Research Brief and Proposal
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
“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