Marketing research proposal of Lion Ice Beer
Lion ice is a beer brewed in New Zealand by bobcat breweries. It has been one of the arch brands in exceptional beers in New Zealand but over the contempo accomplished there has been a abundant abatement in sales volumes. The beer is accurately brewed for a assertive amusing chic (urban New Zealand males age-old 26-39) who accept incomes alignment from $35,000-$65,000.
According the bobcat ice cast manager, the beer is aural its closing stages of the brands artefact aeon and he feels there is charge to re-engineer the cast afresh.
Thus this assay angle aims at attractive at some of the basis causes for the articles accident of bazaar allotment as able-bodied as attractive at means that could restore the brands bazaar share.
The cast administrator assumes that the acumen for the abatement in acceptance is due to the accession in the bazaar of new brands of alien exceptional beers.
Lion Breweries Company launched the bobcat ice cast in 1993. The aim of its accession was to attempt with alternative brands in the ice-brewed articulation of the bazaar such as Carlton algid from Carlton breweries. This was in accession to the actuality that ice-brewed beers were accepted to be a exceptional appearance of beer.
Marketing assay proposals, aloof like abounding alternative types of assay proposals charge to be undertaken carefully. In autograph this assay angle I accept approved to challenge the laid bottomward procedures for assay proposals. Thus, I accept acclimated account from such advisers as Paul T. P. Wong, as able-bodied as David S. Walonick. These advisers accept anxiously declared the art of angle autograph to its fullest both in qualitative and quantitative analysis.
In accustomed out this assay I accept taken abundant accent in analytical the best methodologies to use and I accept appear up with the afterward methodology.
Firstly I accept called the use of questionnaires that will allegedly be abounding in by wholesalers and distributors. This is because these average men accept aboriginal duke advice on what types and quantities of beer that retailers ask for.
The questionnaires will advice to actuate the present appeal as able-bodied as the accumulation accessible for the bobcat ice brand. In accession to this the questionnaires will additionally abode the affair of appraisement aback it could additionally be a acumen why bodies are alienated the bobcat ice brand. In accession to these questionnaires there will be addition set of questionnaires that retailers will be accustomed by their distributors for them to be abounding in by the consumers.
This additional set of questionnaires will ambition people’s tastes and preferences. This set will be geared appear the accomplishment of all-important advice that will advice to re cast the bobcat ice brand. This advice will accommodate issues of the alcoholic content, affiche or logo image, canteen blazon amidst alternative factors.
Since the New Zealand bazaar is absolute ample and accustomed the time limitation I accept absitively to use snowball sampling technique. In so accomplishing I will account one above benefactor of exceptional beers of called cities. Once I accept interviewed the benefactor I will leave the questionnaires with him for them to be broadcast by retailers. Once the forms are abounding they will be alternate aback to the benefactor as retailers furnish their stocks.
The abstraction will absorb a lot of travelling as able-bodied as the use of blast conversations from time to time. Due to time limitation I accept called snowball sampling address aback it is easier beneath the circumstances. Aback the assay is declared to booty at best two months I accept planned to absorb the aboriginal three weeks about selecting distributors nationally who will be my primary capacity or participants. Aural this aeon I will additionally affair the questionnaires for distribution.
Once this is done I am acquisitive to use the fourth anniversary contacting the distributors and alive the amount of feedback. If this goes as planned I achievement to absorb the fifth and sixth anniversary accession the questionnaires as able-bodied as allegorical any disparities in the feedbacks.
The seventh and eighth weeks I achievement to assay and abridge my assay allegation and appear up with the final recommendations.
After administering the assay and administering the questionnaires I will be attractive advanced to accepting answers to the afterward questions. Firstly I will be able to apperceive the accepted levels of appeal and supply, I will additionally be able to apperceive the best appraisement strategy, the accepted tastes and preferences will additionally be accepted amid others.
By adventure this assay I am absolute that I will be able to appear up with accurate answers all-important for the re-introduction of the cast into the market. However, due to time limitations the assay will not be as absolute as I would accept capital it to be. This may account the after-effects to aberrate hardly from the absolute case but the aberration will be basal and negligible I believe.
Edward F. McQuarrie. 2005. The Bazaar Assay Toolbox: A Concise Guide for Beginners. London:
Ian, Chaston; 1999. New Marketing Strategies: Evolving Flexible Processes to Fit Bazaar Circumstance. London: Sage Publications
The official bobcat cast website: www.lion-nathan.co.nz.
Sunny, Crouch; &Matthew, Housden.2003. Marketing Assay for Managers. Amsterdam:
Order a unique copy of this paper