CompetitiveChocolateuation

1、1,Milk Chocolate Product Opportunities,2,Objectives,Market not expanding as expected,Measure sensory characteristics and preference for competitive products,Identify any preference segments in the test population,Identify combination of key sensory attributes that maximize consumer,preference,Develo

2、p a plan to satisfy business objectives,3,Product Evaluation,Use two separate populations to evaluate the products,QDA? panel to measure product similarities and differences,Consume panel to measure preferences, purchase intent, attitudes and,related imagery,Integrate results through use of multiple

3、 regression and related techniques,4,12 Products Tested,Company X -,current recipe,Company X,recipe 103,Company X,recipe 240,L extra creamy milk,RT Sport,DVB milk chocolate,VAA 50% milk chocolate,HYS,CDM,FME,CO,MAP,5,Quantitative Descriptive Analysis,?,Trained panel method that provides measures of

4、sensory attribute,similarities and differences.,A small panel procedure (10 to 12 but less than 15),Subjects selected based on sensory skill,Subjects developed a list of 52 sensory attributes and definitions for their,perceptions,Each product evaluated 3 times,6,Example of the Sensory Language,MOUTH

5、FEEL,-,Take a bite, let it melt in the mouth, then rate:,FIRMNESS,(slightly-very),Measure of how firm the chocolate feels when bite through the piece, ranging from,slightly firm, somewhat soft to very firm, hard to bite.,WAXY,(slightly-very),Measure of how waxy the chocolate feels in the mouth, like

6、 a candle.,THICK,(slightly-very),Measure of how thick, gooey or heavy the chocolate feels as it melts in the mouth, rather,than thin or light.,SMOOTH,(slightly-very),Measure of how smooth and silky the chocolate feels in the mouth as it melts.,OILY,(slightly-very),Measure of a slippery or oily sensa

7、tion felt in the mouth.,AMOUNT OF CHEWING,(little- much),Measure of how much chewing is needed to break the chocolate down.,GRAINY,(slightly-very),Degree to which gritty or sandy particles are felt in the chocolate.,DRY,(slightly-very),Degree to which the product makes the mouth feel dry.,STICKY,(sl

8、ightly-very),Degree to which the chocolate sticks to the surfaces of the mouth and tongue.,MELT RATE,(quick-slow),Impression of how long it takes for the chocolate to melt away in the mouth, ranging from,melts quickly to takes a longer time, slow melt.,7,Results for Mouth Feel Attributes,Melt Rate M

9、f,Firmness Mf,Smooth Mf,Thick Mf,Amt Chewing Mf,Sticky Mf,Waxy Mf,Dry Mf,Oily Mf,Grainy Mf,G Current,LEC,DMC,HYM,8,Results for Flavor Attributes,Overall Fl,Chocolate Fl,Sweet Fl,Milky Fl,Release Fl,Non Chocolate Fl,Buttery Fl,Cooked Milk Fl,Sour Fl,Caramel Fl,Bitter Fl,Brown Sugar Fl,Burnt Fl,Spicy

10、Fl,Salty Fl,Nutty Fl,G Current,LEC,DMC,HYM,9,Consumer Acceptance,10,Test Protocol,170 females and males participated, 25-54 age range, mainstream and,premium users, no food allergies, competitive employment screen,At site, an orientation provided, i,ndividual testing stations, timed rest intervals,6

11、 products tested per day for 2 days,Measure overall liking (9-pt hedonic), purchase intent, purchase frequency,and product appropriateness,Also used exit questionnaires for additional information,11,Analysis of Consumer Behavior,12,Cluster analysis to identify groupings or segments of the population

12、 with,different preferences -,3,segments obtained,29%,40%,31%,Segment 1, n=52,Segment 2, n=68,Segment 3, n=48,13,Results For Overall Acceptance,G Current,G Prototype 2,G Prototype 4,Lindt Extra Crmy,Ritter Sport,Dove Milk Choc,Valrhona 40% Mlk,Hersheys Milk,Cadbury Dairy,Frey Milch Extra,Cote dOr,Mi

