Marketing Intelligence in the Vineyard Limited Company - Assignment Example

Marketing Intelligence in the Vineyard Limited CompanyI have been hired as head of marketing research in the Vineyard Limited Company in a Food and Drink Industry. The following is a short work plan to describe how I would assess what this Company has in place now:The first step would be to conduct a primary research on the specific products and services that the company markets, basically by using focus groups and qualitative surveys. After collecting this information, I would support it by conducting a secondary research on other data that is already in place but meant for different purposes.

This can include the effectiveness of its marketing efforts to date, the amount of money allocated to marketing, and the types of new products offered. Here, I can obtain valuable information about the status of the company at present. The most efficient and easy way would be accessing the data on the internet by typing the trade name “Vineyard Limited Company.org. Alternatively, I would simply Google, “industry research reports” to receive a lot of information on the company’s current status as well as uncovering various marketing analysis information.

My next step would be to carry out a formal research project. This would make it possible for me to identify the perceptions of customers about behavior patterns of the company. I can do this by observing customers and the way they purchase foods and drinks from the company as well as using questionnaires. From the forester reports, I learned that Emails connects everything in the process of an interactive mix (VanBoskirk 10). I would therefore use simple and easy-to-follow mail questionnaires to get an extensive knowledge of current issues in Vineyard Limited and to enable respondents to complete the quizzes conveniently.

They will be more wiling to give family and personal sensitive issues for the reason that the mail feedback can be anonymous. Data analysis and interpretation would be my critical step in analyzing the company’s current state. I would use computer-based statistical packages to analyze the data. My last step would be to use the results to make a marketing conclusion about this company.Given that I have already obtained information from customers as outlined above, I would come up with a process to guide the company to the desired direction.

For instance, I would constantly develop new breakfast cereals, where the product element is this new foodstuff itself. Setting the right prices involves evaluating customer perceptions and competitive products as well as manufacture costs. To facilitate the firm’s continuing move to interactive marketing, I would encourage promotional activities such as product tasting by the consumers. The best possible channels of distribution would include leading supermarket channels.Three trends from the Forrester report should be responded to by the Food and Drink industry.

Listening will result in social intelligenceThe industry will grow as more companies will buy listening platforms to watch social conversations. Food Companies that integrate social data into their current consumer databases as an inclusive of CRM upgrades will expect higher investment. Digital channels will therefore create sales, marketing, and service opportunities (VanBoskirk 12).Improved online ad management toolsAdvertisers of big Food and Drink companies will probably shift offline product prices into display as rising Data Management Platforms enhance audience targeting, doing away with overlap across several publishers, and weigh the contribution of particular impression towards the goal of the business.

Launching of new interactive programsIf the Food and Drink industry develop social or mobile programs, they will enable more communication through emails, a process that will tether consumer experience across channels. In fact, online sales account for a higher percentage of retail sales for food products.Work CitedVanBoskirk Shar. U.S Interactive Marketing Forecast, 2011-2016. New York: Forrester Research, Inc, 2011. Print.