Food Marketing and Consumer Behaviour

2018-2019
TASK 2

NAME: MARIA PAULA FIERRO CADENA

STUDY: STRAWBERRY JELLY

Problem recognition
I eat pancakes with strawberry jelly for breakfast almost every day. Since I just moved to Belgium, I am
looking for a new strawberry jelly to get regularly. It needs to be with no sugar added, and low in
calories.

Information search process

The information search was based on external sources: friend’s recommendations, and observation of
products on supermarkets. I asked a friend, and I went to a supermarket I knew in Ghent: Albert Heijn,
to check the products they offered.

AWARENESS SET

Inept products: all the strawberry jellies that had any sort of sugar on the ingredients list: sucrose,
glucose, dextrose or similar. No matter the brand, price or presentation.

Fruitbeleg | Aardbeien - Weight Watchers

Confituur | Aardbei - Bonne Maman
Delhaize - Confituur | Aardbeien
Materne | So Fruit - Confituur | Aardbei
Delhaize | Bio - Confituur | Aardbei | Bio
Effi - Confituur | Aardbeien
365 | Delhaize - Confituur | Aardbeien | Extra
Materne | Enjoy - Confituur | Aardbeien
Taste of Inspirations | Delhaize - Confituur | Aardbei

Inert products: all the jellies that have no sugar added, but are not strawberry flavor. Even though
strawberry is my favorite flavor, I don’t mind eating another flavor as long as its sugar free.

Céréal - Confituur | Aardbei-Framboos | Maltilol

Céréal - Confituur | Pruimen | Maltitol
Delhaize - Confituur | Kersen | Maltitol
Céréal - Confituur | Abrikoos-Perzik | Maltitol
Céréal - Confituur | Bosbes-Rode bes | Maltilol

Choice set: all the strawberry flavor jellies, sold in DelHaize, with no sugar added.

Option A: Confituur | Aardbei | Maltitol - Céréal

Option B: Confituur | Aardbei | Maltitol – Delhaize
Option C: Confituur | Gluco control | Aardbeien – Céréal
 PERSONAL EVALUATION

Among the three options of the choice set, I considered the following factors for evaluation: fruit content
(30%), price per kilogram (40%), calories per 100g (10%), and sugars per 100g (20%). Based on that,
scores from 1 to 10 were assigned, looking for the product with more fruit content, less price per
kilogram, and less content of calories and sugars per 100 g. The following chart was built:

Attribute Ponderation (%) Option A Option B Option C

Value Score Value Score Value Score
Fruit content (%) 30 50 10 50 10 42 9
Price/kg (Euro) 40 12,19 5 5,53 10 11,72 6
Calories per 100 g 10 152,7 5,0 153,0 5,0 70,0 10
g of sugars per 100 g 20 3,1 9,5 3 10 3,3 9
Total 100 7,4 9,5 7,9

The highest score was obtained by the Option B: Confituur | Aardbei | Maltitol – Delhaize. It got a higher
score, basically because of the great difference of price with the other options (more than half price).
Even though it has the double of calories of option C, it has no significant difference regarding to the
content of sugars and fruit.

MARKET ANALYSIS BASED ON CUSTOMER CHOICE

As the marketing director of Céréal, the company that produces Options A and C, and taking into
account the ponderations and scores taked into account by the customer, the following marketing
strategies are purposed:

Find a way of reducing the price of the product. Even though competition with the brand of the retail
store that also sells the products is hard, due to the profit margins that they have and the advantage of
taking those decisions, lower the price by finding different raw materials providers or considering
modifications on the production process that might make it more efficient, would increase the chances of
the clients of getting the product.

There is not an actual difference or added value regarding to the content of calories and sugars of the
product in relation with the other options. It necessary to evaluate a way of reformulate it, and modify
those values for ones that are more attractive. Also, if that is not possible, considering adding an extra
value ingredient like prebiotics, probiotics or similar could be a good choice.

Evaluate the possibility of producing also the DelHaize brand product, as a product maquila. This option,
which has lower profit margins, allows to the company to have benefits even through a different brand.