, the following flavour should also be taken into account:

Strawberry

Raspberry



Recommendations1
Recommendations

In order to boost interest in the product and to improve its visibility on the shelf, we suggest the following changes in the packaging design:

  • Improvement of the colours: they should be more modern and harmonious especially in the case of the “Misie” [gummy bears] pack

  • Improvement of the picture of the bear: it should be more friendly and less caricature-like

  • A better presentation of the product inside: a relatively large window or a precise photo

  • Diverse packaging colours giving a sense of a diverse portfolio

    It should be considered whether the packs should offer more support to naturalness, which is an attribute of the Fruittella brand image.

    It is advisable to conduct a qualitative sensory test aimed at optimising the product recipe. The studies conducted until now show the possible weaknesses of the taste and the texture:

  • The taste of the jellies should be more distinct, intense and diverse – the jellies in different colours should taste different, and their shapes should convey the taste of the fruits which they resemble.

  • They should also be less hard.

    Flavour portfolio

  • The portfolio should comprise the following flavours: fruit mix, exotic fruit mix, sour, Coca-Cola, strawberry or raspberry

    Price

  • The recommended price of a standard small pack should be lower than that of Haribo and Śmiejżelki.



Frequency of buying various confectioneries
Frequency of buying various confectioneries

N=358, data in %

Jelly category penetration: 45% among women aged 20-50

  • One in four jellies users buys them at least once a week, similarly to the purchase frequency among lollipop and hard candy users. Chocolate and chewing gum have decidedly more heavy users.

S3. How often do you buy the following confectionaries for you or other household members?


Description of jellies heavy users women
Description of jellies heavy users (women)

  • have children

  • live with a partner or are divorced

  • have secondary education

  • live in cities

  • share of heavy users grows as they get older

  • are heavy users of confectioneries in general

  • Those who frequently eat jellies, also eat a lot of confectioneries in general.


Who eats jellies
Who eats jellies?

N=358, data in %, multiple choice question, percentage values do not add up to 100

47 indications

Children in general 52%

73 indications

The number of persons who indicated only:

“me”: 47

“my child” (aged up to 18): 73

Jellies are mosrt often eaten by the respondents. They also frequently indicated their husbands/partners and children, especially those aged 3-6.

S4. Who eats jellies in your household?


Jelliy eating occasions among children
Jelliy eating occasions among children

N=229 (households where a child eats jellies), data in %, multiple choice question, percentage values do not add up to 100

Children eat jellies in various situations – most frequently without a special occasion – at home, as a sweet snack during the day. They also eat them when meeting other children, while watching TV and films, less often as a snack at school or during trips.

B1. In what situations does your child/ do your children eat jellies?


Jelliy eating occasions among children number of answers
Jelliy eating occasions among children (number of answers)

Answer base: households where jellies are eaten by one child, multiple choice question, percentage values do not add up to 100

Children eat jellies in various situations – most frequently without a special occasion – at home, as a sweet snack during the day. They also eat them when meeting other children, while watching TV and films, less often as a snack at school or during trips.

B1. In what situations does your child/ do your children eat jellies?



Jellies fun for children healthy and cheap confectionary in adults opinion
JELLIES – FUN FOR CHILDREN, HEALTHY AND CHEAP CONFECTIONARY IN ADULTS’ OPINION

Category drivers

Fun

Shapes – playing with jellies, biting off pieces etc.

Sucking, chewing

Variety of colours

Taste

Variety of flavours

Discovering flavours

Playing with flavours – sour, sugary etc.

Easy to share with other children

FOR CHILDREN

FOR ADULTS

Healthy confectionery

Relatively low sweetness

Gelatine healthy for the joints (indicated in Warsaw)

Vitamins

Low price

Efficiency – plenty of jellies in the pack

Convenience – do not stain, e.g. as much as chocolate, are easy to eat out of home

The users can see some important drivers in the category, but no barriers which children or parents might find daunting.


