Market for Ajax Foods - Assignment Example

Market for Ajax FoodsTest marketing is a stage of product development in which a product and its plan of marketing is exposed to a carefully selected sample of a population in order to make a reject or accept decision on a new product introduced in the organization before the new product is fully launched (Booz and Hamilton 31). In carrying out a test market for Ajax Foods, we are going to involve its actual stores and real life situations of buying, without the customers realizing that they are actually involved in an evaluation exercise.

This will enable us to ascertain the reaction of the consumers. Depending on the quantity and quality of sales data required by the president of Ajax Foods for his final decision, the test market will last few weeks.During this test market for Ajax Foods, all the variables in the marketing plan will be tested for the introduction of chicken pies in the grocery stores. We will carry out the test market in “hot deli” section where there are other variables such as competition with the existing products, the varying prices; package and promotion will be introduced on each section used in order to ascertain customer reaction about the new product.

The new product will be left to compete with the existing products. The number of stores we will use will be adequate enough to represent the entire market so that we get actual results on the ground without bias. The customers will be left to make their own decision on purchasing the product (Klan 26).For convenience and efficiency, we will also include internet online tests through the use of surveys in addition to the test branches and sections, when testing the new product. In case customers respond positively to the introduced product, and this will be ascertained by the quantity and quality of sales data that the president requires to make an accept or reject decision, then the president can go ahead and introduce other items such as shepherd’s pie and quiche.

Works CitedBooz, Allen and Hamilton Inc., New Products Management for the 2000s (2002)Klan, Arhur; New trends of Global Marketing, London: Prentice Hall 2007. Print.