1.1 Main Issues:
After analysing and collecting all the information we could find from our resources, we have come agreed to choose Kickapoo (M) Sdn. Bhd. as our researching market. The research question that we have come to investigate is why kids and especially teenagers, who were into Kickapoo before, do not buy the drink anymore. We choose this market because the generation Y are not loyal about their brands especially when it comes to drinks since there are so many other varieties in the market, but this drink has been around in the market for more than 30 years and at a point was cherished by young and old, but now it has diminished and cannot be even compared to the likes of Coke or Pepsi. Hence in conclusion we would like to identify the problem with the Kickapoo joy drink to find out why it is not the drink of choice for the Malaysian public anymore.
1.2 Main Components:
As our research assignment, we have chosen Kickapoo (M) Sdn. Bhd. To understand the external environment of the Soft Drink industry as well as the internal situation occurring at Kickapoo (M) Sdn. Bhd. In order to comprehend our customers better and realize the reason why they would not buy the drink. Also understanding the market is also important, thus both the primary and secondary research shall be conducted in this paper.
Our research approach would include surveys and the questionnaires would be used as the research instrument from which the quantitative research was selected. It will provide close ended questions for the respondents to answer with clarity. The non probability judgements sample was chosen in order to get a high quality of data analysis, from which only the good prospects will be selected for more accurate information. For understanding the market, 150 to 200 questionnaires will be provided to the respondents and the questions will be given to them based on discussion which was prepared by the researcher. Face-to-face interviews, online and telephone interviews will be offered well in order to ensure that the respondents understand the questions and would be able answer open-mindedly. The personal interview with Mr Lee Pooi Weng (The Manager of Kickapoo) provides this paper for a better understanding of the real issues of the company.
The secondary research will be conducted through the internet. The articles and journals that we have gathered online will be assessed for our groups prospect support.
1.3 Research Objective:
1. To identify the current customers perception towards Kickapoo joy juice
2. To evaluate why customers choose other drinks compared to Kickapoo.
2.0 Literature Review:
2.1 Company background:
Kickapoo Joy Juice is produced by The Monarch Company, which was founded in Atlanta in 1965 by Frank Armstrong, an advertising executive who had spent years working with an international soft drink company. He envisioned that a beverage company would capitalize on this market; hence the Monarch Company was born. Kickapoo Joy juice was the first drink produced by this company. The Monarch Beverage Company owns trademarks, licenses, and trade secrets throughout the world. They have strong partnerships with bottlers, suppliers and distributers, combined with our innovative marketing programs, a competitive edge, generate sales momentum and effectively promoted our brands around the world. In 2006, SV Beverage Holding Sdn. Bhd. has been appointed exclusive franchise for Kickapoo Joy Juice in Malaysia. (Www. KickapooJoy.com.my)
2.2 F.M.C.G Product Background:
Kickapoo Joy Juice is a citrus-flavoured soda inspired by the tonic of the same name in Al Capp’s comic strip “lil Abner” which appeared in the newspapers from 1934 to 1977. It is based on the Original Joy Juice Recipe which was first bottled by Monarch Beverage in the U.S.A. It was also a favourite drink among Malaysians and the in the markets where Kickapoo is available, although now it has diminished a lot in the...