king & prince seafood - market research
TRANSCRIPT
our team
ALEAH DAVIS WILL SMITHJENNA CALDWELL TORY RUSHINGMarketing Major Marketing Major General Business General Business
presentation outline
02
05BUDGET
RESEARCH OBJECTIVES
01
04
EXECUTIVE SUMMARY
RESULTS
03
06
METHODOLOGYOF RESEARCH
CONCLUSIONS
executive summary
Who is King & Prince Seafood and what do they specialize in?
What was the problem this company needed us to solve?
How we came up with a solution.
Research objectives
Gather opinions retrieved by a diverse group of participants at local bar & grill type locations
Identify which product would produce the most satisfaction for our client's target audience
Determine an average price consumers would be willing to pay for these products at a restaurant
methodology
of research
02
05SET UP:
BROGENS
SCOUTLOCATIONS
01
04
CREATE SURVEYS
SET UP:GNATS
03
06GATHER
MATERIALS
GET FAMILIARWITH PRODUCTS
CHEF BRETT SMITH COOKING THE PRODUCTS FOR OUR TEAM TO TRY WITH DIFFERENT SAUCE PAIRINGS
KING & PRINCESEAFOOD
PLANT TOUR
GIVEN BYDAVID
ROWELL
Jumbo Buttermilk Shrimp
7. Which sauce was your favorite with our shrimp? _______________________________________8. Do you have any additional comments/questions/concerns about the jumbo shrimp?_______________________________________________________________________________
1. Would you order this jumbo buttermilk shrimp as an appetizer in a restaurant?•Yes I would•No I wouldn't
2. Does the name jumbo buttermilk shrimp represent the product well?•Yes it does•No it doesn't
3. Which price would you pay for a 6 oz. jumbo buttermilk shrimp appetizer with dipping sauce?| $7.99 | $8.99 | $9.99 | | $10.99 | $11.99 |
1. What is your age?•18-24 years old•25-34 years old•35-44 years old•45-54 years old•55-64 years old•65-74 years old
•75 years or older
3. What is your ethnicity?•Hispanic or Latino
•Black or African American•Native American or
American Indian•Asian / Pacific Islander
•White•Other
2. What is your gender?•Male
•Female
4. Do you have any children?•Yes I do
•No I don't
5. What is your marital status?•Single
•Married•Widowed•Divorced
•Separated
6. How many times a week do you eat at a restaurant?
| 1 | 2 | 3 | 4 | 5 | 6 | 7 |
@KPseafood@KingAndPrinceSeafood
Thank you for participating! Let's connect!
Directions: Please circle or highlight your answers.
On a scale of 1-5 (with 5 being the best), please answer the following:
4. How much did you enjoy our jumbo buttermilk shrimp?| 1 | 2 | 3 | 4 | 5 |
5. How do you like the name 'jumbo buttermilk shrimp'?| 1 | 2 | 3 | 4 | 5 |
6. How likely are you to purchase the jumbo buttermilk shrimp if it were on an appetizer menu at a restaurant?| 1 | 2 | 3 | 4 | 5 |
1. What is your age?•18-24 years old•25-34 years old•35-44 years old•45-54 years old•55-64 years old•65-74 years old
•75 years or older
3. What is your ethnicity?•Hispanic or Latino
•Black or African American•Native American or
American Indian•Asian / Pacific Islander
•White•Other
2. What is your gender?•Male
•Female
4. Do you have any children?•Yes I do
•No I don't
5. What is your marital status?•Single
•Married•Widowed•Divorced
•Separated
6. How many times a week do you eat at a restaurant?
| 1 | 2 | 3 | 4 | 5 | 6 | 7 |
@KPseafood@KingAndPrinceSeafood
Thank you for participating! Let's connect!
Directions: Please circle or highlight your answers.
7. Which sauce was your favorite with our calamari? ______________________________________8. Do you have any additional comments/questions/concerns about the twisted calamari?_______________________________________________________________________________
1. Would you order this twisted calamari as an appetizer in a restaurant?•Yes I would•No I wouldn't
2. Does the name twisted calamari represent the product well?•Yes it does•No it doesn't
3. Which price would you pay for a 6 oz. twisted calamari appetizer with dipping sauce?| $7.99 | $8.99 | $9.99 | | $10.99 | $11.99 |
On a scale of 1-5 (with 5 being the best), please answer the following:
4. How much did you enjoy our twisted calamari?| 1 | 2 | 3 | 4 | 5 |
5. How do you like the name 'twisted calamari'?| 1 | 2 | 3 | 4 | 5 |
6. How likely are you to purchase the twisted calamari if it were on an appetizer menu at a restaurant?| 1 | 2 | 3 | 4 | 5 |
Twisted Calamari
Talent
Release
Form
Without further consideration, I hereby consent to the use of all photographs, videotapes or film taken of me and/or recordings
made of my voice and/or written extractions, in whole or in part, of such recordings or musical performance for King and Prince Seafood and College of Coastal Georgia, for the purposes of
illustration, advertising, or publication in any manner.
