Further Information Regarding The Bascafe Coffee

Published Date: 02 Nov 2017

To,

Managing director

Bescafe coffee

From-KSR Research Ltd.

Subject: research brief of Bascafe or further information regarding the Bascafe coffee.

Thank you very much for giving us an opportunity of project propasal. Before proceding further we need to know about the your product or we can say that we need secondary data of your product. On the base of secondary data we can understand the your product easily. So if you have any type of secondary information about your product give us. Because on the behalf of this information we easily understand the base of the product and we can plan our research according to data.

We have need the information about the product in different aspects like:

Background: under the background researcher want to know the background of the product. For example, what research was carried out in relation to company current packeging of product or in other word we can say that is company did any resaech about the packaging of the product. If company give any informationr regarding the product to the research agency. It helpful of researcher to know the base or background of product. Here KSR want to take some permission to the company director:

Can we use the your data for our research? Because behalf of given data we can make our planning for the research.

If you have any information about the your loyal and core customer provide us. This information helpful for us know customer behaviour and which segement of customer likes ypur product.

We have also need to know the your micro and macro factor. If you have any information about your micro and macro environmemt provide us.

These factors include the economic factors; demographics; legal, political, and social conditions; technological changes and natural forces.

Micro environment: the factors which are controlled by the comapany is called micro environment. The factor comes under micro environment is:

Customer,employee,competitors,,supplier etc.

If u have any information about your brrand positionning give us.

Brand positioning refers to "target consumer’s" reason to buy your brand in preference to others. It is ensures that all brand activity has a common aim; is guided, directed and delivered by the brand’s benefits/reasons to buy; and it focusses at all points of contact with the consumer.

What are the reasons for your market share going down?

There are many reason of down share of the company like:

profits slipping, sales slipping

top executives leave the company

a famous investor sells shares of the company

an analyst downgrades his recommendation of the stock, maybe from "buy" to "hold"

the company loses a major customer

lots of people are selling shares

a factory burns down

other stocks in the same industry go down

another company introduces a better product

there's a supply shortage, so not enough of the product can be made

a big lawsuit is filed against the company

scientists discover the product is not safe

fewer people are buying the product

the industry used to be "hot," but now another industry is more popular

some new law might hurt sales or profits

a powerful company enters the business

rumors

Rationale: under the rationale we make the statement of the purpose.

What are the your business objectives?

What are the your marketing objectives?

What are the your decision are apart from new packaging.

Objectives:

Marketing awearness

Attitude

Existing brand

Existing packaging

Customer preference.

Methodology:

Under the methodogy we do the marketing research with different methode like:

Qualitative

Quantative

Primary

Secondary

If you have your own customer data base? we call these customer?

Do you have store any store card to your custo er. Can we have access to thse customers.

What were your old marketing intiative ?

Would you like to us frame any new initiative for your product?

Reporting:

How many back ups you want?

In what manner you wants back ups like-CDs,Pendrive etc.

Is there any need of interm presentation if yes then when?

When do you want us to give you the final presentation?

How you want this presentattion in PPT.?

Time scale:

when you want this report?

Payement:

When you give us money?

In what manner you are going to do the payment to us?

Conclusion: thank you very much for giving us this oppurtinity to research about your product.

Question 1 (b)

According to the information provided by the Bescafe will would like explain the various questions which are as follow because main focus is on the packaging style of the Bescafe Max so as per the situation we would like to explain the following questions.

Are you having any information regarding macro environment factors and what impact they have been put on your packaging choice?

Are you having previous information on the marketing initiatives?

Do you have any existing customer record so that which may be used to contact the customers?

Are you having any old records on the customers buying behavior or the taste and the preference of the customer?

What is your customer mind set?

To

Managing director

Bescafe coffee

From-

KSR Resarch Ltd.

Subject: Reserch purposal

Thank you for giving us oppurtunity to do research. Here we make some plan what we are do in the research or what methode we follow in the research?

Methodology: under the methodology comes two research:

SECONDARY RESEARCH:

Secondary research is basically second hand data and this data we mainly for our research.Secondary data is data that has been collected by someone else for some purpose. Secondary research involves the investigation of secondary sources of data. It can be come within the firm or an organization. information got from Bascafe as a secondary data.

