Bescafe Coffee Max Brand

Published Date: 02 Nov 2017

To: The Marketing Director Bescafe Company

From: Research Executive

Subject: Regarding writing a project proposal and also to ask further questions about your company.

Thank you for giving us the opportunity to write us the project proposal on your research needs but before that we would like to ask you certain questions about your company which are as follows.

Background:

How long has your company been in this business?

Who are your competitors?

What is your consumer data base?

What kind of services you provide to your consumers?

What is the reputation of your company?

Objectives:

What kind of difficulties you are facing in packaging of your products?

Can you explain me what you have in mind regarding packaging of your products?

What was the response of your previous advertisement of your product when it was launched?

Do you want a recycle /environmental packaging?

Methodology:

What kind of methodology was used while launching your previous product?

What kind of methodology you want now to be used in current project whether qualitative or quantitative?

How large should the sample be? What size you prefer to offer your consumer?

Who is your target consumer?

Reporting:

How do you want us to report for the work which has been done?

Whom do you want us to report whether to your advertisement manager or any other subordinate?

Timeline:

What is your timeline for implementing/launching of your product?

What is the deadline for the packaging of your product?

To complete this project it will take around one month as it has to be prepared in 3 to 4 steps. Is it sufficient for you?

Payments:

As per the expenses for re-launching of your brand. How will you release your payments?

When will you release the payment?

(42 Questions Every Freelancer Should Ask Their Clients, 2012)

(Top 30 Open - Ended Questions, 2012)

Ans. 1(b)

As per the project of re-launching of your Bescafe Coffee Max brand the main points/questions we would mainly focus are as follows.

How long has your company been in this business?

Can you explain like what you have in mind regarding packaging of your product?

What kind of methodology you want now to be used in your current project qualitative and quantitative?

How do you want us to report for the work which has been done?

What is the deadline for packaging of your product?

In this regard to the information which you have provided us we are very thankful to you. The secondary information which you have provided us about your company background helped us a lot to plan our project. To fulfil your requirements in connection with project we utilised different techniques and made teams/groups to work at various locations by conducting surveys, observations, interviews and online group discussion. On the basis of all the information the methods/techniques which we are going to implement through research are mentioned below.

1. Secondary Data: Secondary data is the data which already exists in the market. It is a widely used method which is commonly used before carrying out a research project. This method is very useful for collecting data as it has many advantages which are as below.

It is very economical because data is already available and we do not have to devote resources.

The secondary data/information provided by you will save our time and expenses and we will able to focus on the problem. It can be more efficiently used to analyse the data to sort out within time.

On the basis of the information provided by you it will help us to improve the problem correctly.

2. Qualitative Method: In this method we are going to gain insight into people’s/consumers behaviour, concerns and attitudes. In this regard we are going to analyse the consumer’s perception, comments and ideas by applying following methods.

We have selected 20 members and have divided them into 04 groups and allotted them the task to make surveys/observations in different locations keeping in mind the information provided by you.

We are planning to provide incentives/benefits to people in order to persuade them to take part in surveys by offering them coffee of Bescafe Coffee Max brand.

We will use focus groups to get opinions and attitudes of the people towards your Bescafe brand and also organise one to one interviews as we are well known who the target audiences are and what the actual problem is.

Other way we are using is disguised observation. In this we will implement hidden cameras in the supermarket at different locations to observe how people tend to behave differently and what their reaction is on seeing Bescafe Coffee Max brand.

(Ereaut, 2012 )

3. Quantitative Method: In this method we will generate numerical data and will gain statically reliable sampling of respondents. In this we will collect information regarding Bescafe in the form of questionnaire or surveys and further will develop those questions to measure satisfaction and other important factors. The techniques which we will apply in this method are mentioned below.

Descriptive Research Method: In this method we will go in depth of the packaging problem of your Bescafe Coffee Max brand and our main focus will be to find out the causes of the issue.

Experimental Method: In this method we will set up booths outside the supermarkets and will experiment by showing the 3 designs packaging of Bescafe Coffee Max brand to know about the opinions of the target audiences. This method will help us to design the packaging and re-launching of Bescafe Coffee Max brand.

