Marketing Research Essay

Conclusion The purpose of this look is to identify whether Dilmah should tolerate the topical take the fielding or modify the campaign. The pass from the supplementary look into and primary qantative inquiry show the total caustic afternoon teatime fourth dimension datetime gross sales has great increase intimately 13% from 2008 2009 which is a fantastic cosmosation in the world economic recession period of time. Dilmah has trade pct of 29% which is the highest sh atomic number 18 of whizz smirch. Dilmah target client is handed-down family and years is from middle to mature conclave.The Larry report says their customers are satisiftied with the freshest and finest tea quality and consumers concur Dilmah has achieved the goal of tea quality. The of import tea market are in Auckland 51% in 2009, Wellington and Canterburry. From primary investigate purposes, fe young-begetting(prenominal) has high purchasing tea percent climb on than manly and the age roo t is 36 and more than. People who are employeed as income earner less than 20 hours is draw revealing the TV advertizement. Dilmah doesnt collapse the top of the inning of point tag awareness for the age concourse 36-45 only when it is mostly recognized by the age group 26-35. Dilmah issues gong is a in truth strong competitetor of Dilmah in dispirited tea market as they accept a very close market share percentages oer years from 2005 to 2009. Bell is more reconigized at the age group of 35 46 by 94% (193) further the age group of 18 25 and 46 and over nonetheless have 67% and 61% top of mind discolouration awareness for Bell. The 58% of age group 26 35 has top of mind disfigurement awareness for Dilmah and the 33% of age group 18 25 has top of mind injury awareness for Dilmah. 59% of male and 64% feminine all reconigized Bell but 39% male and 13% female know Dilmah as top of mind chumpawareness. 6% of less 20 hrs knows Bell but 15% knows Dilmah. 61% of non em ployeed knows Dilmahbut which they might not be the briny group who purchase tea normally in the ho usagehold. 32% of 35 46 who purchased tea Be to cafe last 4 weeks Female purchased tea more $704,000 and is ab fall out 4 times than male $188,000 at sales. Top main 3 group purchase tea 40 44, 45 49 and 70 and over RM Who bought tea last 4 months * 2 main group64% of traditional family (middle to mature age with stable income and family oriented and traditional value) and 41% visible achievers and they have very similar family valuesWho purchased tea last 3 months * 36 45 and 46 and over for price (29% of interviewers purchased Bell Tea) * 26 35 and 36 45 for Dilmah (30% of interviewer purchased Dilmah) * 25% purchased Twinings The market wind to drink black has started from 2007 because the black tea sale. The total black sale of 2005 to 2009 has increased steadily which presented the successful of the media and publicity from the secondary data findings. The result shows t hat those three major brands Dilmah, Bell and Twinings are invested into the most powerful take a shits of media at the past three to four years.Dilmah media expenditure has al airs been the highest in TV advertizing from 2005 2008 ( 67% to 91% of Dilmah total expenditure of media) away from 2009 comparing to the major three tea brands. Bell, the second tea brand spent the most amount of money in TV publicizing at 2009 which showed the result of the total tea sale was the only one brand has had increases sales from 2008 to 2009 about few percentages. Dilmah reduced the spending for TV advertisement about 23% which has slightly reduced the tea sales about little percentage but Dilmah is still No. 1 of black tea market.As a result, Dilmah has been always focusing on the right media form for advertize their product and has been successful on the result of sales and market share. Nevertheless, Dilmah still lacks the brand awareness as it shows in the primary / qanatative seek fi ndings that Dilmah did not come to Top of mind brand awareness and Bell was the first tea brand comes to their mind. 62% of interviewers chose Bell and only 22% of interviewers chose Dilmah which makes Dilmah comes second. This clearly shows Dilmah has signifi lavatoryt issue about the brand awareness which has always been an issue of them trying to achieve it.From the seek findings, the main group which has been purchased tea for last four months are The total black tea market sales from 2008 2009 has huge growth about 13%. The total The purpose of this research is to identify whether Dilmah should continue the current campaign or modify the campaign. The result from the secondary research and primary qantative research are showing the most effective forms of media and publicity is TV advertising which the campaign is focusing on. The past few years that Dilmah has been focus on TV advertising and the result shows the sales of Dilmah black tea has been increased steadily.It prove d TV advertising has achieved the result of increasing the sales of tea. The research has investigated the 5 objectives which are mention trends in the tea market, key customer segments and a profile of each, levels of brand awareness and measure situations towards teas as a drink. The findings show Dilmah should continue the current campaign as it is. discern trend in the tea market (market size, market share and priceetc) primordial customer segment and a profile of each Brand sensation The most effective form of media and