Bescafe Market Research Analysis

Published Date: 02 Nov 2017

742 Advanced Marketing Research

Submitted by:- Savio Mascarenhas-DB435

ICA, 131 Queen Street, Auckland

Table of Contents

QUESTION 1 Pages 1 to 5

Question 2 Pages 6 to 11

Question 3 Pages 12 to 17

Question 4 Pages 18 to 19

Question 5 Pages 20 to 25

Bibliography Page 26

Question 1

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

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

Answer-1(A)

To: The Managing Director, Bescafe Coffee

From : The Market Research Company

Subject: Research Brief

Respected Sir,

Thank you for giving us the opportunity to do market research. Before starting with the market research we would like to have certain information from you to strengthen our understanding about your requirements. The information that we need from your end can be broadly categorised in the following points:

a) Background- We would like to know with regards to the background

What research was carried out in relation to your current packaging?

Can we have access to the current packaging data?

What information do you have about core customer?

Can we have access to the core customer data?

Any information that you could provide us about the Macro environmental factors that affects your current packaging?

Would you able to provide information on Brand positioning of your existing products?

What is the reason for target customers to buy?

What are the reasons for your market share going down?

Who are the competitors who are taking your Market share?

b) Rationale- We would like information on the Statement of purpose

What are your Business objectives?

What are your Marketing objectives?

What are your decision areas apart from new packaging?

c) Objectives-We would also like to know about the objectives about your organisation

We need you to share with us Information on Market Awarness?

Are you willing to gather information of competitor products?

d) Methodology-We would also want your views and opinion on the methodology on how you want us to conduct the research

How you want to carry out this research?

Do you want to use the primary, secondary, Qualitative and Quantitative methods?

Do you have the customer database with you?

Can you please share the customer database with us?

Can we call those customers for information?

Do you have information on Store cards with customer details of customers?

Can we have access to these information?

What were your old and new marketing initiatives?

Would you like to have different method or take on your products?

5) Reporting- We would also like to know information on the Reporting to be done

How do you want the reporting to be done?

Do you want to the reporting in word or a power point format?

How would you like to have backups for this report?

In what manner would you like to have backups for the reports?

Would you like to have interim presentation for the market research work?

If Yes then would you like to get the interim report?

When would you want us to give the final presentation?

To whom do you want the final presentation to be addressed?

How many member will be available?

6) Timescale- We would also like information on timescale

When do you want us to submit the final report or presentation?

Do you want us to make you aware of any mini milestones?

If yes then what is the frequency of this awareness?

What is the time scale you are looking at for the report?

What is the maximum time you are looking at the completion of this report?

7) Payment- We would also like information on the payment

How would you like to make the payment?

What is the timeframe in which would be expected to make the payment after submission of the final report?

Would you be making a payment directly or through the finance department?

What is the timeframe for the finance department to process the payment?

After the payment is made is there any documents you need us to fill out?

After the payment is made do you want us to sign a document as an acknowledgement of the payment received?

How do we resolve the differences arising due to non payment of dues?

Thank you again for the opportunity given to do business with your organisation/. Thank you so much for your time and would like to hear from you at the earliest.

Question 1

B.Having made reasonable assumptions regarding the information required in question 1(A) produce a proposal to address the research needs of the company

Answer-1(B)

To: The Managing Director, Bescafe Coffee

From: The Market Research Company

Subject: Project Proposal

As per the information we got from the research brief it will help us in analysing the following points:

What research was carried out in relation to your current packaging?

Can we have access to the current packaging data?

What information do you have about core customer?

We need you to share with us Information on Market Awareness?

How you want to carry out this research?

Do you want to use the primary, secondary, Qualitative and Quantitative methods?

Do you have the customer database with you?

How do you want the reporting to be done?

Do you want to the reporting in word or a power point format?

How would you like to have backups for this report?

When do you want us to submit the final report or presentation?

Do you want us to make you aware of any mini milestones?

We will be using the following methods.

The Methodology- In Methodology we will be looking at the following methods

Secondary Data-Secondary data research is also called as the desk research. In this whatever information we are getting from Bescafe coffee company, that information will be acting as a source of secondary data and this data will be helpful in judging and analysing market awareness of people, having a look at attitude of the people towards the existing brand and its packaging ie Coffee max brand, what are the customer preferences towards the coffee max brand. It is a cheap and easy way to collect information as the data is already with the company.

Primary Research data- The Primary research data can be classified into Qualitative and Quantitative data.

