Packaging you can eat: WikiCells. A Qualitative study prior to the launch of a revolutionary packaging*

* Best Case Award AFM-CCMP 2016

Eating one's pot of, or rather skin of yoghurt is the latest creation of the Franco-American start-up, WikiFoods! The development of this revolutionary technology way back in 2009, mixes gastronomy and technical creation, and thereby, creates the packaging of the future, a packaging that is 100% natural, edible, protected and delicious. The pioneers of this technology are David Edwards, an American Harvard Professer and concept creator, François Azambourg, a talented French food designer, and Antoine Mahy, a former "Pioneer Category Director" in a large soft drinks company.
ln 2014, after four years of hard work, the three partners launched WikiPearls in the US, and test marketed the product in four Whole Food Markets in Massachusetts, in partnership with Stonyfield, a US subsidiary of Danone specialised in yoghurts and organic milk products.
Wikifoods decides to conduct a marketing study in order to explore the potential consumer impression of WikiPearls more precisely, evaluate the consumer motivations as weil as the possible obstacles to consumption with ultimately the intention of adapting the offer to the French market.

It enables students to:
- Identify and compare the advantages and disadvantages of qualitative and quantitative survey methods.
- Evaluate the usefulness of the individual interview as a way to ascertain the motivations and obstacles of the purchasing and use of a new product concept.
- Critique an interview guide constructively.
- Conduct the analysis of qualitative data and make managerial recommendations on how to implement the survey results.

Marketing research - Consumer behaviour - Qualitative study - Interview guide - Analysis of qualitative data - Marketing of new products

Students: Licence 3 - Master 1, 2 - Mastères

Food

- Videos: A Taste of the Future/ 2 mn57 - The Future of Edlble Packaglng/ 2mn41
- PTT: Debriefing (85 slides)
- Excel: Tables of occurences - Verbatim
- Pdf: Qualitative Method

Année de la problématique : 2015

Livraison : Livraison par lien de téléchargement

Nombre de pages : 20 avec 6 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures (6 hours to 12 hours)

Code du secteur d'activité : 15 - Industries alimentaires