publicityposture toward to tea as a drink Recommendation Id research problems / to understand / to investigate / to seek The primary research has contained five objectives are key trend in the tea market, key customer segments, the most effective forms of media and publicity and the standard location towards tea as a drink. Unfortunately, it has had 800 survey but female is almost double of male. This may because the survey accuracy as the secondary resea rch findings shows female has much higher percentage of purchasing the tea which might affect the survey.Beside, there is one more all-important(a) finding that from middle to mature age groups are also the main groups of tea purchasing. The survey also has higher percentage cracking deal at the age group of 36 45 and 45 and over. In the primary research, it has cover quite well at the brand awareness perplexity but there are not enough information which required to jump the campaign should keep going or modify at the objectives of military strength of media, attitude to buy / drink tea and profile of customer segment.The key customer segment by employment should be full time worker, part time worker or non-employed. It will be salutary to know who does grocery shop of the household. Full time housewife with out job or Housewife with part time job, part time student or full time student The attitude toward to tea as drink will be good to have the interrogate of what kind of tea is the most favorite to drink? Answer to be black, herbal and green tea which can help to know the current trend of drink tea. * Main reasons of purchasing the tea What kind packaging is the most favourite etc paper bag, tin, glass jar etc * What kind of advertising comes to mind when you think about tea advertising? * What would you expect to see from tea advertising? Tea history, fashion trend, tea tasteetc * Attitude to buy / drinking tea? (change to actionable statement to identify * authorisation of advertising * Profile of segments behaviour (drinking tea) The secondary and primary researches have got a numbers of good information and data to ache the continued campaign of TV advertisement as the most effective form of media.However, it still lack the important information and data key customer segment, attitude toward to tea as drink and the type of tea advertising to support the campaign. The key customer segment will indicate which group is main consumers purchase tea for the household and when and where will the best time to have campaign on according the life consumers. The great information of attitude toward tea as drink can modify the campaign to the advertising that consumers would expect to see and also show who main consumers are.The type of media form will back up consumers to purchase Dilmah tea brand. Sometimes, it is very hard to encourage consumers to change the brand they have drunk for long time as tea is a very family oriented drink. Drinking tea can be the family habit which dominated by the main person who is shopping for the household. For that reason, it is essential to have the focus group qualitative research to The research requires 8 12 people and homogeneous in terms of demorgraphic and socio-economic characteristics. Of course, those people impoverishment to have the habit of drinking tea.The final thing is has not participated in many focus groups. The reseach will also require a relax environment and it will ta kes about 1. 5 2 hours. The research will be recorded all relvant information including facial air and body language so the recorder will need to be in the central front of the room behind the moderator. The moderator will distrust the group and lead the discussion to the proper way to encourage the group not be afraid to express own ideas and reliances. A good qualified moderator will be detached but kind and last(a) statement Identify the need for qual research (topic) To explain yes we have got both(prenominal) good information but still lack some important information for support to provide more about how to present to public to recommend what should need according to behaviour or age group Just comes one statement that is actionable to complete by the research (your task) Going to Appendix Good morning/ afternoon Thank you for fetching the time to meet with us. We will honor your time by reservation sure that we wrap up in the next 90 minutes.Does anyone mind if we tap e record this for our records? The tape will be only use for the case study of the major tea brand campaign design. We are researchers under contract with the major tea brand to conduct the tea brand awareness and the attitude toward to tea as a drink. Our evaluation is formative and qualitative. This means that our primary point is to gather information that helps the major tea brand origination finest tea product and improve the brand awareness. The information we collect is by design descriptive rather than numeric.We have a system for quantifying qualitative information, but for now, we dont need to be concerned with counting things. We just want your ideas and opinions. There is no right and wrong for each question and each idea and opinion are all very valuable information for the research. Any question before we start? Be sure that everyone signs and completes the info on the sign-up sheet. Key themes Suggested question End the guide with some kind of thank you and evidence recognize that people will have gone out of their way to participate