TAI PEI

OVERVIEW
Using a combination of primary and secondary research, we discovered that Tai Pei is a
strong brand which faces many opportunities in the coming year.

SITUATION ANALYSIS
SECTOR ANALYSIS
The frozen food industry as a whole has large potential. Frozen meals are inexpensive, quick
to prepare, and easy to find. They can be environmentally friendly and health conscious and
are often the most sensible choice for on-the-go consumers. [4] Despite these benefits, the
sector is experiencing an overall decline due to various factors. [6] Growing availability of
delivery options, rising prices, and shrinking demand among young shoppers are the most
prominent, but the difficulty of navigating the frozen food aisle and health concerns are also
notable influences on consumer spending. [5]
Services like GrubHub or Deliveroo are popping up in most large cities, increasing the variety
of meals that consumers can get direct to their doorstep. This means that busy consumers
dont have to plan ahead as much- if nothings in the pantry and they arent in the mood to
go out, nearly any type of food can be delivered. More options means fewer frozen meals
bought in preparation of a hectic week.

COMPANY ANALYSIS
Tai Pei was first introduced in 1996 by VIP Foods, a subsidiary of Discovery Foods. In 2011,
Windsor Foods a leading producer of high-quality frozen foods, acquires Discovery Foods.
In 2014, Ajinomoto Group acquired Windsor. Tai Pei is now a brand under Ajinomoto
Windsor the sectors leader in ethnic frozen foods. Tai Pei is the frozen Asian food brand (in
Single Serve Entrees) delivering a full range of great tasting, Asian dishes made with real,
clean ingredients at an unmatched value. They are the Asian experts, delivering exceptional
choice and flavor, at an affordable price. In 2017, the product line will be reformulated with
greatly improved flavor and ingredients. All Tai Pei products will be free of preservatives,
artificial colors and flavors. Newly designed and easy to use packaging will also be featured
in the restage of Tai Peis products.
Tai Peis branding and messaging has been very consistent, but also stagnant. Its long past
due for an update, so any change has the potential to significantly impact sales. The focus
needs to be less on the image of the food itself and more on the benefits it offers- authentic
Asian cuisine without the high prices and inconvenience of eating out.

ENVIRONMENTAL FACTORS
As consumers lives become busier, more and more people are turning to fast alternatives to
home-cooked meals. This had meant a rise in the frozen food market, but growing health
concerns and the perception that frozen food is inherently unhealthy has recently caused a
slight decline in the sector. As a response, companies have made a push towards using
fresh and clean ingredients, but havent marketed these changes effectively. [2] These
changes can be more accurately conveyed when prominently displayed on the packagingsix in ten consumers look for labels that speak of fresh, clean, pesticide-free and natural
ingredients. [3] In addition, the way items are packaged stands to improve. The use of less
plastic and more biodegradable cardboard, as well as easier preparation, are also factors
that influence consumer interest in frozen foods.
At this point, the only major cultural event is the presidential election. However, seeing as it
will be decided soon, the election itself wont be topical by the time the campaign runs.

Political hot buttons to avoid will vary depending on who is elected, so its crucial to stay on
top of the current political and economic climate.

CURRENT USERS
The current consumer of Tai Pei is generally low income, African American, and under 24
years of age. They usually buy Tai Pei during larger pantry-stocking grocery trips and have
weak brand loyalty, often purchasing competitor brands such as Marie Callenders and
Banquet in the same trip. Its purchased nationwide and frequently paid for with food
stamps. [1] If possible, wed like to keep this market in addition to expanding our space in
millennial shopping carts.

GEOGRAPHICAL EMPHASIS
Tai Pei is distributed nationally through most supermarkets and grocery chains. Some flavors
are exclusive to Walmart, which should be taken into consideration.

SEASONALITY
As an authentic, health-conscious frozen meal, Tai Pei products offer the target market an
opportunity to enjoy a specific cuisine that is celebrated and appreciated year round. Not
specifically used for special occasions or events, these frozen meals are considered an
everyday engagement. There is a slight spike in consumption during winter months, so
coupons or sales may be especially helpful from November-February.

PURCHASE CYCLE
Tai Pei frozen Asian meals are convenient, filling, low involvement products with a very short
purchase cycle. The meals are affordable and compact, making it easy for consumers to
stock up their freezers in a single trip. However, not many consumers plan out and purchase
meals on more than a one to two week basis, so its expected that consumers wont be
buying enough Tai Pei meals to last them three months in one trip.

CREATIVE CONSIDERATIONS
Millennials are an incredibly diverse generation, but they do have some noticeable trends.
Theyre concerned with buying healthy foods, but define those differently than baby
boomers. Rather than focusing on low fat or low calories, millennials are more concerned
with the origins of their food- is it local, sustainably grown, and fresh? Theyre adventurous
eaters who are overwhelmingly interested in trying new foods and value customizable meal
options. Digital coupons are desirable, and most shop at large chain supermarkets like
Walmart or Target. These trends should be used to their full advantage in the creative.

COMPETITIVE MEDIA
Amongst competitors, television still dominates with 51% of the competitor budget. Its
followed by magazines and digital advertising, at 17% and 14% respectively. Tai Pei lags on
social media, with a small fraction of the followers that brands like Stouffers or P.F. Changs
have. This means that advertising will need to be exceptionally strategic in order to gain a
larger share of voice than the budget would normally allow. Every dollar should be used to
the fullest advantage.

RESEARCH
OBJECTIVES
Our main objectives in our first research phase were to collect further data on the target
demographic, as well as determine their thoughts on frozen food in general and how they
shopped. After collecting a substantial response through a nationwide survey, we held a
focus group to learn more about the target markets perception of the Tai Pei brand and
competitors.