13、lka Alpenmilc,G Current,G Prototype 2,G Prototype 4,Lindt Extra Crmy,Ritter Sport,Dove Milk Choc,Valrhona 40% Mlk,Hersheys Milk,Cadbury Dairy,Frey Milch Extra,Cote dOr,Milka Alpenmilc,G Current,G Prototype 2,G Prototype 4,Lindt Extra Crmy,Ritter Sport,Dove Milk Choc,Valrhona 40% Mlk,Hersheys Milk,Ca

14、dbury Dairy,Frey Milch Extra,Cote dOr,Milka Alpenmilc,G Current,G Prototype 2,G Prototype 4,Lindt Extra Crmy,Ritter Sport,Dove Milk Choc,Valrhona 40% Mlk,Hersheys Milk,Cadbury Dairy,Frey Milch Extra,Cote dOr,Milka Alpenmilc,4.5,5.0,5.5,6.0,6.5,7.0,7.5,8.0,8.5,O,v,e,r,a,l,l,A,c,c,e,p,t,a,n,c,e,M,e,a,

15、n,Total Population (n = 170),Segment 1 (n = 52),Segment 2 (n = 68),Segment 3 (n = 48),Consumer Acceptance,14,Uni-variate Correlations,15,Correlation of Melt Rate for Segment 1,Milka Alpenmilch,Cote dOr,Frey Milch Extra,Cadbury Dairy,Hersheys Milk,Valrhona 40% Mlk,Dove Milk Choc,Ritter Sport,Lindt Ex

16、tra Crmy,G Prototype 4,G Prototype 2,G Current,4.0,4.5,5.0,5.5,6.0,6.5,7.0,7.5,8.0,8.5,9.0,20,22,24,26,28,30,32,34,36,Melt Rate Mouthfeel,O,v,e,r,a,l,l,O,p,i,n,i,o,n,(,M,e,a,n,),r = -.65,16,Correlation of Burnt Flavor for Segment 2,Milka Alpenmilch,Cote dOr,Frey Milch Extra,Cadbury Dairy,Hersheys Mi

17、lk,Valrhona 40% Mlk,Dove Milk Choc,Ritter Sport,Lindt Extra Crmy,G Prototype 4,G Prototype 2,G Current,4.0,4.5,5.0,5.5,6.0,6.5,7.0,7.5,8.0,8.5,9.0,5,7,9,11,13,15,17,19,Burnt Flavor,O,v,e,r,a,l,l,O,p,i,n,i,o,n,(,M,e,a,n,),r = -.78,17,Correlation of Sweet Aftertaste for Segment 3,G Current,G Prototype

18、 2,G Prototype 4,Lindt Extra Crmy,Ritter Sport,Dove Milk Choc,Valrhona 40% Mlk,Hersheys Milk,Cadbury Dairy,Frey Milch Extra,Cote dOr,Milka Alpenmilch,4.0,4.5,5.0,5.5,6.0,6.5,7.0,7.5,8.0,8.5,9.0,20,22,24,26,28,30,32,34,Sweet Aftertaste,O,v,e,r,a,l,l,O,p,i,n,i,o,n,(,M,e,a,n,),r = .65,18,Data Integrati

19、on/Modeling,Multivariate techniques used to maximize consumer acceptance based on,a combination of sensory attributes for each segment,19,Sweet Fl (+),Thick Mf (-),Melt Rate Mf (-),Brown Color Ap (-),Effort Break Ap (-),Release Fl (-),Firmness Mf (-),G Current,HYM,Target Low,Target High,Important At

20、tributes for Segment 1,20,Segments: Who are they?,21,Segment 1:,Less concerned with premium milk chocolate,Buy bars more frequently,Describes self: eats more healthily, more particular about the quality of,chocolate, not enjoy eating chocolate alone,G brand: disparity between liking of brand and blind product ratings,High blind product ratings for HYM match current be