Tai Pei Situation Analysis

TAI PEI SITUATION ANALYSIS Cait Faber, Madison Rich, Madison Marsh, Katie Naiser, Laura Gilligan

INTRODUCTION Tai Pei is a frozen food company that specializes in frozen Asian Cuisine. They produce single-serve meal options like Beef and Broccoli, Orange Chicken, Chicken Fried Rice, and other classic Asian favorites, as well as appetizers such as Egg Rolls, Potstickers, and Spring Rolls. Tai Pei was first introduced into the frozen foods market in 1996 by VIP Foods, a fresh frozen vegetable company. The company initially set themselves apart from the competition by packaging their first entree, Sweet and Sour Chicken, in a classic Chinese takeout container. The company now offers more than one dozen entree offerings, and has added their line of appetizers (Tai Pei Food, 2016).

Shortly after its establishment, Tai Pei was bought by frozen food giant Windsor Frozen Foods, allowing them to expand from the frozen vegetable industry to the frozen and prepared meal industry. Then, in 2015, Windsor Food joined with Japanese frozen food giant Ajinomoto to become Ajinomoto Windsor, Inc. The company now holds several ethnic food brands including Tai Pei Foods (Ajinomoto Windsor, 2016).

While Tai Pei’s sales have followed industry trends, they have not managed to hold a significant stake in the frozen foods industry since their foundation. This study will analyze Tai Pei’s current position in the market through a current situation analysis, target market study, and current product positioning in the frozen foods market. It will also look into the company’s internal strengths and weaknesses and analyze the opportunities and threats placed on them by the external market.

SITUATION ANALYSIS Though frozen meals are not a new market sector, the prepared meals industry has become so large that these frozen meals are now sometimes lumped into the prepared meals sector. The prepared meals industry sector includes singleserving frozen meals, multi-serve frozen meals, refrigerated meals, and frozen and refrigerated side dishes. Currently, single-serving frozen meals make up the largest portion of sales in the industry with an estimated 50.4 percent of the market share, followed by multi-serve frozen meals which hold 20.7 percent of the market share. However, both single and multi-serve frozen meals have seen declines since 2010, while refrigerated and frozen side dishes and refrigerated meals have seen slight growth (Owen, 2016).

The prepared meals industry as a whole has seen recent trends of growth in the past year, after four years of decline.

However, sales still remain relatively weak. In 2015, overall sales for all prepared meals was lower than their level in 2010 (Owen, 2016). This can likely be attributed to consumers’ desire to consume healthier and fresher foods from new and growing fresh food markets like Whole Foods and Central Market.

Another important factor to note is that disposable income in the United States has slightly increased in the past five years, allowing consumers to dine out more often (Yucel, 2016). In 2015, it is estimated that sales for the prepared meals industry stood at just over $10 million, which is a growth over sales in 2014, but is still significantly smaller than prepared meals sale of $10.2 million in 2010 (Owen, 2016).

Market Share: Currently, Tai Pei, owned by Ajinomoto Windsor, Inc., owns an very small portion of the market share (Ajinomoto Windsor, Inc., 2016). Ajinomoto Windsor is an ethnic frozen foods company that was formed when Ajinomoto Frozen Foods U.S. Inc. bought Windsor Foods in 2014 (Ajinomoto Windsor, Inc., 2016). Their most recent sales are estimated to stand at $246.2 million, while their competition giants are, but not limited to, Nestle, ConAgra Foods, Inc., and The Schwan Food Company. However, these three competitors only make up 39.8 percent of the market share, while hundreds of other small companies make up the other 60.2 percent of the market share. This means that there are hundreds of other companies fighting for a stake in the frozen foods sector, similar to Ajinomoto Windsor (Yucel, 2016).

