Abstract:

United Biscuits has developed a form of Munchmallow which is smaller than the existing product but still larger than Jacobs. It is proposed to market these in packs of eight at 20p. It is proposed that they should still be foil-wrapped but presented in a plastic see-through pack and not in the present type of carton. The research was required to examine:

1. The acceptability of the new pack;

2. The extent to which the product was seen as smaller and the effect of this on the image of the brand;

3. Perceptions of consumers about the new price and in particular the extent to which the change in pricing would reflect on the size, the packaging and/or the quality of Munchmallows.