Mktg570 Week 2 Market Research Paper
MKTG570 Course Project Week 2:
You Decide
Marketing Research MKTG570
DeVry University, Keller Graduate School of Management
September 13th 2014
Orange Juice is a classic staple for breakfast. How many is bought a year, and how many brand. Our Great OJ brand has been on the top of the market for years. Companies in the past have changed packaging and taste profile. Some of the bigger disappoints came from lager companies like Coca Cola and their change to the New Coke, April 23, 1985. “The Coca-Cola Company intended to re-energize its Coca-Cola brand and the cola category in its largest market, the United States” (Coca Cola Company). Do to the consumer outcry Classic Coke returned to the shelves just a few months later. Great OJ has …show more content…
This market research will find both what our customers approve and disapprove of the product. Also discover why those that buy the competitor orange juice are disappointed with the Great OJ Brand. The resources spent on doing the market research can minimize finical and brand equity risk, and maximize brand value and profit.
One primary research technique that has been maximized by Frito Lay with both their Lay’s and Doritos chips is crowd sourcing. This allows direct access to the consumer and asking questions related to the Great OJ brand. A new brand packaging contest could be introduced, where the top entries are voted on by the consumers. In this scenario the consumers are involved with making the change and enhancing the brand connection with the costumers.
Another strategy to receive constructive straight feedback from our costumers is by conducting focus groups. By selecting the top five markets in the country we gather consumer and ask intelligent questions regarding the product and the possibility of a package change. By having a professional facilitator leading the focus group we could also find other consumer
You Decide
Marketing Research MKTG570
DeVry University, Keller Graduate School of Management
September 13th 2014
Orange Juice is a classic staple for breakfast. How many is bought a year, and how many brand. Our Great OJ brand has been on the top of the market for years. Companies in the past have changed packaging and taste profile. Some of the bigger disappoints came from lager companies like Coca Cola and their change to the New Coke, April 23, 1985. “The Coca-Cola Company intended to re-energize its Coca-Cola brand and the cola category in its largest market, the United States” (Coca Cola Company). Do to the consumer outcry Classic Coke returned to the shelves just a few months later. Great OJ has …show more content…
This market research will find both what our customers approve and disapprove of the product. Also discover why those that buy the competitor orange juice are disappointed with the Great OJ Brand. The resources spent on doing the market research can minimize finical and brand equity risk, and maximize brand value and profit.
One primary research technique that has been maximized by Frito Lay with both their Lay’s and Doritos chips is crowd sourcing. This allows direct access to the consumer and asking questions related to the Great OJ brand. A new brand packaging contest could be introduced, where the top entries are voted on by the consumers. In this scenario the consumers are involved with making the change and enhancing the brand connection with the costumers.
Another strategy to receive constructive straight feedback from our costumers is by conducting focus groups. By selecting the top five markets in the country we gather consumer and ask intelligent questions regarding the product and the possibility of a package change. By having a professional facilitator leading the focus group we could also find other consumer