Talent Name: __________________________ ________________________ (Print) (Signature) Address: _______________________________________________________ ______________________________________________________________ Date: _________ / _________ / _________ Month Day Year
If the subject is a minor under the laws of the state where modeling, acting, or performing is done. Guardian: ___________________________ _________________________ (Print) (Signature) Address: ______________________________________________________ _____________________________________________________________ Date: _________ / _________ / _________ Month Day Year
Allergy List
methodology
of research
02
05SET UP:
BROGENS
SCOUTLOCATIONS
01
04
CREATE SURVEYS
SET UP:GNATS
03
06GATHER
MATERIALS
GET FAMILIARWITH PRODUCTS
GNATSLANDING11/12/16
39SHRIMPSURVEYS 33
CALAMARISURVEYS
39SHRIMPSURVEYS 33
CALAMARISURVEYS
BROGEN'SSOUTH11/26/16
91CALAMARI
SURVEYS
94SHRIMPSURVEYS
BUDGET: $150
BUDGETITEMS
NUMBER OF ITEMS
COSTPER ITEM
TOTALCASH COST
12 OZ. BOTTLES OF TARTAR
14 OZ. BOTTLES KETCHUP
FOUR
FOUR
FOUR
FIVE
$2.19 EACH
$1.79 EACH
$8.76
$7.16
$31.92GALLONS OF VEGETABLE OIL $7.98 EACH
LARGE BAG OF LEMONS $3.20 EACH $16.00
60-COUNT BLACK NAPKINS THREE $4.30 EACH $12.90
$76.74 $4.60 $81.34
SALES TAX
TOTAL CASH SPENT
$68.66 REVENUE
0.53
0.43
1.91
0.96
0.77
+=
results
133 SHRIMPSURVEYS
124 CALAMARISURVEYS
SHRIMP CALAMARI
51% FEMALE
49% MALE
48% FEMALE
52% MALE
GENDER
SHRIMP
CALAMARI
18-24
20%
18-24
19%
25-34
20%
25-34
22%
75+
3%
35-44
11%
35-44
11.5%
65-74
11.5%
45-54
18%
45-54
16.5%
55-64
16.5%
55-64
13%
65-74
17%
75+
1%
AGES
AGES
AGES
AGES
AGES
AGES
AGES
AGES
AGES
AGES
AGES
AGES
AGES
AGES
81% WHITE
8% BLACK/
AFRICAN AMERICAN
5% ASIAN
5% HISPANIC/
LATINO
2% OTHER
CALAMARI
SHRIMP
3% OTHER
3% HISPANIC/
LATINO
11% BLACK/
AFRICAN AMERICAN
6% ASIAN
78% WHITEETHNICITY
ETHNICITY
0% 0%
10% 10%
20% 20%
30% 30%
40% 40%
50% 50%
60% 60%SI
NGLE
38%
SINGLE
38%M
ARRIED48%
MARRIE
D
50%
SEPA
RATED
1%SEPARATED
2%
DIVORCED
6%
WID
OWED
6%
WIDO
WED
4%
DIVORCED
8%
SHRIMP CALAMARIMARITAL STATUS
PE
RC
EN
TAG
E O
F PA
RT
ICIPA
NT
S
SHRIMP CALAMARI
53%YES
47% NO
57%YES
43% NO
CHILDREN
05# OF PARTICIPANTS
10 15 20 25 30 35 40
ONE
TW0
FOUR
FIVE
SIX
SEVEN
THREE
9
56
7
13
1412
17
25
23
25
18
3938
SHRIMP CALAMARIHOW MANY TIMES PARTICIPANTS EAT OUT A WEEK
88%84%CALAMARI
said YES they would order as an appetizer in
a restaurant
SHRIMP
said YES they would order as an appetizer in a restaurant
0%
10%
20%
30%
40%
50%
1 12 23 34 45 5
7% 7%
ON A SCALE OF 1 - 5
HOW LIKELY THEY ARE TO ORDER
23%
30%33%
6%
13%
23%22%
37%
PE
RC
EN
TAG
E O
F P
AR
TIC
IPA
NT
SP
ER
CE
NTA
GE
OF
PAR
TIC
IPAN
TS
0%
10%
20%
30%
40%
50%
SHRIMP CALAMARI
SHRIMP CALAMARI
PRICES CUSTOMERS WOULD PAY
$10.99 $10.99$9.99 $9.99$8.99 $8.99$7.99 $7.99$11.99 $11.99
30%
18%
3%1%
21%
4%0%
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%49%48%
26%
SHRIMP CALAMARI
AVERAGE PRICE CUSTOMERS WOULD PAY
