Nestle Smarties Focus Group Analysis - Group Success

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Seneca College *

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Marketing

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Feb 20, 2024

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Nestle Smarties Focus Group Analysis Group Members: • Harpreet Singh • Shagun Sharma • Gursirat Kaur • Kalindi Sharma • Hasan • Priyanka • Jagruti Observation Research Points 1. Chocolate Preference Most participants expressed a preference for chocolate candies in both milk and dark varieties. 2. Concerns about Sugar Participants raised concerns about the sugar content in the candies, indicating a growing awareness of health considerations. 3. Unfamiliarity with Smarties The group showed a lack of awareness about Smarties, indicating that the brand may need to increase its visibility in the market.

4. Packaging Appeal Participants appreciated the packaging, especially the inclusion of a game on the back. This feature was well-received and contributed positively to their perception of the product. 5. Nostalgia The group experienced a sense of nostalgia, possibly triggered by the packaging or the overall presentation of the product. 6. Customer Birthday and Gifts The suggestion to remember customer birthdays and provide gifts emerged, possibly as a marketing or customer engagement strategy. 7. Complicated Ingredient Terminology Participants noted the use of complicated words for the ingredients, suggesting a desire for clearer and simpler ingredient information. 8. Lack of Nutritional Information Participants highlighted the absence of nutritional information, expressing a need for transparency in this regard. 9. Pack Opening Experience The group enjoyed the experience of opening the packaging, indicating that the packaging design plays a crucial role in their satisfaction. 10. Ingredient Order Suggestion Some participants suggested that cocoa should be listed as the first ingredient rather than sugar, possibly indicating a desire for a more cocoa-rich product. 11. Unique Packaging Color Participants liked the unique color of the packaging, emphasizing that it set Smarties apart from other brands. 12. Positive Sensory Feedback The product was perceived positively in terms of sound and feel, with comments indicating that it sounded good and felt nice in hand.

13. Comparison with Other Brands Participants expressed a willingness to choose Smarties over other brands like Gems, but opinions varied. 14. Taste Differentiation Participants noted that the taste of Smarties differed from other brands, specifically mentioning 15. Unique Eating Experience The group highlighted the unique eating experience of Smarties, as everyone opened the packaging differently. 16. Sugar Coating Amount Concerns were raised about the significant sugar coating on the candy shells, possibly influencing overall enjoyment. 17. After Taste Some participants mentioned that the aftertaste was not particularly pleasant, suggesting an area for improvement in the product's formulation. 18. Preference for Other Brands Many participants expressed a preference for other brands like M&M or Gems over Smarties. 19. Mixed Opinions Opinions were divided among participants regarding whether to choose M&M, Smarties, or Gems, indicating varied preferences within the group. 20. Price Point The cost of 20 cents for each small pack was mentioned, suggesting that price may influence purchasing decisions. 21. Gifting to Children Participants indicated a willingness to gift Smarties to children but expressed hesitancy to buy it personally. 22. Non-Recommendation Participants mentioned that they would not recommend Smarties to others, possibly influenced by individual preferences and experiences.

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23. Nestle Impact Perception Participants conveyed that Nestle had no noticeable impact on their perception or evaluation of the Smarties product. 24. Rejection due to Nestle Association Some participants stated that they would reject the product solely because it is associated with Nestle, indicating a negative perception of the brand. The Smarties focus group's study conducted by us reveals that participants have a distinct preference for both milk and dark chocolate kinds. Concerns over sugar levels have been shared by the participants, which indicates that health issues require careful study. The fact that participants knew very little about Smarties suggests a chance for targeted marketing campaigns to increase awareness. Strengths that should be maintained and possibly used in future branding activities include the nostalgic link and the well-received packaging elements. The recommendations for improved customer interaction, streamlined ingredient information, and nutritional transparency are in line with what our group has determined should be improved. Differentiating between brands and tastes highlights the competitive environment and calls for a better product placement and a versatile marketing strategy.

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