(Hopkins, 2012)

4. Reporting: During the research we will be informing you each and every step taken by us time to time about the work done. But before that we would like to know how you want us to report like through hard copy, soft copy, email or any other way which would you prefer. Also when you want and whom you want us to report. Please inform us in this regard so that we can report you well in time.

Time Scale & Costs:

Techniques

Time Scale

Cost

Qualitative:

Gathering

Recording

Analysing

02 weeks

01 week

01 week

12,000.00

3,000.00

8,000.00

Quantitative:

Gathering

Recording

Analysing

02 weeks

01 week

01 week

10,000.00

4,500.00

6,000.00

Total

43,500.00

Ques.2

Ans.2 (a) Secondary Data: Secondary data is the data which is calculated by someone or we can say which is already available. It is not originated by the investigator itself but taken from someone else record. In simple secondary data can be termed as when primary data is used for some purpose/project at some particular enquiry. This type of data is usually taken from reports, journals, newspapers, magazines etc. It is the information that has been gathered by researchers and is recorded/maintained which help us to describe the background of a particular organisation or product and further can be accessed for any research purpose. This method is very useful and has many advantages and also has disadvantages which are as below.

(Secondary Data, 2012)

Advantages of Secondary Data:

Less time consume: It is best advantage as for collecting the secondary data it take less time as the information is already available in the market.

Easy to access: The next advantage of using secondary research is about the easily availability to many sources of secondary data. In past time to collect the data marketers/researchers have to wait for the reports or have to visit libraries but now with the availability of internet it is more easily accessed.

Acquire low cost: The use of secondary data has helped researchers/marketers to access all the important information at very low cost or sometimes no cost is acquired. Therefore, it is very less expensive if marketers had to do the research themselves.

Provide clarification: The advantage of secondary research helps the researcher to explain/expose the research question very clearly. Secondary research is often used in compare to primary research which helps in exposing the research focus.

Disadvantages of Secondary Data:

Incomplete information: The main disadvantage of secondary research is that in many cases researchers find the information which is very valuable and important but researcher not gets proper/full information which can be really helpful. The research suppliers only provide limited information of their research and ask for charge/fees to provide full research report.

Data may be outdated: The other disadvantage of secondary data is that in some cases researchers are unable to collect the proper information related to their research question as it provide the information about the past which is outdated. The information is not the same as we require.

Not reliable: The information which is collected while research is sometime not reliable as the researcher/marketer cannot personally check the data so its efficiency can be questioned.

Quality of research: This is the major disadvantage of using secondary data because what the researcher wants in the research is quality and always want specific information. The researcher only works on the information but does not know about the quality of the research or how exactly it was done.

(advantages and disadvantages of secondary research, 2008)

Ans.2 (b): Customer Database: Customer database is the important way for collecting information of sales and marketing functions and also help in sorting customer information. It also helps to manage our marketing plans, gives clear picture of increase/decrease by the customer and product. To track our customers it is essential to know the nature of the customer. The more we know about our customers the better we can provide them services and products they actually want to buy. The information which you have provided us about your customer will help us in following ways.

Using the Bescafe Coffee max customer database it will allow us to plan our activity systematically.

We can easily focus on the target customer and can track them what they really need.

It will help us to know about the personal details about the customer what their likes and dislikes are.

(CUSTOMER DATABASE)

Marketing Intelligence: Marketing intelligence is the information about the market which is helpful for any research company to plan and development. It is a purpose of supplying, increasing, assessing and applying of information about the market place. This also includes about the information of competitors and also improves our planning, performance and how to make decision properly. In specific regards we can talk about the two environmental factors which are as follows.

(Market Intelligence)

1. Macro Environment Factors: The factors which mainly effect the decision of any organisation in macro environment are political factors, technological factors, economical factors, environmental factors, legal factors and social factors.