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Like Ajinomoto Windsor, each of their competition giant companies own several brands of frozen foods that compete with one another. Tai Pei’s biggest direct competitors are P.F. Chang’s Home Menu, InnovAsian, and Pagoda, as these companies manufacture Asian meals similar to Tai Pei’s offerings. Though there are no specific market share numbers for these companies, they are spending advertising dollars at much higher rates than Tai Pei. However, these direct competitors spend less than three percent on advertising dollars. The biggest competition for Tai Pei comes in through what can be their indirect competitors, as they offer a wider variety of frozen meals. These companies include Stouffer’s, Marie Callender’s, and Lean Cuisine. Together, these brands make up over 85 percent of advertising spending (NSAC Background Information, 2016).

PRODUCT POSITIONING Product: Tai Pei defines its products as frozen Asian food cuisine. Tai Pei was first introduced to the market by VIP Foods and is now currently owned by Ajinomoto Windsor (Tai Pei, 2016). The company explains on their website, “Tai Pei combines authentic Asian-style cuisine, exciting flavor variety and a fun takeout-style experience ready to eat in just minutes. It all adds up to good fortune in every box” (Tai Pei, 2016).

Tai Pei has two different types of meal choices, appetizers and entrées. Tai Pei’s appetizers consist of vegetable or meat filled egg rolls and potstickers and the main entrées include vegetable or meat filled dishes with rice or noodles. Tai Pei offers four types of meat selections: chicken, beef, pork and shrimp. Figure 1 and 2 show each type of frozen entrée and appetizer that Tai Pei has available (Tai Pei, 2016).

Tai Pei does not carry any vegan products. Tai Pei explains on their website that vegetables are, “flash frozen immediately after harvest, most nutritious and delicious vegetables whenever you like.” They also do not produce sauces to be sold separately from their frozen meals (Tai Pei, 2016). Tai Pei’s product also offer little nutritional value.

See Appendix B (FatSecret, 2016).

Place: Tai Pei frozen meals are sold nationwide through large retail stores such as Wal-Mart, Meijer, Tom Thumb, Jewel Osco, Mariano’s, Target, Fiesta Mart and Albertsons (Tai Pei, 2016). While nearly all of Tai Pei’s products are in-store purchases, you can find limited Tai Pei products on Amazon. It’s important to note that Tai Pei does not ship directly to consumers and products are not available for purchase on their website (Tai Pei, 2016).

Price: Tai Pei’s meal options are priced competitively within its industry. One important difference to note is that both P.F. Chang’s Home Menu and Pagoda offer “family portions,” which are bigger portions meant to serve two people, for prices similar to Tai Pei’s meals, which are only portioned Type of Product oz.

Price to serve one, meaning that Tai Pei’s competitor products offer more value from a financial standpoint.

Ranges Mode: $2.50 Entrées Chicken Fried Rice

14.2 oz.

$2.50

Type of Product

oz.

Price

Sweet & Sour Chicken

14.2 oz.

$2.50

Appetizers

24 oz.

$4.98

Chicken Chow Mein

12 oz.

$2.50

Chicken Potstickers

24 oz.

$4.98

General Tso’s Chicken

12 oz.

$2.50

Pork Potstickers

24 oz.

$4.98

Pepper Beef

14.2 oz.

$2.50

Chicken Egg Rolls

24 oz.

$4.98

Shrimp Friend Rice

14.2 oz.

$2.28

Vegetable Egg Rolls

24 oz.

$4.98

Combo Chicken Fried

12 oz.

$2.28

Figure 1

Figure 2

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Promotion: Tai Pei markets their products using the slogan “Good Fortune In Every Box” (Tai Pei, 2016). Their meal options are positioned as delicious Asian-style cuisine with all the ease and convenience of a frozen meal. Tai Pei carries a presence on social media sites such as Facebook, Twitter, and Pinterest (see appendix B). From 2012-2016, according to Kantar Media, Tai Pei has spent a total of $1,702,400 advertising dollars with a majority of this budget spent on cable TV. However, Tai Pei has not spend advertising dollars on television spots since 2014, meaning that most of this money was spent before 2014. Their advertisements have been somewhat absent since then. Two other areas of interest for them are Spot TV commercials and some magazine advertisements (Kantar Media, 2016). See Appendix A.