Product factors impacting on the choice of jellies open question
Product factors impacting on the choice of jellies – open question

N=358, data in %, multiple choice question, percentage values do not add up to 100

The most important factors which impact on the choice of jellies include the product taste, brand and price. Also important are the composition and the appearance (shape and colour).

The packaging comes into play when the purchase is made, and it is not an important element in the category perception.

A1. Which are the 3 most important things you pay attention to when choosing jellies? Select 3 most important things.


Product factors impacting on the choice of jellies open question number of answers
Product factors impacting on the choice of jellies – open question (number of answers)

Answer base: all respondents

The most important factors which impact on the choice of jellies include the product taste, brand and price. Also important are the composition and the appearance (shape and colour).

The packaging comes into play when the purchase is made, and it is not an important element in the category perception.

A1. Which are the 3 most important things you pay attention to when choosing jellies? Select 3 most important things.



Factors determining the choice of jellies
Factors determining the choice of jellies details

N=358, data in %,

multiple choice question,

percentage values do not

add up to 100

The vitamin content is very often indicated as an element which ratoionalises the product choice in the category.

A2. What do you look at when choosing jellies? Please, select max. 4 reasons.


Factors determining the choice of jellies number of answers
Factors determining the choice of jellies details(number of answers)

Answer base: all respondents

The vitamin content is very often indicated as an element which ratoionalises the product choice in the category.

A2. What do you look at when choosing jellies? Please, select max. 4 reasons.


Brand choice method
Brand choice method details

N=358, data in %

Importance of jellies brand 48%

Importance of jellies price 47%

There is no strong loyalty towards one brand in the category, and the users choose jellies from among numerous brands. Only one in five respondents is loyal to the brand which they always choose.

A11. Which of the following statements best describes how you choose jellies?


Jellies composition
Jellies composition details

Importance of jellies composition 32%

N=358, data in %, multiple choice question,

percentage values do not add up to 100

DESIRABLE

AVOIDED

Jellies should be as natural as possible, and contain vitamins and fruit juices.

A3a_6. Which ingredients should jellies contain?

A3b_6. Which ingredients do you avoid in jellies?


Jellies composition number of answers
Jellies composition (number of answers) details

Importance of jellies composition 32%

Answer basis: all respondents

DESIRABLE

Jellies should be as natural as possible, and contain vitamins and fruit juices.

A3a_6. Which ingredients should jellies contain?

A3b_6. Which ingredients do you avoid in jellies?


Jellies composition number of answers1
Jellies composition (number of answers) details

Importance of jellies composition 32%

Answer basis: all respondents

AVOIDED

Jellies should be as natural as possible, and contain vitamins and fruit juices.

A3a_6. Which ingredients should jellies contain?

A3b_6. Which ingredients do you avoid in jellies?


Shape preferences
Shape preferences details

N=73 (persons who choose based on shape), data in %, multiple choice question, percentage values do not add up to 100

Importance of shape 13%

The most popular shapes of jellies are bears and fruits. Also popular are long and animal-shaped jellies.

A5. Which shape of jellies do you buy the most frequently?


Hardness preferences
Hardness preferences details

N=103 (persons who choose based on texture / hardness), data in %

Importance of texture 11%

A vast majority of the respondents prefer soft or very soft jellies. Only one in five respondents prefers hard or very hard jellies.

A4. Do you prefer hard or soft jellies?


Colour preferences
Colour preferences details

N=49 (persons who choose based on colour), data in%, multiple choice question, percentage values do not add up to 100

Importance of jellies colour 10%

The most favourite colours of jellies include red, yellow, multi-coloured and orange. The colours should be intense and diverse (in both diferent and individual packs).

A6a. What colour jellies do you most often choose? The question is about the product (jellies) colour, not the pack colour.


Pack size preferences
Pack size preferences details

N=81 (persons who choose based on pack size), data in %

Importance of pack size 5%

The respondents seldom recall the pack size which they buy (qualitative research). In quantitative research, a vast majority of the respondents say that they choose jellies in medium packaging (200 g), while there are few packs of this type on the market (they are not packs sold most frequently  TO BE CONFIRMED WITH THE CLIENT).

