Background Of The Bescafe Coffee

Published Date: 02 Nov 2017

Marketing research: Marketing is a movement of products from sellers to buyers. It’s a creating and innovation of new ideas in the business where the researches get paid for their innovative performance. It’s an analysis of information about the competitors and customers and utilizing the data effectively for the sales of the product.

Question 1

You are a Research Executive in a market research agency and have been asked to:

Propose appropriate further information that you would require from bescafe Coffee, prior to writing a proposal.

To

Marketing Director

Bescafe Coffee Company

U.K

March 7, 2013

From

Marketing Research Executive

Market Research Agency

New Zealand

Thanks for choosing our company for the research of your brand our company was started in the year 1984 and has 25years of experience in the field of marketing research with the qualified staff. Before starting the research we would like to ask a few questions regarding your company to get familiar with the company. (tutor, 2013)

Background of the Bescafe Coffee

What is the company name and what does it manufactures?

In which year the company was started?

Who was the founder of the company?

Where is the company located?

Does the company have other branches?

How many number of employees work for the company?

Who are competitors of Bescafe Company?

What are the products Bescafe dealing with? (tutor, 2013)

Objective or vision of the company

What is the vision of the company?

What is the vision of the company during the first six months of the company started?

What are the objectives of Bescafe Company?

What are the ethics Bescafe follow?

What strategies do Bescafe follow for packaging?

What are Bescafe responsibilities towards society

Did u change the objective and vision of the company?

What is the turnover of the company? (tutor, 2013)

Purpose of conducting the research

What is the purpose of conducting the research?

What you want our researches to find out regarding your company?

Methodologies:

What sort of methodologies you implement to increase the sales from past six months?

What are the methodologies implemented by your company to attract customers?

What methodologies are you expecting from our researches?

What methods you are following for packaging?

What techniques Bescafe follow to approach its customers?

Did any survey was conducted regarding Bescafe?

If, yes what techniques were followed? (tutor, 2013)

Time scale:

How much time your company want to give the time for our researches?

After how many time intervals we need to report the updates regarding the research.

What is the time gap between each time interval?

When you want the submission of report?

Which major areas do Bescafe wants to be focused while conducting research?

Reporting:

Within how many days you would like to take the report of the research?

When you want the submission of report?

Which major areas do Bescafe wants to be focused while conducting research?

Is, there any specific technique Bescafe wants us to follow?

Within how many days you would like to receive the hardcopy of the research before we conduct?

Does Bescafe prefer any references in their research report?

Who should be reported on regular basis in Bescafe

How much budget you want to provide to our researches for the research?

Why only specified budget you have decided to give?

Within how many intervals you would like to release the specified amount? (tutor, 2013)

Budget

How much amount you would like to release to start up the research?

Is there any limitation Bescafe has in terms of budget?

What will be the mode of payments?

Provide clearance in terms of beget which area to be more focused? (tutor, 2013)

ANS 1 b

Having made reasonable assumptions the information required in Question 1a. Produce a proposal to address the research needs of the company.

For the purpose of these questions, your proposal should exclude the sections relating to personal CV’s related experience, references and contract details.

What sort of methodologies you implement to increase the sales from past six months?

What is the vision of the company during the first six months of the company started?

How many number of employees work for the company?

How much time your company want to give the time for our researches?

What methodologies are you expecting from our researches? (tutor, 2013)

To

The Bescafe Coffee Managing Director

U.K

From

Xyz marketing company

New Zealand

Subject: The list of important methodologies that we are going to implement on your company for the prelaunch of the product through packing.

The techniques and methodologies of our marketing research company which are implemented to many other companies which are running successfully they are as follows: The most common methods or methodologies used by the researches in the field of marketing are of following (McGranaghan, n.d)

Primary research methods: Its is the collection of the data directly from the sources like directly talking to the customers and taking their feedback regarding the product which means our research team which directly approach the consumers of the coffee brand and take their feedback.