Advantages:

Easy to access

Low cost

Answers all questions

Shows less difficulties then Primary research

Disadvantages of primary source:

Researchers Quality

Less beneficial for researcher’s needs

Less information

No particular time

Not appropriate information

In our research we take data from both the method and through these sources of information we get data how the Warehouse motivate their employees.

Primary research: is defined as if the researcher is doing the research for their own needs to collect the data. This research includes the researchers like who has given particular goal to accomplish the common goal. These researchers collect data individually and help the business to achieve the team goal.

ADVANTAGES OF PRIMARY RESEARCH

Addresses Research issues: If everyone is doing their research by their own they got the different ideas to address the research and do their analysis.

Greater Control: In this the researcher knows more about what to do, How to do because he has to work individually and he better knows about himself.

Focus on work: In this the researchers don’t have to wait for their team mates to work as a group, because he has to collect all the data by himself.

there are two part of primary research first is qualatative research and second one is quantative research.

Qualatative research:any thing is unstructured is callled qualatative.

Qualitative research is an exploratory research methodology, which is an unstructured, non-statistical and depends on small sample. Qualitative research provides the clear picture of actual problem and helps us to understanding the problem settings.for example:in qualataive rsearch we doing research on focus group. We planning to do 10 people group in different area each group moniter by modetors. The purpose of focus group we give some sort of giftto maintain the interest in discussion. Gifts in the form of:free coffee jars,discount coupons etc.

The qualitative methods most commonly used in evaluation can be classified in three broad categories:

In-depth interview

Observation methods

Document review

Ormrod (2001)

Comparison between qualitative and quantitative research techniques

Advantages of qualitative research method

In this research method, we can study the individuals in deep depth.

Because of individuals study, only fewer assumptions are made on the things after studied and it is good for investigative research and hypothesis generation.

In this research participate can easily provide the facts or data in their own way and words.

Quantitative research

In quantitative research method, investigation is done by statistical analysis, computer techniques or by mathematical techniques. The main aim of quantitative research is develop t and employ the mathematical models and hypotheses pertaining to phenomena. In this method the data collection is structured.

In this reaecrh we do HALL-TEST and eaech hall 100 people put in different areas.under this also come Qouta sampling:we go for 200 male and 300 female. We fix the qouta.

Advantages of quantitative research method

In the Quantitative research the researcher is allowed to measure and analyze data.

In the Quantitative research the relationship between an independent and dependent variable is studied in detail.

Quantitative research can be used to test hypotheses in experiments because in this method is data analysis is statistical

Reporting:

In a report we will write interm PPT.It done while the research in the progress. On the basis of qualative research. It prepare for only show the key decision makers and we approximetly devide the 20 copies.

Final report: the final report is come end of the quantative ananlyse. The copy of final report is provide all organisation.The projectors are the provided by the company.

Time scale:

Week

Activities

1

2

3

4

5

6

cost

Collect and analyse secondary data

$7000

Collect and analyse qualatative data

$12000

In-term presentation

$3000

Collect and analyse quantative data

$10000

Prepare and present athe final report

$3000

total

35000

Question-2

To, Managing Director,

From: KSR Research Ltd.,

Subject: Technical appendix on Organization’s information

Advantages of Secondary Data:

The biggest advantage of using secondary data is economics. Someone else has already collected the data, so the researcher does not have to devote money, time, energy, and other resources to this phase of research. Sometimes the secondary data set must be purchased, but the cost is almost always certainly lower than the expense of collecting a similar data set from scratch, which usually entails salaries, travel/transportation, etc. There is also a huge savings in time. Since the data is already collected and usually cleaned and stored in electronic format, the researcher can spend most of his or time analyzing the data instead of getting the data ready for analysis.

A second major advantage of using secondary data is the breadth of data available. The federal government conducts numerous studies on a large, national scale that individual researchers would have a difficult time collecting. Many of these data sets are also longitudinal, meaning that the same data has been collected from the same population over several different time periods. This allows researchers to look at trends and changes of phenomena over time.

