Business Outreach Program
Business Outreach Program Mozna Chocolate Survey Analysis
Introduction • Objectives: • • • •
To identify our primary and secondary target markets To identify dark chocolate trends in the RGV To gain an understanding of the overall perception Mozna has in the market To identify opportunities
Totals Age Groups 140
10%
16%
120 100
21%
80 23%
60 40 20
30%
0 Male
Female
N/A
18-25
26-35
36-45
46-65
N/A
Totals 45
40 35
30 25 20 15 10 5 0 18-25
26-35
36-45 Male
Female
46-65 N/A
N/A
Normally Eat Dark Chocolate 70
Total
60 50 40 30
48%
52%
20 10 0 Male
Yes
No
Female Yes
No
N/A
Normally Eat Dark Chocolate 45 40 35 30 25 20 15 10
5 0 18-25 Male
18-25 Female
26-35 Male
26-35 Female Yes
36-45 Male No
36-45 Female
46-65 Male
46-65 Female
Q1. How likely are you to seek out this chocolate? 60
Total
50 40 18%
30
34%
20 10
48%
0 Male Negative
Neutral
Positive
Female Negative
Neutral
N/A Positive
Q1. How likely are you to seek out this chocolate? Males
15 10 5 0 18-25
26-35 Negative
Neutral
36-45 Positive
46-65
Females 20
15 10 5 0 18-25
26-35 Negative
36-45 Neutral
Positive
46-65
Q2. How does this chocolate compare to other Dark Chocolates you have tasted in the past? Total
60 50
15%
40 30
41%
20 44%
10
0 Male Negative
Neutral
Positive
Female Negative
Neutral
N/A Positive
Q2. How does this chocolate compare to other Dark Chocolates you have tasted in the past? Males 15 10 5
0 18-25
26-35
36-45
Negative
Neutral
46-65
Positive
Females 30 20 10 0 18-25
26-35 Negative
36-45 Neutral
Positive
46-65
Q3. How appealing was the chocolate bar packaging? Total
100 90
7%
80
70 21%
60 50 40 30 20
72%
10 0 Male
Negative
Neutral
Positive
Female Negative
Neutral
N/A Positive
Q3. How appealing was the chocolate bar packaging? Males 15 10 5 0
18-25
26-35 Negative
36-45 Neutral
46-65
Positive
Females 40 30 20 10 0 18-25
26-35 Negative
36-45 Neutral
Positive
46-65
Q4. Did the flavor of the dark chocolate meet your expectations? Totals
70 60 50
16%
40 30
51%
20
33%
10 0 Male
Negative
Neutral
Positive
Female Negative
Neutral
N/A Positive
Q4. Did the flavor of the dark chocolate meet your expectations? Males 8 6 4 2 0 18-25
25-35
36-45
Negative
Neutral
46-65
Positive
Females 30 20 10 0 18-25
26-35 Negative
36-45 Neutral
Positive
46-65
Q5. How likely are you to recommend this chocolate to a friend? Total
57
60 50
19%
37
40 30
46%
20 35%
23
17
16
13
12
10
4
5
0 Male Negative
Neutral
Positive
Female Negative
Neutral
N/A Positive
Q5. How likely are you to recommend this chocolate to a friend? Males 20 10
10
3
2
3
4
4
2
6
5
4
4
5
0 18-25
26-35 Negative
36-45 Neutral
46-65
Positive
Females 30
24
20 10
16 9 2
6
8
10
5
7
11 11 2
0 18-25
26-35 Negative
36-45 Neutral
Positive
46-65
Q6. Why did you answer the way you did in question 5? Top 3 Positive Responses
Top 3 Negative Responses
Answered 7 on Q5 • "Not a fan of dark chocolate but if came across someone who does I would recommend.“
Answered 6 on Q5 • "It wasn’t as good as I thought it would be. I have tasted better chocolate.“
Answered 10 on Q5 • "It wasn’t just sugar, it tasted more natural.“
Answered 1 on Q5 • "It has a gritty taste to it. It leaves a bad after taste.”