TARGET MARKET A Mintel study in May 2016 found that people looking for frozen meals and sides increasingly desire more healthy snack and meal options. These people looking for prepared meals and sides mostly pay attention to calorie counts, sodium levels, and fat content . Additionally, high-quality, organic “all-natural ingredients” are major determining factors to more likely convince adults who eat prepared meals to purchase the frozen meals more often (Importance of Health Attributes, 2016).

Women aged 18-34 are more likely to be interested in frozen, prepared meals made from all natural ingredients. Men aged 18-34 are also interested in the “healthiness” aspect, but are more likely than other groups to be interested in hearty, gourmet, and restaurant-brand prepared meals. Young men are more likely to snack on these meals because they’re “always hungry,” making hearty, filling prepared meals a good snacking option. These men enjoy the taste and the many options available (Prepared Foods, 2016).

Of the 1,824 Internet users aged 18 or older who eat frozen or refrigerated meals or sides, 43 percent reported eating these dishes for lunch and 66 percent for dinner. Convenience is at the core of the benefits of prepared meals.

48 percent of people who participated in the survey said they eat frozen meals because it’s quicker than preparing food from scratch. In addition, 45 percent of participants said they do so because the meals are useful to have on hand when they don’t want to cook (Prepared Foods, 2016). While usage of frozen and refrigerated meals is high and relatively unchanging, more consumers report cutting back than those who report eating more. See Appendix E. Currently, the target market is middle-aged, working professionals who have families. The brand is aimed toward families who live a middle class lifestyle, having a household income of approximately $60K. Their lives are busy, so they look for quick and easy-to-make solutions for lunch or dinner.

For example, meet Grace. She’s 37-years-old working as a real-estate agent in Itasca, Missouri. She takes her lunch to work every day. Her husband, Greg, works as a construction worker in the city. Their children, 8-year-old Annie and 6-year-old Sam, spend their time outside of school in theater and baseball. Grace loves to watch Lifetime movies and do-it-yourself shows on TLC, imagining all of the crafts she’d love to do if she had time off. Her schedule is too busy to work out regularly, but she enjoys nature walks when she can slip away.

COMPETITION ANALYSIS Direct Competitors: Tai Pei’s main direct competitors are P.F. Chang’s Home Menu, InnovAsian, and Pagoda. These three competitors offer similar frozen Asian meals to Tai Pei’s frozen meals. Due to the lack in product differentiation between these companies, consumers may have a hard time choosing between Tai Pei and these competitors. Since this issue exists, we mark these companies as direct competitors to Tai Pei. 4

P.F. Chang’s Home Menu: P.F. Chang’s Home Menu offers frozen Asian meals, snacks and appetizers, and sides. Some meals offered are Mongolian Style Beef, Beef with Broccoli, and Orange Chicken. Each meal is 22 oz. and the meals are priced at $6.97 (walmart.com, 2016). Snacks and Appetizers include Chicken Mini Egg Rolls, Signature Pork Dumplings, and Chili Sriracha Cream Cheese Wonton. P.F. Chang’s Home Menu positions itself as top quality meals that are created by the same chefs at P.F. Chang’s China Bistro (P.F. Chang’s, 2016). Their company website includes the products they offer as well as food pairings for the different products they offer to match any occasion. These occasions include “Happy Hour at Home” and “Weeknight, Wine Night.” P.F. Chang’s Home Menu was originally owned by Unilever North American frozen meal business until ConAgra Foods Inc. acquired the business (Yucel, 2016). ConAgra Foods Inc. has a 15.9 percent market share penetration within the frozen foods industry. ConAgra Food Inc. is located in Omaha, Nebraska and serves food establishments such as grocery stores and restaurants in the United States.

