Nobody downloaded yet

Marketing Research - Essay Example

Comments (0) Cite this document
Summary
Date: August 5, 2012 Subject: Introduction of Sweet Dream To: Bob Murphy, Group Manager From: Bill Horton Dear Mr. Murphy, I would like to continue our conversation that we had last Friday afternoon about the committee’s decision not to authorize a national rollout of Sweet Dream…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER94.1% of users find it useful
Marketing Research
Read TextPreview

Extract of sample
"Marketing Research"

Download file to see previous pages I believe that Paradise Foods should discontinue its promotion of LaTreat and instead get behind the concept of Sweet Dream. Barbara Mayer has her own self-interest at heart when she says that LaTreat should be the sole focus of the company’s strategic efforts. LaTreat has now been established in the market for a few years, but the product’s growth rate is slowing down. For Paradise Foods to retain a stake in the frozen desserts market, a new product needs to recapture some of the customers who were once loyal to LaTreat but have since grown tired of it. In addition, there has been increased competition in the market, and this has had an adverse effect on the sales of the product. The frozen desserts market has expanded significantly since LaTreat first entered the market, and in fact the market has since outgrown the product. This can be evidenced by the fact that revenues for the product did not grow at all in 1986 and 1987. My recommendation to you is that neither LaTreat nor Sweet Dream is discarded, but rather both products are promoted together. While this may seem like cannibalizing, in fact both products can work in tandem to pick up customers who fall through the cracks. From the BehaviorScan data, I have managed to break down the customers of LaTreat into four main categories: Loyalists, Trial Users, Accelerators, and Switch-on-Deal customers. Currently, LaTreat is only picking up customers of the latter two categories. Many of the current customers of LaTreat do not feel any long-term loyalty towards the brand or only make purchases when promotions are on offer. For any product to grow long term, these are not the types of customers who will help contribute to this success. This is, however, where Sweet Dream comes in and fills a gap. Loyalists and Trial Users are extremely hard to pick up through using an already existing product because the “wow” factor has gone. However, Sweet Dream is a brand new product to the market and is likely to experience a “honeymoon” period during the first few months after release. The customers who remain loyal to one brand for a sustained period of time are highly sought after, so everything should be done to not only attract them, but keep them as loyal customers. The initial data that I have gathered around Sweet Dream suggest that the product has the potential to be a hit. The data show that Sweet Dream received a three market share in Midland and Pittsfield after only six months. The trial rate was 15 percent, while the repurchase rate was 45%. These figures are all astounding, and even if the product could not sustain these numbers over the long term, it would still capture a significant portion of the market share. To sum up, my recommendation to you is that the committee reconsiders Sweet Dream, except this time in conjunction with LaTreat. While there would have to be competition from an outsiders’ point of view, the two products could be marketed to different sections of the market. The competition between the two products would be minimal at best; this would be to try and build up the brand image of Paradise Foods rather than result in the promotion of one product line. I would even be willing to work with Barbara Mayer to ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing Research Essay Example | Topics and Well Written Essays - 750 words”, n.d.)
Marketing Research Essay Example | Topics and Well Written Essays - 750 words. Retrieved from https://studentshare.org/other/1400671-marketing-research
(Marketing Research Essay Example | Topics and Well Written Essays - 750 Words)
Marketing Research Essay Example | Topics and Well Written Essays - 750 Words. https://studentshare.org/other/1400671-marketing-research.
“Marketing Research Essay Example | Topics and Well Written Essays - 750 Words”, n.d. https://studentshare.org/other/1400671-marketing-research.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Marketing Research
...Market Research Exploratory designs describe a movement by designers and artists, to engage into exhaustive process of finding out more ideas and results in the field of arts and designing. The main intention of the exploratory design is to use dimensions that dig deep into the problem at hand, in the process of finding a solution. Exploratory designs enable the exploration of new experiences, mediums, cultures, and collaborations. Additionally, the explanatory design acts as a guide to designers as they determine new ways and techniques of doing things. This is based on the unavailability of the correct and best processes of approaching tasks. Moreover, it gives the researchers and designers the...
4 Pages(1000 words)Essay
Marketing Research