The consumers generally prefer packs which are not too large, but with more than just a few jellies inside. They should not be too large, either, so that the price would not be too high.

A7. What packaging size do you most often choose?


Jellies size preferences
Jellies size preferences details

N=34 (persons who choose based on jellies size), data in %

Importance of jellies size 1%

Three in four respondents prefer jellies of medium size. Large and small jellies are preferred by roughly the same shares of the respondents.

A6. What’s your preferred size of jellies? The question is about the product (jellies) size, not the packaging size.



Place of purchase and form of jellies
Place of purchase and form of jellies details

N=358, data in %

A8. In which form do you buy jellies?

Place of purchase: packaged jellies

Place of purchase: jellies by weight

  • Jellies are bought by weight due to the price, because of the funny shapes which children find interesting, and because they can choose their favourite shapes.

A vast majority of the respondents buy only packaged jellies – primarely in super / hypermarkets, but also in discounters.

multiple choice question, percentage values do not add up to 100

A9. Where do you usually buy jellies?


Jellies purchase method
Jellies purchase method details

N=358, data in %, multiple choice question, percentage values do not add up to 100

Jellies are most often purchased spontaneously while shopping for household products – the impulse purchase mode is prevalent, and therefore visibility on the shelf is essential.

A10. On what occasion do you most often buy jellies?


Jellies purchase method number of answers
Jellies purchase method (number of answers) details

Answer basis: all respondents

Jellies are most often purchased spontaneously while shopping for household products – the impulse purchase mode is prevalent, and therefore visibility on the shelf is essential.

A10. On what occasion do you most often buy jellies?


Metchod of choosing jellies for children
Metchod of choosing detailsjellies for children

N=229 (households where jellies are eaten by a child), data in %

N=15 (the respondents whose children buy jellies for their own money), data in %

caution: small number

Discounter, supermarket and hypermarket

Children have major influence on the choice of jellies although they do not buy them for their own/ pocket money. Mothers are guded mainly by their childrens’ preferences, and buy their favourites (in terms of shape, flavour and kind).

B2. Which of the following statements best describes the way you buy jellies for your child/ children?

B3. Where does your child by jellies themselves?



Brand awareness and use 1 2

mean for all brands details

Brand awareness and use (1/2)

N=358, data in %

5

13

3

27

0

6

72

86

14

55

1

13

1

8

0

15

0

4

0

3

Haribo is the unquestionable leader on the jellies market. Another strong brand is Śmiejżelki. Fruittella is a brand with moderate recognition and fairly low trial.

C1. Please, enter all the names of jellies brands which you can think of below. C2. It is sometimes difficult to recall all names. Take a look at this list and mark the brands you know at least by name, even if you have indicated them in the previous question. B3. Among the brands indicated on this list, which jellies have you ever bought? B4. The jellies of which brand have you bought within the last month? B5. The jellies of which brands indicated on the list do you buy the most frequently?


Brand awareness and use 2 2

mean for all brands details

Brand awareness and use (2/2)

N=358, data in %

5

13

0

6

by weight

0

3

0

3

0

4

Private labels enjoy scaqnt awareness and purchase frequency although Sugarland has numerous loyal consumers.

C1. Please, enter all the names of jellies brands which you can think of below. C2. It is sometimes difficult to recall all names. Take a look at this list and mark the brands you know at least by name, even if you have indicated them in the previous question. B3. Among the brands indicated on this list, which jellies have you ever bought? B4. The jellies of which brand have you bought within the last month? B5. The jellies of which brands indicated on the list do you buy the most frequently?


Awareness vs trial map
Awareness vs. trial – map details

N=358, data in %

ever bought

prompted brand awareness

Fruittella enjoys considerable brand awareness. However, its use level is considerably below that of the competitive brands.