InnovAsian: InnovAsian offers flash frozen Asian meals, family-sized meals, and “carry out” cuisine. The meals offered include General Tso’s Chicken Breast, Sweet & Sour Chicken, and Beef & Broccoli. These meals are portioned into 18 oz. packages which are priced at $4.97 (walmart.com, 2016). The family-sized meals offered are a collection of 36 oz. packages of the meals InnovAsian already offers. InnovAsian offers 7 oz. packages of “carry out” cuisine that include Chicken Potstickers, Pork Potstickers, Chicken Shumai, and Pork Shumai. InnovAsian positions itself as convenient and fresh meals perfect for a quick dinner solution or dishes for entertaining (InnovAsian Facebook Page, 2016). The company introduced an awards program to earn free meals. The program works by buying InnovAsian meals with the rewards logo on the box, retrieving the reward code printed on the inside of the box, then entering that code on the website. At 1,000 points, customers get a “buy one get one free” coupon or a free product coupon that is mailed to the customer’s home address (InnovAsian, 2016). InnovAsian is owned by InnovAsian Cuisine Enterprises, LLC which is located in Tukwila, Washington and distributes its products to grocery retailers across the United States.

Pagoda: Pagoda offers a variety of frozen, Asian snacks including 7.27 oz. Cream Cheese Wontons, 12.27 oz. Vegetable Egg Rolls, and 9.49 oz. Chicken Potstickers. These various snacks are priced at $2.97 at Wal-Mart. Pagoda positions itself as a healthy alternative to snack time by using fresh and all natural ingredients. The images on the company’s website range from family game night to young millennial girls taking a selfie in efforts to reach a wide audience. Also included on Pagoda’s company website is recipes to pair with the various Pagoda frozen snacks. Pagoda is owned by The Schwan Food Company which is the largest producer of frozen food products (Yucel, 2016). The Schwan Food Company produces more than 350 frozen food products and operates a home delivery system. The Schwan Food Company has a 7.6 percent market share penetration within the frozen foods industry.

Indirect Competitors: The main indirect competitors of Tai Pei are Lean Cuisine, Stouffer’s, and Marie Callender’s. These competitors offer a broader and different variety of foods to choose from than the Asian food Tai Pei and the direct competitors offer.

The indirect competitors listed provide similar but also different option to Tai Pei. Sometimes the consumer will want a frozen meal product that Tai Pei doesn’t offer, but the indirect competitor can offer. This is the basis of why these companies are Tai Pei’s indirect competitors; they offer frozen meals, but they have a different variety of products offered.

Lean Cuisine: Lean Cuisine offers a variety of frozen meals. Meals offered include Fiesta Grilled Chicken, Shrimp & Angel Hair Pasta, and Chicken Fried Rice. Meals range from 8 oz. to 10 oz. and are priced at $2.50 (walmart.com, 2016). Lean Cuisine is owned by Nestle SA located in Switzerland and its products are distributed to more than 190 countries. Recently, Nestle has improved their products to become a more health-oriented company (Yucel, 2016). To make the products healthier, Nestle reduced the amount of trans-fat in the frozen dinner products. Lean Cuisine markets itself as a healthy alternative full of fresh ingredients. The company’s website states “Freshly made, simply frozen. Fresh from our farms to your table,” (leancuisine.com, 2016). Lean Cuisine uses images of their fresh ingredients on their website.

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Stouffer’s: Stouffer’s products include dinners for one, two, family, large family, party and side dishes. Family meals have six servings each while party meals have eight to 12 meals each. Dinners offered include Macaroni and Cheese, Swedish Meatballs, and Chicken Alfredo. Stouffer’s party-size Lasagna with Meat & Sauce is priced at $13.97 at Wal-Mart. The family-sized Rigatoni with Chicken & Pesto is priced at $6.98 at Wal-Mart, and the single-serving Fettuccine Alfredo is priced at $2.50 (walmart.com, 2016). Stouffer’s, along with Lean Cuisine, is owned by Nestle SA. In 2015, Nestle generated $92.1 billion net sales (Yucel, 2016). Stouffer’s website is similar to that of Lean Cuisine’s in the way it uses pictures on the website. The pictures shown on the website are of the neatly-organized meals and the fresh ingredients that make up the meals.

