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| Case
Studies: Fleischmann's Yeast |
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Focus
Group Research
Objective
To gain qualitative information on consumers' attitudes toward
baking in general and towards baking bread from scratch in particular.
Strategy
Working
with Market Research Professionals, Inc., Delfino Marketing Communications
created and presented four positioning concepts to four focus groups
in each of three cities, representing, geographically, the Midwest,
East and Northwest. Each focus group consisted of 10-12 women and
men, aged 25 to 65, with varying degrees of baking and breadmaking
experience. The focus groups were structured as follows:
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Group
1 - Scratch Bakers |
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Group
2 - Mix Bakers |
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Group
3 - Non-Bakers (citing time as primary barrier to breadmaking) |
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Group
4 - Non-Bakers (citing lack of skill and/or equipment as primary barrier
to breadmaking) |
Results
The research not only uncovered key consumer attitudes toward baking and
toward baking bread in particular, it helped build a body of knowledge
about consumer response to product positioning. The results also led to
the development and introduction of a new product line extension and guided
marketing communications efforts for more than 2 years.
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