The Information About Bescafe Coffee Company

Published Date: 02 Nov 2017

Managing Director

Bescafe coffee company

FROM

Market research agency

REGARDING :

Information about bescafe coffee company

Thanks for giving opportunity to create project proposal but before starting we would like to have certain information from your side to strengthen the understanding about your equipment.

The information which we required from your side will be categorised into following points.

A.BACK GROUND :

1.Can we know few information regarding services ,packing , product.

2.Can you list the top ten services and product

3.what were the major milestones in the company history(structural changes )

4.what information do you have from your core customers .

5. can we access to that .

6. what are are all the reasons that your market shares going down.

7. is there any macro environmental factors that effects your current packaging.

8.what are the services that you do other than packing.

B.RATIONALE :

1.can we have some transaction details

2. is there any liabilities be assumed by your company

3. what are all your business objectives

4. what are all your marketing objectives

5. what are your discussions apart from new packing .

C.OBJECTIVES :

1. can we know about current and future projects

2. can we know about company competitors

3.are there any packing companys that you would consider your competitors

4. can you fell free how you consider that they are your competitors

5.Tell us why your company is better than your competitors.

6.what all are the steps your taking

7.are you aware of direct marketing

8.what were the core aspects of your business.

D.METHODOLOGY :

1. what are your ethics

2.can you tell about legal compliance, litigation and ethical track record.

3. do you have customer card

4. can we access to that.

5.can we talk to those customer .

6.what quality systems designed to ensure strong corporate governance

7. how you want to go for research analysis

E.REPORTING :

1.Do you want any presentation

2. How many backups you need

3.what manner do you need backups

4.do you want any report in advance (before presenting )

5. when do you want the final presentation

6. is there any specific time and date

7. To whom we want to be address.

F.TIME SCALE :

1. is there any specific time and date

2.is there any specific information that you want from our side

G.PAYMENTS :

1.fixed amount for any of our research

2.payment is fixed depends on small scale or large scale company and the project .

Payment fixed by;

1.facilities

2.equipments

3.personal

4.consulting services

5.other additional costs

CONCLUSION :

Thank you for providing valuable information and spending time .

QUESTION :1B

TO

Marketing manager

Bescafe coffee

FROM:-Market research agency

SUBJECT:Produce a proposal to address the research needs of the company

Secondary data :

Desk research what ever the information we are getting from bescafe coffee company will be acting as same as secondary data this data will be helpful in judging and analysis market awareness of people.

Secondary data can be use full in two

Secondary data can be used in different ways:

You can simply report the data in its original format. If so, then it is most likely that the place for this data will be in your main introduction or literature review as support or evidence for your argument.

You can do something with the data. If you use it (analyze it or re-interpret it) for a different purpose to the original then the most likely place would be in the ‘Analysis of findings’ section of your dissertation.

Strengths and Limitations

Strengths :

Captures comprehensive and historical information

Uses existing information

Web-based materials and search engines are readily available

Limitations :

Information may be incomplete, obsolete, inconclusive, or inaccurate

Data limited to what already exists

Qualitative research :

The aim of the quantitative research method is to test pre-determined hypotheses and

Producere generalizable results.

Qualitative data collection is a method in which the characteristics, attributes, properties, qualities, etc. of a phenomenon or thing are described; quantitative data collection is a method in which data which can be numerically counted or expressed is collected.

Quantitative research :

Quantitative data collection is a method in which data that can be numerically counted or expressed is collected. This data is useful for experiments, manipulated analysis, etc. and is represented by histograms, tables, charts, and graphs. 

In all tests we are going to form the walls each containing 100 members and will sent to different group and analysis will be done in a tabular foam.

Quota sampling :

In quota sampling the selection of sample is made by the interviewer, who has been given quotas to fill from specific sub-groups of the bescafe coffee company.

For example the interviewer may told to sample 50 females between the age of 45 to 60.

In quota sampling the selection is in random quota .

Pre-plan number of subjects in specific categories (ex-100 man 100 women ).

In uncontrolled quota sampling ,the subjects chose for those categories are a convenience sample , selected any way the interviewer chose.

In controlled quota sampling restrictions are imposed to limited interviewer choice.

No call back or other features to eliminate convenience factors in sample selection

Quota sampling most commonly used non-probability method selection a sample on specific criteria .