There are two types of primary research which are as follows:

Qualitative marketing research

Quantitative marketing research

Qualitative marketing research: In the qualitative marketing research method our research team will collect the non numerical data which is used to understand the people’s behaviour, attitude, experiences and interactions. There are three methods of the qualitative methods which are use for the collection of particular data. (Types of marketing research methods, 2004)

Participant’s observation: it’s a collection of data on usual context occurring by natural behaviour.

In depth- interviews: it’s a collection of data on individual person regarding the personal background, experiences particularly in sensitive issues. In this type of interview our researches ask open ended questions in which the audiences or the customers can’t answer with just yes or no where lot of information is collected. It is a technique in which we go for one to one verbal question answers from selected people of different age.

We will conduct some interviews from different people of different age group and ask few questions to them related to bescafe brand, services provided ,bescafe packaging, up gradation they want .We using this technique in bescafe because

We will get individual attitude of people towards bescafe brand.

It saves lot of time.

This method is not so expensive

(tutor, 2013)

Focus groups: these are the form of the group interview which has the capabilities to communicate between the researches. Focus groups which is a very sensitive part in our marketing company we have professionally skilled person to lead a team of 6 people in a group.

Quantitative research: In the quantitative primary research collection the statically data from the surveys are carried out. Our researches have the capability to ask the meaningful questions during the survey which helps to grab more information. Our researches gather the data in a very effective manner as it is also cost effective and reliable way. (Types of marketing research methods, 2004)

Questionnaire: We will prepare questions in a questionnaire format regarding bescafe and we will ask different group of people to answer these questions. We will get individual response and different from each other and even independent views...

We using this method because

It saves lot of time

We can gather large information in less time.

The information will be UN biased.

This method is economical.

Incentives will be given to the people who will participate in surveys and questionnaires (tutor, 2013)

Telephone survey / computer aided telephone interview: these is the survey which our marketing team are going to conduct in this survey our researches call each and every customers and note down the advantages and disadvantages of the product. The feedback of these surveys is very good according to the researches as they help in the immediate analysis.

We using this method because

The information obtained will be unbiased.

Individual attitude can be obtained.

We can go for one to one question answers it will help in giving new and various suggestions. (tutor, 2013)

Secondary research method: it’s an easier and economic way of conducting research by analysing this data we can understand about the competitors in the market. Data collected in this research is by someone else than a user. The many of secondary data are internet, books, journals, magazines, libraries and other public information sources.

Internal resource for secondary data: In this technique the information is carried out from the recordings of the past advertisement, comparing the marketing or sales invoices and studying the customer’s habit of buying the product these all are done by our research team for the Bescafe Coffee Company.

External resource of data collection: the collection of the existing data other than the Bescafe Coffee Company is done in these techniques like competitors, trade publication and the media (Secondary Data, n.d)

Advantages of the secondary data:

Secondary data collection is a time saving processes.

It provides the comparison of the data that is collected by the researcher.

It helps in collection of the primary data collection more specifically.

It becomes easy to gather information through secondary research.

Secondary data is easy available on internet. (Secondary Data, n.d)

Disadvantages of the secondary data:

Secondary is in such a format that it doesn’t meet the needs of researches.

Researchers don’t get full information of the study to go further in the research.

Data provided by the secondary research may be out dated and it’s not accurate.

TIME AND COST

The time we will take for research will be 2 months

For gathering data we need 20 days and it will cost 12000$ both qualitative and quantitative research

For Recording data we need 15 days and will cost 8000$

For Analyzing data we need 10 days and will cost 10000$

For giving regular report we need 8 to10 days in total and will cost 8000$

For final presentation we need 2 days and will cost 5000 $

Conclusion: these are the techniques which our researches are going to do for the Coffee Max brand new packaging style. The techniques are effective and help the Bescafe Coffee to increase the brand value. If at all any changes your company requires please let us know so that we can go further in this marketing proposal. (marketing research to relaunch of the brand, n.d) (tutor, 2013)

Question – 2

The Director of Bescafe Coffee is commissioning a report on the organization’s information requirement. You have been asked to write a technical appendix to report which discusses the following:

The advantages and disadvantages of secondary data relative to primary data.

The marketing research generally may be primary or secondary data collection.