Qualitative research data-It is the Unstructured data. The Focus group method is adopted for this method. We are planning to form 4 groups consisting of 10 members in each group sent to the North,South,East and west so we get genuine results. Each group will be led by a moderator who will be monitoring the group. And for this purpose we plan to give the participants/respondents some gifts to maintain their interest in the discussion. Gifts can be in the form of vouchers, coffee mugs, fuel vouchers etc. Focus group is formed in judging and analysing market awareness of people, having a look at attitude of the people towards the existing brand and its packaging ie Coffee max brand, what are the customer preferences towards the coffee max brand

Quantitative research data- In hall tests we are going to form halls each of which will be having 100 members and each of these different groups will be sent to north, south, east and west. Analysis of the hall tests will be done in a tabular form.This will go on for 2 to 3 days and we will contact 400 or 600 respondents as the case may be for this purpose.

Reporting- Interim presentation which is done while the research is in progress.

As per the previous discussion the interim will be given after the end of qualitative analysis.

Only the key decision makers will be sent and not all.

Only 5 copies will be sent.

The final report will be sent at the end of Quantitative analysis.

While presenting the final report the projector to present the report will be provided by the company.

5 copies will be given for the final report

The Final report and data will be given by the market research company.

Time Scale-15 Weeks

Task

Time

Cost

Collect Secondary Data

Weeks 1 & 2

£3000

Analyse secondary data

Weeks 3 & 4

£ 3000

Collect Qualitative data

Weeks 5 & 6

£ 3000

Analyse Qualitative data

Weeks 7 & 8

£3000

Interim report presentation

Weeks 9

£ 5000

Collect Qualitative data

Weeks 10 & 11

£ 5000

Analyse Qualitative data

Weeks 12 & 13

£ 5000

Preparing the final report

Weeks 14 & 15

£ 10000

Total

15 Weeks

£ 37000

Presenting the final report to the senior management of Bescafe for the coffee max brand.

When we present the final report to the senior management of Bescafe we will ensure that all the relevant stakeholders in the organisation will be presented with this report. Also all the research information along with the recommendations will be given in point format so that it is easy for the members of the senior management to understand the report and also will be able to look at the results. The report will be confidential and all the possible efforts will be made to ensure only the interested parties have a copy and no one apart from that have an access to this information.

Question-2

The Director of Bescafe coffee are commissioning a report on the organisations information requirement. You have been asked to write a technical appendix to report which discusses the following:

(A).The advantages and disadvantages of secondary data relative to primary data

The data which is collected by somebody apart from the market researcher or the market research company is called as Secondary data. This data can be accumulated from administration or government records, books, trade unions and associations, institutes which may be local or institutes which are overseas, agencies which provide the statistical data, etc. Research carried out using this easily available information is called Secondary Market Research.

While collecting data from the secondary sources below are some of the factors which needs to be taken in to consideration:

1) Accuracy of data: Reliability of the source of data should be evaluated and ways used to gather data because these factors directly influence the exactness of data. If the source of data is not correct then the entire research will be a letdown and the market research company will not be able to get the accurate results and data.

The accuracy of secondary data for Bescafe needs to be authenticated for its accuracy and credibility. This needs to be done because if the data is not accurate then the whole research for Bescafe will be a failure.

2) Time and Cost required to collect data: There is cost involved in order to get access to the desired information, so an organization needs to calculate this cost with the cost of gathering data by themselves.

3) One also needs to make sure and care must be taken that the answers of the issues is being addressed for the information gathered.

Market research company doing the research for Bescafe needs to ensure that the data is accurate and the information is correct otherwise the whole study will be futile and it will be a waste of time, effort and money. Bescafe needs to get information about the reasons it is losing market share on its coffee max brand. It also needs to get information on the competitor owned branded coffee. It also needed information on the three design concepts and which the company Bescafe needs to proceed with. Bescafe needs the market research company to find out the awareness and attitudes the people and the customers have towards the brand and logo.

Secondary Market Research advantages are mentioned below:

1) Effectiveness of time and cost : It takes less time and effort to accumulate secondary data than it takes the primary data. Data obtained through secondary sources is available freely or at a much lower cost.

2) Extensiveness of data : Data collected is very extensive and covers a wide range of issues from the government and other institutes as their source. An organisation will consider only parts which they are targeting and they will filter that data.