2. Micro Environmental Factors: These are the internal factors which have the direct impact on the planning. This can affect the success of a business in form of cost and quality. These factors include shareholders, distributors, competitors, customers, employees, suppliers etc.

(Macro And Micro Environmental Factors Which Influence Marketing Decisions?)

Ans.2(c) Data Protection: Data protection is the purpose to ensure that the data which has been collected should be balance to privacy and the ability of any research company. The rights were revised by the Data Protection Act 1998 which were implemented during 2000. According to this act there are main eight principles which are as follows.

Processed fairly and lawfully: The information or data which Bescafe has provided should be fairly and lawfully mannered and should not be incorrect so that it can be easier for us to sort out the problem regarding packaging of Bescafe Coffee Max brand.

Specified and lawful purpose: The data obtained from Bescafe Coffee Max is for only specific purpose. This will help us to concentrate on our main objective of the research.

Adequate, relevant and not excessive: The data provided by Bescafe shall be sufficient, appropriate and desirable in relation to the purpose for bringing out the result on time.

Accurate and up to date: Personal data provided by Bescafe will be kept safe and up to date where necessary and in this regard feedback will be provided to you whenever you want.

Accordance to data subjects rights: The personal data provided by Bescafe will be processed according to your expectations with the rights of data subjects.

Not kept any longer than necessary: The personal data for packaging of Bescafe Coffee Max brand will not be kept for longer than is necessary and will be handed over to you after the completion.

Security kept: All the personal data of Bescafe will be kept in safe custody and all precautionary measures will be kept in mind while processing of personal data.

Non transferrable: The personal data will not be leaked out and will be kept confidential. Also the data will not be transferred to any other organisation.

(Data Protection)

Ques.3

Ans.3 (a)

To: ABC Discussion Moderator

From: XYZ Research Agency

Subject: Discussion guide to address the research objective.

Please find attach herewith the discussion guide containing the information of what we actually going to work upon outside the organisation.

1. Introduction (15 mins.)

(a) Welcome: In this regard the head of company will welcome all the members and will introduce himself and about the company to them.

(b) Housekeeping: In this part the head of the company will give general information about the campus like about the hygiene and sanitation (where toilets are located) and about the safety fire exits.

(c) Purpose: In this part we will discuss about the main objective of the Bescafe Coffee Max because as being the panel members why we have gathered and how to sort out the problem.

(d) Timings: The timings of the discussion will be of 4 hours and that will be carried out in two parts. There will be a refreshment break for 10 minutes after first part i.e. after 2 hours.

(e) Recording: In recording session whatever will be discussed will be recorded and will be kept confidential according to the Data Protection Act 1998.

(f) Warm-up session: This session includes the introduction of all the panel members to the head.

(g) Question answer session: After the completion of the discussion if anyone have any doubt or query can ask questions to each other relating to the research or discussion.

2. (i) Discussion phase part-1 (45 mins.): Current awareness and perceptions of people regarding Bescafe Company and its packaging.

Have you ever heard of Coffee Max brand?

What you like the most of this?

Which Coffee brand comes to your mind? Can you name any five coffee brands?

Why do you like this and why don’t you like this?

How do you rate this?

(ii) Discussion part-2 (45 mins.): Opinions and views of people regarding Bescafe company about packaging.

Do you look at the packaging?

Whether it looks attractive?

What all things do you like in packaging?

How do you prioritise. Do you look at the content or something else?

What you see in packaging of product in general?

Show the consumers 3 designs and ask which one is better and what is the reason behind it?

Ask about the current packaging of Bescafe Coffee Max brand?

3. Wrap-up phase (15 mins.): At last in this phase we will give the general information which is mentioned below.

Panel members will be asked about questions or about the doubts which was discussed.

All the expenses spent by the panel members will be reimbursed on providing the bill or the receipt.

Whatever has been discussed will be kept highly confidential land will not be leaked out under the Data Protection Act 1998.

