Robinson fruit shoot market share - Essay Example

Chapter Four Findings 4.0 Introduction This chapter will present a breakdown on the data collected through the depth interview. It will discuss in details the field work and data collection for the research project. Each of the questions had been designed to meet the different objectives which are: •To understand how brands compete for market share •To identify the factors that lead to an increase in market share •To identify current consumer trends in the fruit juice industry •To provide an understanding of the factors that play an important role in gaining market share so Robinson Fruit Shoot can achieve an increase of 5% of their market share •To consider consumer perceptions and behaviour with regards to Robinson Fruit Shoot. •To determine the impact of a product recall. Each set of questions help the researcher see how consumers see the children fruit juice market and understand how brand compete for market share by looking at what consumers like and buy as well as how often do they purchase fruit juice. It was important to see if the product recall had damage in any way Fruit Shoots image as well as how parents feel about Fruit Shoot. 4.1 Pilot in-depth interview In order to find out whether or not the questions would help reach the objectives and to ensure any mistakes are eliminated before the final questions are constructed. The pre tested pilot consisted of 1 participant. This ensured that the pre-test questions help with targeting and attaining the objectives and that they are as accurate as possible; in order to highlight any problems that could arise. The choice of one participant to take part in the pilot was a method that economised on time but gave essence to the idea. From the participants answer, the research would form a hypothesis and create a paradigm to come up with answers that cut across the research and also answered fundamental research questions like how consumers felt about Fruit Shoot, has advertisement influenced their purchase decision and has the recall of the brand had any negative effect on Fruit Shoot Image? In the pilot, the participant was given a questionnaire and was required to answer after which both the participant and the interviewer discussed the answer. This discussion was basis for deeper understanding of the average target consumer and also a basis for the researcher to structure apt questions. The pilot was presented objectively nonetheless objectivity could be questioned as the question was structured hence leaving little room for opinion and personal observation. This could however be accounted for in the post pilot discussion. In the discussion, the interviewee strayed to other categories of beverages like Rubicon, soda and water. This helped the researcher as the interview questions were limited to children fruit juice like; Capri-Sun, Ribena, Innocent and Robinson Fruit Shoot. It narrowed the findings, saved interview time, increased suitability and appealed to the sample subject. The researcher then using the drawn hypothesis from the questionnaire and interview from the sole pilot participant came up with a set of questions that were guided by the rationale of the set objectives, target sample group and the set paradigm from the pilot study. The questions had to be objective enough to give unbiased information as well as try value the performance of the brand, its reputation, influence and following from the target market, consumer preference and the market share it enjoyed. These are questions that would prepare the company to rebrand or market the product more vigorously as per the findings and recommendations and the estimation of the research result of the corporate image and market share. This yielded the following structured questions to be posed to the sample test group: 1. How do you feel about children fruit juice? 2. How effective do you feel that T.V advertisement is for Ribena, Capri-Sun, Fruit Shoot and innocent? 3. Which children fruit juice is bought in your household and who chooses them? 4. Which of the fruit juice mention before do you feel is more healthy and why? 5. What can you tell me about Robinson Fruit Shoot? 6. How safe would you said Robinson Fruit Shoot bottle is? 7. What personality would you say Robinson Fruit Shoot has if it was a person? 8. If you were a child which fruit juice would you buy and why? 4.2 Secondary Research Findings To understand better preference and market share, it was worthwhile taking time to study previous reports on the Robinson Fruit Shoot brand that had been complied earlier by different studies. This helped the researchers go to the field with knowledge of the perception of the brand and an expectation of opinion. This however could however influence the objectivity due to response anticipation. From the studies done by Mintel, Fruit Juice, Juice Drinks and Smoothies - UK - November 2012 and Fruit Juice and Juice Drinks - UK - November 2011 placed Robinson Fruit Shoot at number three and number two respectively as a market share player. They proved that the Shoot was popular among the other brands but was not in pole position as to control the market. That therefore seemed to suggest that more marketing and sales were required so as to make the brand the market leader. From another survey by Mintel for Cordials and Squashes in October 2012, there was increased demand for soft and low alcohol drinks in the United Kingdom hence showing that there was increasing market for the Shoot as more consumers preferred soft drinks. The third survey used in secondary research was Fruit Juices, Energy & Juice Drinks Market Report 2013 that showed the preferences of the children aged between 1 to 15 years, the target consumer group. The survey’s findings are important for the marketers of the shoot to execute a marketing plan that carters for the children’s taste and preferences. This would give Robinson Fruit Shoot a bigger consumer base, better reputation and a wider market share. 