From modest beginnings in 2018, selling to a few enthusiasts from her apartment, Madame Berrima quickly built Layla's Delicacies, an exotic Tunisian pastries company, into a thriving mail order business. Her sweets were handmade, customers posted rave reviews, and the New York Times attested to the product line's authenticity. The company invested heavily in product design, packaging, and branding and rode a wave of popularity of artisanal foods, which were enjoying brisk growth in the US. But by 2020, Layla's had fallen short of its goals.
Cesar and Marco Esposito and Francisco Caceres, co-founders of the 14-year-old Chilean-based nutritional supplement company All Nutrition/Nutraline, are seeking to deepen their understanding of customers' behavior and buying patterns. After preliminary discussions with the sales force and in-store interviews with customers, they determined that well designed focus groups targeting sports nutrition customers would be an important first step in helping them to be "more in touch" with customers. This case describes the design, implementation, and analysis of the information gathered from these groups-and asks students to determine what kind of quantitative research would further deepen their understanding of who their customers are, how to segment them, and how to work with each of the segments.
Cesar and Marco Esposito and Francisco Caceres, co-founders of the 14-year-old Chilean-based nutritional supplement company All Nutrition/Nutraline, are seeking to deepen their understanding of customers' behavior and buying patterns. After preliminary discussions with the sales force and in-store interviews with customers, they determined that well designed focus groups targeting sports nutrition customers would be an important first step in helping them to be "more in touch" with customers. This case describes the design, implementation, and analysis of the information gathered from these groups-and asks students to determine what kind of quantitative research would further deepen their understanding of who their customers are, how to segment them, and how to work with each of the segments.