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Jeni’s Splendid Ice Creams
Research and Results
Problem Definition
• Jeni’s Splendid Ice Creams is an artisan ice cream company known
for its creative flavors and high-qu...
Approach to the Problem
RQ1: Where did the consumers get their
information about Jeni’s listeria outbreak?
H1: Read posts ...
Selected Research Design
• Focus Groups
• 3 groups: Those who used to purchase, those who still purchase and those
who hav...
Data Collection Method
Focus Groups:
• 2 people per group
• Used quota sampling to control characteristics
• Were asked ni...
Data Analysis
No. User Group Sex Attitude
1 3 1 9
2 1 1 5
3 2 1 3
4 3 2 10
5 1 2 5
6 1 1 3
7 2 2 2
8 2 2 4
9 1 2 5
10 1 1 ...
Data Analysis
Value Label Value Frequency Percentage
The Worst 1 0 0%
2 2 10%
3 3 15%
4 3 15%
5 5 25%
6 0 0%
7 1 5%
8 2 10...
Results
• Honesty and willingness to give information resonated with
consumers.
• There are still consumers who fear anoth...
Comments
• “Their ice cream is not worth getting sick”
• “I love salty caramel!”
• “Maybe if they offered coupons”
• “Jeni...
Limitations and Caveats
• 2 individuals per focus group was not sufficient enough.
• There was a lot of time spent finding...
Conclusions and Recommendations
• Jeni’s is not as popular and seems to have been forgotten all
together.
• They must come...
Thank You
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Marketing Research Presentation

Presented in a marketing research course. Topic focuses on Jeni's Splendid Ice Creams.

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Marketing Research Presentation

  1. 1. Jeni’s Splendid Ice Creams Research and Results
  2. 2. Problem Definition • Jeni’s Splendid Ice Creams is an artisan ice cream company known for its creative flavors and high-quality ingredients. • In 2015, the FDA discovered a bacteria called listeria in Jeni’s production areas. Management Decision Problem- What can Jeni’s Splendid Ice Creams do to stop their brand from being associated with the 2015 listeria outbreak. Marketing Research Problem- To determine the consumers’ perception of Jeni’s Splendid Ice Creams.
  3. 3. Approach to the Problem RQ1: Where did the consumers get their information about Jeni’s listeria outbreak? H1: Read posts on social media H2: Word of mouth H3: Stayed up-to-date with a legitimate news source RQ3: Why have some customers remained loyal to Jeni’s? H1: Not informed of the outbreak H2: Values the feel of the Jeni’s brand RQ2: Where does the consumer spend their money instead? H1: Visits competing ice cream vendors like Grater’s H2: Buys ice cream from the store H3: Opts for an entirely new snack RQ4: How large of an impact does the media have on consumers? H1: Consumers base decisions off of what the media projects H2: Consumers decisions are unaffected by the media Theory: Those who no longer purchase from Jeni’s still fear a listeria outbreak.
  4. 4. Selected Research Design • Focus Groups • 3 groups: Those who used to purchase, those who still purchase and those who have never purchased. • Depth Interviews • No depth interview was needed since the information needed was retrieved from the focus groups. • Other Forms of Research • Word association and sentence completion was no longer needed after the focus groups were conducted.
  5. 5. Data Collection Method Focus Groups: • 2 people per group • Used quota sampling to control characteristics • Were asked nine questions Survey: • 20 surveys completed • Were asked 10 questions • Structured, Unstructured, Dichotomous, Likert Scale • Distributed in person
  6. 6. Data Analysis No. User Group Sex Attitude 1 3 1 9 2 1 1 5 3 2 1 3 4 3 2 10 5 1 2 5 6 1 1 3 7 2 2 2 8 2 2 4 9 1 2 5 10 1 1 4 11 3 1 8 12 3 1 9 13 2 2 5 14 1 2 5 15 3 2 8 16 3 1 7 17 3 1 10 18 1 1 4 19 2 2 3 20 2 2 2 Usage and Attitude Toward Jeni’s Splendid Ice Creams User Group 1= Never been to Jeni’s 2= Used to go to Jeni’s, but doesn’t anymore 3= Still goes to Jeni’s Sex 1= Male 2=Female
  7. 7. Data Analysis Value Label Value Frequency Percentage The Worst 1 0 0% 2 2 10% 3 3 15% 4 3 15% 5 5 25% 6 0 0% 7 1 5% 8 2 10% 9 2 10% The Best 10 2 10% Frequency Distribution of Attitude Toward Jeni’s Splendid Ice Creams 1 0% 2 10% 3 15% 4 15% 5 25% 6 0% 7 5% 8 10% 9 10% 10 10%
  8. 8. Results • Honesty and willingness to give information resonated with consumers. • There are still consumers who fear another outbreak. • A few forgot about the entire situation. • Only one person was unaware of the outbreak. • All respondents agreed that Jeni’s is no longer a hot commodity.
  9. 9. Comments • “Their ice cream is not worth getting sick” • “I love salty caramel!” • “Maybe if they offered coupons” • “Jeni’s and Graeter’s are way too expensive” • “Store-bought is just as good”
  10. 10. Limitations and Caveats • 2 individuals per focus group was not sufficient enough. • There was a lot of time spent finding people for the focus groups. • The research may not have focused on the right question.
  11. 11. Conclusions and Recommendations • Jeni’s is not as popular and seems to have been forgotten all together. • They must come up with a new strategy to sell their brand. • Updated website • Updated social media • Promotions and Advertising • Honesty is the best policy
  12. 12. Thank You

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