Pick people to fill a quota on characteristic especially important to research goals

Advantages :

Quick and cheap to organise

Disadvantages :

Not as representative of the population as a whole as other sampling methods

Because the sampling is random is impossible to access the possible sampling errors.

TIME SCALE :

Weeks

task

Cost(pounds)

1 week

2nd week

3rd week

4th week

5th week

6th week

7th week

8th week

9th week

Collect secondary data

Analyse data

Collect qualitative data

Analyse data

Interim presentation

Collect quantitative data

Analyse data

Preparing final report

Presenting final report

7000

5000

3000

5000

4000

3000

3000

2000

4000

36000

(qualitative and quantitative )

PART -B

QUESTION: 2 A

Secondary data:

Secondary data is the data collected by someone else other than the researcher himself. This data can be gathered from government records, books, trade associations, national or international institutes, statistics agencies, etc. Research done using this readily available information is called Secondary Market Research. 

In original the secondary data has taken from recoded information of others. Secondary data is also very useful for the researchers and marketers. The sources of secondary data are magazines, news papers, reports etc. there are so many advantages and disadvantages of the secondary data.

Factors to be considered while collecting data from secondary sources :

1. Accuracy of data: One should evaluate the credibility of source of data and methods used to collect data because these factors directly influence the accuracy of data.

2.  Time and Cost required to collect data: Some sources of data charge money in order to give access to their information, so an organization needs to evaluate this cost with the cost of collecting data by themselves. 

3.  One also needs to take care that information collected answers the issues which need to be addressed.

Advantages of secondary data

Secondary data save time of researcher or marketers because this information is already collected and recorded in market by someone else.

This information is already exists in market and somebody else has already done research on it so it’s very easy to access and understand.

In past researchers had to visit library but now internet availability anyone can get secondary data very quickly and easily.

This information regarding research is very useful for. It must be require at some points so secondary data is very less expensive compare to primary data.

Secondary data is always used in compare to primary data so its helps in explaining the research focus.

Disadvantages of secondary data

Data Definitions : Secondary Researcher needs to understand various parameters and assumptions that primary research had taken while collected information. A term may have different meaning for different people, example a term 'youth' used is ambiguous and one needs to find what is the assumed age taken by primary researcher.

2)  Inaccuracy of Data : As we are not gathering our own information, first-hand, we are totally dependent on someone else's efforts. Primary researcher may have been biased or may have used questionable methods to collect data; this can be pretty risky for secondary researchers to base their report on such data. 

3)  Time Lag Issues: Information collected from books, historical surveys are usually not sync with the times and might have changed drastically. Thus making such information a foundation of research may be highly risky for the business or project.

4)  May not be Specific : Extensiveness of such information is its benefit as well as drawback. Organization will not get answers to their specific issues through this data directly and one needs to 'mine' further into it to get relevant information. 

5)  Proprietary Issues : Some of the secondary sources might have copyrighted their information and using them without permission can lead to various legal complications

(secondary research)

QUESTION:2B

Customer Database:

The histories of consumer purchasing patterns stored and recorded in computer system of organization so that whenever it requires you can immediately collect it from the organisation. The customer database is useful in producing new product, cross-sell or repeat selling techniques. It is also helpful in manage clear marketing plans and picture of improvement and decrease by the product or customer. If we know our customer in better way than it will helpful to provide customers the better product n services as they want.

DUTIES :

Market database experts will help you to bring together data sources from all areas of your business to create one , powerful and easy to use single view customer data base .we will help you to gain maximum values from your data and empower you to drive and manage profitable campaigns in real time across every channel . we will help you optimise the customer

a. Collecting customer data.

b. Leverage the data

c. protect your data

d. customer data base privacy police

 

http://dbmarketing.com/articles/images/Art263.gif

Personalized customer communications, based on data in a database, can be shown to increase customer retention, loyalty, cross sales, up sales and referrals. They are effective and they work. They are the principal reason why you build a marketing database.

1. Appended Data. It is possible today to append data to any name and address file to learn age, income, home value, home ownership, presence of children, length of residence, and about forty other valuable pieces of information about any household. This information can be used to create customer segments, and guide strategy designed to create powerful customer communications. Similar information can be appended to business to business files: SIC code, number of employees and annual sales.