3) Foundation for Primary Research :The usefulness of primary research can give the organisation an understanding of the data collected from secondary. From secondary data one can form assumptions and can calculate the cost and efforts required to carry out own surveys. The issues which needs to be addressed through primary research and are not included and covered from the secondary research has to be noted down for further study.

Disadvantages of Secondary Market Research

Data Definitions : Secondary Researcher needs to understand a variety of parameters and hypothesis that primary research had taken while collecting the information.

2) Inaccuracy of Data : We are totally dependent on somebodys efforts in getting the data as we are not the one’s gathering and accumulating our own information. Primary researcher may have been prejudiced or may have used open to discussion means to accumulate the data which can be fairly dangerous for secondary researchers to base their findings on such information for the data collected.

3) Time Lag Issues:Information may have been altered drastically and may not be in line with the times if it is collected from books,historical surveys and other. The Business is at risk if this information is made the foundation of the research to be conducted.

4) May not be Specific : It may be beneficial as well as a drawback for the extensiveness of such information. One needs to dig deep to get more relevant information as the organisations will not get the answers to their exact issues through this data source directly

5) Proprietary problem: Some of the secondary sources may have copyrighted their information and using them without authorization can lead to a variety of legal complications.

6) Availability- May not be accessible at the particular time.

As the time and cost involved is much lower when secondary data is used it is ideal for small scale companies and projects.

(secondary-market-research-advantages, 2012)

B) The manner in which a customer database can act as an additional source of marketing intelligence.

Marketing Intelligence is a mix of internal and external data on the market. This data can be collected from customers, competitors, retailers, consumers spending, agencies and market behaviour. This gives an understanding of how the brand is perceived among the consumers and how the prospective buyers view the product.

Marketing intelligence can be analysed in 3 parts

Having a look at market opportunity-The Market Research Company will look at the market opportunity for the coffee max brand. The Research Company will look at different factors as to where the coffee max brand can be marketed. It will study and have a look at where the coffee max brand is popular and the areas where it is not popular. Then it will find out the reasons as to why the brand is popular in a particular area and why it is not popular. They will then find out the reasons of not being popular and will chalk out suggestions what the company needs to do to increase the popularity and how it can acquire the market in areas where it has not acquired.

Market penetration- The market research company will also have a look at the market penetration of the coffee max brand into the market and will also look at how popular is the brand among consumers. It will look the demographics and the regions where the brand is popular and where there ia an opportunity to do well. They will find out the reasons of not being popular and work out an action plan to improve its popularity.

Market development-This company will go ahead and develop the market for the coffee max brand by changing the packaging and the design. The research company will use different methods to find out the views of people about the brand and the packaging. They will make a note of likes and dislikes and what appeals to the customers. They will also make a note of what different the customers want to see in the package branding and this will be presented to Bescafe.

There are two types of environment in marketing intelligence

Macro-PESTEL. These environments are uncontrollable and will depend on these factors which are not in the remit of the organisation. Political, Economic, Social, Technological, environmental and legal are uncontrollable factors. The organisations are not able to control these factors and hence they have a very little say in changes in any of these.

Micro-Internal Stake holders, anyone who gets affected by the working of the company, Employees, Senior Management, Financial institutions, Share holders, Suppliers and competitors. These will be the factors that will be dependent on Bescafe and this will have a major impact on the brand and which is very much in control of the company. The organisation will make every possible effort to ensure these factors do not impact the brand image of the company. Since there are controllable factors the company will try to ensure these are worked on and kept under check.

Customer Database- Customer details, Demographics, Psychographics- Studying their attitudes, beliefs, preferences, opinions, what they want . The customer database information will be taken to develop the coffee max brand for Bescafe coffee company. This information will either be taken from the company or from the customers. This can be studies by a variety of means. Focus group will have a group of individuals across all the regions of different backgrounds and they will give the view points on the products. This will give an idea and understanding of customer’s opinion across different regions and backgrounds and their view point about the brand.

Competitor activities Customer database-Bescafe will give the information for the customer database. Market research will get the information from BESCAFE. Market researcher go about customer database and link it. They will get the competitor activities by checking their product campaign, their website, the dealers and the selling factor for that particular brand. This will help the research to find out why the competitors are doing well and how can Bescafe do better than their competitors.

The market research company will get the above information for Bescafe where this data will be collected either from customers, competitors, retailers, consumers spending, agencies and market behaviour. The market research company will get this information for the Coffee max brand and how it can improve on its branding and packing. What colours it needs to have on its package and what will entice the customers to buy the product.