A third major advantage of using secondary data is that the data collection process is often guided by expertise and professionalism that may not be available to individual researchers or small research projects. For example, data collection for many federal data sets is often performed by staff members who specialize in certain tasks and have many years of experience in that particular area and with that particular survey. Many smaller research projects do not have that level of expertise available, as data is usually collected by students working at a part-time or temporary job.

Disadvantages of Secondary Data:

A major disadvantage of using secondary data is that it may not answer the researcher’s specific research questions or contain specific information that the researcher would like to have. Or it may not have been collected in the geographic region desired, in the years desired, or the specific population that the researcher is interested in studying. Since the researcher did not collect the data, he or she has no control over what is contained in the data set. Often times this can limit the analysis or alter the original questions the researcher sought out to answer.

A related problem is that the variables may have been defined or categorized differently than the researcher would have chosen. For example, age may have been collected in categories rather than as a continuous variable, or race may be defined as "White" and "Other" instead of containing every major race category.

Another major disadvantage to using secondary data is that the researcher/analyst does not know exactly how the data collection process was done and how well it was done. The researcher is therefore not usually privy to information about how seriously the data are affected by problems such as low response rate or respondent misunderstanding of specific survey questions. Sometimes this information is readily available, as is the case with many federal data sets. However, many other secondary data sets are not accompanied by this type of information and the analyst must learn to read between the lines and consider what problems might have been encountered in the data collection process. (Crossman, 2007)

Question 2 ( b)

Customer data base:

Under the customer data base company save the information of customer in their record. what customer like etc.

Database marketing is a form of direct marketing using databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes. The method of communication can be any addressable medium, as in direct marketing

The more you know about your customers the better chance you have of pitching products and services to them that they actually want to buy. Your customer database is the best marketing tool you to track your customers interests. It's your key small business marketing asset -- but only if you treat it right.

Along with the name and email address of everyone you've sold to, your customer

database should also include what they purchased – and when. You can then use this information to target your advertising and marketing strategies.

Selling to an existing customer is far easier than finding a new one. It’s also a fair bet that someone who bought a printer from you will need replacement ink cartridges and photo paper within a few months of buying it and throughout the life of the printer. (Lupetti, 2008)

Marketing intelligence: under the marketing intelligence we mix the data internal and external. Those data we gat from retailers,customer,market behaviour etc.

Market intelligence' is the information relevant to a company’s markets, gathered and analyzed specifically for the purpose of accurate and confident decision-making in determining market opportunity, market penetration strategy, and market development metrics. (Eridon, 2012)

Macro environmental factors: Macro factors are those over which the firm has no control. Examples of this would be: stake holders, political and legal factors, economic factors, technological factors and social and cultural 

Micro environmental factors: Micro environmental factors are those which the firm can directly control. Examples of this are: product, price, place and promotion

The macro environmental factors which are taken into the considers are like Technological factors, Environmental factor, social factor, micro environmental factors like competitors and also those factors which is very closely related to the organization

Three way of analyse:

Market oppurtinity: Business development strategies seek to match marketing opportunities to the organization's resources (what it can do) and its objectives (what management wants to do). While some creative marketers are able to easily uncover attractive marketing opportunities, many of us are not so innovative. So, it is useful to have a framework for thinking about the broad kinds of marketing opportunities we seek to find. (Ryken, 2013)

Market penetration: Market penetration occurs when a company penetrates a market in which current or similar products already exist. The best way to achieve this is by gaining competitors' customers. Other ways include attracting non-users of your product or convincing current clients to use more of your product/service (by advertising etc.).

Market developmwnt: marA market development strategy targets non-buying customers in currently targeted segments. It also targets new customers in new segments.

Market development strategy entails expanding the potential market through new users or new uses. New users can be defined as: new geographic segments, new demographic segments, new institutional segments or new psychographic segments. Another way is to expand sales through new uses for the product.

Question 2©

Businesses need to hold a range of information on customers, staff and the business itself. It is essential to ensure that this information is protected and as secure as possible. Any business holding information must also be sure that they are meeting the terms laid out in the Data Protection Act 1998.