Reasons for not buying fruittella jellies
Reasons for not detailsbuying Fruittella jellies

N=339 (persons who have not bought Fruittella jellies within the last month), data in %, multiple choice question, percentage values do not add up to 100

Connected with taste:

N=32 (persons who did not like the taste of Fruittella jellies), data in %, multiple choice question, percentage values do not add up to 100

The most frequently indicated reasons for not buying Fruittella jellies include the lack of the product awareness and unavailability in shops. The product attributes (including the taste) are indicated less often due to the low trial.

B8. You say that you haven’t bought jellies of the ... brand within the last month. Why don't you buy jellies of this brand?

B8a. You say that you don’t buy jellies of ... brand because of the taste. What don’t you like about the taste of these jellies?


Reasons for not buying fruittella jellies number of answers
Reasons for not detailsbuying Fruittella jellies(number of answers)

N=339 (persons who have not bought Fruittella jellies within the last month)

The most frequently indicated reasons for not buying Fruittella jellies include the lack of the product awareness and unavailability in shops. The product attributes (including the taste) are indicated less often due to the low trial.

B8. You say that you haven’t bought jellies of the ... brand within the last month. Why don't you buy jellies of this brand?

B8a. You say that you don’t buy jellies of ... brand because of the taste. What don’t you like about the taste of these jellies?


Reasons for not buying fruittella jellies number of answers1
Reasons for not detailsbuying Fruittella jellies(number of answers)

Answer base: persons who have not bought Fruittella jellies within the last month), data in %, multiple choice question, percentage values do not add up to 100

The most frequently indicated reasons for not buying Fruittella jellies include the lack of the product awareness and unavailability in shops. The product attributes (including the taste) are indicated less often due to the low trial.

B8. You say that you haven’t bought jellies of the ... brand within the last month. Why don't you buy jellies of this brand?

B8a. You say that you don’t buy jellies of ... brand because of the taste. What don’t you like about the taste of these jellies?


Why do we buy certain brands
Why do we buy certain brands details?

Multiple choice question, percentage values do not add up to 100

N=18

N=127

N=60

caution: small number

The taste is essential when choosing each brand. What is important in the case of Haribo is the emotional attitude to the brand, and in the case of Śmiejżelki – the content of natural ingredients.

B7. You say that you’ve bought jellies of the ... brand within the last month. Why do you buy jellies of this brand?

Caution: This concerns the Fruittella brand only if it has been used within the last month. Otherwise, the brand is picked randomly.


Perception of competitive brands miej elki fruity and fun haribo strong brand
PERCEPTION OF COMPETITIVE BRANDS: detailsŚmiejżelki – FRUITY AND FUNHaribo – STRONG BRAND


Why do we buy certain brands1
Why do we buy certain brands details?

multiple choice question, percentage values do not add up to 100

N=18

N=13

N=17

N=16

caution: small number

In the eyes of the consumers, Jojo, Akuku and Miśki brands offer good prices. Even here, however, the taste is important.

B7. You say that you’ve bought jellies of the ... brand within the last month. Why do you buy jellies of this brand?

Caution: This concerns the Fruittella brand only if it has been used within the last month. Otherwise, the brand is picked randomly.


Perception of competitive brands jutrzenka archaic but tasty frugo for older children
PERCEPTION OF COMPETITIVE BRANDS details:Jutrzenka – ARCHAIC BUT TASTYFrugo – FOR OLDER CHILDREN


Brands considered
Brands considered details

N=358, data in %

Loyal

Undecided

Rejecters

Fruittella is not a rejected brand, but few persons declare loyalty to it.

B6. Thinking of buying jellies, how likely are you to consider the purchase of the following jellies?


Brands considered for the undicided and the rejecters of the fruittella brand
Brands considered details(for the undicided and the rejecters of the Fruittella brand)

N=132 (the indecisive and the rejecters of the Fruittella brand), data in %

Loyal

Undecided

Rejecters

The Haribo and Śmiejżelki brands are the most popular with the uses who reject or are indecisive about the Fruittella brand. The most frequently rejected brands are Jojo, Frugo and Akuku.

