qrca symposium – may 7, 2009
DESCRIPTION
Gazing through the Crystal Ball. Anticipating Emerging Trends. QRCA Symposium – May 7, 2009. Patrice Wooldridge. Eileen Thompson. 1717 West Rascher Avenue Chicago, IL 60640 Phone: 773-769-0993 www.WAstrategy.com. 1 Kraft Court Glenview, IL 60025 Phone: 847-646-2000 www.Kraft.com. - PowerPoint PPT PresentationTRANSCRIPT
QRCA Symposium – May 7, 2009
Anticipating Emerging Trends
1717 West Rascher AvenueChicago, IL 60640
Phone: 773-769-0993www.WAstrategy.com
Patrice Wooldridge Eileen Thompson
1 Kraft CourtGlenview, IL 60025
Phone: 847-646-2000www.Kraft.com
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ISSUE
How can we predict the future?
The rate of change is more and more
Influenced by technology.
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Case Study Background
Kraft Foods needed to anticipate reactions to new trans fats label rules
Changes in trans fat labeling
Anticipated media coverage
Objectives
What was the consumer mindset in that moment and how
much might their opinions change?
How might the products, labels, and marketing communications need to change?
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Method
Online Bulletin Board Discussions naturally evolve over time.
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Initial ReactionsAt that time, total Fat was an issue With consumers but not trans fats
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Reactions
Confusion & trying to help one another!
“Recently I heard that margarine is worse than butter, when in the past it was that butter is worse
than margarine! It’s so confusing!”
Few consumers knew whether trans fats were good or bad – so the ones who knew found Internet links to inform the others
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Exploring the Future
What if you read or saw….
What if the nutritional label changed in this way…?
How would you feel if you heard you shouldn’t have any trans fatty acids?
dee 11/7/2002 11:30 AM I guess im just a hopeless case
leslie 11/7/2002 1:47 PM Dee, you're not hopeless! And more importantly you aren't helpless! I think that this forum has been a
learning experience for all of us.
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Individual vs. Group
Allows us the ability to look at the individual or group transformation
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Kraft Response
Soon the consumers agreed they would be avoiding trans fats in the future
Shared info on how to detect and avoid - even before the labels changed!
Kraft recognized this same “education” would happen
quickly in real world as media covered story
-- and so, speeded up plans to remove trans fats
Ingredients: ENRICHED MACARONI PRODUCT (WHEAT FLOUR, NIACIN, FERROUS SULFATE [IRON], THIAMINE MONONITRATE [VITAMIN B1], RIBOFLAVIN [VITAMIN B2], FOLIC ACID), CHEESE SAUCE MIX (WHEY, MILKFAT, MILK PROTEIN CONCENTRATE, SALT, SODIUM TRIPOLYPHOSPHATE, CONTAINS LESS THAN 2% OF CITRIC ACID, LACTIC ACID, SODIUM PHOSPHATE, CALCIUM PHOSPHATE, MILK, YELLOW 5, YELLOW 6, ENZYMES, CHEESE CULTURE). Size: 5.5 OZ
Recognizing value of on-line qualitative, Kraft worked with Communispace to create on-going on-line panel
1600 participants, in place since 2003
Kraft Next Steps
Jeanne M. from Patterson, LA.Member Age: 30 – 41
• “This recipe is such a family hit I’ve actually had to make double batches to keep my hubby and boys from wrestling for leftovers!”
Kraft On-going Effort
Ex: Kraft Consumer Channel helped us understand “Delicious”
Kraft On-going Effort
In today’s world consumers are more likely to ask guests to bring a dish to help minimize costs
• Even some of the consumers that plan on bringing food or beverage items to a holiday gathering will look to cut back on costs by bringing less expensive items.
Member Quote: “In the past, I've always just gone all out and made whatever
dishes I wanted to bring & never even thought about money. And while we're financially fine, I just feel poorer for some reason.”
[Safeway MVC]
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SummaryNew qualitative methodologies help speed up
the process in order to predict what will happen.
Thank you