Principle of data protection act:

Processed fairly and lawfully.

Processed only for one or more specified and lawful purpose.

Adequate, relevant and not excessive for those purposes.

Accurate and kept up to date - data subjects have the right to have inaccurate personal data corrected or destroyed if the personal information is inaccurate to any matter of fact.

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

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.

Secured against accidental loss, destruction or damage 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.

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. (1998, 2006)

Question 3(A)

In this part of researcher go for the group deccussion.

To,

Discussion moderator

From-

KSR Research Ltd.

Subject: focus group

Please follow the attached here with the discussion which includes all the information regarding the focus group on the behalf of Bescafe.

Introduction Phase (10 minute)

Welcome: In the welcome session introduce self and welcome the participant.

Housekeeping: In this tell the people about the safety, fire, toilet and the refreshments.

Purpose: Explain the purpose why the people gather here so we can easy to get the views about the CoffeeMax packaging style or about its branding.

Timings: Maximum time is 2 hours.

Recording: This will be our videoing session in which we record the activities and give it to the Bescafe but this will be confidential.

Warm up session: In this session the participant may introduced there self and given any personal experience about enjoying drinking coffee.

Questions and Answers: Ask for any queries from the side of the participants and answer them.

Discussion Phase (part 1) (40 minutes)

In this phase we discuss about the current awareness and perception about the coffeemax

Brand and its packaging style.

Are people ever heard about the coffee max brand?

And also ask people about any 5 famous coffee brand which exist in the market?

And seek for the opinion about the packaging style of the coffee max brand?

And what is there perception regarding coffee max brand?

And what is there perception regarding coffee max brand?

Discussion Phase (part 2) (35 minute)

How they would prioritize?

In the new packaging style of the coffee max brand for which thing they look for information, color.

Show some new packaging design of coffee max to them then ask them which one they like most?

And why they like most?

What suggestions or ideas they want to give regarding the packaging style of the coffee max brand.

Wrap – Up Phase (20 min.)

Thanks: Thanks the participant for taking part in the session.

Key theme: It ensures that everyone is agreed and there are no more comments.

And ask the questions from everyone.

Good bye: And in the end say final thanks to everyone.

Q3. (B)

The projective techniques:

These are the techniques which are helpful and useful in drawing the attitude of the participant and also the motivation toward the brand and the current situation.

Brand Mapping: Brand mapping is that where we get competitive brands and also give them to participate and also do the comparison on the various aspects.

We are using this method because we want to clear understand the perception of the participants to the coffee max brand.

Completion technique: These are the very simple technique in which we ask the participant to complete the task in this process we ask the participants to think in the different way to get the better view point or also get another thought or idea. It is also like the story telling or filling in the blanks technique. This is very important technique to know about the perception of the participants to get the better view point, this data may be very difficult to analysis but the projective technique is very helpful in solving this data in the scientific way.

For example:Have you ever heard about coffee max brand ___________________

I like coffee Max brand because__________________

Packaging of coffee max is ______________________

Q4. (A)

Ans4. (A) To: Managing Director

From: KSR Research Ltd.

Subject: Panel Research vs. Qualitative Research

Panel research

Panel research is an important technique which is helpful for monitoring the ongoing brand shifting and competitor’s product/brand preferences. It would provide the long term result.

It is the type of the spatial research.

It includes the 2 respondent of constant group.

It shows the record of brand preference of the participant/customer over the long period of time.

It is more descriptive in the nature.

The maintenance will be a challenge for that.

Focus group (Qualitative group discussion)

Qualitative research is process of the research which is using the group discussion method which would be helpful as the starting point of the in-depth research. And it also provides the information regarding the attitude toward the product and also helpful in getting toward the opinion or awareness regarding the product and its position in the market.

This is the group which include 6 to 9 people and they meet only once in their life.

And it also explores the beliefs, value and attitude.

It is the research in which the main focus is on to find out the perceptions or the view point.

It is the type of exploratory research.

It is also more cost effective research in the nature.

