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R ESEARCHERS 3
RESEARCH BACKGROUND At BOI we believe in practice what your preach. That is Research about bitterballen has been chosen because why we encourage our researchers to do their own Indonesia is already familiar with bitterballen, but it research, next to the work we do for our clients. We seems that the product is hard to find and not easily like our people to show of their skills and work. available. Anybody at BOI can start their own BOI Labs project, wether they are a trainee or a senior research Therefore, it is interesting to find out what how executive. bitterballen are perceived at this moment in Indonesia and also how the popularity and availability of BOI Labs is a playground where members of our team bitterballen can be expanded in Indonesia. can play around with new ideas for market research about serious topics, fun topics or where wild and crazy The research objective is to find out how (from origin ideas can be tested. In the end of the day, the projects Dutch) bitterballen can be marketed in the Indonesian in BOI Labs are also meant to come up with ways to market. make BOI work more efficient, more accurate and create new solutions for our clients. It is part of our effort to continuously encourage research, improve the skills of our executives and stimulate research we like.
R ESEARCH METHOD Lastly the quantitative survey had the objective to Multiple research methods have been used. First of all quanitfy the asociations, its potential and marketing in-depth interviews were performed. The objective was input using a convenience sample. Based on these final to see what is thought and known about bitterballen. results analyses and recommendations are made, which One of the interviewees was already familiar with should answer the question whether there would be bitterballen, while the other was not. This allows to potential for bitterballen how to best make use of that look at the subject from different sides. The results potential. eventually served as input for the mini-FGD. Quantitative online survey : 19.06.2015 – 06.07.2015 IDI : Jakarta, April 17 2015 Length : 35 questions Length : 1.5 hours Invitations sent : 829 Sample : 2 respondents Completes : 129 (16%) Margin of error : 8.63% Location : Jakarta The objective of the mini-FGD was a two-fold. On the one hand it was finding out the preference for either the Krokky brand or the real Dutch bitterballen. On the other hand mapping thoughts, attitudes and expectations about bitterballen. These results then served as input for the quantitative survey. Focus Group Discussion : Jakarta, April 29 2015 Length : 2 hours Sample : 4 respondents Location : Jakarta 5
RESPONDENT PROFILE Gender Age base = all, n = 129 base = all, n = 129 25 years old or 32% 33% younger 47% Man 26 to 30 years old Woman 53% 31 years old or older 35% Of the respondents who filled in the survey about Household expenditure bitterballen, a little bit more than a half is male. base = all, n = 129 All the respondents are of different ages, almost Less than 3 million equally divided within the three set age groups. 26% 32% Between Rp. 3 and 5 million When looking at household expenditures, almost a third spends over Rp 7.5 million per month. Between Rp. 5 and 7.5 million 22% more than 7.5 million 19% 6
RESPONDENT PROFILE In which city do you live? What does your household look like? base = all, n = 129 base = all, n = 129 Married: Partner main Jakarta 54% 17% breadwinner Bandung 8% Married: Main breadwinner; living Surabaya 7% 5% with parents Yogyakarta 6% Married: Partner main 6% Tangerang 5% breadwinner: living with parents Medan 4% Single: living with parents 26% Bekasi 3% Depok 3% Married: Main breadwinner 8% Bogor 2% Single 37% Other 8% More than half of the respondents live in Jakarta. When Where do you/ your family usually get your looking at the greater Jakarta, Jabodetabek, two third groceries? of the respondents live in that area. base = all, n = 129 Hypermarkets (e.g. Giant,… 87% Of all the respondents, 63% is single. The rest of the respondents is married. Traditional markets (e.g. Pasar… 50% Convenience stores (e.g.… 48% The respondents mostly do their grocery shopping at Super markets (e.g. Hero,… 44% hypermarkets (87%), followed by traditional markets (50%). 7/11 1% Other, namely: 2% 7
PIECES 8
S UMMARY Bitterballen are pretty well known. Only 1 in 5 respondents The best place to consume bitterballen is either in cafes, don’t know bitterballen. With 2 out of 3 also able to coffee shops, and /or restaurants. Especially higher income correctly remembering its name. respondents like to eat them in cafes. When buying frozen bitterballen, the places to get them are hyper- and supermarkets, like Foodhall or Kemchicks. However, most The net promotor score is 16%. A third of the respondents respondents have no idea if they can buy frozen bitterballen would recommend bitterballen to friends and/or family. at the supermarket. Not only are bitterballen well known, of all the respondents Almost half of the respondents would like to see frozen two-third has eaten bitterballen before. bitterballen to be available in packages ranging from 12 to 20 pieces in the supermarkets. Those who have eaten bitterballen associate the taste with risoles and ragout. According to respondents who have Almost all respondents would like to see prepared eaten bitterballen the best assets of bitterballen are the bitterballen in portions of 6 pieces in the places like cafes, crispy outside, the meat and the filling. Most respondents coffee shops, and /or restaurants. describe bitterballen as delicious, savory and crunchy. When it comes to price, respondents prefer 12 frozen While respondents who have never eaten bitterballen bitterballen for around Rp 36.000. While the price of a assume the taste will by comparable with kroket or nuggets. prepared portion of 6 should cost around Rp 30.000. Respondents mostly see bitterballen as something that can The packaging of frozen bitterballen should have bright be eaten by everyone as a snack or sometimes it can be colors like red, yellow, or orange. When presented with considered an appetizer. examples of existing packages, most respondents prefer the Van Dobben packaging or Albert Heijn. The package should The most ideal moment to eat this snack is during look more luxurious, since the product is considered a hangout/relaxing with friends, at night or accompanied by premium product, especially by the low and higher income coffee or tea. groups. 9
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R ECOMMENDATIONS There seems a lot of potential for bitterballen since Try to capture the market for prepared bitterballen first only 2% says do not to buy them at all *. with portions of 6 bitterballen. Increase availability at selected cafes and coffee shops. Improve availability and awareness of availability. There is already substantial product awareness, but this can be improved. Given that the name bitterballen is not known by almost half of the consumers it is The price rage of 6 bitterballen should be between Rp important to make sure that the product name will be 19.000 to Rp 30.000. Given the premium nature of the clearly communicated. Build on the existing awareness product, it is advised to put the price closer to of the product and willingness to promote bitterballen Rp30.000. among existing consumers to improve name recognition. After product awareness and consumption of bitterballen has increased, work on availability of frozen As far as taste is concerned, bitterballen will be easily bitterballen in hyper- and supermarkets like Hero and accepted by Indonesian consumers. Position The FoodHall with packages of 12 to 20 bitterballen. bitterballen as a delicious crunchy premium snack that Ideal colours for packaging bright colours like red, is ideal for eating with family and friends of all ages. yellow and orange. Emphasise the crispy outside, the meat and delicious filling. The price rage of 12 frozen bitterballen should be between Rp 24.000 to Rp 36.000. Just like with the It is also adviced to do extra product testing to see prepared bitterballen it is advised to price the premium whether the real Dutch bitterballen should be made bitterballen closer to the upper limit of the range: bigger or not. Also test if extra cheese, or other taste Rp36.000. variations are needed for consumers. * For this research a convenience sample is used, making the results indicative. Depending at which location bitterballen will be (re)introduced, it is advised to conduct a representative quantitative survey of that area 11 of n = 385 or more.
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