METHODOLOGY
The first method we used was an online survey. We created a short fourteen question survey
and distributed it on multiple social media platforms to get the widest range of responses
possible. After analyzing our survey data, we determined some areas that we still needed
information for and organized a focus group of millennials to get more in-depth responses
than the raw data could provide. We talked to twelve people in small groups of 2-3 in order
to gain more insight to their perceptions.

SUMMARY OF FINDINGS
With our preliminary survey, we received 242 responses from all over the globe. Of these,
116 were in our target age range of 18-24 and located in the United States. Of these, the
majority were enrolled in or had finished a bachelors program (101 participants). Eighty eight
responded that they went grocery shopping every other week or more. How much they spent
varied- fifty-two participants said they spend under $50 per person per week, while fifty-one
responded that they spend between $50-$100 per person per week. A surprisingly large
amount responded never or rarely eating frozen meals, while only 22 participants reported
buying them once per week or more. Cost was an overwhelmingly strong influence on meal
purchases, followed by health and convenience, while packaging was the least influential
factor of those surveyed. Of five potential health concerns, participants were most
concerned with the calories and fat content, while organic ingredients ranked the lowest.

Finally, sales and coupons were the biggest factors when considering trying different
products at the grocery store.
Armed with more general knowledge of how our target market shops, we used our focus
group and narrowed our questions to learn more about perceptions of Tai Pei. We learned
that brand awareness was low and the current packaging was disliked. It was described as
dated and looked like it came from a gas station. Consumers preferred more minimalist
designs, as well as packaging that prominently displayed product benefits such as health
consciousness. They were more drawn to buy one-get one coupons and sales, stating that it
was less about the price reduction and more about a significant incentive to try a different
product. We also asked participants to plot Tai Pei and its competitors on a perception map.
The results were a bit all over the place, but it was unanimously decided that no brand was in
the inexpensive and healthy corner.

PROBLEMS AND OPPORTUNITIES

STRENGTHS
Tai Pei is a strong brand with a lot of potential for growth. They make it a point to use fresh
ingredients, which is a significant benefit in the frozen meal sector. In addition, Tai Pei meals
are inexpensive, especially when compared to takeout Asian cuisine. Finally, theyre quick
and easy for consumers to make at home. No wasting time driving to a restaurant or
worrying about messing up a recipe; Tai Pei takes the guesswork out of dining in.

WEAKNESSES
Unfortunately, Tai Pei faces challenges that could prove difficult to overcome. To begin,
there isnt much brand recognition among the target market. Millennials trust word of mouth
far more than advertising, and its hard to get them talking about a product theyre unaware
of. Additionally, those who are aware of Tai Pei or have tried it view it as unhealthy. Its also
not sold everywhere and doesnt muster up the kind of brand loyalty that can convince
consumers to switch grocery stores.

OPPORTUNITIES
There are many opportunities ahead for Tai Pei. The pending rebranding opens up many
doors as far as consumer perception of the brand- as we all know, appearance is everything.
Having a consistent, coherent message promoting fresh ingredients can do wonders for
brand awareness and recognition. With this revamp, we should also work on updating the
website to be more consumer friendly and informative and keep those values consistent
across Tai Peis comprehensive web presence. The consumer shift towards healthier eating
makes it easy to decide what product benefits should be emphasized in the new packaging.
Additionally, the growing use of digital coupons makes it easy to invite consumers to step
out of their comfort zone and purchase a relatively unknown brand.

THREATS
As always, Tai Pei does face threats that we need to be aware of. The frozen meals sales
have been declining in recent years due to various factors. Of its competitors, Tai Pei has
one of the smaller budgets for advertising. And while millennials are a large demographic
that hold huge potential for the brand, theyre one of the hardest groups to target with
advertising. Finally, the current political and economic climate hinges on the presidential
election, and any financial decisions will be heavily impacted by the pending results. All of
these are factors that we need to take into consideration when designing our campaign.

WORKS CITED
1. Tai Pei Consumer Insights. (n.d.). Retrieved October 16, 2016, from
http://infoscout.co/brand/tai_pei/?ab=b&utm_expid=75303912-6.htwCYLNcRc6Lien8
_V3bYg.1&utm_referrer=https://www.google.com/
2. Frozen and Prepared Foods Trends in 2015. (n.d.). Retrieved November 02, 2016,
from
http://www.refrigeratedfrozenfood.com/articles/88837-frozen-and-prepared-foods-tre
nds-in-2015
3.

Infographic: What Consumers Look For When Buying Food Products. (n.d.).
Retrieved November 0, 2016, from
http://www.foodprocessing.com/blogs/thescoop/infographic-consumers-food-produ
cts-labels/

4.

World of Packaging - What Do Consumers Want? - Frozen Food Europe. (2016).

Retrieved November 01, 2016, from
http://www.frozenfoodeurope.com/world-of-packaging-what-do-consumers-want/

5.

Frozen Food Foundation. (n.d.). Retrieved October 24, 2016, from

http://www.frozenfoodfacts.org/about-frozen-foods/frozen-food-facts

6.

Cold Facts About Frozen Foods - The American Logistics ... (n.d.). Retrieved
November 2, 2016, from
http://www.ala-national.org/assets/research_center/HT_Cold_facts_Spring_2012_MR.
pdf

7.

U.S. expenditure on frozen meals, 2015 | Statistic. (n.d.). Retrieved October 20, 2016,
from https://www.statista.com/statistics/253730/us-expenditure-on-frozen-meals/