Primary data: it’s a collection of the data through study these can be gathered by internally or externally by conducting surveys observations and experiments. There are so many kinds of primary data collections. Some of them are

Interviews

Questionnaires

Observation

Focus group interviews

Case studies

Critical incidents

Secondary data: secondary data which is a statistical data which is given by the investigator company to the research company in the forms of records, books, news papers and internet articles. It is collected by some other person then the users.

The advantages of secondary data relative to primary data:

Secondary research which interrupts the primary data for the analysis.

Secondary sources which have graphics pictures of primary data.

Secondary research which provides multiple number of researches where u can find that in primary research

Lots of time is saved while using secondary data.

Lots of efforts and expenses can be saved if secondary data is used it is economical relative to primary data.

Problem can be well explained with usage of secondary data.

It is easy for researcher make comparison among data collected.

Secondary data helps to make primary data more specific.

Secondary data is the most effective and best method to get the information from particular area. (Secondary Data, n.d) (tutor, 2013)

The disadvantages of the secondary data relative to primary data:

Secondary data is not reliable and effective than the primary data.

Data provide can be biased and its difficult to validate may be outdated.

The research will not get full information version for conducting the research these is due to lack of stranded research study.

It becomes difficult to fit secondary data into marketing research factors

Evaluation of secondary data is difficult.

The data collected could be biased.

The data collected could be obsolete. (Secondary Data, n.d)

ANS 2 b

Customer’s data base: it is defined as the information the customer which is stored in a form of software database. It creates a good communication in between the company’s call centre and customer..

Importance of customer data base:

The company can provide a personal communication with the customer regarding the brand.

Customer database which helps the company to know about the customer’s background with their brand.

It creates a Rapp with the customers and maintains a long term relationship with the clients.

It can able to target the specified customers.

Customer database with analysis the number of customers bonded to the company from past to present.

Customer database which increase a brand value. (tutor, 2013)

Factors where the customers facing problem with the brand: the customer satisfaction is the biggest and ambiguous concept in the market. The state of satisfaction which depends on the psychology, economic and physical factors of the customers

The problem may occur in many ways like for e.g. price of the product which shows impact on many normal customers.

The taste and the bonding of the customers with the other brands.

Dull and in attractive type of packaging.

Quantity of the product you produce for the reasonable amount of the price.

Different size of the packaging with variations in price

Brand should product the product in multiple quantities and multiple prices to attract the customers

Marketing intelligence: marketing intelligence is providing the information of the company according to the view of the market. It’s purely external data such as analysing the data. It analysis the competitors and their position in the market. Marketing intelligence is of two types marketing intelligence from external data and marketing intelligence from internal data

Micro environment: On micro environment element s the company has its control to an extent and such elements can be used to gain information marketing information’s. They are factors which have direct impact on company strategies as they are close to business. E.g. Customers, employees, Media, Shareholders etc.

Macro environment: Company has no control on elements of macro environment and it affects strategies and performance of company e.g. competitors, change in taste and preferences, weather, government regulations etc. (tutor, 2013)

The general principles of data protection that should be considered when establishing a customer database.

Answer: Data protection act was set up in 1998 by the U.K parliament there are many board committee members in these act they set up eight principles for the protection of the personal and legal data. Data protection which protects the individual from the false abuse about them. The eight principles are as follows

1st principle: protection of personal data and it should not processed to anybody unless and until the exceptional in some conditions.

2nd principle: personal information or the data can be processed only in certain lawful reasons.

3rd principle: personal data should be relevant and adequate in accordance to the relation.

4th principle: personal data is corrected or accurate where ever necessary and updated.

5th principle: if the personal data is processed then the purpose is noted and kept for longer

6th principle: personal data can be processed according to the rights of the clients or subjects under the Act.

7th principle: action can be taken for the appropriate data against unauthorised persons.

8th principle: personal data cannot be transformed to other countries other than the European areas (data protection, 2008)

Questions 3

Design a discussion guide for use in a series of group discussion to address the research objective of the proposal set out in question one.

To

The discussion executive

Bescafe Coffee Company.