Answered 9 on Q5 • "Nice packaging and taste good."
Answered 5 on Q5 • "because it is a new product and I don’t know it."
Q7. Where do you see this chocolate being sold? Top 6 Responses • Mall • Coffee shops • Bakeries • Book stores • Farmers Market • Super Markets
Q8. What dollar value would you give this chocolate bar? • Dollar value per age group: • 18-25: $3.00 - $8.00
• 26-35: $3.00 - $8.00 • 36-45: $5.00 - $10.00 • 46-65: $7.00 - $15.00
Recommendations based on survey Derived from data: • Primary target: Female • Age group: 36-45 • Secondary target: Female • Age group: 46-65 • Lines of distribution • Opportunities for flavor improvement • More justification in Focus Group
Focus Group 1. Driving Question: How does our chocolate compare to others? • Q1. Please describe each chocolate in 4 words.
Lindt
Blind Test Tasting Mozna
Ghirardelli
Smooth
Bitter
No taste
Sweet
Rough
Smooth
Rich
Tart
Bitter
Balanced
Grainy
Plain
Focus Group Q2. Which chocolate did you prefer? • Chocolate: A
Q3. Why did you choose this chocolate? • “Chocolate A was rich and smooth, plus there was no bitter after taste.”
Flavor Profile Excerpt
Focus Group 2. Driving Question: What are your thoughts on our chocolate specifically? Q1. What dollar value would you place on this chocolate bar and its size? • Price: Range $2.50 - $5.00 Q2. What do you think of our two best selling flavors? • Tanzania (in three words): Grainy, Bitter, Strong “ Not too smooth, not too bitter, balance was pretty good.” • Mexico (in three words): Creamy, Smooth, Bitter “It was a strange flavor I can't recognize and I don't really like. It's like liquorish, strange.”
Focus Group Q3. Do you believe we should add to the chocolate? • Top 3 Responses: • Berries • Nuts • Sea salt
• “If you add berries it would make a nice blend with the fruity flavor.”
Q4. Do you believe we should offer our chocolate in different sizes and at what price points? • “ This size is perfect for the dark chocolate lovers.” • “ Thinner, but at 3/4 of the price.” • “ I believe it should be offered in small pieces to be able to carry everywhere.”
Focus Group 3. Driving Question: Brand Effectiveness Q2. What do you think of the packaging of the chocolate bar? • 7/9 focus group members like the packaging
Q5. Do you care if the nutrition facts are on the packaging? • Common response: “Very Important” • Feedback: “Nutrition facts are very important in Hidalgo county with high rates of diabetes. So sugar content is important.” “yes, definitely won't buy anything without it!”
Nutritional Value excerpt
Focus Group 4. Driving Question: Naming Scheme Q2. Do you recommend adding the definition of Mozna somewhere in the packaging? • “In the lid! When you open it. Pronunciation and definition should be included.”
Q4. How important is it to you about knowing the health benefits of Mozna chocolate? Why? • “Chocolate has been shown to be healthy in small doses.”
Packaging Excerpt
Focus Group 5. Driving Question: Where do you believe our chocolate should be sold? Q2. Where would you recommend it being sold? • Top 5 Responses: • Sprouts • Coffee shops • Local pharmacies • Specialty shops • Super markets
Focus Group 6. Driving Question: Social Media Q3. What do you believe would make a successful social media presence? • The process of how the chocolate is made.
Q4. What do you think of the Facebook page? • Plain • Missing color • The colors form the packaging should be included
Focus Group 7. Driving Question: Website Q1. What do you think of the website? • “Should have images of the regions of the beans.” • “Needs more color.” • “Unimpressed.”
Q2. How can we improve it? • “Make the connection with the name to chocolate.” • “Missing color, how are we suppose to interact?”
Q3. What information specifically would you like to see? • “Nutritional value” • “The history of the company. Its origin. The meaning of the brand.”
Social Media and Website Excerpt
Photo shoot
Photo shoot
Survey Experience
Survey Experience
Thank you!