...Marketing Research This paper explores the stages of marketing research in line with positioning a new phone which featuresattributes such as usefulness, ease of use, innovativeness, visual appeal, and self expression. This hinges on exploratory research which seeks to clarify ambiguous situations or discover ideas that may comprise business opportunities. Introduction Market research avails essential information that can be used to refine and appraise marketing actions, examine marketing performance, and enhance the understanding of marketing as a process in itself. The three...
4 Pages(1000 words)Essay
Marketing Research
...?Marketing Research In what ways can marketing research influence the development and implementation of marketing strategy? Does that mean that organizations that conduct market research will perform better than organizations that does not? Please provide adequate references and examples for each of the points in your discussion. Marketing research forms the essential basis of marketing strategy. This is because marketing research encompasses the exact details under which marketing of a product or service is ensured. This...
8 Pages(2000 words)Essay
Marketing Research
...?Marketing Research Marketing research is one of the most important s in the field of marketing. This is practically the method of predicting the future needs for the betterment of the organization. Without a proper marketing research it is never possible to meet the expectations for the external environment. Marketing research is a long process with many important steps. There are several methodologies of conducting the marketing research. The specific design for the appropriate research is changing continuously. However, there are some traditional methods which are very much important for the better results in the research field are, identifying the target group, selecting the focus group, designing questionnaire, taking surveys, sampling... and...
12 Pages(3000 words)Essay
Marketing Research
...Design of Questionnaire that addresses the Research Objectives identified for the Hobbit's Choice Restaurant (Word count - 1881 excluding References) Introduction: American Marketing Association gives the definition of Marketing Research as 'the function which links consumer, and public to the market through information - information used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the...
9 Pages(2250 words)Essay
Marketing Research
...Question Marketing research refers to the systematic procedure for the collection and analysis of data regarding some specific market product. It enables the manufacturers, industries and companies to have a comprehensive and analytical assessment in respect of the views, preferences, requirements as well as prospects and perils of the consumers, retailers and stakeholders involved in sales and purchase of their product. “Marketing research”, according to Answer.com, “is a systematic collection and analysis of data relating to sale and distribution of financial products and services.” (www.Answer.com). The data gathered and interpreted during marketing research significantly supports the organizations draw out future plans according... to the...
8 Pages(2000 words)Essay
Marketing research
...MARKETING RESEARCH BY Executive Summary Marketing research stipulates the information needed to deal with these issues, formulates the techniques for collecting information, directs and implements the data collection process; interprets the results and communicates their findings and implications. Basically marketing research is the arrangement, gathering and interpretation of data related to marketing decision making and the communication of the results of this interpretation to the management. Marketing research has two basic parts in the marketing of an organization. First, as an element in the marketing feedback progression, marketing research offers decision makers with information on the usefulness of the existing marketing strategies... and...
11 Pages(2750 words)Essay
Marketing Research
...RESEARCH PROPOSAL AFFILIATION: Table of Contents Table of Contents 2 Introduction 3 2.Components of Research Proposal 4 3.Good Research Objectives 6 4.Significance of Marketing Research Proposal 8 5.Conclusion 9 References 11 1. Introduction Research is a term that may be heard by majority of the individuals in their everyday life. It is important to note that whatever research is conducted by the individual, they should focus on the authenticity level of the research and must have some data that supports their research (Thornhill et al 2007). On a broader perspective, research is...
8 Pages(2000 words)Essay
Marketing research
...Marketing Research al Affiliation: Marketing Research Management decision problem is a strategy that is action oriented and is mainly concerned with possible actions that the decision maker can take (Aaker, 2011). It mainly relates with the problem that is facing the management or the decision maker. In this case, Cessna Aircraft is facing a problem of low number of women who are joining the pilot training program. As a result, the management must identify the source of the problem and the best intervention strategy. Market research problem is the information that the marketing manager needs to have in order to solve a problem...
1 Pages(250 words)Essay
Marketing research
5 Pages(1250 words)Research Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Essay on topic Marketing Research for FREE!
logo footer
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us