C) The 8 Principles of the Data Protection Act 1998

Personal data must be:

Processed fairly and lawfully.

The data processed by the Market research company for Bescafe needs to be fairly and lawfully processed and there should be no infringement on the data processed.

Processed only for one or more specified and lawful purpose.

The data processed by the Market research company for Bescafe needs to be specifies and for lawful purpose. Since Bescafe needs to find the customers preference on the packaging and also on the attitude of the customers it needs to get that information.

Adequate, relevant and not excessive for those purposes.

The data processed by the Market research company for Bescafe needs to be adequate, relevant and not excessive.

Accurate and kept up to date

Data subjects have the right to have incorrect personal data rectified or damaged if the personal information is inaccurate to any matter of fact. The data processed by the Market research company for Bescafe needs to ensure that data is up to date and accurate. If the data is inaccurate and the data is not correct then it needs to be destroyed by Bescafe.

Kept for no longer than is necessary for the purposes it is being processed.

The data processed by the Market research company for Bescafe needs to be kept no longer than the customer preference on the packaging brand and also the customer input of the information needed. Customers attitude needs to be captured.

Processed in line with the rights of individuals

This includes the right to be informed of all the information held about them, to prevent processing of their personal information for marketing purposes, and to compensation if they can prove they have been damaged by a data controller's non-compliance with the Act. . The data processed by the Market research company for Bescafe needs to be in line with the rights of all the information held for the marketing purpose and needs to ensure it is not damaged by the data controllers ie the market research company’s non compliance with this act

Protected against accidental loss, damage or harm and against unauthorised or unlawful processing - this applies to you even if your business uses a third party to process personal information on your behalf.

The data processed by the Market research company for Bescafe needs to be safe against unplanned loss, ruin or damage and against unofficial or illegitimate processing. Hence the information about processing the packaging preference and the attitude of the customers along with their demographics needs to be secured and kept safe.

Not transferred to countries outside the European Economic Area - the EU plus Norway, Iceland and Liechtenstein - that do not have adequate protection for individuals' personal information, unless a condition from Schedule four of the Act can be met.

The data processed by the Market research company for Bescafe needs to be used within the European union and ensure that the information is not given out of the union.

(the-8-principles-of-the-data-protection-act-1998, n.d)

Q.3. A. Design a discussion guide for use in a series of group discussions to address the research objectives of the proposal set out in question one.

To-Discussion Moderators

From=-ABC Ltd( Market research agency)

Subject-Group Discussion/Discussion Brief

This is in reference to the group discussion we are about to have with regards to the Bescafe coffee max brand to get the market awareness, Attitude towards the existing brand and packaging and customer preferences.

Discussion guide

Introduction Phase ( 20 minutes)

Discussion phase-Part 1 ( 1 hour)

Discussion phase-Part 2( 1 hour)

Wrap up Session( 30 mints)

Introduction phase-( 20 minutes)

Welcoming the group from the moderators. The moderators introduce themselves and tells the group a brief about themselves. This will give the group a comfort factor with the moderator. Then the moderator gives an overview of the company.

House keeping- The Moderator will tell the group about health and safety measures to be taken during the discussion. The moderator will also advise about the Restroom location.

Purpose-Moderator will tell the group members about the purpose of their presence and why they have gathered there.

Time- The moderator tells the group members how long the discussion will go on. The Group discussion will be carried out in 2 hours and 50 minutes.

Recording-The moderator informs the discussion will be recorded and kept confidential for the purpose of research.

Warm up-In warm up the group member will introduce themselves to each other and the moderator. This will help to break the ice and everyone will feel comfortable

Questions- Any questions about the introduction phase needs to be asked and discussed in the class.

Discussion phase- Part 1- current awareness and perception ( 1 hour)

In this phase the current awareness and perception towards the Bescafe Coffee Max brand. In the current awareness and perception we have to create Questions and discussion points

Name any 5 coffee brands that comes to your mind?

What will judge how popular your brand is?

How aware are people about your brand?

Have you heard of the Bescafe coffee max brand?

If Yes have you ever tried Bescafe Coffee max brand?

Can you recall colour and packaging of the coffee max brand?

What do you feel about the coffee max brand as a whole?

We will show them the existing packaging of coffee max brand and ask the people about the opinion about it?

What is your overall perception about the Bescafe Coffee max brand?

Discussion Phase-Part 2 New Designs ( 1 hour)

We will ask the participant general questions about the packaging and design of the different brands.

