Task 1 memo
Date
Market research plan
TO: Emma
, Marketing senior
FROM: Jonathon Fitzgerald, Market Research Assistant
DATE: June 14, 2019
SUBJECT:
Coffeeville market research
Purpose of research
Market research and analysis show that the proposed advertising media for the new design for Coca-
Cola need to be reprioritized and changed. Findings from focus groups and surveys have made it
apparent that we need to update our advertising efforts to align them with the taste of young adults
today.
Findings and
Recommendations
Coffeeville needs to focus advertising on internet sites that appeal to young people. According to
surveys, 72% of our target market uses the internet for five hours or more per week. The following list
shows in order of popularity the most frequented sites:
Google
Facebook
Myspace
EBay
Shifting our efforts from our other media sources such as radio and magazine to these popular internet
sites will more effectively promote our product sales. Young adults are spending more and more time on
the internet downloading music, communicating and researching for homework and less and less time
reading paper magazines and listening to the radio. As the trend for cultural icons to go digital, so must
our marketing plans.
Television Advertising
It used to be common to advertise for our products on shows like Friends and Seinfeld for our target
audience, but even the face of television is changing.
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By refocusing our advertising efforts of our coca cola company we will be able to maximize the exposure
of our product to our target market and therefore increase our sales. Tapping into the taste of young
adults will help us gain market share and sales through effective advertising.
Task 2
Report
Executive summary
In this report market research for Coffeeville is explained. Coffeeville is providing high excellence
in their products. Company is offering high quality coffee pastries, signature hoagies and more.
Company believes in serving their customer with high quality products for a better experience in
a good price.
Introduction
Coffeeville one of the established organizations operating in Melbourne has extended a delivery
arm to the business activities. The business includes delivering the medium to large sized
companies or the clients in Sydney. Coffeeville is known for its reliable services and value or the
costs. This company has been in the industry for around 12 years and believes in taking low risk
for the business conduct and its expansion. The new business expansion concentrates on
increasing the direct sales, internet listings, mail outs, and telephone method. Customer
satisfaction is based on upgrading the services that are provided to the clients. This report
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- Three '17
