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West Pak Avocado

Brand Awareness & Customer Satisfaction Survey Report
by

Hamid Malik

on 5 December 2013

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Transcript of West Pak Avocado

Current
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Customers
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Lost
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DISTRIBUTION
PROCESSING
METHODOLOGY
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GENERAL
AVOCADO GROVES
Questions?
&


1. Which area of business does your company specialize in?
2. When thinking of an avocado supplier, which company first comes to mind?
3. Why did you think of that company first?
4. Which other avocado suppliers do you recognize?
5. Have you heard of West Pak Avocado, Inc.?
6. When you think about West Pak Avocado, rate each aspect below based on the following:
7. Which of the following services provided by West Pak Avocado are you aware of?
8. How did you first learn about West Pak Avocado?
9. Which one of the following best describes your relationship with West Pak Avocado?
10. Does West Pak Avocado satisfy your current business needs?
Why or why not?
11. For what reason(s) do you buy from West Pak Avocado?
12. How satisfied are you with West Pak Avocado on each of the following categories?
13. Would you like to be entered into a drawing for a chance to win a $500 gift card?
14. We would greatly appreciate your feedback/comments below:


1. Which area of business does your company specialize in?
2. When thinking of an avocado supplier, which company first comes to mind?
3. Why did you think of that company first?
4. Which other avocado suppliers do you recognize?
5. Have you heard of West Pak Avocado, Inc.?
6. When you think about West Pak Avocado, rate each aspect below based on the following:
7. Which of the following services provided by West Pak Avocado are you aware of?
8. How did you first learn about West Pak Avocado?
9. Which one of the following best describes your relationship with West Pak Avocado?
10. Does West Pak Avocado satisfy your current business needs?
Why or why not?
11. For what reason(s) do you buy from West Pak Avocado?
12. How satisfied are you with West Pak Avocado on each of the following categories?
13. Would you like to be entered into a drawing for a chance to win a $500 gift card?
14. We would greatly appreciate your feedback/comments below:

When you think about West Pak Avocado, rate each aspect below based on the following:
• Price Value
• High Product Quality
• High Service Quality
• Innovative Merchandising
• Innovative Marketing
• Innovative Distribution
• Ripening Technology
• Packing Technology
• Category Management Technology
• Product Updates and Information

How satisfied are you with West Pak Avocado on each of the following categories?
• Product Quality
• Service Quality
• Loading Services
• Delivery Services
• Communication
• Price Value
• Overall Satisfaction

Which of the following services provided by West Pak Avocado are you aware of?














Percentage of current and continuous customers who were aware of these services
Ripening Program- 83%
Customized Packs- 75%
Market Data- 58%
Crop Updates- 64%
Category Management (promotional offerings) - 50%
Category Management (merchandising) - 33%
Full Product Line (#1 and #2 grades) – 81%
Delivery Service- 58%
Secure Online Customer Service Module – 17%
None – 5.6%
Other – 2.8%
SATISFACTION LEVELS
AWARENESS LEVELS
HYPOTHETICAL REPRESENTATION
Product Quality
Service Quality
Crop Updates
Promotional Offerings
Merchandising
Delivery Service
Web Services
Customized Packs
Price
Value

Update
and streamline West Pak Avocado’s website

Create
a West Pak Avocado mobile application
"Increase current and continuous customer’s awareness levels of the services offered by West Pak"
QUESTIONS ASKED
Current
But Reduced
Customers
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Unsatisfied
Price Value
Service Quality
Innovative merchandising
Innovative marketing

Why West Pak Avocado?
Product quality
Strength in Sales
Reason to reduce business:
Supply
Price value
Service quality
Updates & Information
"Increase awareness of value to customers"
"Research competitors"
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16 Potential Customers Population
5 wholesalers
4 retailers
1 food supplier
6 other

When think about avocado supplier, 4 potential customers chose West Pak Avocado
Main Reasons:
Product Quality
Personal Experience
Customer oriented

Another two top choices:
Calavo & Mission

Main Reasons:
Big Company
Business Relationship

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"Increase investment on quality representatives"
"Get more involved in trade shows & industry events"
Potential Customers
“Which of the following services provided by West Pak Avocado are you aware of?”

“How did you first learn about West Pak Avocado?”
“What caused you to stop doing business with West Pak Avocado?”
Provide more information on services:
“Ripening Program”
“Full Product Line”

Communication


Website:
User-friendliness
Up-to-date information
PRICE VALUE
ADVERTISEMENT
MOBILE APPLICATION
WEBSITE
Senior Experience 2014
Online Purchasing
Search Bar
GUI
Online Reservation
NEW SBU
Approach 1
Approach 2
Two Categories
Price Tiers
Senior Experience 2014
Average cost $900-$5,000
Supply
Initiate new SBU
Motivation-based Bias
Unknown Respondents
“Neutral” Interpretation
Input Errors
Programs provided by West Pak Avocado that potential customers aware of:
Top three programs customers liked:
Ripening program: 57%
Market data: 50%
Full product line: 50%

Least care about services:
Delivery service 14%
Secure online customer service module 14%
Category management (merchandising) 21%

"How did you first learn about West Pak Avocado?"
West Pak Avocado Representative: 36%
Word of Mouth/Reference:36%
Tradeshow/Industry Event: 21%
3
of Potential Customers "Very Unsatisfied" with their current avocado suppliers

4
of potential customers chose "Neutral"
"7 Potential Customers are not satisfied with their current avocado suppliers"
Ripening
Customized Packs
Market Data
Crop Updates
Category Management (Promotional Offerings)
Category Management (Merchandising)
Full Product Line (#1 & #2 Grades)
Delivery Service
Secure Online Customer Service Module
None
Other
56%
31%
25%
19%
0%
0%
50%
31%
0%
38%
0%
Delivery Service
Location Pickup Service
Accessibility
Supply
Service Quality
Product Quality
Price Value
Updates & Information
Reduced Need for Avocados
No longer Need Avocados
Other
0%
0%
0%
13%
31%
6%
38%
19%
25%
0%
31%
West Pak Avocado Repesentative
West Pak Avocado Website
Advertisement Online/Print
Tradeshow/Industry Event
Word of Mouth/Reference
Other
44%
0%
6%
0%
44%
6%
OCTOBER 1ST
CUSTOMER LIST
Provided by Dayna Brown

Total of 765 customers

Start of survey formation
SURVEY FORMAT
Survey Host

Tailored Questions

Finalization of survey format
OCTOBER 2ND
OCTOBER 22ND
FIRST WAVE
117 undelivered emails

1 unsubscribe request

10.54% response ratio
OCTOBER 28TH
SECOND WAVE
11 additional responses

Customers Cut Down

Deadline Pushed Back
SURVEY CLOSED
Summary of Responses

Customers Categories

Start of Analysis
NOVEMBER 1ST
Avocado Beer!
METHODOLOGY
Questions?
Current
&
Continuous
Customers
Current
But Reduced
Customers
Potential Customers
Lost
Customers
GENERAL
Avocado Beer!
Reduced SBU

Leasing Groves

Partnership with Suppliers
Reduced SBU

Leasing Groves

Partnership with Suppliers
Large Part of Operations

Local & Domestic

International
Main Focus of Operations
Innovation in Grading
Technology to Measure Ripeness Levels
Main Focus of Operations
Innovation in Grading
Technology to Measure Ripeness Levels
AVOCADO GROVES
DISTRIBUTION
Large Part of Operations

Local & Domestic

International
PROCESSING
Full transcript