OWNERS’ BRAND PERCEPTION RESEARCH PROPOSAL
Meteor Motorcycle Company
Dated: September 7th, ____
Currently, Meteor needs to understand how its customers regard four brands relative to each other: Meteor, Comet Chopper, Harley, and Big Dog. Also, because of the unexpected sales success of the Comet Chopper motorcycle, Meteor needs to understand the major factors for the appeal of the Comet Chopper. Meteor’s marketing team also needs to update the demographic profile of its customers. This is because Meteor sells through a network of dealers, some of whom do not always record details about the demographics of motorcycle buyers.
On September 11, 200_, the Meteor marketing team met researchers from Good Stuff! at the Meteor headquarters. The presentation included the history of the Meteor Motorcycle Company, its founders, the brand types and other useful inputs. The Meteor marketing team was open to allowing the Good Stuff! researchers to participate in the Harvest Biker Fest event to be held in the Kansas City metropolitan area. Details of the event and other issues were discussed during the same session. It was also agreed that Meteor would provide a list of existing Meteor Chopper owners to help Good Stuff! in its research.
Problem definition / RESEARCH OBJECTIVES
The research team at Good Stuff! will
1) study Meteor and Comet Chopper owners’ brand perceptions of heavyweight cruiser motorcycles, 2) so that the Meteor marketing team can better understand the appeal of these
brands to specific customer segments, 3) so that the Meteor Motorcycle Company can improve the positioning of its
brands in the marketplace and achieve a 30 per cent annual growth in sales
revenues in the coming year.
Accordingly, four modules of research will comprise the joint research project. • To identify and gather information about existing competitors that buyers consider when buying a Comet Chopper. Good Stuff! will gain an understanding of who in terms of competitors are Comet Chopper owners’ considering during the buying process, and why. • To understand the appeal of the Comet Chopper.
Good Stuff! will explore the demand for the Comet Chopper by examining the appeal. Good Stuff! will determine what the appeal of the Comet Chopper is, to further understand the feelings, stories and attitudes behind the Comet Chopper customer. • To understand the level of brand awareness between Meteor and the Comet Chopper. Good Stuff! will research the customer’s perception of the brand relation between the Meteor brand and the Comet Chopper (made by Meteor). Good Stuff! will research customers’ awareness levels, identify degrees of brand awareness and examine issues related to dual branding. • To describe both the Meteor owner, and the Comet Chopper owner in terms of demographics and psychographics thereby gaining a better understanding of the existing customer profile. Good Stuff! will explore the demographics of the Comet Chopper owner in terms of age, sex, income, occupation, and education level in addition to psychographics such as attitudes, beliefs, consumption habits and interests.
APPROACH TO THE PROBLEM
Meteor Motorcycle Company was previously involved in similar projects with Good Stuff!. In the Fall of 1998 and in the Spring of 2000, Good Stuff! conducted Meteor’s first dealer and customer satisfaction phone surveys. Both of these surveys included a module on brand perceptions of Meteor and its competitors in the marketplace. The results had immediate operational impact for Meteor. Since the 1998 research project, sales for Meteor have increased 1800 per cent.
The current research project will give primary focus to Meteor...
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