What do you notice in a packaging of any product?

Whether you see the colour, information or go for usability?

What do you expect from the product apart from the 3 things mentioned above?

We will show them the 3 new designs and ask the participants which one they like the most

Show them the 3 new designs and ask the participants which one they like the most

Why do they prefer the one they have selected?

What all steps you will take to make the product more unique?

What are the features you will add to make it more appealing?

If given an opportunity what would you like to change about the coffee max brands?

Wrap up Session-( 30 mints)

While concluding the moderator gives thanks to the group members present.

Gifts-The gifts will be given in the form of coffee mugs and coupons. All the expenses will be reimbursed to them.

Confidentiality-Whatever recordings have been will be used for the purpose of research and will be kept safe and sound with the market research agency.

Questions- If any questions are there then that needs to be asked

Questions and answer sessions- Any Questions will be discussed between the moderator and group members.

Q.3 B. 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.

Completion Technique is one of the test and Brand Mapping is the other technique.

Brand Mapping is a established, research-driven approach to understanding, measuring and getting better one’s brand. We can precisely see where the issues are and where the opportunity comes up. This will help us to measure the significance and see how the brands are doing with reference to the competitive market space.

Brand mapping goes ahead and checks for the alertness of the market along with insights and their liking which will be fixed on the important audience such as the workers, Stakeholders, holders of shares, customers and prospective customers. A important input of brand strategy is that it measures these and other connected outlook.

Perception of the Brand

It goes ahead and drives the perception among the customers of the brand that is being researched

Brand Position and Differentiation

What is the standing of the brand in the market? When we go ahead and Map the brand position in the market to our competitors then we will be able to find out where the problem lies and how we can work on the problem.

Prioritization

What is the perception of the customer segment to ones band and how different it is? This is very important as it helps to realise that all aspects of a particular brand will be different and this is important for the information to be collated.

Brand Drivers

What aspects of the brand is really the key in customers behaviour towards it? This is crucial because once we get the understanding of what our customers perceive as brand driver then this will help us in getting new customers, their loyalty and retaining these customers.

Performance Metrics

How one can have a constant check and improve and exceed health of the brand over a period of time? A metric driven structure needs to be in place to check for checking and monitoring of the performance of the brand.

Brand Mapping will assist your organization influence the qualities that make you exclusive and popular, while addressing unconstructive perception, giving you the equipment to compete more efficiently. From brand plan and brand touch points to brand monitor, Brand Mapping can drastically shift how you feel about and convey your brand.

(brandMapping, n.d)

In brand mapping we gather all competing brands in one place and tell the respondents to distinguish on the grounds of diverse dimensions like appearance, feel, colour, cost, brand etc.

After getting all the demarcation points we will design the chart on perceptual Map/Graph.

We will get different coffee brands in comparison with the Bescafe coffee Max brand.

Examples of those dimensions might be:

High cost v low cost

Necessary quality v Elevated quality

Small number v Big number

Requirement v lavishness

Light v weighty

Easy v Difficult

Lower-technology v higher-technology

youthful v aged

In what ways and means a map of the brand may be used?

One of the means is to One way is to recognize where there are "gaps in the market" – where there are customer requirements that are not being fulfilled. 

The ploy with a brand map is to make sure that market research verifies if there is in fact any demand for a potential "gap in the market".  There may be very good reasons why customers do not desire to purchase a product that may, potentially, load a gap.

(business/marketing/brands_positioning, n.d)

Completion Technique-Sentence completion tests are a class of semi-structured projective techniques. Sentence completions tests normally give respondents with initial stages of sentences referred to as "stems," and respondents then complete the sentences in ways that are significant to them. The reply are thought to present indication of attitude, viewpoint, motivation, or other psychological state. There is argument if the sentence completion test are able to bring out responses from mindful thought rather than unaware state. This argument will have an effect if the sentence completion tests can be stringently measured as projective tests.

A sentence completion test form may be relatively smaller which may be used to check and measure reactions to advertisements, or it can be much longer, which used such as those used to test the personality of an individual. Forer sentence completion test is the longer sentence completion test which has 100 stems. These tests are usually carried out in the booklet form where the individual who are giving responses will complete the stems by writing down the words on paper.

According to the length and comparative generalization and phrasing of the sentence stems the constitution of the sentence completion tests vary accordingly. Structured tests have longer stems that steer respondents to more correct types of responses; less ordered tests present shorter stems, which create a range selection of responses.

