JW Farina Target Audience - Essay Example

Research Brief Background The company that we have chosen for our research is J.W. Farina, the company was established in the year 1988 and deals inthe sale of olive oil. The company has its head offices in France and now is looking to discover markets outside of the area. They are also famous in UK and Austria (Farina, 2008). It is believed that olive oil is healthy for human bodies as compared to other cooking oil products. It affects the inner and outer parts of the body; it is light on the heart and keeps it health for a longer time. There are many factors that can be useful in the research to be conducted with respect to different regions. Most of the company clients are famous and reputable restaurants, but it has not been selling to the general public as yet. Because the company has strong hold in the market of France, UK and Austria they would start their research from the same place. This would help them have a better understanding of what the general public is expecting from the product and what opinion they have about the restaurant quality of food that is on the list of Farina supplies. A research has to be conducted in the similar manner, the higher management of the company has decided to hire a team which could help them undertake the research and provide them with a research brief. They have had conversation over the phones and email correspondence which have highlighted the main research objectives. These research objectives would enable to target the right area and right target. Along with the target audience it will also help the researchers to find the methods they would adopt and what are the financial and procurement requirements for the research. In the end they would briefly explain their expected results and how long would they require to complete the research brief. Research Objectives The main objective of the paper is to observe and examine the attitude of the customer towards using Olive Oil at homes. It will give a wholesome view of the olive oil market along with the consumption of the product by the household and other users (Writings, 2014). The main objective have been divided further into three simple parts. The first part of the objective is to examine how oil are used in domestic settings, and what are the customer requirements. The objective to establish the understanding that how many households are using the product and how satisfied are they. It will also discover what kind of olive oil they are using and would also generate results of the expected product from the makers. The second part of the objective is to identify the attitude of the customer towards using of Farina product to other similar products in the market. The company wants to gain an insight to their competitors and to have a market analysis of their product. It will develop an understanding of the quality of product being presumed by the client of Farina and other competitors in the market, it will give an insight to how much oil is being consumed by the client of daily, weekly or monthly basis and would also establish the understanding of other products being used by the customer. It will also give an understanding of the awareness of the product by the consumer to the company. The third part of the object is determine marketing and promotional areas for their product. This will give a better understanding to the company at what generates the maximum response by the client. The company would be able to make a better strategy in terms of selling their product and generating highest amount of sales. Target Audience The target audience include all the household users, these would mostly include people who cook at home. The gender is not specific for the product, however, the age will target all people who are above 18 and are living independently (Share, 2010). The target audience would be a blend of light users of oil and heavy users of oil and would also be composed of four groups that would include users from the east, west, north and south. We would further divide the audience in terms of family size, these would include family members of 1 member, 2 members, 3 members and 4 and above members. The segregation of groups would include 50 members and would make a sum total of 400 people, from each section and each family size. The sample would be an representation of our final results (Management, 2014). Research Approach The research have been divided into three parts, the first part of the research is identify the existing resources to make our literature review and to figure out our further research methods. The second will be the quantitative research which will give us the analysis of usage oil, what are the expectations from the customer and other possible use of oil. The third part is forming a questionnaire and taking reviews from the customers directly. The quantitative analysis along with qualitative analysis would help us to formulate the third part of our strategy. Qualitative research is to go in depth of the research topic under discussion. We will use focus research to identify the potential target audience, and based on their previous history would estimate their reaction on towards new product. The research would also help to estimate the existing usage of oil and how much is the target audience. The research would be conducted to answer the relevant questions which will include that how and where the oil is being stored in homes, this would help us to figure out that do the customers have the required resources to store oil once they have purchased it. This research would also help us to figure out the kinds of cooking oils that are being used by the customer and how much of them are willing to use olive oil in the future. Literature review is also helpful in identifying the awareness of the customers with respect to the existing brands in the market. Which olive oil is being used most frequently and how much satisfied are the customer with their current use of product. Which is further linked to the fact that how many customers are willing to upgrade their quality of oil and if they are prepared to pay more for a different oil. Finally the company would also be able to understand their current standing in the market, how much of a brand name they have and if people are willing to pay for their brand name. The second and third stage of the product is carters to the quantitative research, these are questionnaire being formulated, these questionnaire would be filled by two methods. The first is calling the customers who have been identified as using or potential user of olive oil and through internet survey. We have selected the two methods because these are cost effective and would generate a better output in terms of people who will fill the survey. The other ways of filling the questionnaire such as personal interviews was not used keeping in mind the budget allocated for the assignment. The data is quantitative in nature and would give a clear view of the usage and satisfaction level of the customers. It would help us to classify the people who are direct buyer of the said product and would be willing to change their existing product. A small questionnaire would be made including not more than 10 questions, this would be easy for the customer to fill (WOeRK, 2014). Timings The entire research process would take up to 20 weeks which is equivalent to 5 months. The first few weeks would be used to carry out the desk and qualitative research, then we would move to the field work which would include qualitative and quantitative analysis from the customers. Further one week is required to add the results and generate the reports, and finally the analysis and presentation of the result would be carried out. Reporting The report would include the analyzed result of our qualitative and quantitative calculations that has been carried out over the weeks by the customers. This would further link the result to the existing literature review and finally after formulating them on excel it would generate results according to our objectives set in the first section. The report would further conclude by suggesting the ways in which the product should be introduced to the market and what are the optimal procedures that can be used. Conclusion The above is the research brief conducted for an olive oil manufacturing company which is now willing to expand to household and general public and across the existing borders. Bibliography Edinberg, University of. 2014. Guidelines on Writing a Market Research Brief. England : University of Edinberg, 2014. Farina, J.W. 2008. Example of a Market Reserach. UK : Project Purple, 2008. Management, Academy of. 2014. Author Guidelines for Writing Research Briefs. AOM.org. [Online] 2014. http://aom.org/Publications/AMP/Research-Briefs.aspx. Share, Slide. 2010. Writing a Reserach Brief. Slide Share. [Online] 2010. http://www.slideshare.net/KKylle/writing-a-research-brief. WOeRK, Learning from. 2014. Example Research Brief. England : University of Plymouth, 2014. Writings, Falcon. 2014. Example of a Market Reserach Brief. USA : Falcon Writings, 2014. Read More