A Market Research Proposal for Corona Beers
Friday nights. Birthdays. Graduations. Celebrations. Parties. What is missing? Beer. Beer is the most widely consumed alcoholic beverage and it is the third-most popular drink overall, after water and tea. Beer has four basic ingredients – water, yeast, malt and hops. While there may be only four main ingredients, how they are chosen, treated and brewed has a lot to do with the flavour of the beer. As a result, there are a lot of variations of beer with unique desired flavours.
Beers have a variety of brands to choose from. One of the most famous is Corona Beer. Very few people know who actually brews Corona, most people are under the impression that Corona is the name of the company itself, but Corona is just a brand the company produces. The actual name of the company that produces Corona is the Grupo Modelo.
In 1925, Corona was first produced in Mexico City by Grupo Modelo. Ten years after it was launched it became the best selling beer in Mexico. In 1976, they began to export Corona in the United States and became United States’ best selling beer in 1979. In 1985, they began to export Corona in Japan, Australia and New Zealand. Now it can be found almost anywhere in the world.
Today, while there are wide selection of beers in New Zealand market, Corona still managed to be on top. Its top competitors are Carlsberg, DB, Speight’s, Steinlager and Heineken. The researchers would like to know how Corona can maintain its top position in spite of numerous competitors in the market.
The overall objective is to research on how Corona can maintain its top position in the market. This has been broken into the following sub-objectives:
1. To know how many people prefer to drink Corona compared to its competitors. 2. To identify factors people consider in choosing Corona. 3. To define reasons of people for not choosing Corona.
4. To determine promotional strategies that can help Corona maintain its sales.
We have discussed the sub-objectives further.
1. To know how many people prefer to drink Corona compared to its competitors. This objective will measure the sales volume of Corona over its competitors. Most importantly, this objective will attempt to identify the target audience for answering sub-objectives numbers 2 and 3.
2. To identify factors people consider in choosing Corona. This objective will identify the strongest characteristic of the product. It will establish the characteristic of Corona that they must maintain or promote to attract more consumers. 3. To define reasons of people for not choosing Corona.
This objective will identify the weakest characteristic of the product. This will be used to identify what characteristic should Corona improve or change. This will identify the top competitor of Corona and the reason for choosing it over Corona. This will also identify possible substitute for beers.
4. To determine promotional strategies that can help Corona maintain its sales. This objective will help to discover possible promotional strategies that can be used by the company. This will be based on the findings of sub-objectives 2 and 3.
QUALITATIVE AND QUANTITATIVE RESEARCH:
The researchers’ objectives can either be quantitative, such as targeting a particular percentage of the market or generating results of sales of Corona and its competitors, or qualitative such as identifying the best and least characteristics of Corona or on determining ways of improving the image or gaining customer loyalty. These will provide measurable useful feedback about the product.
The qualitative phase will probe the following:
* What is the reason for drinking beers?
* What is the deciding factor of buying beers?
* Which group of people mostly like to buy beers?
The quantitative phase will probe the following:
* What is the quantity of sales of Corona and its...
References: Crown Imports LLC. (2013). Our Brands Corona Extra. Retrieved from http://www.crownimportsllc.com/ourbrands/coronaextra.htm
Grupo Modelo. (2010). About Corona Extra. Retrieved from http://www.corona.com/about/index.jsp
Canstar Blue. (March 21, 2013). 1 in 2 New Zealanders Have a Taste for Craft Beers. Retrieved from http://www.canstarblue.co.nz/food-drink/beer/
Belukus Marketing. (April 29, 2011). 4 Main Ingredients in Beer and Why They are Important. Retrieved from http://www.belukus.net/blog/?p=221
Questions Pro. (2013). Beer and Lifestyle. Retrieved from http://www.questionpro.com/a/showSurveyLibrary.do?surveyID=80155
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