I have been asked to conduct market research for the Kettle chips company who have just been awarded a contract to sell their crisps at the UK’s leading supermarket, Tesco’s.
Before the days of KETTLE Chips, the very first potato chips were created in Saratoga Springs, New York, by Moon Lake House chef George Crum. Frustrated by a customer rejecting his fries for being “too thick”, the chef reacted by frying paper-thin slices of potato to make them impossible to eat with a fork. To Crum’s surprise, the customer was delighted with his accidental invention and word of this delicious new discovery soon spread.
Kettle Foods was founded in Salem, Oregon, USA in 1978 by Cameron Healy with the aim of providing high quality, naturally sourced products. Starting with nothing more than an old van and a vision to make great tasting less processed foods, Cameron took to the road selling cheese and roasted nuts to natural food stores. When Cameron Healy sampled homemade potato chips on a Hawaiian beach it changed everything. Once home he immediately began experimenting with traditional chip production methods. It took a while to perfect the process but soon KETTLE Chips was born. In 1988 the first Kettle Chips were produced in the UK. The first flavour of Kettle Chips produced was Sea Salt And Balsamic Vinegar. To extend the product life cycle of kettle chips they extended the range beyond purely potatoes, with the introduction of Golden Parsnips Chips and Sweet Potato Chips.
Market research is important for a company because it gives you vital information about the market you are entering when you are launching a product. The most important thing you need to find out is whether your product will sell and whether or not there is a market for your product. You need to find out what products people will be prepared to buy and what price they are willing to pay. If you don’t conduct your market research properly then the business will fail.
There are two types of data you...