Getting to the heart of consumers’ perception of product quality
GfKs' market insights are helping a Brazilian meat company to understand how its products are seen in relation to those of a key competitor.
The client is a Brazilian producer of delicatessen meats.
Our client needed competitive research insights to support its plans to launch a range of new products, including some premium offerings that would be new to the market. It wanted to find out how consumers perceived its brand.
It also needed to explore whether they would recognize the premium quality of its new offerings (compared to competitive products and its existing range) without any communication effort.
We conducted a comparative study between our client’s current product range and that of its main competitor with respondents both pre-recruited and approached randomly. We set up separate panels to investigate consumer responses to four different categories that the company was planning to launch to the market.
Our research found that customers regarded our client’s products to be similar to and as good as those provided by the competition. However, they did not see the company’s prototype products to be superior to the existing ones on the market. This has prompted the client to seek new ways to gain market share from its competitor.
We discovered from our retail data that its offerings are priced 15-20% below those of its
rival. We raised the question of whether this price positioning is correct for the meat producer’s market. This was food for thought for our client's marketing and sales strategy.