B6. Thinking of buying jellies, how likely are you to consider the purchase of the following jellies?


Brand attractiveness map
Brand attractiveness (map) details

80

% of brand users (ever) who seriously consider the brand (TB)

60

40

Loyalty among users

% of brand non-users (ever) who declare high or moderate interest in the brand (T2B)

20

Attractiveness to non-users

Haribo and Śmiejżelki are attractive to both users and non-users. Miśki have a relatively high number of loyal users, but a low potential to recruit new ones. The distance between the Fruittella and Jurzenka brands is inconsiderable.

0

0

20

40

60

80


Image

Image details


Love hate
Love & Hate details

N – know the brand, data in %

Net

Haribo and Śmiejżelki are the two most likable brands. Fruittella has similar numbers of those who feel either positive or negative about the brand, which impacts on its poor performance in the comparison.

C1. Which of these brands of jellies do you love or dislike?


The most popular jellies brand
The most popular jellies brand details

N – aware of the brand, data in %

Haribo is by far the most popular brand of jellies.

C1. Which of these brands do you think is the most popular?


Brand images
Brand images details

N – aware of the brand, data in %,

multiple choice question, percentage

values do not add up to 100

The Fruittella brand performs quite poorly, which is confirmed by the share of indications.

C1. Which of the following statements do you think are true of the listed brands?


Image profiles
Image profiles details

N- know the brand, data in %

The Fruittella brand is perceived as offering products with exceptionally fruity taste and natural, healthy qualities. Fruittella’s image is similar to that of Śmiejżelki, but it is less emotionally engaging (in terms of being liked by children and offering a guarantee of fun). Haribo is also the category leader when it comes to the brand image.



Associations with the packaging
Associations with the packaging details

N:

153 – Fruittella,

104 – Haribo,

101 – Śmiejżelki,

data in %,

multiple choice question, percentage values do not add up to 100

The Fruittella packs most strongly communicate that the product is addressed to children (especially the younger ones, i.e. aged up to 6 – based on the qualitative research). They successfully communicate fruitiness and diverse shapes. At the same time, they trigger the most negative associations (boring, too red). The competitors’ packs are more colourful, which may impact on the product visibility on the shelf.

D1. What are the first three associations about this product which come to your mind now that you’ve seen this packaging?


Packaging and purchase intent
Packaging and purchase intent details

Packaging evaluation

N= 153 - Fruittella, 104 - Haribo, 101 - Śmiejżelki, data in %

Purchase intent

Śmiejżelki packaging is the most polarisng, but generates the highest purchase intent. The purchase intent among those who evaluate Fruittella jelies is below the competitors’ results.


Packs adavntages
Packs – ADAVNTAGES details

N:

153 – Fruittella,

104 – Haribo,

101 – Śmiejżelki,

data in %

multiple choice question, percentage values do not add up to 100

The most frequently noticed attributes of the Fruittella jellies are the multitude of colours and the fact that they are eye-catching. Śmiejżelki packs are more distinct in these dimensions.

D5. What do you think are the advantages of this packaging?


Packs drawbacks
Packs details– DRAWBACKS

N:

153 – Fruittella,

104 – Haribo,

101 – Śmiejżelki,

data in %

multiple choice question, percentage values do not add up to 1000

Fruittella packs have the most disadvantages versus the competitors. The drawbacks indicated most often are that the pack content is not visible, and that the pack colour is too red.

D6. What do you think are the drawbacks of this packaging?


Packaging may be liked by younger children up to 5 6 y o despite minor drawbacks
PACKAGING details– MAY BE LIKED BY YOUNGER CHILDREN (UP TO 5-6 Y/O) DESPITE MINOR DRAWBACKS

Advantages

  • The most liked were the packs of Hearts and Animals – pretty, colourful photos of jellies and drawings of animals.