Quantitatively or Qualitatively are the two ways in which the information and data collected from sentence completion tests can be regularly analysed. The interpretation of the sentence completion can be done in two diverse ways: subjective-intuitive analysis of the fundamental motivations projected in the subject's responses, or objective analysis by means of scores assigned to each completed sentence. Many ideas can crop up in a short test, which gives the examinee numerous chances to make known primary motivation about each subject during data analysis. Of course, most sentence completion tests are much longer-anywhere from 40 to 100 stems-and contain more themes-anywhere from 4 to 15 topics.

Sentence completion tests usually contain some proper coding procedure or manual. The directions laid out in the scoring manual is dependent on the validity of each sentence completion test which needs to be done independently

Compared to positivist instruments, such as Liker-type scales, sentence completion tests tend to have high face validity (i.e., the extent to which measurement items correctly reflect the concept being measured). This is to be expected, because in many cases the sentence stems name or refer to specific objects and the respondent is provides responses specifically fixed on such objects.

(Sentence_completion_tests, n.d)

When we complete a test or a story as what people think about it. This technique delves deeply into the minds of the respondents.

I like coffee max brand___________

I perceive coffee Max brand_____________

I would like the branding of the Coffee max brand to be ___________

I would like the following features to be added to the existing branding_______________

Q.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 you to write a paper evaluating.

a) the difference between panel research and qualitative research using group discussions.

To- Directors of Bescafe

From-Market Research agency

Subject-Focus group and panel research

Panel Research

It is a longitudinal study. It takes long time

The number of members in a group are 2 and remains constant throughout the study

It records buying trends and brand preferences over a period of time.

Results are quantifiable in nature and it is easy to do analysis to find change in the trends and frequency of change occurring.

It is more of descriptive in nature.

Focus group

The number of members in focus groups vary from 6 to 9.

It takes into account attitude, opinion and beliefs of the customers.

It is cost effective

It is a faster process than panel research.

B) The benefits and challenges of recruiting and developing a panel of coffee drinkers for research purposes.

Benefits

Reliable results

While study is conducted over a long period of time we may come across new things which may not have come across

Easy to analyse as results are quantifiable

We may come across new things

As it is descriptive in nature it makes things clear.

Challenges

It is hard to maintain interest of the members involved

Hard to maintain back in case of member leaving the group

It involves huge cost

Biased results can be there since study conducted over a period

The members may not concentrate and loose interest over a period of time

It takes long time to get to the conclusion

Data collected get obsolete over a period of time.

By stating the merits and demerits of both the techniques it will give a good understanding to Bescafe which ones they need to use and they can get the correct information from these techniques.

Q.5 " When reporting research results in either a presentation or a written report it is critical that you understand your audience"

Evaluate this statement and show how it impacts on the preparation of a presentation and a written report.

Analysis-Analysis in Marketing research will be the description of who the company is and what the company does. It will give a background of what the company does, when the company came in to existence and also what is the need to do the Marketing research. It will also give the strengths as well as the areas of opportunity of the company. This will give an indication on what is the focus area and what needs to be done to carry out the research.

In analysis for Bescafe the marketing research company will give a description of Bescafe stating that it is a manufacturer and seller of instant coffee in the UK. It will also give the year the company started and what the different that is sold under the Bescafe brand. In the analysis section it will state the reason why Bescafe needs to do the Market research-To determine market awareness and attitudes towards the coffee max brand and the existing packaging and also to determine the customer and potential attitudes and preferences with regards to the new design.

It will give the strength and areas of opportunity of Bescafe and give an indication on how the Market research will be carried out.

Understanding-Understanding in Marketing research will give the needs of what the organisation or the company is looking for. The company will need to give what needs to be done and what it is looking for. If the company is looking to benchmark itself or compare itself with the competitors in the market then they will need to see where they are and what is their market position.

In Understanding the market research will have to determine the needs of Bescafe namely- To determine market awareness and attitudes towards the coffee max brand and the existing packaging and also to determine the customer and potential attitudes and preferences with regards to the new design. Bescafe will also advise the market research company as to how the research will need to be carried and what methods will be used in doing that. It will try to benchmark against another company which is a manufacturer and seller of coffee in the uk and will need to compare it against the competitor and what is the position.

