Mary Chung is the marketing manager of Tiger Sauces Limited, a (fictional) food manufacturing company, based in London. Tiger Sauces opened their first Indian Restaurant in London in 1987. Later, they opened a second restaurant at a food court of London’s premier shopping mall. Now Tiger Sauces is a family business employing circa 200 staff in a total of 8 restaurants of differing sizes around London, with a strong focus on quality and authenticity. The company started to produce sauces and offer Sunday morning cooking lessons after customers made requests for these. The range of sauces covers six of the most popular types of curry flavour that British people are used to when ordering take-aways or sit-down meals including: Korma, Bhuna, Dopiaza, Vindaloo, Jalfrezi, and Balti. Quite quickly though the firm realised that selling a restaurant meal and selling cooking sauces were two different propositions. The customer bases differed to some extent although there was some overlap of customers. They also realised that selling own-brand products to major supermarket chains presented a very significant opportunity for them. After 12 months development of the six sources, pilot production of the sauces began. Prior to the launch, however, Tiger Sauces felt it needed to obtain some market intelligence on the following areas:
- Were the six sauces they had identified attractive to consumers or should other flavours be considered?
- Should the promotional pitch be focused on the authentic taste of the sauces, on the variety of the range, or the price point?
- What sauces are available from competitors and which do consumers prefer and why?
- How should the company make the most of the link between the sauces and the restaurants from which they were developed?