2 VARIETIES OF UNCLE BEN'S FEINSCHMECKER SAUCE

EXHIBIT 11.2 VARIETIES OF UNCLE BEN'S FEINSCHMECKER SAUCE

VARIANT NAME

TRANSLATION

Chinesisch sufi­sauer Chinese sweet and sour Provenzalisch mit feinen Krautern

Provencal with fine herbs Indisch Curry

Indian curry Karibiseh exotisch fruchtig

Caribbean exotic fruity Mexikanisch Chili

Mexican chilli Neapolitanisch raffiniert gewiirzt

Neapolitan sophisticated seasoned Chinesisch Szeclnian

Chinese Szeehuan Stroganoff

Stroganoff

SOURCES: Thanks co Dr Ingrkl Kauper­Petschnlhar of Master Poods Austria Grabl I and research by the Institut I'iir Motivforsohung. A+U GaJlup­Institut, and Tulubus, INTEGRAL.

The launch of Uncle Ben's Feinsehmecker Sauce was successful. By November 1993, 6 per cent of Austrian households had bought the product once and 7 per cent had bought it more often. The repurchase rate by the GfK panel of households after the first six months of 1993 was 32 per cent. Of the varieties, 8 per cent of purchasers had tried 'Mexikaniseh Chili', 7 per cent 'Chinesisch siifi­saucr', 5 per cent 'Indisuh Curry'. 3 per cent 'Neapolitanisch raffiniert gewiirzt', 2 per cent 'Provenzalisch mit feinen Krautern', and 1 percent 'Karibiseh exotisch fnichtig'.

Purchase frequencies of Uncle Ben's Feinschmecker Sauce varied from group to group. Younger women (up to 34 years old) had bought Feinschmecker Sauce disproportionately often: a survey showed that their share of purchase (33 per cent) was higher than the sample average (20 per cent). Thirty per cent of the buyers came from the highest social class, although they accounted for only ] 4 per cent of the sample. The survey also showed variations in the products consumed. Households with children

bought mainly 'Neapolitanisch raffiniert gewiirzt' (50 per eent), but seldom the spicy variety 'Mexikanisch Chili' (16 per cent). Higher­Income

consumers bought spicy 'Karibiseh exotisch fruchtig' more often than the more familiar 'Chinesisch siift­sauer' (19 percent).

The popularity of the sauces contrasted sharply with what the concept test had suggested. The mild 'Chinesisch siiiA­sauer' was the most popular variety (40 per cent of purchases), 'Mexikanisch Chili' and 'Provenzalisch mit feinen Krautern' each had only 10 per cent of purchases, while 'Karibiseh' ­ the most popular flavour during the concept tests ­ was the least popular of the range!

Consumer research showed that people mainly bought Feinschmecker Sauce in order to prepare meals quickly and easily, particularly when coming home late in the evening or when short of time. In contrast to ready­ to­serve meals, consumers still added their own seasoning to create a meal to their liking ­ they wanted to remove the trouble of preparing a meal, but still wanted the dish served to be essentially their own. Although pre­

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prepared, Feinschmecker Sauce appeared wholesome, so consumers had no qualms about enjoying it.

The sauce was convenient to transport and store, and was also easy to open and reclosc for later use. Uncle Ben's Feinschinecker Sauce gained the same reputation for high quality, security and modernity as Uncle Ben's Rice. Consumers prepared the sauces in various ways: with or without meat, and with rice or noodles. They perceived the product as special and quite

different from other dried and frozen sauces. QUESTIONS

1. What internal or external stimuli may start the buyer decision process for Uncle Ben's Feinschmeeker Sauce?

2. Compare the buyer decision process of an initial purchase and a repeat purchase. What is the type of buying decision behaviour in each case and how does the brand name Uncle Ben's influence the decision?

3. What explains the big difference between the concept test results and eventual buyer behaviour? Does the difference in the results matter?

4. Several stores sell the product below the price of Sch30. Why should they do that and could it harm Uncle Ben's reputation?

5. How can MFA influence the level of customer satisfaction achieved and how does MFA's targeting help achieve customer satisfaction?

6. Does this brand extension endanger the standing of Uncle Ben's Rice?