Southeast Asia is an innovation hotbed for snacks. According to Euromonitor, time-pressed modern lifestyles have put convenience
Question:
Southeast Asia is an innovation hotbed for snacks. According to Euromonitor, time-pressed modern lifestyles have put convenience at the heart of the rise in global snacking trends. Consumers are not just time-pressed, but also looking for a mental break. Some are trying to snack mindfully thinking about how choices affect their mental and physical health. Another recent study shows that consumers do not want healthy snacks, rather snacks that have healthy attributes. Other conclusions showed snacks must deliver on taste and flavour, contrasting, bright colours make snacks more insta-worthy for the younger generation.
You are in the brand and marketing team of a global food company. The company wants to explore the snack category as a new add-on to its business portfolio. As a first step, there is a need to understand how consumers define a snack. Snacking is closely linked to our daily schedule or even the lack of it in these times. Unpacking the context of snack consumption occasions and identifying opportunities with the most potential to scale up for innovation is a key outcome.
You are required to perform three tasks as outlined in questions 2a, 2b and 2c below.
- For your first task, you would like to conduct a literature review. Discuss three (3) reasons relevant to the case, why conducting a literature review is beneficial.
Illustrate each of your three reasons with examples relevant to the context of the snacks industry. (15 marks)
- In the secondary research to understand the consumer snack market, discuss three (3) variables that you would focus on to help you understand the snack market. (15 marks)
- After conducting your secondary research, you will proceed to run focus group discussion sessions. In designing the discussion guide, you would like to include some projective techniques.
Explain why projective techniques may be useful within the current content.
Examine three (3) appropriate techniques that you would employ in your focus group discussion.
Design one (1) example of each within the context of the case scenario.
(20 marks)