1. Final presentation Research and Metrics
Group 2
THE STORY OF A GROUP OF STUDENTS
CREATING A CONCEPT FOR THE
BRAZILIAN MARKET
FROM

2. Content
GROUP
2
Setting the scene: from desk findings to hypothesis
Explaining the concept board
Interpretation of the consumers feedback
Our final concept board
Take aways and key learnings

3. Setting the scene: from desk findings to hypothesis
GROUP
2
Once upon a time we were sitting at a desk …

4. GROUP
2
 Brazil is prowestern.
 Brazilians demand Brazilian flavors and lifestyles.
 Brazilians want to be to healthy and sexy.
 Brazilians are family oriented and optimistic.
 Brazil has a young emerging C-class.
Setting the scene: …research pointed out that…

5. Setting the scene: from desk findings to hypothesis
GROUP
2
… but we want more insights of the Brazilian market …
… so we asked Elizangela Ce…
Marketing Director at Projepar.
Sao Jose Dos Pinhais, Parana, Brazil.

6. Setting the scene: from desk findings to hypothesis
GROUP
2
1. When you go to a shop, what are the three most important
decision criteria to buy a product or brand?
2. Describe your daily lifestyle in five keywords.
3. If you had the same product made by a local or global brand,
which product would you choose and why?
“Others don’t have it, so I want it. The attendant is very kind.
The price is good.”
“Routine, hobbies, health, family and friends.”
“I prefer a global brand because it’s usually better. I like Brazilian
brands as well. But when you compare, I like the products abroad
much better. There is abroad also more choice and variety .”

7. Setting the scene: … our hypothesis…
GROUP
2
„Global Brands that want to be successful in Brazil have to target the huge emerg
class C by a brand idea based on Brazilian flavors & lifestyle‟

8. the concept board
GROUP
2
A GLOBAL BRAND
A BRAZILIAN LIFESTYLE
A BRAZILIAN FLAVOUR
„Heinz‟s Laje Light‟
Ketchup that parties slimmer.
… based on our insights …

9. Explaining the concept board
GROUP
2
… we were pretty sure Heinz Ketchup Laje Light was a good concept …

10. Explaining the concept board
GROUP
2
• real Brazilian jalapeño peppers
• between low cost and premium ketchups
… because our proposition was:

11. Explaining the concept board
GROUP
2
… but we had also other reasons to believe in our concept:
• the peppers speeds the metabolism and burns calories.
• it is a ketchup without added sugars.
• global brand but also local. Laje is a barbecue on the roof in the favela’s.

12. Explaining the concept board
GROUP
2
That the ketchup should inspire the social urbans
to stay slim, without stopping their busy party lifestyle.
…. Therefore our headline was:

13. Interpretation of the consumers feedback
GROUP
2
… online flight to Brazil and discussion about Heinz
Ketchup Laje Light with real Brazilian consumers …

14. Interpretation of the consumers feedback
GROUP
2
… we wanted to know three things of the Brazilian consumers…
… ……………………………………………………………………………….
1. What do brands in your country do to convince and attract
consumers who prefer a healthy lifestyle?
2. If you buy ketchup, what are the three most important decision
criteria to choose for a specific brand?
3. What would you change on our Heinz Ketchup Laje Light to
make it better for Brazilian people?
………………………………………………………………………………….
………………………………………………………………………………….
………………………………………………………………………………….

15. Interpretation of the consumers feedback
GROUP
2
… thanks to this questions, new insights were gathered …
“Heinz is top”
Samira
“Heinz has quality in
product and packaging”
Mark
“I do not think [it is] nice to focus on losing
weight, you should focus on flavor, [it] ends
up being misleading”
Samira
“Yes, much improvement.
Heinz with a different flavor ...”
Raphael
“Now add the ketchup, to taste a
spice popular in Brazil, oh yes”
William
“Today we find many options for
light products”
Guilherme
“[I am] not thinking about losing weight,
but the taste for the pleasure
it gives accompanied by a heaping
of potatoes frits and snacks”
Carlos
“Do not buy it because it is light”
Mark

16. Interpretation of the consumers feedback
GROUP
2
… in general …
 Heinz seen as a global and quality brand because of the taste & the
package.
 Brazilian taste (jalapeño) of our Heinz Ketchup Laje Light was
evaluated very positive .
 Light is seen as misleading as ketchup is associated with unhealthy
food.

17. Final concept board
GROUP
2
… so we start thinking again …
and integrated the consumers feedback
in a new concept

18. Final concept board
GROUP
2
… based on our new insights …
A GLOBAL BRAND
A BRAZILIAN LIFESTYLE
A BRAZILIAN FLAVOUR
Heinz‟s Laje
Spicy Ketchup. Spicy Laje.

19. Conclusion
GROUP
2
… so what did we do? …
Let‟s get started…desk Research
about Brazil.
And our concept is… Heinz Ketchup Laje Light.
Lets travel online and ask Brazilians!
We integrated the feedback in a new concept:
Heinz Laje. Spicy ketchup. Spicy Laje.

20. Take aways and key learinings
GROUP
2
.. And what did we learn …
Research as much you can.
Listen to the customer.
Be authentic.
Be real.
Be local.
Be Heinz.
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2
3
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5

21. and last but not least…
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2