4.3 Primary Research Findings This study was done using a qualitative approach that consisted of an exploratory focus group based on qualitative research philosophy, with the market research as basis of exploratory approach. Its main aim was to examine the consumer’s attitudes towards Fruit Shoot. It tried to describe consumer behaviour in relation to the reduction in sales and profitability on the Fruit Shoot. In light of that, the study was done using exploratory research approach which used depth interviews. They revealed attitudes, experience and feelings of participants, which would not be feasible using other methods such as individual interviews, observation or questionnaires. Throughout the interview process, the researcher and respondent will had a one on one conversation to minimize, if not totally avoid the pressure from other group members. A sample group of 20 from different backgrounds and experiences was interviewed. It consisted of 16 females and four men divided into three age-groups of 18-24, 25-35 and 36-46. Among them were 5 European, 5 Latin Americans, 5 Africans and 5 Asians. They had between 1 and 5 children aged between 1 and 11 years. From the study, 89% of the test sample felt that children fruit juice was safe and healthy to drink while 7% felt that most companies could not be trusted to produce natural flavoured juice for children. The rest were not sure due to difference in products and quality of juice made by different companies. All of the interviewees felt that advertisement was effective for the children juice brands but Ribena’s advert got the highest rating at 46% followed by Fruit shoot at 22% , Caprisun at 17% and lastly Innocent at 15%. Europeans identified more with advertisement than the other races. Women also cared more for advertisement than men did comparatively. Most of them felt that Ribena was healthier than the rest of the children juices as it was used as a multivitamin and appetizer. Fruit shoot scored dismally since most felt that it did not do enough to prove that its orange flavours were natural. Europeans and Latin Americans knew more about fruit shoot than did Africans and Asians. There was general fair knowledge of the flavours and colours by the women compared to the men but the men comparative knew more about the ingredients than the women did. They all felt that the Fruit Shoot bottle was trendy, tamperproof, recyclable and hence safe. The Asian and Latin Americans felt that Robinson Fruit Shoot had way too much credit than it should have; it was overrated. The Europeans seemed to agree that the Fruit Shoot was inviting and appealing while the Africans viewed it as expensive. The men thought that the colours of the bottles were too flashy. The favourite choice of the majority was Ribena since it was well packaged and even better marketed as Fruit Shoot followed since it was also well known and had invitingly designed bottles. 4.4 Conclusion The Ribena brand has done better in the market than most of the other brands leaving them to compete for a distant second position in Market share. This could be attributed to reputation, and marketing. The brand has sold itself to the consumer and set a tone as a trusted and healthy children’s juice. The Robinson Fruit Shoot should therefore do more in image through marketing in as much as its packaging is the most alluring and seemingly safest according to the study. It should be sold as a healthy idea that has health benefits alongside the fun of taking juice. The Fruit Shoot however comparatively does better than the other competitors in its league. References Aaker, D. A., Kumar, V., & Day, G. S. 2008. Marketing research. New York: John Wiley & Sons. Bradley, N. (2007) Marketing Research Tools & Techniques, Oxford University Press Inc Davies, M. B. 2007. Doing a successful research project: using qualitative or quantitative methods (p. 17). New York: Palgrave Macmillan. Daymon, C., & Holloway, I. 2010. Qualitative research methods in public relations and marketing communications. London: Routledge. Kothari, C. R. 2009. Research methodology: methods and techniques. New Age International. Kumar, R. 2010. Research methodology: A step-by-step guide for beginners. New York: Sage Publications Limited. Morgan, David. L 1997 Focus Groups of Qualitative Research. Saunders, M., Lewis, P. and Thornhill, A. (2003) Research Methods for Business Students, 3rd ed, Essex, Pearson Education Ltd Silverman, D. (Ed.). 2010. Qualitative research. New York: Sage Publications Limited Schensul, Stephen. L. 1999. Essential ethnographic methods: observations, interviews, and questionnaires Read More