    Drawbacks

  • The packs are a bit archaic – especially the MISIE pack

  • The product is barely visible

  • The colours on the MISIE packaging are unsuitable (too much monotony with the red and green colours)

  • To some respondents, the red colour suggests that the jellies inside are too sweet

    The change of the packaging size was viewed very positively, and the product quantity is less important. Thanks to the change, there seem to be more jellies inside the pack.

    • Most mothers cannot recall the pack sizes they buy in grams. A change in the pack size should not affect the response to the product.

The packs were evaluated as archaic, and they have some shortcomings which reduce their appeal – the product is poorly visible, and some of the colours are perceived negatively.

However, optioning for a smaller pack may increase the consumers’ interest when they are shopping.


PSM details


Price flexibility price per standard bag
Price flexibility detailsprice per standard bag

N: 153

Most acceptable price

Price with the highest potential on the market

3,75 zł

3,25 zł

*acceptance – the share of those for whom the given price is neither too low nor too high

** market potential index = x price acceptable

The optimal price for Fruittella should amount to PLN 3.25-3.75. At PLN 3.75, the brand can achieve the maximum market potential.

E1a. At which standard price of ... jellies would you think that they are too cheap to be sure that their quality is good?


Price flexibility price per standard small pack
Price flexibility detailsprice per standard small pack

N: 104

The highest acceptable price

Price with the highest potential on the market

4,50 zł

3,50 zł

*acceptance – the share of those for whom the given price is neither too low nor too high

** market potential index = x price acceptable

The optimal price of Haribo can be lower than that of Fruittella. At the price of PLN 4.50, the maximum market potential can be achieved.

E1a. At which standard price of ... jellies would you think that they are too cheap to be sure that their quality is good?

E1b. . At which standard price of a small standard bag of jellies of the ... brand would you think that they are too expensive even if they offered good quality?


Price flexibility price per small standard bag
Price flexibility detailsprice per small standard bag

N: 101

The highest acceptable price

Price with the highest potential on the market

4,75 zł

3,75 zł

*acceptance – the share of those for whom the given price is neither too low nor too high

** market potential index = x price acceptable

The additional benefit of vitamins makes the respondents more willing to pay even more. The price of Śmiejżelki can be even higher than that of Haribo.

E1a. At which standard price of ... jellies would you think that they are too cheap to be sure that their quality is good?

E1b. . At which standard price of a small standard bag of jellies of the ... brand would you think that they are too expensive even if they offered good quality?



Flavours
Flavours details

data in %, multiple choice question, percentage values do not add up to 100

respondents’ favourite flavours

children’s favourite flavours

most willingly bought flavours

N=216 (persons whose children eat jellies

N=230 (persons who eat jellies)

The most eagerly bought jelly flavours include fruit mix, sour and Coca-Cola. When addressing a product to children, strawberry and raspberry flavours shoud be taken into consideration.

N=358

F1. Which jellies flavour are you the most eager to buy? Please, indicate max. 4 flavours.

F2. Which jellies flavour does your child like eating the most? Please, indicate max. 4 flavours.

F3. If you were to choose one favourite flavour of jellies, which one would it be?


Map flavours most willingly bought together flavour similarities
Map: flavours most willingly bought together – flavour similarities

black currant

sour

black raspberry

9

10

47

30

Non-standard

coca-cola

pineapple

10

mango

lemon

3

3

Exotic fruit

24

passion fruit

melon

3

pear

banana

Classic fruits

3

10

raspberry

9

strawberry

tropical fruit mix

apple

26

22

23

Flavour mixes

wild strawberry

orange

15

7

forest fruit mix

18

fruit mix

56

The map is the result of multidimensional scaling. The groups have been marked on the basis of the hierarchical focus analysis. The dot sizes reflect the values of the most willingly purchased flavours.

The jellies flavours can be split into 4 territories. It is advisable that the range should cover each group.

F1. Which jelly flavour do you like buying the most? Please indicate max. 4 flavours.


Thank you

Thank you similarities!