Marketing Research pt.2 - Cult Yogourt

NATHANIEL BAOAKANKSA CHAUBALMICHELLE LI

ANDERS BJELLACHRISTINA CHENJANE TAN

ABOUT THE COMPANY

Founded in 2013 by two McGill graduates and couple

Eloise and Adam

Montreal-based

Food &

Flavor

Brand&

Fermentation

You deserve well cultured yogurt.“ ”

ABOUT THE COMPANY

LOCALLY PRODUCED

QUEBEC  MILK

GOURMET FLAVOURS

EUROPEAN GLASS JARS

Pure NaturePlum Star AniseVanilla ChaiCaramel Sea SaltKey Lime Tart

Strawberry BergamotCafe CardamomMaple PecanApricot Lavender  

DISTRIBUTION CHANNELS

Restaurant: DiabolissimoDeliveryCatering – Yogurt Bar

140 mL (4.75 oz) glass jars with foil seals: $3.25

TARGET MARKET

TARGET CHANNELS

(wholesale) (retail)

(18-34) (18-49) (health-conscious) (eco-friendly)

Organic & Greek yogurt saw growth

in past 10 years

Organic dairy market+7% per year

Fragmented market= Low barriers to entry

COMPETITORSENVIRONMENT

RESEARCH OBJECTIVES

ChannelWhere should Cult sell their yogurt?

ProductWhat type of products are consumers interested in?How can packaging be modified to appeal to more consumers?

PromotionHow to get consumers to know about Cult Yogurt?

8 female, younger demographics (18-24)

8 female, older demographic (25-34)

12 males, younger demographics (18-24)

Two in-depth interviews: •  Female age 20•  Female age 27

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2.

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4.

FOCUS GROUP: DETAILS

FOCUS GROUP: DETAILS

Introduction

General snacking habits

Yogurt purchasing behavior

Introduce Cult

Blind taste test: Cult vs. Liberté (plain-flavor Greek)

Cult flavor sampling (plum star-anise)

Packaging observations

Pricing feedback

Placement suggestion & intention to purchase Cult

FINDINGS: TASTE

Creamier, thicker, more consistent.

Less sour than Liberté.

Strange cheese aftertaste.

Women overall preferred Cult, while men were split.

Plain Flavor

Changed participants’ perception dramatically.

Younger demographics generally preferred flavors.

Older women were more indifferent.

Cult with Plum Star-Anise Flavor

FINDINGS: PACKAGING

Very favorable towards the glass look.BUT concerns about breakage/sealability.

Logo was universally praised.

Most groups liked the one liter jar option as it saved money.BUT concerns about expiration date.

FINDINGS: INTENTION TO PURCHASE

Channel Suggestions

High-end cafés

Niche grocery stores

Farmer’s market

Artisanal or pre-made food section of supermarkets.

Intention to purchase

A spontaneous purchase product.

Willingness to pay decrease significantly if placed in supermarket.

Very drawn to the aesthetics.

FINDINGS: PROMOTION

Brand awareness is currently very low, despite social media presence.

Very narrow distribution.

Favorable towards the eco friendly, locally produced vibe.BUT not enough to persuade purchase.

RECOMMENDATIONS: CONSUMER PREFERENCE

Offer a parfait option.

Introduction of a “green” individual serving (recycled, more lightweight, less breakable) for grocery stores.

Include the nutritional facts on the packaging.✔

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RECOMMENDATIONS: DISTRIBUTION

✔

✔Increase distribution channels to include more retail outlets that align with Cult’s image.

High-end cafesOrganic/fair trade establishment

Consumer’s willingness to pay increase when it’s placed next to equal/higher priced items

RECOMMENDATIONS: PROMOTION

✔

✔ Continue leveraging social media.Instagram campaign once their product is out in retail.

Advertise their “Yogurt Bar” - voted “Wedding Trend of the Year”Push it for events (i.e. wedding, festivals, conferences)Free sampling at image-relevant locations

Thank you