five:am Marketing Research Proposal

five:am Marketing Research Proposal

• 1.
  October 2014 25097296 Tin KauChan 25370197 Hongsheng Zhang 11577932 Izabella Jelonek Marketing Research Proposal
• 2.
  page 2 Background Key Observations Brand image: CSFfor five:am Consumers: Their focus on ‘healthiness’ Competition: Highly competitive market Drivers: Price discounts and value conscious consumer Product:Young Australian yoghurt brand InternalExternal
• 3.
  page 3 Differentiation Positioning C onsum er Behaviour Purpose & Objectives ManagementProblem: How does five:am become the no.1 'healthy choice' yoghurt brand? Marketing Research Problem: What drives yoghurt brand choice for the health-conscious consumer? What are the key drivers of brand choice? How strong is the over- lap between brand image and brand identity for five:am? what are the current perceptions of five:am? Does five:am occopy a unique space in the market?
• 4.
  page 4 Conceptual Model -Radar Analysis Factor 1 Factor 2 Factor 3 Factor 4 Factor 5 Factor 6 Factor 7 Factor 8 Factor 9 Factor 10
• 5.
  page 5 Research Questions and ResearchHypotheses Research Questions Research Hypothesis RQ1: What are the key criteria that drive brand choice of yoghurt brands and their relative importance? H1:there are many different drivers that determine brand choice but only few are very important (no more than 5) H2: ‘healthiness’ is in the top 3 of key drivers RQ2: What are the perceptions of five:am on the key criteria relative to its competitors? H3: there is a strong relationship between the perceived brand image of five:am and the actual brand identity H4: five:am is strongly differentiated from other yoghurt brands H5:five am occupies a clearly defined position within its market as the ‘healthy choice’ RQ3: How important is brand as a choice driver? H6: those customers that are health conscious know and understand the five:am brand H7: those customers that are driven by price, are not familiar with the five:am brand H8: brand familiarity is associated with brand loyalty
• 6.
  page 6 Research Design Overview PhaseI – Qualitative Research Methods: Focus Group Test Hypotheses: 1, 2, 3, 4, 5 Phase 2 – Quantitative Research Methods: Online Survey Test Hypotheses: 1, 2, 3, 4, 5, 6, 7, 8
• 7.
  page 7 Characteristics of FocusGroups Group Size 8-10 participants Location Melbourne, Sydney and Brisbane Scheduled Dates Pilot – 6th October Melbourne – 13th October Sydney – 14th October Brisbane – 15th October No. of Focus Group Total 10 group (3 groups per city, 1pilot group) Group Composition Homogeneous groups Group 1 - those who buy yoghurt regularly (include but not exclusive to five:am) Group 2 – those who buy yoghurt regularly but never buy five:am Group 3 – those who predominantly buy five:am Physical Setting Relaxed, informal atmosphere Duration 60-90min Phase I – Qualitative Research Focus Group
• 8.
  page 8 Phase 2 –Quantitative Research Online Survey Characteristics of Online Survey Element People who are responsible for household groceries, are from 18-50 y.o. and purchase yoghurt regularly (as defined) Sampling Unit Household Extent Australia wide Sampling size Expect to have 1000 valid surveys (with initial estimated distribution of 7000, if respondents do not exceed expected number, second distribution of 3000 will be issued) Sampling Frame The sampling frame will be email addresses bought from Nielsen as per specified demographics Date Initial distribution – 3rd November Reminder – 5th Nov, 7th Nov, 9th Nov Second Distribution –10th November Reminder – 12th Nov, 14th Nov, 16th Nov, 18th Nov
• 9.
  page 9 Data Validation Editing& Coding Data Entry Analysis Proposed Analysis
• 10.
  page 10 Editing and Coding ScaleCoding Nominal Male-1 Female-2 A-1 B-2 C-3 … Likert/Ordinal Five response to evaluate the consumers' preferences Rank Orders 1 stands for not preferred or disagreement and 5 stands for the most preferred or agreement
• 11.
  page 11 Analysis Focus Group • InformationCoding entry into SPSS • Individual comment, ideas, thoughts categorized and coded • Information synthesised further • End result is a short summary of each category, noting similarities and differences across groups Online Survey • Linear Regression - primary method • DV - perception and attitudes • IV - 10 factors identified using Radar Analysis • End result - identifying which factors are important and statistically significant and to what extent Factor 1 Factor 2 Factor 3 Factor 4 Factor 5 Factor 6 Factor 7 Factor 8 Factor 9 Factor 10
• 12.
  page 12 Reporting & Costs Typeof Research Description Fees Qualitative Research (x3 locations, 3 FG’s per location) Recruitment of Participants $5,000 Discussion Guide design and validation incl. pilot Focus Group $10,000 Moderator briefing and training (x3) $5,000 Focus Groups,($5,000 each) x3 $15,000 Focus Groups,($5,000 each) x3 $15,000 Focus Groups,($5,000 each) x3 $15,000 Travel costs $5,000 Subtotal $70,000 Quantitative Research Survey design, testing and validation $15,000 Database hire/Respondent recruitment $15,000 Survey administration $30,000 Subtotal $60,000 Data analysis, report generation   $50,000 Incentives   $4,000 Incidentals $5,000 Total Fees $189,000
• 13.
  page 13 Timing 6th-15th Oct Focus Groupinterview 3th-20th Nov Questionnaire development, distribution and collection 10th Dec Presentation and Final Report 20th Oct Interim report following Phase I - Focus Group 21th-30th Nov Data Analysis
• 14.
  a passionate and experiencedteam of researchers actionable recommendations Izabella Jelonek Tin Kau Chan Hongsheng Zhang