Demographics-Demographics gives the information of who are the different types of customers and what is their distribution. The customer distribution certain percentage of its customers under Male and female. It also will have customers from different countries,languages,age group, educational qualification, type of employment –permanent/temporary and interests. This needs to be captured for the company to give an idea of the type of customers that uses its products.

Bescafe will give the Market research company a brief about the customers who use their products from the earlier data they have. It will advise about the number of male and female customers from the sample size who used their products- Bescafe what are their nationalities, How long they are using the product, age group, languages they speak, what are their educational qualification, type of employment and their interest. This will give the market research an idea of the customers who use the products of Bescafe who work with Bescafe and if any recommendation needs to be made it will be made by the research company.

Interest-Interest is what is the interest that the organisation has in carrying out the marketing research. It will also give of why this research is to be carried out and what is the purpose of the whole activity.

Bescafe will give the market research company as to its interest in carrying out the survey and what is the purpose to carry out this activity namely- To determine market awareness and attitudes towards the coffee max brand and the existing packaging and also to determine the customer and potential attitudes and preferences with regards to the new design.

Environment- The Marketing research also needs to know what is the environment that the employees of the company work. How is the work carried out, what is the work life balance, what is the stress level, are the employees happy working there, are they able to perform their duties to the best of their abilities, also what is the support they get while performing their duties and what is the E-Sat of the employees working over there. What are the facilities provided and the fun activities that take place. The Marketing research company will also need to find out the environment of the customer who are buying a particular brand and also what is the circumstances under which the brand is bought by the customers. They would also like to know the background and the circumstances under which the customers are buying the product and what is the reason behind the product purchase

The Market research company needs to know what is the work environment when employees are working with Bescafe. This will give the company about the employee motivation factors and if they enjoy working over there. And if it is contributing in any way for Bescafe not able to do well. This will also give Bescafe if any help and support is needed that needs to be given to the Bescafe employees. In this way bescafe can plan certain activities for its employees.

The Marketing research company will also need to find out the environment of the customer who are buying the Bescafe coffee brand and also what is the circumstances under which the brand is bought by the customers. They would also like to know the background and the circumstances under which the customers are buying the Bescafe product and what is the reason behind the product purchase. They would also like to find out if there is any impact of advertising, adverts or any word of mouth on purchasing the product.

Need-The Marketing research will also need to find out what is the actual needs of the audience. They will need to go ahead and check what the audience, wants them to do, also what is the audience looking for and what they want from the company. What modifications that the audience needs from the company and what specifications will make the company able to make the audience’s needs and demands

The research team will find out the needs of the Client ie Bescafe and why its brand Coffee max is losing market share to the supermarket ‘s won branded company . Bescafe wants the market research company the market awareness and the customers attitude towards the coffee max brand. They will also need to find out the customers attitude towards the existing branding and if any changes needs to be made to the brand

Customised- Customised is what the client wants the marketing research to be carried out , what is the information they are looking for, what should be included in the results and how the competitor information needs to be presented

Bescafe wants the marketing research to find information about the customers attitude towards the coffee max brand and if any changes needs to be made to the packaging and how the results needs to be included in the report and the customers response to the competitors of the super max brand and how the supermarket own branded coffees report and result should be included in the final report and how it needs to be presented.

Expectation-Expectation is what the client expects from the entire research and what difference it will make to the outlook that the client has and the recommendation the research company will make difference in the clients financial,social and economic outlook.

Bescafe needs to get the attitudes of customers towards the coffee max brand and how this compares with the local supermarket coffee brands. Bescafe also needs information about its packaging and how the customers feel about the product. If they want the packaging to change then they need to know how it should be changed and what will appeal to the customers. The market research will carry out this with a sample size and publish the report to Bescafe.

In the Report

Coverpage: The cover page should comprise the title of the report along with the name(s) of the customer or association for which the account is written.  Also built-in on the cover page should be the name(s) of the author(s) of the account which should include important information about them. The table of contents gives the information contained in the report in the order in which it will be set up.  All major subjects of importance and interest should be listed.

Executive Summary-The executive summary must be a 1 to 2 page synopsis of the information enclosed in the research report.  It should give the reader an easy indication, in very concise form, to the significant information enclosed in the report and describe in more detail in the body of the report. People present in presentation of the research or reading the report will use this section as a reference during presentations and as a summary of the research work done.

The marketing plan executive summary often will be the most read part in one’s business plan. This part provides the readers with a short, brief, quick, and abstract view of your marketing strategy and goals. Moreover, this section is mostly read by investors, banks, and other interested parties, which gives them a complete view of your revenue generated ideas and concepts.