From

ABC marketing research company

New Zealand

Subject: These is the sample and series of the discussion guide we are going to conduct regarding the Bescafe Coffee’s new packing and relaunch with the focus groups

Introduction:

Thank you for all for coming to participate in this discussion for the research growth of Bescafe Coffee Company. The discussions will take place for about 1 hours and the time scale of the discussion will be divided into following series of group discussions.

Instructions before starting the discussions for the first 10 minutes:

The information you have given for us (Research Company) is very confidential and we will not discuss regarding these issues with the focus groups.

You may withdraw your questions at anytime in between the study

Switch off the cell phones after entering the meeting room.

Information given to the focus groups should be confidential.

Stay with the group throughout the discussion and avoid side talking in between the discussions.

For refreshments please help yourself

Before we get started ask the group if there are any questions and important point is that all the discussion will be recorded. (tutor, 2013)

Purpose of the study: The purpose of the group discussion is to collect the ideas, views and opinions from the different researchers regarding the packing issues of the Bescafe Coffee Company.

Rapp up questions: In this section letting each of the members to know about each other and interaction section which last for about 20mins

Warm up questions: in this section it’s a best way to start by asking questions to the customer regarding the purpose they came for the discussion and asking about the product.

Discussion phase: discussion phase which comprises of the customers view towards the product there are two phases.

Phase 1: in the phase one of discussion which last for about 30mins they discusses about the products and their three packaging designs which is given to our company.

Phase2: in phase two discussions are taken place about the choice, view and opinions of the audiences regarding the product.

Asking regarding packaging: taking the three designs which your company given to us will ask the view and opinion of the people regarding the selection of the packaging.

Asking questions: Asking questions regarding packing like why they like and prefer the package in the way the specified before.

The question sections last for about 30mins.

Conclusion: the above design of the group discussion which gives the clear idea how our marketing company is going to conduct the group discussion and gathers information from the participants in a given period of time. If you need any changes in these designs please inform to the marketing research manager. (tutor, 2013)

Provide a detailed description of TWO projective techniques that could also be used within the group discussion, alongside guide, to help meet the research objectives.

Answer:

Projective techniques: when the researches are unable to expose their views and opinions then these projective techniques are used within group discussion, alongside the discussion guide to help meet research objectives.

Brand mapping: brand mapping is a techniques in which it shows the visualise the present brand position in the market like opportunities, customers precision and competitors. It connects the employee’s customer and market. Brand mapping which focus on each and every audience. (n.d, n.d)

Brand precession: it tells what exactly about the product is about? By using the analysis methods.

Brand position and differentiation: what is the position of the brand in the market and defines where the problem lies.

Brand drivers: how do your customers experience the brand like loyalty and retention?

Performance merits: measuring the merits and improving the brand rate in the market.

Brand mapping is completely about how you think and deliver towards the brand. These can be done by studying the brand strategy; brand monitoring and brand touch point. (n.d, n.d)

Completion technique: it is a technique of being complete, realization, accomplishment and fulfilment. (business story telling, n.d)

The two techniques can be followed for bescafe packaging research is

Sentence completion technique : consumers will be asked few question in form of fill ups

What you like about bescafe………..

Which brand you prefer in terms of coffee………

Which design of packaging you prefer out of 3 designs………..

Why you prefer the design you choose……….

Story completion: the story will be narrated to the respondents it is expected from them to finish the story. A positive or negative attitude can be judged with the help of this technique.

By conducting the story telling or completion filling projective techniques we can find out the nature of the customers desire. Storytelling is a technique which enhances and strengthens the audience to compel the audience and finally they act. (tutor, 2013)

Question 4

The directors of Bescafe Coffee have been examining their long term marketing research requirements. In order to better understand customer requirements and attitudes, they would like to make more use of panel research. However, their knowledge of this technique is limited and they have asked to write a paper evaluating.

