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The task Product launch in Hungary a marketing concept of a Catalonian food product introduction phase The task
Coca de recapte
Similar products
pizza
tökipompos
Desk research: SWOT analysis Weaknesses toppings: pepper, aubergine are not popular in Hungary price of main toppings depend on season Strengths unusual novel healthy and light Catalonian Desk research: SWOT analysis
Opportunities bring toppings closer to Hungarian taste put meat on it target: vegetarians use organic vegetables Threats too many similar products more expensive than competitor products
Field Research
Our coca de recapte
The sampling
Evaluation 77 people tasted 39 were under 15 14 between 15-25 16 were over 40 Evaluation
Evaluation 76 liked it, mainly girls, under 15. The average preference scale was 4.85 out of 5. Evaluation
Evaluation 24 would change something. They mainly missed the meat and would like it with less vegetable. Some would put hot sauce on it or prepare it with whole wheat flour. Children didn’t like the fish on the coca de recapte. Evaluation
Targeting Targeted consumers are : aged 15-24 open-minded, innovators looking for novelty focus on healthy nutrition often eating out make decision on the spot mainly female partly vegetarian Targeting
Price Price at the introduction phase : 150-250 HUF / piece objective: introduction, get to know what it is It’s around 1 euro Price
Distribution The possible points of sale : Outdoor events (festival meal or a party snack School canteen, cafeteria, buffet restaurants Distribution
„ SUMMER „ Fresh and light. Slogan
Promotion prime media : facebook, other social networking sites coupons at the canteen / buffet quiz + gain (e.g. school newspaper, local papers, online versions) free sampling reward for teens at different competitions, or school events where (other) media is welcome (PR articles) Promotion
And how we were preparing…
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