Marie Callender’s: Marie Callender’s products include a range of dinners, pot pies, family-sized meals, large family-sized meals, soups, large desserts, and small desserts. The range of products offered includes 13.2 oz. Chicken & Dumplings priced at $2.50, 36 oz. Pumpkin Pie priced at $5.56, and 45 oz. large family size Chicken Alfredo priced at $8.84 (walmart.com, 2016). Marie Callender’s, along with P.F. Chang’s Home Menu, is owned by ConAgra Foods Inc. ConAgra Foods Inc. introduced Marie Callender’s Fresh Flavor Steamer Entrees to appeal to consumer who were looking for healthier options (Yucel, 2016). Marie Callender’s positions itself as a “taste of home” (mariecallendersmeals.com, 2016). The slogan positioned underneath the logo on the website is “from my kitchen to yours since 1948,” stating that these meals are similar in taste to homemade meals.

ADVERTISING Tai Pei Advertising: Tai Pei markets their frozen meals as fast and convenient options for busy people who want diversity in their meal. The company employs both benefit and convenience promotion across their advertising media. First, Tai Pei highlights the benefits of having a their meal for dinner. They do so by advertising acquiring the dinner as an exotic adventure through a fun takeout style box that is a quick and easy meal option. Through this exotic adventure, Tai Pei is illustrating the excitement that the frozen meals can offer; a Chinese meal in the comfort of your own home without the hassle of having to order and wait for your food.

Next, Tai Pei highlights the convenience of their frozen meals by emphasizing the ease of buying the meal at the consumer’s closest grocery store. This means that the consumer has the ease of acquiring the frozen mean, heating it up in minutes, and eating it whenever he or she is short on time. These two themes are apparent through all of Tai Pei’s frozen meals advertising.

The market for frozen meals has been on the decline for the past four years. It is now more important that Tai Pei advertises heavily to their target market. Tai Pei has two categories of similar companies to compete with. The company has to compete against their direct competitors that make similar if not the same frozen meals. They also have to compete against indirect competitors, companies that offer a wider range of products in the same frozen meals section. It is a crucial time for Tai Pei to invest in advertising activities.

From a traditional standpoint, Tai Pei’s advertising is very absent. The company has not run a television advertisement since 2014. From a multichannel perspective, the majority of Tai Pei’s $3.5 million advertising expenditures from the 2015-2016 fiscal year was spent on below-the-line advertisements; advertisements that differ from traditional radio, television, print, billboard, and film. Their advertising mainly involves offering digital coupon redemptions and in-store advertising.

Visually, Tai Pei’s advertising is product based. The key focuses are images of the food, which happen to be very exaggerated. See Appendix D. The ingredients in the meal shown look too good to be real and coming from a frozen meal.

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Competitor Advertising: In the frozen meal sector, Marie Callender’s and Stouffer’s spend the most money on advertising. Marie Callender’s spending is at 33 percent out of the major players in the industry (NSAC Background Information, 2016). This includes P.F. Chang’s Home Bistro, Lean Cuisine, Healthy Choice, Stouffer’s, and Healthy Choice. Stouffer’s spending is at 32 percent of all frozen dinner advertising in the industry and the major players listed above. Both Marie Callender’s and Stouffer’s advertising campaigns focus on creating a feeling of traditional family value and home-cooked meals. Many of their commercials draw out a feeling of nostalgia. There is a focus on the traditional ingredients that go into these products; their target audience is clearly identified as a traditional family. Both Marie Callender’s and Stouffer’s have advantage over companies like Tai Pei because they offer a wide range of cuisines as opposed to one style or ethnicity.

Through their advertising, the consumer realizes that there is a variety of options when it comes to Marie Callender’s and Stouffer’s frozen meals. See Appendix D.