ANS 4 a

The difference between panel research and qualitative research using group discussions

Panel research: Marketing research panel is commonly used to gather information about the product and comprise the people of certain demographic criteria. The panel research includes the analysis, collecting information and interpreting the data for the client. Panel research is conducted by group of people with certain qualification selected for specific purpose and limited time. The number of member varies between 2 to 4. Panel research is more descriptive in nature. Panel research evaluates change in trends and behaviour of respondents over a period of time. Panel research is considered longitudinal r mythical as it is for longer period

Importance of panel research:

Panel research is primarily quantitative method.

Panel research which primary uses surveys.

In panel research there is no person to person interaction.

Panel research method is less expensive.

It provides accurate report of sensitive expenditure.

Specificity is of high level

There is rapid availability and timeliness of brand switching.

Results through panel research are more quantifiable.

Results through panel research are more resistant and reliable (/Panel_research.pdf, n.d)

Qualitative research: it explores the background and decisions of the marketing regarding a brand by conducting the in depth interviews. There are mainly two types of techniques like focus groups and in depth interviews. Some of the techniques which are used only in certain criteria are brainstorm sessions and vox pop surveys.

In depth interviews: in depth interviews which needs lots of time for conducting the one to one person interviews to find out the customers individual opinions.

Brainstorm secessions: brainstorm is a very effective technique creates an ideas and problem solving capacity within the group of members. By using the brainstorm techniques organisation can improve their performance.

Vox pop technique:

Focus groups: it’s a qualitative research method helps in understanding the people and their views about the product and their services. Focus group is a technique of qualitative research in which large number of people brought together with a moderator to focus on specific product or purpose.

In focus group main concentration is on discussion rather one to one answers. Focus group technique consists of 6 to 9 members. This technique is more exploratory in nature. This technique is for shorter period of time.

Advantages of focus group

More information can be collected through focus group as large number of people is involved.

The information collected through focus group will be accurate.

The information collected will be un biased

Disadvantages of focus group

There can be shortage of place and time

In focus group it’s difficult to analyze individual behaviour.

There is no control of researcher on generated data (tutor, 2013)

Importance of the qualitative research:

In qualitative research there is a interactions like group discussions and connects between one another.

It’s a primary quantitative method

ANS 4 b

Benefits and challenges of recruiting and developing a panel of coffee drinkers for research purposes.

Panel research: panel research is defined that it is a research where the group of people agree to participate in certain activities like focus groups.

Advantages of the panel research:

Most cost effective compared to other type of surveys.

Higher member response rate because the people already agreed to participate in research.

It’s a quick method to provide a sample to the consultant.

Panel research can be use for the mixture of qualitative and quantities research.

Disadvantage of panel research:

Members leaving or not responding to the questions may become problem to do further research.

The staffs that are not the part of panel research are excluded.

Over time panel research attrition which may become results in typical. (/Panel_research.pdf, n.d)

Benefits and challenges of the panel research:

The challenges of recruiting are the detailed study designs, demographic and personal preferences. The recruiting techniques which includes discussions, communication methods, ethical issues etc.

Appointing right people for conducting research.

Allocation of time and place for conducting panel research of coffee drinkers.

Allocation of required resources for conducting panel research of coffee drinkers.

Maintaining coordination among panel group conducting research.

Availability of backup plan if any changes arises while conducting panel research of coffee drinkers

Proper training of panel group conducting research of coffee drinkers.

Advance method of feedback

BENEFITS

Panel research which helps for making designs which are responsible for communication and development of new brand or product.

Panel research which creates competitive advantage through brand innovation.

Panel research which helps to create opportunities.

The research conducted of coffee drinkers through panel method will cost less in monetary terms

The information collected through panel research of coffee drinkers will be accurate

The data collected through panel research of coffee drinkers will be unbiased.

The report made through panel research will be accurate (/Panel_research.pdf, n.d)

Questions 5

Writing a research report:

To

The marketing executive

Bescafe Coffee Company

United Kingdom

2012 may 21st

From

Marketing Research Company

New Zealand

Executive summary: in the researched study assigned by Bescafe Coffee Company to our marketing research company we find out a solution regarding the prelaunch of the coffee max brand in the packing area. We have conducted many techniques to fine out a solution for this current problem in your company. The techniques which we used are the primary and secondary data collection. The information which is provided by your company to us based on that we has gone on with the further analysis with the issues. We have directly approached the customers of the Coffee Max brand and gathered the information from them and also conducted computer aided telephonic interviews, group discussions, in-depth interviews and surveys. After all that we has come to the final solution for the problem please read the complete information about the research report and decides.

