FMCG/Food and Beverage Company

BUSINESS SITUATION

A large national FMCG company that has been existing for a long time in Indonesia in cooperation with a big processed animal protein products and provide solutions to the needs of entrepreneurs and modern food providers have plan to launch chicken-based product in the near future because it sees a large opportunity in the Indonesia Ready to Eat (RTE) and Ready to Meal (RTM) markets.

FINDING FACTS

There are several frozen food brands that have long existing in the market, available both in modern and traditional markets. This proves that there are still many opportunities to be exploited considering the demand for frozen food is increasing from time to time. As part of frozen food, the impact of the pandemic increases the need for more economical RTE and/or RTM food, to answer the saturation of home-cooked food and modern lifestyles that require practicality. Apart from being in frozen food format, RTE and RTM are also offered in product format to be stored at room temperature. This adds more choices for the consumers with regard to alternative ready-to-eat foods. An in-depth understanding of consumers’ hidden needs related to RTE and RTM products is required, and the extent to which they need these products as part of their daily or weekly menu.

SOLUTIONS SUGGESTED

We offer a qualitative research approach through Focus Group Discussion among four groups of RTE-RTM loyal consumers and two groups of RTE-RTM potential consumers (that aware but only have limited experience in consuming RTE/RTM products) from middle class segment in Jakarta area.

OUTCOME

• 1. Consumers’ daily lifestyle, anxieties and desires (happiness, fear, upset, dream of the future), opinion about trend, and media habit both offline and online.
  2. Awareness, image, and opinion of RTE and RTM products (emotional and functional benefits), factors under consideration before purchasing RTE and RTM products.
  3. Response towards concept and products of RTM and RTE evaluated in terms of intention and reason to buy, target market predicted, price estimation average, opinion about the concept evaluated and product sample tasted.