SWOT ANALYSIS STRENGTHS:

OPPORTUNITIES:

•

Convenience

•

Millennial market is growing

•

Widely available

•

•

Package design is recognizable

Higher access to frozen food on college campuses

•

Diverse product offerings within Asian cuisine

•

Recovering Economy

•

Competitively priced

•

Growing Frozen Food Industry

•

Single-Serving

WEAKNESSES:

THREATS:

•

Low brand recognition

•

Advertisers are spending more on television

•

Single-serving

•

Millennial desire for natural and healthier foods

•

Greenwashing

•

Obesity Rate

•

Lack of advertising across multiple advertising platforms including website

•

Package is very small

•

Unhealthy

•

Limited Access: in-stores only

•

Limited product offerings: Only Asian Cuisine

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Strengths: •

Convenience

•

Widely available

•

Package design is recognizable

•

Diverse product offerings within Asian cuisine

•

Competitively priced

•

Single-Serving

Perhaps Tai Pei’s biggest strength is the convenience that frozen meals provide, and they highlight this in their advertising. According to Tai Pei’s consumer’s, convenience is the number one reason that these consumers choose to purchase the brand. Consumers also respond well to the fact that Tai Pei is available at most large grocery stores and mega-stores like Target and Wal-Mart. These factors coupled together give the consumer maximum convenience since acquisition convenience is present and consumption convenience are both present.

Tai Pei’s packaging sets them apart from their competitors because it is in a recognizable package design that is shaped like a takeout Chinese container. This also grabs the consumer’s attention because it reminds them of fresh Chinese food from a restaurant. In comparison to their direct competitors, Tai Pei’s meal options are competitively priced, meaning that they offer similar pricing for similar meal options and qualities. They also offer a diverse product offering within the Asian Cuisine motif, giving their consumers a greater desire to purchase more meals more often.

Weaknesses: •

Low brand recognition

•

Limited Access: in-stores only

•

Single-serving

•

Limited product offerings: Only Asian Cuisine

•

Greenwashing

•

Lack of advertising across multiple advertising platforms including website

•

Package is very small

•

Unhealthy

One of Tai Pei’s biggest weaknesses is that they do not advertise heavily in any capacity, and this has led to an extremely low brand recognition. The company’s direct and indirect competitors are spending at much healthier rates than Tai Pei, and they are seeing the benefits as these companies have much higher brand recognition and occupy a much larger segment of the frozen meals market.

Additionally, though the single serving option is very convenient, it limits Tai Pei to a smaller segment than competitors like P.F. Chang’s Home Menu, which offers family-sized servings for added convenience for those who are looking to buy frozen meals for their family or for more than a single serving. Also, because the product is single serving and the packaging is designed to look like a takeout container, the resulting product is extremely small and hard to find in the frozen foods section alongside larger packages.

Tai Pei has also limited themselves because they only offer Asian Cuisine. It is near impossible to expand their product line now that they have a somewhat established presence and a limiting brand name.

Finally, Tai Pei is not a healthy meal option, and according to their recent research conducted for the National Student Advertising Competition, their target market is looking for healthier options that are also convenient. These consumers are also looking to reduce their carbon footprint, and consumers are critical of the processes that frozen food companies use to preserve their foods.

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Opportunities: •

Millennial market is growing

•

Higher access to frozen food on college campuses

•

Recovering Economy

•

Growing Frozen Food Industry

Because Tai Pei’s intended target market is millennials, they have a huge opportunity here because the millennial market is growing. Because of the tech boom in the 1990s, the number of millennials is currently sitting above 75 million, which is larger than the Baby Boomer generation. The recent economic stimulation after almost a decade of recession is also an opportunity for Tai Pei because people are more willing to spend money on items they do not necessarily need.

The frozen food industry is also growing after several years of extremely low sales. In 2015, sales began to see growth after four years of decline, and Tai Pai is attempting to revitalize their campaign at a perfect time when the market is growing.

