http://www.niccotan.com/2011/04/blind-taste-test-marketing-research.html Results of the blind taste test for two unpopular spaghetti brands in the Philippines.

1. RGB316 VS DGT707

2. Marketing Background Birth year: 1930 # of branches worldwide:20K+ # of Branches in Metro Manila: 92 # of Branches outside MM: 61 Year founded in the Philippines: 1967 Worldwide Presence: 109 countries Sister Brands: Pizza Hut, Taco Bell, A&W Marketing Tidbits: it is beginning to resurrect its non-acronymic branding, KENTUCKY FRIED CHICKEN since 2007 Trivia: the secret recipe is composed of 11 different herbs and spices

4. During a relatively brief period of time, the fast food industry has helped to transform not only diet, but also landscape, economy, workforce, and popular culture.

5. Like every other country, the food industry has flourished very well in Philippines. The total market of the fast food segment in 2000 was over PhP 30 B.

7. Researchers perceived KFC spaghetti is less popular

8. Considerable number of presence vs. Jollibee (600) and McDonald's (235)

10. L I K E S

11. PRODUCT ATTRIBUTESauce: COLOR General Conclusion: Color of KFC is perceived to be too light while Wendy’s is just right

12. PRODUCT ATTRIBUTESauce: SALTINESS General Conclusion: Saltiness of KFC is perceived as lacking while Wendy’s is just right

13. PRODUCT ATTRIBUTESauce: SWEETNESS General Conclusion: Sweetness of KFC is perceived to be lacking while Wendy’s is just right

14. PRODUCT ATTRIBUTESauce: OILINESS General Conclusion: Oiliness of KFC is perceived to be too oily while Wendy’s is just right

15. PRODUCT ATTRIBUTESauce: AMOUNT OF CHEESE General Conclusion: Amount of cheese of KFC is perceived to be just right while Wendy’s is not enough.

16. PRODUCT ATTRIBUTEMeat: TENDERNESS General Conclusion: Meat Tenderness of KFC is perceived to be lacking while Wendy’s is just right

17. PRODUCT ATTRIBUTEMeat: VARIANT General Conclusion: KFC is perceived to be lacking meat variants while Wendy’s is just right.

18. PRODUCT ATTRIBUTEMeat: AMOUNT OF MEAT General Conclusion: KFC is perceived to be less amount of meat while Wendy’s is just right.

19. PRODUCT ATTRIBUTEPasta: FIRMNESS General Conclusion: KFC’s pasta is perceived to be overcooked while Wendy’s is just right.

20. PRODUCT ATTRIBUTEPasta: STICKINESS General Conclusion: KFC’s pasta is perceived to be sticky while Wendy’s is doesn’t stick at all.

21. Like or Dislike? General Conclusion: Respondents Dislike KFC a little and like Wendy’s a little.

22. Which Product Do You Like Better?

24. To enhance saltiness, salt agents are recommended to achieve acceptable saltiness

25. To enhance sweetness, cooking sugar is recommended to achieve acceptable sweetness

26. To achieve desiredlevels of oiliness, researchersrecommendusinglessoilsincebeefisoilybynaturealready

28. To achieve desiredfirmness, researchersrecommendcooking pasta over continuos boilingwaterfor 8-12 minutes

29. To achieve a lessstickyfeature of the pasta, researchersrecommendadding a relativeamount of oiltothewaterwherethe pasta will be cooked.