Marketing Research Proposal

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Marketing Research
MARK3220 L2B: Multi-V

Table of Content

Session | Page | Executive Summary | 3 | Introduction | 4 | Research Design | 6 | Data Analysis | 10 | Limitations | 16 | Improvement | 17 | Conclusion | 17 | Appendix | 18 |

Executive summary
“Glacéau Vitaminwater”, the vitamin enhanced water, spreads globally with record-breaking sales once it was launched. Vitaminwater stepped into Hong Kong market in 2009. However, the sales are not that good.
The research was conducted to investigate into the existing problems that led to the unsatisfactory sales in Hong Kong and provide suggested solutions. It was mainly focusing on the universities students. After conducting this research, we have come up with the potential ways to rectify the current situation.
Existing Problems
Vitaminwater has been enjoying a positive brand image. But with lots of sponsors provided to universities, there is still a poor word-of-mouth effect. The positioning of Vitaminwater is ambiguous. In general, the main reasons are the inappropriate promotion strategies, lack of promotion coverage, unattractive tastes, no choices considering the volume and the high selling price.
Suggested Solutions
Positioning should be clearer as healthy drinks. More intense promotion strategies are suggested to increase the coverage, particularly on magazines, newspapers, bus advertisements and leaflets. Invite celebrities with energetic and healthy images as spokesmen. Some gimmicks like free samples distribution and random home visits are suggested to be included in the promotion strategies. Besides, providing Vitaminwater with localized flavors is a sound choice. Students are quite interested in Citrus maxima and Lemon and Honey flavors. Apart from that, for the level of sweetness, it should be increased a little bit. 400mL bottle size should be introduced as well to gain attractiveness and a fresh image. As Vitaminwater is positioned as a high-ended drink, the selling

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