Threats: •

Advertisers are spending more on television

•

Millennial desire for natural and healthier foods

•

Obesity Rate

According to background research conducted by Tai Pei for the National Student Advertising Competition, Tai Pei’s competitors are spending at much higher rates than Tai Pei. Their indirect competitors, Stouffer’s and Marie Callender’s are currently occupying 65 percent of the advertising market alone. This leaves Tai Pei at a huge disadvantage because of their small size, as their advertising spend occupies much less than 1 percent of all money spent on advertising for frozen foods.

Tai Pei’s target market for their new advertising campaign is millennials, but their background research found that millennials are beginning to seek out natural and healthier foods. Tai Pei does not currently offer healthy or natural options in their product line. Additionally, the obesity rate in the United States has people watching what they eat, which could negatively affect Tai Pei’s sales.

CONCLUSION Though Tai Pei does not currently hold a large market share in the frozen foods or prepared meals industry, the company is preparing the launch of a new advertising campaign at an ideal time. Frozen packaged meals are increasing in popularity, especially among millennials. In fact, the frozen packaged meal market is in a growth stage for the first time since 2010. Tai Pei offers a variety of frozen, Asian meal options narrowing down the company to a specific brand image. This is the perfect foundation for a successful campaign. Tai Pei can increase its sales and occupy a larger share of the market through an increased advertising budget that is focused on channels that will attract millennials.

Not only does Tai Pei need to research and implement a new advertising campaign, but the company also needs to design this campaign to make sure that both their direct and indirect competitors will not push them out of the frozen packaged foods market entirely. Though Tai Pei has a big challenge ahead of them, they have an even bigger opportunity to make an impact in the market and to expand the company as a whole. Looking forward, Tai Pei needs to be aware of what obstacles lie ahead of them so they can overcome them, and they also need to be aware of possible product improvements to ensure it is the best product on the market to be effectively advertised.

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APPENDIX A: MEDIA MIX REPORT

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APPENDIX B: SOCIAL MEDIA AUDIT

FACEBOOK

TWITTER

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APPENDIX C: NUTRITIONAL FACTS OF CHICKEN FRIED RICE

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APPENDIX D: TAI PEI & COMPETITOR ADVERTISING

TAI PEI ADVERTSING CAMPAIGN:

MARIE CALLENDER’S ADVERTISING CAMPAIGN:

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APPENDIX E: TARGET MARKET INFORMATION

SOURCE: LIGHTSPEED/GMI MINTEL

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WORKS CITED AJINOMOTO WINDSOR, INC. (2016). Frozen Asian Food – Chinese Food | Tai Pei. Retrieved October 23, 2016, from http://taipeifood.com/ Ajinomoto Windsor, Inc. (2016). Who We Are. www.windsorfoods.com/who-we-are/ history/.

Kantar Media. (2016). Tai Pei: Media mix report, annual, 2012-2016. Retrieved October 23, 2016, from Ad$pender.

InnovAsian Price. (2016). Retrieved October 30, 2016, from https://www.walmart.com/search/?query=innovasian InnovAsian Cuisine Facebook Page. (2016). Retrieved October 30, 2016, from https://www.facebook.com/InnovAsianCuisine/?fref=ts Marie Callendar’s. (2016). Retrieved November 1, 2016, from http://www.mariecallendersmeals.com/ Marie Callender’s Price. (2016). Retrieved November 1, 2016, from https://www.walmart.com/search/?query=marie%20callenders Owen, J. (May 2016) Prepared Meals – US – May 2016. Retrieved from Mintel.

Pagoda Price. (2016). Retrieved October 30, 2016, from https://www.walmart.com/search/?query=pagoda P.F. Chang’s Home Menu Price. (2016). Retrieved October 30, 2016, from https://www.walmart.com/search/?query=pf%20changs%20home%20menu P.F. Chang’s Home Menu. (2016). Retrieved November 1, 2016, from http://www.pfchangshomemenu.com/ Tai Pei Products, Calories and Nutrition Information. (2016). Retrieved November 01, 2016, from https://www.fatsecret.com/calories-nutrition/tai-pei Yucel, I. (September 2016) Frozen Food Production in the US. Retrieved from IbisWorld.

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