10.99$
9.99$
8.99$
7.99$
$9.14$8.79
$ 11.99
10.99$
9.99$
8.99$
7.99$
$ 11.99
SHRIMP CALAMARI
HOW MUCH PARTICIPANTS ENJOYED THE PRODUCTS
4
3
2
1
3.98 4.04
5
4
3
2
1
5
ON
A S
CA
LE
OF
1 - 5ON
A S
CA
LE
OF
1 -
5
84% 92%CALAMARI
said YES the name
represents the product well
SHRIMP
said YESthe name represents the product well
0%
10%
20%
30%
40%
50%
1 12 23 34 45 5
4%
ON A SCALE OF 1 - 5
HOW MUCH THEY LIKE THE NAMEP
ER
CE
NTA
GE
OF
PA
RT
ICIP
AN
TS
PE
RC
EN
TAG
E O
F PA
RT
ICIPA
NT
S
0%
10%
20%
30%
40%
50%
SHRIMP CALAMARI
8%
25%29%
35%
5%5%
13%
31%
45%
FAVORITEDIPPING SAUCES
FAVORITEDIPPING SAUCES
CALAMARI
50% TARTAR
1% BLUE
CHEESE
13% COCKTAIL
5% LEMON JUICE
7% HOT/SPICY SAUCE
3% MARINARA
2% BLUE
CHEESESHRIMP
21% KETCHUP
21% COCKTAIL4%
LEMON JUICE
1% HOT/SPICY SAUCE
1% RANCH
15%KETCHUP
55%TARTAR
SHRIMP CALAMARI
COMMENTS ABOUT THE TWO PRODUCTS
SUGGESTIONSFOR IMPROVEMENT
POSITIVEFEEDBACK
• I think a better name would be 'Calamari Twists' or 'Calamari Strips.'
• Needs to be crispier.
• A little too chewy. • Less breading.• Batter too heavy.• Too much breading. • Too breaded, not enough calamari in each bite.
• Too much batter. • Add spice to the batter.• More seasoning. • Improve seasoning. • Would prefer spice in batter.
• Perfect cut and flavor!
• Perfect. Not tough or chewy, darn good!
• I liked the light breading of it.
• Pretty damn tasty.
• Excellent.
• Delicious.
• Not a calamari fan, but this is really good!
• Very good!
• Awesome! Had seconds!
• Too much breading (listed 8x).• Slightly less breading would make it a lot better.
• Batter too thick. • Less breading, bigger shrimp.
• "Jumbo" is a stretch, but the shrimp is delicious.
• The size was more medium than jumbo.
• Jumbo is not accurate. • Did not agree with the description of "jumbo."
• Wasn't really jumbo in size.
• Take the tail off.
• Needs more seasoning.
• Amazing! • Delicious.
• So good! • Great product! (3x).
• Very good! • Very yummy, would order a lot!
• Good flavor.
• Awesome taste.
• Tastes pretty good.
SUGGESTIONSFOR IMPROVEMENT
POSITIVEFEEDBACK
CONCLUSIONS
TARGET MARKET:
White males and females, married with kids, between the ages of 18-34, who eat out 2-3 times a week.
At both locations, the surveys were collected during the afternoon between the hours of 12-3, which
allows this data to be more susceptible to the married couples with children as opposed to conducting the
surveys at a later time in the day.
CONCLUSIONS
FINDINGS:The average customer would pay around $9 for an appetizer with dipping sauce, but around 50% of respondents chose the cheapest option of $7.99.
Feedback remained consistent at both locations, where the large majority of people surveyed loved the product and would purchase them if offered at local restaurants.
There was a constant consensus that the product contains "too much breading" and "needs more spices."
THE END.
ANY QUESTIONS/COMMENTS?