2. Predictive Models. Using appended demographic and behavioral data, it is possible to create models that predict, accurately, which customers are most likely to defect, and which customers are most likely to respond to new initiatives. Modeling, combined with customer communications, can be very powerful technique that can increase response and reduce your attrition rate.

3. Relational Databases. Putting customer databases in a relational form makes it possible to store an unlimited amount of information about any customer or prospect, and retrieve it in an instant in a hundred different ways. Relational databases are essential to modern database marketing. Marketers need to understand the principles involved.

4. Caller ID. Set up originally as a call routing device, Caller ID linked to a customer marketing database permits customer service to get a customer’s complete record up on the screen before taking a call. As a result, the CSR can speak to the customer as if she knew her, bonding with her and building close rapport. This helps deliver on the promise of database marketing.

5. Websites. The web has revolutionized database marketing. A modern website, with cookies can do almost everything that a live operator can do, and much more, showing and enabling customers to print pictures of the product, maps, instructions, background information and details. Web sites are not wonderful at selling. They are a tremendous research tool and customer bonding and ordering tool. No database marketer can be really successful without a personalized website with cookies.

6. Email. Despite the SPAM emails have emerged as a powerful database marketing tool. The ability to contact customers immediately .Your product was shipped today. Here is the tracking numbe makes for vastly improved customer relationships leading to retention and increased sales.

Marketing Intelligence:

Market Intelligence is about providing a company with a view of a market using existing sources of information to understand what is happening in a market place, what the issues are and what the likely market potential is.

 Market intelligence analysis requires different skills versus market research. Market information, analysis requires a broad range of analytical skills including business analysis skills. It requires the integration of a variety of information that goes beyond the traditional marketing research. The analyst must understand the market, key competitors, the financial dynamics of the industry and the entire value chain. Often the best market intelligence analysts have a financial or product management background, while many of the best marketing research analysts from behavioral science or mathematical background. 

Market intelligence can be divided into two spheres:

1. Market intelligence based on external data

2. Market intelligence based on internal data  

Market intelligence based on external data :

Market intelligence from external data is normally gathered through what is known as desk research. This means sourcing and analysing published information to build a picture of a market and to try and answer some specific commercial questions such as what is the market potential, what are competitors future plans likely to be, what prices might customers be willing to pay, what's the best means of entering a market.

Market intelligence based in internal data :

While much marketing intelligence is associated with collecting information externally, much marketing intelligence information can come from making better use of existing information such as customer databases, web-analytics and test-marketing. For instance by carrying out data base analysis on orders taken it may be possible to understand where you have cross-sale and up-sale opportunities, or to understand what type of customers are your most profitable.

(MARKET INTELLIGENCE )

QUESTION : 2C

Data protection:

Data protection is for the purpose of the data which collected and recoded that can keep in privacy by the company. This act is worked under Data protection act 1998. There are mainly eight principles of data protection act. They are as under.

1. The data which Bescafe Company provided must be fair and lawfully so that it become easy to sort out data and problem regarding packaging.

2. There must be specific and lawful purpose. The Bescafe coffee has specific or particular purpose so that it helps to focus on main aim of research.

The data which Bescafe coffee has provided must be adequate and relevant. It is not excessive

The data which provided by Bescafe must be kept in safe till when it requires.

The personal data of Bescafe coffee provided cannot kept too much long time than necessary

All the important and personal data provided by company will be kept in security

The personal information or data must not be leaked out or won’t be transferred to other organisation.

The data which given by the company will be processed regarding the expectations with data subject rights.

QUESTION NO :3A

TO

Discussion moderator

FROM:-RP MARKET RESEARCH AGENCY

SUBJECT :Creating a discussion

Group discussion to address the research objective of the proposal

Discussion guide serve two important purposes;

1. They facilitate communication between the moderator and the client by clarifying the flow and the amount of emphasis placed on each topic

2. They serve as a quick reference tool for the moderator while conducting the research .

Discussion will cover up the following topics

Introduction (10min)

Discussion phase 1 (1hr)

Discussion phase -2 (1hr)

Wrap up (30min)

INTRODUCTION :

Welcome :

Thank you for joining us today . My name is RAJA and i am working for next step consulting , an independent market research company . .

HOUSEKEEPING :

Moderator will explain about the health and safety rules .

PURPOSE 0F DISCUSSION :

The purpose of the interview today is to gather your thoughts opinions on the treatment of coffee max brand.