Ans.3 (b): Projective Technique: Projective technique is a technique which explores the group of individual related to brands, products, advertisements etc. It also tell us about the consumer desires and feelings as the consumer project their feelings about the other product well. This technique helps us in providing rich and insightful picture of how the product is performing. This technique is mainly based upon affectation that the consumer whether he/she is unable to reveal opinions when interviewed. During our group discussion we will discuss the two major projective techniques to meet the needs of Bescafe company research objectives.

(Practical Projective Techniques, 2012)

Brand mapping: Brand mapping is the technique which allows us to understanding and improving the brand. It helps us to measure the performance of the brand in comparisons to their competitors in the market so that we can easily and correctly found the difficulties or problems existing within the particular brand. Brand mapping very often used in research which allow us close reading of Bescafe company observation with various services and brand instantly. In this regard we will compare the Bescafe Coffee Max brand with the other coffee brand and the example is as under.

In this part we will distribute our panel members to different locations outside the supermarkets in groups. After that we will compare the Bescafe Coffee Max brand with the renowned Nescafe Coffee brand and further ask opinions of the people/consumer about the both brands. We will collect all the important views from our panel members and analyse where Bescafe Coffee Max brand is lacking, what we can do further to improve the performance and also about better packaging of the Bescafe brand.

(Brand Mapping, 2012)

Completion technique: Completion technique is the semi-structured projective technique. In this technique respondents are provide with the beginning of the sentence and further the respondent have to complete the sentence in a way which is meaningful to us. This technique will help us to gain the mental status of the consumer. In this regard we will organise debate on Bescafe Coffee Max brand outside various supermarkets in two ways.

Fill in the blanks: In this part we will give consumers the beginning of the sentence relating to Bescafe brand and further he/she have to complete the sentence in meaningful way for e.g.

Bescafe Coffee Max brand is _____________________.

The most we like in Bescafe Coffee Max brand is____________________.

The packaging of Bescafe Coffee Max brand is__________________________.

Story telling: In this part we will provide the consumer to write a story of around 100 words. In this test we will administrate in booklet in which consumer will have to write on paper and have to complete the story in his/her own words relating to the Bescafe Coffee Max brand.

(Sentence completion tests, 2012)

Ques.4

Ans.4 (a)

To: ABC Discussion Moderator

From: XYZ Research Agency

Subject:

1. Panel research: The panel research is the group of member recruited to carry out the market research projects within the period of time. It consists of 2 to 4 members who have to attend the group discussion about a particular project. Panel research is carried out for obtaining information about the product sales and has been mentioned to focus groups. It is mainly done for investigating and collecting the valuable information by recruiting the members in groups through group discussions, interview surveys, and observations etc. In this research it is important to know the problem and after that what is the information needful to solve the problem for its improvement. After this all the panel members will provide their answers/views which will be then interpreted and we will draw set of suggestions to solve the problem. In this research there are advantages as well as disadvantages which are mentioned below.

(Panel research, 2012)

Advantages of panel research:

It is a very fast method of providing a delegate sample for discussion.

In panel it is more descriptive and quantifiable.

It demonstrates for a long period of assurance to consulting with respondents.

Panel research is more gainful other than unique surveys as focus areas can be integrated on a single survey.

Disadvantages of panel research:

The main disadvantage of panel research is that investment for setting up a panel is very high.

To maintain a panel research it requires regular and high efforts.

Sometime in panel research the information is not accurate and up to the mark.

The main drawback of the panel research is the panel attrition when a panel member leaves/drop-out during the research.

(Panels/Consumer Panels, 2012)

2. Qualitative research (Focus groups): While group discussions qualitative research plays a vital role as it is mainly focus on focus groups. It is a well planned method to gain perception on a particular area of interest in a systematic and promising manner. In this process who involved are moderators, assistant moderators, participants etc. It consists of 6 to 9 members.

Advantages of qualitative research (Focus groups):

It has a socially oriented research procedure.

It has a low cost structure.

In this research results are very fast.

In this process the validity of data is very high.

In this research a format has been planned which allow the moderator to explore unanticipated problems.

Disadvantages of qualitative research (Focus groups):

In this process it is very difficult to observe/analyze the data.

In this research it is difficult to establish the group.

