As a new product marketing director of Saxonvile Sausage Company she has the responsibility to research the market for Italian sausage. Her objective is to find out the needs and requirement of the people so that company can match up with their needs. Another objective was to achieve the profit for the company for the next fiscal year. She needs to match up the core value of the product with the hearts and minds of the people.
Could you identify the Marketing Research Process steps in what she designed?
There are four steps which I can identify from the case that is
Step One – Planning New research on the target customer
In this , they targeted a specific group to research about the users who is having the Italian sausage. For this they made a different mini “pilot” groups in which there are total 4 to 6 members both men and women aged from 25 to 50 who research on different users.
Step Two – Building on learning from the focus groups ( Determine research design )
After Implementing Step one and after gathering all the information Ms Banks discussed the results with their teammates. They discussed about the emotional, Social and familial roles about the users of Italian sausage . After the deep study of all the research they tried to ake the product as per the customer demand.
Step Three – Building Positioning Concepts ( Developing Focus groups )
After studying the needs and requirement of the users Ms banks tried to make some plans according to consumers. She prepared a ladder cocept where consumer can attrack towards their product. She picked up different needs what women want from the new products.
Step Four – Additional Research Delivers a verdict – or two ( Building the perceptual Map)
Ms Banks believed in Family connection Positioning which was closest to the customers target values. So they made an additional research where they can find more about the users . She want expand their research to the