TIME :

Moderator will discuss with group members of how long the group discussion will go on

The group discussion will carried out for 2 .40 hrs.

RECORDING :

This interview is for market research purpose only. Please be assured that every thing we discuss during this interview will be kept in strict confidence and your name will not be appear in any of our results . as such , please make every effort to be open and honest when responding to the questions

And the moderator will inform to the group members the discussion which we are discussion will be recorded and it should be kept in a confidence for research purpose.

WARMUP :

Group members will introduce them self with each other and to moderator .

QUESTIONS :

In topic the moderator and the group members will discuss and asking the questions regarding the topic.

DISCUSSION PHASE -1

Current awareness and perception towards coffee max brand

how can you prove that your better than your competators

Nescafe , Bru , green laben , golden coffee

Can u please how popular your brand out of these

Have you ever heard about coffee max brand ? if yes

Have you ever tried it

Can you re cal colour and packing of coffee max brand

How you fell about product as a hole

Show them the existing product of coffee max brand (or) ask about the opinion from customer .

DISCUSSION PHASE – 2

Discussion about three new designs

Show them the three designs and ask people which one is best

Why do they prefer

What all are the steps to taken to make product different from others

What do you notice in a packing of any product whether the colour , whether you go for useability

What do you expect from product apart from there.

WRAP UP SESSION :

Payments to group members :

Payment to the group members will be depends on the services and time period will be pay according to company guide lines.

At last

Moderator will address thanks to group members and offered gifts and discounts such as coffee jars and etc

What ever the recording done it should kept safe and confidencial for market research

Questions will be there at last regarding the over all topic and to collect the feed backs.

QUESTION NO :3B

PROJECTIVE TECHNIQUES

The projective techniques which we follow are the following –

Completion test

Brand mapping

COMPLETION TEST :

Completion is a class of semi-structured projective technique. . The responses are believed to provide indications of attitudes, beliefs, motivations, or other mental states. This debate would affect whether sentence completion tests can be strictly categorized as projective tests

It judge what people think about

Completion test are consider to be quite reliable.

BRAND MAPPING :

Brand Mapping is to understanding, measuring and improving your brand. It measures the importance and performance of brands in the context of the competitive market.

Brand Mapping measures market awareness, perception and preference. A key brand strategy input, it quantifies these and other related perspectives:

Brand Perception

What exactly does your brand stand for? Brand Mapping uses our proprietary research and analytical methods to identify and prioritize the attributes and associations that drive perception.

Brand Position and Differentiation

Where does your brand stand in the market? Mapping market position vs. your competition, you'll see where opportunities for differentiation exist—or where problems lie.

Example :

Taj mahal coffee

bru coffee

High prise

Low prise

High quality

Basic quality

Luxury

Necessity

Less publicity

More publicity

Advanced

Normal

QUESTION NO :4 A

PANEL RESEARCH :

Panel research is occupied with investigations, with those the same persons in regular intervals during a longer period either

always to the same topic or

over different in each case topics or

into a mixed topic catalog remaining over alike and changing topics are asked

Goals:

A panel should be as representatively as possible developed, the distribution of the panel participants after certain demographic characteristics such as age, sex, income etc. should be as similar as possible the distribution in the total population. Smaller deviations can become balanced by weighting.

Depending upon objective of the investigation the panel can be an individual panel, with which it concerns individual persons, a household panel, with which all persons of the household are from interest.

The Advantages and Disadvantages of Panel Research

Advantages

Easy to analysis to change in trend and frequency of change occure.

More cost-effective than a number of one-off surveys as different subject areas can be included on a single questionnaire

Demonstrates a long term commitment to consulting with residents and/or staff

Relatively quick method of providing a representative sample for consultation

Holding demographic information means that specific groups of people can be targeted for particular pieces of research

Can be used for a mixture of quantitative and qualitative research, and for continuous research as well as ad-hoc consultation           

Disadvantages

Panel members are likely to become more informed over time which may result in their views becoming atypical (conditioning)

Over time, panels attrition (i.e. panel members leaving or not responding) may become a problem

Ongoing panel maintenance is required to deal with the problems of conditioning and attrition

Residents/staff who are not part of the panel may feel excluded

(panel adv and disadv) 

QUALITATIVE RESEARCH :

Qualitative Research is about investigating the features of a market through in-depth research that explores the background and context for decision making.