While conducting the discussion in this research it requires a conductive environment.

In this research it requires well qualified/trained interviewers.

(Qualitative Research:, 2012)

Ans.4 (b):

Benefits of developing a panel:

The main benefit of recruiting a panel is it saves time because having 4 to 5 members meet for short period will take less time in comparison to one on one interview.

Creating a panel means more focused on a particular subject which will help to analyze systematically.

In recruiting a panel each member of the panel will express his/her view after judging the issue which will help to draw a set of suggestions to solve the problem sooner.

The other benefit of developing a panel is that there will be no hidden agenda as it can easily be visible and drawn with by the member or representative.

The major benefit of this is that each member under the panel will have different focus on the subject. After analyzing all, the panel will come with accurate measurement.

Challenges of developing a panel:

The biggest challenge of recruiting a panel is recruiting a right/qualified member for the panel.

During the research sometimes the task gets boring.

After completion of the research sometimes results are not accurate.

The other main challenge of developing a panel is to train the panel members.

In this sometimes it gets very difficult to take the feedback from the panel members.

Another major drawback of recruiting the panel is that during the period of research when panel member leaves/drop-out the panel.

Ques.5

Ans.5: Audience: Audience are the people whom you are trying to address with your speech whether it may be writing or verbally. The relationship between your audiences based on the individual’s own selection how you show what you say it depends on whether the group of people to whom you re representing is a group experts or the general audience consisting of diverse people interested in your topic. As a speaker it’s very important to prepare well in advance to deliver a speech before the audience. It is also very important to analyze the audience as more you know and understand your audience better you can prepare the speech. The word "A-U-D-I-E-N-C-E" as an acronym has a particular meaning in term of market research which is mentioned below.

A: Analyzing- It means to analyse who your audiences are whether they are group of experts or general audience to whom you are going to represent.

U: Understanding- It means what the audience understanding about the subject matter relating to Bescafe Coffee Max and whether they have some knowledge of the subject.

D: Demographics- It means here about the personal details of the audience such as their age, gender educational background and designations etc.

I: Interest- It means about the interests of the audience what they are interested in, why and for what they are there.

E: Environmental- It refers to the place where we are going to conduct the presentation whether it may me conference hall, meeting room or any auditorium. Also it is a good place for conducting the representation or not.

N: Needs- This means to the needs of the audiences as well as your needs to make improvement regarding the subject matter i.e. about Bescafe Coffee Max brand.

C: Customised Needs- Customised needs means what is the particular/specific needs of the audience which we are addressing. We will show the 3 packaging design of Bescafe Coffee Max brand and will ask further what to choose.

E: Expectations- It means what the audience are expecting and solution of the problem relating to the re-launching and packaging of Bescafe Coffee Max brand.

(audience, 2012)

Presentation: Presentation is the formal submission of a document for further acceptance. To prepare and deliver a good presentation to the audience of Bescafe Coffee Max there are few steps/key points which are as follows.

To deliver a good presentation it is very important to be well prepared in advance to avoid any problem.

Presentation should be to the point as it clarifies what is exactly required by the Bescafe Company.

To make presentation more interesting audio visual effects should be implemented to give a clear picture about the subject matter i.e. regarding the packaging of Bescafe Coffee Max brand.

Presentation should not be lengthy and meaningful.

Presentation should be convincing so that what we are delivering leaves a good and clear impact about the subject matter.

While giving a presentation it very important to ensure that what is in your presentation is supportive and consistent to the subject matter.

(HOW TO MAKE A GOOD PRESENTATION, 2012)

Written report: Written report is a documental report which is prepared for what has been done in the research. To prepare a good and consistent written report there are some key points to be kept in mind before submitting to Bescafe Coffee Max which are as follows.

The main key point of preparing a good written report is that it should be in detail so that it can clarify about the subject matter easily.

The other key point is that while preparing a written report we should cover all the points.

While preparing written report it is very important to focus on executive summary because sometimes observer does not have sufficient time to read the whole report.

(Written Report Guidelines, 2012)