Introduction • Objectives: • • • •
To identify our primary and secondary target markets To identify dark chocolate trends in the RGV To gain an understanding of the overall perception Mozna has in the market To identify opportunities
Totals Age Groups 140
10%
16%
120 100
21%
80 23%
60 40 20
30%
0 Male
Female
N/A
18-25
26-35
36-45
46-65
N/A
Totals 45
40 35
30 25 20 15 10 5 0 18-25
26-35
36-45 Male
Female
46-65 N/A
N/A
Normally Eat Dark Chocolate 70
Total
60 50 40 30
48%
52%
20 10 0 Male
Yes
No
Female Yes
No
N/A
Normally Eat Dark Chocolate 45 40 35 30 25 20 15 10
5 0 18-25 Male
18-25 Female
26-35 Male
26-35 Female Yes
36-45 Male No
36-45 Female
46-65 Male
46-65 Female
Q1. How likely are you to seek out this chocolate? 60
Total
50 40 18%
30
34%
20 10
48%
0 Male Negative
Neutral
Positive
Female Negative
Neutral
N/A Positive
Q1. How likely are you to seek out this chocolate? Males
15 10 5 0 18-25
26-35 Negative
Neutral
36-45 Positive
46-65
Females 20
15 10 5 0 18-25
26-35 Negative
36-45 Neutral
Positive
46-65
Q2. How does this chocolate compare to other Dark Chocolates you have tasted in the past? Total
60 50
15%
40 30
41%
20 44%
10
0 Male Negative
Neutral
Positive
Female Negative
Neutral
N/A Positive
Q2. How does this chocolate compare to other Dark Chocolates you have tasted in the past? Males 15 10 5
0 18-25
26-35
36-45
Negative
Neutral
46-65
Positive
Females 30 20 10 0 18-25
26-35 Negative
36-45 Neutral
Positive
46-65
Q3. How appealing was the chocolate bar packaging? Total
100 90
7%
80
70 21%
60 50 40 30 20
72%
10 0 Male
Negative
Neutral
Positive
Female Negative
Neutral
N/A Positive
Q3. How appealing was the chocolate bar packaging? Males 15 10 5 0
18-25
26-35 Negative
36-45 Neutral
46-65
Positive
Females 40 30 20 10 0 18-25
26-35 Negative
36-45 Neutral
Positive
46-65
Q4. Did the flavor of the dark chocolate meet your expectations? Totals
70 60 50
16%
40 30
51%
20
33%
10 0 Male
Negative
Neutral
Positive
Female Negative
Neutral
N/A Positive
Q4. Did the flavor of the dark chocolate meet your expectations? Males 8 6 4 2 0 18-25
25-35
36-45
Negative
Neutral
46-65
Positive
Females 30 20 10 0 18-25
26-35 Negative
36-45 Neutral
Positive
46-65
Q5. How likely are you to recommend this chocolate to a friend? Total
57
60 50
19%
37
40 30
46%
20 35%
23
17
16
13
12
10
4
5
0 Male Negative
Neutral
Positive
Female Negative
Neutral
N/A Positive
Q5. How likely are you to recommend this chocolate to a friend? Males 20 10
10
3
2
3
4
4
2
6
5
4
4
5
0 18-25
26-35 Negative
36-45 Neutral
46-65
Positive
Females 30
24
20 10
16 9 2
6
8
10
5
7
11 11 2
0 18-25
26-35 Negative
36-45 Neutral
Positive
46-65
Q6. Why did you answer the way you did in question 5? Top 3 Positive Responses
Top 3 Negative Responses
Answered 7 on Q5 • "Not a fan of dark chocolate but if came across someone who does I would recommend.“
Answered 6 on Q5 • "It wasn’t as good as I thought it would be. I have tasted better chocolate.“
Answered 10 on Q5 • "It wasn’t just sugar, it tasted more natural.“
Answered 1 on Q5 • "It has a gritty taste to it. It leaves a bad after taste.”