There are two main qualitative methods –

depth interviews

focus groups

a.Depth interviews :

Depth interviews are the main form of qualitative research in most business markets. Here an interviewer spends time in a one-on-one interview finding out about the customer's particular circumstances and their individual opinions.

b.Focus groups :

Focus groups are a form of qualitative research that brings together small numbers of people to discuss a topic such as reactions to a new product or service, or opinions about a client or a client's competitors. The typical focus group consists of seven to ten people who share common characteristics and experiences in relation to a topic

Focus groups involve:

Identifying the research objectives

Developing a moderator's guide

Recruiting participants and arranging for an appropriate facility in which to hold the discussions

Holding the focus group meetings

Analyzing and presenting the results

Focus groups are the mainstay of consumer research. .

The number of members ware from 6-9

It is a cost effective but is much faster than panel research .

QUESTION NO:4 B

Benefits of developing panel :

We may come across new things

We can do testing ,time and again before submitting results

It create a buzz and grow your number of brand advocates.

You can conduct a short survey with your customers and have the results back in your hand in a very short period of time.

When people sign up for a research panel, typically they answer a series of questions about themselves to register.  This is to the benefit of both the respondent and the research company .

Quality responses -With all the panel research that we’ve conducted (working with both customer panels and large-scale panels), we’ve found that the data quality is excellent.

Challenges in developing panel :  

Hard to maintain interest in case of members living in the group

Involves huge cost

Long time to get the conclusion

In a period of time the results over the product are absolute.

Back up files should be made in making a product.

Question: 5

AUDIENCE :

The people who are addressing you while you are giving speech either writing r verbally, that addressing people are known as audience. For the speaker it is more important that before giving speech you must be well prepared and also able to face the audience. It is most important that audience understand you properly whatever you wanted to tell them. The AUDIENCE word has with particular meaning which mentioned below.

A: Analysing- Analysing means the people to whom you are going to represent are experts or general audience that you have to analyse.

U: Understanding- the understanding means Bescafe coffee Max brand subject matter was understand by the audience.

D: Demographics- it includes the persona; detail like gender, age, education background etc.

I: Interest- In what audience are interested and for what it’s all about their interest.

E: Environmental- it is related to place like conference hall, meeting room and auditorium where we have to conduct our presentation.

N: Needs- the needs means from your side as well as audience needs. Bescafe coffee includes what research company needs from the band? For example- what type of Problem Company facing? What is the background of the company?

C: Customised Needs- It means any specific or particular needs of the audience. In Bescafe coffee specific need is research on packaging problem so that researcher has to only prepare a report relating packaging problem.

E: Expectation- It includes what are the audience expecting for the solution of the problem. There are some expectations of Bescafe coffee to research agency about their new design of packaging

(audience research)

Report :

 – 

A written document or oral presentation based on a written document that communicates the purpose, scope, objective, hypotheses, methodology, findings, limitations and finally, recommendations of a research project to others.

 

  Analysis :

 

It is more than a summary of findings; rather it is a record of the research process.

The researcher has to convince the client that the research finding scan be acted on for their own benefit.

Any research report contains:

 – 

1. descriptions on methodology

 

2. results obtained

3. recommendations made.

The basic orientation of a research report depends on its audience. Before writing the report

 

the researcher must know his or her audience;

 

he/she may have to make assumptions about the composition, background and interests of the target readers.

Body :

A suitable for a target audience of researchers, research managers or other people familiar with and interested in the technicalities such as research design, sampling methods, statistical details etc.

  

Recommendations :

A more general audience, interested mainly in the research findings as it is non-technical in nature.

 

The written style report is designed to facilitate easy and rapid reading and under standing of research finding and recommendations Written report means in research which has already done we have to prepare documentary report on it. For prepare a very good written report there are some points. They are as under.

The written report should be clarifying the subject matter very easily and also it is in detail for making a good written report. All the points related to report must be covered for prepare a good written report.

Executive summery is very important part because sometimes observer does not have enough time to read the whole report. They directly go through summery so that we have to more focus on executive summery.

Presentation :

In presentation the data should be at least 12 to 5 slides

The designer name should be mention in presentation

It should have good layout

Modified themes should be there in presentation

Presentation should be minimum 5 min