Prego

Prego Meal Kits

Theory Brainstorming

Norris & Van Damme

Consulting Inc.

Research Design

Data Collection

• Online Survey via SurveyMonkey.com
• Collects and analyzes data to minimize data entry errors

• Qualitative Research:
• In depth interview of 5 college students who eat at home 4+ times a week
• Quantitative Research:
• Online survey of 67 participants

Sampling Plan

• Non probability convenience sampling - the researchers select the most accessible population methods

Batty - Bruski - Curtis - Foster - Martin

• Relationship in consumer's brand attitudes and brand extension attitudes

• Success of a brand extension is highly correlated to how well that brand fits the core brand category

• Brand Cannibalization?

• Meal Kits and their current importance in the marketplace

Hypothesis:

Attitude towards meal kits

Positively Related

Purchase intent of Prego's meal kit

+

LIMITATIONS

• Limited to 10 questions for our online survey

• Time constraint

• Results are not specifically generalizable to the population, as our average age was 24.5. Opinions/characteristics may change as consumers age

Results

FUTURE RESEARCH PLANS:

• Further research for product interest an older consumer market
• Product Testing (Taste, difficulty)
• Correlation between brand awareness of Prego and intent to buy new meal kit product (Product placement)

Client Recommendations:

• Continue with brand extension
• Target to both genders
• When creating specifications for product, take into account: PRICE, CONVENIENCE, HUNGER SATISFACTION
• Healthy as long as it doesn't effect top 3 consumer needs
• Early mover advantage against Ragu
• Further research...

• Meal kit attitude is a significant predictor of consumers intent to purchase the Prego meal kit

• There is no difference between males and females for purchase intent or meal kit attitudes.

• Price, convenience, and "filling" are the top three meal kit decision factors for consumers

Client

Recommendations

Future Research

All about PREGO...

• "You're Welcome!!!"
• Brand sponsored by Campbell Soup Company - Est. 1981
• Campbell's average net worth is about $13 billion

Questions?

Data Analysis

• Data Regression - Statistical technique for estimating the relationships between variables
• Adjusted R Squared of .219

Respondent Profile

Data Analysis

Univariate Analysis of Variance (cont'd)

Dependent Variable: Meal Kit Attitude

Outcome: No difference between males or females

Univariate Analysis of Variance - used to test hypotheses when the researcher wishes to test a proposition bout a sample characteristic against a known or given standard

Dependent Variable: Purchase Intent

Outcome: No difference between male and females in purchase intent

ANOVA Test - Statistical technique

that determines weather two or more means are statistically different from one another

Significance of .000 (p < .001)

Age

Gender

PREGO'S MEAL KIT

• Designed for a family of four
• Includes: dry spaghetti pasta, seasonings, parmesan cheese, and a canned container of Prego sauce
• Resembles product such as "Hamburger Helper"

Problem

• Prego is considering a new brand extension: a family spaghetti meal kit

• Meal kits offer an easy, time efficient, and cost effective alternative to a family dinner

Statistical Demographic Information