Abstract:

A set of new product introductions are planned under the fray Bentos name. This report contains the results of one part of a two-stage research study on Fray Bentos covering its general properties. The specific objectives were:

1. To explore as fully and deeply as possible the associations, meanings, and imagery of the Fray Bentos name, covering perceptions about range, quality, price, packaging, usage occasions, etc;

2. To investigate the potential for developing the fray Eentos name and areas of opportunity in terms of how far the meanings of fray Eentos can be stretched and developed.

The second part of the research referred specifically to the hot canned meat product market and the imagery of fray Eentos within this. The results of this are reported in a separate document.