In this the moderator has to lead the discussion.

In this sample needs the full consideration and also it may be representative of subgroups.

The difference in the both the researches is related to the purpose and both the research are providing equally tangible results to aid the marketing research and the research campaign

Q4. (B)

Ans (B). The benefits of recruiting a panel:

The panel of those people who are able to provide the immediate feedback.

If the results are collected through electronic method. It must be used immediately to take an important business decision.

And also determines the other famous products.

If it is identifies that the product sale is not going well of Bescafe then the panel member can make some changes in the marketing strategy so that sales will go well.

Panel can be helpful to gain valued expertise and opinion of new product towards the new coffee brand.

The open survey is done to identify the need and wants of the customers.

Challenges of recruitment panel:

It is a big challenge to maintain the interest among the panel members.

It is important to have some extra members in case some members can drop out.

And also the group must be representative of the selected or the sample audience so that the result will be applicable.

The results are become corrupt after a long period of time and also the panel member start changing their purchasing behavior in order so that they not to be judged wrong.

It is important to trapping these challenges it would be important to keep continuous communication with the panel members.

Q5.

Ans5. Audience: The audience is the number of people who reads or listen the particular piece of the paper or any article. The audience may be any one either he/she is your classmate or your any workmate etc. Before starting the writing or the listing process it is very important to know your audience (Audience).

Analysis: Analyzing of the audience is very important. Because it is very essential to know that to whom we have to submit or present the report or the presentation and also how many they are in response to the Bescafe Company there Marketing manager, CEO, Managing Director and 3 workers.

(U) Understanding: This is very vital to when we planning the executing report or the presentation it put the direct impact how the report is received. And also understanding the audience means we can target our report or the presentation more meritoriously when we are able to keep the interest of the audience. In this we have to also understand the needs of the Bescafe Company. In this we also review the objectives.

(D) Demographic Specific: The demographic specific include the age group or the qualification of the personnel who are working in the Bescafe Company like the Managing Director age (40) Qualification MBA, Phd. And the Marketing manager (35) Qualification B.Com, MBA. These all are the various important aspects in the demographic which is important to know before giving the presentation.

(I) Interest: This is also very essential to know that what is the interest of the personnel of the Bescafe Company in this report or presentation. And what the thing about the current problem of the Bescafe Company.

(E) Environment: This include which type of the environment is there where we are going to give the presentation or report which type of work environment is there in the Bescafe Company.

(N) Needs: It is explain that what the need of the Bescafe Company is and also what is there expectation from us or from our side for which purpose they want to hire us or going to pay. What is the current problem that the Bescafe Company is suffering from or which solution they want for their problem.

(C) Customized needs: The main customized need of the Bescafe Company is regarding their packaging style of the Coffemax brand. The Company wants to know about the customer needs regarding the packaging style what they want in the packaging style of the Coffemax brand which type of changes they wants.

(E) Expectation: The expectation part covers the all the wants of the Bescafe Company means what they expect from our side. And what they want to do for them from outside.

Preparation of Presentation and Report

The vital thing in the preparation of the presentation and the report is that it should be more focused on the quality of the data. So that in the upcoming future the more chance to get another research projects by the company.

Presentation:

It covers all the important aspects in the presentation but not in the explanation form.

The presentation should be presented in the bullet form.

The presentation should me grammatically correct.

The contents of the presentation are clearly written and it is easily visible to the audience.

It should be represent the whole study or research process.

The must be reliable and validated.

Use quotations where needed in the presentation.

The objective must be clearly defined in the presentation (http://webs.wofford.edu).

Report:

The main thing which we have to be kept in the mind is that the report must be clear means the information is to be easily understandable in the first instant or reading. The report is to be in the legible writing and the message should be clearly mentioned.

The second important thing is that the report must be concise it is not be very long because the management people of the organization not have the enough time to read the whole thing so that it must be concise.

The report should be in the complete form when the report is not in the complete manner the errors in the report may be very high so that it should be in the complete form and covers all the aspects.

The accuracy of the data is must in the good report if the data or the information provided in the report is un correct then the whole research or the study is worthless or wasted