Research Brief and Proposal

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  • Topic: Qualitative research, Quantitative research, Scientific method
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  • Published : November 13, 2010
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M10MKT Information Acquisition and Analysis

“Research Brief and Proposal”

Submit to: Alison Jack
Student Name: Chenchen He
ID: 3361841
Course: MA Advertising and Marketing

November 2010

Marketing Research Brief and Proposal

Business Scenario:

Smoothie Ice -- A major frozen dessert manufacturer is planning to launch a range of individual ice creams based on the flavours of Smoothies. They want to test the appeal of the concept amongst potential consumers. They are keen to identify the demographic group for whom the concept has most appeal (young adults / older adults / parents on behalf of their children etc.). They have developed several possible recipes and they want to select the most popular flavours for their launch. They are planning to launch the new product using TV and magazine advertising. Their ad agency has developed some initial ideas for the advertising and the client would like to gauge reactions to these ideas. They would like their market research agency to suggest a programme of research to guide them through the launch.

Research Brief:

To: Research agencies chosen to submit a proposal
From: Smoothie Ice Ltd, market research manager
Date: 5 November 2010

1. Background
Smoothie Ice, which was established in 1950s, is a well known and major frozen dessert manufacturer selling ice creams all over the world. Smoothie as the fast fashion food is becoming more and more popular with the youngsters. Ever since 1989, starting from Europe, the price of Smoothie ice has been 5-10 times higher than the prices of the other regular ice creams. The brand image of Smoothie Ice is designed to be exquisite and elegant. In 1990s, due to the development of freezing techniques, a lot of ice cream manufacturers added more air, stabilizers and preservatives in their products in order to extend the product’s shelf life and to reduce the operating costs. Thereby the quality of smoothie deteriorated a lot. Smoothie ice was then set an ambition to produce natural, high quality, excellent flavor of smoothie products, let the world enjoy the real taste of high-quality ice cream. Never have done high-profile advertising, but almost everyone knows Smoothie Ice, the "love her to ask her to eat Smoothie Ice," ad has contributed a lot to appeal to the couple consumers. 2. Business objectives

Now, we are planning to launch a range of individual ice creams based on the flavours of Smoothies. We hope that the new products will keep the quality of Smoothie Ice and bring great profits as we expect. 3. Research objectives

To prepare the new ice cream, we have developed several possible recipes and we want to select the most popular flavours for our launch. The recipes that we have been developed are strawberry, pineapple and cherry; banana, orange and mango; apple, lemon and ginger; blueberry, melon and grape. We want to get the potential consumers through some kinds of research. We are keen to identify the demographic group who will be interested in the new ice creams. We need to indentify the property of gender, age, Marital Status etc. We are also planning to launch our new ice cream through magazine and TV advertising. Our ad agency has developed some initial ideas for the advertising and the research company needs to assess reactions to these ideas. Generally speaking, we would to make sure that our new product is targeting the right consumers. In order to achieve these objectives, we would like the market research agency to suggest a programme of research to guide us through the launch. 4. Preferred Approach and Methodology

The agency chosen for the research must have experience with foodstuff. Furthermore, we expect both qualitative and quantitative capabilities because we expect to use both approaches. The market research agency should consider existing Smoothie Ice consumers, rather than other brands’ fans, because that is our immediate target consumers. As you know, we are a UK based company, so...
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