Answered 9 on Q5 • "Nice packaging and taste good."
Answered 5 on Q5 • "because it is a new product and I don’t know it."
Q7. Where do you see this chocolate being sold? Top 6 Responses • Mall • Coffee shops • Bakeries • Book stores • Farmers Market • Super Markets
Q8. What dollar value would you give this chocolate bar? • Dollar value per age group: • 18-25: $3.00 - $8.00
• 26-35: $3.00 - $8.00 • 36-45: $5.00 - $10.00 • 46-65: $7.00 - $15.00
Recommendations based on survey Derived from data: • Primary target: Female • Age group: 36-45 • Secondary target: Female • Age group: 46-65 • Lines of distribution • Opportunities for flavor improvement • More justification in Focus Group
Focus Group 1. Driving Question: How does our chocolate compare to others? • Q1. Please describe each chocolate in 4 words.
Lindt
Blind Test Tasting Mozna
Ghirardelli
Smooth
Bitter
No taste
Sweet
Rough
Smooth
Rich
Tart
Bitter
Balanced
Grainy
Plain
Focus Group Q2. Which chocolate did you prefer? • Chocolate: A
Q3. Why did you choose this chocolate? • “Chocolate A was rich and smooth, plus there was no bitter after taste.”
Flavor Profile Excerpt
Focus Group 2. Driving Question: What are your thoughts on our chocolate specifically? Q1. What dollar value would you place on this chocolate bar and its size? • Price: Range $2.50 - $5.00 Q2. What do you think of our two best selling flavors? • Tanzania (in three words): Grainy, Bitter, Strong “ Not too smooth, not too bitter, balance was pretty good.” • Mexico (in three words): Creamy, Smooth, Bitter “It was a strange flavor I can't recognize and I don't really like. It's like liquorish, strange.”
Focus Group Q3. Do you believe we should add to the chocolate? • Top 3 Responses: • Berries • Nuts • Sea salt
• “If you add berries it would make a nice blend with the fruity flavor.”
Q4. Do you believe we should offer our chocolate in different sizes and at what price points? • “ This size is perfect for the dark chocolate lovers.” • “ Thinner, but at 3/4 of the price.” • “ I believe it should be offered in small pieces to be able to carry everywhere.”
Focus Group 3. Driving Question: Brand Effectiveness Q2. What do you think of the packaging of the chocolate bar? • 7/9 focus group members like the packaging
Q5. Do you care if the nutrition facts are on the packaging? • Common response: “Very Important” • Feedback: “Nutrition facts are very important in Hidalgo county with high rates of diabetes. So sugar content is important.” “yes, definitely won't buy anything without it!”
Nutritional Value excerpt
Focus Group 4. Driving Question: Naming Scheme Q2. Do you recommend adding the definition of Mozna somewhere in the packaging? • “In the lid! When you open it. Pronunciation and definition should be included.”
Q4. How important is it to you about knowing the health benefits of Mozna chocolate? Why? • “Chocolate has been shown to be healthy in small doses.”
Packaging Excerpt
Focus Group 5. Driving Question: Where do you believe our chocolate should be sold? Q2. Where would you recommend it being sold? • Top 5 Responses: • Sprouts • Coffee shops • Local pharmacies • Specialty shops • Super markets
Focus Group 6. Driving Question: Social Media Q3. What do you believe would make a successful social media presence? • The process of how the chocolate is made.
Q4. What do you think of the Facebook page? • Plain • Missing color • The colors form the packaging should be included
Focus Group 7. Driving Question: Website Q1. What do you think of the website? • “Should have images of the regions of the beans.” • “Needs more color.” • “Unimpressed.”
Q2. How can we improve it? • “Make the connection with the name to chocolate.” • “Missing color, how are we suppose to interact?”
Q3. What information specifically would you like to see? • “Nutritional value” • “The history of the company. Its origin. The meaning of the brand.”
Social Media and Website Excerpt
Photo shoot
Photo shoot
Survey Experience
Survey Experience
Thank you!