A marketing plan executive summary includes a basic overview of the complete marketing project which is already comprehensive in the business plan. However, the marketing plan executive summary is highly focused and brief so that your ideas can be clearly identified by the reader. Therefore when writing this part of the business plan, we should take account of the following 6 vital components in order to adequately define your vision:

Market Overview

Competitive Overview

Product Overview

Goals and Objectives

Strategies

Action Plan and Implementation Schedule

(6-keys-perfect-marketing-plan-executive-summary, n.d)

Body -Qualitative Research (if used):

This segment should hold all information concerning any interviews or focus groups that were carried out as component of the research project. This section should begin with an description of why this research is necessary or helpful. Other information provided should include:

An general idea of the issues that were incorporated in this research

Why these issues were prominent

How the argument guide was worked upon

A explanation (not identification) of the participants

Discussion of the information composed (using quotes to highlight important points)

Conclusions based on the composed information

Apparent description of how the conclusions are based on the research work done

How these conclusions will add to the rest of the research project

Experimentation (if used):

There are many aspects that must be taken in to account in order for an testing to be a useful part of any research programme. Once again, the dialogue should begin with why this research is deemed to be central to the research agenda on the whole being followed. The following topics must be incorporated if an test was used:

Classification and account of the variables included in the test

Obvious statement of the hypothesize dealings between or among the variables

Explanation of how the variables were considered

Discussion of dependability and legality of the measurements

Clear description of the action being used

Conditions under which the test was Carried out

Explanation (not identification) of the subjects

Explanation of the data collected

Study of data, including details of measures used and statistical significance

Conclusions clearly based on data analysis

How these conclusions will add to the remaining research project

Observation (if used):

Explanation needs to be given on several things to the person reading or attending the presentation if the research was part of the research project as to why this method was used. In addition, the following topics should be included in the final report:

Explanation needs to be given as to why the observation was fine

observation conducted under which location and consition

Explanation of the population observed

Methods used for recording

Methods for observed behaviours used

Observation of conclusions which were drawn

Bases of conclusions with observation

How these ending will add up to the remaining research project

Survey Research:

This part should include all the other issues that we identified in the research steps that were carried out earlier. Many issues will have to be included in this part with regards to how the survey was developed and how it was administered. Points discussed in this part should include:

Recognition of all issues that will contain on the survey

Description of the significance of the selected issues to project

Developing the wording and the survey questions

Basis of survey questions which will be used (existing or newly created)

Explanation of population of importance

Description of target population suitability

Finding out the sample size needed

Random or convenience sampling procedures that will be used

Identifying the population for sampling

Survey distribution methods

Analysis-In this section, the reader should find a concise summary of the means that were employed in the research, the motive that those means were suitable for the research trouble, an description of how the conclusion for those means can be understood and inferred. It is pertinent to keep in mind that the people reading the report or listening to the presentation will not be well versed with the analysis methods that were used.The methods should be presented in such a way that anyone going through the presentation or the research document will be able to understand what is being done and why it was done.This section should have the below:

Summary of study methods used

Explanation for methods chosen

Conclusion of analysis

Importance of results (statistical and otherwise)

Findings:

The findings are the actual research results.it should include detailed presentation of the interpretation of the statistical data relating to the study and the analysis of the collection data results. The thoughtful use of figures, tables and graphs is expected when it is useful to let the reader to understand the work being presented easily. The findings section should include the following:

Findings based only on results of the research not speculation

Exhaustively description of all key findings

Lucid presentation of support for the answer

Limitations:

One must realize that even the best marketing research in the world is imperfect and it is open to debate. In this section, the factors that affected the research however were outside our control should be included. Time constraints, budget constraints, market changes, certain procedural errors, and other events are some of the limitations that can be included.One needs to be honest saying that the research is not perfect however the accuracy of the results can be accepted which needs to be discussed. In this section, recommendations should be offered to correct these shortcomings in future research.

Conclusion and Recommendation- Conclusions are broad sweeping statement that centres on dealing with the research questions for which the project was conducted. Proposals are one’s choices for strategies or strategy based on the findings that has been drawn. Do not draw any conclusions or make proposals that the research cannot visibly support.

(jcurran/Report)

The presentation that will be presented will be in the form of a PowerPoint presentation and this report will be presented to the stakeholders, banks, and other interested parties, which gives them a comprehensive view of the revenue generated ideas and concepts