Introduction: Bescafe Coffee assigned marketing research was done by our research team of the company and came up with the solution for the packaging of the Coffee Max Brand and prelaunch of the product with the new packaging style from the given three designs of the Bescafe Coffee.

Secondary research: secondary data was been collected from the various sources which helped the Bescafe Coffee analysis easer and time saving. Through the secondary research more information has been collected like from general public who use the brand mainly they have taken the information from the Audience.

Audience

Analysis:

U- Understanding

D – Demographic

I interest

E environment

N needs

C customised

E expectations

Analysis: The analysis of the common general public who use the Bescafe Coffee company products was done.

Understanding: To understand the requirement of the customers and planning to the relevant answers given by the customers

Demographic: To verify and to observe the age, community, culture and the educational background of the customers who came for the discussion programme

Interest: The observation of the public interest towards the coffee max brand was observed

Environment: The working conditions were been observed

Needs: understanding the needs of the public regarding the Bescafe Coffee company brands.

Customized: What are the specific needs required for the company and where they need to make the specific changes are been noted.

Expectations: what kind of changes are customers expecting from the company?

Survey research: the research survey which is conducted on the public or the customers of the coffee max brand. Various information is gathered from the different sources of people.

Data Analysis: In the research for making the innovation in the packaging and the selection of the one of the three designs given by the Bescafe Coffee many techniques are used like telephone survey, group discussions, focus groups, in depth interview, study on the previous advertising champing, direct interaction with the customer at the public places. In these techniques the researches are professional and skilled to gather the exact information by asking the related and knowledge able questions.

Computer aided telephonic interview: the interviews are done though the telephones and the interviewer ask the questions regarding the product these interviews can be recorded and informed to the customers before interview.

Group discussions: our company conducted group discussion for about an hour. The format and designs of the program was already sent to the Bescafe executive manager for approval before conducting the study.

Face to face interview: in this sections our researches interviewed many normal public and the previous customers

Focus groups: our research company which is mainly targeted on the specific six to eight customers and conducted an interview on them and taken the views and opinions of the customers.

In depth interviews: it’s a qualitative method of analysis our researches conducted an individual opinions and their motives regarding the packaging of the coffee max brand.

Results and findings: our research team has come up with the very good solutions after conducting research. They has come up with the two best solutions they with has majority of the advantages and less disadvantages. Though we come up with the solution Bescafe may be influenced by many factors like budget, a

Limitations: there are many limits which our research team has come across like less time has give to the research and budget limit.

Conclusion and recommendations: these are the techniques used for the prelaunch of the coffee max brand in the packing sections. There is a result for the marketing research conducted by our research team with the full database. (tutor, 2013)

Reporting research results:

After understanding audience report can be prepared and presented

Report should contain

Clear and concise structure: Report will be written in chronological order.

Specifying all events: All events conducted in related to research will be specified with date and time and details.

Executive summary : There should be proper summary of the report so that bescafe members should have idea what all will be presented to them and even CEO of company does not have so much time to go through the report so he can go through the summary.

The body of report should contain all the aspects required.

Report should provide information regarding time and budget.

Report should be in both forms hard copy and soft copy.

Report should specify the solution that Bescafe Company expected and with specified reasons.

PRESENTATION

The presentation should be in a formal way.

The presentation should not be so lengthy it should be to the point.

The presentation should not be boring.

The presentation should include hard copy and soft copy both.

The presentation should have audio and visual effects.

The presentation should be clear and should include reasoning. (tutor, 2013)

BIBLOGRAPHY

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McGranaghan, M. (n.d, n.d n.d). Guidelines on writing a research proposal. Retrieved march 7, 2013, from www2.hawaii.edu: http://www2.hawaii.edu/~matt/proposal.html

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tutor. (2013). Retrieved march 7, 2013

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